470 proposal final.docx

7/28/2019 470 proposal final.docx

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Generation wise Purchasing pattern Analysis

Introduction: It is indeed a pleasure for us to do the research proposal in this interesting topic.

This is the research proposal. Therefore, we would to convey our regards for your valuable

knowledge that you shared with us.

Background: Bangladesh is an Asians one of the biggest market. Since 1971 after the

independent there are actually different generation people lived here and most of the consumer

actually consumed world class product and they actually enjoyed to consumed the product but

the fact is majority of the people are price concern other than there is also exist a good portion of

consumer who actually dont bother about the price they just love to buy different goods and

service. So overall market condition is actually very much competitive and as a result consumer

and seller both the parties are actually in a win-win situation.

Broad Objectives: At first we would like to about how many generation Bangladesh has?

Bangladesh got independent at 1971 and current population is almost 143 million. So it is very

hard to know about all. It will be better if we differentiate the people of in three categories or in

three generation.

Table 1: Populati on trend of Bangladesh, 1981 - 2011

(Population i n thousands)

1974 1981 1991 2001 2011

Population size 71,479 87,120 106,315 124,355 142,319

Population change 15641 19195 18040 17964

Population increase

%

21.9 22.0 17.0 14.4

Average annual

increase

1931 1920 1804 1772

Average annual

growth rate %

2.32 2.01 1.58 1.34

Source: 2011 Population & Housing Census: Preliminary Results BBS Statistics DivisionMinistry of Planning, Government of the Peoples Republic of Bangladesh

Objective of the research: Find out the purchase pattern on different generation people in

Bangladesh.


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Table 2: Di ff erentialsin Expectation of L if e at Bir th (ex0 ) among SAARC Countr ies , 2007

Afghanistan 2007 Female 43.5 Male43.6

Bangladesh 2007 Female 67.9 Male65.4

October 2011

Total Population

69.75Bhutan 2007 Female 67.6 Male

64.0

India 2007 Female 64.9 Male62.0

Maldives 2007 Female 72.7 Male69.7

Nepal 2007 Female 66.9 Male65.6

Pakistan 2007 Female 66.5 Male

65.9

Sri Lanka 2007 Female 77.9 Male

70.3

Data Source: Human Development Report 2009

So above the data basically shown us the apparent life span in our country and this Expectation

of Life at Birth help us to find out the generation of Bangladesh after independent

Table 3: F indings Generation

Year 1974* 1981 1991 2001 2011Age group 1 in 3-29 10-36 20-46 30-56 40-68Age group 2 in 30-60 37-67 47-77 57-87 67-97

Age group 3 in ------------ 0-7 10-17 20-27 27-37

Age group 4 in ------------ --------------- 0-10 10-20 20-30

Age group 5 in ------------ --------------- --------------- 0-10 10-20

Age group 6 in ------------ -------------- --------------- -------------- 0-10

*1stcensus after independent

Now if we look at the age group 1 it shows that person in 1974 who was 3-29 years age range

(during the 1st

census) now in 40-68 years age range.

And the person who was in group 2 is now most probably in 67-97 years age range.

So its most reasonable to do our research within group 1 because according to CIA World Fact book

Oct. 2011 ourtotalExpectation of Life at Birth is 69.75 years.

Now for our research we basically classify the whole 0-65 years age people in the three very specific

group by which we mainly specifies the generation


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F igure 1: Classifi ed generati on (age wise)

Generation Master3rd generation people of Bangladesh, who were born at early 2001, will

belong to this category.

Generation Icon2nd

generation people of Bangladesh, who were baby at 1971 and also the

people who immediately born after 1971 will belong to this category.

Generation Champion - 1st

generation people of Bangladesh, who were young people in 1971

will belong to this category.

Factors Generation Purchasing pattern

Master PP-1

Icon PP-2

Champion . PP-3

Fi gure 2: F actors affect purchasing pattern

Basically these are the factors or variable which constrain the purchasing model in individual level

mostly.

Generation Master (0-14) years

Generation Icon (15-64) years

Generation Champion (65+) years

Education

Family member

Marital status

Motivational factor

Income

Professional position


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Table 4: H ow vari ables determine Generation wise purchasing (rati onally)

In total

population

*

Educational

level **

Professi

on

Income locality

***

Life cycle

stage

Preferences

/motivation

Economic

contribution

Marital

status

Fam

size

Master

(0-14) years

34.3% Primary-

Secondary

66.6%

Student Dependent Rural

33%

Growth Fancy products Small Un married


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Data analysis

Qualitative Study:

Given the exploratory nature of some aspects of the objectives, we will provide you qualitative

information. Focused result will be used to explore and understand the attitude of potential

customers toward the product and this also measure how the widespread these attitudes are.

Quantitative Study:

We purpose to carry out study using a questioner. This has been chosen as a cost effective way

of contacting relevant respondents. We fell that this questioner gives us the opportunity to select

people accurately and swiftly. This gives an assurance of achieving the desired number and type

of respondents

Sample size:

We have made the decision to carry out over at least 150 people for our survey. This will give a

spared of responses and opportunity to identify interesting differences.

GENERATION POPULATIONMaster 50

Icon 50

Champion 50

Total 150

Reporting:

Once this has been approved there will be a formal presentation of all findings, along with the

conclusion drawn on the appointed date.


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Timing:

The table below indicates our suggested time frame of the project:

Week Activity

1st

Desk research

2n

Qualitative and Quantitative research

3r

Questioner development

4t

Data preparation and Data analysis

5t

Presentation and project submission

Conclusion:

Only Quality product or only good promotional campaign or good distribution channel doesnt

guarantee the successful marketing of the product. Though customer are the KING in the field of

marketing, so we have to understand their desire; their wants, their thoughts, their perception

which positively affect the products as well as the whole brand. So it is very important for us to

know the different generations purchasing pattern. So, that we can focus perfectly on them, andmake good profit.

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470 proposal final.docx