AGORA

1

Research Report

On

"Marketing Strategies to increase

the Sales of Agora"

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Research Report On “Marketing Strategies to Increase the Sales of Agora”

MKT 414 ( Marketing Research ) Sec: 03

Semester: Spring 2009

Prepared For:

Md. Farhan Faruqui Senior lecturer

Department of Business Administration East West University.

Prepared By:

Name ID

Md. Nurul Ittahad Zikon 2005-2-10-034

Md. Zahidul Islam Noor 2005-2-10-044

Kazi Enamul Huq 2005-2-10-068

Rakib Azad 2005-2-10-150

Abdullah-Al-Mahmood 2005-2-10-058

Date of Submission :

19th April, 2009

East West University

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LETTER OF TRANSMITTAL

19th April 2009

Md. Farhan Faruqui

Senior Lecturer

Department of Business Administration

East West University.

Dear Sir,

In accordance to your advice to conduct a marketing research, we selected Agora and

developed our research on marketing strategies to increase the sales of Agora.

To serve our purpose, we have followed standard methodology to extract our findings. We

have applied our knowledge from Marketing Research course (MKT414). As per the

direction from you, we have tried our best to develop the marketing strategies to increase the

sales of Agora.

We hope that this report will fulfill the requirements suggested by you under the course.

Sincerely yours, Name ID Signature Md. Nurul Ittahad Zikon 2005-2-10-034 _____________

Md. Zahidul Islam Noor 2005-2-10-044 ______________

Kazi Enamul Huq 2005-2-10-068 ______________

Rakib Azad 2005-2-10-150 _______________

Abdullah-Al-Mahmood 2005-2-10-058 _______________

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ACKNOWLEDGEMENT

First of all, we thank to almighty Allah, who have provided us the brilliant opportunity to

build and complete this report successfully.

We would like to express our feelings and great affections with our heartiest appreciation.

We would like to thank to our honorable teacher Md. Farhan Faruqui who helped us by

giving valuable advice and experiences.

We are doing this research on analysis about the marketing strategies to increase the sales of

Agora, as a part of our Marketing Research (MKT-414) course conducted by Md. Farhan

Faruqui .We want to show our gratification to the administration of Agora to provide and

help us to conduct this research, and also we would like to thank to those respondents who

helped us by giving their opinion, attitude and perception in the questionnaire survey.

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EXECUTIVE SUMMARY

This research study investigates about the marketing strategies to increase the sales of Agora.

So we tried to find out the strengths and weakness of Agora based on some important

criterias like product-quality, price, service, location, layout, brand-image, etc. We used

primary data as our research input and secondary data to support our findings. We found that

most of the customers go to Agora for the fresh & hygienic products and convenient location.

Most of them are from upper-middle class. We choose 50 samples to conduct our research

survey. We basically used SPSS program for the data analysis. We concluded our

interpretation by analyzing all factors related to our research. There are some specific

objectives in carrying out research on the proposed topic which belong to broad objective.

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Table of Content

TOPIC PAGE Introduction 1 Origin of the report 1 Objective of the Report 1-2 Methodology 2

Scope of the Report 2

Limitations 3 Hypotheses 3-4

Research Process 4

Data collection Method 4 Data Analysis 4

Sample 4

Related construct of this research study 5 Price 5 Convenient Location 5 Attractive Layout 6 Service 6 Quality 6 Research Findings 7 Demographic factors:-Age ( bar graph & table ) 7 Gender( bar graph & table ) 8 Average Monthly income( bar graph & table ) 9 Psychographic factors:-Media preference( bar graph & table ) 10

Time interval to watching TV (bar graph & table)

11

Why do customers go to Agora ( pie chart & tables of choice factors ) 12-14 Why do customers go to Agora ( One-sample test & hypotheses testing

) 15-16

Preference about Agora when buying grocery / bakery & cookies / cosmetics products ( One-sample test & hypotheses testing )

17-18

Why do customers go to Agora (correlation) 19 Belief in Agora (Reliability test) 20 Respondents belief (Effects on customers' purchase from Agora) 21 Respondents belief(The next time customers will purchase from ) 22 Levels of Agreement (Effects on likeness to shop at Agora) 23 Usually customers purchase from (including pie chart) 24 Recommendation & conclusion 25 Refference 26

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INTRODUCTION

Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by

launching the first retail chain in the country named ‘Agora’. Currently there are four Agora

outlets at Gulshan, Dhanmondi, Moghbazar and Mirpur in Dhaka. With many more coming

up at important locations in Dhaka and other major cities, Agora is endeavoring to fulfill the

everyday shopping needs of the urbanites through fair price, right assortment, best quality

and service.

While Agora mainly focuses on food items - ranging from a wide variety of fish, meat,

vegetables, fruits, bakery, cookies, - it also carries a vast array of other household, personal

care, such as cosmetics and miscellaneous products. At any point in time, there are nearly

30,000 different products available. RSL is committed to sustaining and growing as the most

trusted, loved and frequented retail chain.

ORIGIN OF THE REPORT

We have been assigned to do marketing research to create relation between our study and the

real life scenario, so we choose Agora to develop marketing strategies to increase its sales.

This report was assigned by our honorable course instructor Md. Farhan Faruqui. We are

studying Marketing Research (MKT-414) course and we have prepared this report according

to our study. We tried our best to give our effort and concentration to prepare this report.

OBJECTIVE OF THE REPORT

Our main objective is to develop marketing strategies to increase the sales of Agora.

Moreover, another objective is to get the actual knowledge about marketing research and its

implementation. There are also several other objectives in carrying out research on the

proposed topic apart from the broad objective.

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Management Decision Problem:- Strategies to increase market share of Agora.

Marketing Research Problem:- Broad Objective :- To find out the strength and weakness of Agora

and its competitors.

Specific Objective:-

• To identify the criteria that consumers use when selecting Super Store.

• To know that how consumers evaluate Agora and its competitors based

on their choice criteria.

• To find out those stores those are patronized when shopping for specific product

categories.

• To find out the market share of Agora and its competitors.

• To identify the demographic and psychographic profile of the consumers of

Agora.

• To determine that can customer preference be explained in terms product

evaluations and customer characteristics.

METHODOLOGY

The research study is based on primary and secondary source of information. From the

primary source, we get the basic information about the choice criterias of the customers to

choose Superstore. We have basically used SPSS program for the analysis of data of 50

samples. We conclude our interpretation by analyzing all factors related to our research.

SCOPE OF THE REPORT

This report basically focuses on the marketing strategies to increase the sales of Agora. In this

report we have discussed all the related matters that we covered in our class. We hope this

report will contain all the matters that were instructed by our instructor.

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LIMITATIONS In preparing the report we faced several difficulties for gathering appropriate information and

other related issue.Many problems rose while making this report. These are as follows:

Some respondents did not participate properly according to our expectation.

Secondary source is limited in some factors.

Time shortage

HYPOTHESES The hypotheses were developed to test the positive or negative effects of the

variables:-

H0: The store-personnels of Agora are knowledgeable.

H0: The store-personnels of Agora are helpful.

H0: Customers are satisfied about the price of the goods of Agora.

H0: The location of Agora is convenient to the customers.

H0: The layout of Agora is attractive.

H0: The products of Agora are fresh and hygienic. H0: Agora has strong brand image in the mind of the customer. H0: Agora is more preferable to customers when buying grocery products.

H0: Agora is more preferable to customers when buying bakery & cookies.

H0: Agora is more preferable to customers when buying cosmetics products.

H0: The maximum customers of Agora are young.

H0: The maximum customers of Agora are female. H0: Agora’s customers have high income.

H0: Agora’s maximum customers are Housewives.

H0: The customers of Agora are loyal.

H0: Customers prefer TV-channel.

H0: Customers prefer FM radio.

H0: Customers prefer newspaper & magazine.

H0: Customers prefer bill-board Ad.

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H0: Customers watch TV at night.

H0: Customers travel in their leisure period.

H0: Customers gossip with friends in their leisure period.

H0: Customers go for shopping in their leisure period.

H0: Customers see TV in their leisure period.

Research Process: Exploratory Research : At first, we used exploratory research to identify the different choice

criterias of the customers. This research also helped us to find out the main competitors of

Agora, and to develop the hypotheses.

Descriptive Research : Next we basically used descriptive research design. Descriptive

research is one kind of conclusive research design. Our Sample size was 50. Our research

process was formal and structured. We used questionnaire-survey method.

Data collection Method: (i) Primary data :- We collected primary data from the samples by using

questionnaire-survey.

(ii) Secondary data :- We collected secondary data from Internet, and we also took

some help from the past research works to successfully accomplish our research.

Data Analysis: Testing each hypotheses individually performs data analysis and standard statistical technique

has been be applied. We analyzed the data through the SPSS program.

Sample:

We selected randomly 50 respondents as the sample from the total population. Our

respondents were both male and female. They have the experience to purchase from different

superstores.

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Related construct of this research study: In our research, we get our findings based on some related construct, which are price,

convenient location, attractive layout, service, quality, etc.

Price: Price is the process by which consumers translate price into meaningful cognitions, and it has

interested researches for several years. Consumers want to get highest utility from a brand or

any product, which they purchase by sacrificing benefit from other competitive brands. In our

study, price is one of the choice criterias, based on which consumers choose Agora. We find

that most of the consumers of Agora come from well-off family and their income level is in

upper middle class. Other than conventional market price in Agora is bit higher but their

pricing strategy is matched with their service and quality provided. Generally price conveys

information to the consumer about product quality. The importance of price as a function of

perceived quality has been extensively studied more than any other factors in this sphere.

Consumers think that high price of product means that quality of that product will be high.

Price can play both role as an indicator of the amount of sacrifice needed to purchase a

product and an indicator of the level of quality. So the consumers of Agora think that they are

getting good quality product within reasonable price, so they like to shop from Agora.

Convenient Location: Location is the most crucial part for shopping. In everywhere of the world, the more close the

market the more customer can visit the market. Therefore, it is one of the most important

choice factors for the consumer to shop from market. It is better for customer to find out

superstore near to him/her. Some customers go to a superstore only for location. It should be

very much convenient for the customer. Agora has only four branches in Dhaka, so there are

lots of complaints about their outlet. The customers who have the ability and affordability to

shop from Agora can get the benefit from Agora only for location. Few loyal customers who

like Agora very much, they can travel a long distance for getting the benefit. Normally people

look for nearest superstore to visit and it should be in their locality. We find that, In Agora

most of the customers come from within two kilometres of distance from their home or

working place. So we consider location as the most vital choosing factor for Agora.

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Attractive Layout: Attractive layout is an important factor for shopping. Agora's layout is really very much

attractive. So it is creating a good impact on the consumers' mind. Layout means interior

decoration. Moreover, the loyal customers have expectation that Agora will fulfill their

demand. Agora is trying to provide the quality atmosphere and standardized outlet as

international standard.

Service: Service is very much important to choose superstore like Agora. The more good service they

provide the more customers they will get. All over the world, service is the most considered

choosing factor. Service includes for Agora like helpfullness, knowledgeable, billing,

packing, providing information about the product, behavior of the employees, etc.We find

that most of the customers of Agora talk about service first, then they gradually focus on the

other factors. Good Serviceability can create a organization one of the good one. So service is

the most important factor for superstore like Agora.

Quality: Quality is the most important factor. If any person doesn't get quality-product from a well

reputed superstore, then his/her perception towards that superstore goes down. Quality of a

product means the ability of a product to satisfy a consumer's needs and wants. Agora's

product-quality is very good, because its products are fresh and hygienic. When consumers

are convinced with the quality of a product, then they evaluate the product and service

positively.

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RESEARCH FINDINGS DEMOGRAPHIC FACTORS: Age :-

20-30 30-40 40-50

age

0

10

20

30

40

50

60

Perc

ent

Age

Frequency Percent Valid Percent Cumulative

Percent Valid 20-30 28 56.0 56.0 56.0

30-40 15 30.0 30.0 86.0 40-50 7 14.0 14.0 100.0 Total 50 100.0 100.0

Interpretation:

Most of the customers of Agora are between 20-30 years old. 56% of the total respondents

are fall in this group. On the other hand only 30% respondents go to Agora which has the age

range of 30-40 years. The rest 14% respondents go to Agora which has the age range of 40-

50 years. So Agora should focus on the respondent who is the age of 20-30 years .

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Gender :-

male female

gender

0

10

20

30

40

50

60

Perc

ent

Gender


Percent Valid male 24 48.0 48.0 48.0

female 26 52.0 52.0 100.0 Total 50 100.0 100.0

Interpretation:

Both male and female go to Agora. So we randomly took both male and female customers for

survey purpose. According to our survey, 52% are female and 48% are male who go for

shopping to Agora.

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Average Monthly income:-

.00 less then 10000

10000-20000 20000-30000 30000-40000 40000-50000

Average monthly income

0

10

20

30

40

Perc

ent

Monthly Income Level


Percent Valid .00 5 10.0 10.0 10.0

less then 10000 8 16.0 16.0 26.0

10000-20000 9 18.0 18.0 44.0

20000-30000 19 38.0 38.0 82.0

30000-40000 8 16.0 16.0 98.0

40000-50000 1 2.0 2.0 100.0

Total 50 100.0 100.0 Interpretation:

Monthly income is a major factor for visiting Agora. It needs a relatively high income to

afford its expense. It is the class where its customers targeted by income group. It is seen that

most of the respondents have the income range of tk.20000-30000. It is the portion of 38%.

So Agora should focus on this segment.

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PSYCHOGRAPHIC FACTORS Media preference:-

tv chanel Fm_ radio newspaper and Magazine

others

which media do you usualy

0

10

20

30

40

50

60

70

Perc

ent

which media do respondents usually like


Percent Valid tv chanel 33 66.0 66.0 66.0

Fm_ radio 4 8.0 8.0 74.0 newspaper and Magazine 10 20.0 20.0 94.0

others 3 6.0 6.0 100.0 Total 50 100.0 100.0

Interpretation:

Here we see that, maximum customers (66%) like TV channel. So, advertisement about

Agora should be given more on TV channel.

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Time interval to watching TV:-

12pm_3pm 3pm-6pm 6pm-9pm 9pm_12pm after 12 pm

In which time interval do you watch Tv

0

10

20

30

40

50

60

Perc

ent

In which time interval do respondents watch TV


Percent Valid 12pm_3p

m 2 4.0 4.0 4.0

3pm-6pm 3 6.0 6.0 10.0 6pm-9pm 11 22.0 22.0 32.0 9pm_12pm 28 56.0 56.0 88.0

after 12 pm 6 12.0 12.0 100.0

Total 50 100.0 100.0

Interpretation: Here, we see that 56% customers watch TV at 9pm-12pm. 22% customers watch TV at 6pm-

9pm. Maximum customers watch TV at night. So advertisement should be given more at

these time intervals.

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Why do customers go to Agora :

why do you go to agora(fresh and hizenic)why do you go to agora(store personnel are knoweledgable)why do you go to agora(store personnel are helpful)why do you go to agora(price is satisfactory)why do you go to agora(convenient location)why do you go to agora(attractive layout)why do you go to agora( strong brand image)

Fresh and hygienic


Percent Valid no 22 44.0 44.0 44.0

yes 27 54.0 54.0 98.0 4.00 1 2.0 2.0 100.0 Total 50 100.0 100.0

Interpretation: 54% customers go to Agora, because its products are fresh and hygienic. It is

the strength of Agora.

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Store personnels are knowledgeable



yes 1 2.0 2.0 100.0 Total 50 100.0 100.0

Interpretation: 2% customers go to Agora, because they believe that the store-personnels of

Agora are knowledgeable. But the another 98% don't believe such, So it's a weak point of

Agora.

Store personnels are helpful



yes 10 20.0 20.0 100.0 Total 50 100.0 100.0

Interpretation: 20% customers go to Agora, because they believe that the store-personnels

of Agora are helpful. But the another 80% don't believe such, So it's also a weak point of

Agora. Price is satisfactory



yes 19 38.0 38.0 100.0 Total 50 100.0 100.0

Interpretation: 38% customers go to Agora, because they are satisfied about the price of its

products. But the another 62% are not satisfied, So it's also a weak point of Agora.

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Convenient location



yes 21 42.0 42.0 100.0 Total 50 100.0 100.0

Interpretation: 42% customers go to Agora because of its convenient location, but the

another 58% customers are not satisfied about its location. It's the combination of it's strength

& weakness. Attractive layout



yes 4 8.0 8.0 100.0 Total 50 100.0 100.0

Interpretation: 8% customers go to Agora because of its attractive layout, but the another

92% customers are not satisfied about its layout. So it's also a weak point of Agora. Strong brand image



yes 13 26.0 26.0 100.0 Total 50 100.0 100.0

Interpretation: 26% customers go to Agora because of its strong brand image, but the

another 74% customers don't contain its strong brand image in their mind. So it's also a weak

point of Agora.

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Why do customers go to Agora : One-Sample Test

Test Value = 0

t df Sig. (2-tailed) Mean

Difference

95% Confidence Interval of the Difference

Lower Upper why do you go to agora(fresh and hygienic) 6.293 49 .000 .62000 .4220 .8180

why do you go to agora(store personnel are knowledgeable)

1.000 49 .322 .02000 -.0202 .0602

why do you go to agora(store personnel are helpful)

3.500 49 .001 .20000 .0852 .3148

why do you go to agora(price is satisfactory) 5.480 49 .000 .38000 .2407 .5193

why do you go to agora(convenient location) 5.957 49 .000 .42000 .2783 .5617

why do you go to agora(attractive layout) 2.064 49 .044 .08000 .0021 .1579

why do you go to agora( strong brand image) 4.149 49 .000 .26000 .1341 .3859

HYPOTHESIS TESTING : We state the null and the alternate hypothesis- H0: Store-personnels are knowledgeable. H1: Store-personnels are not knowledgeable. One-Sample Test

Test Value = 0


Difference


Lower Upper why do you go to agora(store personnel are knowledgeable)

1.000 49 .322 .02000 -.0202 .0602

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.322, which is in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is rejected. That is, Store-personnels are knowledgeable. .

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HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: Store-personnels are helpful . H1: Store-personnels are not helpful. One-Sample Test

Test Value = 0


Difference


Lower Upper why do you go to agora(store personnel are helpful)

3.500 49 .001 .20000 .0852 .3148

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.001, which is in the rejection area. So the null hypothesis is rejected and alternative hypothesis is accepted. That is, Store-personnels are not helpful. HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: The layout of Agora is attractive. H1: The layout of Agora is not attractive. One-Sample Test

Test Value = 0


Difference


Lower Upper why do you go to agora(attractive layout) 2.064 49 .044 .08000 .0021 .1579

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.044, which is in the rejection area. So the null hypothesis is rejected and alternative hypothesis is accepted. That is, The layout of Agora is not attractive.

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Preference about Agora when buying grocery / bakery & cookies / cosmetics products : One-Sample Test

Test Value = 2


Difference


Lower Upper which superstore do you prefer when buying grocery product

-2.011 49 .050 -.30000 -.5997 -.0003

which superstore do you prefer when buying bakery and cookies

-1.827 49 .074 -.26000 -.5460 .0260

which superstore do you prefer when buying cosmetics products

-.387 49 .700 -.06000 -.3714 .2514

HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: Agora is more preferable to customers when buying grocery products.

H1: Agora is not more preferable to customers when buying grocery products.

One-Sample Test

Test Value = 2


Difference


Lower Upper which superstore do you prefer when buying grocery product

-2.011 49 .050 -.30000 -.5997 -.0003

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.050, which is

in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is

rejected. That is, Agora is more preferable to customers when buying grocery products.

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HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: Agora is more preferable to customers when buying bakery & cookies.

H1: Agora is not more preferable to customers when buying bakery & cookies. One-Sample Test

Test Value = 2


Difference


Lower Upper which superstore do you prefer when buying bakery and cookies

-1.827 49 .074 -.26000 -.5460 .0260

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.074, which is

in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is

rejected. That is, Agora is more preferable to customers when buying bakery & cookies.

HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: Agora is more preferable to customers when buying cosmetics products.

H1: Agora is not more preferable to customers when buying cosmetics products.

One-Sample Test

Test Value = 2


Difference


Lower Upper which superstore do you prefer when buying cosmetics products

-.387 49 .700 -.06000 -.3714 .2514

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.700, which is in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is rejected. That is, Agora is more preferable to customers when buying cosmetics products.

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Why do customers go to Agora : ( Correlations )

why do you go to agora(fresh and

hygienic)

why do you go to

agora(store personnel

are knowledge

able)

why do you go to agora(stor

e personnel

are helpful)

why do you go

to agora(price is

satisfactory)

why do you go to agora(con

venient location)

why do you go

to agora(attractive layout)

why do you go

to agora( strong brand image)

why do you go to agora(fresh and hygienic)

Pearson Correlation 1 .079 -.087 .013 -.119 -.158 .062

Sig. (2-tailed) . .587 .548 .928 .412 .272 .668 N 50 50 50 50 50 50 50

why do you go to agora(store personnel are knowledgeable)

Pearson Correlation .079 1 .286(*) -.112 .168 -.042 .241

Sig. (2-tailed) .587 . .044 .439 .244 .771 .092

N 50 50 50 50 50 50 50 why do you go to agora(store personnel are helpful)

Pearson Correlation -.087 .286(*) 1 .227 -.020 .221 -.068

Sig. (2-tailed) .548 .044 . .114 .889 .123 .637 N 50 50 50 50 50 50 50

why do you go to agora(price is satisfactory)

Pearson Correlation .013 -.112 .227 1 .085 .073 -.276

Sig. (2-tailed) .928 .439 .114 . .557 .615 .052 N 50 50 50 50 50 50 50

why do you go to agora(convenient location)

Pearson Correlation -.119 .168 -.020 .085 1 -.102 -.135

Sig. (2-tailed) .412 .244 .889 .557 . .483 .350

N 50 50 50 50 50 50 50 why do you go to agora(attractive layout)

Pearson Correlation -.158 -.042 .221 .073 -.102 1 -.175

Sig. (2-tailed) .272 .771 .123 .615 .483 . .225 N 50 50 50 50 50 50 50

why do you go to agora( strong brand image)

Pearson Correlation .062 .241 -.068 -.276 -.135 -.175 1

Sig. (2-tailed) .668 .092 .637 .052 .350 .225 . N 50 50 50 50 50 50 50

* Correlation is significant at the 0.05 level (2-tailed). Interpretation:

Fresh & hygienic product is weak-positively (0.062) correlated with going to Agora.

Knowledgeable store-personnel is weak-positively (0.241) correlated with going to Agora.

Helpful store-personnel is weak-negatively (-0.068) correlated with going to Agora.

Price satisfaction is weak-negatively (-0.276) correlated with going to Agora.

Convenient location is weak-negatively (-0.135) correlated with going to Agora.

Attractive layout is weak-negatively (-0.175) correlated with going to Agora.

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Belief in Agora (Reliability test): Reliability Statistics

Cronbach's Alpha N of Items

.600 3 Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if

Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item

Deleted belief agora( status) 7.6200 3.220 .400 .512 belief agora( service) 7.5600 2.904 .464 .412 belief agora( convenient location) 7.5400 3.723 .367 .557

There is a high consistency among these three choice criteria (status, service, convenient

location) because here is Cronbach's Alpha is 0.600

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Respondents’ belief ( Effects on customers' purchase from Agora):

Coefficients

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig. B Std. Error Beta 1 (Constant) 4.299 .925 4.650 .000

belief agora( price) -.323 .151 -.306 -2.135 .038

belief agora( status) -.095 .154 -.094 -.616 .541

belief agora( service) -.286 .152 -.291 -1.876 .067

belief agora( convenient location)

-.016 .169 -.014 -.093 .926

belief agora( attractive layout)

.003 .024 .020 .141 .889

Dependent Variable: usually i purchase from

Interpretation:

• Agora’s price effects the customers' purchase from Agora because significance

(0.038) < 0.05

• Agora’s status doesn’t effect the customers' purchase from Agora because

significance(0.541) > 0.05

• Agora’s service doesn’t effect the customers' purchase from Agora because


• Agora’s convenient location doesn’t effect the customers' purchase from Agora

because significance(0.926) > 0.05

• Agora’s attractive layout doesn’t effect the customers' purchase from Agora because


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Respondents belief (The next time customers will purchase from): (Coefficients)

Model


Standardized Coefficients

t Sig. B Std. Error Beta 1 (Constant) 3.849 .740 5.202 .000

belief agora( price) -.150 .121 -.171 -1.238 .222

belief agora( status) -.010 .124 -.012 -.080 .936

belief agora( service) -.380 .122 -.467 -3.118 .003

belief agora( convenient location)

.046 .135 .048 .340 .735

belief agora( attractive layout)

-.006 .019 -.042 -.309 .759

a Dependent Variable: the next time i will purchase from agora Model Summary

Model R R Square Adjusted R

Square Std. Error of the Estimate

1 .519(a) .270 .187 .86415 a Predictors: (Constant), belief agora( attractive layout), belief agora( status), belief agora( price), belief agora( convenient location), belief agora( service) Interpretation:

27% of total variation is influenced by price, status, service, layout of Agora.

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Level of Agreement (Effects on likeness to shop at Agora ): Coefficients

Model


Standardized

Coefficients

t Sig.

95% Confidence Interval for B

B Std. Error Beta

Lower Bound

Upper Bound

1 (Constant) .413 .412 1.003 .321 -.417 1.244 agora sells fresh and hygienic products

.383 .158 .437 2.418 .020 .064 .702

i like the service of agora

.284 .190 .298 1.498 .141 -.098 .667

convenient location is impt for shopping

.075 .146 .081 .514 .610 -.219 .369

getting all products in one shop provides extra value

.098 .170 .100 .578 .566 -.244 .441

Dependent Variable: i like to shop at agora Interpretation:

• Selling fresh and hygienic product effects the respondents’ likeness to shop at

Agora because significance (0.020) < 0.05

• The service of Agora doesn’t effect the respondents’ likeness to shop at Agora

because here significance (0.141) > 0.05

• Convenient location doesn’t effect the respondents’ likeness to shop at Agora

because here significance (0.610) > 0.05

• Getting all products in one shop doesn’t effect the respondents’ likeness to shop

at Agora because here significance (0.566) > 0.05

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Usualy customers purchase from :-

6610

8

16

agoraminabazarPQSnandan

usually i purchase from

Usually customers purchase from


Percent Valid agora 33 66.0 66.0 66.0

minabazar 5 10.0 10.0 76.0

PQS 4 8.0 8.0 84.0 nandan 8 16.0 16.0 100.0 Total 50 100.0 100.0

Interpretation:

From the above graph and table, we can see that -

66% respondents usually purchase from Agora.

10% respondents usually purchase from Minabazar.

8% respondents usually purchase from PQS.

16% respondents usually purchase from Nandan.

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Recommendation & Conclusion: From the above analyzed data, we find that, Agora has strengths on fresh & hygienic

products and convenient location. But it has weakness on service, price, layout, etc. So,

Agora should give proper concentration to remove the problems of its weak points to increase

its sales.

• The store personals of Agora should be more knowledgeable and helpful to the

customer. They should increase their sense of responsibility to give more service to

the customer. The store personnels' communication skill should be developed so that

the customers being satisfied at them.

• The price of the product of agora is very high. So its price should be reduced at

reasonable level.

• The layout of Agora should be more beautify, attractive, neat and clean to attract the

customer. Their internal space should be large enough to walk more freely.

• According to the research findings of hypotheses, there is no problem or weakness in

the product varieties. Respondents prefer Agora for grocery, bakery & cookies, and

cosmetics products.

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Reference: • www.agorabd.com

• Marketing Research by Naresh K. Malhotra

• Practical Survey

• Discuss with Agora's Sales person .

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Research questionnaire

“Marketing Strategies to increase the sales of Agora” We are the students of East West University. As a part of our “Marketing Research” course, we are supposed to prepare a research report on “Marketing Strategies to increase the sales of Agora”. To prepare this report, we need to conduct a questionnaire survey. We can assure you that the data collected through this questionnaire will be used only for academic purpose.

1. Age -

• 20-30 • 30-40 • 40-50 • 50-above

2. Gender -

• Male • Female

3. Purchase from Agora Superstore -

• Yes • No

4. Average monthly income -

• Less then 10000 • 10000 - 20000 • 20000 - 30000 • 30000 - 40000 • 40000 - 50000 • 50000 - above

5. Occupation -

• Housewife • Private sector • Public sector • Others _________

6. Which media do you usually visit ?

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• TV-channel • FM-radio • Newspaper & magazine • Billboard ad. • Others ______________

7. In which time-interval do you watch TV ?

• 12pm-3pm • 3pm-6pm • 6pm-9pm • 9pm-12am • after 12am

8. What do you do in your leisure period ?

• Traveling • Gossiping with friends • Shopping • Watching TV • Others__________

9. Why do you go to Agora ?

• Products are fresh and hygienic.

• Store-personnels are knowledgeable.

• Store-personnels are helpful.

• Price is satisfactory.

• Convenient Location.

• Attractive Layout.

• Strong brand image.

10. Which Superstore do you prefer when buying grocery products ?

• Agora • Mina Bazar • PQS • Nandan

11. Which Superstore do you prefer when buying bakery & cookies ?


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12. Which Superstore do you prefer when buying cosmetics products ?


13. Place mention the following four Superstores according to your belief in the five

places given below :

(a) Agora.

(b) Mina Bazar.

(c) PQS.

(d) Nandan.

5 4 3 2 1 Low Price ______ ______ ______ ______ ______ High Price

High Status ______ ______ ______ ______ ______ Low Status

Good Service ______ ______ ______ ______ ______ Poor Service.

Convenient Location ______ ______ ______ ______ ______ Not Convenient

Attractive Layout ______ ______ ______ ______ ______ Not Attractive

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14. Place your level of agreement with the following statements by placing a tick mark.

15. The last time I purchased from _____________ .

16. Usually I purchase from________________ .

17. The next time I will____________ purchase from Agora -

• Definitely

• Probably

• Not sure

• Probably Not

• Definitely Not

Thanks for your great participation

Criteria Strongly Agree (5)

Agree (4)

Neutral (3)

Disagree (2)

Strongly Disagree.(1)

Agora sells fresh and hygienic products

I like the overall service of Agora

Convenient location is important for shopping

I think getting all the products in one shop provides extra value to me

I like to shop at Agora

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Documents

AGORA