1. A RESEARCH ON SUPER-STORE BUSINESS
IN BANGLADESH – CONCENTRATION
AREA INCLUDES THE FACTORS
FACILITATES ITS EXPANSION
2. A RESEARCH ON SUPER-STORE BUSINESS IN BANGLADESH
– CONCENTRATION AREA INCLUDES THE FACTORS
FACILITATES ITS EXPANSION
Prepared for:
Mr. Oli Ahad Thakur
- Senior Lecturer
Prepared by:
Name ID
Ehmed Kushal Imtiaz 043200020
K. M. Monsurul Aziz 043200082
Mohammad Abdullah Zubair Bhuiayn 043200098
Semester – 9th
Program - Bachelor of Business Administration
Eastern University
House # 15/2, Road # 3, Dhanmondi R/A, Dhaka-1205
October 8, 2007
3. October 8, 2007
Mr. Oli Ahad Thakur
Senior Lecturer
Faculty of Business Administration
Eastern University
Dear Sir:
As a part of our BUS 330 course curriculum, we are pleased to submit you this
research report. In our regular class, you have orally authorized us to do this report
on a particular topic.
The research topic has selected by the group members and the topic is really
interesting. The research topic is - “A research on Super-store business in
Bangladesh – Concentration area includes the factors facilitate its expansion”.
Super-store business in Bangladesh is in the growth stage and very few research
works have been conducted in this sector. For this reason, we chose this area as
our research field. Our research is an exploratory one. This research has been
conducted due to enhance the reader’s knowledge.
Kindly accept our report and oblige us thereby. Thank you for choosing us for
working on this topic.
Yours’ sincerely,
Members of the group
Ehmed Kushal Imtiaz K. M. Monsurul Aziz
Mohammad Abdullah Zubair Bhuiayn
4. Table of Contents
Title Page no.
Executive Summary V
1.0 Introduction 01
1.1 Literature Review (Relevant Background) 02
1.2 Objective of the study 04
2.0 Research Methodology 05
3.0 Findings of the study 10
3.1 Discussion on findings and observations 13
4.0 Limitation of the study 15
5.0 Suggestions for further research 15
Appendix
Bibliography
5. Executive Summary
This research report is a part of BUS 330 course curriculum. The primary
objective of this report is to learn how to conduct a research and write it down in a
formal and specific manner. The secondary objective of this study comes from the
research topic which comprises of three issues:
1. Identify the factors that are most important to consumers in choosing a
super-store
2. Find out consumers’ degree of satisfaction with the service provided by the
existing super-stores and
3. To get consumers’ impression about the super-store shopping in relation to
the traditional stores
This is an exploratory research and quota sampling has been used. Total number of
sample is 70. For data analysis, hypothesis testing (with z-test and chi-square) and
regression analysis have been used.
Consumer ranked convenience as first priority while choosing super-store
shopping in relation to the traditional one. Cleanliness and secured environment
were ranked second and third respectively. Chi-square test shows that men and
women are equally aware of brand. Z-test analysis shows that there is significant
opportunity to go for super-store business. Regression analysis produces a vague
result which calls for descriptive research in the future. The analysis of satisfaction
level and importance level shows that if an entrepreneur wants to go for super-
store business, then emphasize on the mentioned factors (lower raked satisfaction
area) along with the most important ones can give the new store a competitive
edge.
Limitations of this study include non availability of sampling frame, respondents’
unwillingness to cooperate and judgmental differences since larger number of
female respondents.
The development of super-store business in Bangladesh is in the growth stage and
very few research works have been conducted regarding super-store. Thus, there is
a huge room for additional study. The utilization of shelf-spaces for a particular
product and its generation of profit volume can be very critical to judge but will
provide very in-depth findings about profitability. Consumers’ shopping pattern is
also a variable of the standard of living and thus, it can be said that the impacts of
super-stores can be a matter of study for sociology and other relevant social
science fields. The super-stores are popularizing more readymade foods in a
convenient way, which can result time saving from cooking and surplus time for
recreation, workplace, fulfillment hobbies, etc.
V
6. 1.0 Introduction
Business world never goes with the word ‘Status Quo’. Business world is dynamic
and business is a never ending process. Ease of access to the information, that is,
the technological innovation engraves its art in every aspect of our life. This is
more relevant for the business world since business closes the gap between the
market place and technology. The more a country implants the technology in its
business, the more it becomes successful. The governments are now lessen their
trade barriers between countries and grab the open market practices. The world
tends to become a global village. This changes the form of business all over the
world and it becomes inevitable. In our society, its impact also has been observed.
The emergence of super-store business in our country gives us the signal to be a
part of the global village.
Technology makes communication easier. Today ease of getting information is
very much affordable as said earlier. Thus, we are exposed to more information.
We are becoming more educated. Now, we can justify more wisely. We do know
what is good for us in a better way. This know-how changes our lifestyles. As we
know differences in consumers’ needs, wants, personalities, attitudes, economic
situation, educational background, personal tastes and social status make our
shopping pattern different and globalization effect shapes our know-how, the
tracking of consumers’ shopping pattern becomes a very complex job. Now
marketers have to consider different issues while satisfying their customers’ needs.
For example, in recent study, it has seen that besides the factors as mentioned
above, the choice of location, buying process, and environment of store also
influence shopping decisions. Today, shopping pattern does not include the buying
only but includes associated aspects of buying, as walking around, window
shopping, location, surroundings, etc.
-1-
7. 1.1 Literature Review (Relevant Background)
The traditional store for grocery shopping can be said as the business (whose sales
and assets are not large enough to influence its environment; Griffin 2002) that
generally offer limited merchandise and provide services mostly by untrained shop
workers. On the other hand “bazar” is a location centric concept where many
sellers gather their limited variety of merchandise (mostly perishable) for sales and
customers required two transact in every point of sale, which means more time
consumption for purchasing full-scale grocery.
The evolution of super-store in the United States and several economical, social,
political, technological and educational changes had complimented to the
revolution of super-store in world-wide. At the same time, developing nations also
felt the shake of it, as a result of globalization, though in limited scale till now. The
mission of this study toward the contributing factors behind change in grocery
shopping will bring clarity to the analyses.
The change in retail formats came from the concept of open salvages, where public
could be let into the stock room and would not create havoc (George Wedd, 1998).
He also focused on those traditional shops which are highly specialized: stationers
sold stationery: greengrocers sold vegetables- so that a shopping trip had to be
carefully planned (George Wedd, 1998).
Two terms appeared as ‘unorganized sector’ (traditional stores) and ‘organized
sector’ (super-stores) and it has been seen as a shift from the first one to the second
one (Simone Tata, 2003). Accordingly to her, ‘organized retail stores are
characterized by large professionally managed format - providing goods and
services that appeal to customers’. She has focused on liberalization, more
spending power (to particular income group), more educated population, and most
importantly, exposed to brands and products through television the development of
‘organized sector’. She also cited that division of joint families giving way to
nuclear families, and the increasing number of working couples also contributed to
the acceptability of super-store shopping. Moreover, convenience shopping is
becoming more demandable by the rising number of two income families (Riche,
1987).
Social and economical factors like, increase in multiple career households (means
more disposable income), and demand for convenience, quality, and time savings
(Doris J. Newton, 2003) made positive correlation to super-store sales. He also
outlined the concept of “one stop shopping” (large scale of requirement
fulfillment; grocery and animal foods, pharmaceutical products, video rentals, and
general merchandise as clothing), which is an attributable factor behind the
success of super-stores. And this success also be expressed in numerical terms, as
-2-
8. super-stores accounted for over 70 percent of total food store sales and 72 percent
in grocery store sales in 1992 (U.S. Department of Agriculture). Packaging
technology and refrigeration, which provided longer shelf life, led to weekly
versus daily shopping (Levy and Weitz, 1992).
Stock assortment (the combination of different trades and the enrichment of stock
assortment within particular trades ensures economies of scale) and self service
(customers have access to the goods and may inspect them without the mediation
of salespersons and having assembled her requirements from anywhere in the
shop, and pays once only, at the exit) defined as major attributes of super-stores
(W.G. McClelland, 1962).
Hence the main difference from the traditional grocery shops that super-store is
self-service, hassle free food shop and requires one point of sale. But it is clear that
this expanding retail formats give consumers more shopping alternativeness and
also make it more difficult to define market for many of these (Paul little, 2003).
That’s why Johnathan Pearce (2003) contended that for many people, shopping is
an extension of leisure activity not only just an exchange process of buying food
for the table. He also added that super-stores made women easier to leave the
home and go into the work. Otherwise shopping would take much more time.
According to Messinger and Narasimhan (1997) consumers’ choice of retailers is
primarily influenced by assortment, price, and transactional conveniences relating
to shopping time and logistics, and utility or disutility from the shopping
experience. Their empirical examination suggested that greater prevalence of one
stop shopping has been a response to growing demand for time saving
convenience. Messinger and Narasimhan also acknowledged that transportation
and inventory-holding technologies (refrigeration) are prerequisites to one-stop
shopping, which ultimately complemented super-store development. In store
promotion facilities of super-stores are utilized with the hope of increasing sales of
their merchandise through ‘impulse’ buying (Abratt and Goodey, 1990).
The term ‘super-store’ can be said as a store twice as the size of a regular grocery
stores that carries a large assortment of routinely purchased food and non-food
items and offers services such as dry cleaning, post offices, photo finishing, check
cashing, bill paying, lunch counters, car care, and pet care (Kotler and Armstrong
2003). The present format of the stores, which have been focused in this study, is
popular as super-stores/super-shop/super-center in Bangladesh but it matches more
with the definition of super-store except the attribute of low-cost. Though, in
Bangladesh ‘super-store’ erroneously means shopping malls/shopping centers.
[Source: Journal of Business Studies, Vol. XXVI, No. 1, June 2005]
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9. 1.2 Objective of the study
This report has been prepared for the academic purpose. This is a part of BUS 330
course curriculum. The primary objective of this report is to learn how to conduct
a research and write it down in a formal and specific manner. The secondary
objective of this study comes from the research topic which comprises of three
issues:
(1) Identify the factors that are most important to consumers in choosing a super-
store
(2) Find out consumers’ degree of satisfaction with the service provided by the
existing super-stores and
(3) To get consumers’ impression about the super-store shopping in relation to the
traditional stores
-4-
10. 2.0 Research Methodology
This is an exploratory research. This study is not intended to finding any solution
of the problem rather it provides an orientation to the readers by gathering
information on a topic with which he/she has little experience. It provides greater
understanding of a concept rather than providing precise measurement. This
research has been conducted based on primary data collection covering the Dhaka
city area. Considering the time constrain and ease of collecting information
structured questionnaire has been used for collecting the information. It facilitates
this study in several ways: (1) Let the researchers quick access to the necessary
information (2) Make it easy for the respondent to answer (3) answers are in the
form of numerical data (ranking), thus, easy to analyze and interpret (4) let the
researchers to avoid the effect of leading question by giving numerous choices (5)
the questionnaire has been moderated by the instructor which increases the scope
of the covering area. The population of this study covers the individuals who make
their shopping in the super-stores. It is a consumer-focused study and the list of
super-stores shoppers is still not reality (no sampling frame available). For this
reason, quota sampling has been used (non-probability sampling). The control
variables (sampling unit) for sampling are-
(1) Super-store identification: The super-stores, where large numbers of
transactions take place at different point of time in a week, were identified through
observations. Identified points of sales were Agora, Almas Super Shop, Prince
Bazar Limited, Nandan, and Family World.
(2) Day selection: Friday, Monday and Thursday.
(3) Time slot: 11 AM to 12 PM and 4 Pm to 7 PM.
(4) Respondents’ criteria: Likelihood of more than 18 years old for being capable
of independent judgments and at least three items in his/her basket that strengths
the possibility of making transactions. Five respondents were interviewed in two
hours according to the questionnaire to collect required data. Total sample size is
70. Data have been analyzed by using rank order and statistical tools.
Among 70 samples only two errors occur. Both of the errors are response bias.
One is deliberate falsification. Here the respondent gave answer in order to appear
intelligent. The other respondent seemed to misunderstand the question and
unconsciously gave bias answer. No other response errors and administrative
errors occur since the researchers were very cautious. A table given below shows
the steps that the researchers took to protect biasness.
-5-
11. Errors Steps taken to avoid
Acquiescence Bias (response bias) Well-designed questionnaire and
respondents were given enough choices.
Interviewer Bias (response bias) Let the respondent to fill up the
questionnaire by him/her self.
Auspices Bias (response bias) The researchers assure the respondent
by saying that this survey will be
conducted only for the academic
purpose.
Social Desirability Bias (response bias) No such leading question has been
added
Data Processing Error (admin. error) The researchers took enough time to
record the information. All the group
members record the information
individually then the recorded
information has been checked to one
another.
Sample Selection Error (admin. error) The researchers spot quota sampling
which reduces the likelihood of
occurring sample selection error
significantly.
Interviewer Error (admin. error) Questionnaire had been filled up by the
respondent and the researchers closely
monitored the responses.
Interviewer Cheating (admin. error) Moral and ethical concerns
To discuss the reasons for which people go to super-stores instead of traditional
grocery stores, satisfaction level of current customers and contribution of super-
stores in our shopping behavior, a Focus Group Interview (FGI) has been
conducted on 7th September 2007 (Friday). On that day, there were six people on
the location and the researchers tried to interview those, who are relatively
homogeneous and have similar lifestyles and experiences. The researchers tried to
make sure that every one gets a chance to speak and to ask questions to clarify
topics that have been introduced in the discussion.
-6-
12. For analyzing data the researchers use two statistical tools. One is simple
regression analysis. For regression analysis, the least-squares method has been
used. Using the criterion of least squares, the researchers can determine whether
one estimating line is a better fit than another. Statisticians have derived two
equations we can use to find the slope and the Y-intercept of the best-fitting
regression line. The first formula calculates the slope:
ΣXY – n ⎯X⎯Y
b = ------------------------
ΣX² - n ⎯X²
Where,
b = slope pf the best-fitting estimating line
X = values of the independent variable (% Income change)
Y = values of the dependent variable (% change in Expenditure)
⎯X = mean of the values of the independent variable
⎯Y = mean of the values of the dependent variable
n = number of data points
The second formula calculates the Y-intercept of the line whose slope we
calculated using the first equation:
a = ⎯Y – b⎯X
Where,
a = Y- intercept
b = slope from first equation
⎯Y = mean of the values of the dependent variable
⎯X = mean of the values of the independent variable
The following formula has been used to calculate the Standard Error of Estimate:
ΣY² - a ΣY – b ΣXY
Se = ----------------------------
n–2
The standard error of estimate measures the variability of the observed values
around the regression line.
-7-
13. The following formula has been used to determine Sample Coefficient of
Determination:
a ΣY + b ΣXY – n⎯Y²
r² = ----------------------------------
ΣY² - n⎯Y²
Sample Coefficient of Determination (r²) is a measure of the proportion of
variation in Y, the dependent variable (% change in Expenditure), that is explained
by the regression line, that is, by Y’s relationship with the independent variable (%
Income change).
Coefficient of Correlation (r) is just the square root of the coefficient of
determination. Its sign indicates the direction of the relationship between two
variables, direct or inverse.
r= r²
-8-
14. The second statistical tool that the researchers use in this study is the hypothesis
testing. For hypothesis testing, both the z-test and chi-square test have been used.
The following formula has been used for z-test:
⎯x – μ
z = -----------------------
Se
Where,
z = number of standard deviations from the mean of a standard
normal probability distribution.
⎯x = sample mean
μ = population mean σ
Se = sampling error = ------------
√n
σ = population standard deviation
n = size of sample
For chi-square test, the following formula has been used:
(Fo – Fe) ²
χ² = ∑ ------------------------
Fe
Where,
χ²= chi-square statistic
Fo= observed (actual) frequency in the nth cell
Fe= expected (theoretical) frequency in the nth cell
For chi-square test, the researchers need to calculate the degrees of freedom.
Degrees of Freedom (DOF) refer to the number of values in a sample we can
specify freely once we know something about that sample.
Here,
DOF = (number of rows – 1) (number of columns - 1)
All the hypothesis tests have been conducted with a significance level α = 0.05.
The significance level (α) refers to the probability of a Type 1 error. Type 1 error
occurs when we reject the null hypothesis when it is true.
-9-
15. 3.0 Findings of the study
According to the survey, consumers ranked Convenience (in terms of suitable
operating time, adjacent location, one stop household requirements fulfillment,
hassle free environment etc) as first priority for choosing super-store shopping,
which is mostly absent in the traditional option for the similar products.
Consumers ranked Cleanliness as their second criterion for shopping there, which
is very much desired to them but not available in the traditional shopping
environment. Secured environment (where the chances of loosing product, pick
pocket, snatching, unwelcome touching to ladies most probably do not arise)
ranked as their third priority among the eight criteria for choosing this kind of
shopping. Appropriate weight and Higher quality both simultaneously became
fourth priority whereas consumers have chosen product variety as sixth criterion.
Consumer put Responsible price (compared to the facilities offered) in seventh
position in the ranking for choosing this type of shopping. Consumers ranked Easy
to pay (one point of transaction for all shopping, different cards’ acceptability) as
eighth criterion for choosing this type of super-stores.
All the presented data provided pivotal guide for drawing inferences from different
dimensions. Moreover, our observations also explored some emerging realities
from the perspective of change.
Convenience, cleanliness, and secured environment represent the appeal of super-
stores. Price has less important on the buying decision of most respondents, as
reasonable price is the seventh choice of them. Thus, the average income level
people of the metropolis voluntarily deny their access to these super-stores.
We found most of the respondents simultaneously shop from the option not always
to make comparison between them but also for their purchase requirement,
location advantage, and time availability. Moreover, almost 80% of simultaneous
shoppers allocated higher points for the super-stores for overall advantage in
shopping. So it is easily understandable that a group of non-price sensitive buyers
(where reasonable price and easy to pay the 7th & 8th reason to shop in the super-
stores for consumers) most likely the upper middle class & upper class people
already moved their face to super-stores from traditional stores.
Chi-square test result: Calculated value of χ² (0.426) is less than the critical
value of χ² (3.841). Thus, we do not reject the null hypothesis.
Z-test result: The calculated value of z falls within the accepted region as seen in
the picture. There is no enough reason to reject the null hypothesis.
- 10 -
16. Regression Analysis results: The sample coefficient of determination r² turns out
0.2275. So we can conclude that the variation in the income explains 22.75 percent
of the variation in the expenditure.
Satisfaction level: According to our observation the following factors should be
highlighted if someone wants to open up a new super-store since they got the
lowest satisfaction rating – (1) Convenient public areas i.e. cleansing room [3.43]
(2) Knowledgeable employees [3.43] (3) Handling of return and exchanges [3.46]
(4) Convenient parking [3.46] (5) Store’s commitment to its promises to do
something [3.57]
(6) Store layout for moving around the store [3.6] (7) ‘Right the first time’ service
performance [3.6].
Importance level: According to our observation the following factors should be
considered first when someone trade off between super-stores: (1) Convenience of
location [4.66] (2) Friendly employees [4.46] (3) Large selection of fruits and
vegetables [4.40] (4) Offer several brands of a product [4.34] (5) Fresh fruits and
vegetables [4.31] (6) Convenience of parking [4.29] (7) Speed of the service in the
cash counter [4.06]
Findings of the FGI:
Eight major reasons for which people prefer super-stores:
Convenience
Cleanliness
Secured Environment
Reasonable Price
Higher Quality
Appropriate weight
Product variety
Easy to pay
- 11 -
17. Other findings -
Though quality is a very subjective mater that is hard to measure and it
varies from person to person. In this FGI result, among six respondents 3
consented that product quality was improved in super-stores compared to
the traditional stores, 2 respondents said it was partially improved and only
1 respondent said product quality was not improved in the super-stores
than the traditional stores.
From the FGI, it is clearly identified that consumers’ impression about the
price level of most products in these super-stores is slightly higher
compared to the prices of traditional shopping.
According to the FGI, 3 said that super-stores were providing improved
packing for their products compared to the traditional shops. 2 said slightly
improved packaging and only 1 said similar type of packaging was
provided to their consumers compared to the traditional stores.
2 respondents’ impression about the freshness of the super-stores’
perishable goods were slightly higher compared to the traditional stores, 2
respondents said it was higher, 2 said it was similar and no one said it was
lower compared to the traditional stores.
Among the 6 respondents, 5 said that they were getting some extra or
additional benefits from this type of super-stores. Mainly, these are price
discount, free sample, reliable suggestions, parking facility, expiry date
printed, air conditioned environment and basket/trolley to carry their
shopping bags and special offer during some festival or sometimes they
are arranging fruit festival or fish fair. But 1 respondent said that they were
not getting any extra or additional benefits from the super-stores.
According to the FGI, 3 respondents strongly agreed that they were able to
satisfy their all requirements or purposes when they were going to one of
the super-stores. 2 respondents partially agreed with this and only 1
strongly disagrees with this statement.
Among the 6 respondents, 5 respondents were shopping simultaneously
from super-stores and traditional shops and only 1 were not doing so.
- 12 -
18. 3.1 Discussion on findings and observations
Consumers’ perception about higher quality of products (including perishable
products) is the contribution of neat outlook of products, space allocation for
products, and self-selection facility (which is totally impossible in traditional
option). Additional benefits and fulfillment of all household requirements by
super-stores are incomparable to traditional stores, which ultimately contribution
to the positive image of super-stores. The additional benefits are actually the
application of modern marketing strategies, which represent the emergence of
professional touch at the household shopping sector in Bangladesh. Marketers also
blessed with new opportunities as they can use these super-stores for promotional
campaign in a secured environment, possibility of close interaction with the
consumers, CCTV operation for studying buying behavior in addition to the
survey.
As most of the respondents consented on higher product quality, improved
packaging, higher freshness of perishable goods, availability of additional benefits,
fulfillment most of the household requirement: it seems that the super-stores are
providing more desirable shopping environment.
In case responses on up to date equipment, neatness of salesperson, physical
establishment, sales persons’ problem solving ability and knowledge of their job
are extremely positive. The researchers’ reflection about such response is that, this
type of super-stores is in contemporary state in Bangladesh and still has a new
look. People are overwhelmed of it till now and still feeling it as status symbol,
very different shopping environment; thus people are not yet in a position to
demand more desirable facilities from the super-stores.
The emergence of super-store also exemplifies the threat to small business and
corporate business revolution in Bangladesh. The business once occupied by small
investors like, rice mill, turmeric powder, chili powder, vegetable, fish, meat, etc.
are increasingly coming under corporate umbrella. So the sum of total sales of
many traditional grocery stores becoming the total sales of one super-store. Here
the assurance of higher sales volume in one point of sale means more revenue
generation, which leads to less per unit distribution cost for the
suppliers/distributors. This situation also increases higher bargaining power of
super-stores in demanding supplier credit or large price discounts. The super-stores
also have higher credit worthiness than individuals as those are under corporate
entity. Thus, the super-stores & their suppliers are becoming complementary to
each other. But such situation may result in small farmers’ less bargaining power
for fair price. Large price discounts also contributes to achieving economies of
scale in operation.
- 13 -
19. Self-selection is one such important attribute of super-stores which provides a
feeling of independence and self-responsibility. This attribute highly support pull
strategy of promotion. Thus it has explored more potential & challenges for the
markets, especially in advertising and packaging. So there is more room for
innovativeness in conceptualizing, and developing advertising and packaging
decisions.
Inventory management is a challenge for large assortment of products especially
for the chance of pilferage. Developing in information technology (IT) eased
inventory management and payment process for large basket shopping, which
encourages the development of super-store in Bangladesh.
In convenience stores one identical benefit for the neighbors is credit facility,
which is replaced by credit card acceptance in super-stores. This situation indicates
to a group of consumer who can exploit this advantage. The present withdrawal of
rickshaws from major roads also limits many customers’ entry to super-stores,
which poses new challenge for the location decision of super-stores. So a
particular target market is going to be shared by rising number of super-stores,
which will result intense competition. Thus, the researchers suggest more
promotional aspects like discount through loyalty cards for retaining consumers to
ensure repetitive purchase.
Chi-square test: Men and women are equally aware of brand. So super-store
owners should consider offering standardized product (branded) in their stores.
Z-test: The overall satisfaction level of the super-store customers is 3.90 out of
five. Thus it can be concluded that there is significant opportunity for other
entrepreneurs to startup the super-store business. They can get substantial
advantages by offering facilities that is absent or partially present in the existing
business. The super-store business is in the growth stage at present.
Regression analysis: This study produces an insignificant relationship between
incomes versus expenditure in super-store shopping. The reason is vague to the
researchers. Since this research is an exploratory one, so this finding calls for
further research.
Satisfaction level & importance level: If an entrepreneur wants to go for super-
store business, then emphasize on the mentioned factors along with the most
important ones can give the new store a competitive edge.
- 14 -
20. 4.0 Limitation of the study
Absence of super-store shopper’s list is the main limitation, for which non-
probability sampling has been used. Respondent’s unwillingness to answer the
question is another limitation. It is also noted that more females than males
responded to the survey. This may be one of the cultural impacts that females are
more familiar with the low involvement product or grocery items. Thus,
judgmental differences because of gender may have reflected in this study.
5.0 Suggestions for further research
The development of super-store business in Bangladesh is in the growth stage and
very few research works have been conducted regarding super-store. Thus, there is
a huge room for additional study. The utilization of shelf-spaces for a particular
product and its generation of profit volume can be very critical to judge but will
provide very in-depth findings about profitability. Consumers’ shopping pattern is
also a variable of the standard of living and thus, it can be said that the impacts of
super-stores can be a matter of study for sociology and other relevant social
science fields. The super-stores are popularizing more readymade foods in a
convenient way, which can result time saving from cooking and surplus time for
recreation, workplace, fulfillment hobbies, etc.
- 15 -
23. Dear Sir/Madam:
I am a student of BBA, Eastern University. I am conducting a research
on the Super store Industry in Bangladesh. All information collected
will be kept confidential and used only for academic purpose. If you
are over 18 years old and a regular customer of retail stores, we would
greatly appreciate it if you complete this questionnaire.
Thank you.
24. Your gender__
Male
Female
What is your age?
18 - 25
26 - 35
36 - 45
46 - 55
55 - and over
Please indicate your approximate monthly household income
Under TK10,000
TK10,001 - TK20,000
TK20,001 – TK30,000
TK30,001 – TK40,000
TK40,001 – TK50,000
TK50,000 and over
Please indicate your approximate monthly expenditure on superstore
TK0 – TK2,000
TK2,001 – TK5,000
TK5,001 – TK10,000
TK10,001 – TK15,000
TK15,001 – TK20,000
TK20,000 and over
Please indicate how many times do you visit superstore a month?
0 to 5
6 to 10
11 to 15
More: ………
Are you a brand loyal?
Yes
No
25. Are you satisfied with the service of super-store currently
operating in the market? Give your opinion as per your
importance level.
Level of importance
___1___ ___2___ ___3___ ___4___ ___5___
Stores are well decorated
Materials associated with this store's service
(such as shopping bags, catalogs, or statements)
are visually appealing.
This store has clean, attractive, and convenient
public areas (restrooms, fitting rooms).
The store layout at this store makes it easy for
customers to find what they need.
The store layout at this store makes it easy for
customers to move around the store.
When this store promises to do something by a
certain time, it will do so.
This store performs the service right the first time.
This store has stock available when the
customers want it.
This store insists on error-free sales transactions
and records.
Employees in this store have the knowledge to
answer customers' questions.
Employees in this store are never too busy to
respond to customer's requests.
This store gives customers individual attention.
This store willingly handles returns and
exchanges.
When a customer has a problem, this store
shows a sincere interest in solving it.
Employees of this store are able to handle
customer complaints directly and immediately.
26. This store offers high quality stock.
This store provides plenty of convenient parking
for customers.
This store has operating hours convenient to all
their customers.
This store accepts most major credit cards.
Please rank the following factors (1 to 8) according to their relative importance while
choosing a super-store:
1. Convenience _________________
2. Cleanliness _____________
3. Secured environment _____________
4. Reasonable price ________________
5. Higher quality __________________
6. Appropriate weight ____________
7. Product variety ______________
8. Easy to pay ____________
28. Dear Sir/Madam:
I am a student of BBA, Eastern University. I am conducting a research
on the Super store Industry in Bangladesh. All information collected
will be kept confidential and used only for academic purpose. If you
are over 18 years old and a regular customer of retail stores, we would
greatly appreciate it if you complete this questionnaire.
Thank you.
29. Your gender__
Male
Female
What is your age?
18 - 25
26 - 35
36 - 45
46 - 55
55 - and over
Please indicate your approximate monthly household income
Under TK10,000
TK10,001 - TK20,000
TK20,001 – TK30,000
TK30,001 – TK40,000
TK40,001 – TK50,000
TK50,000 and over
Please indicate your approximate monthly expenditure on superstore
TK0 – TK2,000
TK2,001 – TK5,000
TK5,001 – TK10,000
TK10,001 – TK15,000
TK15,001 – TK20,000
TK20,000 and over
Please indicate how many times do you visit superstore a month?
0 to 5
6 to 10
11 to 15
More: ………
Are you a brand loyal?
Yes
No
30. Provides nutritional information about products
Wide selection of national (local) brands
Customized product offer
Offers a variety of health and personal care
products (Herbal product)
Large selection of fruits and vegetables
Please rank the following factors (1 to 8) according to their relative importance while
choosing a super-store:
1. Convenience _________________
2. Cleanliness _____________
3. Secured environment _____________
4. Reasonable price ________________
5. Higher quality __________________
6. Appropriate weight ____________
7. Product variety ______________
8. Easy to pay ____________
31. We would like to find out what is most important to you in choosing a superstore. Below are a
number of descriptors about superstores. Please select the answer that best expresses how
important you think the factor is IN SELECTING A SUPERSTORE.
Level of importance
___1___ ___2___ ___3___ ___4___ ___5___
Fast checkout (Speed of the service in cash
counter)
Exclusive food section
Low priced specials (discount offers)
Close to where you live (location)
Offers coupons in newspaper ads
Courteous, friendly employees
Offers generic products (common food i.e. rice)
Financial support (installment payment)
Offers several brands of a product
Convenience of parking
Fresh fruits and vegetables
Pharmacy facility in a store
Wide selection of ethnic food i.e. pork meat for
Hindus
Open 24 hours
Wide selection of store’s own brand
Has bakery in the store
38. Gender Age Income Expenditure No.of visit Brand loyal
Respondent1 F D C D B N
Respondent2 F B C D C Y
Respondent3 M D C B A N
Respondent4 M D D D B Y
Respondent5 F B C C B N
Respondent6 F D D E C Y
Respondent7 M A B B A Y
Respondent8 F C D B C Y
Respondent9 F C C B A N
Respondent10 M B C B A N
Respondent11 F B E B B N
Respondent12 F B D B B Y
Respondent13 F B F F B N
Respondent14 F C D D B Y
Respondent15 F C E D A Y
Respondent16 F C D C C N
Respondent17 M D D D B Y
Respondent18 M B C B A Y
Respondent19 F B C C B Y
Respondent20 F C C C B N
Respondent21 F B F F C N
Respondent22 F A B B B Y
Respondent23 M B C B A Y
Respondent24 M D F F B N
Respondent25 M D F E B Y
Respondent26 F D E E B Y
Respondent27 F D E D B Y
Respondent28 M B C B A Y
Respondent29 F C F F B Y
Respondent30 F C F E A Y
Respondent31 F C F F B Y
Respondent32 F C E D B Y
Respondent33 F C F F B Y
Respondent34 F C E D B Y
Respondent35 F D E B A Y
Respondent36 M B C A A N
Respondent37 F B F C C Y
Respondent38 F B F D C Y
Respondent39 F B D E B Y
Respondent40 M E F F D Y
Respondent41 M B F C A N
Respondent42 M C D B A Y
Respondent43 F B F F C Y
Respondent44 M E D B A N
Respondent45 F B E E D Y
Respondent46 M D C B A Y
Respondent47 F D C C B Y
Respondent48 F C D C D Y
Respondent49 M E F F D N
Respondent50 F B D C B N
Respondent51 M B B E A Y
Respondent52 F B E F C Y
Respondent53 F B C C B Y
Respondent54 M C D C C Y
Respondent55 F C D E A N
Respondent56 F B B B B N
Respondent57 F C C C B N
Respondent58 M B C C B Y
Respondent59 F E C C B N
Respondent60 F B C C B Y
Respondent61 M B B B A Y
Respondent62 F D C C C Y
Respondent63 F B E E D Y
Respondent64 F C B B B N
Respondent65 F B E C B N
Respondent66 M C D B B N
Respondent67 F B C C A N
Respondent68 M A A A B Y
Respondent69 M D C B A Y
Respondent70 F B B B B N
* Here, * Here, * Here, * Here, * Here, * Here,
M = Male A = 18 - 25years A = Under TK10,000 A = TK0 – TK2,000 A = 0 to 5 times Y = Yes
F = Female B = 26 - 35years B = TK10,001 - TK20,000 B = TK2,001 – TK5,000 B = 6 to 10times N = No
C = 36 - 45years C = TK20,001 – TK30,000 C = TK5,001 – TK10,000 C = 11 to 15times
D = 46 - 55years D = TK30,001 – TK40,000 D = TK10,001 – TK15,000 D = More: ………
E = 55 - and over E = TK40,001 – TK50,000 E = TK15,001 – TK20,000
F = TK50,000 and over F = TK20,000 and over
41. Chi-Square Testing
Contingency Table
Men Women
Awareness of Observed Expected Observed Expected
Brand Value Value Value Value TOTAL
Aware 17 15.77 29 30.23 46
Unaware 7 8.23 17 15.77 24
70
Expected (Theoretical) Value Computation
Awareness of
Brand Men (N1) Women (N2) Total
Aware (N1) 17 29 46
Unaware (N2) 7 17 24
24 46 70
Expected value Expected value
Cell N11 (46) * (24) / 70 = 15.77 Cell N12 (46) * (46) / 70 = 30.23
Expected value Expected value
Cell N21 (24) * (24) / 70 = 8.23 Cell N22 (24) * (46) / 70 = 15.77
χ² Computation
Fo Fe Fo - Fe (Fo - Fe)² (Fo - Fe)² / Fe
17 15.77 1.23 1.513 0.096
29 30.23 -1.23 1.513 0.05
7 8.23 -1.23 1.513 0.184
17 15.77 1.23 1.513 0.096
χ² = 0.426
DOF = (2 - 1) * (2 - 1) = 1
Critical value of χ² with 1 DOF = 3.841
(considering α = 0.05)
42. Ho: Brand Awareness is independent of respondent’s sex.
Result: Calculated value of χ² (0.426) is less than the critical value of χ² (3.841). Thus,
we do not reject the null hypothesis.
Conclusion: Men and women are equally aware of Brand.
Acceptance region
Accept the null hypothesis if the
sample value is in this region
Chi-square
distribution with
1 degree of
freedom
0.05 of area
3.841
0.426
44. 0.475
0.025 0.475
Critical z value = -1.96 0
-1.25 = calculated value of z
Ho: Overall satisfaction level, µ = 3.9
H1: Overall satisfaction level, µ < 3.9
Result: The calculated value of z falls within the accepted region as seen in the picture.
Conclusion: There is no enough reason to reject the null hypothesis.
47. Book:
1. Business Research Methods by William G. Zikmund, 8/e
2. Statistics for Management by Rochard I. Levin and David S. Rubin, 7/e
Articles:
1. Journal of Business Studies, Vol. XXVI, No. 1, June 2005
