Retail Marketing & Consumer Satisfaction of Home Furniture: A study on Hatil Furniture
1.1
Introduction
The furniture industry of Bangladesh is very big and has
unlimited opportunities. Now a day’s furniture business is one of the important
and profitable businesses in our country. The market is also competitive and
the demand of modern furniture is also increasing. HATIL Complex Ltd. is a
leading doors and furniture manufacturer in Bangladesh . HATIL has been
established in 1989 following the footsteps of H.A. Timber Industries Ltd. - a
company running from 1966 with reputation in timber processing sector. The
constant pursuit for achieving excellence in quality of its products and
customer service has brought the company reputation and reliability along with
the trust of its customer. Changes in consumer habits played an important role
in the development of the Bangladeshi furniture industry and Bangladeshi
companies have been forced to act accordingly. At the start of the period
consumers typically changed furniture only once in their life, but today
consumers have developed a habit of change furniture more frequently. Furniture
retailers face challenges in meeting consumers’ demands. Because consumers are
looking for furniture that represents who they are, furniture retailers have to
carry a wide selection to meet customer’s expectations. Since the real life
business is always very complex and competitive, every business has to face the
intense competition and those who can successfully operate within this critical
situation can become successful and brand awareness is very important. HATIL started
out with passion and creativity and it always believe in
itself. The spirit of independence –the spirit of countless Hatilians –will
keep HATIL alive for years to come.
1.2
Origin of the Report
BBA is a professional degree. This degree is different from
other degrees in the extent that it requires to achieve practical experience
with relation to the theory. For this reason, BBA students require to undergo internship
program where they match practical knowledge with that of theoretical knowledge
which is acquired through the degree. It brings a student closer to the real
life situation and thereby helps to launch a career with some prior experience.
The degree does not complete unless a written report submitted to the faculty,
basing on what have the students learned through the internship program. Being
a student of BBA (major in Management) in the University of Comilla, I had the
opportunity to work at HATIL Complex Ltd. from June 15 to August 01; 2018.This report
is on “Retail Marketing & Consumer Satisfaction of Home Furniture: A
Study on HATIL Complex Ltd.”. I have tried my level best to make it an
excellent one. I have been serving this company as an intern for three months
.I got privileges to put the latest data here.
1.3
Objectives of the Study
The objective of the internship program is to be familiarized
me with the real market situation and compares it with theoretical concept.
1.3.1 Main Objective
The main objective of this report is to have an
assessment about the situation of the retail marketing in addition to consumer
satisfaction of HATIL Complex ltd.
1.3.2 Specific Objectives
ü To
find out the overall picture of the company.
ü To
find out influential factors of retail marketing.
ü To
explore consumer’s attitude toward HATIL.
ü To
recommend action that may be necessary to redesign strategy of the company.
1.4
Purpose of the Report
My corporate purpose is to state that to succeed the problem
and pattern statement of HATIL. But the whole information about HATIL Furniture
as like what is working system and etc. are not clearly given on website.
1.5
Scope of the Study
During my internship period I have got chance to visit many
factory houses, dealer offices, retail stores, supervise many production
process and complete many sample programs. HATIL is one of the major areas of
domestic as well as foreign earnings through distribution. The scope of the
internship was limited to Head office, Branch office of Comilla, HR department,
Sales and Distribution department, Commercial Department, Production Department
and Quality control department. I visited personally these departments and
found all desired news, information, data etc. I tried my level best to fulfill
the requirement related to the study.
1.6
Methodology of the Study
Methods followed to perform a job or conducting activities to
complete a task is called methodology.
In conducting this study the following methodology was
adopted in collecting data and information, preparing of report.
For the purpose of the study, necessary data were collected
from the primary and secondary sources.
1.6.1 Collection of Primary Data
Ø Face
to face interview with the head of departments, respective officers, and staff
of HATIL
Ø Face
to face interview with customers and retailers of HATIL
Ø Relevant
documents studies as provided by the officers concerned
Ø Group
discussion
Ø Questionnaire
1.6.2 Collection of Secondary Data
v Websites
of HATIL
v Annual
report
v Annual
budget
v Brochures,
manuals and other relevant publication of this company.
v Books,
journals and various articles etc.
1.7
Research Design & Instruments
Quantitative research based on the quantity of number. The
instruments that was used for data collection is the questionnaire. The
questionnaire was structured.
1.8
Questionnaire Design
Questionnaire
based research have been conducted by me. The Questionnaire of my survey has
been made by considering the types of Likert scale. Each item was rated on a
Five-point Likert scale anchored the verbal statement at the number-
1= “Strongly
Disagree”
2= “Disagree”
3= “Neutral”
4= “Agree”
5= “Strongly
Agree”
The questionnaire
was pre-testing and refined until all appropriate wording was finalized and
captured the desired constructs.
1.9
Sampling Plan
1.9.1 Sample Characteristics
I collected information for this report mainly from primary
survey. I selected 60 people as sample. Most of them were females.
1.9.2 Population
For time and budget constraints, I decided to peruse the
retailers and customers of HATIL who have sold and used their furniture. They
helped me by providing valuable information.
1.9.3 Sample size & element
Total sample size was 60 which were divided into two parts:
Respondents enlisted at the retailers
Respondents enlisted at the consumers
1.9.4 Sampling Unit
Retailers and consumers at COMILLA city who sell and use
HATIL furniture were my sampling unit.
1.9.5 Sampling Procedure
Non-probability convenience sampling procedure has been used
in the survey.
1.10
Data Collection Technique
Survey method (Retailers and Consumers interviewing).
1.11
Data Collection Instrument / Research Tool
Data were collected through questionnaire.
1.12
Data Analysis Technique
Data were collected through questionnaire, and then the data
were organized and summarized through scrutiny, then coding and interpreting
the result.
1.13
Data Analysis & Reporting Tool
Data analysis has been done by using different types of
computer application programs such as SPSS 16.0 and MS Excel.
1.14
Limitation of the Study
I had to face different problems during the study and also
while writing the report. Those are
mentioned below:
The First limitation is that I failed to sketch
the complete picture and activities of the HATIL
The second limitation is that the duration of
internship is only 3 months (12 weeks) is not enough for the study.
Sufficient records and publications as well as
up to date information are not readily available.
Most of the officers are too busy to provide me
sufficient time.
Lack of proper documentation because of the
confidentiality of the organization.
Finally, my personal limitation to prepare the
report.
1.15
Significance of the Study
HATIL is dealing with customers on a daily basis; greater
customer satisfaction will lead to customer loyalty. By promoting and retaining
through marketing tools they can achieve many advantages, Like-
15.1 Positioning
Customer retention and rising satisfaction will help HATIL to
identify its current position and hence find out ways to reduce the gap between
loyal and disloyal customers. It will help HATIL to identify future prospects
for the company.
15.2 It Helps to Understand How
Customers Feel about the Company
It identifies behaviors and attitudes of the customers, how
customers feel about the company. These will help HATIL to be more respective
and to change their behavior towards the company.
15.3
Greater Customer Care Adds Value
The greater advantages will be reduced cost of sales due to
better customer retention, profitability, gains from expected management ships
and new revenue from customer referrals and the rate of using new services.
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