Chapter-1

Introduction

1.1 Introduction

Dhaka city, born during the Moghul Empire and grow with the British rule, is expanding
rapidly. From the beginning of the 20th century its growth and latter development is marked
with sheer lack of proper and far-reaching planning. The impact is now being felt at the end of
the century. Dhaka city is undergoing terrific growth phase throughout the last two decades.
While there are so many real estate developer in the market, there are also very few of them
who have maintained the quality, safety and customer preference. It is customary in the country
that the first day quality and impression is lot after a while when people start getting a bit of
familiarity. This happens due mainly to lack of professionalism. Sometime the customers here
are in a fix to choose a particular brand out of many. A good number of real estate companies
are working under one umbrella association named Real Estate and Housing Association of
Bangladesh (REHAB). Almost 150 companies are at present affiliated with this association,
while more than 400 companies are working independently.
In this report I have tried to go through a total look at the real estate development business and
customer attitudes towards real estate developing company so that readers will be able to get a
simple idea about the customers view and perception about Real Estate development
companies in Bangladesh. In this research I tried to focus on the parameters which basically
signify independent variables of companys Branding, Product Quality, Product Design,
Pricing, Customer Service, Commitment, Convenience, Process and Information Sharing
which influence towards the dependent variable Customer Attitude (whether it is positive or
negative, and to which extent) towards Real Estate developing Company. On the other hand
the primary purpose of this research is to get an idea about the real estate business in
Bangladesh. To examine the present factors that influence to Real Estate Company boom. To
examine how they are satisfied their customer in competitive market.
1.2 Origin of the Report
As a compulsory part of Internship program, this particular report is being prepared by the
author on the proposed topic Customer Attitude Towards a Real Estate Developing Company
in Bangladesh A Study on Dolmen Developments Ltd. The intention was to give an
opportunity to the students to gain some real world experience by working in a practical
environment. The internship supervisor was Professor Dr. A.K. Shansuddoha, Dean, Faculty of
Business.
2

1.3 Objectives of the Report

The objectives of this study are focus from broader aspect as well as specific objectives that are
given below:
1.3.1 Broad objective:
To determine and measure the attitudes of customers towards Dolmen Developments Ltd - a
real estate developing company in Bangladesh.
1.3.2 Specific Objectives:
To identify the factors affecting customer attitude.
To measure the customer attitudes towards Dolmen Developments Ltd.
To provide some recommendations on the basis of findings.
1.4 Methodology
The methodology describes the procedures to organize the scattered ideas & views to conduct a
study. Proper working procedure helps to capture the right things during study periods &
finally fulfills the objective of the study. Generally a method involves a technique in which
various stages of collecting data or information are interpreted. So, adoption of methodology
is an important step in performing any study.
1.4.1 The data collection method
Data have been collected from two sources. These are as under:
Primary source
Secondary source
i.

The primary sources of data include the following:

Questionnaire survey on identify the customers attitudes of Dolmen
Developments Ltd.

ii.

The secondary source of data include as under:

Data collected from some purpose other than the problem at hand.
Net searching
Prospectus
Different files and documents of the Dolmen Developments Ltd.

1.4.2 Population, Sampling and Sampling Unit

Population size is 40 persons are randomly chosen for interview through a structured
questionnaire. Sampling unit consists of 24 businessmen. 13 service holders and 3 government
officials.
1.4.3 Sample design
This descriptive study covers the sample of 40 respondents. The pool of respondents consists
of businessmen, service holders; government officials who have owned their properties from
Dolmen Developments Ltd. Non-probability convenience sampling technique is used to select
the sample. Personal interviewing method is used to get response from respondents. To record
the responses of sample respondents, a structured questioner is used.
1.4.4 Data gathering
In order to prepare the report both primary and secondary data are needed. Primary data is
collected by the questionnaires. Here direct communication is essential for gathering required
data. Secondary data is collected from the internet, books, companys brochure and journals.

Figure: Sources of Data

1.5 Limitations of the Report

The major limitation for this report were
1. Respondents might not give the accurate information.
2. Unfortunately due to the companys limitations

(business secrecy and

confidentiality), it was not possible to acquire sufficient information.

3. Lack of experience of researcher.
4. Time was also a limitation. Gathering information during working was a tough job.

Chapter-2

Review of Literature

2.1 Understanding Customer Attitudes

Customer attitudes are both an obstacle and an advantage to a marketer. Choosing to discount
or ignore customers attitudes of a particular product or servicewhile developing a marketing
strategyguarantees limited success of a campaign. In contrast, perceptive marketers leverage
their understanding of attitudes to predict the behavior of customers. These savvy marketers
know exactly how to distinguish the differences between beliefs, attitudes, and behaviors while
leveraging all three in the development of marketing strategies.
An attitude in marketing terms is defined as a general evaluation of a product or service formed
over time (Solomon, 2008). An attitude satisfies a personal motiveand at the same time,
affects the shopping and buying habits of customers. Dr. Lars Perner (2010) defines customer
attitude simply as a composite of a customers beliefs, feelings, and behavioral intentions
toward some object within the context of marketing. A customer can hold negative or positive
beliefs or feelings toward a product or service. A behavioral intention is defined by the
customers belief or feeling with respect to the product or service.
A marketer is challenged to understand the reason a particular attitude might exist.
Perhaps the attitude formed as the result of a positive or negative personal experience. Maybe
outside influences of other individuals persuaded the customers opinion of a product or
service. Attitudes are relatively enduring (Oskamp & Schultz, 2005, p. 8). Attitudes are a
learned predisposition to proceed in favor of or opposed to a given object. In the context of
marketing, an attitude is the filter to which every product and service is scrutinized.
The functional theory of attitudesdeveloped by Daniel Katzoffers an explanation as to the
functional motives of attitudes to customers (Solomon, 2008). Katz theorizes four possible
functions of attitudes. Each function attempts to explain the source and purpose a particular
attitude might have to the customer. Understanding the purpose of a customers attitude is an
imperative step toward changing an attitude. Unlike Katzs explanation of attitudeas it
relates to social psychology, specifically the ideological or subjective side of mancustomer
attitudes exist to satisfy a function (Katz, 1937).
The utilitarian function is one of the most recognized of Katzs four defined functions. The
utilitarian function is based on the ethical theory of utilitarianism, whereas an individual will
make decisions based entirely on the producing the greatest amount of happiness as a whole
(Sidgwick, 1907). A customers attitude is clearly based on a utility function when the decision
revolves around the amount of pain or pleasure in brings.
7

The value-expressive function is employed when a customer is basing their attitude regarding a
product or service on self-concept or central values. The association or reflection that a product
or service has on the customer is the main concern of an individual embracing the value
expressive function (Solomon, 2008). This particular function is used when a customer accepts
a product or service with the intention of affecting their social identity.
The ego-defensive function is apparent when a customer feels that the use of a product or
service might compromise their self-image. Moreover, the ego-defensive attitude is difficult to
change. The ego-defensive attitudein general psychologyis a way for individuals deny
their own disconcerting aspects (Narayan, 2010). A marketer must tread lightly when
considering a message strategy to a customer with an attitude based on the ego-defensive
function.
The knowledge function is prevalent in individuals who are careful about organizing and
providing structure regarding their attitude or opinion of a product or service (Solomon, 2008).
A marketer can change a customers knowledge function based attitude by using fact-based
comparisons and real-world statistics in the message strategy. Vague and non-relevant
marketing campaigns are ineffective against a knowledge attitude audience.
Advertising campaigns that appeal to customer behaviors based on the value-expressive or
utilitarian functions are the most common (Sirgy, 1991). Utilitarian advertisements deliver a
message regarding the benefits of using a product or service. Advertising targeted to customers
with value-expressive attitudes will typically include product symbolism and an image
strategy. In either case, it is important to understand why a customer holds a particular attitude
toward the product or service.
The ABC Model of Attitudesconsisting of the three components: affect, behavior, and
cognitionaccentuates the relationship between knowing, feeling, and doing (Solomon, 2008).
Affect is the feeling an individual has regarding an object. In the current context, affect
represents the emotion or opinion about a product or service. Behavior is the responses of a
customer resulting from affect and cognition. Behavior only implies intention. Cognition is an
individuals belief or knowledge about an attitude object.
The hierarchy of effects is the result of all three components working together. The hierarchy
of effects is a concept used to distinguish between the involvement levels or motivation an
individual might have toward the attitude object. The standard-learning hierarchy, lowinvolvement hierarchy, and experiential hierarchy are the three hierarchies of effects. Dr. Jill
Novack, from Texas A&M University, includes a fourth member of the hierarchy of effects.
8

Novack states that behavioral influence should be included, and represented by the component
orderbehavior, belief, and affect (Novack, 2010).
The standard-learning hierarchy, also known as the high-involvement hierarchy assumes that
the customer will conduct extensive research and establish beliefs about the attitude object.
The customer will then establish feelings regarding the attitude object. The feelingsor affect
are followed by the individuals behavior. The cognition-affect-behavior approach is
prevalent in purchase decisions where a high level of involvement is necessary.
The low-involvement hierarchy consists of a cognition-behavior-affect order of events. A
customer with an attitude formed via the low-involvement hierarchy of effects bases the
purchase decision on what they know as opposed to what they feel. The customer establishes
feeling about a product or service after the purchase. This limited knowledge approach is not
suitable for life-changing purchases such as a car or new home.
The experiential hierarchy of effects is defined by an affect-behavior-cognition processing
order. In this scenario, the customer is influenced to purchase based entirely on their feeling
regarding a particular product or service. Cognition comes after the purchase and enforces the
initial affect. Emotional contagion is common in attitudes formed by the experiential hierarchy
of effects (Solomon, 2008). Emotional contagion, in this situation, suggests that the customer
is influenced by the emotion contained in the advertisement.
The elaboration likelihood model (ELM) offers a theory concerning attitude change. Similar to
the ABC model of hierarchy, the ELM model is based on the level of involvement in the
purchase (Petty & Cacioppo, 1981). Depending on the level of involvement and motivation,
the customer will follow one of two possible routes. The central route is when the customer is
highly involved in every aspect of the purchase. A customer following the central route extends
extra effort in researching and understanding the products or services. The peripheral routeas
the name impliesis followed by a customer with low involvement in the purchase process.
Social judgment theory offers another explanation for attitude changes, whereas a customer
compares current information to previous notions (Novack, 2010). Incoming messages are
filtered down two possible pathslatitudes of acceptance and latitudes of rejection. If the new
information is similar to existing information, the customer follows the latitude of acceptance.
In contrast, if the information is disparate, the customer follows the latitude of rejection
(Solomon, 2008).
Multiattribute models are used to understand and measure attitudes. The basic multiattribute
model has three elementsattributes, beliefs, and weights. Attributes are the characteristics of
the attitude object. Beliefs are a measurement of a particular attribute. Weights are the
9

indications of importance or priority of a particular attribute. A multiattribute model can be

used to measure a customers overall attitude.
The most influential multiattribute modelthe Fishbein modelalso uses three components
of attitude. The first, salient beliefs, is a reference to the beliefs a person might gain during the
evaluation of a product or service. Second, object-attribute linkages, is an indicator of the
probability of importance for a particular attribute associated with an attitude object.
Evaluation, the third component, is a measurement of importance for the attribute. The goal of
the Fishbein model is to reduce overall attitudes into a score. Past and predicted customer
behavior can be used to enhance the Fishbein model (Smith, Terry, Manstead, & Louis, 2008).
A more advanced and automated modeling technique, semantic clustering, is used to analyze
and predict customer attitudes. While proven effective for measuring the flow and direction of
information, recently semantic clustering is being used to elicit attitudes toward brands
(Shaughnessy, 2010). Blogs and forums are a prime target for an analyst using the semantic
clustering technique.
Results from a multiattribute will reveal several pieces of information that can be used in
various marketing applications. If the competitor scores higher on a particular attribute, a
marketer should downplay the attribute and emphasize the importance of a high-scoring
attribute of his or her own. Likewise, if the score reveals a broken connection between a
product and attribute, the marketer can develop a message strategy to establish the link.
Differentiation is an important advantage to marketers. Using the results of a multiattribute
model, a marketer can develop and market new attributes to existing products.
Changing a customers attitude towards a product, service or brand is a marketers Holy Grail.
Three attitude change strategies include: changing affect, changing behavior, and changing
beliefs (Perner, 2010). Classical conditioning is a technique used to change affect. In this
situation, a marketer will sometimes pair or associate their product with a liked stimulus. The
positive association creates an opportunity to change affect without necessarily altering the
customers beliefs. Altering the price or positioning of a product typically accomplishes
changing behavior. One example is the use of coupons or incentives to promote sales.
Changing beliefs is the most difficult of the three. A marketer can leverage several approaches
to changing a customers beliefs about a product. Four common approaches include: change
current held beliefs, change the importance of beliefs, add beliefs, and change ideal. Changing
beliefs is sometimes a necessary, for example, when a mature product is to be reintroduced into
the market (Arora, 2007).
10

Marketing spans many disciplines including mathematics, and psychology. Math plays an
important role is predicting customer behavior. Understanding the reasons behind customer
behavior requires knowledge of several theories of psychology. These two disciplines combine
to aid in the complete rationalization of customer behavior. Attitudes are easily formed, but
difficult to change. Marketing is an ongoing attempt to instill a positive attitude toward a
specific product or service.
Attitudes can be influenced by many factors outside the product attributes. Social and cultural
environment as well as demographic, psychographic, and geographic conditions can sometimes
shape customer behavior. Customer attitude, if positive, is an advantage to a marketer. A savvy
marketer can build a model for prospecting new customers from the attributes of a satisfied
customer. Direct marketing companies create higher response rates by using look-alike
modeling based on existing customersindividuals with a positive attitude.
Customer behavior is the study of how a customer thinks, feels, and selects between competing
products. Moreover, the study of attitudes is critical to understanding the motivation and
decision strategies employed by customers. The combination of beliefs, attitudes, and
behaviors influence how a customer reacts to a product or service. Marketers develop relative,
compelling marketing messages using the same combination of information, and ultimately
influence customer behavior.
2.2 Findings from the Review
1. An attitude in marketing terms is defined as a general evaluation of a product or service
formed over time.
2. The customer is influenced to purchase based entirely on their feeling regarding a particular
product or service.
2. Customers Attitude can be either positive or negative.
3. Customers Attitude depends on various factors like Branding, Product Quality, Product
Design, Pricing, Customer Service, Commitment, Convenience, Process and Information
Sharing.
5. Attitude can be influenced by changing the factors mentioned above.

11

Chapter-3
Company Overview

12

3.1 Background and History of Dolmen Developments Ltd

Established in 1996, Dolmen Developments Ltd is one of the market leaders in the high-end
construction. Its projects are characterized by its innovative planning solutions & design
features. Each project is executed with meticulous detail and tremendous precision by its
incomparable design team. Its consultants are handpicked from the very best in this sector. We
remain innovative by incorporating into its team those who have fresh ideas and think outside
the box. We provide Its clients with the opportunity to customize their homes with a great
degree of freedom and always keep environmental & social responsibility in mind when
undertaking Its projects. This is what gives us an edge over its competitors and why Dolmen
Developments Ltd is a natural choice for construction solutions.
Since inception of Dolmen Developments Ltd has been delivering projects and leading the
sector towards higher standards of planning for a better quality of life, and succeeded in
carving itself a niche at the top of the construction sector. The company is founded on the
steadily growing team of dedicated professionals who have many years of experience in the
industry. When needed, design consultants are handpicked from the very best in the country.
The Philosophy of Dolmen Developments Ltd is to innovate and always strive for the best in
everything it do. First, the choicest project for the buildings it constructs. Then thoughtful
planning and attention to the smallest detail is woven with its education to quality.
Professionalism in every task, however small, helps us achieve the rest.

3.2 Mission
To remain in top of the construction business in comparison to others by offering quality
products in affordable price to the clients.
3.3 Vision
Vision of Dolmen Developments Ltd is to make Roads, Highways, Bridges, Culverts, Schools,
Colleges and shelters for urban & rural dwellers through as a developer of low and High-rise
building construction using best quality man, materials and equipments.

13

3.4

Objectives of the Company

To reach the goals of organization in individual aspects & the company as a whole.
Efficiency of the work force by employing their skills & abilities.
Providing employees with proper standards of job satisfaction.
Providing the organization with well trained & well motivated employees.
Communicate the policies to all employees of Human Resource Management issue.
The objective is to have a clear knowledge of planning, organization, leading &
Controlling aspects of Dolmen Developments Ltd.

3.5

Business Philosophy
Profit Maximization
Cost Minimization
Companys Wealth Maximization
Create customer value & satisfaction

14

3.6 The Organizational Structure

The organ gram below depicts the organizational structure of Dolmen Developments Ltd

Chairman
Managing Director
Vice Chairman

The Deputy Managing

Director
Senior Executive Director
Director

Operation Director

Executive
Directive,
Marketing

Director, Land
& Development

Executive Director,
Operation

Director,
Ready-Mix

Executive
Director,
Procurement

Director,
Corporate
Affairs

Director,
Finance &
Accounts

Director,
Engineering &
Construction

Director, HR

Figure: Organ gram of Dolmen Developments Ltd

15

3.7

Departments of the company

In Dolmen Developments Ltd, Corporate Branch contains 7 major departments. The name of
those departments & activities are given below:

Reception Desk
Marketing & Sales Department
Administration & Business Department
Documentation & Recovery
Finance & Accounts Department
Procurement Department
Human Resources Management (HRM)

Reception Desk:
The main task at the reception desk is maintaining the inward & outward register, office
management, & telephone receiving. They also maintain a daily recall file which is known as
the Central Recall System.

Marketing & Sales Department:

Dolmen Developments Ltd has a very rich marketing department. A strong sales team &
aggressive marketing campaign has bought tremendous sales growth along with a handsome
market share.

Administration & Business Department:

The administration department of Dolmen Developments Ltd always looks after the whole
organization. They always run the organization smoothly. If any employee does any fault then
the department takes action against the employee. The company reward is given to the
employee who has done well.

16

Finance & Accounts Department:

Using Dolmen Developments Ltd software.
Final checking of Bank reconciliation.
Checking of Bank Debtor order voucher.
Checking the company financial accounts.
Give clearance for surrender.
Give clearance for registration.

Procurement Department:
Buying Land.
Registration of the land.

Documentation:
If any customer fails to pay the due in schedule time then this department arranges
time extension latter & gives the time extension approval.
For business the client is not able to take deed in this case the officers of this
department communicate with the client to take the deed by this time officers make
a rough copy of the deed.
If any change his/her payment schedule or change the plot then this department
arranges all procedure.
This department also make note sheet for registration when a client pay all the dues
with registration fees.

3.8 Projects of Dolmen Developments

3.8.1 Completed Projects:

17

18

3.8.2 Ongoing Projects

19

Chapter 4

Jobs Performed During Internship

20

4.1 Internship Period

In the internship period it is very important for anyone where practical experience gathered. I
conducted my internship program at Dolmen Developments Ltd, Corporate Branch from
December 31, 2012 to March 31, 2013; the period of three month internship program. I have
learned about marketing, strategy, customer attitudes, perception and satisfaction. Working in
Dolmen Developments Ltd I feel as a part of the company & every employee helped me so
much.

4.2 Job Description

As an intern I engaged myself in different types of works which are given bellow:

Potential client search: Searching the clients who are interested to buying flats and

apartments.

Making calls to customers & introducing them about products: Calling potential

customers & introducing them about the projects.

Ensure the visit of projects location: Convincing the customer to visit the project

location.

Discuss with clients about the advantages & disadvantages of buying the land:

Discussing with customers about the main features of Dolmen Developments Ltds projects.

Try to convince them to purchase the property: Trying to convince the customer to

purchase the property.

Making the agreements & get the booking amount: If the customer are convinced, then
the agreement & get the booking amount are made.
Communicate with customer until the land have transferred: Communicating with
customers until the property has been transferred to ensure customer satisfaction.

4.3 Daily Routine

My department of internship program is under marketing & sales department. So I was fully
involved in marketing & sales department. Every day I have to go office at 9.00 a.m. like all
other employees & stay up to 6.00 p.m. Some days my work area is in office & some days
work was out of office, on the field.
21

4.4 Learning Points

During the internship period, I have learnt lots of things. These are listed below:
Communicating with the clients: Communicate with the clients over phone & give
feedback them.
Dealing with potential customers: Here I have learnt how to deal with customer.
Convincing the clients: Here I have learnt how to convincing the clients to buy a property
High range of promotional activities required to make a good customer relation: Here
I have learnt how to make a good relation with customers.

22

Chapter 5

Analysis and Findings

23

5.1 Data Analysis

Branding:
Table 01: The names of the different projects of Dolmen Developments Ltd is attractive.

Number of
Respondants
(N = 40)

Valid

Cumulative

Mean

(%)

(%)

(X )

Strongly Agree

14

35

35

Agree

19

47.5

82.5

Neutral

12.5

95

Disagree

100

Strongly Disagree

100

4.13

Standard
Deviation
(SD)

0.82

From table 01, it is seen that almost 14(35%) of the respondents strongly agree, 19(47.5%)
respondents agree, 5(12.5%) respondents neutral & 2(5%) respondents disagree that the names
of the different projects of Dolmen Developments Ltd is attractive. The mean rate is 4.13,
which indicates that in term of Branding the customer attitude towards Dolmen Developments
Ltd is positive.

24

Product Design:

Table 02: Designs of the Apartment/Flat are attractive.

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

27.5

27.5

Strongly Agree

11

Agree

18

45

72.5

Neutral

20

92.5

Disagree

7.5

100

Strongly Disagree

100

Mean

SD

3.93

0.88

From above table, it is seen that that over 11(27.5%) of the respondents strongly agree,
18(45%) respondents agree, 8(20%) respondents neutral & 3(7.5%) respondents disagree. The
mean rate is 3.93. It indicates that most customers like the designs of the product. Customer
attitude is positive in term product design.

25

Conveience:

Table 03: The locations of the projects are convenient.

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

Strongly Agree

18

45

45

Agree

15

37.5

82.5

Neutral

17.5

100

Disagree

100

Strongly Disagree

100

Mean

SD

4.28

0.75

From the analysis of the above table it is seen that almost 18(45%) of the respondents strongly
agree, 15(37.5%) respondents agree & 7(17.5%) respondents neutral. The mean rate is 4.28,
which indicates that the customer attitude towards the company is positive in terms of location
convenience.

26

Availability:

Table 04: Companys products are more available in most of the area

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

Strongly Agree

14

35

35

Agree

17

42.5

77.5

Neutral

17.5

95

Disagree

100

Strongly Disagree

100

Mean

SD

4.07

0.85

Table 05 implies that almost 14(35%) of the respondents strongly agree, 17(42.5%)
respondents agree, 7(17.5%) respondents neutral & 2(5%) respondents disagree. The mean rate
is 4.07, which ensures that in term of availability customer attitude towards Dolmen Holding
Ltd is positive.

27

Process
Table 05: The registration process of flat and apartment is reliable.

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

42.5

42.5

Strongly Agree

17

Agree

18

45

87.5

Neutral

12.5

100

Disagree

100

Strongly Disagree

100

Mean

SD

4.30

0.68

Table 06 shows that almost 17(42.5%) of the respondents strongly agree, 18(45%) respondents
agree & 5(12.5%) respondents neutral. The mean rate is 4.30, which indicates that in term of
registration process customer attitude is positive.

28

Advertising

Table 06: Companys advertising policy is good

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

32.5

32.5

Strongly Agree

13

Agree

18

45

77.5

Neutral

15

92.5

Disagree

7.5

100

Strongly Disagree

100

Mean

SD

4.02

0.89

From the analysis of the above table it is seen almost 13(32.5%) of the respondents strongly
agree, 18(45%) respondents agree, 6(15%) respondents neutral & 3(7.5%) respondents
disagree. The mean rate is 4.02, which indicates that in term of advertising the customer
attitude is positive.

29

Information Sharing
Table 07: Company provides the most informative promotional materials regarding the
products.

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

52.5

52.5

Strongly Agree

22

Agree

16

42.5

95

Neutral

100

Disagree

100

Strongly Disagree

100

Mean

SD

4.50

0.59

From table, it is seen that 22(52.5%) of the respondents strongly agree, 16(42.5%) respondents
agree & 2(5%) respondents neutral that Company provides the most informative promotional
materials regarding the products. The mean rate is 4.50. It indicates that the customer attitude
is highly positive in terms of information sharing.

30

Commitment:

Table 08: Companys commitment to handover the apartment/flat in time is reliable.

Number of
Respondants
(N)
Strongly Agree

12

Agree

Valid

Cumulative

Mean

(%)

(%)

(X )

30

30

19

47.5

77.5

Neutral

17.5

95

Disagree

100

Strongly Disagree

100

4.02

Standard
Deviation
(SD)

0.83

From table 09, it is seen that almost 12(30%) of the respondents strongly agree, 19(47.5%)
respondents agree, 7(17.5%) respondents neutral & 2(5%) respondents disagree Companys
commitment to handover the apartment/flat in time is reliable. The mean rate is 4.02. So in
term s delivery, customers attitude towards company is positive.

31

Product Quality

Table 9: Company uses quality product to build their constructions.

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

Strongly Agree

Agree

14

35

35

Neutral

19

47.5

82.5

Disagree

17.5

100

Strongly Disagree

100

Mean

SD

3.18

0.71

Table 10 shows that almost 14(35.5%) respondents agree, 19(47.5%) respondents neutral &
7(17.5%) respondents disagree that Company uses quality product to build their constructions.
The mean rate which is 3.18 indicates customers attitude is marginally positive in this
particular measure.

32

Pricing

Table 10: Prices offered for the products are reasonable.

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

Strongly Agree

Agree

10

10

Neutral

20

30

Disagree

19

48

78

Strongly Disagree

22

100

Mean

SD

2.18

0.89

From table 11, it is found that 4(10%) respondents agree, 8(20%) respondents neutral, 19(48%)
respondents disagree & 9(22%) respondents strongly disagree that offered for the products are
reasonable. The mean rate is 2.18. So in term s pricing, customers attitude towards company is
negative.

33

Customer Service:

Table 11: Companys executives are active in responding customers query.

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

67.5

67.5

Strongly Agree

27

Agree

11

27.5

95

Neutral

100

Disagree

100

Strongly Disagree

100

Mean

SD

4.63

0.58

From table 12, it is found that 27(67.5%) of the respondents strongly agree, 11(27.5%)
respondents agree & 2(5%) respondents neutral that Companys executives are active in
responding customers query. The mean rate is 4.63. So in term of customer care the attitude of
customer towards the company is highly positive.

34

Commitment:

Table 12: Electricity, gas & water connection are available on project as committed.

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

10

10

Strongly Agree

Agree

17

32.5

42.5

Neutral

11

40

82.5

Disagree

17.5

100

Strongly Disagree

100

Mean

SD

3.73

0.89

From table 13, it is found that almost 8(10%) of the respondents strongly agree, 17(32.5%)
respondents agree, 11(40%) respondents neutral & 4(17.5%) respondents disagree that
Electricity, gas & water connection are available on site as committed. The mean rate is 3.73.
So in term of commitment customer attitude is positive.

35

5.2 Results:

01: The names of the different projects of Dolmen Developments Ltd is attractive, this
statement seen that almost 14(35%) of the respondents strongly agree, 19(47.5%) respondents
agree, 5(12.5%) respondents neutral & 2(5%) respondents disagree that the names of the
different projects of Dolmen Developments Ltd is attractive. The mean rate is 4.13, which
indicates that in term of Branding the customer attitude towards Dolmen Developments Ltd is
positive.

02: Designs of the Apartment/Flat are attractive, this statement seen that that over
11(27.5%) of the respondents strongly agree, 18(45%) respondents agree, 8(20%) respondents
neutral & 3(7.5%) respondents disagree. The mean rate is 3.93. It indicates that most customers
like the designs of the product. Customer attitude is positive in term product design.
03: The locations of the projects are convenient, this statement seen that almost 18(45%) of
the respondents strongly agree, 15(37.5%) respondents agree & 7(17.5%) respondents neutral.
The mean rate is 4.28, which indicates that the customer attitude towards the company is
positive in terms of location convenience.

04: Companys products are more available in most of the area, this statement implies that
almost 14(35%) of the respondents strongly agree, 17(42.5%) respondents agree, 7(17.5%)
respondents neutral & 2(5%) respondents disagree. The mean rate is 4.07, which ensures that
in term of availability customer attitude towards Dolmen Holding Ltd is positive.

05: The registration process of flat and apartment is reliable, this statement shows that
almost 17(42.5%) of the respondents strongly agree, 18(45%) respondents agree & 5(12.5%)
respondents neutral. The mean rate is 4.30, which indicates that in term of registration process
customer attitude is positive.

36

06: Companys advertising policy is good, this statement seen almost 13(32.5%) of the
respondents strongly agree, 18(45%) respondents agree, 6(15%) respondents neutral &
3(7.5%) respondents disagree. The mean rate is 4.02, which indicates that in term of
advertising the customer attitude is positive.

07: Company provides the most informative promotional materials regarding the
products, this statement seen that 22(52.5%) of the respondents strongly agree, 16(42.5%)
respondents agree & 2(5%) respondents neutral that Company provides the most informative
promotional materials regarding the products. The mean rate is 4.50. It indicates that the
customer attitude is highly positive in terms of information sharing.
08: Companys commitment to handover the apartment/flat in time is reliable, this
statement seen that almost 12(30%) of the respondents strongly agree, 19(47.5%) respondents
agree, 7(17.5%) respondents neutral & 2(5%) respondents disagree Companys commitment to
handover the apartment/flat in time is reliable. The mean rate is 4.02. So in term s delivery,
customers attitude towards company is positive.
9: Company uses quality product to build their constructions, this statement shows that
almost 14(35.5%) respondents agree, 19(47.5%) respondents neutral & 7(17.5%) respondents
disagree that Company uses quality product to build their constructions. The mean rate which
is 3.18 indicates customers attitude is marginally positive in this particular measure.
10: Prices offered for the products are reasonable, this statement found that 4(10%)
respondents agree, 8(20%) respondents neutral, 19(48%) respondents disagree & 9(22%)
respondents strongly disagree that offered for the products are reasonable. The mean rate is
2.18. So in term s pricing, customers attitude towards company is negative.
11: Companys executives are active in responding customers query, this statement found
that 27(67.5%) of the respondents strongly agree, 11(27.5%) respondents agree & 2(5%)
respondents neutral that Companys executives are active in responding customers query. The
mean rate is 4.63. So in term of customer care the attitude of customer towards the company is
highly positive.

37

12: Electricity, gas & water connection are available on project as committed, this
statement found that almost 8(10%) of the respondents strongly agree, 17(32.5%) respondents
agree, 11(40%) respondents neutral & 4(17.5%) respondents disagree that Electricity, gas &
water connection are available on site as committed. The mean rate is 3.73. So in term of
commitment customer attitude is positive.

38

5.3 Findings:
This is the most important part of my report titled Customer Attitudes towards Real Estate
Developing Companies in Bangladesh: A Study on Dolmen Developments Ltd. In findings
part, the data have interpreted the results of survey on 40 samples customers.
From the 12 survey result, the data have founded that 11 statements are positive (Commitment,
Advertising, Convenience, Branding, Product Design, Availability, Process, Information
Sharing, Customer Services and Product Quality), 1 statement are negative (Pricing) about the
overall services of Dolmen Developments Ltd.

39

Chapter-6

Recommendations and Conclusion

40

6.1 Recommendations
Dolmen Developments Ltd should work on to improve their customers attitude in those areas
in which are currently negative or marginally positive.
As customers perception is negative towards pricing, so company needs to reduce the price
of its products. To reduce price, company must minimize its cost of production while it
shouldnt compromise with quality. So, rather compromising with quality raw material,
company should emphasize on reducing operational cost (by improving the efficiency of
supervision of projects i.e. a common supervisor to supervise multiple projects which are
located in same area.), transportation cost (by utilization of cheaper transportation to close
distances), effective and efficient use of manpower (by maximizing the use of labor hour)
and raw materials (by minimizing wastage of raw materials) which will ultimately lead to
the overall cost reduction and company will be able to deliver desired products at reduced
price.

41

6.2 Conclusion

Customer attitudes are positive when the exchange value of the system fulfills expectations of
the customers. Todays business environment is more global and competitive than it has been
in the past. The modern business is characterized with new product introductions, increasingly
knowledgeable, well informed, and sophisticated customers. This factors force customer
attitudes towards positive or negative. The modern customer attitudes are thus expected to
respond rapidly, effectively, and efficiently to changes in the market place so as to sustain, and
further more create competitive advantage. It is therefore very important to study the attitudes
of customer towards a company.

42

Chapter 7
7.0 References
Arora, R. (2007). Message framing strategies for new and mature products. The Journal of
Product and Brand Management, 16(6), 377. Retrieved October 4, 2010, from ABI/INFORM
Global. (Document ID: 1373518421).
Katz, D. (1937). Attitude measurement as a method in social psychology. [Electronic version].
Social Forces, 15(4), 479-482. Retrieved October 3, 2010, from JSTOR:
http://www.jstor.org/stable/2571413
Narayan, S. (2010). The perils of faking it. Retrieved October 3, 2010, from
http://64.74.118.102/2010/02/04214927/The-perils-of-faking-it.html
Novack, J. (2010). Internal influences lifestyle and attitude. Retrieved, October 3, 2010, from
http://www.marketingteacher.com/lesson-store/lesson-internal-influences-lifestyleattitude.html
Oskamp, S. & Schultz, W. (2005). Attitudes and opinions. Lawrence Erlbaum Associates, NJ.
Perner, L. (2010). Consumer behavior: the psychology of marketing. Retrieved October 2,
2010, from http://www.consumerpsychologist.com/
Petty, R. & Cacioppo, J. (1981). Attitudes and persuasion: classic and contemporary
approaches. Dubuque, IA: William C. Brown.
Shaughnessy, H. (2010). How semantic clustering helps analyze consumer attitudes. Retrieved,
October 4, 2010, from http://blogs.hbr.org/research/2010/07/every-day-in-the-english.html
Sidgwick, H. (1907). Methods of ethics (7th ed.). Macmillan and Company, London.
Sirgy, J. (1991). Value-expressive versus utilitarian advertising appeals: when and why to use
each appeal. Retrieved October 2, 2010, from http://www.allbusiness.com/professionalscientific/advertising-related-services/270171-1.html
Smith, J., Terry, D., Manstead, A., Louis, W., Kotterman, D., & Wolfs, J. (2008). The AttitudeBehavior Relationship in Consumer Conduct: The Role of Norms, Past Behavior, and SelfIdentity. The Journal of Social Psychology, 148(3), 311-33. Retrieved October 4, 2010, from
ABI/INFORM Global. (Document ID: 1501929231).
Solomon, M. (2009). Consumer behavior buying, having, and being (8th ed.). Upper Saddle
River, NJ: Pearson Prentice Hall.

43

Appendix

Questionnaire

Customer Attitudes towards Real Estate Developing Company in Bangladesh: A Study

on Dolmen Developments Ltd.
Respondent Name:
Age:
Occupation:
Designation:
Work place:

On a scale of 1 to 5, please rate the following (circle the response that best applies)
Strongly Disagree (SD)

Disagree (D)

Neutral (N)

Agree (A)

Strongly Agree (SA)

Seria
l

Statements

01.

The names of the different projects of

Dolmen Developments Ltd are attractive.
Designs of the Apartment/Flat are
attractive.
The Locations of the projects are
convenient.
Companys products are more available in
most of the area

02.
03.
04.

(SD) (D) (N) (A) (SA)

44

05.
06.
07.

08.
09.
10.
11.
12.

Te registration process of flat and

apartment is reliable.
Companys advertising policy is good
Company provides the most informative
promotional materials regarding the
products.
Companys commitment to handover the
apartment/flat in time is reliable.
Company uses quality product to build
Constructions.
Prices offered for the products are
reasonable.
Companys executives are active in
responding customers query.
Electricity, gas & water connection are
available on site as committed.

Interviewer Signature:
Date:

45