Measurement of consumer satisfaction of Aarong

Measurement of consumer satisfaction of Aarong Course Code BUS 214 Course Title Business Communication Prepared for: Mr. Tanvir Ahmad Torophder Lecturer Prepared by: Name Md. Jasim Uddin Md. Mazidur Rahman Md. Rakib Hassan Romanaz Parvin Ahmad Rahik Majumder Shaidur Rahman Jaber Shirina Akter Section: A 4th Semester (26th Batch) Department of Business Administration Leading University ID NO 1003010002 1003010006 1003010008 1003010011 1003010012 1003010025 1003010026

Date of Submission: January 5, 2012

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December 20, 2011

The course teacher Department of Business Administration Leading University, Sylhet.

Subject: Submission of Report Dear sir: It is a great pleasure to submit our report titled Measurement of consumer satisfaction of Aarong assigned as a requirement for business communication course. Working at Aarong and preparing this report has been a good experience for us. We hope this report will help the Aarong to gather insights on the topic and open the windows to do further studies in this aspect. We would like to express our gratitude to you for giving us the opportunity to work on this topic. Your quires in this report will be much appreciated. Thanking you. Sincerely yours,

Md. Jasim Uddin Md. Rakib Hassan Ahmad Rahik Majumder Shirina Akter

Md. Mazidur Rahman Romanaz Parvin Shaidur Rahman Jaber

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Table of Contents
Sl. No. Particulars Page No. ix

Executive Summary CHAPTER ONE Introduction Origin of the Report Objectives of the Study Broad Objectives Specific Objectives Scope Limitation of the Study Literature Review Methodology Sampling Report Preview CHAPTER TWO Overview of Aarong A Brief History of Aarong Name Creation Process of Aarong Relationship between BRAC & Aarong Aarong Production Centre Logo of Aarong Aarongs Mission Statement Vision Goals Services CHAPTER THREE Products & Outlets of Aarong Goods and services of Aarong

1.0 1.1 1.2 1.2.1 1.2.2 1.3 1.4 1.5 1.6 1.6.4 1.7 2.0 2.1 2.1.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 3.0 3.1

1
2 2 2 2 2 3 3 4 4 5 6 7 8 9 9 10 10 11 11 11 12 13

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3.2 3.2.1 3.2.2 3.2.3 3.2.4 3.2.5 3.2.6 3.2.7 3.3 3.3.1 3.3.2 3.3.3 3.3.4 3.3.5 3.3.6 3.3.7 3.3.8 3.3.9

Description of some Mens Products Shirt (Full & Half) T shirt Executive shirt Panjabi, Pajama & Tupi Sandal Wallet & Belt Fatua Description of some goods & Services Children garments: Nakshi katha Jewelry Metal/ Brass Leather Terracotta/ Ceramics Bamboo/ Cane/Leaf Candles Jute/ wood

15 15 15 15 15 15 16 16 16 16 16 16 17 17 17 17 18 18 18 18 18 18

3.3.10 Tapestry 3.3.11 Toys 3.3.12 Paper 3.4 Outlet of Aarong CHAPTER FOUR 4.0 4.1 4.1.1 SWOT Analysis of Aarong SWOT analysis Internal Factors

21 22 22

4.1.2 4.2 4.3 4.4 4.5 4.6 4.6.1

External Factors Strength Weakness Opportunities Threats Strategic objectives Action plan CHAPTER FIVE

23 23 23 24 24 25 25

5.0 5.1 5.1.1 5.1.2 5.1.3 5.1.4 5.2 5.2.1 5.2.2 5.2.3

Survey Analysis of Aarong Survey analysis Consumers of Aarong

26 27 27

Reason for preferring Aarong by most of the 28 consumer Benefits from Aarong Problems faced by consumers Case study Case study: 1 Case study: 2 Case study: 3 CHAPTER SIX
29 29 29 29 30 31

6.0 6.1 6.2 6.3

Ending of The Report Major finding Recommendation Conclusion

32 33 34 35

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CHAPTER SEVEN 7.0 7.1 7.2 7.3 The Appended Parts Appendix 1 Appendix 2 Bibliography List of Tables Chapter Three 3.4 Outlet of Aarong Chapter Four 4.1.1 4.1.2 4.6 Internal factors External factors Strategic objectives Chapter Five 5.1.1 5.1.2 Consumers of Aarong
27 22 23 25 18 36 37 41 42

Reason for preferring Aarong by most of the 28 consumer List of Figures Chapter Five

5.1.1

Consumers of Aarong

27

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Acknowledgement
We would like to express our gratefulness to our honorable course teacher Mr. Tanvir Ahmad Torophder for allowing us to work under his supervision. We are none to do this without his directions and also thanks for his valuable guidance and suggestion. He has helped us a lot from proposal selection to final submission and his guidance was most valuable for preparing this report. We have tried our best to accomplish the task within desired period. We have got all sorts of help from our friends. We would also like to thank Mr. Tofayel Ahmad, Salesman, Aarong, Sylhet branch for his insightful suggestion, cooperation and continuous support for working on the problem. All of them obliged us by providing the valuable and most confidential data of their respective organization.

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Executive Summary
The retail enterprise Aarong is the handicraft marketing arm of BRAC (Bangladesh Rural Advancement Committee). Established in 1978, Aarong is a fair trade organization dedicated to bring about positive changes in the lives of disadvantaged artisans and underprivileged rural women by reviving and promoting their skills and craft. Reaching out to weavers, potters, brass workers, jewelers, jute workers, basket weavers, wood carvers, leather workers and more, Aarong embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are women. Today, Aarong has become the foundation upon which independent cooperative groups and family-based artisans market their craft, in an effort to position the nations handicraft industry on a world platform of appreciation and acknowledgement. The Ayesha Abed Foundation (AAF) is an organization that aims to provide avenues for employment and income generation for underprivileged rural women. It is an enclave for women, formed to uplift them economically, through their work as producers, and also socially, through their development into entrepreneurs. The Foundation provides an appropriate working environment, financial and technical assistance, and training to develop the womens skills in various crafts. This report tries modestly to uphold to measure customer satisfaction of Aarong in Mens Products. They are now capturing 68% of total handicraft market share in Bangladesh. Its a local brand now exporting their products outside of the country. Aarong has good reputation for fine quality products. However, they remain vulnerable to the possibility that their producer may not be able to produce product timely due to their inability. So that they cant got the products from the producer on time and it may create problem for them in future.

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