Generation wise Purchasing pattern Analysis

Introduction: It is indeed a pleasure for us to do the research proposal in this interesting topic. This is the research proposal. Therefore, we would to convey our regards for your valuable knowledge that you shared with us. Background: Bangladesh is an Asians one of the biggest market. Since 1971 after the independent there are actually different generation people lived here and most of the consumer actually consumed world class product and they actually enjoyed to consumed the product but the fact is majority of the people are price concern other than there is also exist a good portion of consumer who actually dont bother about the price they just love to buy different goods and service. So overall market condition is actually very much competitive and as a result consumer and seller both the parties are actually in a win-win situation. Broad Objectives: At first we would like to about how many generation Bangladesh has? Bangladesh got independent at 1971 and current population is almost 143 million. So it is very hard to know about all. It will be better if we differentiate the people of in three categories or in three generation.
Table 1: Population trend of Bangladesh, 1981 - 2011 (Population in thousands) 1974 71,479 1981 87,120
15641

1991
106,315 19195

2001
124,355 18040

2011
142,319 17964

Population size Population change Population increase % Average annual increase Average annual growth rate %

21.9
1931 2.32

22.0
1920 2.01

17.0
1804 1.58

14.4
1772 1.34

Source: 2011 Population & Housing Census: Preliminary Results BBS Statistics Division
Ministry of Planning, Government of the Peoples Republic of Bangladesh

Objective of the research: Find out the purchase pattern on different generation people in Bangladesh.

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Table 2: Differentials in Expectation of Life at Birth (ex0 ) among SAARC Countries , 2007
Afghanistan Bangladesh 2007 2007 Female 43.5 Female 67.9 Male 43.6 Male 65.4 Male 64.0 Male 62.0 Male 69.7 Male 65.6 Male 65.9 Male 70.3

October 2011 Total Population 69.75

Bhutan

2007

Female 67.6

India

2007

Female 64.9

Maldives

2007

Female 72.7

Nepal

2007

Female 66.9

Pakistan

2007

Female 66.5

Sri Lanka

2007

Female 77.9

Data Source: Human Development Report 2009

So above the data basically shown us the apparent life span in our country and this Expectation of Life at Birth help us to find out the generation of Bangladesh after independent Table 3: Findings Generation Year 1974* 1981
10-36 37-67 0-7 ------------------------------------------

1991
20-46 47-77 10-17 0-10 -----------------------------

2001
30-56 57-87 20-27 10-20 0-10 --------------

2011
40-68 67-97 27-37 20-30 10-20 0-10

3-29 Age group 1 in 30-60 Age group 2 in -----------Age group 3 in -----------Age group 4 in -----------Age group 5 in -----------Age group 6 in *1st census after independent

Now if we look at the age group 1 it shows that person in 1974 who was 3-29 years age range (during the 1st census) now in 40-68 years age range. And the person who was in group 2 is now most probably in 67-97 years age range. So its most reasonable to do our research within group 1 because according to CIA World Fact book Oct. 2011 our total Expectation of Life at Birth is 69.75 years.
Now for our research we basically classify the whole 0-65 years age people in the three very specific group by which we mainly specifies the generation

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Generation Master (0-14) years

Generation Icon (15-64) years

Generation Champion (65+) years

Figure 1: Classified generation (age wise)

Generation Master 3rd generation people of Bangladesh, who were born at early 2001, will belong to this category. Generation Icon 2nd generation people of Bangladesh, who were baby at 1971 and also the people who immediately born after 1971 will belong to this category. Generation Champion - 1st generation people of Bangladesh, who were young people in 1971 will belong to this category. Factors
Education Professional position Income Motivational factor Marital status Family member
Figure 2: Factors affect purchasing pattern

Generation

Purchasing pattern

Master Icon

PP-1 PP-2 PP-3

Champion .

Basically these are the factors or variable which constrain the purchasing model in individual level mostly. 3|Page

Table 4: How variables determine Generation wise purchasing (rationally)

In total population * 34.3% Educational level ** PrimarySecondary 66.6% Higher & Research based Higher research Professi on Student Income locality *** Rural 33% Life cycle stage Growth Preferences /motivation Fancy products Economic contribution Small Marital status Un married Family size <4

Master (0-14) years Icon (15-64) years Champion (65+) years

Dependent

61.1%

Working person

Independen t

Urban 42%

Maturity

Multidimensio nal product

High

Married

5<

4.7%

Retired person

Dependent

Rural 25%

Decline

Reliable product

Fewer

Married/ Single

<2

Source:

* (CIA World Factbook, Oct 14, 2011) ** ( United Nations Statistics Division) *** (Statistical Highlights of Economic Census, 2001 & 03, Bangladesh)

Methodology: We will do both qualitative and quantitative research. We will do both field work and collect secondary data.

Hypothesis: 1. Does 3RD Generation is buying more products? 2. Does 3RD generation has more idle money to spend? 3. Does 3RD 1st generation has no income. So they less buy? 4. Does 3RD generations males are spending much more than women? 5. What is the co relation between 3rd generation earning and spending? 6. Does 2nd generation has more idle money to spend? 7. Does 2nd Generation is buying more products? 8. Does 2nd generations males are spending much more than women? 9. We believe 2nd generations income is highest among all. Is it true? 10. What is the co relation between 2nd generation earning and spending? 11. Does 1ST Generation is buying more products? 12. Does 1ST generations males are spending much more than women? 13. We assuming 1ST generation are getting money in steady way. Let see its true or not? 14. 1ST generation didnt save much they spend it. Lets look where they spend? 15. What is the co relation between 1ST generation earning and spending? 16. Assuming 3RD generation buyers are more quantity sensitive as they used to have bigger families 17. Are 2nd generation quality concern? 18. Are 1ST generations more branding affectionate?

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Data analysis

Qualitative Study: Given the exploratory nature of some aspects of the objectives, we will provide you qualitative information. Focused result will be used to explore and understand the attitude of potential customers toward the product and this also measure how the widespread these attitudes are. Quantitative Study: We purpose to carry out study using a questioner. This has been chosen as a cost effective way of contacting relevant respondents. We fell that this questioner gives us the opportunity to select people accurately and swiftly. This gives an assurance of achieving the desired number and type of respondents

Sample size: We have made the decision to carry out over at least 150 people for our survey. This will give a spared of responses and opportunity to identify interesting differences.

GENERATION

POPULATION

Master Icon Champion Total

50 50 50 150

Reporting: Once this has been approved there will be a formal presentation of all findings, along with the conclusion drawn on the appointed date.

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Timing: The table below indicates our suggested time frame of the project:

Week 1st 2
nd

Activity Desk research Qualitative and Quantitative research Questioner development Data preparation and Data analysis Presentation and project submission

3rd 4th 5th

Conclusion:
Only Quality product or only good promotional campaign or good distribution channel doesnt guarantee the successful marketing of the product. Though customer are the KING in the field of marketing, so we have to understand their desire; their wants, their thoughts, their perception which positively affect the products as well as the whole brand. So it is very important for us to know the different generations purchasing pattern. So, that we can focus perfectly on them, and make good profit.

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