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REPORT ON:

 Establish After marketing

 Develop Event Marketing and Sponsorship

 Consumer Perception

 Suggestion for Improving Current Position

On the basis of
Using survey questioner through SUNLITE brand
user in Bangladesh.

1
LETTER OF TRANSMITTAL

15Th December 2008


Mohammad Nazmul Huq
Assistant Professor
Department of Business Administration
Stamford University Bangladesh

Subject: Report on “survey the present situation or condition of SUNLITE brand for
establishing Aftermarketing, Event Marketing and Sponsorship in Bangladesh”, as a part of
academic activities, to complete our survey.

Dear Sir,

We are pleased to submit this report on “survey the present situation or condition of
SUNLITE brand for establishing aftermarketing, event marketing and sponsorship in
Bangladesh” for particular fulfillment of BBA Degree.
We honestly believe that this research program gives us an opportunity to know about how
to’ establishing aftermarketing, event marketing and sponsorship, consumer perception
suggestion for improving current position in Bangladesh’ and fulfill the requirements of the
assignment for BBA. We have given our cordial effort to accomplish and furnished this
report with applicable information which has been collect from our target market by
through survey questioner,

We appreciate having this assignment and would like to mention for your kind
consideration that there might be some errors & mistakes of our limitation knowledge. We
hope that you will forgive us considering that we are still learner and still process of
learning.
Sincerely,
Signature:-

01. Md. Rashed Ahmed, BBA 02707165 ……………………………

02. Ashek Mahmud Ashkary BBA 02707176 …………………………….

03. Md.Tarikul Islam BBA02707119 …………………………....

04. Ms. Mukshuda Akhter BBA02707244 …………………………….

05. Md. Rajibul Islam BBA02707 129 …………………………….

Department of Science in Business Administration. Batch: 27(B)


Stamford University Bangladesh.
2
LETTER OF AUTHORIZATION

15Th December 2008


Mohammad Nazmul Huq
Assistant Professor
Department of Business Administration
Stamford University Bangladesh

Subject: Letter of authorization.

This is certify that the group of Rashed Ahmed, Ashek Mahmud Ashkary, Md.Tarikul
Islam, Ms. Mukshuda Akter , Md. Rajibul Islam student of Stamford University Bangladesh
has Successfully completed the research report from 05-11-08 to 15-12-08 on survey the
present situation or condition of SUNLITE brand for establishing aftermarketing, event
marketing and sponsorship and consumer perception, suggestion for improving current
position in Bangladesh. I believe during prepare of there report they have acquired
particular knowledge about battery sector, and that will improve there ability, increase
knowledge and enhance efficiency as well as experience of that sector.

I completely satisfied to there overall performance, and I wish every success in there
future life.

Signature:

…………………………………….

Mohammad Nazmul Huq


Assistant Professor
Department of Business Administration
Stamford University Bangladesh.

3
ACKNOWLEDGEMENT

We could not possibly thank all of those people who have contributed valuable time of
themselves directly or indirectly in preparing this report successfully.
Our heartiest gratitude to our guide teacher Mohammad Nazmul Huq Assistant Professor
Department of Business Administration, Stamford University Bangladesh, whose
enthusiastic guidance and critical command during the entire phase of study, and valuable
suggestions to prepare this report.

We are also grateful about all Respondents who fulfilled our questioner and give us
information with an excellent cooperation and cordial behave.
We are also grateful to our group members and also our all classmate most valuable
cooperation, inspiration and suggestions.

This performance will be helpful in our practical life, at the same time it will improve our
ability, increase our knowledge and enhance our efficiency as well as experience. It also
introduces us with wide range of research, which done by organization to take decision
about the organization product or services.

4
TABLE OF CONTENTS

TITLE PAGE- P: 1
LETTER OF TRANSMITTAL- P: 2
LETTER OF AUTHORIZATION: 3
ACKNOWLEDGEMENT- P: 4
TABLE OF CONTENTS- P: 5
LIST OF TABLES & LIST OF EXHIBITS - P: 6
LIST OF GRAPHS - P: 7
EXECUTIVE SUMMARY- P: 8

No Heading Page No.

A OBJECTIVE OF THIS RESEARCH 9

B PROBLEM IDENTIFICATION 10

C APPROACH TO THE PROBLEM 11

D RESEARCH DESIGN 12-13

E DATA ANALYSIS AND INTERPRETATION 14

F INTRODUCTION 15

G GRAPHS 16-24 & 28

H TABLE 25

I FACTOR ANALYSIS- SPSS OUTPUT 26-29

J DISCRIMINANT - SPSS OUTPUT 30-35

K RESULTS AND CONCLUSION 36-37

L LIMITATIONS OF THE STUDY 38-39

M EXIBITS 40-46

N TOTAL SPSS INPUT 47- Above (1-18)

5
LIST OF TABLES

No Heading Page

A TABLE:-1 25

B Factor SPSS output 26-27-28

C Discriminant SSPS output 30-31-32-33-34

LIST OF EXHIBITS

No Heading Page

A Survey Question 40-41-42

B Total SPSS input- Likert 44-47


scale

6
LIST OF GRAPHS
No Heading Page

A Male and female of 210 respondents. 16

B Income level of 210 respondents. 17

C ISP using by respondents. 18

D Frequent of internet use by respondents. 19

E Respondent’s category. 20

F Billing system of respondents. 21

G Spending time of respondents by using internet. 22

H Spending time of respondents by using internet. 23

I Bad affect on young generations. 24

J Total Eigenvalues 28

7
EXECUTIVE SUMMARY

This dissertation research report highlights on our practical experience on establishing


aftermarketing, event marketing and sponsorship, consumer perception suggestion for
improving current position in Bangladesh for SUNLITE brand. During our short working
period, we tried to gather information from our target respondent as we are dealing with
filed label by the help survey questioner to 75 respondents. But some respondent does not
want to provide adequate time for fulfillment the questioner.

To complete this report, we have gained practical knowledge about various types of
battery user’s preference and its implementation opinion about this sector. For example,
such as responsibility of useless battery for company, durability of battery, child labor of
battery industry and the advantage and disadvantage that we get from battery industry of
Bangladesh.

In this way, we are getting knowledge not only this sector, but also the implementation
opinion of some factors in battery industry in the Bangladesh.

8
OBJECTIVE OF THIS RESEARCH

We can gain knowledge about the marketing research and how it conducting by the
organization? As following aspects of research we can learn from this study:

 To obtain the idea about how to make survey questions.


 To get proper idea or experience how to conduct a report and how to make decision
about particular product or service, depend on interpreting consumer responds.
 To get the knowledge about battery sector.
 To get the idea about different types of battery that is used by the different people in
different area.
 To get the idea about who are wide user of battery.
 To get the idea about the present performance of battery in Bangladeshi market.
 We can know the limitations and strength and weakness of the battery from different
respondents or users.
 We get different types of opinion about battery industry, such as responsibility of
useless battery, durability of battery, and child of battery industry.
 We get an opportunity to communicate with mass people.
 We also get idea about brand that are more favorable and the reasons.

9
PROBLEM IDENTIFICATION

Problem Definition
The determination of the problem definition is divided into two divisions. One is the
background of the problem, which represents the evolution of the definition of the problem
and how/why this appropriate and specific subject has be chosen to conduct the study and the
second portion concludes the formal definition of the problem.

Background and an approach to the problem

This research report is for observing the present situation of a particular brand and
understanding of the people thinking and their desirability in mind of people of Bangladesh.
The objective of the research is to determine, locate and verify the brand awareness of the
consumer and the reason of their choosing brand and what more they expect from the brand
in Bangladesh.
Also, this has been observed by our course teacher that there are several brands operating
their business in the country. This has increased the choices among the existing and potential
consumers. Moreover, the reason of diversification among the several brands among
numerous numbers of people should be find out, and this must need a research and a study to
predict the conclusion.
Besides, some pre-determined factors are considered to affect consumers’ preference level.
But there might be more underlying basis on which the level of preference by a consumer
changes, or be stable.

Another study is done in this same research to find out the choice, preference, durability,
price, packaging and other factor examining by the consumer related to the purchase of a
particular brand.

Statement of the problem


The formal definition of the problem is:
 To find out the preference level of consumer about the brand and establishing an After
marketing and developing Event marketing.
 Identify the various factors of choosing brand by the consumer and their expectation
from the brand.

10
APPROACH TO THE PROBLEM

As it is a descriptive research, we were determined to define the problem. For the report
the first approach was to obtain data from the respondent, which is related to perception or
preferences perception data, which may be direct or derived.

In direct approach to gathering perception data the respondent were asked to judge how
similar or dissimilar the various answer of the question or stimuli area, using their own
criteria. Respondent were often requested to rate all possible answer in terms of similarity
on a likert scale. And all of the data were referred to as similarity judgment. Respondent
were also asked to rank-order all of the possible pair from the most similar to lest similar.
In another method the respondent were asked to rank-order with in order to their
preference label.

In direct approach the similarity judgments are obtained, rating of the habit on researcher
supplied attribute. After providing direct similarity or preference data, the respondent were
requested to indicate the criteria they used in making their evaluations.

The objectives and characteristics of the habit are used as an aid in interpreting the result.
The out put or result of the research are the interpreted by examining the coordinates and
relative positions of the answer.

11
RESEARCH DESIGN

TYPE OF RESEARCH DESIGN


While, the problem definition part was not disclosed to the researcher and before conducting
the research, the problem was well established and defined to the researchers, an exploratory
research was no longer required conducting the research. Rather a conclusive research
process and design method was followed to construct the research designing procedure.

INFORMATION NEEDS
The survey was based on direct asking to the individual for knowing the reason of choosing
brand of battery. For performing the specific task, we needed to develop a questioner on the
basis of different characteristic of respondent. To classified the respondent characteristic the
questioner has been developed depend on Age, Using reason, Profession, Pricing, Profession,
Purchasing habit, and different type of opinion about brand of battery.

DATA COLLECTION FROM PRIMARY SOURCES

Because of the characteristics of the research methodology and other asking discussed latter
in this reports, the data was collected directly from the respondent through a established
questioner. Moreover there have not been done any specific research on this particular
problem. Only this is the why the research has been conducted on the basis of collecting
primary data.

The data for this research had been gathered from 75 chosen respondent among 150
respondents. For collecting the information 5 competent fieldworker does a great job
effectively and efficiently with a view to prepare helpful report.

DATA COLLECTION FROM SECODARY SOURCES


Though this is a report about the behavior and awareness of the consumer within the brand.
So secondary data might be important, and helpful to prepare the report. But it is not certain
that the human characteristic will remain unchanged. Because of the reason and to avoid the
unexpected mistakes, no secondary data is used to prepare this report.

12
QUESTIONNAIRE DEVELOPMENT

For developing the questioner in the survey, the sample number was 75. Among which 72%
are ‘Male’ respondents and 28% were ‘Female’ respondents. The questionnaire contains 30
close ended questions, starting with the questions associated with the very basic information
about the respondent. After step by step we design all questions based on factual questions,
performance level, brand preference, pricing, duration, packaging, purchasing rate, and the
rest of the questions contain rating the most or to choose respondents’ favorable option
among the several options provided in the questionnaire.

Later also by the help of SPSS the factor and discriminant analysis has been done for each of
these questions to determine the actual and most discriminant factors which is responsible for
the specific choice behind the customers preference.

SAMPLING TECHNIQUES
As the number of the sample was directed by the course teacher (Mohammad Nazmul Huq
Assistant Professor, Department of Business Administration, Stamford University
Bangladesh) the sample number was previously determined. The sampling procedure was
followed as the samples are chosen as the nearby located and mostly available people around
our living place and different area. In the procedure of choosing sample, 77 percent were
taken from the urban area, and rest were taken from out side of the urban area. The
respondents were chosen from the urban were mostly employed, highly qualified, and young-
aged persons. These persons were expected to provide thoughtful, un-biased responses which
provide less-error.
Each individuals of the group have chosen 30 respondents by following the above mentioned
methods. All the five group members were engaged in collecting information through
questioner. So a more diversified opinion were estimated to be collected.

FIELDWORK
It was lovely to think that we are going to be a part of a research. But when we go for field
work, it was not an easy task; we faced lots of problem. Such as respondent was not
willing to give their time. But we have given our cordial effort to accomplish and
furnished this report with applicable information which has been collect from our target
sample by through survey questioner.

13
DATA ANALYSIS

AND

INTERPRETATION

14
INTRODUCTION
In the survey, the sample number was 75. Among which 50% are ‘Male’ respondents and
25% were ‘Female’ respondents. The questionnaire contains 30 close ended questions,
starting with the questions associated with the very basic information about the respondent.
After step by step we design all questions based on factual questions, performance level,
current cell usages, and the rest of the questions contain rating the most or to choose
respondents’ favorable option among the several options provided in the questionnaire.

The following are the data which was obtain from the study and followed by their
interpretation.

15
AGE OF THE RESPONDENT

50
45
40
35
above 35
30
26-30years
25
21-25years
20
16-20years
15
10
5
0
1st 2nd 3rd 4th

FIGURE: - 1: AGE OF THE RESPONDENT

From the figure: 1 we can find that the respondent number is 5 whose age are above 35
year. On the other hand who is in between 26-30 their number are 13 and most remarkably
responded are those people whose age are In between 21-25. Also 12 people are in our
sample group who are in between 16-20 year.

16
MALE AND FEMALE RESPONDENTS

80%

70%

60%

50%

40% Male
Female
30%

20%

10%

0%
Male Female

Graph: - 2 : Percentage of Male and female respondents.

In the above graph shows the total respondents is 100% and category male are 72% and
female are 28%.

17
REASON FOR CHOOSING BRAND

45
40
35
30
25 Durability
20 LowPrice
15 Well pakaging
10 Convenient
5
0
1st 2nd
3rd
4th

Graph: - 2 : Reason for choosing brand.

In the above graph shows category of reason for choosing brand that are divided into four
types. The four categories are durability which found 42 respondents, in the second category
is low price which was found 12 respondents, third category is well packaging which found 6
respondents and finally convenient category was found 13 respondents.

BRAND CHOOSING BY RESPONDENT


18
45
40
35
30
National
25
Sony
20 555
15 Olyampic
10 Sunlite

5
0
1st 2nd 3rd 4th 5th
Qtr Qtr Qtr Qtr Qtr

Graph: - 4 : Brand choosing by respondents.

Here, 43 respondents use the Sunlite battery, 7 respondents are using Olyampic battery, 3 of
the respondents use 555 brand, 17 respondents uses sony battery, and 5 respondent use
National battery from total 75 respondents.

MONTHLY PURCHASE RATE


19
2

4th

7
3rd

20-above
10-19 battery
5-10 battery
1-4 battery
2nd
23

1st

43

Graph: - 5 : Monthly purchase rate of battery.

In the above graph shows category of monthly purchase rate of battery of the respondent are
divided into four categories. The four category are firstly 1-4 battery purchase 43
respondents, secondly 5-10battery purchase 23 respondents, thirdly 11-19 battery purchase 7
respondents and finally 20 above battery purchase 2 respondent.

PROFESSION OF RESPONDENT
20
5th
4

4th
1

3rd
11

2nd
6

1st
53

0 10 20 30 40 50 60

Student Service Business Worker howse wife

Graph: - 6 : Respondents category.

In the above graph shows category of the respondent’s profession including student,
service, business, worker and housewife etc. in the five categories student found 53
respondents; in the second category is service person, which was found 6 respondent,
business men, where found 11 respondents, worker found 1 respondent, and finally
housewife found 4 respondents.

PREFERABLE SIZE OF RESPONDENT

21
40

35

30

25

AA Size
20 AAA size
Regular Size

15

10

0
1st 2nd 3rd

Graph: - 7 : Preferable size of respondents.

In the above graph shows category of preferable size of respondents for using battery that
are divided into three categories. The three categories are AA size, which found 36
respondents; in the second category is AAA size, which was found 13 respondent and,
finally monthly, where found 26 respondents.

PREFER MAKING PURCHASE FROM

22
60

50

40
Local Office

30 Shopping Mall

Small retail
20
store

10

0
1st 2nd 3rd

Graph: - 8 : PREFER MAKING PURCHASE FROM

In the above graph shows category of respondents that he or she prefer to make purchase
from local office 6 respondent among 75 respondent, 17 respondents prefer from shopping
mall and the rest of the respondent prefer from small retail store.

REASON FOR PURCHASE BATTERY

23
5th

18
4th
3

3rd
10

2nd
27

1st
17

0 5 10 15 20 25 30

Kids Toy Wall Clock Torch light Radio Other

Graph: - 9 : REASON FOR PURCHASE BATTERY.

In the above graph shows category of reason for purchasing battery of the respondent are
divided into five categories. The five categories are searching kids toy, wall clock, torch
light, radio, and other. In the 1st category, which found 17 respondents; in the second
category, which was found 27 respondents and, thirdly torch light, where found 10
respondents, fourthly radio, which found 3 respondent, and finally found 18 respondent.

TYPE OF BATTERY PREFER BY


RESPONDENTS

24
40

35

30

25

20

15

10

0
1st 2nd 3rd

Singel Usage 39
Rechareab le 31
Auto rechareab le 5

Graph: - 10 : Type of battery prefer selected by respondent.

The above graph is showing that the 39 respondent among 75 respondents prefer single
usage battery; when 31 respondents prefer rechargeable battery agree. At the same time
the 5 respondent keep themselves to prefer on auto rechargeable battery.

TABLE: - 1

SOME IMPORTANT OPINION BY


RESPONDENT

25
NO Opinion about battery industry sector by respondent.

A Price should be reasonable and flexible.

B Duration of the battery should increase.

C Quality of packaging must increase.

D Child labors have to prohibit in battery industry.

E Company must be take responsibility for saving environment pollution.

F Advertisements should be relevant to the battery performance or quality.

26
TOTAL
SPSS
OUTPUT

FACTOR ANALYSIS
Here,
In the survey, the sample number was 75 and we want determine the factor analysis. Here
we choose most ten factors to determine which one is most important for growing up and
establishing after marketing, develop even marketing and suggestion for improving current
position. We denote the ten factor as an A1 (Duration), A2 (Price), A3 (Packaging), A4
(Satisfaction), A5 (performance), A6 (Area), A7 (Brandmatter), A8 (Childlabor), A9 (Cause
of human diseases) and A10 (Advertisement). The scale is selected 1 to 10, where:

27
Agree 7

Strongly Agree 8

Neutral 4

Disagree 6

Strongly Disagree 5

Factor Analysis
Descriptive Statistics

Mean Std. Deviation Analysis N


Duration 6.49 .950 75
Price 6.35 1.236 75
Packaging 5.67 1.528 75
Satisfaction 5.53 1.398 75
performance 5.44 1.130 75
Area 5.88 1.115 75
Brandmatter 7.12 1.115 75
Childlabor 7.53 1.018 75
diseases 7.51 .828 75
Advertis 6.27 1.329 75

28
Correlation Matrix
performanc Brandmatt
Duration Price Packaging Satisfaction e Area er Childlabor diseases Advertis
Cor Duration
relat 1.000 .405 .152 .298 .336 .274 .045 -.164 -.202 .312
ion
Price .405 1.000 .184 .165 .383 .364 .048 -.203 -.174 .198
Packaging .152 .184 1.000 .021 -.125 .040 .048 .020 -.153 .198
Satisfaction .298 .165 .021 1.000 .260 .154 .071 -.364 -.050 -.041
performance .336 .383 -.125 .260 1.000 .171 .000 -.242 -.054 .128
Area .274 .364 .040 .154 .171 1.000 .066 -.098 -.211 .314
Brandmatter .045 .048 .048 .071 .000 .066 1.000 .062 .065 -.031
Childlabor -.164 -.203 .020 -.364 -.242 -.098 .062 1.000 -.052 .043
diseases -.202 -.174 -.153 -.050 -.054 -.211 .065 -.052 1.000 -.174
Advertis .312 .198 .198 -.041 .128 .314 -.031 .043 -.174 1.000

KMO and Bartlett's Test


Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .673

Bartlett's Test of Approx. Chi-Square 93.267


Sphericity df 45
Sig. .000

Total Variance Explained

Compon Extraction Sums of Squared


ent Initial Eigenvalues(a) Loadings Rotation Sums of Squared Loadings
% of Cumulativ % of Cumulativ % of Cumulative
Total Variance e% Total Variance e% Total Variance %
Raw 1 3.450 24.704 24.704 3.450 24.704 24.704 2.997 21.458 21.458
2 2.566 18.370 43.074 2.566 18.370 43.074 2.559 18.325 39.783
3 1.905 13.638 56.712 1.905 13.638 56.712 2.364 16.929 56.712
4 1.282 9.182 65.894
5 1.248 8.940 74.834
6 .968 6.933 81.767
7 .794 5.688 87.455
8 .648 4.642 92.097
9 .586 4.194 96.291
10 .518 3.709 100.000
Res 1
cale 3.450 24.704 24.704 2.417 24.168 24.168 2.155 21.552 21.552
d
2 2.566 18.370 43.074 1.383 13.829 37.998 1.621 16.210 37.762
3 1.905 13.638 56.712 1.064 10.636 48.634 1.087 10.871 48.634
4 1.282 9.182 65.894
5 1.248 8.940 74.834
6 .968 6.933 81.767
7 .794 5.688 87.455
8 .648 4.642 92.097
9 .586 4.194 96.291
10 .518 3.709 100.000
Extraction Method: Principal Component Analysis.
a When analyzing a covariance matrix, the initial eigenvalues are the same across the raw and rescaled
solution.

29
Scree Plot

2.5

2.0

1.5
lu
nE
ig
a
v
e

1.0

0.5

1 2 3 4 5 6 7 8 9 10
Component Number

Component Matrix(a)

a 3 components extracted.

Rotated Component Matrix(a)

Component
1 2 3
Duration .556 .461 .122
Price .540 .462 .115
Packaging .437 -.198 .419
Satisfaction -.022 .701 .182
performance .207 .665 -.160
Area .573 .253 .075
Brandmatter -.098 .058 .888
Childlabor .106 -.700 .093
diseases -.582 .076 .132
Advertis .708 -.074 -.033
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 4 iterations.

Total Variance Explained

30
Rotation Sums of Squared Loadings
Component Total % of Variance Cumulative %
1 2.025 20.247 20.247
2 1.968 19.680 39.927
3 1.084 10.837 50.764
Extraction Method: Principal Component Analysis.

Component Transformation Matrix

Component 1 2 3
1 .726 .680 .103
2 .670 -.733 .115
3 -.154 .015 .988
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Component Score Coefficient Matrix

Component
1 2 3
Duration .226 .174 .073
Price .218 .176 .067
Packaging .234 -.173 .367
Satisfaction -.118 .382 .161
performance .030 .336 -.172
Area .266 .058 .030
Brandmatter -.115 .031 .832
Childlabor .146 -.397 .091
diseases -.329 .119 .157
Advertis .389 -.136 -.073
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalizati
Component Score Covariance Matrix

Component 1 2 3
1 1.000 .000 .000
2 .000 1.000 .000
3 .000 .000 1.000
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

INTERPRETATION
The number of factors was to be determined by the help of SPSS. But prior to the input or
obtaining of the data, the number of the factors were predicted by the researchers to be ten.
The priorly determined to be obtainable factors with higher variance were, A1 (Duration) and
A2 (Price) of sunlite battery industry.

In the table of ‘total varience explained’ the first two components have the highest values.
Component 1 has the value of, 24.704 and component 2 has the value of 18.370. So, the first
two variables or the first two components have the highest values. And those are the factual
factors which mostly affect the growing up sunlite brand industry.

31
EIGENVALUES

3.5

3 Advertise
Diseasses
2.5
Childlabor
2 Brandmatter
1.5 Area
Performance
1
Satisfaction
0.5 Packaging
0 Price
1 2 3 Duration
4 5 6
7 8 9
10

Figure: Total Eigenvalues.

Here, The SPSS output of factor analysis Shows the eigenvalues that first one is 3.450 which
denoted as duration, second one is 2.566 which denoted as price, third one is 1.905 which
denoted as packaging, forth one is 1.282 which denoted as satisfaction, fifth one is 1.248
which denoted as performance, sixth one is .968 which represent area, seventh one is .794
which denoted as brand matter, eight one is .648 that denoted as child labor, ninth one is .586
which denoted as diseases and finally tenth one is .548 which denoted as advertisement.

DISCRIMINANT
32
Here,
In the survey, the sample number was 75 and we want determine the discriminant. Here we
choose most ten factors to determine which one is mostly discriminant in sunlite battary
industry. We denote the ten factor as an A1 (Duration), A2 (Price), A3 (Packaging), A4
(Satisfaction), A5 (performance), A6 (Area), A7 (Brandmatter), A8 (Childlabor), A9 (Cause
of human diseases) and A10 (Advertisement). The scale is selected 1 to 10, where:

Discriminant

Analysis Case Processing Summary

Unweighted Cases N Percent


Valid 75 100.0
Excluded Missing or out-of-
range group codes 0 .0
At least one
missing
0 .0
discriminating
variable
Both missing or
out-of-range group
codes and at least
0 .0
one missing
discriminating
variable
Total 0 .0
Total 75 100.0

Group Statistics

Valid N (listwise)
Price Mean Std. Deviation Unweighted Weighted
4 Duration 6.13 1.356 8 8.000
Packaging 4.88 1.356 8 8.000
Satisfaction 5.38 1.506 8 8.000
performance 4.88 .991 8 8.000
Area 5.75 1.035 8 8.000
Brandmatter 6.00 1.690 8 8.000
Childlabor 7.63 1.061 8 8.000
diseases 7.75 .463 8 8.000
Advertis 5.88 1.356 8 8.000
5 Duration 6.00 .447 11 11.000
Packaging 4.82 1.250 11 11.000
Satisfaction 5.18 .874 11 11.000
performance 5.27 .647 11 11.000

33
Area 5.09 .539 11 11.000
Brandmatter 7.64 .505 11 11.000
Childlabor 7.73 .905 11 11.000
diseases 7.82 .405 11 11.000
Advertis 6.00 1.000 11 11.000
6 Duration 6.06 1.063 16 16.000
Packaging 6.38 1.258 16 16.000
Satisfaction 5.13 1.088 16 16.000
performance 4.81 .750 16 16.000
Area 5.50 .730 16 16.000
Brandmatter 7.50 .516 16 16.000
Childlabor 7.94 .250 16 16.000
diseases 7.38 1.025 16 16.000
Advertis 6.13 1.544 16 16.000
7 Duration 6.74 .859 27 27.000
Packaging 5.85 1.634 27 27.000
Satisfaction 5.85 1.486 27 27.000
performance 5.59 .888 27 27.000
Area 6.07 1.269 27 27.000
Brandmatter 7.19 1.039 27 27.000
Childlabor 7.41 1.010 27 27.000
diseases 7.48 .849 27 27.000
Advertis 6.33 1.441 27 27.000
8 Duration 7.15 .376 13 13.000
Packaging 5.62 1.557 13 13.000
Satisfaction 5.77 1.787 13 13.000
performance 6.38 1.660 13 13.000
Area 6.69 1.032 13 13.000
Brandmatter 6.77 1.301 13 13.000
Childlabor 7.08 1.498 13 13.000
diseases 7.31 .947 13 13.000
Advertis 6.77 1.013 13 13.000
Total Duration 6.49 .950 75 75.000
Packaging 5.67 1.528 75 75.000
Satisfaction 5.53 1.398 75 75.000
performance 5.44 1.130 75 75.000
Area 5.88 1.115 75 75.000
Brandmatter 7.12 1.115 75 75.000

34
Childlabor 7.53 1.018 75 75.000
diseases 7.51 .828 75 75.000
Advertis 6.27 1.329 75 75.000

Tests of Equality of Group Means

Wilks'
Lambda F df1 df2 Sig.
Duration .789 4.669 4 70 .002
Packaging .873 2.545 4 70 .047
Satisfaction .947 .982 4 70 .423
performance .774 5.121 4 70 .001
Area .794 4.527 4 70 .003
Brandmatter .815 3.969 4 70 .006
Childlabor .919 1.548 4 70 .198
diseases .954 .850 4 70 .498
Advertis .956 .803 4 70 .527

Pooled Within-Groups Matrices(a)


Packagin Satisfacti perform Brandmat disease Adverti
Duration g on ance Area ter Childlabor s s
Cova Duration
rianc .753 .193 .285 .153 .084 .118 -.041 -.120 .297
e
Packaging .193 2.154 .032 -.202 .010 -.016 .007 -.120 .376
Satisfaction .285 .032 1.957 .296 .113 .168 -.462 -.040 -.146
performance .153 -.202 .296 1.044 -.010 .054 -.138 -.012 .058
Area .084 .010 .113 -.010 1.043 .215 .022 -.144 .359
Brandmatter .118 -.016 .168 .054 .215 1.070 .009 .068 -.034
Childlabor -.041 .007 -.462 -.138 .022 .009 1.006 -.065 .133
diseases -.120 -.120 -.040 -.012 -.144 .068 -.065 .691 -.163
Advertis .297 .376 -.146 .058 .359 -.034 .133 -.163 1.785
Corre Duration
1.000 .151 .235 .172 .095 .131 -.047 -.166 .256
lation
Packaging .151 1.000 .016 -.135 .007 -.011 .005 -.098 .192
Satisfaction .235 .016 1.000 .207 .079 .116 -.329 -.034 -.078
performance .172 -.135 .207 1.000 -.009 .051 -.134 -.014 .043
Area .095 .007 .079 -.009 1.000 .204 .021 -.169 .263
Brandmatter .131 -.011 .116 .051 .204 1.000 .008 .080 -.024
Childlabor -.047 .005 -.329 -.134 .021 .008 1.000 -.077 .099
diseases -.166 -.098 -.034 -.014 -.169 .080 -.077 1.000 -.147
Advertis .256 .192 -.078 .043 .263 -.024 .099 -.147 1.000

a The covariance matrix has 70 degrees of freedom.

Analysis 1
Summary of Canonical Discriminant Functions
Eigenvalues

35
Canonical
Function Eigenvalue % of Variance Cumulative % Correlation
1 .881(a) 66.9 66.9 .684
2 .263(a) 20.0 86.8 .457
3 .147(a) 11.1 98.0 .358
4 .027(a) 2.0 100.0 .162
a First 4 canonical discriminant functions were used in the analysis.

Wilks' Lambda

Wilks'
Test of Function(s) Lambda Chi-square df Sig.
1 through 4 .357 68.947 30 .001
2 through 4 .672 26.605 24 .323
3 through 4 .849 10.944 14 .690
4 .974 1.773 6 .939

Standardized Canonical Discriminant Function Coefficients

Function
1 2 3 4
Duration .499 .047 -.046 .379
Packaging -.014 .543 .668 -.009
Satisfaction -.072 -.123 .125 .780
performance .436 .361 -.408 -.359
Area .641 -.030 .347 -.070
Brandmatter -.524 .716 -.388 .143
Childlabor -.238 -.069 .178 .086
diseases .095 -.283 -.186 .376
Advertis -.104 .071 -.266 -.167

Structure Matrix

Function
1 2 3 4
Area .523(*) .176 .247 -.046
Duration .516(*) .322 -.050 .402
Childlabor -.305(*) -.042 .189 -.186
Brandmatter -.305 .690(*) -.343 .285
Advertis .189 .221(*) -.032 -.217
Packaging -.019 .533 .693(*) .038
performance .502 .323 -.535(*) -.147
Satisfaction .208 .079 -.008 .777(*)
diseases -.106 -.288 -.307 .334(*)
Pooled within-groups correlations between discriminating variables and standardized canonical discriminant
functions Variables ordered by absolute size of correlation within function.
* Largest absolute correlation between each variable and any discriminant function

Canonical Discriminant Function Coefficients

Function

36
Duration .576 .054 -.053 .437
Packaging -.009 .370 .455 -.006
Satisfaction -.051 -.088 .090 .557
performance .427 .353 -.399 -.351
Area .628 -.029 .340 -.069
Brandmatter -.506 .692 -.375 .138
Childlabor -.237 -.069 .178 .086
diseases .114 -.340 -.223 .452
Advertis -.078 .053 -.199 -.125
(Constant) -4.393 -5.899 1.697 -7.812
Unstandardized coefficients

Functions at Group Centroids

Function
Price 1 2 3 4
4 .084 -1.380 .286 -.025
5 -1.075 -.122 -.769 -.031
6 -1.032 .337 .417 -.129
7 .300 .168 .050 .196
8 1.505 .189 -.143 -.208
Unstandardized canonical discriminant functions evaluated at group means

Classification Statistics
Classification Processing Summary

Processed 75
Excluded Missing or out-of-
range group codes 0
At least one missing
discriminating 0
variable
Used in Output 75

Prior Probabilities for Groups

Price Prior Cases Used in Analysis


Unweighted Weighted
4 .107 8 8.000
5 .147 11 11.000
6 .213 16 16.000
7 .360 27 27.000
8 .173 13 13.000
Total 1.000 75 75.000

37
Canonical Discriminant Functions

Price
3
4
5
2 6
7
8
1 Group Centroid
6
7 8
5
0

-1 4
tio
2 n
u
F
c

-2

-3

-4

-2 0 2 4
Function 1

Classification Results(b,c)

Predicted Group Membership


Price 4 5 6 7 8 Total
Original Count 4 4 0 1 3 0 8
5 0 7 2 2 0 11
6 0 2 10 4 0 16
7 3 2 3 15 4 27
8 0 0 1 3 9 13
% 4 50.0 .0 12.5 37.5 .0 100.0
5 .0 63.6 18.2 18.2 .0 100.0
6 .0 12.5 62.5 25.0 .0 100.0
7 11.1 7.4 11.1 55.6 14.8 100.0
8 .0 .0 7.7 23.1 69.2 100.0
Cross- Count 4 2 0 1 4 1 8
validated( 5 0 6 1 4 0 11
a)
6 0 2 9 4 1 16
7 3 2 6 12 4 27
8 1 0 2 5 5 13
% 4 25.0 .0 12.5 50.0 12.5 100.0
5 .0 54.5 9.1 36.4 .0 100.0
6 .0 12.5 56.3 25.0 6.3 100.0
7 11.1 7.4 22.2 44.4 14.8 100.0
8 7.7 .0 15.4 38.5 38.5 100.0
a Cross validation is done only for those cases in the analysis. In cross validation, each case is classified by the
functions derived from all cases other than that case.
b 60.0% of original grouped cases correctly classified.
c 45.3% of cross-validated grouped cases correctly classified.

38
INTERPRETATION
For the selected ten questions from survey questioner a discriminate analysis has been done.
This analysis has been done on the basis of A1 (Duration), A2 (Price), A3 (Packaging), A4
(Satisfaction), A5 (performance), A6 (Area), A7 (Brand matter), A8 (Child labor), A9 (Cause
of human diseases) and A10 (Advertisement) category.
The null hypothesis (Ho) taken by the researchers was that, all the independent variable are
not have the equal discriminant.
On the other hand, the alternate hypothesis (H1) was that, all the independent variable is have
the equal discriminant.
On a .05 level of significance, with 30 degrees of freedom, the critical value derives as
43.773, where the chi-square value calculated by the SPSS output is, 68.947 in (1 through4).
Thus the Ho is rejected. Here, the standardized canonical discriminant function coefficients
higher position is Area with .641 and the function at group centroids become 5 is negative
and 5 is positive. The discriminant functions have not equal effect on all the categories of
variable who are using sunlite battery.
.

Rejected Area

Accepted Area

43.773 68.947

39
Here, we observed that the null hypothesis is that all the independent variables are not having
the equal discriminant. On a .05 level of significance, with 30 degrees of freedom, the critical
value derives as 43.773, where the chi-square value calculated by the SPSS output is,
68.947.Thus the Ho is rejected. That means all the independent variable are have the equal
discriminant.

But function 2 through 4 represent opposite, because here the Ho is accepted On a .05 level
of significance, with 24 degrees of freedom, the critical value derives as 36.415, where the
chi-square value calculated by the SPSS output is, 26.605 in (2 through4). That means in
terms of 2 through 4 all the independent variable are have the not equal discriminate.

Accepted Area

Rejected Area

26.605 36.415

40
Establish After
Marketing

41
42
Develop Event
Marketing and
Sponsorship
43
44
45
Consumer
Perception

46
47
Suggestion for
Improving
Current
Position

48
49
RESULTS
And
CONCLUSION

50
The report was conducted to determine the habit of internet uses and preference level among
different group, (income level, profession, attitude and characteristic).

Firstly, it has been found that the income and usages reason does effect on the preference
level. Both the two categories (income and usages reason) are independent to the factors
determined by the researchers.

Most of the business people are using post-paid services. On the other hand the Students are
like to use pre-paid except some exceptional.
From the research we have seen that more than 65% of the total samples have pre-paid line.
And the people who are student are basically using the net for searching information when
some are only use for checking E-mail.

People who have the internet connection are mostly like the BOL line rather then using any
other ISP. But one of the major findings is that when the performance level of the current ISP
had to determined, less than 40% of the total respondents had selected BOL performance as
‘Very Good’. And less than 35% of the total samples have found GP as ‘Excellent’. Where,
more than 60% of the total samples who are currently having other ISP connection, have
found it good.

Estimating the several factors which the respondents are likely to prefer while using internet
or choosing an ISP, four major factors behind the difference of their preference level for
different ISP are, ‘Income’, ‘Price/Billing system’, ‘Profession’ and ‘Speed’ provided by the
ISP companies.

Now a days some telecommunication sector provide internet services, by wairless internet
facilities which are most favorable to respondent, such as GP, City-cell, B.Link, Rangs Tell,
Dhaka phone etc. and the 30% of the respondents are use of this services.

To denote the attitudes towards using this service, more than 45% of the samples have
denoted that they are interested to use the internet for searching information, and rest of the
respondent use for chatting, downloading, sending MMS, and checking E-mail.

Although, this does not have any impact on the satisfaction level. The most important factors
which determine the satisfaction level is the speed, price and other factors related with the
different types of ISP.

On an answer to a question 50% of the total respondents agree with the matter that, internet
facilities provided some negative affect to the society as well as on the young users. This
matter also affects over the satisfaction level of the respondents. In our survey 80%
respondent agree with the quotation that using of internet should be regulated where rest of
the percent are both neutral and disagree.

51
LIMITATIONS
OF
THE STUDY

52
Conducting a research like this was not an ease job. As a researcher we have faced a lot of
limitation for the first time. At the very beginning of the task we tried to accomplish our
assignment with a reasonable and competently in the field of marketing research. In during
the efforts some internal conflict occurred while we prepare the questioner, and during the
field work there also some shortcoming viewed.

Some major limitations of our assignment are as below:

• Time limitation: Though the assignment was given earlier. But the time was not enough
to conduct a diversified and vast research, like this. A longer period of time is required to
get a representative outcome.

• Sample size: As we know that a big sample size gives most reliable result, but our
sample was too small to conduct a study over such a complex definition of problem.

• Lac of knowledge: As because we are doing this type of work for the very first time by
the group members, so lack of skill and knowledge over the research process has been
noted as well.

• Lac of interrelation: On the personal note, as a result of the above reason, lack of
coordination between the group members occurred.

• Unwillingness of respondent: Most of the respondents were not willing to response. Some
time some respondent did not provide educate information to the survey, so a big portion
of response error has been occurred at the primary stage.

• Problem in questioner: As we were doing this type of work for the very first time so there
is a lack of knowledge about developing questionnaire at the beginning stage.

• Complicated: For the above reason, the ranking and rating questions were to some extent
complicated for the respondents.

• Problem in coding: In case of coding and procedure of analysis by the SPSS and
interpretation skills were limited to the respondents.

• Inexperienced in research: The coding for the survey was not appropriate because of the
lack of experience over this field.

• While predicting the factors prior to conducting the research, lack of experience had been
occurred several times.

53
EXIBITS

54
SURVEY QUESTION
Please mark the () that best reflects your response to each question.

Gender  Male
 Female

Between 16-20
Between 21-25
Age:
Between 26-35

Between 35 to above

Business
Service
Occupation: Fisher man
Worker
Student
House wife

o 2-3 members

Number of Family member: o 4-6 members


o 7-above members

o Yes
Are you familiar with dry cell?
o No

1- 4 Battery

You purchase battery monthly: 5-10 Battery


11-19 Battery
20 to above

Which brand you prefer beast:-

55
o Sunlite
o Olyampic
o 555
o Sony
o National
Reason for choosing selected brand:-
o Durability
o Low price
o Well packaging
o Convenient

You prefer making purchase from:-


o Local office
o Shopping mall
o Small retail store

o Yes
You intend to purchase from in the future:
o No

Which size you prefer:-


o AA size
o AAA size
o Regular size

Which type of battery you will prefer:-


o Sigel usage
o Rechargeable
o Auto rechargeable

Why do you purchase battery:-


o For kids toy
o For wall clock
o For torch light
o For radio
o Others

You say to the people:-


o Positive thing
o Negative thing
o Say nothing

56
Agree Strongly Neutral Disagree Strongly
agree disagree
o Duration of the battery is quite ok.
o Price of the battery is reasonable.
o Packaging of it should change.
o Producing company must take
responsibility of useless battery.
o Useless battery polluting
environment.
Agree Strongly Neutral Disagree Strongly
agree disagree
o Durability of battery should be
increased.
o Electric charger is taking place of
battery.
o Useless battery should repurchase
by the company.
o Damaged battery is cause of
various human diseases.
o People are satisfied with the
present performance of battery?
o Battery is available in everywhere.
o Now a day’s battery becomes an
essential for daily life.
o All brand of battery performance
are same.
o Bangladesh should more invest in
battery industry sector.
o Demand for the battery will
increase in Bangladesh.
o Users of battery located only urban
area.
o Using processes of battery should
be described for the users.
o Company should only emphasize
the rechargeable battery.
o All branded price of battery should
be equal with quality.
o Brand is matter for choosing
battery.
o New technology should introduce
for producing battery.
o Child labor must be prohibited in
battery industry.
o Advertisements are explaining
actual thing of the product.

57
If you have any personal opinion / suggestion / advice.........

Thank you
Good-Luck and have an exciting future.

TOTAL
RESPONDE
NT NAME

58
59
60