Research Report

On
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"Marketing Strategies to increase

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the Sales of Agora"

Research Report
On
Marketing Strategies to Increase the Sales of Agora

MKT 414 ( Marketing Research )

Sec: 03
Semester: Spring 2009
Prepared For:

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Md. Farhan Faruqui

Senior lecturer
Department of Business Administration
East West University.

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Name

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Prepared By:

ID
2005-2-10-034

Md. Zahidul Islam Noor

2005-2-10-044

Kazi Enamul Huq

2005-2-10-068

Rakib Azad

2005-2-10-150

Abdullah-Al-Mahmood

2005-2-10-058

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Md. Nurul Ittahad Zikon

Date of Submission :
19th April, 2009

East West University

LETTER OF TRANSMITTAL
19th April 2009
Md. Farhan Faruqui
Senior Lecturer
Department of Business Administration
East West University.
Dear Sir,
In accordance to your advice to conduct a marketing research, we selected Agora and

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developed our research on marketing strategies to increase the sales of Agora.

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To serve our purpose, we have followed standard methodology to extract our findings. We
have applied our knowledge from Marketing Research course (MKT414). As per the

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direction from you, we have tried our best to develop the marketing strategies to increase the

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sales of Agora.

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We hope that this report will fulfill the requirements suggested by you under the course.

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Sincerely yours,
Name

ID

Signature

2005-2-10-034

_____________

Md. Zahidul Islam Noor

2005-2-10-044

______________

Kazi Enamul Huq

2005-2-10-068

______________

Rakib Azad

2005-2-10-150

_______________

Abdullah-Al-Mahmood

2005-2-10-058

_______________

Md. Nurul Ittahad Zikon

ACKNOWLEDGEMENT
First of all, we thank to almighty Allah, who have provided us the brilliant opportunity to
build and complete this report successfully.
We would like to express our feelings and great affections with our heartiest appreciation.
We would like to thank to our honorable teacher Md. Farhan Faruqui who helped us by
giving valuable advice and experiences.
We are doing this research on analysis about the marketing strategies to increase the sales of
Agora, as a part of our Marketing Research (MKT-414) course conducted by Md. Farhan
Faruqui .We want to show our gratification to the administration of Agora to provide and

help us to conduct this research, and also we would like to thank to those respondents who

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helped us by giving their opinion, attitude and perception in the questionnaire survey.

EXECUTIVE SUMMARY
This research study investigates about the marketing strategies to increase the sales of Agora.
So we tried to find out the strengths and weakness of Agora based on some important
criterias like product-quality, price, service, location, layout, brand-image, etc. We used
primary data as our research input and secondary data to support our findings. We found that
most of the customers go to Agora for the fresh & hygienic products and convenient location.
Most of them are from upper-middle class. We choose 50 samples to conduct our research
survey. We basically used SPSS program for the data analysis. We concluded our
interpretation by analyzing all factors related to our research. There are some specific

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objectives in carrying out research on the proposed topic which belong to broad objective.

Table of Content

Introduction
Origin of the report
Objective of the Report
Methodology

TOPIC

PAGE
1
1
1-2
2
2

Scope of the Report

Limitations
Hypotheses

3
3-4
4

Data collection Method

Data Analysis

4
4

Research Process

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Sample

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Related construct of this research study

Price
Convenient Location
Attractive Layout
Service
Quality
Research Findings
Demographic factors:-Age ( bar graph & table )
Gender( bar graph & table )
Average Monthly income( bar graph & table )
Psychographic factors:-Media preference( bar graph & table )
Time interval to watching TV (bar graph &
table)
Why do customers go to Agora ( pie chart & tables of choice factors )
Why do customers go to Agora ( One-sample test & hypotheses testing
)
Preference about Agora when buying grocery / bakery & cookies /
cosmetics products ( One-sample test & hypotheses testing )
Why do customers go to Agora (correlation)
Belief in Agora (Reliability test)
Respondents belief (Effects on customers' purchase from Agora)
Respondents belief(The next time customers will purchase from )
Levels of Agreement (Effects on likeness to shop at Agora)
Usually customers purchase from (including pie chart)
Recommendation & conclusion
Refference

4
5
5
5
6
6
6
7
7
8
9
10
11
12-14
15-16
17-18
19
20
21
22
23
24
25
26

INTRODUCTION
Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by
launching the first retail chain in the country named Agora. Currently there are four Agora
outlets at Gulshan, Dhanmondi, Moghbazar and Mirpur in Dhaka. With many more coming
up at important locations in Dhaka and other major cities, Agora is endeavoring to fulfill the
everyday shopping needs of the urbanites through fair price, right assortment, best quality
and service.
While Agora mainly focuses on food items - ranging from a wide variety of fish, meat,
vegetables, fruits, bakery, cookies, - it also carries a vast array of other household, personal

care, such as cosmetics and miscellaneous products. At any point in time, there are nearly

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30,000 different products available. RSL is committed to sustaining and growing as the most

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ORIGIN OF THE REPORT

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trusted, loved and frequented retail chain.

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We have been assigned to do marketing research to create relation between our study and the

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real life scenario, so we choose Agora to develop marketing strategies to increase its sales.
This report was assigned by our honorable course instructor Md. Farhan Faruqui. We are

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studying Marketing Research (MKT-414) course and we have prepared this report according
to our study. We tried our best to give our effort and concentration to prepare this report.

OBJECTIVE OF THE REPORT

Our main objective is to develop marketing strategies to increase the sales of Agora.
Moreover, another objective is to get the actual knowledge about marketing research and its
implementation. There are also several other objectives in carrying out research on the
proposed topic apart from the broad objective.

Management Decision Problem:Strategies to increase market share of Agora.

Marketing Research Problem:Broad Objective :- To find out the strength and weakness of Agora
and its competitors.
Specific Objective:

To identify the criteria that consumers use when selecting Super Store.

To know that how consumers evaluate Agora and its competitors based
on their choice criteria.
To find out those stores those are patronized when shopping for specific product

categories.

To find out the market share of Agora and its competitors.

To identify the demographic and psychographic profile of the consumers of

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To determine that can customer preference be explained in terms product

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Agora.

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METHODOLOGY

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evaluations and customer characteristics.

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The research study is based on primary and secondary source of information. From the
primary source, we get the basic information about the choice criterias of the customers to
choose Superstore. We have basically used SPSS program for the analysis of data of 50

samples. We conclude our interpretation by analyzing all factors related to our research.

SCOPE OF THE REPORT

This report basically focuses on the marketing strategies to increase the sales of Agora. In this
report we have discussed all the related matters that we covered in our class. We hope this
report will contain all the matters that were instructed by our instructor.

LIMITATIONS
In preparing the report we faced several difficulties for gathering appropriate information and
other related issue.Many problems rose while making this report. These are as follows:
Some respondents did not participate properly according to our expectation.
Secondary source is limited in some factors.
Time shortage

HYPOTHESES
The hypotheses were developed to test the positive or negative effects of the

variables:-

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H0: The store-personnels of Agora are helpful.

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H0: The store-personnels of Agora are knowledgeable.

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H0: Customers are satisfied about the price of the goods of Agora.

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H0: The location of Agora is convenient to the customers.

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H0: The layout of Agora is attractive.

H0: The products of Agora are fresh and hygienic.

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H0: Agora has strong brand image in the mind of the customer.

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H0: Agora is more preferable to customers when buying grocery products.

H0: Agora is more preferable to customers when buying bakery & cookies.
H0: Agora is more preferable to customers when buying cosmetics products.

H0: The maximum customers of Agora are young.

H0: The maximum customers of Agora are female.
H0: Agoras customers have high income.
H0: Agoras maximum customers are Housewives.
H0: The customers of Agora are loyal.
H0: Customers prefer TV-channel.
H0: Customers prefer FM radio.
H0: Customers prefer newspaper & magazine.
H0: Customers prefer bill-board Ad.
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H0: Customers watch TV at night.

H0: Customers travel in their leisure period.
H0: Customers gossip with friends in their leisure period.
H0: Customers go for shopping in their leisure period.
H0: Customers see TV in their leisure period.

Research Process:
Exploratory Research : At first, we used exploratory research to identify the different choice
criterias of the customers. This research also helped us to find out the main competitors of

Agora, and to develop the hypotheses.

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Descriptive Research : Next we basically used descriptive research design. Descriptive

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research is one kind of conclusive research design. Our Sample size was 50. Our research

Primary data :-

We collected primary data from the samples by using

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(i)

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Data collection Method:

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process was formal and structured. We used questionnaire-survey method.

questionnaire-survey.

Secondary data :- We collected secondary data from Internet, and we also took

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(ii)

some help from the past research works to successfully accomplish our research.

Data Analysis:

Testing each hypotheses individually performs data analysis and standard statistical technique
has been be applied. We analyzed the data through the SPSS program.

Sample:
We selected randomly 50 respondents as the sample from the total population. Our
respondents were both male and female. They have the experience to purchase from different
superstores.

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Related construct of this research study:

In our research, we get our findings based on some related construct, which are price,
convenient location, attractive layout, service, quality, etc.

Price:
Price is the process by which consumers translate price into meaningful cognitions, and it has
interested researches for several years. Consumers want to get highest utility from a brand or
any product, which they purchase by sacrificing benefit from other competitive brands. In our
study, price is one of the choice criterias, based on which consumers choose Agora. We find
that most of the consumers of Agora come from well-off family and their income level is in

upper middle class. Other than conventional market price in Agora is bit higher but their

pricing strategy is matched with their service and quality provided. Generally price conveys

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information to the consumer about product quality. The importance of price as a function of

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perceived quality has been extensively studied more than any other factors in this sphere.

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Consumers think that high price of product means that quality of that product will be high.

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Price can play both role as an indicator of the amount of sacrifice needed to purchase a

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product and an indicator of the level of quality. So the consumers of Agora think that they are

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getting good quality product within reasonable price, so they like to shop from Agora.

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Convenient Location:

Location is the most crucial part for shopping. In everywhere of the world, the more close the
market the more customer can visit the market. Therefore, it is one of the most important

choice factors for the consumer to shop from market. It is better for customer to find out
superstore near to him/her. Some customers go to a superstore only for location. It should be
very much convenient for the customer. Agora has only four branches in Dhaka, so there are
lots of complaints about their outlet. The customers who have the ability and affordability to
shop from Agora can get the benefit from Agora only for location. Few loyal customers who
like Agora very much, they can travel a long distance for getting the benefit. Normally people
look for nearest superstore to visit and it should be in their locality. We find that, In Agora
most of the customers come from within two kilometres of distance from their home or
working place. So we consider location as the most vital choosing factor for Agora.

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Attractive Layout:
Attractive layout is an important factor for shopping. Agora's layout is really very much
attractive. So it is creating a good impact on the consumers' mind. Layout means interior
decoration. Moreover, the loyal customers have expectation that Agora will fulfill their
demand. Agora is trying to provide the quality atmosphere and standardized outlet as
international standard.

Service:
Service is very much important to choose superstore like Agora. The more good service they

provide the more customers they will get. All over the world, service is the most considered

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choosing factor. Service includes for Agora like helpfullness, knowledgeable,

billing,

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packing, providing information about the product, behavior of the employees, etc.We find
that most of the customers of Agora talk about service first, then they gradually focus on the

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other factors. Good Serviceability can create a organization one of the good one. So service is

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the most important factor for superstore like Agora.

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Quality:

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Quality is the most important factor. If any person doesn't get quality-product from a well
reputed superstore, then his/her perception towards that superstore goes down. Quality of a
product means the ability of a product to satisfy a consumer's needs and wants. Agora's

product-quality is very good, because its products are fresh and hygienic. When consumers
are convinced with the quality of a product, then they evaluate the product and service
positively.

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RESEARCH FINDINGS
DEMOGRAPHIC FACTORS:
Age :60

50

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Percent

40

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20-30

30-40

40-50

20-30

Frequency
28

Percent
56.0

Valid Percent
56.0

Cumulative
Percent
56.0

30-40

15

30.0

30.0

86.0
100.0

age

Valid

Age

40-50

14.0

14.0

Total

50

100.0

100.0

Interpretation:
Most of the customers of Agora are between 20-30 years old. 56% of the total respondents
are fall in this group. On the other hand only 30% respondents go to Agora which has the age
range of 30-40 years. The rest 14% respondents go to Agora which has the age range of 4050 years. So Agora should focus on the respondent who is the age of 20-30 years .

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Gender :-

60

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Percent

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male

female

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gender

Gender
Percent
48.0

Valid Percent
48.0

Cumulative
Percent
48.0

female

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52.0

52.0

100.0

Total

50

100.0

100.0

male

Valid

Frequency
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Interpretation:
Both male and female go to Agora. So we randomly took both male and female customers for
survey purpose. According to our survey, 52% are female and 48% are male who go for
shopping to Agora.

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Average Monthly income:40

20

Percent

30

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0
less then
10000

10000-20000 20000-30000 30000-40000 40000-50000

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Average monthly income

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Monthly Income Level

.00

Percent
10.0

Valid Percent
10.0

Cumulative
Percent
10.0

16.0

16.0

26.0

18.0

18.0

44.0

19

38.0

38.0

82.0

16.0

16.0

98.0

2.0

2.0

100.0

50

100.0

100.0

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Valid

Frequency
5

less then
10000
1000020000
2000030000
3000040000
4000050000
Total

Interpretation:
Monthly income is a major factor for visiting Agora. It needs a relatively high income to
afford its expense. It is the class where its customers targeted by income group. It is seen that
most of the respondents have the income range of tk.20000-30000. It is the portion of 38%.
So Agora should focus on this segment.

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PSYCHOGRAPHIC FACTORS
Media preference:70

60

40

Percent

50

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30

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tv chanel

Fm_ radio

newspaper and
Magazine

others

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which media do you usualy

which media do respondents usually like

Valid

tv chanel
Fm_ radio
newspaper and
Magazine
others
Total

Frequency
33

Percent
66.0

Valid Percent
66.0

Cumulative
Percent
66.0

8.0

8.0

74.0

10

20.0

20.0

94.0
100.0

6.0

6.0

50

100.0

100.0

Interpretation:
Here we see that, maximum customers (66%) like TV channel. So, advertisement about
Agora should be given more on TV channel.

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Time interval to watching TV:-

60

50

30

Percent

40

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20

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10

0
12pm_3pm

3pm-6pm

6pm-9pm

9pm_12pm

after 12 pm

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In which time interval do you watch Tv

Valid

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In which time interval do respondents watch TV

12pm_3p
m
3pm-6pm

6pm-9pm
9pm_12p
m
after 12
pm
Total

Frequency

Percent
4.0

Valid Percent

Cumulative
Percent

4.0

4.0

6.0

6.0

10.0

11

22.0

22.0

32.0

28

56.0

56.0

88.0

12.0

12.0

100.0

50

100.0

100.0

Interpretation:
Here, we see that 56% customers watch TV at 9pm-12pm. 22% customers watch TV at 6pm9pm. Maximum customers watch TV at night. So advertisement should be given more at
these time intervals.

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Why do customers go to Agora :

why do you go to
agora(fresh and
hizenic)
why do you go to
agora(store
personnel are
knoweledgable)
why do you go to
agora(store
personnel are
helpful)
why do you go to
agora(price is
satisfactory)
why do you go to
agora(convenient
location)

why do you go to
agora(attractive
layout)

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why do you go to
agora( strong
brand image)

Valid

Fresh and hygienic

Cumulative
Percent
44.0

Frequency
22

Percent
44.0

Valid Percent
44.0

yes

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54.0

54.0

98.0

4.00

2.0

2.0

100.0

Total

50

100.0

100.0

no

Interpretation: 54% customers go to Agora, because its products are fresh and hygienic. It is
the strength of Agora.

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Store personnels are knowledgeable

Valid

no

Frequency
49

Percent
98.0

Valid Percent
98.0

Cumulative
Percent
98.0

2.0

2.0

100.0

50

100.0

100.0

yes
Total

Interpretation: 2% customers go to Agora, because they believe that the store-personnels of

Agora are knowledgeable. But the another 98% don't believe such, So it's a weak point of

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Agora.

Percent
80.0

Valid Percent
80.0

Cumulative
Percent
80.0

yes

10

20.0

20.0

100.0

Total

50

100.0

no

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Frequency
40

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Valid

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Store personnels are helpful

100.0

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Interpretation: 20% customers go to Agora, because they believe that the store-personnels

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of Agora are helpful. But the another 80% don't believe such, So it's also a weak point of

Agora.

Price is satisfactory

Valid

Frequency
31

Percent
62.0

Valid Percent
62.0

Cumulative
Percent
62.0

yes

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38.0

38.0

100.0

Total

50

100.0

100.0

no

Interpretation: 38% customers go to Agora, because they are satisfied about the price of its
products. But the another 62% are not satisfied, So it's also a weak point of Agora.

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Convenient location

Valid

Frequency
29

Percent
58.0

Valid Percent
58.0

Cumulative
Percent
58.0

yes

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42.0

42.0

100.0

Total

50

100.0

100.0

no

Interpretation:

42% customers go to Agora because of its convenient location, but the

another 58% customers are not satisfied about its location. It's the combination of it's strength

& weakness.

yes

8.0

50

100.0

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Cumulative
Percent
92.0

8.0

100.0

100.0

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Total

Valid Percent
92.0

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no

Percent
92.0

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Valid

Frequency
46

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Attractive layout

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Interpretation: 8% customers go to Agora because of its attractive layout, but the another

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92% customers are not satisfied about its layout. So it's also a weak point of Agora.

Strong brand image

Valid

no

Frequency
37

Percent
74.0

Valid Percent
74.0

Cumulative
Percent
74.0
100.0

yes

13

26.0

26.0

Total

50

100.0

100.0

Interpretation: 26% customers go to Agora because of its strong brand image, but the
another 74% customers don't contain its strong brand image in their mind. So it's also a weak
point of Agora.

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Why do customers go to Agora :

One-Sample Test
Test Value = 0
95% Confidence Interval
of the Difference
t

Mean
Difference

Upper

49

.000

.62000

.4220

.8180

why do you go to
agora(store personnel are
knowledgeable)

1.000

49

.322

.02000

-.0202

.0602

why do you go to
agora(store personnel are
helpful)

3.500

49

.001

.20000

.0852

.3148

why do you go to
agora(price is satisfactory)

5.480

49

.000

.38000

.2407

.5193

why do you go to
agora(convenient location)

5.957

49

.42000

.2783

.5617

why do you go to
agora(attractive layout)

2.064

49

.044

.08000

.0021

.1579

why do you go to agora(

strong brand image)

4.149

.000

.26000

.1341

.3859

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.000

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49

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HYPOTHESIS TESTING :

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6.293

Lower

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Sig. (2-tailed)

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why do you go to
agora(fresh and hygienic)

df

We state the null and the alternate hypothesisH0: Store-personnels are knowledgeable.
H1: Store-personnels are not knowledgeable.

One-Sample Test
Test Value = 0
95% Confidence Interval
of the Difference

why do you go to
agora(store personnel
are knowledgeable)

t
1.000

df

Sig. (2-tailed)
49

.322

Mean
Difference
.02000

Lower
-.0202

Upper
.0602

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.322, which is
in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is
rejected. That is, Store-personnels are knowledgeable.
.

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HYPOTHESIS TESTING
We state the null and the alternate hypothesisH0: Store-personnels are helpful .
H1: Store-personnels are not helpful.

One-Sample Test
Test Value = 0
95% Confidence Interval
of the Difference
df

3.500

Sig. (2-tailed)
49

Mean
Difference

.001

Lower

.20000

.0852

Upper
.3148

why do you go to
agora(store personnel
are helpful)

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Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.001, which is
in the rejection area. So the null hypothesis is rejected and alternative hypothesis is accepted.
That is, Store-personnels are not helpful.

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HYPOTHESIS TESTING

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We state the null and the alternate hypothesis-

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H0: The layout of Agora is attractive.

H1: The layout of Agora is not attractive.

why do you go to
agora(attractive layout)

t
2.064

One-Sample Test
Test Value = 0
95% Confidence Interval
of the Difference
df

Sig. (2-tailed)
49

.044

Mean
Difference
.08000

Lower
.0021

Upper
.1579

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.044, which is
in the rejection area. So the null hypothesis is rejected and alternative hypothesis is accepted.
That is, The layout of Agora is not attractive.

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Preference about Agora when buying grocery / bakery & cookies / cosmetics
products :
One-Sample Test
Test Value = 2
95% Confidence Interval
of the Difference
t

df

Sig. (2-tailed)

Mean
Difference

Lower

Upper

-2.011

49

.050

-.30000

-.5997

-.0003

which superstore do you

prefer when buying
bakery and cookies

-1.827

49

.074

-.26000

-.5460

.0260

which superstore do you

prefer when buying
cosmetics products

-.387

49

.700

-.3714

.2514

which superstore do you

prefer when buying
grocery product

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-N

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.C

-.06000

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HYPOTHESIS TESTING

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We state the null and the alternate hypothesis-

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H0: Agora is more preferable to customers when buying grocery products.

H1: Agora is not more preferable to customers when buying grocery products.

One-Sample Test

which superstore do you

prefer when buying
grocery product

Test Value = 2
95% Confidence Interval
of the Difference
t
-2.011

df

Sig. (2-tailed)
49

.050

Mean
Difference
-.30000

Lower

Upper

-.5997

-.0003

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.050, which is
in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is
rejected. That is, Agora is more preferable to customers when buying grocery products.

23

HYPOTHESIS TESTING
We state the null and the alternate hypothesisH0: Agora is more preferable to customers when buying bakery & cookies.
H1: Agora is not more preferable to customers when buying bakery & cookies.
One-Sample Test
Test Value = 2
95% Confidence Interval
of the Difference
df

-1.827

Mean
Difference

Sig. (2-tailed)
49

.074

Lower

-.26000

Upper

-.5460

.0260

which superstore do you

prefer when buying
bakery and cookies

.C

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.074, which is

SU

in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is

:E

-N

rejected. That is, Agora is more preferable to customers when buying bakery & cookies.

om

HYPOTHESIS TESTING

Fr

We state the null and the alternate hypothesis-

ol
le
ct
ed

H0: Agora is more preferable to customers when buying cosmetics products.

H1: Agora is not more preferable to customers when buying cosmetics products.
One-Sample Test

Test Value = 2

which superstore do you

prefer when buying
cosmetics products

95% Confidence Interval

of the Difference
t

df
-.387

Sig. (2-tailed)
49

.700

Mean
Difference
-.06000

Lower
-.3714

Upper
.2514

Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.700, which is
in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is
rejected. That is, Agora is more preferable to customers when buying cosmetics products.

24

Why do customers go to Agora :

( Correlations )

why do
you go to
agora(con
venient
location)

why do
you go
to
agora(at
tractive
layout)

why do
you go
to
agora(
strong
brand
image)

.079

-.087

.013

-.119

-.158

.062

.587

.548

.928

.412

.272

.668

50

50

50

50

50

50

50

.079

.286(*)

-.112

.168

-.042

.241

.587

.044

.771

.092

50

50

-.087

.286(*)

.548

.044

why do you go
to agora(store
personnel are
helpful)

Pearson
Correlation
Sig. (2-tailed)
N

why do you go
to agora(price is
satisfactory)

Pearson
Correlation
Sig. (2-tailed)

50

50

50

.227

-.020

.221

-.068

.114

.889

.123

.637

50

50

50

50

50

-.112

.227

.085

.073

-.276

.439

.114

.557

.615

.052

50

50

50

50

50

50

-.119

.168

-.020

.085

-.102

-.135

.412

.244

.889

.557

.483

.350

50

50

50

50

50

50

50

-.158

-.042

.221

.073

-.102

-.175

.272
50

.771
50

.123
50

.615
50

.483
50

.
50

.225
50

.062

.241

-.068

-.276

-.135

-.175

.668

.092

.637

.052

.350

.225

50

50

50

50

50

50

50
.013

om

.928

Pearson
Correlation
Sig. (2-tailed)
N
Pearson
Correlation
Sig. (2-tailed)

50

50

Fr

Pearson
Correlation
Sig. (2-tailed)

why do you go
to agora( strong
brand image)

50

ol
le
ct
ed

why do you go
to
agora(attractive
layout)

50

N
why do you go
to
agora(convenie
nt location)

.244

N
50
* Correlation is significant at the 0.05 level (2-tailed).

.439

.C

Pearson
Correlation
Sig. (2-tailed)

SU

why do you go
to agora(store
personnel are
knowledgeable)

why do
you go
to
agora(p
rice is
satisfact
ory)

-N

Pearson
Correlation
Sig. (2-tailed)

why do
you go to
agora(stor
e
personnel
are
helpful)

:E

why do you go
to agora(fresh
and hygienic)

why do
you go to
agora(fre
sh and
hygienic)

why do you
go to
agora(store
personnel
are
knowledge
able)

Interpretation:
Fresh & hygienic product is weak-positively (0.062) correlated with going to Agora.
Knowledgeable store-personnel is weak-positively (0.241) correlated with going to Agora.
Helpful store-personnel is weak-negatively (-0.068) correlated with going to Agora.
Price satisfaction is weak-negatively (-0.276) correlated with going to Agora.
Convenient location is weak-negatively (-0.135) correlated with going to Agora.
Attractive layout is weak-negatively (-0.175) correlated with going to Agora.
25

Belief in Agora (Reliability test):

Reliability Statistics
Cronbach's
Alpha
.600

N of Items
3

.C

Item-Total Statistics
Scale
Variance if
Item Deleted
3.220

Corrected
Item-Total
Correlation
.400

Cronbach's
Alpha if Item
Deleted
.512

belief agora( service)

7.5600

2.904

.464

.412

belief agora(
convenient location)

7.5400

3.723

.367

.557

-N

:E
om

belief agora( status)

SU

Scale Mean if
Item Deleted
7.6200

Fr

There is a high consistency among these three choice criteria (status, service, convenient

ol
le
ct
ed

location) because here is Cronbach's Alpha is 0.600

26

Respondents belief ( Effects on customers' purchase from Agora):

Coefficients
Unstandardized
Coefficients
Std. Error
.925

t
4.650

Sig.
.000

.151

-.306

-2.135

.038

.154

-.094

-.616

.541

.152

-.291

-1.876

.067

.169

-.014

.020

-.093

.926

.141

.889

om

:E

-N

.024

belief agora(
-.323
price)
belief agora(
-.095
status)
belief agora(
-.286
service)
belief agora(
convenient
-.016
location)
belief agora(
attractive
.003
layout)
Dependent Variable: usually i purchase from

Beta

B
4.299

.C

(Constant)

SU

Model
1

Standardized
Coefficients

Interpretation:

Agoras price effects the customers' purchase from Agora because significance

Fr

ol
le
ct
ed

(0.038) < 0.05

Agoras status doesnt effect the customers' purchase from Agora because
significance(0.541) > 0.05
Agoras

service

doesnt effect the customers' purchase from Agora because

significance(0.067) > 0.05

Agoras convenient location doesnt effect the customers' purchase from Agora
because significance(0.926) > 0.05

Agoras attractive layout doesnt effect the customers' purchase from Agora because
significance(0.889) > 0.05

27

Respondents belief (The next time customers will purchase from):

(Coefficients)

Model
1

(Constant)

B
3.849

Standardized
Coefficients

Std. Error
.740

Beta

Sig.
.000

-.171

-1.238

.222

-.012

-.080

.936

-.467

-3.118

.003

.048

.340

.735

-.042

-.309

.759

Model Summary

R Square

Adjusted R
Square

Std. Error of
the Estimate

om

Model
1

:E

-N

SU

.C

belief agora(
-.150
.121
price)
belief agora(
-.010
.124
status)
belief agora(
-.380
.122
service)
belief agora(
convenient
.046
.135
location)
belief agora(
attractive
-.006
.019
layout)
a Dependent Variable: the next time i will purchase from agora

t
5.202

Unstandardized
Coefficients

Interpretation:

ol
le
ct
ed

Fr

.519(a)
.270
.187
.86415
a Predictors: (Constant), belief agora( attractive layout), belief agora( status), belief agora( price), belief agora(
convenient location), belief agora( service)

27% of total variation is influenced by price, status, service, layout of Agora.

28

Level of Agreement (Effects on likeness to shop at Agora ):

Coefficients
Standardi
zed
Coefficien
ts

Unstandardized
Coefficients

Lower
Bound

Upper
Bound

1.003

.321

-.417

1.244

.020

.064

.702

.141

-.098

.667

.610

-.219

.369

.566

-.244

.441

.437

2.418

.190

.298

1.498

.146

.081

.C

.158

SU

.412

Sig.

-N

.514

.170

.100

.578

ol
le
ct
ed

Interpretation:

Fr

.413
agora sells
fresh and
.383
hygienic
products
i like the
service of
.284
agora
convenient
location is
.075
impt for
shopping
getting all
products in
one shop
.098
provides
extra value
Dependent Variable: i like to shop at agora

Beta

:E

(Constant)

Std.
Error

om

Model
1

95% Confidence
Interval for B

Selling fresh and hygienic product effects the respondents likeness to shop at
Agora because significance (0.020) < 0.05

The service of Agora doesnt effect the respondents likeness to shop at Agora

because here significance (0.141) > 0.05

Convenient location doesnt effect the respondents likeness to shop at Agora
because here significance (0.610) > 0.05

Getting all products in one shop doesnt effect the respondents likeness to shop
at Agora because here significance (0.566) > 0.05

29

Usualy customers purchase from :usually i purchase from

agora
minabazar
PQS
nandan

16

ol
le
ct
ed

Fr

om

:E

-N

SU

.C

66

10

Usually customers purchase from

Valid

agora

minabaz
ar
PQS

Frequency
33

nandan
Total

Percent
66.0

Valid Percent
66.0

Cumulative
Percent
66.0

10.0

10.0

76.0

8.0

8.0

84.0

16.0

16.0

100.0

50

100.0

100.0

Interpretation:
From the above graph and table, we can see that 66% respondents usually purchase from Agora.
10% respondents usually purchase from Minabazar.
8% respondents usually purchase from PQS.
16% respondents usually purchase from Nandan.

30

Recommendation & Conclusion:

From the above analyzed data, we find that, Agora has strengths on fresh & hygienic
products and convenient location. But it has weakness on service, price, layout, etc. So,
Agora should give proper concentration to remove the problems of its weak points to increase
its sales.

The store personals of Agora should be more knowledgeable and helpful to the
customer. They should increase their sense of responsibility to give more service to
the customer. The store personnels' communication skill should be developed so that
the customers being satisfied at them.

The price of the product of agora is very high. So its price should be reduced at

The layout of Agora should be more beautify, attractive, neat and clean to attract the

.C

reasonable level.

According to the research findings of hypotheses, there is no problem or weakness in

-N

the product varieties. Respondents prefer Agora for grocery, bakery & cookies, and

ol
le
ct
ed

Fr

om

:E

cosmetics products.

SU

customer. Their internal space should be large enough to walk more freely.

31

Reference:
www.agorabd.com

Marketing Research by Naresh K. Malhotra

Practical Survey

Discuss with Agora's Sales person .

ol
le
ct
ed

Fr

om

:E

-N

SU

.C

32

Research questionnaire
Marketing Strategies to increase the sales of Agora
We are the students of East West University. As a part of our Marketing Research course,
we are supposed to prepare a research report on Marketing Strategies to increase the sales of
Agora. To prepare this report, we need to conduct a questionnaire survey. We can assure
you that the data collected through this questionnaire will be used only for academic purpose.

.C

20-30
30-40
40-50
50-above

SU

1. Age -

:E

Male
Female

om

-N

2. Gender -

Yes
No

ol
le
ct
ed

Fr

3. Purchase from Agora Superstore -

4. Average monthly income Less then 10000

10000 - 20000
20000 - 30000
30000 - 40000
40000 - 50000
50000 - above

5. Occupation

Housewife
Private sector
Public sector
Others _________

6. Which media do you usually visit ?

33

TV-channel
FM-radio
Newspaper & magazine
Billboard ad.
Others ______________

7. In which time-interval do you watch TV ?

12pm-3pm
3pm-6pm
6pm-9pm
9pm-12am
after 12am

SU

.C

Traveling
Gossiping with friends
Shopping
Watching TV
Others__________

-N

8. What do you do in your leisure period ?

om

:E

9. Why do you go to Agora ?

Products are fresh and hygienic.

Store-personnels are knowledgeable.

Store-personnels are helpful.

Price is satisfactory.

Convenient Location.

Attractive Layout.

Strong brand image.

ol
le
ct
ed

Fr

10. Which Superstore do you prefer when buying grocery products ?

Agora
Mina Bazar
PQS
Nandan
11. Which Superstore do you prefer when buying bakery & cookies ?

Agora
Mina Bazar
PQS
Nandan
34

12. Which Superstore do you prefer when buying cosmetics products ?

Agora
Mina Bazar
PQS
Nandan

13. Place mention the following four Superstores according to your belief in the five
places given below :

(a) Agora.

(b) Mina Bazar.

2 1

-N

(d) Nandan.

SU

.C

(c) PQS.

______ ______ ______ ______ ______

High Price

High Status

______ ______ ______ ______ ______

Low Status

Good Service

______ ______ ______ ______ ______

Poor Service.

Convenient Location

______ ______ ______ ______ ______

Not Convenient

Attractive Layout

______ ______ ______ ______ ______

Not Attractive

ol
le
ct
ed

Fr

om

:E

Low Price

35

14. Place your level of agreement with the following statements by placing a tick mark.
Neutral
(3)

Disagree
(2)

Strongly
Disagree.(1)

Agree
(4)

-N

SU

Agora sells fresh

and
hygienic
products
I like the overall
service of Agora
Convenient
location
is
important
for
shopping
I think getting all
the products in
one
shop
provides
extra
value to me
I like to shop at
Agora

Strongly
Agree (5)

.C

Criteria

:E

15. The last time I purchased from _____________ .

16. Usually I purchase from________________ .

om

17. The next time I will____________ purchase from Agora Definitely

Probably

Not sure

Probably Not

Definitely Not

ol
le
ct
ed

Fr

Thanks for your great participation

36