1.

INTRODUCTION
Brand awareness is a customers' ability to recall and recognize the brand, the logo and the
advertisements. It helps the customers to understand to which product or service category the
particular brand belongs and what products and services sell under the brand name. We just seem
to go with the flow of brand names that have become synonymous with our daily living. But the
impact of a name reinforces the importance of branding when we promote our business.
Think about one of the world's most popular multinational technology companies, Apple Inc.
The importance of branding is exemplified by the fact that when we hear Apple Inc, we think
technological device and "Think different." A great brand name and association has catapulted
Apple to the top of its industry. Along with above illustration, we could say that, to large extent,
the establishment of brand contributes a lot to a positive prospect of company, especially the
furniture business, like Hatil furniture. Hatil being one of the most valuable brands in the
business field, its brand reputation is at national recognizable level to large extent. Although the
absence of Hatils business in certain area, it does not mean the inexistence of the brand in the
local area.
1.1 The purpose
Carrying with the conception of brand awareness and brand image packaged into the case of
Hatil brand, we aim to investigate the degree of Hatil brand awareness among the Barisal
regional peoples mind (brand awareness) and the perceptions of Hatil brand as reflected by the
brand association held in target customers memory (brand image).
1.2 Company Side Brand Image
Furniture has been a part of the human experience since the development of non-nomadic
cultures. The brand name of Hatil has the power of influence to other people. The reasons are
like these. The Hatil is a luxurious and fashionable for many people which are affected by Hatils
logo. It is possible to emphasize more customers by using the brand name of Hatil.
We have received much better response from customers after launching the retail outlet, said
Sabbir (the Daily star 2009). HATIL, which makes diversified furniture ranging from home to
hospital ones, moves to open retail outlets abroad under franchise deal as it observes that branded
stores are more effective in wining consumer confidence than exporting products. HATIL is
committed to a policy of total quality management that guarantees all products and services meet
the highest standards. (www.hatilbd.com).

HATILs 47 years of accumulated experience in wood processing and furniture manufacturing

ensures that HATIL furniture are aesthetically pleasing, functionally superior, and durable.
The unique design themes of HATIL ensure that our designs remain trendy over years to come.
To give the customer the best possible quality, HATIL has been practicing Japanese quality
management philosophy Kaizen since 2007.
HATIL is committed to excellence in everything it does and takes pride in being the pioneer in
using FSC Certified wood and installing environmental protection measures. We care for our
customers, our environment, our employees, and our society. HATIL brings value sand benefits
to the customers and ensures best customer satisfaction. (www.hatilbd.com).
HATIL assumes it is the businesses that should protect the environment and consumers for their
own interest. At HATIL they believe, it is their obligation to consider all aspects of their
products' impact on the environment, throughout their life cycle. HATIL is committed to reduce
the environmental impact of their activities through intelligent design, conservation, and
recycling. Each design is carefully considered for structure, strength, and durability. Nothing is
more wasteful than disposable furniture. Kaizen since 2007.
HATIL utilizes Just-in-Timemanufacturing which results in less storage, less waste and
conserves resources. HATIL believes in renewable energy. HATIL uses com busting scrap wood
and sawdust to generate power for our manufacturing facilities. (www.hatilbd.com).
1.3 Choice of Selecting the Company
Regarding the choice of the company, after a long evaluation of alternative furniture brands in
Bangladesh we decided to pick a furniture house shop of HATIL which is surprising to know us
that there is not even a single outlet of HATIL. However, being the national brand, the value
embedded into the HATIL contributes huge to the companys prosperity. Therefore, we think
HATIL fits our survey perfectly.
HATIL has built a strong brand on a quality product and a unique experience. Its brand has
allowed it to transcend its core business and branch into more profitable licensing deals, which
have made the moat around the business deeper. (www.hatilbd.com)
HATIL has done building a nationwide brand. It has set a new standard in the retail industry for
ubiquity. There is a HATIL just about everywhere you go: every mall, every airport, every block
in the big city -- maybe even twice or three times a block.

It's in virtually every Barnes & Noble bookstore. It is also in virtually every grocery store, in the
form of whole beans, ice cream, or little cafs. (www.hatilbd.com) HATIL has so much to offer,
importantly its locations, consumers, brand image and a distribution network. HATIL is no
longer just offering the functional benefit of furniture, but selling a lifestyle, allowing consumers
to trade up and feel their aspirations for a better life. HATIL is not merely a furniture store but
rather a media property with an intrinsic value to brand partners. HATIL has developed a
emotional attachment with its customers and restoring the connections with its customers who
has with HATIL furniture, its brand, people and with its stores. (www.hatilbd.com)
1.4 Target Audience
Showing the users of furniture in Barisal city, we consider the Hatil furniture that has to deal
with the brand awareness and image of its brand. All the local furniture houses that have to deal
with branding strategies are our primary target. The result of our analysis can be used by this
specific audience in order to have a frame of reference on which base future decision.
Moreover, an academic audience such as scholars and marketing students could be also
interested in improving their knowledge about the chosen topic. This target group might find our
work useful to deepen the familiarity with this topic, and use the paper as a starting point for
further related studies.
Lastly, we wish our paper to reach the interest of the focal company itself in order to use an
brand awareness of HATIL in Barisal city.

2. THE LITERATURE
2.1 Brand knowledge
Brand knowledge refers to brand awareness (whether and when consumers know the brand) and
brand image (what associations consumers have with the brand). The different dimensions of
brand knowledge can be classified in a pyramid (adapted from Keller 2001), in which each
lower-level element provides the foundations of the higher-level element. In other words, brand
attachment stems from rational and emotional brand evaluations, which derive from functional
and emotional brand associations, which require brand awareness. Brand knowledge measures
are sometimes called customer mind-set measures because they capture how the brand is
perceived in the customers mind.

Source: Kellers brand resonance pyramid

2.2 Brand awareness
Brand awareness measures the accessibility of the brand in memory. Brand awareness can be
measured through brand recall or brand recognition. Brand recall reflects the ability of
consumers to retrieve the brand from memory when given the product category, the needs
fulfilled by the category, or some other type of probe as a cue. Brand recognition relates to
consumers' ability to confirm prior exposure to the brand when given the brand as a cue. In other
words, brand recognition requires that consumers correctly discriminate the brand as having been
seen or heard previously (Keller 1993).
Brand awareness plays an important role in consumer decision making for three major reasons.
First, it is important that consumers think of the brand when they think about the product
category. Raising brand awareness increases the likelihood that the brand will be a member of
the consideration set (Baker et al. 1986; Nedungadi 1990)
Awareness is created not only through advertising but also through other devices such as logos,
packaging and associations (such as community sponsorship).

2.3 Brand image

Positive brand image is created through favorable brand associations. There are three
considerations here.
First, the brand associations should be salient: they should be aimed at increasing the probability
of buying, repeat buying or recommending the brand to others.
Second, the brand associations should be strong. Do the associations come to mind readily? It is
not enough if positive associations exist in customers' mind. They should be strong enough.
Customers do not choose a brand from a set of all known brands. Rather, they choose a brand
from a small set of brands that come to their mind unprompted when they think of a brand. This
set, known as the 'evoked set', is considerably smaller than the
'Elicited set' of brands, like brands that customers know about and can rate when prompted to by
the researcher. The evoked set generally consists of brands with strong associations.
Third, at least some of the brand associations should be unique. For instance, reliability may be a
good association for a computer. But if most brands are considered sufficiently reliable, then this
association does not benefit one brand over another. It provides no rationale for choosing one
product over another. Therefore, Associations should not only be strong, but at least some of
them should be unique if we are to create brand equity.
Brand image is said to result from the favorability, strength, uniqueness, and types of brand
associations held by the consumer. Within the model, Keller (1998) depicts various types of
brand associations such as attributes (product-related and non-product related), benefits
(functional, experiential and symbolic) and attitudes. In particular, non-product attributes are
categorized into: price, user/usage imagery, brand personality and feeling and experiences.

3. METHODOLOGY
3.1 The reason of choosing questionnaire
Considering of the assignments purpose and the maximum ensuring of the validity and
credibility embedded by database collected, we think the instrument of questionnaire suits this
survey best. The main reason lies on one of the most special attributeno bias. The researchers
own opinions will not influence the respondents to answer questions in a certain manner through
the questionnaire that is characterized by uniform question presentation and no middle-man bias.

However, its impossible to achieve the goal of no-bias by some other research ways, like focus
group discussion and interview, because the verbal or visual clues expressed by the researchers
would affect and guide the attitude of respondents more or less.
3.2 The selection of respondents
The 50 respondents who accepted our questionnaire regarding the brand awareness and brand
image in the case of HATIL are the people of Barisal region. Whats more, according to the
company anural sale report, a big proportion of profit is derived from the rich people, because
they belong to the most important target group, also will generate a strong consumer group for
HATIL in the future. It became natural to use students for the survey since they are nearby,
representatives of selective pioneers, and thus is important to HATIL. We also believe that
students use a more critical and apply an academic way of thinking. In order to ensure the quality
of answer given by the respondents, the asking whether a Bangladeshi is the priority to do during
distributing questionnaire. In Barisal region there are too many main places to implement our
investigation.
3.3 How to value the data
After collecting the data from the questionnaire, the next step is to calculate and do statistics by a
systemic method.
The questions presenting on the questionnaire were sorted into two main categories, they are
brand awareness and brand image. The assessment was through the calculation in term of how
many people choose respective options, what the respondents perspective are mainly, and based
on the statistics whether the attitude toward HATIL entry into Bangladesh is positive or
negative.
Regarding the rating scale question, the attainment of assessment toward the degree of
satisfactory and agreement in term of the functional attitude, experimental attitude and symbolic
attitude is through the measuring instrument named interval of Score.
According to the explanation given by Fisher book, a respondent who will mark strongly
satisfied/ strongly agree will score 5, a respondent who will mark satisfied/ agree will score 4,
a respondent who will mark moderate/neutral will score 3, a respondent who will mark less
satisfied/ disagree will score 2 and a respondent who will mark not satisfied/ strongly disagree
will 1
The level of average scores used to describe the level of respondent's attitude will be classified at
the interval range. The class of interval range was computed from the following formula:
Interval of scores = (Highest score- Lowest score)/ Number of interval
= (5-1)/5
= 0.8

Taking this route, the meaning and score range can be illustrated in the following way:
Agreement perspective

Meaning
Cognitive perception

Satisfactory perspective

1.00 - 1.80

Strongly disagree

not happy and relax

Not satisfactory

1.81 - 2.60

Disagree

less happy and relax

Less satisfactory

2.61 - 3.40

Neutral

Moderate

Acceptable

3.41 - 4.20

Agree

Happy and relax

Satisfactory

4.21 - 5.00

Strongly agree

Very happy and relax

Very satisfactory

Score range

If take the evaluation to the satisfactory perspective as an example, the formula to get the score
used for the evaluation of each dimension can be obtained by the following formula:
Total Score= (5the number to choose very satisfactory) + (4the number to choose
satisfactory) + (3the number to choose acceptable) + (2the number to choose
less satisfactory)+( 1the number to choose not satisfactory)
Score= Total Score / the total number of respondents
3.4 The structure of questionnaire
The structure of questionnaire is designed accommodated with the analytical model. We drafted
on the base of Keller model (1993), and make sure every question is Consistent with the
principle of each subcategory beneath the brand awareness and Brand image as much as
possible.
Question 1 is made to recognize the brand & question 2-3 for brand recall. Other questions like
Q-1 & Q-5 to 22 are made to judge the overall brand awareness and brand image of HATIL.

3.5 The elaboration of questionnaire

In this chapter, we give the exact reason and explanation on how to design the questions to make
them cohesive with the analytical model, and why we order the questions in such sequence.
Part 1: Brand awareness
Concretely speaking, the first question is a general survey on what the favorite furniture is when
people want to buy. From the statistics calculated toward it, we could know to what extend
people chose furniture as home furniture, appliances or office furniture. We think such
elementary investigation packaged the goals mentioned above could work as the foundation for
the further study on the brand awarenesss expansion and brand images optimization.
The questions ranging from No.2 to No.6 are relevant to brand awareness aiming to measure the
accessibility of the brand in customers memory, and find out to what extend the focal
respondents know about HATIL. Considering of the definition and function embedded into the
brand awareness, we think the questions regarding brand awareness fit the role of being filter and
to be put at the beginning of the questionnaire.
Since brand awareness, particularly the brand recall, relates to consumers ability to retrieve the
brand when given the product category, the needs fulfilled by the category, or some other type of
probe as a cue. In a word these reflections toward a certain brand in customers mind are the
prerequisites of brand image, namely having the respective perception of a brand when reflected
by the brand association held in consumers memory.
Concretely speaking, the questions ranging from No.2 to No.5 are cohesive with the subclassification under the branch of brand recall. Because we think its important to measure not
only the depth of recall (the percentage of people who know the brand) but also the width of
recall (the cues that lead to brand recall), especially the latter, its important to ponder think about
who, when, where and how the brand will be bought or used. Taking this route, some typical
cues are defined by us, within the subcategories, consumption goals, place, and people, to
investigate the strength of the brand node or trace in memory, as reflected by consumers' ability
to identify the brand under different conditions.
Question No.4 is designed to research whether the focal respondents can recognize
HATIL squeezed with many other furniture brands. Along with the principle held by brand
recognitionthat is relates to consumers' ability to confirm prior exposure to the brand when
given the brand as a cuewe decide to utilize the illustration of logos responsive different
furniture brands as the cue so that attaint to find out the percentage of people knowing about
HATIL.

Part 2 transition question and logo assessment

Question No.5 is designed to study focal respondents reflection after seeing the logo of HATIL.
We think such setting is necessary, because logo is the direct and visual depiction of brand
expression.
In addition, this question functions as a transition which brings out our focal brand smoothly. It
ought to mention particularly that there is profound deliberation for us to put this question ahead
of the following filter question (No.6). Because that we keep holding the idea that the opinions
toward the logo given by the people, who heard and dont heard Starbucks, equally have valid
value for our study in term of the feedback toward the focal brand. However afraid of the
confusion could occurred in respondents mind, especially for those having insufficient
recognition to HATIL, we put the picture of HATIL logo aside to be of visual assistance
instrument (question no. 5).
Question No.8 and No.9 have two functions. Firstly, it acts as an instrument to transit the
question aiming to have a rough investigation on the brand awareness with the potential
involvement of HATIL, to the concrete and clear survey in term of brand image associate with
HATIL. Secondly, these two questions, especially No.9 work as a filter to delete the respondents
who not choose of HATIL. We think that the settings of filter questions are necessary. Along with
the concept of brand image, because, it is defined as perceptions about a brand as reflected by the
brand associations held in consumer memory, and here brand associations point as some
informational nodes linked to the brand node in memory and contain the meaning of the brand
for consumers. (Herzog 1963) Taking this route, we could realize that only the respondents who
know about HATIL is qualified to express their opinion on HATIL brand image and brand
association. The filter questions setting could benefit us to make sure the informations validity
and credibility. Otherwise, the involvement of the results offered by the respondents who are
ignorant to HATIL brand would disorder the trend of perception given by customers to a negative
or ambiguous direction, further would generate our analysis toward the brand awareness and
brand image fail to implement objectively.
Part 3: Brand image
The questions ranging from No.10 to No.18 are pertinent to the brand image. The questions
designed are in line with the analytical model which is simplified from the original brand
knowledge model made by Keller in 1993.
The question No.10 and No.11 are designed along with the principle of user imagery and usage
imagery which are underneath of the types of brand association. The drafting of questions and
options mostly comply with definition and explanation regarding the user imager and usage

imagery held by Keller. Concretely speaking, the association of a typical brand user is based on 10
demographic factors (e.g. sex, age, and income), about usage imagery, the association of a
typical usage situation is based on the type of activity could do in HATIL. And these associations
act as the options supporting the responsive focal questions.
In addition, no matter whether the respondents are used to be the customers of the
HATIL or not, we think they are qualified to identify the association of a typical brand user and
usage situation. Because, according to the explanation given by Keller,
User and usage imagery attributes can be formed directly from a consumer's own experiences
and contact with brand users or indirectly through the depiction of the target market as
communicated in brand advertising or by some other source of information, like the word of
mouth. (Keller 1993)
The question ranging from No.13 to No.17 depicted the column of attitude which is another
branch of type of association. During our question drafting phase, the requirement is to achieve
the congruence between the questions designed and the concepts embedded into the column of
attitude, namely consumers' overall evaluations of a brand (Wilkie 1986). Carrying with such
definition, the responsive questions designed make the attitude serve as an instrument to value
the customers benefits attained through allowing individuals to express their self-concepts. The
type of core question consistent with above function offered by attitude is asked in the way that
the extent to which customers think the benefits attainted from the focal brand, and the rating
scale is question model implied. About the selection of benefits can be valued, we decide to
follow the three classification of benefits brought up by Zeithaml in 1988, namely functional
benefits, experiential benefits, and symbolic benefits, then use them as the objects to assess in
term of customers responsive attitude.
The question No.17 is congruent with the conception embedded into the column named types of
brand association. The options offered for choosing are based on the basic classification of the
tangible and intangible. Concretely speaking, in the HATIL case, the intangible consists of instore atmosphere, service, prestige, brand style and some other issues, like expenditure and social
consciousness.
Being the extension of question No.17, the following three questions aim to ask the focal
respondents to specify their favorite of Starbucks brand association which satisfy their needs and
wants at a maximum level, as well to indicate the uniqueness of brand association which act as
an competitive advantage without shared with other competing brands. Because of our main
purpose is not focused on the comparison of the strength and weakness among bunch of brands,
but on the identification of unique brand association held by Starbucks in customers perception,

we dont think it is necessary to illustrate explicitly the main competitors then have a direct 11
comparison with competitors.

4. THE

SURVEY OF QUESTIONNAIRE AND

ANALYSIS

1. Which of the following is your favourite furniture brand?

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Otobi

Otobi
Partex
Navana
Hatil
Legacy

Partex

Navana

Hatil

Legacy

Answer

20
6
4
20
0

Explanation:
From our survey we can see that 40% peoples favourite brand is Hatil furniture where the others
are Partex 12%, Navana 8%, Otobi 40% & Legacy 0%.
2. Please, name all the furniture brands that you can think of?

30.00%
25.00%
20.00%
15.00%
10.00%
5.00%

Otobi
Partex
Navana
Hatil
Regal
Sareng
Adnan
Bengal

Ad
na
n

Re
ga
l

av
an
a
N

O
to
bi

0.00%

Answer

43
33
21
39
5
4
4
4

Explanation:
From our survey we can see that 25.49% people recall Hatil furniture where the others are Partex
21.57%, Navana 13.73%, Otobi 28,10% , Regal 3.27%, Sareng 2.61%, Adnan 2.61% & Bengal
2.61%.

12

35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%

Le
ga
cy

Ad
na
n

Re
ga
l

av
an
a
N

O
to
bi

0.00%

3. Please, name all the

furniture brands that you can think of under the assumption that you are in Barisal city?
Answer
41
25
17
32
5
7
4
2
6

Otobi
Partex
Navana
Hatil
Regal
Sareng
Adnan
Bengal
Legacy

Explanation:
From our survey we can see that 23% people recall Hatil furniture in Barisal city where the
others are Partex 18%, Navana 12.23%, Otobi 29.49% , Regal 3.6%, Sareng 5%, Adnan
2.88% ,Bengal 1.44% & Legacy 4.32%.
4. Which brands in the following do you recognize?
30%
25%
20%
15%
10%
5%
0%

Answer

Otobi

Otobi
Partex
Navana
Hatil

38
36
28
41

Partex

Navana

Hatil

Legacy

Legacy

Explanation:
From our survey we can see that 27% people recognize Hatil furniture where the others are
Partex 23.68%, Navana 18.42%, Otobi 25% , & Legacy 5.92%.
5. Whats your feeing about this logo?

D
ur
ab
le

Ex
pe
ns
iv
e

Be
tt
er

H
ig
h

St
at
us

qu
al
ity

40%
35%
30%
25%
20%
15%
10%
5%
0%

Answer

Better quality
High Status
Expensive
Durable

18
11
17
4

13

Explanation:
From our survey we can see that 36% people say Better quality, 22% High Status, 34%
Expensive & 8% Durable.
60%
50%
40%
30%
20%
10%
0%
Yes

No

6. Have you heard Hatil furniture before?

Answer
46
4

Yes
No

Explanation:

From our survey we can see that 92% heard Hatil furniture before where 8% did not heard Hatil
furniture before.
7. Have you ever been to Hatil before?
60%
50%
40%
30%
20%
10%
0%
Yes

No

Answer

37
13

Yes
No

Explanation:

From our survey we can see that 74% ever been to Hatil before where 26% did not ever been to
Hatil before.
60%
50%
40%
30%
20%
10%
0%
Yes

No

Answer
Yes

22

8. Is Hatil your 1st choice? (If no, answer question 9)

28

No

Explanation:

From our survey we can see that 44%1st choice is Hatil where Hatil is not1st choice of 56%.
14

fe
at
ur
es
ite
d

Li
m

of
du
ra
bi
lit
y

La
ck

qu
al
ity
Lo
we
r

Ex
pe
ns
iv
e

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

9. Why Hatil is not your first choice?

Answer
Expensive
Lower quality
Lack of durability
Limited features

22
2
2
2

Explanation:

From our survey we can see that Hatil is not first choice due to Expensive 78.57% ,Lower
quality 7.14%, Lack of durability 7.14% & Limited features 7.14%.

70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Yes

No

10. Do you satisfied with the service provided by

Hatil?
Answer
Yes
No

28
16

Explanation:

From our survey we can see that 63.63% people satisfied with the service provided by Hatil &
36.36% people are not satisfied with the service provided by Hatil

11. Another branch is needed for Hatil furniture in Barisal city

Answer
Agree
Strongly agree
Neutral
Disagree

18
16
8
7

15

Strongly disagree

di
sa
gr
ee

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al
N

ag
re
e

St
ro
ng
ly

Ag
re
e

40%
35%
30%
25%
20%
15%
10%
5%
0%

16*5+18*4+8*3+7*2+1*1=191/50=3.82
40%
35%
30%
25%
20%
15%
10%
5%
di
sa
gr
ee
St
ro
ng
ly

Ag
re
e

eu
tr
al

0%

product line
Answer
Agree
Strongly agree
Neutral
Disagree
Strongly disagree

19
18
8
3
2

18*5+19*4+8*3+3*2+2*1=168/50=3.36

12. Hatil Should extend their

16

30%
25%
20%
15%
10%
5%
di
sa
gr
ee

eu
tr
al

St
ro
ng
ly

Ag
re
e

0%

furniture brands in Barisal city

Answer
Agree
Strongly agree
Neutral
Disagree
Strongly disagree

14
5
15
13
3

5*5+14*4+15*3+13*2+3*1=155/50=3.10

13. Hatil is the best brand among all

M
id
dl
e

cl
as
s

pe
op
le

pe
op
le
Ri
ch

H
ou
se
wi
ve
s

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

14. In the following options,

which type of customers do you think go to Hatil most?

Answer
Housewives
Students
Rich people
Poor people
Middle class people

3
0
41
0
6

60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Now & then Regularly Occasionally

go Hatil to buy furniture?

Answer

Never

15. When do you usually

Now & then

Regularly
Occasionally
Never

2
0
16
11

17

100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Wood-made

Plastic-made

following furniture do you like?

Answer
Wood-made
Plastic-made
Steel-made

26
2
2

Steel-made

16. Which of the

Ex
pe
ns
iv
e
G
lo
ba
ls
ta
nd
ar
d

iz
ed

Cu
st
om

M
od
er
n

H
ig
h

cl
as
s

ic

40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%

17. What kinds of associations

you can think with the brand of Hatil?

Answer
High classic
Modern
Customized
Expensive
Global standard

5
4
0
3
1

di
sa
gr
ee
St
ro
ng
ly

Ag
re
e

eu
tr
al

60%
50%
40%
30%
20%
10%
0%

quality as a domestic brand

Answer
Agree

18

18. Hatil provides reliable

3
5
3
1

Strongly agree
Neutral
Disagree
Strongly disagree

3*5+18*4+5*3+3*2+1*1=109/50=2.18
18

En
vi
ro
nm

At
tr
ac
tiv
e

an
d

in
no
va
tiv
e

de
si
gn

en
tf
rie
nd
ly

90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%

19. What features do you like most

about Hatil furnitures?

Answer
Attractive and innovative design
Reasonable price
Environment friendly

26
2
3

fu
rn
itu
re
O
f
ce

de
co
r
e
H
om

H
om

H
om

ap
pl
ia
nc
es

Fu
rn
itu
re

80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%

20. Which category of

product do you use of Hatil furnitures?

Answer
Home Furniture
Home appliances
Home decor
Office furniture

13
0
1
4

po
rt
an
t
ot
at
al
li
m
N

Ex
tre
m

el
y

im

po
rt
an
t

80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%

21. Hatil always develop their product

line with innovative and ecofriendly features. Do you think its important?

Answer
19
6
1
1

Extremely important
Somewhat important
Not at all important
Neither important or unimportant

19

wi
ll
or
no
t
Pr
ob
ab
ly

D
ef
ni
te
ly

40%
35%
30%
25%
20%
15%
10%
5%
0%

22. Will you refer someone to buy

Hatil products?
Answer
Definitely
Probably
Might or might not be
Probably will or not
Definitely will or not

12
3
5
1
9

5. FINDINGS:
From our conducted survey we have found some of the findings. Those are:
Many customers of HATIL are still not satisfied with the products of HATIL furniture.
Family opinions of buying HATIL products are more than other reference group.
HATIL has a good mindset among the customer though there are other competitors in the
market.
After the interview and survey we have found out that customers of HATIL products
expectation is high about HATIL

 Advertising and promotion plan is not wed enough for find out competitive market.

6. RECOMMENDATION:
It is great time we had working with such a practical customer reference group related topic. On
the basis of our research we have some recommendation regarding HATIL. That is:
The product line of HATIL should be more structured and it should improve their design
more.
The longevity of HATIL products should be improved.
More innovative and environment products and advertisement should be promoted.
It should maintain their market position carefully and effectively because new
competitors are emerging in Bangladesh.
HATIL needs more than one dealer in Barisal.

7. CONCLUSION:
Day by day HATIL is becoming a legacy in the history of Bangladeshi furniture market and they
are expanding their market over the boundary of Bangladesh. They are doing business now a
days globally the fact is there promise of world class furniture is being kept in the market. Their
full of innovative and modern product line is enriching our home, office and so many places.
This is an attempt to survey the Profile of the target customer and their attitude towards HATIL
furniture that their current and potential prospects perceived.
After the investigation to what extent the Barisal citys people know about the brand of HATIL
(brand awareness) and what kinds perception of the HATIL brand as reflected by the brand
association held in target customers memory (brand image), we can come to the conclusion that
the focal respondents acquaintance to HATIL brand stay on the basic levelthey are able to
recognize the focal brand and retrieve it when given some type of probe as a cue. Although the
general spirit embedded into HATIL is consistent with what the customers comprehend, still
some commitments and symbol involved into HATIL are ignored or misunderstood by focal
respondents. The concrete explanation is concluded underneath:
According to the calculation made based on the questionnaire, we conclude that the HATIL
brand awareness made by the focal respondents is relatively positive as well as negative.
Because the brand name of HATIL was brought to respondents mind under every designed cue
in term of subcategories, consumption goals, place, and people.

20

8. REFERENCES:
The references we used to make our research are given below:
1.
2.
3.
4.
5.

Interviewee
Questionnaire
Field survey
www.hatilbd.com
www.wikipedia.com

21

APPENDIX
Questionnaire for brand awareness
and brand image of HATIL furniture
Name:
Gender:

Male

Age:
Profession:

Female

1. Which of the following is your favourite furniture brand?

(A) Otobi

(B) Partex

(C) Navana

(D) Hatil

(E) Legacy

2. Please, name all the furniture brands that you can think of?

3. Please, name all the furniture brands that you can think of under the assumption that you are in
Barisal city?

4. Which brands in the following do you recognize?

(A)

(B)

(D)

(C)

(E)

5. Whats your feeing about this logo?

(A) Better quality

(B) High Status

(C) Expensive

(D) Durable

6. Have you heard Hatil furniture before?

(A) Yes

(B) No

7. Have you ever been to Hatil before?

(A) Yes

(B) No

8. Is Hatil your 1st choice? (If no, answer question 9)

(A) Yes

(B) No

9. Why Hatil is not your first choice?

(A) Expensive

(B) Lower quality

(C) Lack of durability

(D) Limited features

10. Do you satisfied with the service provided by Hatil?

(A) Yes

22

(B) No

11. Another branch is needed for Hatil furniture in Barisal city

(A) Agree

(B) Strongly agree

(C) Neutral

(D) Disagree

(E) Strongly disagree

12. Hatil Should extend their product line

(A) Agree

(B) Strongly agree

(C) Neutral

(D) Disagree

(E) Strongly disagree

13. Hatil is the best brand among all furniture brands in Barisal city
(A) Agree

(B) Strongly agree

(C) Neutral

(D) Disagree

(E) Strongly disagree

14. In the following options, which type of customers do you think go to Hatil most?
(A) Housewives (B) Students (C) Rich people (D) Poor people (E) Middle class people
15. When do you usually go Hatil to buy furniture?
(A) Now & then

(B) Regularly

(C) Occasionally

(D) Never

16. Which of the following furniture do you like?

(A) Wood-made

(B) Plastic-made

(C) Steel-made

17. What kinds of associations you can think with the brand of Hatil?
(A) High classic (B) Modern

(C) Customized

(D) Expensive

(E) Global standard

18. Hatil provides reliable quality as a domestic brand

(A) Agree

(B) Strongly agree (C) Neutral

(D) Disagree

(E) Strongly disagree

19. What features do you like most about Hatil furnitures?

(A) Attractive and innovative design

(B) Reasonable price (C) Environment friendly

20. Which category of product do you use of Hatil furnitures?

(A) Home Furniture (B) Home appliances (C) Home decor (D) Office furniture
21. Hatil always develop their product line with innovative and ecofriendly features. Do you
think its important?
(A) Extremely important

(B) Somewhat important

(C) Somewhat important

(D) Neither important or unimportant

22. Will you refer someone to buy Hatil products?
(A) Definitely

(B) Probably

(D) Probably will or not

(E) Definitely will or not

23

(C) Might or might not be