CHAPTER I

INTRODUCTION
1.1 Problem Statement

Currently Bangladesh is exporting to more than 100 countries like USA, Canada, EU, Latin
America and Middle East. The main competitors of Bangladesh are China, Vietnam,
Cambodia, Myanmar, India, and Sri-lanka. The Bangladesh garments industry is gaining
ground in the world market at breakneck speed, but still not flourished at its fullest extent.
Although the resources are available plentiful with a powerful foundation of Yarn/fabrics and
knitting sector to support. The key factor behind this low technological development lower
output, high raw materials cost, inadequate infrastructure, traditional productivity,
unfavorable regulatory policies, and globalization impact. How over there is fair list of
producers, suppliers and exporters that are fully acknowledge with regulatory policies and
formalities, international marketing practice and procedures. Today garments industries have
to move with frequent change in marketing practice. To find out buyers requirement, they
regularly visit buying house and come up with latest updates. The study might be helped for
the future researchers. Because today garments sector is one of the major side for developing
the country. Around 76% foreign currencies are achieved from this sector. Bangladesh
economical stage fully depends on Garment sector. When the future researchers will face any
problem they could review this report and could understand about solution, could know about
this sector and could add something new.

1.2 Objective of the Study

Broad Objective
To know about the marketing practice of Crystal Approach Ltd.

Specific Objective
To give organizational overview of the company.
To analysis the marketing Practice of CAL
To analyze the views of the respondents on the efficiency of CAL
To suggest policy implications arising out of the study

1.3 Rational of the study

The study has been undertaken about marketing practice. The topic reviewed below give a
picture of marketing practices of CAL. Crystal approach, it is an own investment garments
industry in near EPZ locality, it operates its marketing practice in globally since 2003. Its
effectively run its marketing practice within the world and increasing its marketing practice day
by day. The aim of its to identify the customer and try to gain order from buyers by giving the
1
promotional sample. There are many merchandising office are already taken for marketing in
Europe & America region. Marketing practice of Crystal approach is the process of planning
and executing the conception ,pricing ,promotion and distribution of ideas, goods and services
to create exchanges that satisfy individual and organizational goals. It holds that achieving
organizational goals depends on determining the needs and wants of target markets and
delivering the desired satisfactions more efficiently and effectively then competitors do. Crystal
Approach Ltd believes in the practice of Market-Oriented Strategic Planning, developing and
maintaining a viable fit between the organizations objectives, skills and resources. The
strategic planning of Crystal Approach Ltd consists of two organizational levels, which are
Locon based strategy, Business level strategy.

1.4 Methodology of the study:

1.4.1 Sources of Data
Secondary Sources
Annual/Monthly sales report.2010-15
Company websites

Primary Sources
1.4.2 Selection of the Study Area
The research was conducted at Crystal Approach Ltd.
1.4.3 Selection of the sample:
Crystal approach limited has no fixed customer panel. So the population on this studies
unstructured and infinite. No probability Sampling has not been performed in this study. to
select 50 customers as a respondent group for this study.
Data collection: To collect primary data from the respondents, the researcher meet the
respondents at the sales point of the company office located at Mohakhali. A questionnaire was
developed incorporating the variables which was pretested before finalization. It took a period
of 15 days to complete the survey
Data processing: Data were processed using frequency and percentages. To convert the
qualitative data into quantity 5 point likert scale ranged from strongly disagree wear customer.

Likert Scale

Agree Strongly Agree Neutral Strongly disagree

Weight 1 Weight 2 Weight 3 Weight 4

2
1.5 Limitations of the Study
The report is not free from limitations. There are some limitations too. Some of limitations are
given below:
Employee: in Crystal Approach Ltd all employees are too busy. It is tough to have a
break from their tight schedule.
Secrecy: there are a lot of secret matters in these organizations. As an intern the
researcher cannot reach to those secret topics.
Lack of in depth understanding of certain terms.
Lack of knowledge about garments industry.

3
 CHAPTER II

ORGANIZATIONAL Overview OF CRYSTAL APPROACHLTD

(CAL)

2.1 Historical Background of CAL

After the liberation war in order to bring equality in different level of the society Govt. owned
all industry. Govt. wants the participation from all levels of the society in development
activities through providing industrial service at their doorsteps. But it produces nothing
except inefficiency; corruption etc. So Govt. decides to allow private garments factory to bring
competition in the industrial sector.
On the other hand Bangladesh economy has been experiencing a rapid growth. Industrial and
agricultural development, growth in exports and imports, inflow of wage earners remittance,
local and foreign investment in construction, communication, power, food processing and
service enterprises altogether encountered an era of economic activities in both private and
public sector. Currently, urbanization changes in lifestyle of people created a growing demand
for personal garment products and services to support the new initiatives as well as to
encourage owner investments in a profitable manner. So the boom of garments factory has
begun, which ultimately give birth to the Crystal Approach Ltd.

2.2 Commencement of CAL

Crystal Approach Ltd is a Private Limited Company established in 2003. And, it started its
commencement of Business from March 30, 2003 at the Registered Office located at Ka-15/6
Rasulbag, Mohakhali, Dhaka- 1212.The inception of Crystal Approach Ltd. is the outcome of
a successful group of prominent investors whose vision was to contribute to the countrys
economy through commercial.

4
 2.3 Organization Structure

Chairman

Managing Director

Deputy Managing Director

Director

Executive Director

General Manager

Deputy General Manager

Assistance General Manager

Manager Manager Manager Manager Manager Manager

(Merchandisin (Sampling) (Accounts) (Production (HRD) (Commercial
g) ) )

2.4 Strategies of CAL.

Crystal Approach Ltd believes in the practices of Market-Oriented Strategic Planning,
developing and maintaining a viable fit between the organizations objectives, skills and
resources. The aim of such approach is to shape and reshape the mills businesses and product
services so that they yield target profits and growth. The strategic planning of Crystal
approach Ltd consists of two organizational levels, which are
Location Based Strategy
Business Level Strategy

5
Crystal Approach Ltd primarily focuses on location-based strategy. Every year an overall
profit target as well as individual targets for each line of business (export, import, etc.) is set
for location by the corporate bodies in collaboration with the regional heads and finance and
The business strategy of the garment is to strengthen its traditional lending in small retail
business following a conservative lending approach. But the factorys major portion of the
profit generates from its product service.

Activities of Different Division

Accounts and Finance Division (AFD)
Accounts and Finance department of Crystal involves with Financial planning, budget
preparation and monitoring, Payment of salary, Controlling & monitoring inter-company
transaction, Preparation of financial reports and annual reports, Preparation of income, tax
returns and statements, Maintenance of Provident Fund, Gratuity, Superannuation Fund

Administration Division (AD)

Administration department of Crystal include Recruiting, Training and development,
Compensation, employee benefit, leaves and service rules program and up gradation,
Placement and performance appraisal of employees, Preparing related reports, Reporting to the
Executive Committee/ Board on related matters, Promotional campaign and press release.

Planning and Commercial Division (PCD)

Commercial dept. has major rules of handling supply chain. Import of Raw-matrices, Export
of finished goods, Export proceeds from buyers bank via banking channel.

Information& Technology Division (ITD)

This dept. involves with Software development, Network management and expansion,
Software and Hardware management, Data entry and processing.

Production Division (PD)

The production dept. is headed by director operation and has wide range responsibilities. This
department looks after total factory operations. It has a number of sections, namely knitting,
linking, finishing, sample, production planning, administration, stores, power and fuel,
maintained and delivery sections. Each section has definite responsibility.

6
 CHAPTER III
Marketing Practice of Crystal Approach Ltd

3.1The Marketing Mix

The marketing mix is probably the most famous phrase in marketing. The elements are the
marketing tactics also known as the 4 Ps. Marketing decision generally is falling in to the
following 4 controllable categories.
Product
Place
Price
Promotion
3.2 Product
Count ranging from 2/140
Viscose -70% cotton, 70% acrylics
TC 55% polyester 45% cotton, 100% polyester both regular and sewing
thread
Acrylics 100% & Slavian 100%

Fabric product
Poplins
Twills
Oxfords
Canvas
Pinpoint
Knit product
Jersey Knit
Reverse Knit
Jacquard Knit
Denim product
Denim (blue): in classic indigo colors ranging from 4oz to 15oz/ Yd2
Denim (black): in sulfur black color ranging from 4oz to 15oz/ Yd2
Colored Denim: in a variety of colors- both in sulfur &reactive dyes(warp
dyed)

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3.3 Price
Garments industry is very competitive market. Normally as Crystal Approach Ltd. produces
Knit products for making export quality RMG thats why quality is here main concern.
Maintain good quality is the reason for high cost of CAL product.

Company assumes that, price is the amount of money charged for a product or service, or the
sum of the values that consumers exchange for the benefit of having of using the product or
service. The pricing strategy of Crystal approach Ltd has operated as the major determinate of
buyer choice. This is still the case in poorer nations, among poorer groups, and with
commodity-type products.

Pricing Types:
Company follows the Different kind of pricing for effective marketing.

Quantity Discounts:
A quantity discount is a price reduction to buyers who pay their bills promptly. A typical
example might be $10 per unit for less than 100 units, $ 9 per unit for 100 or more units.
Crystal Approach Ltd offers Quantity discounts to all customers. Discounts provide an
incentive to the customer to buy more from one given

Seasonal Discount:
A seasonal discount is a price reduction to buyers who buy merchandise or services out of
season. Crystal approach offer Seasonal discounts for buyer to keep production steady during
an entire year.
Discriminatory Pricing:
The company often adjusts its basic price to allow for differences in customers, products, and
locations. In discriminatory pricing, Crystal Approach sells a product or service at two or more
prices, even though the difference in prices is not based on differences in costs. Discriminatory
pricing takes several forms:
Customer-segment pricing: Different customers pay different prices for the same product or
service.
Product-form pricing: Different versions of the product are period differently, but not according to
differences in their costs.

8
Local pricing: Different location is priced differently, even though the cost of offering each location is
the same.

Geographical Pricing: Company also decides how to price its products to customers located in
different parts of the world. Its product price is differing place to place.

3.4 Promotion
It is garment industries, so they never take TV advertisement or radio advertisement. They
offer their product to the buyer directly on E mail. CAL has a well decorated web page that is
www.Crystal approach.com. They also directly communicate to the buyer. All the promotions
done in CAL is under personal promotion. High level officers are designed and implemented
it. Stuffs are maintained channels by the supervision of managers.

3.5 Place
CAL sales their product to different countries like America, Germany, France and different
organization like Wal-Mart etc. CAL marketing place is its head office of marketing.
Corporate buyers are the clients of CAL.

3.6 Marketing Environment

3.6.1 Micro Environment
Marketing micro environment contains suppliers, marketing intermediarys customers,
competitors and public. In the case of Crystal approachltd the component Company itself
almost works well with its departments. CALs suppliers of raw materials policy and cost of
raw materials or inflation directly affect the macro environment of CAL. Customers of CAL
are mostly our RMG producers. So quality ensuring is a big concern here. In the case of
marketing intermediaries; company fame, managers strong link/ network with business
buyers are the main tool of Biwas to sell products. Government policies (favorable) are the
main publics here. Competitors of CAL are local producers of Bangladesh.

9
3.6.2 Macro Environment
3.6.3 Major Macro environments major forces of CALs are discussed below.
Demographic factor South Asian region is suitable for garment industries. Big working
population and raw materials outsourcing facility, supports the industrial growth of Bangladesh.
Economic factor-Low production cost, energy availability, workers availability and suitable
government policy is the economic factor for CAL.
Technological factor-China machineries are available and cost efficient for CAL.
Political factors Unstable political situation and various types of strikes plays negative roll on
CAL.
Natural and cultural factors-Natural and cultural factors doesnt play significant role in the
macro environment of CAL.

3.6.4 Market Controlling Policies of CAL

Control and analysis of marketing costs complement each other. Control being with the
assignment of marketing expanse to various costing group such as territories, customers and
products. Control and analysis are enhanced by
(1) Predetermine cost allowed for marketing effort and
(2) Establishing functional costing rate base as standards and budgets design to aid in
achieving objectives.
Marketing Department of CAL is analysis of marketing cost control and profitability, which are
presented under the following topics-
(1) Comprising of manufacturing and marketing cost.
(2) Marketing cost control.
(3) Control of functional activity by the flexible budget and standards
(4) Marketing profitability analysis.
(5) The contribution margin approach.
(6) Marketing cost and profitability analysis problem.
Marketing Department of CAL are control and compared actual with budget under the
following cost-
Selling
Warehousing
Packing and shipping
Promotional
General accounting (for marketing)
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 Chapter-IV
Views of the Respondents on the Efficiency of CAL
( A Survey Findings)

4.1 Analysis & Findings of the study:

In this section, 50 employees are interviewed through structured questionnaire on the efficiency
of CAL of the company this result of which are given below:

Table-01: Which product is most popular?

Response No. Of Respondents Percentage

Gent 25 50%
Women 20 40%
Baby 5 10%
Total 50 100%

Chart Title
Gent Women Baby

10%

50%
40%

Source: The survey outcome

Analysis: From the above analysis it is clear that 50% of the employee are Gent, 40% of them
are women, & 10% of them are Baby.

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Table-02 Do you think Advertisement in different media can increase profit?

Response No. Of Respondents Percentage

Yes 40 80%
No 10 20%
Total 50 100%

Source: The survey outcome

Analysis: From the above analysis it is clear that 80% of people said that Yes advertisement in
different media can increase profit and other 20% No it cant increase profit..

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Table-03: Which channel of media would you prefer?

Response No. Of Respondents Percentage

Tv 14 28%
Email 6 12%
Advertising 25 50%
Billboard 5 10%
Total 50 100%

Chart Title
Tv Email Advertising Billboard

10%
28%

50% 12%

Source: The survey outcome

Analysis: From the above analysis it is clear that most of the people believe that advertising
most valuable channel of media. So advertising play a important role for any organization..

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Table-04: The product of CAL is long lasting?

Response No. Of Respondents Percentage

Yes 45 90%
No 5 10%
Total 50 100%

Source: The survey outcome

Analysis: From the above analysis it is clear that CAL produce good quality product for the
customer. Most of the people said that CAL products performance is high.

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Table-05: CAL product have good reputation?.

Response No. Of Respondents Percentage

Yes 40 80%
No 10 20%
Total 50 100%

Source: The survey outcome

Analysis: From the above analysis I find out that CAL has good reputation in market.

15
Table-06: From where do you collect raw materials?

Response No. Of Respondents Percentage

From local market 40 80%
From forging market 6 12%
both 4 8%
Total 25 100%

Chart Title
From local market From forging market both

8%
12%

80%

Source: The survey outcome

Analysis: From the above analysis it is clear that most of the raw material of CAL is come from
local market.

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Customer Survey

Table-01: Do you think the garments industry need more marketing practices for
improving better product and service quality?
Response No. Of Respondents Percentage
Yes 40 80%
No 5 10%
Dont know 5 10%
Total 50 100%

Chart Title
Yes No Dont know

10%
10%

80%

Source: The survey outcome

Analysis: From the above analysis 80% of people said that yes the garments industry need more
marketing practices for improving better product and service quality. And 10% of people said
that no needed and another 10% who dont give any opinion about this.

17
Table-02: Do you think garment product are readily available when you want to buy
them?

Response No. Of Respondents Percentage

Yes 40 80%
No 10 20%
Total 50 100%

Source: The survey outcome

Analysis: From the above analysis it is clear that garments product is available in anywhere.

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Table-03: Do you think Bangladesh garment clothes are far cheaper then others countries ?

Response No. Of Respondents Percentage

Low 45 90%
Same 3 6%
High 2 4%
Total 50 100%

Chart Title
Low Same High

4%

6%

90%

Source: The survey outcome

Analysis: From the above analysis it is clear that Bangladeshi garments product is low cost then
any other country product.

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Table-4: Do you like garment product of Crystal Approach Ltd. ?

Response No. Of Respondents Percentage

A lot 30 60%
A little not too much 10 20%
Not too much 5 10%
Dont know 5 10%
Total 50 100%

Chart Title
A lot A little not too much Not too much Dont know

10%
10%

20% 60%

Source: The survey outcome

Analysis: From the above analysis find out that CAL product has good reputation in market
most of the people like CAL product.

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Table-5: The garment of Crystal Approach Limited sells high quality clothes?

Response No. Of Respondents Percentage

Strongly Agree 10 20%
Agree 16 32%
Neutral 6 12%
Disagree 10 20%
Strongly disagree 8 16%
Total 50 100%

No. Of Respondents
Strongly Agree Agree Neutral Disagree Strongly disagree

16% 20%

20%

32%
12%

Source: The survey outcome

Analysis: From the above analysis it is clear that 20% of the employee are Strongly agree, 32%
of them are agree, & 12% of them are Neutral. 20% of them are Disagree and 16% of them are
Strongly disagree the performance of the organization is assessed by self, superior or consultant.

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Table-6: The garment of Crystal Approach Ltd offer a good mix of different brand?

Response No. Of Respondents Percentage

Strongly Agree 18 36%
Agree 14 28%
Neutral 8 16%
Disagree 4 8%
Strongly disagree 6 12%
Total 50 100%

No. Of Respondents
Strongly Agree Agree Neutral Disagree Strongly disagree

12%
8% 36%

16%

28%

Source: The survey outcome

Analysis: From the above analysis it is clear that 36% of the employee are Strongly agree, 28%
of them are agree, & 16% of them are Neutral. 8% of them are Disagree and 12% of them are
Strongly disagree the performance appraisal system of the company is motivating to the
employees.

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Table-7: I dont like the marketing practice of the garment?

Response No. Of Respondents Percentage

Strongly Agree 24 48%
Agree 16 32%
Neutral 4 8%
Disagree - -
Strongly disagree 6 12%
Total 50 100%

Strongly disagree

Source: The survey outcome

Analysis: From the above analysis it is clear that 48% of the employee are Strongly agree, 32%
of them are agree, & 8% of them are Neutral. 12% of them are Strongly Disagree the
performance rating helps to fix increment.

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Table-8: The garment sells a wide variety of clothes

Response No. Of Respondents Percentage

Strongly Agree 14 28%
Agree 18 36%
Neutral 6 12%
Disagree 4 8%
Strongly disagree 8 16%
Total 50 100%

No. Of Respondents
Strongly Agree Agree Neutral Disagree Strongly disagree

16%
28%
8%

12%

36%

Source: The survey outcome

Analysis: From the above analysis it is clear that 28% of the employee are Strongly agree, 36%
of them are agree, & 12% of them are Neutral. 8% of them are Disagree and 16% of them are
Strongly disagree the performance rating is helpful for the management to provide employee
counseling.

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Table-9: The garment clothes shipment is good?.

Response No. Of Respondents Percentage

Strongly Agree 18 32%
Agree 18 36%
Neutral 6 12%
Disagree 4 8%
Strongly disagree 6 12%
Total 50 100%

No. Of Respondents
Strongly Agree Agree Neutral Disagree Strongly disagree

12%
8% 32%

12%

36%

Source: The survey outcome

Analysis: From the above analysis it is clear that 32% of the employee are Strongly agree, 36%
of them are agree, & 12% of them are Neutral. 8% of them are Disagree&12% of them are
Strongly Disagree the performance appraisal increases employee motivation.

25
4.2 Summary of Findings :

Crystal Approach Ltd. has been strategically sound in their SWOT analysis. We have some
findings as follows:
1. Crystal Approach Ltd. used both related and unrelated growth strategies.
1. Crystal Approach Ltd. has taken greater risks but is an appropriate action in each time
saved the companys current business.
2. First- movers strategy sometimes came out outmost success for Crystal Approach Ltd. in
some cases.
3. Crystal Approach Ltd. has a strong internal and external influence in the market.
4. Major portion of the employers prefer Crystal Approach Ltd. on the basis of quality,
price, service and convenience.
5. The target market of Crystal Approach Ltd. is teenage group boys & girls, men and
women and also children.
6. Lack of image and brand awareness as well as lack of promotional activities.
7. Crystal Approach Ltd. distributes its product to target customer through buying house.
Buying house makes all of responsibility for distributing the product.

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 CHAPTER: V
RECOMMENDATIONs & CONCLUSION

5.1 Recommendations

Garments sector plays a very important role to earn foreign exchange to our country. A large
amount of foreign money comes from the exporting of Garments. However a large number of
workers maintain their live on this sector, specially the women. So, government should take
special nursing in garments sector. Some points are given to overcome the problems of
marketing of this sector:
The authority should gather adequate knowledge about marketing.
They should follow appropriate marketing technique &should follow a specific inventory
costing method, in the context of rising trend in raw materials price.
1. They should determine yearly inventory cost like ordering cost, carrying cost
acquisition cost separately.
2. For purchasing raw materials, Crystal Approach Ltd should follow acquisition
procedure strictly.
3. Crystal Approach Ltd should develop marketing system and strictly. They should
determine optimum level of inventory.
4. Sound communication should be established between managing directors to
merchandiser.
5. Cost control system must be implemented at every stage in the organization.
6. A specified department for training and research, which will provide adequate
training and research facilities for personnel for development.

27
5.2 Conclusion
The result of the study showed that there is lot of steps for Crystal Approach Ltd to
improve their marketing management To increase the productivity of an organization
effectively, efficient marketer will have to develop. Preparation of future business
managers should provide for the development of managerial skills relating to marketer
function. The study added some new inputs in the existing body of knowledge.

28
 BIBLIOGRAPHY

Publications:
Annual sales report (2014-16) Crystal Approach Ltd.

Web sites:
Bangladesh Textile industry at a glance, Labor cost & its competitors,
fromhttp://www.btma.org
Introduction of Bangladesh textile sector, from www.fiber2fashion.com
Www.bkmea.com
Www. Crystal approachbd.com
Www. Google. Com
Www. Wikipedia.com

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 Appendix
Questionnaire For (company)
A.
Name: .............................................................................................................
Address: ........................................................................................................
Phone No: .....................................................................................................
E-mail Address: ..........................................................................................
Age: .................................................................................................................
1) Which product is most popular ?
(a) Gent (b) Women (c) Baby
2) Do you think advertisement in different media can increase profit?
(a) Yes (b) No
3) Which channel of media would you prefer?
(a) TV (b) Email (c) advertising (d) Billboard
4) The product of CAL is long lasting?
(a) Yes (b) No
5) CAL products have good reputation?
(a) Yes (b) No
6) How long have you sells this garment products?
a. Less than one year
b. One to six years
c. Six month to one year
d. One to two years
e. More than six years
7) How many products are produced in your company?
a. One
b. Two
c. Three
d. Above
8) From where do you collect raw materials?
a. From Local market
b. From Foreign market
c. Both

30
 Questionnaire
For (customer)
B.
Name: .............................................................................................................
Address: ........................................................................................................
Phone No: .....................................................................................................
E-mail Address: ..........................................................................................
Age: .................................................................................................................

1. Do you think the garments industry need more marketing practices for improving better
products and services quality?
a) Yes b) No c) Dont know
2. Do you intend to buy any garment products within the next month?
a) Definitely will buy b) Probably will buy c) Undecided
d) probably will not buy e) definitely will not buy

3. Do you think garment products are readily available when you want To buy them
a) Yes b) No
4. Do you think Bangladeshs garment clothes are far cheaper than others countries
garments clothes?
a) Low b) Same c) High
5. Do you like the garment product of Crystal Approach Ltd?
a) A lot b) A little Not too much
c) Not too much d) Dont know
6. Do you think that 90 percent users use Bangladeshi garments clothes in your country ?
a) Yes b) No c)I dont know
7. How much time you buy a garment product in a month?
a) 1 or 2 times b) 2 or 3 times
c)3 or more times d) Never

31
Likert Scale

Instructions
Listed below are different opinions about Garments of Crystal approach Ltd. Please
indicate how strongly you agree or disagree with each by using the following scale:
1= Agree
2= Strongly agree
3= Neutral
4= Disagree
5= Strongly disagree
SL Statement Agree Stro Neutral Disag Stron
NO. ngly ree gly
agree disag
ree
1 The garment of Crystal 1 2 3 4 5
Approach Ltd. sells
high quality clothes.
2 The garment of Crystal 1 2 3 4 5
approach ltd. has poor in-store
service
3 I like to shop at the garment 1 2 3 4 5
merchandise
4 The
1 garment of Crystal 1 2 3 4 5
Approach Ltd. Clothing ltd.
offer a good mix of different
5 I dont like the marketing 1 practice of the
2 garment.
3 4 5
brands. 1

6 The garment sells a wide 1 2 3 4 5

variety 1 of clothes.
7 The garment charges high 1 2 3 4 5
8 The garment charges low
prices 11 2 3 4 5
9 The garment clothes shipments
prices 11 good. 2 3 4 5

To conduct the analysis, each statement is assigned a numerical score, ranging either from 1 to
5. For a negative statement, an agreement reflects an unfavorable response, whereas for a
positive statement, agreement represents a favorable response. Accordingly, a Strongly agree
response to a favorable statement and a strongly disagree response to an unfavorable
statement would both receive scores of five.

32