Consumers Buying Pattern Towards Super Shops of Bangladesh

1. INTRODUCTION:

1.1. Origin of the Report: This report is prepared with the respect to the course Business Communication. We are assigned to prepare a term paper by our honorable course instructor Kohinoor Biswas. We have got an idea of customers attitude toward super shops and while working on this project. We have got a clear view about the attitude that consumers evaluate product and services by combining their beliefs. 1.2. Objective of the Report : There is a strong competition in the super shops industry. In our research work and survey, we have tried to find out which attribute are to be given emphasize for better sales. We can summarize our research objectives into the following parts: o To find out the position of competitors among the super shops. o To have an idea about the customer attitude towards a specific brand. o To evaluate consumers attitude based on Expectancy Value model. o To analyze the consumers overall attitude to super shops considering different attributes. o To find the strength and weakness of each super shops according to their attributes. 1.3. Scope : Our report takes us through the decision making phase of customers attitude toward super shops. This project helps us to have a clear view about how a customer perceives towards the shops. We will look at the following stages: o Background of the companies o Identify the major attributes o Determine the market leader, challenger, follower and niche marketer and o Providing the recommendations based on those attributes.

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Consumers Buying Pattern Towards Super Shops of Bangladesh

1.4. Methodology : Research methodology includes the source we have used to collect the data. The data that we have used for research purposes mainly of two types- primary or raw data and secondary data or published source. Both primary and secondary data is used to complete the study. 1.4.1. Primary sources: We have collected the primary data through a questionnaire survey among 30 respondents among customers.

1.4.2. Secondary sources: We have collected the secondary data from the internet, related books of marketing newsletters and Internet. 2. Different textbooks. 3. A few past research project 4. Websites of the super shops 1.5. Limitations: We have given efforts to work on Expectancy Value model and tried to find out the outcomes of our concerned topics. The limitation and the constraints of this research are more or less because this type of marketing research needs more time and total focus. We should not say that we have completed our project without any blemish. To complete this paper we have faced the following restrictions. These are: 1. It would be better if a larger population could be surveyed, to conclude about the whole population. 2. We used non probability sampling method. The sample was chosen randomly but that would be convenient. 3. The limitation and the constraints of this research are more or less because of the regular semester. We could not manage enough time to complete the paper. 4. We did not have the opportunity to visit the super shops in the industry and to know their internal situation for the recommendation.

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2. COMPANY BACKGROUND OF THE TARGETED SUPER SHOPS:

2.1. Agora: Rahimafrooz Superstores Ltd. (RSL) launched Agora the first ever retail chain in Bangladesh in 2001. Agora promises a valuable shopping experience that provides quality and fresh products at the right price. It aims to consistently provide a remarkably satisfying and valuable shopping experience through a business that improves the quality of life for customers and team members.With outlets in major locations throughout Dhaka (at Gulshan, Dhanmondi, Moghbazar and Mirpur in Dhaka), and many more being planned in Dhaka and other major cities, Agora is endeavoring to fulfill the everyday needs of its customers by providing the right quality, assortment and price through stores of various forms and sizes.While Agora mainly focuses on food items - ranging from a wide variety of fish, meat, vegetables, fruits, bakery, dairy, and grocery - it also carries a vast array of other grocery, personal care, and various other consumer goods and household utensils. At any point in time, there are nearly 20,000 different products available at their stores. RSL is committed to sustaining and growing as the most trusted, loved and frequented retail chain. 2.2. Nandan Mega Shop: Nandan Group, with their first retail outlet, Nandan Mega Shop, brought the like of Sainsburys in Bangladesh in the Year 2002. Knowing the success story of Aarong and having evaluated a number of alternatives including Singaporean solutions, Nandan Group selected Southtech Limited to automate their mega shop on a turnkey basis and signed a contract in September 2002. In December 2002, Nandan Mega Shop opened its doors to the public, equipped with Southtechs comprehensive retail management solution. Currently there are five Nandan outlets at Gulshan, Dhanmondi, Kakrail, Uttara and Mirpur in Dhaka with many more coming up at important locations in Dhaka and other major cities.

2.3. Meena Bazar: Meena Bazar, Gemcon Groups departmental store chain started operation of its 1st outlet (16,000 sq ft.) from 1st November 2002 at its own premises located at Meena House, 719/A Satmosjid Road, Dhanmondi. Currently there are nine outlets including seven in Dhaka, Meena Bazar outlets are at Dhanmondi, Moghbazar, Banani, Pragati Sarani and Mirpur etc. in Dhaka. They offer about 20,000 items that include grocery, readymade garments, jewelers, cosmetics,

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stationary, toys and other baby items, beverage and food including a wide range of agricultural and dairy products, electronic goods and many other household essentials. They have certain unique features in the shop such as a 4500 Sq. ft Fun-Zone for children, largest toy, and sports shop, gift shop and many more, which have attracted their target customers. 2.4. Shwapno: Shwapno is the place where tens of millions of people expect their dream come in true- the dream of getting fair price & weight and pleasant shopping experience. Shwapno does not want to get exposure as superstore, rather aspire to serve the community as neighborhood chain store across the country primarily from district level bringing all necessities under the same roof. Neighborhood chain store, the concept that Shwapno wants to apply, refers to the chain store that will exist in every locality with close proximity. Accordingly, ACI Logistics establishes Shwapno in the somewhat deep locality instead of establishing on the thoroughfares or on main roundabouts. In general, people have to visit in wet markets, which are full of mud, toxic air, and musty ambiance, for their everyday, weekly and even fortnightly shopping for perishable as well as fast moving consumer goods. Interestingly, people of Bangladesh are welcoming the concept of superstore or neighborhood chain store with lots of enthusiasm and excitement as the data shows the number of customers has been growing since the introduction of this concept. Shwapno, having a bit different concept of neighborhood chain store, entered in retail and wholesale trade, which account for more than 13 percent of GDP since fiscal 1999-2000, set off on October, 2008 with the aim of ensuring pleasant shopping experience, fair price and weight to both farmers and consumers. Till now, ACI Logistics has established 50 Shwapno outlets, which range from 1500 to 6000 square feet having nearly 5000 SKUs, across the country predominantly in metropolitan cities, and expecting to reach 125 by the end of 2009. ACI Logistics aspires to expand its business to district level especially to every corner of Bangladesh so as to enable people to have modern shopping experience.

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3. EXPECTANCY VALUE MODEL THEORY APPLICATION

3.1. The Expectancy Value Model: The Fishbein Model is also known as "the multi-attribute attitude model" or compensatory attribute model. The model gets its name from the social psychology researcher Marty Fishbein. The consumer arrives at attitude (Judgment; Preference) toward various brands through an attribute evaluation procedure. The consumer develops a set of beliefs about where each brand stands on the attribute. The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brands belief- the positive and negative-according to importance. By the expectancy model, we calculate the perceive value of each brand of a customer. The consumer will favor the brand which has the highest perceived value. The Fishbein Model is widely used within Marketing Research in order to investigate the attitudes and beliefs towards certain matters. The Fishbein Model is used in this research to measure the factors such as Price, Trust, and Convenience etc. The difficulty that arises when investigating these matters is how to find the overall attitude. The Fishbein model is developed so that it shows a persons overall attitude which is derived from a persons beliefs and feelings. A consumer holds many individual beliefs, making it hard to identify the overall attitude. The Fishbein Model is developed in a way which separates attributes that constitutes a certain matter, and investigates them one by one. The feelings and beliefs towards the attributes are then generalized in the overall attitude that the consumer holds. Hence, the Fishbein Model can be used to separately analyze the attributes as well as the overall attitude that is constituted by several attributes. This is one of the reasons to why the Fishbein Model also is called the Multi-Attribute Model. Expectancy-value theory has proved useful in the explanation of social behaviors, achievement motivation, and work motivation. The consumer arrives at attitudes towards various brands through and attributes evaluation procedures. He or she develops a set of beliefs about where each brands on each attributes. This is known as a heuristic compensatory model or value expectancy model or Fishbein model or multi attribute attitude model. The equation is as follows:

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A= b e i i
i= 1

A = Attitude toward the object (brand) bi = belief about the brands possession of the attribute ei = evaluation of the attribute i = attribute 1, 2 n n = limited number (n) of attributes which the respondent will consider Our object is super shops. For our research purpose we have selected four close competitors. Agora Nandan Meena Bazar & Shwapno

3.2. Attributes in Our Analysis: For the research purpose we have selected the five major attributes of super shops which may influence the customers. These are as follows. 1) Quality of product 2) Variety of product (availability) 3) Location of outlet 4) Price & 5) Customer service 3.2.1. Quality of product:

To consumers, a high-quality product is one that well satisfies their preferences and expectations. This consideration can include a number of characteristics, some of which contribute little or nothing to the functionality of the product but are significant in providing customer satisfaction. Quality is a perceptual, conditional and somewhat subjective attribute and may be understood differently by different people. Consumers may focus on the specification of the quality of a product/service, or how it compares to competitors in the marketplace. Different users would require different mixes (combinations of varied amounts) of
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the quality dimensions. In other words, quality is in the eye of the beholder. Quality is perceived based on companys current public image, consumer previous experience with the companys other product. The Quality of the products which are sold in the super shops is in consideration of this research.

3.2.2. Varity of product:

A wide range of products are sold in super shops. When a customer can compare among different brand and then choose the desired one felt satisfied through having the opportunity to avail the necessary one from a bundle of available products. The variety of the products in similar category with different brands enriches the product variation in our context.

3.2.3. Location of outlet:

Location means the place where the outlets are located. If the consumers of the super shop need to come from a distance area, they would feel if non convenient for them and would find some alternative. Even the parking facility, transportation availability is also considered in this case.

3.2.4. Price: People don't always buy based on the lowest price, but they do like to feel they're getting a good deal. Price is the sum of all values that consumers exchange for the benefits of availing the particular product or service. Price perception is the process by which consumers translate price into meaningful cognition. A customer perception of what is a 'reasonable price' is more important than what a seller wants to charge for their product or service. And the customer decides what's reasonable based on perceived value for money, not price. Consumers want to get highest utility from a brand, which they are purchasing by sacrificing money and benefit from other competitive brands. In our study, the attribute price depicts the prices charged for the goods sold in the super shops.

3.2.5. Customer service:

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Customer service is the practice of providing customers with a positive, helpful experience when they enter a business, throughout the time they stay at the business, and even after the customer leaves, should they have additional questions or products to return. Many stores and other businesses spend a great deal of time training their employees to provide great customer service, because it makes a customer more likely to become a returning, loyal client. There are a number of different ways that employees can provide great service to a customer, and most do not take much extra effort at all. In a store, for example, all of the employees should be focused on providing excellent customer service to everyone who comes in. This begins with greeting a customer when they enter the store, and asking the customer if he or she needs help with anything. In addition, the employees should remain available while the customer is shopping, in order to answer questions or offer assistance. Many stores also have a designated counter for customer service, where customers may stop in order to return products, place special orders, or ask questions.

3.3. Calculation of Evaluation (ei)

With the help of the above questionnaire we have collected the data from customers. Then we have calculated the value model according to their given responses. Quality of Product AGORA NANDAN MEENA BAZAR SHWAPNO 3.80 3.67 3.50 2.40 Variety of Product (Availability) 4.10 3.70 3.47 2.27 Location of Outlet 3.53 3.47 3.33 3.90 Price 3.00 3.4 3.27 3.80 Customer Service 3.60 3.23 3.13 2.43

3.4. Distribution of Weight (bi) Weight 1.00 distributed among the five attributes as follows: Attributes Weight Quality of Product 0. 30 Variety of Location Product of Outlet (Availability) 0.25 0.20 Price 0.15 Customer Service 0.10 Total 1.00

3.5. Calculation of Perceived Value of Consumer Most of the buyers consider several attributes while choosing a product or service to consume. Here in the super shop industry we have considered five attributes like- Quality of Product,

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Variety of Product (availability), Location of outlet, Price & Customer service. We have given a weight of 1.00 in the questionnaire, to distribute them accordingly. In order to find the consumers perceived value for each brand according to the expectancy value model, we have multiplied the weight by beliefs regarding each super shops attributes. This computation leads to the following perceived values:

Super Shops

A = bi ei
i= 1

Agora Nandan Meena Bazar Shwapno

Quality of Product 0.3(3.80) =1.14 0.3(3.67) =1.1 0.3(3.50) =1.05 0.3(2.40) =0.72

Variety of Product (Availability) 0.25(4.10) = 1.025 0.25(3.7) = 0.925 0.25(3.47) = 0.87 0.25(2.67) = 0.57

Location of Outlet 0.20(3.53) = 0.7066 0.20(3.47 ) = 0.69 0.20(3.33) = 0.67 0.20(3.90) = 0.78

Price 0.15(3.00) = 0.45 0.15(3.40) = 0.51 0.15(3.27) = 0.49 0.15(3.80) = 0.57

Customer Service 0.10(3.60) = 0.36 0.10(3.23) = 0.3233 0.10(3.13) = 0.31333 0.10(2.43) = 0.2433

TOTAL

3.68 3.55 3.39 2.88

4. FINDINGS FROM THE SURVEY 4.1. Overall Attitude towards Agora Variety of Product (Availability ) eV*bV 1.025 Location of Outlet eL*bL 0.706 Price Service eP*bP 0.45 eS*bS 0.36

Quality of Product eQ*bQ 1.14

Customer

Attitude towards Agora 3.68

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Fig: Attitude towards Agora

Strength: 1. Overall attitude towards Agora scored highest which means they are the first choice when people think of buying in super shops. 2. In terms of the attribute variety of product, quality of product and location of outlet is appreciated by the consumers. 3. Customer service of Agora is very good and it ranked the highest in comparison to our other super shops.

Weakness: 1. Price charged at Agora is a concern that bothered the consumers while buying at Agora, People are not that much satisfied regarding the price charged for the products. 4.2. Overall Attitude towards Nandan Mega Shop Variety Product ) eV*bV 0.925 of Location Price Service eP*bP 0.51 eS*bS 0.323

Quality of Product eQ*bQ 1.1

Customer

Attitude towards Nandan 3.55

(Availability of Outlet eL*bL 0.69

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Fig: Attitude towards Nandan

Strength: 1. Nandan scored second highest score when people think of buying in super shops and as well as perceive good quality of product and product variation is available at Nandan Mega Shop. 2. In addition Nandan provides good customer service when they visit the shop. Weakness: 1. Location of Nandan Mega Shop is not so satisfactory. Because they do not have enough outlets at customers convenience. 2. Pricing strategy is not good compared to other super shops as per the responses from the survey. 4.3. Overall Attitude towards Meena Bazar Quality of Product eQ*bQ 1.05 Variety Product of Location of Outlet Customer Price eP*bP 0.49 Service eS*bS 0.313

Attitude towards Meena Bazar 3.39

(Availability eL*bL eV*bV 0.87 0.67

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Fig: Attitude towards Meena Bazar Strength: 1. Compared to Shwapno, Meena Bazar has competitive score in product variation and product quality.

Weakness: 1. Meena Bazar ranked third in the overall attitude measurement. This indicates Meena Bazar has not a good brand image in the super shop industry. 2. Customer service of Meena Bazar is average in respect to other super shops. 3. Meena Bazar scored lowest in location, which indicates people thinks their location is not suitable compared to other super shops in the market. 4.4. Overall Attitude towards Shwapno Quality of Product eQ*bQ 0.72 Variety Product of Location of Outlet Customer Price eP*bP 0.57 Service eS*bS 0.24

Attitude towards Shwapno 2.88

(Availability eL*bL eV*bV 0.57 0.78

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Fig: Attitude towards Shwapno

Strength: 1. Location of Shwapno is very good, thats why consumers feel it convenient to visit the nearby outlet of Shwapno whenever they require. 2. Price is an attribute which also depicts that Shwapno is selling in cheapest price in the market. Weakness: 1. Overall attitude towards Shwapno is the lowest in compared to other objects. This depicts that the brand image as well as the share of heart in the customers mind is very low. 2. According to the research findings Quality of Product, Variety of Product and Customer service of Shwapno is not satisfactory to the customers.

4.5. Overall Attitude Comparison among the Super Shops

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Fig: Overall Attitude towards Super Shops Based on the perceived value of consumer using Expectancy Value Model we can present some findings from the above mentioned bar diagram o Perceived value of Agora (3.68) is in the first position. So, here Agora is the market leader. o Nandan is in the second position as they have the second highest (3.55) perceived value. So, Nandan is the market challenger here. o Meena Bazar (3.39) is in the third position. So, here Meena Bazar is the market follower. o Shwapno (2.88) has the lowest perceived value. So Shwapno is the market niche here.

4.6. Consumers Perception Regarding the Super Shops: 4.6.1. Quality of Product:

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Fig: Perception of Quality of Product As per our survey the Quality of product is highest in Agora, so customers perception towards Agora is that the products which are sold in Agora are of good quality. As per our survey result Shwapno does not maintain the quality of the product.

4.6.2. Variety of Product:

Fig: Perception regarding the Variety of Product Agora scored highest in the Variety of Product which indicates peoples attitude towards Agora strongly influenced by the variety of goods that are available in Agora. Shwapno scored lowest in the Variety of Product which indicates they need to increase the variety of products.

4.6.3. Location of Outlet:

Fig: Perception regarding the Location of Outlet

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Shwapno scored highest in the location which indicates, peoples attitude towards Shwapno is based on the outlet location compared to the other industry players. Meena Bazar scored lowest in location, which indicates people thinks their location is not suitable compared to other super shops in the market.

4.6.4. Price:

Fig: Perception regarding the Price Shwapno scored highest in the Price which indicates, peoples attitude towards Shwapno is based on lower price compared to the other industry players. Agora scored lowest in price, which indicates people think their price is higher compared to other super shops in the market.

4.6.5. Customer Service:

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Fig: Perception regarding Customer Service

Agora scored highest in customer service. This indicates the service during purchasing the product as well as after sales service of Agora is satisfactory as per the experience of our survey respondents.

Shwapno scored lowest in customer service which indicates the poor customer service of Shwapno.

Fig: Comparison among the findings regarding Consumers perception towards Super shops The above chart shows the consumers overall attitude at a glance towards the super shops in the market.

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5. RECOMMENDATION:
From our findings and analysis we would like to conclude with the following recommendations regarding the super shops in the market which are our targeted objects. o Location preferences of Agora are not satisfactory according to customer response. So they should concentrate on this, how to open or release different outlets on various places to full fill their consumer needs. Moreover, Agora should also concentrate on the pricing strategy to provide customers a feeling of getting products at a lower price. o As customers of Nandan Mega Shop is not satisfied in terms of location of outlets, and the perceived product price is also high to customers. They have to focus on pricing of product and about setting outlets to achieve increased sales and brand image. o The brand image of Meena Bazar is not as good as other two super shops like, Agora and Nandan. So they have to think on that to improve brand image and brand preferences for customer satisfaction also for standing in the competitive market in terms of product variety, quality and location. o Shwapno scored lowest in respect to other super shops. They do not have good image on the market. For improving the brand image and brand preferences they have to concentrate on their strategy. Also they have one strong point that is lots of branches in various places. So they need new plan and strategy for branding their product and create brand new icon in the competitive market.

Appendix

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Consumers Buying Pattern Towards Super Shops of Bangladesh

Questionnaire We are the students of East West University, conducting this survey to learn about the perception/attitudes of consumer towards Super Shops. There are no right and wrong answer. We only want your honest opinion. For the course requirement of Business Communication we need your response. All information will be treated as confidential. Evaluation purpose: For evaluation, we have chosen five points scales, starting from Strongly Agree to Strongly Disagree. Strongly Agree (SA) = 5 Disagree (D) = 2 Age : . Agree (A) = 4 Strongly Disagree (SD) = 1 Gender: Male Neutral (N) = 3

Female

Instructions: Please tick () mark the most preferred option from the five points of each question. Agora Comment 1. Product quality at Agora is satisfactory. 2. Agora serves maximum products (variety of product) you need 3. Shopping at Agora is convenient (location) for you. 4. Price of product at Agora is reasonable. 5. Sales peoples are very helpful (customer service) at Agora. Nandan Comment 1. Product quality at Nandan is satisfactory. 2. Nandan serves maximum products (variety of product) you need 3. Shopping at Nandan is convenient (location) for you. 4. Price of product at Nandan is reasonable. 5. Sales peoples are very helpful (customer service) at Nandan. Meena Bazar Comment 1. Product quality at Meena Bazar is satisfactory. 2. Meena Bazar serves maximum products (variety of product) you need SD (1) D N A SA (2) (3) (4) (5) SD (1) D N A (2) (3) (4) SA (5) SD (1) D N A SA (2) (3) (4) (5)

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3. Shopping at Meena Bazar is convenient (location) for you. 4. Price of product at Meena Bazar is reasonable. 5. Sales peoples are very helpful (customer service) at Meena Bazar. Shwapno Comment 1. Product quality at Shwapno is satisfactory. 2. Shwapno serves maximum products (variety of product) you need 3. Shopping at Shwapno is convenient (location) for you. 4. Price of product at Shwapno is reasonable. 5. Sales peoples are very helpful (customer service) at Shwapno. Thank you very much for your co-operation. SD (1) D N A SA (2) (3) (4) (5)

Survey Result Calculation of evaluation (ei) With the help of the above questionnaire we have collected the data from our classmates, and relatives. Then we calculated the value model according to their given data. AGORA Variety of Quality of Location of Customer Product Price Product Outlet Service Attributes (Availability) 5 4 5 5 4 5 4 4 2 5 4 4 4 4 4 5 4 3 4 5 4 4 3 2 4 4 5 4 3 3 3 4 4 2 4 5 4 3 2 3 5 4 2 1 3 4 4 1 5 3 4 4 3 4 2 3 4 4 4 3 5 4 4 2 4 Evaluation 3 4 4 2 5 from 5 4 4 3 5 the 1 4 5 4 4 respondents 4 4 5 3 3

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Total Average

3 4 4 5 3 3 3 4 5 2 1 4 4 114 3.8

4 3 4 5 4 4 5 5 4 4 4 4 4 123 4.1

3 4 4 3 3 4 4 4 4 5 2 2 2 106 3.533333333

3 2 4 1 2 4 2 3 3 1 4 5 4 90 3

4 3 3 3 2 3 4 5 4 3 4 3 3 108 3.6

Attributes

Quality of Product 4 5 4 5 4 4 3 5 5 4 4 3 5 2 5 1 4 3 4 4 5 3 2 2 4

Evaluation from the respondents

NANDAN Variety of Location of Product Outlet (Availability) 4 3 4 4 3 4 5 3 4 4 5 4 3 4 4 3 4 3 3 4 3 3 4 4 4 4 4 5 4 4 3 3 3 3 4 3 3 4 4 2 3 3 4 3 4 4 2 2 5 3

Price 5 4 4 3 2 3 2 3 3 5 4 4 2 2 3 4 3 3 3 4 2 4 4 3 3

Customer Service 4 4 3 4 4 3 4 3 3 3 2 3 3 2 2 4 3 4 3 3 3 3 3 4 3

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Total Average

5 2 1 4 4 110 3.666666667

4 3 3 4 4 111 3.7

4 4 4 4 2 104 3.466666667

3 4 4 5 4 102 3.4

4 4 4 2 3 97 3.233333333

Attributes

Evaluation from the respondents

Total Average

MEENA BAZAR Variety of Quality of Location of Product Price Product Outlet (Availability) 4 4 3 5 5 4 4 3 4 3 4 3 5 2 3 2 4 4 3 2 4 5 4 3 3 3 4 2 5 2 3 2 5 4 2 3 4 3 5 5 4 2 3 4 3 4 4 4 5 4 4 4 2 4 4 4 3 4 4 3 2 3 3 4 4 3 3 3 3 4 3 3 4 3 4 2 3 4 2 4 3 3 3 4 3 2 3 2 2 4 5 4 2 2 4 2 4 5 3 3 4 3 3 3 2 4 4 4 1 4 2 4 4 4 2 3 4 4 2 4 105 104 100 98 3.5 3.46666667 3.333333333 3.266666667

Customer Service 4 3 3 3 4 4 4 3 3 3 2 3 2 2 2 4 3 4 3 3 3 2 3 4 3 3 3 4 4 3 94 3.133333333

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Attributes

Evaluation from the respondents

Total Average

SHWAPNO Variety of Quality of Location Product Product of Outlet (Availability) 1 4 5 1 3 4 2 3 4 2 2 3 3 2 3 3 2 4 3 3 4 3 2 3 2 1 4 3 3 5 3 2 3 3 1 4 3 2 4 2 1 4 3 2 4 1 3 3 4 2 3 3 2 3 4 3 4 2 3 4 2 3 3 3 2 3 2 3 5 2 2 4 2 1 5 2 2 5 2 3 4 1 1 5 2 1 4 3 4 4 72 68 117 2.4 2.26666667 3.9

Price 5 4 4 3 4 4 4 4 3 5 4 4 4 4 3 4 3 3 4 4 4 4 4 2 3 3 4 4 5 4 114 3.8

Customer Service 2 1 1 2 4 3 2 2 1 3 2 3 2 2 2 4 3 2 3 3 2 2 3 2 3 3 2 3 3 3 73 2.433333333

References o Palmgreen, P. (1984). Uses and gratifications: A theoretical perspective. In: Bostrom, R.N. (Ed.), Communication Yearbook 8 (61-72). Beverly Hills, CA: Sage Publications.

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o http://www.rahimafrooz.com/OurBusinesses/Companies/RahimafroozSuperstoresLtd/ta bid/112/Default.aspx o http://www.rahimafrooz.com/OurBusinesses/Companies/RahimafroozSuperstoresLtd/ta bid/112/Default.aspx o http://www.linkedin.com/company/aci-logistics-limited o http://www.shwapno.com/about.php o http://www.scribd.com/doc/40460417/Report-on-Meena-Bazar o http://bangladesheconomy.wordpress.com/2010/03/05/superstores-eye-boom-timeahead/

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