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A Study on Customer Perception on Current Brands in Home Furniture Industry in Dhaka Metropolitan City

Prepared for Md.Iftekharul Amin Course Instructor Market Research

Submitted by Muidur Rahman, MBA 44D, #15 Arifur Rahman, MBA 44E, #56 Mostafizur Rahman, MBA 44E, #09 Md.Tawhid-Bin-Tarek, MBA 44D, #86

Institute of Business Administration University of Dhaka June 6, 2013

June 6, 2013

Md.Iftekharul Amin, Lecturer Institute of Business Administration University of Dhaka, Dhaka-1000

Dear Sir: It is our pleasure to submit the report „A Study on Customer Perception on Current Brands in Home Furniture Industry in Dhaka Metropolitan City which has been written for the fulfillment of Term Paper submission on Market Research (M609) course. The members of this group have done their best for making this report. They have studied different books on several topics from Brand Management to Market Research. Different member has worked on different parts of this report. The individual efforts are summed and the report came into being. We want to thank the respondents for attending the questionnaire and provide us valuable information for Market Analysis. The experience of working in this report was excellent. During the preparation of this report, we have learned many important aspects of Market Research. The knowledge we gathered during the preparation of this report will certainly help us in personal & professional life.

Sincerely Yours Md. Tawhid-Bin-Tarek On behalf of the students worked towards this report

. 7 6................................................ 5 4.....................................3............. 7 7..... 1 1..............1.................................................................................................3............................................................................................................................................................................................................................1................................................................................................................................ 4 2.......... Research Type .................... v 1........... 6 6........................................................................ Muidur Rahman .............................................Table of Contents Executive Summary....................... 5 5.......... 7 6.......................... Researcher Profile............... Major Furniture Brands Operating in Dhaka City ......... Current Furniture Industry of Bangladesh ....................................................................................................................................................................................................................................................................1............................................................. 2 1.......... 3 2............ Broad Objective ......................................2.............. 7 6........... Secondary Data ...... Introduction . 1 1...............1................................................ Limitations of the study ............................................................ 13 ........................................................................................ 8 7......................................................................2... 5 6... Primary data............................................. Cost and Budget of Research................................................................................. Research Methodology . Scope of the Study ...................................................................................................... Specific Objectives ............................... Literature Review for the Study ................................. 5 3....................2................................................................4............................................................ History of Furniture Industry of Bangladesh .......................................................................... 4 2............................................................................................................................................................. Objective of the Study .........................................................

........................................................................... ARIFUR RAHMAN .........2................2..................................6............................................................................... 15 9............. 13 8... Treatment of Missing Responses .......... 22 11................ Analyzing Customer‟s Mean Perception on Availability of Home Furniture ....................................................................................1............. Scrutinizing the Association of After Sales Service with Chosen Brand ...................................................................3...... 24 ...................................................... 20 9.........2........ MOSTAFIZUR RAIHAN ............................ 11 7...................................................................... 9 7...................................... Data Analysis. Online Data Collection .................................................... Finding out Correlation between Quality Perception with Durability ............................. Total Sample Size of This Research .................................................................................. Findings ...................................................................... 21 10..................................................................... Distribution of Brands among the Respondents ................................. 16 9..... 14 8...................... Conclusion .......... 14 9.............................. 18 9................................................ Measuring Brand Selection with Income Range ......................... 14 8..............................7.............................................................................................4................................. 14 8....................7................... Deriving Relationship between Pricing with Value Proposition ............................ Md................................................................... 14 8.....................................................................Tawhid-Bin-Tarek......................................................... 17 9........................................................... 16 9.......................................................5.3.................................1..4........... 15 9....3...................4.................................................................................................................................. Offline Data Collection ......................................... Conducting Factor Analysis .................................................................. 23 Reference ................ Fieldwork and Data Collection ..................................

Otobi has the highest chosen brand by a big margin. V . Perception on after sales service has an impact on chosen brand in the home furniture market. customer perception of home furniture brands in Dhaka Metropolitan City has been analyzed. Overall customer perception on availability of furniture is quite impressive which is above good level. In all income ranges.Executive Summary In this report. Two factors have been derived for improvement in brand perception. innovativeness and advertising policy boosts one factor where as favorable placing of showrooms stimulates the other. responses are collected and analyzed. it has got preference. Based on certain variables of brand perception. Relationship between customer perception on quality and durability is in moderate level. Favorable pricing policy has a positive effect on customer perception on value proposition but the degree of relation is somewhat average. Among the current established brands. Variety.

majority of the market share is captured by branded furniture. it was during and after the 90‟s that the furniture businesses truly began to grow. keeping in line with the social status of those who had the luxury of owning tem. the role of specialized wood craftsmen cannot be ignored. However. With unmatched talent ingenuity. Until the end of the 18th century Bengal furniture drew their embellishment and designs from two primary sources: ancient Hindu and medieval Muslim cultures. catapulted by modern machineries. Varying from unskilled. This quick market capture of branded furniture has been made possible through its aggressive marketing campaign and providing top quality product in a reasonable cost to the buyers. these people have mastered a profession whose demand is growing worldwide.1. Bengal furniture were essentially aristocratic. And currently. is one that runs parallel to the presence of diverse cultures and their progress. semi skilled. more and more manufacturers are improving their production facilities by upgrading to semi and full automation methods.1. are now investing heavily in the latest technology and in training people to operate these machines. While skilled manpower is still a key element in the industry‟s success story. In the past. innovative designs and use of diverse materials and construct the industry as we see it today. Using innovative design. (Bangladesh Furniture & Interior Decor) In a very short period of time the furniture industry of Bangladesh has experienced an unprecedented growth. While technological advent has changed the way industries function. These positive steps towards mechanizing the industry and capacity building of its workers has without a doubt set a successful trajectory for the furniture manufacturers and exporters of Bangladesh.Before that such businesses were primarily hereditary and significantly small in size as compared to some of today‟s producers. big and small. furniture market has been mostly dominated by the non brad products. and there was a lack of unity thetas needed to establish an industry. these creators of art are an integral part of the industry here in Bangladesh. things began to change with the spread of western education. the Bangladeshi furniture industry has transited from cottage based industry to one that is fast becoming industrialized. With intricate carvings of religious images. With vast amount of pure wood and extensive craftsmanship being the two key features. Furniture houses. Back then it was more individualistic. which enables them to sometimes start with a piece of wood without a preconceived plan or idea and come up with an exclusive and beautiful end product. However the scope for furthering this growth is even bigger. But from the last decades. Introduction Furniture Industry is one of the promising industries of Bangladesh. including the furniture industry. Bangladesh has a lot to explore. 1 . 1. A chronological look at how this change has been taken place will reveal that modernization of the furniture industry here started in the late 1990‟s. While initially the locals were not influenced by the contemporary furniture with which the settlers furnished their houses. the rise of an educated middleclass and rapid urbanization. a practice very common today. up to date technology and affordable price. The main focus of this term paper is to study the customer perception on different brands in furniture industry in Dhaka Metropolitan city through market research. Riding the wave of modernization. History of Furniture Industry of Bangladesh Furniture in Bangladesh. Bangladeshi furniture has made a positive impact in local and international market. skilled and highly skilled. And the competition between the brands to capture market share and revenue is becoming more intense. They began to follow the trend and designs of the west in furnishing their homes and offices. branded furniture started to enter the market. and its history. temple art and sculptures Bengal furniture was unique as it was grand. however. and one of the key factors that could be catalyst for this expansion is the use of technology. The modern furniture we see today being used in Bangladesh has its roots to the colonial rule of the past. Recent high growth in export and sales in the market clearly indicates that from this sector.

but combination of solid wood with other materials like cane. increase of profit for the enterprise is dependent on the size of enterprise. Current Furniture Industry of Bangladesh According the officials of Bangladesh Furniture Industries Owners Association (BFIOA).000 104.8 Table 1: Number of furniture firms and annual profit in fiscal year 2011-2012.67 15. lead the expansion of furniture sectors in Bangladesh.100. Ali Nesar Khan (2011). almost 1. the growth of Bangladesh furniture market is evident. the furniture enterprises can be categorized into five groups. Mirpur area of Dhaka. and other Asian countries.350.55%. manufacturers in this industry appear to enjoy quite high profitability. Around 70% production of furniture sector of Bangladesh is home furniture and 30% is office furniture. In fact. According to the survey results. Singapore. there are 28. There are 15 large Furniture companies are doing their business in the country which includes Otobi. With the enterprise category definition. particleboard.571. Australia.000 Gross Profit (%) Net Profit (%) Micro Small MSM 2 MSM 1 Large 7.00.1 15. according to the baseline survey of furniture industry in Bangladesh by Dr.87 12. Out of this huge employment. For a more personal domain as one‟s home. like India.2.Local manufacturers export to the US. processed wood & Medium Density Fiber board (MDF). Taiwan. Recent statistic of furniture industry is shown below: Firm size Numbers of Enterprise Average Annual Sales (BDT) 1.877. The booming real estate sector in Bangladesh and the rising demand of furniture product in world market. there are a total of 9. laminated boards. Hatil. UK. Partex.1. 20% are working in large industries and 80% are working in SMEs. Akhtar. There are a number of furniture clusters in Dhaka which are located at Badda. joinery and finishing materials. Among the employees working in furniture sectors. Also there are around 74. But for offices furniture designs are usually focused on the more contemporary style and the preferred use of materials include plastic. laminated board.628 non wooden furniture manufacturers in Bangladesh employing around 119810 workers. there are 120000 craftsmen producing soft furniture and 200.41 14.Large. the preferred raw materials still remains solid wood.000 workers are women .676 276 40 35 21. While the industry is growing at a rate of 9. Brothers etc.80 9. However. Number of large companies is few compare to the total number of furniture industry in Bangladesh. Adding to this. rattan/bamboo and wrought iron furniture. In both local and international market.285 workers. (Bangladesh Furniture & Interior Decor) 2 . plywood and MDF are becoming very popular. the demand for furniture is increasing by 20%. MSM 1. diversity in product and usage of better raw materials.000 furniture factories in Bangladesh (including all SMEs) among them 1. Japan. However. laminated boards and wrought irons.952 companies are registered member of furniture owner‟s association. Navana.10 35. Small and Micro. Canada.961 1. Thailand and Vietnam . A number of large companies have their factory in Savar and Gazipur area.6 25. The main varieties of products in the furniture market of Bangladesh are wood. in spite of the classification. Gulf countries.000 suppliers supplying raw and semi-processed materials.429 19. MDF. automation in production. namely.333 8. Middle East.400 5.118. Sutrapur.926 carpentry households employing another 1. rattan. the demand is so elevated that the demand supply gap is evident in Bangladesh.913 wooden and 2.74 29. 54.67 32. MSM 2.

The position of Bangladeshi furniture in export market is becoming stronger in recent fiscal years. less than in China (USD 0. the hourly wage rate in furniture is between USD 0. Conclusively Bangladesh‟s household furniture production is around 10% cheaper than the Chinese one. Name of the Company Established Product profile Wooden. The situation is similar to Vietnam in 2002 when they started to explore the export market and attract importers based on their strength of inexpensive labor. however. all the established furniture brands have their office in Dhaka.14 21. Canada. branded home furniture has become very famous among general people. For Bangladesh the low labor cost advantage is a vital factor in becoming competitive in the world market. MDF. UK. In fact. the export amount of Bangladeshi Furniture is increasing year by year. There are several famous and established brands which are operating in Dhaka city. Due to their innovative and attractive design and affordable cost. Their brief description is given below (Bangladesh Furniture St Interior Decor Exposition 2012): Annual Production Volume (Million BDT) 6600 Countries exported to Potential export destination Africa.40. Middle East. In wood furniture manufacturing. labor accounts for up to 40% of the total costs. Otobi Limited 1975 India 3 . 2013) 1.The micro and small firms are less efficient and need to upgrade skills and production techniques and technology.16 5.75) which is the largest furniture exporting country.44 3.3. Major Furniture Brands Operating in Dhaka City Currently. The medium are quite efficient by industry standards.06 -0.38 8.50-0. Further analysis of the drivers of profitability indicates that diversity in the product-variant mix and the input-mix are key factors. they have a less diversified product range and have to sell at lower margins. they have the capacity to export and respond quickly to changes in taste of domestic customers. Here. In Bangladesh. Melamine Laminated Chip Board. branded furniture is now has the most of the market share. The export statistics is shown below (Reportlinker): 30 EXPORT IN MILLION USD 25 20 15 10 5 0 Export Volume of Bangladeshi Furniture 27.79 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 Fiscal Year Figure 1: Yearwise Export Volume of Bangladeshi furniture. The larger firms are clearly the trendsetters of industry production and production processes.49 4.(Bangladesh INSPIRED. Cane and Metal furniture. USA. labor costs account for about 20% of the production. With the help of Government support and effective strategic policy.

These are: 1. 2012). Middle East. UAE Europe. Objective of the Study We have divided the objectives of our study into two parts. And in the branded furniture market. Laminates Board furniture. Sri Lanka. PARTEX holds 29% of the total furniture market in Bangladesh whereas Otobi has 34%. Europe. All kinds of Wooden home furniture. Home furniture. Cabinet. 1200 India European countries and Middle East USA. UK 1992 240 x Athena Furniture 2004 100 x Brothers Furniture Limited 1982 96 Australia. Northern Europe and North America Europe. wardrobes. Upholstery (Tubular Metal) furniture. Japan Table 2: List of major home furniture brands that are currently operating in Dhaka City. Showcase. 1500 India Middle East.1. Otobi holds 80% of the current market share through its agressive marketing approach (Uddin. Melamine Laminated Chip Board and MDF Wooden Furniture of all kinds. Wardrobe. Middle East. Dining Table. USA Middle East. Chair. 2. Melamine Laminated Chipboard. office furniture. UK. project furniture. Broad Objective To measure the brand perception of home furniture of existing brands operating within Dhaka Metropolitan City based on following variables: 4 . India Furnitech Industries Limited Nadia Furniture Limited 2004 600 Japan. doors. Specific Objectives. Sofa. North America Europe. USA. India. (Bangladesh Furniture & Interior Decor) In the current furniture market.Broad Objective and 2. USA Europe. 2. USA Greece. Solid Wood and Laminated Board Wooden. Middle East 1200 Australia. USA Middle East. USA 1995 750 1989 600 Denmark. UK. solid wooden doors and natural veneered flush doors. MDF and Metal Furniture Solid teak based furniture with antique design specializing in home furniture and home décor items. Steels and Metal furniture. Navana has 22% and others have 15% market share. Office furniture. sawn timber Wooden. UK.PARTEX Furniture Industries Limited Navana Furniture Limited Akhtar Furnishers Limited Legacy Furniture Limited Hatil Complex Limited 1991 2001 1976 Wooden furniture. Bed.

 To scrutinize whether after sales service of furniture is associated with chosen brand. Innovation and appearance of the product. manufacturers were faced with a need to analyze and understand the new markets they are going to enter. the results would be more accurate. Degree of effective marketing mix of the product.  Most of the people are very reluctant to fill up the online survey. 5.2.  To conduct factor analysis based on the following variables for home furniture: a) Variety. Literature Review for the Study There has not been a great deal of study on customer perception of furniture industry of Bangladesh. Limitations of the study During the research work. Scope of the Study In this study. b) Innovation and aesthetic features. After sales service of the product.  Political unrest has hindered our visit to different localities to collect respondent data. Durability of the product. we have to deal with some limitations related with the research. The level of giving “value for money” to the customer.  To find out whether customer perception on quality of home furniture is related with that of durability. Variety of the product.  This study is only intended for home furniture only. If the sample size were higher .  The age of our target group should be above 25 years. the main challenge is to 5 .  To analyze the customer‟s mean perception on availability of home furniture is above high level or not. Availability of the product. 2. If there were samples from all over Dhaka Metropolitan City. Specific Objectives Specific objectives of the study include:  To measure how the brand selection of respondent is distributed among their monthly income level.        Quality of the product. 4.  To derive mathematical relationship between customer‟s perceptions on pricing policy of home furniture and value proposition of it.000 taka. Regarding of product.  The monthly income of the target group is above 25. As the result of the internationalization of the companies. We have tried to gather information and gain a conceptual view from papers and journals related with furniture product and brand perception of customers. the accuracy and reliability would be much high. we have defined our scope of study for the following fields:  This is study has been done for Dhaka Metropolitan City. d) Placing of showrooms in Dhaka City. These are:  We could not make sure that the samples of this research would come from every thana of Dhaka Metropolitan City. c) Advertising policy. 3.

Timeliness of delivery is another factor that shape customer perception on the brand. As the complexities in the modern life of customers increase. Organizations who are serious about being known as the best and building their return and recommend rate will spend enough time. The same type of the research hold among the consumers in Turkey would identify the aesthetic role on the 3rd important place (Troian. Option for literature review will be remained open as research work moves forward. such cues provide the basis for perceptions of product and service quality (Kanuk. One of the important points in furniture selection is usually individual taste. durable aesthetic. The justification is that as research work goes forward. for example. there must be enough space for the furniture. 6. 2011). Consider the perception of price fairness. it must be functional for possible multipurpose use. furniture must meet several criteria for a satisfactory selection: it should be comfortable and appropriate for its purpose. it must be easy-to-maintain. focusing on timeliness (Berry). To do so. others are extrinsic. Either singly or together. and that the differential pricing strategies used by some marketers are perceived as unfair by customers not eligible for the special prices (Kanuk. 2010-11). there will be a need of study of topic which has not been covered yet. There is some evidence that customers do pay attention to the prices paid by other customers (such as senior citizens. However. frequent flyers. Customers don‟t like to wait. and improving availability is one strategy for delivering against these expectations (Awbi. as fair – has a strong influence on both purchase intentions and purchase satisfaction. Customers want product and service delivery to take the minimum amount of time possible. the quantitative design will be most suitable. attention. Thus. finally. Analyses expressed mostly numeric in this research. “It seems shoppers are increasingly relying on factors that make shopping easier and quicker. Availability is also becoming an increasingly important issue for consumers seeking out convenient grocery solutions. individuals must have enough knowledge about the product specifications of furniture while making their selection. usable and economic reflect the product value of the furniture (Troian. Furthermore. affinity club members). 2011). mentioning around 80% of the positive answers form correspondents. 2011). who can deliver when they say they will. the corresponding demand for precision from suppliers requires that products and services be delivered on or before the agreed upon time. Some of these cues are intrinsic to the product or service. and have little patience for suppliers that make them do so. Customers want suppliers they can depend upon. it must be affordable. Research Methodology There is no best approach but the most effective approach for the resolution of a given problem depends on a large number of variables. Consumers often judge the quality of a product or service on the basis of a variety of informational cues that they associate with the product. The literary studies mentioned above gave us a clear idea about the variable selection and customer perception in evaluating furniture brand. The research design and methodology is a compromise between options that are determined by the availability of resources. 6 . 2010-11). in the research of consumers‟ choice of dunning furniture in Nigeria the color/design factor is placed on the second important stage. for example. it must have a long physical and psychological life. Factors such as being functional. 2006). catch their preferences and buying habits. How a consumer perceives a price – as high. There are several factors customers keep in mind while buying furniture. The research design can either be qualitative or quantitative.grab the consumer‟s sympathy. it is important to split the consumers buying habit into several factors and carefully study and understand the possible differences of those in the markets (Troian. Several studies would define that appearance factor is positioned among the top 3 considered by the buyers in the furniture choice. Consumer consider price when they purchase a product or service. as low.

6. Secondary Data In our study.3. Initially. we have a target to take survey of 150 people. The target group will be any person above 25 years and whose income range is above 25. Non probabilistic technique has been used for sampling. As we have team member of 4. The variables have already been defined in the objective section.000 per month. Sources of data will be of 2 kinds in this case: 6.2. each member will have the responsibility of conducting 50 samples per person. We will go for personal interviewing and electronic interviewing in this purpose. Specifically.6.) 300 700 500 100 1600 Table 3: Cost & budget of the research 7 . government statistics or previous studies. we will follow descriptive research method to get a conclusive result from our findings. And the target population is the population of Dhaka Metropolitan City satisfying above 2 criteria.1. record. Primary data Primary data will be collected through survey procedure. We have done our analysis based on the evaluation on these variables. we will use judgmental sampling for our study.4. Research Type In this study. secondary data will be company reports. reports and papers found in the internet etc. Cost and Budget of Research The cost related with the research work is given below: Category Print of Questionnaire for Personal Interviewing Transportation Cost Internet Usage Cost Weekly Meeting Cost of Researchers Total Cost (Tk. Our sample frame has been designed based on income of the target population. We will collect data from samples of all existing thanas under Dhaka metropolitan city to get a clear view of the situation. 6.

Continued Education: Degree Bachelor of Science Institute North South University Concentration Electronics & Telecommunication Engineering (ETE) Year 2008 IBA Info: Batch: 44D Roll: 15 Current CGPA: 2. 2010. House # 29. Researcher Profile Our team consists of four group members. Dhaka-1209. Movies. Muidur Rahman Flat # B3. muid3@yahoo.85 Co-Curricular Activities:  Member of North South University Wireless Club  Member of Dhaka College Debating Club Language Proficiency: Bengali English : Mother tongue. Road # 11.7.com Employment: Alcatel-Lucent Nature of Business: Telecom Service Provider Designation: Account Manager Period: 08 November.1.0 in academic module Additional Information: Nationality: Bangladeshi Interest: Reading. Bangladesh +88 01732396514.Detailed resume of each Group member is given below: 7. Music 8 . : Excellent in both written and spoken English IELTS overall band score 7. Dhanmondi R/A.

 Preparation and circulation of daily summary report on market indicators to senior management. Market analysis and sector wise analysis of IDLC‟s existing portfolio. Banani. 9 . dedication and integrity. 01730430895 arf_du@yahoo. Banani Wapda Colony Road #11. : : : : Bangladesh Bank Assistant Director Forex Reserve & Treasury Management Dept From September 11. Review of proposals sent from Corporate and SME division. SME loan disbursement data. Responsibilities at Bangladesh Bank  Oversee daily interbank FX transactions. Dhaka.  Maintain Constant contact with the four nationalized banks regarding government payments. 2011 September 10. Responsibilities at IDLC       SME loan related activities of Sylhet and Bogra Branch clients. Organization Designation Department Duration : : : : LR Global BAMCO Investment Analyst Investments From September 11.7. 2009. 2012 till date. Organization Designation Department Duration 3. EXPERIENCE 1. Co-ordination with other departments regarding credit risk related activities.  Occasional proprietary dealing of major currencies in line with reserve management guidelines.  Monitor BPC payment flows of banks.2.1213 Tel: 9892326. ARIFUR RAHMAN Bungalow #1. I want to bring the valuable experiences and the successes that I have learned in my previous employments to my new position and get to a challenging position to offer my Skills and Expertise. 2008 till June 18. : : : : IDLC Finance Limited Executive Officer Credit Risk Management From January 21. 2012. sector wise exposure of Bogra Branch.Export import data. Organization Designation Department Duration 2. Updating some internal data such as. Preparation of the Magazine “Monthly Business Review”.  Collaborate with other sections of the department regarding Reserve Management issues.com AREER OBJECTIVE To apply my skills as a business graduate to a new challenge with an organization focused on quality.

DU Current CGPA – 3. watching movies.Training  Participated in a weeklong training program titled “International Trade Payment & Finance”. Acted as a member of the organizing committee of the “career fair‟2007”. MS-Excel.35 BBA H. EDUCATION MBA Institution : Institute of Business Administration (IBA). arranged by BIBM and held on February. MS-Power Point) | Internet | Home and small office networking Good proficiency in both English and Bengali. Member of Dhaka University Finance club.C Institution : Notre Dame College (2002) Subject : Business Studies Division : 1st Total Marks : 791 (79. hosted on faculty of business studies by the department of finance at Dhaka University. Achieved GMAT score of 700. 2012.S. I am also interested in e-sports. Acted as a member of the Dhaka University film society.1% out of 1000) Institution : Ideal School and college (2000) Subject : Business Studies Division : 1st Total Marks : 820 (82% out of 1000) S.C COMPUTER SKILLS  Windows | MS-Office (MS-Word. 10 .20 Institution Major CGPA : Dhaka University (2007) : Finance : 3. Water resources planning organization : Sharifa Rahman Housewife : 14–01-1985 : Single : Bangladeshi by Birth : Islam INTERESTS AND ACHIEVEMENTS      Playing cricket.S. LANGUAGE SKILLS  PERSONAL DETAILS Father‟s Name Mother‟s Name Date of Birth Marital Status Nationality Religion : Shahidur Rahman Director General. listening to music and interest in technological products.

7.MOSTAFIZUR RAIHAN MOSTAFIZUR RAIHAN House# 121.com Objective To build a progressive career in the field of finance and be a part of the globalized corporate world.3.raihan@lafarge. implemented them and maintained supervision to minimize company risk of providing loan.  Ensure financial records are maintained in compliance with accepted policies and procedures.2013 – Till Date Designation: Share Executive     Job Description: Ensure smooth running of Share Office Meet needs of shareholders Ensure compliance of regulatory requirements Manage Provident Fund. Dhaka-1207 Mobile: 01730-703 617 Email: mostafizur.  Establish and monitor the implementation and maintenance of trading control procedures. Motijheel. Gulshan-1. Achievements:  In the full period of my service at the company there has not been any unlawful complaints or show cause from the Securities and Exchange Commission. Road# 9/A.02. Workers Profit Participation fund and Gratuity Fund Tamha Securities Limited DSE Building.01.  The company saw the highest turnover of trade without any discrepancy in the system. Dhaka 01. Experience 01.02.  Designed the margin agreement comprising the legal boundaries for the margin clients. Dhaka Lafarge Surma Cement Limited Suvastu Imam Square.2013 Designation: Compliance Officer Job Description:  Compile and analyze financial information to prepare financial statements including monthly and annual accounts. 11 . provide strategic recommendations and maintain solutions to business and financial problems. 65. Dhanmondi.2010 – 30.  Prepared the list of crisis-effected investors for the special scheme introduced by the government by myself.  Analyze financial information to recommend or develop efficient use of resources and procedures. Gulshan Avenue.

Bengali.31. English.01.  Decision making capability.2010 MUB Textiles Limited Narayangonj Designation: Assistant Production Manager Job Description:  Planning monthly production targets  Preparing monthly budgets to match the requirements of the yearly budget  Executing production plans and getting timely follow-ups Achievements:  Managed to bring highest production in a month. Education Institute Of Business Administration. Accounting CGPA: 4.2008 .  Strong analytical ability. 12 .73 North South University    A-Level    O-Level    Private Subjects: Applied Mathematics.  High level of proficiency in computer including MS Office and the Internet. Dhaka University  Masters In Business Administration  Majoring in Marketing  CGPA: 2.  Brought in clients of different order size to assure that the efficiency of production units is maximized.  Ability to work under pressure and for long hours.01.09. Pure Mathematics. Physics. Chemistry.  Strong presentation skill.63 February 2002 To May 2003 January 2010 till date August 2003 To August 2008 Technical Skills/Proficiencies  Ability to work in teams as well as independently.60 (out of 5) European Standard School Subjects: Applied Mathematics and Physics CGPA: 4 (out of 5) Completed in January 2002 Bachelors Of Business Administration Major in Finance and Accounting CGPA: 2.  Business oriented mindset.

Dhaka-1212.0 (As of 17 Courses) Employment: GRAMEENPHONE LIMITED Dhaka. Road No-12. Bangladesh Specialist. Performing & Analyzing TEMS drive test measurement and making recommendation to improve situation. The research was presented in a form of a poster which was titled as” DESIGN OF A LOW COST ICU SYSTEM FOR CONTINUOUS MONITORING OF ECG. Dhaka. 2012-Present Monitoring & maintaining the radio KPI of network. 2009 IBA Information: Batch. Escalating and coordinate with 2nd line for any unresolved fault with probable Root cause. 13 .Sc Engineering with 1st class. Modifying BSC and Cell level parameter for capacity and quality purpose. Technology Division January.MBA 44D Student No. SPO 2. GPA: 3.00. First level fault handling of GSM Network (Radio/Transport/Core/Service platform).7.eee. Bangladesh tawhid. Identify major KPI issues and notify to Planning and Optimization unit for ensuring network quality. Network Optimization.”  University Technical scholarship from BUET in each of the eight semesters. 2011 Monitoring alarms of different platforms round the clock on a roaster basis.40@gmail. Investigating Customer complains to improve perception. Service Operation Center (SOC).35/4. BSC and Cell level. ROBI AXIATA LIMIRED Dhaka. Education: Bangladesh University of Engineering & Technology (BUET) Bachelor of Science in Electrical & Electronic Engineering. 2010-December. Gulshan-1. Bangladesh System Engineer. Technology Division August.          Honors & Awards:  Completing B. Niketon Society.-9. Ensuring SOC regular activity being a Network Engineer. AND TEMPERATURE AND MEASUREMENT OF BLOOD PRESSURE USING OSCILLOMETRIC METHOD. Md.Tawhid-Bin-Tarek Md.-86 GPA:3.Tawhid-Bin-Tarek +880-1817-183509 House No.com Objective: To pursue my career in a technology driven organization where the learning scope and knowledge implementation is affirmative to build up my career.4.60/4. Bangladesh October.  Shared 2nd Prize in Computer group for research work presented in the EEE Undergraduate Project Workshop (EUProW) 2009.

 Offline. we have collected total 46 responses. Online Data Collection For online data collection. Took part in different General knowledge and mathematical puzzle competition.1987 Personal Information: 8. we have used judgmental sampling for collecting the responses. TEMS Investigation. Proteus. MapInfo. Hindi-good speaking skill. Achieved lots of prizes in debate. Fieldwork and Data Collection For our research. We have communicated with our respondents with the link and collected the response. Offline Data Collection We have printed our questionnaire and have done face to face survey with our respondents. In this way. TEMS Discovery. 8.1. Alcatel Lucent NPO. Programming.3.C/C++. Packet Tracer.4. we have prepared a questionnaire based on the objective of the study. Computer: Software. Total Sample Size of This Research Total responses collected during the survey are classified below: 14 . 8. we have substitute the data by inferring.com/s/LVZMPGR) which is a free online survey website. Huawei iManager M2000. We have got missing responses from 3 of our respondents. Treatment of Missing Responses Quite fortunately.Microsoft Office.2. The justification is that in online survey.surveymonkey. Nationality: Bangladeshi Date of Birth :June 27. we have posted our questionnaire in survey monkey (http://www. 8. Assembly Language. As stated earlier. Aexio Xeus. PHP. poem reciting. Orcad Pspice. we were very cautious about the missing data. the number of missing response was very low in our study. English-good fluency. Matlab and Simulink. We have gathered total of 75 responses from online.Skills: Bengali-native fluency. And in offline data collection. For the missing responses. Ericsson OSS-RC. HTML. Language: Extra Curricular Activities:       Championship achievements in football and cricket for several times. extempore speech and acting for several times. We have collected our responses in two ways:  Online. Ericsson BO. 8. all the questions were made mandatory to fill up. Was an Ex-Corporal of Bangladesh National Cadet Corpse (BNCC) Air Force Wing during my school life.

2 100. We have given input data in SPSS and done analysis based on our objectives.0 100.7% of responses. Hatil and 15 .6 79. 9.7 15. Data Analysis For data analysis. we see that Otobi is the leading brand chosen by the respondent with 47.0 0.0 17 13 7 1 Otobi Hatil Partex Navana 3 Akhtar 3 Nadia 1 Brother's Others 30.1 8.5 1. From frequency distribution. of Response Nature of Response Valid Not fulfilling the criteria of target population Inconsistent Total Valid Response Online 55 15 5 86 Offline 31 12 3 Total Response 121 Table 4: Classification of responses of survey 9. Distribution of Brands among the Respondents Frequency distribution of chosen brands in home furniture is given below: Brand Otobi Hatil Partex Navana Akhtar Nadia Brother's Others Total Frequency 41 13 7 1 3 3 1 17 86 Percent (%) 47.8% response. we have used IBM SPSS software.0 10.8 70.0 50.8 100.1.No. Non brand furniture (mainly local made) is in 2nd position with 19.2 19.0 20.0 Cumulative Percent 47.2 3.1 80.5 3.7 62.0 40. Frequency Distribution of Home Furniture 45 40 35 30 25 20 15 10 5 0 41 Frequency Percent 60.1 1.9 72.1 75.0 Table 5: Frequency distribution of chosen brand.0 Figure 2: Frequency distribution of home furniture.

0% 0 0. From the distribution. Highest number respondent is from 45000-55000 range. Analyzing Customer’s Mean Perception on Availability of Home Furniture To analyze the customers‟ mean perception on the availability is above high level (in our questionnaire.0% Total Table 6: Crosstab Analysis in SPSS From crosstab analysis.0% 0 0.0% 0 0.0% 9 31.3. 1 is the value of high in the question).0% 1 8. we see that. we have done crosstab analysis in SPSS. 9.0% 20 100.5% 0 0.5% 0 0.0% 1 8.5% 1 1.0% 12 100.9% 0 0.0% 0 0.0% 41 47.0% Above 75000 11 55.3% 2 6. we can conclude that:   Otobi is preferable among respondents of all income range. 16 .0% 3500045000 8 47.0% 4500055000 14 48.5% 1 12.0% 0 0.5% 8 100. Here the hypotheses are.0% 0 0. we can say that Otobi has a good customer recognition compared with other brands in home furniture market.5% 17 100.3% 1 8. respondent of above 75000 is there.0% 0 0.1% 3 17.8% 86 100.0% 0 0.2% 3 3. we have done one sample t test in SPSS.4% 0 0.0% 3 15.0% 29 100.0% 5500075000 2 25.3% 3 25.0% 1 12. The result is: Brand of the furniture chosen * Monthly Salary of the Respondent Cross tabulation Monthly Salary of the Respondent 2500035000 Otobi Count Percentage Hatil Count Percentage Partex Count Percentage Navana Brand Akhtar Count Percentage Count Percentage Nadia Count Percentage Brother's Count Percentage Others Count Percentage Count Total Percentage 6 50.3% 0 0.9% 0 0.0% 4 20.0% 1 12.1% 1 1.Partex are other two notable brands chosen by the respondent. In 2nd position.2% 17 19. Otobi has the highest percentage of response in all income range.0% 1 5.5% 3 3.0% 0 0.1% 7 8.0% 1 3. 9.6% 1 5.0% 1 12. From the crosstab analysis.7% 13 15.2.0% 2 10. Measuring Brand Selection with Income Range To get an idea about the association of selected brand with income level of the respondent.0% 2 25.3% 3 10.9% 4 23. Most of the respondents are from 45000-55000 income range.

Level of confidence. average availability of home furniture in Dhaka Metropolitan City is above good level.000 86 86 ** Durability of the furniture 0.291 85 .4. (2-tailed) Mean Difference Lower Degree of availability of the furniture 95% Confidence Interval of the Difference Upper 2.43 Table 7-8: One Sample t test analysis in SPSS Critical t value with df = 85 and α = 5% is 1.000 86 1 ** 1 Table 9: Pearson Correlation analysis output in SPSS 17 . Deviation . The result is: Correlations Quality of the furniture Quality of the furniture Pearson Correlation Sig.102 One-Sample Test Test Value = 1 t df Sig.03 . (2-tailed) N Durability of the furniture Pearson Correlation Sig. α = 5% Result from SPSS is: One-Sample Statistics N Degree of availability of the furniture 86 Mean 1. Error Mean . Finding out Correlation between Quality Perception with Durability To find out whether any relationship exists between customer‟s perceptions of quality with that of durability. Hence. 9. Here. So. 86 0.629 .23 Std.942 Std.6630 which is less than 2.Null Hypothesis. µ = Mean availability of home furniture. null hypothesis Ho is rejected.291.01 level (2-tailed). Correlation is significant at the 0.233 . we have conducted correlation analysis in SPSS. Ho: µ <= 1 Alternative Hypothesis: H1: µ > 1 Where.024 .629 . (2-tailed) N **.

074 a Standardized Coefficients Beta t Sig. we have considered pricing policy as independent variable and perception on value proposition as dependent variable. Table 10-13: Regression analysis in SPSS 18 . Pricing of the furniture b.221 a. Deriving Relationship between Pricing with Value Proposition For deriving mathematical relationship between the customer perception on pricing policy and value proposition of home furniture.479 5.164 . we can say there is a moderate relationship between the customer perception on quality and durability of the home furniture. 9.479 . r = 0. Predictors: (Constant). Method Enter a.565 48. Error of the Estimate . Model Summary Model R a R Square Adjusted R Square Std. The result in SPSS is: Variables Entered/Removed Model 1 Variables Entered Pricing of the furniture Variables Removed .626.349 df 1 84 85 a Mean Square 14.565 .008 . All requested variables entered.762 1 .079 Sig. Here. Dependent Variable: Value proposition of the furniture ANOVA Model Regression 1 Residual Total Sum of Squares 14.According to Pearson Correlation analysis. 6.581 F 25.5. Error .So.000 . we have conducted bivariate regression analysis. Dependent Variable: Value proposition of the furniture . . Dependent Variable: Value proposition of the furniture b.230 .784 63.000 b Coefficients Model Unstandardized Coefficients B (Constant) 1 Pricing of the furniture 1.058 .370 Std.000 a.456 . we have found Pearson Correlation Coefficient.

It indicates the degree of relationship between the variable lies between average to low. we get the beta coefficient of regression which is 0.479.Figure 3: Scatter Plot in Regression Analysis in SPSS Figure 4: Normal P-P Plot of Regression in SPSS From analysis. 19 .

775 . advertising policy and placement of showrooms.551 .367 67.564 20 .502 6 .564 Rotation Sums of Squared Loadings Total 1.000 1. customers‟ perception on value proposition will increase. Conducting Factor Analysis To find out the factors that will increase customer perception on variety. 9. Approx.580 Extraction Method: Principal Component Analysis.842 15.Here the estimated liner equation is: Y (Pricing) = 1.303 26. there is a positive relationship between the variables.050 % of Variance 41.564 84.198 Cumulative % 44.000 . .407 100.593 44.000 Top Variance Explained Component Extraction Sums of Squared Loadings Total 1 2 3 4 1.775 .929 1.000 Extraction .652 1.198 16.058 + 0.928 .367 23.643 .367 67.262 Cumulative % 41.624 Initial Eigen values % of Variance Cumulative % 44.663 30.370X (Value Proposition) In the linear equation.928 % of Variance 44.367 23. we have done factor analysis.000 Communalities Initial Variety of the furniture Innovation of the furniture Placing of showrooms of the furniture Promotion policy of the furniture 1. Chi-Square Bartlett's Test of Sphericity df Sig.674 . Top Variance Explained Component Total 1 2 3 4 1. positive sign of the slope indicates that. The results in SPSS are: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy.303 67. innovation.6.000 1. If pricing policy is improved.

093 -. Variety. 1.457 .740 .059 Reproduced Correlations Variety of the furniture a Innovation of the furniture Placing of showrooms of the furniture Promotion policy of the furniture . the factor analysis is appropriate.091 Rotated Component Matrix Component 1 Variety of the furniture Innovation of the furniture Placing of showrooms of the furniture Promotion policy of the furniture .663 which is between 0.194 .0. first we analyzed Kaiser-Meyer-Olkin Measure of Sampling Adequacy to measure the appropriateness of the analysis. we have got 2 factors which constitute almost 67% of the total variance.565 -. So the null hypothesis can be rejected and the analysis is significant. But for more clarity.643 a .519 .076 .531 . we have got the amount of loading of variables in the factors.565 .724 2 .159 -.9 .448 .286 -. After the rotation.234 Figure 14-20: Factor analysis in SPSS In the factor analysis.551 .519 .100 .959 .785 . In the factor analysis.531 .213 -.849 -. innovation and promotion policy has high loading on Factor 1.297 Innovation of the furniture Placing of showrooms of the furniture Promotion policy of the furniture -.580 a Variety of the furniture Reproduced Correlation Innovation of the furniture Placing of showrooms of the furniture Promotion policy of the furniture Variety of the furniture Residual b .286 .061 -. In the component matrix.225 -. we have found that.297 . This value is 0.076 .So.Component Matrix Component 1 Variety of the furniture Innovation of the furniture Placing of showrooms of the furniture Promotion policy of the furniture . 21 .929 a .201 -.502 which is greater than the critical value in df =6 and α = 5%.708 .665 .759 2 -.5 and 1.161 . we have set up the eigen value threshold to 0. we have conducted varimax technique for rotating the variables.So. Bartlett's Test of Sphericity also reveals that Chi-square value is 30.

1 0.8% 1 2.0% 0 .2 13 13.1 0.5% 3 3.2.0% 0 .0% 2 1.0 47.0 7.9% 1 3.7 19.3 13 10.0% 0 .0 0.5 100.9 0.1% 1 1.2 0.7 0.0% 0 .2 30.0 0.5 0.2 21.0% 0 . The hypotheses are: Null Hypothesis Ho: There is no association between the variables. Scrutinizing the Association of After Sales Service with Chosen Brand For scrutinizing the association of after sales service with the chosen brand.0% 0 .4 5.0 3.2 0.4% 6 4.0% N 86 Total Percent 100.1% 0 .0% 1 .0 7.6% 1 .8% 5 2.0 0.2 16.0% 0 .0 3.0 1.7. The Crosstab results from SPSS are: Case Processing Summary Cases Valid N Brand of the furniture chosen * After sales service of the furniture 86 Percent 100.3 0.2 4.2% 3 3.0% 0 .0 15. we have done chi-square analysis.0% 0 . Placing of showrooms has policy has high loading on Factor 2.0 Total 22 .0% 0 .0% N 0 Missing Percent 0.9 0.0% 1 .3 7.3 46.7% 0 .7% 13 13.0 10 8.0 3.5% 1 1.2 41 41.8% 0 .0% 1 .0 61.1 0.5 0.7% 0 .8% 4 1.0% 0 .4% 1 1.1 58.5 7.9% 0 .2 0.0% 0 . Alternative Hypothesis H1: There is association between the variables.6 0. 9.0% 1 .2 4.7 4.6 29.0% 0 .1 Good Fair Poor Hasn't Taken 4 6.7% 0 1.0% Brand of the furniture chosen * After sales service of the furniture Cross tabulation After sales service of the furniture Excellent Very Good Otobi Count Expected Count Percentage Hatil Count Expected Count Percentage Partex Count Expected Count Percentage Navana Count Expected Count Percentage Brand Akhtar Count Expected Count Percentage Nadia Count Expected Count Percentage Brother's Count Expected Count 1 .8% 0 .0% 0 .2 0 2.0 8.1% 1 1.4% 2 2.1% 7 7.0% 0 .6 0.2 0.

878 17.134 86 df 35 35 1 Asymp.6 53.3% 6 6.802 which is less than the derived value.0% 1 3. For factor 1.0% 7 2. The value of Contingency Coefficient also supports the fact. So. variety.022 .399 53.0% 5 1. For df = 35 and α =5%.0 19. Sig. Moderate level of relationship exists between customer perception on quality and durability.0 100.6% 3 5. placing of showrooms has high loading. innovativeness and promotion policy has high loading whereas for factor 2.019 .019 .622 86 Approx.9% 17 17. there is association between the chosen brand and after sales service of the furniture.0% 0. Sig. This brand has preference among the respondents of all income range. Customer perception on after sales service is associated with the chosen brand.       Findings Based on the analysis.7% 28 28. The overall mean of customer perception on the availability of home furniture is above the good level.000 Symmetric Measures Value Nominal by Nominal N of Valid Cases Cramer's V Contingency Coefficient . Pearson Chi-Square is derived as 54.356 .0% 1. Otobi is leading the way.0 100. Otobi is the leading brand chosen by the respondents. .0 100.8% 86 86.0% 3.0% 0.  11. the critical value 49.4 5. Conclusion This study intends to find out customer perception on the current home furniture brands on Dhaka Metropolitan City.0 100.2 4.0% 0. we have the following findings: Among the brands in home furniture. 10.0% 1 4.0% Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 54.Percentage Others Count Expected Count Percentage Total Count Expected Count Percentage 0.0% 0 .8% 13 13. Overall customer perception on availability of furniture 23 .399.0% 1 1. The relationship between customer perception on pricing policy and value proposition is positive but degree of relationship lies between average to low. As a result.8% 21 21.019 Figure 21-24: Chi-square analysis on SPSS From the analysis. (2-sided) .2 83.2% 17 17.0 100.5 10.0% 0.0 100.0 100. Two factors have been derived for improving the brand perception. It also has high percentage of preference in all income ranges of the respondents.2 0. we can reject null hypothesis.

2013. Factors Responsible to Dealers‟ Satisfaction: A Study on Partex Furniture Industries Ltd.php Bangladesh Furniture St Interior Decor Exposition 2012. Retrieved April 20.d. 24 .aquariustraining. (2011). New Dehli: Prentice – Hall of India Private Limited. Customer perception on quality and durability is moderately linked. Timeliness and Customer Satisfaction. from About Furniture Industry of Bangladesh: http://www.html Kanuk. Two factors have been derived for improvement in brand perception. M. Furniture Manufacturing Industry In Bangladesh: Furniture Makers Net In $27m In FY'12. Bangladesh Furniture & Interior Decor. A.pdf Berry.php Bangladesh Furniture & Interior Decor. from Furniture Industry of Bangladesh: http://www.d. Trento: UNIVERSITY OF TRENTO. History of Bangladesh Furniture Industry. Retrieved April 21. innovativeness and advertising policy boosts one factor where as favorable placing of showrooms stimulates the other. from About Furniture Industry: http://www. Retrieved April 20. L. A. 2013. B. Variety. D. Favorable pricing policy has a positive effect on customer perception on value proposition but the degree of relation is somewhat average.bfidexpo. from Bangladesh Furniture St Interior Decor Exposition 2012: http://www. 2013.com/Consumer-Trends/Product-availability-key-to-customerloyalty.d. (n. Product Availability Key to Customer Loyalty.com/furniture_history.com/timelinessandcustomers.). 2013.com/n047102490-article/Furniture-makers-net-in-27m-in-FY-12. Furniture Industry:The consumers furniture preferences in different markets.com/furniture_overview. Industry Overview.bfidexpo. (n. Reference Awbi.). (n. Consumer Behavior. S. (n. 2013. Retrieved April 20. (2010-11). A.com/docs/Booklet_bfidexpo-2012.reportlinkernews.foodanddrinkeurope.).d. (n.bangladeshconsulatela. from Food & Drink Europe: www. A selected brand has an impact on the perception on after sales service of home furniture. Uddin. Retrieved April 20.d. (2006). Booklet of Exposition 2012.). Reportlinker.).is quite impressive which is above good level. 207-217. World Journal of Social Sciences .html Troian. Retrieved April 21. from Aquarius Training Company: http://www. (2012). 2013.