1.

Introduction
For any organization it is very important to develop a favorable brand image and awareness
for achieving its goal. As consumers, we don't really think about the importance of branding.
We just seem to go with the flow of brand names that have become synonymous with
our daily living. But marketers have to convince consumers that there are meaningful
differences among brands. Consumers must not think all brands in the category are the same.
Establishing a positive brand image in consumer memorystrong, favorable and unique
brand associationsgoes hand-in-hand with creating brand awareness to build customerbased brand equity such as worlds most popular retail store Walmart has successfully
differentiate itself from other. When we hear Save money, live better we think about
Walmart. So brand is very much important for any organization like Plus Point.

1.1 The purpose

The purpose of this study is to analyze the importance of brand image and brand awareness
from the perspective cloth stores. As a result of this study the goal is to find out the brand
image and brand awareness of the plus point; whether it is known to the youths of Barisal
city.

1.2 Company Side Brand Image

Plus Point is no longer just offering the functional benefit of cloth, but selling a lifestyle,
allowing consumers to trade up and feel their aspirations for a better life. Plus point is not
merely a cloth store but rather a media property with an intrinsic value to brand partners. It
has developed an emotional attachment with its customers Plus Point strives to create an
inviting, enriching experience that is stylish and elegant and that provides people with respite,
time out and a personal treat. The experience is designed to enhance sensory signals for a
brand to succeed; the product offerings with respect of the design process must be effective
and consistent. The value proposition must be delivered according to the product attributes.
Design of product and brand name both works very actively to create value proposition from
which a customer can associate with. Those brands which have strong relationship with its
design are most successful in their product categories and in their relative industries. And
with the well brand strategy has helped these products in targeted market and segmented at
right customers.

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1.3 Choice of Selecting the Company

Regarding the choice of the company, after a long evaluation of alternative cloth brands in
Barisal we decided to pick a cloth brand named Plus Point. However, being the national
brand, the value embedded into the Plus point contributes huge to the companys prosperity.
Therefore, we think Plus Point fits our survey perfectly. Plus Point has built a strong brand
on a quality product and a unique experience. Its brand has allowed it to transcend its core
business and branch into more profitable licensing deals, which have made the moat around
the business deeper. Plus Point has done building a nationwide brand. It has set a new
standard in the retail business for iniquity. There is a Plus Point at every big city in
Bangladesh. So, there is a Plus Point in convenient place in Barisal city. Plus Point has so
many offers, importantly its locations, consumers, brand image and a distribution network.
Plus Point is no longer just offering the functional benefit of cloth, but selling a lifestyle,
allowing consumers to trade up and feel their aspirations for a better life. Plus Point is not
merely a cloth brand but rather a media property with an intrinsic value to brand partners.
Plus Point has developed an emotional attachment with its customers and restoring the
connections with its customers who have with Plus Point, its brand, people and with its store.

1.4 Target Audience

Through our research we try to find out brand image and brand awareness of a fashion house,
we consider the fashion house Plus Point that have to deal with the brand awareness and
image of its brand. The results of our analysis can be used by different fashion house in order
to improving their performance and creating a favorable brand image. This target audience
might find our work useful to as a useful tool for improving brand image and creating strong
brand awareness among young people in Barisal.

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2. Literature
2.1 Brand Knowledge
The main focus of this study was to research brand image and brand awareness. In order to do
so, we have to define the concept of brand knowledge first, as it is composed of brand image
and brand awareness. As stated by Keller (1998), brand knowledge consists of brand
awareness and brand image. Awareness is connected to consumers ability to recognize or
recall a brand, in turn, brand image consists of consumers perceptions and associations
for the brand. (Keller, 1998) Keller (2003) states that brand knowledge consists of
mutually related information to a brand, such as awareness, attributes, benefits, images,
thoughts, feelings attitudes and experiences. All these information characteristics of
brand knowledge become integrated in constant interaction with customers that brings
out forth the real understanding of the product or service. (Richards et al., 1998) As
mentioned earlier, brand image consists of a set of associations that the customer will link
with the brand. (Keller, 1998) These associations are hard to be governed by a company
because they originate from customers and their perceptions of a certain brand.
(Keller, 1998) As

stated before by Keller (1993), brand image consists of different

associations, such as uniqueness of brand associations, strength of brand associations,

favorability of brand associations and types of brand associations. Uniqueness of brand
associations signifies that consumers consider one specific brand to be somehow special;
superior.

(Keller, 1993) Secondly, strength of brand associations stands for strongly

implanted associations in the minds of consumers. (Keller, 1993) Thirdly, favorability of

brand associations implies that consumers favor one specific brand. (Keller, 1993)
Lastly, Keller(1993) classifies types of brand associations into three categories: attitudes,
benefits and attributes (product related/ non-product related). Keller (1993) defines brand
attitudes as consumers overall evaluations of a brand. He divides benefits to functional
(often linked to physiological needs), experiential (what it feels like to use the product),
and symbolic (e.g. a need for social approval or self-esteem) features. The last brand
association is attributes. Attribute stands for the product itself as well as its different
characteristics in the minds of consumers. The attributes that Keller (1993) distinguishes are
product- related and non-product- related attributes. Product- related attributes relate to
physical composition of a product; they can be defined as the necessary ingredients
for performing the product. Non-product-related attributes are defined for example as price,
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packaging, user and usage image. (Keller, 1993)The other component of brand knowledge is
brand awareness, which is split into two forms: brand recognition and brand recall (Keller,
1993). We will tell about brand awareness in more detail in part: 2.5 Brand awareness, on
page 18.

Picture 2-1 (Keller model)

2.2 Brand Awareness

The other part of brand knowledge, which is brand awareness, is the ability of potential
customers to recognize or to recall a brand when deciding in a specific product
category whether to buy the product or service, or not. (Aaker, 1991) In other words, brand
awareness relates to the ability of a customer to identify the brand, link the brand to the brand
name, logo, or symbol. (Keller, 2003) De Chernatony (1998) agrees that brand awareness is
in connection to the importance of a brand and makes it easier for consumers to identify the
brand in a specific product category. In accordance with BusinessDictionary.com , brand
awareness measures how well and how correctly a brand is recognized by potential customers
with a specific product. It is also the primary goal of advertising at the introduction stage of
the product.

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2.3 Brand Image

Referring to American Marketing Association, brand image is defined as a perception of a brand in
the minds of people. AMA also states that brand image is described as a mirror reflection of the
personality of the brand or products existence. De Chernatony (1998) discusses that these brand
associations can be divided into groups in accordance to the level of abstraction. The level of
abstraction can depend on three different aspects: the amount of information held, whether they are
product- related or non-product- related and whether they allegate the attributes believed essential by
consumers. (De Chernatony, 1998)
In the other words, brand image is what people believe is true about a brand; their feelings,
expectations or thoughts, for instance. (Keller, 1993) Another definition of brand image originates
from Keller (1993): Brand image is an insight of a brand that is reflected by the brand associations in
customers memory. Keller states that brand associations are formed by brand attributes, brand
benefits and brand attitudes. In addition, Aaker describes brand image as a set of associations,
usually organized in some meaningful way (1991, p. 109). In conclusion, a brand image is
the understanding of consumers, originated from brand- related activities performed in by the
firm. (Aaker, 1991) Thus, it should not be perceived alone as a perceptual phenomenon affected by
the companys activities. (Aaker, 1991)
According to Hsieh, Pan and Setiono (2004), a successful brand image makes it possible for
consumers to determine the needs that the brand fulfills as well as differentiate the brand from the
competitors. Successful brand image also helps to increase the likelihood that the consumers will
consequently buy the products or services of the company. (Hsieh, Pan, Setiono, 2004) Park,
Jaworski and MacInnis (1986) enhanced that if a company, its product or service, constantly holds a
favorable brand image among the public, it will certainly gain a good position in the market,
sustainable competitive advantage and increase market share and performance. Finally, many
empirical studies have confirmed that a positive brand image will eventually lead, beside loyalty,
purchase behavior and brand performance, to brand equity. (Stephen L. Sondoh Jr., 2007)

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3. Methodology
3.1 The reason of choosing questionnaire
Considering of the researchs purpose and the maximum ensuring of the validity and
credibility embedded by database collected, we think the instrument of questionnaire suits
this survey best. The main reason lies on one of the most special attributeno bias. The
researchers own opinions will not influence the respondents to answer questions in a certain
manner through the questionnaire that is characterized by uniform question presentation and
no middle-man bias. However, its impossible to achieve the goal of no-bias by some other
research ways, like focus group discussion and interview, cause the verbal or visual clues
expressed by the researchers would affect and guide the attitude of respondents more or less.

3.2 The selection of respondents

The 70 respondents who accepted our questionnaire regarding the brand awareness and brand
image in the case of Plus Point are the students, business people, job holders, service holders
From our survey, we come to know that most of the profit of Plus Point comes from the
young generation. We mainly focus on the young generation but we also collect information
from others. As it is a gents brand and it provide stylistic clothes, for this reason we select the
young most.

3.3 How to value the data

After collecting the data from the questionnaire, the next step is to calculate and do statistics
by a systemic method. The questions presenting on the questionnaire were sorted into two
main categories, they are brand awareness and brand image. The assessment was through the
calculation in term of how many people choose respective options, what the respondents
perspective are mainly, and based on the statistics whether the attitude toward Plus Point
entry into Barisal is positive or negative. Regarding the rating scale question, the attainment
of assessment toward the degree of satisfactory and agreement in term of the functional
attitude, experimental attitude and symbolic attitude is through the measuring instrument
named interval of Score.

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According to the explanation given by Fisher book, a respondent who will mark strongly
agree /highly satisfied will score 5, a respondent who will mark satisfied/ agree will score
4, a respondent who will mark moderate/neutral will score 3, a respondent who will mark
disagree will score 2 and a respondent who will mark strongly disagree will score 1.
Once all the statement has been scored, then a respondents overall score on each question
can be calculated as mean. (Fisher C. 2004, page 165)
The level of average scores used to describe the level of respondent's attitude will be
classified at the interval range. The class of interval range was computed from the following
formula:
Interval of scores = (Highest score- Lowest score)/ Number of interval
= (5-1)/5
= 0.8
Taking this route, the meaning and score range can be illustrated in the following way:
Score range
1-1.80
1.81-2.60
2.61-3.40
3.41-4.20
4.21-5.00

Meaning
Agreement perspective
strongly disagree
disagree
neutral
agree
strongly agree

Satisfactory perspective
dissatisfied
less satisfied
moderate
satisfied
highly satisfied

If take the evaluation to the satisfactory perspective as an example, the formula to get the
score used for the evaluation of each dimension can be obtained by the following formula:
Total Score = (5the number to choose highly satisfied)+(4the number to choose
satisfied)+(3the number to choose moderate)+(2the number to choose less satisfied)
+( 1the number to choose dissatisfied)

Score= Total Score / the total number of

respondents.

3.4 The structure of questionnaire

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The structure of questionnaire is designed accommodated with the analytical model we

drafted on the base of Keller model (1993), and make sure every question is consistent with
the principle of each subcategory beneath the brand awareness and brand image as much as
possible. The overall structure is separated into four parts, the brand awareness, transition
question, brand image and statistics.
The questions ranging from question No.1 to No.6 are under the category of brand awareness
which related to the strength of the brand node or trace in memory, as reflected by consumers'
ability to identify the brand under different conditions. (Rossiter and Percy 1987)
The next two questions from question No.7 and No.8 , for one thing, work as the transition
which brings out our focal brand smoothly. For another, they act as a filter to delete the
respondents who never heard of Plus Point
The third part ranging from question No.9 to No.19 is pertinent to the brand image which
relate to the perceptions about a brand as reflected by the brand associations held in consumer
memory. Brand associations are the other informational nodes linked to the brand node in
memory and contain the meaning of the brand for consumers. (Herzog 1963)
The last part is the demographic questions with the survey of degree/position and frequency
of going to the fashion house.

3.5 The elaboration of questionnaires

In this chapter, we give the exact reason and explanation on how to design the questions to
make them cohesive with the analytical model, and why we order the questions in such
sequence.
Part 1: Brand awareness
Concretely speaking, the first question is a general survey on what the favorite cloth brand
when people are shopping. We think such elementary investigation packaged the goals
mentioned above could work as the foundation for the further study on the brand awarenesss
expansion and brand images optimization.

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The questions ranging from No.2 to No.6 are relevant to brand awareness aiming to measure
the accessibility of the brand in customers memory, and find out to what extend the focal
respondents know about Plus Point. Considering of the definition and function embedded into
the brand awareness, we think the questions regarding brand awareness fit the role of being
filter and to be put at the beginning of the questionnaire. Since brand awareness, particularly
the brand recall, relates to consumers ability to retrieve the brand when given the product
category, the needs fulfilled by the category, or some other type of probe as a cue. In a word
these reflections toward a certain brand in customers mind are the prerequisites of brand
image, namely having the respective perception of a brand when reflected by the brand
association held in consumers memory.
Part 2: Transition question and logo assessment
Question No.7 and No.8 have two functions. Firstly, it acts as an instrument to transit the
question aiming to have a rough investigation on the brand awareness with the potential
involvement of Plus Point, to the concrete and clear survey in term of brand image associate
with Plus Point. Secondly, these two questions, especially No.7 work as a filter to delete the
respondents who never heard of Plus Point. We think that the settings of filter questions are
necessary. Along with the concept of brand image, because, it is defined as perceptions about
a brand as reflected by the brand associations held in consumer memory, and here brand
associations point as some informational nodes linked to the brand node in memory and
contain the meaning of the brand for consumers. (Herzog 1963) Taking this route, we could
realize that only the respondents who know about Plus Point are qualified to express their
opinion on Plus Point brand image and brand association. The filter questions setting could
benefit us to make sure the informations validity and credibility. Otherwise, the involvement
of the results offered by the respondents who are ignorant to Starbucks brand would disorder
the trend of perception given by customers to a negative or ambiguous direction, further
would generate our analysis toward the brand awareness and brand image fail to implement
objectively.
Part 3: Brand image
The questions ranging from No.9 to No.19 are pertinent to the brand image. The questions
designed are in line with the analytical model which is simplified from the original brand
knowledge model made by Keller in 1993.
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The drafting of questions and options mostly comply with definition and explanation
regarding the user imager and usage imagery held by Keller. Concretely speaking, the
association of a typical brand user is based on demographic factors (e.g. age, and income),
about usage imagery, the association of a typical usage situation is based on the type of
activity could do in Plus Point. And these associations act as the options supporting the
responsive focal questions.
In addition, no matter whether the respondents are used to be the customers of the Plus Point
or not, we think they are qualified to identify the association of a typical brand user and usage
situation. Because, according to the explanation given by Keller, user and usage imagery
attributes can be formed directly from a consumer's own experiences and contact with brand
users or indirectly through the depiction of the target market as communicated in brand
advertising or by some other source of information, like the word of mouth.(Keller 1993)
Through the questionnaires we have tried to find out the brand image of Plus Point by
developing some brand associations like functional benefits, experimental benefit and
symbolic benefits. Functional benefits point to the quality clothes of this brand and
maintaining status, the experiential benefit is relevant to the sensory pleasure or cognitive
perception that customers feel after wearing Plus Points clothes, and the symbolic benefits is
relative to the personal expression to the Plus Point.
Considering customer attitude towards a brand as an important part of brand association, we
develop some questions to find out the brand position of Plus Point.
Part 4: The statistics
According to the Fisher book, the asking for the demographic questions is necessary, because
that it provide a way of checking the representativeness of the people who respond to the
questionnaire (Fisher). Along with this conception, we draft two demographic questions in
term of degree/ position and the frequency of going to fashion house. And the reason why put
the statistic questions in the end is that people are more likely to answer personal questions if
they have already invested time and effort in completing the rest of the questionnaire. (Fisher
book)
The question No.22 is designed to dig out what Plus Points sustainable competitive
advantage or "unique selling proposition" is that gives consumers a compelling reason for
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buying. It ought to be mentioned particularly, among the overall 68 respondents who heard of
Plus Point and 64 respondents view it as the unique brand association.

4. The survey of questionnaire and analysis

In this part, we summarized the each question with the words accompanied by the chart
explanation. After doing the systematical calculation relative to each result derived from the
questionnaire, the analysis based on the Keller model followed after.
4.1 Brand awareness
4.1.1 Survey of brand awareness
Question No.1: Do you like branded clothes?
From the results of the respondents to this question we came to know to that among 70
respondents 92.85% like branded clothes and 7.15% dont like branded clothes.
The respective chart 5-1 is illustrated underneath.
92.85

100
80

65

60

Yes

40

No

20

7.15

0
Number of respondents

Percentage

Chart 4-1

Question No.2: Why you prefer branded cloths?

From this question we tried to find out why they prefer branded clothes. For this we
developed some categories such as- for maintaining status, best quality, high price, habit and
others. From the results of the respondents to this question we came to know to that among

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70 respondents, 16 respondents prefer branded clothes For Maintaining Status, 49 for Best
Quality, 0 for High Price, 0 for Habit and 5 for Others.
The respective chart 5-2 is illustrated underneath.

Preferences
49
50
45
40
35
30
25
20
15
10
5
0

16
Number of respondents

Chart 4-2
Question No.3: Please name some of the clothes brand that you can think ofIn this open question, we managed to measure the customers ability to identify the focal
brand from the memory when given the cues of consumption goal. We asked people to say
some of the name of cloth brand and among them 35 people mentioned Plus Point and 35
people mentioned other brands such as Bang, Cats Eye, Rich Man, Smartex, Easy and so on.
Question No.4: Which of the cloth brand you can recognize?
From this question we tried to find out how many people can recognize the brands by seeing
the logo of the brand. And we found that among 70 respondents 35 can recognize Easy, 36
Smartex, 51 Plus Point, 35 Rich Man, 45 Bang and 4 people cant recognize any of the
logo of brands.
Question No.5: Where do you go for shopping with your friends or alone?

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From the results of the 70 respondents to this question we came to know that 31.43% people
go to Plus Point for shopping, Easy 12.86%, Smartex 8.57%, Bang 22.86%, Others 41.43%.
Favorite Cloth Brand
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%

41.43%
31.43%
22.86%
12.86%
Plus Point

Easy

8.57%
Smartex

Bang

Others

Chart 4-3

Question No.6: In the following, which is the famous brand in Barisal that you think?
This question aimed to measure the customers ability to identify the local brand from the
memory when given the cues of place. According our calculation, among 70 respondents over
52.85% of respondents can bring Plus Point to mind under the consideration of Barisal. But
except the answer said others brand.
4.1.2 Transition Question
Question No.7: Have you heard the name of Plus Point before?
Through this question we came to know that among 70 respondent 68 heard the name of plus
Point. Only 2 people didnt heard the name of Plus Point.
Question No.8: Have you ever been to Plus Point?
The result of the survey indicates these two questions are illustrated below.

Yes

Have you ever been to Plus

Point

Have you heard the name of

Plus Pont

33 (47.14%)

68(97.14%)

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No

37(52.86%)

2(2.86%)

Total

70

70

4.1.3 Survey of brand image

Question No.9: What is your satisfaction level after shopping in Plus Point?
Through this question we came to know that 5 people are dissatisfied, 4 less satisfied, 25
moderate, 2 satisfied 1 highly satisfied.
Question No.10: How often do you go to Plus Point?
Asking this question we came to know that 2 people go weekly, 6 monthly, 9 quarterly, 7
yearly, 37 occasionally.
Question No.11: How often do you go to Plus Point?
By this question we tried to find out how often customer go to plus Point. Among the total 70
respondent, 2 respondents mentioned that they go to plus point weekly, 4 respondents
monthly, 9 quarterly, 4 yearly and 37 occasionally. And 12 people mentioned that they never
go to Plus Point for shopping.
The respective chart is illustrated underneath.

Frequency of Going Plus Point

40

37

35
30
25

Number of respondents

20
15
10
5

9
4

0
Weekly

Monthly

Quarterly

Yearly

Occasionally

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Chart 4-4

Question No. 12: What are your feelings when you wear cloths of Plus Point?
By asking this question we tried to find out the response of the people that how they feel
when they wear clothes of Plus Point. We give them some options those are Feeling
comfort, Looking gorgeous, As usual, Valuable person and Indifferent. Among the
total 70 respondents, 18 said that they feel comfort wearing Plus Point clothes, 17 said that
they looked gorgeous, 13 as usual, 5 said that they feel valuable person and finally 14 said
they feel indifferent and 3 people do not answer this question.
The concrete chart 5-5 is illustrated underneath.

Feelings after wearing Plus Point clothes

18
18
16
14
12
10
8
6
4
2
0

17
14

13
5
Number of respondents

Chart 4-5

Question No. 13: Plus Point is a superior cloth brand in Barisal Do you agree with this
statement?
Through this question we came to know the superiority of Plus Point in Barisal city. We gave
them some options category and they response accordingly. Among 70 respondents, 2 people
strongly agreed with this statement, 18 disagreed, 17 mentioned that they are neutral, 28
agreed with this and 5 people strongly agreed with this statement.
Question No. 14: Sales persons of Plus Point are very friendly -- Do you agree with this
statement?
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In this question we ask the people about the sales persons of Plus Point that how they are
friendly with the customer. We tried to find out their agreement by some category such asstrongly disagree, disagree, neutral, agree, and strongly agree. Among them 1 replied he was
strongly disagree, 11 mentioned disagree, 25 were neutral, 30 agreed with this and 2 people
strongly agreed with this statement.
Question No. 15: What is your perception about the quality of Plus Points clothes?
In this question we tried to find out the perception of customer about the quality of Plus
Points clothes. And among them 2 said it is dissatisfactory, 6 mentioned it is less satisfactory,
38 considered it as moderate, 18 said it satisfactory, 3 people said that plus Points clothes
are highly satisfactory and 3 people did not give any answer.

Satisfaction Level
38
40
35
30
25
20
15
10
5
0

18
2

Response

Chart 4-6

Question No.16: Which income level people come to Plus Point for shopping?
By this question we found that which income level people go to Plus Point. We asked the
people and the mentioned that 27 people said that they think medium income level people
usually go to Plus Point, 38 said high income level, 5 said very high income level and the
number of low & very level income people was 0.
Question No.17: People Of what age come to Plus Point?

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Among 70 respondents 68 peoples agree that peoples from 15-30 ages usually come to Plus
Point for shopping.
Question No.18: You can buy Plus Points clothes from many places in Barisal-Do you agree
with this statement?
When we asked the question to the people about the availability of Plus Points store in
Barisal most peoples replied negatively. Among 70 respondents 25 are strongly disagree,37
are disagree and some are agree and strongly agree with this statements.
Question No.19: What do you think about the price of Plus Points clothes?
Most of the people are agree that the price of the Plus Points clothes is high. Here only 20
people say it is moderate.

4.1.4 Statistical survey

Question No.20: Young People mostly go for shopping in Plus Point
Here we tried to find out the opinion of the people about the young generations frequency of
going to Plus Point. 45 people agreed with this statement, 4 were strongly agreed, 11 were
neutral, and 10 people disagreed with it.
Question No.21: Only rich people usually go to Plus Point for shopping.
By this question we came to know the view of respondents about rich peoples frequency of
going to Plus Point. 31 agreed, 29 disagreed, 6 were neutral, 1 strongly disagreed and 3 said
they are strongly agreed.
Degree/Position: Among 70 respondents there were the following categories of respondents.

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Degree/Position
Degree/Position; 6%

Service holder; 61%

Banker ; 13%
Business people; 1%
Engineer; 10%
Job Holder; 1%
Teacher; 7%

4.1.5 The survey to the types of brand association

Question No. 22: What is the unique association of Plus Point?
From the results of the respondents to this question we came to know about the unique
association of Plus Point. Among the 70 respondents, 20 people voted its quality, 16 voted it
is expensive, 8 people voted about its performance, 17 said that it is a symbol of status and 3
choose the other option.

Brand Associations
20
20
18
16
14
12
10
8
6
4
2
0

17

16

8
3

Chart 4-7

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5. Conclusion
After conducting our research we have come to know that mostly the young generation
comes to the plus point. The purpose of this study was to analyze the importance of brand
image and brand awareness from the perspective of fashion house in Barisal. The aim was to
determine what kind of image consumers have and how aware they are of plus point.
Through our research it is clear that most people can recognize the brand. So their brand
recognition is excellent but their brand image is not satisfactory. The brand score is 3.12 and it
indicates the position of this brand in Barisal is moderate.

We can see 97% people know about the plus point but only 47% people go to plus point and
only 31% people go to plus point for shopping. So we can say their performance is not
satisfactory. They should take some initiatives to make the brand successful. These initiatives
may be:

Should increase the number of retail store

Should reduce the price

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Questionnaire
1. Do you like branded clothes?
a) Yes

b) No

2. Why you prefer branded cloths?

a) For maintaining status

b) Best quality c) High price

d) Habit

e) Others

3. Please name some of the clothes brand that you can think of

4. Which of the cloth brand you can recognize?

5. Where do you go for shopping with your friends or alone?

a) Easy b) Smartex

c) Plus Point d) Bang

e) Others

6. In the following, which is the famous brand in Barisal that you think?
a) Easy b) Smartex c) Plus Point d) Bang e) Others
7. Have you heard the name of Plus Point before?
a) Yes

b) No

8. Have you ever been to Plus Point?

a) Yes

b) No

9. What is your satisfaction level after shopping in Plus Point?

a) Dissatisfied

b) Less satisfied

c) Moderate

d) Satisfied

e) Highly satisfied

10. Why do you go to Plus Point for shopping?

a) Quality

b) Affordable price

c) Suitable place

d) Loyalty

e) Others

11. How often do you go to Plus Point?

a) Weekly

b) Monthly

c) Quarterly

d) Yearly

e) Occasionally

12. What is your feelings when you wear cloths of Plus Point?
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a) Felling comfort

b) Looking gorgeous c) As usual d) Valuable person

e) Indifferent
13. Plus Point is a superior cloth brand in Barisal Do you agree with this statement?
a) Strongly disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly agree

14. Sales persons of Plus Point are very friendly -- Do you agree with this statement?
a) Strongly disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly agree

15. What is your perception about the quality of Plus Points clothes?
a) Dissatisfactory b) Less satisfactory

c) Moderate

d) Satisfactory

e) Highly satisfactory
16. Which income level people come to Plus Point for shopping?
a) Very low

b) Low

c) Medium

d) High

e) Very high

17. People of what age usually come to Plus Point?

a) Age 1-15

b) Age 15-30

c) Age 30-45

d) Age 45-60

e) Age 60+

18. You can buy Plus Points clothes from many places in Barisal-- Do you agree with
this statement?
a) Strongly disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly agree

19. What do you think about the price of Plus Points clothes?
a) Very low

b) Low

c) Moderate

d) High

e) Very high

20.Young People mostly go for shopping in Plus Point

a) Strongly disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly agree

21. Only rich people usually go to Plus Point for shopping.

a) Strongly disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly agree

22. What is the unique association of Plus Point?

a) Quality b) Expensive

c) Performance

d) Status symbol

e) Others

_______________

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