Strategic Marketing

(MKT-4204)
Submitted To
Dr Kawsar Ahmmed
Associate Professor
SOBE, UIU

Submitted By
Name: ID: Remarks
Fahim Ahmed 111 151 092
Nowshin Naina 111 151 237
Rokeya Hasan Dristy 111 151 288
Tarif Zaman 111 151 321
Kaniz Fatema 111 151 506

Date of Submission: 23 December, 2018

“Impact of Brand consciousness,
Perceive quality, Emotional value, and
Perceived Product Price on the Consumer
Purchase Intention of Furniture in
Bangladesh”
 Letter of Transmittal
23 December, 2018

Dr Kawsar Ahmmed

Associate Professor

School of Business & Economics (SOBE)

United International University, Dhaka

Subject: - Submission of Report on “Impact of Brand consciousness, Perceive quality,

Emotional value, and Perceived Product Price on the Consumer Purchase Intention of
Furniture in Bangladesh”

Respected Sir,

With due admiration, I’m Md Fahim Ahmed (ID: 111 151 092),from section "E" might want to
tell you that, with the gratitude of almighty and your kind help we have finished the report
according to your guideline to meet our course necessity.

We are thankful to all those persons who provided us important information and gave us
valuable suggestion. We would be glad if you read the report carefully and we will be trying to
answer all the questions that you have about the report.

We have tried our level best to complete this report meaningfully and correctly, as much as
possible. We do believe that our tiresome effort will help you to get ahead with this sort of
venture. In this case it will be meaningful to us. However, if you need any assistance in
interpreting this assignment please contact us without any kind of hesitation.

Sincerely,
Md Fahim Ahmed
ID: 111 151 092
Contact No: 01939364989

Department: BBA

On behalf of member of the group

i
Executive Summary:
Branding is the process of giving a meaning to specific company, products or services by
creating and shaping a brand in consumers’ minds. It is a strategy designed by companies to help
people to quickly identify their products and organization, and give them a reason to choose their
products over the competition’s, by clarifying what this particular brand is and is not. In this
study we have chosen some of the top players in the furniture market of Bangladesh, they were
HATIL, OTOBI, Partex. Navana, Akhter, Brothers and Regal. From all of them HATIL, OTOBI,
Partex, Navana and Akhter was highly accepted by the consumers. Rest of the brands called
Brothers and Regal didn’t get responses. Among in the top brands HATIL, OTOBI and Akhter is
in the good position in terms of their brand identity and product price and quality as well. They
were able to make their brand noticeable for the customers and their marketing tools are also
praise worthy. But the overall condition of branding in Bangladesh Furniture industry was
moderate. This industry needs to work more on their branding to get international recognition as
this is one of prominent industry for exportation.

ii
Contents
1. Introduction............................................................................................................................... 1
2. Objective of the study:..............................................................................................................1
2.1 Overview of the Furniture Industry in Bangladesh:......................................................1
2.2 Top players in furniture industry:...................................................................................2
HATIL Complex Limited:....................................................................................................2
OTOBI:................................................................................................................................. 3
Partex Star Group:.............................................................................................................. 4
Akhtar Furnishers Limited (AFL).......................................................................................4
BROTHERS Furniture:............................................................................................................... 5
REGAL Furniture:............................................................................................................... 5
NAVANA Furniture Limited:...............................................................................................6
3. Definition of the Variables.....................................................................................................7
Brand Consciousness:.......................................................................................................... 7
Perceived Quality:.................................................................................................................. 7
Dimensions of perceived Quality: product Context............................................................7
Emotional Value:.................................................................................................................... 7
Perceived Product Price:.......................................................................................................8
Purchase Intension:...............................................................................................................8
4. Data collection process:.......................................................................................................9
4.1 Limitations:....................................................................................................................... 9
5. Data analysis:......................................................................................................................... 9
5.1 Findings.......................................................................................................................... 13
HATIL:................................................................................................................................ 13
OTOBI:............................................................................................................................... 13
Partex:............................................................................................................................... 14
Navana:............................................................................................................................. 14
Akhter:............................................................................................................................... 14
6. Conclusion:.......................................................................................................................... 15
Appendix ................................................................................................................................. 17
1. Introduction:
Traditionally, the furniture industry in Bangladesh has been regarded as a cottage-based industry.
In early 90’s, the furniture industry in Bangladesh transformed from cottage-based industry to
mechanized mass production-oriented industries. Since then, the furniture businesses started to
grow with modern machinery, innovative designs and the use of assorted materials. At present,
Bangladesh is producing a wide variety of international standard quality furniture. People in
Bangladesh are now going to choose local furniture instead of foreign. The export of furniture
and allied products from Bangladesh started from 1995. (BANGLADESH’S FURNITURE
INDUSTRY FORGING FORWARD TO FLOURISH, n.d.)There is good potential for the export
of furniture and Bangladesh’s furniture industries are ready for that. It is estimated that, by 2018
Bangladesh will earn export potential of crafts furniture accessories worth of USD 20 million
along with furniture worth USD 60 million. At present two relevant associations i.e., Bangladesh
Furniture Export Association (BFEA) and Bangladesh Furniture Industries Owners Association
(BFIOA) are actively working on materializing the potential of this sector. Branding and
marketing tools have made the separate brands to be stand out from the rest. In this study we are
going to analyze what are the factors effects the purchase decision and the individual brands
value in other factors.

2. Objective of the study:

Considering the importance of brand management in the furniture sector and the purchase intention of
customers, this study aims to assess the variables that are related with purchase decision. The specific
objectives of the study are as follows:

 To know the people brand consciousness in furniture industry

 To identify how perceived quality, affect their purchase decision
 To assess whether the emotional value plays a role in the consumers mind
 To identify whether perceived product price changes consumer’s choice of brand

2.1 Overview of the Furniture Industry in Bangladesh:

Traditionally furniture industry in Bangladesh developed as cottage-based industry. It is in 90’s
when the furniture industry in Bangladesh has transited from cottage-based industry to
mechanized mass production-oriented industries. Following that the furniture businesses began
to grow accommodating modern machineries, innovative designs and use of diverse materials.
Furniture industry of Bangladesh is shifting its focuses from dependency on teak for raw
materials to processed wood. The main varieties of products are wood, processed wood &
Medium Density Fiber board (MDF), and laminated board, particleboard, rattan/bamboo and
wrought iron furniture. For a more personal domain as one’s home, the preferred raw materials
still remains solid wood, but combination of solid wood with other materials like cane, rattan,

1
laminated boards, plywood and MDF are becoming very popular. But for offices furniture
designs are usually focused on the more contemporary style and the preferred use of materials
include plastic, MDF, laminated boards and wrought irons. Around 70% production of furniture
sector of Bangladesh is home furniture and 30% is office furniture. One of the key strengths of
the local furniture industry is diversity in product portfolio. According to CSIL (Centre for
Industrial Studies), Bangladesh has a strong potential in linking home décor craft items with the
furniture industry. (ANALYSIS OF SKILL LEVELS IN THE FURNITURE SECTOR OF
BANGLADESH, n.d.)he exports of furniture products from Bangladesh started from 1995. It is
estimated that, by 2015 Bangladesh has export potential of crafts furniture accessories worth of
USD 10 million along with furniture worth USD 40 million. The potential can be materialized
through exploiting low labor cost which is a vital factor in becoming competitive in the world
market. In wood furniture manufacturing, labor accounts for up to 40% of the total costs. In
Bangladesh labor costs account for 20% of the production. Here, the hourly wage rate in
furniture is between $ 0.06- 0.40, less than in China ($0.50- 0.75) which is the largest furniture
exporting country. At present two relevant associations i.e., Bangladesh Furniture Export
Association and Bangladesh Furniture Industries Owners Association (BFIOA) are actively
working on materializing the potential of this sector. Bangladesh Furniture Export Association
has 19 members.

2.2 Top players in furniture industry:

HATIL Complex Limited:

Established in 1969, HATIL started off as a timber company. It rebranded itself as a furniture
producer in 1989. HATIL has 48 years of accumulated experience in wood processing and
furniture manufacturing. It offers a wide range of products including home furniture, office
furniture, doors, and furniture for children, etc. (.::“HATIL ::.,” n.d.)The company is also
providing “Smart Fit” furniture which includes space-saving furniture like wall cabinets, sofa
cum bed, space saving bed, etc. HATIL has one of the largest manufacturing plants which
employs over 2000 people.
The company has around 64 showrooms in Bangladesh, and is also expanding business
internationally. HATIL’s export coverage includes USA, Canada, Australia, Saudi Arabia,
Kuwait, UAE, Thailand, Egypt, Russia etc. In addition to nationwide presence, HATIL is the
only Bangladeshi Furniture brand that operates single- brand showrooms in Australia and
Canada. HATIL is committed to manufacturing environment-friendly furniture and is the proud

2
recipient of the HSBC-Daily Star Climate Award. The company is also the only FSC certified
furniture manufacturer in Bangladesh.

Basic Information of HATIL Complex Ltd

Established 1969

Product profile Wooden, Melamine Laminated Chip Board, MDF, Cane and Metal furniture

No. of Showrooms 64

Countries exported to USA, Canada, Australia, Nepal, Bhutan

Potential export destinations India, and the Middle East

OTOBI:

“OTOBI – means forest and is a Bengali word chosen by Late Nitun Kundu, one of the most
renowned artist and sculptor and also the founder of Otobi Limited.”

Basic Information of OTOBI

Established 1975

Product profile Wooden, Melamine Laminated Chip Board, MDF, Cane and Metal furniture

No. of Showrooms 50

Countries exported to India, Thailand, Singapore and in some European countries.

Potential export destinations Thailand, Singapore and in some European countries.

Otobi, the leading furniture manufacturer and retailer in Bangladesh is the most preferred
lifestyle solution brand because of its constant innovations, advanced technological expertise,
manufacturing capacity in the widest range of furniture categories, largest distribution network
and time-tested service reputation.
From humble beginnings in 1975 in the corporate furniture realm to the spectacular escalation
into the lifestyle giant that it is now, Otobi's story of success spans over four decades.(“OTOBI,”
n.d.) With creative reinvention pulsating through the entire organization, Otobi has integrated the

3
entire furniture solution platform in home, office, industrial and interior design through its
operation.

Established 1962

Product profile laminated board, stainless steel, plywood

No. of Showrooms 17

Partex Star Group:

Partex Star Group is one of the largest Bangladeshis diversified
private sector enterprises. The Group, the then Partex Group, started
its journey in 1962, with the torchbearer, Mr. M.A. Hashem, the
founder Chairman of the then Partex Group, an eminent industrialist
of the country.(“About Us,” n.d.-a)
Partex Star Group owns and successfully operates twenty
manufacturing, service and trading concerns delivering best values to
customers through its products and services. Our business primarily exists in two different areas
– consumer durables like different types of boards (particle board, veneer board, melamine faced
chip board, plywood, PVC sheet) doors and door frames & furniture to FMCG like dairy
products, cookies, spices, etc.
Our team is dedicated to creating an enriched customer experience through a top-to-bottom focus
on excellence in execution. From the hiring of people to the selection of merchandise, the
negotiations with vendors to the design of ours showrooms, the generation of the purchase order
to the delivery to our customers’ homes. A motivated work force, management and committed
board members led by the Partex Star Group Chairperson and backed by a market oriented
corporate strategy has been the cornerstone of the group’s success. Partex Star Group – living a
legacy, presenting a new face forward.

Akhtar Furnishers Limited (AFL)

Akhtar Furnishers Ltd (AFL) commenced its business in 1976. At
present, around 800 people are directly working under the shade
of Akhtar Furnishers Ltd. The company have their own seasoning
capacity of 2000 cft. solid wood a month. (BANGLADESH’S
FURNITURE INDUSTRY FORGING FORWARD TO
FLOURISH, n.d.)The annual production volume of the company
is BDT 1,200,000,000.

4
Basic Information of Akhtar Furnishers Ltd (AFL)
Established 1976

Product profile Wooden, Melamine Laminated Chip Board and MDF

No. of Showrooms 32

Countries exported to Australia, UK, USA

Potential export destinations UK, UAE

BROTHERS Furniture:
Basic Information of Brothers Furniture

Established 1988

Product profile laminated board, stainless steel, plywood

No. of manufacturing divisions Total six divisions

This furniture used their name as synonymous with

“quality modern productions”. They have 30 years
manufacturing experience or mainly over three
decades. They are broadened throughout the world.
They always try to become help, happy, satisfied
their clients. They produced quality products on
time with efficient manner. They have many items
office, matters, door, showpiece, lb furniture etc. But increasingly demand has wooden home
furniture, door, office, hospital item etc. They have experiencing export business which gives
them opportunity to achieve an international quality. They give price guarantees to be
competitive most and satisfaction in quality and workmanship. Brothers furniture showrooms has
in six divisions.

REGAL Furniture:
Established in 2012, Regal brand has been very popular in this
short time, it’s actually attracted lots of customers attention. This
brand is very sophisticated. Customers has huge demand and they
said about its quality and also about its reasonable price. Mainly
BBML added REGAL furniture. It has some features such as
modern and slim design, durable, user friendly, furniture with
groove design, 100% termite proof, one-year guaranty, completely
knockdown furniture. In Bangladesh Regal furniture has three manufacturing industries which is

5
situated Rupgonj, Narayangonj and Gawsia. (“About Us,” n.d.-b)They are very aware about their
employees. Regal furniture has bed, dressing table, almirah, sofa and so on.

Basic Information of Regal Furniture

Established 2012

Product profile laminated board, stainless steel, plywood

No. of manufacturingNarayangonj, Gawsia, Rupgonj.

industries

NAVANA Furniture Limited:

NAVANA Furniture Limited, a sister
concern of Navana Group, was
founded in 2002. NAVANA Furniture
has its factory in Savar, operating in
more than 12,000 sq. m. area. It sells
Office solutions, Home solutions, Medical and Lab solutions, Industrial solutions and Interior
Designing Furniture. The annual production volume of the company is BDT 1,200,000,000. The
company has around 44 outlets across Bangladesh and is also expanding business internationally.
At present, around thousands of people are employed in the corporate office and manufacturing
plants of Navana furniture in Bangladesh.

Basic information of NAVANA Furniture Limited

Established 2001

Product profile Home furniture, office furniture, project furniture, doors, wardrobes, sawn timber

No. of Showrooms 44

Countries exported to India

Potential export destinations European countries and Middle East

6
3. Definition of the Variables

Brand Consciousness:
The brand consciousness is mainly referring to the aware of the product names. That's play an
important role nowadays. Generally People who can easily understand the product by the brand
name. (“The role of brand consciousness,” n.d.)The importance of brand in Singapore is well set
up. Brands are everyplace. Every company is to prove their brand important more for reaching
their products to the people. Brand consciousness act as an independent variable and purchase
intension of the customer is a dependent variable. The purchase intension depends on the brand
consciousness that has been created on customers mind. If it is successfully created by the brand
then it will be resulting in higher market shares and prices than competing products.

Perceived Quality:
Perceived quality can be defined as the customer's perception of the overall quality or superiority
of a product or service with respect to its intended purpose, relative to alternatives. Perceived
quality is, first, a perception by customers. It thus differs from several related concepts, such as:
a) Actual or objective quality: the extent to which the product or service delivers superior
service 
b) Product-based quality: the nature and quantity of ingredients, features, or services included 
c) Manufacturing quality: conformance to specification, the "zero defect" goal
Perceived quality is an intangible, overall feeling about a brand. How-ever, it usually will be
based on underlying dimensions which include characteristics of the products to which the
brand is attached such as reliability and performance. To understand perceived quality, the
identification and measurement of the underlying dimensions will be useful, but the
perceived quality itself is a summary, global construct.

Dimensions of perceived Quality: product Context

 Performance
 Features
 Conformance with specification
 Reliability
 Durability
 Fit and Finish

7
Emotional Value:
Emotional-value is something that you have to plan for, work at and constantly experiment with.
As entrepreneurs, getting the brand to identity isn’t where it will start, but with intentionality and
authenticity, it’s an asset it can eventually attain. Emotional benefits provide customers with a
positive feeling when they purchase or use a particular brand. They add richness and depth to the
experience of owning and using the brand.
Emotional branding is a term used within marketing communication that refers to the practice of
building brands that appeal directly to a consumer’s emotional state, needs and aspirations.
Emotional branding is successful when it triggers an emotional response in the consumer, that is,
a desire for the advertised brand or product that cannot fully be rationalized. Emotional brands
have a significant impact when the consumer experiences a strong and lasting attachment to the
brand comparable to a feeling of bonding, companionship and love.

Perceived Product Price:

Perceived value pricing is that value which customers are willing to pay for a particular product
or service based on their perception about the product. Perceived value pricing is not based on
the cost of the product, but it is the value which the customer thinks that he/she is deriving from
consuming a product or a service. Perceived value pricing is an important marketing strategy
which helps firms to price a particular product in the markets. Generally, marketers position the
product in such a way that it will make the product unique. Customers usually compare the value
that they derive after using the product or service and end up paying more. Marketers need to
show the customers the true value they would get after using the product.

Purchase Intension:
The purchase intension of customers to a particular brand depends on brand consciousness,
perceived quality, emotional value and perceived product price. The willingness of a customer to
buy a certain product or a certain service is known as purchase intention. Purchase intention is a
dependent variable that depends on several external and internal factors. Some of the factors are
as follows:
Stimulus/Trigger: The cue that triggers a buyer towards considering a product or a brand to be
included in their consideration set. This might be the attributes of a product or simply its
packaging
Outcome expectation: The outcome expected out of the use of a product or a service
Aspirational Value: The product might satiate some aspirations of a buyer.
Recommendation: Recommendation by a trust worthy or reliable source
Emotional association: Being emotionally associated with a product or a brand owing to the
brand’s perceived personality.

8
4. Data collection process:
In order to collect required data, the researchers administrated a structure questionnaire. To have
a sufficient number of samples, Google form were created and distributed in a non-probabilistic
manner and printed copy of survey were also distributed randomly. Demographic profile of
survey respondents is attached in Appendix 1. Qualitative data were also collected from web to
have an insight about the brands as well as the variables regarding the research.

4.1 Limitations:
 The survey was based on limited number of participants.
 Most of the respondent were not willing to take part in the survey questionnaire.
 Some of the participants were non-responsive.
 Most of the respondent were student.
 Responses on each brand was not sufficient enough to represent the population.
 The information might be biased and not fully transparent.
 The respondent may not give their honest answer.
 Lack of time and budget to conduct the research in an ideal manner.
 Unavailability of qualitative data about the brands.

5. Data analysis:
From the data collection process, we were able to gain 109 responses.

9
 Response on Furniture Brands

Regal
Navana
Akhter 6% 1%
Brothers
5%
3%
Partex
8%
Hatil
50%

OTOBI
27%

Based on the data, Responses on HATIL was the most and then it was OTOBI, Partex. Navana,
Akhter and Regal. Relevancy of analyzing their brand depends on the response quantities, so in
this case Brothers and Regal got the lowest responses and for this for further study we didn’t
include them for any sort of analysis.
Then we have gone through all of the data and calculated their average value according to the
variables called Brand Consciousness, Perceived Quality, Emotional Value, Perceived Product
Price and Purchase Intention.

Entire Data Set

5.00
4.50
3.82 3.89
4.00 3.65
3.43
3.50 3.12
3.00
2.50
2.00
1.50
1.00
ss li t
y ue ic
e
tio
n
ne ua al Pr
us Q lV t ten
ci
o
ed na d uc In
s v io o e
on ie ot Pr as
rc m h
C
Pe E ed rc
an
d
i ev Pu
Br e rc
P

According to the graph we can conclude that the users of Furniture brands hold high amount
(3.89) of emotional value while choosing furniture. It means comfort and willingness to use the
furniture are the main concern for the consumer, second one is Perceived Quality (3.82) of

10
furniture which represent reliability. Quality of material, credibility. Then it come Brand
consciousness, in a rating scale of 5, 3.65 is the average value of peoples who are conscious
about the brands which are available in our market. Purchase intention of buying the furniture to
their preferred brands was 3.43 which is some sort of balanced, perceived product price had the
lowest value (3.12) which represent that the customers are willing to pay more if they got high
amount of value and quality in furniture. This should be a concern for all the existing brands.
After doing an overall calculation, we have divided the data according to the customers preferred
brands and calculated their average value according to the variables called Brand Consciousness,
Perceived Quality, Emotional Value, Perceived Product Price and Purchase Intention as well.
As we know, HATIL got 50% of the responses in this study. Comparing to the entire data set,
HATIL have higher value in Brand consciousness which is 3.69, competent value in perceived
quality (3.82), Relative value with Emotional value (3.86), Perceived product price (3.10),,
purchase intention (3.33).

HATIL
5.00
4.50
3.69 3.82 3.86
4.00
3.50 3.33
3.10
3.00
2.50
2.00
1.50
1.00
ss li t
y ue ri c
e
tio
n
ne ua al n
us Q lV ctP te
ci
o d na d u In
s ve io o se
on rc
ie ot Pr ha
C e Em d rc
d P ve u
an ie P
Br e rc
P

Secondly, OTOBI got 27% of the responses. Comparing to the entire data set, OTOBI have
higher value in Brand consciousness which is 3.78, higher value in perceived quality (4.04) and
Emotional value (4.19), Relative value in Perceived product price (3.17) and purchase intention
(3.48).

11
 OTOBI
5.00
4.50 4.04 4.19
4.00 3.78
3.48
3.50 3.17
3.00
2.50
2.00
1.50
1.00
ss li t
y ue ri c
e
tio
n
ne ua al n
us Q lV ctP te
ci
o d na d u In
s ve io o e
on ie ot Pr as
rc m h
C e E ed rc
an
d P
i ev Pu
Br rc
Pe

It refers that, OTOBI has the higher Brand consciousness, Perceived quality and emotional value
than all the brand; HATIL as well. But in the case of Purchase intention it was related to other
brands.
5.00

4.50 Partex
4.00
3.61
3.50 3.19
3.11
3.00 2.89
2.70
2.50

2.00

1.50

1.00

Thirdly. Partex got 8% of responses, comparing to the entire data set, Partex have lower value in
Brand consciousness which is 2.89, perceived quality (3.11) and Emotional value (3.19), and
Perceived product price (2.70) but, Higher value in purchase intention (3.61).

12
 Navana
5.00
4.50
4.00 3.67
3.46
3.50 3.00 3.11 3.17
3.00
2.50
2.00
1.50
1.00
ss li t
y ue ic
e
tio
n
ne ua al Pr
us Q lV t ten
ci
o
ed na d uc In
s v io o e
on ie ot Pr as
rc m h
C
Pe E ed rc
an
d
i ev Pu
Br e rc
P

Navana Furniture got 6% of responses, comparing to the entire data set, Navana have lower
value in Brand consciousness which is 3.00, perceived quality (3.67) and Emotional value (3.46),
Relative value in Perceived product price (3.11), lastly lower value in purchase intention (3.17).

Akhter
5.00
4.50 3.95 4.10
4.00 3.73 3.80
3.40
3.50
3.00
2.50
2.00
1.50
1.00
ss l i ty ue ic
e
tio
n
ne ua al Pr n
us Q lV
uc
t
In
te
ci
o d na d
s ve io o se
on rc
ie ot Pr ha
d
C
Pe Em ed u rc
an i ev P
Br rc
Pe

Akhter Furniture got 5% of responses, comparing to the entire data set, Akhter have higher value
in Brand consciousness which is 3.73, perceived quality (3.95) and Emotional value (4.10), and
Perceived product price (3.40), lastly higher value in purchase intention (3.80).

5.1 Findings

13
From the data analysis we have found that the most acceptable and recognized brand was HATIL
& OTOBI. After comparing the brand with the entire furniture market data we have found that
HATIL was closely related to the market overall scenario, OTOBI had better condition than
market, Partex and Navana was lower and Akhter had higher value than the entire market.
Findings regarding individual brands are given below:

HATIL:
HATIL is doing well and it is in highly competitive zone for other brands because most of their
variable were closely related to the entire market. Comparing with other brands in our market
HATIL’s competitors are OTOBI & Akhter. HATIL should work in their Perceived quality and
Emotional value which means they should look into their product’s material and the consumer
comfort and willingness to use their product. In terms of Purchase intention, it was Average from
the consumers in means that the Customers loyalty with this Brand was moderate, they might
switch to other brands if they found better quality.

OTOBI:
OTOBI has better position in terms of their Brand Consciousness, Perceived quality and
Emotional Value but in the fact of Perceived Product Price and the Purchase Intention of their
customers were moderate. It refers that, they should focus on building their customers loyalty
with various loyalty programs otherwise it will harder for them to acquire new customer and will
cost higher than the retaining one.

Partex:
Brand Consciousness of Partex were very low, it means they should work for building their
brand in some manner so that people get to know more about this brand. Along with that
customers gave moderate ratings about the perceived quality, emotional value. Lower rating in
perceived product price It refers that they should also look into their product price, quality,
comfort, and the credibility of their product. Customer purchase intention of buying their product
was quite higher than the other brands, which is definitely a positive factor for them. In this case
customers are loyal to this brand, all they need to do is build a brand consciousness and improve
the quality of the products.

Navana:
Brand Consciousness of Navana were moderate, it means they should work for building their
brand in some manner so that people get to know more about this brand. Along with that
customers gave good ratings about the perceived quality, emotional value. Lower rating in
perceived product price. It refers that they should also look into their product quality, Price,
comfort, and the credibility of their product. Customer purchase intention of buying their product
was quite relative with the other brands. In this case, to hold customers Navana should introduce

14
some loyalty programs to retain them as well as attract new customers to build brand
consciousness.

Akhter:
Akhter is the good and competitive one with other brands like HATIL & OTOBI. Which is a
positive side of this brand. Their brand consciousness, perceived quality, emotional value was
higher than other brands. It refers that they should maintain this sort of quality to hold customers.
But in the perceived product price it was moderate, they should divide the products in a more
divested way and the pricing should also be a concern for them to hold their customer. Purchase
intention of buying their product was highest among all the brands. So, it refers that their
customers are loyal to this brand and they should maintain this thing to become a reliable one in
this market.

6. Conclusion:
From this study, we have found that the people in our country mostly concern about the brands
which are playing their role in this market of furniture. Most responses were for HATIL &
OTOBI Customers also see the factors of perceived quality and emotional value in term of
purchasing a furniture. Perceived product price also an important factor to stick with one brand.
In the most of the brands, we have seen that pricing is a matter of concern for them to review if
there has any sort of disproportion. In the fact of purchase intention of buying a particular
brand’s product was a bit higher in some brand like Partex and Akhter. Other brands need to be
focus on building customer loyalty for their brands.

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References
 .::HATIL ::. (n.d.). Retrieved September 18, 2018, from
http://www.hatilbd.com/HatilAboutusInformation.aspx?ID=6
 About Us. (n.d.-a). Retrieved September 18, 2018, from http://partexfurniture.com/about-
us
 About Us. (n.d.-b). Retrieved September 18, 2018, from
https://www.regalfurniturebd.com/page/about-us
 ANALYSIS OF SKILL LEVELS IN THE FURNITURE SECTOR OF BANGLADESH.
(n.d.). Retrieved from www.nsdcbd.gov.bd
 BANGLADESH’S FURNITURE INDUSTRY FORGING FORWARD TO FLOURISH.
(n.d.). Retrieved from http://www.idlc.com/public/documents/mbr/17/Monthly Business
Review - August 2017.pdf
 Best Website on Marketing Strategy, Marketing Plan, and Marketing Management. (n.d.).
Retrieved September 18, 2018, from
http://www.studymarketing.org/articles/Brand_Management/What_is_Perceived_Quality
?.html
 OTOBI. (n.d.). Retrieved September 18, 2018, from

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 http://otobi.com/index.php/page/about
 The role of brand consciousness. (n.d.). Retrieved September 18, 2018, from
https://www.ukessays.com/essays/marketing/the-role-of-brand-consciousness-marketing-
essay.php

Appendix

Factors Impacting on the Consumer Purchase Intention of Furniture

Dear Respondent:
We are the student of BBA program at the United International University doing survey on
“Impact of Brand consciousness, Perceive quality, Emotional value, and Perceived Product Price
on the Consumer Purchase Intention of Furniture” as a partial requirement for the fulfillment of
our course titled Brand Management.
This is not a test. There is no correct or wrong answer to any question. Don’t worry or puzzle on
individual question. Response quickly and record your immediate thoughts. The information you
provide will be treated as strictly confidential. All analyses will be conducted on an aggregate
level with no reference to individual responses.
Your kind participation will be highly appreciated.
Thanks.

Gender

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  Male  Female  Other
1. Age

 15-20  21-25  26-30  31-35  36-40

2. Occupation

 Student  Businessman  Service holder

3. Which brand do you prefer? (Choose only one)

 HATIL  OTOBI  Partex  Regal

 Brothers  Akhter   Navana
Furniture

***From the upcoming part please consider your preferred furniture brand name above
(example: HATIL, OTOBI, Partex, Akhter, Brothers, Regal, Navana Furniture)

Disagree (1) Strongly

Disagree (2)
Neutral (3)

Agree (4)
Agree (5) Strongly
Brand consciousness

1.1 It is important to buy well known furniture 1 2 3 4 5

1.2 I try to stick to a certain brand in buying furniture 1 2 3 4 5
1.3 I give importance on brand name to buy furniture 1 2 3 4 5

Perceive quality
2.1 This is a reliable furniture brand 1 2 3 4 5
2.2 The materials of this furniture is suitable to meet my 1 2 3 4 5
support need
2.3 This is a very credible furniture brand 1 2 3 4 5
2.4 Marketer of this furniture is very gentle to the 1 2 3 4 5
customers

Emotional value
3.1 This branded furniture makes me feel good. 1 2 3 4 5
3.2 This branded furniture gives me comfort 1 2 3 4 5
3.3 This branded furniture makes me want to use it 1 2 3 4 5
3.4 I feel comfortable in using this branded furniture 1 2 3 4 5

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 Disagree (2)
Neutral (3)

Agree (4)
Disagree (1) Strongly

Agree (5) Strongly

Perceived Product Price

4.1 I would rate the price of this furniture as lower than 1 2 3 4 5

expected
4.2 I would rate the price of this furniture as higher than 1 2 3 4 5
expected
4.3 I would rate the price of this furniture as expected 1 2 3 4 5

Purchase intention
5.1 I intended to buy this brand when I need to buy 1 2 3 4 5
furniture
5.2 I plan to continue buying this branded furniture even 1 2 3 4 5
the company increases the price.

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