Customer Satisfaction of Buying Behavior at Garments Industry-A

study on Chittagong Asian Apparel

[This Thesis is submitted for the Partial Fulfillment of the Degree of Master of Business
Administration with a Major in Marketing]

Submitted By

Dilruba Khanam

ID: 1913002
Reg: 191113002
Program: MBA
Major: Marketing

Date of submission: 30th July, 2021

Faculty of Business Administration

BGC Trust University Bangladesh
Customer Satisfaction of Buying Behavior at Garments Industry-A

study on Chittagong Asian Apparel

[This Thesis is submitted for the Partial Fulfillment of the Degree of Master of Business

Administration with a Major in Marketing]

Supervised By

Umma Salma Haque

Lecturer
Faculty of Business Administration
BGC Trust University Bangladesh

Submitted By

Dilruba Khanam

ID: 1913002
Reg: 191113002
Program: MBA
Major: Marketing
Date of submission: 31th July, 2021

Faculty of Business Administration

BGC Trust University Bangladesh
 Letter of Submission

31th July, 2021

To
Umma Salma Haque
Lecturer
Faculty of Business Administration
BGC Trust University Bangladesh
Subject: Submission of Thesis.

Dear Madam,

With immense pleasure, I am presenting my thesis paper of “Customer Satisfaction of Buying

Behavior at Garments Industry-A study on Chittagong Asian Apparel” that has been set up as a
necessary piece of my degree prerequisite. I am appreciative to you for allowing me the chance
to set up this report. I have attempted my dimension best to finish this report with the important
data and recommended suggestion that you were give me as your best also.
Thanking you and looking forward to receiving your gracious approval of my submission. I hope
this report will meet your expectation.

Sincerely yours,
---------------------------------
Dilruba Khanam
ID: 1913002
Program: MBA major in Marketing
Department of Business Administration
BGC Trust University Bangladesh
 Declaration

I, hereby, declare that this paper titled “Customer Satisfaction of Buying Behavior at Garments
Industry-A study on Chittagong Asian Apparel” is an original work of mine and it has been
prepared under the guidance of Umma Salma Haque ,(Lecturer) the supervisor of my thesis
paper as a requirement for the completion of my MBA degree from Department of Marketing,
Faculty of Business Administration (FBA), BGC Trust University Bangladesh.
This report is prepared solely for Department of Marketing, Faculty of Business Administration
(FBA), BGC Trust University. This report neither fully nor partially has ever been submitted for
any other Certificate / Degree/ Diploma or Qualification to any other University/ College/
Institution or Organization.

…………………………
Dilruba Khanam
ID: 1913002
Program: MBA
Major: Marketing
Faculty of Business Administration (FBA)
BGC Trust University Bangladesh
 Acknowledgement

At the very beginning, I would like to express my thanks to the Almighty Allah for giving me the
strength to complete the thesis. Then I would like to express my gratitude to my honorable
faculty and academic supervisor Umma Salma Haque,Lecturer, Faculty of Business
Administration, BGC Trust University Bangladesh, who has provided me suggestions for
making this thesis, and also provided me with format for making and preparing the whole thesis,
and support me to create that from where we can learn many things about the Tourism Industry.
Finally, I want to express my deep gratitude to my parents and all well wishers whose enormous
helps assists me to complete this thesis.
 Executive Summary

This study is an attempt to focus the Customer Satisfaction of Garments in Bangladesh with

reference to Chittagong Asian Apparel. In the Garments sector Chittagong Asian Apparel is a

leading industrial concern where a large number of employees have been working. In order to

enhance the Marketing practices and performance , Customer Satisfaction is considered to be

very important. This study makes use of secondary data from Chittagong Asian Apparel as well

as some primary data collected from the respondents through this throw a study. In the first

chapter all introductory issues have been highlighted. This includes introduction, objective, and

Company Overview, scope and limitation of study.

The second chapter includes literature reviews and third chapter includes Research Methodology.

The fourth chapter identifies the satisfaction level of the Chittagong Asian Apparel’s product &

quality, service, environment and other related data with customer satisfaction.
 Contents Page

Letter of Submission …………………………………………………………. 3

Author Declaration …………………………………………………………… 4
Acknowledgement …………………………………………………..……...... 5
Executive Summary …………………………………………………………. 6
Chapter 1: Introduction……………………………………………………..
1.1 Prelude…………………………………………………………..……... 10
1.2 Objectives of the Study …………….………………………………….. 14
1.3 Garments Industry in Bangladesh………………………….......... 15
1.4 Company Overview……………………………. 16
1.5 Customer Satisfaction………………………….......... 18
1.6 Scope of the Study………………………………………………... 19
1.7 Limitations of the Study………………………………………………... 20
Chapter 2: Literature Review………………………………………………. 21-24
Chapter 3: Research Methodology ………………........................................ 25-27
Chapter 4: Findings of the Study …………………………………………... 28-33
Chapter 5: Recommendations & Conclusion …………………………….. 34-40
5.1 Recommendations …………................................................................... 42
6.2 Conclusion ……………………………………………………………... 44
References ……………………………………………………………………. 48
 Chapter-1

Introduction
1.1 Introduction

Consumer buying behavior is comparatively a new field of study which evolved just after the

Second World War. Sel-ler‟s market has disappeared and buyer‟s market has come up. This led

to paradigm shift of the manufacturer„s attention from product to consumer and specially

focused on the con-sumer buying behavior. The evaluation of marketing concept from mere

selling concept to consumer-oriented marketing has resulted in buyer behavior becoming an

independent discipline. The growth of consumerism and consumer legis-lation emphasizes the

importance that is given to the con-sumer. Consumer buying behavior is a study of how

indi-viduals make decision to spend their available resources (time, money and effort) or

consumption related aspects (What they buy? When they buy?, How they buy? etc.). The

heterogeneity among people makes consumer buying behavior a challenging task to marketers.

Hence, marketers felt the need to obtain an in-depth knowledge of consumers buying behavior.

Finally this knowledge acted as an imperative tool in the hands of marketers to forecast the

future buying behavior of customers. Clothes are an epitome of a culture.

People in different parts of the world have their own styles of dressing which symbolize their

culture and status. The last two centuries have seen an upsurge in the use of manmade textiles

like polyester, nylon, PP, acrylic etc in almost every part of the world. Readymade garments

occupy a unique position in the Bangladeshi economy. Its predominant presence in the Ban-

gladeshi economy is manifested in terms of its significant contribution to the industrial

production, employment gener-ation and foreign exchange earnings. Bangladesh, a country

categorized in the list of developing countries is growing every day in terms of economy
and business expansion. New businesses are opening each day in every possible sector ranging

from agriculture to sophisti-cated information-communication technology (ICT) industry. At

present out of all the businesses running in Bangladesh, the readymade garments sector of the

textile industry has taken the lead in earning maximum foreign currency and employing an

enormous figure of populations in this sector. In the recent times Bangladesh showed significant

improvement in various business sectors, readymade garments business being the prime one.

Within the current marketing environment, the competition between products and services is

becoming increasingly tough. Each producer of goods and services attempts to obtain a potential

market share by making consumers believe that they have the answer to all their personal needs

and desires. Due to this psychological nature of purchasing, which is in-creasingly becoming a

part of consumer behavior; it is crucial that manufacturers in the clothing industry become

familiar with the perceptions and attitudes of the consumer.

The study will enable us to understand the buying beha-vior of customers of readymade

garments. It discloses the main competitors in the field of garments and also suggests the

suitable measures to overcome these hindrances. It also provides guidelines for developing

this sector and shows future trends.

1.2 Objectives of the Study

The objectives of the study are as follows:

1) To study the socio economic demography of the potential buyers of Readymade garments.

2) To find out the factors affecting customers‟ Purchase Intention towards Readymade

garments.

3) To study the satisfaction level of customers of Ready-Made Garments

4) To offer suitable suggestions for Readymade garments business

1.3 Garments Industry in Bangladesh

The readymade garments industry acts as a catalyst for the development of Bangladesh. The

"Made in Bangladesh" tag has also brought glory for the country, making it a prestigious brand

across the globe. Bangladesh, which was once termed by cynics a "bottomless basket" has now

become a "basket full of wonders." The country with its limited resources has been maintaining

6% annual average GDP growth rate and has brought about remarkable social and human

development.

After the independence in 1971, Bangladesh was one of poorest countries in the world. No major

industries were developed in Bangladesh, when it was known as East Pakistan, due to

discriminatory attitude and policies of the government of the then West Pakistan. So, rebuilding

the war-ravaged country with limited resources appeared to be the biggest challenge.

The industry that has been making crucial contribution to rebuilding the country and its economy

is none other than the readymade garment (RMG) industry which is now the single biggest

export earner for Bangladesh. The sector accounts for 83% of total export earnings of the

country.
The quota system was a great blessing for establishing our garments industry. We were strongly

benefited from using that. As a result, we can see a matured garments industry today. But while

the quota system was approaching an end in 2004, there are so many who got upset about the

RMG sector of Bangladesh. Though in the latter it can’t be affected here as the experts seemed.

We conquered the post-quota challenges and made that a successful story.

In the RMG sector of Bangladesh, there are more than 5000 garment factories (private statistics)

at the current time, employing more than 12 lack laborers, where 85% of the labor force is

women. But, according to BGMEA the number of garment factories in Bangladesh around 4000.

Now, the RMG industry is the countries largest export earner with a value of over $24.49bn of

exports in the last financial year. It’s great news for us that Bangladesh is clearly ahead of other

South Asian suppliers in terms of the capacity of the ready-made garments industry.
1.4 Company Overview

Established in 2004 with a synopsis to establish a best woven top & bottom garments factory,

where buyers will feel real comfort to use the facility for their products. The company is having

well experienced and highly professional staffs and workforce, who are the main asset of

Chittagong Asian Apparels Ltd.

It is in the north part of port city Chittagong, Bangladesh which situated 15 kilometer from

Chittagong International Airport & Seaport and 9 kilometer from Railway station.

Chittagong Asian Apparels Limited considers health and safety to be of paramount importance

in its operations. Chittagong Asian Apparels Limited is committed to the Health and Safety

legal requirements and the continual improvement of its health and safety control arrangements

and performance. It is our policy therefore to promote and maintain an environment to safeguard

our employees, our facilities and our equipment.

This will contribute to the efficient operation of our business. The operations will comply with

the Occupational Health and Safety Act and its regulations. To avoid losses, a health and safety

management program will operate throughout the company, and the following principles will

apply:
  Chittagong Asian Apparels Limited will provide & maintain a safe and healthy working

environment.

 Responsibility for minimizing losses will rest with all staff for the areas and persons

under their control.

 A committee will be formed to co-ordinate the combined efforts of all engaged at a site

so as to reduce losses.

 A safety co-coordinator will co-ordinate the activities at each site.

 Loss prevention rules will be formulated to cover all work procedures.

 Health and safety procedures will form part of the training of employees.

 Adequate first aid facilities will be provided and first aid training arranged.

 Suitable safety equipment will be provided for hazardous work.

 The safety policy will be promoted among staff through training.

 Annual Health and Safety audits will be conducted to ensure legal compliance.

 This policy will be reviewed at regular intervals.

We consider the health, safety and welfare at work of our employees and contractors to be an

essential part of being a responsible and productive company that manages business risks and

delivers long-term stakeholder value. Chittagong Asian Apparels Limited’s overall health and

safety objective is to prevent accidents, injuries and occupational ill-health at all locations under

company management control.

1.5 Customer Satisfaction

Customer satisfaction, a term frequently used in marketing, is a measure of how products and

services supplied by an organization meet or surpass customer expectation.

Satisfaction is as a judgment following a consumption experience – it is the consumer’s

judgment that a product provided (or is providing) a pleasurable level of consumption-related

fulfillment.

Customer satisfaction is defined as “the number of customers, or percentage of total customers,

whose reported experience with a firm, its products, or its services (ratings) exceeds specified

satisfaction goals.” In other words, the degree of satisfaction provided by the goods or

services of a company as measured by the number of repeat customers.

Importance of Customer satisfaction-

1. In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator.

2. Satisfied customers are most likely to be loyal

3. Satisfied customers generally make repeat orders

4. They generally use a wide range of services offered by Bank.

5. A few unhappy customers will have an outsize impact on your reputation online. So all of

them need to be satisfied.

6. It’s the best form of advertising.

1.6 Scope of the study

There is a certain boundary to cover this report. We mainly focus on few recommended customer

for examine the buying behavior Chittagong Asian Apparels. we talked with some of expert and

experienced officials ,customer and collect information. we gathered information through

internet Unilever Bangladesh Ltd. official web-site.

1.7 Limitations of the Study

In this study I collect the data and analysis it but I am not able to observe the real situation of the

Chittagong Asian Apparels. This Research Project work was arranged carefully with full

attentiveness to keep away from any kind of propaganda or mistakes. But still like all other

research work this report may also have some limitations.

 The main constraint of the study was insufficiency of information, which was required

for the study.

 Lack of in-depth knowledge and analytical ability for writing such report.

The report has encountered these limitations that may hinder the progress of the study but with

constant effort, I try to minimize the negative effects of these limitations

 Chapter-2

Literature review
 Yoganandan.G(2013) The article aimed at reviewing researches conducted on the factors

influencing the export performance of Textile industry. The review highlights the positive

relationship between GDP, exchange rate,labor, capital (FDI) and technology with export

performance of textile industry. Based on the review, it was suggested that future

researches can be done by analyzing impact of these factors on less export oriented

industries so that possibly such results maybe compared and new theories could be

established.

 Jiana Daikh(2015) The purpose of this research is to study the relationship between

customer satisfaction and consumer loyalty and apply its relationship into all the market

industries including products and services, particularly in financial institutions. The

discussion of the study indicated that there is a significant positive relationship between

customer loyalty and customer satisfaction, however, it is important to fully understand

that the loyalty which is the main goal of each industry is very hard to achieve and is not

very easy to be reached by industries due to the customer satisfaction which is very hard

to reach by itself, and the service quality as well.

 Ikilem Gocek(2012) The independent variables, PSQ, PPQ, BI and PV were found to

have influence on CS in the textile industry. For reaching customers and identifying

marketing and sales strategies, it is useful for the textile companies to find out if the

independent variables that influence CS show differences according to consumer age,

gender, education, TMPI and ES.

 Md. Alauddin(2013) As entire statistics already illustrated that the Bangladesh Labour

Cost is astonishingly very low, customers get attracted to the Bangladesh Manufacturers

Bangladesh’s Product (Garments) Quality is up to the mark which is by now proven by

the several standards like ISO, WRAP etc. This paper stated the need for more emphasis

on appointing expert employee and arrange workshop or on training is needed to make

the employee more fitting to handle customer requirements and expectation.

 Noopur Tandon(2013) Textiles industry and its Labor relations are undergoing profound

changes which will initiate the need for the management, workers and all stakeholders to

be ready for the competition for sustainability

 Jeanne Rossomme This paper demonstrates that significant gaps exist in both the

academic and trade literature with regard to effective customer satisfaction measurement

of businessto-business exchanges. The model presented here, rooted in existing

knowledge oforganizational behavior and customer satisfaction processes, provides a

practical framework for managers in evaluating the strength of their customer

relationships.

 Ivan GROS(2011) Presented sample of specific B2B corrugated cardboard market

segmentation shows the implementation of modern methods of cluster analysis in

formulating appropriate marketing and logistics strategies. Knowledge of the segment is

essential for implementation of such methods. These methods are nevertheless only

scarcely used in praxis on B2B markets in Czech Republic. The second objective of the

study was to confirm or refuse the established hypotheses (incl. Price, relationship with

supply chain etc.) concerning the behavior of B2B market segments.

 Ikilem Gocek(2007) In this study the affecting independent variables of customer

satisfaction were chosen brand image, perceived service quality and perceived product

quality. By these independent variables, it is investigated that if any differences exist in

perception of customer satisfaction according to the Turkish textile consumers in the

view of gender. In data analysis of this research the SPSS program is used.

 Md. Alauddin(2013) As entire statistics already illustrated that the Bangladesh Labour

Cost is astonishingly very low, customers get attracted to the Bangladesh Manufacturers

Bangladesh’s Product (Garments) Quality is up to the mark which is by now proven by

the several standards like ISO, WRAP etc. This paper stated the need for more emphasis

on appointing expert employee and arrange workshop or on training is needed to make

the employee more fitting to handle customer requirements and expectation.

 Yoganandan.G(2013) The article aimed at reviewing researches conducted on the factors

influencing the export performance of Textile industry. The review highlights the positive

relationship between GDP, exchange rate,labor, capital (FDI) and technology with export

performance of textile industry. Based on the review, it was suggested that future

researches can be done by analyzing impact of these factors on less export oriented

industries so that possibly such results maybe compared and new theories could be

established.
 Ikilem Gocek(2012) The independent variables, PSQ, PPQ, BI and PV were found to

have influence on CS in the textile industry. For reaching customers and identifying

marketing and sales strategies, it is useful for the textile companies to find out if the

independent variables that influence CS show differences according to consumer age,

gender, education, TMPI and ES.

 Md. Alauddin(2013) As entire statistics already illustrated that the Bangladesh Labour

Cost is astonishingly very low, customers get attracted to the Bangladesh Manufacturers

Bangladesh’s Product (Garments) Quality is up to the mark which is by now proven by

the several standards like ISO, WRAP etc. This paper stated the need for more emphasis

on appointing expert employee and arrange workshop or on training is needed to make

the employee more fitting to handle customer requirements and expectation.

 Noopur Tandon(2013) Textiles industry and its Labor relations are undergoing profound

changes which will initiate the need for the management, workers and all stakeholders to

be ready for the competition for sustainability

 Bijlana angelova (2011) “ Measuring Customer Satisfaction with Service Quality Using

American Customer Satisfaction Model (ACSI Model)” International Journal of

Academic Research in Business and Social Sciences October 2011, Vol. 1, No. 3 [2]

Devkumar S Callychurn(2014)” Key Success Factors for the Apparel

 Devkumar S Callychurn(2014)” Key Success Factors for the Apparel

ManufacturingIndustry: ACase Study at company X” Proceedings of the World Congress

on Engineering vol.2, pp 2078-0958 Duchess university of technology, vol.5, pp22-29

 Devkumar S Callychurn(2014) Unarguably, in spite of a fierce competitive international

environment, Company X has been able to position itself as one of the key players in the

Mauritian apparel industry. In addition to the quantitative indicators, other success factors

of company X include: Technology, branded products, labour force.

 Tondon nupur(2013)” A study on emerging trends in textile industry in India”

International Journal of Advancements in Research & Technology, Vol. 2, Issue 7,pp

267-276

 Hsiu-Yuan Hu(2010)The findings suggest new insights for researchers who investigate

the quality of medical service, and also for hospital managers who devote resources

exclusively in an attempt to achieve the highest possible levels of patient satisfaction.

 Jiana Daikh(2015) The purpose of this research is to study the relationship between

customer satisfaction and consumer loyalty and apply its relationship into all the market

industries including products and services, particularly in financial institutions. The

discussion of the study indicated that there is a significant positive relationship between

customer loyalty and customer satisfaction, however, it is important to fully understand

that the loyalty which is the main goal of each industry is very hard to achieve and is not

very easy to be reached by industries due to the customer satisfaction which is very hard

to reach by itself, and the service quality as well.

 Jeanne Rossomme(2003)” Customer satisfaction measurement in a business-tobusiness

context: a conceptual framework” Journal of business & industrial marketing , vol . 1 8,

pp179-195
 Chapter -3

Research Methodology
3.1 Methodology

Research methodology is the specific procedures or techniques used to identify select, process

and analyze information.it plays a significant role in accumulating the relevant data and

information. This includes a discussion of the research design, data collection methods,

population, survey questionnaire design, population, sampling area, sample size, sample type and

statistical tools used for data analysis.

3.2 Research Design

The main aim is to find the additional information about the research topic. Where i tried to

come up with a new insight with the existing problem. Basically, in this process I have to go

deeper into the subject matter so that i can provide elaborate description of the problem.

Through this research, it may extend the knowledge on that particular matter. So in that sense it

is Descriptive research. This report is all about the survey so it is expressed in numerical value,

so it is a quantitative research.
3.3 Data Sample

 Popuation- In my research, I would trying to efforts I have focused only the Customer of

Chittagong Asian Apparel. So my target population was randomly selected 10 Customers

of Chittagong Asian Apparel.

 Sources of Data- Mainly two types of data were used:

Primary data: Primary data is the data, which is collected by the researcher directly by survey,

observation and experience. For example, if the researcher conducts a survey for the collection

of data then it is known as primary data.

Secondary data: Secondary data is the data taken by the researcher from secondary sources,

internal or external. That means the data, which was collected and used previously for another

purpose is called secondary data

I. Primary Sources:

 Questionnaire Survey

 Face to Face Conversation and Observation.

II. Secondary Data:

 Web Site

 MSD Department

 Internet

 Different Text Book

 Different Articles
  Journals.

Survey Questionnaire Design:

For gathering descriptive information, the most suitable approach is survey, which can be

structured or unstructured. A structured survey is conducted using questionnaire forms and is

called structured because all the respondents are asked in the same way. The questionnaire

consists of close-ended simple questions regarding the key points of customer satisfaction.

Close-questions are profession, gender, age and profession. While filling in the list of questions

concerning informative, truthfulness, Reliability and Usefulness, respondents were asked to rate

them from strongly agree to strongly disagree. The scale used in the quantitative research form

was made on the basis of Likert scale, which has five levels: from strongly disagree to strongly

agree, including answer neutral.

Statistical Tools Used for Data Analysis

After the data was collected it was organized and analyzed. For analysis of closed-ended

questions, computer program is used. Data was analyzed by using descriptive statistics.

Frequency tables were drawn and from these the data was presented in pie diagrams.
 Chapter-4

Data Analysis & Findings

1. Gender of the Respondent

Frequency Percentage
Male 8 88%
Female 02 20%

20%

Male
female

80%

Source: Survey through questionnaire.

Analysis: By the above graph we can see that about 80% respondent are male and 20% are

female.

2. Age of the Respondent

Frequency Percentage
15-25 years 2 20%
26-35 years 3 30%
More than 36 years 5 50%

20%

50% 15-25 years

26-35 years
more than 36 years

30%

Source: Survey through questionnaire.

Analysis: By this study we can see 20% of respondent are from the age group 15-25, 30% are

from the age group 26-35 and 50% are more than 36 years.

3.How satisfied are you with the behavior of employees and staffs and labor?

Good and friendly behavior is important for any bank. The staffs and employees should act

politely with the customers. Chittagong Asian Apparel always tries to motivate their customers.

Responses Frequency Percentage

Strongly Agree 2 20%
Agree 5 50%
Neutral 2 20%
Disagree 1 10%
Strongly Disagree 0 0%
 Behavior of employees and staffs and labor

50%

20% 20%

10%

0%
Strongly Agreed Agreed Neutral Disagreed Strongly Disagreed

Comment: Above statistics shows that 70% of the total customers of Chittagong Asian Apparel

are satisfied with the behavior of the staffs and the employees and labor of Chittagong Asian

Apparel. So we can assume that the employees of Chittagong Asian Apparel are satisfying their

customer with their behavior.

4.How do you feel about the environment ( Factory cleanliness) of this organization?

First impression plays a vital role. When a customer or buyer visits any garments factory for the

first time, he takes a view of the total environment of the Factory. Are the factory is well

organized or not, are there enough clean or not. Is it so noisy or not ,are they have well

manufacturing process or not..

Responses Frequency Percentage

Strongly Agreed 1 10%
Agreed 5 50%
Neutral 2 20%
Disagreed 2 20%
Strongly Disagreed 0 0%

Environment

50%

20% 20%

10%

0%
Strongly Agreed Agreed Neutral Disagreed Strongly Disagreed

Comment: Here I found that almost 60% customer or buyer satisfied with the environment of

Chittagong Asian Apparel. Other factory is not well organized comparing other Garments

factory. The factory has enough space and it is well organized and manufacturing process.
5.Are you satisfied with their sincerity?

Every employee should show their interest to solving the problems of their customer. Chittagong

Asian Apparel always put their best effort in this regard.

Responses Frequency Percentage

Strongly Agreed 1 10%
Agreed 5 50%
Neutral 2 20%
Disagreed 1 10%
Strongly Disagreed 1 10%

Sincerity

50%

20%

10% 10% 10%

Strongly Agreed Agreed Neutral Disagreed Strongly Disagreed

Comment: Here I can say most of the customers are happy with the sincerity of the employees

,staffs and labor of Chittagong Asian Apparel.

6. How satisfied are you with the product?

Responses Frequency Percentage

Strongly Agreed 1 10%
Agreed 5 50%
Neutral 2 20%
Disagreed 1 10%
Strongly Disagreed 1 10%

product

50%

20%

10% 10% 10%

Strongly Agreed Agreed Neutral Disagreed Strongly Disagreed

7. How satisfied are you with the service?

Our aim is to find out customer satisfaction level case of Service provided. Here customers want

higher service.

Responses Frequency Percentage

Strongly Agreed 1 10%
Agreed 4 40%
Neutral 2 20%
Disagreed 2 20%
Strongly Disagreed 1 10%
 Service charge

40%

20% 20%

10% 10%

Strongly Agreed Agreed Neutral Disagreed Strongly Disagreed

Comment: Here the statistics shows that 40% customers are Agreed. Compare to other

Garments.

8. How satisfied are you with the Price of the product?

Product price is an important factor for measuring the buying behavior of Garments Product.

Responses Frequency Percentage

Strongly Agreed 1 10%
Agreed 5 50%
Neutral 2 20%
Disagreed 1 10%
Strongly Disagreed 1 10%
 product price

50%

20%

10% 10% 10%

Strongly Agreed Agreed Neutral Disagreed Strongly Disagreed

Comment -Here I can say most of the customers are happy with the product price of the

Chittagong Asian Apparel , they are maintain product pricing policy perfectly.

9. Do you think Chittagong Asia Apparels is better than other?

Chittagong Asia Apparels provides various services to the customer but there’s a question that

are they giving better than other Bank or not.

 Responses Frequency Percentage
Strongly Agreed 2 10%
Agreed 7 35%
Neutral 9 45%
Disagreed 2 10%
Strongly Disagreed 0 0%

45%

35%

10% 10%

0%
Strongly Agreed Agreed Neutral Disagreed Strongly Disagreed

Comment: From this graph we can see that 10% and 35% respondents are respectively strongly

agreed and agreed with the statement where 45% are neutral with it.

10. How satisfied are you with Chittagong Asian Apparels ?

Here I tried to find out the overall satisfaction of customers. This was the most important

question of my survey report. The people, who are dealing with Chittagong Asian Apparels,

are they satisfied or not.

Responses Frequency Percentage

Strongly Agreed 3 15%
Agreed 7 35%
Neutral 6 30%
Disagreed 3 15%
Strongly Disagreed 1 5%

35%
30%

15% 15%

5%

Strongly Agreed Agreed Neutral Disagreed Strongly Disagreed

Comment: Here majority of the customers are overall satisfied system of Chittagong Asian

Apparels. The statistics shows that 15% are fully satisfied and 35% are satisfied. So it shows that

majority of customers are satisfied.

Chapter-5

Recommendation & Conclusion

5.1Recommendation

On the basis of research we would like to suggest that if the customers are making buying

decisions they look what exactly business offers as well as the competitors which are

already existing.Some recommendations are given below:

 Pricing of the product should be set as per the consumer profile within the territory of

operation of the readymade garments. Irrespective of the category, viz; men„s wear,

women„s wear, kids‟ wear, the consumers tend to give price an important place in

their said decision. As the study establishes the fact that socio economic factors are

important while deciding on shopping for readymade garments.

 For better satisfaction of customers business firm should handle customer‟s

complaints of grievances practices such as adulteration, black marketing, false

advertising etc.

 Sound marketing programmers should start with a careful analysis of the habits,

attitudes, motives and needs of consumers

5.2 Conclusion

Customers are the most important asset a company has. In a competitive marketplace

(offline) and marketspace (online) where businesses fight for customers, for many

companies providing textile products, customer satisfaction is seen as a key differentiator

and increasingly has become a core element of business strategy. The quality of the

apparel product and the social and ecological added value can also ensure brand loyalty.

RMG sector provides the largest contribution to the growing economy of this country.

Majority of the foreign export income comes from this sector, thus it has an enormous

role on the economy. Customers buying behavior is complex and very often not

considered rational. A further challenge will be consumer personalities which differ

across borders and also between and within regions. Understanding the consumer

behavior is the basic for marketing strategy formulation. Customer‟s reaction to this

strategy determines the organization success or failure. In Ranking by customers, the

price factor occupies the first position, and then availability, quality, comfort, and style

are securing successive ranks respectively. Policy reforms undertaken by the government

created a more congenial environment for the expansion of the Readymade garment
business. With the present study an attempt is made to describe the existing situation

regarding Bangladeshi customers buying behavior‟ about Readymade garments.

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