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CHAPTER: 1

Introduction

1.1 Origin of the study


This report is prepared as a requirement of “Marketing Management” course. As the students
of Business Administration we got an opportunity to make project based on the Expectancy
Value Model. Our Professor Md. Humayun Kabir Chowdhury authorized us to prepare it.
We have got an idea of customer’s attitude toward super shops and while working on this
project we have got a clear view about the attitude posits that consumers evaluate product and
services by combining their beliefs. This report is duly submitted on April 25, 2011.

1.2 Scope of the study


Our report takes us through the decision making phase of customer’s attitude toward super
shops. This project helps us to have a clear view about how a customer perceives towards the
shops. We will look at the following stages:
• Background of the companies
• Identify the major attributes
• Determine the market leader, challenger, follower and niche marketer and
• Providing the recommendations based on those attributes.

1.3 Objective of the study


There is a strong competition in the super shops industry. In our research work and survey,
we have tried to find out which attribute are to be given emphasize for better sales.

We can summarize our research objectives into the following parts:

• To find out the position of competitors among the super shops.


• To have an idea about the customer attitude towards a specific brand.
• To evaluate consumers’ attitude based on Fishbein model / Expectancy Value model
• To analyze the consumers’ overall attitude to super shops considering different
attributes
• To find the strength and weakness of each super shops according to their attributes

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1.4 Research Methodology
Research methodology includes the source we have used to collect the data. The data that we
have used for research purposes mainly of two types- primary or raw data and secondary data
or published source.
• Primary data sources

We have collected the primary data through a questionnaire survey among 30 respondents
among our classmates.

• Secondary data sources


We have collected the secondary data from the internet, related books of marketing
newsletters and Wikipedia.

a. Different textbooks.
b. A few past research project
c. World Wide Web.

1.5 Limitations of the study


We have given efforts to work on Expectancy Value model and tried to find out the outcomes
of our concerned topics. The limitation and the constraints of this research are more or less
because this type of marketing research needs more time and total focus. We should not say
that we have completed our project without any blemish. To complete this paper we have
faced the following restrictions. These are:
• It would be better if a larger population could be surveyed, to conclude about the
whole population.
• We used non probability sampling method. The sample was chosen randomly but that
would be convenient.
• The limitation and the constraints of this research are more or less because of the
regular semester. We could not manage enough time to complete the paper.
• We did not have the opportunity to visit the super shops in the industry and to know
their internal situation for the recommendation.

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CHAPTER: 2

Company Background of the Targeted Super Shops

2.1 Agora
Rahimafrooz Superstores Ltd. (RSL) launched Agora the first ever retail chain in Bangladesh
in 2001. Agora promises a valuable shopping experience that provides quality and fresh
products at the right price. It aims to consistently provide a remarkably satisfying and
valuable shopping experience through a business that improves the quality of life for
customers and team members.

With outlets in major locations throughout Dhaka (at Gulshan, Dhanmondi, Moghbazar and
Mirpur in Dhaka), and many more being planned in Dhaka and other major cities, Agora is
endeavoring to fulfill the everyday needs of its customers by providing the right quality,
assortment and price through stores of various forms and sizes.

While Agora mainly focuses on food items - ranging from a wide variety of fish, meat,
vegetables, fruits, bakery, dairy, and grocery - it also carries a vast array of other grocery,
personal care, and various other consumer goods and household utensils. At any point in
time, there are nearly 20,000 different products available at their stores. RSL is committed to
sustaining and growing as the most trusted, loved and frequented retail chain.

2.2 Nandan Mega Shop


Nandan Group, with their first retail outlet, Nandan Mega Shop, brought the like of
Sainsbury’s in Bangladesh in the Year 2002. Knowing the success story of Aarong and
having evaluated a number of alternatives including Singaporean solutions, Nandan Group
selected Southtech Limited to automate their mega shop on a turnkey basis and signed a
contract in September 2002. In December 2002, Nandan Mega Shop opened its doors to the
public, equipped with Southtech’s comprehensive retail management solution. Currently
there are five Nandan outlets at Gulshan, Dhanmondi, Kakrail, Uttara and Mirpur in Dhaka
with many more coming up at important locations in Dhaka and other major cities.

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2.3 Meena Bazar
Meena Bazar, Gemcon Group’s departmental store chain started operation of its 1st outlet
(16,000 sq ft.) from 1st November 2002 at its own premises located at Meena House, 719/A
Satmosjid Road, Dhanmondi. Currently there are nine outlets including seven in Dhaka,
Meena Bazar outlets are at Dhanmondi, Moghbazar, Banani, Pragati Sarani and Mirpur etc.
in Dhaka. They offer about 20,000 items that include grocery, readymade garments, jewelers,
cosmetics, stationary, toys and other baby items, beverage and food including a wide range of
agricultural and dairy products, electronic goods and many other household essentials. They
have certain unique features in the shop such as a 4500 Sq. ft Fun-Zone for children, largest
toy, and sports shop, gift shop and many more, which have attracted their target customers.

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

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CHAPTER: 3
Expectancy Value Model Theory Application
3.1 The Expectancy Value Model
The Fishbein Model is also known as "the multi-attribute attitude model" or “compensatory
attribute model”. The model gets its name from the social psychology researcher Marty
Fishbein. The consumer arrives at attitude (Judgment; Preference) toward various brands
through an attribute evaluation procedure. The consumer develops a set of beliefs about
where each brand stands on the attribute.

The expectancy-value model of attitude formation posits that consumers evaluate products
and services by combining their brands belief- the positive and negative-according to
importance. By the expectancy model, we calculate the perceive value of each brand of a
customer. The consumer will favor the brand which has the highest perceived value.

The Fishbein Model is widely used within Marketing Research in order to investigate the
attitudes and beliefs towards certain matters. The Fishbein Model is used in this research to
measure the factors such as Price, Trust, and Convenience etc. The difficulty that arises when
investigating these matters is how to find the overall attitude. The Fishbein model is
developed so that it shows a person’s overall attitude which is derived from a person’s beliefs
and feelings. A consumer holds many individual beliefs, making it hard to identify the overall
attitude. The Fishbein Model is developed in a way which separates attributes that constitutes
a certain matter, and investigates them one by one. The feelings and beliefs towards the
attributes are then generalized in the overall attitude that the consumer holds. Hence, the
Fishbein Model can be used to separately analyze the attributes as well as the overall attitude
that is constituted by several attributes. This is one of the reasons to why the Fishbein Model
also is called the Multi-Attribute Model.

Expectancy-value theory has proved useful in the explanation of social behaviors,


achievement motivation, and work motivation. The consumer arrives at attitudes towards
various brands through and attributes evaluation procedures. He or she develops a set of
beliefs about where each brands on each attributes. This is known as a heuristic
compensatory model or value expectancy model or Fishbein model or multi attribute attitude
model. The equation is as follows:

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n
A =∑bi ×ei
i =1

Ao = Attitude toward the object (brand)


bi = belief about the brand’s possession of the attribute
ei = evaluation of the attribute
i = attribute 1, 2 … n
n = limited number (n) of attributes which the respondent will consider

Our object is super shops. For our research purpose we have selected four close competitors.
• Agora
• Nandan
• Meena Bazar &
• Shwapno
3.2 Attributes in our Analysis
For the research purpose we have selected the five major attributes of super shops which may
influence the customers. These are as follows.
• Quality of Product
• Variety of Product (availability)
• Location of outlet
• Price &
• Customer service

Quality of Product:

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

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company’s other product. The Quality of the products which are sold in the super shops is in
consideration of this research.

Variation of Product (Availability):

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

Location of Outlet:

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

Price:

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

Customer Service:

Customer service is the practice of providing customers with a positive, helpful experience
when they enter a business, throughout the time they stay at the business, and even after the
customer leaves, should they have additional questions or products to return. Many stores and

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

3.3 Calculation of Evaluation (ei)


With the help of the above questionnaire we have collected the data from our classmates, and
relatives. Then we have calculated the value model according to their given responses.

Overall observations of consumers towards super shops (ei)


Variety of
Quality of Location Customer
Product Price
Product of Outlet Service
(Availability)
AGORA 3.80 4.10 3.53 3.00 3.60
NANDAN 3.67 3.70 3.47 3.4 3.23
MEENA BAZAR 3.50 3.47 3.33 3.27 3.13
SHWAPNO 2.40 2.27 3.90 3.80 2.43

3.4 Distribution of Weight (bi)


Weight 1.00 distributed among the five attributes as follows:

Variety of
Quality of Product Location Customer Total
Attributes Price
Product (Availability of Outlet Service
)
Weight 0. 30 0.25 0.20 0.15 0.10 1.00

3.5 Calculation of Perceived Value of Consumer using Expectancy Value Model

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Most of the buyers consider several attributes while choosing a product or service to
consume. Here in the super shop industry we have considered five attributes like- Quality of
Product, Variety of Product (availability), Location of outlet, Price & Customer service. We
have given a weight of 1.00 in the questionnaire, to distribute them accordingly.

In order to find the consumer’s perceived value for each brand according to the expectancy
value model, we have multiplied the weight by beliefs regarding each super shop’s attributes.
This computation leads to the following perceived values:

n
A =∑bi ×ei
i =1
Super
Quality Variety of TOTAL
Shops Location Customer
of Product Price
of Outlet Service
Product (Availability)
0.3(3.80) 0.25(4.10) 0.20(3.53) 0.15(3.00) 0.10(3.60) 3.68
Agora
=1.14 = 1.025 = 0.7066 = 0.45 = 0.36
0.3(3.67) 0.25(3.7) 0.20(3.47 ) 0.15(3.40) 0.10(3.23) 3.55
Nandan
=1.1 = 0.925 = 0.69 = 0.51 = 0.3233
Meena 0.3(3.50) 0.25(3.47) 0.20(3.33) 0.15(3.27) 0.10(3.13) 3.39
Bazar =1.05 = 0.87 = 0.67 = 0.49 = 0.31333
0.3(2.40) 0.25(2.67) 0.20(3.90) 0.15(3.80) 0.10(2.43) 2.88
Shwapno
=0.72 = 0.57 = 0.78 = 0.57 = 0.2433

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CHAPTER: 4
Findings from the Survey
4.1 Findings

i. Overall attitude towards Agora

Quality Variety of
Location Customer Attitude
of Product Price
of Outlet Service towards
Product (Availability)
Agora
eQ*bQ eV*bV eL*bL eP*bP eS*bS
1.14 1.025 0.706 0.45 0.36 3.68

Fig: Attitude towards Agora

Strength:

1. Overall attitude towards Agora scored highest which means they are the first
choice when people think of buying in super shops.
2. In terms of the attribute variety of product, quality of product and location of
outlet is appreciated by the consumers.

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3. Customer service of Agora is very good and it ranked the highest in comparison to
our other super shops.

Weakness:

1. Price charged at Agora is a concern that bothered the consumers while buying at
Agora, People are not that much satisfied regarding the price charged for the
products.
ii. Overall attitude towards Nandan Mega Shop

Variety of
Quality of Location Customer Attitude
Product Price
Product of Outlet Service towards
(Availability)
Nandan
eQ*bQ eV*bV eL*bL eP*bP eS*bS
1.1 0.925 0.69 0.51 0.323 3.55

Fig: Attitude towards Nandan

Strength:

1. Nandan scored second highest score when people think of buying in super shops
and as well as perceive good quality of product and product variation is available
at Nandan Mega Shop.
2. In addition Nandan provides good customer service when they visit the shop.

Weakness:

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1. Location of Nandan Mega Shop is not so satisfactory. Because they do not have
enough outlets at customer’s convenience.
2. Pricing strategy is not good compared to other super shops as per the responses
from the survey.

iii. Overall attitude towards Meena Bazar

Quality of Variety of Location Customer Attitude


Price
Product Product of Outlet Service towards
(Availability)
eQ*bQ eV*bV eL*bL eP*bP eS*bS Meena Bazar
1.05 0.87 0.67 0.49 0.313 3.39

Fig: Attitude towards Meena Bazar

Strength:

1. Compared to Shwapno, Meena Bazar has competitive score in product variation


and product quality.

Weakness:

1. Meena Bazar ranked third in the overall attitude measurement. This indicates
Meena Bazar has not a good brand image in the super shop industry.
2. Customer service of Meena Bazar is average in respect to other super shops.
3. Meena Bazar scored lowest in location, which indicates people thinks their
location is not suitable compared to other super shops in the market.

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iv. Overall attitude towards Shwapno

Quality of Variety of Location Customer Attitude


Price
Product Product of Outlet Service towards
(Availability)
eQ*bQ eV*bV eL*bL eP*bP eS*bS Shwapno
0.72 0.57 0.78 0.57 0.24 2.88

Fig: Attitude towards Shwapno

Strength:

1. Location of Shwapno is very good, that’s why consumers feel it convenient to


visit the nearby outlet of Shwapno whenever they require.
2. Price is an attribute which also depicts that Shwapno is selling in cheapest price in
the market.

Weakness:

1. Overall attitude towards Shwapno is the lowest in compared to other objects. This
depicts that the brand image as well as the share of heart in the customer’s mind is
very low.
2. According to the research findings Quality of Product, Variety of Product and
Customer service of Shwapno is not satisfactory to the customers.

4.2 Overall Attitude Comparison among the Super Shops

Fig: Overall Attitude towards Super Shops

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Based on the perceived value of consumer using Expectancy Value Model we can present some
findings from the above mentioned bar diagram -

• Perceived value of Agora (3.68) is in the first position. So, here Agora is the market leader.

• Nandan is in the second position as they have the second highest (3.55) perceived value. So,
Nandan is the market challenger here.

• Meena Bazar (3.39) is in the third position. So, here Meena Bazar is the market follower.

• Shwapno (2.88) has the lowest perceived value. So Shwapno is the market nicher here.

4.3 Consumer’s Perception regarding the Super Shops:


Quality of Product:
Fig: Perception of Quality of Product

• As per our survey the Quality of product is highest in Agora, so customer’s perception
towards Agora is that the products which are sold in Agora are of good quality.
• As per our survey result Shwapno does not maintain the quality of the product.

Variety of Product:
Fig: Perception regarding the Variety of Product

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

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

Price:
Fig: Perception regarding the Price

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• Shwapno scored highest in the Price which indicates, people’s attitude towards Shwapno is
based on lower price compared to the other industry players.
• Agora scored lowest in price, which indicates people think their price is higher compared to
other super shops in the market.

Customer Service:
Fig: Perception regarding Customer Service

• Agora scored highest in customer service. This indicates the service during purchasing the
product as well as after sales service of Agora is satisfactory as per the experience of our
survey respondents.
• Shwapno scored lowest in customer service which indicates the poor customer service of
Shwapno.
Fig: Comparison among the findings regarding
Consumer’s perception towards Super shops

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The above chart shows the consumers’ overall attitude at a glance towards the super shops in the
market.

CHAPTER: 5

Recommendations & Conclusion

From our findings and analysis we would like to conclude with the following
recommendations regarding the super shops in the market which are our targeted objects.

 Location preferences of Agora are not satisfactory according to customer response. So


they should concentrate on this, how to open or release different outlets on various
places to full fill their consumer needs. Moreover, Agora should also concentrate on
the pricing strategy to provide customers’ a feeling of getting products at a lower
price.

 As customer’s of Nandan Mega Shop is not satisfied in terms of location of outlets,


and the perceived product price is also high to customers. They have to focus on

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pricing of product and about setting outlets to achieve increased sales and brand
image.

 The brand image of Meena Bazar is not as good as other two super shops like, Agora
and Nandan. So they have to think on that to improve brand image and brand
preferences for customer satisfaction also for standing in the competitive market in
terms of product variety, quality and location.

 Shwapno scored lowest in respect to other super shops. They do not have good image
on the market. For improving the brand image and brand preferences they have to
concentrate on their strategy. Also they have one strong point that is lots of branches
in various places. So they need new plan and strategy for branding their product and
create brand new icon in the competitive market.

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

Retrieved April 19, 2011from


http://www.rahimafrooz.com/OurBusinesses/Companies/RahimafroozSuperstoresLtd/tabid/112/Defau
lt.aspx

Retrieved April 19, 2011from


http://www.rahimafrooz.com/OurBusinesses/Companies/RahimafroozSuperstoresLtd/tabid/112/Defau
lt.aspx

Retrieved April 22, 2011from http://www.linkedin.com/company/aci-logistics-limited

Retrieved April 22, 2011from http://www.shwapno.com/about.php

Retrieved April from http://www.scribd.com/doc/40460417/Report-on-Meena-Bazar

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Retrieved April 22, 2011from http://bangladesheconomy.wordpress.com/2010/03/05/superstores-eye-
boom-time-ahead/

Appendix
Questionnaire

We are the students of East West University, conducting this survey to learn about the perception/attitudes of
consumer towards Super Shops. There are no right and wrong answer. We only want your honest opinion. For
the course requirement of Marketing Management (MKT 501) we need your response. All information will be
treated as confidential.
We are,
Camellia Nasreen ID: 2010-1-95-044
Shaila Farzana ID: 2010-1-95-054

Evaluation purpose: For evaluation, we have chosen five points scales, starting from Strongly Agree
to Strongly Disagree.

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Strongly Agree (SA) = 5 Agree (A) = 4 Neutral (N) = 3
Disagree (D) = 2 Strongly Disagree (SD) = 1

Age : ……………………. Gender: Male Female

Instructions: Please tick (√) mark the most preferred option from the five points of each question.

Agora
Comment SD D N A SA
(1) (2) (3) (4) (5)
1. Product quality at Agora is satisfactory.

2. Agora serves maximum products (variety of product) you need

3. Shopping at Agora is convenient (location) for you.

4. Price of product at Agora is reasonable.

5. Sales peoples are very helpful (customer service) at Agora.

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

Meena Bazar
Comment SD D N A SA
(1) (2) (3) (4) (5)
1. Product quality at Meena Bazar is satisfactory.
2. Meena Bazar serves maximum products (variety of product) you need
3. Shopping at Meena Bazar is convenient (location) for you.
4. Price of product at Meena Bazar is reasonable.

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5. Sales peoples are very helpful (customer service) at Meena Bazar.

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

Thank you very much for your co-operation.

Survey Result

Calculation of evaluation (ei)


With the help of the above questionnaire we have collected the data from our classmates, and
relatives. Then we calculated the value model according to their given data.
AGORA

Variety of
Quality of Product Location Customer
Price
Product (Availability of Outlet Service
Attributes )
5 4 5 5 4
5 4 4 2 5
4 4 4 4 4
5 4 3 4 5
4 4 3 2 4
4 5 4 3 3
3 4 4 2 4
5 4 3 2 3
5 4 2 1 3
4 4 1 5 3
4 4 3 4 2
3 4 4 4 3
5 4 4 2 4
Evaluation 3 4 4 2 5
from 5 4 4 3 5
the 1 4 5 4 4
respondents 4 4 5 3 3
3 4 3 3 4

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4 3 4 2 3
4 4 4 4 3
5 5 3 1 3
3 4 3 2 2
3 4 4 4 3
3 5 4 2 4
4 5 4 3 5
5 4 4 3 4
2 4 5 1 3
1 4 2 4 4
4 4 2 5 3
4 4 2 4 3
Total 114 123 106 90 108
Average 3.8 4.1 3.53333333 3 3.6
3

NANDAN

Variety of
Quality of Product Location of Customer
Price
Product (Availability Outlet Service
Attributes )
4 4 3 5 4
5 4 4 4 4
4 3 4 4 3
5 5 3 3 4
4 4 4 2 4
4 5 4 3 3
3 3 4 2 4
5 4 3 3 3
5 4 3 3 3
4 3 4 5 3
4 3 3 4 2
Evaluation
3 4 4 4 3
from 5 4 4 2 3
the 2 4 5 2 2
respondents 5 4 4 3 2
1 3 3 4 4
4 3 3 3 3
3 4 3 3 4
4 3 4 3 3
4 4 2 4 3
5 3 3 2 3
3 4 3 4 3

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2 4 4 4 3
2 2 2 3 4
4 5 3 3 3
5 4 4 3 4
2 3 4 4 4
1 3 4 4 4
4 4 4 5 2
4 4 2 4 3
Total 110 111 104 102 97
Average 3.66666666 3.7 3.46666666 3.4 3.233333333
7 7

MEENA BAZAR

Variety of
Quality
Product Location Customer
of Price
(Availability of Outlet Service
Product
Attributes )
4 4 3 5 4
5 4 4 3 3
4 3 4 3 3
5 2 3 2 3
4 4 3 2 4
4 5 4 3 4
3 3 4 2 4
5 2 3 2 3
5 4 2 3 3
4 3 5 5 3
Evaluation 4 2 3 4 2
3 4 4 4 3
from
5 4 4 4 2
the 2 4 4 4 2
3 4 4 3 2
respondents
2 3 3 4 4
4 3 3 3 3
3 4 3 3 4
4 3 4 2 3
3 4 2 4 3
3 3 3 4 3
3 2 3 2 2
2 4 5 4 3

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2 2 4 2 4
4 5 3 3 3
4 3 3 3 3
2 4 4 4 3
1 4 2 4 4
4 4 2 3 4
4 4 2 4 3
Total 105 104 100 98 94
Average 3.5 3.46666667 3.33333333 3.26666666 3.133333333
3 7

SHWAPNO

Variety of
Quality Location
Product Customer
of of Price
(Availability Service
Product Outlet
Attributes )
1 4 5 5 2
1 3 4 4 1
2 3 4 4 1
2 2 3 3 2
3 2 3 4 4
3 2 4 4 3
3 3 4 4 2
3 2 3 4 2
2 1 4 3 1
3 3 5 5 3
3 2 3 4 2
3 1 4 4 3
3 2 4 4 2
2 1 4 4 2
3 2 4 3 2
1 3 3 4 4
4 2 3 3 3
3 2 3 3 2
4 3 4 4 3
Evaluation 2 3 4 4 3
2 3 3 4 2

24
3 2 3 4 2
2 3 5 4 3
2 2 4 2 2
2 1 5 3 3
2 2 5 3 3
2 3 4 4 2
1 1 5 4 3
2 1 4 5 3
3 4 4 4 3
Total 72 68 117 114 73
Average 2.4 2.26666667 3.9 3.8 2.433333333

25