Term Paper on

MAX BAGS

Course Code: MKT410

Course Title: Consumer Behavior

Section: 01

Submitted to
Md. Farhan Faruqui

Assistant Professor

Department of Business Administration,

East West University

Submitted by

Name ID
Nafiz Ahmed Nabil 2019-1-10-253
Sabbir Hasan Emon 2018-1-10-277
Md. Tanjil 2018-1-10-148
Annita Jahan 2018-1-10-005
Shams Saleheen 2017-1-10-240

Date of Submission

6th May, 2021

 Letter of Transmittal

6th May, 2021

Md. Farhan Faruqui

Assistant Professor

Department of Business Administration

East West University

Subject: Request for acceptance of the Term Paper

Honorable Sir,

We are pleased to submit the report that you asked for and gave us the authorization to work on
“MAX BAGS” to deal with the problem or issue in a real-world situation. We tried our level
best to work on it carefully and sincerely to make the report informative as much as possible
Though we are in learning curve, in this term paper we have tried to make a good combination
of learning from the course. If there is any mistake and clarification required and query needed
regarding this term paper will be gratefully acknowledged.

In the circumstances stated above, we sincerely hope this report will fulfill the requirements
advised by you for the course MKT410. Lastly, we would be gratified if you would allocate
some of your valuable time to examine this report.

Sincerely Yours,

Nafiz Ahmed Nabil

Sabbir Hassan Emon

Md. Tanjil

Annita Jahan

Shams Saleheen
 Contents
Letter of Transmittal ...........................................................................................................................
Executive Summery.............................................................................................................................
Acknowledgement ..............................................................................................................................
Introduction ......................................................................................................................................1
Origin of the Report .................................................................................................................................. 1
Object of the Study ................................................................................................................................... 1
Scope of the Study .................................................................................................................................... 1
Limitation of the study .............................................................................................................................. 2
Methodology............................................................................................................................................. 2
Primary Source ...................................................................................................................................... 2
Secondary Sources ................................................................................................................................ 3
Company Profile ................................................................................................................................4
Analysis of the Consumer Behavior towards MAX BAGS ......................................................................6
Demographic Factors .........................................................................................................................7
Demographic Factor Analysis.................................................................................................................... 7
Gender ...................................................................................................................................................... 8
Strategy: ................................................................................................................................................ 8
Age ............................................................................................................................................................ 9
Strategy: ................................................................................................................................................ 9
Education ................................................................................................................................................ 10
Strategy: .............................................................................................................................................. 10
Occupation .............................................................................................................................................. 11
Strategy: .............................................................................................................................................. 11
Average Family Income (BDT) ................................................................................................................. 12
Strategy: .............................................................................................................................................. 12
Psychographic Factors ...................................................................................................................... 13
First Expression about Hearing the Name of MAX Bags ......................................................................... 13
Strategy: .............................................................................................................................................. 14
What factors do you consider when you buy a Bag? ............................................................................. 14
Strategy: .............................................................................................................................................. 15
Influencing Behavior ........................................................................................................................ 15
 How do you know about MAX Bags? ...................................................................................................... 15
Who pursue you the most to go to Buy Bags? ....................................................................................... 16
Strategy: .............................................................................................................................................. 17
Preferred TV Channels ............................................................................................................................ 17
Strategy: .............................................................................................................................................. 19
Spending Leisure Time ............................................................................................................................ 19
Strategy: .............................................................................................................................................. 20
Perceptual Mapping ......................................................................................................................... 20
Strategy: .............................................................................................................................................. 21
Attitude Component ........................................................................................................................ 22
Affective Component .............................................................................................................................. 22
Cognitive Component ............................................................................................................................. 23
Measuring Weights ............................................................................................................................. 24
Quick Analysis ..................................................................................................................................... 25
Changing Cognitive Component ......................................................................................................... 25
Behavioral Component..................................................................................................................... 27
Probability of buying Max Bag Next Time ............................................................................................... 27
Strategy: .............................................................................................................................................. 27
People Buy a Bag..................................................................................................................................... 28
Last time went to____________ (Name of The Brand).......................................................................... 28
Strategy: .............................................................................................................................................. 29
I usually go to_____________ ................................................................................................................ 29
Strategy ............................................................................................................................................... 30
Learning Through Conditioning......................................................................................................... 30
Operant Conditioning ............................................................................................................................. 31
Component Consistency ......................................................................................................................... 31
Self-Concept .................................................................................................................................... 31
Strategy: .............................................................................................................................................. 32
Recommendation ............................................................................................................................ 32
Conclusion ....................................................................................................................................... 33
Bibliography .................................................................................................................................... 34
Appendix ......................................................................................................................................... 35
Questionnaires of “MAX BAGS” .............................................................................................................. 35
 Executive Summery

Max is one of the most popular bag brands in Bangladesh. On June 12, 1998, Max brand bag
established in Bangladesh by Piniti International. Improved quality products, attractive design and
sales service in 3 years, the Max brand has taken place in people mind.

This report is based on this brand and how clients respond to Max Bags and its closest competitors.
An overview has been conducted among 87 individuals with differing demography to achieve tall
exactness of this report. The survey covers diverse traits and measurements with respect to Max
Bags, its competitors and burger as a product whole. The participants were from diverse socio
financial course which speaks to their money related, social and instructive foundation. Whereas
the socioeconomics appear intense significance towards the buying conduct of buyers, a mental
measurement of the consumer is additionally examined through the overview.

This included inquiries approximately their top pick relaxation exercises. Whereas this overview
brought light to numerous critical variables that required to be progressed within the case of Max
Bags, it moreover appeared the buying conduct of the fundamental target showcase of saree in our
nation through diverse age, sexual orientation, status etc.

President, Fortuna and Camel Mountain are the three most competitive brands with regard to Max
Bags. Among them Max Bags sits within a good position indeed in spite of the fact that it has tall
estimated items comparing to other three. However, the tall cost comes with extraordinary plan
and quality. That appears indeed in spite of the fact that Bangladesh is as of now a creating nation,
the customers like to favor quality over cost in any given circumstance. Being said that, price is in
any case an awfully vital figure since the larger part of the Bangladeshi consumers of burger have
a place to medium to lower medium social course.

Consumer do not as it were purchase bags for himself or herself, they moreover buy for their
relatives, family individuals and companions. Numerous imperative components such as plan,
staffs conduct, life span are considered by them some time recently making an acquiring choice.
These properties are what the scale of a perfect bag brand is made of. Through the travel of finding
out how near MAX Bags is to the perfect bag brand. We compared it with President Bag, which
is considered to be the closest competitor of the brand.

The result appears to be that whereas Max Bag is ahead in some of the variables than President
Bag, the brand is lagging behind in some of the most crucial attributes & activities.
 Acknowledgement

We would like to convey our gratitude to the almighty because of successful completion of this
term paper. We would like to thank our honorable faculty, Assistant Professor Md. Farhan Faruqui
for providing us with the opportunity to work on this term paper and gain experience.

We also thank all our group members & friends who inspired us & helped us to build confidence
and put us in a deep concentration to carry on our course work and supported us at the end with
great excellence.

We lastly would like to express our appreciation to our East West University and we are eventually
grateful to the University and its excellence that works for education encourages us and creates
knowledge, as knowledge is power.
 Introduction

Origin of the Report

Our bunch will be seeking after major in Promoting. Buyer conduct is one of the basic courses we
have to be attend to get it how people feel, think and act within the showcase put. In this course, it
is required to do viable ponder almost the current or potential customers of particular company or
item. This report has been arranged as a portion of fractional necessity of the course “Consumer
Behavior” (MKT 410) of Trade Organization Office of East West College. Our course teachers
Md. Farhan Faruqui, Partner Teacher of Promoting has relegated us this report as a portion of the
course Consumer Behavior. He has authorized the errand of composing this report on a gather
premise & has given us this task on “MAX BAGS”.

Object of the Study

The objective of the think about is to memorize the commonsense implementation of the theories
within the within the course Consumer behavior. In expansion to serve this reason, one individual
has to be known almost the consumer’s conduct. The objective of this report moreover incorporates
being commonplace with distinctive items within the showcase and how Consumer carry on.

Scope of the Study

Essentially, we are concern approximately the MAX BAGS. The zone of study was based on
Dhaka city. So, all the guessed will be made based on Dhaka city. It may be a comprehensive
report based on organized survey overview, information collection, information calculation,
people’s conclusion, our recognition and information, books of Buyer Conduct, daily paper and so
on. We have tried our level best to do a distant better and faultless report.

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Limitation of the study

Like other reports, we had to confront a few confinements and issues, which made impediment to
create this report immaculate, but we have tried our level best to form a distant better report. While
preparing the report we had to confront a few issues. Such as:

 Time deficiency was one of the major issues.

 Refusal to reply the survey.
 Lack of customers of Max Bags

Methodology

This report is exclusively based on data collected through individual interviews & examination of
collected information. To have way better understanding of the subject we took offer assistance
from a few reference books. We moreover collected data through web. With the collected crude
data, we dissected and attempted to decide a few components. At that point we translated our
findings presented them within the term paper.

• Nature of the responder: Exploratory

• Source of data:

I. Primary Source.
II. Secondary Source.

Primary Source

Primary source were randomly selected individuals. The following factors were considered to
collect information:

• Sampling method: Convenient sampling.

• Information Collection instrument: Structured questionnaire for responds.
• Sample size: 87 individuals.
•

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Secondary Sources

Secondary information was collected from internet.

Analysis of information: statistical technique through MS Excel was used to analyze

the collected data. Average, weighted average were used here. Presentation of information:
Collected and calculated information are presented in Graphical forms.

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 Company Profile

Max is one of the most popular bag brands in Bangladesh. On June 12, 1998, Max brand bag
established in Bangladesh by Piniti International. Improved quality products, attractive design and
sales service in 3 years, the Max brand has taken place in people mind. From BDT 500 to BDT
7,000 all kinds off max brand travels good items including School bag, office bag, backpack,
laptop bag, travel bag, travel trolley case, trolley case, shoulder bag, crew trolley case, baby bag,
college bags are available.

We believe the best stories and dreams of our customer and to be the partner of that dream of our
customer. Not to mention the best laughs, and the best memories, too. That’s why we put so much
thought into every last detail that goes into our Bags: the design, the variety, the functionality and
the service. We create spaces that evoke emotion, because we believe bags is all about the
experience in traveling or in a journey and being able to connect with those who matter most.

The way we see it, there is no room for shortcuts in the business of taking care of people. That’s
as true for the people on our own team as it is for the customers, we serve every day. We are able
to do what we do because we surround ourselves with people who are just as passionate about the
business service as we provide. Making people happy makes us happy, it’s as simple as that.

Carrying a bag into a journey is not only about carrying your clothes anymore in times like this. It
is about giving and serving and experiencing in your journey through carrying a bag and that is
exactly what MAX bags is for. Our bags are in the best quality with the exact shapes our customer
wants. Design, functionality and variety are the reasons that make us different from our
competitors. Our commitment to creating the best possible bags for our discerning guests, and the
price and affordability is a direct reflection of that promise.

Until a few decades ago, almost everything that we used as bags was not too well functioned.
Nowadays because of companies like MAX people are getting quality bags in variety of design
with multiple functions. Max Bag’s hope is to help achieve the people to get to their dream and be
the partner as a bag in their dream journey. Max Bags, “The Fellow-Partner in Your Dream
Journey”

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Address:
86/1 (6th floor) Inner Circular (VIP) Road,

Naya Paltan 1000 Dhaka, Bangladesh

Phone: 09613 300400 (Hot Line)

Hours: Always Open for Online Orders

Website: http://www.maxbagworld.com/ (New Site is Coming Soon)

Facebook: https://www.facebook.com/maxbagworld

Instagram: https://www.instagram.com/maxbagworld/

YouTube: https://www.youtube.com/channel/UCRCJL6lLVpuQsLqgyPo-w8g

**There is no Vision available in their website**

**There is no Mission available in their website**

Bags of MAX Brands (Price Varies from BDT 500 to BDT 7000)

SCHOOL BAG

OFFICE BAG

BACKPACK

LAPTOP BAG

TRAVEL BAG

TRAVEL TROLLY CASE

TROLLEY CASE

SHOULDER CASE

CREW TROLLEY BAG

BABY BAG

COLLEGE BAG

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 Analysis of the Consumer Behavior towards MAX BAGS

The demographic environment involves people and people who make up market. This is the
reason; it is one of the major interests for marketers. Demography is the study regarding
population age, gender, education, income and other elements in this sector. We segmented the
people in 5 sectors,

I. Gender
II. Age
III. Education
IV. Occupation
V. Average Family Income

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 Demographic Factors

Demographic Factor Analysis

CAMEL NORTH
MAX BAG PRESIDENT FORTUNA
MOUNTAIN STAR
Gender
Male 15 19 6 8 5
Female 9 10 8 3 4

Age
Below 18 0 2 1 2 0
19-25 22 27 13 9 9
25-35 2 0 0 0 0
35-45 0 0 0 0 0
45 & above 0 0 0 0 0

Occupation
Student 24 29 14 11 9
Service 0 0 0 0 0
Service Holder 0 0 0 0 0
Homemaker 0 0 0 0 0

Average Family Income

Less or equal to 25,000 8 10 4 3 3
25,001- 55,000 6 4 4 6 1
55,001-75,000 3 8 3 1 1
75,000- 100000 5 5 1 0 2
Above 100,000 2 2 2 1 2

Education
Masters/MBA 0 0 0 0 0
Graduate 4 2 0 1 0
Undergraduate 20 27 14 10 9
HSC/A-level 0 0 0 0 0
SSC/O-level 0 0 0 0 0

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Gender

In the gender segmentation, there are generally two segments into the market; male and female.
We also have divided the segment into male and female. As both segment of people, consume
burger generally. We have surveyed 87 people among them 53 were male and 34 were female.
According to our survey, 60.9% of the respondents were male and 39.1% were female.

GENDER NUMBER OF PEOPLE PERCENTAGE

Male 53 60.90%

Female 34 39.10%

Total 87 100%

Strategy:

• From the survey, it is cleared that the male portion is quite higher than the female
ratio. Therefore, they should target and create popularity of them among the female
customers. Because of this reason "MAX BAGS" must focus mostly on male and try
to attract female customers.
• They can give promotional discounts, as well as new offers for the female customers
on female oriented days such as Women’s day, Mother’s Day etc.
• They should make more advertisements and promotional activities to its target
market. If it fails to attract both the male and female customers, people may go to
other bag shops, as there is a competitive market.

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Age

Another factor of demographic is age. It is an important factor to identify the customer’s

behaviors. To find out the variation of customers in different age, we have asked question to the
different age group. Among the 87 people survey, there were people from 5 segment. There were
people from 5.70% or 5 people from bellow 18 age group. Majority of the people from 19-25 age
group. There were 90.80% people. There were also 2.30% people from 26-35 age group and 1
person were above 46 & above years old.

AGE GROUP NUMBER OF PEOPLE PERCENTAGE

18 & Below 5 5.70%

19-25 79 90.80%

26-35 2 2.30%

36-45 0 0.00%

46 and Above 1 1.10%

Total 87 100%

Strategy:

 Here most of the customers are age of 19-25. This one group represent the whole 91%.
So, MAX BAGS should focus on the 26-35 age people, 36-45 age people & 46 and above
age who generally buy different bag brands.

 They should start upgrading their services by which they can attract the young generation
as we can see that these are the people who represent majority of the market.

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Education

There were five segments regarding education. SSC, HSC, Undergraduate, Graduate and
MBA/Masters student. Our majority of the respondents were undergraduate respondents. It is
92.00% of the survey population. There were 7 students from graduate level, who have been
recently graduated and some may enter into the workforce in future. From HSC/A-levels, 0.00%
from and master’s level which is 0.00% of the surveyors.

EDUCATION STATUS NUMBER OF PEOPLE PERCENTAGE

SSC/ O levels 0 0.00%

HSC/A-levels 0 0.00%

Undergraduate 80 92.00%

Graduate 7 8.00%

MBA/Masters 0 0.00%

Total 87 100%

Strategy:

 Educated people are very aware of the bag brands quality and functionality, so they
should maintain their quality very consciously.
 Should focus on who have already done Masters/MBA and who are enrolled into
graduate program or any of the Masters/Post-Graduation or MBA program.
 The advertisement and different promotional activities should be done in different
Universities and Organizations simultaneously.

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Occupation

Occupation is the extent to which we are able to identify what our respondents do for living. This
one also one of the major factors in demography. Because it indicates how thought process works
of a certain profession regarding burger consumption.

Here, all our respondents are students. Out of 87 people, 87 or 100.00% are students.

OCCUPATION NUMBER PERCENTAGE

Student 87 100.00%

Service Holder 0 0.00%

Home Maker 0 0.00%

Businessman 0 0.00%

Total 87 100.00%

Strategy:

 They should give discounts to the students

 They should also focus on private employees and government employees as they also
representing a major portion of the market.

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Average Family Income (BDT)

Economic status for income is also a part of demographic factor. It defines how much a person
earns. It also indicates the spending behavior and pattern of people. To our respondents we asked
about their average family income in a month. We divided it into four portions. The majority of
the respondents are 32.20% of the respondents has less or equal to 25,000 average family income
in a month. 21 people out of 87 or 24.10% has family income 25,001-55,000 BDT. 09 people has
family earning above 100,000 takas. 18.40% respondents or 16 people has average family income
of 55,001-75,000 BDT.

AVERAGE FAMILY INCOME (BDT) NUMBER OF PEOPLE PERCENTAGE

Less or equal to 25,000 28 32.20%

25,001-55,000 21 24.10%

55,001-75,000 16 18.40%

75,000-100,000 13 14.90%

Above 100,000 9 10.30%

Total 87 100%

Strategy:

 They can focus on the Bag quality and service as people with high-income level such
as business man, high-end families, and compulsive spenders visit this burger place,
they are the ones that are willing to spend their money on good dining and service at a
value price. For that they can sponsor events so attract high-income level family.
 They should focus on above 1, 00,000 earning families/ customers through following
a proper timeline.

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 Psychographic Factors

To know about the customers of MAX BAGS, we did psychographic factor analysis. Why
customers choose or avoid MAX bags will be known by analysis of this factor. What actually
triggers them to buy their bags will be known by this. Psychographic factors are also very
important to determine the interests and preferences of target market audiences because This field
of study focuses on collecting and analyzing the characteristics of an audience that are slightly
more intangible, such as interests, habits, attitudes, emotions, and preferences.

First Expression about Hearing the Name of MAX Bags

We asked people about what comes to their mind first when they hear the name of MAX bags. In
addition, people express their thoughts about it. One person chooses multiple option from this
question.

PARTICULARS NUMBER OF PEOPLE

Reasonable Price 38

Durable 38

Variety in Design 29

Availability 28

High Status 10

Good Design 25

Spacious 12

Good Functionality 16

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From the survey of 87 people, 38 people said that the thing that comes to their mind is “Reasonable
Price”. Same number of people followed “Durability”. Second majority of the people said “Variety
in Design” comes to their mind after hearing the name MAX bags. We got 28 responses for
Availability, Good Design got 25 responses and High Status got the lowest response and the
number is 10.

Strategy:

 As 38 people responded that “Reasonable Pricing” is the word that comes in their head
when they hear the name MAX Bags so the company should be focused that the price is
being maintained as it is now in the future. Same strategy goes for durability factor. They
should focus and make the brand more Spacious.

What factors do you consider when you buy a Bag?

We have tried to find out, what factor’s consumers consider when they decide to visit a Bag Shop.
People expect some set of values from a Bag shop. The factors depend on their needs, wants and
demands. According to our survey:

PARTICULARS NUMBER OF PEOPLE PERCENTAGE

Price 17 19.50%

Design 37 42.50%

Availability 2 2.30%

Durability 19 21.80%

Space 6 6.90%

Functionality 5 5.70%

Status 1 1.10%

Total 87 100.00%

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We can see that from our survey, 42.50% of people thinks about design of a bag in the time of
purchasing. In Bangladesh, bag is known as just a carrier of few things but recently it grew under
out-of-scope opportunity. This is why 5.70% people thinks about “Functionality”. Also 21.80% of
people consider the Durability of a bag. The Status is considerable by 1.10% of the people.

Strategy:

 As 42.50% people consider Design of a bag, 21.80% people consider Durability and
19.50% when it comes to the matter of pricing, it illustrates the fact that large portion of
people consider Design, Durability and price as their top priority when they decide to buy
a bag.
 MAX bags should make sure the design, durability and pricing are maintained properly.
They should try to have a proper designed bag with a convenient level of durability with a
reasonable pricing.

Influencing Behavior

Bag buying decisions are based on perception of known ones or advertisements. To understand
the factors which influence the consumers to make buying decisions we asked people from which
factors they are getting more influenced in terms of decision making during a purchase. From our
survey, we have tried to find out the influencing factors

How do you know about MAX Bags?

(One Person could have chosen multiple option)

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 NUMBER OF
MEDIUM PERCENTAGE
PEOPLE
Social Media 35 40.20%

TVC 10 11.50%

Billboards / Posters 6 6.90%

Friends 42 48.30%

Relatives 14 16.10%

Other (Bag shops, Searching and Shopping Malls) 6 6.60%

From the responses, we can see that majority of the respondents, 48.30% of 42 people out of 87
people got to know about MAX Bags via Friends. Secondly, they got to know about MAX bags
through Social Media. Also, very low amount of people knows about MAX Bags via Billboards /
Posters, which is 6.90%.

Who pursue you the most to go to Buy Bags?

NUMBER OF
PARTICULARS PERCENTAGE
PEOPLE
Advertisement 7 8.00%

Family 17 19.50%

Friends 7 8.00%

Self 56 64.40%

Total 87 100.00%

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So, we can see from 87 respondents, 64.40% or 56 people perused by self to go to buy bags. 8.00%
of the people are influenced by advertisement. Family to buy Bags peruses 19.50% of the people.
Friends influences only 8.00% or 7 people.

Strategy:

 They should run more advertisement. As there is a huge chance to reach people through
advertisement. As people can get information from social media pages, they should
affiliate themselves with digital marketing agencies. So that they can run online
promotions as well.

 Introducing friends & family offers can get them more customers as friends & family are
their main source of information.

Preferred TV Channels

It is very important to about which TV channels target customers most preferred then MAX Bags
can target those channels for advertising, promotions. Below chart will provide preferred TV
channel

NUMBER OF PERCENTAG
TV CHANNELS
PEOPLE E
ATN 3 3.40%

Discovery 28 32.20%

MTV 11 12.60%

Star Sports 26 26.40%

Star Plus 5 5.70%

Sony max 1 1.10%

TLC 1 1.10%

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 Sony Sab 2 2.20%

Sports Channel 3 3.30%

BTV 1 1.10%

Independent TV 1 1.10%

Online website 1 1.10%

Netflix 1 1.10%

Dipto 1 1.10%

Cartoon Network 1 1.10%

None 3 3.30%

Total 87 100%

NUMBER OF
AMOUNT OF TIME SPENT IN WATCHING TV PERCENTAGE
PEOPLE
2 hours 24 27.60%

4 hours 34 39.10%

5 hours 21 24.10%

Less than an hour 5 5.70%

More than 5 hours 3 3.44%

Total 87 100.00%

According to our survey, most of the people watch Discovery. Second majority people watch
Sports Channel. In addition, they spent 2-5 hours a day in of Social Media. 27.60%people spent
2 hours on an average daily in Social Media. Females spent watching MTV and Star Plus.
However, the amount is low but they spent on these channels. Only 3.40%of the people watch
ATN channel.

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Strategy:

 We can see that people love to watch “Sports Channel”, “Discovery Channel” most it
means can target the Sports and Discovery also Music Channel as their primary
promotion time.
 Specifically, Star Sports, Discovery Channel and MTV can be targeted for promotion and
it will influence the people.
 MAX BAGS can also sponsor local sports match to grab the attention of people.

Spending Leisure Time

What people do in leisure it is very important for any company to know so that they can influence
people on that time by running advertisements, promotions etc. below table show our target market
what they do in their leisure time

NUMBER OF
ACTIVITIES PERCENTAGE
PEOPLE
Facebooking 33 37.90%

Hangout with friends 17 19.50%

Sleep 8 9.20%

Gaming 13 14.90%

Reading Books 3 3.44%

Netflix/watching Movies 3 3.44%

Skin & Hair Care 1 1.10%

Watch TV 10 11.50%

Total 87 100%

We can see that majority of our respondents 37.90% use Facebook in the leisure time. This means
they use social media mostly in their leisure times. 19.50% of the respondents or 17 people like to

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hang out with friends. 14.90% people do Gaming in the leisure time. People also like to sleep, skin
and Hair care, reading books in free time.

Strategy:

 It is clear that people spent more time on social networking and MAX BAGS has to
do promotion on different social media.
 MAX BAGS can continue promoting via social media. As majority of the people
known about them from social media. He should promote more and more via TVC
other social media platforms such as Instagram, YouTube.
 MAX BAGS should also start placing billboards and posters too in roads so that
people are aware of their service.

Perceptual Mapping

Perceptual mapping is a visual representation of where a brand, product, or service stands among
competitors. It is also known as positional mapping. This type of competitive analysis framework
generally consists of two key attributes as a basis. The use of a graph or map in the development
of a new product, in which proximity of consumer’s images of the new product to those of an ideal.
It takes consumers perception of how similar various brands or products are to each other and
relates this perception to product attributes. Through perceptual mapping, we tried to show Max
Bag’s position compared to other brands in the market. The measurement and data are given which
has been collected from customers:

MAX NORTH CAMEL

PARTICULARS FORTUNA PRESIDENT
BAG STAR MOUNTAIN
Price 3.276 3.207 3.598 3.276 3.391

Durability 3.31 3.195 3.644 3.253 3.747

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 PERCEPTUAL MAPPING BETWEEN PRICE & DURABILITY
3.9

3.8
3.391, 3.747, 1
3.7
3.598, 3.644, 1
3.6
Price

3.5

3.4

3.3 3.276, 3.31, 1

3.276, 3.253, 1
3.2 3.207, 3.195, 1

3.1
3.1 3.2 3.3 3.4 3.5 3.6 3.7
Durability

Max Bags President Fortuna North Star Camel Mountain

On the above, in the perceptual mapping it is clear that Camel Mountain is sharing the portion of
high price and high durability (3.3, 3.7) rather than other brands. President (3.6, 3.6) is low on
price and high on durability. Max is in the third position of mid-level price and durability. On the
other hand, while North Star and Fortuna having a low price, they also have a comparatively low
quality than the other two.

Strategy:

 Max Bag is in the third position in quality, so marketers need to change that belief and make
consumers more aware of the variety and quality of Max Bags.
 Max Bag is placed as a mid-range pricey brand in consumer’s mind, while the information
is not satisfactory, marketers should focus more on the quality of products.
 Max Bag should focus on marketing. Consumers are not aware about their premium bags.

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 Attitude Component

Attitude component is the evaluation of person view, favoring, disfavoring manner toward people
or object. Attitude structure can be defined as three components.

I. Affective
II. Cognitive
III. Behavioral

Affective Component

Affective component is the emotional or feeling segment of an attitude. It is related to the statement
which affects another person. It deals with feelings or emotions that are brought to the surface
about something, such as fear or hate.

STRONGLY STRONGLY
STATEMENT AGREE NEUTRAL DISAGREE
AGREE DISAGREE

I am satisfied with the service of

10 23 39 8 7
“Max Bag”

“Max Bag” is over priced 3 25 29 26 4

I am satisfied with the durability

12 23 36 11 5
of “Max Bag”

I like "Max Bag" 8 26 34 17 2

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From the table, we can see that among 87 people, 10 strongly agree about the statement that they
are satisfied with the service of “Max Bag”, 23 people agreed with it, 39 people is neutral, only 8
people disagreed but 7 of them strongly disagreed with the statement. On the other hand, second
statement is if “Max Bag” is overpriced, 3 people strongly agreed, 25 people agreed, 29 people
stayed neutral, 26 people disagreed and 4 people strongly disagreed. Third question is about the
durability of “Max Bag” out of 87 people 12 people are strongly agreed, 23 people agreed, 36
people stayed neutral on this, 11 people disagreed and 5 strongly disagreed. We have also asked
about whether they like "Max Bag" or not, 2 of them strongly disagreed, 17 people disagreed, 34
people are neutral, 26 people agreed and 8 people strongly agreed.

Cognitive Component

The cognitive component of attitudes refers to the beliefs, thoughts and attributes that we would
associate with an object. It is the opinion or belief segment of an attitude. It refers that part of
attitude which is related to the general knowledge of a person.
We have tried to discover the belief system of the customers about “Max Bag”. The survey of 87
people illustrated the belief they had about “Max Bag”-

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 ATTRIBUTES WEIGHTS

Price 0.20 Measuring Weights

Design* 0.43 Weights were assigned according to the importance the

survey respondents had put as an ideal bag. And based on
Status* 0.01
the survey result, we got to reveal that a significant number
Availability 0.02 of respondents gave their most priority concern on the
Durability 0.22 design quality (43%) & least concern on the status (1%)
perspective. Durability & Price was also a major pin point
Space 0.07
for them with 22% & 20% respectably.
Functionality 0.06 And other attributes had somewhat similar weightage, 7%
for its space, 6% for functionality & 2% for its availability.

ATTRIBUTES : MAX BAG BANGLADESH

Price Design Status Availability Durability Space Functionality
Max Bag Total 318 308 302 317 322 316 313
Max Bag Average 3.66 3.54 3.47 3.64 3.70 3.63 3.60
Ideal Total 280 344 331 317 326 346 328
Ideal Average 3.22 3.95 3.80 3.64 3.75 3.98 3.77
A-I 0.44 -0.41 -0.33 0.00 -0.05 -0.35 -0.17
|A-I| 0.44 0.41 0.33 0.00 0.05 0.35 0.17

Total Deviation : 1.75

Weight 0.20 0.43 0.01 0.02 0.22 0.07 0.06
Weighted Average 0.09 0.18 0.00 0.00 0.01 0.02 0.01
Total Weighted Average : 0.31

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 ATTRIBUTES : PRESIDENT BAG BANGLADESH
Price Design Status Availability Durability Space Functionality
President Bag Total 334 319 320 327 322 313 304
President Bag Average 3.84 3.67 3.68 3.76 3.70 3.63 3.49
Ideal Total 280 344 331 317 326 346 328
Ideal Average 3.22 3.95 3.80 3.64 3.75 3.98 3.77
A-I 0.62 -0.29 -0.13 0.11 -0.05 -0.35 -0.28
|A-I| 0.62 0.29 0.13 0.11 0.05 0.35 0.28
Total Deviation : 1.82
Weight 0.20 0.43 0.01 0.02 0.22 0.07 0.06
Weighted Average 0.12 0.12 0.00 0.00 0.01 0.02 0.02
Total Weighted Average : 0.30

Quick Analysis

After comparing the different attributes of President Bag & Max Bag, we have come into a
conclusion that President Bag is slightly in a better condition under customer’s perception.
Because, President Bag has better specialized in their design compared to Max Bag & those
attribute has the most priority in customers mind when it comes to an ideal bag they desires.

So, what can be done for Max Bag to deal with this issue? We are going to discuss below.

Changing Cognitive Component

Marketers can try to change the belief system of the customers without directly changing the
behavioral components. If they are able to do so then this change may also change the affective
and behavioral components in the process.

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So, Max Bag’s marketing team can change the cognitive components in three different ways to
solve the cognitive issue:

I. Change Beliefs
II. Shift Importance
III. Add Benefits
IV. Change Ideal

1) Changing Beliefs: Max Bag doesn’t need a drastic change but a little more effort on their
promotional & advertising campaign by highlighting the quality designs & the affordable
options they provide. ex: They can make Mehazabien as their brand ambassador to push
the belief of aesthetics as well as status (even though it has the lowest weight)

2) Shifting Importance: Max Bag can also shift the focus on where they are leading. In
Max Bag’s communication method, they can emphasize the idea of the importance of
price, durability, space & functionality a customer needs on a bag.

3) Adding Benefits: The customers already know about the superiority of the Max Bag’s
durability & affordability but they may also add a new belief, ex: the durability comes
from top notch materials they use in their product & more affordable design options for
student category bags.

4) Changing Ideal: Max Bag even can change belief about the ideal bag a customer desires.
Max Bag can influence the customer’s beliefs about ideal bag in terms of sustainability
policy, ex: Max Bag’s production materials were sourced in a sustainable way by keeping
the fair trade policy. This will not just reach the mind & heart but the soul of the
customers resulting a more positive image.

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 Behavioral Component

The behavioral component of an attitude is one’s tendency to respond in a certain manner toward
an object or activity. The behavioral component provides response tendencies or behavioral
intentions. Actual behaviors reflect these intentions as they are modified by the situation in which
the behavior will occur.

Probability of buying Max Bag Next Time

NUMBER OF
STATEMENTS PERCENTAGE
PEOPLE
Definitely will buy 14 16.10%

May or may not buy 32 36.80%

Probably will Buy 32 36.80%

Probably will not buy 6 6.90%

Definitely not buy 3 3.40%

Total 87 100%

We found that 16.10% people said that they will definitely buy Max Bag and 36. 80% people said
that probably they would buy. 36.80% people said that they may or may not buy Max Bag next
time. On the other hand, 6.90% said that they probably not buy Max Bag next time and 3.40%
people said that they would definitely not buy Max Bag next time.

Strategy:

As we can see majority of the people 32.80% say they will may or may not go and other 32.80%
people said probably they will buy.
 They can create more good perception in consumers’ mind about their status.
 They can influence customers by their high-quality bags.
 Advertisements and promotions in traditional and also digital media or way.

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People Buy a Bag

For a bag brand, it is very important to know how frequently people usually buy a bag. Below we
are showing how much people buy bags

Frequency Number of People Percentage

Once in a month 3 3.44%

Less than a year 22 25.28%

Twice in a Year 12 13.79%

Once in a Year 43 49.43%

Once in 3 Months 7 8.05%

Total 87 100%

Here we can see from our survey, the majority of the respondents buy bags once in a year, which
is 49.43%. 25.28% of the people buy bags less than a year. 13.79% of the people buy bags twice
in a year. There are also people who buy bags once in a month, which is 3.44% of our respondents.
8.05% people buy bags once in every three months.

Last time went to____________ (Name of The Brand)

NUMBER OF
BAG BRANDS PERCENTAGE
PEOPLE
President 22 25.28%
MAX Bags 11 12.64%
Camel Mountain 4 4.59%
Fortuna 3 3.44%
Among Others (Bata, Xaomi, Aarong) 47 54.02%

Total 87 100.00%

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From here, we can see last time people visited mostly to the market leader bag brand President.
25.28% of our respondents went there. Secondly people went to MAX Bags, 12.64% people
went there. In our 3rd position there is Camel Mountain, 4.59% people went their last time for
buying bag brand. Only 3.44% people went last time to Fortuna for buying bag brand.

This question was mostly misunderstood by the respondents that’s why the others’ part is
looking heavy. Many respondents even mention their time when they were asked of this
question. That is why we are showing an accumulated percentage of the others that is 54.02%.

Strategy:

As we can see majority of the people used President Bag last time.

 They can analysis how to create more good perception in consumers like President.
 They can influence customers by their high-quality bags.
 Advertisements and promotions in digital media or way.

I usually go to_____________

BAG BRANDS NUMBER OF PEOPLE PERCENTAGE

President 23 26.43%

MAX Bags 18 20.68%

Camel Mountain 5 5.74%

Fortuna 3 3.44%

Among Others (Bata, Xiaomi, From Street,

Local Brands and Duplicate brands were 38 43.67%
mentioned)

Total 87 100%

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This part was also an open question for participants. Here they filled up by different bag company
names. But here only President Bag can see several times. Max bag was filled by 2 or 3 population.
Here also we can see President Bag create a good impact to the customers. People usually comfort
with President Bags.

Strategy

 They have to lower the price of bags keeping the quality same.
 They should improve their quality for premium bags.
 They should produce bag for all level of consumers
 They have to bring more variety in bag.
 They should identify President Bag’s strategy and develop their strategy.
 They should identify the gap of president bags and work for their own.
 They should promote their shop outside of social media.

Learning through Conditioning

Behavioral component cannot be changed directly. If marketers want to change the behavior
components, they have to think about cognitive and affective components. Marketers can change
the behavioral components by using different strategy such as-

I. Operant Conditioning
II. Component Consistency

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Operant Conditioning

A customer’s mind can be changed by modeling or shaping behavior by using a reinforcement. A

response that is given reinforcement is more likely to be repeated when the same situation arises
in the future. Reinforcement plays a vital role in operant conditioning.

MAX Bags can create positive emotion in people`s mind by promoting their product and quality
more and more because people have always been found where they can find quality bags and
service. It evokes thrill and positive image in consumer’s mind.

Component Consistency

A change in one attitude component tends to produce related change in other components.

MAX Bags can indirectly influence customers by promoting their events on social media and
different kinds of offer on various occasions.

Self-Concept

Personality is made of characteristic pattern of thoughts, feeling and behavior. From the survey,
we got to know about people`s personalities

ATTRIBUTES SUM AVERAGE

Fashionable-Simple 297 3.41

Formal - Informal 312 3.58

Youthful - Adult 308 3.54

Dominating - Submissive 283 3.25

Organized - Unorganized 308 3.54

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Here we can see from the table that most of the respondents were Formal and Youth as it has the
highest number of averages. Also, our respondents are organized and simple.

Strategy:

 As more people are organized, MAX Bags should promote their bags in organized
manner.
 They also need to make promotion keeping the idea about youth in the head. They
need to make relatable promotion.
 As people are organized too, they need to keep the management efficient.

Recommendation

If MAX Bags want to grab the market share and become the market leader, they have to work on
their design, durability, status and they should try and make the brand spacious. In addition, people
could not use much social media are not aware about MAX bags. To reach many people, they have
to make promotions outside of social media too. Some steps taken take-

 Make variety of design according to the preference of the generation Z.

 Do proper advertisement so that people are aware about the bag shops.
 Make more variant of bags.
 Keep the quality same
 Do not focus only on social media advertising but also do promotion via television and
billboards.
 Opening more branch.
 They should try to be more humorist during the time of promotion.
 To avoid the duplicate bags of Keranigonj they should promote their brands more
cautiously and start taking legal action for the duplicate brands.

Following these steps could help Max Bags to gain the majority of market share.

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 Conclusion

These days there are many computers in the market. People every day come up with new ideas
and new variety in design of bags. If they really want to compete with the market leader, they have
to be aware of their competitors. In addition, they have to keep their quality and be attractive so
that consumers can differentiate them from the competitors. Consumers nowadays are very
educated youth and organized. To meet their needs MAX Bags, have to keep consistency of their
service with their customers.

By satisfying their target customers, they can become one of the best bag brands locally and can
compete against foreign franchise companies.

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 Bibliography

Book

Hawkins, Mothersbaugh. (2016) “Consumer Behavior: Building Marketing Strategy”. 2 Penn Plaza,

New York10121: MacGraw-Hill Eduaction, Pages (Chapter 9: 312-344), (Chapter 11: 382-409)

Website & Online

Max Bag’s Official Website: https://maxbagworld.com/

Facebook: https://www.facebook.com/maxbagworld

Instagram: https://www.instagram.com/maxbagworld/

YouTube: https://www.youtube.com/channel/UCRCJL6lLVpuQsLqgyPo-w8g

Tools

Google Forms:

https://docs.google.com/forms/d/1z1RPZJkYnX7MqN_G6NsIQ_kZL9sANBVFB2Ct2Crp9

5g/edit

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 Appendix

Questionnaires of “MAX BAGS”

We are the students of East West University and as a part of the BBA program, we are
doing the course of “Consumer Behavior”. For the requirement of this course, we need
to conduct a survey about the consumers’ feelings, beliefs, and behaviors. The topic of
this survey is “MAX BAGS”. We are going to take your suggestions and opinions. We
ensure that the data will only be used for academic purpose.

1. Age
a) 18 & Bellow b) 19-25 c) 25-35
d) 35-45 e) 45 and above

2. Gender
a) Male b) Female

3. Education
a) Masters/MBA b) Graduate c) Undergraduate
d) HSC/A-level e) SSC/O-level
f) Others (Please specify) ...........................

4. Occupation
a) Student b) Businessman c) Service holder
d) Homemaker e) Others (Please specify) ...........................

5. Average family income (BDT)-

a) Less or equal 25,000 b) 25,001- 55,000 c) 55,001-75,000
d) 75,000- 100000 e) Above 100,000

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 6. What do you do during leisure time?
a) Watch TV b) Hangout with friends c) Gaming
d) Facebooking e) Sleeping f) Others (Please specify) ......

7. Which TV channel do you usually watch?

a) MTV b) Star Plus c) Discovery
d) Star sport e) ATN f) Others (Please specify) .........

8. How much time do you spend on social media on average? (In a day)
a) Less Than an Hour b) 2 Hours c) 4 Hours
d) 5 Hours e) Others (Please specify) .........................

9. How Frequently do you buy Bags?

a) Once in a month b) Once in every 3 months c) Twice a year
d) Once in a Year f) Less than once in a Year

10. For whom do you buy Bags?

a) For myself b) For Family Members c) Friends
d) Relatives e) Others (Please specify) ......................

11. Who pursue you the most to go to buy Bags?

a) Self b) Advertisement c) Family
d) Friends e) Others (Please specify) ......................

12. What factors do you consider when you buy Bags?

a) Price b) Design c) Availability
d) Durability e) Space f) Functionality
g) Status h) Others (Please specify) ......................

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 13. Rank the following Bag Brands according to your preference (Most Preferred=5; Least
preferred=1)

MAX BAGS Fortuna President Northstar Camel Mountain

14. Rank the following Bag Brands according to PRICE of bags (Very High =5; Very Low =1)

MAX BAGS Fortuna President Northstar Camel Mountain

15. Rank the following Bag Brands according to DURABILITY of Bags (Very High =5; Very
Low =1)

MAX BAGS Fortuna President Northstar Camel Mountain

16. What comes in your mind when you hear the name of “MAX BAGS”?
a) Reasonable Price b) Durable c) Variety in design
d) Available e) High Status f) Good design
g) Spacious h) Good Functionality i) Others (Please specify)

17. How do you know about “MAX BAGS”?

a) Friends/Relatives b) Billboards c) Social Media
d) TVC e) Others (Please specify) ......................

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 18. Place a belief of different attributes of “MAX BAGS” in the below space?

5 4 3 2 1
High Price Low Price
Good Design Poor Design
High Status Low Status
More Variety in design Less Variety in design
Good Material Poor Material
High Availability Low Availability
High Durability Low Durability
Good Service Poor Service
More Functions Less Functions

19. Place a belief of different attributes of an IDEAL BAG in the below space?

5 4 3 2 1
High Price Low Price
Good Design Poor Design
High Status Low Status
More Variety in design Less Variety in design
Good Material Poor Material
High Availability Low Availability
High Durability Low Durability
Good Service Poor Service
More Functions Less Functions

20. Place a belief of different attributes of a PRESIDENT BAGS in the below space?

5 4 3 2 1
High Price Low Price
Good Design Poor Design
High Status Low Status
More Variety in design Less Variety in design
Good Material Poor Material
High Availability Low Availability
High Durability Low Durability
Good Service Poor Service
More Functions Less Functions

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 21. Provide the level of agreement of the following statements regarding “MAX BAGS”
Statement

Strongly Disagree Neutral Agree Strongly

Disagree Agree

I am satisfied with the

Service of “MAX BAGS”

“MAX BAGS” is over- priced

I am satisfied with the durability

of “MAX BAGS”

I like “MAX BAGS”

22. I usually buy ________________ Bags.

23. Last time I bought ________________ Bag.

24. What is the probability of buying “MAX BAGS” the next time?
a) Definitely will buy b) Probably will buy c) May or may not buy
d) probably will not buy e) Definitely will not buy

25. How do you describe yourself (Place a tick mark)?

5 4 3 2 1
Traditional Modern
Formal Informal
Organized Unorganized
Youthful Adult
Dominating Submissive

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