IDLC Main Report

Chapter 1
Introduction
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1.1 Introduction:
The development of capital market has been receiving heightened attention from the policy-
makers in recent years. One explanation lies in the fundamental shift of development strategy
reflected in the nearly universal embrace of the private sector as an engine of economic growth.
The governments in both developed and developing countries, the international financial
institutions which exert tremendous influence on the policy-making apparatus of developing
countries and, to a great extent, the intelligentsia have all joined together as ardent advocates of
private entrepreneurship. Capital market can play an important role in accelerating economic
development through efficient intermediation of savings into productive investments and in
fostering the growth of private entrepreneurship.
IDLC Securities Limited (IDLCSL), a fully owned subsidiary of IDLC Finance Limited has been
set up to cater to the needs of the capital market needs of the institutional and individual clients.
IDLCSL offers full-fledged international standard brokerage service for retail and institutional
clients and foreign clients. Having seats in both Dhaka and Chittagong Stock Exchange Limited,
it is inevitable that IDLCSL became the trusted broker to most of the foreign, local institutional
investors and high net worth clients investing in Bangladesh and abroad.
IDLCSL is dedicated to providing a high level of professional and personalized services to its
domestic and international clients. The company intends to offer high quality product and service
at a competitive rate to all clients. It has proven reputation in serving customers by maintaining
strong compliance practices and extreme ethical standard.
1.2 Origin of the report
I was deputed as an Intern IDLCSL and it is a great opportunity for me to prepare a report based
on real life job experience which is a part of my BBA completion. Now I am working at
IDLCSL in Sales and trading department and it creates a great opportunity for me to prepare a
report on “Customer Satisfaction about Marketing mix strategies of IDLCSL” In whole report it
shows real life exposure of the activities of the organization as a brokerage service.
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This report has been originated as the course requirement of the BBA program. I hope the report
will give a clear idea about the customer Satisfaction of IDLC Securities Limited and how they
maintain compliance for running profitable business by avoiding any hazardous situation. And
also how they design their marketing activities to attract new customers as well as retain existing
customers by delivering superior value for strengthen their position in the capital market.
1.3 Objective of the Study
The objective of the report is to analyze the customer satisfaction about marketing mix strategies
of IDLC Securities Limited.
1.4 Scope of the report:
As I assigned to IDLCSL Motijheel branch, there is enough scope of the study. The report covers
the topic “An analysis on Customer Satisfaction about Marketing mix strategies of
IDLCSL”. I have had an opportunity to mix my experience by working in real field and also
literature knowledge. The area of concentration of this report is confined in investigating
different aspects of the sales and trading procedure of IDLCSL.
1.5 Methodology
Methods followed to perform a job or conducting activities to complete a task is called

Methodology. In conducting this study following methodology was adopted in collecting data
and information, preparation of reports etc. The methodology of report in given below:
1.5.1 Type of Research:
This report is descriptive in nature which briefly analyzes the customer satisfaction about
marketing mix strategies of IDLCSL.
1.5.2 Sources of data:
To prepare this report the required information collected from both primary and secondary
source.
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1.5.2.1 Primary Data:
Questionnaire survey method was used for primary data collection.
1.5.2.2 Secondary Data:
Secondary data sources are:
 Annual Report of IDLCSL.
 Website of IDLCSL.
 Office file & documents.
1.5.3 Data collecting procedures:
To analyze the report primary data are mainly used. Besides this, some information is also
collected by taking expert satisfaction from the officer which I was doing the internship program.
1.5.4 Data Analysis and Reporting:
For preparing this report I have used some graph, trend analysis and ratio analysis, to analyze
customer satisfaction about marketing mix activities of IDLCSL. I have also used different
software for data analysis and reporting. Those are Microsoft word, Microsoft Excel etc.
1.5.5 Questionnaire Design:
This is a well structure type of questionnaire and used to conduct survey on customer satisfaction
of IDLC Securities Limited. Here average time was 10-15 minutes for every respondent. There
are 16 questions in the questionnaire.
1.5.6 Sampling Plan:
Sampling plan is a definite plan for obtaining a sample from a given population.
Target Population:
All the customers of IDLC Securities Limited. Motijheel branch, Dhaka.
Sample Element:
Individual customer of IDLC Securities Limited. Motijheel branch, Dhaka.
Sample Frame:
IDLCSL did not provide me sample frame due to their organizational secrecy.
Sample Procedure:
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Non-probability convenience sampling procedure is used in the survey.
Sample Size:
The sample size is 30.
Time period for data collection:

Time period for data collection is 15th October 2017 to 14th January 2018.
1.6 Limitations of the report
It was a great opportunity for me to work in IDLC Securities Limited as an intern. Though I have
given utmost effort to prepare the report on “An Analysis on customer satisfaction about
Marketing Mix Strategies of IDLCSL” but there are some limitations of the study. Such are as
follows:
 Difficulty in accessing data of its internal operations.
 Non-Availability of some preceding and latest data.
 Some information was withheld to retain the confidentiality of the organization.
 The time span was not sufficient enough to learn all the activities of the organization
properly.
Therefore, it was very difficult to carry out the whole analysis.
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Chapter 2
Organizational Overview
2.1 Historical Background of IDLCSL
A fully owned subsidiary of IDLC Finance Limited has been set up to cater to the needs of the
capital market needs of the institutional and individual clients. IDLCSL offers full-fledged
international standard brokerage service for retail and institutional clients and foreign clients.
Having seats in both Dhaka and Chittagong Stock Exchange Limited, it is inevitable that
IDLCSL became the trusted broker to most of the foreign, local institutional investors and high
net worth clients investing in Bangladesh and abroad.
IDLCSL is dedicated to providing a high level of professional and personalized services to its
domestic and international clients. The company intends to offer high quality product and service
at a competitive rate to all clients. It has proven reputation in serving customers by maintaining
strong compliance practices and extreme ethical standard.
Legal status
IDLC Securities was incorporated as a private limited company in Bangladesh under The
Companies Act 1994 on April 19, 2006 provides registration No. C-61319 (3328)/06. The
company started its operation from September 18, 2006.
Nature of business activities

The Company is a securities company and a member of Dhaka Stock Exchange Limited
(Membership No. 58) and Chittagong Stock Exchange (Membership No. 119) and in engaged in
brokerage in the capital market.
2.2 Central Management Hierarchy
Board of Directors (BOD)
Managing Director (MD)
Deputy Managing Director (DMD)
General Manager (GM)
Deputy General Manager (DGM)
Assistant General Manager (AGM)
Deputy Manager (DM)
Senior Trainee Associate (STA)
Junior Trainee Associate (JTA

2.3 Networks of Branches
The head office of IDLC Securities Limited is situated in Dilkusha C/A, Dhaka. On December 3,
2007 it inaugurates Its Chittagong Branch in Agrabad C/A, on December 18 IDLC Securities
Limited opened other branches in Mohakhali DOHS, Gulshan, Banani, Uttara, Dhanmondi,
Gazipur, Narayanganj, Khatunganj, and Sylhet.
2.4 Management
The strategic management activities and overall business operations of IDLCSL are supervised
and directed by the core management team of the IDLCSL .The Managing Director & CEO
Md. Arif Khan leads the core management team, as well as the whole IDLCSL.
2.5 Organizational Analysis

Analyses of organization are given below:
2.5.1 Mission
Create maximum possible values for all the stakeholders by adhering to the highest ethical
standards
For the Company: Relentless pursuit of customer satisfaction through delivery of top
quality services.
For the Shareholders: Maximize shareholders’ wealth through a sustained return on the
investment.
For the employees: Provide job satisfaction by making IDLCSL a center of excellence
with opportunity of career development.
For the society: Contribute to the well-being of the society, in general, by acting as a
responsible corporate citizen.
2.5.2 Vision
Become the best performing and most innovative brokerage service provider in the country.
2.5.3 Objectives
‘Long term maximization of value to the Stakeholders.’
2.9.4 Objectives
2.5.4 IDLCSL Commitments
To the Regulators
To the Nation
To the Customers
To the Employees
To the other Stakeholders
To the Environment
2.5.5 SWOT analysis
It has always been important for a business to know and understand how it fits in and interacts
with the surrounding environment on both an internal (office/factory/shop environment) and
external view (how the business operates with the outside world).
The most influential way of doing this is to perform a SWOT analysis of the company. It is a
common phrase used to abbreviate Strengths, Weaknesses, Opportunities and Threats.
Each term is a heading for a separate analysis of the business but they can be related as seen
below:
Strengths provide an insight to your business Opportunities
&
Weaknesses in the business can cause immediate Threats
It is important to know that the SWOT analysis is only based upon information that is known by
the assessors (you), and is seen as perhaps the more basic approach of analyzing a business’
position: but SWOT is still a powerful tool when looking for immediate benefits.
Strengths of IDLCSL
 Strong Corporate Identity

 IDLC Finance Limited is the leading provider of financial services in Bangladesh. As
IDLC Securities Limited is a subsidiary of this organization, with its strong corporate
image and identity it can better position in the minds of customers. IDLCSL has bagged
the 3rd position in last 3 month in DSE.
 Strong Employee Bonding and Belongings
 IDLC Securities Limited employees are one of the major assets of the company. The
strong organizational culture of the company is the main reason behind this strength
 Efficient Performance
 IDLC Securities Limited provides hassle free customer service to its client base
comparing to the other brokerage houses of Bangladesh.
 Strict adherence to compliance standard.
 Modern Equipment & Technology
 IDLC Securities Limited owns the state of the art information technology in Bangladesh
regarding operating brokerage services.
Weaknesses of IDLCSL
 More Innovative services must be offered

 In order to be more competitive in the market IDLC Securities Limited should come up
with more new & attractive packages & services
 Low paid up capital
 The paid up capital of the company is relatively low.
 Not offering margin loan to clients
 Institutional brokerage houses can extend substantial margin loan to their client with a
minimum cost, for example Dhaka bank, Al Arafah Bank etc. IDLC Securities Limited
due to its low paid up capital cannot extend margin loan.
 Limited no. of trading machines regarding to the future potential of the market.
Opportunities of IDLCSL
 Countrywide network
 Huge Market potential.
 Government & Regulatory Body’s initiative for market growth
 Weak marketing message by other organizations
Threats of IDLCSL
 Upcoming Brokerage Houses

 Rivalry of Existing Competitors on commission & others
 Similar services are offered by other Banks & Financial Institution
 Industrial downward trend due to recession, inflation & political instability
Review of IDLC Securities SWOT Analysis
Strengths Weaknesses
 Strong Corporate Identity.  More Innovative services must be

 Strong Employee Bonding and offered.
Belongings.  Low paid up capital.
 Efficient Performance.  Not offering margin loan to
 Empowered Work Force. clients.
 Strict adherence to compliance  Limited no. of trading machines.
standard.
 Modern Equipment &
Technology.
Opportunities Threats
 Countrywide network.  Upcoming Brokerage Houses.

 Huge Market.  Rivalry of Existing Competitors
 Government & Regulatory Body’s on commission & others.
initiative for market growth.  Similar services are offered by
 Weak marketing message by other other Banks & Financial
organizations. Institutions.
 Industrial downwards trend due
to recession infraction &
political instability.
.
Chapter 3
Theoretical Aspects
3.1 Customer satisfaction
Customer satisfaction is a term frequently used in marketing. It is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as “the number of customer, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified satisfaction foals.” In a survey
of nearly 200 senior marketing managers, 71 percent responded that they found a customer
satisfaction metric very useful in managing and monitoring their businesses.
3.2 How to measure Customer Satisfaction
Customer satisfaction is difficult to measure due to several reasons. Counting on customer

satisfaction owing to their feedback is not the case because most people prefer keeping quiet
when satisfied. Some people see no need of contacting the service provider while others seek to
pass their complaints. Requirements for customer satisfaction are not only unique but difficult to
quantify. Setting standards and improving employee relationships with customers is central
strategy of measuring customer satisfaction and ensuring that success is determined. Ways of
measuring customer satisfaction include:
Survey customers
 Surveying customers is the only probable way of getting customer feedback unless they
contact you.
 Most people are busy and have no time to pass redress.
 You can provide survey through several ways such as emails and use of phone calls.
 To get credible feedback you need to allow customers to answer questions on weighted
scale.
 You can conduct repeated surveys, over time, to measure changing comments from
customers.
Understand expectations
 Understanding what customers expect from you will provide ground to satisfy their
expectations by giving them enjoyable service.
 Making an effort to discover what customers expect from you in terms of service and
products is the way to satisfying their needs.
Find out where you are failing
 On situations where you are not fulfilling customer requirements, it is credible to find out
where you are failing.
 Incidences where products are less than advertised should not arise.
Find out if employees are making promises that cannot be met.
 Take strides and attend seminars that will equip you with better managerial skills.
 Know the chain of communication so as to know where communication faults are and
foster amendments.
Pinpoint specifics
 Whether a customer is satisfied or not, you need to collect information to help you assess
the situation.
 Collect information about what customers purchased, what they liked and they did not
like, their actual purchase expectation and their suggestions for improvement.
Assess the competition
 Have the initiative to know why customers consider other brands above yours.
 Through the survey, invite customers to come and compare and contrast your services
and products and make judgment on what you are not offering.
Try to measure the emotional aspect
 Customer experiences after buying a given product are attributed to quality.

 Feedback from customers in relation to quality, reliability and extent satisfaction should
be matched.
 Comments customers make are a measure of their satisfaction.
Customers showing dissatisfaction prompts change of strategy.
Loyalty measurement
 Customer loyalty is the likelihood of repurchasing products or services.

 Customer satisfaction is a major predictor for repurchasing and it is influenced by explicit
performance of the product, value and quality.
 Loyalty is basically measured when a customer recommends to a friend, family member
about given product.
 Overall satisfaction, repurchasing and likelihood of recommending to a friend are
indicators of customer satisfaction
A series of attribute satisfaction measurement
 This strategy takes into account the affective and cognitive pattern.
 Affective behavior is intrigued to liking and disliking owing the benefits the product is
attached with.
 Customer satisfaction is influenced by perceived quality the product is attached with and
it is regulated by expectations of the product or service.
 Customer attitude towards a product are as a result of product information through
advertisement and any experience with the product whether perceived or real.
 Cognition is the judgment on whether the product is useful or not useful.
 Judgment is always intended use of application and use of occasions for which the
product is purchased.
Intentions to repurchase
 Future hypothetical behavior that indicates repurchasing the product is a measure of

satisfaction.
 Satisfaction can influence other post purchasing trend through use of the word of mouth
or social media platform.
Monitoring
 Monitoring can be directed at phone, email and chat communications.

 Monitoring includes automated phone interactions designed by companies to help give
real world glimpse.
Feedback cards
 Dishing out cards will help gauge customer comments.

3.3 Marketing mix
The next step in order to formulate a perfect marketing strategy is Marketing Mix. Jerome
McCarthy, an American marketing professor has devised the four basic element of marketing
mix, which is also known as traditional marketing mix. The traditional marketing mix includes
the following elements such as:
Product
Price
Place
Promotion
Father of modern marketing, Philip Kotler has defined marketing mix as “Marketing Mix is the
set of controllable variables that the firm can use to influence the buyer’s response.” He believes
that each firm can compete to build a composition of 4 P’s which can meet the customer
satisfaction in the highest level and can also attain the company objective at the same time. The
elements of 4 P’s were only enough for product marketing, but it was not enough for service
marketing, as services had unique characteristics, such as intangibility, heterogeneity,
inseparability and perish-ability. Moreover, service marketing outnumbered day by day, it was
essential to build a marketing mix for service marketing as well. Hence, in 1981, Extended
Marketing Mix was created by Bernard H. Booms and Mary J. Bitner in order to solve the
problem for service industry. They proposed that the traditional marketing mix is extended and
they added three important factors and those are the following:
People
Process
Physical Evidence
Later, this service marketing mix approach was seen as very valuable. It provided clear
perception, as a result of which, it got widespread acceptance in the science of services
marketing. Below the elements is explained one by one as follows:
Product/Service: An article or substance that is manufactured or refined for sale. Goods or

services of a company made in a huge volume and unit and sold to the customers. Thus IDLCSL
industry provides services and it should be designed keeping in mind the customer’s requirement
or need. The product in service marketing is intangible, heterogeneous, and perishable and
cannot be owned. According to Once (n.d.), services are about money in different forms such as
lending, depositing, and transferring procedures. Examples of services that IDLCSL provides are
consultancy, online services, mobile services etc.
Price: The amount of money paid by the customer to buy the product or service. Setting the
price is very essential in Marketing Mix Strategy because it determines all the investment that an
organization made in order to produce the product. The price of the product or service may
fluctuate over time depending on the situation and the market development of products
traditionally services use to use methods like cost plus, transaction volume base and challenging
leaders. Thus IDLCSLs have to estimate the prices of their services offered. They should be very
careful while determining the price and their policies for it. The names for price of services that
IDLCSL offers are called commission, and expenses.
Place: It is the location where the product or service will be available at. Place is also very
important because if the availability of the product or service is very high, then it will encourage
the customers to take the services quite often. One of the important thing according to Once
(n.d.) is in service location is a very important feature because if the organization can convince
its customers that if they take the service available in the particular then they will be benefitted.
In case of IDLCSL it is establishment and functioning of network of branches, telephone
services, mobile services, online services etc.
Promotion: It is the activities that communicate the product or service’s features and benefits
and encourage the customers to buy the product or service. In service industry, promotion is a
very important thing because, services can be easily replicated and it is the unique selling
proposition and the brand itself which makes the service stands out from22the other ones. Hence,
through promotion or proper communication, customers become aware of the services being
provided. Such examples of promotion in service sector are advertising, sales promotion,
personal selling, publicity etc.
People: People are one of the main elements of service marketing and it defines servicer
represents the organization to the customers. Each individual working in the IDLCSL is a
marketing person who contributes to the total satisfaction to customers and the IDLCSL should
ultimately develop customer orientation among all the personnel of the IDLCSL. All people
directly or indirectly involved in the consumption of services are an important part of the
extended marketing mix. In fact, employees are the first starting point of internal marketing and
the basic objective of internal marketing is to create motivated and customer conscious employee
Process: It is a way or process in which the service is delivered to the customers. In fact, before
developing the product or service, it is determined by the company that how are they going to
deliver the service to its customers? It represents the activities, procedures, protocols that are
delivered to the customer. It involves a sequence of steps and activities to get there. For example
in IDLCSL service sector the process would be as follows:
 Producing of proper documents

 Filling up of application form
 Paying for the initial down payment
Physical Evidence: It refers to an environment where the employee is in interaction with

customer which is combined with tangible commodity or in other words it is the material part of
the service. It is the overall layout of the place and the IDLCSL has been designed. It also
important to keep in mind when designing the IDLCSL, that they should design it according to
the convenience for the customer which will not confuse them. For example the placement of
customer service executive desk, the location of depositing the cheque, logo of the IDLCSL,
employee uniform etc, tangibles etc.
Chapter 4
Analysis
4.1 Analysis
In the survey, it is essential to analyze customer satisfaction on service quality of IDLCSL, there
are different types of respondent are used as sample element. The survey report is shown below
with graphical representation in percentage basis.
A. Demographic Information Analysis :
1- Age
Frequency of respondent age Number % of total respondent

Limit
20-30 08 27
31-40 06 20
Above 40 16 53
Total 30 100
Table 4.1: Frequency of the respondents age limit
20-30
27% 20-30
31-40
Above 40
Above 40
53%
31-40
20%
Figure 4.1: Age
Interpretation:
The pie chart shows that out of 30 respondents, 27% of respondents are in between 20-30 years
old, 20% are in between 31-40 years, and 53% respondents are above 40.
Comments:
It can be said that most of the respondents are above 40 years.

2- Sex of the Respondents
Sex of respondents Number % of total respondents

Male 21 70
Female 09 30
Total 30 100
Table 4.2: Sex of the respondents
Female
30%
Male
Female
Male
70%
Figure 4.2: Sex of the respondents
Interpretation:
Here out of 30 respondents, 70% respondents are male and 30% respondents are female.
Comment:
It can be said that most of the respondents are male.

3- Marital Status of the customers
Status Number % of total respondents

Married 21 70
Unmarried 07 23
Single - -
Divorced 02 7
Others - -
Total 30 100
Table 4.3: Marital status of the customers
Divorced
7%
Unmarried
23%
Married
70%
Figure 4.3: Marital status

Interpretation:
Here out of 30 respondents, 70% respondents are married, 23% respondents are unmarried, and
7% respondents are divorced.
Comment:
It can be said that most of the respondents are married.
B- Structured Information Analysis :
I. Customer satisfaction related to Services.

4- IDLCSL provides dependable services to the customers.
Respondents
Responses Frequency Percentage
Strongly agree 05 17%
Agree 15 50%
Neutral 05 17%
Disagree 02 6%
Strongly disagree 03 10%
Total 30 100%
Table 4.4: IDLCSL provides dependable services to the customers.
50%
40%
30%
Customer satisfaction
20%
10%
0%
Strongly agree Neutra1 Disagree Strongly
agree Disagree
Figure 4.4: The IDLCSL provides dependable services to the customers.
Interpretation:
Here out of 30 respondents, 17% respondents are strongly agreed, 50% respondents agreed, 17%
neutral, 6% disagreed and 10% respondents are strongly disagreed with this statement.
Comment:
It can be said that most of the respondents are agreed that the IDLCSL provides the dependable
services at the right time without any delay.
5- IDLCSL brings out services that suits specific needs of the customers.
Respondents
Agree 13 43%
Neutral 03 10%
Disagree 05 17%
Total 30 100%
Table 4.5: IDLCSL brings out services that suits specific needs of the customers.
45%
40%
35%
30%
25%
20% Customer satisfaction
15%
10%
5%
0%
Strongly agree Neutral Disagree Strongly
agree Disagree
Figure 4.5: IDLCSL brings out services that suits specific needs of the customers.
Interpretation:
Comment:
It can be said that most of the respondents are agreed that IDLCSL brings out services that suits
specific needs of the customers.
II. Customer satisfaction related to price
6- The service charges in IDLCSL are reasonable.
Respondents
Agree 12 40%
Neutral 05 17%
Disagree 04 13%
Total 30 100%
Table 4.6: The service charges in IDLCSL are reasonable.
40%
35%
30%
25%
15%
10%
5%
0%
agree Disagree
Figure 4.6: The service charges in IDLCSL are reasonable.

Interpretation:
Comment:
It can be said that most of the respondents are agreed that the service charges in IDLCSL are
reasonable.
7- IDLCSL doesn’t have any hidden charges.
Respondents
Agree 16 53%
Neutral 05 17%
Disagree 03 10%
Total 30 100%
Table 4.7: IDLCSL doesn’t have any hidden charges.
60%
50%
40%
20%
10%
0%
Agree Disagree
Figure 4.7: IDLCSL doesn't have any hidden charges.
Interpretation:
Comment:
It can be said that most of the respondents are agreed that IDLCSL doesn’t have any hidden
charges.
III. Customer satisfaction related to place.
8- The IDLCSL branch locations are convenient enough to the customers.
Respondents
Agree 03 10%
Neutral 05 17%
Disagree 15 50%
Total 30 100%
Table 4.8: The IDLCSL branch locations are convenient enough to the customers.
50%
40%
30%
20%
10%
0%
Agree Disagree
Figure 4.8: The IDLCSL branch locations are convenient enough to the customers.
Interpretation:
Comment:
It can be said that most of the respondents are disagreed that the IDLCSL branch locations are
convenient enough to the customers.
IV. Customer satisfaction related to promotion.
9- Promotional activities of IDLCSL are more satisfactory.
Respondents
Agree 02 7%
Neutral 03 10%
Disagree 19 63%
Total 30 100%
Table 4.9: Promotional activities of IDLCSL are more satisfactory.
70%
60%
50%
40%
20%
10%
0%
agree Disagree
Figure 4.9: Promotional activities of IDLCSL are more satisfactory.
Interpretation:
Comment:
It can be said that most of the respondents are disagreed that the Promotional activities of
IDLCSL are satisfactory.
10- The advertisement of IDLCSL is attractive.
Respondents
Agree 03 10%
Neutral 05 17%
Disagree 15 50%
Total 30 100%
Table 4.10: The advertisement of IDLCSL is attractive.
50%
40%
30%
20%
10%
0%
Strongly Agree Neutral Disagree Strongly
agree Disagree
Figure 4.10: The advertisement of IDLCSL is attractive.
Interpretation:
Comment:
It can be said that most of the respondents are disagreed that the advertisement of IDLCSL is
attractive.
V. Customer satisfaction related to people.
11- Employees of IDLCSL understand the specific need of customers.
Respondents
Agree 16 53%
Neutral 05 17%
Disagree 03 10%
Total 30 100%
Table 4.11: Employees of IDLCSL understand the specific need of customers.
60%
50%
40%
20%
10%
0%
Strongly Agree Neutral Disagree Strongly
agree Disagree
Figure 4.11: Employees of IDLCSL understand the specific need of customers.
Interpretation:
Comment:
It can be said that most of the respondents are agreed that employees of IDLCSL understand the
specific need of customers.
12- Attitude & Behavior of employees toward customers of IDLCSL is excellent.
Respondents
Agree 13 43%
Neutral 03 10%
Disagree 05 17%
Total 30 100%
Table 4.12: Attitude & Behavior of employee toward customers of IDLCSL is excellent.
45%
40%
35%
30%
25%
15%
10%
5%
0%
agree Disagree
Figure 4.12: Attitude & Behavior of employee toward customers of IDLCSL is excellent.
Interpretation:
Comment:
It can be said that most of the respondents are agreed that Attitude & Behavior of employee
toward customers of IDLCSL is excellent.
VI. Customer satisfaction related to process.
13- IDLCSL is producing proper documents in case of delivered service to the customers.
Respondents
Agree 12 40%
Neutral 03 10%
Disagree 08 27%
Total 30 100%
Table 4.13: IDLCSL is producing proper documents in case of delivered service to the
customers.
40%
35%
30%
25%
15%
10%
5%
0%
agree Disagree
Figure 4.13: IDLCSL is producing proper documents in case of delivered service

to the customers.
Interpretation:
Comment:
It can be said that most of the respondents are agreed that IDLCSL is producing proper
documents in case of delivered service to the customers.
14- IDLCSL follows the ethical service protocol.
Respondents
Agree 10 33%
Neutral 07 23%
Disagree 08 27%
Total 30 100%
Table 4.14: IDLCSL follows the ethical service protocol.
35%
30%
25%
20%
10%
5%
0%
agree Disagree
Figure 4.14: IDLCSL follows the ethical service protocol.
Interpretation:
Comment:
It can be said that most of the respondents are agreed that IDLCSL follows the ethical service
protocol.
VII. Customer satisfaction related to physical evidence.
15- IDLCSL has modern equipments.
Respondents
Agree 06 20%
Neutral 05 17%
Disagree 13 43%
Total 30 100%
Table 4.15: IDLCSL has modern equipments.
45%
40%
35%
30%
25%
15%
10%
5%
0%
agree Disagree
Figure 4.15: IDLCSL has modern equipments.
Interpretation:
Comment:
It can be said that most of the respondents are disagreed that IDLCSL has modern equipments.
16- The branches of IDLCSL are neat & clean.
Respondents
Agree 11 36%
Neutral 05 17%
Disagree 05 17%
Total 30 100%
Table 4.16: The branches of IDLCSL are neat & clean.
40%
35%
30%
25%
15%
10%
5%
0%
agree Disagree
Figure 4.16: The branches of IDLCSL are neat & clean.
Interpretation:
Comment:
It can be said that most of the respondents are agreed that the branches of IDLCSL are neat &
clean.
Chapter 5
Findings
5.1 Findings
This is the most important part of my report titled “An Analysis on Customer Satisfaction
about Marketing Mix Strategies of IDLC Securities Limited (IDLCSL).” In findings part,
the data have interpreted the results of survey on 30 samples customers.
 Most of the respondents are male.

 Most of the respondents are married.
 Most of the respondents are above 40years.
 Most of the respondents are agreed that IDLCSL brings out services that suits specific
needs of the customers.
 Most of the respondents are agreed that the IDLCSL provides the dependable services at
the right time without any delay.
 Most of the respondents are agreed that the service charges in IDLCSL are reasonable.
 Most of the respondents are agreed that IDLCSL doesn’t have any hidden charges.
 Most of the respondents are disagreed that the IDLCSL branch locations are convenient
enough to the customers.
 Most of the respondents are disagreed that the Promotional activities of IDLCSL are
satisfactory.
 Most of the respondents are disagreed that the advertisement of IDLCSL is attractive.
 Most of the respondents are agreed that employees of IDLCSL understand the specific
need of customers.
 Most of the respondents are agreed that Attitude & Behavior of employee toward
customers of IDLCSL is excellent.
 Most of the respondents are agreed that IDLCSL is producing proper documents in case
of delivered service to the customers.
 Most of the respondents are agreed that IDLCSL follows the ethical service protocol.
 Most of the respondents are disagreed that IDLCSL has modern equipments.
 Most of the respondents are agreed that the branches of IDLCSL are neat & clean.
These are the major finding of “Analysis on customer Satisfaction about Marketing Mix
Strategies of IDLC Securities Limited (IDLCSL)”. In findings part, the data have interpreted
using the results of survey on 30 samples customers.
Chapter 6
Recommendations
6.1 Recommendations
IDLC Securities Limited has established its image as one of the best service provider for its
existing and potential clients. From above discussions and basic understandings while working in
the organization following recommendations can be formulated for the organization.
 Most of the respondents have disagreed about that the IDLCSL branch locations are
convenient enough to customers. As IDLCSL is getting much more known to people day
by day so they should take into consideration to increase their branches in more locations
to make convenient to their clients to provide better services.
 Most of the respondents have disagreed about that the promotional activities of IDLCSL
are satisfactory. Promotional activity is a vital sector to attract more clients and to make
people know about their activities. They should start their promotional activities more
than before as they are a rapid growing company.
 Most of the respondents have disagreed about that the advertisement of IDLCSL is
attractive. As they are not taking account of their promotional sector their advertisement
are not thought out well to attract their desired clients, in long run they may fall if a better
competitor take the position.
 Most of the respondents have disagreed about that IDLCSL has modern equipments.
IDLCSL is not using the latest equipment’s for digitalizing their work they are using the
normal equipments. They should use with the modern equipments to make their work
more efficient.
Chapter 7
Conclusions
7.1 Conclusions
Capital market has been experiencing a bearish trend over the last three months in Bangladesh.
The DSE general index crosses 8900 landmark and also the average daily market turnover
crossed over Tk.20000 million. But recently the drastically fall of stock market DSE General
index touches 5200 point and the average volume is Tk.7000 million. The market capitalization
has been decreasing tremendously down which is now over Tk. 25 billion level. According to
DSE source, the market basically trends to bearish due to inactive participation of the
institutions, which is, 60% of the total trade; 20% of it comes from the foreign investors and the
rest 20% comes from the retail investors as well as the confidence level of general investors are
also decline. This is indeed a very bad sign for the capital market of Bangladesh and we are also
looking to more general, institutional and the foreign participants to overcome this situation.
Due to nose dive in the index total turnover in the market also decrease as the brokerage house
revenue directly related to the turnover of the market IDLCSL revenue also decrease and it is
near to the break even. In time of market crush IDLCSL do not take any action on force sell that
create a positive image about IDLCSL in the eye of investors that helps IDLCSL to pull new
clients after a positive trend in the market due to government initiative as well as enhance the
confidence level of existing customers. IDLCSL updates its customer by delivering the client’s
portfolio through e-mail on daily basis. Another good sign is that when there is fund crisis in the
stock market then IDLCSL reduce it account opening charge from Tk.50000 to Tk.2000 to pull
out new customer in the stock market.
Recently IDLCSL launch a training program for the client’s who will business with loan
facilities because they can properly use or manage their portfolio. IDLCSL always think about
the future prospect because in our country only 3% people are directly involved in capital market
and it will become 10% to 15% within a short period of time and considering those factors
IDLCSL is taking initiatives to expand its business by pulling out new customers and also
opening new branches to several prospective areas.
Bibliography & Appendix
I. Bibliography:
A. Books:

Principles of Marketing- 13th Edition- Philip Kotler

Marketing Research- 6th edition- Malhotra & Dash

Service Marketing- 5th Edition- Valarie A Zeithamal, Mary Jo Bitner
B. Web-Source

www.IDLCSL.com

www.wikipediabd.com

www.reportbd.com
C. Others:

Annual reports of IDLCSL.

Personal interaction with the employees of IDLCSL.

Other Internship Reports of BUBT.
II. Appendix:
Dear Respondent,
I am a student of BBA in Bangladesh University of Business and Technology (BUBT) and

currently enrolled for my internship report. I am conducting this survey to prepare my internship
report on “ An Analysis on customer satisfaction about Marketing Mix Strategies of IDLC
Securities Limited (IDLCSL)” Your participation in this survey is really appreciated and will
help me to conduct this survey successfully. It is assured that the information you will provide
will be strictly confidential and used for educational purpose only.
Thank you for your time and co-operation.
Sincerely yours,
Khan Shams Al Islam.

Department of Marketing
Bangladesh University of Business and Technology
A. Demographic Information Analysis of the Respondents:
Name of the Respondent: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1. Age Group
A. 20-30 B. 31-40 C. Above 40
2. Sex of the Respondents:

A. Male B. Female
3. Marital status:
A. Married B. Unmarried C. Single D. Divorced
B. Structured Information Analysis of the Respondents:
I. Customer satisfaction related to services.
4. IDLCSL provides dependable services to the customers.
(a) Strongly agree (b) Agree (c) Neutral (d) disagree (e) Strongly disagree
5. IDLCSL brings out services that suits specific needs of the customers.
II. Customer satisfaction related to price.
6. The service charges in IDLCSL are reasonable.
7. IDLCSL doesn’t have any hidden charges.

III. Customer satisfaction related to place.
8. The IDLCSL branch locations are convenient enough to the customers.
IV. Customer satisfaction related to promotion.
9. Promotional activities of IDLCSL are more satisfactory.
10. The advertisement of IDLCSL are attractive.
V. Customer satisfaction related to people.
11. Employees of IDLCSL understand the specific need of customers.

12. Attitude & Behavior of employees toward customers of IDLCSL is excellent.

VI. Customer satisfaction related to process.
13. IDLCSL is producing proper documents in case of delivered service to the

customers.
14. IDLCSL follows the ethical service protocol.

VII. Customer satisfaction related to physical evidence.
15. IDLCSL has modern equipments.
(a) Strongly agree (b) Agree (c) Neutral (d) disagree (e) strongly disagree
16. The branches of IDLCSL are neat & clean.

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Chapter 1

1.2 Origin of the report

1.3 Objective of the Study

1.4 Scope of the report:

Methods followed to perform a job or conducting activities to complete a task is called

1.5.1 Type of Research:

1.5.2 Sources of data:

Questionnaire survey method was used for primary data collection.

1.5.2.2 Secondary Data:

Secondary data sources are:

 Annual Report of IDLCSL.

 Office file & documents.

1.5.3 Data collecting procedures:

1.5.4 Data Analysis and Reporting:

1.5.6 Sampling Plan:

Time period for data collection:

1.6 Limitations of the report

 Difficulty in accessing data of its internal operations.

 Non-Availability of some preceding and latest data.

 Some information was withheld to retain the confidentiality of the organization.

Therefore, it was very difficult to carry out the whole analysis.

Nature of business activities

Board of Directors (BOD)

Managing Director (MD)

Deputy Managing Director (DMD)

General Manager (GM)

Deputy General Manager (DGM)

Assistant General Manager (AGM)

Deputy Manager (DM)

Senior Trainee Associate (STA)

Junior Trainee Associate (JTA

2.5 Organizational Analysis

‘Long term maximization of value to the Stakeholders.’

Strengths provide an insight to your business Opportunities

Weaknesses in the business can cause immediate Threats

 Strong Corporate Identity

 More Innovative services must be offered

 Upcoming Brokerage Houses

 Strong Corporate Identity.  More Innovative services must be

 Countrywide network.  Upcoming Brokerage Houses.

3.2 How to measure Customer Satisfaction

Customer satisfaction is difficult to measure due to several reasons. Counting on customer

Find out where you are failing

Assess the competition

Try to measure the emotional aspect

 Customer experiences after buying a given product are attributed to quality.

 Customer loyalty is the likelihood of repurchasing products or services.

A series of attribute satisfaction measurement

 Future hypothetical behavior that indicates repurchasing the product is a measure of

 Monitoring can be directed at phone, email and chat communications.

 Dishing out cards will help gauge customer comments.

Product/Service: An article or substance that is manufactured or refined for sale. Goods or

 Producing of proper documents

Physical Evidence: It refers to an environment where the employee is in interaction with

A. Demographic Information Analysis :

Frequency of respondent age Number % of total respondent

Table 4.1: Frequency of the respondents age limit

Figure 4.1: Age

It can be said that most of the respondents are above 40 years.

Sex of respondents Number % of total respondents

Table 4.2: Sex of the respondents

Figure 4.2: Sex of the respondents

It can be said that most of the respondents are male.

Status Number % of total respondents