marketing of dashi dos
TRANSCRIPT
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_____________________________________________1.0 Executive
Summary
This research purposes to fnd out the purchaser and non purchaser o desi
dos. Various key actors like Price, Location, Interior Decoration o the outlets,
Availability o store in di erent location, Traditional clothin line, Desi ners,
!tore I"a e that in#uence custo"ers to visit desi dos and also to "ake
purchase decision. $e also tried to fnd out the "ostly visited ite"s and
"ostly purchased ite"s. $e ound out the "ost i"portant attributes or desi
dos like %u"ber o store, Addition o ne& ite"s, A ressive advertisin ,
A"enities such as "e"bership card, discounts, coupons to i"prove their
service and brand i"a e. 'ased on our research ob(ectives and other related
sub(ects o the research, &e developed e& hypotheses or it, &hich &e have
tested by our pri"ary and secondary data that &e have collected by survey.
The data &e have collected can be divided into t&o cate ories are Pri"ary
Data and !econdary Data. Pri"ary data re ers to the data collected ro" the
survey that &e have conducted a"on the sa"ples o the tar et consu"ers
&ho are assu"ed as representatives o the tar et population. !econdary
data re ers to the data that &e have collected ro" various articles,
"a a)ines and &ebsites. *ur research is a co"bination o both +uantitative
and +ualitative "ethods o obtainin data. $e ound that there is a break in
bet&een custo"er s e-pectation and actual service. A ter that, &e have used
those data or testin our hypothesis. Pri"ary data collection or our study
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&as done by 0uestionnaire survey. $e have "ade the 0uestionnaire by
"atchin our hypothesis as &ell as our research ob(ectives. This
0uestionnaire s &ere provided strai htly to the respondents and &e the
recorded the collected data and tested it throu h !P!!. $e have chosen
respondents &ithin the population &ho &ere representative o our tar et
se "ents. As &e atte"pted to acco"plish the study on sa"ple respondents
&ho &ere a&are o ashionable clothin and re0uently visits clothin store
"ost 123.456 o our respondents &ere youn a"on 7839 years and 4 .:5
o the" &ere "ale. ;ost o the respondents visits t&o stores sada kalo
133.356 and kay kra t 1 2.9. 5 has in bet&een 8 ==== tk. !o, Desi dos should "ake their
price ran e that a custo"er can re0uently visits their stores. $e ot that2 . 5 o our respondents are a&are o desi dos but a"on the" only :=.95
are purchaser. $e solved this proble" or desi dos to "ake the a&are and
non purchaser people into purchaser by developin so"e very i"portant
attributes. A"on the" price is one o the i"portant actors to &hich 79.95
o our respondents a rees. ?or location
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stores throu h the city. 2=.=5 o our respondents a reed &ith that. Addition
o ne& ite"s can also i"prove their position &ith &hich 22.
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3. Probortona
. Nogor!o"a
#. Sha!a $a"o
%. &ay &ra't
(. )ang"ar *e"a
+. ,n-an s
/. )ibiyana
10. Desha"
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an has passed : lon years as a pri"e bouti0ue house in our country.
!ince a "odest inception in the year >>: as a local bouti0ue shop to
enhance and pro"ote local culture, an B has established itsel as a uni0ue
and a pri"e bouti0ue shop and a ashion house o innovative desi n.
an has diversifed its product ro" Pun(abi, !arees, 9 pieces to ?atua,
Lun i, T8shirts, *rna, bed covers, blouse pieces and i t ite"s such as
*rna"ents, ;u s, @.D s, Ladies ba s, @olle e ba s, "obile ba s, ban lesetc. All these ite"s are uni0ue in desi n and 0uality.
$e use local indi enous abrics o @otton, Ehadi, !ilk, Fal silk, Eatan and
;uslin to desi n our product. an B collects best ra& "aterials and use all
available process o desi ns to "ake its products uni0ue. an B is ro&in in
all aspect o desi ns, te-ture, color and o latest trend.
an is one o the pro"inent outlet a"on the ten ashion outlet o Deshi
Dosh.an has a pro"ise to color you and your li eB, so you be happy and
content in all the &ayG
%ipun is the pioneer to have the revolution in the dress pattern that has a
"eanin ul co"bination bet&een "odern trends and traditional culture.It
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"ay be "entioned that %ipun is a ashion house dedicated to serve the
custo"ers &ith the best 0ualities o dress since >
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'an lar ;ela started its operation ro" ;ay 3== add &ithin this ti"e it has
achieved the position o one o best8branded cloth sho&roo" o handloo" in
the to&n.
The concept o 'an lar ;ela &as to prove that, it is possible to create
panora"ic desi ns o cloths by usin local and traditional abrics. And to
pro"ote the" in the "arket &ith a reasonable price. And till no&, they
e-ecute their operation accordin to their philosophy.
?or "ale, there are various kinds o ?otua, !hirt and Pun(abi. ?or ?e"ale
there are eye8catchin ne&ly desi ned sarees, and usioni)id traditional
outft, &hich &ill defnitely be a hit &ith in youn eneration irls. And orchildren also there is presence o beauti ul and color ul desi ned cloth.
Their ne&ly introduced ite"s are household ite"s like bed covers, cushion
cover, Thanes o K'unon and KPrinted cloths and blouse pieces. And their
special attraction is terracotta ite"s.
And at last, but not the least the ash colour &ith a blend o red and black and
the che"istry o &rou ht iron &ith traditional taat ra"e has created a"arvelous surroundin inside the sho&roo" and has already created its
appeal &ith in the custo"ers or its pre ect shoppin at"osphere and 0uality
o its clothes.
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An(an s is one o the &ell established ashion houses o 'an ladesh.
An(an s o ers Pun(abi, !arees, 9 pieces to ?atua, Lun i, T8shirts, *rna, bed
covers, blouse pieces and i t ite"s such as *rna"ents, ;u s, @.D s, Ladies
ba s, @olle e ba s, "obile ba s, ban les etc in their o&n ashion.
The entire environ"ent o An(an s outlet is very attractive and people love to
shop at An(an s.
'ibiyana is a reputable ashion house o 'an ladesh. 'ibiyana has a hu e
collection o "en s and &o"en s &ears, i t ite"s, decorative ite"s,orna"ents, ba s, etc. The decoration o the outlets is very beauti ul &hich
attracts the consu"er.
'ibiyana ocuses on custo"er satis action throu h 0uality product and
reasonable price.
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Deshal is a na"e o a popular bouti0ue house o 'an ladesh.
?ro" the ti"e i""ortal, di erent types o art style have been devolved in
various parts o the &orld. %ot only 'an ladeshi art, but, Deshal also thinks,
each and every type o local or native art or" o the &orld is to be hi hlyappreciated. 'esides di erent e-peri"ents, Deshal &ants to conceive and
introduce that native art herita e o the &orld in their dress. They have been
tryin to convey it in their colors, lines and desi ns.
*n the other hand, they never or et about "ass people. They do not &ant
to sell their product in hi h price. *ne o their oals is to introduce their
creations to the "ass people &ithin an a ordable price, but o course &ith
ood 0uality o colors, desi ns and abrics.
_____________________________________3.0 S , E*EN E
PR )4E*
The current scenario in the ashion outlets represents that there is oin trend.
'an ladeshi ashion houses are "ovin or&ard &ith their on oin latest desi n and
brand creation. As the desi ners are ocusin on traditional desi n, "ore consu"ers
are also encoura ed to buy these ite"s.
There are a lot o actors that are a ectin not only the desi nin actors. Deshi
Dosh is a ne& concept developed by the = @lothin outlets. All o the brands are
'an ladeshi brand and they created a ne& concept to brin the 'an ladeshi brand
under one u"brella brand Deshi Dosh. 'ut ho& &ell they have succeeded creatin
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this brand and ho& consu"ers have taken these brands are the 0uestion. !o there
is a ap and &e are tryin to fnd out the actors and the satis action level o the
consu"ers re ardin the brand Deshi Dosh.
___________________________________3.0 RESE,R5 )6E5 78ES
The study is conducted to evaluate the Deshi Dosh &hich is situated at 'asundhora
@ity. The research ai"s to fnd out the . The ob(ectives o this study can be
defned as ollo&sC
To fnd out &hat are the "ost i"portant actors that consu"ers considers to
o to Deshi Dosh.
To fnd out &hich outlets are "ostly visited at Deshi Dosh.
$hat ite"s are "ostly purchased at Deshi Dosh.
!atis action level o the purchaser at Deshi Dosh.
@onsu"er perception o the i"prove"ent re0uired at Deshi Dosh.
________________________________________#.0 P9RP SE E
RESE,R5
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%u"erous actors in#uence buyin behavior o custo"ers. Very core actors such as
location, pricin , desi ners, desi n and layout are the actors &hich directly
in#uence the buyin behavior o clothin ite"s.
There are other indirect but i"portant actors, &hich do play a hu e role no&adays,
as %o. o stores is so"ethin that every consu"ers bein loves to en(oy. ior.
Then a ain, pricin is so"ethin that co"pels people to shi t their de"and ro" the
actual desire because inco"e is a actor, &hich is directly related to pricin . These
t&o actors co"bined to ether derive a practical ter", &hich is A ordability. ;any
o the potential custo"ers do not have the ability to ulfll their de"and due to lack
o a ordability.
$e are also tryin to fnd out the satis action level o the consu"ers in the currentsituation and ho& "uch consu"ers are a&are o the brand Deshi Dosh.
_____________________________%.0 47*7 , 7 NS E
RESE,R5
Thou h &e have put up our best e ort to "ake this research a ood one, this
paper has so"e li"itations too. $e have aced so"e constraints and
obstacles &hile conductin the study.
Firstly , &e had li"ited access to the related literatures due to restricted
access o (ournals in !T* Internet Library and other (ournal sites. As a
result, &e could fnd li"ited resources to deal &ith.
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Secondly , &e could not fnd any developed 0uestionnaire. There ore, the
researcher had to develop a 0uestionnaire &hich reliability and validity is not
tested.
Thirdly , the sa"ples &e have dealt &ith are very li"ited and they are not
surely representative o the &hole population o the tar et custo"er base.
Last but not the least, the "easures included in this research &as based
upon the perceptions o the participatin respondents. There ore, the
potential or data inaccuracies due to ite" "isinterpretation orpredisposition to certain responses on the part o the participant does e-ist.
_______________________________________________(.0 :P ES7S
F C Price is the "ost si nifcant actor or the custo"er visitin KDesiDos .
F3C Traditional clothin line is the second "ost si nifcant actor orthe custo"ers visitin KDesi Dos .
F9C In Desi Dos e"ale clothin ite"s are the "ost purchased ite"sthan "ale clothin .
F:C Addition o "ore stores in di erent location &ill i"prove thecusto"er satis action level.
F4C A"enities such as "e"bership card, discounts, coupons &ill
positively in#uence custo"er s purchase decision.
F2C A ressive advertisin &ill i"prove their brand i"a e.
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_______________________________+.0 RESE,R5 *E D 4 ;:
$hile &orkin on this research &e have e"ployed various techni0ues and
"ethods to ac0uire relevant data. The "ethodolo y e"ployed in this study
includesC the procedure or data collection, the study sa"ple, the procedure
and techni0ues used in the data analysis and the study li"itations.
The data &e have collected can be divided into t&o cate ories based on the
data collection techni0ues, study sa"ple and source o in or"ation. Those
t&o cate ories are Pri"ary Data and !econdary Data.
Pri"ary data re ers to the data collected ro" the survey that &e have
conducted a"on the sa"ples o the tar et consu"ers &ho are assu"ed as
representatives o the tar et population.
___________________________________________/.0 RESE,R5
DES7;N
*ur research is a "i-ed type o research as &e have e"ployed both
+uantitative and +ualitative techni0ues o ac0uirin data. $e &ent throu h
our Proble" Discovery and Proble" Defnition part. A ter that, &e have used
the data ac0uirin techni0ues to collect data relevant to the research, &hich
&ould eventually lead us to the consu"er insi ht and the validation test o
our hypotheses.
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A ter defnin the proble" or e-istin ap in the "arket, &e &ent to the
research desi n part. Fere &e decided &ho &ill be our respondents and ho&
&ill &e select the". $e "ade sure that our respondents represent the
reater population, &hich &e are tryin to indicate. Then &e have conducted
a survey and used !P!! so t&are to test our hypothesis and f ure out
hidden acts about consu"er insi ht.
$e developed a 0uestionnaire or conductin survey and pre tested it on a
s"aller roup. A ter correctin the 0uestionnaire, &e conducted survey &ith
the fnal 0uestionnaire. ?inally, a ter conductin survey &e used the
statistical so t&are 1!P!!6 to analy)e the athered data and fnd the hidden
patterns and in or"ation. $e interpreted these data and "ade so"e
reco""endation on these fndin s.
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Pri"ary data collection or our research &as done throu h 0uestionnaire
survey. This 0uestionnaire s &ere provided directly to the respondents and
&e the surveyors recorded the collected data. These &ere collected viaconvenience sa"plin "ethod. $e have chosen respondents &ithin the
tar et population &ho &ere representative o di erent se "ents. %o
supervisory and validation "ethod &as used. e8contactin &as not possible,
as the respondents pre erred anony"ity.
The data re0uired or conductin this study &ere collected usin sel 8
ad"inistered 0uestionnaires, specially desi ned to achieve the study oals.
A total o 0uestions coverin key attributes o the custo"ers perception
about Deshi Dosh &ere prepared a ter revie&in the relevant study. The
0uestionnaire includes "ultiple8choice 0uestion and scale such as Interval
!cale, !e"antic Di erential !cale and Likert !cale &ere used to rate the
i"portance o di erent attribute and understand consu"er pre erence and
insi ht re ardin the decision "akin process o the evaluation o Deshi
Dosh. All the 0uestions &ere closed8ended 0uestion to encoura e easy
response ro" the custo"ers and to allo& the researcher to use statistical
tests in evaluatin the fndin s o the study.
10.1 *easurement Sca"es
*ut o 0uestions &e used f-ed alternative 0uestions and no open
ended 0uestion. ;easure"ent o several independent variables &as done by
!e"antic Di erential !cale and Likert !cale. !o"e cate ory scale 0uestions
&ere included too. In "ost other cases, &e used no"inal, ordinal and interval
scales. $e also used so"e 0uestions &hich are si"ilar in nature to fnd out
the consistency o the respondents &hile ans&erin .
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10.2 Design o' Recor!ing orms
$e have desi ned our 0uestionnaire into three partsC in initial sta e, &e
asked screenin and rapport 0uestions. The 0uestions &hich are o a little
co"ple- nature are placed in second last sta e. Then &e have included
de"o raphic at frst and at the end as &ell. $e tried to be si"ple,
strai ht or&ard and concise and "ade sure that the 0uestions &ere easily
understandable . As our respondents are ro" di erent se "ents, &e had
tried to "ake the 0uestions as #e-ible as possible. This &ill help us to
"ini"i)e the error &hile atherin data. $e used "ostly structured
0uestions to "ake our 0uestionnaire and there s no unstructured 0uestion.
$e have used so"e deter"inant choice 0uestions and the !e"antic
Di erential and Likert ratin scale.
10.3 Respon!ent 7nstruction
There &as a 0uestionnaire introduction that clearly "entioned the purpose o
the research. $e asked the respondents to tick any ans&er they pre erred. The respondents &ere asked politely by the intervie&er to fll out the
0uestionnaire to help us in our pro(ect. *ur 0uestionnaire &as t&o pa es lon
&ith a "i-ture o di erent types o 0uestions and there &ere f-ed
alternative 0uestions.
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10.# 4ayout
Mood layout and physical attractiveness are crucial issues o any
0uestionnaire. To apply a ood layout o the 0uestionnaire, &e also tried to
desi n the 0uestionnaire such a &ay so that the layout does not see" too
or"al or ri id to the custo"ers. All the 0uestions &ere arran ed such a &ay
that each 0uestion and its correspondin ans&ers be an and ended in the
sa"e pa e. All the 0uestions &ere &orded very precisely as &ell in order to
prevent the tar et respondent ro" beco"in con used.
_________________________________________11.0 S,*P47N;
*E D
11.1 Stu!y ,rea
As stated be ore, &e are concentratin "ore on the evaluation o Deshi Dosh
&hich is situated at 'asundhora @ity in Dhaka. That is &hy our sa"plin
ra"e has been dra&n ro" various privile ed areas &ithin Dhaka, such as
Dhan"ondi, Mulshan, 'anani, 'aridhara, Nttara and 'ashundhara.
11.2 an!"ing o' Re'usa"s
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In so"e cases, "any o the respondents &ere reluctant to fll the entire
0uestionnaire and le t the task hal done. In addition, al"ost all the
respondents &ere un&illin to ans&er the open8ended 0uestions. In all these
cases, &e had to convince the" to fll the entire thin up. $e had to provide
the" &ith incentives like !"ileB and A cup o teaB to et the (ob done.
11.3 Rep"acement o' Re'usa"s
In e-tre"e cases, &here the respondents did not &ant to listen to any o our
re0uest, &e had to re(ect that particular 0uestionnaire and fnd a ne&
respondent to fll a ne& set o 0uestionnaire.
11. Samp"e Si>e
!a"ple si)e or our survey &as 2=. Fo&ever, durin the data collection,
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&ereO such as, Inco"e Mroup, A e, Mender, etc. %u"eric or"at &ere used to
code the data. @odin o all the data is provided in Appendi-.
________________________________________________13.0 D, ,
EN R:
$e have entered the data collected ro" the survey to the !P!! so t&are
a ter the codin &as done. At the be innin , &e used re0uency tables to
tabulate the su""ary o all the responses or each 0uestion. This tabulated
in or"ation &as then represented raphically &ith the help o pie charts. This
&as done so that anyone can have an idea about the outco"e o each0uestion instantly by havin a look at the re0uency table and the raphs.
Pie charts &ere used as it displays in or"ation in a "ore easily
understandable "anner than nor"al bar charts. It sho&s the percenta es or
di erent roups o choices, &hich "akes it easier to understand consu"er
pre erence. %ot only that, it "akes it easier to interpret the results as &ell.
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Figure: Data Vie& in !P!!
_____________________________________1 .0 D, ,
S9**ER7?, 7 N
Data su""ari)ation re ers to the presentation o the data &e have collected
in such a or" that &ill be easily understood by the reader. In our pro(ect, &e
have also tried to use various data su""ari)ation techni0ues in order or our
ease to "ake the report, as &ell as or the reader ease to read and
understand our survey s fndin s.
The techni0ues &e used to su""ari)e our data are described belo&.
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Frequency distribution tables: &ere used to record the nu"ber o ti"es a
certain variable has repeated itsel . It is visual8 riendly and a very
co""on techni0ue to use. It is defned as a set o intervals, usually o
ad(acent and o e0ual &idth, into &hich the ran e o a statistical
distribution is divided, each associated &ith a re0uency indicatin the
nu"ber o "easure"ents in that interval.
Percentages: has been used to indicate ho& "uch a certain actor is
co"posed o out o our total respondents. It is used to sho& the
proportion in relation to the &hole.
Pie charts: have been used to ive a ood visual representation o our
data. It ives a raphical representation o data collected at a lance
Cross tabulations: has been done to co"pare our data that &e collected.
It displays the (oint distribution o t&o or "ore variables si"ultaneously. It
can provide reater insi ht than (ust re0uency tables
Chi Square Test : allo&s us to test the si nifcance in the analysis o
re0uency distribution. Thus cate orical data on variables or dichoto"ous
"ay be statistically analy)ed. @alculation o the @hi !0uare statistics
allo&ed us to deter"ine &hether the di erence bet&een the observed
re0uency distributions and the e-pected distribution could be attributed
to sa"plin variations.______________________________________1#.0 RESP NSE
7N5EN 78ES
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angib"e Response 7ncentives
$e did not provide any tan ible or "onetary incentives to our respondents
because that &ould be unethical and the respondents "ay et &ron
i"pression about our research. ;oreover, as &e are university students, &ehave nu"erous li"itations to o er anythin ro" our pocket to our
respondents.
7ntangib"e Response 7ncentives
Thou h there &ere not any tan ible incentives or the respondent, &e did
provide so"e intan ible incentives. They are as ollo&sC
$e "ade the 0uestionnaire si"ple, strai ht or&ard, precise and easily
understandable so that it does not con use respondents.
$e said that &e are students o %orth !outh Nniversity and sho&ed the"
our Ids to "ake the" eel co" ortable and sa e.
espondents did not need to ive any identifcation and so they elt ree
to ans&er all the 0uestions.
$e asked the respondents ently and politely to fll up the 0uestionnaire.
$hen they flled it up, &e thanked the" so that they elt ood and eel
that they &ere able to help us.
5ost Estimate
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There &as no actual cost o conductin the survey e-cept the "oney needed
to print the 0uestionnaires and transportation cost that &as needed to o to
all the places to collect the data.
;ains 'rom Provi!ing 7ncentives
;a(ority o the respondents ans&ered all the 0uestions in the 0uestionnaire.
There ore, our response rate &as 0uite hi h. They ans&ered the
0uestionnaires 0uickly and accurately &hich saved out ti"e and increased
reliability o the responses.
___________________________________1%.0 D, , ,N,4:S7S
*E D
Analysis calls or the or"al presentation or puttin the data &e collected
into an actionable or". ach data &e collected needs to be analy)ed
correctly, or it can lead us to "isleadin ans&ers and thus to a "isleadin
hypothesis. @are ul consideration should be iven &hen involvin in the
process o analy)in . Analysis "ethods could include association tests,
statistical tests, "ultivariate "easures and descriptive statistics.
T&o types o analysis &ere conducted in this studyC profle analysis and
statistical analysis. Profle analysis can be vie&ed as a "eans o classi yin a
particular set o sub(ects accordin to a particular nu"ber o relevant
attributes. This "ethod is &idely used in social science research especially
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those studies that involve the investi ation o behavioral issues. This
"ethod o analysis has been used in "any studies as a frst step be ore
conductin any statistical analysis. The profle analysis e"ployed in this
study &as conducted via the use o percenta es, "ean scores, and ranks.
?or statistical data analysis one8&ay re0uency distribution &as used.
All our pri"ary data have been collected throu h either 0uestionnaire or
ocus roup discussion. A ter collection period, &e put all the responses in
the !P!! database, in addition, &e coded each and every response accordin
to the !P!! code or"at. A ter runnin the data inputs in the !P!!, &e took
!P!! s help to urther analysis our in or"ation. $ith the help o the data
sheets &e analy)ed the" usin various "ethods like re0uency, percenta e
count and cross tabulation.
_____________________________________________1(.0 S9R8E:
PRE ES
Pretestin re ers to the testin on a s"all sa"ple be ore actually testin a
lar er sa"ple. A ter only analy)in the results and reactions athered
throu h pretest, one can ather the coura e to conduct survey on a lar er
sa"ple. Pretestin is enerally a reed to be an indispensable sta e in survey
0uestionnaire develop"ent. @onductin a pretest can save a co"pany ro"
spendin thousands o dollars. ?irst, &e ot approval o our 0uestionnaire
desi n type by our instructor. Then &e conducted a pretest o 0uestionnaire
on 78 = people. This helped us to understand the likely responses &e are to
ather in the uture. Another ter" or Pretestin can be Ktrial "ethod , in
&hich &e ather the responses be ore launchin the actual survey
0uestionnaire and &e test the likely reactions o the respondents.
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S9R8E: RES94 ,N,4:S7S
Primary Statistical Analysis
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A"on our feld population 79.95 are valid and 2.5 o our respondents are e"ale.
7nterpretation
on o respondents is "ale.
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24)29 8 11.1 13.6 93.2
30)3% 2 2.8 3.4 96.6
(36 2 2.8 3.4 100.0
'otal %9 81.9 100.0 Missing 9 1 1.4
S ste# 12 16.$
'otal 13 18.1
'otal $2 100.0
Data ana"ysis
?ro" the respondents 3.75 placin belo& 7, 23.45 &ere placin ro" 7839,
. 5 &ere placin ro" 3:83>, 3.75 &ere placin ro" 9=894 and above 94 years
and "issin &ere 7. 5.
The "ean is 3.3< and the standard deviation is .
7nterpretation
$e atte"pted to acco"plish the study on sa"ple respondents &ho &ere a&are o
ashionable clothin and re0uently visits clothin store. ;ost o our respondents
&ere youn a"on 7839 years.
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Frequenc !ercentValid
!ercent"u#ulative
!ercent
Valid -urc aser 29 40.3 48.3 48.3
Non-urc aser
31 43.1 %1.$ 100.0
'otal 60 83.3 100.0
Missing S ste# 12 16.$
'otal $2 100.0
Data ana"ysis
?ro" the respondents :=.95 &ere purchaser o desi dos and 3=.75 &ere nonpurchaser.
7nterpretation
ven thou h 2 . 5 o respondents &ere a&are o it but only :=.95 are purchasers.It should ocus to turn their a&are custo"ers into purchaser because a&arecusto"ers are not purchasin ro" desi dos.
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Mostl -urc ased ite#
N Valid 29
Missing 43
Mean 1.$241Std. Deviation .$0186
Mostly purchased item
Frequenc !ercentValid
!ercent"u#ulative
!ercent
Valid Male
ite#s
12 16.$ 41.4 41.4
Fe#aleite#s
13 18.1 44.8 86.2
ot 4 %.6 13.8 100.0
'otal 29 40.3 100.0
Missing 9.00 31 43.1
S ste# 12 16.$
'otal 43 %9.$
'otal $2 100.0
Data ana"ysis
A"on st the purchaser 2.
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?e"ale ite"s are "ostly purchased ite"s co"pare to "ale ite"s. It "eans thate"ale clothin o desi dos attract "ore custo"ers.
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Statistics
utlets t at visited #ostl
N Valid 60
Missing 12
Mean 4.4833
Std. Deviation 3.04482
Outlets that visited mostly
Frequenc !ercentValid
!ercent"u#ulative
!ercent
Valid Sada alo 16 22.2 26.$ 26.$
Nogor dola % 6.9 8.3 3%.0
i iana 6 8.3 10.0 4%.0
Ni-un 2 2.8 3.3 48.3
a ra&t 12 16.$ 20.0 68.3
!ro ortona 1 1.4 1.$ $0.0
Des al $ 9.$ 11.$ 81.$
anglar #ela 2 2.8 3.3 8%.0
5ang 4 %.6 6.$ 91.$
*n ans % 6.9 8.3 100.0
'otal 60 83.3 100.0
Missing S ste# 12 16.$
'otal $2 100.0
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Data ana"ysis
$e ound that 33.35 visits sadakalo, 2.>5 visits no or dola, 7.95 visits bibiana,3.75 visits nipun, 2..
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Frequenc !ercentValid
!ercent"u#ulative
!ercent
Valid Sada alo 16 22.2 26.$ 26.$
nogordola % 6.9 8.3 3%.0
i iana 6 8.3 10.0 4%.0
ni-un 2 2.8 3.3 48.3
a ra&t 12 16.$ 20.0 68.3
-ro ortona 1 1.4 1.$ $0.0
des al $ 9.$ 11.$ 81.$
anglar #ela 2 2.8 3.3 8%.0
rang 4 %.6 6.$ 91.$ an ans % 6.9 8.3 100.0
'otal 60 83.3 100.0
Missing S ste# 12 16.$
'otal $2 100.0
Data ana"ysis
$e also ound that 33.35 pre ers sadakalo, 2.>5 visits pre ers dola, 7.95 pre ersbibiana, 3.75 pre ers nipun, 2..
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i#-ortant
2.00 16 22.2 26.$ $0.0
3.00 8 11.1 13.3 83.3
4.00 6 8.3 10.0 93.3 %.00 2 2.8 3.3 96.$
not veri#-ortant
2 2.8 3.3 100.0
'otal 60 83.3 100.0
Missing S ste# 12 16.$
'otal $2 100.0
Data ,na"ysis
$ithin the 79.95 valid sa"ple si)e 92. 5 said it is very "uch i"portant actor.
33.35 said that it is so"e&hat i"portant actor. . 5 said that it is an i"portant
actor. 7.95 &as neutral about the actor said, 3.75 said that it is not i"portant and
3.75 said that it is not very i"portant actor.
The "ean is 3. 22< and the standard deviation is .:4 25 &as neutral about the actor. 4.25 said that it is not an i"portant
actor. .:5 said that it is not so"e&hat i"portant. 3.75 said that it is not very
i"portant actor.
The "ean is 3.7 2< and the standard deviation is .:7>>>.
7nterpretation
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Al"ost < .
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Frequenc!erce
ntValid
!ercent"u#ulative
!ercent
Valid veri#-ortant 13 18.1 21.$ 21.$
2.00 1% 20.8 2%.0 46.$
3.00 14 19.4 23.3 $0.0
4.00 10 13.9 16.$ 86.$
%.00 % 6.9 8.3 9%.0
6.00 2 2.8 3.3 98.3
noti#-ortant 1 1.4 1.$ 100.0
'otal 60 83.3 100.0
Missing S ste# 12 16.$
'otal $2 100.0
Data ,na"ysis
$ithin the 79.95 valid sa"ple si)e 7. 5 said it is very "uch i"portant actor.3=.75 said that it is so"e&hat i"portant actor. >.:5 said that it is an i"portant
actor. 9.>5 &as neutral about the actor. 2.>5 said that it is not an i"portant
actor. 3.75 said that it is not so"e&hat i"portant. .:5 said that it is not very
i"portant actor.
The "ean is 3.7 2< and the standard deviation is .:
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Al"ost
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Statistics
'raditional clot ing &actor
N Valid 60
Missing 12
Mean 2.$%00
Std. Deviation 1.%%819
"raditional clothing factor
Frequenc !ercentValid
!ercent"u#ulative
!ercent
Valid veri#-ortant
13 18.1 21.$ 21.$
2.00 20 2$.8 33.3 %%.0
3.00 10 13.9 16.$ $1.$
4.00 9 12.% 1%.0 86.$
%.00 4 %.6 6.$ 93.3
6.00 2 2.8 3.3 96.$
noti#-ortant
2 2.8 3.3 100.0
'otal 60 83.3 100.0
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Missing S ste# 12 16.$
'otal $2 100.0
Data ,na"ysis
$ithin the 79.95 valid sa"ple si)e 7. 5 said it is very "uch i"portant actor.
35 said that it is an i"portant
actor. 3.45 &as neutral about the actor. 4.25 said that it is not an i"portant
actor. 3.75 said that it is not so"e&hat i"portant. 3.75 said that it is not very
i"portant actor.
The "ean is 3..
7nterpretation
Al"ost < .
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Data ,na"ysis
$ithin the 79.95 valid sa"ple si)e 34.=5 said it is very "uch i"portant actor.
3=.75 said that it is so"e&hat i"portant actor. 33.35 said that it is an i"portant
actor. 2.>5 &as neutral about the actor. 3.75 said that it is not an i"portant
actor. 3.75 said that it is not so"e&hat i"portant. 3.75 said that it is not very
i"portant actor.
The "ean is 3.4999 and the standard deviation is .439:4.
7nterpretation
Al"ost 7 .
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$o% of stores !mprovement factors
Frequenc!erce
ntValid
!ercent"u#ulative
!ercent
Valid stronglagree
9 12.% 1%.0 1%.0
2.00 2$ 3$.% 4%.0 60.0
3.00 20 2$.8 33.3 93.3
4.00 4 %.6 6.$ 100.0
'otal 60 83.3 100.0
Missing S ste# 12 16.$
'otal $2 100.0
Data ,na"ysis
$ithin the 79.95 valid sa"ple si)e 3.45 stron ly a reed &ith the actor. 9
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A"on the respondents 2=.=5 a reed that nu"ber o stores o desi dos cani"prove their service and brand i"a e. That entails that custo"er &ant "ore storeso desi dos.
Statistics
*dding o& ne+ ite#s #-rove#ent &actors
N Valid 60
Missing 12
Mean 2.0000
Std. Deviation .90198
Adding of new items !mprovement factors
Frequenc !ercentValid
!ercent"u#ulative
!ercent
Valid stronglagree
22 30.6 36.$ 36.$
2.00 18 2%.0 30.0 66.$
3.00 18 2%.0 30.0 96.$
4.00 2 2.8 3.3 100.0
'otal 60 83.3 100.0
Missing S ste# 12 16.$
'otal $2 100.0
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Data ,na"ysis
$ithin the 79.95 valid sa"ple si)e 9=.25 stron ly a reed &ith the actor. 34.=5
a reed &ith the actor. 34.=5 &as neutral about the actor. 3.75 disa reed &ith the
actor. And no one stron ly disa reed &ith the actor.
The "ean is 3.==== and the standard deviation is .>= >7.
7nterpretation
A"on the respondents 22.
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Amenities !mprovement of #esi dos
Frequenc !ercentValid
!ercent"u#ulative
!ercent
Valid strongldisagree
12 16.$ 20.0 20.0
2.00 30 41.$ %0.0 $0.0
3.00 1% 20.8 2%.0 9%.0
4.00 3 4.2 %.0 100.0
'otal 60 83.3 100.0
Missing S ste# 12 16.$
'otal $2 100.0
Data ,na"ysis
$ithin the 79.95 valid sa"ple si)e 2.
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and brand i"a e. That entails that custo"er desire "e"bership cards or serviceslike that.
Statistics
*ggressive advertising #-rove#ent o& Desi dos
N Valid 60
Missing 12
Mean 2.$000
Std. Deviation .90$60
Aggressive advertising !mprovement of #esi dos
Frequenc !ercent Valid!ercent "u#ulative!ercent
Valid stronglagree
% 6.9 8.3 8.3
2.00 19 26.4 31.$ 40.0
3.00 2$ 3$.% 4%.0 8%.0
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4.00 $ 9.$ 11.$ 96.$
strongldisagree
2 2.8 3.3 100.0
'otal 60 83.3 100.0
Missing S ste# 12 16.$
'otal $2 100.0
Data ,na"ysis
$ithin the 79.95 valid sa"ple si)e 2.>5 stron ly a reed &ith the actor. 32.:5
a reed &ith the actor. 9.
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Statistics
Mont l e:-enditure &or an clot ing
N Valid %8
Missing 14
Mean 1.$%86
Std. Deviation .923%8
Monthly e&penditure for any clothing
Frequenc !ercentValid
!ercent"u#ulative
!ercent
Valid 1)1000 29 40.3 %0.0 %0.0
1001)%000 18 2%.0 31.0 81.0
%001)10000 $ 9.$ 12.1 93.1
10001)1%000 4 %.6 6.9 100.0
'otal %8 80.6 100.0
Missing 9.00 2 2.8
S ste# 12 16.$
'otal 14 19.4
'otal $2 100.0
Data ,na"ysis
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$ithin the 7=.25 valid sa"ple si)e :=.95 have "onthly e-penditure in bet&een 8
=== tk. 34.=5 have "onthly e-penditure in bet&een == 84=== tk. >.
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Mean 1.30%1
Std. Deviation .%9464
Occupation
Frequenc !ercentValid
!ercent"u#ulative
!ercent
Valid Student 4% 62.% $6.3 $6.3
Service ,older 10 13.9 16.9 93.2
;ntre-reneur 4 %.6 6.8 100.0
'otal %9 81.9 100.0
Missing 9.00 1 1.4
S ste# 12 16.$
'otal 13 18.1
'otal $2 100.0
Data ,na"ysis
$ithin the 7 .>5 valid sa"ple si)e 23.45 &ere students. 9.>5 &ere service
holder. 4.25 &ere entrepreneur.
The "ean is .9=4 and the standard deviation is .4>:2:.
7nterpretation
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A"on the respondents
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'est Value < 3.0
t d& Sig. =2)tailed>
MeanDi&&erenc
e
9%? "on&idencenterval o& t e
Di&&erence
o+er @--er
!rice &actorselectingstore
)4.44$ %9 .000 ).8333 )1.2083 ).4%83
7nterpretation
At this ti"e, our population si)e is %S2= and de rees o reedo" 1d 6 is 4>.
@alculated "ean is 3. 22< and our test value is 9.= and also standard deviation is
.:4 245.
@alculated t is 8:.::< and !( is .=== and "ean di erence is 8.7999
As !( is lo&er than .=4 so null hypothesis is re(ected. $e can end that price is the
"ost si nifcant actor that custo"ers visitin desi dos.
ypothesis est F 2 ne Samp"e Gtest
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0 @ Traditional clothin line is the second "ost si nifcant actoror the custo"ers visitin KDesi Dos .
1 @ Traditional clothin line is the second "ost si nifcant actoror the custo"ers visitin KDesi Dos .
One'Sample Statistics
N MeanStd.
Deviation
Std.;rror Mean
'raditional clot ing&actor selecting
store60 2.$%00 1.%%819 .20116
One'Sample "est
'est Value < 3.0
t d& Sig. =2)tailed>
MeanDi&&erenc
e
9%? "on&idencenterval o& t e
Di&&erence
o+er @--er
'raditional clot ing&actor selecting
store)1.243 %9 .219 ).2%00 ).6%2% .1%2%
7nterpretation
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At this ti"e, our population si)e is %S2= and de rees o reedo" 1d 6 is 4>.
@alculated "ean is 3..
Fere, si nifcance level 1
6 S 45 and confdence level is >45.
@alculated t is 8 .3:9 and !( is .3 > and "ean di erence is 8.34==
As !( is reater than .=4 so null hypotheses cannot be re(ected.
ypothesis est F 2 ne Samp"e Gtest
0 @A"enities such as "e"bership card, discounts, and coupons
&ill positively in#uence custo"er s purchase decision.
1 @ A"enities such as "e"bership card, discounts, and coupons
&ill not positively in#uence custo"er s purchase decision.
(ariables )ntered*+emoved,b-
Model
Varia les;ntered
Varia les5e#oved Met od
1 *#enities#-rove#
ent o& Desi
dos=a>
. ;nter
a *ll requested varia les entered.
De-endent Varia leA ,ave ou -urc ased an t ing &r# desi dos
Model Summary
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Model 5
5Square
*d usted5 Square
Std. ;rror o& t e
;sti#ate
1 .099=a> .010 ).00$ .%0%$$
a !redictorsA ="onstant>B *#enities #-rove#ent o& Desi dos
A$O(A,b-
Model Su# o&
Squares d& Mean
Square F Sig.
1 5egression
.14$ 1 .14$ .%$3 .4%2=a>
5esidual
14.83$ %8 .2%6
'otal 14.983 %9
a !redictorsA ="onstant>B *#enities #-rove#ent o& Desi dos
De-endent Varia leA ,ave ou -urc ased an t ing &r# desi dos
.oefficients,a-
Model
@nstandardiCed"oe&&icients
StandardiCed
"oe&&icients
t Sig.Std.;rror eta
1 ="onstant> 1.382 .189 $.320 .000
*#enities#-rove#ent
.062 .082 .099 .$%$ .4%2
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.hi'S0uare "ests
Value d&
*s #-. Sig. =2)
sided>
!earson " i)Square 11.318 a 2 .003
i eli ood 5atio 1%.336 2 .000
inear) ) inear *ssociation 10.219 1 .001
N o& Valid "ases 4%
a. 3 cells =%0.0?> ave e:-ected count less t an %. ' e #ini#u#
e:-ected count is 1.69.
InterpretationC
As &e can ro" the cross tabulation that "ost o the ite"s are bou ht by e"ale
and e"ale ite"s are the "ostly purchased ite"s in deshi dosh. The @hi8s0uare
value is .9 7. at .=4 si nifcance level. As it is less than the critical value, the null
hypothesis o association cannot be re(ected indicatin that the association is not
statistically si nifcant at the .=4 level. !o there is si nifcance that ?e"ale ite"s
are "ostly purchased ite"s in this outlets.
F =CAddition o "ore stores in di erent location &ill i"prove the custo"er
satis action level.
F C Addition o "ore stores in di erent location &ill not i"prove the custo"er
satis action level.
One'Sample Statistics
N Mean Std. Deviation Std. ;rror Mean
No. o& stores #-rove#ent
&actors
60 2.316$ .81286 .10494
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One'Sample "est
'est Value < 3
t d& Sig. =2)tailed> Mean Di&&erence
9%? "on&idence nterval o& t e
Di&&erence
o+er @--er
No. o& stores #-rove#ent
&actors
)6.%12 %9 .000 ).68333 ).8933 ).4$34
7nterpretation
Fere, our test value is 9.= &hich represent the i"portant actor or the addition o
ne& stores $e have taken this test value as our null hypothesis. Fere, our de ree o
reedo" is 4> and upper confdence level is 8.:99.
Fere, S 45 or .=4. !o, 3 S .=34
@alculated t S82.4 3, de rees o reedo" 4> and >45 confdence interval.
At >45 confdence interval our si nifcance level is lo&er than =.=4 &hich indicates
that &e can t re(ect the %ull Fypothesis.
!o, our null hypothesis &ould not be re(ected at >45 confdence interval. $e can
conclude that Addition o stores is needed.
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F =C A"enities such as "e"berships card, discounts, coupons &ill positivelyin#uence custo"er s purchase decision.
F C A"enities such as "e"berships card, discounts, coupons &ill notpositively in#uence custo"er s purchase decision.
One'Sample Statistics
N Mean Std. Deviation Std. ;rror Mean
*#enities #-rove#ent o&
Desi dos
60 2.1%00 .$9883 .10313
One'Sample "est
'est Value < 3
t d& Sig. =2)tailed> Mean Di&&erence
9%? "on&idence nterval o& t e
Di&&erence
o+er @--er
*#enities #-rove#ent o&
Desi dos
)8.242 %9 .000 ).8%000 )1.0%64 ).6436
7nterpretation
Fere, our test value is 9.= &hich represent the i"portant actor or the addition o
ne& stores $e have taken this test value as our null hypothesis. Fere, our de ree o
reedo" is 4> and upper confdence level is 8.2:92 and lo&er confdence level is
8 .=42:.
Fere, S 45 or .=4. !o, 3 S .=34
@alculated t S87.3:3, de rees o reedo" 4> and >45 confdence interval.
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At >45 confdence interval our si nifcance level is lo&er than =.=4 &hich indicates
that &e can t re(ect the %ull Fypothesis.
!o, our null hypothesis &ould not be re(ected at >45 confdence interval.
F =C A ressive advertisin &ill i"prove their brand i"a e.
F C A ressive advertisin &ill not i"prove their brand i"a e.
One'Sample Statistics
N Mean Std. Deviation Std. ;rror Mean
*ggresive advertising
#-rove#ent o& Desi dos
60 2.$000 .90$60 .11$1$
One'Sample "est
'est Value < 3
t d& Sig. =2)tailed> Mean Di&&erence
9%? "on&idence nterval o& t e
Di&&erence
o+er @--er
*ggresive advertising
#-rove#ent o& Desi dos
)2.%60 %9 .013 ).30000 ).%34% ).06%%
7nterpretation
Fere, our test value is 9.= &hich represent the i"portant actor or the addition o
ne& stores $e have taken this test value as our null hypothesis. Fere, our de ree o
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reedo" is 4> and upper confdence level is 8.=244 and lo&er confdence level is
8=..49:4.
Fere, S 45 or .=4. !o, 3 S .=34
@alculated t S83.42=, de rees o reedo" 4> and >45 confdence interval.
At >45 confdence interval our si nifcance level is lo&er than =.=4 &hich indicates
that &e can t re(ect the %ull Fypothesis.
!o, our null hypothesis &ould not be re(ected at >45 confdence interval. $e can
conclude that Addition o stores is needed.
________________________________________ 20.0 RESE,R57ND7N;S
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This research is conducted to evaluate the ne& brand Deshi Dosh. Theresearch is conducted to fnd out &hat actors encoura ed the consu"er tobuy products ro" Deshi Dosh. The consu"ers have also iven their opinion
about so"e cate ories about the actors that have in#uenced the" tochoose deshi dosh.
Deshi Dosh should be "ore ocused on their key de"o raphy a e roup 789=. ;ost o the youn people are "ore a&are o their brand and &anted tosee "ore stores available in di erent location.
Advertise"ent is another actor they should look in. As people are not that"uch a&are o the brand na"e they should ocus on advertise"ent as a&hole o the = brands not individually.
________________________________________21.0RE5 **END, 7 NS
$e have developed e& reco""endations ro" our research fndin . $e believethese reco""endations &ould surely beneft the Deshi Dosh in so"e &ay to cash in
"ore "oney. The reco""endations are as ollo&sC
!tudents and ?e"ales are their "ain custo"ers .
Addition o ne& outlets &ould be key to create "ore brand a&areness.
They should introduce "ore acilities to their stores such as "e"bership,
student discount etc.
They should do "ore advertisin to create a&areness o their brand as less
people kno& about their brand.
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