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Table of Content

CHAPTER NAME OF TOPIC PAGE NUMBER

Executive Summary VI
1.1 Origin 1
1.2 Objective 1
1.3 Scope 1
1.4 Methodology 1
1.5 Limitation 1
2.1 Company Profile 2
2.2 Change in past events 3
2.2.1 Which level people used to visit two years back 3
2.2.2 Why people think level 1 was preferred 4
3.1 Culture 5
3.2 Variation in cultural values 5
3.2.1 Other-Oriented Values 5
Environment-Oriented Values
3.2.2 5
Self-Oriented Values
3.2.3 6
Cultural Variations in Non Verbal
3.3 6
Communications
4.1 Product Profile 7
4.2 Price Ranges 8
5.1 Profile of Target Market 10
5.1.1 Gender Profile 10
5.1.2 Age Profile 11
Occupation/ Profession Profile
5.1.3 12
Education Level Profile
5.1.4 13

5.1.5 Monthly Income Profile 14

5.1.6 Location Profile 15


Generic Behavioral Analysis
5.2 16

5.2.1 Why people go out to eat 16


5.2.2 How often people go out to eat 17
5.3 Behavioral Analysis of VOOT restaurant 18
5.3.1 When people usually go to VOOT 18
5.3.2 Whom people usually go to VOOT with 19
5.3.3 Which food item people enjoy at VOOT 20
6.1
Memory 21

6.1.1 Source from where people got to know VOOT 21


7.1
Positioning 23

7.1.1 What comes to mind when people hear VOOT 23


7.1.2 Why people prefer VOOT 24
7.1.3 Schema 26
7.1.4 Perceptual Mapping 27
8.1 Attitude 28
8.2 Cognitive Component 28
8.2.1 Analysis of Cognitive Component of VOOT 28
The table listing the results from the survey on
8.2.2 29
VOOT, their ‘Ideal’ Restaurant and XinXian
8.3 Affective Component 31
8.3.1 The Likert Scale 31
8.3.2 Analysis of VOOT’s Affective Component 31
8.4 Behavioral Component 35
8.4.1 Analysis of VOOT’s Behavioral Component 35
9 Personality and Self Concept 39
10 Maketing strategy 42
Conclusion 43
Bibliography 44
1.1 Origin
This report was assigned to us by our course instructor, Md. Farhan Faruqui, as partial
fulfillment of the Consumer Behavior course objective. It was instructed that we make a
relevant questionnaire and try to analyze the behavioral patterns of consumers on the
given GAZI tank. We have analyzed the behaviors as best as we could and tried to relate
it to the theories we were taught. The report assigned to us on 3 November 2010 is due on
7 December 2010.

1.2 Objective
The general objective of this report is to display our finding on how consumers behave,
what they believe, what they like and dislike and why they do it, in a proper business
report format which is vital for any business graduate because in their careers, they have
to submit report formatted as taught.

1.3 Scope
We have displayed graphs and charts after calculations regarding behavioral aspects and
then we analyzed our finding using theories applicable. We have made the questions in
relation to finding the most out of GAZI tank’s customers. We analyzed how they behave
and why they behave in such a manner-but the entire report was kept according to GAZI
tank’s perspective.

1.4 Methodology

Nature of Study: Exploratory


Source of Information: Both primary and secondary sources
Primary source: Primary source were individuals who were surveyed. The following
factors were considered to collect information:
• Sampling method: Convenient Sampling
• Information Collection Instrument: Structured and Organized
questionnaire for the respondents
• Sample Size: 61 individuals
Secondary Source: GAZI tank’s website
Analysis of Information: Statistical techniques using SPSS and MS Excel.
Presentation of Information: Graphical forms of pie charts and bar graphs.

We have collected information from secondary source- websites and as primary source
we interviewed sales people and owners of shops of GAZI tank, and took survey of the
customers. They have given comprehensive answers to the questions asked. Our entire
report is based on the questions we made on our own. We gave questions according to
what we believe can give us the right answers to consumers behavioral patterns.

1.5 Limitations
It took a lot of our time to prepare the questions, get it corrected, print it and divide
among ourselves to carry out the survey. The survey itself was a great hindrance because
it was utterly a painful situation to make them understand the questions and make them
answer all of the questions! Then after surveying we had to short-list the samples because
we had to throw away a lot of incorrect questionnaires. Also the format had posed as a
tremendous barrier to the smooth finishing of the report.

Company Profile:
After the independence of Bangladesh, GAZI Group started its journey with the
production of rubber goods and subsequently established a leading rubber industry of
Bangladesh producing tyre & tube of three wheelers in the name of GAZI Tyre.

GAZI Tanks started in the year 1995 as a pioneer in manufacturing of plastic overhead
water tanks, now GAZI Tank is manufacturing various plastic based products rather than
tanks such as - industrial basket, industrial trolley, house hold tanks, milk can, mini tanks,
plastic road cone for use as road divider, dustbin etc. Since inception GAZI Tank is also
enjoying the market leadership in plastic market of Bangladesh.

Uses:
It can be used as:
• Water storage
• Overhead reservoir
• Chemical, fuel & oil storage tank

Features:
• It can resist up to 110 c Temperature
• It is double layered
• It is U.V. Stabilized.

2.1 An Anatomy on the way of living of the people of our country:


Anatomyof wayof livingof the
peopleof our country

38% Rented house or


apartment
Self Owned House or
62% apartment

Findings:

From the overall respondents we confined our survey depicted that 62% of the people
lives in rented house or apartments and the rest 38% lives on their self owned house or
apartments.

Analysis:

It is quite apparent from the chart that most of the people have rented houses or
apartments in Dhaka city because most of the people staying in Dhaka have come from
places outside it. Therefore, a large portion of the people we surveyed had rented houses
or apartments. While, we surveyed these people many of them didn’t have much idea
about the tank they are currently using, partly because of the fact that their house are
rented. Also, since it’s a specialty product the need for purchasing it doesn’t arise so
frequently, therefore, the owners had limited idea about the tanks.

3) Product Profile
a) Gazi super TANK (black)

GAZI

b) GAZI GRANITE (BLUE / GREY)


GAZI Available on request 300 Ltr
to 5000 Ltr

c) GAZI (MILKY WHITE)

GAZI
Available on request 300 Ltr to 5000 Ltr

d) GAZI (Ocean blue)

GAZI

e) GAZI Automatic Water Tanks (COMING SOON)


Gazi

ELECTRONIC WATER LEVEL CONTROLLER

For the first time in Bangladesh, GAZI tank is proudly introducing the prestigious and
innovative product namely.
“GAZI AUTOMATIC WATER TANK”

A high quality water tank with an electronic brain which can sense the need of a family.
Peace of mind is guaranteed, because you are getting a high quality Water Tank with an
Automatic Water Level and Pump Control Switch and System at a reasonable price.

Water Switch fitted in the GAZI AUTOMATIC WATER TANK, effectively monitor and
controls water levels in the Over head Tank, Sump, Well etc., It prevents Overhead Tank
from over flowing and also over pumping of Sump, Well etc.. It allows the user to be free
from the botheration of switching the electric water pump ON and OFF and makes water
available round the clock.

Hence save energy and save water.

GAZI AUTOMATIC WATER TANK – FUNCTIONS AND FEATURES


Fully automatic operation.
Switches water pump ON when Over Head Tank is empty and switches water
Pump OFF when Over Head Tank is full.
Extremely easy to install.
Fit and forget type and no routine maintenance required.
Ocean Automatic Water Tanks are a long term investment.

Capacity (Ltrs) Diametre (mm) Height (mm)


500 930 960
750 1025 1100
1000 1115 1265
4.1 Culture

Culture refers to the cumulative deposit of knowledge, experience, beliefs, values,


attitudes, meanings, hierarchies, religion, notions of time, roles, spatial relations,
concepts of the universe, and material objects and possessions acquired by a group of
people in the course of generations through individual and group striving. It is a way of
life of a group of people--the behaviors, beliefs, values, and symbols that they accept,
generally without thinking about them, and that are passed along by communication and
imitation from one generation to the next.

4.2 Variation in cultural values:

Cultural values are widely held beliefs that affirm what is desirable. They values affect
behavior through norms, which specify an acceptable range of responses to specific
situations. A useful approach to understanding cultural variations in behavior is to
understand the values embraced by different culture. There are numerous values that vary
across culture and affect consumption. We will present a classification scheme consisting
of three broad forms of cultural values: Other-oriented, Environment-oriented and
Self-oriented.

4.2.1 Other-Oriented Values:

• Individual / Collective: From our analysis, we found that the respondents are
more individualistic in nature.
• Youth / Age: Our analysis dictates that most of the respondents those who know
about Gazi tank and purchased it before, are mostly aged people. This can be stated
by the outcome of the survey that depicts that most of the respondents constitute from
above 25 years.
• Extended / Limited: Since our questions did not cover this area, we cannot
specifically state under which label the respondents fall.
• Masculine / Feminine: Our analysis states that most of the respondents were
males (83.6%) and those who ever purchased a tank before constitutes of (97.22%).
• Competitive / Cooperative: Since our questions did not cover this area, we cannot
specifically state under which label the respondents fall.
• Diversity / Uniformity: Since our questions did not cover this area, we cannot
specifically state under which label the respondents fall.

4.2.2 Environment-Oriented Values

• Cleanliness: Though as a culture we don’t give high priority to cleanliness,


because of the promotional efforts put into this area, more people are aware of this
concept as is evident from our survey.
• Performance / Status: It is apparent from our survey that people are more
performance oriented because only a minority actually emphasized upon status while
choosing a water tank.
• Tradition / Change: The customers of Gazi tank are obviously not traditional.
Gazi tank 1st introduced Plastic water tank and the attitude of the customers buying
the product predominantly explains the vibe of Change.
• Risk Taking / Security: The personality answer reflected that the customers
believe themselves to be more secured.
• Problem-Solving / Fatalistic: By summarizing the questions actually presented to
the respondents we can say that the customers are Problem solving in nature.
• Nature: Since our questions did not cover this area, we cannot specifically state
under which label the respondents fall.

4.2.3 Self-Oriented Values

• Active / Passive: Not applicable according to the questions presented to the


respondents.
• Sensual Gratification / Abstinence: Not applicable according to the questions
presented to the respondents.
• Material / Non-material: Since our questions did not cover this area, we cannot
specifically state under which label the respondents fall.
• Hard-Work / Leisure: From our survey it can be deduced that most of the
respondents give more priority to hard work than leisure As most of them consists of
the working group. And also the personality test reveals the answer from clearly.
• Postpone Gratification / Immediate Gratification: Culturally we discourage credit
system, but our questions did not cover this area, we cannot specifically state under
which label the respondents fall.
• Religious / Secular: Not applicable according to the questions presented to the
respondents.

4.3 Cultural Variations in Non Verbal Communications

While producing the Gazi tank the company kept in mind that logo’s can be used to
communicate with the customers. Logo’s necessarily doesn’t always have to be sign or
symbols but it can be simple plain letters too. To simplify to the customers about the
Brand name they uses their company name “GAZI” in white keeping a simple black
background. Many of the renowned companies around the globe also use their Brand
Name as the LOGO and it has been proven to be fruitful as well. Hence, they
intentionally chose to use the combination of white and black which resembles purity and
aristocracy.
5.1 Profile of Target Market :

The limitation around which we have defined out target group is “demographic
characteristics.” The questions asked reflected the different demographic characteristics
of the target market which includes sex, race, age, income, disabilities, home ownership,
employment status. Following are the analysis of our findings regarding demographics of
the respondents.

5.1.1.Gender analysis

16.39% Gender Profile

Male=51

Female=10
83.61%

(Gender Analysis)Among
thosewho Purchasedtank
2.78%

Male
Female
97.22%

Findings:
From the 1st pie chart it can be stated that the majority of the respondents surveyed are
Male, that is 51 persons are the male population and only 10 persons are female.

The second pie chart represents the total population who bought tank once or more than
once in their life. It is pretty evident that among the total male and female respondents
(61) the male accounted for 97.22% of the total population who bought tank in their life
for at least once.
Analysis:
As majority of the customers are accounted for as Male we can actually refer to a proper
Explanation. Firstly, we can talk about the culture that is prevailing in our country.
According to the traditions women are entitled to be busy doing the household work
rather than outdoor activities. This concept also coincides with another fact that when self
concept of these women are analyzed they tend to be more interdependent Although male
are the majority as it is a collective decision making situation women may have some
influence on the purchase of the Male.

5.1.2.Age analysis

16
16 14
13
14
12 10
10 8
8
6
4
2
0
15-25 25-35 35-45 45-55 55 and
above

Ageprofile(who preferrsGazi Tank)


40.00% 36.33%
35.00%
30.00% 26.76%

25.00%
18.70%
20.00% 17.21%

15.00%
10.00%
5.00% 1.00%
0.00%
15-25 25-35 35-45 45-55 55-and
above
Findings :

From the 1st graph it can be seen that, 14 people surveyed fall under the age group 15-25.
The next age group 25-35 accounts for 13 respondents. But around the age of 35-45
around 10 people and the most popular age group is 45-60 where the number of
respondents touch the summit consisting 18 people.

The second chart is to underlie the relation between the respondents AGE PROFILE with
the preference withheld for GAZI tank.As can be seen from chart, only 1% of the people
surveyed fall under the age group 15-25 who prefers GAZI tank and the age group 25-35
accounts for 18.70% . But 33.33% of the “35-45” age group prefers GAZI tank as to be
their desired water tank.

Analysis :

During the survey on our visit to different sanitary shops we got to know about important
information from the Salesman and the Owners. Well most of the salesman stated that the
majority of the customers who come to purchase or take information on price or product
are the elderly people aged from 35 – 60. Well they actually doesn’t keep any record of
the age of the Buyer so there was no real proof. But around 5 shops that we visited and
inquired they all stated almost the same fact so I guess it isn’t too hard for us to believe in
that. And also our survey explains that the majority of the respondents who are aged from
“35-45” and “45 -55” prefers GAZI tank over any other alternatives. Most students or
young aged actually has got to real idea about the product because this type of product is
actually bought by the Family heads.

5.1.3.Occupation/ Profession Profile

17
18
16
13 13
14
12 10
10 8
8
6
4
2
0
Business Government Private Job Student Retired
Enitiy Job Personnel
Occupational Profile(who prefersGazi tank)

35.00% 30.33% 28.79%


30.00%
25.00% 19.42% 19.76%
20.00%
15.00%
10.00% 1.70%
5.00%
0.00%

Findings:

According to the 1st pictured graph, we can state that the majority of the surveyed
population is the Private Job holders where they were accounted for 17 respondents.
Students are almost 13, where government service holders are accounted for 8 and the
Retired Personnel are13 and the business entities are 10 respondents from our conveyed
survey.

The second graph is to underlie the relationship between the OCCCUPATION PROFILE
of the respondents and the their preference towards GAZI tank. Well according to the
above pictured graph (2ND) we can state that the majority of the respondents from the
class Government Job are mostly interested on GAZI tank. That is 33.30% of the
respondents having a government job prefers GAZI tank. And 28.79% of the respondents
being a retired personnel preferred Gazi tank.

Analysis:

Well now a days the number of construction firms are increasing due to the demand
called by the customers. People now more live in apartments rather than living in single
houses. And some also gives their land to the construction firm to build on behalf on
them with pre specified % of shares. So the Business entities is turning out to be a
dominant market for Gazi tank. As Gazi tank provides durability and a good service it is
become more and more appealing to the people. Another interesting fact we could
discover by the answers of the respondents was that the people doing government jobs
are more prone to build houses rather than living in an apartment. On the contrary, people
doing private job are more into apartments. And for apartments people actually don’t
have to buy Water tanks because those all fall on the shoulder of the construction firm.
One other fascinating, fact we could discover is that the retired personnel accounts for
almost 28.79% of the respondents preferring Gazi tank. One of the basic analogy of that
would be after retirement people gets a handsome amount of money. And with that they
start to make their houses rather than buying apartments. There is a proverb in
psychology that that “Old dogs can’t be taught” which actually means elderly people
tends to be more non impulsive to changes. So they like open space and garden more
preferably a “HOUSE” rather than an APARTMENT.

5.1.4.Monthly Income Profile

MonthlyIncome Profile
15
16 13 13
14 12
12
10 8
8
6
4
2
0
LessThan 10,000 to 20,000 to 30,000 to 40,000 and
10,000 LessThan LessThan LessThan Above
20,000 30,000 40,000

MonthlyIncomeProfile(who
preferrsGazi tank)
50% 44.04%
45%
40%
35% 32%
30%
25%
20% 13.08%
15% 9.82%
10%
5% 1%
0%

Findings:
From the 1st graph we can conclude that 12 people from the respondents we surveyed
fall on the income group less than 10,000. In the income group from “10,000 – less than
20,000” the number of respondents are 8. The next income group “30,000 – less than
40,000” includes 13 respondents. And the next two income group consists of 15 and 13
respondents respectively.

The second graph will help us to allocate the relationship between MONTHLY
INCOME GROUP and their preference towards GAZI tank. Around 44.04% of the
respondents from the income group “40,000 and above” have the have the highest
preference than any other income group.

Analysis:

As was seen before, majority of the respondents those who preferred Gazi tank are from
the age segment 35-60, are mainly professionals or retired personnel. The stated
conclusion stands in correlation with the income level of the majority of the respondents.
Gazi tank thus proved to be a preferred choice for the segment having a monthly income
of 40,000 and above. The details and the answers of the questionnaires revealed that
having a low income people tends or prefers to have steel tank rather than plastic tank.
This is because Gazi tank is comparatively expensive then the steel tank.

5.2 Generic Behavioral Analysis

Some of our questions were developed in a way as to analyze the behavioral traits
and characteristics of people through their answers.. Following are some discoveries we
made based on the behavior and actions undertaken by the respondents.

5.2.1. What type of water tank do you prefer?

44.26%
45.00%
40.00% 36.07%
35.00%
30.00%
25.00%
20.00% 13.11%
15.00%
6.56%
10.00%
5.00%
0.00%
Plastic tank Cement tank Steel tank Other

Findings:
According to the survey we conducted we found that that 44.26% of the people preferred
Plastic tanks over than any other alternatives. Cement tanks constituted around 36.07% of
the customers whereas steel tanks account for 13.11%. And only 6.56% were entitled to
others.

Analysis:

Plastic septic tanks are reliable, light in weight, easy to clean and also reliable compared
to other alternatives. Thus around 44.26% of the people we surveyed prefers to have
Plastic tanks over other tanks. Cement tanks are solid but it is fixed in position that it is
unmovable which are of concern for many though it is more long lasting. It is also hard to
clean and there is a chance of having shallows formed inside. Steel tanks are inexpensive
but still it can’t avoid the problem of growing rust if it is kept unclean for even a short
period of time. It is also likely to be damaged quickly than cement or plastic tanks.
People like reliability, performance and long durability which can be provided by Plastic
tanks for which it can be said that the surveys findings actually coincides with the reality.

5.2.2.How often people buy water tank?

14.76%

44.26% Once
Never
More than once
40.98%

Findings:

From the pie chart we can state that, the respondents who bought water tank “ONCE” in
their lifetime constitutes of 44.26% which is around 27 respondents out of 61. And only
14.76% bought water tank “More than once” that is only 9 people out of 61 respondents
we surveyed on. Water tanks are those kind product which people buy once in a long
time. So the population of 40.98% that is around 25 people out of 61 respondents never
bought a tank and well it can be justifying with the above statement.
6.1 Memory
Learning is the way humans acquire new information. Memory is the way they retain that
information over time. As such it is safe to say that memory is the total accumulation of
prior learning experiences. It is a dynamic system that is used in every other facet of
thought processing. Memory is constructive; it is constantly being updated to fit current
self-knowledge and self-concept. Marketers today know that upon repeated viewing of
advertisements, consumers may unwillingly incorporate images and store in their
memories. As time passes, there is a great likelihood that this information may be used to
induce them into certain activities. Though mostly this leanings arises from low-
involvement situations, where there is little or no motivation to learn the material, it has
a great impact. Though GAZI tank does not undergo much promotional activities, a
considerable number of people know it. This may be credited to their good service and
also with their sponsorships and ownership of a team in the Bangladesh Cricket League.

6.1.1Source from where people got to know about Gazi Tank

50.60%
60.00%
50.00%
40.00% 24% 21.70%
30.00%
20.00% 2.80%
1%
10.00%
0.00%

Findings:
The survey concluded that sheer number of People (50.60%) got to know about Gazi tank
from the TV. Internet\ Website constituted for only 1%. Friends\Relatives were the
sources of 24% of the people whom we conducted on. Around 21.70% of the people got
to know about Gazi tank from Newspaper\Magazines.

Analysis
People have the tendency not only to give attention but also to remember about
advertisement endorsed by any CELEBRITY. Gazi tank portrayed “ABUL HAYAT” in
terms of the advertisement. He is not only a renowned actor of our country but he is also
an Engineer which had a significant relevance. Also they sponsors a team in Bangladesh
Cricket league which is named as “Gazi Tank” club where the former captain of
Bangladesh is now currently the captain of that team. People watches News or live games
and thus come to know about Gazi tank. So about 50.60% people comprising from TV
wouldn’t be too skeptical. Gazi tank does not have any website yet but still from different
blogs, website and online market only 1% of the people got to know about Gazi tank.
Friends or Family has always made a sheep impact on our decision making no matter
whether it is high involvement product or low. It is also evident from the respondents
answers that 21.70% knew about Gazi tank from their friends or family. Now a days,
Newspaper can likely be called as “Advertisement Paper” rather than “Newspaper”
because most of the pages consist more of the advertisements rather than actual news.
And 21.70% of the respondents got to know about Gazi tank from the so called
“Advertisement Paper”.

7.1 Positioning

Positioning is a process by which marketers try to create an image or identity in the


minds of their target market for its product, brand, or organization relative to competition
within a market segment. It has a major impact on long term success of the brand,
presuming the fact that the firm can create the desired positioning. GAZI tank has been
able to successfully position itself as the first ever ‘DURABLE’ water tank.

7.1.1.What comes to mind when people hear about Gazi tank?

37.70%
40.00%
32.79%
35.00%
30.00%
25.00%
20.00% 14.75%
15.00% 9.83%
10.00% 4.92%
5.00%
0.00%
Good Easy to Reasonable Longlasting Others
Service clean price

Findings and Analysis :

From this bar graph it is evident that around 23 out of 61 people surveyed said that
whenever they hear about GAZI tank, the first feature that strikes them is the Good
Service. Around 32.79% has given the next priority to “Long Lasting”. And 9.83% of
them claimed GAZI tank is “Easy to clean” . 9 people claimed that the price is
reasonable because of the quality of the product. GAZI tank is the PIONEER in terms of
introducing the Plastic water tank and they have been operating for about 15years and has
predominantly urged the leadership all the way across. This was only possible because of
the quality of their water tank and its durability. So even being a bit expensive, people are
willing to overlook and undermine that fact and compromise with the service.

7.1.2.Why people prefer Gazi tank over other tanks?

44.26%
45.00%
40.00%
35.00%
30.00%
25.00% 16.39%
20.00% 11.48%
15.00% 9.84% 8.19%
10.00% 4.92% 4.92%
5.00%
0.00%

Findings

This is the second question asked regarding the positioning of GAZI tank. From the bar
graph it is evident that maximum respondents prefer GAZI tank because of its durability
and good service – reportedly approximately 27 of 61people or about 44.26%. The next
feature referred by respondents owning 16.39% vote is that it is “BRANDED”. Then
follows the advantage “Easy to Clean”. Affordability accounts for 9.84% of the total
respondents. Around 8.19% constitutes from the weight characteristic as being “Light”
and easy to carry. And only 3 out of the whole 61 respondents has given the credibility as
it can store oil, chemicals etc.

Analysis

People tends to take decision according to the experience, they gathers. People may have
a positive or a negative For water tanks people consider to have more priority on
Durability over than anything else. Thus it can have both favorable or unfavorable result
or in other words positive or negative reinforcement.
It is obvious that when people buy a product and if it serves well people are going to buy
the product on and on which we can coincide with the positive reinforcement. But if the
service is bad or it has not endured as it was expected to be, it may turn into a
Punishment. That is people may not buy the product and also they are not going to
recommend to others about it too.

7.1.3 Schema
The word schema comes from the Greek word skhēma, which means shape, or more
generally, plan. In marketing a pattern of association around a particular concept is
termed as schema or schematic memory or knowledge memory. It is a complex web of
association. It is synonymous to brand image, that is, what consumers think and feel
when, in this case, GAZI tank is mentioned.