Mujahidur RAhman

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Report On
overall view of aarong and their customer satisfaction.

Prepared for
Ashiquar Rahman Faculty of C.B.A. (Collage of Business Administration) MKT- 302
Prepared by
Group Name: Corporate Icons
overall view of aarong and their customer satisfaction
Name
Md. Maruf Jahan Fatema Akter Shima Kazi Nayma Sultana Md. Arif Hossain Md. Abdullah Al Mobin
ID.#NO
10202078 10202068 10302028 10202090 10202098
Program
BBA BBA BBA BBA BBA
IUBATInternational University of Business Agriculture and Technology Date of Submission: 08th August, 2011
---BUS 301(Business Research)
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Letter of Transmittal
08th August, 2011 Kazi Khaled Shams Chisty Collage of Business Administration, IUBATInternational University of Business Agriculture and Technology 4 Embankment Drive Road, Sector: 10 Uttara Model Town, Dhaka-1230.
Subject: Report on Overall view of Aarong and their customer satisfaction.
Dear Sir, It will be great pleasure for us if you give permission to submit report named Overall view of Aarong and their customer satisfaction. The main objective of conducting this research project is to identify the importance of case study in University education and how can the students be benefited by doing it. Moreover, this project will identify how deeply financial things are used in any organization and the way of work on it. Though there will be many hindrances arise during we are conducting data and information for this project, we will try our level best to collect as much necessary information as possible. Yours sincerely
Student Declaration
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I am Md. Rassel Islam Rafi, the group leader of our group and the other members of our group are Mirza Aszad Hossain, Farhana Yasmin , Sirazum Monira and Tanjin Jahan. We are complete our report on BUS 301 (Business Research). In this report we are discuss about the use of named Overall view of Aarong and their customer satisfaction. We are declaring that this report on the stated topic has only been prepared for the fulfillment of our practicum. It has not been prepared for any other purpose.
ACKNOWLEDGEMENT
All praise to almighty Allah our creator, our sustainer to whom we all have to return. We bear the witness that there is none worthy of worship except
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Allah merciful and benevolent and we also bear the witness that Mohammad (Sallallahu allihi wasallam) is Allahs slave and messenger. In the process to doing and preparing our report, we would like to pay our gratitude and respect to some persons for their immense help and enormous cooperation. First of all we would like to pay our gratitude to our respectable instructor Lecturer Kazi Khaled Shams Chisty who gave the opportunity of doing Research on Overall view of Aarong and their customer satisfaction for our BUS 301 (Business Research). Then we would like to thank Admission officer, who provides us much valuable information, which was very mandatory for us to do this research.
Finally we would like to thank again respected faculty Lecturer Kazi Khaled Shams Chisty, as because he gave us the opportunity of making such kind of report that will be very helpful for our prospective career.
Table of Contents
Contents Executive Part Page no. II-XI
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Title Fly Letter of Transmittal Student Declaration Acknowledgement Table of Content List of Table List of Figure Executive Summary Body Part 01. Chapter One 01.01.Introduction 01.02.Logo of Aarong 01.03.Vision of Aarong 01.04.Mission of Aarong 01.05.Value of Aarong 01.06.Goals of Aarong 01.07.History of Aarong 01.08.Aarong Hierarchy 01.09.Major Competitor of Aarong 02. Chapter Two 02.01.Organizational Overview of Aarong 02.02.Organizational Structure of Aarong 02.03.Distribution Channel & Outlet of Aarong 02.04.Other Services 02.05.Achievements of Aarong 02.06.AAF 02.07.Products & Services of Aarong
II III IV V VI-VIII XIII IX X 01-59 01-07 02 03 03 03 03 04 05 06 07 08-21 09 09-10 11 11 12 13 14-16 overall view of aarong and their customer satisfaction
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02.08.Aarongs Retail Outlet of Aarong 02.09.Aarongs Production Center 02.10.Relationship among BRAC, Aarong & AAF 02.11.Full Year Target 02.12.Financial Statement 03. Chapter Three 03.01.Organizational Profile 03.02.Emergence of Aarong 03.03.Product Mix of Aarong 03.04.Analyzing the Present Marketing Mix of Aarong 03.05.Market of Aarong 03.06.Objective of the Study 03.07.Methodology 03.07.01.Population Definition 03.07.02.Data Sources 03.07.03.Hypothesis Test 03.08. 03.09. 03.10. Rational of the Study Scope of the Study Limitation of the Study 04. 04.07. 04.08. Chapter Four
16-19 19 20 20 21 22-36 23 24 24 25-27 27 28 29 29 30 30-35 35 35 36 37-50 38-48 49-50 51-59 52 53-54 55 56 overall view of aarong and their customer satisfaction
Research Finding & Elaboration Overall Hypothesis Result 05. Chapter Five
05.01.Major Findings of the Study 05.02.SWOT Analysis 05.03.Recommendation 05.04.Conclusion
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05.05.Bibliography 05.06.Appendix 05.07.Questionnaires
57 58 59
List of Table
Tables name Financial Statement of BRAC, Aarong and AAF Frequency Scale If Aarong increase its product quality then it helps to increase sales volume Aarongs product is too expensive to bear Aarong is the best local brand in Bangladesh Table 04: If Aarong provide discount or free product, it will be helpful to increase their sales volume Aarong plays a vital role in our daily life Aarong wants to establish a showroom in a rural area; it will be beneficial for rural people Aarongs showroom environment is the best to attract the customer Aarong product is not highly fashionable During the special occasion, Aarongs products are highly acceptable The overall products of Aarong are enough for a leading company Overall hypothesis result Page No. 21 38 39 40 41 42 43 44 45 46 47 48 49 overall view of aarong and their customer satisfaction
List of Figure
Name of Figure Page No.
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Fig-1: Company Hierarchy of Aarong Fig-2: Competitors Analysis of Aarong Fig-3: Organizational Structure Fig-4: Relationship among BRAC, AARONG and AAF Fig-5: Product mix of Aarong Fig-6: The four Ps of the marketing mix Fig-7 Fig-8 Fig-9 Fig-10 Fig-11 Fig-12 Fig-13 Fig-14 Fig-15 Fig-16 Fig-17 Fig-18 Fig-19
06 07 10 20 24 25 39 40 41 overall view of aarong and their customer satisfaction 42 43 44 45 46 47 48 49 50 50
Executive Summary
The retail enterprise Aarong is the handicraft marketing arm of BRAC (Bangladesh Rural Advancement Committee). Established in 1978, Aarong is a
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fair trade organization dedicated to bring about positive changes in the lives of disadvantaged artisans and underprivileged rural women by reviving and promoting their skills and craft. Reaching out to weavers, potters, brass workers, jewelers, jute workers, basket weavers, wood carvers, leather workers and more, Aarong embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are women. Today, Aarong has become the foundation upon which independent cooperative groups and family-based artisans market their craft, in an effort to position the nations handicraft industry on a world platform of appreciation and acknowledgement. The Ayesha Abed Foundation (AAF) is an organization that aims to provide avenues for employment and income generation for underprivileged rural women. It is an enclave for women, formed to uplift them economically, through their work as producers, and also socially, through their development into entrepreneurs. The Foundation provides an appropriate working environment, financial and technical assistance, and training to develop the womens skills in various crafts. This report tries modestly to uphold Aarong & AAFs recent changes in that it has undergone in its over view. In addition to that the report also gives a sneak peek into Aarong & AAFs history, vision; mission its products and marketing strategies it follows. There are some very important issues like customer satisfaction, research etc. This could not be included in the report for confidential issue.
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01.Chapter One
01.01.
Introduction
To provide a stable and gainful source of employment for the under privileged rural artisans, lift up the traditional identity and the commitment of quality service On the basis of these principal Aarong started its journey in Bangladesh. Aarong is an organization that is dedicated to change the lives of disadvantages, promoting traditional
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products from Bangladesh and opening the doors so their products can be exported. Throughout Bangladesh and in international destinations, the name of Aarong is the synonym of quality originality and uniqueness. Aarong therefore has thousands of artisans producing pottery work, jewelry, woven baskets, silk, leather items, brass pieces and magnificent wood carvings. Today, few urban consumers will argue that Aarong is the local Mecca for deshi handicraft. The name of the organization Aarong is a Bangla word. It means a village fair or market. The village fair provides craftsmen of all trades a marketplace to display and sell their traditional handicrafts. The naming of Aarong as such upholds the organizations commitment to promote the indigenous goods of our country, which are a part of our rich cultural and artistic heritage. It is the handicraft marketing arm of BRAC (Bangladesh Rural Advancement committee), the largest NGO in Bangladesh. Aarong has created a village fair for the craftsmen of all trades come together to exhibit and sale their traditional handicrafts. It helps vitalize the traditional craftsmanship and find a wider market for their products nationally and internationally. Established in 1978, Aarong is a fair trade organization dedicated to bring about positive changes in the lives of disadvantaged artisans and underprivileged rural women by reviving and promoting their skills and craft. Reaching out to weavers, potters, brass workers, jewelers, jute workers, basket weavers, wood carvers, leather workers and more, Aarong embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are women. Today, Aarong has become the foundation upon which independent cooperative groups and family-based artisans market their craft, in an effort to position the nations handicraft industry on a world platform of appreciation and acknowledgement. Over the years, Aarong has earned a name as one of the finest rural craft producers and marketer in home and abroad.
01.02.
Logo
The logo of Aarong is an image of peacock. It is spectacularly beautiful because of the brilliant, iridescent, diversified colorful pattern in its tail. The color of the peacock in the logo is orange because it represents energy. By this
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logo Aarong communicates that its products are as stunning and as unique as a peacock. Moreover it wants to emphasize its natural, eco-friendly products through the emblem.
01.03.
Vision of the organization
Aarong has a vision to establish them as worlds one of the famous fair trade fashion house, and to remain market leader throughout its business. Aarong expanded its business in international arena. Aarong has a dream to develop more artisans of Bangladesh and make them self-dependent and attract more and more international customers towards Bangladeshi culture.
01.04.
AArongs Mission stAteMent
To make Aarong the best in the world in providing a unique Bangladeshi lifestyle experience to empower people and promote Bangladesh while protecting our environment. overall view of aarong and their customer satisfaction
01.05.
Values of Aarong
Aarong stands for a unique mix of design, quality and convenience, of the traditional and the contemporary. Aarong is one-of-a-kind globally positioned as a highly successful Bangladeshi craft based retail chain and brand of pride. It also carries the distinction of being BRAC's most successful social enterprise. Aarong's responsibility is therefore two-fold delivering unique products with the highest level of quality and service to its customers and the strongest level of support and protection of artisans and their craft. To its consumers, Aarong is a household name - a one-stop shop and a trusted brand that inspires pride, promises quality and sophistication, and helps to keep cultural roots alive in everyday life. For the artisans, Aarong represents the endurance of both their age-old art as well as their livelihoods. For consumers and artisans alike, Aarong has become a part of the cultural fabric of their lives.
01.06.
Goals of Aarong
Aarong is a fair trade organization dedicated to bringing about positive changes in the lives of disadvantaged artisans and underprivileged rural women by reviving and promoting
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their skills and crafts. Among the artisans Aarong reaches out to be weavers, potters, brass workers, jewelers, jute workers, basket weavers, wood carvers, leather workers and more. Aarong's goals include:
Empowering destitute rural women by providing opportunities for employment and income generation;
Ensuring the commercial success of the enterprise of women producers; Reviving the traditional skills of rural artisans.
01.07.
History of Aarong
1978
Aarong opened its first retail outlet in Dhaka.
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1982
Established the Ayesha Abed Foundation, a network of production centers aimed at supporting rural artisans.
1983
Opened its first retail outlet in Chittagong.
1985
Opened its first retail outlet in Sylhet.
1987
Entered into the export market.
1995
Opened its first retail outlet in Khulna.
1999
Participated in its first international fashion show.
2001 2003
Launched its sub-brand 'Taaga', range of women's western wear fused with traditional elements of Bangladesh. overall view of aarong and their customer satisfaction Launched a retail franchise in London.
2008
Celebrated Aarong's 30th Anniversary with an Exhibition Series and gala Fashion Show.
2010
Opened its flagship outlet in Dhaka.
2011
Biggest showroom of Aarong established at Uttara (25th march, 2011).
01.08.
Company Hierarchy of Aarong
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Fig 01- Company Hierarchy of Aarong
01.09.
Major Competitor of Aarong
Competitor analysis in marketing is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive
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strategic context through which to identify opportunities and threats. Competitor profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment. Aarong has its own version of the competitive analysis and its function is clear: to line up your product with other products and show where yours falls short and where yours is superior. Each industry brings a different spin to this old favorite and user experience design has its own set of criteria by which to judge competitors.
Fig 02- Competitors Analysis of Aarong From the above diagram it is seen that Aarong has competitive advantage over its competitors on almost every factors. Only few companies have ability to chase some sort of advantage like Aarong. Such as Rina Latifs product features, qualities and innovativeness, Kay-Kraft and Anjans supplier, Rangs color and Khubsoortis cost.
02.01.
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Organizational Over View of Aarong
02.Chapter Two
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Aarong began as a cause a means to an end for a quiet organization fighting to uphold the dignity of the marginalized. In 1976, when BRAC- a Bangladeshi NGO dedicated to alleviating poverty and empowering the poor, first began encouraging sericulture for women in Manikganj, their only buyers were a few scattered retailers in Dhaka. Weeks, even months would pass between supply and payment, until BRAC intervened. Aarong was born out of a need to ensure that the penniless silk farmers of Manikganj were paid for their goods upon delivery, so that they could feed their families. Today, Aarong's reach has spread beyond Manikganj to the rest of the country. It has grown into a thriving international enterprise showcasing ethnic wear to beautiful crafts from silks, handloom cotton, endi to terracotta, bamboo, jute and much more. From a single shop, Aarong has grown into one of Bangladesh's biggest retail chains, with eight stores spread across the major metropolitan areas of the country - in Dhaka, Chittagong, Khulna and Sylhet and one in London, UK. Aarong symbolizes fairness in the global village. The organization has identified three basic constraints for gainful employment of the low income and marginalized people in the rural areas: lack of working capital, marketing support and opportunity for skills development. In order to bridge these gaps, Aarong provides a wide range of services to its workers and suppliers: Spot payment on product delivery to encourage efficiency and productivity; Reach out to producers in remote areas to ensure fair value for their efforts; Marketing communication and information for artisans; Advances against purchase orders where necessary; Training & Education in skills development to raise product quality and marketability; Product Design and Support in Product Development; Quality Control to increase producer awareness of the importance of quality. overall view of aarong and their customer satisfaction
These values reflect fair trade principles which have been developed by registered Fair Trade Organizations. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers in Bangladesh.
02.02.
Organizational Structure of Aarong
Aarong has created job opportunity for the unemployed people. They also offer parttime job for the student as a sales person and pay a good amount of compensation to its employee. From it organogram we have got clear idea about the work and order flow of its employee.
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Fig 03- Organizational Structure From this figure we see that every area or outlet under the control a manager and department is under a supervisor. The main responsibility of the supervisor is to control the sales man of every department. The supervisors receive the product from the manager and keep these records. Sales persons are being responsible to deliver the information about the sales to the supervisor. There is no chance to do any kind of unfair means.
From the above Information flow chart we can realize the relation among the employee of the Aarong. Here Manager and supervisors are directly related to each other. But the sales persons are only responsible to inform the supervisors. In case of big problem or other occurrence where supervisor is not able to take action then they contact with the manager which is indicated by doted arrow line.
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02.03. Distribution Channel and Outlet of Aarong

Aarong Directly distributes its product to the consumers. From the background of the company we get know that the production center of Aarong is Ayesha Abed Foundation. And many artisans work with it. A flow chart is drawn below for the clear conception of distribution channel of Aarong. Aarong has own outlet in the big cities of the county. Beside these it has a showroom in the London. It has also franchise in different countries of Europe, North America and Asia. Aarong is the most popular shop in our country. Not only to the Bangladeshi people but also to the foreigner it has appeal. Here is a chart develop on the basis of visitors
Raw Material Suppliers
Production House
Distributing Outlets
Ultimate Consumers
02.04.
Others Services
Free Medical check-up including free eye treatment, eye-glasses and treatment costs for severe illnesses; Advance wage payments for employees in need; Day care services; Workers retirement fund. Twenty five thousand independent cooperative groups and traditional family-based artisans also market their crafts through Aarong. Potters, Brass Workers, Jewelers, Jute workers, Basket Weavers, Handloom Weavers, Silk Weavers, Wood Carvers, Leather workers and various artisans with specialized skills from all over the country come to Aarong for marketing and support services.
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02.05.
Achievements
From its inception as a small initiative protecting livelihoods in one rural community, Aarong has transformed into Bangladesh's biggest retail chain, with 10 stores spread across the major metropolitan cities - Dhaka, Chittagong, Sylhet and Khulna. While Aarong's trendsetting designs and attention to quality continues to win the loyalty of millions of satisfied customers each year - it has experienced unprecedented sales growth, averaging 20% per year over the last eight years - its greatest achievement has been the transformation in the lives of the hundreds of thousands of poor artisans and their families it supports. In addition, as the most successful social enterprise of development organization BRAC, one of the world's largest development organizations, Aarong has contributed more than one billion TK to BRAC's various poverty alleviation initiatives since 1984. It was Aarong that institutionalized large-scale female participation in the Bangladeshi retail industry - sales as a career choice for women was popularized by the female Aarong store sales associates. Aarong's contribution to Bangladeshi craft heritage goes beyond its retail functions. It is a proactive protector and promoter of traditional craft and designs, housing an extensive design and craft library that preserves age old patterns and motifs. It single-handedly revived the traditional art of Nakshi Kantha by establishing it as a sustainable livelihood for rural women and also brought back many traditional Jamdani patterns. Aarong's consumption sustains numerous artisan communities in Bangladesh - 75% of cotton produced in Madhabdi, the core cotton production area, and over 70% of silk produced in Maldaha, is consumed by Aarong. In 2009, Aarong received the 'Best Brand Award' in the boutique category and 'Most Effective Outdoor Communication Award' from Brand Forum, one of the countries leading authorities on branding and communication. A number of Aarong products have also received the UNESCO Seal of Excellence for Handicrafts.
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02.06. Ayesha Abed Foundation- AAF (Aarong production Centre)

The Ayesha Abed Foundation (AAF) is an organization that aims to provide avenues for employment and income generation for underprivileged rural women. The Foundation provides an appropriate working environment, financial and technical assistance, and training to develop the womens skills in various crafts. The Foundation was established to commemorate the memory and work of late Mrs. Ayesha Abed, a co-worker and wife of the Founder and Chairperson of BRAC. The work that is done in the Foundation is a testament to her commitment to the issues of education, training and employment opportunities for disadvantaged women. It was she who in 1976 initiated all the present major activities of AAF in Manikgonj. The AAF aims to work with the most underprivileged women in the society. These women are often the most neglected and are in need of much assistance and support. The AAF plays the role of a facilitator. To support these women Aarong has created 13 production centers in Baniachong, Gorpara, Jamalpur, Jessore, Kushtia, Manikganj, Rajbari, Sherpur, and Pabna, Pollobi, Kurigram, Nilphamary, Jhenaidah and 653 sub Centre spread across in 2000 villages of Bangladesh. Today More than 40000 women work directly for Aarong in its production centers. The women are placed in an enabling environment, with other women of similar socio-economic backgrounds. They are trained and then given the opportunity to generate income. This is where the AAF steps in, helping such marginalized women out of their peripheral existence in society, and giving them the opportunity to become involved in sustainable enterprise. The AAF is closely interrelated with other programs, especially BRAC Development Program (BDP) and Aarong. The women workers of the AAF come from the BDP organized Village Organizations. Working at the AAF thus gives the women access to other BRAC programs. All of the AAFs finished products are sold through Aarong, which additionally provides designs, raw materials and financial support to the AAF. Since AAF supplies exclusively to Aarong, it is treated as Aarong Production Centers.
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02.07.
Products and services of Aarong
Holding the steadfast to its original Mission, Aarong today supports the lives and livelihoods of thousands of rural artisans and handicraft producers. These producers and artisans create wide range of products for the different types of consumers in home and abroad. The products are unique and traditional and appealing to the modern consumers, staring from clothes, accessories to home wares. Aarong designs and creates clothes for women, men and children. There are designers and more than 3000 weavers across the country are involved with the production of Aarong clothing lines. And for the fashionable accessories there is one special department called jewelry department where jeweler creates elegant jewelries that are contemporary yet traditional using gold, silver and jewels like pearl, emerald and diamonds. The other accessories like bag, sandals and produced in AAF centers using leather, jute, bamboo etc. In home ware and decorative Aarong produces pottery vases and sculpture of wood, bamboo, brass and clay etc. For exporting the products Aarong has a separate department in head office and very selective artisans work here to produce fine quality products and these are sent to the production centers as sample of the exporting products. Here is the list of some products Aarong produces: overall view of aarong and their customer satisfaction
Clothes & Accessories:

MENS PRODUCTS 1. Traditional 2. Executive Shirts 3. Maanja 4. Fotua 5. Short Kurta 6. Tshirts 7. Stoles/Shawls 8. Sandals
1. Traditional 2. Western 3. Nightwear 4. Shawls/Scarves 5. Shoes 6. Bags 7. Fabrics
WOMEN'S PRODUCTS
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CHILDREN'S PRODUCTS 1. Clothes 2. Toys 3. Books 4. Shoes
Jewelry Products 1. Gold 2. Silver 3. Pearl 4. Other
1. Shoes 2. Bags/Wallets 3. Belts 4. Boxes 5. Photo Frames
NAKSHI KANTHA PRODUCTS 1. Decorative 2. Wall hangings 3. Christmas decorations
LEATHER PRODUCTS
Along with the clothes, accessories and home ware Aarong also produces food products like milk, flavored milk (mango & chocolate) juices (mango & tamarind), yogurt drinks (orange, strawberry), curd (sweet & sour), butter and honey. And herbal skincare products like soaps, shampoo, oil and face pack etc.
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Home Wares & Furniture: 1. Curtain 2. Bed cover & cushions 3. Rugs 4. Table Lamps 5. Photo Frames 6. Coasters 7. Napkin Rings 8. Mats 9. Trays 10. Cutlery 11. Bowls and Platters 12. Photo Frames 13. Bookends 14. Boxes 15. Hammocks 16. Plant Accessories 17. Candles
02.08.
Aarongs Retail Outlets
Aarong sales its products through its own outlets, Aarong follow zero distribution channel. Around the country Aarong has ten outlets six outlets in Dhaka in six major parts (Dhanmondi, Gulshan, Uttara, Maghbazar, Wari and Mirpur) and outside Dhaka Aarong has two outlets in Chittagong, one in Sylhet and one in Khulna. And outside Bangladesh Aarong has one shop in London, United Kingdom.
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Aarong Centre (Head Office) 346, Tejgaon I/A, Dhaka-1208 Tel: +880 2 8832139 Fax: +880 2 9898267 Email: export.aarong@brac.net Aarong at Gulshan Gulshan Tejgaon Link Road Dhaka 1208 Tel: 8821052, 8825986 Operating Hours: 10:00am 8:00pm Open 7 days a week Aarong at Maghbazar Aarong Plaza 61, Shahid Shangbadik Selina Parveen Sharak Maghbazar Dhaka 1217 Tel: 9334766, 9360260 Operating Hours: 10:00am 8:00pm Open 7 days a week Aarong at Dhanmondi Aarong Dhanmondi 1/1, Block-A, Lalmatia Manik Miah Avenue Mirpur Road Dhaka-1207 Tel: +88-02-8111607 Fax: +880 2 8828576 Email: export.aarong@brac.net Operating Hours: 10:00am 8:00pm Open 7 days a week Aarong at Uttara Aarong Uttara Jasim Uddin, Sector 4 Uttara Model Town Dhaka 1230 Tel: 8916097, 8914125 ext. 501 Operating Hours: 10:00am 8:00pm Open 7 days a week
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Aarong at Wari 36/1 Rankin Street (1st Floor) Wari Dhaka 1203 Tel: 7114244 Operating Hours: 10:00am 8:00pm Open 7 days a week Aarong in Halishahar, Chittagong House: 1, Lane: 1, Block: L Halishahar Chittagong Tel: 031-2515644-45 Operating Hours: 10:00am 8:00pm Open 7 days a week Aarong in Sylhet 413 Naya Sharak Sylhet Tel: 6017, 0821-815988, 0821-713150 Operating Hours: 10:00am 8:00pm Open 7 days a week Aarong in Nasirabad, Chittagong Golden Plaza (1st Floor) 1692 CDA Avenue Chittagong Tel: 031-654030, 06074485325 Operating Hours: 10:00am 8:00pm Open 7 days a week Aarong in Khulna Plot A43-A44 Majeed Sharani Avenue Shib Bari Khulna Tel: 6016, 041-730547
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Aarong in London
Aarong sell an assortment of own brand formal and casual wear for both men and women in London. Although Aarong sell its own products but the show room which in London is little bit different from our local shop. Because, the demand of the customers of London. overall view of aarong and their customer satisfaction
69 Vallance Rd London, E1 5BS, United Kingdom +44 20 72477727
02.09.
AArongs production centers
2. Aarong has 13 center and (Baniachong, Gorpara, Jamalpur, Jessore, Kushtia, Manikganj, Rajbari, Sherpur, Pabna, Pollobi, Kurigram, Nilphamary, and Jhenaidah) 3. 653 sub-centers spread across Bangladesh. 4. As well as considerable export operation in many European, North American and Asian countries.
1. At Aarong has 8 domestic outlets (5 in Dhaka, 1 in Chittagong, 1 in Sylhet and 1 in Khulna), 1 franchise in London)
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02.10. AAF
Relationship among BRAC, AARONG and
Aarong
Order Product Surplus
Revenue Product
AAF
Worker & Staff Order Product Worker Revenue, Product & Service
Aarong BRAC Outlet
BRAC Development Programs
Customer
Fig 04-Relationship among BRAC, AARONG and AAF
02.11.
Full year Target
Open three new showrooms in Dhaka city. Opened own branches in every district in Bangladesh. Give high facilities or services to their customers.
Aarongs has some future plans which are depend on year by year. This target can change by situation. Their next year targets are:
Sub-center
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02.12. Financial Statement of BRAC, AaronG and AAF
As it is the enterprise of BRAC, It seems Aarong is to be financially strong. It is not public limited company so its still does not offer shares to the public and it does not published its annual financial report to the public. It earns approximately 70% profit annually.
03. Chapter Three

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03.01.
orgAnizAtions profile
Organization Name Country/ Territory organizations head Quarter
Aarong Bangladesh (London) Aarong Centre (Head Office) 346, Tejgaon I/A, Dhaka-1208 Tel: +880 2 8832139 Fax: +880 2 9898267 Email: export.aarong@brac.net
Year of establishment Business line
1978 A fair trade organization Produce traditional Bangladeshi products. overall view of aarong and their customer satisfaction
Number of artisans
Over 65,000 (85% women)
A fashion show for celebrating 30 years of Aarong
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03.02.
Emergence of Aarong
Aarong is a chain of retail outlet located in major cities in Bangladesh an enterprise of BRAC. Aarong is a fair trade organization dedicated to bring about positive changes in the lives of disadvantages ascertains and underprivileged rural woman by reviving and promoting their skills and craft. Reaching out to weavers, potters, brass workers, jewelry, jute workers, basket weavers, wood carvers, leather workers and more, Aarong, to embraces and nurtures a diverse representation of 65000 artisans work with the collaboration of Ayesha Abed Foundation (AAF), 85% of whom are women. Today, Aarong has become the foundation upon which independent cooperative groups and family based artisans market their craft, in an effort to position the nations handicraft industry on a world platform of appreciation and acknowledgement.
03.03.
Product Mix of Aarong
A product mix (also called a product assortment) is a set of all products and items a particular seller offers for sale. The product mix of Aarong consists of various lines. Those are like:
Width
Product mix of Aarong
Length
Depth
Consistency
Fig 05- Product mix of Aarong
i.
Width: The width of a product mix refers to - how many different product lines the company carries. Aarong has different product line. They sell various type of product. Like- Clothes & Accessories, Leather Products, Jewelry Products, Childrens Products,
Nakshi Kantha Products, Home Wares & Furniture etc.
ii.
iii.
Depth: The depth of a product mix refers to how many variants are offered to each product line. In this sector Aarong has a strong appeal. Because of they have a huge products variety. Consistency: The consistency of Aarongs product mix refers to how closely relate the various product lines are in end use, production requirements, distribution channels, or other way.
iv.
Length: The length of a product mix refers to the total number of items in the mix. Aarong has a lot of item in their product mix. So they have a strong length.
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03.04. Analyzing the present marketing mix of Aarong
Fig 06- The four Ps of the marketing mix
Products
Product variety: Aarong has strong product variety such as clothing, jewelry, cosmetics, toys, showpieces etc. Aarong has some food product also. Quality: Quality refers to products standards. Aarong maintain their product quality by theirs own strategy. Design: Aarong products design are unique and based on Bangladeshi core cultures. In the basis of design Aarong products are so popular. Features: Aarong has different features of product. Brand name: Aarong has a strong brand image. It is one of the top brands in Bangladesh. Packaging: Product packaging is so much important to customers. Standard packaging attracts the customer. Aarong products packaging are so much standard. Sizes: Aarong has various sizes and shapes of product.
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Services: Aarong products are so much long lasted. And their most of the services are good. Warranty: Aarong has no warranty products. Returns: Aarong has no return price option. If customer returns their products they must take alternative product on that price.
Price
List price: Aarong has list price with each and every product. Discount: Aarong has discount option on different occasion but its very rare. Allowance: Aarong has no allowance facilities. Payment period: Aaron has late payment facilities for that customer who has the membership card of Aarong. Credit terms: Credit terms and late payment facilities both are jointly used. overall view of aarong and their customer satisfaction
Promotion.
Advertising: Aarong has different, unique and attractive advertisements. Personal selling: Aarong has no personal selling. Sales promotion: For sales promotion Aarong provides advertisement, discount, credit terms etc. Public relation: Aarong products are rural based, for this their public relation is very strong.
Place..
Channel: Aarong has different distribution channel all over in Bangladesh as well as foreign countries. Coverage: Aarong products coverage is strong. Assortments: Aarong has strong assortments in Bangladesh.
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Locations: Aarongs location is city based. They strongly capture the market of the city area. Inventory: Aarong use their inventory properly. Transportation: Aarong has transportation system of their own for transport their product. Logistics: Aarong has strong logistic support.
03.05.
Market of aarong
A pioneer in the country's craft industry, Aarong's unique product designs have brought consumer attention back to crafts and materials indigenous to Bangladesh, as its designers blend the traditional with the contemporary in a way that continues to win consumer appeal. Its success revolutionized trends and virtually created the market that has now been taken up by countless other boutiques and brands.
Outlets 10 self-owned Europe Export
-6 in Dhaka -2 in Chittagong -1 in Sylhet -1 in Khulna 1 in Franchised
-Italy, U.K., the Netherlands, Spin, France North America
-Canada Asia
-London, U.K.
-Japan, Korea Australia
Aarong caters to this growing urban consumer base through outlets in every major city in the country. Their discerning style and high-quality craftsmanship make every Aarong product unique and demand for them has been consistently rising due to Aarong's focus on innovation, quality, value-based pricing and superior in-store customer service. All these elements, backed by a robust distribution network and strong supply chain, have made Aarong a true household brand in Bangladesh. Just as Bangladeshis living abroad look to Aarong for products that connect them to their heritage, the Aarong experience is an essential part of any trip to Bangladesh by foreign visitors a phenomenon chronicled in the "Lonely Planet" guide to Bangladesh. Aarong products are not only the gift items of choice for every occasion for local and expatriate Bangladeshis but also the quintessential cultural mementos for these visitors. Aarong's growing presence outside Bangladesh - through fair-trade networks in Europe as well as a retail franchise in London - continues to broaden the market for Bangladeshi craft globally.
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03.06.
I.
Objective of the study Broad objective
The core objective of this report is to illustrate the present practice of the customer satisfaction of Aarong & AAF.
II.
Specific Objectives
But the specific objective of this report is: a) To have a clear view about what is actually happening with customer of Aarong; b) To collect information and insight about the customer satisfaction method of the organization; c) Full information about their customer; d) To relate the theoretical knowledge with the practices; e) Their traditional factors of quality, delivery, cost and services to the customer.
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03.07.
Methodology
HYPOTHESIS DEVELOPMENT
With a view of fulfilling the objective some relevant hypothesis have been formulated for this study:
1. HA: If Aarong increase its product quality then it helps to increase sales
volume. 2. HA: Aarongs product is too expensive to bear. 3. HA: Aarong is the best local brand in Bangladesh. 4. HA: If Aarong provide discount or free product, it will be helpful to increase their sales volume. 5. HA: Aarong plays a vital role in our daily life. 6. HA: Aarong wants to establish a showroom in a rural area; it will be beneficial for rural people. 7. HA: Aarongs product is highly fashionable. 8. HA: The overall products of Aarong are enough for a leading company. 9. HA: During the special occasion, Aarongs products are highly acceptable. 10.HA: Aarongs showroom environment is the best attraction for the customer.
03.07.01.
POPULATION DEFINITION:
Population: The population of this research project is defined as follows: Element: Everyone who enable to go market. Unit: Customer those who are working in different profession and student. Extent: Uttara area of Dhaka city and students of IUBAT. Time: Two week. Sample size: 50 respondents Samples of less than 1% of a population can often provide good reliability, given a credible sampling procedure. Sampling Procedure: For conducting this research, subscribers will be selected by considering systematic sampling. Samples will be randomly picked up from the total population by using simple random sampling which will represent the whole population.
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03.07.02.
Data Sources:
This report has been prepared based on both primary and secondary data. Primary data: The primary data was collected through observation and information collected from the books, our classes, communication and relation with Aarong. Secondary Data: There are data that we collected from secondary sources from reports, publishes documents, internet and articles. Data collected from the organization and other sources were assembled and put down in different part of the report. Based on the collected information analysis and conclusion is performed.
03.07.03.
Hypothesis Test:
1. Ho: If Aarong increase its product quality then it not helps to increase sales volume.
HA: If Aarong increase its product quality then it helps to increase sales volume. Ho: =2.5 HA: >2.5 N=50 Here X = 217/ 50 = 4.34 SD, ={0(1- 4.34)}+{0(2- 4.34) }+{4(3- 4.34) }+{25(4- 4.34) }+{21(54.34) } = 0+0+7.1824+2.89+9.1476 = 19.22/ 50 = 0.3844 = 0.62 Z cal=(X- )/ (/n) = (4.34- 2.5) / (0.62/50) = 20.99 At 5% level of significance follows Z distribution Z 0.05 =1.645 Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that Increasing product quality of Aarong sales volume will increase.
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2. Ho: Aarongs product is not too expensive to bear.

HA: Aarongs product is too expensive to bear. Ho: =2.5 HA: >2.5 N=50 Here X = 173/50 = 3.46 SD, = {3(1-3.46) } + {13(2-3.46)} + {4(3-3.46)} + {18(4-3.46)} + {12(5-3.46)} = 18.1548+27.7108+0.8464+5.2488+28.4592 = 80.42/50 = 1.6084 = 1.27 Z cal =(X- )/ (/n) = (3.46-2.5) / (1.27/ 50) = 5.35 At 5% level of significance follows Z distribution Z 0.05 =1.645 Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that- Aarongs product is too expensive to bear.
3. Ho: Aarong is not the best local brand in Bangladesh.

HA: Aarong is the best local brand in Bangladesh. Ho: =2.5 HA: >2.5 N=50 Here X =190/ 50 = 3.80 SD, = {2(1-3.80)} + {5(2-3.80)} + 8(3-3.80)} +{ 21(4-3.80)} + {14(5-3.80)} = 15.68+16.2+5.12+0.84+20.16 =58/ 50 = 1.16 =1.08 Z cal = (X- )/ (/n) = (3.80-2.5) /(1.08/50) = 8.51 At 5% level of significance follows Z distribution Z 0.05 =1.645 Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that- Aarong is the best local brand in Bangladesh.
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4. Ho: If Aarong provide does not discount or free product, it will be helpful to
increase their sales volume. HA: If Aarong provide discount or free product, it will be helpful to increase their sales volume. Ho: =2.5 HA: >2.5 N=50 Here X = 211/50 = 4.22 SD, = {2(1-4.22)} + {2(2-4.22)} + {1(3-4.22)} + {23(4-4.22)} + {22(5-4.22)} = 20.7368+9.8568+1.4884+1.1132+13.3848 = 46.58/50 =0.9316 = 1.00 Z cal=(X- )/ (/n) = (4.22-2.5) /(1.00 / 50) = 12.16 At 5% level of significance follows Z distribution Z 0.05 =1.645 overall view of aarong and their customer satisfaction Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that- If Aarong provide discount or free product, it will be helpful to increase their sales volume.
5. Ho: Aarong does not play a vital role in our daily life.
HA: Aarong plays a vital role in our daily life. Ho: =2.5 HA: >2.5 N=50 Here X = 160/50 = 3.20 SD, = {1(1-3.20)}+{7(2-3.20)}+{26(3-3.20)}+{13(4-3.20)}+{3(5-3.20)} = 4.84+10.08+1.04+8.32+9.72 = 34 / 50 = 0.68 = 0.82 Z cal=(X- )/ (/n) = (3.20-2.5) / (0.82 / 50) = 6.04 At 5% level of significance follows Z distribution Z 0.05 =1.645 Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that- Aarong plays a vital role in our daily life.
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6. Ho: Aarong wants to establish a showroom in a rural area; it will not beneficial
for rural people. HA: Aarong wants to establish a showroom in a rural area; it will be beneficial for rural people. Ho: =2.5 HA: >2.5 N=50 Here X = 183/50 = 3.66 SD, = {2(1-3.66)} + {7(2-3.66)} + {10(3-3.66)} + {18(4-3.66)} + {13(5-3.66)} = 14.1512+19.2892+4.356+2.0808+23.3428 = 63.22 / 50 = 1.2644 = 1.12 Z cal=(X- )/ (/n) = (3.66-2.5) / (1.12 / 50) = 7.32 At 5% level of significance follows Z distribution Z 0.05 =1.645 overall view of aarong and their customer satisfaction Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that - Aarong wants to establish a showroom in a rural area; it will be beneficial for rural people.
7. Ho: Aarongs showroom environment is not best attraction for the customer.
HA: Aarongs showroom environment is the best attraction for the customer. Ho: =2.5 HA: >2.5 N=50 Here X = 197/50 = 3.94 SD, = {0(1-3.66)} + {4(2-3.94)} + {6(3-3.94)} + {29(4-3.94)} + (11(5-3.94)} = 0+15.0544+5.3016+0.1044+12.3596 = 32.82/50 = 0.6564 = 0.81 Z cal = (X- )/ (/n) = (3.94-2.5)/ 0.81/50) = 12.57 At 5% level of significance follows Z distribution Z 0.05 =1.645 Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that Aarongs showroom environment is the best attraction for the customer.
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8. Ho: Aarongs product is not highly fashionable.

HA: Aarongs product is highly fashionable. Ho: =2.5 HA: >2.5 N=50 Here X = 160/50 = 3.20 SD, = {6(1-3.20)}+{11(2-3.20)}+{5(3-3.20)}+{23(4-3.20)}+{5(5-3.20)} = 29.04+15.84+0.2+14.72+16.2 = 76/50 = 1.52 = 1.23 Z cal=(X- )/ (/n) = (3.20-2.5)/(1.23/50) = 4.02 At 5% level of significance follows Z distribution Z 0.05 =1.645 Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that Aarongs product is highly fashionable. overall view of aarong and their customer satisfaction
9. Ho: During the special occasion, Aarongs products are not highly acceptable.
HA: During the special occasion, Aarongs products are highly acceptable. Ho: =2.5 HA: >2.5 N=50 Here X = 177/50 = 3.54 SD, = {1(1-3.54)} + {3(2-3.54)} + {22(3-3.54)} + {16(4-3.54)} + {8(5-3.54)} = 6.4516+7.1148+6.4152+3.3856+17.0528 = 40.42/50 = 0.8084 = 1.00 Z cal=(X- ) / (/n) = (3.54-2.5) / (1.00/ 50) = 7.35 At 5% level of significance follows Z distribution Z 0.05 =1.645 Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that during the special occasion, Aarongs products are highly acceptable.
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10. Ho: The overall products of Aarong are not enough for a leading company.
HA: The overall products of Aarong are enough for a leading company. Ho: =2.5 HA: >2.5 N=50 Here X = 165/50 = 3.30 SD, = {3(1-3.30)}+{10(2-3.30)}+{10(3-3.30)}+{23(4-3.30)}+{4(5-3.30)} = 15.87+16.9+0.90+11.27+11.56 = 56.5/50 = 1.13 = 1.06 Z cal=(X- ) / (/n) = (3.30-2.5)/ (1.06/ 50) = 5.34 At 5% level of significance follows Z distribution Z 0.05 =1.645 Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of significance, it can be said that - the overall products of Aarong are enough for a leading company. overall view of aarong and their customer satisfaction
03.08.
Rational of the Study
This report is prepared on Overall view of Aarong and their customer satisfaction. This paper submission is a part of the course Business Research (BUS 301) for the students of Bachelor of Business Administration (BBA) in the College of Business Administration (CBA) at the IUBAT International University of Business Agriculture and Technology. This report is a requirement of the BBA program.
This report renders a close analytical look at the overall view of Aarong and their customer satisfaction. The report is written from the point of view of Aarong, as this report is expected to augment the market intelligence and knowledge base of the market research and Overall process of Aarong. This report also covers the quality of their products or services and their customer satisfaction, which provides by Aarong.
03.09.
Scope of the study
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03.10
Limitation of the study
During groundwork of this report some obstacles have come across, which can be termed as the limitation of the project, these reasons did not allow this repot to go in depth of issues hence several parts of the report is not concentrated. Therefore the limitations that were faced: a) Information at the organization is confidential; the management of the organization was unwilling to provide all information required to carry out the study. b) Lack of some important terms due to their privacy c) The respondents sometimes may not be agreeable in providing accurate statistics and information. d) Unavailability of enough relevant records and information e) Published information is not up to date. f) They cannot appreciate such kinds of research issue. overall view of aarong and their customer satisfaction
04. Chapter Four
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04.01.
Research Findings and Elaboration
In order to analysis the data a 5 point Liker scale has been used. 5 stands for highly agreed customers, 4 stands for only agreed customers, 3 stands for the neural customers, 2vstands for disagreed customers, and 1 stands for highly disagreed customers. The scale has been shown below:
Customer Opinion Strongly agree Agree Neither disagree nor agree Disagree Strongly disagree
Weighted 5 4 3 2 overall view of aarong and their customer satisfaction 1
In the study weighted average value of 4.5 has been considered as the optimum level for every case. The management of the bank wants to achieve a weighted average value of 4.5 as the target for each factor. If the outcome is below 4.5 then in those cases the bank needs to take some attempts to improve the services rendered to the customers.
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Table 01: If Aarong increase its product quality then it helps to increase sales volume--------
Aarong Frequency Point assigned Outcome
Strongly agree 21 5 105
Agree 25 4 100
Neutral 4 3 12
Disagree Strongly disagree 0 2 0 0 1 0
Total 50
217
Outcome= Frequency (survey figure) X Point Assigned Weighted Average= Total outcome/ Sample size = 217/50 overall view of aarong and their customer satisfaction = 4.34
Strongly agree 42% Agree50% 50% Neutral 8% Disagree 0% strongly disagree 0%
Fig- 07 In the above it has been found that out of 50 respondents 25 have agreed that Aarong product has quality full product.
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Table 02: Aarongs product is too expensive to bear. Do you_____________
Agree 18 4 72
Neutral 4 3 12
Disagree 13 2 26
Strongly disagree 3 1 3
Total 50
173
Outcome= Frequency (survey figure) X Point Assigned Weighted Average= Total outcome/ Sample size = 173/50 = 3.46 overall view of aarong and their customer satisfaction
Strongly 6% Strongly agree 24%
Disagree 26% Neutral 8%
Agree 36%
Fig- 08
In the above it has been found that out of 50 respondents 18 have agreed that Aarongs product is too expensive to bear.
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Table 03: Aarong is the best local brand in Bangladesh. Do you_________________
Aarong
Agree
Neutral
Disagree
Total
Frequency Point assigned Outcome
21 4 84
8 3 24
5 2 10
50
190
Outcome= Frequency (survey figure) X Point Assigned Weighted Average= Total outcome/ Sample size = 190/50 overall view of aarong and their customer satisfaction = 3.80
Strongly disagree 4%
Strongly agree 28%
Agree 42% Disagree 10% Neutral 16%
Fig-09 In the above it has been found that out of 50 respondents 21 have agreed that Aarong is the best local brand in Bangladesh.
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Table 04: If Aarong provide discount or free product, it will be helpful to increase their sales volume. Do you______________
Agree 23 4 92
Neutral 1 3 3
Disagree 2 2 4
Total 50
211
Disagree 4%
Neutral 2% Strongly agree 44%
Agree 46% Strongly disagree 4%
Fig- 10 In the above it has been found that out of 50 respondents 23 have agreed that If Aarong provide discount or free product, it will be helpful to increase their sales volume.
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Table 05: Aarong plays a vital role in our daily life. Do you___________________
Agree 13 4 52
Neutral 26 3 78
Disagree 7 2 14
Total 50
160
Disagree 14%
Strongly agree 6% Agree 26%
Neutral 52%
Fig- 11
In the above it has been found that out of 50 respondents 26 have neither disagree nor agree that If Aarong plays a vital role in our daily life .
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Table 06: Aarong wants to establish a showroom in a rural area; it will be beneficial for rural people. Do you________________
Agree 18 4 72
Neutral 10 3 30
Disagree 7 2 14
Total 50
183
Neutral 20%
Strongly agree 26%
Disagree 14%
Agree 36%
Fig- 12
In the above it has been found that out of 50 respondents 18 have agreed that Aarong wants to establish a showroom in a rural area; it will be beneficial for rural people.
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Table 07: Aarongs showroom environment is the best to attract the customer. Do you_________
Agree 29 4 116
Neutral 6 3 18
Disagree 4 2 8
Total 50
197
Neutral 12% Disagree 8%
Strongly agree 22%
Strongly disagree 0% Agree 58%
Fig-13 In the above it has been found that out of 50 respondents 29 have agreed that Aarongs showroom environment is the best to attract the customer.
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Table 08: Aarong product is not highly fashionable. Do you___________
Agree 23 4 92
Neutral 5 3 15
Disagree 11 2 22
Total 50
145
Strongly disagree 12% Disagree 22%
Strongly agree 10%
Agree 46% Neutral 10%
Fig- 14 In the above it has been found that out of 50 respondents 23 have agreed that Aarong product is not highly fashionable.
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Table 09: During the special occasion, Aarongs products are highly acceptable. Do you----------
Aarong
Agree
Neutral
Disagree
Total
Frequency Point assigned Outcome
16 4 64
22 3 66
3 2 6
50
177
Strongly disagree 2% Strongly agree 16%
Neutral 44%
Agree 32%
Disagree 6%
Fig- 15 In the above it has been found that out of 50 respondents 22 have neither disagree nor agree that Half of the profit from every purchase you make at Aarong goes towards supporting schools, health services and specific interventions targeted to the ultra-poor segment by BRAC.
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Table 10: The overall products of Aarong are enough for a leading company. Do you_________
Agree 23 4 92
Neutral 10 3 30
Disagree 10 2 20
Total 50
165
Outcome= Frequency (survey figure) X Point Assigned Weighted Average= Total outcome/ Sample size = 165/50 = 3.30 Strongly agree 8% overall view of aarong and their customer satisfaction
Neutral 20%
disagree 20% Agree 46% Strongly disagree 6%
Fig-16 In the above it has been found that out of 50 respondents 23 have agreed that the overall products of Aarong are enough for a leading company.
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04.02. Overall hypothesis resultH1 Strongly disagree Disagree Neither disagree nor agree Agree Strongly agree Total Average Standard deviation Z test value 0 0 4 25 21 217 4.34 0.62 H2 3 13 4 18 12 173 H3 2 5 8 21 14 190 H4 2 2 1 23 22 211 4.22 1.00 H5 1 7 26 13 3 160 H6 2 7 10 18 13 183 H7 0 4 6 29 11 197 3.94 0.81 H8 6 11 5 23 5 160 H9 1 3 22 16 8 177 H10 3 10 10 23 4 165 3.30 1.06 5.34 overall view of aarong and their customer satisfaction
3.46 3.80 1.27 1.08
3.20 3.66 0.82 1.12
3.20 3.54 1.23 1.00
20.99 5.35 8.51 12.16 6.04 7.32 12.57 4.02 7.35
So the null hypothesis is rejected and the test is significant.
Compare the Average (mean), Hypothesis 01 to 10

H1 : 4.34 H2 : 3.46 H3 : 3.80 H4 : 4.22 H5 : 3.20 H6 : 3.66 H7 : 3.94 H8 : 3.20 H9 : 3.54
Fig-17
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Compare the Standard deviation, hypothesis 01 to10

H1 : 0.62 H2 : 1.27 H3 : 1.08 H4 : 1.00 H5 : 0.82 H6 : 1.12 H7 : 0.81 H8 : 1.23 H9 : 1.00 H10 : 1.06
Fig-18 Compare the Z test value, hypothesis 01 to 10

H1 : 20.99 H2 : 5.35 H3 : 8.50 H4 : 12.16 H5 : 6.04 H6 : 7.32 H7 : 12.57 H8 : 4.02 H9 : 7.35 H10 : 5.34
Fig-19
05. Chapter five

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05.01.

Major Findings of the study
In our report at Aarong we have observer and found different issues, these are: If Aarong increase its product quality then it helps to increase sales volume. Aarongs product is expensive to bear so they should less some price. Aarong is the best local brand in Bangladesh so it should be continues day by day. If Aarong provide discount or free product, it will be helpful to increase their sales volume. Aarong plays a vital role in our daily life so they should consult their customer satisfaction. If Aarong wants to establish a showroom in a rural area; it will be beneficial for rural people. Aarongs product is highly fashionable so they should take casual and others fashionable product also. The overall products of Aarong are enough for a leading company. During the special occasion, Aarongs products are highly acceptable which can catch their market. Aarongs showroom environment is the best attraction for the customer. They have lack emphasize in research and development, means that they are continuous upgrading the work process through technology but not paying enough attention to the employee development and their demand.
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05.02.
SWOT Analysis of Aarong
SWOT analysis is a powerful technique for understanding organizations Strength & Weakness and looking for the Opportunities & Threats it may face. Used in a business context it helps organization carve a sustainable niche in a market. This analysis is mainly based on an imaginary situation.
1. Strength
Aarong is a very reputed organization. They are now capturing 68% of total handicraft market share in Bangladesh. Its a local brand and now exporting their products outside of the country. Aarong has good reputation for fine quality products. It has a strong management team who are continuously giving their great effort to make it a successful one. Another important fact is that, Aarong has almost Zero production damage rate which reduces their cost. They are innovative and always bring some new product in the market which meets customer requirement and expectations. The organization is a respected employer that values its workforce. overall view of aarong and their customer satisfaction
2. Weakness
Aarong has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their producer may not be able to produce product timely due to their inability. The collection channel of the organization is not that much structured so that they can get the products from the producer on time and it may create problem for them in future. If any producer is not able to make the product on time due to some personnel problem then the company will also not be able to deliver their product on time. This is a big problem and it happens most of the time on delivery. Aarong charges higher price relatively than their other competitors as a result sometimes customers lose their interest to by product from them. Its sales force or sales girls within the outlet are not properly trained up. Sometimes they make customers disappointed by their attitude and customer doesnt feel good to buy from there. Sometimes they suffer for financial problem, although its a rare situation.
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3. Opportunities
Aarong is very good at capturing the advantage of opportunities. It can go for new distribution channel like it can make some joint venture with some other small Boutique and sales its products in more places. Through that it can capture more market share in the handicraft industry in Bangladesh. Aarong can expand its business globally. New market for handicraft such as Europe and America are beginning to emerge. People are now trendier about local events & functions like Pahela Falgun, Pahela Baisakh, Victory day, Independence Day etc and they buy new and special products for these events. Aarong can make new products to sell in those special occasions. According to the season change, people are also changing their preference in buying products and considering this scenario Aarong can produce products on the basis of seasonal variations.
4. Threats
Aarong doesnt have any big competitors right now. But they have some small competitors like KayKraft, Anjans, Deshal, Jattra, Khubsurti, Rina Latif, OZ, Rang and some other Boutiques established at Banani 11, who are taking their 32% customer and increasing in a slow rate. Aarong always face price wars with their competitors. Its competitors have some superior products like OGs Panjabi shape, Khubsurtis design of Salwar kamiz Rangs Sharis color, which is decreasing Aarongs market share as well as sales. But now they are repositioning their Brand to compete with them.
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05.03.
Recommendation
After completing this project, we have come up with some recommendation which Aarong can use for their advancement. This are -
Developing and implementing customized action plans designed to increase better services and promotional activities. They should take more care about their customer; They must skillfully use the mass-promotional tools of advertising, sales promotion and public relations. They should give their latest information on website; Aarong should introduce online application for their vacancies, it will help them reducing cyber hunting times in bdjobs and other sites; Development of customized communication specific action plans. Their financial information is not clear to identify; As there is competency gap in employees Aarong should start employee training and other development programs to develop the employees. Analyzing the feedback from regular customer satisfaction survey can definitely help building the image. overall view of aarong and their customer satisfaction
Regarding the price

The price of Aarong is high which are not easy to bear to middle or poor class customers. If they take low price it will be help to capture the whole market of Bangladesh. Their availability price should be less than 15% to 10% from their current price.
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05.04.
Conclusion
Aarong is not only a fashion house it is more than that. With times Aarong has evolved itself as one of the most successful lifestyle store in our country maintaining the tradition and the trends. Besides becoming the leading lifestyle chain store in Bangladesh they have cherished the traditional crafts of Bangladesh through Ayesha Abed Foundation and have been able to create employment of thousands of people. As a result Aarong is a fair trade organization reaching global market by representing folklore tradition of Bangladesh. Aarong & AAF plays the role of protector and promoter of traditional Bangladeshi products and designs. The designers and the innovators of the products offered by Aarong have not only established the organization of as leaders in handicrafts but have also reignited interest and popularity for styles and traditional crafts that are native to the country. It is this gracious blend of contemporary and customary, which ensures that each product is original and saleable in a modern society.
P a g e | 66
05.05.
Bibliography
Ayesha Abed Foundation- aaf.aarong@brac.net Accounts- accounts.aarong@brac.net Customer Service- customerservice.aarong@brac.net Human Resources- hr.aarong@brac.net Export- export.aarong@brac.net Marketing- marketing.aarong@brac.net My Aarong Rewards Program- myaarongrewards@brac.net Textile- textile.aarong@brac.net
05.07. Appendix
05.06.
Questionnaire
P a g e | 67
P a g e | 68
Part A
Basic information:Name: _______________________ Age: _________________________ Occupation: Student/ Housewife/ Service holder/ Businessman B: Put () mark on your opinion: 1. 2. 3. Neither 4. Strongly Disagree disagree Agree Question disagree nor agree
Part
5. Strongly agree
1) If Aarong increase its product quality then it helps to increase sales volume. Do you---------2) Aarongs product is too expensive to bear. Do you -----------3) Aarong is the best local brand in Bangladesh. Do you -----------4) If Aarong provide discount or free product, it will be helpful to increase their sales volume. Do you------------5) Aarong plays a vital role in our daily life. Do you -----------6) Aarong wants to establish a showroom in a rural area; it will be beneficial for rural people. Do you ---7) Aarongs showroom environment is the best to attract the customer. Do you ------------8) Aarong product is not fashionable. Do you ---------highly
1 1 1 1 1 1 1 1 1 1
2 2 2 2 2 2 2 2 2 2
3 3 3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5
10) The overall products of Aarong are enough for a leading company. Do you-----------
The End
9) During the special occasion, Aarongs products are highly acceptable. Do you---------

Mujahidur RAhman

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overall view of aarong and their customer satisfaction.

---BUS 301(Business Research)

overall view of aarong and their customer satisfaction

---BUS 301(Business Research)

overall view of aarong and their customer satisfaction

---BUS 301(Business Research)

---BUS 301(Business Research)

---BUS 301(Business Research)

05.01.Major Findings of the Study 05.02.SWOT Analysis 05.03.Recommendation 05.04.Conclusion

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05.05.Bibliography 05.06.Appendix 05.07.Questionnaires

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06 07 10 20 24 25 39 40 41 overall view of aarong and their customer satisfaction 42 43 44 45 46 47 48 49 50 50

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overall view of aarong and their customer satisfaction

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overall view of aarong and their customer satisfaction

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overall view of aarong and their customer satisfaction

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Vision of the organization

AArongs Mission stAteMent

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overall view of aarong and their customer satisfaction

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Company Hierarchy of Aarong

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overall view of aarong and their customer satisfaction

Fig 01- Company Hierarchy of Aarong

Major Competitor of Aarong

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overall view of aarong and their customer satisfaction

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Organizational Over View of Aarong

overall view of aarong and their customer satisfaction

---BUS 301(Business Research)

Organizational Structure of Aarong

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overall view of aarong and their customer satisfaction

---BUS 301(Business Research)

02.03. Distribution Channel and Outlet of Aarong

Raw Material Suppliers

overall view of aarong and their customer satisfaction

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overall view of aarong and their customer satisfaction

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02.06. Ayesha Abed Foundation- AAF (Aarong production Centre)

overall view of aarong and their customer satisfaction

---BUS 301(Business Research)

Products and services of Aarong

Clothes & Accessories:

1. Traditional 2. Western 3. Nightwear 4. Shawls/Scarves 5. Shoes 6. Bags 7. Fabrics

---BUS 301(Business Research)

CHILDREN'S PRODUCTS 1. Clothes 2. Toys 3. Books 4. Shoes

Jewelry Products 1. Gold 2. Silver 3. Pearl 4. Other

1. Shoes 2. Bags/Wallets 3. Belts 4. Boxes 5. Photo Frames

NAKSHI KANTHA PRODUCTS 1. Decorative 2. Wall hangings 3. Christmas decorations

overall view of aarong and their customer satisfaction

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overall view of aarong and their customer satisfaction

Aarongs Retail Outlets

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overall view of aarong and their customer satisfaction