INTERNSHIP REPORT

ON

“Customer satisfaction of Masafi Biscuits’’

1
 Internship Report
On

“customer satisfaction of MASAFI Biscuits’’

SUPERVISED BY:
Sayaka Zaman

Lecturer

Department of business studies

State University of Bangladesh (SUB)

PREPARED BY:
Md. Juweel Rana

ID No: UG01-34-13-019

Program: Bachelor of Business Administration

State University of Bangladesh

State University of Bangladesh (SUB)

Submission Date: 06thseptember, 2018

2
 Letter of Transmittal

September 6, 2018

Sayaka Zaman,

Lecturer,

Department of business studies

State University of Bangladesh

Subject: Submission of Internship Report on “customer satisfaction of MASAFI Biscuits’’

Dear Madam,

With due respect and immense pleasure, I would like to submit the internship report on
“customer satisfaction of MASAFI Biscuits’’. As a pre-requisition for the completion of 4 years
BBA program. I choose the report topic after the discussion with you. I was assigned to work at
MASAFI group.

I have tried my best to gather practical knowledge and collect the relevant information related
with my job to prepare this report. Finally, I would like to thank you for your valuable guidance
thoughtful advice in preparing this report.

I pray and hope that you would be kind enough to give approval on my report for evaluation and
oblige thereby.

Sincerely yours,

Md. Juweel Rana

ID: UG01-34-13-019

Department of business studies

State University of Bangladesh

3
 ACKNOWLEDGEMENT

At the very outset, I would like to express my deepest graduate of almighty Allah form giving me
the strength and opportunity to finish the report within the schedule time.

I would like to thank my internship supervisor, Sayaka Zaman, Lecturer School of Business State
University of Bangladesh for giving me the time and providing me with all kind of support by
suggesting me about accumulating and completing the report.

I express my sincere gratitude to Md. Mahbub Asfia Hafiz,Head of Sales & Marketing and
Mr.Tamjid tanu category Manager MASAFI AGRO limited who have inspire, influence and
guided my work support me cardinally and constructively.

Finally, my heartiest thanks go to my family and friends involved in successful completion of my

report. Without their co-operation and support it might not have been possible for me to
complete the study.

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 Executive Summary

This is an internship report of customer satisfaction on MASAFI biscuits. The broad objective of the
study is to customer satisfaction about MASAFI biscuits Industries limited. This study is a descriptive in
nature.

“MASAFI” is currently one of the most admired food and beverages brand among the millions of people
of Bangladesh and other 77 countries of world where MASAFI products are regularly being exported. All
the MASAFI products are produced as per international standards maintaining highest level of quality at
every stages of its production process.

This report is composed of nine parts, which are divided in two different parts .In the first part
introduction, origin of the study, objective of the study, scope of the study, methodology and limitation
has been covered. The overview of the MASAFI presented in two parts. Here include historical
background, mission, and vision, board of directors, product description, and business performance. Part
three has been presented with the job and learning part. Define customer satisfaction is important factors
affect customer satisfaction. Part four covers the analysis part. In part five discuss about major findings.
Finally, part six discuss about recommendation, conclusion, bibliography, appendix, and questionnaire.

After analysis and findings on the basis of statistical analysis some important issue are found there are
spending biscuits is one of the main products of MASAFI industries limited. Basically MASAFI provides
some different attractive offer for its customers, that customer can easily buy MASAFI biscuits from
anywhere in Bangladesh. MASAFI believe the way to economic prosperity is through agro-business.

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 TABLE OF CONTENTS

Chapter-1: Introduction.

1.1 Origin of the Report………………………………………… 9

1.3- Background of the Study………………………………….. 9

1.4-Objective of the study……………………………………… 9

1.5- Methodology of the Report……………………………….. 9

1.6.1 Type of Research……………………………………… 10

1.6.2 Sources of data……………………………………… 10

1.6.2.1 Primary Data………………………………………… 10

1.6.2.2 Secondary Data………………………………………. 10

1.6.3 Data collection procedures…………………………… 10

1.6.4 Data Analysis and Reporting………………………… 10

1.6.5 Questionnaire Design…………………………………….. 11

1.6.6 Sampling Plan……………………………………………. 11

1.7 Limitations…………………………………………………… 11

Chapter-2: Organizational overview.

2.1 Historical Background of MASAFI Biscuits……… 12

2.2.1 HISTORY OF THE GROUP………………………………. 12

2.3 Corporate values……………………………………… 13

2.4 Keys to success………………………………………… 14

2.5 Locations of Production Factories…………………….. 15

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Chapter-3: The Job (Part-1)

3.1 The job at a glance…………………………………………… 16

3.2 Responsibilities and Description of the job……… 16-17

Chapter-3: Part 2

Learning as an Intern……………………………………… 17-18

Chapter-4: Research Methodology…………………………………. 19-23

Chapter-5: Findings………………………………………………… 24

Chapter-6: Recommendations……………………………………. 25

Chapter-7: Conclusion……………………………………………… 26

Bibliography…………………………………………. 27

Appendix……………………………………………. 28

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 Chapter-1

Introduction
1. Introduction:

‘MASAFI’ has started its operation in 1989 as a processors fruit and vegetable in Bangladesh.
Over the years, the company has not only grown in stature but also contributed significantly to
the overall socio-economic development of the country. MASAFI is currently one of the most
admired food & beverages brands among the millions of people of Bangladesh and other 134
countries of the world where MASAFI Products are regularly being exported. All
the MASAFI products are produced as per international standards maintaining highest level of
quality at every stages of its production process. MASAFI is currently producing more than 100
food products under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery,
Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy. The company has
adopted ISO 9001 as a guiding principle of its management system. The company is compliant to
HACCP & certified with HALAL which ensures that only the best quality products are reaches
to the consumers table across the Globe.

MASAFI comparative advantage as an economy lies in agriculture. This company believe the
way to economic prosperity is through agro-business.MASAFI is in testimony to our
convictions. It stands for: “Programmed for Rural Advancement Nationally”

MASAFI is Bangladesh’s largest grower and processor of fruits and vegetables. Our contract
growers cultivate the choosy fruits and vegetables which are processed in our modern and
hygienic factories to highest quality & international standards.

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1.1 Origin of the Report:

This internship report is an important partial requirement of four years BBA program. This is
because knowledge and learning become perfect when it is associated with theory and practice.
By this internship program students can establish contacts and networking. Contacts may help to
get job in practical life. This is, student can train and prepare themselves for the job market.

1.2- Background of the Study:

This research paper based on a partial requirement of BBA faculty of (SUB)

The aim of arranging of program it is to gather knowledge for its BBA student
After completion of theoretical courses of BBA program. Each study must carry out a research
which is assigned by the research supervisor. I select Cookies as well as Biscuits segment for
my research and science I have started my research work on customer satisfaction on MASAFI
biscuits.

1.3 -Scope of the Report:

As I assigned to MASAFI- Group, there is enough scope of the study. The report covers the
topic “Consumer’s Attitude Measurement: A Study On MASAFI biscuits or cookies have
gathered valued information from MASAFI-RFL Group.

1.4-Objective of the study:

The objective of the study is to analyze the customer satisfaction about marketing mix strategies
of MASAFI Biscuits.

1.5- Methodology of the Report:

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

methodology. In conducting this study following methodology was adopted in collecting data
and information, preparation of reports etc. The methodology of report in given below:

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1.6.1 Type of Research:

This report is descriptive in nature which briefly analyze the “customer satisfaction of MASAFI
Biscuits”

1.6.2 Sources of data:

To prepare this report the required information collected from both primary and secondary
source.

1.6.2.1 Primary Data:

Questionnaire survey method was used for primary data collection.

1.6.2.2 Secondary Data:

Secondary data sources are:

 Website of MASAFI Group.

 Office files and documents.

1.6.3 Data collection procedures:

To analyze the report primary data are mainly used. Besides this, some information is also
collected by taking expert satisfaction from the officer which I was doing the internship program
at the MASAFI Group.

1.6.4 Data Analysis and Reporting:

For preparing this report I have used some graph, trend analysis and ratio analysisI have also
used different software for data analysis and reporting. Those are Microsoft word, Microsoft
Excel etc.

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1.6.5 Questionnaire Design:

This is a well structure type of questionnaire and used to conducting survey on consumer
satisfaction measurement of MASAFI biscuits of MASAFI Group. Here average time was 5
minutes for every respondent. There are 5 questions in the questionnaire.

1.6.6 Questionnaire Design:

This is a well structure type of questionnaire and used to conducting survey on consumer attitude
measurement of MASAFI Group. There are 5 questions in the questionnaire.

1.6.7 Sampling Plan:

Sampling plan is a definite plan for obtaining a sample from a given population.

 Target Population:
All the customers of MASAFI biscuits.
 Sample Element:
Individual customer of MASAFI biscuits.
 Sample Frame:
MASAFI Group did not provide me sample frame due to their organizational secrecy
 Sample Procedure:
Non-probability convenience sampling procedure is used in the survey.
Sample size:
The sample size was 100.

1.7 Limitations:

 The main constrain of the study was insufficiency of information; There are various
information that the employee can’t provide due to security and other corporate obligations.

 Data and information used in this study are mostly from secondary sources.

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 Chapter-2
Organizational Overview

2.1 Historical Background of MASAFI Biscuits:

'MASAFI’ started its operation in 1989 as a processors fruit and vegetable in Bangladesh. Over
the years, the company has not only grown in stature but also contributed significantly to the
overall socio-economic development of the country. MASAFI is the pioneer in Bangladesh to be
involved in contract farming and procures raw material directly from the farmers and processes
through state of the art machinery at their several factories into hygienically packed food and
drinks products. "MASAFI" is currently one of the most admired food & beverages brand among
the millions of people of Bangladesh.

All the MASAFI products are produced as per international standards maintaining highest level
of quality at every stages of its production process. MASAFI is currently producing more than
200 food products under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery,
Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy. The company has
adopted ISO 9001 as a guiding principle of its management system. The company is complaint to
HACCP & certified with HALAL which ensures only the best quality products are reaches to the
consumers table across the Globe. They intend to expand their presence to every corner of the
world and strive to make '‘MASAFI" a truly international brand to be recognized globally.

In product category segment MASAFI always try to vast care of Biscuits segmentation, because
in our country tea is one of the most popular drink so people would like to take various types of
biscuits with tea, and MASAFI only can produce perfectly the biscuits like- crackers, cream,
toast biscuits.

2.2.1 History of the Group:

The group is presently comprises of 13 companies.

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 Masafi
Property MASAFI
17/03/1989 24/09/1998 Plastic 05/03/2005
Group Group
Industry

Mission and Vision of MASAFI:

Corporate Poverty & Hunger Are Curses

Mission

Our Aim To Generate Emplyoment And Earn Dignity & Selfrespect For Our
Compatriots Through Profitable Enterprises

Our Vision Improving Livelihood

2.3 Corporate values:

- Customers focus.

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- Integrity.

- Product quality.

- Team work.

- Respect for the individual.

- Responsible citizenship.

2.4 Keys to success:

There are some reasons behind ‘MASAFI’s long term success. These reasons are the keys to
their success such as:

 Employee training to insure the best cookies preparation techniques.

 Marketing strategies aimed to build a solid base of loyal customers
 The products we serve are of the highest quality. We combine this quality with great
service and atmosphere.
 Customer satisfaction with high quality biscuits and services
 Competent management staff whose makes or produce the biscuits fresh and good quality
 Management that treats every employee equally. We create an atmosphere where
employee's love coming to work and can earn good money. Our commitment to
providing excellent quality biscuits at all times.
 Excellent Customer Service. Quick delivery and each customer will be treated as would
an honored guest in our homes.
 Product quality. Not only great food but great service and atmosphere

2.5 LOCATIONS OF PRODUCTION FACTORIES:

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Rangpur
 MAPL( Masafi Agro Processing Limited)

Natore
 MAL ( MASAFI Agro Limited)
 MABL ( MASAFI Agro Business Limited)

Ghorashal
 AMCL(Agricultural Marketing Company Limited)
 MFL (MASAFI Foods Limited)

Narshingdi
 MASAFI Dairy Limited
 MPL (Masafi Plastic Limited)
 AMCL(Agricultural Marketing Company Limited-Part)
 MBL(MASAFI Beverage Limited)
 MCL(MASAFI Confectionary Limited)
 MEL(MASAFI Export Limited)
Chittagong
 MASAFI Tea

B.Baria
 Masafi Food Limited

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 Chapter-3
The Job
Part-1

3.1 The job at a glance:

The job that I was offered at MASAFI GROUP was the position of Intern in the sales in masafi
bread and biscuit department. Masafi bread and biscuit is a new department of masafi group. It
was a 3 month long internship program. In bread and biscuit department, all the team members
had to work almost whole the week and sometimes 10/7 as digital is the most interactive and
challenging platform now-a-days. Like the team members, I also had to work almost 7 days a
week although the general working day is 5. On off-days, I had to work from office. So it was a
nice job for me. On-the-job training were provided and sometimes and I was privileged to attend
some of the special workshops. I had another intern co-worker with me. We used to have a
roster-based work plan. The remuneration was according to the organization’s policy, some other
facilities includes transportation allowances and internet allowances were also provided.

3.2 Responsibilities and Description of the job:

This part includes all the responsibilities and detailed description of the job I had to do during
my internship period-

3.2.1 Team Work:

At masafi group Bangladesh, employees are into teams. So team-work is really very significant
which needs good working relationship. Intra-relationship as well as Inter-relationship is really
important in an organization which I understood nicely working here at masafi group. While
making good relationship with other teams, it was another challenge for me. I was not introduced
to any of the employees of the organization whereas interns from other departments had an
introductory session. But I made good relationship people inside my department and other
departments within a very short time which I believe is the result of my communication skill
where I want to thank State University and our respectable faculty members.

3.2.2 Day-to-day Operations:

As an Intern, there were some day to day tasks in accounts management, creative department and
most importantly in the marketing platform. Inter-departmental follow up of ongoing campaign,

16
upcoming campaigns, monitoring the projects etc. are most remarkable among the day-to-day
tasks.

3.2.3 Query Management:

Query management of different customer’s Facebook pages was one of the biggest roles of the
job. It was really a boring and in the same time an interesting job. I along with the other intern
had to manage mainly the Facebook pages of masafi bread and biscuit customers Bangladesh. It
was a boring work because we had a target to complete a number of queries per day to be
resolved and had to work one person at a time. Working and resolving problems of the customers
of the pages in team helps make a good work environment and customer. It was really an
interesting work because, from different and weird queries of the customer of the pages, we got
to know about different insights of the industry.

Part 2
Learning as an Intern

As an intern I have done my internship from Ingenious Group only for three months with lots of
limitation and three months is not sufficient time to learn and cover the whole things of any
kinds of organizations activities or operations. Some kinds of activities which are highly
restricted & confidential for the intern. Never the less as an intern I have tried my level best to
cover and learn most of the major essential activities in my first-hand experience which require
for any kinds of marketing as well as event management operation. Whatever I have learned
from the internship these are given below:

 I have conducted the task - by searching the internet I have to find out the newly or
currently launched companies in the market of Bangladesh and have to make a list of
them with details of that particular companies and also have to make a list of our valued
as well as potential clients and entered those data in a database system for further
contract.

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 I have to communicate with my target audience over phone according to the list or
database for presenting our company activities and set meeting for detail presentation.
After successfully set the meeting I have to search and studying the company profile and
physically visited to the clientele place and trying to bring the work order from them. I
have to follow up also time to time to our old client and maintain the good and long term
relationship with them.

 I have always to keep liaising with designers and printers to fulfill the work order of our
clients as well as for on time delivery.

 Maintaining and updating customer databases.

 Attending events such as conferences, seminars, receptions and exhibitions etc. to get
idea about how to organize and manipulate the event.

 I have to monitor the competitor activities like monitor what kinds of strategy they are
taking, who their target customer, what their activities in the market and on the basis of
that I have to contribute and developing our marketing plans and strategies to grab the
market and keep our valued client with us.

 Supporting the marketing manager and other colleagues by providing various marketing
information and share knowledge.

 Attend Various Customer events.

 Delivering presentations to the clients.

 Writing and presenting reports to clients and senior management.

 Writing and presenting Business proposal, various proposal letter, E-mail, Updating the
company profile and power point presentation slide to clients and senior management.

 Receiving the work order, make notes the order, presenting and make plan with the CEO
about how effectively make successful those order and deliver on time to the clients.

 Finally I have strictly followed the company’s rules and regulation, terms and condition,
discipline as per the company’s norms.

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 CHAPTER-4
RESEARCH METHODOLOGY

Survey is a fact finding study. Under this method of research the research is interested in
knowing something about the whole population. But revelry he done it. He studies only sample
drawn from population. The data are collected directly from the sample by interviewing or
mailing questionnaires at particular period of time. It is the data, which are collected by some
body for some other purchases. In this study the sample size was 100. Sampling is only a fool
which helps to know the characterize of the universe or population by examining only a small
part of it. In this study the researcher has addressed questionnaire to the Britannia Biscuits.

OBJECTIVES:
 To know awareness about the Britannia biscuit among the public.
 To know the financial position about buying the biscuits.

ANALYSIS: TABLE SHOWING BRAND

Sl.no: Particulars No. of Respondents Per cent of

Respondents

1 Masafi Biscuits 25 25
2 Olympic 39 39
3 Mary Gold 24 24
4 Nabisco 12 12
Total 100 100

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 SHOWING BRAND

24% 25% Masafi Biscuits

Nabisco
olimpic
12%
Mary Glod
39%

TABLE SHOWING BUY THE BRAND

Sl.NO Particulars No. of Respondents Per cent of

Respondents

1 Departmental store 40 40
2 Super market 18 18
3 Retail shop 18 18
4 Convenience shop 24 24
Total 100 100

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 BUY THE BRAND

24%
Departmental store
40%
Super Market
Retail Shop

18% Convenience shop

18%

TABLE SHOWING FEEL ABOUT PRODUCT

Sl.NO Particulars No. of Respondents Per cent of

Respondents

1 High satisfaction 13 13
2 Satisfaction 48 48
3 Normal 30 30
4 Dissatisfaction 9 9
Total 100 100

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 FEEL ABOUT PRODUCT
Dissatisfaction High satisfaction
9% 13%

Normal
30%

satisfaction
48%

TABLE SHOWING THINK ABOUT QULITY

Sl.NO Particulars No. of Respondents Per cent of

Respondents

1 Good 40 40%
2 Better 41 41
3 No opinion 9 9
4 Bad 5 5
5 Worst 5 5
Total 100 100

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 Think About Quality

8%
8%
Better
No opinion
15%
Bad

69% Worst

TABLE SHOWING BUY THE BISCUITS

Sl.NO Particulars No. of Respondents Per cent of

Respondents

1 Child 33 33
2 Parent 18 18
3 Grand parent 11 11
4 Friends 30 30
5 Occasions 8 8
Total 100 100

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 CHAPTER -5
FINDINGS

Product * quality Cross tabulation

Count
Quality
Total
good Better No bad worst
opinion
product high satisfaction 5 5 1 1 1 13
satisfaction 18 21 3 3 3 48
normal 13 12 3 1 1 30
dis satisfaction 4 3 2 0 0 9
Total 40 41 9 5 5 100

FINDINGS:

 Thirty nine percent of respondents are use good day.

 Forty percent of respondents are buying departmental store.
 Forty eight percent of respondents are satisfaction.
 Thirty three percent of respondents are dedicate child

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 Chapter-6
Recommendations
6.1 Recommendations:

The last 3 months was quite intriguing to do my internship at MASAFI group. I found out
about the nature of actually working in a professional environment. This internship
program, in first, I have been arranged for gaining knowledge of practical premium and
to compare this practical knowledge with theoretical knowledge. After conducting the
survey and its result on MASAFI, the following recommendation can be added.

 Customers are somewhat dissatisfied about the Price of MASAFI biscuits.

MASAFI group should focus on decreasing the Price of biscuits and should
produce various types of biscuits.
 Majority of the customers are dissatisfied about the quantity of biscuits. MASAFI
should aim to increase quantity by decreasing the price.

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 Chapter-7

Conclusion

7.1 Conclusions:

Fair, moral, ethical and transparent business practices have contributed to MASAFI being
recognized as a pioneering sustainable business role-model in Bangladesh and all over
the world.MASAFI group is distinctively renowned for its constant dedication to
excellence. They are passionate about our social, moral and ethical responsibilities in
doing business and steadfast in procuring from genuine farmers at fair prices, and
avoiding middle-men. Trace-ability of agricultural products is given special emphasis.

Finally I can say that customers have good perception about MASAFI product taste,
quality, quantity and they are happy with the price. So I can say there is a vast
opportunity for MASAFI to growth and establish a strong position in the market.

This study is designed only for my internship as a part of BBA program.

26
 Bibliography

8.1 References:

Reference Books:

th
Schiffman, L., G., and Kanuk, L., L., 2007.,“Consumer Behavior”, Prentice-Hall, Inc., 9
Edition.
Kotlar, Philip, 2009.,“Principle Of Marketing”, Prentice Hall,13th Edition.
Kothari, C.R., 2014.,“Research Methodology Methods & Techniques”, New Age.

Reports:

MASAFIgroup profile.

Personal interaction with the employees of MASAFI GROUP.

Others internship report of State University of Bangladesh.

27
 Appendix

9.1 Appendix

Dear Respondent,

I am a student of BBA in State University of Bangladesh (SUB) and currently enroll of

my internship report. I am conducting this survey to prepare my internship report on
“customer satisfaction of MASAFI Biscuits” Your participation in this survey is really
appreciated and will help me to conduct this survey successfully. It is assured that the
information you will provide will be strictly confidential and use for educational purpose
only.

Thank you for your time and co-operation.

Sincerely yours,

Md. Juweel Rana

School of Business,

State University of Bangladesh

Survey Questionnaire: chapter-4

28
1. What Brand are you like?

Masafi Biscuits
Olympic
Mary Gold
Nabisco

2 .what places you are buying our product?

Departmental store

Super market

Retail shop

Convenience shop

3. What are Feel about Product?

High satisfaction

Satisfaction

Normal

Dissatisfaction

4. What is our biscuits quality?

Good
Better
No opinion
Bad
Worst

5. People are buying the masafi biscuits?

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 Child

Parent

Grand parent

Friends

Occasions

30