Aarong

Executive Summary
The major focus of that project is to do a research for any particular brand or any particular product from any company and then developed the real situation based on a hypothesis. Based on the belief of that hypothesis we have to come up with the results whether it was proved or disproved. So for our project we choose a brand name Aarong, which is an outlet for the local product. Our hypothesis was mainly focused on the occasional clothing portion of that outlet. The hypothesis was Aarongs products are purchased due to consumer sense of quality and their preference of domestic product. To prove our hypothesis we developed questioner and conducted survey about forty consumers. For that we use six parameters, to focus against the main two. As our main concentration was on the quality and local products, we get a positive response. Majority of the customer says that they buy Aarongs occasional collection for its quality and for local taste. So the hypothesis was proved. But the consumer claim that though the quality of Aarongs product is good, it is expensive in our socio economic situation. After doing the whole work, we found some opportunities for the company. We identified those opportunities and gave some suggestions about their marketing campaign and their weaknesses.

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Background of the Study

Our hypothesis was, Aarongs products are purchased due to consumers sense of quality and their preference for local product. We focused only on the occasional range products. For doing the research, we used these parameters. 1. 2. 3. 4. 5. 6. Bangladeshi product Quality of their product Premium price Economic contribution to our country Fashionable & trendy products International standard products.

Methodology
To do the research, we used both primary and secondary sources of information. Primary source: Survey Secondary sources: Website, magazine And after doing the survey we compiled the survey result using MS Excel. We derived chart to prove our hypothesis. For our survey we randomly select about 25 students at NSU. Among this 25 the 16 were girls and the rest 9 were boys. The majority numbers were girls because girls are the primary customers of Aarong and they have a good knowledge about the product.

Limitations:
Due to limited time we could not reach for a large number of participants. For that reason we had to rely on 25 participants, which do not represent the whole market to prove our hypotheses. The consumer attitude could have been difference if we could reach more than 25 participants. Moreover our focal point was the occasional clothing, the website of Aarong does not provide enough information about their product and there are not enough journals published from Aarong that tells about their product.

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About Aarong
Aarong is a trusted name among millions of consumers in Bangladesh. It is one of
the most popular and top-notch chain handicraft shops of the country, which provides a stable and lucrative source of employment for the underprivileged rural artisans. Aarong has been in existence for quite a while now, and has set up a number of its showrooms in Dhaka, outside of Dhaka and abroad. Aarongs eye-catching outlets upholding rural Bangladesh can be spotted even in first world countries like the U.S.A., U.K and Canada. Aarong has crossed the national boundaries to reach the expatriates and natives of other countries. This international expansion provides a wonderful opportunity to carry our culture, customs and ways of life to the international arena. Because Aarongs products are made locally by our dexterous craftspeople, they also reflect our own culture and norms. For this reason, whenever any international personality comes to visit Bangladesh, its most probable that he/she would step inside Aarong. Aarong is also the first name that crosses our mind when it comes to giving a souvenir to any public figure visiting Bangladesh. Aarong, which means A Village Fair, symbolizes fairness in the global village. Aarong helps the rural artisans to support themselves by restoring their pride and self-esteem and reviving the traditional arts & crafts. In this process, Aarong contributes greatly to BRACs Goal of Poverty Alleviation and Empowerment of the Poor. After its establishment, Aarong has opened up a huge employment opportunity for women of the rural areas. Being an NGO it has promoted the development of the local population. Many independent cooperative groups and traditional family based artisans also market their crafts through Aarong. Potters, brass workers, jute workers, jewelers, basket weavers, handloom weavers, silk weavers, wood carvers, leather workers and various artisans with specialist skills from all over country come to Aarong for marketing their products and gaining from Aarong s support services. Further more it has recently diversified by starting its own dairy products, enabling more employment opportunities to flourish. It has also helped to establish a new trend which appreciates the handicrafts of Bangladesh. Before, people only thought about Aarongs products as the ones that are used only by the rural communities, but now people from all classes look at Bangladeshi handmade products with a sense of pride. Aarong has been able to earn the credit of one of the first rural craft producers and marketers inside the country and abroad. They now present a unique personality and lifestyle that is very much traditional and authentic. Although Aarongs products are considered pretty expensive if compared with Bangladeshi products available in other handicraft stores, the demand of Aarongs products is always the highest for its unique appearance, quality and durability. Through Aarong, it has become possible for us to introduce our own culture, customs and traditions to the entire world. Therefore, its only expected that every Bangladeshi should be proud of this unique establishment known as Aarong.

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Research Findings
From the survey, we got valuable information to prove our hypothesis. Most of them were in favor of us. We took few parameters of Aarong and showed customers attitude towards it. The survey that we have done for our project on the Aarong was all about its occasional clothing range. The first question in the questioner was mainly focused on the consumer thinking about the local products when they go for some occasional clothing. That means how do they value the local products? Here our understanding about the local product is basically the products that are made in our own country and usually handmade. We use another term that says about the occasional clothing which means the cloths that we usually wear for any particular time. It can be in any weeding anniversary or any kind of get together party. For our research we use the multi-attribute attitude model to find out the consumer belief about the Aarong. So in our survey we have found out that almost everyone love to wear local product for any occasional clothing. From our survey we found, most people gave their expectation about local product as 7 out of 10. In the next question we asked the participants to evaluate the Aarong product and how it is upholding the Bangladeshi culture against the other local product from other brands. As the range for evaluation was -3 to 3, we have get responses in almost every range. Most of them were evaluate it positive as they believe Aarong is making their expectation true and contributing in uphold the Bangladeshi culture. Most of the Aarong products are handmade products, which are produced locally. Consumer admitted that they love to wear the clothes that represent the home culture rather than any western clothes for their occasional clothing. Besides these Aarong is exporting their clothes to foreign market. They have opened their outlet in various countries. By doing so Aarong is upholding the Bangladeshi culture. People graded Aarong +2 in a scale from 3 to +3. In the third question we talk about the quality. How consumers think the importance of quality while buying cloths. Obviously quality is one of the main factors when we buy the clothes. From our survey we have found out that everyone concerned about the quality. Most of the person says that when they buy something they emphasis on quality rather than price. As we are doing our research for the quality of occasional clothes, the consumer strongly believe that quality is one that have to emphasis on. Being in good quality is really important for these kinds of product. Most of our survey people graded their expectation about quality 8 out of 10. In this question the consumer were asked to evaluate the quality of Aarong product against others in term of occasional clothing. The evolutions were mixed as the consumer treated Aarong product as positive or negative. Majority of them evaluate in rank positive two which shows that Aarong customers have a positive attitude to wards Aarong quality. Some of the customer who treated Aarong quality negative

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claim that Aarong is not making their expectation true. So they have some negative attitude to ward the quality. The main reason behind their claim is that Aarong product is not long lasting. Its become fade after using few days. Most people graded Aarong +2 in quality. Spending is something that most of the people are conscious about. Every one has a limit or some criteria about how they spend and on what. So spending behavior is really an important factor for Aarong. Here In this part of the question we try to find out the spending behavior of the consumer. This was not for in general spending behavior that means each and every product the consumers buy. Rather it was only for the occasion clothing. The interpretation for that question is really difficult as we do not use any range for spending behavior. As we make a range from 1 to 10, most of the customers rank their spending behavior in between of that. Very few people rank extremely high or extremely low. We got most people giving their budget 5 to buy occasional clothing. Here when the consumers were asked to evaluate the Aarong product in term of price most of them treated it expensive. Most of the people treated Aarong product as very expensive. Because they evaluate it in ranks two or three which tells us that about extremely expensive. Here, there is a close relation between the belief and the evaluation about the pricing strategy. The people who spend more rank Aarong product as not that expensive. But who spend less treated. Aarong charges premium price also because of their quality in products. But most people belief, though they are getting better quality products from Aarong, the price is still too high. The overall situation is Aarong product for the occasional clothing is very expensive compare to others. People graded Aarong +3 in pricing in a range of 3 to +3. In this survey, we ask the respondents how concern they are in contributing to their country, while buying occasional outfits. And the findings reflect that only few people keep contribution in mind, when they buy occasional clothing. Most respondents gave their it 3 in a scale of 0 to 1. This was certainly not a high score. We try to find the reasons behind this low score. Most respondents think, buying cloth is all about their own taste and preference. They do care contributing their country, but if the cloths do not go with their taste then they will not buy it. They contribution can be of many type. They dont necessarily need to buy Aarongs product to contribute. They go to Aarong to get occasional range cloths only when they buy local product. Contribution is not a concern for them in buying cloth. Most of our survey respondents think that Aarong is facilitating us by creating an opportunity to contribute to our country through buying local products. Aarong usually trains the poor and deprived rural women at a free of cost. Aarong use their creative and potential capability in mobilizing their social needs. It is Aarong that has created the opportunity for rural women to become an important member in their families. A significant amount of Aarong's profit is contributed towards the development of the deprived people of our society. So we can contribute to our country and gear up our economy by buying Aarong's product. The respondent's overall attitude towards buying cloths for contribution is 3. This is very low. But most people graded Aarong +2 in a scale of -3 to +3. In total attitude, 8% is for contribution. The percentage is comparatively low than the other criterion used in the survey assessment.

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Most consumers feel that fashion and trend is an important factor for occasional clothing because it reflects their individual image and personality. Usually in occasions, people try to look different and gorgeous than others. To gain others attention, most consumers think that it is the stylish and designer's cloths that help them maintaining their persona. They strongly belief that fashionable outfit is one of the ways to expose them in a presentable manner. Typically, most respondents' strength towards purchasing trendy outfits as occasional outfits is 8 out of 10. Whenever consumers think of buying local made trendy outfits, the first brand comes in their mind is Aarong. So its obvious that Aarong has created it's own elite brand image than other fashion houses in Bangladesh. Many consumers from our survey belief that Aarong's clothing items are trendy and fashionable because they believe that essentially Aarong has the capability to blend our indigenous culture with the contemporary in a way that can instantly gain consumer's attention. Trend and exclusive design is the core concept of Aarong. They apply this concept in designing their every clothing item. Aarongs product designs focus on the diverse types and textures of crafts and patterns that have been passed along from generation to generation among weavers in craft hubs around the country. Also they have renowned designers to design clothing items for every age group consumers. Most respondents from our survey rank Aarong's clothing in fashionable and trendy as +1 out of a scale of 3 to +3. So in this criterion, most customers have a positive evaluation about Aarong's readymade garments. But compared to other criteria that we have evaluated in the survey this criterion has a lower score. The respondent's overall attitude towards buying trendy outfits as occasional clothing is +8. As a whole, out of total attitude, consumer's attitude in fashion and trend is 11%. Most of the students from our survey consider quality when they buy clothing item. They are even more fashion and quality oriented when they buy festive clothing items. Most of them prefer to have international quality fabrics for their outfits. Typically, the respondents' strength towards purchasing international quality outfits is +7 on a scale of 0 to +10. Aarong through its innovative marketing product placement, unique deigns and consistent quality has created a significant position in consumers mind. They do not have to worry about the quality of the Aarong's products because they trust Aarong as a superior brand. Consumers still belief that it is Aarong that will never let their expectations down. Whenever foreigners think of buying our local product, their first preference is Aarong because they know Aarong always maintain international standards for their items. That's how Aarong has created a positive brand image inside and outside of our country. Now almost everybody trusts Aarong's international quality items. Consumers overall strength of Aarong's international quality items are+2 on a scale of 3 to +3.The respondent's overall attitude towards buying international quality clothing is 14. The survey reflects that consumer's attitude for international quality is 19%, which is quite high compared to other criterion used in the hypothesis analysis.

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Marketing Opportunities
The opportunity of that research is to find out the overall situation of local product in the market. Then we have to find out the current performance of Aarong and based on that how Aarong will develop their marketing strategy in efficient and effective manner. Aarong will get lots of advantages if the management can really understand the attitude of consumer towards Aarong. If they understand the expectation of the consumer than Aarong can come up with the right thing in right places. From the research they will have a clear idea about the place where they will launch their new outlet and what type of consumer they will focus. By doing that their marketing cost will be reduced that ultimately effect in their revenue that will increase. So this will have great advantage in the long run. Besides the cost and revenue the Aarongs image will be strong also. So that will help them to build strong brand equity in the market. The brand loyalty will also increase. From the research it is clear that Aarong has a big customer base just because of their local and international standard product. Now it will be easier for Aarong to do next promotional campaign. Either Aarong can strengthen these two beliefs or it can concentrate on the other growing concerns like fashion and trend. But Aarong has already created a brand image because of their local product. Aarong has business both in and out of Bangladesh for its local product range. So it will be the best decision to concentrate more innovative product with Bangladeshi culture in mind. So that people can get a taste of our home product in Bangladesh and overseas.

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Recommendation
We have proven that amongst the parameters we took to do the whole research, people like Aarong because of its product quality and for its local product range. Aarong is the market leader in Bangladesh in its type. People who likes local product, thinks about Aarong first. Not only that, Aarongs product quality makes its consumers loyal to it. Consumers are satisfied with Aarongs product quality, which reflected in our research. Aarong can utilize their brand image to do even better in both national and international market. We have some recommendations for Aarong. 1. Aarongs strength is its product quality. Most people buy Aarongs product just for their sense of quality. Aarong can educate people about who quality is important in buying product to make this belief more strong within consumers. As well as Aarong can continuously improve their quality standard to meet consumers need. 2. Aarong is charging higher price than their competitors. It is because of their product quality. But most people believe the price too much compared to others. Aarong Can premium, but they should also keep in mind, if the charge too high, they may lose the market of middle class people. 3. Still lots of people dont know that Aarong is exporting our local product to many countries. Aarong can use it in their promotional activity to aware people about their international standard products. 4. Other than quality and local product, Aarong is also providing trendy products. From our survey, we found, lots of students supported that Aarongs products are trendy. So Aarong can focus on it to capture a new market. They can start a new product range, keeping teen agers in mind.

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Conclusion
Aarong through its reliable quality and innovative design has created an exclusive brand image in consumers mind. It has redefined the negative image of local products that the consumers have in their mind. Now they have more satisfied and loyal consumers than any of their competitors. The survey analysis strongly suggests that Aarong has a wide prospect in their existing market. They can easily cope up with their lacking. The positive and attractive news is that the respective survey did not found any negative strength of the examined believes. By this analysis, it is crystal clear that Aarong can work on their marketing opportunity and gain positive results quite easily. Aarong can alter people's attitude towards trend and fashion, they can easily compete with foreign made outfits. Also, they have to change consumer's outlook in purchasing local products. They have to educate the consumers in such a way, so that consumers can understand the importance of buying local product. Consequently, consumers will realize the importance of their participation in the economic and social contribution and will be influenced to buy local product. It can help to increase their believes and overall attitudes in buying local products. Consequently, it will facilitate Aarong to increase their market share.

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Reference
1. www.aarong.com 2. www.enwikipedia.org 3. www.brac.net 4. Star Lifestyle, The Daily Star.

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