Chapter 1

Introduction

1.1

Origin of the Report

This report was assigned by Mr. Tanvir Ahmad Torophder, Lecturer, Leading University, Sylhet, as a requirement for the fulfillment of BUS 214: Business communication Course. After visiting Aarong we gather some necessary information and opinions from the employees and consumers to prepare this report. This report will submit on January 5, 2012. 1.2 Objectives of the Study

The topic chosen for the report is Measurement of consumer satisfaction of Aarong. The underlying objectives of this report can be classified in the following two types1.2.1 Broad Objectives: To find out the consumer satisfaction from Aarong. 1.2.2 Specific Objectives: To identify the satisfaction level of consumer. To identify the price level of Aarong. To evaluate the pros and cons of Aarong products. To find out the number of consumers of different age groups. To highlight the problems and necessary recommendations to overcome this problems. 1.3 Scope

This report focuses on the consumer satisfaction from Aarong in various aspects. Aarong is a very popular shop in Sylhet. To analyze its popularity and service, we select people from different ages. This study cover the users of Aarongs product especially Mens product. This study mainly deals with the goods & services, employee behavior, quality of products of Aarong.

1.4

Limitation of the Study

We did our best and there has no dearth of sincerity on our part to make the report. But we face some limitations also In this case, up to date information is not published. At the time of preparing survey, most of the people werent willing to give all information. Beside these, the study has been conducted to analyze the consumer satisfaction from Aarong. On the way of our study, we faced the following problems, which may be termed as the limitations of the study. At this time of preparing the report, we tried to gather every details of process but the major limitation is lack of adequate information. Lack of enough experience for field work. Lack of primary and secondary data. The internal and sensitive information was not found properly from the organization. Unavailability of enough relevant records and information.

1.5

Literature Review

Aarong is a chain of retail outlets located in the major cities of Bangladesh. It is an enterprise of BRAC, the largest non-governmental development organization in the world. In the Bangla language, "Aarong" means a village fair. At present Aarong has 11 domestic outlets (6 in Dhaka, 2 in Chittagong, 1 in Sylhet,1 in Moulvibazar and 1 in Khulna), 1 franchise in London as well as considerable export operation in many European, North American and Asian countries. Aarong started its venture in 1978 and currently supports over 65,000 Bangladeshi artisans of whom 85 percent are women. Through a network of 647 production sub-centers and 13 production centers, Aarong has developed a platform for the underprivileged artisans across more than 2000 villages of Bangladesh, where they can utilize their indigenous skills to earn a living. Aarong works in collaboration with the Ayesha Abed Foundation, which provides the artisans the platform to exercise their expertise. Additionally,

Thousands of independent artisans, small entrepreneurs also earn their livelihood by marketing their craft products through Aarong. 1.6 - Methodology 1.6.1 Data Types: In this study we used two types of data primary data and secondary data. 1.6.2 Source of Data The study includes both primary and secondary sources of data. The primary sources of data are Interview Face-to-face conversation Questionnaire The secondary sources of data are Internet Websites 1.6.3 Collection of Data In this study the primary data is collected by developing and asking questions from the users of different products of Aarong. The secondary data is collected by browsing internet. 1.6.4 Sampling 1.6.4.1 Sample Size: The size of the study includes 60 people of different ages. 1.6.4.2 Sampling Techniques: The sampling techniques of this study will be random.

1.7 - Report Preview The report starts with the prefatory section contained in chapter one. Following the introduction, the chapter covers origin, objectives, scope, limitations, history, methodology and acronyms of the study of consumer satisfaction in Aarong. The report proceeds to second chapter to fifth chapter which named Report Body. Second chapter describes overview, history, logo, mission, vision, goals of Aarong. Third chapter describes about some mens products, other products and outlet of Aarong. Fourth chapter describes SWOT analysis and Strategies objectives of Aarong. It fully discussed about the Strength, Weakness, Opportunity and Threats of Aarong. Than it discuss about possible Strategies objectives should be taken by Aarong. Fifth chapter describes survey analysis of 60 people from different ages who are the consumers of Aarong. It discuss about the consumer satisfaction, benefit, problem in Aarong briefly. Sixth chapter describes major finding, recommendation and conclusion of this report. After presenting all of the information related to Aarong with questionnaires, summary table etc. are enclosed in chapter seven that is appended parts. This way of report organizing would be helpful to conceptualize the practical conception of Aarong in the light of theoretical knowledge.

Chapter 2
Overview of Aarong

2.1 - A Brief History of Aarong With the vision of enlightened, healthy and democratic societies free from hunger, poverty environmental degradation & forms of exploitation BRAC started its journey in 1972after the liberation war. 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.

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 familybased 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. 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,
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promoting traditional 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. The designer and the creators of the product range offered by Aarong, have not only established the organization as leaders in deshi handicraft, but have also reignited interest and popularity for styles and traditional crafts that are native to the country. It is the gracious blend of contemporary and customary that ensures that each product is original and saleable in modern society. 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. Aarongs product designs has brought consumer attention back to the products and styles that are indigenous to Bangladesh, its designers blending the traditional with the contemporary in a manner that has won instant consumer appeal, starting a revolution in trends that has now been taken up by countless other boutiques and stores. 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 and artisans in craft hubs around the country. 2.1.1 Name Creation Process of Aarong 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.

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.

2.2 - Relationship between BRAC & Aarong The women Aarong employs are among the countrys most disadvantaged. Through Aarong they have been offered a way out of destitution and degradation where before they had none. And the benefits that they received extend well beyond simply the wages they earn of their products, since every single woman who works in Aarong- owned product facilities is also a beneficiary of BRACs multifaceted development programs. As a support entity of BRAC, a significant portion of Aarong earnings go directly into financing the NGOs development programs in healthcare, education as well as economic and social development.

2.3 - Aarong Production Centre (Ayesha Abed Foundation) 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. 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. 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. One of the major challenges that these women have to face is that they are marginalized and they, on their own, have no way of becoming part of the economic system. 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.
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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 Centres. 2.4 Logo of Aarong 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 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.

2.5 - 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.

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2.6 - Vision: Aarong has a vision to establish them as worlds one of the famous fare trade fashion house. Aarongs vision is to remain market leader throughout its business. Aarong expand its business in international arena. Aarong has a dream to develop more artisans of Bangladesh and make them dependent and attract more and more international customers toward Bangladeshi Culture. 2.7 - Goals: Empowering destitute rural women by providing opportunities for employment and income generation. Ensuring commercial success of the enterprise of women producers. Reviving traditional skills of rural artisans. 2.8 - 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 familybased 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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Chapter 3
Products & Outlets of Aarong

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3.1 - Goods 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 products Aarong produces: MEN'S PRODUCTS 1. Traditional 2. Executive Shirts 3. Maanja 4. Fotua 5. Short Kurta 6. Tshirts 7. Stoles/Shawls 8. Sandals WOMEN'S PRODUCTS 1. Traditional 2. Western 3. Nightwear 4. Shawls/Scarves 5. Shoes 6. Bags 7. Fabrics 8. Tops, Pants

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CHILDREN'S PRODUCTS 1. Clothes 2. Toys 3. Books 4. Shoes LEATHER PRODUCTS 1. Shoes 2. Bags/Wallets 3. Belts 4. Boxes 5. Photo Frames HOME ACCESSORIES 1. Curtain 2. Bed cover & cushions 3. Rugs 4. Table Lamps 5. Photo Frames 6. Coasters 7. Napkin Rings 8. Mats 9. Trays Food 1. Milk 2. Juice

Jewelry Products 1. Gold 2. Silver 3. Pearl 4. Other NAKSHI KANTHA PRODUCTS 1. Decorative 2. Wall hangings 3. Christmas decorations

10. Cutlery 11. Bowls and Platters 12. Photo Frames 13. Bookends 14. Boxes 15. Hammocks 16. Plant Accessories 17. Candles

3. Butter 4. Honey

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Other Products 1. Herbals 2. Shampoo 3.2 Description of some Mens Products 3.2.1 Shirt (Full & Half) Shirt is a very popular product for men. Aarong produce full & half shirts. They produce many new design shirts. The minimum price of shirt is 571 and maximum is 1200. 3.2.2 T shirt T- Shirt is very popular for young boys and girls. They like it very much. Aarong produce many new design of T shirt for young generation. The price of it is 400 650. 3.2.3 Executive shirt Executive shirt is very popular for employees. Aarong produce many design of Executive shirt. They sell this shirt at a price of 1000 1500. 3.2.4 Panjabi, Pajama & Tupi Panjabi is very popular for Muslim men. It is very nice & beautiful. They sell this product at a price of 1000 25000. Pajama is essential when someone put Panjabi. They sell this product at a price of 1000 1200. Tupi is another product that is used by Muslim men when they go for prayer. Aarong produce many design of Tupi. They sell this product at a price of 350 1000. 3.2.5 Sandal Sandal is essential for human being when they go to somewhere. Aarong produce many types of new design sandal for the consumers. They sell this product at a price of 650 1300. 3. Oil 4. Toothpaste

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3.2.6 Wallet & Belt Wallet is now most important things to carry money and some small important papers. Most of people use this. Aarong produce many design of wallet. They sell this product at a price of 350 1000. Belt is essential for putting a pant. They sell this product at a price of 750 1000. 3.2.7 Fatua Now a days Fatua is very popular dress for boys & girls. Most of the people ware it. Thats why Aarong produce many new design fotua. They sell this product at a price of 650 1400. 3.3 Description of some goods & Services 3.3.1 - Children garments: 1. Girls: Pant tops, Skirts, Lehenga sets. 2. Boys: Pant shirts, Fatua, Panjabee- pajama 3. New born Baby: Nima, panty, Dry paper, Baby sets. 3.3.2 - Nakshi katha: The word Kantha originally suggests a light quilt of mild winter and cool monsoon nights. Through the concepts exist in almost all parts of the world, the form of quilting thats prevails in Bengal is unique and not only serves as functional article but also represents the cultural identity and folk arts of this land. The colorful patterns and designs that are embroidered on these articles results in the name Nakshi Kantha. Each of this kanthas represents the contents of a womans mind and fields with romance, sentiment and philosophy. Cushion covers, Bed covers, tapestry, jewelry boxes, ladies parts etc. 3.3.3 - Jewelry: Aarong is sold silver, Gold, pearl, Beads, Clay & Jute Jewelry. Gold Jewelry of Aarong is guaranteed to be 21 karat. Aarong is the first silver jewelry selling outlets in Bangladesh. Silver jewelry from Tangail, Savar , Dhaka, Mymensingh, Rangpur. Some jewelry products are Bangles/ Bracelets, Ear rings, Necklace, Anklets, Nose pins, Rings and newly Diamond jewelry.
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3.3.4 - Metal/ Brass: The metal products are also available for exclusive home decoration and used Candle stands, Photo frames, Lamps, CD racks Napkins Holder, Flower Vases, Ashtrays, Wall mirror, showpieces & Decorative Wall hanging re the metal and brass items. 3.3.5 Leather Aarong offers the finest quality of leather produced in Bangladesh. It is to be noted that everything is hand done by the artisans. Aarongs leather product includes all kinds of desk, home, gift and personal accessories. The leather is made by small leather workshop situated in and around Dhaka10 to 15 worker and some trainees are employed. Sheep and calf leather is generally used, sheep leather can be embossed, embroidered, printed and hand printed. Calf leather is stronger and harder than that of sheep. However, it can only be screen printed. Some products like Ladies sandal, ladies bag, Gents sandals, Jewelry box, Belts, Wallet, Key rings, Optical cases, jackets, executive bags, Folder/ Files. 3.3.6 - Terracotta/ Ceramics? Clay: Clay items are produced by family based groups all over Bangladesh. It is traditional skill handed down through generations. Once upona time all cooking vessels, storage vessels, many toys are made with clay. Clay products are of two types: 1. Wheel based 2. Dice based. Some products are- Dinning ware, Mugs, Glasses, Pitchers, Plates, Bpwls, Vases, Lamps, cups, hot plates. Aarong also provides a huge range of ceramic accessories in different designs and collection to its customers. 3.3.7 - Bamboo/ Cane/Leaf: Cane and bamboo abundantly found raw gave rise to traditional industry that is using this as raw materials. Traditional items include furniture. Aarong makes other products for day to day use decorations, gifts etc. Bamboo such as trays, racks, baskets, toys etc.

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3.3.8 - Candles: The types of candle design which are offered by Aarong are: Floating candles, birthday Candles, Pyramid, Pillar, Valentine, Circle etc. 3.3.9 - Jute/ wood: Bangladesh produces 80% of the worlds jute. It is famous for jute industry. Some of the modern products alongside traditional items are: Bags, Show pieces, Wall hang, Carpets, hammock etc. 3.3.10 - Tapestry: Tapestry is the nontraditional item developed from ideas of Naksi kantha to frame and hang on wall. The themes are either scene from everyday life or of the mughal court. The designs are nontraditional and fabrics used for silk. Tapestry is also called Bhorat kantha. 3.3.11 - Toys: 1. Staff toy 2. Traditional toy 3.3.12 - Paper: Wrapping paper, Greeting cards, Boxes etc. 3.4 - Outlets of Aarong Place of outlet Aarong Center Description of outlet 346, Tejgaon 1/A, Dhaka 1208 Tel: 02-8832139 Fax: 02-9898267 E-mail: export.Aarong@Brac.net Aarong at Dhanmondi 1/1, Block A, Lalmatia Manik miah Avenue,Mirpur Road Dhaka 1207 Tel: 02-8111607 Fax: 02-8828567

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Opening hours: 10:00 Am 8:00 Pm Open 7 days a week Aarong at Gulshan Gulshan - Tejgaon link Road, Dhaka 1208 Tel: 8821052,8825986 Opening hours: 12:00 Am 8:00 Pm Open 7 days a week Aarong at Maghbazaar Aarong Plaza 61, Shahid Shangbadik Selina Parveen Sarak, Maghbazzar, Dhaka 1217 Tel: 9334766,9366260 Opening hours: 10:00 Am 8:00 Pm Open 7 days a week Aarong at Uttara Mascot Plaza(4th Floor) Plot 107/A, Sector 7, Uttara model town Dhaka 1230 Tel: 8916097,8914125 Opening hours: 10:00 Am 8:00 Pm Open 7 days a week Aarong at Wari 36/1 Rankin Street (1st Floor) Wari, Dhaka 1203 Tel : 7114244 Opening hours: 10:00 Am 8:00 Pm Open 7 days a week Aarong in Wasirbad, Golden Plaza (1st Floor) Chittagong 1692 CDA Avenue, Chittagong Tel: 031-654030,06074485325 Opening hours: 10:00 Am 8:00 Pm Open 7 days a week

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Aarong in Halishahar, Chittagong

House 1, Lane 1, Block L, Halishahar, Chittagong Tel: 031-2515644-45 Opening hours: 10:00 Am 8:00 Pm Open 7 days a week

Aarong in Sylhet

413 Nayasarak, Sylhet Tel: 0821-815988, 713150 Opening hours: 10:00 Am 8:00 Pm Open 7 days a week

Aarong in Khulna

Plot A43-A44. Majeed Sharani Avenue, Shib Bari, Khulna Tel: 641-730547 Opening hours: 10:00 Am 8:00 Pm Open 7 days a week

Aarong in London

69, Vallance Road London 615BS Phone: +4420724777727 Opening hours: 12:00 Am 9:00 Pm Open 7 days a week

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Chapter 4
SWOT Analysis of Aarong

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4.1 SWOT analysis: SWOT analysis means four types of analysis of an organization. They are 1 Strength 2 Weakness 3 Opportunity 4 Threats 1 Strength: Internal strength of an organization is the capability to compete on having advantage over other competitors. 2 Weakness: Weakness is the companys disabilities in the market places. 3 Opportunity: A chance of capturing market place with the help of internal strength. 4 Threats: Any kind of discomfort may feel in market place. 4.1.1 Internal Factors

Positive Strength(S) 1 Leading brand reputation. 2 Specialist marketing expertise. 3 Customer loyalty. 4 High production quality. 5 Maximum level of sales. 6 Strong management. 7 Low product damage rate.

Negative Weakness(W) 1 Price is higher. 2 Limited outlets. 3 Confined with limited customer. 4 Poor access to collection. 5 Vulnerable to producer. 6 No direct market experience.

7 Limited budget for research and 8 Practice of indigenous customs development. and values. 8 Limited financial support. 9 Excellent working condition. 10 Varity of products. 9 Sales persons need more training.

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4.1.2 External Factors

Positive Opportunity(O)

Negative Threats(T)

1 Varity of product to impress the 1 Rise of the competition. customer. 2 Price wars with competitors. 2 New distribution channel. 3 Competitors have some superior 3 Top grabs international market. 4 Capture more market share. 5 Local event. 6 New market segmentation. 7 Seasonal fashion influence. 8 Can be surprised competitors. 9 Cost advantages. products. 4 Changing technology. 5 Political instability. 6 Economy. 7 Sudden surprise.

4.2 Strength Aarong is a very reputed organization. They are now capturing 68% of total handicraft market share in Bangladesh. Its a local brand 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 products in the market which meets customer requirement and expectation. The organization is a respected employer that values its workforce. 4.3 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
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got 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, this is a big problem and it happens most of the time on delivery. Aarong charges higher price relatively then their other competitors. As a result sometimes customers lose their interest to buy and 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. 4.4 Opportunities Aarong is very good at capturing the advantages of opportunities. It can go for new distribution channel like it can make some joint venture with some other small shops 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 interesting about local events and functions like Pahela Falgun, Pahela Baishakh, Victory Day, Independence Day etc and they buy new and special 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. 4.5 Threats Aarong doesnt have any big competitors right now. But they have some small competitors like Maha, She, Estacy, Menz, Von Dutch, Plus point etc. in Sylhet. In other area they have some other competitors like Anjans, Deshal, Jattra, Rina Latif, OZ, Rong and others. It may take 48% of customer from Aarong. Aarong always face wars with their competitors, its competitors have some superior products like Plus point have some superior products like Shirt & T- Shirts. Maha give customer various types of Salwar Kamiz with good quality. It decreases Aarong market share and sales. But now they are responsibilities their brand to compete with them.

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4.6 Strategic objectives On the basis of SWOT analysis we set the strategic objective for Aarong. Strategic objectives 1 New and improved product line. 2 Focusing on international business though franchising. 4.6.1 Action plan 1 Introduce new outlet within the country. 2 Investment in research and development to develop new product line. 3 Make efficient inventory management and increases productivity. Financial objectives 1 10% off at sale. 2 Increasing sales by 20%.

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Chapter 5
Survey Analysis of Aarong

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5.1 Survey analysis We have made a survey of 60 people who are the consumers of Aarong. This survey is made on the basis of the age distribution of the consumers. We selected 20 people of the age 10 18, other 18 people of the age 18 26, another 15 people of the age 26 36 and of the rest of 7 people is 36 above. They all are educated and is known about Aarong. After completing this survey by asking them some questions regarding Aarong, we got some clear conception about their problems, benefits, views and opinions about it and also realize the popularity and acceptability of Aarong. Now the data that we collected are represented below: 5.1.1 Consumers of Aarong

Age group 10 18 18 26 26 36 36 above

Numbers of Consumers (in percentage) 20% 45% 20% 15%

The following pie chart represents the consumers of Aarong in different ages:

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Numbers of consumers(in percentage)

10 to 18 18 to 26 26 to 36 36 to above

Here we can see that the maximum numbers of consumers of Aarong are young generation. 5.1.2 Reason for preferring Aarong by most of the consumer From the survey we found that most of the young generation of our country would like to go to Aarong most. In the following table, different reasons for preferring Aarong most and the percentage of 60 consumers for each reason are showed. Reason for going Aarong It is most popular High quality products Employee behavior Other Percentage of people 38% 31% 11% 20%

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5.1.3 Benefits from Aarong From the analysis of survey we find that by the consumers of Aarong, they are enjoying many benefits. Some of these are mentioned below Varity of product. Discount for old customer. Excellent atmosphere. Nice employee behavior. 5.1.4 Problems faced by consumers Some common problems that all respondent are usually facing, they are High price level. Only one discount offer provide in a year. Lack of new style product. 5.2 Case study As we made the survey on the basis of different age distribution of the consumers, we are presenting here three case studies of three individuals of different ages. 5.2.1 - Case study: 1 Age group: 10 18 Name: Shakib Ahmad (Pseudo name) Age: 17 Organization: Jalalabad cantonment public school & college
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Designation: Student Shakib Ahmad is very well known about Aarong. He is a regular customer of Aarong. He buys some types of Mens product like Fotua, T shirts, Sandals from Aarong. He buys these products because of its higher quality, discount rate and popularity. He has chosen Aarong because most of his friends buy products from it and his family members also buy products from Aarong. He is very much like to shopping and regular go to Aarong to find new design of products. He like Aarong for its new collection of T shirts. He goes to Aarong once or twice in a month. He buys products from Aarong last two years. The most interesting things he finds employee behavior of Aarong. About half of his clothing products he buy from Aarong. But hes very dissatisfied with the room conditions of Aarong like heating & air conditioning, maintenance etc. he has said that working conditions of Aarong should be more improved and discount rate should be higher for old customer. 5.2.2 - Case study: 2 Age group: 18 26 Name: Rezaul islam (Pseudo name) Age: 25 Organization: Leading University Designation: Student Rezaul islam is very well known about Aarong. He is a regular customer of Aarong. He buys some types of Mens product like shirt (full, half), Executive shirt and T shirt. He is enjoying shopping from Aarong. He chose Aarong for popularity and high quality of products. He buys products from Aarong last five years. He goes to Aarong frequently like once in two month. He buys about a quarter of his product from Aarong. He fined most interesting things of its company policy. He says to us it is one of the most well organized shopping center in Sylhet. But hes very dissatisfied with the

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employee cooperation of Aarong. He has said that employee cooperation should be improved to find many new customers.

5.2.3 - Case study: 3 Age group: 26 36 Name: Md. Shahin Ahmad (Pseudo name) Age: 32 Organization: The City Bank Limited Designation: Employer Md. Shahin Ahmad is very well known about Aarong. He is a regular customer of Aarong. He buys some types of Mens product like shirt (full, half), Executive shirts, jewelry, Salwar kamiz. He likes to shop from Aarong. He chose Aarong for popularity and high quality of products. He buys products from Aarong last seven years. He goes to Aarong once in a month. He buys about a quarter of his product from Aarong. He fined most interesting things of its company policy. He says to us it is one of the most well organized shopping center in Sylhet. But hes very dissatisfied with the room conditions of Aarong like heating & air conditioning, maintenance, electrical etc. He has said that room conditions should be improved to find many new customers. He also suggest four necessary measures that also improve the sales of Aarong, they are Improve air conditioning system Increase discount rate Decrease the price level Open new outlet

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Chapter 6
Ending of the Report

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6.1 Major finding In this study we find out some major things that is affected Aarong in future. Now we point out some major finding about Aarong that is given below. High quality products produced by Aarong. Consumer satisfaction is higher. Well designed organization structure. Nice employee behavior. Competence gap for the employees is noticeable, the gap between the standard and actual performance is noticeable in employees. Compensation and benefits at Aarong is not attractive comparing to other organizations. Air conditioning, Maintenance, electrical condition is not well at all. Employee turnover rate is high because of the salary structure. Unless Aarong improve their salary Structure they will have hard times finding employees with higher competencies. Lack of training for employees. Aarong website is not fulfill and not updated during this year at all. Discount rate given once in a year. Lack of new design product.

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6.2 Recommendations In this study we find out some major problem of Aarong. We have come up with some recommendation which Aarong can use for their advancement. These are Air conditioning, Maintenance, electrical condition should be improved at all. Aarongs website should be updated more frequently with the current issues and vacancies. The compensation package in Aarong is not Attractive they should restructure their salary and other compensation. The Training for the sales associates should be more related to their job responsibilities rather than just product orientation. As there is competency gap in employees Aarong should start employee training and other development programs to develop the employees. The company police should be increased. Price level should be reduced. Discount rate should be given more than one time in a year. Produce new style of product. Hire well educated creative designer. Aarong should be improved its social compliance and producer relation department.

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6.3 Conclusion Aarong is not only a fashion house it is more than that. Aarong has celebrated 33 years of its success. Over the year it has brought positive change in the life style of disadvantaged people. 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 that ensures that each product is original and saleable in a modern society.

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Chapter 7
The Appendix Parts

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7.1 Appendix 1 In this chapter all questionnaires of different ages people which are used for the survey of the study on the topic Measurement of consumer satisfaction of Aarong are included.

Measurement of consumer satisfaction of Aarong

Questionnaires for Different Ages People (10 Above) Dear represent, a very good day to you. This survey questionnaires endeavors to understand the Measurement of consumer satisfaction of Aarong on our city as well as our todays shopping. Your personal perception and honest answer is considered of vital importance for the success of this study. Please answer all Questions. No answer is considered right or wrong. The result of this study will give a clear conception of importance, acceptability and popularity to general people. Thank you very much for your valuable time and interest. May we now start the survey please?

Name of the respondent:

Age: Organization/Address: Designation: Q1. Have you heard about Aarong? Yes No If no please return the questionnaire. Else, please proceed. Q2. Do you buy any products from Aarong? Yes No

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Q3. How much products you buy from Aarong? 15 5 10 10 15 More then 15 4. Do you buy any mens products from Aarong? Yes No 5. What types of mens products you buy from Aarong? Shirt(Full/Half) T-shirt Panjabi Others (Please specify) 6. Have you satisfied with your products? Yes No If No, Why you didnt satisfy with these products? Lack of quality High price level Others (please specify) If Yes, Why you satisfied with these products? High quality Low price level Others (please specify) 7. What is the rate of satisfaction level you find in Aarong? 1 Strongly satisfied 7 Strongly dissatisfied 1 2 3 4 5 6 7 8. How frequently do you go Aarong? 1-5 times a month 2-4 time a month Once in a month Less than once in a month 9. Why you choose Aarong to consume products? Popularity High quality Lower cost Others(Please specify)
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10. What types of behavior you face when you go to consume a product from Aarong? Much better somewhat better somewhat worse Mush worse 11. How much of your shopping items do you buy from Aarong? Most of it About half of it About one-quainter Less than one 12. What do you find most interesting when you go to consume a product? The company policy Room conditions Employee behavior Others(Please specify) 13. What do you find most difficult when you go to consume a product? Billing system Employee cooperation The company policy Others(Please specify) 14. How many years you buys product from Aarong? 6-12 month 1-2 year 2-4 year More than 4 years 15. Do Aarong give discount for old customers? Yes No If yes, then go to next question. If no, go to 17 no question. 16. What is the discount rate you find? 1 More discount 7 Lower discount 1 2 3 4 5 6 7

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17. Do you recommend your colleague to buy product from Aarong? Yes No 18. Why you recommend your colleague to buy product from Aarong? Popularity Better service High quality Other(Please specify) 19. Please estimate what percentage of your opinion about Aarong for their. ________% heating & Air-conditioning ________% Electrical ________% Maintenance ________%Other 20. In your view, what the measure do you think Aarong can take to be more successful and popular?

Date: Starting time: Ending time: Place of survey:

Signature of surveyor conductor (Thank you for your kind cooperation)

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7.2 Appendix 2 Wage level of employees Category Manager Supervisor A level employee New employees 30000* 20000* 6000 4400- 6000 Wage

Opening time in some category given below Category Regular Eid ul Fitor Eid ul Azha Time 100:00 AM 8:00 PM 10:00 AM 1:00 PM 10:00 AM 12:00 PM

New discount offer Now, 10% to 15% discount for victory day. Requirement of employees Aarong recruits five types of employees, these are Regular Part time Temporary Contractual Project based

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7.3 Bibliography http://aarong.com/ http://www.scribd.com/doc/61114416/Aarong-Part-1 http://www.facebook.com/pages/Aarong/105599729473909 http://en.wikipedia.org/wiki/Aarong http://www.brac-Aarong.com http://Mdshossain.wordpress.com http://www.scribd.com/doc/61114416/Aarong http://www.oppepars.com/internship-report-on.pdf/html http://www.oppepars.com/Abu-fardous-Md.-AbdullahChowdhury.pdf/html

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