2. 2
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 types-
1.2.1 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
Aarong‟s product especially Men‟s product. This study mainly deals with the
goods & services, employee behavior, quality of products of Aarong.
3. 3
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 weren‟t
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,
4. 4
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.
5. 5
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 men‟s 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.
7. 7
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 family-
based artisans market their craft, in an effort to position the nation‟s 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,
8. 8
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. Aarong‟s 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. Aarong‟s 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.
9. 9
2.2 - Relationship between BRAC & Aarong
The women Aarong employs are among the country‟s 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 BRAC‟s
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 women‟s 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.
10. 10
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 AAF‟s 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 - Aarong’s 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.”
11. 11
2.6 - Vision:
Aarong has a vision to establish them as world„s one of the famous fare trade
fashion house. Aarong‟s 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 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.
13. 13
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. T‐shirts
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
15. 15
Other Products
1. Herbals 3. Oil
2. Shampoo 4. Toothpaste
3.2 – Description of some Men’s 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.
16. 16
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 day‟s Fatua is very popular dress for boys & girls. Most of the
people ware it. That‟s 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 that‟s 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 woman‟s 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.
17. 17
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. Aarong‟s 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.
18. 18
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 world‟s 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 Description of outlet
Aarong Center 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
19. 19
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,
Chittagong
Golden Plaza (1st
Floor)
1692 CDA Avenue, Chittagong
Tel: 031-654030,06074485325
Opening hours: 10:00 Am – 8:00 Pm
Open 7 days a week
20. 20
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
22. 22
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 company‟s 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 Negative
Strength(S) Weakness(W)
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.
8 – Practice of indigenous customs
and values.
9 – Excellent working condition.
10 – Varity of products.
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
development.
8 – Limited financial support.
9 – Sales persons need more
training.
23. 23
4.1.2 – External Factors
Positive Negative
Opportunity(O) Threats(T)
1 – Varity of product to impress the
customer.
2 – New distribution channel.
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.
1 – Rise of the competition.
2 – Price wars with competitors.
3 – Competitors have some superior
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. It‟s 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
24. 24
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 doesn‟t feel good to buy from
there. Sometimes they suffer for financial problem, although it‟s 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 doesn‟t 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.
25. 25
4.6 – Strategic objectives
On the basis of SWOT analysis we set the strategic objective for
Aarong.
Strategic objectives Financial objectives
1 – New and improved product line.
2 – Focusing on international
business though franchising.
1 – 10% off at sale.
2 – Increasing sales by 20%.
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.
27. 27
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 Numbers of Consumers (in percentage)
10 – 18 20%
18 – 26 45%
26 – 36 20%
36 – above 15%
The following pie chart represents the consumers of Aarong in different
ages:
28. 28
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 Percentage of people
It is most popular 38%
High quality products 31%
Employee behavior 11%
Other 20%
Numbers of consumers(in percentage)
10 to 18
18 to 26
26 to 36
36 to above
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5.1.3 – Benefits from Aarong
From the analysis of survey we find that by the consumer‟s 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 Men‟s 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 he‟s 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 Men‟s 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 he‟s very dissatisfied with the
31. 31
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 Men‟s 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 he‟s 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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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.
Aarong‟s 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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7.1 – Appendix 1
In this chapter all questionnaires of different age‟s 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 Age’s 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 today’s 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?
1 – 5
5 – 10
10 – 15
More then 15
4. Do you buy any men’s products from Aarong?
Yes
No
5. What types of men’s 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 didn’t 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
40. 40
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)
41. 41
7.2 – Appendix 2
Wage level of employees
Category Wage
Manager 30000*
Supervisor 20000*
“A” level employee 6000
New employees 4400- 6000
Opening time in some category given below
Category Time
Regular 100:00 AM – 8:00 PM
Eid – ul – Fitor 10:00 AM – 1:00 PM
Eid – ul – Azha 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
