Customer Satisfaction measurement on a private university of Bangladesh. it is a final report on customer satisfaction.

1. PART 1
INTRODUCTION
1

2. 1.0 Introduction
1.1 Background:
BRAC Bank Limited, with institutional shareholdings by BRAC, International Finance
Corporation (IFC) and Shore cap International, has been the fastest growing Bank from
2004 to 2007. The Bank operates under a “double bottom line” agenda where profit and
social responsibility go hand in hand as it strives towards a poverty-free, enlightened
Bangladesh A fully operational Commercial Bank, BRAC Bank focuses on pursuing
unexplored market niches in the Small and Medium Enterprise Business, which hitherto
has remained largely untapped within the country. In the last six years of operation, the
Bank has disbursed over BDT 7500 crore in loans to nearly 200,000 small and medium
entrepreneurs. The management of the Bank believes that this sector of the economy
can contribute the most to the rapid generation of employment in Bangladesh. Since
inception in July 2001, the Bank’s footprint has grown to 56 branches, 30 SME Service
Centers, 427 SME unit offices and 112 ATM sites across the country, and the customer
base has expanded to 465,000 deposit and 187,000 advance accounts till December
2008. In the years ahead BRAC Bank expects to introduce many more services and
products as well as add a wider network of SME unit offices, Retail Branches and ATMs
(Automated teller Machine) across the country.
BRAC Bank, since its beginning has attached more importance in technology integration.
In order to retain competitive edge, investment in technology is always a top agenda
and under constant focus. Keeping the network within a reasonable limit, its strategy is
to serve the customers through capacity building across multi-delivery channels. BRAC
Bank is better placed and poised to take its customers through fast changing times and
enable them compete more effectively in the market.
2

3. 1.2 Significance:
The focus of the research is to investigate the overall service quality of BRAC Bank
services in Dhaka, Bangladesh. The study was examined to what extent the given services are
Qualitative to the customers .
The Specific objectives are as follows:
• To be acquainted with the financial system especially BRAC Bank services in
Dhaka, Bangladesh.
• To assess the customer’s satisfaction on service quality of different BRAC Bank in
Bangladesh.
• To find out the service quality of the given services by the respective organization.
• To offer suggestions, if needed, based on the analytical results of the current study.
1.3 Objectives:
1.4.1 Broad:
The objective of this report is to Quality Online Banking Services in Brac bank.
1.4.2 Descriptive Research: It is a descriptive research design.
1.4.3 Sources of Data:
1.4.4 Primary: Questionnaire for the specific purpose of addressing the research
problem.
1.4.5 Secondary: Data collected form Internet, Company profile, Different Books,
magazine , web sites.
1.5 Sampling plan:
1.5.1 Population: All the account holder of Brac bank in Bangladesh
1.5.2 Sample elements: Individual customer
1.5.3 Sampleing Frame: There was no sample frame found.
1.5.4 Sampling procedure: Non- probability.
1.5.5 Sample size: Sample size in this research is 20 customers.
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4. 1.6 Limitation:
• A survey should involve a larger sample size otherwise the findings of the survey
cannot be generalized.
• But a larger sample size may increase the time and cost of collecting the primary data
with the help of Questionnaire.
• Many of the respondents were not willing to fill the questionnaire.
• Some people were not willing to respond and few of them who responded were in
hurry hence the active participation was lacking.
• Another problem that we faced was that people were hesitating to give information
about their views freely.
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5. PART-2
COMPANY PROFILE
5

6. 2.1 Profile :
Bangladesh University of Business and Technology (BUBT)
It is one of the eight Universities to receive the Green Signal from the government, inspire of
its being one of the very young Private Universities of Bangladesh, only 13 years old,
established in 2003. It is modeled on North American Universities and it was duly approved
by the University Grants Commission of Bangladesh (UGC) and the Ministry of Education,
Government of the Peoples' Republic of Bangladesh. The university was established under
the Private University Act 1992. It was founded by Dhaka Commerce College, Mipur-2,
Dhaka-1216 and is managed by a Board of Trustees and a Syndicate in which the Principal of
the College and the Chairman of the Governing Body of the College are the Ex-Officio
members. Thus BUBT and Dhaka Commerce College are the two institutions working
together in peace and harmony for imparting quality education. Within a short time of its
establishment BUBT has succeeded in transforming itself into one of the leading Private
Universities of Bangladesh and has since been providing quality education and training.
2.2 Vision:
The vision of Bangladesh University of Business and Technology (BUBT) is to flourish as a
prestigious seat of learning in the North American Universities .As a center of excellence; it
aims at attracting students from all countries of the region.
2.3 Mission:
The mission of BUBT is to provide higher education to students of Bangladesh at an
affordable cost, keeping in view the challenges of the twenty first century. And this mission
will be achieved by imparting world class education and providing research facilities so that
the students can attain their full intellectual, social and personal potentials. BUBT is
committed to develop human capital by cultivating creative thinking in individuals. It offers
education through both campus and ICT-based online modes of teaching.
This page
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7. Goal:
The principal objective of Bangladesh University of Business and Technology (BUBT) is to
produce highly skilled manpower that will contribute to the national development as
entrepreneurs, academics, professionals, administrators and researchers.
To maintain an excellent academic environment for imparting higher education in different
fields .
To encourage learners to inculcate ethical, cultural and social values in their thoughts,
actions and practices and follow them in their personal and national life .
To build up a center of excellence for higher education & research this will serve as the
dynamic institution for generating knowledge for creation of an ideal society .
To develop learners understanding of advances in knowledge and complexities of modern
world and utilize it for solutions of contemporary problems .
ORGANOGRAM of the BUBT:
Bangladesh University of Business and Technology (BUBT).
7
Chancellor
Treasure
Vice Chancellor
Controller of Examinations
Proctor
Registrar

8. MARKETING MIX ANALYSIS OF DOVE SHAMPOO COMPANY:
Product
 Variety Of Product- Close-Up Toothpaste Company has many types of Flavors with
different variation products.
 Product Quality- Close-Up Toothpaste has a policy to provide the best quality
products to its customers.
 Product Design- Close-Up Toothpaste has designed its products in well manner,
which attract the consumers of all levels in positive way.
 Product Feature- Close-Up Toothpaste has added various types of features into its
products. Like- Logo of the Company, Net Weight of Toothpaste, name of the flavor
of the Toothpaste, Year of establishment and date of expiry.
 Brand name- It has only one brand name that is Close-Up, remembered for the all
level of customers.
8
Professor
Dean
Associate Professor
Assistant Professor
Lecturer

9.  Packaging- Close-Up has packaged in its paste tube, which protects the energy pack
from sun heat, rainfall and natural damages. It also attracts the customers with buying
desireness.
 Return- Customer can return and complain about the product if there is problem with
the product; the company takes back those defective products without any condition.
Price
 Price list- Close-Up Toothpaste has mentioned the price of the product into the
different size of paste tube, which helps the customer to know the accurate price of
the product.
 Price Discount- Close-Up Toothpaste provides discount in various occasion to its
customers like; Valentine’s Day, Father’s Day, Mother’s Day etc.
 Credit terms- Close-Up Toothpaste provides many credit terms towards its dealers or
retailers.
Market Price Situation Close-Up Brands:
The following list is the price of various brands of Close-Up Toothpaste as on 13th
December, 2015.
Sl.
No.
Name of the Brand and size
Per
Tube
Rate (Tk.)
01. Close-UP Toothpaste (250ml ) 96.00
02. Close-Up Toothpaste (350ml ) 145.00
Promotion
 Sales promotion- Close-Up provides lengthy promotions towards its customers.
 Advertising- It advertising for the customer in different media ex; TV, FM Radio,
Billboard, Internet.
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10.  Public relation- Close-Up Toothpaste has budgeted a big amount in this segment to
increase a friendly relationship with its customers, dealers and retailers. In different
occasion it provide surprise gifts to its customers to build a strong relationship with
them.
 Direct marketing- Close-Up has maintained direct marketing by the distributor and
wholesaler.
Place
 Coverage- In Whole World Close-Up Toothpaste is highly demanded and the
company is successfully filling up the demand of target customers.
 Assortment- Close-Up has different category of product but it is easy to carry in all
over the world and quite comfortable also.
 Transportation- Close-Up Toothpaste has its own transportation.
10
The process starts from the sales department and the demand of the
customers
After producing the drinks from the factory distributor purchases the
product from the company
Then distributors sale the products to the retailers and customers.

11. PART 3
THEORETICAL
ASPECTS/
LITERATURE
REVIEW
11
Lastly end users/ consumers buy products from retailers

12. Customer Satisfaction
A study on customer satisfaction towards toothpaste with special reference to Close-Up. The
main objective of to identify the various factor influencing customer in purchase of the
toothpaste, to know the customer satisfaction level about the toothpaste. The research design
used in this study is descriptive research design. Data was collected from 50 sample
respondents. Data was collected by survey method, the survey was collected erode city in
Mirpur, through structured questionnaire with five point rating scale questions. Secondary
data were collected from the available literature sources. For distribution of questionnaire to
the respondents random sampling method was used and to collect the respondents opinion,
survey was taken among the selected sample respondents. After collecting the data from the
respondents, it was analyzed using factor analysis, percentage analysis ,and chi square
method The collected data include customer satisfaction towards Close-Up toothpaste
personal product details.
Consumer purchase decision
A decision is the selection of an action from two or more alternative choices. Consumer
decision to purchase the goods from the available alternative choice is known as “consumer
purchase decision”. The various options of the consumer may be classified into five main
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13. types of decisions. They are what to buy, how much to buy, where to buy, when to buy, how
to buy. The participants in the buying decisions may be classified as the initiator, influencer,
decider, buyer and users. The marketing people should initiate the participants in the
purchase decision to make the purchases of the product at different marketing strategies.
There are number of reasons why the study of consumer behavior developed as separate
discipline. Marketers had long noted that consumer did not always act or react, as marketing
theory would suggest.
Measuring Tools
The main purpose of toothpastes to clean and provide fluoride to protect the teeth from
decay, accountings to Hcd2.bupe.co.uk.today’s toothpastes contain variety of active
ingredients to protect the teeth from decay and sensitivity, to whiten the teeth and prevent bad
breath, also called halitosis. Close-Up Palmolive company is one of many companies that
provide dental care products to the consumer. Customer satisfaction refers to the extent to
which customers are happy with the product and services provided by a business. Customer
satisfaction level can be measured using survey techniques and questionnaires. Gaining high
levels of customer satisfaction is very important to business because satisfied customers are
most likely to be loyal and to make repeated orders and to use a wide range of services
offered by a business The need to satisfy customer for success in any commercial enterprises
is very obvious. The income of all commercial enterprises is derived from the payments
received for the product and services to its external customers. Customers are the sole reason
for the existence of commercial establishments.
Consumer Personality Factors
There are two factors mainly influencing the consumers for decision making: Risk aversion
and innovativeness. Risk aversion is a measure of how much consumers need to be certain
and sure of what they are purchasing (Donthu and Gilliland, 1996).Highly risk adverse
consumers need to be very certain about what they are buying. Whereas less risk adverse
consumers can tolerate some risk and uncertainty in their purchases. The second variable,
innovativeness, is a global measure which captures the degree to which consumers are willing
to take chances and experiment with new ways of doing things (Donthu and Gilliand,
1996).The shopping motivation literature is abound with various measures of individual
characteristics (e.g., innovative, venturesome, cosmopolitan, variety seeking), therefore,
innovativeness and risk aversion were included in this study to capture several of these traits.
Measures by Donthu and Gilliland (1996) were used to measure innovativeness and risk
aversion.
Marketing Mix
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14. Marketing mix is the set of controllable tactical marketing tools that are product, price,
promotion and place that the firm blends to produce the response it wants in the target
market.
On the other hand, once the company has decided on its overall competitive marketing
strategy, it is ready to begin planning the details of the marketing mix, one of the major
concepts in modern marketing. An effective marketing program blends all of the marketing
mix elements (product, price, promotion and place) into a coordinated program designed to
achieve the company’s marketing objectives by delivering value to consumers. The
marketing mix constitutes the company’s tactical tool kit for establishing strong positioning
in target market and that is why, marketing mix is the set of controllable marketing tools the
firm uses to pursue its marketing objectives in the target market.
Marketing Mix Marketing Management Introduction The Marketing Mix, a basic tool of
marketing managers, is defined by Microsoft Encarta World English Dictionary as:”
marketing mix (plural marketing mixes) noun mixture of marketing techniques; the particular
mixture of marketing techniques, pricing, packaging, and advertising, used to promote the
sales of a product`` (2000).marketing Mix is also known as the Four Ps.
Four P`s stand for -
 Product
 Price
 Place
 Promotion
The Four P`s the Marketing Mix is used to market product or service, this is done by using
the four P`s to establish what the produce is, the price, the place an promotion. Marketing
managers bring the elements of the Four P`s together, combining them to achieve a grater
result from there combination then each of the individual effects of following; product-This
is the good or service that the company provides. However it is more than product or
service itself, it is also the benefits that meet.
The Marketing Mix model (also known as the 4 P`s) can be used by marketers as a tool to
assist in implementing the marketing strategy.
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15. Marketing managers use this method to attempt to generate the optional response in the
target market by blending 4 variables in an optimal way. It is important to understand that the
Marketing Mix principles are controllable variables. The Marketing Mix can be adjusted on a
frequent basis to meet the changing needs of the target group and the other dynamics of the
marketing environment.
Figure: Four P’s of Marketing Mix
The elements of marketing mix are described in the following manner -
Product
We define product as anything that can be offered to a market for attention, acquisition, use
or consumption and that might satisfy a want or need. Product includes more than just
tangible goods. Broadly defined, products include physical objects, service events, persons,
place, organization, idea or mixes of these entities.
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Place
Channels
Coverage
Assortments
Location
Inventory
Transportation
Logistics
Promotion
Advertising
Personal Selling
Sales Promotion
Public relation
Product
Variety
Quality
Design
Features
Brand Name
Packaging
Services
Price
List Price
Discount
Allowance
Payment Period
Returns
Credit Terms
Marketing Mix

16. However there are no bad products anymore in today’s highly competitive markets that he
perceives as bad. Therefore the question on product has become; does the organization create
what its intended customers want
Product may be described in following ways:-
 Product Variety: Marketers present their product in different ways.
 Quality: Product quality consists of the ability to satisfy customer’s needs and
wants as well as the ability of a product to perform its function; it includes the
product’s overall durability, reliability, precision, ease of operation and repair and
other valued attributes. Product quality has two dimension that are level and
consistency.
 Design: Style simply describes the appearance of a product. Design is a larger
concept than style.
 Feature: A product can be offered with varying features. The company can create
higher-level models by adding more features. Features are competitive tools for
differentiating the company’s program. Being the first producer to introduce a
needed and valued new feature is one of the most effective ways to compete.
 Brand name: A good name can add greatly to a product’s success. It should
suggest something about the product’s benefit and quality. It should be easy to
pronounce, recognize and remember. In addition to design or a combination of
these, that identifies the market or seller of a product or service.
 Packaging: Packaging involves designing and product the container or wrapper for
a product. The activities of designing and producing the container for a product.
 Return: It refers to provision of defective product back to the producer. It is better
for a company that there are present of provision of return defective product.
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17. PRICE
Price refers to the amount of money charged for a product or service or the sum of the
values that consumers exchange for the benefits of having or using the product or service.
How much are the intended customers willing to pay? Here we decide on a pricing strategy-
do not let it just happen! Even if you decide not to ask (enough) money for a product or
service, you must realize that this is a conscious decision and forms part of the pricing
strategy. Although competing on price is as old as mankind, he consumer is often still
sensitive for price discount and special offers. Price has also an irrational side: something that
is expensive must be good. Permanently competing on price is for many companies not a
very sensible approach.
 List price: The price, which is written on the product.
 Discount: Discount is a price reduction to buyers who pay their bills promptly. A
typical example is “ 2/10, net 30” which means that although payment is due written
30 days, the buyer can deduct 2% if the bill is paid within 10 days.
 Allowance: Allowances are another type of reduction from the list price. It refers to
the promotional money paid by manufacturers to retailers in return for an agreement
to feature the manufacturer’s products in some ways.
 Payment period: What are the processes on way of payment is it flexible for
customer or not? It should be flexible for customers.
 Credit terms: Is there provision of credit term? If any then what are characteristics
of that.
PROMOTION
Promotion means activities that communicate the merits of the product and persuade target
customers to buy it. For a example, suppose that “X” company spends more than 1 million
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18. each year on advertising to tell consumers about the company and its product. Dealership
sales people assist potential buyer and persuade them that “X” company is the best cement
for them. “X” company and its dealers offer special promotions lice sales promotion, cash
rebates, and low financing rate etc as added purchase incentive. Marketers use the normal
promotion tools that are advertising, sales promotion, personal selling, public relations and
direct marketing to reach customers. They are described in following manner:
 Sales promotion: Sales promotion is short-term incentives to encourage the
purchase on sale of a product or service.
 Advertising: Advertising is any paid of non- personal presentation and promotion
of ideas, goods or services by an identified sponsor. Marketing management must
make 4(Four) important decisions when developing n advertising program that are
setting advertising objectives, setting advertising budgets, developing advertising
strategy and evaluating advertising campaigns.
 Public Relation: Another major mass promotion tool is public relations that
building good relations with company’s various publics by obtaining favorable
publicity, building up a good corporate image and handling or handling off
unfavorable rumors, stories and events.
 Direct marketing: Direct marketing consists of direct communication with
carefully targeted individual customer to obtain an immediate response and cultivate
lasting customer relationship.
PLACE
Place includes company activities that make the product available to target customers. It
may be described in following manner:
 Channel: The distribution channel moves goods and services from producers to
customers. It overcomes the major times, place and possession gaps that separate
goods and services from those who would use them. It helps to complete transaction
in such way – information, promotion, contact, matching, negotiation etc.
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19.  Coverage: Producer’s product should be cover target market area. The customer in
target market may be got the product easily.
 Assortment: Product should be assorting some or various category so that producer
transports it easily and customer use it easily or in comfortable way.
 Inventory: Inventory levels also affect customer satisfaction. The major program is to
maintain the delicate balance between carrying too much inventory and carrying too
little. In inventory decisions management must balance the costs of carrying larger
inventories against resulting sales and profits.
 Transportation: Marketers need to take an interest in their company’s transportation
decisions. The choice of transportation carries affects the pricing of products,
delivery performance and condition of the goods when they arrive. All of which will
affect customer satisfaction.
Here we can mention that it holds that the four (4) Ps concepts take the seller’s view of the
market, not the buyer’s view. From the buyer’s viewpoint, in this age of connectedness, the
four P’s might be better described as the four (4) C’s. Robert Lauterborn suggest that the
sellers four P’S correspond to the customer four C’s.
Four (4) Ps Four (4) Cs
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Product
Price
Promotion
Customer Cost
Customer solution

20. Thus while marketers see themselves as selling a product, customers see themselves as
buying value or a solution to their problem according to their needs and wants.
Price is the most important factor regarding buying and selling products. Customers are
interested in more than the price, because price has a significant role in selecting the product
and customers are now more concern about their cost.
Promotions make the customers aware and well communicated with people. To get properly
communicated with people a company has to promote their products in a good way to the
targeted customers.
Customers want the products and services to be a conveniently available as possible. Most of
the people are thinking about product availability. Most convenient products usually got
preference by the customers.
Finally, they want two ways to first think through the four C’s and then build the four
P’s on that platform.
 To build poverty frees Bangladesh.
 To remove illiterate.
 To reduce corruption.
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Place
Communication
Convenience

21. PART 4
21

22. ANALYSIS AND
FINDINGS
22

23. The Findings has been collected with the help of questionnaire. It has been analyzed and
interpreted with the help of tables along with relevant Interpretations. It has been interpreted
in two sections.
In the first section the analysis has mainly concerned with the awareness and user of different
toothpaste brand and also outlined brand user relates with demographic variables of
consumers.
In the second section it has concerned on the various reasons influencing on the users of
different brands. Findings has been analyzed and interpreted with the help with relevant
explanations with these question:
1. Does Close-up is recommended to increase oral freshness?
2. How do you use Toothpaste?
3. What sort of toothpaste do you prefer (class your answer) ?
4. Do you like Close-Up Toothpaste?
5. Are you sensitive to price when you buy a Toothpaste?
6. How old are you?
7. Who inspire you to brush your teeth every day?
8. Are you satisfied to use Close-up Toothpaste?
9. Do you have interest in different flavor of close-up toothpaste?
10. Which flavor you like most?
Here by to answer to all those question is helpful to survey its product market.
Where is no.1 close-up is highly recommended for oral freshness. No 2. In our survey people
mostly use toothpaste in the morning. But idol one are use in both morning and night. No 3
says customers usually prefer gel one of close-up according to survey 4. Says huge response
of positively.no.5 where of price sensitive not an important aspect in case of a good quality
product. 6. Maximum answer come by the group of teenage. 7.most answer come to yes. 8.ofcourse
because it provide higher freshness. No 9.flavor always make a good mind of freshness. No.10 says
in according to survey it comes to answer as gel.
About 30 peoples view we justified some questions appropriate measutrment
Survey: on 30 people:
23

24. Likeness
In this section, it is tried to find out how many people love Close-Up toothpaste in case of
Buying Decision to influence them.
According to the Figure: It is found that out of 100 customers, 60% were purchased by
doctors recommended.
Age Composition:
Here, the age distribution is analyzed for customers.
Age Percentage (%)
Below-13 6%
13-21 50%
21-25 28%
25-35 12%
35-40 4%
40+ 0
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25. From the Figure, we have divided the customer’s according to the age. It is found that out of
customer’s, 69% are in the below-13 age groups, 50% are in the 13-21 age groups, 28% are
in the 21-25 age groups, 12% are in the 25-35 age groups, 4% are in the 35-40 age groups
and 0% are in the 40 age above groups.
Therefore, the result indicates that age 13-21 is the majority customers.
Feelings about Close-Up Toothpaste:
In this section, it is tried to find out the feeling about energy product.
Feeling Percentage (%)
Prestigious 30%
Mobility 20%
Both 50%
Figure
From this Figure: It is found that out of 100 customers, 70% said that the feeling about
the energy flavor is Prestigious both. 20% said that the feelings about energy flavor are
mobility and only 10% said that the feelings about energy flavour are prestigious.
So it can be said that majority customers feeling about energy flavor is mobility and
prestigious both.
Flavor of energy product:
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26. The objective of this section is to know about the taste and flavor of energy product.
Flavor Percentage
Red Mint 22%
Blue Mint 48%
Gel 30%
According to use basis of their toothpaste, red mint 22% blue mint 48% and gel users
30%.
Consumption
From this Figure
According to response from the users toothpaste users may oblige different brand perspective, close-
up uses 32% along with other brands with a leading position.
Competitor Analysis:
The main principle of pure competition is to survive in the market at any cost. Pure
competition influences them to maintain better quality level, modernized advertisement,
nice looking design, packaging, pricing, attractive sales promotional program among
Close-Up toothpaste Industry.
Close-Up Pepsodent
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27.  Worldwide brand leader.
 One standard product.
 Promises standard quality.
 Follow relationship marketing.
 Consumers are must loyal to their
product.
 Target consumer are children &
teenage.
 Higher pricing strategy.
 Worldwide brand leader.
 Strong distribution system.
 Appearance of their pack size &
bottles.
 Target consumer are children &
teenage.
 Strong campaign in advertising.
 Problem in marketing segment.
 Heavy competition in marketing.
Colgate meswak
 Struggling in the Toothpaste market.
 Getting failed to meet the customer’s
satisfaction properly.
 Attractive TV advertisement.
 Poor marketing strategy.
 Poor distribution channel.
 Maintains standard quality level.
 Failed to meet customer’s
satisfaction properly.
 Creates image in young
generation
 Doesn’t follow societal
marketing concept.
 Strong distribution side.
Overall Market Share of Close-Up:
The overall market share of different types of toothpaste companies are started in the
following figure:
Position Toothpaste Company Market
Share
1st
A Unilever Bangladesh Limited 35%
2nd
Square Bangladesh Limited 29%
3rd
KOHINOOR CHEMICAL CO. (BD) LTD 29%
4th
Proctor & gamble Bangladesh Limited 06%
27

28. Figure-a: Market Share of Close Up Toothpaste
From the Figure-a, it is found that a Uniliver Bangladesh captured 35% of total market share,
Square Bangladesh Limited 19%, KOHINOOR CHEMICAL CO. (BD) LTD 29% & Proctor &gamble
Limited hold 06% market share.
Unilever Bangladesh Ltd takes the leading position, Square Bangladesh Limited. is the 2nd
higest position captured. KOHINOOR CHEMICAL CO. (BD) LTD . takes the 3rd
position & Globe
Shampoo Ltd. takes 4th
place.
Expence TV advertisement of competitor Closeup toothpaste:
a Unilever companies undertake different promotional program to attract the people and end
the traders. The company keep large amount of their budget for advertising. The advertise in
different mass media, Close-up spends 7.5 million every year for every year for advertisings.
Different companies use the Medias to promote their product in different rates. Here we have
shown the rate in which companies use Medias.
Brand Name Rate
Close-Up 34%
Pepsodent 30%
Colgate 10%
Meswak 13%
Others 10%
In the first section the analysis has mainly concerned with the awareness and user of different
toothpaste brand and also outlined brand user relates with demographic variables of
consumers.
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29. PART 5
Major Findings
 Most of the customer like Toothpaste flavors. They feel prestigious as well as mobility
while they use Close-Up toothpaste.
 Majority consumer says that Close-Up Toothpaste keeps refreshing capacity & freshness.
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30.  Consumers take other Product occasionally when Product is not available in that place.
 Most of the consumer influences by the TV commercial & their most preferable TV
advertisement.
 Most of the customer gets product shop nearby home.
 Price and quality both are important for any product. Maximum number of customer does
use it for its reasonable price.
 Large portion of customer who are using Close-Up toothpaste, cause of its quality and
price.
 Consumer considers various matters when they take Close-Up Toothpaste. Such as color,
flavor, taste, brand image & price. But they prefer more “Brand image as well as taste”
regarding toothpaste. Somebody consider color & price also.
 There are many toothpaste brands with different prices & pack sizes in the market..
 The advertising is lower in media. In term of media spending, Check toothpaste spends
more Close-Up. This toothpaste can compete with them by spending more money in
media to strengthen the image of their brand.
 Other companies have no researchers in their company to continue research about their
product. So they should appoint some research person for better improvement of their
product.
PART 6
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31. CONCLUSION
There are some important factors considered by the consumer for decision making while
buying toothpaste. Brand image, advertising, and offer play an important role in purchasing
toothpaste. Sometimes based on the offer the consumer compares with competitor product
and select the best one. Product attribute also analyzed by the consumer for deciding a brand.
Switching of one product to other company product is mainly based on advertisement, brand
name, packaging availability, and price rise, etc. So the companies analyze all these factors
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32. and find out the best suitable tools for promoting their toothpastes in Bangladesh. Toothpaste
advertisers should lay emphasis not only on establishing a stronger brand preference but also
on persuading the millions to become users of the product for the first time to make
advertising economically and socially justified.
 Toothpaste helps in grinding the food necessitates the caring teeth. Teeth can be cared by
keeping their clean by using toothpaste. Hence a study has been under taken to know the
customer satisfaction and preference.
 It is learn the Close-Up brand is the fast moving brand which has a number of product
which later the needs of children as well as adults. They are influenced by advertisement
mostly
The demand of Toothpaste is increasing every day in developing countries like Bangladesh. It
removes our dirtiness & makes us fresh & comfort. With this refreshing Close-Up is working to
provide the best quality product with a reasonable price. It is very much important for Close-Up
Toothpaste to ensure the customer satisfaction in surviving in this market as this is very competitive
market and customers are both quality & price sensitive.
Take a Close-Up
PART 7
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33. Recommendation
Now we are able to give proposal or a fair advice to Close-Up Toothpaste according to our
comparison between theory and what is going on currently in Close-Up Toothpaste. In this
step, we have to shed a light over those areas which are valuable, creative and useful for
Close-Up but they are not considering to them.
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34. In start of our recommendation, we would like to add that nomination of EOQ criteria more
benefits to sales employees, so it should be highly recommended to have it for all so as to
make system fair. Reward system is an effective technique to support and change culture of
the organization optimistically; it would only be possible if the system is equal for all
employees of organization. We recommended to Close-Up toothpaste management to utilize
this system to all employees so as to increase effectiveness and productivity. On more
important recommendation should be to design both financial and non financial rewards in a
way to give a fair importance of both for top and lower levels.
Reward management of Close-Up should be highly functional to make employees committed
to organizational goals, vales and standards, also it should push employees in a way to boost
their competencies and work understanding. Reward management of Close-Up Toothpaste
should be addressed to group tasks, as all rewards are mostly designed for individual levels
like EOQ, make the move and sales dangle, definitely it reduces productivity. Because now a
days, organizations have more curiosity towards group tasks which needs great interaction
and communication between departments and it only work if all department employees
rewarded equally.
For us, it should manageable in a way to remove ambiguity at all levels, so as to increase
organizational efficiency. There should be criteria for employee to consider their opinions at
management level respectfully. It should need to reduce gap between management and
employees so as to increase overall results. For us goals should be specific, measurable,
achievable, and realistic and time bound (SMART), it would definitely increase overall
effectiveness.
We have to recommend Product design their system in specific way to define employees’
career path, recognition and future goals; it would definitely positively boost organization’s
performance. Training and development should be more used to Energy to groom career of
their employees at all level, they are doing on the job but we recommended that a fair amount
of budget should be declared for this purpose, then off the job training sessions of fifteen
days or a monthly package may use to boost performance.
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35. According to our research, they have declared 3% for rewards with respect to whole revenue,
but it is less because system is not working for all departments equally. We are on the view to
increase this budget to minimum 5% so as to treat all employees equally. Employees should
be involved in decision making to increase quality and productivity.
We are keen to make system significant for the sake to reduce the dissatisfaction of the
employees on promotion criterion, reduce the dissatisfaction of the employees on appraisal
system, reduce the dissatisfaction of the employees on salary, bonus and other fringe benefits,
and improve the work performance, improve the productivity, reduce the level of
occupational stress that arises from feeling of inequality on reward, and reduce the
perceptional gap on reward management system and develop a culture of high performance.
These all points beautifully explain the reward management system consequences and its
more value.
There should be proper check and balance system between goals and performance have to be
introduced, currently yearly bases performance evaluation has been going on, for high
motivational level, high quality it demands quarterly bases. There should be a system of
consultation between employees and management about employees’ career path, it is easier
for management to understand and analyze what employees actually want and allocate them
reward properly. We would like to recommend Product to introduce alternative of reward
management likewise profit sharing, pay for knowledge program and goal sharing so as to
increase their productivity.
PART 8
References
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36. Text Book:
Philip Kotler & Gary Armstrong- “Principles of Marketing” 12th
Ed. Upper Saddle River, New Jersey,
U.S.A…Prentice- Hall.
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37. Websites (URLS):
WEBSITES: WWW.GOOGLE.COM
Www. Unilever BANGLADESH ltd.com
www.closeupBangladesh.com
PART 9
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38. Appendix
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39. Sample questionnaire
Questionnaire:
Just have to follow the questions and it will be easy to do.
It's very fast to answer! Just Tick the appropriate option:
1. Do you LIKE Close-Up Toothpaste?
A. Yes. B. No. C. Very Much. D. Average. E. I prefer another
one.
2. How often do you use Toothpaste?
A. Morning. B. Night. C. A & B. D. Before Eat. E. Never.
3. Are you price sensitive in case of use of Toothpaste?
A. No. B. Yes. C. Off-course Not. D. No Comments E. A&C
4. What sort of Toothpaste do you prefer (class your answer)?
A. Close-Up. B. Pepsodent. C. Colgate. D. Meswake. E. Other Brand
5. Where did you saw first Close-UP advertisement?
A. in TV B. in Magazine. C. in Newspaper. D. Billboard. E. Poster
6. Which Close-Up Flavor you like most?
A. Menthol Fresh. B. Red Hot. C. Peppermint Splash. D. Gel. E. Blue Fresh.
7. Are you Satisfied to use Close-up Toothpaste?
A. Yes B. No C. Obviously D. Extremely Satisfied. E. I don’t know.
8. Who inspire you to brush your teeth every day?
A. Father B. Mother C. Brother. D. Sister. E. Doctor/Teacher.
9. How old are you?
A. Less than 20 B. between 20 to 30 C. between 30 to 50 D. Accurate 50 .
E.More then 50.
10. Lastly, How many times you used your toothpaste?
A. One B. Twice C. Never D. Three E. I don’t know.
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40. Thank you for having answered this survey!
Thank you
40