CHAPTER ONE

Introduction

Daffodil International University 1

 1.1 Introduction:
Walton is one of the leading electrical and electronics manufacturing companies in our
national market. Walton is basically a Bangladeshi brand with a national image. In
Bangladesh it is targeting the niche market for their home appliance products
commencing their marketing strategy as of their high quality and reasonable products.
Walton industry is trying to build up a better basement with better technology.
Bangladesh is high-dense country in the world. Total population of the country is near
about 16 cores. Among total population approximately 80 percent people live in the
rural areas and depend on agriculture. As part of infrastructural development in the
country, an extensive road-network has been made in the rural areas creating
opportunities for trade and commerce. Because of its versatilities, motorcycle is one of
the modes of transportation have increased causing a significant growth in the
motorcycle market in Bangladesh. To fulfill the demand of the customers several
companies now are marketing motorcycle. There are about 100 automobile companies
are operating their marketing activities in Bangladesh. Among them 10 12
companies are enjoying majority of the market share. These companies are following
marketing strategies of their own to capture the market share. Market share of these
companies is gained and expanded by following the four Ps (Product, Price, Place and
Promotion) literally. The implementation of these fours is studied for conceptualizing
the marketing program of these companies. Among motor cycle companies Uttar
motors ltd, Atlas BD, TVS auto BD Ltd., Runner Automobiles Limited, Singer
Bangladesh Ltd. and Walton are studied.

1.2 Justification:
The behavior of customer in purchasing refrigerator is unknown because there are
many branded refrigerator in the market and different consumers prefer different
refrigerator for their household. . The reason for taking this topic is to understand the
corporate business system and international marketing techniques and strategies
Walton HIL used to maintain the relationship with the customers & growth of the
business and as well as how they execute the promotional activities.

Daffodil International University 2

 1.3 Research Question:
Why customer satisfaction is important?
How Walton fulfills customer satisfaction?
How it is providing better visibility?
What is there marketing strategy?

1.4 Objectives of the Study:

The main objectives of the study are as follows:

To identify the key variables that determined the satisfaction of towards Walton
products.
To analyze the level of customer satisfaction of Walton.
To identify the key variables that determined the dissatisfaction of Walton product.
To give some recommendations to improve the customer satisfaction.

1.5 Limitations of the Study:

During my research the scope of the research area is limited within specific geographic
areas. As a result information from other areas remained excluded in this research
study. Also the responses of some dealers are distorted due to absence of proper
probing.

Also some of the dealers did not show any interest or feel free in sharing information
with my research which has hampered my research study. Besides as the dealers and
salespersons (absence of dealers) who are interviewed for this research are very much
busy, they could not spend much time with me. So I have to cover the interview in a
very stipulated time period. Some amount of conflicting and overlapping information
came from the different stages of the research and finally the allocated time for
internship program was insufficient to conduct such type of research work.

Daffodil International University 3

 CHAPTER TWO
Literature Review

Daffodil International University 4

 2.1 Literature Review:

Thought Id include a couple of samples of academic writing. I completed project and

wrote a project report to complete my BBA degree. I wrote about my experience as a
technical writing project with the Walton Company. I explain that the consulting
environment was foreign to me and seemed unstable, but then it all started to come
together. Heres a link to my project report:

Ive always thought there was a place for humor and fun in almost everything,
including higher education. I wrote a short secondary research paper about
incorporating humor in the classroom. Not only does it make things more fun, but
humor also has the power to improve learning and increase retention. Heres a link to
the published version:

2.2 Theoretical Framework:

Customer satisfactions:
Satisfaction is a persons feelings of pleasure or disappointment resulting from
comparing a products perceived performances in relation to his or her expectations.
Rather than a single definition, it would be appropriate to have a look at various
definitions given by some of the leading management gurus of the world. Asit would
help us to understand the concept of Customer satisfaction in a better manner.
A famous economist Karl E. Case, Defines Customer satisfaction as: Equivalent to
making sure that product and service performance meets customer expectations.

According to K. Keller, Customer satisfaction is the perception of the customer that

the outcome of a business transaction is equal to or greater than his/her expectation.

According to Sir Peter Parker, Customer satisfaction occurs when the acquisition of
products and or services provides a minimum negative departure from expectations
when compared with other acquisitions.
Leon G. Schiff man says, Customer satisfaction is an individuals perception of the
performance of the product or service in relation to his or her expectations.

According to Philip Kotler, Satisfaction is the level of a persons felt state resulting
from comparing a products perceived performance in relation to the persons
expectations.

Daffodil International University 5

 CHAPTER THREE
Methodology

Daffodil International University 6

3.1 Methodology:
A) Primary sources
Primary data has been collected by interviewing the Dealers and Sales Executives by
questionnaire & oral conversation with the respective personnels of distribution.
B) Secondary sources
Secondary data has been collected from the previous studies on distribution channel of
the company, different texts, research findings, magazines, articles etc.
Instruments to be used
Questionnaires: One set of questionnaire would present to the dealers, salespersons
for their answers.

Personal interview: Respective persons regarding distribution.

3.2 Study Place:
Study place in Walton head office (Jibon Bima Bhaban,Level 3,10 Dilkusha C/A
Dhaka, 1000 ), Showroom(34/3,Road No: 03 Shyamoli, Dhaka, Bangladesh ) and also
the customer personal interview

3.3 Sample Size Determination:

This survey report of Walton has been conducted Dhaka Zone of the country. For this
research report I have to make a sample size first. In this view point I have decided to
conduct my survey on 40 dealers. I collected my relative information about the
performance of Walton sales executives by asking them some questions that I have
prepared in my Questionnaire.
3.4 Data Collection Technique:
The necessary data for this study is collected from both primary and secondary sources
Primary source of information Observation during the total project period
Software beneficial
Discussion with official of Walton
Outsourcing Company
The needed primary data is collected through questionnaire. Both the structured and
nonstructural format questionnaire developed to collection information. Besides some
data collected by conducting in depth interview with proper authority

Daffodil International University 7

 CHAPTER FOUR
Overview of Walton

Daffodil International University 8

4.1 Company Background:
Walton is a brand of R.B Group of Industries is a conglomerate based in Dhaka,
Bangladesh. It comprises numerous subsidiaries and affiliated businesses, most of
them united under the Walton brand. The subsidiaries include Walton Motors, Walton
Mobile and Walton Electronics. Walton produces electronics, motor vehicles, and
telecommunications products.
R.B Group of Industries was founded by S.M Nurul Alam Rezvi in 1977 as a trading
company. Over the next three decades the group diversified into steel, textiles,
electronics and automobiles. Walton entered into the steel industry in late 1970s and
the electronics and automobiles in early 2000s; these areas would drive its subsequent
growth. Since the 2000s Walton has expanded towards electronics and automobiles
and these became its most important sources of income.
Walton is one of the highest taxpayers in Bangladesh and has a strong impact on
country's economy. It was awarded for its export revenues. Walton received awards at
the 2013 Dhaka International Trade Fair (DITF), including one for paying the most
taxes.
Razvi & Brothers (R. B) Group of Companies Ltd. is one of the largest registered
Limited Company in the electrical, electronics and automobiles sector in Bangladesh.
For its comprehensive nature, company directly engages in the Import and Assembling
works. Now it is fully engaged in importing, manufacturing and marketing in various
kind of electrical, electronics & automobiles products (like Color Television,
Refrigerator, Washing Machine, Microwave Woven, Air Conditioner, IPS, Voltage
Stabilizer etc), Vehicle Items : Motorcycle, Generator, Pickup, Covered Van, CNG
operated 3-wheeler, etc. Agricultural Items: Tractor, Power Tiller and Diesel
Engine. Others items: Zinc Ingot, C.I. Sheet etc. .

Razvi & Brothers (R.B) Group of Companies Ltd. works under the leadership of its
Board of Directors and also accepts business guidance from the different renowned
Consulting firms of home and abroad. Companys authorized capital: TK.
2,50,00,00,000 (Two Hundred and Fifty Crore) which is equal to about US$ 43
million. Paid up capital TK. 26,20,00,000(Twenty Six Croreand Twenty Lac) which is
equal to about US$ 4.5 million.

Daffodil International University 9

 4.2 Management of Walton:
R.B. Group of Companies Ltd, a leading electrical, electronics and automobile
manufacturing and marketing company in Bangladesh, will export Walton brand
refrigerators and motorcycles to technology-developed country Malaysia. The local
company recently signed an agreement in this regard with a famous Malaysian
company- Aget Group- at its office at Menara Safun Tower in Kuala Lumpur. Under
the agreement, at the primary stage the Malaysian company will import one lakh
refrigerators and 50,000 motorcycles every year. This has already created huge
enthusiasm at home and some countries abroad. Through its marketing channels, Aget
Group will sell the imported Walton brand refrigerators and motorcycles to Indonesia,
Singapore, Vietnam, Myanmar and other countries. Walton Adviser Mizanur Rahman
and founder and Chairman of Aget Group Dr. Sultan Abdul Kadir signed the
agreement on behalf of their respective sides. Walton Director (Finance) Abul Basar
Howladar, Managing Director of Seven C Resources Matiur Rahman, Managing
Director of Deen Metal Industries Ahmed Ali and General Manager of Aget Group
Engineer King Lee were also present at the signing ceremony. At the signing
ceremony, Dr. Sultan Abdul Kadir expressed his interest to invest in Bangladesh
saying that Bangladesh can be prosperous because of her plenty of natural resources
and cheap manpower. He also pointed out that through the agreement the relationship
between the two countries would increase in future and Bangladesh would get an
opportunity to expand its marketing the ASEAN region. Walton Adviser Mijanur
Rhaman said: Walton refrigerators are being exported to South Africa, Australia and
some other European countries. Walton now eyes ASEAN countries for doing good
business. A RB Group official said, The recent economic meltdown gives Walton a
competitive edge as its production cost is relatively cheaper because of lower wages.
Many manufacturing plants in developed countries were shut down following the
global meltdown. These countries are now looking for import from developing
countries, he said. Headquartered in Kuala Lumpur, Aget Group is one of the world
leaders in power production, infrastructure development, housing, flyover
construction, steel industry and finance sector. It has largely investment in Indonesia,
Singapore, India, Vietnam and Myanmar. The company has also showed its interest to
invest in different sectors in Bangladesh under the arrangement of RB Group of
Companies.

Daffodil International University 10

 Associates of R.B. Group:

Walton Technologies Corporation Ltd.

R. B. Export and Import Corporation
Tricon Electronics Limited.
R.B. Dairy Complex Ltd.
R.B. (Pvt.) Limited
R. B. Steel
Sky route Advertising

Chronicle History:
1977 Started trading business under name of firm Rezvi & Brothers.
1992 Started directly and indirectly import, production and marketing of C. I.
Sheet and it
related materials.
1993 Established R. B. Dairy Complex Ltd.
1995 Started Electrical & Electronics Business.
1998 Establish Tricon Electronics Ltd. and Started Production of Television.
2001 Registration of R. B. Group of Companies Ltd. & Expanded Business in
Electrical, Electronics & Automobiles Sector.
2003 Establish Production Units for Color Television, Generator, Air
Conditioner, Refrigerator
2004 Freezer, Washing Machine, Microwave oven, Voltage Stabilizer, IPS
and Motorcycle.
2005 Signed a deed of Collaboration with HUNG JIN CO., S. Korea.

Daffodil International University 11

4.3 Company Mission and Vision:
Mission
The company desires to provide the latest technology based products with innovative
design, excellent quality and many different models & capacities. In this concern,
Management of Walton HIL ensures their commitments for quality at any cost.
WALTON brand main products are different types of Television (CRT, LCD, and
LED), DVD Player, Motorcycle, Refrigerator & Freezer, Walton Mobile Phone,
Microwave Oven, Steam Oven, Domestic and Industrial Generator, Manganese &
Alkaline Battery, Air conditioner and various types of necessary and useful home
appliances etc.

Vision
Its vision is to lead through innovation, technology and product that inspire
consumers with aspiration for creating a better world full of digital experiences.
WALTON wants to be recognized as a global leader delivering products with pride in
this industry through excellence. WALTON will continue to build on top of its
achievements with new technology and expertise to further its competitiveness and
prove that Made in Bangladesh is the market of ultimate confidence. At WALTON,
we want to create a future that is exciting and promising for everyone.

Daffodil International University 12

 CHAPTER FIVE
Analysis Part/ Discussion

Daffodil International University 13

 5.1 Analysis of Customer Satisfaction:
A company would be wise to analysis of customer satisfaction regularly because one
key to customer retention is customer satisfaction. A highly satisfied customer
generally stays loyal longer, buys more as the company introduces new products and
upgrades existing product talks favorably about the company and its products, pays
less attention to price offers products or service ideas to the company and costs less to
serve than new customer because transaction are routine.
The link between customer satisfaction and customer loyalty however is not
proportional. Suppose customer satisfaction is rated on a scale from one to five. At a
very low level of customer satisfaction level one, customer are likely to abandon the
company and even bad mouth it. At level two to four customers are fairly satisfied but
still find it easy to switch when a better offer come along. At level five the customer is
very likely to repurchase and even spread good word of mouth about the company high
satisfaction or delight creates an emotional bond with the brand or company not just a
rational preference.

5.2 Customer Satisfaction level:

There are three level of customers satisfaction:
Dissatisfied or Upset
Satisfied
Delighted

Dissatisfied or upset: When a dissatisfied customer becomes an upset customer theres

a real danger for your business. Many times an upset customer can be an angry
customer. Angry people sometimes seek pay back or revenge if they feel theyve
been mistreated. The upset customer is likely to go out of their way to warn people and
tell them not to do business with your company. An upset customer on average will tell
20 people or more not to do business with you.

Below are some contributing factors to having either dissatisfied or upset customers.

Over Promising and Under Delivering

Defending yourself or your company when a customer registers a complaint.
Arguing with a customer.

Daffodil International University 14

 Not acknowledging if you or your company made a mistake.
Giving excuses.
Not providing the service or product as advertised.
Avoiding phone calls from a customer.
Not returning phone calls.
Not communicating with the customer as soon as you know youre not going to be
able to deliver as promised or in the time frame as promised.
Complaining about a customer to co-workers. This can breed resentment and
animosity towards a customer.
Price gouging.

Satisfied: The keys to Creating a satisfied Customer are,

Be courteous to your customer even if youre busy.
Provide a service or deliver a product upon the request of your customer in a
timely manner.
Return phone calls.
From the customers point of view the price is fair.

Delight: Having satisfied customers doesnt take much effort to produce. It boils down
to this; a customer wants the product or service you provide and at a fair price. You do
this and customer satisfaction is predictable. So how can you make your company
stand out from your competition? One way for sure is by creating customer delight.
Below are the keys to producing Customer Delight;
Listen to what the customer is saying and requesting. If you want you and your
product or service to be appealing to them then be interested in what theyre
saying.
If able, give the customer what they want, dont over sell, be willing to under sell.
Provide a service or deliver a product upon the request of your customer in a
timely manner. Under promising and over delivering works.
Keep your agreements. If youre not going to be able to deliver as promised then
let your customer know this and make a new agreement you can honor.
Dont make a decision that affects your customer unless theyve given you
permission to do so.
Dont complain or blame a customer that may be upset or very demanding. Put

Daffodil International University 15

 your point of view or co-workers point of view aside and consider how the
customer might be seeing the situation.
Apologize if you or anyone in your company may have created a problem for your
customer

5.3 Determinants of Customer Satisfaction:

Determinates of Overall Customer Satisfaction are:
Customer Expected Quality Product.
Free Maintenance of Product.
Quick Service.
Good Behavior with Customer.
Employee Efficiency.
Show Room Environment.
Credit Opportunity.
Discounts
Free Installation
Warranty and Guarantee Card.

5.4 Customer Perceived Value:

Customer perceived value is the difference between the prospective customers
evaluation of all the benefits and all the costs of an offering and the perceived
alternatives. Customer perceived value is thus based on the difference between what
the customer gets and what he or she gives for different possible choices. Customer
perceived value is a useful framework that applies to many situations and yields rich
insights. Here are its implications. First, the seller must assess the total customer value
and total customer costs associated with each competitors offer in order to know how
his or her offer rates in the buyers mind. Second the seller who is at a customer
perceived value disadvantage has two alternatives: to increase total customer value or
to decrease total customer costs. The former calls for strengthening or augmenting the
offers product service, personal and image benefits. The latter calls for reducing the
buyers costs by reducing price, simplifying the ordering and delivery process or
absorbing some buyer risk by offering a warranty.

Daffodil International University 16

 5.5 Customer Equity:
Customer equity is the total of the discounted lifetime values of all firms customers.
Clearly the more loyal the customers the higher the customer equity. Rust zenithal and
lemon distinguish three drivers of customer equity are:
Value equity: value equity is the customers objective assessment of the offering
based perceptions of its benefits relative to its costs. The sub-drivers of value equity
are quality, price and convenience. Value equity makes the biggest contribution to
customer equity when products are differentiated and when they are more complex and
need to be evaluated. Value equity especially driver customer equity in business
markets.
Brand equity: Brand equity is the customers subjective and intangible assessment of
the brand, above and beyond its objectively perceived value. The sub-drivers of brand
equity are customer brand awareness, customer attitude toward the brand and customer
perception of brand ethics.
Relationship equity: Relationship equity is the customer tendency to stick with the
brand, above and beyond objective and subjective assessments of its worth. Sub-driver
of relationship equity includes loyalty programs. Special recognition and treatment
program, community-building programs and knowledge building programs.
Relationship equity is especially important where personal relationships count for a lot
and where customers tend to continue with suppliers out of habit or inertia.

5.6 How to Customer build loyalty:

How much should a Company invest in building loyalty so that the costs do not exceed
the gains? We need to distinguish five different levels of investment in customer
relationship building:
Basis marketing: The salesperson simply sells the product.
Reactive marketing: The sales person sells the product and encourages the customer to
call if he or she has questions, comments or complaints.
Accountable marketing: The sales person phones the customer to check, whether the
products is meeting expectation. The salesperson also asks the customer for any
product or service improvement suggestions and any specific disappointments.
Proactive marketing: The salesperson contacts the customer from time with
suggestions about improved product uses or new products.Partnership marketing: The

Daffodil International University 17

 Company works continuously with its large customers to help improve their
performance.

5.7 Existing Customers of Waltons Product:

The marketing of electronic products is direct marketing.
Customers of Walton are:
Higher middle class people
Middle class people
Lower middle class people
Institutions

5.8 Facility of Walton Products:

Warranty Facilities:
Walton provides 5 years warranty of picture tube, 1 year of spare parts and 5 years
after sales service for color TV, 5 years of compressor, 1 year of spare parts and 5
years after sales service for Refrigerator and the same facilities for all its products.
Credit opportunity:
Walton gives credit opportunity to the distributors. This credit opportunity is only
given up on them whose have goodwill and amity with the company.

5.9 Identify Essential Attributes Required For the Customer

Satisfaction Services and Functions:
Walton is providing customers the latest technology based products, innovative design,
and excellent quality with different models & capacities. Walton Hi-Tech Industries
Ltd. and other sister concerns are furnished with a strong Research and Development
(R&D) division comprising a large team of 600 plus dedicated highly skilled engineers
and technical personnel from home and abroad. Walton HIL has a fully equipped
industrial set-up with annual production capacity of 1.4 million Refrigerators and
Freezers, 0.3 million Motorcycles, 0.3 million Air Conditioners, 1.0 million
Televisions (3D LED, LED, LCD, CRT).Walton has its own Mold & Die making
sections, VMC, CNC Wire-Cut, EDM machines. It has 08 Poly Urethane Foaming
Plants, 15 Thermoforming (Vacuum forming) Units; highly equipped Metal Forming
Units with Powder Coating, 3D Scanner & Printers, Nickel-Chrome Plants and Die-
Daffodil International University 18
 Casting Sections. Walton also has Robot operated Injection Plastic Molding Plants,
highly equipped Test Labs, Printing & Packaging Sections, Alloy Wheel Making &
ED Coating Plants, Seam Tubes, Seat Foaming & Silencer Plants, Nitrogen &
Electricity Generating Plants. Walton has very strong & rigid Quality Control (QC)
policy and well equipped QC division consists of all types of testing devices as
required including worlds latest CMM. Walton always emphasizes on supreme priority
to achieve customer satisfaction. It has a large sales& after sales service network in
home & abroad. Walton has achieved various standard quality certificates including
ISO 9001:2008 & ISO 14001:2004. Walton service network is the countrys only ISO
9001:2008 Standard Certified after sales service network. The products of the
company have acquired a significant local market share and are also being exported
globally for its world class quality. Walton sets its vision to take a place among the top
Electronics, Automobiles, and Telecommunication Industries in the world by 2015. In
a nutshell, it has been vehemently proved that Made in Bangladesh is the mark of
ultimate confidence.

Timely delivery:
Timely delivery is one of the most important matters in the case of the distribution of
any products. When a Customer gives an order, the marketing executive makes him
confirmed that he would get the delivery of product in the scheduled time. In my
survey I found that some of the Customers complain that they sometimes do not get
the delivery of Walton product in time.
Table: Customers opinion in delivering Walton products
Particulars Total No of Percentage
respondents respondents (%)
Always in time delivery 40 12 30.0
Sometimes delayed delivery 15 37.5
Sometimes in time delivery 8 20.0
Always delayed delivery 5 12.5
Total 40 40 100

Daffodil International University 19

 16

14

12

10 No. of respondents
No. of Respondents

0
Always in time Sometimes delayed Sometimes in time Always delayed
delivery delivery delivery delivery

Figure: Customers opinion in delivering Walton products

Comments:
The Marketing Executives collect orders from the Customers. A Marketing Executive
works in a specific area. He supplies the required products to the Customers. If the
products are not supplied properly and any problem is created in this regard, the
Marketing Executives themselves have to deal it with the Customers. As a result the
Customers will not be inclined to receive the products of Walton and the target of
turnover will not be fulfilled. So they should be motivated for in time delivery.

Daffodil International University 20

 5.10 Satisfaction Level of Customer Service of Walton:
Most of my surveyed Customers, both the wholesalers and retailers, said that the
customer service of Walton product is good. However their overall opinion I have
presented in the below table:

Particulars Total no of No of Percentage

Respondent Respondent
Excellent 0 0
Very good 7 17.5
Good 40 18 45.0
Satisfactory 11 27.5
Poor 4 10.0
Total 40 40 100
Table-1: The position of customer service of Walton
Comments:
From my survey I have found that most of the Customers suggested for prompt
service. Besides they also suggested service from respective show rooms and home
service especially for Refrigerator for increasing sales volume of Walton products. The
reason is that most of the competitor companies are now providing home service as
well as service from show rooms without any delay. The customers have good faith in
those companies. So to face the competition in the market Walton should adopt the
policy of providing those facilities to the customers

5.11 Customers Satisfaction Level on Basis of Price:

In my survey among 40 customers at Dhaka Zone, I found that most of the respondent
opined that the price of Walton products is not near to the customers ability to
purchase. Because the competitor companies are now charging less price than Walton.
However their overall opinion I have presented in the below table:

Daffodil International University 21

 Particulars Total Respondent Yes No
The price is near to
customers ability to 40 12 28
purchase
Percentage 30%
70%
Table: Customer satisfaction level about the price of Walton products.

Comments: The above table indicates that the price of Walton product is somewhat
higher compared to that of competitor companies. If same products are sold at fewer
prices, the customers will rush to those prices. Therefore, the authority should be
concerned about price of their products.

5.12 The Level of Satisfaction of Customer:

The chart given bellow shows that among the 40 customers, none of them responded
on highly satisfactory level, 6 responded on moderate satisfactory level, 20
respondents are satisfied and 14 respondents are not satisfied at all.

Particulars Total No. of

Respondents Respondent
Highly Satisfied 0
Moderately Satisfied 6
Satisfied 40 20
Not satisfied 14
Total 40 40

Daffodil International University 22

 Satisfactory level of field forces -- Doctors viewpoint
Satisfactory level of Customers.
25
20
number of respondents
20

15 14

10
6
5
0
0
Highly moderate satisfied not satisfied
satisfactory satisfactory
Level of satisfactory

Figure 05: The Level of Satisfaction of the Customers on the Motivation given by the
company.

Comments:
From my customers interview I came to know that the customers are not enough
satisfied with the motivation they get. They mostly want credit facilities, transport
facilities. Most of the customers claimed more discounts on products. Some of them
asked for technical support from the company to provide customer service. Even there
are few dealers who provide technical support from their own sake to attract customer.
From marketing point of view, we know that the customers as well as salesmen are the
ambassador of the product. So it is very important to satisfy and motivate these
persons. The company can motivate them by giving occasional gift, bonus, and reward
for volume of sales and so on. The company may organize annual conference with all
customers where they can discuss about the well-being of the company as well as the
customers.

Daffodil International University 23

 5.13 The Position of Walton in the Market on The Basis of Customer
Preferences:
In the survey on the Customer of Walton, I have taken the opinion of 40 respondents
about the market position of Walton. Most of the respondents said that Walton is in the
third or fourth position in the market. Only a few of them said that Walton is in the
first position. However their overall opinion I have presented in the below table:

Particula Total No. of Percentage

rs Respondents Respondents
First 4 10
Second 10 25
Third 40 12 30
Fourth 13 32.5
Fifth 1 2.5
Total 40 40 100
Table: Customers opinion about the market position of Walton.

Comments:
According to the opinion of most of the Customers, it is assumed that Walton is in the
third or fourth position in the market. So in order to exist in the market for a long time
and to acquire the first position, Walton should take some pragmatic steps. Quality
products have to be introduced, customer services has to be very prompt, good relation
should be maintained with the Customers, continuous monitoring system should be
initiated, made in should be inscribed on the products, price should be same
everywhere, effective promotional plan must be taken.

Daffodil International University 24

5.14 SWOT Analysis:
Strengths:
In depth industry experience and in sights
Creative, yet practical product designers
The use of highly efficient, flexible business model utilizing direct customer sales
and distribution,

Weaknesses:
The reliance on outside capital necessary to grow the business
A lack of retailers who can work face to face with a customer to generate brand
and product awareness
The difficulty to develop brand awareness as a domestic company

Opportunities:
Participation within a growing industry.
Decreased product costs through economy of scale.
The ability to leverage other industry participants marketing efforts to help growth
general market.

Threats:
Future/potential competition from already established market participants
A slump in the economy that could have a negative effect on peoples spending of
discretionary income on exclusive television and refrigerator
The release of a study that calls in to question the safety of using television and
refrigerator

Daffodil International University 25

 CHAPTER SIX
Finding, Recommendations

Daffodil International University 26

 6.1 Findings of the Study:
The general approach used to design the survey defines satisfaction as the difference
between the importance Customers puts on service attributes and what he/she actually
receives from R.B group of Walton. Based on the above results its can be said that R.B
group of Walton should reconsider its service strategies in Bangladesh and design
products and service that better satisfy customer needs and requirements Walton
product should become tactful in dealing with the customer and launch new products
that fully meet customer expectation.
Based on the survey finding a set of recommendations is presented in the next section
of the research and general list of suggestion to the Walton product discussed:
1. There is 45% sales on refrigerator. It is the highest sales of all Walton products.
2. There is refrigerator its used copper, not iron.
3. There is a new product AC launch by Walton which is not qualityfull in this
competitive market.
4. There is not satisfactory after sales service of flat TV
5. They do not get the facility to return the defective product and their companies are
not handled properly by the company.
6. The company does not provide quick service. So the customer has a to wait most
often for a long time. Consequently its effects fall upon company.
7. The price of Walton products are very higher. Company to others competitive
companies products.
8. There is Walton products are not available in the rural area.
9. There is less availability and weakness in the supply chain because of customer
dissatisfaction.

Daffodil International University 27

6.2 Recommendations:
This Study has revealed the overall Customer satisfaction situation as well as relevant
matters on Customer satisfaction. Here are the some following recommendations are
given to overcome the problems:
1. The company should pay attentions of law sales products and services of
refrigerator.
2. The companies should refrigerator iron effective moisture, but copper protective
from moisture.
3. The company should maintain their quality and also develop technology AC
product.
4. The company should take steps to minimize the cost of flat TV.
5. The company after sales services facilities should be prompt and with care.
6. The company should price can be reduce to attract the customer mostly.
7. The company number of show rooms should be increased and also be services.
8. The company care can improve the distribution channel to reach the product to the
customer.

Daffodil International University 28

 CHAPTER SEVEN
Conclusion

Daffodil International University 29

 7.1 Conclusion:
Walton is one of the leading companies, focusing on the area of electronics in
Bangladesh. It is dedicated to creating and delivering products of unquestionable
quality that enable people to enjoy more entertainment and comfort. In this spirit,
Walton encourages its employees to ensure quality products and service. No doubt in
Bangladesh Walton is one of the top four. Walton has also endeavored to strengthen its
Sales in all over the country. They are optimistic about their perpetual growth and
success. But from my survey I came to the conclusion that the customer service given
by the company is not effective and well organized. Because of some problems,
Walton cannot cope up with their competitors. In this competitive market many
competitor company provides better service than Walton. They provide prompt
service, service the show rooms and even home service. They also keep a good
relationship with all dealers and salespersons. They give the distributors bonus,
occasional gifts and so on. In this regard the Sales of Walton are somewhat behind
them. Walton Management and Marketing Executives should be more skilled and
active. However if the management of Walton takes prompt and imitative steps to
solve the discussed problems then definitely Walton can reach to the number one
position in Dhaka Zone.

Daffodil International University 30

 References

1. Malhotra, Naresh K. Marketing Research, 5th edition 2009-2010, Prentice-Hill

of India Private Limited.
2. Marketing Management (12th edition) Philip Kotler and Kaevin lane keller
3. ITALTELS new chief gets what she wants business week, april 30. 1984, p.51;
Robert ball, italys most talked-about executive, fortune, april 2, 1984, pp. 99-
102; marisa bellisario the turnaround at ITALTEL, LONG RANGE PLANNING,
VOL. 18, NO. 6(1985), pp.21-24.
4. Zachary schiller, a model incentive plan gets caught in a vise, business
week,January 22,1996,pp.89-90;caroiyn wiley, incentive plan pushes production
in Arthur A.thompson,jr,a.j.
5. Susan scherreik, your performance review: make it perform, business
week,December 12,2001,pp.139-40.
6. http://walton Bangladeshlimited.edu/cahrswp/414,accessed November 13,2008
7. Michale totty, the dreaded performance review, the wa; bdllstreetjournal,
November 27,2006;http//www.halogenoftware.comirl.cornell.edu/cah..
8. Shiffman, G Leon, Kanuk, Consumer Behavior, 9th edition 2007.
9. www.waltonbd.com/

Daffodil International University 31

 Appendix

Questionnaire:
Respectable Sir, Im student of MBA program, Daffodil International a conducting
survey on An Analysis of Customer Satisfaction of Walton Products and would like
to know your views and opinions. Would you mind spending a few minutes to help me
by completing this questionnaire? All of the information you give me will be treated as
completely confidently and it will not be possible for anyone to identify the
information you give me when I write up the report.

Name:
1. Age:
20 to 30 31 to 40 41 to 50 Above 50s

2. Gender: Male Female

3. Occupation:
Businessman Gov. Service holder Private service holder
Professional Other

4. Monthly Income:
Below TK.10, 000 TK.10, 001 -20,000 TK.20, 001-40,000 Above TK.
40,000

5. Do you have own refrigerator?

Yes
No

Daffodil International University 32

 6. If yes, please mention the brand/ company name.

Brand Brand Brand

Hitachi Sharp Butterfly
Singer Konka Samsung
Walton Whirlpool Other -----------

7. Are you satisfied with your present brand of refrigerator?

Yes
No

8. What attributes/features would make a refrigerator most important to you?

Outer design/look Years of guarantee Country of origin
Price After sales service Brand reputation

9. Given below are the different prices of refrigerator. Please specify which group your
refrigerator belongs?

Less than Tk. Tk. 21,000- Tk. 31,000- More than

Tk. 10,000 11,000- 30,000 40,000 Tk. 40,000
20,000

10. Do you think the price of your refrigerator is as equal as quality?

Yes
No

Daffodil International University 33

 11. Which benefit comes first to your mind before purchasing a refrigerator?
(The quality of refrigerator you prefer most)

Frost freezer Quick freezing Lock

Non-frost compartment Compressor
freezer Clean back

12. By whom you are influenced to buy the product? (If any)
Family Friends/Ne Colleagues Others
members ighbors (Please specify)

13. From where do you like to purchase the refrigerator?

Dealer Corporate Others. (Please specify)
agreement
Retailer Company
outlet

14. What is (are) the reason (s) behind purchasing from that place?
Credit facility / Product Others. (Please specify)
discounts availability
Fixed price Negotiable
price

Daffodil International University 34

 15. Which brand comes first into your mind when you think about refrigerator?
Brand Brand
Brand
Hitachi Sharp Butterfly
Singer Konka Samsung
Walton Whirlpool Other -----------

16. Which advertisement media helps you to know about the brand?
Television ad Print media Others.. (Please specify)
Radio ad Billboard
ad

17. Do you visit website before purchasing refrigerator?

Yes
No
18. Do you prefer to buy refrigerator from the Dhaka international trade fair (DITF)?
Yes
No
19. If yes then the reason is (please rank)
Discount Delivery Comparison of Others (Please specify..
Price .. System all brands
.. together at the
fair..

20. The Delivery system of Refrigerator Company is satisfactory?

Yes
No

21. What kind of sales service do you prefer most?

guaranty Warranty Replacement Others (Please specify..

Daffodil International University 35