Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
By
Rashedul Hasan
ID: 081-14-0097
Supervisor:
Ms. Monsura Zaman
Senior Lecturer,
Faculty of Business,
ASA University Bangladesh (ASAUB)
October 2010
DECLARATION
Rashedul Hasan
ID: 081-14-0097
MBA Program, ASAUB
Date:
ii
LETTER OF TRANSMITTAL
23 October 2010
Madam,
I have tried my level best to complete the report with respect to the
desired requirements. However, if any explaining is required, I would
be honored to oblige.
Sincerely,
Rashedul Hasan
ID: 081-14-0097
MBA Program, ASAUB
Date:
iv
ACKNOWLEDGEMENTS
Last but not least, I would like to thank a host of friends and well-
wishers, for giving active encouragement and guidance.
v
ABSTRACT
The findings on key variables indicate that EWPD has occupied the
first position in five variables (1, 2, 4, 6 & 8), the second position in
seven variables (3, 5, 7, 9, 10, 12 & 14) and the third position in two
variables (11 & 13) among the four companies. By assuming the
respondent ratings as score, the researcher finds that EWPD has
occupied the third position on total score obtained from the key
variables.
On the basis of primary data and their analysis, this study concludes
with considering the key variables as a whole that ADHL has occupied
the first position, RHEL has occupied the second position, EWPD has
occupied the third position and AMFL has occupied the fourth position
among the four companies. Brand recognition, market share,
perceived resale value of products, project location and scope of firm
operations of EWPD were found superior to that of its three
competitors. The limitations of this study were fewer numbers of
sampling, data constraint, literature constraint and time limit.
vii
TABLE OF CONTENTS
CONTENT PAGE
DECLARATION ............................................................................................... ii
LETTER OF TRANSMITTAL............................................................................ iii
CERTIFICATE.................................................................................................iv
ACKNOWLEDGEMENTS ...................................................................................v
ABSTRACT .....................................................................................................vi
TABLE OF CONTENTS ..................................................................................viii
LIST OF APPENDICES......................................................................................x
LIST OF TABLES .............................................................................................x
LIST OF FIGURES............................................................................................x
CHAPTER-1: INTRODUCTION......................................................................(1-9)
1.1 Background of the Study...................................................................... 2
1.2 Purpose of the Study ........................................................................... 4
13 Significance of the Study ..................................................................... 5
1.4 Limitations of the Study ...................................................................... 6
1.5 Company Overview .............................................................................. 8
1.6 Dissertation Outline ............................................................................ 9
ix
REFERENCES................................................................................................46
LIST OF TABLES
LIST OF FIGURES
x
CHAPTER- 1:
INTRODUCTION
1
1.1 BACKGROUND OF THE STUDY
The residence units of majority people in Bangladesh are temporary,
sub-standard, unsafe and overcrowded. The supporting facilities
(physical, social & economical) and services essential for the
development of healthy and harmonious community life are highly
inadequate both in the urban and rural areas.
2
created homes for over 20,000 families in the Dhaka Mega City (Seraj,
2003). Over the last 15 years, the real estate development sector has
made significant contribution to many sectors in our economy.
Since the demand of housing extremely exceeds its supply in the real
estate industry in Bangladesh it shows a little or no competitiveness
among the companies within the industry regarding product price,
product quality, customized product, innovative product, project
completion in due time, fulfillment of commitment, better
communication with target customers, providing better service,
4
serving the whole target groups, and so on. For this reason, there is a
possibility of obtaining inferior product with poor service at a higher
increasing price. Though this higher increasing price of that property
indicates its higher resale value which attracts the customer as well
as makes wealthy its owner, it also causes an increase in the cost of
living as well as in the rate of inflation in the economy.
Thus, the purpose of the study is to understand and analyze how the
East West Property Development (Pvt.) Ltd. acts with their customer’s
need, want and demand in present situation and how extent this
company makes satisfied or/and dissatisfied its target groups.
5
towards the organization. It will essentially uncover the dimensions of
attributes that customers think as important and will also serve as a
source of information that brings to lime light the switching intentions
of the firm’s customers. It will also provide empirical support for taking
management strategic decisions in several critical areas of their
operations, and above all, provide a justifiably valid and reliable guide
to designing workable service delivery improvement strategies for
creating and delivering customer value, achieving customer
satisfaction and loyalty, building long-term mutually beneficial
relationship with profitable customers and achieving sustainable
business growth in the real estate industry.
6
limitations were fewer numbers of sampling, data constraint, literature
constraint and time limit.
2. Data constraint:
3. Literature constraint:
4. Time limit:
8
of a growing middle class in Dhaka City. More or less in every
developed block in Bashundhara and River View Project, EWPD has
apartment projects and about 500 Apartments in Bashundhara
project have already been handed over to owners. By anticipating
the future size of the population, which will be around 20 million in
Dhaka City in 2015, the company is planning to expand its land
development operation in the adjacent district of the Dhaka City.
9
CHAPTER- 2:
OBJECTIVES
10
2.1 GENERAL OBJECTIVE
The general objective of the study is a comparative assessment of
firm’s market profile, customer segments, competitive analysis,
positioning strategy and value proposition of East West Property
Development (Pvt.) Ltd. (EWPD) and its competitors in the industry
from customer perspectives.
11
To identify the bundle of benefits sought by the target
segments and to analyze the segments’ perception about
EWPD in compare to its competitors in the industry.
12
CHAPTER- 3:
METHODOLOGY
13
3.1 TYPE OF DATA COLLECTED
There are two types of data that are collected for getting information or
insight about any specific object or event. These are -
1. Primary Data
2. Secondary Data
“Primary data are data originated by the researcher for the specific
purpose of addressing the research problem” (Malhotra, 2009,p.42).
It is what the researcher originally collects from the sample or target
population. In this study, the primary data used were those that were
got from the personal in-home interview through structured
questionnaire.
“Secondary data are data collected for some purpose other than the
problem at hand” (Malhotra, 2009, p.42). Due to the scarcity of
available sources of secondary data about relevant sector, the
researcher didn’t use or able to use any secondary data.
14
Figure 3.2 The sampling Design Process
Source: Malhotar (2009, p.336)
15
3.2.2 Sampling Frame:
“A sampling frame is a representation of the elements of the target
population. It consists of a list of set of directions for identifying the
target population” (Malhotra, 2009,p.337). In this study the researcher
could not use any sampling frame because there was no sampling
frame available of the target population. In addition, the researcher
didn’t find any relevant as well as similar survey done previously about
that industry.
16
3.2.5 Sampling Process:
The sample was selected purposively after recognizing the depth of
knowledge of the prospective respondents about the company/
companies and the willingness to provide responses against every
question, so that the appropriate information could be found.
Survey Methods
Mall
Intercept
17
3.3.1 Personal In-Home Interview:
“In personal in-home interviews, respondents are interviewed face-to-
face in their homes. The interviewer’s task is to contact the
respondents, ask the questions, and record the response” (Malhotra,
2009, p.186). In Descriptive research design, survey and/or
observation methods are used for data collection.
Survey methods are used for obtaining quantitative data and
Observation methods are used for obtaining qualitative data. In the
study, the researcher administered personal in-home interview for
collecting primary data.
19
3.4 SUMMARY OF STATISTICAL MEASUREMENT
METHODS
The statistical methods used in this study were –
1. Mean
2. Standard Deviation
3. Coefficient of variation
3.4.1 Mean:
“Mean, also known as arithmetic average, is the most common
measure of central tendency and may be defined as the value which
we get by dividing the total of the values of various given items in a
series by the total number of items” (Kothari, 2009,p.132). “It is used
to estimate the mean when the data have been collected using an
interval or ratio scale” (Malhotra, 2009,p.460).
∑x
i =1
i
x =
n
In this study, mean was used to analyze and compare the four
companies by each of the seventeen variables. It was also used to
calculate standard deviation and coefficient of variation.
20
from the mean and the difference between the mean and an observed
value is called the deviation from the mean. This variance can never be
negative (Malhotra, 2009). “Standard deviation is most widely used
measure of dispersion of a series and is commonly denoted by the
symbol ‘ σ ’ (pronounced as sigma)” (Kothari, 2009,p.135). The most
common estimator for ‘ σ ’ used is an adjusted version, the sample
standard deviation, denoted by ‘s’ and calculated as:
∑ (x )
n
2
i −x
i =1
Standard deviation ( s ) = Variance =
n −1
In this study, standard deviation was used to understand how far from
the mean the data points tend to be and through the scattered view of
these data points we could understand their degree of uncertainty.
s
cv = × 100
x
In this study, the ‘CV’ was used to determine the percent of variability
of agreement or disagreement of the respondents on each variable. It
also was used to rank the competitive positions of the companies as a
whole based on total score obtained. In simple language, the smaller
the ‘CV’, the higher is the consistency, homogeneity, stability,
uniformity etc.
22
3.5 DATA ANALYSIS
A pre-coded questionnaire based interview was done and the persons
who owned a land or apartment or those who were potential to
purchase of land or apartment or who kept substantial information
about the firms in the study were the main source of data for this
study. Quantitative data were analyzed by using statistical software
SPSS. Descriptive statistics tools were used to analyze and interprets
the data.
24
CHAPTER- 4:
RESULT AND DISCUSSION
25
4.1 RESPONDENT’S CHARACTERISTICS
Among the selected respondents, 79% were males and 21% were
females (Table 4.1a).
26
About two third (67%) of the respondents found highly education –
masters & above and one third (33%) found below graduation level,
which imply a higher educated personnel is likely to purchase dwelling
units than less educated personnel.
27
1,50,000, 3% respondents between Tk. 1,50,000 – 2,00,000 and 10%
respondents exceeding Tk.2,00,000. Monthly income level below Tk.
50,000 is the most dominant income group in the society which
implies a higher proportion of respondents belong to this group under
study (Table 4.1e).
29
Table 4.2 Mean, Standard Deviation and Coefficient of Variation of the Variables
Name of organization
Amin Mohammad Asset Development and Rupayan Housing
Variables Bashundhara (EWPD)
Foundation Holding Ltd. Estate Ltd.
Mean SD CV Mean SD CV Mean SD CV Mean SD CV
Brand Recognition 4.40 .67 15.23 3.63 .93 25.62 3.30 1.02 30.91 2.50 .78 31.20
Market Share 3.83 .99 25.85 3.37 .81 24.04 2.57 .86 33.46 2.10 .66 31.43
Size of Competition 3.70 .92 24.86 3.83 .83 21.67 3.17 .83 26.18 2.87 .78 27.18
Target Group - High Income People 3.33 1.12 33.63 3.17 .99 31.23 4.00 .83 20.75 1.97 .56 28.43
Target Group - Middle Income People 2.77 1.07 38.63 3.37 .76 22.55 2.03 .96 47.29 3.87 .63 16.28
Target Group - Household and Corporate Clients 3.87 .97 25.06 3.90 .88 22.56 3.10 .80 25.81 2.83 .87 30.74
Key Advantage- Perceived Resale Value 4.00 .87 21.75 3.60 .89 24.72 3.50 .78 22.29 2.87 .82 28.57
Key Advantage- Project Location 3.53 1.11 31.44 3.20 .92 28.75 3.43 .77 22.45 2.57 .86 33.46
Product Reshaping on Customer’s Desire 3.30 .84 25.45 3.37 .89 26.41 3.27 .69 21.10 2.83 .87 30.74
Scope of Firm Operations 3.73 .94 25.20 2.73 1.01 37.00 2.30 .75 32.61 1.90 .84 44.21
Firm’s Ability of Serving the Whole Target Groups 2.80 1.16 41.43 3.03 1.10 36.30 2.30 .88 38.26 2.33 .92 39.48
Customer Perception in terms of Innovation 3.37 1.07 31.75 3.23 .86 26.63 3.63 .85 23.42 2.63 .81 30.80
Price Leadership 2.53 1.11 43.87 2.67 .92 34.46 2.10 .92 43.81 3.73 .78 20.91
Product Quality 3.37 .89 26.41 3.33 .80 24.02 3.90 .84 21.54 2.63 .72 27.38
30
4.2.1. Brand Recognition:
In data collection process, a score was gathered from respondents on
brand recognition of the companies to judge their choice to company
selection. Satisfaction scores 1 to 5 reveal the lowest to highest
satisfaction. Table 4.2 shows East West Property Development (Pvt.)
Ltd. (EWPD) got the highest score of 4.40 with the lowest coefficient of
variation (CV) of 15.23% which reveal that customers have good faith
to EWPD for choosing its brand. Similarly Amin Mohammad
Foundation Ltd. (AMFL), Asset Development and Holdings Ltd. (ADHL)
and Rupayan Housing Estate Ltd. (RHEL) got the scores of 3.63, 3.3
and 2.5 with the CVs of 25.62%, 30.91% and 31.20% respectively.
Thus, EWPD is consistently the most recognized brand, AMFL is the
second most recognized brand, ADHL is the third most recognized
brand, and RHEL is poor recognized brand as views of the customers.
31
4.2.3. Size of Competition:
Similar score was gathered from respondents on size of competition of
the companies to judge their rivals regarding size. Satisfaction scores 1
to 5 reveal the lowest to highest satisfaction. In Table 4.2, AMFL got
the highest score of 3.83 with the lowest CV of 21.67% which expose
relatively large size of competitors among the companies. Satisfaction
score on size of competition of EWPD, ADHL and RHEL are 3.7, 3.17
and 2.87 with the CVs of 24.86%, 26.18% and 27.18% respectively.
Thus, the rivals of AMFL are relatively large in size in compare to other
three companies and followed by the size of rivals of EWPD, ADHL &
RHEL successively.
32
group. Satisfaction scores 1 to 5 reveal the lowest to highest
satisfaction. In Table 4.2, RHEL got the highest score of 3.87 with the
lowest CV of 16.28% which expose its greater inclination of targeting
the middle income people among the companies. Satisfaction score on
target group - middle income people of AMFL, EWPD and RHEL are
3.37, 2.77 and 2.03 with the CVs of 22.55%, 38.63% and 47.29%
respectively. Thus, RHEL shows the best performance in middle
income people index and followed by AMFL and EWPD successively
but ADHL does not target that group.
38
4.3 COMPETITIVE POSITIONS ON OVERALL
SCORE OF KEY VARIABLES
No. of Score
Name of Company Rank
sample
Mean( x ) SD ( s ) CV
Bashundhara (EWPD)
30 57.70 8.34 14.46 3rd
Amin Mohammad Foundation Ltd
30 55.47 8.58 15.47 4th
Asset Development and Holding Ltd. 30 52.87 5.70 10.78 1st
Thus, ADHL got the first position, RHEL got the second position,
EWPD got the third position, and AMFL got the fourth position.
39
CHAPTER- 5:
CONCLUSION
40
5.1 CONCLUSION OF THE STUDY
In this study the purpose was to measure and analyze the competitive
positioning of East West Property Development Ltd. (EWPD) within the
real estate industry in Bangladesh. The researcher chose another
three companies purposively instead of selecting the whole industry
due to the limitations of time and resources. The analysis and
interpretation of data gathered included a thorough measurement,
analysis and interpretation of respondent’s characteristics and their
ratings on variables selected by the researcher as criteria of evaluating
the company’s competitive positioning.
Thus, East West Property Development (Pvt.) Ltd. (EWPD) occupied the
third position among the four companies and its brand recognition,
market share, perceived resale value of products, project location and
scope of firm operations were found superior to that of its three
competitors.
42
4. The findings of the study could be biased by the error of halo
effect if the respondents didn’t have enough information about
all traits, so that they made assumption based on one or two
prominent traits which overshadowed other traits. (Kothari,
2009).
43
CHAPTER- 6:
RECOMMENDATION
44
6.0 RECOMMENDATION
This study mainly assessed and analyzed the competitive positioning
of East West Property Development (Pvt.) Ltd. (EWPD) in the real estate
industry in Bangladesh. It is recommended that future research
should:
45
REFERENCES
Jamil, G.M.H. & Ahmed, M. (2006). Housing for low income people in
Bangladesh: problems and Prospects. The Cost and Management.
34(5), 25-37.
46
Seraj, T.M. (2003). Solving Housing Problem Through Private Sector Rea
Estate Development in Dhaka. Architecture and Construction.
Urban Development Volume 10, Dhaka: Quality Offset Press.
47
APPENDICES
48
APPENDIX I:
QUESTIONNAIRE FOR EAST WEST PROPERTY DEVELOPMENT (PVT.) LTD.
QUESTIONNAIRE
(Set-1)
May 2010
49
Dear Respondent
As part of my MBA program at ASA University Bangladesh (ASAUB), I am
conducting a survey that investigates the competitive positioning of a real estate
firm in the industry. Results of the study will be made available to ASA
university. I will appreciate it if you could complete the following questionnaire.
Any information obtained in connection with this study that can be identified
with you will remain confidential. It is assured that -
a) This research is conducting only for academic purpose.
You are free to withdraw your participation at any time. If you have any
questions about the research, please contact to email: rashed449@gmail.com
Sincerely,
Rashedul Hasan
ID: 081-14-0097
ASA University Bangladesh (ASAUB)
B. Personal Information:
50
VI. Education:
(a) No education (d) HSC to graduate
(b) Class one to class five (e) Masters and above
(c) Class six to SSC
C. Study information:
For each of the statements below, please indicate the extent of your agreement or
disagreement by placing a tick in the appropriate box.
SL. SCALE
STATEMENTS
NO. 1 2 3 4 5
51
SL. SCALE
STATEMENTS
NO. 1 2 3 4 5
52
APPENDIX II:
QUESTIONNAIRE FOR AMIN MOHAMMAD FOUNDATION LTD.
QUESTIONNAIRE
(Set-2)
May 2010
53
Dear Respondent
As part of my MBA program at ASA University Bangladesh (ASAUB), I am
conducting a survey that investigates the competitive positioning of a real estate
firm in the industry. Results of the study will be made available to ASA
university. I will appreciate it if you could complete the following questionnaire.
Any information obtained in connection with this study that can be identified
with you will remain confidential. It is assured that -
a) This research is conducting only for academic purpose.
You are free to withdraw your participation at any time. If you have any
questions about the research, please contact to email: rashed449@gmail.com
Sincerely,
Rashedul Hasan
ID: 081-14-0097
ASA University Bangladesh (ASAUB)
B. Personal Information:
54
VI. Education:
(a) No education (d) HSC to graduate
(b) Class one to class five (e) Masters and above
(c) Class six to SSC
C. Study information:
For each of the statements below, please indicate the extent of your agreement or
disagreement by placing a tick in the appropriate box.
SL. SCALE
STATEMENTS
NO. 1 2 3 4 5
55
SL. SCALE
STATEMENTS
NO. 1 2 3 4 5
‘Better communication with target customers’ is one
8 of the key advantages of Amin Mohammad
Foundation.
9 ‘Project Location’ is one of the key advantages of
Amin Mohammad Foundation.
Amin Mohammad Foundation reshapes its offerings
10 by assessing past, existing and potential customer’s
desire that have similar needs and wants.
Amin Mohammad Foundation is one of the
companies in Bangladesh which has entered into
11 all aspects of our expectations. (such as building
school, university, Hospital, shopping mall,
community center, apartment, industrial complex,
park, gym etc.)
Amin Mohammad Foundation enables to serve
12 people in the target groups who reside outside of
the greater Dhaka.
Amin Mohammad Foundation is more reliable to
13 customers in terms of project completion in due
time.
Amin Mohammad Foundation is more credible to
14 customers in terms of commitment execution
within the stated time duration.
15 Amin Mohammad Foundation offers its products
with new ideas.
16 Amin Mohammad Foundation offers its products at
a lower possible price.
17 Amin Mohammad Foundation offers its products
with better quality.
56
APPENDIX III:
QUESTIONNAIRE FOR ASSET DEVELOPMENT AND HOLDINGS LTD.
QUESTIONNAIRE
(Set-3)
May 2010
You are free to withdraw your participation at any time. If you have any
questions about the research, please contact to email: rashed449@gmail.com
Sincerely,
Rashedul Hasan
ID: 081-14-0097
ASA University Bangladesh (ASAUB)
B. Personal Information:
58
VI. Education:
(a) No education (d) HSC to graduate
(b) Class one to class five (e) Masters and above
(c) Class six to SSC
C. Study information:
For each of the statements below, please indicate the extent of your agreement or
disagreement by placing a tick in the appropriate box.
SL. SCALE
STATEMENTS
NO. 1 2 3 4 5
59
SL. SCALE
STATEMENTS
NO. 1 2 3 4 5
60
APPENDIX IV:
QUESTIONNAIRE FOR RUPAYAN HOUSING ESTATE LTD.
QUESTIONNAIRE
(Set-4)
May 2010
You are free to withdraw your participation at any time. If you have any
questions about the research, please contact to email: rashed449@gmail.com
Sincerely,
Rashedul Hasan
ID: 081-14-0097
ASA University Bangladesh (ASAUB)
B. Personal Information:
62
VI. Education:
(a) No education (d) HSC to graduate
(b) Class one to class five (e) Masters and above
(c) Class six to SSC
C. Study information:
For each of the statements below, please indicate the extent of your agreement or
disagreement by placing a tick in the appropriate box.
SL. SCALE
STATEMENTS
NO. 1 2 3 4 5
63
SL. SCALE
STATEMENTS
NO. 1 2 3 4 5
64
APPENDIX V:
DISTRIBUTION OF RESPONDENTS BY DEMOGRAPHIC CHARACTERISTICS
65
T2: Housing Type Wise Distribution of Respondents by Occupation
Name of organization
Bashundhara Amin Mohammad Asset Development Rupayan Housing Total
Occupation
(EWPD) Foundation Ltd. and Holding Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col % Count Col %
Govt. Service 2 6.7 2 6.7 2 6.7 2 6.7 8 6.7
Pvt. Service 10 33.3 9 30.0 11 36.7 9 30.0 39 32.5
Business 6 20.0 7 23.3 5 16.7 7 23.3 25 20.8
Teaching 1 3.3 1 3.3 1 3.3 1 3.3 4 3.3
Doctor/ Physician 2 6.7 3 10.0 3 10.0 3 10.0 11 9.2
Lawyer 1 3.3 1 3.3 1 3.3 1 3.3 4 3.3
Interior Designer 1 3.3 1 3.3 1 3.3 1 3.3 4 3.3
Banker 2 6.7 2 6.7 2 6.7 2 6.7 8 6.7
IT Professional 2 6.7 1 3.3 1 3.3 1 3.3 5 4.2
Retired 1 3.3 1 3.3 1 3.3 1 3.3 4 3.3
Engineer 1 3.3 1 3.3 1 3.3 1 3.3 4 3.3
Marine Officer 1 3.3 1 3.3 1 3.3 1 3.3 4 3.3
Total 30 100.0 30 100.0 30 100.0 30 100.0 120 100.0
66
T3: Housing Type Wise Distribution of Respondents by Gender
% of respondents Total
Name of organization
Male Female Row %
% of respondents Total
Name of organization
Under 30 31 - 40 41 - 50 Over 50 Row %
Asset Development and Holdings Ltd. 6.7 36.7 46.7 10.0 100.0
(2) (11) (14) (3) (30)
67
T5: Housing Type Wise Distribution of Respondents by Education
% of respondents Total
Name of organization
HSC to graduate Masters and above Row %
68
T6: Housing Type Wise Distribution of Respondents by Monthly Income
69
APPENDIX VI: DISTRIBUTION OF RESPONDENTS BY VARIABLES
T7: Distribution of Respondents by Brand Recognition
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 1 3.3 1 3.3 2 6.7
Disagree 3 10.0 6 20.0 14 46.7
Undecided or neutral 3 10.0 5 16.7 9 30.0 11 36.7
Agree 12 40.0 18 60.0 11 36.7 3 10.0
15 50.0 3 10.0 3 10.0
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 2 6.7 4 13.3
Disagree 5 16.7 4 13.3 14 46.7 20 66.7
Undecided or neutral 2 6.7 13 43.3 9 30.0 5 16.7
Agree 16 53.3 11 36.7 5 16.7 1 3.3
7 23.3 2 6.7
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
70
T9: Distribution of Respondents by Size of Competition
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 4 13.3 2 6.7 6 20.0 10 33.3
Disagree 6 20.0 7 23.3 15 50.0 15 50.0
Undecided or neutral 15 50.0 15 50.0 7 23.3 4 13.3
Agree 5 16.7 6 20.0 2 6.7 1 3.3
30 100.0 30 100.0 30 100.0 30 100.0
Strongly agree
Total 4 13.3 2 6.7 6 20.0 10 33.3
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 2 6.7 2 6.7 5 16.7
Disagree 5 16.7 5 16.7 1 3.3 21 70.0
Undecided or neutral 8 26.7 10 33.3 7 23.3 4 13.3
Agree 11 36.7 12 40.0 13 43.3
4 13.3 1 3.3 9 30.0
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
71
T11: Distribution of Respondents by Targeting Middle Income Group
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 4 13.3 11 36.7
Disagree 8 26.7 4 13.3 9 30.0 1 3.3
Undecided or neutral 10 33.3 12 40.0 8 26.7 5 16.7
Agree 7 23.3 13 43.3 2 6.7 21 70.0
1 3.3 1 3.3 3 10.0
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 1 3.3 1 3.3 2 6.7
Disagree 2 6.7 3 10.0 4 13.3 8 26.7
Undecided or neutral 4 13.3 4 13.3 17 56.7 13 43.3
Agree 16 53.3 16 53.3 7 23.3 7 23.3
7 23.3 7 23.3 1 3.3
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
72
T13: Distribution of respondents by Key Advantage - Perceived Resale Value
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 1 3.3 1 3.3 1 3.3
Disagree 2 6.7 2 6.7 9 30.0
Undecided or neutral 5 16.7 8 26.7 14 46.7 13 43.3
Agree 16 53.3 16 53.3 11 36.7 7 23.3
8 26.7 3 10.0 3 10.0
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 1 3.3 2 6.7
Disagree 6 20.0 8 26.7 2 6.7 8 26.7
Undecided or neutral 8 26.7 5 16.7 11 36.7 13 43.3
Agree 10 33.3 12 40.0 12 40.0 5 16.7
6 20.0 5 16.7 4 13.3 2 6.7
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
73
T15: Distribution of Respondents by Key Advantage - Project Location
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 2 6.7 1 3.3 1 3.3
Disagree 4 13.3 5 16.7 3 10.0 16 53.3
Undecided or neutral 4 13.3 13 43.3 13 43.3 9 30.0
Agree 16 53.3 9 30.0 12 40.0 3 10.0
4 13.3 2 6.7 2 6.7 1 3.3
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 1 3.3 2 6.7 1 3.3 2 6.7
Disagree 2 6.7 1 3.3 1 3.3 8 26.7
Undecided or neutral 16 53.3 12 40.0 17 56.7 13 43.3
Agree 9 30.0 14 46.7 11 36.7 7 23.3
2 6.7 1 3.3
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
74
T17: Distribution of Respondents by Scope of Firm Operations
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 1 3.3 4 13.3 4 13.3 11 36.7
Disagree 1 3.3 8 26.7 14 46.7 12 40.0
Undecided or neutral 9 30.0 10 33.3 11 36.7 6 20.0
Agree 13 43.3 8 26.7 1 3.3 1 3.3
6 20.0
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
T18: Distribution of Respondents by Firm’s Ability of Serving the Whole Target Groups
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 3 10.0 3 10.0 5 16.7 4 13.3
Disagree 12 40.0 5 16.7 14 46.7 16 53.3
Undecided or neutral 5 16.7 13 43.3 8 26.7 7 23.3
Agree 8 26.7 6 20.0 3 10.0 2 6.7
2 6.7 3 10.0 1 3.3
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
75
T19: Distribution of Respondents by Customer perception in terms of Reliability on Completing the Project in Due Time
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 3 10.0 3 10.0 1 3.3
Disagree 8 26.7 10 33.3 2 6.7 11 36.7
Undecided or neutral 13 43.3 11 36.7 15 50.0 13 43.3
Agree 2 6.7 4 13.3 13 43.3 5 16.7
4 13.3 2 6.7
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 2 6.7 2 6.7 1 3.3
Disagree 9 30.0 11 36.7 2 6.7 8 26.7
Undecided or neutral 14 46.7 8 26.7 15 50.0 20 66.7
Agree 4 13.3 8 26.7 13 43.3
1 3.3 1 3.3 1 3.3
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
76
T21: Distribution of Respondents by Customer Perception in terms of Innovation
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 2 6.7 1 3.3 1 3.3 1 3.3
Disagree 5 16.7 4 13.3 1 3.3 14 46.7
Undecided or neutral 5 16.7 13 43.3 9 30.0 10 33.3
Agree 16 53.3 11 36.7 16 53.3 5 16.7
2 6.7 1 3.3 3 10.0
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 6 20.0 3 10.0 9 30.0
Disagree 9 30.0 10 33.3 11 36.7 2 6.7
Undecided or neutral 9 30.0 11 36.7 8 26.7 8 26.7
Agree 5 16.7 6 20.0 2 6.7 16 53.3
1 3.3 4 13.3
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
77
T23: Distribution of Respondents by Product Quality
Name of organization
Response Amin Mohammad Asset Development and Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. Holdings Ltd. Estate Ltd.
Count Col % Count Col % Count Col % Count Col %
Strongly disagree 2 6.7 1 3.3 2 6.7
Disagree 1 3.3 2 6.7 1 3.3 9 30.0
Undecided or neutral 12 40.0 14 46.7 9 30.0 17 56.7
Agree 14 46.7 12 40.0 12 40.0 2 6.7
1 3.3 1 3.3 8 26.7
Strongly agree
Total 30 100.0 30 100.0 30 100.0 30 100.0
78
T24: Mean & Standard Deviation of Key Variables
Name of organization
Variables Amin Mohammad Asset Development Rupayan Housing
Bashundhara (EWPD) Foundation Ltd. and Holdings Ltd. Estate Ltd.
Count Mean SD Count Mean SD Count Mean SD Count Mean SD
Brand Recognition 30 4.40 .67 30 3.63 .93 30 3.30 1.02 30 2.50 .78
Market Share 30 3.83 .99 30 3.37 .81 30 2.57 .86 30 2.10 .66
Size of Competition 30 3.70 .92 30 3.83 .83 30 3.17 .83 30 2.87 .78
Target Group - High Income People 30 3.33 1.12 30 3.17 .99 30 4.00 .83 30 1.97 .56
Target Group - Middle Income People 30 2.77 1.07 30 3.37 .76 30 2.03 .96 30 3.87 .63
Target Group - Household and Corporate
30 3.87 .97 30 3.90 .88 30 3.10 .80 30 2.83 .87
Clients
Key Advantage - Perceived Resale Value 30 4.00 .87 30 3.60 .89 30 3.50 .78 30 2.87 .82
Key Advantage- Communication with Target
Customers 30 3.53 1.04 30 3.47 1.07 30 3.53 .94 30 2.90 .99
Key Advantage- Project Location 30 3.53 1.11 30 3.20 .92 30 3.43 .77 30 2.57 .86
Product Reshaping on Customer’s Desire 30 3.30 .84 30 3.37 .89 30 3.27 .69 30 2.83 .87
Scope of firm operations 30 3.73 .94 30 2.73 1.01 30 2.30 .75 30 1.90 .84
Firm’s Ability of Serving the whole Target
Groups 30 2.80 1.16 30 3.03 1.10 30 2.30 .88 30 2.33 .92
Customer Perception in terms of Innovation 30 3.37 1.07 30 3.23 .86 30 3.63 .85 30 2.63 .81
Price Leadership 30 2.53 1.11 30 2.67 .92 30 2.10 .92 30 3.73 .78
Product Quality 30 3.37 .89 30 3.33 .80 30 3.90 .84 30 2.63 .72
79
T25: Coefficient of Variation of Key Variables
Name of organization
Asset
Amin Rupayan
Variables Bashundhara
Mohammad
Development
Housing
(EWPD) and Holding
Foundation Estate Ltd.
Ltd.
Brand Recognition 15.23 25.62 30.91 31.20
Market Share 25.85 24.04 33.46 31.43
Size of Competition 24.86 21.67 26.18 27.18
Target Group - High Income People 33.63 31.23 20.75 28.43
Target Group - Middle Income People 38.63 22.55 47.29 16.28
Target Group - Household and Corporate
25.06 22.56 25.81 30.74
Clients
Key Advantage - Perceived Resale Value 21.75 24.72 22.29 28.57
Key Advantage- Communication with
29.46 30.84 26.63 34.14
Target Customers
Key Advantage- Project Location 31.44 28.75 22.45 33.46
Product Reshaping on Customer’s Desire 25.45 26.41 21.10 30.74
Scope of firm operations 25.20 37.00 32.61 44.21
Firm’s Ability of Serving the whole Target
41.43 36.30 38.26 39.48
Groups
Customer Perception in terms of Reliability
39.72 38.46 18.10 28.57
on Completing the Project in Due Time
Customer Perception in terms of Credibility
32.49 36.04 18.10 25.27
on Firm’s Commitment
Customer Perception in terms of
31.75 26.63 23.42 30.80
Innovation
Price Leadership 43.87 34.46 43.81 20.91
Product Quality 26.41 24.02 21.54 27.38
80
T26: Competitive Position on Score Obtained
Score % of Mean
Name of organization Count SD ( s ) CV
Obtained Score (x)
Bashundhara (EWPD) 30 1731 67.88 57.70 8.34 14.46
Amin Mohammad Foundation Ltd. 30 1664 65.25 55.47 8.58 15.47
Asset Development and Holdings Ltd. 30 1586 62.20 52.87 5.70 10.78
Rupayan Housing Estate Ltd. 30 1380 54.12 46.00 5.74 12.47
Group Total
120
81