Marketing Research

on

Fashionable clothes. Affordable Price

Group D
Sarajit Baral 031 299 530
Noomaya Jayed 023 050 030
Sarah Hamid 051 609 030
Yaminul Islam Khan 012 279 030

Company Profile
Texmart is known as retail fashionable clothes seller since 1998
Texmart is a retail brand under the Giant Distribution Ltd
Texmart has been expanding in terms of number of shops. Its aim is to reach
every point in Dhaka and come nearer to customers
MISSION
To acquaint the company as trusted brand to consumers by providing
fashionable product in reasonable price for a new generation as a specialist
service provider.
ISSUE
Texmart has not experienced any significant change in customer number and
sales, despite its increase in the number of shops

problem
definition

Environmental context

Past Information and Forecast

Resources and Constraints
Objectives
Buyer Behavior
Legal Environment
Economic Environment
Marketing and Technological skills

Problem definition
Broad statement

Gathering information to determine whether there is a possible link

between Texmarts servicescape and sales.

Specific components

How has Texmarts sales trend been like?

What are the possible causes behind the sales trend?

Do customers give importance to product and shop outlook?

How often do customers visit Texmart shops?

Do customers openly complain about the interiors of the shops? Do they

give non-verbal cues about feeling uncomfortable in the shop?

approach to
the problem

Approach to the problem

Objectives and Theoretical Framework

interior attributes (such as decor, lighting, product positioning around the

shop) are important elements of servicescape and have either a positive or
a negative impact on customers perceptions about the company and its
products

Analytical Model

Verbal Model

Graphical Model

Mathematical model

Research Question
RQ: Is Texmarts product packaging and display not liked by
customers?
RQ: Is the shops lighting giving a negative picture about the
ambience?
RQ: Are the salespeople showing a welcoming attitude to the
customers?

Hypothesis
H1: Texmarts ambience is not welcoming and gives a gloomy
outlook.
H2: Texmarts servicescape is affecting customers perception
about the shop and its products
H3: Texmarts servicescape has nothing to do with its sales

research
design

Information needs
Component I
This component involves information of the type of customers who visit Texmart
shops and are likely to visit it. The criteria used to identify the customers are income,
societal-class level, age and gender.
Component II
Specific information about the company itself is the focus of this component. It
concerns with Texmarts sales in the past few years and expected sales and the trend as
well. It also includes on the number of shops there is at present and future plans of the
company.
Component III
This component is specifically focuses on the type if interior dcor that Texmart
currently has. This includes colors of walls and furniture, product placement and
positions around the shop, the signage inside the shop. It also includes the salespeople,
as in; there dress up, position and posture, attitude etc.
Component IV
Information will be needed to be collected directly from the customers about what their
opinion is about Texmarts dcor and what improvements, if any, would they suggest.

Type of research design

Exploratory Research

flexible and unstructured

provided insight into and an understanding of the problem.

assisted in identifying relevant courses of action

assisted in gaining additional insights before an approach could be

developed.

contributed in developing a hypothesis and establishing priorities for

further research..

Descriptive research

verified whatever was found in the exploratory research

objective of this was to test the perceptions about Texmarts outlets and
to make specific predictions

Data collection from

Very minimum secondarysources
data is available on Texmart that
secondary
could be used for the purpose of this marketing research. No
external data could be found of use. Internal data collected was
also very minimum. The only internal secondary data collected
was the sales data of the Texmart shops in the past year and
the expected sales by the end of the current fiscal year.

Data collection from

primary
sources
Qualitative Research Procedure

Direct approach

Depth interviews were conducted with officials working at the corporate

office of Texmart and few salespeople working at the shops

At the initial level depth interview was also conducted with two to three
regular customers of Texmart

Quantitative Research Procedures - Survey (structured questionnaire )

Mall Intercept Interviews:

Personal interview

Telephone interviews:

E-mail interviews

Scaling techniques
Comparative Scaling Technique
Comparative scale was used to make direct comparisons. Comparative scale
was interpreted in relative terms and has ordinal or rank order properties.

Rank Order Scaling

Noncomparative Scaling Technique

Likert Scale

Semantic Differential Scale

Questionnaire
development and
pretesting
Objectives of the questionnaire
Questionnaire design, structure and content
Pretest

Questionnaire. doc

Sampling Techniques
Target Population
Element: Teens, adult males and adult females who do wear western outfits
and/or shop for such garment.
Sampling Unit: households
Extent: Dhaka
Time: 2006
Sampling Frame
The sampling frame would include whoever visits the shops of Texmart as
customers and students.
Sampling Technique
Nonprobability Sampling: Convenience Sampling
Nonprobability Sampling: Judgmental Sampling
Sample Size
The sample size used for the research was 100.
Execution

Fieldwork
For data collection, three of the members were assigned incharge of collection of data from each of the three Texmart
shops. Each had to give 30 questionnaires in the designated
shops and was responsible in collecting the completed
questionnaire. In addition each member was to conduct 10
questionnaires on their own. These way 100 respondents were
reached.

data
analysis

Methodology

Plan of data analysis

results

Average Survey
Average Purchase
40

30

Frequency

20

10
Std. Dev = .43
Mean = 1.24
N = 50.00

0
1.00

Average Purchase

1.50

2.00

Important Factors
Most Important Factor
30

20

Frequency

10

Std. Dev = 1.30

Mean = 2.5
N = 50.00

0
1.0

2.0

Most Important Factor

3.0

4.0

Perception About Internal Decor

Perception about internal decoration
40

30

Frequency

20

10
Std. Dev = .65
Mean = 2.7
N = 50.00

0
1.0

2.0

3.0

Perception about internal decoration

4.0

Customer Service
Customer Service
40

30

Frequency

20

10
Std. Dev = .79
Mean = 3.52
N = 50.00

0
2.00

2.50

Customer Service

3.00

3.50

4.00

Cross Tabulation
Customer perception who buys Tex-Marts
products on an average
Ho: There is no association between Average
purchases of Tex-Marts product and internal
decoration of Tex-Mart
Pierson Chi Square: .425

Cross Tabulation
Customers opinion who are satisfied with the
internal dcor about the customer service of TextMart
Ho: There is no association between Average
purchases of Tex-Marts product and internal
decoration of Tex-Mart

Pierson Chi Square: .425

limitations
and caveats

 Less number of respondents

Unwillingness of the Respondents

concluding
recommendat
ions

Concluding
Recommendations
From the findings of the research it can be concluded that
Texmarts servicescape is not up to the mark and does not
create in anyway a competitive advantage for the company.
Customers hold a negative perspective about the shops
servicescape. They find it gloomy at times; or they find the
music not of good standards; or they find the salespeople not
nicely dressed and welcoming.

Concluding
Recommendations
Consider the particular complain areas and try to fix
it
Appoint a professional interior designer for
renovating the shops
Keep track of changing customer taste and opinion
about Texmart shops.

Questions?