A RESEARCH ON SUPER-STORE BUSINESS IN BANGLADESH CONCENTRATION

AREA INCLUDES THE FACTORS FACILITATES ITS EXPANSION

2. A RESEARCH ON SUPER-STORE BUSINESS IN BANGLADESH CONCENTRATION
AREA INCLUDES THE FACTORS FACILITATES ITS EXPANSION Prepared for: Mr. Oli
Ahad Thakur - Senior Lecturer Prepared by: Name ID Ehmed Kushal Imtiaz
043200020 K. M. Monsurul Aziz 043200082 Mohammad Abdullah Zubair Bhuiayn
043200098 Semester 9th Program - Bachelor of Business Administration
Eastern University House # 15/2, Road # 3, Dhanmondi R/A, Dhaka-1205
October 8, 2007
3. October 8, 2007Mr. Oli Ahad ThakurSenior LecturerFaculty of Business
AdministrationEastern UniversityDear Sir:As a part of our BUS 330 course
curriculum, we are pleased to submit you thisresearch report. In our regular
class, you have orally authorized us to do this reporton a particular topic.The
research topic has selected by the group members and the topic is
reallyinteresting. The research topic is - A research on Super-store business
inBangladesh Concentration area includes the factors facilitate its
expansion.Super-store business in Bangladesh is in the growth stage and very
few researchworks have been conducted in this sector. For this reason, we chose
this area asour research field. Our research is an exploratory one. This research
has beenconducted due to enhance the readers knowledge.Kindly accept our
report and oblige us thereby. Thank you for choosing us forworking on this
topic.Yours sincerely,Members of the groupEhmed Kushal Imtiaz K. M. Monsurul
Aziz Mohammad Abdullah Zubair Bhuiayn

4. Table of ContentsTitle Page no.Executive

Summary V1.0 Introduction
01 1.1 Literature Review (Relevant
Background)
02 1.2 Objective of the study
042.0 Research Methodology 0
53.0 Findings of the study
10
3.1 Discussion on findings and observations
134.0 Limitation of the study

155.0 Suggestions for further research

15 Appendix
Bibliography
5. Executive SummaryThis research report is a part of BUS 330 course
curriculum. The primaryobjective of this report is to learn how to conduct a
research and write it down in aformal and specific manner. The secondary
objective of this study comes from theresearch topic which comprises of three
issues: 1. Identify the factors that are most important to consumers in choosing a
super-store 2. Find out consumers degree of satisfaction with the service
provided by the existing super-stores and 3. To get consumers impression about
the super-store shopping in relation to the traditional storesThis is an exploratory
research and quota sampling has been used. Total number ofsample is 70. For
data analysis, hypothesis testing (with z-test and chi-square) andregression
analysis have been used.Consumer ranked convenience as first priority while
choosing super-storeshopping in relation to the traditional one. Cleanliness and
secured environmentwere ranked second and third respectively. Chi-square test
shows that men andwomen are equally aware of brand. Z-test analysis shows
that there is significantopportunity to go for super-store business. Regression
analysis produces a vagueresult which calls for descriptive research in the future.
The analysis of satisfactionlevel and importance level shows that if an
entrepreneur wants to go for super-store business, then emphasize on the
mentioned factors (lower raked satisfactionarea) along with the most important
ones can give the new store a competitiveedge.Limitations of this study include
non availability of sampling frame, respondentsunwillingness to cooperate and
judgmental differences since larger number offemale respondents.The
development of super-store business in Bangladesh is in the growth stage
andvery few research works have been conducted regarding super-store. Thus,
there isa huge room for additional study. The utilization of shelf-spaces for a
particularproduct and its generation of profit volume can be very critical to judge
but willprovide very in-depth findings about profitability. Consumers shopping
pattern isalso a variable of the standard of living and thus, it can be said that the
impacts ofsuper-stores can be a matter of study for sociology and other relevant
socialscience fields. The super-stores are popularizing more readymade foods in
aconvenient way, which can result time saving from cooking and surplus time
forrecreation, workplace, fulfillment hobbies, etc. V
6. 1.0 IntroductionBusiness world never goes with the word Status Quo.
Business world is dynamicand business is a never ending process. Ease of access
to the information, that is,the technological innovation engraves its art in every
aspect of our life. This ismore relevant for the business world since business
closes the gap between themarket place and technology. The more a country
implants the technology in itsbusiness, the more it becomes successful. The
governments are now lessen theirtrade barriers between countries and grab the

open market practices. The worldtends to become a global village. This changes
the form of business all over theworld and it becomes inevitable. In our society,
its impact also has been observed.The emergence of super-store business in our
country gives us the signal to be apart of the global village.Technology makes
communication easier. Today ease of getting information isvery much affordable
as said earlier. Thus, we are exposed to more information.We are becoming more
educated. Now, we can justify more wisely. We do knowwhat is good for us in a
better way. This know-how changes our lifestyles. As weknow differences in
consumers needs, wants, personalities, attitudes, economicsituation,
educational background, personal tastes and social status make ourshopping
pattern different and globalization effect shapes our know-how, thetracking of
consumers shopping pattern becomes a very complex job. Nowmarketers have
to consider different issues while satisfying their customers needs.For example,
in recent study, it has seen that besides the factors as mentionedabove, the
choice of location, buying process, and environment of store alsoinfluence
shopping decisions. Today, shopping pattern does not include the buyingonly but
includes associated aspects of buying, as walking around, windowshopping,
location, surroundings, etc. -17. 1.1 Literature Review (Relevant Background)The traditional store for grocery
shopping can be said as the business (whose salesand assets are not large
enough to influence its environment; Griffin 2002) thatgenerally offer limited
merchandise and provide services mostly by untrained shopworkers. On the
other hand bazar is a location centric concept where manysellers gather their
limited variety of merchandise (mostly perishable) for sales andcustomers
required two transact in every point of sale, which means more timeconsumption
for purchasing full-scale grocery.The evolution of super-store in the United States
and several economical, social,political, technological and educational changes
had complimented to therevolution of super-store in world-wide. At the same
time, developing nations alsofelt the shake of it, as a result of globalization,
though in limited scale till now. Themission of this study toward the contributing
factors behind change in groceryshopping will bring clarity to the analyses.The
change in retail formats came from the concept of open salvages, where
publiccould be let into the stock room and would not create havoc (George
Wedd, 1998).He also focused on those traditional shops which are highly
specialized: stationerssold stationery: greengrocers sold vegetables- so that a
shopping trip had to becarefully planned (George Wedd, 1998).Two terms
appeared as unorganized sector (traditional stores) and organizedsector
(super-stores) and it has been seen as a shift from the first one to the secondone
(Simone Tata, 2003). Accordingly to her, organized retail stores arecharacterized
by large professionally managed format - providing goods andservices that
appeal to customers. She has focused on liberalization, morespending power (to
particular income group), more educated population, and mostimportantly,
exposed to brands and products through television the development oforganized
sector. She also cited that division of joint families giving way tonuclear families,
and the increasing number of working couples also contributed tothe
acceptability of super-store shopping. Moreover, convenience shopping

isbecoming more demandable by the rising number of two income families

(Riche,1987).Social and economical factors like, increase in multiple career
households (meansmore disposable income), and demand for convenience,
quality, and time savings(Doris J. Newton, 2003) made positive correlation to
super-store sales. He alsooutlined the concept of one stop shopping (large
scale of requirementfulfillment; grocery and animal foods, pharmaceutical
products, video rentals, andgeneral merchandise as clothing), which is an
attributable factor behind thesuccess of super-stores. And this success also be
expressed in numerical terms, as -28. super-stores accounted for over 70 percent of total food store sales and 72
percentin grocery store sales in 1992 (U.S. Department of Agriculture).
Packagingtechnology and refrigeration, which provided longer shelf life, led to
weeklyversus daily shopping (Levy and Weitz, 1992).Stock assortment (the
combination of different trades and the enrichment of stockassortment within
particular trades ensures economies of scale) and self service(customers have
access to the goods and may inspect them without the mediationof salespersons
and having assembled her requirements from anywhere in theshop, and pays
once only, at the exit) defined as major attributes of super-stores(W.G.
McClelland, 1962).Hence the main difference from the traditional grocery shops
that super-store isself-service, hassle free food shop and requires one point of
sale. But it is clear thatthis expanding retail formats give consumers more
shopping alternativeness andalso make it more difficult to define market for
many of these (Paul little, 2003).Thats why Johnathan Pearce (2003) contended
that for many people, shopping isan extension of leisure activity not only just an
exchange process of buying foodfor the table. He also added that super-stores
made women easier to leave thehome and go into the work. Otherwise shopping
would take much more time.According to Messinger and Narasimhan (1997)
consumers choice of retailers isprimarily influenced by assortment, price, and
transactional conveniences relatingto shopping time and logistics, and utility or
disutility from the shoppingexperience. Their empirical examination suggested
that greater prevalence of onestop shopping has been a response to growing
demand for time savingconvenience. Messinger and Narasimhan also
acknowledged that transportationand inventory-holding technologies
(refrigeration) are prerequisites to one-stopshopping, which ultimately
complemented super-store development. In storepromotion facilities of superstores are utilized with the hope of increasing sales oftheir merchandise through
impulse buying (Abratt and Goodey, 1990).The term super-store can be said
as a store twice as the size of a regular grocerystores that carries a large
assortment of routinely purchased food and non-fooditems and offers services
such as dry cleaning, post offices, photo finishing, checkcashing, bill paying,
lunch counters, car care, and pet care (Kotler and Armstrong2003). The present
format of the stores, which have been focused in this study, ispopular as superstores/super-shop/super-center in Bangladesh but it matches morewith the
definition of super-store except the attribute of low-cost. Though, inBangladesh
super-store erroneously means shopping malls/shopping centers.[Source:
Journal of Business Studies, Vol. XXVI, No. 1, June 2005] -3-

9. 1.2 Objective of the studyThis report has been prepared for the academic
purpose. This is a part of BUS 330course curriculum. The primary objective of
this report is to learn how to conducta research and write it down in a formal and
specific manner. The secondaryobjective of this study comes from the research
topic which comprises of threeissues:(1) Identify the factors that are most
important to consumers in choosing a super-store(2) Find out consumers degree
of satisfaction with the service provided by theexisting super-stores and(3) To get
consumers impression about the super-store shopping in relation to
thetraditional stores -410. 2.0 Research MethodologyThis is an exploratory research. This study is
not intended to finding any solutionof the problem rather it provides an
orientation to the readers by gatheringinformation on a topic with which he/she
has little experience. It provides greaterunderstanding of a concept rather than
providing precise measurement. Thisresearch has been conducted based on
primary data collection covering the Dhakacity area. Considering the time
constrain and ease of collecting informationstructured questionnaire has been
used for collecting the information. It facilitates this study in several ways: (1)
Let the researchers quick access to the necessaryinformation (2) Make it easy for
the respondent to answer (3) answers are in theform of numerical data (ranking),
thus, easy to analyze and interpret (4) let theresearchers to avoid the effect of
leading question by giving numerous choices (5)the questionnaire has been
moderated by the instructor which increases the scopeof the covering area. The
population of this study covers the individuals who maketheir shopping in the
super-stores. It is a consumer-focused study and the list ofsuper-stores shoppers
is still not reality (no sampling frame available). For thisreason, quota sampling
has been used (non-probability sampling). The controlvariables (sampling unit)
for sampling are-(1) Super-store identification: The super-stores, where large
numbers oftransactions take place at different point of time in a week, were
identified throughobservations. Identified points of sales were Agora, Almas
Super Shop, PrinceBazar Limited, Nandan, and Family World.(2) Day selection:
Friday, Monday and Thursday.(3) Time slot: 11 AM to 12 PM and 4 Pm to 7 PM.(4)
Respondents criteria: Likelihood of more than 18 years old for being capableof
independent judgments and at least three items in his/her basket that
strengthsthe possibility of making transactions. Five respondents were
interviewed in twohours according to the questionnaire to collect required data.
Total sample size is70. Data have been analyzed by using rank order and
statistical tools.Among 70 samples only two errors occur. Both of the errors are
response bias.One is deliberate falsification. Here the respondent gave answer in
order to appearintelligent. The other respondent seemed to misunderstand the
question andunconsciously gave bias answer. No other response errors and
administrativeerrors occur since the researchers were very cautious. A table
given below showsthe steps that the researchers took to protect biasness. -511. Errors Steps taken to avoid Acquiescence Bias (response bias) Well-designed
questionnaire and respondents were given enough choices. Interviewer Bias
(response bias) Let the respondent to fill up the questionnaire by him/her self.
Auspices Bias (response bias) The researchers assure the respondent by saying

that this survey will be conducted only for the academic purpose.Social
Desirability Bias (response bias) No such leading question has been added Data
Processing Error (admin. error) The researchers took enough time to record the
information. All the group members record the information individually then the
recorded information has been checked to one another. Sample Selection Error
(admin. error) The researchers spot quota sampling which reduces the likelihood
of occurring sample selection error significantly. Interviewer Error (admin. error)
Questionnaire had been filled up by the respondent and the researchers closely
monitored the responses. Interviewer Cheating (admin. error) Moral and ethical
concernsTo discuss the reasons for which people go to super-stores instead of
traditionalgrocery stores, satisfaction level of current customers and contribution
of super-stores in our shopping behavior, a Focus Group Interview (FGI) has
beenconducted on 7th September 2007 (Friday). On that day, there were six
people onthe location and the researchers tried to interview those, who are
relativelyhomogeneous and have similar lifestyles and experiences. The
researchers tried tomake sure that every one gets a chance to speak and to ask
questions to clarifytopics that have been introduced in the discussion. -612. For analyzing data the researchers use two statistical tools. One is
simpleregression analysis. For regression analysis, the least-squares method has
beenused. Using the criterion of least squares, the researchers can determine
whetherone estimating line is a better fit than another. Statisticians have derived
twoequations we can use to find the slope and the Y-intercept of the bestfittingregression line. The first formula calculates the slope: XY n XY b =
------------------------ X - n X Where, b = slope pf the best-fitting estimating line
X = values of the independent variable (% Income change) Y = values of the
dependent variable (% change in Expenditure) X = mean of the values of the
independent variable Y = mean of the values of the dependent variable n =
number of data pointsThe second formula calculates the Y-intercept of the line
whose slope wecalculated using the first equation: a = Y bX Where, a = Yintercept b = slope from first equation Y = mean of the values of the
dependent variable X = mean of the values of the independent variableThe
following formula has been used to calculate the Standard Error of Estimate: Y
- a Y b XY Se = ---------------------------- n2The standard error of estimate
measures the variability of the observed valuesaround the regression line. -713. The following formula has been used to determine Sample Coefficient
ofDetermination: a Y + b XY nY r = ---------------------------------- Y nYSample Coefficient of Determination (r) is a measure of the proportion
ofvariation in Y, the dependent variable (% change in Expenditure), that is
explainedby the regression line, that is, by Ys relationship with the independent
variable (%Income change).Coefficient of Correlation (r) is just the square root of
the coefficient ofdetermination. Its sign indicates the direction of the relationship
between twovariables, direct or inverse. r= r -814. The second statistical tool that the researchers use in this study is the
hypothesistesting. For hypothesis testing, both the z-test and chi-square test
have been used.The following formula has been used for z-test: x z =

----------------------- Se Where, z = number of standard deviations from the mean of

a standard normal probability distribution. x = sample mean = population
mean Se = sampling error = ------------ n = population standard deviation n
= size of sampleFor chi-square test, the following formula has been used: (Fo
Fe) = ------------------------ Fe Where, = chi-square statistic Fo= observed
(actual) frequency in the nth cell Fe= expected (theoretical) frequency in the nth
cellFor chi-square test, the researchers need to calculate the degrees of
freedom.Degrees of Freedom (DOF) refer to the number of values in a sample we
canspecify freely once we know something about that sample. Here, DOF =
(number of rows 1) (number of columns - 1)All the hypothesis tests have been
conducted with a significance level = 0.05.The significance level () refers to
the probability of a Type 1 error. Type 1 erroroccurs when we reject the null
hypothesis when it is true. -915. 3.0 Findings of the studyAccording to the survey, consumers ranked
Convenience (in terms of suitableoperating time, adjacent location, one stop
household requirements fulfillment,hassle free environment etc) as first priority
for choosing super-store shopping,which is mostly absent in the traditional option
for the similar products.Consumers ranked Cleanliness as their second criterion
for shopping there, whichis very much desired to them but not available in the
traditional shoppingenvironment. Secured environment (where the chances of
loosing product, pickpocket, snatching, unwelcome touching to ladies most
probably do not arise)ranked as their third priority among the eight criteria for
choosing this kind ofshopping. Appropriate weight and Higher quality both
simultaneously becamefourth priority whereas consumers have chosen product
variety as sixth criterion.Consumer put Responsible price (compared to the
facilities offered) in seventhposition in the ranking for choosing this type of
shopping. Consumers ranked Easyto pay (one point of transaction for all
shopping, different cards acceptability) aseighth criterion for choosing this type
of super-stores.All the presented data provided pivotal guide for drawing
inferences from differentdimensions. Moreover, our observations also explored
some emerging realitiesfrom the perspective of change.Convenience,
cleanliness, and secured environment represent the appeal of super-stores. Price
has less important on the buying decision of most respondents, asreasonable
price is the seventh choice of them. Thus, the average income levelpeople of the
metropolis voluntarily deny their access to these super-stores.We found most of
the respondents simultaneously shop from the option not alwaysto make
comparison between them but also for their purchase requirement,location
advantage, and time availability. Moreover, almost 80% of simultaneousshoppers
allocated higher points for the super-stores for overall advantage inshopping. So
it is easily understandable that a group of non-price sensitive buyers(where
reasonable price and easy to pay the 7th & 8th reason to shop in the superstores for consumers) most likely the upper middle class & upper class
peoplealready moved their face to super-stores from traditional stores.Chisquare test result: Calculated value of (0.426) is less than the criticalvalue of
(3.841). Thus, we do not reject the null hypothesis.Z-test result: The

calculated value of z falls within the accepted region as seen inthe picture. There
is no enough reason to reject the null hypothesis. - 10 16. Regression Analysis results: The sample coefficient of determination r turns
out0.2275. So we can conclude that the variation in the income explains 22.75
percentof the variation in the expenditure.Satisfaction level: According to our
observation the following factors should behighlighted if someone wants to open
up a new super-store since they got thelowest satisfaction rating (1)
Convenient public areas i.e. cleansing room [3.43](2) Knowledgeable employees
[3.43] (3) Handling of return and exchanges [3.46](4) Convenient parking [3.46]
(5) Stores commitment to its promises to dosomething [3.57](6) Store layout for
moving around the store [3.6] (7) Right the first time serviceperformance
[3.6].Importance level: According to our observation the following factors should
beconsidered first when someone trade off between super-stores: (1)
Convenience oflocation [4.66] (2) Friendly employees [4.46] (3) Large selection
of fruits andvegetables [4.40] (4) Offer several brands of a product [4.34] (5)
Fresh fruits andvegetables [4.31] (6) Convenience of parking [4.29] (7) Speed of
the service in thecash counter [4.06]Findings of the FGI:Eight major reasons for
which people prefer super-stores: Convenience Cleanliness Secured Environment
Reasonable Price Higher Quality Appropriate weight Product variety Easy to pay 11 17. Other findings - Though quality is a very subjective mater that is hard to
measure and it varies from person to person. In this FGI result, among six
respondents 3 consented that product quality was improved in super-stores
compared to the traditional stores, 2 respondents said it was partially improved
and only 1 respondent said product quality was not improved in the super-stores
than the traditional stores. From the FGI, it is clearly identified that consumers
impression about the price level of most products in these super-stores is slightly
higher compared to the prices of traditional shopping. According to the FGI, 3
said that super-stores were providing improved packing for their products
compared to the traditional shops. 2 said slightly improved packaging and only 1
said similar type of packaging was provided to their consumers compared to the
traditional stores. 2 respondents impression about the freshness of the superstores perishable goods were slightly higher compared to the traditional stores,
2 respondents said it was higher, 2 said it was similar and no one said it was
lower compared to the traditional stores. Among the 6 respondents, 5 said that
they were getting some extra or additional benefits from this type of superstores. Mainly, these are price discount, free sample, reliable suggestions,
parking facility, expiry date printed, air conditioned environment and
basket/trolley to carry their shopping bags and special offer during some festival
or sometimes they are arranging fruit festival or fish fair. But 1 respondent said
that they were not getting any extra or additional benefits from the super-stores.
According to the FGI, 3 respondents strongly agreed that they were able to
satisfy their all requirements or purposes when they were going to one of the
super-stores. 2 respondents partially agreed with this and only 1 strongly
disagrees with this statement. Among the 6 respondents, 5 respondents were

shopping simultaneously from super-stores and traditional shops and only 1 were
not doing so. - 12 18. 3.1 Discussion on findings and observationsConsumers perception about
higher quality of products (including perishableproducts) is the contribution of
neat outlook of products, space allocation forproducts, and self-selection facility
(which is totally impossible in traditionaloption). Additional benefits and
fulfillment of all household requirements bysuper-stores are incomparable to
traditional stores, which ultimately contributionto the positive image of superstores. The additional benefits are actually theapplication of modern marketing
strategies, which represent the emergence ofprofessional touch at the household
shopping sector in Bangladesh. Marketers alsoblessed with new opportunities as
they can use these super-stores for promotionalcampaign in a secured
environment, possibility of close interaction with theconsumers, CCTV operation
for studying buying behavior in addition to thesurvey.As most of the respondents
consented on higher product quality, improvedpackaging, higher freshness of
perishable goods, availability of additional benefits,fulfillment most of the
household requirement: it seems that the super-stores areproviding more
desirable shopping environment.In case responses on up to date equipment,
neatness of salesperson, physicalestablishment, sales persons problem solving
ability and knowledge of their jobare extremely positive. The researchers
reflection about such response is that, thistype of super-stores is in
contemporary state in Bangladesh and still has a newlook. People are
overwhelmed of it till now and still feeling it as status symbol,very different
shopping environment; thus people are not yet in a position todemand more
desirable facilities from the super-stores.The emergence of super-store also
exemplifies the threat to small business andcorporate business revolution in
Bangladesh. The business once occupied by smallinvestors like, rice mill,
turmeric powder, chili powder, vegetable, fish, meat, etc.are increasingly coming
under corporate umbrella. So the sum of total sales ofmany traditional grocery
stores becoming the total sales of one super-store. Herethe assurance of higher
sales volume in one point of sale means more revenuegeneration, which leads to
less per unit distribution cost for thesuppliers/distributors. This situation also
increases higher bargaining power ofsuper-stores in demanding supplier credit or
large price discounts. The super-storesalso have higher credit worthiness than
individuals as those are under corporateentity. Thus, the super-stores & their
suppliers are becoming complementary toeach other. But such situation may
result in small farmers less bargaining powerfor fair price. Large price discounts
also contributes to achieving economies ofscale in operation. - 13 19. Self-selection is one such important attribute of super-stores which provides
afeeling of independence and self-responsibility. This attribute highly support
pullstrategy of promotion. Thus it has explored more potential & challenges for
themarkets, especially in advertising and packaging. So there is more room
forinnovativeness in conceptualizing, and developing advertising and
packagingdecisions.Inventory management is a challenge for large assortment of
products especiallyfor the chance of pilferage. Developing in information
technology (IT) easedinventory management and payment process for large

basket shopping, whichencourages the development of super-store in

Bangladesh.In convenience stores one identical benefit for the neighbors is credit
facility,which is replaced by credit card acceptance in super-stores. This situation
indicatesto a group of consumer who can exploit this advantage. The present
withdrawal ofrickshaws from major roads also limits many customers entry to
super-stores,which poses new challenge for the location decision of super-stores.
So aparticular target market is going to be shared by rising number of superstores,which will result intense competition. Thus, the researchers suggest
morepromotional aspects like discount through loyalty cards for retaining
consumers toensure repetitive purchase.Chi-square test: Men and women are
equally aware of brand. So super-storeowners should consider offering
standardized product (branded) in their stores.Z-test: The overall satisfaction
level of the super-store customers is 3.90 out offive. Thus it can be concluded
that there is significant opportunity for otherentrepreneurs to startup the superstore business. They can get substantialadvantages by offering facilities that is
absent or partially present in the existingbusiness. The super-store business is in
the growth stage at present.Regression analysis: This study produces an
insignificant relationship betweenincomes versus expenditure in super-store
shopping. The reason is vague to theresearchers. Since this research is an
exploratory one, so this finding calls forfurther research.Satisfaction level &
importance level: If an entrepreneur wants to go for super-store business, then
emphasize on the mentioned factors along with the mostimportant ones can give
the new store a competitive edge. - 14 20. 4.0 Limitation of the studyAbsence of super-store shoppers list is the main
limitation, for which non-probability sampling has been used. Respondents
unwillingness to answer thequestion is another limitation. It is also noted that
more females than malesresponded to the survey. This may be one of the
cultural impacts that females aremore familiar with the low involvement product
or grocery items. Thus,judgmental differences because of gender may have
reflected in this study.5.0 Suggestions for further researchThe development of
super-store business in Bangladesh is in the growth stage andvery few research
works have been conducted regarding super-store. Thus, there isa huge room for
additional study. The utilization of shelf-spaces for a particularproduct and its
generation of profit volume can be very critical to judge but willprovide very indepth findings about profitability. Consumers shopping pattern isalso a variable
of the standard of living and thus, it can be said that the impacts ofsuper-stores
can be a matter of study for sociology and other relevant socialscience fields.
The super-stores are popularizing more readymade foods in aconvenient way,
which can result time saving from cooking and surplus time forrecreation,
workplace, fulfillment hobbies, etc. - 15 21. Appendix
22. Questionnaire 1
23. Dear Sir/Madam:I am a student of BBA, Eastern University. I am conducting a
researchon the Super store Industry in Bangladesh. All information collectedwill

be kept confidential and used only for academic purpose. If youare over 18 years
old and a regular customer of retail stores, we wouldgreatly appreciate it if you
complete this questionnaire.Thank you.
24. Your gender__ Male FemaleWhat is your age? 18 - 25 26 - 35 36 - 45 46 - 55
55 - and overPlease indicate your approximate monthly household income Under
TK10,000 TK10,001 - TK20,000 TK20,001 TK30,000 TK30,001 TK40,000
TK40,001 TK50,000 TK50,000 and overPlease indicate your approximate
monthly expenditure on superstore TK0 TK2,000 TK2,001 TK5,000 TK5,001
TK10,000 TK10,001 TK15,000 TK15,001 TK20,000 TK20,000 and overPlease
indicate how many times do you visit superstore a month? 0 to 5 6 to 10 11 to 15
More: Are you a brand loyal? Yes No
25. Are you satisfied with the service of super-store currentlyoperating in the
market? Give your opinion as per yourimportance level. Level of importance
___1___ ___2___ ___3___ ___4___ ___5___Stores are well decoratedMaterials
associated with this stores service(such as shopping bags, catalogs, or
statements)are visually appealing.This store has clean, attractive, and
convenientpublic areas (restrooms, fitting rooms).The store layout at this store
makes it easy forcustomers to find what they need.The store layout at this store
makes it easy forcustomers to move around the store.When this store promises
to do something by acertain time, it will do so.This store performs the service
right the first time.This store has stock available when thecustomers want it.This
store insists on error-free sales transactionsand records.Employees in this store
have the knowledge toanswer customers questions.Employees in this store are
never too busy torespond to customers requests.This store gives customers
individual attention.This store willingly handles returns andexchanges.When a
customer has a problem, this storeshows a sincere interest in solving
it.Employees of this store are able to handlecustomer complaints directly and
immediately.
26. This store offers high quality stock.This store provides plenty of convenient
parkingfor customers.This store has operating hours convenient to alltheir
customers.This store accepts most major credit cards.Please rank the following
factors (1 to 8) according to their relative importance whilechoosing a superstore: 1. Convenience _________________ 2. Cleanliness _____________ 3. Secured
environment _____________ 4. Reasonable price ________________ 5. Higher quality
__________________ 6. Appropriate weight ____________ 7. Product variety
______________ 8. Easy to pay ____________
27. Questionnaire 2
28. Dear Sir/Madam:I am a student of BBA, Eastern University. I am conducting a
researchon the Super store Industry in Bangladesh. All information collectedwill
be kept confidential and used only for academic purpose. If youare over 18 years
old and a regular customer of retail stores, we wouldgreatly appreciate it if you
complete this questionnaire.Thank you.

29. Your gender__ Male FemaleWhat is your age? 18 - 25 26 - 35 36 - 45 46 - 55

55 - and overPlease indicate your approximate monthly household income Under
TK10,000 TK10,001 - TK20,000 TK20,001 TK30,000 TK30,001 TK40,000
TK40,001 TK50,000 TK50,000 and overPlease indicate your approximate
monthly expenditure on superstore TK0 TK2,000 TK2,001 TK5,000 TK5,001
TK10,000 TK10,001 TK15,000 TK15,001 TK20,000 TK20,000 and overPlease
indicate how many times do you visit superstore a month? 0 to 5 6 to 10 11 to 15
More: Are you a brand loyal? Yes No
30. Provides nutritional information about productsWide selection of national
(local) brandsCustomized product offerOffers a variety of health and personal
careproducts (Herbal product)Large selection of fruits and vegetablesPlease rank
the following factors (1 to 8) according to their relative importance whilechoosing
a super-store: 1. Convenience _________________ 2. Cleanliness _____________ 3.
Secured environment _____________ 4. Reasonable price ________________ 5. Higher
quality __________________ 6. Appropriate weight ____________ 7. Product variety
______________ 8. Easy to pay ____________
31. We would like to find out what is most important to you in choosing a
superstore. Below are anumber of descriptors about superstores. Please select
the answer that best expresses howimportant you think the factor is IN
SELECTING A SUPERSTORE. Level of importance ___1___ ___2___ ___3___ ___4___
___5___Fast checkout (Speed of the service in cashcounter)Exclusive food
sectionLow priced specials (discount offers)Close to where you live
(location)Offers coupons in newspaper adsCourteous, friendly employeesOffers
generic products (common food i.e. rice)Financial support (installment
payment)Offers several brands of a productConvenience of parkingFresh fruits
and vegetablesPharmacy facility in a storeWide selection of ethnic food i.e. pork
meat forHindusOpen 24 hoursWide selection of stores own brandHas bakery in
the store
32. Data
33. Ranking Table as 2nd choice as 3rd choice as 4th choice as 5th choice as 6th
choice as 7th choice as 8th choice as 1st choice Store Selection Total Value
calculated for rank orderConvenience 23 19 15 5 6 1 1 70 460Cleaness 25 19 11
9 1 1 1 3 70 456Secured E 10 14 15 5 6 11 2 7 70 361Reasonable P 3 5 3 5 5 8
22 19 70 209Higher Quality 3 4 10 14 12 13 8 6 70 291Appropriate weight 2 3 8
16 20 10 5 6 70 291Product variety 1 6 7 12 16 11 13 4 70 279Easy to pay 2 1 5
4 15 18 25 70 169 * Here, Choice Assign Value 1st choice 8 2nd choice 7 3rd
choice 6 4th choice 5 5th choice 4 6th choice 3 7th choice 2 8th choice 1 For
example, if anyone give Easy to pay as 1st choice then we counted he/she gave
8points to Easy to pay