Posted on 19th Oct 2024 07:32:34 PM Marketing
1.1 Introduction
The important of retail marketing of consumer goods is increasing in recent years, as volume of import and production in being increased. Manufactured and imported consumer goods must be marketed to the consumers through the retail shops and a substantial part of it is marketed in Rajshahi City. Retail marketing practices and the efficiency of retail shops is important in developing country, because when goods are manufactured and imported on large scale. But consumer get benefit of lower price through competitive large scale import and production only if retail shops are able to deliver Goods to the ultimate consumers in the firm, time and place these are needed.
It is well known that the data relating to the characteristics and behavior of retail shops in Rajshahi City are very little.
The basic problem of undertaking a sample study of retail shops in Rajshihi City is that there is no up-to-date list of permanent retail shops that could us to form a sound frame of sample. In this circumstance, we decided to make area sampling on the basis of map of Rajshahi City. We select four-sample area on random basis. From these four sample area, we were selected some of categories and each of them two for a total sample.
2.1 Methodology
The study has used area sampling in the research. The study has divided the City into 4 sample areas, as retail shops are distributed throughout the Rajshahi City. It has attempted to use primary and secondary sources.
2.2 Data collection procedure
a) Primary source: For this research a structure questionnaire has been used for collecting data from retailers.
b) Secondary source: On the other hand, the secondary data has been collected from the following sources:
· Rajshahi City Corporation trade in-charge.
· Previous reports.
· Different books and journals.
c) Sample Area: The study has divided Rajshahi City into four sample areas that mention as below.
Table 1: Showing the allocation of the sampled shops in different centers around the four sample random points.
Location of sample area | Number of sampled shops |
University Area | 10 |
Shaheb Bazar Area | 15 |
New Market Area | 10 |
Court Bazar Area | 10 |
Total | 45 |
Table 2: Showing the distribution of different categories of shops of sample.
Type of retail shop | No. of sampled shops |
Food products | 5 |
Book shop | 5 |
Pan cigarette | 7 |
Stationary | 7 |
Readymade garments | 5 |
Medicine | 4 |
Grocery | 5 |
Shows | 4 |
Industrial goods | 3 |
Total | 45 |
The ultimate sample size was 45 and its area wise distribution is given table-1. The distribution of different categories of shops is given table-2. The study has used judgment method in each area fixing the total number of samples in an area. The number of sample was not less than 10 or more than 15 of different sample areas. This was done only because we did not know the total number of shops in the entire sample area.
It would be better if the study had known the total number of retail shops in Rajshahi City by categories in each area in 2003. Unfortunately the record was not available.
Table 3: Statistics of retail shops in 2003 at Rajshahi City
Name of the shops category | Number | License fees (Tk) |
Department store | 50 | 600 |
Grocery | 1500 | 100 |
Workshop | 120 | 400 |
Welding | 50 | 200 |
Medicine shop | 1000 | 100 |
Tailor’s | 400 | 100 |
Readymade garments | 200 | 100 |
Cloth & wears | 150 | 100 |
Hardware | 200 | 100 |
Rod cements & hardware | 100 | 500 |
Pan-cigarette | 400 | 100 |
Confectionary and food products | 50 | 300 |
Stationary | 300 | 150 |
Restaurant | 400 | 300 |
Residential hotel A/C | 3 | 3000 |
Non A/c | 56 | 1000 |
Chinese hotel | 8 | 450 |
Fast food shop | 12 | 350 |
Electronic shop | 40 | 500 |
Book shop | 70 | 100 |
Shoes shop | 150 | 100 |
Jewelers | 200 | 300 |
Fruit shops | 100 | 100 |
Meat (Beef) seller | 90 | 100 |
Fertilizer and pesticides | 30 | 300 |
Vegetable seller | 300 | 100 |
Stationary | 150 | 100 |
Buy-cycle seller | 50 | 150 |
Industrial goods | 100 | 150 |
Telephone and mobile | 40 | 300 |
Vehicles shop | 15 | 500 |
Others (Hatchery, Bamboo seller, Type writer, Coaching center, Photocopier etc) | 200 | 150 |
Total | 6534 | - |
Source: Trade in charge Rajshahi City Corporation.
2.3 Limitations
To draft a resourceful report it has no alternatives of more information. That is why the study always have tried heart and soul to collect more and reliable data regarding the study. In spite of my extreme effort to collect more data, some limitations may have in the study for several reasons such as-
a) Although I have studied two subjects i.e. Research methodology and Marketing research etc. I have lack of practical experience about research, which could help to develop more techniques in collection of data.
b) To make a good report, it is needed more time. That’s why for lack of sufficient time, I could not collect more data. Although the Department have informed me about the internship program one year ago, it is not possible to provide more time than the other courses separately as it is also treated as a course.
c) As sometime, the retailers are not interested to provide more and actual information, so my analysis and recommendations may not absolutely correct in real situation.
d) I have to be made the sample size in small due to short of time and huge cost of data collection. All types of research techniques are not to be used.
2.4 Literature review and concepts
There is no study and research work that has done over evaluation of retailing in Rajshahi City. But there are few study has been done on retailing in 1965 and 1987 under the Bureau of Economic research and Bureau of Business Research in Dhaka University respectively. These researches have discussed briefly as below:
i) Retailing of consumer goods in East Pakistan: This research study was done by a research team that include FAROUK, A. and SAFIULLAH, M. in collaboration with ALI, M:, BOQUER, A.A.M, KHALED, A. and TALUKDER, R.B. The report on the retailing of consumer goods in East Pakistan is the first in the country to study some of the consequences of the rapid development of Industries in Pakistan during the first and second five year plans. The object if the study was to identify some of the marketing problems of those domestic manufacturers in particular.
Some of the finding of this research may have policy implications. For instance, it appears that many of the elements of inefficiency in our evaluation of retailing are beyond the control of the numerous small retailers themselves.
ii) Evaluation of retailing in Dhaka City: This research was done by A. FAROUK, professor of marketing in Dhaka University at December 1987. Marketing problems and practices are changing rapidly in urban Bangladesh, despite our economic backwardness and poverty. The fieldwork of this survey for the City of Dhaka University, Marketing Department, Directed by A. FAROUK of the Bureau of Business research in 1986.
Therefore, there is no study notably especially on evaluation Retailing in Rajshahi City now at yet so far as I know from various sources. That’s why I was interested and my honorable supervisor also encouraged me to carry out the study on Evaluation of retailing in Rajshahi city.
CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Introduction
1.2 Need for the study
1.3 Objectives of the study
CHAPTER TWO: METHODOLOGY
2.1 Methodology
2.2 Data collection procedure
a) Primary sources
b) Secondary sources
c) Sampling area
2.3 Limitation of the study
2.4 Literature review & concepts
CHAPTER THREE: SOME CHARACTERISTICS OF THE RETAILERS
3.1 Ownership of retail shops in Rajshahi City
3.2 Age of the retail shops
3.3 Working hours of the retail shops
3.4 Variation of sale during a month
3.5 Other business of the retailers
3.6 Salaried staff in a retail store
3.7 Sales volume of retail shops and shops rent
3.8 Male and female customers in the retail shops
3.9 Financing of retailers
3.10 Sources of supply of goods for the retail shops
3.11 Importance of imported goods in the retail shops
3.12 Size of the working capital
CHAPTER FOUR: POLICIES AND PROBLEMS OF THE RETAILERS
4.1 Methods of attracting customers by retailers
4.2 Pricing policy of retailers
4.3 Major risks in the retail business in Rajshahi City
4.4 Education of retailers
4.5 Opinion on the present condition of the retail business
4.6 Problems of retail marketing in Rajshahi city
CHAPTER FIVE: COST MARGIN AND EFFICIENCY
5.1 Elements of cost
a) Transportation
b) Rent
c) Salary
d) Taxes
e) Storage
5.2 Price spread and retailers margin
5.3 Retailing policies emphasized by the respondents
CHAPTER SIX: RECOMMENDATIONS
Conclusion
Recommendations
Reference
Bibliography
Appendix-A Tables
Appendix-B Questionnaires
Internship, Report, Evaluation, Retailing, Rajshahi, City, Bangladesh, Transportation, Rent, Salary, Taxes, Storage, Cost, Margin, Efficiency, Policies, Problems, Retailers, Ownership, Retail, Shop, Store, Male, Female, Customer, Food, Products, Book, Pan, Cigarette, Stationary, Readymade, Garments, Medicine, Grocery, Shows, Industria
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