Posted on 6th Nov 2024 01:25:45 AM Marketing
1.1 Introduction
Sericulture of Bangladesh has a long – standing grandeur handed down from generation to generation. Sericulture as a whole has three dimensions viz. agriculture, industry and commerce. Mulberry is cultivated and silkworm nourished in almost all districts in Bangladesh from the time of immemorial among those the greater Rajshahi districts is the most congenital in this respect. Butterfly, as a species of fly, is the organizer of silk. This species, in the form of larve, lives on the leaves on the mulberry and costor plants. Later on, thread like salva (viscid) of the larva makes an oval shaped of small ball. The small ball is called silk cocoon which afterwards, resulted into silk fabric through the various process of reeling, throwing, weaving and printing (Bangladesh Sericulture Board, 1999).
From the ancient time silk fabrics are favored among the higher and higher middle class people of Bangladesh and abroad as a prestige luxury item (Account section of three silk factories).
In the year 2003-2004 the average profit margin of three silk factories was 3.46 (lakh) Taka and the year 1999-2000 the average profit margin was 2.33 (lakh) Taka (Account section of three silk factories).
This factory plays a vital role in our economy through consumption of locally available cocoon, proving employment opportunities, proving quality silk fabrics as import substitutions and proving incentives of cocoon cultivation to thousand of rural people. Most of the silk industry of Rajshahi work under supervision of Bangladesh Small and Cottage Industries Corporation (BSCIC).
1.2 Importance of the study
In private sector silk industry was to make profit but this profit could not enough according to the demand of silk products. In the year 2003-2004 the average production target of three silk industries were 79,000 units but the actual achievement was 69,600 units and the year 1999-2000 the average was 54,000 units but the actual achievement was 52000 units (Appendix – 7 & 8). So every year the gap between target and actual achievement of sales units is increases. Several researchers identified various reasons behind this problem. The present study hypothesized that due to lack of appropriate marketing function the factory is not able to make expected profit. So this study will contribute a great extent to identify the problem associated with marketing the silk product. However the present study may help the silk industry to achieve to following issues categorically:
a) The factory would save time, money and executive talent in day to day operation.
b) The silk factory will able to set definite rules to guide and search the new opportunities.
c) Project decisions of the factory will higher quality.
d) The factory will be able to anticipate any change in the field of marketing environment and take appropriate measures to adjust it to the changing conditions.
1.3 Literature review of the study
Sanjib Kumer Saha, 1996 “Marketing Strategy of the Rajshahi Silk Factory (RSF) – A case Study” reveals that the factory has failed to create important values to its products as desired by the customers. And also he concluded that a marketing strategy and an action program which is vital for the factory to stay in the business. But he avoided the matter like consumer’s motive and marketing problem associated with implement the right marketing strategy to stay in the business.
1.4 Objectives of the study
The purpose of this study is to explore some of changes and examine the problems concerning marketing of silk products. According the objectives of the study will be the following order.
· To identify the actual users of silk products.
· To identify the needs of the customer.
· To identify the marketing problems facing silk products.
· To recommend some ways to solve these existing problem.
1.5 Methodology of the study
To identify the consumer for a given product or marketing problems are the main tasks of any marketing research. In our survey, we have tried to identify the customer for Silk product, and to identify the marketing problem of Silk industry. To perform this task there are two types of respondents such as consumer and other producer. Consumer have been asked to answer about there behavior and consumption pattern and also producer have been asked to answer about their marketing activities.
The sample survey of the study has been confided to Rajshahi city. Altogether 3 producers have been selected out of 15 producers. The selection has been made on the basis of the market awareness. On the other hand altogether 50 household has been selected. The selection has been made on the basis of the stratified random sampling technique, obviously to ensure the representative character of the families of different occupational classes. The occupational classes have been identified as dependent on agriculture and allied activities, workers, businessman, salaried personnel and professional person. Attempt has also been made to collect data from all the male and female heads of the families of the selected household.
But it may not be possible to collect information from all the concerning respondents. In that case at least one of them will have to interview to collect the required primary data. The secondary data have however been collected from books, journals, research reports, periodicals, etc.
The number of respondents from 50 selected households in likely to be (50*2) 100. But in reality, we have been compelled to collect information from only 50 men and 50 women respondent. Out of 50 men respondents, , 50 percent are business personnel, 10 percent are worker, 10 percent are dependent on agriculture and allied activities and the rest 30 percent are professional persons such as doctors, Lawyers, engineers are classified into three major groups. The house wives, virgin and the working women. Out of 50 women respondents 40 percent are house wives, 30 Virgin, and the rest 30 percent are working women.
All data will be analyzed by the simple percentage method and presented by various chart and table.
1.6 Conceptual framework of this study
The main objective of this study is to investigate some of changes and examine the problems concerning marketing of silk products. In behave of this objective researcher accumulate the following issues:
a) Identify the customer regarding the variables like income, age, education and profession of various types of silk products.
b) Recognize the customer motives concerning the variables like price, durability, color durability, social prestige, cheaper to maintain, wearing comfort and easily wearable of assortment of silk product.
c) Discover the present marketing situation regarding product, price, place and promotion of a collection of silk product.
d) Find out the marketing problem of silk industry.
The stimulus of this study is silk product. That’s why the researcher will consider various silk products like Panjabi, Seree, Three Piece and Shirt etc. This study will show the consumption pattern of silk product.
Most of the data of this study collected from primary sources through survey and observation as well as secondary data sources like industries account section and annual plan report. Data will be analyzed by the simple percentage method and presented by the various chart and table.
The result of this study will helpful for the decision maker of marketing section to take decision at the every stage of marketing silk product. The studies identify some marketing problem and also give solution. It will be also helpful for the further research of this section.
The studies identify some marketing problem and also give solution. It will be also helpful for the further research of this section.
1.7 Limitation of the study
In conducting research the following limitations might be considered:
· Lack of authentic secondary data sources
· Time constraints
· Lack of adequate financial support
· Unavailability of previous research work
· Conservativeness of respondents
TABLE OF CONTENTS
Chapter One: Introduction
1.1 Introduction
1.2 Importance of the Study
1.3 Literature review of the study
1.4 Objective of the Study
1.5 Methodology of the Study
1.6 Conceptual framework
1.7 Limitation of the Study
Chapter Two: Customer of silk product
2.1 Customer through Income distribution
2.2 Customer regarding Age
2.3 Customer vis-à-vis Occupation
2.4 Customer by Education
Chapter Three: Consumers motive about Silk
Product
Chapter Four: Marketing Practice of Silk
4.1 Product
4.1.1 Product
4.1.2 Product line
4.1.3 Packaging
4.1.4 Brand
4.1.5 Label
4.1.6 Design
4.2 Price
4.2.1 Payment system
4.3 Distribution
4.3.1 Warehouse and storing facilities
4.4 Promotion
Chapter Five: Overall Problem of Marketing of silk Product and recommendation
5.1 Problem in Marketing of silk
5.1.1 Lack of capital
5.1.2 Design problem
5.1.3 Seasonal demand
5.1.4 High price of raw materials
5.1.5 Loan facilities
5.1.6 Lack of pre-weaving facilities
5.1.7 Lack of proper infrastructure
5.2 Recommendation
Chapter Six: Conclusion
Reference
Appendix
Marketing, Silk, Products, Study, Rajshahi, Silk, Factory, Supervision, BSCIC, Bangladesh, Sericulture, Board, Sharee, Ladies, Dress, Scarf, Orna, Handbags, Koti, Shirt, Panjabi, Tie, Cushion, Cover, Kurta, Pajama, Salwar, Kameez, Fabric
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