Abul Khai Steel Consumer Behavior

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Abul Khair Steel:
An analysis of consumer behavior and Marketing Strategy
[pic]

Abul Khair Steel: Consumer Behavior based on the survey

Prepared for:
Md. Farhan Faruqui
Senior Lecturer
Department of Business Administration
East West University

Prepared by:
• Sabrina Hoque (2008-1-10-073)
• Jubayer Hossain (2008-2-10-017)
• Md. Nahid Hasan (2008-2-10-053)
• Tahsina Afreen (2008-2-10-064)
• Sharmin Alam (2008-2-14-009)

Date of submission: April 6, 2011
Table of Contents

Executive Summary……………………………………………………………….…..4 1. Introduction…………………………………………………..……………………5 1. Origin…………………………………………..………………..…………….5 2. Objective……………………………………………………………….……...5 3. Scope……………………………………………………….……………….…6 4. Limitation……………………………………..………………….……………6 5. Methodology ………………………………………….………………....……6 2. Company Profile……………………………………….………………………….7 3. Product Profile………………………………………...…………………………..8 4. Marketing Strategy and Consumer Behavior………………….…………………..8 1. Market Segmentation………………………………………………………….8 2. Marketing Mix Modification……………………...…………………………..9 5. Analysis of Abul Khair Steel………………….......……………………………..12 1. Gender………………………………………………………………………..12 2. Type of House people lives in……………………...………………………..13 3. Education……………………………………….……………………………14 4. Personality test………………………………….……………………………15 6. Nature of consumer behavior…………………………………………………….15 1. External Factors……………………………..……………………………….15 1. Geographical…………………………...…………………………….16 2. Demographical……………………………………………………….16 3. Sociological…………………………………..………………………18 2. Internal Factors………………………………………………………………21 1. Perception………………………………………..…………………..21 2. Learning…………………………………………...…………………23 3. Memory……………………………………………...……………….25 4. Brand image and Product positioning…………………..……………26 7. Behavioral Component……………………………………………….………….27 8. Recommendation ……………………………………………………..…………29 9. Conclusion…………………………………………………………….…………29 10. Bibliogrpahy…………………………………………………………………….30 Executive Summary:

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization.  It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. On the other hand Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. So Understanding consumer behavior and knowing customers is never simple. Understanding of consumer behavior is very much necessary for a successful marketer. ABUL KHAIR STEEL newly established Automatic Re-Rolling Mill in the country located at Chittagong. After many challenges and years of experience ABUL KHAIR STEEL becomes a pioneer of steel products in Bangladesh. ABUL KHAIR STEEL is a trusted name in steel industry in Bangladesh. They are known for quality, excellence personalized customer support services. They have large base of satisfied customers in domestic and international market. In this study, we have tried to study the consumer behavior, their buying pattern, their learning process, and their attitude components and so on in order to examine about consumers’ approaches to ABUL KHAIR STEEL....
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