1.1. Origin of the report:
The main reason for preparing this report is to fulfill the requirement of our business communication course in first semester. Another important reason is to determine the consumer characteristic of ACI iodized salt. Salt is the most important element of cooking. Due to actions taken by the different health care organizations, people are being more and more aware of the importance of using iodized salt. People are looking forward to buy a product on which they can rely about their need of iodine. This calls for determining the consumer characteristics of our company. This report includes all the characteristics of its consumers. I think these things will highly benefit the organization.
1.2. Problem and purpose:
The topic of the report is “consumer characteristics of ACI salt”. The main idea of the report is to identify the consumer characteristics of the consumers of ACI salt. The purpose of the report are-
a) To select the target market easily after this research. b) To know the buying pattern of the consumers’.
c) As iodized salt is a convenience product, price is one of the major factors that influence the target market. So it is very important to fix the price according to the customers’ satisfaction. So the report will be helpful to determine the price. d) To know what are the alternative brands consumers’ use and their switching behavior, e) Recommendations in the light of findings.
1.3. Historical background:
“ACI has recently launched a unique product for the first time in Bangladesh in its food items category, ‘ACI Salt’. ACI Salt was launched in 2005. The best in its kind, ACI Salt is vacuum evaporated, free flowing and rightly iodized. Vacuum evaporation technique gives the product the utmost purity as it is free from all kinds of dirt. It is also very porous and free flowing. Iodine is coated in every single grain which makes it an essential product for the children; the absence of right quantity of iodine in their food may cause mental disability to them.”( http://www.aci-bd.com/corporate1.html, 25th july,2008) ACI has set up its salt refining plant in Rupganj, on the banks of the Shitalakhya River. The plant produces refined iodized salt through Thermal Evaporation System. ACI has used technology from China Heavy Machineries Corporation (CHMC) in establishing the plant. The end product is of high quality, free-flowing salt with even, crystallized grains. The iodine content of ACI salt has a stability of more than 6 months. The project has been undertaken at an approximate cost of Taka 32 crores.
1.4. Literature review:
a) Product: a good service or idea, including all the tangible and intangible characteristics provided in an exchange between buyer and seller. ( Kotler, 2005) b) Price: the value that a buyer exchanges for a product in the market transaction. ( Kotler, 2005) c)
Promotion: the communication of favorable, persuasive information about a firm or a product in order to influence potential buyers. ( Kotler, 2005) d) Placement/Distribution: making the product available to the target market. ( Kotler, 2005) e) Target Market: set of actual potential buyers. (Kotler, 2005) f) Scope: the boundaries of the problem. (Lesikar, and Flatley,.2005) g) Brand: a name, symbol or design that identifies the goods and services of one seller and distinguishes them from the goods and services of the competitors. (nickels, Mchugh & Mchugh, 2007)
1.5.1. Data collection method:
184.108.40.206. Data Sources:
This research is carried out using primary source of data which is collected through structured questionnaire and personal interview. 220.127.116.11. Sample:
The housewives of the Dhanmondi, Mohammadpur and Mirpur area of Dhaka city is the sample of this survey. I have chosen the housewives as the sample because they are the main consumers of salt. If we can determine their...