Consumer Promotion

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A RELATIONAL STUDY ON CONSUMER PROMOTION, PRICE PERCEPTION, PRODUCT QUALITY PERCEPTION AND BRAND LOYALTY IN THE CONTEXT OF DETERGENT MARKETS IN BANGLADESH

by

Muhammad Mashfiq Huq ID: 0131001

Internship Report Presented to Fulfill Requirements for the Degree Bachelor of Business Administration

INDEPENDENT UNIVERSITY, BANGLADESH December 2005

A RELATIONAL STUDY ON CONSUMER PROMOTION, PRICE PERCEPTION, PRODUCT QUALITY PERCEPTION AND BRAND LOYALTY IN THE CONTEXT OF DETERGENT MARKETS IN BANGLADESH

A RELATIONAL STUDY ON CONSUMER PROMOTION, PRICE PERCEPTION, PRODUCT QUALITY PERCEPTION AND BRAND LOYALTY IN THE CONTEXT OF DETERGENT MARKETS IN BANGLADESH

by

Muhammad Mashfiq Huq ID: 0131001

has been approved November, 2005

____________________________ Mr. Muzahid Akbar Senior Lecturer School of Business Independent University, Bangladesh

December 6, 2005 Mr. Muzahid Akbar Lecturer, School of Business Independent University, Bangladesh

Sir, With great pleasure I submit the Internship report on “A relational study of consumer promotion, price perception, product quality perception and brand loyalty in the detergent market of Bangladesh”. I expect this report to fulfill the requirements of my internship program (BBA 449) at Unilever Bangladesh Limited. I have put in my best efforts to make this report a success. However, I am sure that this report could have been a more superior one, if it had not been my first time to conduct such a relational study. However this has obviously been a great source of learning for me to conduct similar research studies in future. I would like to express my sincere gratitude to you for your guidance and suggestions in preparing the report. I will be happy to provide any further explanation regarding this research report if necessary. Thanking You. Sincerely yours,

Muhammad Mashfiq Huq ID# 0131001

Acknowledgements
In preparing this report a considerable amount of thinking and informational inputs from various sources were involved. I express my sincere gratitude to everyone who contributed towards making this research report possible. Major contributions were received from officials at Unilever Bangladesh Limited and Independent University, Bangladesh. First of all I would like to thank the authorities of Unilever Bangladesh Limited to give me the prized opportunity to do my internship at their prestigious organization. The experience and knowledge gained at Unilever Bangladesh Limited helped me immensely to address and understand all the elements related to my report, which I otherwise would not have understood so well. I would like to specially thank my supervisor at Unilever Bangladesh Limited, Mr Rajeeb Bhattacharjee, Product Group Manager for Wheel, for his absolute support, co-operation and encouragement that he extended to me from the very first day. In spite of having a very busy schedule, he made sure in every way that I acquire the best possible exposure and knowledge during my tenure as an intern under him. My sincere gratitude goes to my internship supervisor Mr. Muzahid Akbar, for encouraging me at the very first place, to undertake such a relational study to fulfill my internship requirements. He gave all the time and attention, which I needed to complete my research and compile my report in as much orderly way as possible. Last but not the least I would like to thank the respondents of my survey, for sparing the time to fill out the questionnaires. This research would not have been possible without their valuable inputs.

Table of Contents
Page Executive Summary 1.0 Introduction 1.1 Statement of the Problem 1.2 Purpose of the Study 1.3 Research Timeline 1.4 Limitations 2.0 Review of Literature 2.1 Consumer Promotion 2.2 Price Perceptions 2.3 Product Quality Perceptions 2.4 Brand Loyalty 2.5 Relation between consumer promotion and product quality perception 2.6 Relationship between price perception and product quality perceptions 2.7...
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