Marketing of Dashi Dos

_____________________________________________1.
Executive
Summary
This research purposes to find out the purchaser and non purchaser of desi
dos. Various key factors like Price, Location, Interior Decoration of the outlets,
Availability of store in different location, Traditional clothing line, Designers,
Store Image that influence customers to visit desi dos and also to make
purchase decision. We also tried to find out the mostly visited items and
mostly purchased items. We found out the most important attributes for desi
dos like Number of store, Addition of new items, Aggressive advertising,
Amenities such as membership card, discounts, coupons to improve their
service and brand image. Based on our research objectives and other related
subjects of the research, we developed few hypotheses for it, which we have
tested by our primary and secondary data that we have collected by survey.
The data we have collected can be divided into two categories are Primary
Data and Secondary Data. Primary data refers to the data collected from the
survey that we have conducted among the samples of the target consumers
who are assumed as representatives of the target population.
Secondary
data refers to the data that we have collected from various articles,
magazines and websites. Our research is a combination of both Quantitative
and Qualitative methods of obtaining data. We found that there is a break in
between customers expectation and actual service. After that, we have used
those data for testing our hypothesis. Primary data collection for our study
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was done by questionnaire survey. We have made the questionnaire by

matching
our
hypothesis
as
well
as
our
research
objectives.
This
questionnaires were provided straightly to the respondents and we the

recorded the collected data and tested it through SPSS. We have chosen
respondents within the population who were representative of our target
segments. As we attempted to accomplish the study on sample respondents
who were aware of fashionable clothing and frequently visits clothing store
most (62.5%) of our respondents were young among 18-23 years and 51.4%
of them were male. Most of the respondents visits two stores sada kalo
(22.2%) and kay kraft (16.7%). 50.0% respondents are satisfied about their
product line.
Among the respondents 81.0% has monthly expenditure in between 1-5000
tk. And 93.1% has in between 1-10000 tk. So, Desi dos should make their
price range that a customer can frequently visits their stores. We got that
61.1% of our respondents are aware of desi dos but among them only 40.3%
are purchaser. We solved this problem for desi dos to make the aware and
non purchaser people into purchaser by developing some very important
attributes. Among them price is one of the important factors to which 83.3%
of our respondents agrees. For location 73.3%, for interior design 71.1%, for
availability of stores in different location 70.0%, for traditional clothing
71.7%, for designer 75.0% and for store image 81.7% of respondents
considers that an important factor. We proposed some factors to improve
desi doss customers and brand image. They should increase their no. of
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stores through the city. 60.0% of our respondents agreed with that. Addition
of new items can also improve their position with which 66.7% of our
respondents
agreed.
Moreover
facilities
such
as
membership
cards,
discounts, coupons can also encourage people to buy from there. 70.0% of
our respondents agreed with that. Besides aggressive advertising can also be
a competitive advantage for desi dos. We tried our best to make the report
realistic and logical within some limitations even. We think that Desi dos
have a huge opportunity to build a strong position among countries clothing
store if they can serve the customers according to their expectation.
_____________________________________________________2.0 Deshi
Dosh
Deshi Dosh is a well known name to people of Dhaka city. It is an
arrangement of ten outlets which is situated at Bashundhara City
approximately one year ago.Ten established fashion house of Bangladesh
open outlet under one roof and named it Deshi Doshat Bashundhara City.
These fashion houses are:
1. Rang
2. Nipun
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3. Probortona
4. Nogordola
5. Shada kalo
6. Kay Kraft
7. Banglar Mela
8. Anjans
9. Bibiyana
10.
Deshal
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Rang has passed 14 long years as a prime boutique house in our country.
Since a modest inception in the year 1994 as a local boutique shop to
enhance and promote local culture, Rang has established itself as a unique
and a prime boutique shop and a fashion house of innovative design.
Rang has diversified its product from Punjabi, Sarees, 3 pieces to Fatua,
Lungi, T-shirts, Orna, bed covers, blouse pieces and gift items such as
Ornaments, Mugs, C.Ds, Ladies bags, College bags, mobile bags, bangles
etc. All these items are unique in design and quality.
We use local indigenous fabrics of Cotton, Khadi, Silk, Halfsilk, Katan and
Muslin to design our product.Rang collects best raw materials and use all
available process of designs to make its products unique.Rang is growing in
all aspect of designs, texture, color and of latest trend.
Rang is one of the prominent outlet among the ten fashion outlet of Deshi
Dosh.
Rang has a promise to color you and your life, so you be happy and
content in all the way!
Nipun is the pioneer to have the revolution in the dress pattern that has a
meaningful combination between modern trends and traditional culture.It
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may be mentioned that Nipun is a fashion house dedicated to serve the

customers with the best qualities of dress since 1973. The slogan of the
fashion house is "Fashioner Nipun Karigor."
Nipun has a huge collection of men, women and kids wear. Keeping in mind
the special demand of the customers for the Pohela Baishakh Nipun has
enriched its collection. Some domestic essential and gift items are also
available at Nipun.
Probortona
Probortona is one of the well established fashion house of banngladesh.

Probortona offers Punjabi, Sarees, 3 pieces to Fatua, Lungi, T-shirts, Orna,
bed covers, blouse pieces and gift items such as Ornaments, Mugs, C.Ds,
Ladies bags, College bags, mobile bags, bangles etc in their own fashion.
Nogordola is a reputable fashion house of Bangladesh. Nogordola has a huge

collection of mens and womens wears, gift items, decorative items,
ornaments, bags, etc. The decoration of the outlets is very beautiful which
attracts the consumer.
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Nogordola focuses on customer satisfaction through quality product and

reasonable price.
Shada Kalo is now number one fashion house in Bangladesh. It has an own
fashion style. Shada Kalo is now very popular with us. Most of the Dhaka
citys people like to ware SHADA KALOs dresses. All most they have 20
showrooms in Dhaka city including Deshi Dosh at Bashundhara City.
They use two common colors Whit & Black. All designs are related with
bangle culture. They try to mix up new and old fashion in their design. Shada
Kalo is doing very good in their concept. They try to make a new track for
bangle culture.
Kay Kraft has become the best fashion house for the fashion and trend
lovers. The main target of Kay kraft is to achieve the satisfaction of the
customers by the quality, color and design. Kay Kraft always prefers the
customers' choice first, so that its products have got maximum acceptance.
For men's wear Kay Kraft they is offering fatuas, panjabis, shirts and T-shirts,
and for women the store offers sarees shalwar kameezes and ladies fatuas.
To top it off, it also offers children's wear. Be sure to look out for their men's
fatuas and also the wide range of sarees.
Kay Krafts outlets are located at Rangs Anam Plaza (Sobhanbag), Baily Road,
Kemal Ataturk Road, Malibagh and at Deshi Dosh in Bashundhara City.
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Banglar Mela started its operation from May 2001 add within this time it has
achieved the position of one of best-branded cloth showroom of handloom in
the town.
The concept of Banglar Mela was to prove that, it is possible to create
panoramic designs of cloths by using local and traditional fabrics. And to
promote them in the market with a reasonable price. And till now, they
execute their operation according to their philosophy.
For male, there are various kinds of Fotua, Shirt and Punjabi. For Female
there are eye-catching newly designed sarees, and fusionizid traditional
outfit, which will definitely be a hit with in young generation girls. And for
children also there is presence of beautiful and colorful designed cloth.
Their newly introduced items are household items like bed covers, cushion
cover, Thanes of Bunon and Printed cloths and blouse pieces. And their
special attraction is terracotta items.
And at last, but not the least the ash colour with a blend of red and black and
the chemistry of wrought iron with traditional taat frame has created a
marvelous surrounding inside the showroom and has already created its
appeal with in the customers for its prefect shopping atmosphere and quality
of its clothes.
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Anjans is one of the well established fashion houses of Bangladesh.

Anjans offers Punjabi, Sarees, 3 pieces to Fatua, Lungi, T-shirts, Orna, bed
covers, blouse pieces and gift items such as Ornaments, Mugs, C.Ds, Ladies
bags, College bags, mobile bags, bangles etc in their own fashion.
The entire environment of Anjans outlet is very attractive and people love to
shop at Anjans.
Bibiyana is a reputable fashion house of Bangladesh. Bibiyana has a huge

collection of mens and womens wears, gift items, decorative items,
ornaments, bags, etc. The decoration of the outlets is very beautiful which
attracts the consumer.
Bibiyana focuses on customer satisfaction through quality product and
reasonable price.
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Deshal is a name of a popular boutique house of Bangladesh.

From the time immortal, different types of art style have been devolved in
various parts of the world. Not only Bangladeshi art, but, Deshal also thinks,
each and every type of local or native art form of the world is to be highly
appreciated. Besides different experiments, Deshal wants to conceive and
introduce that native art heritage of the world in their dress. They have been
trying to convey it in their colors, lines and designs.
On the other hand, they never forget about mass people. They do not want
to sell their product in high price. One of their goals is to introduce their
creations to the mass people within an affordable price, but of course with
good quality of colors, designs and fabrics.
_____________________________________3.0 STATEMENT OF THE

PROBLEM
The current scenario in the fashion outlets represents that there is going trend.
Bangladeshi fashion houses are moving forward with their ongoing latest design and
brand creation. As the designers are focusing on traditional design, more consumers
are also encouraged to buy these items.
There are a lot of factors that are affecting not only the designing factors. Deshi
Dosh is a new concept developed by the 10 Clothing outlets. All of the brands are
Bangladeshi brand and they created a new concept to bring the Bangladeshi brand
under one umbrella brand Deshi Dosh. But how well they have succeeded creating
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this brand and how consumers have taken these brands are the question. So there
is a gap and we are trying to find out the factors and the satisfaction level of the
consumers regarding the brand Deshi Dosh.
___________________________________3.0 RESEARCH OBJECTIVES
The study is conducted to evaluate the Deshi Dosh which is situated at Basundhora
City. The research aims to find out the .
The objectives of this study can be
defined as follows:
To find out what are the most important factors that consumers considers to
go to Deshi Dosh.
To find out which outlets are mostly visited at Deshi Dosh.
What items are mostly purchased at Deshi Dosh.
Satisfaction level of the purchaser at Deshi Dosh.
Consumer perception of the improvement required at Deshi Dosh.
________________________________________5.0 PURPOSE OF THE

RESEARCH
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Numerous factors influence buying behavior of customers. Very core factors such as
location, pricing, designers, design and layout are the factors which directly
influence the buying behavior of clothing items.
There are other indirect but important factors, which do play a huge role nowadays,
as No. of stores is something that every consumers being loves to enjoy. ior.
Then again, pricing is something that compels people to shift their demand from the
actual desire because income is a factor, which is directly related to pricing. These
two factors combined together derive a practical term, which is Affordability. Many
of the potential customers do not have the ability to fulfill their demand due to lack
of affordability.
We are also trying to find out the satisfaction level of the consumers in the current
situation and how much consumers are aware of the brand Deshi Dosh.
_____________________________6.0 LIMITATIONS OF THE

RESEARCH
Though we have put up our best effort to make this research a good one, this
paper has some limitations too. We have faced some constraints and
obstacles while conducting the study.
Firstly, we had limited access to the related literatures due to restricted

access of journals in JSTOR Internet Library and other journal sites. As a
result, we could find limited resources to deal with.
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Secondly, we could not find any developed questionnaire.
Therefore, the
researcher had to develop a questionnaire which reliability and validity is not

tested.
Thirdly, the samples we have dealt with are very limited and they are not
surely representative of the whole population of the target customer base.
Last but not the least, the measures included in this research was based
upon the perceptions of the participating respondents.
potential
for
data
inaccuracies
due
to
item
Therefore, the
misinterpretation
or
predisposition to certain responses on the part of the participant does exist.
_______________________________________________7.0 HYPOTHESIS
H1: Price is the most significant factor for the customer visiting Desi
Dos.
H2: Traditional clothing line is the second most significant factor for
the customers visiting Desi Dos.
H3: In Desi Dos female clothing items are the most purchased items
than male clothing.
H4: Addition of more stores in different location will improve the

customer satisfaction level.
H5: Amenities such as membership card, discounts, coupons will

positively influence customers purchase decision.
H6: Aggressive advertising will improve their brand image.
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_______________________________8.0 RESEARCH METHODOLOGY
While working on this research we have employed various techniques and

methods to acquire relevant data. The methodology employed in this study
includes: the procedure for data collection, the study sample, the procedure
and techniques used in the data analysis and the study limitations.
The data we have collected can be divided into two categories based on the
data collection techniques, study sample and source of information. Those
two categories are Primary Data and Secondary Data.
Primary data refers to the data collected from the survey that we have
conducted among the samples of the target consumers who are assumed as
representatives of the target population.
___________________________________________9.0 RESEARCH
DESIGN
Our research is a mixed type of research as we have employed both
Quantitative and Qualitative techniques of acquiring data. We went through
our Problem Discovery and Problem Definition part. After that, we have used
the data acquiring techniques to collect data relevant to the research, which
would eventually lead us to the consumer insight and the validation test of
our hypotheses.
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After defining the problem or existing gap in the market, we went to the
research design part. Here we decided who will be our respondents and how
will we select them. We made sure that our respondents represent the
greater population, which we are trying to indicate. Then we have conducted
a survey and used SPSS software to test our hypothesis and figure out
hidden facts about consumer insight.
We developed a questionnaire for conducting survey and pre tested it on a

smaller group. After correcting the questionnaire, we conducted survey with
the final questionnaire. Finally, after conducting survey we used the
statistical software (SPSS) to analyze the gathered data and find the hidden
patterns and information. We interpreted these data and made some
recommendation on these findings.
Quantitative Research
Our quantitative research employs a survey, which we have conducted
within a sample size of 60 respondents whom we assume to be
representatives of the target population. At first, we have developed a
questionnaire for conducting survey and pre tested it on a smaller group.
After correcting the questionnaire, we conducted survey with the final
questionnaire. Finally, after conducting survey we used the statistical
software (SPSS) to analyze the gathered data and find the hidden patterns
and information. We interpreted these data and made some recommendation
on these findings.
________________________________10.0 DATA COLLECTION

METHOD
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Primary data collection for our research was done through questionnaire
survey. This questionnaires were provided directly to the respondents and
we the surveyors recorded the collected data. These were collected via
convenience sampling method. We have chosen respondents within the
target population who were representative of different segments. No
supervisory and validation method was used. Re-contacting was not possible,
as the respondents preferred anonymity.
The data required for conducting this study were collected using selfadministered questionnaires, specially designed to achieve the study goals.
A total of 11 questions covering key attributes of the customers perception
about Deshi Dosh were prepared after reviewing the relevant study.
The
questionnaire includes multiple-choice question and scale such as Interval

Scale, Semantic Differential Scale and Likert Scale were used to rate the
importance of different attribute and understand consumer preference and
insight regarding the decision making process of the evaluation of Deshi
Dosh.
All the questions were closed-ended question to encourage easy
response from the customers and to allow the researcher to use statistical
tests in evaluating the findings of the study.
10.1 Measurement Scales

Out of 11 questions we used 11 fixed alternative questions and no open
ended question. Measurement of several independent variables was done by
Semantic Differential Scale and Likert Scale. Some category scale questions
were included too. In most other cases, we used nominal, ordinal and interval
scales. We also used some questions which are similar in nature to find out
the consistency of the respondents while answering.
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10.2 Design of Recording Forms

We have designed our questionnaire into three parts: in initial stage, we
asked screening and rapport questions. The questions which are of a little
complex nature are placed in second last stage. Then we have included
demographic at first and at the end as well. We tried to be simple,
straightforward and concise and made sure that the questions were easily
understandable. As our respondents are from different segments, we had
tried to make the questions as flexible as possible. This will help us to
minimize the error while gathering data.
We used mostly structured
questions to make our questionnaire and there s no unstructured question.

We have used some determinant choice questions and the Semantic
Differential and Likert rating scale.
10.3 Respondent Instruction

There was a questionnaire introduction that clearly mentioned the purpose of
the research. We asked the respondents to tick any answer they preferred.
The respondents were asked politely by the interviewer to fill out the
questionnaire to help us in our project. Our questionnaire was two pages long
with a mixture of different types of questions and there were 11 fixed
alternative questions.
10.4 Question Wording

The sentences used in the questionnaire were kept very simple and in
conversational language. Careful attention was given so that even a single
loaded or leading question does not occur. The questions were very specific
and clear. We tried to keep the question very simple, easy to understand
words to feel our respondents comfortable.
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10.5 Layout
Good
layout
and
physical
attractiveness
are
crucial
issues
of
any
questionnaire. To apply a good layout of the questionnaire, we also tried to

design the questionnaire such a way so that the layout does not seem too
formal or rigid to the customers. All the questions were arranged such a way
that each question and its corresponding answers began and ended in the
same page. All the questions were worded very precisely as well in order to
prevent the target respondent from becoming confused.
_________________________________________11.0 SAMPLING
METHOD
11.1 Study Area

As stated before, we are concentrating more on the evaluation of Deshi Dosh
which is situated at Basundhora City in Dhaka. That is why our sampling
frame has been drawn from various privileged areas within Dhaka, such as
Dhanmondi, Gulshan, Banani, Baridhara, Uttara and Bashundhara.
11.2 Handling of Refusals
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In some cases, many of the respondents were reluctant to fill the entire
questionnaire and left the task half done. In addition, almost all the
respondents were unwilling to answer the open-ended questions. In all these
cases, we had to convince them to fill the entire thing up. We had to provide
them with incentives like Smile and A cup of tea to get the job done.
11.3 Replacement of Refusals

In extreme cases, where the respondents did not want to listen to any of our
request, we had to reject that particular questionnaire and find a new
respondent to fill a new set of questionnaire.
11.4 Sample Size

Sample size for our survey was 60. However, during the data collection,
there were 70 questionnaire filled up by 70 respondents among which we
have picked the most consistent 60 out of the total 70. We have carefully
selected the respondents from all the market segments of our target
population. We wanted a confidence level of 95%. The confidence interval
estimate in our case was taken to be 5%.
_______________________________________________12.0 CODING
DATA
As we know that we needed to put all the data in SPSS to formulate and
analyze, that is why we coded data into numerical forms and choose the
options to be in terms of numerical number. The variables were kept as they
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were; such as, Income Group, Age, Gender, etc. Numeric format were used to
code the data. Coding of all the data is provided in Appendix.
________________________________________________13.0 DATA
ENTRY
We have entered the data collected from the survey to the SPSS software
after the coding was done. At the beginning, we used frequency tables to
tabulate the summary of all the responses for each question. This tabulated
information was then represented graphically with the help of pie charts. This
was done so that anyone can have an idea about the outcome of each
question instantly by having a look at the frequency table and the graphs.
Pie charts were used as it displays information in a more easily
understandable manner than normal bar charts. It shows the percentages for
different groups of choices, which makes it easier to understand consumer
preference. Not only that, it makes it easier to interpret the results as well.
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Figure: Data View in SPSS
_____________________________________14.0 DATA
SUMMERIZATION
Data summarization refers to the presentation of the data we have collected

in such a form that will be easily understood by the reader. In our project, we
have also tried to use various data summarization techniques in order for our
ease to make the report, as well as for the reader ease to read and
understand our surveys findings.
The techniques we used to summarize our data are described below.
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Frequency distribution tables: were used to record the number of times a

certain variable has repeated itself. It is visual-friendly and a very
common technique to use. It is defined as a set of intervals, usually of
adjacent and of equal width, into which the range of a statistical
distribution is divided, each associated with a frequency indicating the
number of measurements in that interval.
Percentages: has been used to indicate how much a certain factor is

composed of out of our total respondents. It is used to show the
proportion in relation to the whole.
Pie charts: have been used to give a good visual representation of our
data. It gives a graphical representation of data collected at a glance
Cross tabulations: has been done to compare our data that we collected.
It displays the joint distribution of two or more variables simultaneously. It
can provide greater insight than just frequency tables
Chi Square Test: allows us to test the significance in the analysis of

frequency distribution. Thus categorical data on variables or dichotomous
may be statistically analyzed. Calculation of the Chi Square statistics
allowed us to determine whether the difference between the observed
frequency distributions and the expected distribution could be attributed
to sampling variations.
______________________________________15.0 RESPONSE
INCENTIVES
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Tangible Response Incentives

We did not provide any tangible or monetary incentives to our respondents
because that would be unethical and the respondents may get wrong
impression about our research. Moreover, as we are university students, we
have numerous limitations to offer anything from our pocket to our
respondents.
Intangible Response Incentives

Though there were not any tangible incentives for the respondent, we did
provide some intangible incentives. They are as follows:
We made the questionnaire simple, straightforward, precise and easily

understandable so that it does not confuse respondents.
We said that we are students of North South University and showed them
our Ids to make them feel comfortable and safe.
Respondents did not need to give any identification and so they felt free
to answer all the questions.
We asked the respondents gently and politely to fill up the questionnaire.
When they filled it up, we thanked them so that they felt good and feel
that they were able to help us.
Cost Estimate
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There was no actual cost of conducting the survey except the money needed
to print the questionnaires and transportation cost that was needed to go to
all the places to collect the data.
Gains from Providing Incentives

Majority of the respondents answered all the questions in the questionnaire.
Therefore, our response rate was quite high. They answered the
questionnaires quickly and accurately which saved out time and increased
reliability of the responses.
___________________________________16.0 DATA ANALYSIS

METHOD
Analysis calls for the formal presentation or putting the data we collected
into an actionable form. Each data we collected needs to be analyzed
correctly, or it can lead us to misleading answers and thus to a misleading
hypothesis. Careful consideration should be given when involving in the
process of analyzing. Analysis methods could include association tests,
statistical tests, multivariate measures and descriptive statistics.
Two types of analysis were conducted in this study: profile analysis and
statistical analysis. Profile analysis can be viewed as a means of classifying a
particular set of subjects according to a particular number of relevant
attributes. This method is widely used in social science research especially
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those studies that involve the investigation of behavioral issues.
This
method of analysis has been used in many studies as a first step before
conducting any statistical analysis.
The profile analysis employed in this
study was conducted via the use of percentages, mean scores, and ranks.
For statistical data analysis one-way frequency distribution was used.
All our primary data have been collected through either questionnaire or
focus group discussion. After collection period, we put all the responses in
the SPSS database, in addition, we coded each and every response according
to the SPSS code format. After running the data inputs in the SPSS, we took
SPSSs help to further analysis our information. With the help of the data
sheets we analyzed them using various methods like frequency, percentage
count and cross tabulation.
_____________________________________________17.0 SURVEY
PRETEST
Pretesting refers to the testing on a small sample before actually testing a

larger sample. After only analyzing the results and reactions gathered
through pretest, one can gather the courage to conduct survey on a larger
sample. Pretesting is generally agreed to be an indispensable stage in survey
questionnaire development. Conducting a pretest can save a company from
spending thousands of dollars. First, we got approval of our questionnaire
design type by our instructor. Then we conducted a pretest of questionnaire
on 8-10 people. This helped us to understand the likely responses we are to
gather in the future. Another term for Pretesting can be trial method, in
which we gather the responses before launching the actual survey
questionnaire and we test the likely reactions of the respondents.
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After conducting the pre-test, we came to know that there was some editing
to be done in our questionnaire. Some questions were not viewed as clear to
the respondents as we expected, so we had to redesign some questions for
the respondents ease of filling it up. We changed few words and replaced
them with more easy and clear words. We have revised our instructions, so
that it was clear to the respondents what we expected from them, as a
result, it was also easier for them to fill up the final questionnaire
_________________________________18.0 ETHICAL
CONSIDERATIONS
Our ethical motive was to motivate our respondents to answer our questions
and side by side protect their individual identity. They were to be kept
anonymous about their identity, and we promised not to disclose any of their
personal information. We assured them that the information collected will
only be used for academic purpose and nothing else.
Though we asked them their age group and gender for our research purpose,
we did not ask them for their names, as a result, their identity was kept
hidden. We have protected our 60 respondents of survey questionnaires.
Before conducting the survey, we provided them our (interviewers) identity
as well as, the purpose of our research. Once they understood that our
research could not harm them in any way, they were ready and willing to
cooperate with us. We made it clear to them. Therefore, we used the tactic of
informed consent for our respondents.
__________________________________19.0 SURVEY RESULT

ANALYSIS
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SURVEY RESULT ANALYSIS
Primary Statistical Analysis

Question 1: Gender of Respondents
Statistics
Gender
N
Valid
60
Missing
12
Mean
1.38
Std. Deviation
.490
Gender
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
Male
37
51.4
61.7
61.7
female
23
31.9
38.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Data Analysis
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Among our field population 83.3% are valid and 16.7% are missing. Within valid
population 51.4% are male and 31.9% of our respondents are female.
Interpretation
on of respondents is male.
Question 2: Age Group of Respondents:

Statistics
Age
N
Valid
59
Missing
13
Mean
2.27
Std. Deviation
.739
Age
Frequency
Valid
>18
18-23
Percent
Valid Percent
Cumulative
Percent
2.8
3.4
3.4
45
62.5
76.3
79.7
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Missing
24-29
11.1
13.6
93.2
30-35
2.8
3.4
96.6
>36
2.8
3.4
100.0
Total
59
81.9
100.0
1.4
System
12
16.7
Total
13
18.1
72
100.0
Total
Data analysis
From the respondents 2.8% placing below 18, 62.5% were placing from 18-23,
11.1% were placing from 24-29, 2.8% were placing from 30-35 and above 35 years
and missing were 18.1%.
The mean is 2.27 and the standard deviation is .739
Interpretation
We attempted to accomplish the study on sample respondents who were aware of

fashionable clothing and frequently visits clothing store. Most of our respondents
were young among 18-23 years.
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Question 3: Are respondents aware of Desi Dos?
Statistics
Are you aware of desi dos

N
Valid
60
Missing
12
Mean
1.2833
Std. Deviation
.49030
Are respondents aware of desi dos
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
yes
44
61.1
73.3
73.3
no
15
20.8
25.0
98.3
3.00
1.4
1.7
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Data analysis
From the respondents 61.1% were aware of desi dos and 20.8% were not aware of
desi dos.
30 | P a g e
The mean is 1.2833 and standard deviation is .49030.
Interpretation
We attempted to accomplish the study on sample of minimum 60% who were aware
of desi dos. To accomplish this huge segment of probable buyers who are aware of
it, desi dos require knowing their demand and likeliness to make them actual buyer.
Therefore, the potential development of number of customers will increase.
Question 4 Have respondent ever purchased anything from Desi Dos outlets?
Statistics
Have respondent purchased anything from desi dos?
Valid
60
Missing
12
Mean
1.5167
Std. Deviation
.50394
Have respondent purchased anything from desi dos

31 | P a g e
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
purchaser
29
40.3
48.3
48.3
Non
purchaser
31
43.1
51.7
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Data analysis
From the respondents 40.3% were purchaser of desi dos and 20.8% were non
purchaser.
Interpretation
Even though 61.1% of respondents were aware of it but only 40.3% are purchasers.
It should focus to turn their aware customers into purchaser because aware
customers are not purchasing from desi dos.
Question 5: Mostly purchased items.

Statistics
32 | P a g e
Mostly purchased item

N
Valid
29
Missing
43
Mean
1.7241
Std. Deviation
.70186
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
Male
items
12
16.7
41.4
41.4
Female
items
13
18.1
44.8
86.2
both
5.6
13.8
100.0
Total
29
40.3
100.0
9.00
31
43.1
System
12
16.7
Total
43
59.7
72
100.0
Data analysis
Amongst the purchaser 16.7% purchase male items and 18.1% purchase female
items.
Interpretation
33 | P a g e
Female items are mostly purchased items compare to male items. It means that
female clothing of desi dos attract more customers.
Question 6: Are customers satisfied with their product line?
Statistics
Are customers satisfied with their product line?
Valid
30
Missing
42
Mean
2.4000
Std. Deviation
.93218
Are you satisfied with their product line?
Frequenc
y
Valid
Percent
Valid
Percent
Cumulative
Percent
Very
satisfied
8.3
20.0
20.0
2.00
12.5
30.0
50.0
34 | P a g e
Missing
Total
3.00
12
16.7
40.0
90.0
4.00
4.2
10.0
100.0
Total
30
41.7
100.0
9.00
30
41.7
System
12
16.7
Total
42
58.3
72
100.0
Data analysis
From the respondents 8.3% were very satisfied, 12.5% are satisfied, 16.7% are
neutral, and 4.2% are dissatisfied about their product line.
The mean is 2.4000 and standard deviation is .93218.
Interpretation
No respondents are very dissatisfied about product line. It is very affirmative side
for desi dos. If they can turn their dissatisfied customers into satisfied it will
increase their sales volume.
Question 7: Which of the Outlets in Desi Dos that customers visit mostly?
35 | P a g e
Statistics
Outlets that visited mostly

N
Valid
60
Missing
12
Mean
4.4833
Std. Deviation
3.04482
Outlets that visited mostly
Frequency
Valid
Sadakalo
Total
Valid
Percent
Cumulative
Percent
16
22.2
26.7
26.7
Nogor dola
6.9
8.3
35.0
Bibiana
8.3
10.0
45.0
Nipun
2.8
3.3
48.3
12
16.7
20.0
68.3
Probortona
1.4
1.7
70.0
Deshal
9.7
11.7
81.7
Banglar mela
2.8
3.3
85.0
Rang
5.6
6.7
91.7
Anjans
6.9
8.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Kay kraft
Missing
Percent
36 | P a g e
Data analysis
We found that 22.2% visits sadakalo, 6.9% visits nogor dola, 8.3% visits bibiana,
2.8% visits nipun, 16.7% visits kay kraft, 1.4% visits probortona, 9.7% visits deshal,
2.8% visits banglar mela, 5.6% visits rang, 6.9% visits anjans.
The mean is 4.4833 and the standard deviation is 3.04482.
Interpretation
Among the stores sadakalo is the most visited store, kay kraft is the second most
visited store and banglar mela and nipun are the least visited stores. Mostly people
like the sadakalo and kay kraft than others of desi dos.
Question 8: Which of the following Outlets in Desi Dos that customer

prefer mostly?
Statistics
Which brand do customers prefer in deshi dos?

N
Mean
Std. Deviation
Valid
60
Missing
12
4.4833
3.04482
Which brand do you prefer in deshi dos?
37 | P a g e
Frequency
Valid
Total
Cumulative
Percent
Sadakalo
16
22.2
26.7
26.7
nogordola
6.9
8.3
35.0
bibiana
8.3
10.0
45.0
nipun
2.8
3.3
48.3
12
16.7
20.0
68.3
probortona
1.4
1.7
70.0
deshal
9.7
11.7
81.7
banglar mela
2.8
3.3
85.0
rang
5.6
6.7
91.7
anjans
6.9
8.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
kay kraft
Missing
Percent
Valid
Percent
Data analysis
We also found that 22.2% prefers sadakalo, 6.9% visits prefers dola, 8.3% prefers
bibiana, 2.8% prefers nipun, 16.7% prefers kay kraft, 1.4% prefers probortona, 9.7%
prefers deshal, 2.8% prefers banglar mela, 5.6% prefers rang, 6.9% prefers anjans.
Interpretation
Respondents who prefers store they also visits the store of desi dos. For this reason
preference and visited percentage are equal.
38 | P a g e
Question 9: What are the most important factors that consumers consider
before selecting any clothing outlets?
Statistics
Price factor selecting store

N
Valid
60
Missing
12
Mean
2.1667
Std. Deviation
1.45167
Price factor
Frequency
Valid
very
26
Percent
36.1
Valid
Percent
43.3
Cumulative
Percent
43.3
39 | P a g e
important
Missing
Total
2.00
16
22.2
26.7
70.0
3.00
11.1
13.3
83.3
4.00
8.3
10.0
93.3
5.00
2.8
3.3
96.7
not very
important
2.8
3.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Data Analysis
Within the 83.3% valid sample size 36.1% said it is very much important factor.
22.2% said that it is somewhat important factor. 11.1% said that it is an important
factor. 8.3% was neutral about the factor said, 2.8% said that it is not important and
2.8% said that it is not very important factor.
The mean is 2.1667 and the standard deviation is 1.45167
Interpretation
Almost 83.3% respondents said that price is an important factor. That means
customers always aware of products price.
40 | P a g e
Statistics
Location factor selecting store

N
Valid
60
Missing
12
Mean
2.6333
Std. Deviation
1.47254
Location factor selecting store
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
very
important
16
22.2
26.7
26.7
2.00
13
18.1
21.7
48.3
3.00
18
25.0
30.0
78.3
4.00
12.5
15.0
93.3
6.00
2.8
3.3
96.7
not very
important
2.8
3.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
41 | P a g e
Data Analysis
18.1% said that it is somewhat important factor. 25% said that it is an important
factor. 12.5% was neutral about the factor. 2.8% said that it is not somewhat
important. 2.8% said that it is not very important factor.
The mean is 2.6333 and the standard deviation is 1.47254
Interpretation
Almost 78.3% respondents said that location is an important factor. That means
customers always consider store location.
Statistics
Interior design selecting store

N
Mean
Std. Deviation
Valid
60
Missing
12
2.8167
1.48999
42 | P a g e
Interior design selecting store
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
very
important
13
18.1
21.7
21.7
2.00
14
19.4
23.3
45.0
3.00
16
22.2
26.7
71.7
4.00
10
13.9
16.7
88.3
5.00
5.6
6.7
95.0
6.00
1.4
1.7
96.7
not very
important
2.8
3.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Data Analysis
factor. 13.9% was neutral about the factor. 5.6% said that it is not an important
factor. 1.4% said that it is not somewhat important. 2.8% said that it is not very
important factor.
Interpretation
43 | P a g e
Almost 71.7% respondents said that interior decoration is an important factor. That
means customers also look at the decoration or layout of clothing store.
Statistics
Availability in different location

N
Mean
Std. Deviation
Valid
60
Missing
12
2.8167
1.47857
Availability in different location

44 | P a g e
Valid
Missing
Total
Frequency
Perce
nt
Valid
Percent
Cumulative
Percent
very
important
13
18.1
21.7
21.7
2.00
15
20.8
25.0
46.7
3.00
14
19.4
23.3
70.0
4.00
10
13.9
16.7
86.7
5.00
6.9
8.3
95.0
6.00
2.8
3.3
98.3
not
important
1.4
1.7
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Data Analysis
important factor.
Interpretation
45 | P a g e
Almost 70.0% respondents said that availability of stores in different location is an

important factor. That means customers consider their convenience for selecting
store.
46 | P a g e
Statistics
Traditional clothing factor

N
Valid
60
Missing
12
Mean
2.7500
Std. Deviation
1.55819
Traditional clothing factor
Frequency
Valid
Percent
Valid
Percent
Cumulative
Percent
very
important
13
18.1
21.7
21.7
2.00
20
27.8
33.3
55.0
3.00
10
13.9
16.7
71.7
4.00
12.5
15.0
86.7
5.00
5.6
6.7
93.3
6.00
2.8
3.3
96.7
not
important
2.8
3.3
100.0
60
83.3
100.0
Total
47 | P a g e
Missing
System
Total
12
16.7
72
100.0
Data Analysis
important factor.
Interpretation
Almost 71.7% respondents said that traditional clothing line is an important factor.
That means customers likes traditional clothing line of any clothing store.
Statistics
Designers factor selecting store

N
Mean
Std. Deviation
Valid
60
Missing
12
2.6000
1.66926
Designers factor selecting store

48 | P a g e
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
very
important
22
30.6
36.7
36.7
2.00
10
13.9
16.7
53.3
3.00
13
18.1
21.7
75.0
4.00
8.3
10.0
85.0
5.00
6.9
8.3
93.3
6.00
2.8
3.3
96.7
not
important
2.8
3.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Data Analysis
important factor.
49 | P a g e
Interpretation
Almost 75.0% respondents said that a designer is an important factor. That means
customers prefer particular designers collection.
Statistics
Store image factor selecting store

N
Valid
60
Missing
12
Mean
2.5333
Std. Deviation
1.52345
Store image factor selecting store
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
very
important
18
25.0
30.0
30.0
2.00
15
20.8
25.0
55.0
3.00
16
22.2
26.7
81.7
4.00
6.9
8.3
90.0
5.00
2.8
3.3
93.3
6.00
2.8
3.3
96.7
not
important
2.8
3.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
50 | P a g e
Data Analysis
important factor.
Interpretation
Almost 81.7% respondents said that a store image is an important factor. That
means customers prefer particular brand for their clothing.
Question 10: What are the most important attributes that consumers think
of Desi Dos for improving their service and brand image?
Statistics
No. of stores Improvement factors

N
Valid
60
Missing
12
Mean
2.3167
Std. Deviation
.81286
51 | P a g e
No. of stores Improvement factors
Valid
Missing
Total
Frequency
Perce
nt
12.5
15.0
15.0
2.00
27
37.5
45.0
60.0
3.00
20
27.8
33.3
93.3
4.00
5.6
6.7
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
strongly
agree
Valid
Percent
Cumulative
Percent
Data Analysis
Within the 83.3% valid sample size 12.5% strongly agreed with the factor. 37.5%
agreed with the factor. 27.8% was neutral about the factor. 5.6% disagreed with the
factor. And no one strongly disagreed with the factor.
The mean is 2.3167 and the standard deviation is .81286.
Interpretation
52 | P a g e
Among the respondents 60.0% agreed that number of stores of desi dos can
improve their service and brand image. That entails that customer want more stores
of desi dos.
Statistics
Adding of new items Improvement factors

N
Valid
60
Missing
12
Mean
2.0000
Std. Deviation
.90198
Adding of new items Improvement factors
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
strongly
agree
22
30.6
36.7
36.7
2.00
18
25.0
30.0
66.7
3.00
18
25.0
30.0
96.7
4.00
2.8
3.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
53 | P a g e
Data Analysis
Interpretation
Among the respondents 66.7% agreed that addition of new items in desi dos can
improve their service and brand image. That entails that customer want addition of
new items in desi dos.
Statistics
Amenities Improvement of Desi dos

N
Valid
60
Missing
12
Mean
2.1500
Std. Deviation
.79883
54 | P a g e
Amenities Improvement of Desi dos
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
strongly
disagree
12
16.7
20.0
20.0
2.00
30
41.7
50.0
70.0
3.00
15
20.8
25.0
95.0
4.00
4.2
5.0
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Data Analysis
Interpretation
Among the respondents 70.0% agreed that amenities or services like membership
cards, discounts, coupons in desi dos for their customers can improve their service
55 | P a g e
and brand image. That entails that customer desire membership cards or services
like that.
Statistics
Aggressive advertising Improvement of Desi dos
Valid
60
Missing
12
Mean
2.7000
Std. Deviation
.90760
Aggressive advertising Improvement of Desi dos
Frequency
Valid
strongly
agree
Percent
Valid
Percent
Cumulative
Percent
6.9
8.3
8.3
2.00
19
26.4
31.7
40.0
3.00
27
37.5
45.0
85.0
56 | P a g e
Missing
Total
4.00
9.7
11.7
96.7
strongly
disagree
2.8
3.3
100.0
Total
60
83.3
100.0
System
12
16.7
72
100.0
Data Analysis
factor. And 2.8% strongly disagreed with the factor.
Interpretation
Among the respondents 40.0% agreed that aggressive advertising of desi dos can
improve their service and brand image. And 37.5% was neutral about that. That
entails that desi dos can grave more customer by this.
Question 11: What is customers average monthly amount of expenditures
(in Taka) for any clothing?
57 | P a g e
Statistics
Monthly expenditure for any clothing

N
Valid
58
Missing
14
Mean
1.7586
Std. Deviation
.92358
Monthly expenditure for any clothing
Frequency
Valid
Missing
Total
Percent
Valid
Percent
Cumulative
Percent
1-1000
29
40.3
50.0
50.0
1001-5000
18
25.0
31.0
81.0
5001-10000
9.7
12.1
93.1
10001-15000
5.6
6.9
100.0
Total
58
80.6
100.0
9.00
2.8
System
12
16.7
Total
14
19.4
72
100.0
Data Analysis
58 | P a g e
Within the 80.6% valid sample size 40.3% have monthly expenditure in between 11000 tk. 25.0% have monthly expenditure in between 1001-5000 tk. 9.7% have
monthly expenditure in between 5001-10000 tk. And 5.6% have monthly
expenditure in between 10001-15000 tk.
Interpretation
Among the respondents 81.0% has monthly expenditure in between 1-5000 tk. And
93.1% has in between 1-10000 tk. Desi dos should make their price range that a
customer can frequently visits their stores.
Question 12: Occupation of Respondents
Statistics
Occupation
N
Valid
59
Missing
13
59 | P a g e
Mean
1.3051
Std. Deviation
.59464
Occupation
Frequency
Valid
Valid
Percent
Cumulative
Percent
Student
45
62.5
76.3
76.3
Service Holder
10
13.9
16.9
93.2
5.6
6.8
100.0
Total
59
81.9
100.0
9.00
1.4
System
12
16.7
Total
13
18.1
72
100.0
Entrepreneur
Missing
Percent
Total
Data Analysis
Within the 81.9% valid sample size 62.5% were students. 13.9% were service
holder. 5.6% were entrepreneur.
Interpretation
60 | P a g e
Among the respondents 76.3% were students. We tried to conduct our survey
among those who are young and aware of trendy clothing store.
Hypothesis Test # 1 (One Sample T-test)
H0: Price is not the most significant factor for the customer
visiting Desi Dos.
H1: Price is the most significant factor for the customer visiting
Desi Dos.
One-Sample Statistics
N
Price factor
selecting
store
Mean
60
Std.
Deviation
2.1667
1.45167
Std.
Error
Mean
.18741
One-Sample Test
61 | P a g e
Test Value = 3.0
t
Price factor
selecting
store
-4.447
Sig. (2tailed)
df
59
.000
Mean
Differenc
e
-.8333
95% Confidence
Interval of the
Difference
Lower
-1.2083
Upper
-.4583
Interpretation
At this time, our population size is N=60 and degrees of freedom (df) is 59.
Calculated mean is 2.1667 and our test value is 3.0 and also standard deviation is
1.45167.
Here, significance level () = 5% and confidence level is 95%.
Calculated t is -4.447 and Sjg is .000 and mean difference is -.8333

As Sjg is lower than .05 so null hypothesis is rejected. We can end that price is the
most significant factor that customers visiting desi dos.
62 | P a g e
H0: Traditional clothing line is the second most significant factor

for the customers visiting Desi Dos.
H1: Traditional clothing line is the second most significant factor

for the customers visiting Desi Dos.
Traditional clothing
factor selecting
store
Mean
Std.
Deviation
Std.
Error
Mean
60
2.7500
1.55819
.20116
One-Sample Test
Test Value = 3.0
Traditional clothing
factor selecting
store
df
Sig. (2tailed)
-1.243
59
.219
95% Confidence
Interval of the
Difference
Mean
Differenc
e
Lower
Upper
-.2500
-.6525
.1525
Interpretation
63 | P a g e
At this time, our population size is N=60 and degrees of freedom (df) is 59.
Calculated mean is 2.7500 and our test value is 3.0 and also standard deviation is
1.55819.
Here, significance level () = 5% and confidence level is 95%.
Calculated t is -1.243 and Sjg is .219 and mean difference is -.2500

As Sjg is greater than .05 so null hypotheses cannot be rejected.
H0: Amenities such as membership card, discounts, and coupons

will positively influence customers purchase decision.
H1: Amenities such as membership card, discounts, and coupons
will not positively influence customers purchase decision.
Variables Entered/Removed(b)
Mode
l
Variables
Entered
Variables
Removed
Amenities
Improvem
ent of
Desi
dos(a)
Method
Enter
a All requested variables entered.

b Dependent Variable: Have you purchased anything frm desi dos
Model Summary
64 | P a g e
Mode
l
1
R
Square
R
.099(a)
Std. Error
of the
Estimate
Adjusted
R Square
.010
-.007
.50577
a Predictors: (Constant), Amenities Improvement of Desi dos
ANOVA(b)
Sum of
Squares
Model
1
Mean
Square
df
Regress
ion
.147
.147
Residua
l
14.837
58
.256
Total
14.983
59
Sig.
.573
.452(a)
a Predictors: (Constant), Amenities Improvement of Desi dos

b Dependent Variable: Have you purchased anything frm desi dos
Coefficients(a)
Unstandardized
Coefficients
Model
1
B
(Constant)
Amenities
Improvement
Std.
Error
1.382
.189
.062
.082
Standardize
d
Coefficients
Beta
.099
Sig.
7.320
.000
.757
.452
65 | P a g e
of Desi dos
a Dependent Variable: Have you purchased anything frm desi dos
Case Processing Summary

Cases
Valid
N
Mostly purchased item *
Missing
Percent
45
62.5%
Total
Percent
27
37.5%
Percent
72
100.0%
Gender
Mostly purchased item * Gender Crosstabulation

Count
Gender
male
Total
Male items
11
11
Female items
14
16
30
26
19
45
both
Total
female
66 | P a g e
Chi-Square Tests
Asymp. Sig. (2Value
df
sided)
Pearson Chi-Square
11.318a
.003
Likelihood Ratio
15.336
.000
Linear-by-Linear Association
10.219
.001
N of Valid Cases
45
a. 3 cells (50.0%) have expected count less than 5. The minimum

expected count is 1.69.
Interpretation:
As we can from the cross tabulation that most of the items are bought by female
and female items are the mostly purchased items in deshi dosh. The Chi-square
value is 11.318. at .05 significance level. As it is less than the critical value, the null
hypothesis of association cannot be rejected indicating that the association is not
statistically significant at the .05 level. So there is significance that Female items
are mostly purchased items in this outlets.
H0: Addition of more stores in different location will improve the customer
satisfaction level.
H1: Addition of more stores in different location will not improve the customer
satisfaction
level.
N
No. of stores Improvement
Mean
60
2.3167
Std. Deviation
.81286
Std. Error Mean

.10494
factors
67 | P a g e
One-Sample Test
Test Value = 3
95% Confidence Interval of the
Difference
t
No. of stores Improvement
df
-6.512
Sig. (2-tailed)
59
.000
Mean Difference
-.68333
Lower
Upper
-.8933
factors
Interpretation
Here, our test value is 3.0 which represent the important factor for the addition of
new stores We have taken this test value as our null hypothesis. Here, our degree of
freedom is 59 and upper confidence level is -.4734 and lower confidence level is
-0..8933.
Here, = 5% or .05. So, /2 = .025
Calculated t =-6.512, degrees of freedom 59 and 95% confidence interval.
At 95% confidence interval our significance level is lower than 0.05 which indicates
that we cant reject the Null Hypothesis.
So, our null hypothesis would not be rejected at 95% confidence interval. We can
conclude that Addition of stores is needed.
68 | P a g e
-.4734
H0: Amenities such as memberships card, discounts, coupons will positively

influence customers purchase decision.
H1: Amenities such as memberships card, discounts, coupons will not
positively influence customers purchase decision.
N
Amenities Improvement of
Mean
60
Std. Deviation
2.1500
Std. Error Mean
.79883
.10313
Desi dos
One-Sample Test
Test Value = 3
Difference
t
Amenities Improvement of
df
-8.242
Sig. (2-tailed)
59
.000
Mean Difference
-.85000
Lower
Upper
-1.0564
Desi dos
Interpretation
-1.0564.
Here, = 5% or .05. So, /2 = .025
69 | P a g e
-.6436
So, our null hypothesis would not be rejected at 95% confidence interval.
H0: Aggressive advertising will improve their brand image.

H1: Aggressive advertising will not improve their brand image.
N
Aggresive advertising
Mean
60
Std. Deviation
2.7000
Std. Error Mean
.90760
.11717
Improvement of Desi dos
One-Sample Test
Test Value = 3
Difference
t
Aggresive advertising
-2.560
df
Sig. (2-tailed)
59
.013
Mean Difference
-.30000
Lower
Upper
-.5345
Improvement of Desi dos
Interpretation
70 | P a g e
-.0655
-0..5345.
Here, = 5% or .05. So, /2 = .025
So, our null hypothesis would not be rejected at 95% confidence interval. We can
conclude that Addition of stores is needed.
________________________________________ 20.0 RESEARCH

FINDINGS
71 | P a g e
This research is conducted to evaluate the new brand Deshi Dosh. The
research is conducted to find out what factors encouraged the consumer to
buy products from Deshi Dosh. The consumers have also given their opinion
about some categories about the factors that have influenced them to
choose deshi dosh.
Deshi Dosh should be more focused on their key demography age group 1830. Most of the young people are more aware of their brand and wanted to
see more stores available in different location.
Advertisement is another factor they should look in. As people are not that
much aware of the brand name they should focus on advertisement as a
whole of the 10 brands not individually.
________________________________________21.0
RECOMMENDATIONS
We have developed few recommendations from our research finding. We believe

these recommendations would surely benefit the Deshi Dosh in some way to cash in
more money. The recommendations are as follows:
Students and Females are their main customers .

Addition of new outlets would be key to create more brand awareness.
They should introduce more facilities to their stores such as membership,
student discount etc.
They should do more advertising to create awareness of their brand as less
people know about their brand.
72 | P a g e
______________________________________________ 22.0
CONCLUSIONS
Clothing industry is growing day by day in our country. As our countrys main export
item is readymade garment and we have achieved exceptional level of efficiency in
this sector. More and more Bangladeshi branded shops are being introduced in our
country. Now competition is tougher than 5 years back. To survive this competition
Deshi Dos should create more awareness of their brands by doing more
advertisement and adding more facilities to their customers.
Deshi dosh is unique in a way that it has created unique blend of 10 brands under
one umbrella. To utilize is in proper way they should be focusing on their key
demographic.
As most of their brands have traditional clothing line, they should try to create
something unique like fusion of traditional and western to attract more customers.
Also they can add more outlets like they have in Basundhora City for the
convenience of the customers.
73 | P a g e

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_____________________________________________1.

was done by questionnaire survey. We have made the questionnaire by

questionnaires were provided straightly to the respondents and we the

may be mentioned that Nipun is a fashion house dedicated to serve the

Probortona is one of the well established fashion house of banngladesh.

Nogordola is a reputable fashion house of Bangladesh. Nogordola has a huge

Nogordola focuses on customer satisfaction through quality product and

Anjans is one of the well established fashion houses of Bangladesh.

Bibiyana is a reputable fashion house of Bangladesh. Bibiyana has a huge

Deshal is a name of a popular boutique house of Bangladesh.

_____________________________________3.0 STATEMENT OF THE

___________________________________3.0 RESEARCH OBJECTIVES

The objectives of this study can be

To find out which outlets are mostly visited at Deshi Dosh.

What items are mostly purchased at Deshi Dosh.

Satisfaction level of the purchaser at Deshi Dosh.

Consumer perception of the improvement required at Deshi Dosh.

________________________________________5.0 PURPOSE OF THE

_____________________________6.0 LIMITATIONS OF THE

Firstly, we had limited access to the related literatures due to restricted

Secondly, we could not find any developed questionnaire.

researcher had to develop a questionnaire which reliability and validity is not

predisposition to certain responses on the part of the participant does exist.

H4: Addition of more stores in different location will improve the

H5: Amenities such as membership card, discounts, coupons will

H6: Aggressive advertising will improve their brand image.

_______________________________8.0 RESEARCH METHODOLOGY

While working on this research we have employed various techniques and

We developed a questionnaire for conducting survey and pre tested it on a

________________________________10.0 DATA COLLECTION

questionnaire includes multiple-choice question and scale such as Interval

All the questions were closed-ended question to encourage easy

10.1 Measurement Scales

10.2 Design of Recording Forms

We used mostly structured

questions to make our questionnaire and there s no unstructured question.

10.3 Respondent Instruction

10.4 Question Wording

questionnaire. To apply a good layout of the questionnaire, we also tried to

11.1 Study Area

11.2 Handling of Refusals

11.3 Replacement of Refusals

11.4 Sample Size

Figure: Data View in SPSS

Data summarization refers to the presentation of the data we have collected

The techniques we used to summarize our data are described below.

Frequency distribution tables: were used to record the number of times a

Percentages: has been used to indicate how much a certain factor is

Chi Square Test: allows us to test the significance in the analysis of

Tangible Response Incentives

Intangible Response Incentives

We made the questionnaire simple, straightforward, precise and easily

Gains from Providing Incentives

___________________________________16.0 DATA ANALYSIS

those studies that involve the investigation of behavioral issues.

The profile analysis employed in this

Pretesting refers to the testing on a small sample before actually testing a

__________________________________19.0 SURVEY RESULT

SURVEY RESULT ANALYSIS

Primary Statistical Analysis

Question 2: Age Group of Respondents:

The mean is 2.27 and the standard deviation is .739

We attempted to accomplish the study on sample respondents who were aware of