behavior of passenger car owners in case of purchasing tyre- a case study on rahimafrooz...
TRANSCRIPT
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Behavior of Passenger Car Owners in case of Purchasing Tyre- A Case
Study on Rahimafrooz Distribution Limited (RDL)
Integrity Excellence Customer Delight Innovation
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Internship Report
On
Behavior of Passenger Car Owners in case of Purchasing Tyre- A Case
Study on Rahimafrooz Distribution Limited (RDL)
Course Code-Bus
Submitted To
Mr. Habib Anwar pasha
Assistant Professor
Faculty of Business Administration
Eastern University
Submitted By
Farhana Banu
ID: 062200020
Faculty of Business Administration
Eastern University
Email: [email protected]
Date of Submission:2010
Eastern University
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LETTER OF TRANSMITTAL
10th June, 2010
Mr. Habib Anwar Pasha
Senior Lecturer
Faculty of Business Administration
Eastern University
Subject: Submission of internship report.
Dear Sir,
It was a privilege and great pleasure for me to submit my internship report titled
Behavior of Passenger Car Owners in case of Purchasing Tyre which has been
prepared as a part of my degree requirement. I have tried my best to follow the
instructions of my supervisor in preparing this report.
While preparing this report I had to went through with a survey to the customers who use
private car for their transportation. Beyond any doubt it enriches my knowledge and also
promotes my learning experience.
I hope, you would find this report up to your expectation. I would be grateful to receive
your suggestion and comments regarding this.
Sincerely yours,
-------------------
Farhana Banu
ID: 062200020
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Faculty of Business Administration
Eastern University
STUDENT DECLERATION
This is Farhana Banu 10th batch, ID: 062200020 has declared that the internship report
has prepared for academic purpose. Every statement in this report is true. No part of this
report has been published in any magazine or journal.
Farhana Banu
10th Batch
ID: 062200020
BBA
Eastern University
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AUTHORISED DECLERATION
This is to certify that Farhana Banu 10 th batch, ID: 062200020, is a regular student of
BBA. She has completed her internship successfully at Rahimafrooz Distribution Ltd.
The internship report has prepared for academic purpose. No part of this report has been
published in any magazine or journal.
We wish her every success.
Mr. Habib Anwar Pasha
Sr. Lecturer
Faculty of Business Administration
Eastern University
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ACKNOWLEDGEMENT
At the very beginning, I would like to express my sincere gratitude to Almighty Allah,
who has given me the chance to complete my internship report in a very comfortable
manner. My gratitude and thanks goes to my respected supervisor Mr. Habib Anwar
Pasha, Lecturer, Faculty of Business Administration, Eastern University, who co-
operated me all through the times for completing my internship report.
I have conducted my report on Consumer behavior in purchasing tyre for passenger
car ownerFor which; I want to express special thanks to all the employees of RDL at
Motijheel. I want to mention special thanks to Mr. Sayed Mahmudul Hasan, ProductManager of tyre, Mr. Kazi Abidul Hoque, Market Development Manager of tyre, Mr.
Manas Paul, Product Executive of Battery. I would also like to give special thanks to Mr.
Sharif Moinul Hossain, Senior Officer of HR of RDL, who helped me in the entire period
of three months whenever I need him.
I wish to take this opportunity to extend gratitude to all those who supported me to
complete this report. These people gave me their valuable time. I express my special
honor to them.
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EXECUTIVE SUMMARY
In Bangladesh the number of using private car as a media of transportation has grown
rapidly for the last few decades. Now-a-days there are huge number of passenger cars in
Dhaka city. Almost all middle class to upper class people use car for their mode of
transport. As technology is developing day by day the demand of car is also increasing
day by day. So, in case of passenger car Tyre is an important part of a car.
In Bangladesh most renowned tyre are sale by the leading company named Rahimafrooz.
Rahimafrooz operates in three broad segments automotive after market, power and
energy, and retail. While these Group activities are coordinated from the Rahimafrooz
Corporate Office (RACO), they have eight Strategic Business Units (SBUs), three other
business ventures, and a not-for-profit.
Rahimafrooz Distribution Ltds (RDL) portfolio includes international tyre brands
Dunlop, Kenda while it also carries very own brand RZ Tyre. Battery brands for the
local market are Lucas and Spark. RDL is the exclusive franchisee of the full range of
worlds leading lubricant brand Castrol. Through Rahimafrooz IPS, UPS and Voltage
Stabilizers, the Company enjoys clear leadership of the emergency power products
market. Besides, it also runs two Automobile service centers in Dhaka and Chittagong.
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In this report I have tried to find out and analysis the factors that customers considers in
purchasing tyre. For this purpose I have done a survey based on some questionnaire, and
also did the frequency analysis, Crosstabs analysis.
The objective of the report is to find out the behavior of consumers in case of tyre. This
report is a descriptive type of research. For that I have to follow some methods like, the
sample size was 100, and non probability sample, and many other things.
V.
After conducting the research it was found out that consumers prefer Rahimafroozs tyre,
because Rahimafrooz provide quality products, they like to purchase from dealer and
retailer, they mainly get information of tyre from print media. There some points that
needs to improve in Rahimafrooz distribution Ltd .For example, they can improve their
local manufactured tyre of RZ, they can give TV commercial ad, etc.
At the end it is clear that Rahimafrooz provides quality product till now and consumers
are satisfied by their products. Consumers have little complains about RDL. And in case
of tyre most customers prefer to buy the tyre from Rahimafrooz, as it is one of the finest
companies in Bangladesh.
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VI.
Table of Contents
INTRODUCTION
1.1 Origin of the report...1
1.2 Problem statement21.3 Justification..3
1.4 Literature review...2-3
1.5 Objective..3
1.6 Scope of the report...41.7 Limitations...4
1.8 Methodology.4-5
COMPANY OVERVIEW
2.0 About Rahimafrooz..6
2.1 History of the company.6-7
2.2 Rahimafrooz Distribution Ltd...7-82.3 Organizational..8
2.4 Vision, values, aspiration, quality policy9-10
2.5 Product/brand of the company..10-132.6 Market: national/international...13-14
2.7 Performance over the year15-16
2.8 SWOT Analysis16-17
2.9 Areas to be improve...17
CHAPTER - 1CHAPTER - 1
CHAPTER - 2
CHAPTER - 3
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FINDINGS
3.1 Frequency analysis18-27
3.2 Cross-tabs analysis28-31
RECOMMENDATION CONCLUSION
Recommendation32
Conclusion..33
APPENDIX & BIBLIOGRAPHY
Appendix34-38Bibliography.39
CHAPTER - 4
CHAPTER - 5
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1.0 Introduction
Consumer behavior means the behavior that consumers display in searching for
purchasing, using, evaluating, and disposing of products, services, and ideas. Consumer
behavior focuses on how individuals make decisions to spend their valuable resources,
that means what they buy, why they buy, when they buy, where they buy, and how often
they buy the products
Consumers are like asset for any company. Now-a-days every company tries to satisfied
their customers through their products and earn profit. But understanding consumer
behavior is very tough for the companies. It is very hard to find out whether the
customers are fully satisfied or not. The behavior of consumers changes over time and
whenever there is new or different products in the market consumers may changes their
behavior toward existing products.
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If any company wants to keep their customers for long time and make them loyal to their
products every company have to understand their customers behavior. It is very
important to understand the behavior of customers and then providing the products or
services according to the customers need and wants.
As it is an important issue, so I have decided to do research on passenger car consumers
behavior towards tyre. For that I have conducted a research on the customers of
passenger car owners.
1.1 Origin of the Report
This report has been made as the course requirement of Internship in BBA course. The
topic for this report has been chosen by my both supervisors, organizations supervisor
Mr. Mahmudul Hassan, Product manger of Tyre, and institutional supervisor Mr. Habib
Anwar Pasha, Lecturer, Faculty of Business Administration. This report contains the
consumers reactions toward tyre they use, and their satisfaction level about the product.
1.2 Problem Statement and Justification
The behavior of passenger car owner in purchasing tyre is unknown. The behavior of
passenger car owner in purchasing tyre is unknown because there are many branded tyre
in the market and different consumers prefer different tyre for their cars.
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2.0 Rafimfafrooz
With a country-wide distribution network of 173 Dealers, 275 Retailers and 101
Lubricant Dealers, Rahimafrooz Distribution Limited (RDL) is the foremost consumer
facing SBU of the Group that carries more than ten national and international brands.
RDL is the clear leader in its automotive after market and emergency power product
categories.
2.1 History of the company
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The Rahimafrooz journey dates back to the early fifties when Late Mr. A C Abdur Rahim
founded a small trading company and paved the way for making of one of todays
leading Bangladeshi business conglomerates. Over the decades, Rahimafrooz has grown
in size, scale, and diversity. The Group today has seven Operating Companies (SBUs),three other business ventures, and a non-profit social enterprise. As of 2007, the Group
currently employs more than two thousand people directly and a further twenty thousand
indirectly as suppliers, contractors, dealers, and retailers.
The major milestones in Rahimafrooz history can be summarized as below:
Incorporated in 1954 by late Mr. A.C. Abdur Rahim
Distributorship of Lucas battery in 1959
Exclusive distributorship of Dunlop tyre in 1978
Acquisition of Bangladesh operation of Lucas UK in 1980
First producer of industrial battery in 1985
Pioneering solar power in collaboration with BP in 1985
First ever battery export to Singapore in 1992
Launched Rahimafrooz IPS in 1993
Acquisition of Yuasa Batteries (Bangladesh) Ltd. in 1994
Attained ISO 9002 certification for RBL operations in 1997
First India office opened in Ahmedabad in 2000
Awarded Bangladesh Enterprise of the Year in 2001
Attained ISO 14001:1996 for RBL operations
Launched Agora the first ever retail chain in 2001
Launched Rahimafrooz Energy Service in 2002 promoting distributed power
Established Rahimafrooz CNG ltd. in 2003
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Awarded National Export Trophy in 2003
Metro net Bangladesh, a fiber optic based digital solution provider for in 2004
Received McGraw-Hill Platt Global Energy Award for Renewable Energy in 2004
Received the Ashden Award for Sustainable Energy in 2006
The Group celebrated its 50th anniversary on April 15, 2004
Established Rahimafrooz Globate Limited and Rahimafrooz Accumulator limited
in 2009.
2.2 Rafimfafrooz Distribution Limited
With a country-wide distribution network of 173 Dealers, 275 Retailers and 101
Lubricant Dealers, Rahimafrooz Distribution Limited (RDL) is the foremost consumer
facing SBU of the Group that carries more than ten national and international brands.
RDL is the clear leader in its automotive market.
2.2.1 RDL Portfolios
RDLs portfolio consists of battery, IPS, UPS, tyre, etc. The portfolio is like below:
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2.3 Organizational Structure
The organogram of Rahimafrooz for marketing tyre is like below:
2.4 Vision, Values, Aspiration, Quality Policy
2.4.1 Vision
The vision of RDL is To be the most admired and trusted organization through
excelling in everything we do following ethical business practices, and adding value to
stake holders.
Customer Service
Ex
(AGR)
Market Dev
Officer
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2.4.2 Values
The values of Rahimafrooz are like below:
Integrity in all our dealings: Rahimafrooz never compromises on ethical business
practices. They set high standards of ethics and moral virtues for themselves. They
believe their commitment to integrity should never be compromised for the sake of
business goals or anything.
Excellence in everything we do: Their pursuit for business success has thrived on
a very simple yet powerful philosophy quality comes first! They have
maintained highest quality standards in their operations, processes, products and
brands, always keeping in mind that they cant afford to be anything less than the
best. They strive for quality excellence.
Total commitment to customer satisfaction: It takes months, years, in some cases
decades, to win a loyal customer. But it takes only a few seconds to lose one.
Rahimafrooz thrives on winning loyal customers through best quality products and
service. Most importantly, it believes in keeping its customers loyal though
sustained quality, amazing service performance and superior customer relations.
Thinking ahead and taking new initiatives: They have always tried to stay ahead
in terms of thinking, decision making and competition. Their product
development, business investment, people processes, technology utilization etc.
stand testimony to this fact. They believe in being creative, innovative, and
intelligent risk takers.
2.4.3 Aspiration
The aspiration of Rahimafrooz is We want to be the most admired and trusted
organization through excelling in everything we do, following ethical business practices
and adding value to our stakeholders
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2.4.4 Quality policy
In case of quality policy Rahimafrooz believes We are totally committed to customer
delight through operational excellence, innovation and continual improvement of quality
2.5 Product/ Brand of the company
At Rahimafrooze the following product/ brands are available in case of tyre:
Rahimafrooz is the sole distributor for Dunlop tyres inBangladesh. Distributor for Dunlop is offering with wide size range covering
Off the Road, Truck Bus, Light Truck, Passenger Car, and Motor Cycles.
Rahimafrooz also provides technical assistance to motorists for appropriate
tyre application, care, and maintenance.
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RZ tyre a premium quality cost effective tyre was launched in
2000. This heavy duty Truck and Bus tyre is specially designed for the rough
roads. Since its introduction it has become the preferred choice of many
Institutional, Corporate, Local, and Multinational Companies.
Other brands: The branded tyre that are distribute by Rahimafrooz are:
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2.5.1 Segmentation of Tyre
The tyre categories of Rahimafrooz are segmented as below:
TB > Truck Bus LT > Light Truck
PC > Passenger Car AR > Auto Rickshaw
MC > Motorcycles s
2.5.2 Country of Origin
MC
AR PC
LT
TB
TYRE
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The countries from where Rahimafrooz brings tyre in our country are as follows:
DJ -DUNLOP JAPAN
DN -DUNLOP INDONESIA
DI -DUNLOP INDIA
II -INDUS INDIA
DR -D MASTER THAILAND
RK -RUBBER KING
DK -DUNLOP TUBE KOREA
2.5.3 Claim SettlementIf customers have any claim over the product of Rahimafrooz then the organization takes
the whole procedure as below table or chart:
2.6 Market: national/international
Rahimafrooz operates in three broad segments automotive after market, power and
energy, and retail. While the Group activities are coordinated from the Rahimafrooz
Corporate Office (RACO), it has more than eight Strategic Business Units (SBUs), three
other business ventures, and a not-for-profit social enterprise. These are as follows:
CLAIM SETTLEMENTCLAIM SETTLEMENT
CUSTOMERS
DEALER / RETAIL UNITS
CUSTOMER SERVICE UNITS
ACCEPT
REJECT
REBETE /COMMERCIAL CLAIM
BACK TOCUSTOMERS
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Rahimafrooz Bangladesh Ltd. Company {Parent Company}
Rahimafrooz Batteries Ltd.
Rahimafrooz Distribution Ltd.
Rahimafrooz Energy Service Ltd.
Rahimfrooz Superstore
Rahimafrooz CNG Ltd.
Rahimafrooz Accumulator Ltd.
Rahimafrooz Globate Ltd.
Rahimafrooz Renewable Energy Ltd.
Excel Resources Ltd.
RDL has strengthened their market leadership at home while reaching out to international
markets. Ranging from automotive after market products, energy and power solutions, to
a world class retail chain the team at Rahimafrooz is committed to ensuring best in
class quality standards and living the Groups four core values Integrity, Excellence,
Customer Delight and Innovation.
Rahimafrooz has been a partner in the development journey of this nation for more than
fifty years now. They set their highest standards in responsible corporate behavior and
our passion for success is aligned with the development journey of Bangladesh. We, at
Rahimafrooz as an organization, are committed to playing a leading role in driving
growth, prosperity, ethical values and social responsibility. Rahimafrooz Group will
continue to serve its customers through unparallel quality excellence and service
superiority.
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2.7 Performance over the Years
Here we will see the market composition of passenger car (PC) tyre, category
performance of PC tyre by dealer, retailer, and institute
2.7.1 Market Composition of PC tyre
The market composition for passenger car tyre in 2009 was like below chart:
Market Composition of PC Tyre
8300, 39%
4400, 21%
3700, 17%
3500, 16%1400, 7% Indoneshia
Japan
China
Taiwan
India
2.7.2 Market composition of TB tyre
The market composition for Truck Bus tyre in 2009 was like below chart:
TB Market Composition
24%
76%
TBR
TBX
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2.7.3 Market composition of LT tyre
The market composition for Light Truck tyre in 2009 was like below chart:
LT Larket Composition
8%
92%
LTR
LTX
2.7.4 Market composition of AR tyre
The market composition for Auto Rickshaw tyre in 2009 was like below chart:
AR Market Composition
2%
34%
64%
Others
Bangladesh
India
2.8 SWOT Analysis
Here are the SWOT analysis that means strength, weakness, opportunity, and threat of
RDL:
2.8.1 Strength: The strength of Rahimafrooz Distribution is:
Branded company
Quality product
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Doing business for over the last 50 years in Bangladesh
Market growth in all segments
Special discount on over stock items
Local manufacturing of RZ tyre
2.8.2 Weakness: The weaknesses of Rahimafrooz Distribution are:
Positioning problem in case of RZ tyre
Non availability of FMCG sizes in case of Indus tyre
Non active key dealers
Dissatisfaction on given incentives against 2008- 09 purchase
Impact of new dealers incentive policy or cash purchase
2.8.3 Opportunity: The opportunity of Rahimafrooz Distribution is:
They are planning for going to make the company multinational company in
future.
2.8.4 Threat: The threats of Rahimafrooz Distribution are:
Multi brand management
Ensure growth in PC segment
Competition with channel members
Dealer activation
2.9 Areas to be Improve
There are certain areas where RDL needs some improvement like,
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The prices of Dunlop tyre are too high, only high class people can afford it.
Moreover their service needs to improve, they should have an measurement
technique for measure the satisfaction, level of customers
They should maintain more good relation with their dealers, almost all the dealers
are not highly satisfied with the service they give to them.
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3.0 Introduction
As we already know that there are different branded tyres in the market and different
consumers prefer different tyre for their car. There are many other things that influence a
consumer to purchase a tyre like price, promotional activities, discounts or credits
facility, place of purchase, dealer, retailer, quality of the product etc. So it is very
important for a tyre company to know the factors that affect the customers to buy a tyre.
3.1 Problem Statement
The behavior of passenger car owner in purchasing tyre is unknown.
3.2Justification
The behavior of passenger car owner in purchasing tyre is unknown because there are
many branded tyre in the market and different consumers prefer different tyre for their
cars.
3.3 Literature Review
Relationship marketing
Relationship marketing emerged in the 1980s as an alternative to the prevailing view of
marketing as a series of transactions, because it was recognised that many exchanges,particularly in the service industry, were relational by nature (Berry, 1983; Dwyeret al., 1987;
Grnroos, 1994; Gummesson, 1994; Sheth and Parvatiyar, 2000). Within a retail banking setting,
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Walsh et al. (2004, p. 469) define RM as the activities carried out by banks in order to attract,
interact with, and retain more profitable or high net-worth customers.
Relationship marketing thus aims at increasing customer profitability while providing betterservices for customers. Several studies have empirically demonstrated a positive association
between RM strategies and business performance (e.g. Naidu et al., 1999; Palmatier and
Gopalakrishna, 2005). Within a banking context, Keltner (1995) found that German banks, in5
contrast to American banks, managed to maintain a stable market position during the 1980s and
early 1990s as a consequence of relationship oriented banking strategies.RM will not automatically lead to stronger customer relationships; rather, customers will exhibit
different levels of relationship closeness and strength (Berry, 1995; Liljander and Strandvik,
1995). In order to be attractive, RM strategies should enhance customers perceived benefits of
engaging in relationships (OMalley and Tynan, 2000). However, all customers do not want toengage in relationships and, in fact, it has been suggested that close customer relationships in
banking are rare, and that they are being further weakened by the increase in self-service
technologies (OLoughlin et al., 2004). An alternative is to look upon new technologies as
relationship facilitators (Sweeney and Morrison, 2004) and to use them strategically in customerrelationship management (Payne and Frow, 2005).
One of the basic tenets of relationship marketing is customer orientation. Already the SOCO(selling orientation-customer orientation) scale, developed by Saxe and Weitz (1982), was based
on the premise that customer oriented sales people strive to increase customers long-term
satisfaction. Selling oriented sales people were considered to prioritise the achievement of animmediate sale at the expense of customer needs. Subsequent research has shown that the degree
of customer orientation indeed has an effect on a firms relationships with its customers (Clark,
1997; Yavas et al., 2004). In a study of financial services, Bejou et al. (1998) found that
customer oriented employees had a positive impact, while sales oriented employees had anegative impact, on customers relationship satisfaction.
To our knowledge, there are no previous studies on the effect of RM activities on customer
loyalty in different profitability segments. Before describing profitability segmentation, we willbriefly review two desired relationship outcomes, customer relationship satisfaction and loyalty.
6
Customer relationship satisfactionCustomer evaluation measures should reflect the type of exchange that is being evaluated, i.e.
transactional or relational. Often used measures in a relationship context are relationship quality
(e.g. Bejou et al., 1996; Crosby et al., 1990; Lang and Colgate, 2003), and relationship
satisfaction (e.g. Abdul-Muhmin, 2002; Rosen and Surprenant, 1998). A positive relationshipbetween service quality and satisfaction has been well established in the banking sector (e.g.
Ennew and Binks, 1999; Jamal and Naser, 2002; Hooi Ting, 2004). However, the constructs are
highly correlated and sometimes difficult to separate in transactional interactions (Bitner andHubbert, 1994), but even more so from a relationship perspective (Dabholkar, 1995). In long-
term relationships perceived quality and satisfaction are likely to merge into an overall
evaluation of relationship satisfaction.Customer loyalty
Customer loyalty is defined as a deeply held commitment to rebuy or repatronize a preferred
product/service consistently in the future, thereby causing repetitive same-brand or same brand-
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set purchasing, despite situational influences and marketing efforts having the potential to cause
switching behaviour. (Oliver, 1999, p. 34).
As illustrated in the definition above, loyalty has both an attitudinal and behavioural dimension(Dick and Basu, 1994). It is assumed that customers who are behaviourally loyal to a firm
display more favourable attitudes towards the firm, in comparison to competitors. However, in
some cases behavioural loyalty does not necessarily reflect attitudinal loyalty, since there mightexist other factors that prevent customers from defecting (Aldlaigan and Buttle, 2005; Liljander
and Roos, 2002; Reinartz and Kumar, 2002).
Customer satisfaction and loyalty are highly correlated (Athanassopoulos et al., 2001; Hallowell,1996; Silvestro and Cross, 2000), but form two distinct constructs (Bennett and Rundle-Thiele,
2004; Oliver, 1999). Customer satisfaction with a bank relationship is a good
7
basis for loyalty (Bloemer et al., 1998; Pont and McQuilken, 2005), although it does notguarantee it, because even satisfied customers switch banks (Nordman, 2004). One important
reason for switching is pricing (Colgate and Hedge, 2001; Ennew and Binks, 1999). Hence,
banks have launched customer loyalty programmes that provide economic incentives. Although
the effectiveness of loyalty programmes has been questioned (e.g. Dowling and Uncles, 1997;Sharp and Sharp, 1997; Stauss et al., 2005), research has shown that they have a significant,
positive impact on customer retention, service usage, and/or share of customer purchases (e.g.Bolton et al., 2000; Verhoef, 2003).
The link between loyalty and profitability
Numerous studies have shown positive links between loyalty and firm profitability (Anderson etal., 1994; Hallowell, 1996; Reichheld, 1996; Silvestro and Cross, 2000). Nonetheless, not all
loyal customers are profitable (Storbacka, 1994; 1997). According to Reinartz and Kumar
(2002), the overall link between loyalty and profitability in many industries is questionable for
two reasons: 1) a relatively large percentage of long-term customers are only marginallyprofitable, and 2) a relatively large percentage of short-term customers are highly profitable. It is
noteworthy, however, that Reinartz and Kumars (2002) findings from four industries (high
technology, postal service, retail food and direct brokerage) still indicate that a larger proportionof the long-term customers than of the short-term customers exhibit high profitability, and a
larger proportion of the high-profitability customers than of the low-profitability customers are
long-term customers. Thus, the theory of an overall positive connection between customerloyalty and profitability cannot be rejected.
As noted by Anderson and Mittal (2000), customer relationship profitability arises through the
acquisition and retention of high quality customers with low maintenance costs and high
revenue. In the context of retail banking, Storbacka (1994) describes relationship costs ascomprising direct variable costs, such as transaction related costs and costs related to specific
8
services, in addition to overhead costs that may or may not be attributable to particularrelationships. Relationship revenue, meanwhile, is split into volume-based revenue that is
derived from interest margins, and fee-based revenue. Customers patronage concentration
(Storbacka, 1994), or share-of-wallet (Keiningham et al., 2003; Perkins-Munn et al., 2005), andpricing policies are important aspects of relationship revenue in banking. Since a large part of
banks revenues are received from interest margins, customers volume of business has a major
impact on profitability. If relationship costs are minimized and relationship revenue is
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maximized over time, long-term customers should generate greater profitability than short-term
customers.
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3.4 Objectives of the Report
There are two types of objective behind conducting this report. These are as
follows:
3.4.1 Broad objective:
The broad objective of this report is to find out the behavior of passenger car
owner in purchasing tyre.
3.4.2 Specific objectives:
The specific objectives for this report are as follows:
To find out the brand that consumers prefer for their tyre.
To find out the reason for purchasing the brand.
To find out from where they would like to purchase the tyre.
To find out the reasons behind purchasing from the place.
To find out the advertisement media that helps the customers most.
3.5 Methodology
To complete this report successfully I have to follow some methods. These are
as follows:
3.5.1 Research Type: This research is descriptive in nature
3.5.2 Sampling Plan: The sampling for this research is as follows:
Sampling Frame: The research was conducted in different parts of
Dhaka city.
Sampling Element: The private car owners living in Dhaka city were
selected as sampling element.
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Sampling Procedure: For the research I have used non probability
Convenience sampling technique.
Sample Size:My sample size for this research is 100.
3.6 Sources of Data
Data were collected from two sources. They are as follows:
Primary data: Primary data were collected directly from the customers
of tyre users. I have asked some questioned to them and use their
responses as primary data.
Secondary data: The secondary data were, companys Quarterly
Business Review Report, Tyre Marketing Report, information from
internet etc.
3.7 Data analysis
For data analysis I have done frequency analysis, cross tabs analysis with the
data I have collected from the respondents.
3.8 Findings
After completing the research I have found the following things about
Rahimafrooz tyre and things related to it. In this section I have described the
branded tyre available at Rahimafrooz, its marketing organaogram,
segmentation of tyre, country of origin, promotion, claim settlement, quarterly
business review of 2009 and finally the analysis of the questionnaire.
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3.8.1 Frequency Analysis
1. Mode of transportation
Table 1:Mode of transportation
Frequency Percent Valid Percent Cumulative Percent
Valid Private car 100 100.0 100.0 100.0
Which media do you use for your transportati
100.0%
Private c ar
Analysis:
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From the frequency table, statistics table, and from the graph we can see that all
the 100 respondents use private car for their transportation. As this topic is
based on tyre purchasing behavior of passenger car customers, normally all the
respondent are chosen who use the private cars.
2. Brand Preference for tyre
Table 2: Brand Preference for tyre
Frequency Percent Valid PercentCumulative
Percent
Valid Dunlop 43 43.0 43.0 43.0
Bridgestone 22 22.0 22.0 65.0
Kenda 10 10.0 10.0 75.0
Yokohama 16 16.0 16.0 91.0
MRF 8 8.0 8.0 99.0
Others 1 1.0 1.0 100.0
Total 100 100.0 100.0
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Which tyre brand you prefer for your car?
1.0%
8.0%
16.0%
10.0%
22.0%
43.0%
Others
MRF
Yokohama
Kenda
Bridgestone
Dunlop
Analysis:
From the above table and graph we can see most of the respondents prefer
Dunlop tyre for their car. Among the 100 respondents 43 respondents used
Dunlop, 22 respondents use Bridgestone and others use Yokohama, Kenda, etc.
3. Reason for purchasing the brand
Table 3: Reason for purchasing the brand
Frequency Percent Valid Percent CumulativePercent
ValidQualityproduct
54 54.0 54.5 54.5
Credit facility 5 5.0 5.1 59.6
Brand image 18 18.0 18.2 77.8
Country oforigin
6 6.0 6.1 83.8
Pattern ofproduct
5 5.0 5.1 88.9
Companyimage
11 11.0 11.1 100.0
Total 99 99.0 100.0Missing System 1 1.0
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Total 100 100.0
What is the reason for purchasong the brand?
1.0%
11.0%
5.0%
6.0%
18.0%
5.0%
54.0%
Missing
Company image
Pattern of product
Country of origin
Brand image
Credit facility
Quality product
Analysis:
Here, we can see the respondents motive or reason behind purchasing the
brand is quality product. According to 54 respondents Dunlop is a quality
product thats why they prefer it and 18 respondents purchase it because of
brand image. Other respondents purchase the brand because of company image,
country of origin etc.
4. Decision Maker in purchasing tyre
Table 4: Decision Maker in purchasing tyre
Frequency Percent Valid Percent CumulativePercent
ValidHead of the
family39 39.0 39.4 39.4
children 1 1.0 1.0 40.4
Drivers 14 14.0 14.1 54.5
My self 45 45.0 45.5 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
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Who takes the decision for purchasing tyre?
1.0%
45.0%
14.0%
1.0%
39.0%
Missing
My self
Drivers
childrens
Head of the family
Analysis:
From the frequency table and statistics table we can see that most of the
respondents decisions for purchasing tyre are made by the owner of the car.
Then, in second place we can see that head of the family took the decision for
purchasing the branded tyre and the percentage of decision making by drivers
are only 14%.
5. Influencer in buying the tyre
Table 5: Influencer in buying the tyre
Frequency Percent Valid Percent
Cumulative
Percent
Valid Relatives 41 41.0 41.0 41.0
Friends 34 34.0 34.0 75.0
Colleagues 20 20.0 20.0 95.0
Others 5 5.0 5.0 100.0
Total 100 100.0 100.0
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By whom you are influenced to buy the product?
5.0%
20.0%
34.0%
41.0%
Others
Collegues
Friends
Relatives
Analysis:
Here we can see that in case of tyre purchasing respondents are mostly
influenced by their relatives and friends. Among 100 respondents 41%
respondents are influenced by their relatives and 34% are influenced by their
friends.
6. Liking of the place to buy
Table 6: Liking for the place to buy
Frequency Percent Valid PercentCumulative
Percent
Valid Dealer 45 45.0 45.5 45.5
Retailer 13 13.0 13.1 58.6
Companyoutlet
39 39.0 39.4 98.0
Corporateagreement
2 2.0 2.0 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
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From where do you like to purchase the tyre?
1.0%
2.0%
39.0%
13.0%
45.0%
Missing
Corporate agreement
Company outlet
Retailer
Dealer
Analysis:
From the frequency and statistics table we can see that 45% respondents prefer
to but the tyre from the dealer and 39% prefer to buy from company outlet.
Very few percentages prefer retailers in case of tyrepurchasing.
7. Reason behind purchasing tyre from that place
Table 7: Reason behind purchasing tyre from that place
Frequency Percent Valid PercentCumulative
Percent
ValidCredit
facility/Discount40 40.0 40.4 40.4
Fixed price 28 28.0 28.3 68.7
Productavailability
22 22.0 22.2 90.9
Negotiableprice
8 8.0 8.1 99.0
Others 1 1.0 1.0 100.0
Total 99 99.0 100.0Missing System 1 1.0
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Total 100 100.0
what is the reason behind purchasing from that place
1.0%
1.0%
8.0%
22.0%
28.0%
40.0%
Missing
Others
Negotiable price
Product availability
Fixed price
Credit fac ility/Disc
Analysis:
Here we can see that the respondents prefer dealers because of credit facility
and the respondents who prefer company outlet go there because of fixed price
of tyre and product availability.
8. First brand come in to your mind
Frequency table 8: TOM
Frequency PercentValid
PercentCumulative
Percent
Valid Dunlop 42 42.0 42.0 42.0
Bridgestone
24 24.0 24.0 66.0
Kenda 7 7.0 7.0 73.0
MRF 16 16.0 16.0 89.0
Yokohama 11 11.0 11.0 100.0
Total 100 100.0 100.0
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brand comes first into your mind when you think abo
11.0%
16.0%
7.0%
24.0%
42.0%
Yokohama
MRF
Kenda
Bridgestone
Dunlop
Analysis:
From the graph, frequency and statistics table we can see that in case of tyre the
mind share of respondents are Dunlop. 42%respondents when think of tyre
Dunlop comes in their mind first. And in case of Bridgestone the percentage is
24%.
9. Advertisement media to know about the brand
Frequency table: 9 Advertisement media to know about the brand
Frequency PercentValid
PercentCumulative
Percent
ValidTelevision
ad22 22.0 22.2 22.2
Printmedia
59 59.0 59.6 81.8
Billboardad
10 10.0 10.1 91.9
Others 8 8.0 8.1 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
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h advertisement media helps you to know about the b
1.0%
8.0%
10.0%
59.0%
22.0%
Missing
Others
Billboard ad
Print media
Television ad
Analysis:
Here we can see that print media helps most to give information about tyre to
customers. 59% respondents believe that print media helps them to most to get
information about tyre.
10. Evaluation of Dunlop as tyre
Frequency table: 10 Evaluation of Dunlop as tyre
Frequency PercentValid
PercentCumulative
Percent
Valid Excellent 42 42.0 42.0 42.0
Very good 30 30.0 30.0 72.0
Good 21 21.0 21.0 93.0
Average 6 6.0 6.0 99.0
5.00 1 1.0 1.0 100.0
Total 100 100.0 100.0
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How would you rate Dunlop as tyre?
1.0%
6.0%
21.0%
30.0%
42.0%
5.00
Average
Good
Very good
Excellent
Analysis:
From the tables above we can see that 42% respondents rate Dunlop as
excellent and 30% rate Dunlop as very well. So we can say that Dunlop is an
excellent tyre.
3.8.2 Cross tabulation Analysis
Figure 1: Customers Preferences for Brand & Reasons for buying
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Which tyre brand you prefer for your car?
Others
MRF
Yokohama
Kenda
Bridgestone
Dunlop
Count
30
20
10
0
What is the reason
Quality product
Credit facility
Brand image
Country of origin
Pattern of product
Company image
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Which tyre brand you prefer for your car?
Others
MRF
Yokohama
Kenda
Bridgestone
Dunlop
Co
unt
30
20
10
0
What is the reason f
Quality product
Credit fac ility
Brand image
Country of origin
Pattern of product
Company image
Analysis:
The chart shows the cross tabulation between brand and the reason for
purchasing the particular brand. We can see that customers first reason behind
purchasing Dunlop is Quality, second comes its Brand image, and third comes
Dunlops Company image, and fourth comes the pattern of the product.
In case ofBridgestone brand the first reason for purchasing it is it Quality,
second reason is the brand image, third reason is pattern of the product and
fourth reason is country of origin. Customers reason behind purchasing theKenda brand is Quality product, Credit facility, Brand image and Company
image.
The customers who purchase Yokohama believe that it is a quality product.
The second thing that affects their purchase decision is its brand image and the
third reason is credit facility and country of origin. In case of MRF the reasons
is quality and country of origin.
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Figure 2: Reasons of purchasing the brand and place of purchase
What is the reason for purchasing the brand?
Com
panyimage
Patternofproduct
Countryoforigin
Brandimage
Creditfacility
Qualityproduct
Count
30
20
10
0
From where do you li
Dealer
Retailer
Company outlet
Corporate agreement
Analysis:
Here we can see the cross tabulation between the place from where the
customers would like to purchase their preferred brand and why. The graph
shows us that the customers who preferred quality products they purchased
from dealers, secondly they prefer company outlet and thirdly they prefer
retailers. The customers who wants credit facility they go for dealer and
company outlet, and secondly to retailer. Those who purchase forbrand image
they prefer dealer, secondly company outlet, and thirdly retailers.
We can also see that those who prefercountry of origin they only purchased
from company outlet, and those who prefer pattern of the product they
purchased from company outlet and corporate agreement. The customers who
purchase the brand because ofcompany image they prefer company outlet for
purchase.
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Figure 3: Preferred place for purchasing tyre and media that helps to purchase
from that place.
From where do you like to purchase the tyre?
Corporate agreement
Company outlet
Retailer
Dealer
Count
30
20
10
0
Which advertisement
Television ad
Print media
Billboard ad
Others
Analysis:
The graph sows us the cross tabs question between the media that giveinformation about and the place from where the customers like to purchase. We
can see that the print media helps the customers most to purchase the product
from dealers. Second comes the TV ad and third comes others (oral marketing)
which give the customers information about the product, Billboard ad also
helps customer to purchase from dealers.
In case ofretailers the media that helps most is print media, secondly TV ad
and thirdly billboard. Print media helps most in case ofcompany outlet, TV;
billboard also helps to give information about the product. But in case of
corporate agreement only print media gives information to the customers.
Students Preference Criteria who are in Bengali medium
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N Mean
Career Development 21 4.48
High quality of education
abroad
21 4.43
Prestige and ranking of
university
21 4.38
To generate ideas for future 21 4.24
Be out of comfort
zone/challenge myself
21 4.24
Students Preference Criteria who are in English medium
Descriptive Statistics
N Mean
Career Development 29 4.59
Make more marketable to future
employers29 4.45
Help professionally in a more
globalized world29 4.34
High quality of education abroad 29 4.24
Opens horizons and opportunities 29 4.17
Students Preference Criteria on the basis of Gender
( Female)
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Table 14: Students Preference Criteria on the
basis of Gender
N Mean
Career Development 31 4.48
To have a more global view
of the world
31 4.39
Be out of comfort
zone/challenge myself
31 4.35
High quality of education
abroad
31 4.29
Prestige and ranking of
university
31 4.19
To generate ideas for future 31 4.19
Make more marketable to
future employers
31 4.16
Help professionally in a more
globalized world
31 4.03
Recognition of qualification 31 4.03
Skills helpful for future
jobs/rsum/graduate school
31 4.00
Better equipped to handlechange
31 4.00
Higher status associated with
studying
31 3.94
Opens horizons and
opportunities
31 3.90
Inability to get a place in a
course you wanted to study
at home.
31 3.90
For a multi-cultural
experience
31 3.90
Highly competitive entry
requirements in home
country
31 3.87
Unavailability of course at
home
31 3.87
Chance to live in a foreign
country
31 3.84
For migration purposes 31 3.81
Chance to be independent 31 3.68
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Students Preference Criteria on the basis of Gender (Male)
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Descriptive Statistics
N Mean
Career Development 19 4.63
Make more marketable to
future employers
19 4.58
High quality of education
abroad
19 4.37
Help professionally in a more
globalized world
19 4.37
Recognition of qualification 19 4.32
Opens horizons and
opportunities
19 4.32
Higher status associated with
studying
19 4.26
Skills helpful for future
jobs/rsum/graduate school
19 4.21
Prestige and ranking of
university
19 4.16
Better equipped to handle
change
19 4.11
Chance to be independent 19 4.05
To generate ideas for future 19 4.00
To have a more global view
of the world
19 3.84
For a multi-cultural
experience
19 3.79
Highly competitive entry
requirements in home
country
19 3.58
Be out of comfort
zone/challenge myself
19 3.53
Unavailability of course at
home
19 3.47
Chance to live in a foreign
country
19 3.32
For migration purposes 19 3.16
Inability to get a place in a
course you wanted to study
at home.
19 2.63
Valid N (listwise) 19
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Students Preference Criteria on the basis Parents
Occupation (Businessman)
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Students Preference Criteria on the basis Parents
Occupation (Businessman)
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Descriptive Statistics
N Mean
Career Development 23 4.52
Be out of comfort
zone/challenge myself
23 4.52
To have a more global view
of the world
23 4.52
To generate ideas for future 23 4.39
High quality of education
abroad
23 4.35
For a multi-cultural
experience
23 4.26
Recognition of qualification 23 4.26
Skills helpful for future
jobs/rsum/graduate school
23 4.22
Make more marketable to
future employers
23 4.17
Better equipped to handle
change
23 4.13
Higher status associated with
studying
23 4.13
Unavailability of course at
home
23 4.09
Help professionally in a more
globalized world
23 4.09
Highly competitive entry
requirements in home
country
23 4.09
Opens horizons and
opportunities
23 4.04
Prestige and ranking of
university
23 4.04
Inability to get a place in a
course you wanted to study
at home.
23 3.96
For migration purposes 23 3.83
Chance to live in a foreign
country
23 3.78
Chance to be independent 23 3.61
Valid N (listwise) 23
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Summary of Findings:
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Descriptive Statistics
N Mean
Career Development 50 4.54
Make more marketable to
future employers
50 4.32
High quality of education
abroad
50 4.32
To have a more global view
of the world
50 4.18
Prestige and ranking of
university
50 4.18
Help professionally in a more
globalized world
50 4.16
Recognition of qualification 50 4.14
To generate ideas for future 50 4.12
Skills helpful for future
jobs/rsum/graduate school
50 4.08
Opens horizons and
opportunities
50 4.06
Higher status associated with
studying
50 4.06
Be out of comfort
zone/challenge myself
50 4.04
Better equipped to handle
change
50 4.04
For a multi-cultural
experience
50 3.86
Chance to be independent 50 3.82
Highly competitive entry
requirements in home
country
50 3.76
Unavailability of course at
home
50 3.72
Chance to live in a foreign
country
50 3.64
For migration purposes 50 3.56
Inability to get a place in a
course you wanted to study
at home.
50 3.42
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Recommendations
As Rahimafrooz is one of the reputed company in Bangladesh, there are very
little to recommend about there product or services. Though Rahimafrooz
provides quality product the prices are too high. Their only manufacturing tyre
is RZ tyre; its price is relatively low. If Rahimafrooz come forward to
manufacture its products then the price will be little bit low and all types of
consumers may be able to purchase the product. Another thing is consumers
mainly get information from print media, but now-a-days commercial TV Adand radio ad has became very popular, so they can go for commercial TV ad
and radio ad. So it will be easy for the consumers to get information from TV
and radio. Last recommendation for Rahimafrooz will be extending the
guarantee period of tyre. In present there are 1 year unwritten guarantee for tyre
but most customers think that this guarantee period should be extend more.
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Conclusion
After analysis the whole report I can conclude that as the aspiration statement
of Rahimafrooz reads, We want to be the most admired and trusted
organization, by excelling in everything we do, following ethical business
practices, and adding value to stakeholders. And we want to achieve all of
these while being firmly committed to our social responsibilities Rahimafrooz
Distribution Ltd., with a proud history of more than 50 years, strongly believes
in the principle of contributing back to the community where They operate.
They strive to add value to the society, its economy, and environment through
efforts.
As a result the consumers behavior towards Rahimafrooz is very positive and
their satisfaction level is very high. The consumers of passenger car tyre are
preferred Rahimafrooz tyre most. The consumers believe that Rahimafrooz
provides high quality product, but prices are high in case of Dunlop tyre.
Consumers of passenger car tyre mainly get information from the print media.
So, at the end I can conclude that Rahimafrooz is one of the finest companies in
Bangladesh. They provide high quality of product and consumers are satisfied
with Rahimafrooz products they bought, especially in tyre segment. Consumers
are satisfied by Rahimafrooz tyre category.
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4.0 Introduction
As Rahimafrooz is one of the finest companies of Bangladesh, I am fortunate to
o complete my internee in such a big organization. Through my internship
period I have learned so many things from the organization which I have not
learned before. As Rahimafrooze has huge SBUs I was placed in Rahimafrooz
Distribution Ltd. to complete my internship. A brief description is given below
about my internship experience:
4.1 Duties and responsibilities within the organization
As I was an intern my duties and responsibilities was not so serious type. I had
to go the office twice or thrice a week. Sometimes I had watched the working
process of lubricant sector, sometimes in tyre sector, and some times in battery
sector. Mainly my responsibility was to learn work.
4.2 Reporting structure
The topic and guideline for preparing my report was given by the Product
Manager of tyre Mr. Mahmudul Hassan. He was my super visor for the entire
internship period.
4.3 Department or divisionAs I am a student of BBA and my major was in marketing I was placed in
marketing department of Rahimafrooz Distribution Ltd.
4.4 Contribution to the organization
As an intern I have little to contribute for the organization. My topic was
research based so I had to conduct a research which they will use in their tyre
department in future.
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4.5 The job was related to my major area of study
I have chosen the major area for my BBA in marketing. In marketing major
there was a course named Consumer Behavior and the topic of my internship
is based on that subject that is consumer behavior in purchasing tyre of
passenger car owner. So the topic is matched with my major subject.
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References
1. Consumer Behavior
Shiffman, G Leon
Kanuk, Lazar Leslie
2. www.rahimafrooz.com
3. Quarterly Business Review 2009
Rahimafrooz Distribution Ltd.s
http://www.rahimafrooz.com/http://www.rahimafrooz.com/ -
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Appendix 1. Table of Mean, Median and Standard Deviation
1.Which media do you use for your transportation?Mean 1.00
Median 1.00
Mode 1.00
Standard Deviation 0.00
2. Which tyre brand you prefer for your car?Mean 2.62.00
Median 2.00
Mode 1.00
Standard Deviation 1.87
3. What is the reason for purchasing the brand?Mean 2.35
Median 1.00
Mode 1.00
Standard Deviation 1.76
4. Who takes the decision to purchasing the tyre?Mean 3.25
Median 4.00
Mode 5.00Standard Deviation 1.87
5. By whom you are influenced to buy the product?Mean 1.89
Median 2.00
Mode 1.00
Standard Deviation 0.89
6. From where do you like to purchase the tyre?
Mean 1.97Median 2.00
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Mode 1.00
Standard Deviation 0.96
7. What is the reason behind purchasing from that place?
Mean 2.01
Median 2.00
Mode 1.00
Standard Deviation 1.02
8. Which brand comes first into your mind when you think about tyre?Mean 2.64
Median 2.00
Mode 1.00
Standard Deviation 1.87
9. Which advertisement media helps you to know about the brand?Mean 2.81
Median 3.00
Mode 3.00
Standard Deviation 1.13
10. How would you rate Dunlop as tyre?Mean 1.94
Median 2.00
Mode 1.00
Standard Deviation 0.98
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Appendix 2. Questionnaire
Dear Respondent,
I am a student of BBA (Major in Marketing) ofEastern University and now doing my
internship at Rahimafrooz Distribution Ltd. As a part of my internship I have to
prepare a report on the following topic Tyre Purchasing Behavior of customers; A
study on passenger car So I am assigned by the company to do a research on
purchasing behavior of tyre in corporate sector. For the educational purpose I need
some information from you which will help me in preparing the internship report. I
will be grateful if you give me some of your valuable time.
Thank you
1. Name of the
respondent:
2. Profession:
3.Contact
Details:
Phone:
Email:
Address:
4. Which media do you use for your transportation?
I) Private Car
II) Auto rickshaw
III) Bus
IV) Others. (Please specify)
5. Which brand you branded tyre you prefer for your car?
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I) Dunlop
II) Bridgestone
III) Indus
IV) Kenda
V) Yokohama
VI) MRF
VII) Others.. (Please specify)
6. What is (are) the reason (s) for purchasing the brand?
I) Quality product
II) Credit facility
III) Brand image
IV) Country of origin
V) Pattern of product
VI) Company image
VII) Others. (Please specify
7. Who takes the decision for purchasing tyre?
I) Head of the family
II) Childrens
III) Wife
IV) Drivers
V) Others (Please specify)
8. By whom you are influenced to buy the product? (If any)
I) Relatives
II) Friends
III) Colleagues
IV) Others. (Please specify)
9. From where do you like to purchase the tyre?
I) Dealer
II) Retailer
III) Company outlet
IV) Corporate agreement
V) Others. (Please specify)
10. What is (are) the reason (s) behind purchasing from that place?
I) Credit facility / discounts
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