1.

0 Introduction
A multitude of companies today has already identified the need to create a loyal customer base and acknowledges that maintaining existing customers and extending business with them is significantly less expensive than acquiring new customers. Empirical proof of the proliferation of such customer loyalty efforts in the business world is e.g. provided in the form of loyalty programs, which many companies have installed during the past years. By engaging in efforts aimed at creating customer loyalty, which in turn fosters financial success in monetary terms firms react to increasing competitive challenges. Within research, the investigation of customer loyalty gained importance when the classic marketing paradigm with its instrumental and transactional orientation proved unsuitable in the context of longerterm business relationships. Instead, the relationship marketing approach, which is specifically concerned with the study of relational ex-changes, gained importance within research, serving as a conceptual foundation for the majority of customer loyalty researchers. The question of how loyalty develops has been subject to an abundance of research, leading to an expansive body of literature on loyalty determinants. The extant literature exploring different factors and their constituent effects on loyalty, however, reveals a strong focus on consumer goods and industrial equipment settings, while industrial services have received relatively little attention so far. In addition, the majority of articles incorporates merely a few potential determinants and thus fails to draw a comprehensive picture of the mechanisms of customer loyalty formation. Finally, this study will investigate in how far different relationship conditions influence the development of customer loyalty. For this purpose, important relationship characteristics will be identified and their moderating influences on the customer loyalty model will be examined. This will provide information on the robustness of the customer loyalty model versus relational contingencies and will suggest if it is necessary to differentiate customer loyalty efforts accordingly.

1.1 Origin of the Report

The internship program is required for the student of BBA. It is a program with duration of three months. Students who have completed all the required courses are eligible for this program. In this internship program, I was attached to the Transcom electronics limited, a company of Transcom group for three months.

Assessment on consumers buying behavior on Transcom Digital

1.2 Background of the Study

Electrical industries in Bangladesh are in growth stage. There are some other new things to be introduced in these sectors. Consumers buying behavior changes on an outlet due to price, quality and the services so to understand the problem and their perception this report has been prepared. Assessment on consumer buying behavior on Transcom Digital is prepared to know the consumer buying behavior of Transcom digital.

1.3 Objectives of the Study

Broad objectives
The main objective of the study is to understand the customers buying behavior at Transcom digital outlets & to find the possible ways that will enhance the image of Transcom Digital locally. Specific objectives Under a broad objective the study focused on some several activities for comprehending an overall review. 1. To identify whether the customer is satisfied with the price of Transcom Digitals product. 2. To identify the customer preference on the outlets. 3. To identify whether the customer is satisfied with the service. 4. To make SWOT analysis of Transcom Digital outlets and others. 5. To identify the buying behavior of the customer. 6. To identify the preferred media to attract customers toward Transcom Digital 7. To identify and analyze the core competitors.

1.4 Scope
The report work is a comprehensive study of the marketing activities about the TEL. The report focuses on the overall customers buying behavior, the customers satisfaction on the Transcom Digitals services and their products. This research is restricted with the customer of Transcom Digital outlets in Dhaka city

Assessment on consumers buying behavior on Transcom Digital

1.5 Rationale
This report is a part of academic program. The internship program is required course for the students who are completing BBA from ASAUB. It is a program with duration of 3 months. I did my internship program from Transcom Electrical Ltd. for 3 months. This report is an exploratory research for understanding the consumers buying behavior from the Transcom Digital outlet. Basically this report insight, detail understanding about consumers buying behavior. This report will help to identify their problem about consumers buying decisions.

1.6 Limitations of the study:

During the preparation of this report, several problems have been encountered that may be termed as the limitation of the study. Adequate efforts have been taken to accomplish the study according to the objectives. But as the research team is consisted of only one member therefore it was not possible to cover more additional area, which would obviously give better results. Time Limitation: The survey method needs a sufficient time to communicate with the respondents. But it does not happen because people are always in rush. They do not make enough time for answering the questions. Therefore, a very limited period of time is found for conducting the survey. Financial Limitation: The survey method needs efficient fund for fulfilling it properly. As it is for the academic purpose, money shortage is an obvious constrain. For data collection, the budget for printing and transportation costs is limited. Literature Review Limitation: This study has not done first time in Bangladesh. But the literature reviews were not easily available. Moreover, there was very little information found in the perspective of Bangladesh. Respondent Error In some cases, it is found that respondents are unable to remember the actual response. This inability has led to errors of omission, telescoping, and creation.

1.7 Literature Review

Assessment on consumers buying behavior on Transcom Digital

7 steps of influencing consumer buying behavior are: 1. Encourage Face-to-Face Dealings: This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project. 2. Respond to Messages Promptly & Keep Your Clients Informed: This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers' queries within the space of a few hours, but at least email or call them back and let them know you've received their message and you'll contact them about it as soon as possible. Even if you're not able to solve a problem right away, let the customer know you're working on it. 3. Be Friendly and Approachable: A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It's very important to be friendly, courteous and to make your clients feel like you're their friend and you're there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object- it happens to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at all times remain polite and courteous. 4. Have a Clearly-Defined Customer Service Policy: This may not be too important when you're just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesnt work, then what? Should they contact different people for billing and technical enquiries? If they're not satisfied with any aspect of your customer service, who should they tell? There's nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site -- and anywhere else it may be useful. 5. Attention to Detail (also known as 'The Little Niceties'): Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren't always cost effective, but remember to do them.

Assessment on consumers buying behavior on Transcom Digital

Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued. 6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. 7. Honor Your Promises: It's possible this is the most important point in this article. The simple message: when you promise something, deliver. Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go a miss.

Fig 1.7.1 Factors Influencing Loyalty

1.8 Report Preview

Assessment on consumers buying behavior on Transcom Digital

Research methodology shows the 2nd chapter and focused about data collection, data analysis tools etc. Organizational overview shows the 3rd chapter and here focused about the Transcom Electronics Ltd. Analysis and interpretation shows the 4th chapter which focused about the consumers perception about Transcom Digital and their buying behavior. And the 5th chapter summary of findings, recommendations and conclusion focused on the result got from the research, data analysis and interpretation and made a conclusion on the overall report.

Assessment on consumers buying behavior on Transcom Digital

2.0 Research Methodology

Appropriate methodology is required for a successful execution of any research work. It helps to organize and analyze the necessary data and information through a systematic process to achieve the ultimate objectives of the study. We know that there are some classifications of research. Through this study I am trying to find out the consumers buying behavior on Transcom Digital, this study can be said as descriptive study.

2.1 Information Need

The information needed for the study was to understand the perception of people about Transcom Digital and what are the problems regarding the field of price, quality, service and advertisement and the possible ways to solve those to enhance the image of Transcom Digital domestically.

2.2 Information Sources

The study is dependent on both primary sources and secondary sources to collect information on various aspects of price, quality, service and advertisement of Transcom Digital.

Primary Data
There are two types of method for data collection, survey and observation. For the study, the data has collected through survey method. It is an efficient way of collecting information from a large number of respondents Direct conversation with customers Face to face conversation with company managers and officers. Discussion with my supervisor Target sources: The study is descriptive in nature that incorporates collection of primary data. The sample units have been selected according to the convenience from different parts of the Dhaka City. The target source of information had been the customer of The Transcom Digital of the following Outlets: DGC (Gulshan-2)

Assessment on consumers buying behavior on Transcom Digital

DMD (Mohammadpur) DIP (Ibrahimpur) DRS (Rokeya Shoroni) DMP (Mirpur-1) Population: The population had been the customers of the 5 Transcom Digital outlets of TEL. The sample size was 93 customers of 5 outlets of Transcom Digital.

Secondary Data Secondary data was collected from Market research section, Marketing and sales, Web information, Journal; To conduct a study properly designing of the process is essential. Since reliability and validity of the outcomes of a study depends on the reliable data and information. In this connection some activities has been carried out to collect data and information. Information has been collected throughPersonal interview Website visit and Journal

2.3 Data Collection Instruments

There are two types of method for data collection, survey and observation. For the study, the data has collected through survey method. It is an efficient way of collecting information from a large number of respondents. The information will be collected with the help of questionnaire. The questionnaire has used for measuring the perceptions of consumers buying behavior of Transcom Digital. Survey questionnaire was divided into four parts for the purpose of collecting Basic information, Classification information & Identification information

2.4 Data Processing

Collected information have then processed & compiled with the aid of MS Word, Excel, SPSS & other related computer software. Necessary tables have been prepared on the basis of collected data and various

Assessment on consumers buying behavior on Transcom Digital

statistical techniques have been applied to analyses on the basis of classified information. Detail explanation and analysis have also been incorporated in the report.

Assessment on consumers buying behavior on Transcom Digital

3.1 Company Profile

Transcom Group is a Bangladeshi business conglomerate. The businesses under this group include Beverage, Pharmaceuticals, Newspaper, Radio channel, Electronics, Foods etc. Today, one of the leading and fastest growing diversified business houses in Bangladesh employing over 12,000 people. These early industrial ventures have moved over to businesses involved in high tech manufacturing, international trading and distribution, forming strong ties with a host of blue chip multinational companies and growing. Not many industrial groups in Bangladesh can claim a history of continuous business pursuits stretching back over 125 years! Initially tea and later jute formed the backbone of the family business. Although these are still part of the activities and contributing marginally to the overall group turnover, presently those early industrial ventures have moved over to businesses involving high-tech manufacturing, international trading and distribution, forming strong ties with a host of blue chip multinational companies. In recent years, TRANSCOM has emerged as the largest media house in Bangladesh. Transcom group started its journey in 1885 through tea plantations. This diversified business house now has interests in many segments in the industrial and service sectors in Bangladesh. Some of the brands managed by the group include: Pepsi, 7-Up, Mirinda, KFC, Pizza Hut, Phillips N.V, Whirlpool, Maybeline, Garnier, Heinz, Frito-Lay, Lindt, Servier, Novo-Nordisk. Other aspects of the business include: Pharmaceuticals (Eskayef Bangladesh Ltd. www.skfbd.com) Newspapers (Prothom Alo www.prothom-alo.com & The Daily Star www.thedailystar.net) FM Radio (ABC Radio FM 89.2 www.abcradiobd.fm) Distribution (Transcom Distribution Company ltd.)

Assessment on consumers buying behavior on Transcom Digital

3.2 Transcom Electronics Limited

Transcom Electronics Ltd (TEL) started its operation in 1993 by taking over PHILIPS electronics and lighting business in Bangladesh. Today, the company is one of the leading electronics and electrical company in the country, marketing and distributing Consumer lighting, Consumer electronics, Home Appliances and Professional lighting products from renowned brands through its extensive distribution and retail network Transcom Digital is the outlet started in the early 2005 through which TEL is retailing products directly to end consumers in the metro and urban cities. In 2008, the company re-introduced itself as Transcom Digital as a multi brand, multi-category retailer catering for all Electronics, Appliances and IT products. Today Transcom Digital becomes the original outlet of TEL responsible for sales and providing all TEL electronic/IT products to their valued customers. Currently it is successfully running with 48 outlets throughout the country and expects to increase the total outlet number eventually. Moreover TEL has a strong Corporate Sales Team under Transcom Digital for direct sales to the corporate clients. Through the Electronics & Appliances Distribution Consumer Electronics, Home & Domestic Appliances from global brands such as Samsung, Philips, Whirlpool and home brand Transtec are sold throughout the country via a nationwide dealer network. Currently there are about 165 electronics dealers covered under this network through which Transcom Digital is retailing the following Electronics & Appliances: Lighting & Electrical Distribution: Distribution is the core competency area of Transcom Electronics Ltd. through which Lighting, Electrical Domestic Appliances from global brand PHILIPS and home brand TRANSTEC are sold throughout the country via a nationwide distributor network. Currently there are about 17,000 electrical outlets and 90,000 grocery outlets covered under this network. Transcom Digital: This is a new venture started in the early 2005 through which TEL is retailing products directly to end consumers in the metro and urban cities. In 2008, the company re-introduced itself as Transcom Digital as a multi brand, multi-category retailer catering for all Electronics, Appliances and IT products. Today Transcom Digital is successfully running its business with 38 showrooms throughout the country and expects to increase the total outlet number to 50 by the end of 2010.The Company has a strong Corporate Sales Team under Transcom Digital for direct sales to corporate clients.

Assessment on consumers buying behavior on Transcom Digital

Electronics & Appliances Distribution: Through the E&A Distribution Consumer Electronics, Home & Domestic Appliances from global brands such as PHILIPS, WHIRLPOOL, and home brand TRANSTEC are sold throughout the country via a nationwide dealer network. Currently there are about 165 electronics dealers covered under this network. Projects: The Company has a strong and experienced project team handling PHILIPS professional lighting projects. Transcom Beverage: The company is the exclusive PepsiCo Franchisee for Bangladesh. TBL owns and operates modern plants in Dhaka and Chittagong for bottling the renowned soft drink brands: Pepsi, 7Up, Mirinda, Slice, Mountain Dew, Pepsi Diet and 7Up Light. Their vision is To deliver sustained growth in Bangladesh and move towards dominant Beverage Company, delighting & nourishing every Bangladeshi, by best meeting their everyday beverages needs & stakeholders by delivering performance with purpose, through talented people. Transcom Distribution Co. Ltd.: The largest independent distribution setup in Bangladesh with full infrastructural facilities provided by a countrywide network of 23 branch offices along with one main office, warehouses and delivery vans, directly servicing over 8000 outlets throughout the whole country. TDCL is an allied business company of TRANSCOM Groups responsible for distributing multidimensional products across the country. The company started its business with the distribution of quality pharmaceutical products manufactured by ESKAYEF, NOVO NORDISK, SERVIER, ALLERGAN and consumer brands like Frito Lay, Heinz, Wrigley, Mars, Energizer, Schick, L'Oreal, Garnier, ConAgra Foods, McVities and Hemas. It started its diagnostic distribution division in 1993 by distributing laboratory equipments and reagents from Hettich (Germany), TREK Diagnostics (USA) and Fortress(UK). It also distributes crude oil and oil products from Vitol. Basically TDCL has three distribution divisions: TDCL is an allied business company of TRANSCOM Groups with its three largest distribution divisions: 1. For Pharmaceutical products-Pharma Division 2. For Diagnostics and clinical products-Diagnostic division and 3. Consumer Brands division.

Assessment on consumers buying behavior on Transcom Digital

TDCL has the largest independent distribution setup in Bangladesh with full infra structural facilities provided by a countrywide network of branch offices with warehouses and delivery vans. The company distributes1. TDCL-Pharma: Quality pharmaceutical products manufactured by SERVIER, NOVO NORDISK and ESKAYEF. 2. TDCL-Diagnostic: Diagnostic and clinical products from VesaTREK (USA), Asys Hi-Tech (Austria) and Shel lab (USA). 3.TDCL-Consumer Brand: TDCL also markets and distributes color cosmetics; skin and hair care products from LOREAL Paris, MAYBELINE New York and GARNIER Paris, Heinz, Lindt & Fritolay, the worlds number one potato chips is now being exclusively marketed and distributed all over Bangladesh by TDCL. Bangladesh Lamps Ltd: BLL is the pre-eminent manufacturer of electric light bulbs in the country. The company has an exclusive licensing agreement with PHILIPS Electronics N.V. Holland, under which it manufacturers PHILIPS lighting products. BLL was incorporated in 1960 as a subsidiary of PHILIPS, Holland. In March 1993, PHILIPS sold its entire shares to TRANSCOM. The pre-eminent manufacturer of electric light bulbs in the country. The company has an exclusive licensing agreement with PHILIPS Electronics N.V. Holland, under which it manufacturers PHILIPS lighting products. BLL was incorporated in 1960 as a subsidiary of PHILIPS, Holland. In March 1993, PHILIPS sold its entire shares to TRANSCOM. The primary purpose of BLL is to produce and serve Philips GLS lamps (Classic tone, Soft tone and Anti-Insect types) & Transtec CFL and GLS lamps (Clear & Lustre types) around the country which are marketed and sold under the governance of Transcom Electronics Ltd (TEL) as lightening distribution and sales projects. Due to the necessity of cost effective electricity the TFL tech bulbs are populated and distributed more and more everyday around the country, BLL became one of the leading TFL bulb production houses

Bangladesh Electrical Industries Ltd: BEIL is a leading producer of televisions and radios in Bangladesh and is the official licensee of PHILIPS Electronics N.V. Holland. The company was incorporated in 1960 as a subsidiary of PHILIPS, Holland. In March 1993, PHILIPS sold its entire shares to TRANSCOM.

Assessment on consumers buying behavior on Transcom Digital

Transcom Mobile Ltd: At recent they started a new business, Transcom mobile Ltd. They started it in 2011.

3.3 History of Transcom

Originated with tea plantations in 1885 a history of strong business pursuits stretching back over 125 years. Initially tea later jute formed the backbone of the family business. Although these are still part of the activities, they contribute marginally to the overall group turnover. These early industrial ventures have moved over to businesses involved in high tech manufacturing, international trading and distribution, forming strong ties with a host of blue chip multinational companies and growing. Not many industrial groups in Bangladesh can claim a history of continuous business pursuits stretching back over 125 years! Initially tea and later jute formed the backbone of the family business. Although these are still part of the activities and contributing marginally to the overall group turnover, presently those early industrial ventures have moved over to businesses involving hightech manufacturing, international trading and distribution, forming strong ties with a host of blue chip multinational companies. In recent years, TRANSCOM has emerged as the largest media house in Bangladesh.

Assessment on consumers buying behavior on Transcom Digital

3.4 Organogram:
Transcom electronics

Fig 3.4.1 OPERATION STRUCTURE

3.5 PRODUCT PORTFOLIO

Assessment on consumers buying behavior on Transcom Digital

Figure 3.5.1 PRODUCT PORTFOLIO

4.1 Gulshan Showroom (DGC) Analysis

Electronic & pu rchas e ap pliance vis it in fro m price of vis it in s Trans co m Tra ns co m Tran s com othe r p urchas ed D igital D ig ita l D igital ou tlets N Mean Median Std. D e via tio n Skew nes s Std. Error of Skew nes s Percen tile 25 s 50 75 Valid Mis s in g 20 0 4.1 000 4.0 000 1.41 04 9 -.195 .512 3.0 000 4.0 000 5.7 500 20 0 3.75 00 4.00 00 1.2 0852 .3 35 .5 12 3.00 00 4.00 00 4.75 00 20 0 3 .2000 3 .0000 1.28145 .253 .512 2 .2500 3 .0000 4 .0000 20 0 1.75 00 2.00 00 .444 26 -1.251 .5 12 1.25 00 2.00 00 2.00 00 20 0 2 .00 00 2 .00 00 1.21395 2.157 .512 1 .00 00 2 .00 00 2 .00 00

purchas e price of purch as e from othe r o ther over location of o utlet o utlet interne t ou tlet 20 0 1.850 0 2.000 0 1 .18 210 2 .443 .51 2 1.000 0 2.000 0 2.000 0 20 0 2.2 50 0 2.0 00 0 1 .0699 2 .591 .512 1.2 50 0 2.0 00 0 3.0 00 0 20 0 1.6500 2.0000 .58714 .212 .512 1.0000 2.0000 2.0000 20 0 4 .6000 5 .0000 .68056 -1 .514 .512 4 .0000 5 .0000 5 .0000

Assessment on consumers buying behavior on Transcom Digital

Statistics Quality of Products N Mean Median Std. Deviation Skewnes s Std. Error of Skewnes s 25 Percentile s 50 75 .512 5.0000 5.0000 5.0000 Valid Mis s ing 20 0 5.0000 5.0000 .00000 Brands offered 20 0 4.7500 5.0000 .44426 -1.251 .512 4.2500 5.0000 5.0000 knowledg helpfullne e of s taff s s of s taff 20 0 4.9000 5.0000 .30779 -2.888 .512 5.0000 5.0000 5.0000 20 0 4.9000 5.0000 .30779 -2.888 .512 5.0000 5.0000 5.0000 value for price offered 20 0 4.4000 4.0000 .59824 -.393 .512 4.0000 4.0000 5.0000 free s ervice 20 0 4.5000 4.5000 .000 .512 4.0000 4.5000 5.0000 s election advertis in layout and of product g des ign 20 0 7.0500 5.0000 4.458 .512 4.0000 5.0000 5.0000 20 0 4.9000 5.0000 .30779 -2.888 .512 5.0000 5.0000 5.0000 20 0 4.6500 5.0000 .48936 -.681 .512 4.0000 5.0000 5.0000

.51299 11.29730

Interpretation: Mean- the average of purchasing electronic appliances in Gulshan area surveying 20
respondents are 4.1 that means they purchased 3 products on an average on the last three months and the respondent visited on an average 3.75 on the last three months that means they visited five six times on an average, the mean of the purchasing electronic appliances from Transcom digital is 3.2 that means on an average they purchased 2 items from there. The mean of visiting other outlets is 2 which means the consumers on an average visited other outlets for one two times and the mean of purchasing from other outlet is 1.85 that is they purchased minimum 1 product on an average on last three months. The quality of products mean is 5 that it is very important to all the respondents. Knowledge of the staff , helpfulness of the staff and brand offered all these have the mean of 5 that means these things are very important to the respondents. Standard deviation- the standard deviation of purchasing electronic appliances is 1.41 that means if the variables that affect the purchasing like price quality environment and so on is in favor of the respondents than the average of product purchase will be 5.51 and if it are not in favor than the average of product purchase will be 2.69. The standard deviation of purchasing electronic appliances from Transcom Digital is 1.281 so if variables that affect the purchasing like price quality environment and so on is in favor of the respondents than the average of product purchase will be 4.481 and if it is not in favor than the Assessment on consumers buying behavior on Transcom Digital

average of product purchase will be 1.919. The standard deviation of purchase from other outlet is 1.182 that means if variables that affect the purchasing like price quality environment and so on are in favor of the respondents than the average of product purchase will be 3.032 and if it is not in favor than the average of product purchase will be .668. These are the interpretation of Mean and standard deviation in Gulshan outlets.

Assessment on consumers buying behavior on Transcom Digital

Frequency Table
Shopping Behavior

Electronic & appliances purchased Frequenc Cumulative y Percent Valid Percent Percent Valid None 1 5.0 5.0 5.0 One 1 5.0 5.0 10.0 Two 4 20.0 20.0 30.0 Three 8 40.0 40.0 70.0 Four 1 5.0 5.0 75.0 Five or more 5 25.0 25.0 100.0 Total 20 100.0 100.0

Chart: 4.1.1 Electronic & appliances purchased

Interpretation: From the above figure we can see that among 20 respondent 1 respondent (5%) didnt
purchased any electronic product and appliances in the last three month, 1 respondent (5%) had purchased one electronic item in the last three months, 4 respondent (20%) had purchased two electronic items in the last three months, 8 respondent (40%) had purchased three electronic products in the last three months, 1 respondent (5%) had purchased four electronic product in the last three months and 5 respondent (25%) had purchased five or more electronic item in the last three months, so from the pie chart we can say that 95% have purchased the electronic appliances in the Gulshan area.

Assessment on consumers buying behavior on Transcom Digital

Visit in Transcom Digital Frequency Valid One-Two Three-Four Five-Six Seven-Eight Nine or more Total 3 6 6 3 2 20 Percent 15.0 30.0 30.0 15.0 10.0 100.0 Valid Percent 15.0 30.0 30.0 15.0 10.0 100.0 Cumulative Percent 15.0 45.0 75.0 90.0 100.0

Chart 4.1.2 visit in Transcom Digital Assessment on consumers buying behavior on Transcom Digital

Frequency Valid None One Two Three Four Five or more Total 2 3 8 4 2 1 20

Percent 10.0 15.0 40.0 20.0 10.0 5.0 100.0

Valid Percent 10.0 15.0 40.0 20.0 10.0 5.0 100.0

Cumulative Percent 10.0 25.0 65.0 85.0 95.0 100.0

Interpretation: Among 20 respondents, 3 respondents (15%) had visited Transcom digital one two
times, 6 respondents (30%) had visited Transcom digital three four times, 6 respondents (30%) had visited Transcom digital five six times, 3 respondents (15%) had visited Transcom digital seven eight times and 2 respondents (10%) had visited Transcom digital nine or more times in the past three months. Therefore we can say that total 100% of the 20 respondent had visited the Transcom digital outlet in Gulshan. This 20 consumers could be a potential customers in the last three months Purchase from Transcom Digital

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.3 Purchase from Transcom Digital

Interpretation: Among 20 respondents, 2 respondent (10%) did not purchased anything from Transcom
Digital in past three months, 3 respondent (15%) purchased at least one product from the Transcom Digital outlet, 8 respondent (40%) purchased at least two product from the Transcom Digital outlet, 4 respondent (20%) purchased at least three product from the Transcom Digital outlet, 2 respondent (10%) purchased at least four product from the Transcom Digital outlet and 1 respondent (5%) purchased at least five or more product from the Transcom Digital outlet so we can say that 90% of the respondent purchased from Transcom Digital outlet.
price of Transcom Digital Frequency Valid Expensive for the quality Fair and reasonable Total 5 15 20 Percent 25.0 75.0 100.0 Valid Percent 25.0 75.0 100.0 Cumulative Percent 25.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.4 Price of Transcom Digital

Interpretation: Among 20 respondents, 5 respondents (25%) said that the price is expensive for the
quality and the other 15 respondents (75%) said that the price is reasonable and fair for the quality. That means the price is reasonable for the maximum number of customer in Gulshan area.
visit in other outlets Frequency Valid None One-Two Three- Four Five-Six Nine or more Total 7 10 1 1 1 20 Percent 35.0 50.0 5.0 5.0 5.0 100.0 Valid Percent 35.0 50.0 5.0 5.0 5.0 100.0 Cumulative Percent 35.0 85.0 90.0 95.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.5 Visit in other outlets

Interpretation: From the above figure we can see that among 20 respondents 7 respondents (35%) did
not visited in the other outlets 10 respondents (55%) had visited other outlets one two times, 1 respondents (5%) had visited other outlets three four times, 1 respondents (5%) had visited other outlets five six times, and 1respondents (5%) had visited other outlets nine or more times in the past three months. Therefore we can assume that those 35% are the loyal customers and the other 55% can be converted into the loyal customers.
purchase from other outlet Frequency Valid None one Two Five or more Total 9 8 2 1 20 Percent 45.0 40.0 10.0 5.0 100.0 Valid Percent 45.0 40.0 10.0 5.0 100.0 Cumulative Percent 45.0 85.0 95.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.6 purchase from other outlet

Interpretation: Among 20 respondents, 9 respondents 45% didnt purchased anything from other
outlets, 8 respondents (40%) purchased one product from other outlets, 2 respondents (10%) purchased two product from other outlets and 1 respondent (5%) purchased five or more products from other outlets. So we can say that those 45% respondents are our loyal customers or could be the loyal customers those who purchased one product in the last three months from other outlets the staff of Transcom digital can convince them to purchase from there.
price of other outlet Frequency Valid Expensive for quality Fair and reasonable Low Dont know Total 5 9 2 4 20 Percent 25.0 45.0 10.0 20.0 100.0 Valid Percent 25.0 45.0 10.0 20.0 100.0 Cumulative Percent 25.0 70.0 80.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.7 price of other outlet

Interpretation: From the above chart we can say that among 20 respondents 5 respondents (25%) said
price of other outlet is expensive for the quality of the product, 9 respondents (45%) said the price is fair and reasonable, 2 respondents (10%) thinks that price is low for the quality and 4 respondents (20%) dont know about the price of the products of other outlets. So we can say that 25% respondent think that the price is expensive for the quality and this percentage of people
purchase over internet Frequency Valid Yes No consider Total 8 11 1 20 Percent 40.0 55.0 5.0 100.0 Valid Percent 40.0 55.0 5.0 100.0 Cumulative Percent 40.0 95.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.8 purchase over internet

Interpretation: Among 20 respondents, 8 respondents (40%) are interested to purchase the product
through internet and the other 11 respondents (55%) are not interested to purchase the through internet

location of outlet Frequency Valid somewhat important Important Very important Total 2 4 14 20 Percent 10.0 20.0 70.0 100.0 Valid Percent 10.0 20.0 70.0 100.0 Cumulative Percent 10.0 30.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.9 Location of outlet

Interpretation: In the survey we found that (10%) people among 20 respondents said location of the
outlet is somewhat important to them, 4 respondent (20%) said location of outlet is important for them and rest of the other 14 respondents (70%) said location is very important for them.

Quality of Products Frequency Valid Very important 20 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.10 Quality of Products

Interpretation: Among 20 respondents everyone them said quality is most important for them. A
company should obviously maintain their quality to retain customers.

Brands offered Frequency Valid important Very important Total 5 15 20 Percent 25.0 75.0 100.0 Valid Percent 25.0 75.0 100.0 Cumulative Percent 25.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.11 Brands offered

Interpretation: Among 20 respondents, 5 respondents (25%) said brand offered by the outlets are
important and other 15 respondents (75%) said it is very important which brands are available in the outlets.

knowledge of staff Frequency Valid important Very important Total 2 18 20 Percent 10.0 90.0 100.0 Valid Percent 10.0 90.0 100.0 Cumulative Percent 10.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.12 Knowledge of Staff

Interpretation: Knowledge of the staff is only important to 2 respondents (10%) among 20 respondents
and it is very important to 18 respondent (90%). so we can say that knowledgeable staff should be kept in every outlets so that they can give full information about the product.

helpfullness of staff Frequency Valid important Very important Total 2 18 20 Percent 10.0 90.0 100.0 Valid Percent 10.0 90.0 100.0 Cumulative Percent 10.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.13 Helpfulness of Staff

Interpretation: Helpfulness of the staff is only important to 2 respondents (10%) among 20 respondents
and it is very important to 18 respondent (90%). so we can say that those staff should be kept who can help customer what they need in every outlets so that they can give convince a consumer about the product and can make sure that consumer is satisfied with the behavior of the staff.
value for price offered Frequency Valid somewhat important important Very important Total 1 10 9 20 Percent 5.0 50.0 45.0 100.0 Valid Percent 5.0 50.0 45.0 100.0 Cumulative Percent 5.0 55.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.14 Value for price offered

Interpretation: Among 20 respondents, 1 respondent (5%) said value for price offered in outlets is
somewhat important, 10 respondents (50%) said that value for price is important to them and 9 respondents (45%) said that value for price offered is very important. so we can say that value for price offered is also important for the consumers.

free service

Frequency Valid important Very important Total 10 10 20

Percent 50.0 50.0 100.0

Valid Percent 50.0 50.0 100.0

Cumulative Percent 50.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.15 Free Service

Interpretation: Among 20 respondents 10 respondents (50%) said free services like installation, home delivery and so on are important and other (50%) said that these free services are very important. every consumer wants their comforts so if these services are given then consumer will be more satisfied and will purchase again and again.

selection of product Frequency Valid Somewhat important important Very important Total 9 10 1 20 Percent 45.0 50.0 5.0 100.0 Valid Percent 45.0 50.0 5.0 100.0 Cumulative Percent 45.0 95.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.16 Selection of product

Interpretation: selection of product in an outlet is somewhat important to 9 respondents (45%) among

20 respondents and it is important to 10 respondents (50%) and it is very important to 1 respondent (5%). selection of product is a must since then the customer can find their own choice able product among them.
Advertising Frequency Valid important Very important Total 2 18 20 Percent 10.0 90.0 100.0 Valid Percent 10.0 90.0 100.0 Cumulative Percent 10.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.17 Advertising

Interpretation: Among 20 respondents, 2 respondents (10%) said that it is important and the rest 18
respondents (90%) said it is very important to advertise. Advertising is the best way to reach the consumer knowledge. The information should be advertised so that all consumers may know about the products of the outlets.
layout and design Frequency Valid important Very important Total 7 13 20 Percent 35.0 65.0 100.0 Valid Percent 35.0 65.0 100.0 Cumulative Percent 35.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.18 Layout and design

Interpretation: Layout and design of the outlet is important to 7 respondents (35%) among 20
respondents and it is very important to 13 respondents (65%). that means it is important to 100% respondents whether the layout of the outlet is good or not whether it is bigger or not and the design should also be sober to attract the consumer.

Advertisement media Frequency Valid TV Newspaper Billboard others Total 10 4 5 1 20 Percent 50.0 20.0 25.0 5.0 100.0 Valid Percent 50.0 20.0 25.0 5.0 100.0 Cumulative Percent 50.0 70.0 95.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.19 Advertisement media

Interpretation: Among 20 respondents 10 respondents (50%) said that TV as an advertising media

stimulates them the most and 4 respondents (20%) said that newspaper stimulates them; bill board stimulates 5 respondents (25%) and 1 respondent (5%) said other way of advertising stimulate the consumers. that means large number of consumers wants to see advertisement in TV and then in Bill board. Todays Shopping Experience
reason for visiting Frequency Valid just walked by and saw products displayed just walked by and noticed promotion planned trip Total 13 20 65.0 100.0 65.0 100.0 100.0 4 20.0 20.0 35.0 3 Percent 15.0 Valid Percent 15.0 Cumulative Percent 15.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.20 Reason for Visiting

Interpretation: Among 20 respondents, 3 respondents (15%) replied the reason for visiting Transcom
Digital is they just walked by and saw the product displayed, 4 respondent (20%) replied the reason is they just walked by and noticed promotion and the majority consumers (65%) replied they had a planned trip to visit in Transcom Digital.

service staff showed Frequency Valid home delivery warranty Total 2 18 20 Percent 10.0 90.0 100.0 Valid Percent 10.0 90.0 100.0 Cumulative Percent 10.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.21 Service Staff Showed

Interpretation:

Service staff had showed is warranty to the (90%) respondents and to (10%)

respondent home delivery service is showed. that means among 20 respondent 18 knows about warranty and 2 respondents know about the home delivery. we can say warranty is much more important than any other service to the consumer.

satisfy needs for electronics & appliances Frequency Valid always often Total 12 8 20 Percent 60.0 40.0 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.22 Satisfy Needs for Electronics & Appliances

Interpretation: 12 respondents (60%) said Transcom Digital always satisfy their need for electronics
and Appliances and 8 respondent (40%) said Transcom Digital often satisfy their need for electronics and appliances. Majority is satisfied with the products of the company

Comparing Transcom Digital With Others

Transcom Digital does best Frequency Valid shopping environment quality customer service Total 6 6 8 20 Percent 30.0 30.0 40.0 100.0 Valid Percent 30.0 30.0 40.0 100.0 Cumulative Percent 30.0 60.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.23 Transcom digital does best

Interpretation: Among 20 respondents, 6 respondents (30%) said that shopping environment of Transcom digital is best and 6 respondents (30%) said that quality is best and 8 respondents (40%) said that customer service is best of Transcom Digital.

opinion of Transcom Digital Frequency Valid advertising word of mouth your own experience Total 4 7 9 20 Percent 20.0 35.0 45.0 100.0 Valid Percent 20.0 35.0 45.0 100.0 Cumulative Percent 20.0 55.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.24 Opinion of Transcom digital

Interpretation: 4 respondent (20%) said that they got the opinion of Transcom digital through
advertising and 7 respondents (35%) said that they got the opinion from word of mouth and the rest 9 respondents (45%) said they got the opinion from their own experience, which means Transcom Digital is now known to most of the respondent in Gulshan area.
Interested in club digital Frequency Valid yes no Total 15 5 20 Percent 75.0 25.0 100.0 Valid Percent 75.0 25.0 100.0 Cumulative Percent 75.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.25 interested in club digital

Interpretation: Among 20 respondents, 15 respondents (75%) said that they are interested purchase
over internet and 5 respondents (25%) said that they are not interested. this means most of the customers purchase product more often so they are interested in club digital.

others does best Frequency Valid shopping environment price quality customer service selection of product Total 1 12 3 2 2 20 Percent 5.0 60.0 15.0 10.0 10.0 100.0 Valid Percent 5.0 60.0 15.0 10.0 10.0 100.0 Cumulative Percent 5.0 65.0 80.0 90.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.1.26 Others Do Best

Interpretation: Among 20 respondents, 1 respondent (5%) said shopping environment is best of other
outlets, 12 respondents (60%) said that price is best of other outlets, 3 respondents (15%) said that quality of the products are best in other outlets and 2 respondent (10%) said customer service is good of other outlets and other two respondent (10%) said other outlets do better in selecting products.

Findings of Gulshan Outlet

In Gulshan outlet respondent had visited at least one two times in the past three months. 90% respondent had purchased minimum one product from Transcom digital in the past three months. Price of the products in Transcom Digital seems to be reasonable to the maximum number of respondents. TV and bill board is best advertising media for the majority consumers which stimulate them. Most of them are interested in club Digital that means they are more or less regular customers of Transcom Digital.

Most of the customers look for quality and brand in Gulshan Area. The respondents know about Transcom Digital and they do a planned trip to purchase a product.

Assessment on consumers buying behavior on Transcom Digital

4.2 Mohammadpur Showroom (DMD) Analysis

Statistics Electronic & purchase appliance visit in from price of s Transcom Transcom Trans com purchased Digital Digital Digital N Mean Median Std. Deviation Skewness Std. Error of Skewness Percentile 25 s 50 75 Valid Missing 20 0 3.3000 3.0000 1.21828 .714 .512 2.0000 3.0000 4.0000 20 0 2.6500 3.0000 .67082 .549 .512 2.0000 3.0000 3.0000 20 0 2.1000 2.0000 .85224 .363 .512 1.2500 2.0000 3.0000 20 0 2.0500 2.0000 .94451 1.142 .512 1.2500 2.0000 2.0000

visit in other outlets 20 0 2.9000 3.0000 .85224 -.363 .512 2.0000 3.0000 3.7500

purchas e from other outlet 20 0 2.1000 2.0000 1.11921 1.036 .512 1.0000 2.0000 3.0000

price of other outlet 20 0 1.7000 2.0000 .65695 .396 .512 1.0000 2.0000 2.0000

purchase over location of internet outlet 20 0 1.7000 2.0000 .57124 .038 .512 1.0000 2.0000 2.0000 20 0 4.8000 5.0000 .41039 -1.624 .512 5.0000 5.0000 5.0000

Statistics Quality of Products N Mean Median Std. Deviation Skewness Std. Error of Skewness 25 Percentile s 50 75 .512 5.0000 5.0000 5.0000 Valid Missing 20 0 5.0000 5.0000 .00000 Brands offered 20 0 4.6500 5.0000 .48936 -.681 .512 4.0000 5.0000 5.0000 knowledg helpfullne e of staff ss of staff 20 0 4.9500 5.0000 .22361 -4.472 .512 5.0000 5.0000 5.0000 20 0 4.8500 5.0000 .36635 -2.123 .512 5.0000 5.0000 5.0000 value for price offered 20 0 4.7500 5.0000 .44426 -1.251 .512 4.2500 5.0000 5.0000 free service 20 0 4.5500 5.0000 .51042 -.218 .512 4.0000 5.0000 5.0000 selection advertisin layout and of product g des ign 20 0 4.3000 4.0000 .57124 -.038 .512 4.0000 4.0000 5.0000 20 0 4.6500 5.0000 .48936 -.681 .512 4.0000 5.0000 5.0000 20 0 4.5500 5.0000 .51042 -.218 .512 4.0000 5.0000 5.0000

Interpretation:

Mean- the average of purchasing electronic appliances in Mohammadpur area

surveying 20 respondents are 3.30 that means they purchased 2 products on an average on the last three months and the respondent visited on an average 2.65 on the last three months that means they visited three-four times on an average, the mean of the purchasing electronic appliances from Transcom digital is 2.10 that means on an average they purchased 1 items from there. The mean of visiting other outlets is 2.9 which means the consumers on an average visited other outlets for three-four times and the mean of purchasing from other outlet is 2.10 that is they purchased minimum 1 product on an average on last three

Assessment on consumers buying behavior on Transcom Digital

months. The quality of products mean is 5 that it is very important to all the respondents. Knowledge of the staff, helpfulness of the staff and brand offered all these have the mean of near about 5 that means these things are very important to the respondents. Standard deviation- the standard deviation of purchasing electronic appliances is 1.218 that means if the variables that affect the purchasing like price quality environment and so on is in favor of the respondents than the average of product purchase will be 4.518 and if it are not in favor than the average of product purchase will be 2.082. The standard deviation of purchasing electronic appliances from Transcom Digital is .852 so if variables that affect the purchasing like price quality environment and so on is in favor of the respondents than the average of product purchase will be 2.952 and if it is not in favor than the average of product purchase will be 1.248. The standard deviation of purchase from other outlet is 1.119 that means if variables that affect the purchasing like price quality environment and so on are in favor of the respondents than the average of product purchase will be 3.219 and if it is not in favor than the average of product purchase will be .981. These are the interpretation of Mean and standard deviation in Mohammadpur outlets.

Assessment on consumers buying behavior on Transcom Digital

Frequency Table
Shopping Behavior
Electronic & appliances purchased Frequency Valid One Two Three Four Five or more Total 6 7 3 3 1 20 Percent 30.0 35.0 15.0 15.0 5.0 100.0 Valid Percent 30.0 35.0 15.0 15.0 5.0 100.0 Cumulative Percent 30.0 65.0 80.0 95.0 100.0

Chart: 4.2.1 Electronic & appliances purchased

Interpretation: From the above figure we can see that among 20 respondent, 6 respondent (30%) had
purchased one electronic item in the last three months, 7 respondent (35%) had purchased two electronic items in the last three months, 3 respondent (15%) had purchased three electronic products in the last three months, 3 respondent (15%) had purchased four electronic product in the last three months and 1 respondent (5%) had purchased five or more electronic item in the last three months, so from the pie chart we can say that 100% have purchased the electronic appliances in the Mohammadpur area in last three month.

Assessment on consumers buying behavior on Transcom Digital

visit in Transcom Digital Valid One-Two Three-Four Five-Six Total Frequency 9 9 2 20 Percent 45.0 45.0 10.0 100.0 Valid Percent 45.0 45.0 10.0 100.0 Cumulative Percent 45.0 90.0 100.0

Chart 4.2.2 visit in Transcom Digital

Interpretation: Among 20 respondents, 9 respondents (45%) had visited Transcom digital one two times, 9 respondents (45%) had visited Transcom digital three four times, 2 respondents (10%) had visited Transcom digital five six times in the past three months. Therefore we can say that total 100% of the 20 respondent had visited the Transcom digital outlet in Mohammadpur. These 20 consumers could had been potential customers in the last three months

Assessment on consumers buying behavior on Transcom Digital

purchase from Transcom Digital Valid None One Two Three Total Frequency 5 9 5 1 20 Percent 25.0 45.0 25.0 5.0 100.0 Valid Percent 25.0 45.0 25.0 5.0 100.0 Cumulative Percent 25.0 70.0 95.0 100.0

Chart 4.2.3 Purchase from Transcom Digital Interpretation: Among 20 respondents, 5 respondent (25%) did not purchased anything from Transcom Digital in past three months, 9 respondent (45%) purchased at least one product from the Transcom Digital outlet, 5 respondent (25%) purchased at least two product from the Transcom Digital outlet, 1 respondent (5%) purchased at least three product from the Transcom Digital outlet, so we can say that 75% of the respondent purchased from Transcom Digital outlet.

Assessment on consumers buying behavior on Transcom Digital

price of Transcom Digital Valid Expensive for the quality Fair and reasonable Dont know Total Frequency 5 12 3 20 Percent 25.0 60.0 15.0 100.0 Valid Percent 25.0 60.0 15.0 100.0 Cumulative Percent 25.0 85.0 100.0

Chart 4.2.4 Price of Transcom Digital

Interpretation: Among 20 respondents, 5 respondents (25%) said that the price is expensive for the quality and the other 12 respondents (75%) said that the price is reasonable and fair for the quality and 3 respondents (15%) said they dont know about the price of Transcom products. That means the price is reasonable for the maximum number of customer in Mohammadpur area, but few dont have idea about the price.

Assessment on consumers buying behavior on Transcom Digital

visit in other outlets Valid None One-Two Three- Four Five-Six Total Frequency 1 5 9 5 20 Percent 5.0 25.0 45.0 25.0 100.0 Valid Percent 5.0 25.0 45.0 25.0 100.0 Cumulative Percent 5.0 30.0 75.0 100.0

Chart 4.2.5 Visit in other outlets

Interpretation: From the above figure we can see that among 20 respondents 1 respondents (5%) did
not visited in the other outlets 05 respondents (25%) had visited other outlets one two times, 9 respondents (45%) had visited other outlets three four times, 5 respondents (25%) had visited other outlets five six times in the past three months. Therefore we can assume that those 5% are the loyal customers and the other 25% can be converted into the loyal customers.

Assessment on consumers buying behavior on Transcom Digital

purchase from other outlet Valid None one Two Three Four Total Frequency 7 7 4 1 1 20 Percent 35.0 35.0 20.0 5.0 5.0 100.0 Valid Percent 35.0 35.0 20.0 5.0 5.0 100.0 Cumulative Percent 35.0 70.0 90.0 95.0 100.0

Chart 4.2.6 purchase from other outlet

Interpretation: Among 20 respondents, 7 respondents (35%) didnt purchased anything from other
outlets, 7 respondents (35%) purchased one product from other outlets, 4 respondents (20%) purchased two product from other outlets, 1 respondent (5%) purchased three products from other outlets and 1 respondent (5%) purchased four products. So we can say that those 35% respondents are our loyal customers or could be the loyal customers and those who purchased one product in the last three months from other outlets the staff of Transcom digital can convince them to purchase from there.

Assessment on consumers buying behavior on Transcom Digital

price of other outlet Valid Expensive for quality Fair and reasonable Low Total Frequency 8 10 2 20 Percent 40.0 50.0 10.0 100.0 Valid Percent 40.0 50.0 10.0 100.0 Cumulative Percent 40.0 90.0 100.0

Chart 4.2.7 price of other outlet

Interpretation: From the above chart we can say that among 20 respondents 8 respondents (40%) said price of other outlet is expensive for the quality of the product, 10 respondents (50%) said the price is fair and reasonable, 2 respondents (10%) thinks that price is low for the quality and 4 respondents (20%) dont know about the price of the products of other outlets. So we can say that 40% respondent think that the price is expensive for the quality and this percentage of people can be convinced or already is convinced with the price of Transcom digital.

Assessment on consumers buying behavior on Transcom Digital

purchase over internet Valid yes no consider Total Frequency 7 12 1 20 Percent 35.0 60.0 5.0 100.0 Valid Percent 35.0 60.0 5.0 100.0 Cumulative Percent 35.0 95.0 100.0

Chart 4.2.8 purchase over internet

Interpretation: Among 20 respondents, 7 respondents (35%) are interested to purchase the product through internet and the other 12 respondents (60%) are not interested to purchase the through internet and 1 respondent said he can consider if the product that Transcom Digital show is as same as they give.

Assessment on consumers buying behavior on Transcom Digital

location of outlet Valid Important Very important Total Frequency 4 16 20 Percent 20.0 80.0 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0

Chart 4.2.9 Location of outlet

Interpretation: In the survey we found among 20 respondents, 4 respondents (20%) said location of outlet is important for them and rest of the other 16 respondents (80%) said location is very important for them.

Assessment on consumers buying behavior on Transcom Digital

Quality of Products Frequency 20 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Valid

Very important

Interpretation: Among 20 respondents everyone them said quality is most important for them. A
company should obviously maintain their quality to retain customers.

Brands offered Valid Important Very important Total Frequency 7 13 20 Percent 35.0 65.0 100.0 Valid Percent 35.0 65.0 100.0 Cumulative Percent 35.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.11 Brands offered

Interpretation: Among 20 respondents, 7 respondents (35%) said brand offered by the outlets are
important and other 13 respondents (65%) said it is very important which brands are available in the outlets.

knowledge of staff Valid important Very important Total Frequency 1 19 20 Percent 5.0 95.0 100.0 Valid Percent 5.0 95.0 100.0 Cumulative Percent 5.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.12 Knowledge of Staff

Interpretation: Knowledge of the staff is only important to 1 respondents (5%) among 20 respondents
and it is very important to 19 respondent (95%). so we can say that knowledgeable staff should be kept in every outlets so that they can give full information about the product.

helpfulness of staff Valid Important Very important Total Frequency 3 17 20 Percent 15.0 85.0 100.0 Valid Percent 15.0 85.0 100.0 Cumulative Percent 15.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.13 Helpfulness of Staff

Interpretation: Helpfulness of the staff is only important to 3 respondents (15%) among 20 respondents
and it is very important to 17 respondent (85%). so we can say that those staff should be kept who can help customer what they need in every outlets so that they can give convince a consumer about the product and can make sure that consumer is satisfied with the behavior of the staff.

value for price offered Valid Important Very important Total Frequency 5 15 20 Percent 25.0 75.0 100.0 Valid Percent 25.0 75.0 100.0 Cumulative Percent 25.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.14 Value for price offered

Interpretation: Among 20 respondents, 5 respondents (25%) said that value for price is important to
them and 15 respondents (75%) said that value for price offered is very important. so we can say that value for price offered is also important for the consumers

free service Valid Important Very important Total Frequency 9 11 20 Percent 45.0 55.0 100.0 Valid Percent 45.0 55.0 100.0 Cumulative Percent 45.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.15 Free Service

Interpretation: Among 20 respondents 9 respondents (45%) said free services like installation, home delivery and so on are important and other (55%) said that these free services are very important, every consumer wants their comforts so if these services are given then consumer will be more satisfied and will purchase again and again.

selection of product Valid somewhat important Important Very important Total Frequency 1 12 7 20 Percent 5.0 60.0 35.0 100.0 Valid Percent 5.0 60.0 35.0 100.0 Cumulative Percent 5.0 65.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.16 Selection of product

Interpretation: selection of product in an outlet is somewhat important to 1 respondents (5%) among 20

respondents and it is important to 12 respondents (60%) and it is very important to 7 respondent (35%). selection of product is a must since then the customer can find their own choice able product among them

advertising Valid Important Very important Total Frequency 7 13 20 Percent 35.0 65.0 100.0 Valid Percent 35.0 65.0 100.0 Cumulative Percent 35.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.17 Advertising

Interpretation: Among 20 respondents, 7 respondents (35%) said that it is important and the rest 18
respondents (65%) said it is very important to advertise. Advertising is the best way to reach the consumer knowledge. The information should be advertised so that all consumers may know about the products of the outlets.

layout and design Valid Important Very important Total Frequency 9 11 20 Percent 45.0 55.0 100.0 Valid Percent 45.0 55.0 100.0 Cumulative Percent 45.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.18 Layout and design

Interpretation: Layout and design of the outlet is important to 9 respondents (45%) among 20
respondents and it is very important to 11 respondents (55%). that means it is important to 100% respondents whether the layout of the outlet is good or not whether it is bigger or not and the design should also be sober to attract the consumer.

Advertisement media Valid TV Newspaper Billboard Total Frequency 10 3 7 20 Percent 50.0 15.0 35.0 100.0 Valid Percent 50.0 15.0 35.0 100.0 Cumulative Percent 50.0 65.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.19 Advertisement media

Interpretation: Among 20 respondents 10 respondents (50%) said that TV as an advertising media

stimulates them the most and 3 respondents (15%) said that newspaper stimulates them and bill board stimulates 7 respondents (35%). that means large number of consumers wants to see advertisement in TV and then in Bill board.

Todays Shopping Experience

reason for visiting Valid just walked by and saw products displayed just walked by and noticed promotion planned trip Total Frequency 11 1 8 20 Percent 55.0 5.0 40.0 100.0 Valid Percent 55.0 5.0 40.0 100.0 Cumulative Percent 55.0 60.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.20 Reason for Visiting

Interpretation: Among 20 respondents, 11 respondents (55%) replied the reason for visiting Transcom
Digital is they just walked by and saw the product displayed, 1 respondent (5%) replied the reason is they just walked by and noticed promotion and the 8 consumers (41%) replied they had a planned trip to visit in Transcom Digital. that means majority just saw product displayed thats why they enter the showroom.

service staff showed Valid free installation home delivery Warranty Total Frequency 2 3 15 20 Percent 10.0 15.0 75.0 100.0 Valid Percent 10.0 15.0 75.0 100.0 Cumulative Percent 10.0 25.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.21 Service Staff Showed

Interpretation:

Service staff had showed is warranty to the (75%) respondents and to (15%)

respondent home delivery service is showed and to 10% respondent installation service is showed. that means among 20 respondent 15 knows about warranty and 3 respondents know about the home delivery and 2 knows about free installation. we can say warranty is much more important than any other service to the consumer.

satisfy needs for electronics & appliances Valid always often sometimes Total Frequency 13 6 1 20 Percent 65.0 30.0 5.0 100.0 Valid Percent 65.0 30.0 5.0 100.0 Cumulative Percent 65.0 95.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.22 Satisfy Needs for Electronics & Appliances

Interpretation: 13 respondents (65%) said Transcom Digital always satisfy their need for electronics
and Appliances and 6 respondent (30%) said Transcom Digital often satisfy their need for electronics and appliances 1 respondents (5%) said Transcom Digital sometimes satisfy their need for electronics and Appliances. Majority is satisfied with the products of the company C. Comparing Transcom Digital With Others
Transcom Digital does best Valid shopping environment Quality customer service Total Frequency 6 12 2 20 Percent 30.0 60.0 10.0 100.0 Valid Percent 30.0 60.0 10.0 100.0 Cumulative Percent 30.0 90.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.23 Transcom digital does best

Interpretation: Among 20 respondents, 6 respondents (30%) said that shopping environment of Transcom digital is best and 12 respondents (60%) said that quality is best and 2 respondents (10%) said that customer service is best of Transcom Digital.

opinion of Transcom Digital Valid Advertising word of mouth your own experience Total Frequency 3 7 10 20 Percent 15.0 35.0 50.0 100.0 Valid Percent 15.0 35.0 50.0 100.0 Cumulative Percent 15.0 50.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.24 Opinion of Transcom digital

Interpretation: 3 respondents (15%) said that they got the opinion of Transcom digital through
advertising and 7 respondents (35%) said that they got the opinion from word of mouth and the rest 10 respondents (50%) said they got the opinion from their own experience, which means Transcom Digital is now known to most of the respondent in Mohammadpur area.

Interested in club digital Valid yes no Total Frequency 4 16 20 Percent 20.0 80.0 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.25 interested in club digital

Interpretation: Among 20 respondents, 4 respondents (20%) said that they are interested in club digital
and 16 respondents (80%) said that they are not interested. this means most of the customers dont purchase product more often so they are not interested in club digital.

others does best Valid Price Quality customer service selection of product Total Frequency 9 4 1 6 20 Percent 45.0 20.0 5.0 30.0 100.0 Valid Percent 45.0 20.0 5.0 30.0 100.0 Cumulative Percent 45.0 65.0 70.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.2.26 Others Do Best

Interpretation: Among 20 respondents, 9 respondents (45%) said that price is best of other outlets, 4 respondents (20%) said that quality of the products are best in other outlets and 1 respondent (5%) said customer service is good of other outlets and other 6 respondent (30%) said other outlets do better in selecting products. Findings of Mohammadpur Outlet
In Mohammadpur survey found that every respondent had visited Transcom digital at least for one two times. Maximum number of respondent doesnt want to purchase over internet. They cant trust todays situations. According to 75% respondent of Mohammadpur area the price of the product is reasonable and fair. TV and bill board is the best advertising media way of stimulating the customer of Mohammadpur area. Most of the respondent visited Transcom Digital because they just walked by and saw the product displayed.

Assessment on consumers buying behavior on Transcom Digital

4.3 Ibrahimpur Showroom (DIP) Analysis

Statistics Electronic & purchas e appliance vis it in from price of s Trans com Trans com Trans com purchas ed Digital Digital Digital N Mean Std. Error of Mean Median Std. Deviation Skewnes s Std. Error of Skewnes s Range Sum Percentile 25 s 50 75 Valid Mis s ing 12 0 1.5833 .28758 1.0000 .99620 1.712 .637 3.00 19.00 1.0000 1.0000 2.0000 12 0 1.5833 .19300 1.5000 .66856 .735 .637 2.00 19.00 1.0000 1.5000 2.0000 12 0 1.0833 .08333 1.0000 .28868 3.464 .637 1.00 13.00 1.0000 1.0000 1.0000 12 0 1.6667 .25624 1.5000 .88763 1.733 .637 3.00 20.00 1.0000 1.5000 2.0000

vis it in other outlets 12 0 2.0833 .28758 2.0000 .99620 .470 .637 3.00 25.00 1.0000 2.0000 3.0000

purchas e price of from other other outlet outlet 12 0 1.5833 .25990 1.0000 .90034 1.048 .637 2.00 19.00 1.0000 1.0000 2.7500 12 0 1.6667 .18803 2.0000 .65134 .439 .637 2.00 20.00 1.0000 2.0000 2.0000

purchas e over location of internet outlet 12 0 2.0000 .00000 2.0000 .00000 .637 .00 24.00 2.0000 2.0000 2.0000 12 0 4.5833 .14865 5.0000 .51493 -.388 .637 1.00 55.00 4.0000 5.0000 5.0000

Statistics Quality of Products N Mean Std. Error of Mean Median Std. Deviation Skewnes s Std. Error of Skewnes Range s Sum Percentile 25 s 50 75 .637 .00 60.00 5.0000 5.0000 5.0000 Valid Mis sing 12 0 5.0000 .00000 5.0000 .00000 Brands offered 12 0 4.2500 .21760 4.0000 .75378 -.478 .637 2.00 51.00 4.0000 4.0000 5.0000 .637 .00 60.00 5.0000 5.0000 5.0000 .637 .00 60.00 5.0000 5.0000 5.0000 .637 .00 60.00 5.0000 5.0000 5.0000 .637 .00 60.00 5.0000 5.0000 5.0000 knowledg helpfullne e of s taff s s of s taff 12 0 5.0000 .00000 5.0000 .00000 12 0 5.0000 .00000 5.0000 .00000 value for price offered 12 0 5.0000 .00000 5.0000 .00000 free s ervice 12 0 5.0000 .00000 5.0000 .00000 selection advertisin layout and of product g des ign 12 0 4.0000 .12309 4.0000 .42640 .000 .637 2.00 48.00 4.0000 4.0000 4.0000 12 0 4.2500 .17944 4.0000 .62158 -.170 .637 2.00 51.00 4.0000 4.0000 5.0000 12 0 4.1667 .11237 4.0000 .38925 2.055 .637 1.00 50.00 4.0000 4.0000 4.0000

Assessment on consumers buying behavior on Transcom Digital

Interpretation: Mean- the average of purchasing electronic appliances in Ibrahimpur area surveying 12
respondents are 1.583 that means they purchased 1 products on an average on the last three months and the respondent visited on an average 1.583 on the last three months that means they visited one- two times on an average, the mean of the purchasing electronic appliances from Transcom digital is 1.083 that means on an average they purchased 0 items from there. The mean of visiting other outlets is 2.083 which mean the consumers on an average visited other outlets for one- two times and the mean of purchasing from other outlet is 1.583 that is they purchased minimum 1 product on an average on last three months. The quality of products mean is 5 that it is very important to all the respondents. Knowledge of the staff, helpfulness of the staff and brand offered all these have the mean of near about 5 that means these things are very important to the respondents. Standard deviation- the standard deviation of purchasing electronic appliances is .996 that means if the variables that affect the purchasing like price quality environment and so on is in favor of the respondents than the average of product purchase will be 2.579 and if it are not in favor than the average of product purchase will be .584. The standard deviation of purchasing electronic appliances from Transcom Digital is .288 so if variables that affect the purchasing like price quality environment and so on is in favor of the respondents than the average of product purchase will be 1.371 and if it is not in favor than the average of product purchase will be .794. The standard deviation of purchase from other outlet is 0.90034that means if variables that affect the purchasing like price quality environment and so on are in favor of the respondents than the average of product purchase will be 2.483 and if it is not in favor than the average of product purchase will be .6827. These are the interpretation of Mean and standard deviation in Ibrahimpur outlets.

Assessment on consumers buying behavior on Transcom Digital

Frequency Table
Shopping Behavior

Electronic & appliances purchased Frequency Percent Valid Percent 8 66.7 66.7 2 16.7 16.7 1 8.3 8.3 1 8.3 8.3 12 100.0 100.0 Cumulative Percent 66.7 83.3 91.7 100.0

Valid None One Two Three Total

Chart: 4.3.1 Electronic & appliances purchased

Interpretation: From the above figure we can see that among 12 respondent 8 respondent (66.7%)
didnt purchased any electronic product and appliances in the last three month, 2 respondent (16.7%) had purchased one electronic item in the last three months, 1 respondent (8.3%) had purchased two electronic items in the last three months, 1 respondent (8.3%) had purchased three electronic products in the last three months, so from the pie chart we can say that 43.3% have purchased the electronic appliances in the Ibrahimpur area, most of the people had not purchased any products in the last three months.

Assessment on consumers buying behavior on Transcom Digital

Valid None One-Two Three-Four Total

visit in Transcom Digital Valid Frequency Percent Percent 6 50.0 50.0 5 41.7 41.7 1 8.3 8.3 12 100.0 100.0

Cumulative Percent 50.0 91.7 100.0

Chart 4.3.2 visit in Transcom Digital

Interpretation: Among 12 respondents, 6 respondents (50%) had not visited in Transcom digital in last three months, 5 respondents (41.7%) had visited Transcom digital one two times, 1 respondents (8.3%) had visited Transcom digital three four times, Therefore we can say that 50% of the 20 respondent had visited the Transcom digital outlet in Ibrahimpur. and the other 50% did not visited in Transcom digital that means they were unaware of the showroom or the products in it.

Assessment on consumers buying behavior on Transcom Digital

purchase from Transcom Digital Frequency Valid None 11 One 1 Total 12 Percent Valid Percent 91.7 91.7 8.3 8.3 100.0 100.0 Cumulative Percent 91.7 100.0

Chart 4.3.3 Purchase from Transcom Digital Interpretation: Among 12 respondents, 11 respondents (91.7%) did not purchased anything from Transcom Digital in past three months, 1 respondent (8.3%) purchased at least one product from the Transcom Digital outlet, so we can say that 92% of the respondent didnt purchased from Transcom Digital outlet.

Assessment on consumers buying behavior on Transcom Digital

price of Transcom Digital Frequency 6 5 1 12 Percent Valid Percent 50.0 50.0 41.7 8.3 100.0 41.7 8.3 100.0 Cumulative Percent 50.0 91.7 100.0

Valid

Expensive for the quality Fair and reasonable Dont know Total

Chart 4.3.4 Price of Transcom Digital

Interpretation: Among 12 respondents, 6 respondents (50%) said that the price is expensive for the quality and the other 5 respondents (41.7%) said that the price is reasonable and fair for the quality and 1 respondent said that he did know about the price of the product of Transcom Digital. That means the price is expensive for the maximum number of customer in Ibrahimpur area.

Assessment on consumers buying behavior on Transcom Digital

visit in other outlets Frequency Valid None 4 One-Two 4 Three- Four 3 Five-Six 1 Total 12 Percent 33.3 33.3 25.0 8.3 100.0 Cumulative Valid Percent Percent 33.3 33.3 33.3 66.7 25.0 91.7 8.3 100.0 100.0

Chart 4.3.5 Visit in other outlets

Interpretation: From the above figure we can see that among 12 respondents 4 respondents (33.3%) did
not visited in the other outlets, 4 respondents (33.3%) had visited other outlets one two times, 3 respondents (25%) had visited other outlets three four times, 1 respondents (8.3%) had visited other outlets five six times, in the past three months. Therefore we can assume that those 33.3% are the loyal customers and the other 33.3% can be converted into the loyal customers.

Assessment on consumers buying behavior on Transcom Digital

purchase from other outlet Frequency Valid None 8 one 1 Two 3 Total 12 Percent Valid Percent 66.7 66.7 8.3 8.3 25.0 25.0 100.0 100.0 Cumulative Percent 66.7 75.0 100.0

Chart 4.3.6 purchase from other outlet

Interpretation: Among 12 respondents, 8 respondents 66.7% didnt purchased anything from other
outlets, 1 respondent (8.3%) purchased one product from other outlets, 3 respondents (25%) purchased two products from other outlets. So we can say that those 66.7% respondents are our loyal customers or could be the loyal customers those who purchased one product in the last three months from other outlets the staff of Transcom digital can convince them to purchase from there.

Assessment on consumers buying behavior on Transcom Digital

price of other outlet Frequency 5 6 1 12 Percent Valid Percent 41.7 41.7 50.0 8.3 100.0 50.0 8.3 100.0 Cumulative Percent 41.7 91.7 100.0

Valid Expensive for quality Fair and reasonable Low Total

Chart 4.3.7 price of other outlet

Interpretation: From the above chart we can say that among 12 respondents 5 respondents (41.7%) said
price of other outlet is expensive for the quality of the product, 6 respondents (50%) said the price is fair and reasonable, 1 respondents (8.3%) thinks that price is low for the quality of the products of other outlets. So we can say that 41.7% respondent think that the price is expensive for the quality and this percentage of people they are the loyal customers of Transcom digital.

Assessment on consumers buying behavior on Transcom Digital

purchase over internet Frequency 12 Percent Valid Percent 100.0 100.0 Cumulative Percent 100.0

Valid

no

Interpretation: Among 12 respondents, 12 respondents (100%) are not interested to purchase through
interne, as they are not able to purchase through internet because they have lack of knowledge in EBusiness.

location of outlet Frequency 5 7 12 Percent Valid Percent 41.7 41.7 58.3 58.3 100.0 100.0 Cumulative Percent 41.7 100.0

Valid

Important Very important Total

Assessment on consumers buying behavior on Transcom Digital

Chart 4.3.8 Location of outlet

Interpretation: In the survey we found that (41.7%) 5 people among 20 respondents said location of the outlet is important to them, and rest of the other 7 respondents (58.3%) said location is very important for them.

Quality of Products Frequency 12 Percent Valid Percent 100.0 100.0 Cumulative Percent 100.0

Valid

Very important

Interpretation: Among 12 respondents everyone them said quality is most important for them. A
company should obviously maintain their quality to retain customers.

Assessment on consumers buying behavior on Transcom Digital

Brands offered Frequency Valid somewhat important 2 important 5 Very important 5 Total 12 Percent Valid Percent 16.7 16.7 41.7 41.7 41.7 41.7 100.0 100.0 Cumulative Percent 16.7 58.3 100.0

Chart 4.3.11 Brands offered

Interpretation: Among 12 respondents, 2 respondents (16.7%) said brand offered by the outlets are
somewhat important, 5 respondents (41.7%) said brand offered by the outlets are important and other 5 respondents (41.7%) said it is very important which brands are available in the outlets.

Assessment on consumers buying behavior on Transcom Digital

knowledge of staff Frequency 12 Percent Valid Percent 100.0 100.0 Cumulative Percent 100.0

Valid

Very important

Interpretation: Knowledge of the staff is very important to 12 respondents (100%) among 12

respondents so we can say that knowledgeable staff should be kept in every outlets so that they can give full information about the product.

helpfullness of staff Frequency 12 Percent Valid Percent 100.0 100.0 Cumulative Percent 100.0

Valid

Very important

Interpretation: Helpfulness of the staff is very important to 12 respondents (100%) among 12

respondents. so we can say that those staff should be kept who can help customer what they need in every outlets so that they can give convince a consumer about the product and can make sure that consumer is satisfied with the behavior of the staff.

value for price offered Frequency 12 Percent Valid Percent 100.0 100.0 Cumulative Percent 100.0

Valid

Very important

Interpretation: Among 12 respondents, 12 respondents (100%) said that value for price offered is very
important. so we can say that value for price offered is also important for the consumers.

Assessment on consumers buying behavior on Transcom Digital

free service Frequency Percent Valid Percent 12 100.0 100.0 Cumulative Percent 100.0

Valid

Very important

Interpretation: Among 12 respondents 12 respondents (100%) said free services like installation, home delivery and so on are very important every consumer wants their comforts so if these services are given then consumer will be more satisfied and will purchase again and again. selection of product Frequency Valid somewhat important 1 imp;ortant 10 Very important 1 Total 12 Percent Valid Percent 8.3 8.3 83.3 83.3 8.3 8.3 100.0 100.0 Cumulative Percent 8.3 91.7 100.0

Interpretation: selection of product in an outlet is somewhat important to 1 respondents (8.3%) among

12 respondents and it is important to 10 respondents (83.3%) and it is very important to 1 respondent (8.3%). selection of product is a must since then the customer can find their own choice able product among them

Assessment on consumers buying behavior on Transcom Digital

advertising Frequency Valid somewhat important 1 important 7 Very important 4 Total 12 Percent Valid Percent 8.3 8.3 58.3 58.3 33.3 33.3 100.0 100.0 Cumulative Percent 8.3 66.7 100.0

Chart 4.3.17 Advertising

Interpretation: Among 12 respondents, 1 respondent (8.3%) said that it is somewhat important 7

respondents (58.3%) said that it is important and the rest 18 respondents (33.3%) said it is very important to advertise. Advertising is the best way to reach the consumer knowledge. The information should be advertised so that all consumers may know about the products of the outlets.

Assessment on consumers buying behavior on Transcom Digital

layout and design Frequency 10 2 12 Percent Valid Percent 83.3 83.3 16.7 16.7 100.0 100.0 Cumulative Percent 83.3 100.0

Valid

imp;ortant Very important Total

Chart 4.3.18 Layout and design

Interpretation: Layout and design of the outlet is important to 10 respondents (83.7%) among 12
respondents and it is very important to 2 respondents (16.7%). that means it is important to 100% respondents whether the layout of the outlet is good or not whether it is bigger or not and the design should also be sober to attract the consumer.

Advertisement media Frequency Valid TV 8 Newspaper 1 Billboard 2 others 1 Total 12 Percent Valid Percent 66.7 66.7 8.3 8.3 16.7 16.7 8.3 8.3 100.0 100.0 Cumulative Percent 66.7 75.0 91.7 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.3.19 Advertisement media

Interpretation: Among 12 respondents 8 respondents (66.7%) said that TV as an advertising media

stimulates them the most and 1 respondents (8.3%) said that newspaper stimulates them and bill board stimulates 3 respondents (25%). that means large number of consumers wants to see advertisement in TV and then in Bill board.

B. Todays Shopping Experience reason for visiting Frequency Valid just walked by and saw 10 products displayed just walked by and 2 noticed promotion Total 12 Percent Valid Percent 83.3 83.3 16.7 100.0 16.7 100.0 Cumulative Percent 83.3 100.0

Assessment on consumers buying behavior on Transcom Digital

Chart 4.3.20 Reason for Visiting

Interpretation: Among 12 respondents, 10 respondents (83.3%) replied the reason for visiting
Transcom Digital is they just walked by and saw the product displayed, 2 respondent (16.7%) replied the reason is they just walked by and noticed promotion that means majority just saw product displayed thats why they enter the showroom

service staff showed Frequency Valid free installation 1 home delivery 4 exchange offer 1 warrenty 6 Total 12 Interpretation: Percent Valid Percent 8.3 8.3 33.3 33.3 8.3 8.3 50.0 50.0 100.0 100.0 Cumulative Percent 8.3 41.7 50.0 100.0

Service staff had showed is warranty to the (50%) respondents and to (33.3%)

respondent home delivery service is showed and to 16.7% respondent installation service is showed. that means among 12 respondent 6 knows about warranty and 4 respondents know about the home delivery and 2 knows about free installation. we can say warranty is much more important than any other service to the consumer.

Assessment on consumers buying behavior on Transcom Digital

satisfy needs for electronics & appliances Valid Cumulative Frequency Percent Percent Percent Valid often 6 50.0 50.0 50.0 sometimes 5 41.7 41.7 91.7 rarely 1 8.3 8.3 100.0 Total 12 100.0 100.0

Chart 4.3.22 Satisfy Needs for Electronics & Appliances

Interpretation: 1 respondents (8.3%) said Transcom Digital rarely satisfy their need for electronics and
Appliances and 6 respondent (50%) said Transcom Digital often satisfy their need for electronics and appliances 5 respondents (41.7%) said Transcom Digital sometimes satisfy their need for electronics and Appliances. Majority is satisfied with the products of the company

Assessment on consumers buying behavior on Transcom Digital

C. Comparing Transcom Digital With Others

Transcom Digital does best Frequency Valid shopping environment 2 quality 9 customer service 1 Total 12 Percent Valid Percent 16.7 16.7 75.0 75.0 8.3 8.3 100.0 100.0 Cumulative Percent 16.7 91.7 100.0

Chart 4.3.24 Transcom digital does best

Interpretation: Among 12 respondents, 2 respondents (16.7%) said that shopping environment of

Transcom digital is best and 9 respondents (75%) said that quality is best and 1 respondents (8.3%) said that customer service is best of Transcom Digital.

Assessment on consumers buying behavior on Transcom Digital

opinion of Transcom Digital Frequency 3 4 5 12 Percent Valid Percent 24.3 24.3 33.3 33.3 41.7 41.7 100.0 100.0 Cumulative Percent 24.3 57.7 100

Valid advertising word of mouth your own experience Total

Interpretation: 3 respondents (24.3%) said that they got the opinion of Transcom digital through
advertising and 4 respondents (33.3%) said that they got the opinion from word of mouth and the rest 5 respondents (41.7%) said they got the opinion from their own experience, which means Transcom Digital is now known to the respondent in Ibrahimpur area but not that much.

Interested in club digital Frequency 12 Percent Valid Percent 100.0 100.0 Cumulative Percent 100.0

Valid

no

Interpretation: Among 12 respondents, 12 respondents (100%) said that they are not interested. this
means most of the customers dont purchase product more often so they are not interested in club digital.

others does best Frequency Percent 7 58.3 1 8.3 1 8.3 3 25.0 12 100.0 Valid Percent 58.3 8.3 8.3 25.0 100.0 Cumulative Percent 58.3 66.7 75.0 100.0

Valid price quality customer service selection of product Total

Assessment on consumers buying behavior on Transcom Digital

Chart 4.3.27 Others Do Best

Interpretation: Among 12 respondents, 7 respondents (58.3%) said that price is best of other outlets, 1
respondents (8.3%) said that quality of the products are best in other outlets and 1 respondent (8.3%) said customer service is good of other outlets and other 3 respondent (25%) said other outlets do better in selecting products.

Findings of Ibrahimpur Outlet

In Ibrahimpur the respondents belongs in lower income group so they dont want to purchase expensive electrical items. The price of Transcom Digital products are expensive for them They dont have information of what kind of product is available in the outlet. For them TV is the best advertising media to stimulate them. They dont look for brand they look for quality and warranty of the product. The respondents want to have a product which is durable. They are not interested at club digital since they dont purchase regularly. They prefer to have a staff with full knowledge and want to get better attention from the staffs.

Assessment on consumers buying behavior on Transcom Digital

4.4 Rokeya Shoroni Showroom (DRS) Analysis

Statistics Electronic and Purchase Appliance Visit in from Price of s transcom Transcom Trans com purchased digital Digital Digital N Mean Median Std. Deviation Skewness Std. Error of Skewness Percentile 25 s 50 75 Valid Missing 20 0 2.1500 2.0000 .98809 .399 .512 1.0000 2.0000 3.0000 20 0 2.6500 3.0000 .87509 -.250 .512 2.0000 3.0000 3.0000 20 0 1.6500 1.5000 .74516 .697 .512 1.0000 1.5000 2.0000 20 0 1.4000 1.0000 .50262 .442 .512 1.0000 1.0000 2.0000

Visit in other outlets 20 0 2.0500 2.0000 .88704 .901 .512 1.2500 2.0000 2.0000

Purchase from other outlet 20 0 1.5000 1.0000 .60698 .785 .512 1.0000 1.0000 2.0000

Price of other outlets 20 0 1.6500 2.0000 .48936 -.681 .512 1.0000 2.0000 2.0000

purchase over internet 20 0 1.8000 2.0000 .41039 -1.624 .512 2.0000 2.0000 2.0000

Location of outlet 20 0 4.4000 4.0000 .50262 .442 .512 4.0000 4.0000 5.0000

Quality of product N Mean Median Std. Deviation Skewness Std. Error of Skewness 25 Percentile s 50 75 .512 5.0000 5.0000 5.0000 Valid Missing 20 0 5.0000 5.0000 .00000

Brands Offered 20 0 3.8000 4.0000 .76777 .372 .512 3.0000 4.0000 4.0000

Statistics Knowledg Helpfulne e of the ss of the staff staff 20 0 4.8500 5.0000 .36635 -2.123 .512 5.0000 5.0000 5.0000 20 0 4.9000 5.0000 .30779 -2.888 .512 5.0000 5.0000 5.0000

Value for price offered 20 0 4.7500 5.0000 .44426 -1.251 .512 4.2500 5.0000 5.0000

Free services 20 0 4.5000 4.5000 .51299 .000 .512 4.0000 4.5000 5.0000

Selection Advertisin of Product g 20 0 4.4000 4.0000 .50262 .442 .512 4.0000 4.0000 5.0000 20 0 4.4500 4.0000 .51042 .218 .512 4.0000 4.0000 5.0000

Interpretation:

Mean- the average of purchasing electronic appliances in Rokeya Shoroni area

surveying 20 respondents are 2.15 that means they purchased 1 products on an average on the last three months and the respondent visited on an average 2.65 on the last three months that means they visited three-four times on an average, the mean of the purchasing electronic appliances from Transcom digital is 1.65 that means on an average they purchased 1 items from there. The mean of visiting other outlets is 2.050 which mean the consumers on an average visited other outlets for one- two times and the mean of

Assessment on consumers buying behavior on Transcom Digital

purchasing from other outlet is 1.500 that is they purchased minimum 1 product on an average on last three months. The quality of products mean is 5 that it is very important to all the respondents. Knowledge of the staff, helpfulness of the staff and brand offered all these have the mean of near about 5 that means these things are very important to the respondents. Standard deviation- the standard deviation of purchasing electronic appliances is .98809 that means if the variables that affect the purchasing like price quality environment and so on is in favor of the respondents than the average of product purchase will be 3.318 and if it are not in favor than the average of product purchase will be 1.1619. The standard deviation of purchasing electronic appliances from Transcom Digital is .745 so if variables that affect the purchasing like price quality environment and so on are in favor of the respondents than the average of product purchase will be 2.395 and if it is not in favor than the average of product purchase will be .905. The standard deviation of purchase from other outlet is 0.60698 that means if variables that affect the purchasing like price quality environment and so on are in favor of the respondents than the average of product purchase will be 2.10698 and if it is not in favor than the average of product purchase will be .893. These are the interpretation of Mean and standard deviation in Rokeya Shoroni outlets

Assessment on consumers buying behavior on Transcom Digital

Frequency Table
A. Shopping Behavior
Electronic and Appliances purchased Frequency Valid None One Two Three Total 6 7 5 2 20 Percent 30.0 35.0 25.0 10.0 100.0 Valid Percent 30.0 35.0 25.0 10.0 100.0 Cumulative Percent 30.0 65.0 90.0 100.0

Interpretation: From the above figure we can see that among 20 respondent 6 respondent (30%) didnt
purchased any electronic product and appliances in the last three month, 7 respondent (35%) had purchased one electronic item in the last three months, 5 respondent (25%) had purchased two electronic items in the last three months, 2 respondent (10%) had purchased three electronic products in the last three months, so from the chart we can say that 70% have purchased the electronic appliances in the Rokeya Shoroni area, most of the people had not purchased any products in the last three months.

Assessment on consumers buying behavior on Transcom Digital

Visit in Transcom digital Frequency Valid None One-Two Three-Four Five-Six Total 2 6 9 3 20 Percent 10.0 30.0 45.0 15.0 100.0 Valid Percent 10.0 30.0 45.0 15.0 100.0 Cumulative Percent 10.0 40.0 85.0 100.0

Interpretation: Among 20 respondents, 2 respondents (10%) had not visited in Transcom digital in last three months, 6 respondents (30%) had visited Transcom digital one two times, 9 respondents (45%) had visited Transcom digital three four times, 3 respondents (15%) had visited Transcom digital five or more times. Therefore we can say that 90% of the 20 respondent had visited the Transcom digital outlet in Ibrahimpur. and the other 10% did not visited in Transcom digital that means they were unaware of the showroom or the products in it.

Assessment on consumers buying behavior on Transcom Digital

Purchase from Transcom Digital Frequency Valid None One Two Total 10 7 3 20 Percent 50.0 35.0 15.0 100.0 Valid Percent 50.0 35.0 15.0 100.0 Cumulative Percent 50.0 85.0 100.0

Interpretation: Among 20 respondents, 10 respondents (50%) did not purchased anything from Transcom Digital in past three months, 7 respondent (35%) purchased at least one product from the Transcom Digital outlet and 3 respondents (15%) purchased two products from Transcom Digital, so we can say that 50% of the respondent didnt purchased from Transcom Digital outlet.

Price of Transcom Digital Frequency Valid Expensive for the quality Fair and Reasonable Total 12 8 20 Percent 60.0 40.0 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: Among 20 respondents, 12 respondents (60%) said that the price is expensive for the
quality and the other 8 respondents (40%) said that the price is reasonable and fair for the quality. That means the price is expensive for the maximum number of customer in
Visit in other outlets Frequency Valid None One-Two Three-Four Five-Six Total 5 11 2 2 20 Percent 25.0 55.0 10.0 10.0 100.0 Valid Percent 25.0 55.0 10.0 10.0 100.0 Cumulative Percent 25.0 80.0 90.0 100.0

Interpretation: From the above figure we can see that among 20 respondents 5 respondents (25%) did
not visited in the other outlets 11 respondents (55%) had visited other outlets one two times, 2 respondents (10%) had visited other outlets three four times, 2 respondents (10%) had visited other

Assessment on consumers buying behavior on Transcom Digital

outlets five six times, in the past three months. Therefore we can assume that those 25% are the loyal customers and the other 55% can be converted into the loyal customers.

Purchase from other outlet Frequency Valid None One Two Total 11 8 1 20 Percent 55.0 40.0 5.0 100.0 Valid Percent 55.0 40.0 5.0 100.0 Cumulative Percent 55.0 95.0 100.0

Interpretation: Among 20 respondents, 11 respondents 55% didnt purchased anything from other
outlets, 8 respondents (40%) purchased one product from other outlets, 1 respondents (10%) purchased two product from other outlets. So we can say that those 55% respondents are our loyal customers or could be the loyal customers those who purchased one product in the last three months from other outlets the staff of Transcom digital can convince them to purchase from there.
Price of other outlets Frequency Valid Expensive for the quality Fair and Reasonable Total 7 13 20 Percent 35.0 65.0 100.0 Valid Percent 35.0 65.0 100.0 Cumulative Percent 35.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: From the above chart we can say that among 20 respondents 7 respondents (25%) said
price of other outlet is expensive for the quality of the product, 13 respondents (45%) said the price is fair and reasonable about the price of the products of other outlets. So we can say that 25% respondent think that the price is expensive for the quality and this percentage of people is the potential customer of Transcom Digital.
purchase over internet Frequency Valid yes No Total 4 16 20 Percent 20.0 80.0 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0

Interpretation: Among 20 respondents, 4 respondents (20%) are interested to purchase the product
through internet and the other 16 respondents (80%) are not interested to purchase the through internet

Location of outlet Frequency Valid Important Very Important Total 12 8 20 Percent 60.0 40.0 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: In the survey we found that, 12 respondents (60%) said location of outlet is important
for them and rest of the other 8 respondents (40%) said location is very important for them.
Quality of product Frequency Valid Very Important 20 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Interpretation: Among 20 respondents everyone them said quality is most important for them. A
company should obviously maintain their quality to retain customers
Brands Offered Frequency Valid Somewhat Important Important Very Important Total 8 8 4 20 Percent 40.0 40.0 20.0 100.0 Valid Percent 40.0 40.0 20.0 100.0 Cumulative Percent 40.0 80.0 100.0

Interpretation: Among 20 respondents, 8 respondents (40%) said brand offered by the outlets are
somewhat important, 8 respondents (40%) said brand offered by the outlets are important and other 4 respondents (20%) said it is very important which brands are available in the outlets
Knowledge of the staff Frequency Valid Important Very Important Total 3 17 20 Percent 15.0 85.0 100.0 Valid Percent 15.0 85.0 100.0 Cumulative Percent 15.0 100.0

Interpretation: Knowledge of the staff is only important to 3 respondents (15%) among 20 respondents
and it is very important to 17 respondent (85%). so we can say that knowledgeable staff should be kept in every outlets so that they can give full information about the product.

Assessment on consumers buying behavior on Transcom Digital

Helpfulness of the staff Frequency Valid Important Very Important Total 2 18 20 Percent 10.0 90.0 100.0 Valid Percent 10.0 90.0 100.0 Cumulative Percent 10.0 100.0

Interpretation: Helpfulness of the staff is only important to 2 respondents (10%) among 20 respondents
and it is very important to 18 respondent (90%). so we can say that those staff should be kept who can help customer what they need in every outlets so that they can give convince a consumer about the product and can make sure that consumer is satisfied with the behavior of the staff.
Free services Frequency Valid Important Very Important Total 10 10 20 Percent 50.0 50.0 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0

Interpretation: Among 20 respondents 10 respondents (50%) said free services like installation, home delivery and so on are important and other (50%) said that these free services are very important. every consumer wants their comforts so if these services are given then consumer will be more satisfied and will purchase again and again.
Selection of Product Frequency Valid Important Very Important Total 12 8 20 Percent 60.0 40.0 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

Interpretation: selection of product in an outlet is important to 12 respondents (60%) and it is very

important to 8 respondent (40%). selection of product is a must since then the customer can find their own choice able product among them.

Assessment on consumers buying behavior on Transcom Digital

Advertising Frequency Valid Important Very Important Total 11 9 20 Percent 55.0 45.0 100.0 Valid Percent 55.0 45.0 100.0 Cumulative Percent 55.0 100.0

Interpretation: Among 20 respondents, 11 respondents (55%) said that it is important and the rest 9
respondents (45%) said it is very important to advertise. Advertising is the best way to reach the consumer knowledge. The information should be advertised so that all consumers may know about the products of the outlets
Location and Design of outlet Frequency Valid Somewhat Important Important Very Important Total 2 12 6 20 Percent 10.0 60.0 30.0 100.0 Valid Percent 10.0 60.0 30.0 100.0 Cumulative Percent 10.0 70.0 100.0

Interpretation: Layout and design of the outlet is important to 12 respondents (60%) among 20
respondents and it is very important to 6 respondents (30%). that means it is important to 90% respondents whether the layout of the outlet is good or not whether it is bigger or not and the design should also be sober to attract the consumer and other 10% said it is somewhat important.
Advertising Media Frequency Valid TV Newspaper Billboard Total 6 4 10 20 Percent 30.0 20.0 50.0 100.0 Valid Percent 30.0 20.0 50.0 100.0 Cumulative Percent 30.0 50.0 100.0

Interpretation: Among 20 respondents 6 respondents (30%) said that TV as an advertising media

stimulates them the most and 4 respondents (20%) said that newspaper stimulates them; bill board

Assessment on consumers buying behavior on Transcom Digital

stimulates 10 respondents (50%) that means large number of consumers wants to see advertisement in TV and then in Bill board.

B. Todays Shopping Experience

Reason of visiting Transcom Digital Frequency Valid Just walked by and saw product displayed Just walked by and noticed promotions planned trip Total 3 20 15.0 100.0 15.0 100.0 100.0 5 25.0 25.0 85.0 12 Percent 60.0 Valid Percent 60.0 Cumulative Percent 60.0

Interpretation: Among 20 respondents, (15%) replied they had a planned trip to visit in Transcom
Digital. , 5 respondent (25%) replied the reason is they just walked by and noticed promotion and the majority consumers 12 respondents (60%) replied the reason for visiting Transcom Digital is they just walked by and saw the product displayed
Transcom Digital service Frequency Valid Free installation Home delivery Warranty Total 3 4 13 20 Percent 15.0 20.0 65.0 100.0 Valid Percent 15.0 20.0 65.0 100.0 Cumulative Percent 15.0 35.0 100.0

Interpretation:

Service staff had showed is warranty to the (65%) respondents and to (20%)

respondent home delivery service is showed and to (15%) respondent free installation service is showed. that means among 20 respondent 13 knows about warranty and 4 respondents know about the home

Assessment on consumers buying behavior on Transcom Digital

delivery and 3 respondents knows about free installation. we can say warranty is much more important than any other service to the consumer.
satisfy needs for Electronics and appliances Frequency Valid Always Often Sometimes Total 10 8 2 20 Percent 50.0 40.0 10.0 100.0 Valid Percent 50.0 40.0 10.0 100.0 Cumulative Percent 50.0 90.0 100.0

Interpretation: 10 respondents (50%) said Transcom Digital always satisfy their need for electronics
and Appliances and 8 respondent (40%) said Transcom Digital often satisfy their need for electronics and appliances and 2 respondents (10%) said that sometimes satisfy their need for electronics. Majority is satisfied with the products of the company

C. Comparing Transcom Digital With Others

Transcom Digital does best Frequency Valid Shopping environment Quality Customer service Total 3 10 7 20 Percent 15.0 50.0 35.0 100.0 Valid Percent 15.0 50.0 35.0 100.0 Cumulative Percent 15.0 65.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: Among 20 respondents, 3 respondents (15%) said that shopping environment is be

stand 10 respondents (50%) said that quality is best and 7 respondents (35%) said that customer service is best of Transcom Digital.

opinion of Transcom Digital Frequency Valid Advertising Word of mouth Your own experience Total 4 4 12 20 Percent 20.0 20.0 60.0 100.0 Valid Percent 20.0 20.0 60.0 100.0 Cumulative Percent 20.0 40.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: 4 respondents (20%) said that they got the opinion of Transcom digital through
advertising and 4 respondents (20%) said that they got the opinion from word of mouth and the rest 12 respondents (60%) said they got the opinion from their own experience, which means Transcom Digital is now known to the respondent in Rokeya Shoroni area.

Interested in club digital Frequency Valid yes No Total 5 15 20 Percent 25.0 75.0 100.0 Valid Percent 25.0 75.0 100.0 Cumulative Percent 25.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: Among 20 respondents, 5 respondents (25%) said that yes they are interested to club
and 16 respondents (75%) said that they are not interested in club digital this means most of the customers dont purchase product more often so they are not interested in club digital.
Other does best Frequency Valid Price Quality Selection of Product Total 12 4 4 20 Percent 60.0 20.0 20.0 100.0 Valid Percent 60.0 20.0 20.0 100.0 Cumulative Percent 60.0 80.0 100.0

Interpretation: Among 20 respondents, 12 respondents (60%) said that price is best of other outlets, 4
respondents (20%) said that quality of the products are best in other outlets and other 4 respondent (20%) said other outlets do better in selecting products.

Findings of Rokeya Shoroni Showroom

10 respondent didnt purchased from Transcom Digital but 50% purchased minimum one product from the showroom Maximum number of respondent doesnt want to purchase over internet. They cant trust todays situations

Assessment on consumers buying behavior on Transcom Digital

Maximum number of respondents of Rokeya Shoroni wants the advertisement media as The Bill board.

The price for the respondent of this showroom is expensive for the quality.

Assessment on consumers buying behavior on Transcom Digital

4.5 Mirpur-1 Showroom (DMP) Analysis

Statistics Electronic and Purchas e Appliance Vis it in from Price of s trans com Trans com Trans com purchas ed digital D igital D igital N Mean Median Std. Deviation Skewnes s Std. Error of Skewnes s 25 Percentile s 50 75 Valid Mis s ing 20 0 2.0500 2.0000 .82558 -.098 .512 1.0000 2.0000 3.0000 20 0 2.1000 2.0000 .64072 -.080 .512 2.0000 2.0000 2.7500 20 0 1.7000 1.5000 .80131 .627 .512 1.0000 1.5000 2.0000 20 0 1.2500 1.0000 .44426 1.251 .512 1.0000 1.0000 1.7500

Vis it in other outlets 20 0 1.8500 2.0000 .93330 .756 .512 1.0000 2.0000 2.7500

Purchas e Price of purchas e from other other over Location Quality of outlet outlets internet of outlet product 20 0 2.2000 2.0000 .89443 .549 .512 2.0000 2.0000 3.0000 20 0 1.4000 1.0000 .50262 .442 .512 1.0000 1.0000 2.0000 20 0 1.6500 2.0000 .48936 -.681 .512 1.0000 2.0000 2.0000 20 0 4.5500 5.0000 .51042 -.218 .512 4.0000 5.0000 5.0000 .512 5.0000 5.0000 5.0000 20 0 5.0000 5.0000 .00000

Statistics Knowledg Helpfulne e of the ss of the staff staff 20 0 4.6000 5.0000 .59824 .393 .512 4.0000 5.0000 5.0000 20 0 4.7000 5.0000 .47016 -.945 .512 4.0000 5.0000 5.0000 0 4.6000 5.0000 .50262 -.442 .512 4.0000 5.0000 5.0000 Value for price offered 20 0 4.4000 4.0000 .50262 .442 .512 4.0000 4.0000 5.0000 Location Reason of and visiting Selection Advertisin Design of Advertisin Transcom of Product g outlet g Media Digital 20 0 4.4000 4.0000 .50262 .442 .512 4.0000 4.0000 5.0000 20 0 4.4000 4.0000 .50262 .442 .512 4.0000 4.0000 5.0000 20 0 4.3500 4.0000 .67082 -.549 .512 4.0000 4.0000 5.0000 20 0 3.5000 3.5000 1.53897 .000 .512 2.0000 3.5000 5.0000 20 0 1.8000 2.0000 .83351 .412 .512 1.0000 2.0000 2.7500 0 4.5000 4.5000 .51299 .000 .512 4.0000 4.5000 5.0000

Brands Offered N Mean Median Std. Deviation Skewness Std. Error of Skewness 25 Percentile s 50 75 Valid Missing 20

Free services 20

Interpretation: Mean- the average of purchasing electronic appliances in Mirpur-1 area surveying 20
respondents are 2.05 that means they purchased 1 products on an average on the last three months and the respondent visited on an average 2.10 on the last three months that means they visited one-two times on an average, the mean of the purchasing electronic appliances from Transcom digital is 1.7 that means on an average they purchased 1 items from there. The mean of visiting other outlets is 1.85 which mean the consumers on an average visited other outlets for one- two times and the mean of purchasing from other outlet is 2.20 that is they purchased minimum 1 product on an average on last three months. The quality of products mean is 5 that it is very important to all the respondents. Knowledge of the staff, helpfulness

Assessment on consumers buying behavior on Transcom Digital

of the staff and brand offered all these have the mean of near about 5 that means these things are very important to the respondents. Standard deviation- the standard deviation of purchasing electronic appliances is .825 that means if the variables that affect the purchasing like price quality environment and so on is in favor of the respondents than the average of product purchase will be 2.8755 and if it are not in favor than the average of product purchase will be 1.2242. The standard deviation of purchasing electronic appliances from Transcom Digital is .801 so if variables that affect the purchasing like price quality environment and so on are in favor of the respondents than the average of product purchase will be 2.501 and if it is not in favor than the average of product purchase will be .899. The standard deviation of purchase from other outlet is 0.8943 that means if variables that affect the purchasing like price quality environment and so on are in favor of the respondents than the average of product purchase will be 3.09443 and if it is not in favor than the average of product purchase will be 1.03057. These are the interpretation of Mean and standard deviation in

Frequency table
A. Shopping Behavior
Electronic and Appliances purchased Frequency Valid None One Two Total 6 7 7 20 Percent 30.0 35.0 35.0 100.0 Valid Percent 30.0 35.0 35.0 100.0 Cumulative Percent 30.0 65.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: From the above figure we can see that among 20 respondent 6 respondent (30%) didnt
purchased any electronic product and appliances in the last three month, 7 respondent (35%) had purchased one electronic item in the last three months, 5 respondent (25%) had purchased two electronic items in the last three months, 2 respondent (10%) had purchased three electronic products in the last three months, so from the chart we can say that 70% have purchased the electronic appliances in the Rokeya Shoroni area, most of the people had not purchased any products in the last three months.

Visit in Transcom digital Frequency Valid None One-Two Three-Four Total 3 12 5 20 Percent 15.0 60.0 25.0 100.0 Valid Percent 15.0 60.0 25.0 100.0 Cumulative Percent 15.0 75.0 100.0

Interpretation: Among 20 respondents, 3 respondents (15%) had not visited in Transcom digital in last three months, 12 respondents (60%) had visited Transcom digital one two times, 5 respondents (25%) had visited Transcom digital three four times Therefore we can say that 95% of the 20 respondent had visited the Transcom digital outlet in Ibrahimpur. and the other 5% did not visited in Transcom digital that means they were unaware of the showroom or the products in it.

Assessment on consumers buying behavior on Transcom Digital

Purchase from Transcom Digital Frequency Valid None One Two Total 10 6 4 20 Percent 50.0 30.0 20.0 100.0 Valid Percent 50.0 30.0 20.0 100.0 Cumulative Percent 50.0 80.0 100.0

Interpretation: Among 20 respondents, 10 respondents (50%) did not purchased anything from Transcom Digital in past three months, 6 respondent (30%) purchased at least one product from the Transcom Digital outlet and 4 respondents (20%) purchased two products from Transcom Digital, so we can say that 50% of the respondent didnt purchased from Transcom Digital outlet.
Price of Transcom Digital Cumulative Frequency Valid Expensive for the quality Fair and Reasonable Total 15 5 20 Percent 75.0 25.0 100.0 Valid Percent 75.0 25.0 100.0 Percent 75.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: Among 20 respondents, 15 respondents (75%) said that the price is expensive for the
quality and the other 5 respondents (25%) said that the price is reasonable and fair for the quality. That means the price is expensive for the maximum number of customer in mirpur-1 area.
Visit in other outlets Frequency Valid None One-Two Three-Four Five-Six Total 9 6 4 1 20 Percent 45.0 30.0 20.0 5.0 100.0 Valid Percent 45.0 30.0 20.0 5.0 100.0 Cumulative Percent 45.0 75.0 95.0 100.0

Interpretation: From the above figure we can see that among 20 respondents 9 respondents (45%) did
not visited in the other outlets 6 respondents (30%) had visited other outlets one two times, 4 respondents (20%) had visited other outlets three four times, 1 respondents (5%) had visited other outlets five six times, in the past three months. Therefore we can assume that those 45% are the loyal customers and the other 30% can be converted into the loyal customers.
Purchase from other outlet Frequency Valid None One Two Total 6 10 4 20 Percent 30.0 50.0 20.0 100.0 Valid Percent 30.0 50.0 20.0 100.0 Cumulative Percent 30.0 80.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: Among 20 respondents, 6 respondents 30% didnt purchased anything from other
outlets, 10 respondents (50%) purchased one product from other outlets, and 4 respondents (20%) purchased two products from other outlets. So we can say that those 30% respondents are our loyal customers or could be the loyal customers those who purchased one product in the last three months from other outlets the staff of Transcom digital can convince them to purchase from there.
Price of other outlets Cumulative Frequency Valid Expensive for the quality Fair and Reasonable Total 12 8 20 Percent 60.0 40.0 100.0 Valid Percent 60.0 40.0 100.0 Percent 60.0 100.0

Interpretation: From the above chart we can say that among 20 respondents 12 respondents (60%) said
price of other outlet is expensive for the quality of the product, 8 respondents (40%) said the price is fair and reasonable about the price of the products of other outlets. So we can say that 60% respondent think that the price is expensive for the quality and this percentage of people is the potential customer of Transcom Digital.
purchase over internet Frequency Valid yes No Total 7 13 20 Percent 35.0 65.0 100.0 Valid Percent 35.0 65.0 100.0 Cumulative Percent 35.0 100.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: Among 20 respondents, 7 respondents (35%) are interested to purchase the product
through internet and the other 13 respondents (65%) are not interested to purchase the through internet
Location of outlet Frequency Valid Important Very Important Total 9 11 20 Percent 45.0 55.0 100.0 Valid Percent 45.0 55.0 100.0 Cumulative Percent 45.0 100.0

Interpretation: In the survey we found that, 9 respondents (45%) said location of outlet is important for
them and rest of the other 11 respondents (55%) said location is very important for them.
Quality of product Frequency Valid Very Important 20 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Interpretation: Among 20 respondents everyone them said quality is most important for them. A
company should obviously maintain their quality to retain customers
Knowledge of the staff Frequency Valid Important Very Important Total 9 11 20 Percent 45.0 55.0 100.0 Valid Percent 45.0 55.0 100.0 Cumulative Percent 45.0 100.0

Interpretation: Knowledge of the staff is only important to 9 respondents (45%) among 20 respondents
and it is very important to 11 respondent (55%). so we can say that knowledgeable staff should be kept in every outlets so that they can give full information about the product

Assessment on consumers buying behavior on Transcom Digital

Advertising Frequency Valid Important Very Important Total 12 8 20 Percent 60.0 40.0 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

Interpretation: Among 20 respondents, 12 respondents (60%) said that it is important and the rest 8
respondents (40%) said it is very important to advertise. Advertising is the best way to reach the consumer knowledge. The information should be advertised so that all consumers may know about the products of the outlets
Advertising Media Frequency Valid TV Billboard Total 10 10 20 Percent 50.0 50.0 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0

Interpretation: Among 20 respondents 10 respondents (50%) said that TV as an advertising media

stimulates them the most; bill board stimulates 10 respondents (50%) that means large number of consumers wants to see advertisement in TV and then in Bill board B. Todays Shopping Experience
Reason of visiting Transcom Digital Frequency Valid Just walked by and saw product displayed Just walked by and noticed promotions planned trip Total 5 20 25.0 100.0 25.0 100.0 100.0 6 30.0 30.0 75.0 9 Percent 45.0 Valid Percent 45.0 Cumulative Percent 45.0

Assessment on consumers buying behavior on Transcom Digital

Interpretation: Among 20 respondents, (25%) replied they had a planned trip to visit in Transcom
Digital. , 6 respondent (30%) replied the reason is they just walked by and noticed promotion and the majority consumers 9 respondents (45%) replied the reason for visiting Transcom Digital is they just walked by and saw the product displayed.
satisfy needs for Electronics and appliances Frequency Valid Always Often Sometimes Total 9 8 3 20 Percent 45.0 40.0 15.0 100.0 Valid Percent 45.0 40.0 15.0 100.0 Cumulative Percent 45.0 85.0 100.0

Interpretation: 9 respondents (45%) said Transcom Digital always satisfy their need for electronics
and Appliances and 8 respondent (40%) said Transcom Digital often satisfy their need for electronics and appliances and 3 respondents (15%) said that sometimes satisfy their need for electronics. Majority is satisfied with the products of the company

C. Comparing Transcom Digital With Others Assessment on consumers buying behavior on Transcom Digital

Transcom Digital does best Frequency Valid Shopping environment Quality Customer service Total 4 11 5 20 Percent 20.0 55.0 25.0 100.0 Valid Percent 20.0 55.0 25.0 100.0 Cumulative Percent 20.0 75.0 100.0

Interpretation: Among 20 respondents, 4 respondents (20%) said that shopping environment is best
and 11 respondents (55%) said that quality is best and 5 respondents (25%) said that customer service is best of Transcom Digital.
Interested in club digital Frequency Valid yes No Total 6 14 20 Percent 30.0 70.0 100.0 Valid Percent 30.0 70.0 100.0 Cumulative Percent 30.0 100.0

Interpretation: Among 20 respondents, 6 respondents (30%) said that yes they are interested to club
and 14 respondents (70%) said that they are not interested in club digital this means most of the customers dont purchase product more often so they are not interested in club digital.

Assessment on consumers buying behavior on Transcom Digital

Other does best Frequency Valid Price Quality Selection of Product Total 10 4 6 20 Percent 50.0 20.0 30.0 100.0 Valid Percent 50.0 20.0 30.0 100.0 Cumulative Percent 50.0 70.0 100.0

Interpretation: Among 20 respondents, 10 respondents (50%) said that price is best of other outlets, 4
respondents (20%) said that quality of the products are best in other outlets and other 6 respondent (30%) said other outlets do better in selecting products.

Findings of Mirpur-1 Showroom

TV and bill board is the best advertising media way of stimulating the customer of mirpur-1 area. Around 75% of the respondents think that the price of the product of Transcom Digital is expensive. They are not interested at club digital since they dont purchase regularly

Assessment on consumers buying behavior on Transcom Digital

STRENGTHS OF TRANSCOM
1. All brands under one umbrella 2. Competitive price 3. Global brand image 4. Company Good-will 5. Brand Products 6. Good relationship with Distributor 7. Represent the Brand in the country 8. After Sales Services 9. Strong & Established Distribution Channel

WEAKNESSES OF TRANSCOM
1. No nationwide own customer care set-up 2. Existing Competitors in the market 3. Unable to capture the lower income group.

OPPORTUNITIES OF THE MARKET

1. First mover advantage 2. Showroom based customer are increasing 3. Expansion of Distribution coverage 4. Huge market (500,000 appx) 5. Replacement market 6. Growth of the operators 7. Multi mobile Phone users 8. Minimization of call rate by the Operators

Assessment on consumers buying behavior on Transcom Digital

9. New innovation and Technology

THREATS OF THE MARKET

1. Existing Competitors 2. Operators capacity problem 3. Additional import tax by government 4. Dominance of the China market 5. Overall market condition 6. Price inflation

Assessment on consumers buying behavior on Transcom Digital

5.1Summary of Findings
After analyzing the data and observing the outlets, I have found the following things: 1. In Gulshan outlet brand is the most important part of buying decision. They look for branded product and most of the customers are satisfied with the product and the behavior of the staffs. 2. The maximum number of customer thinks the price is fair and reasonable in the Gulshan outlet. 3. Transcom Digital targets middle income level or upper income group thats why lower income group cannot purchase from there. 4. There are no electronic advertising media, while surveying most of the respondent replied that TV and bill board is best advertising media, which is not done by Transcom digital. 5. The lack of knowledge of the Transcom digitals sales person. 6. There is no better promotional program. 7. There are shortages of products availability in Transcom digital. 8. Chinese product is capturing the market by reducing the prices of their same product. 9. Location is much important to some people; they want a good location along with good environment. 10. Transcom digital is good in the quality of product said the respondents. 11. Transcom Digital does not have individual customer care services.

Assessment on consumers buying behavior on Transcom Digital

5.2 Recommendations
1. Transcom Digital should introduce some individual customer care services, so that their after sale service becomes much better so that customer can be satisfied. 2. Transcom Digital should give the installment scheme for the lower income group on some of the product so that they could get a good quality product on their income level, they can also afford it as well. 3. The advertising media helps to gather information about the product company and as well as their promotions and discounts, it increases customer awareness. Transcom Digital should go for huge advertisement. 4. The advertising media that stimulate the respondents are TV and bill board. Transcom digital should start advertising on TV mostly and then they can try for bill boards so that customer notice the brands offered by them. 5. The price of the product are expensive according to the respondents the price of some product should be reduced or the product of low price range should be kept side by side in the showroom with the expensive products. 6. The staffs should be proper trained for this they can continue monthly or half yearly training session for the staffs. Since the consumers wants knowledgeable staff who can give full information about the product and can convince the consumer to purchase the product. 7. The products of different varieties should be kept in a showroom; a customer must not be disappointed with the selection of product since this is another important fact for the consumers. 8. There should not be any lacking or shortage of same kind of product in the outlet. 9. They should introduce the new model of the product as soon it gets old in competition with others, the more they reflects new product the more they will lead the competition. 10. The location is good of Transcom so they can increase more outlets in different areas so that they can handle more customers in Bangladesh.

Assessment on consumers buying behavior on Transcom Digital

5.3 Conclusions
Consumers around the world vary greatly in age, income, education level and tastes. Understanding how these differences affect consumer buyer behavior is one of the biggest challenges marketers face. Consumer buyer behavior is influenced by four key sets of buyer characteristics: cultural, social, personal and psychological. This study investigates in how far different relationship conditions influence the development of customer loyalty. At the end of the report, I can say that there are lots of reasons for Transcom to be in the leading position keeping aside the problems, the problems can be solved. The company has been running its business

with good reputation and will be running in future with great pride.
To conclude I must say that Transcom Electronic has immense potential in Bangladesh. It is evident that Transcom Electronics will be maintaining its growth by implementing innovative strategies in the coming years as it is demanded by the highly competitive business environment.

Assessment on consumers buying behavior on Transcom Digital

BIBLIOGRAPHY

Books: 1. 2. Malhotra, Naresh K. 2007, Marketing Research, 5th edition, Prentice-Hall Inc. Kotlar, Philip and Armstrong, Gary, 1999, Principles of Marketing, 12th edition, Pearson Prentice Hall. 3. Anderson, Eugene W., Claes Fornell, and Roland T. Rust (1997), Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services, Marketing Science, 16 (2), 129-145. 4. 5. Schiffman, L.G., Kanuk, L.L., (1994) Consumer Behavior (9/e), Prentice-Hall, New Jersey. Klein et al, (1998), A methodology for profiling consumers decision-making styles.

Web Address: 1. www.transcombd.com 2. www.scribd.com/doc/14969686/Customer-Satisfaction

Assessment on consumers buying behavior on Transcom Digital