Internship On Customer Satisfaction of Meena Bazar.
Internship On Customer Satisfaction of Meena Bazar.
Internship On Customer Satisfaction of Meena Bazar.
CHAPTER ONE:
INTRODUCTION
1.1 Background of the study
Knowledge and learning become perfect when it is associated with theory and practice.
Theoretical knowledge gets perfection with practical implication. As the concerning parties;
educational institutions and the organization substantially benefit from such a program
namely “internship report”, the sole purpose of report is to train the students and prepare
themselves for the real life in job markets. In today’s world academic education is not
adequate to enable a student to compete with confidence and reach his/her goal without
having experience with the outside world. In order to have an idea and gain experiences, we,
the students of Faculty of Business Administration Jagannath University have to undertake
three-month internship program at any organization. As a part of my MBA Program, this
three-month internship program gave me the opportunity to have a practical knowledge on
customer satisfaction procedure. To face much more complex and challenging business world
in the challenging business areas, practical knowledge is essential to expand our theoretical
knowledge base. To gather this practical knowledge, we were forwarded different
organization after completing MBA Program.
The focus of this report is based on customer satisfaction on Meena Bazar super Store. This
report has focused on how customer satisfaction is ensured by applying different strategies by
Meena bazaar.
⮚ General objective
⮚ Specific objective
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1.3.1 General Objectives
This report is prepared primarily to fulfill the Masters of Business Administration degree
requirement and get an overall idea on customer satisfaction on Meena Bazar super Store.
� To find out the strategies related to Product, price, place and promotion of Meena Bazar.
� To get the practical idea about organization environment, strength and weaknesses
� To find out what kind of major challenges Meena Bazar is facing and to identify their
opportunities.
� To make a comparison about the challenges and opportunities Meena Bazar faces with
competitor.
Research for any subject is done for finding some solution or result, for knowing some unknown
information. This study reveals the following benefits.
This study helps the company to know their strengths and weakness regarding their marketing
practices. I learnt so many things from internship. I have been working as project executive of
Gemcon Group. So as a permanent employee I visited Meena Bazar Outlet and talked with
Customer regarding various services provided by Meena Bazar. I have also consulted with my
senior regarding ins and outs of Meena Bazar. That helps me to understand the market, who are
competitors, which products are in the leading position as well it helps me to survey on consumer.
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1.5 Methodology of the study
This report is an informative type of report. Information used to prepare this report has been
collected from formal & informal sources.
There are two types of data used here to prepare this report. These are:
1. Primary data
2. Secondary data
Primary data have been collected through conducting a survey on the customer of various outlets
through structured questionnaire.
Secondary data have been collected from internet, brochures, catalog and many others sources.
1.5.3.1Target Population: The customer who have already been purchased and used the product
of Meena Bazar in the area of Dhaka zone were taken as population for the study.
1.5.3.2 Sample Size: The total sampling size of the study is 70.
1.5.3.3 Sampling technique: The convenient sampling technique has been used to collect data.
1.5.3.4 Sampling Extent: 50 customers & 20 employees were interviewed from the following
areas:
� Dhanmondi
1.5.3.5 Question pattern: The employees and customer were asked different question regarding
the organization and customer services. The answering pattern for some question is: Yes, No and
Neutral, for some question is strongly agree, Agree, Neutral, Disagree, strongly disagree as
well as they were asked to comment on some question.
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1.5.4 Data Analysis:
There is a large scope for doing the internship in any organization in Bangladesh. Internship
provides practical knowledge to the student about their particular field. The MBA graduate
can share their managerial knowledge with the organization. The students have a large
opportunity to acquire knowledge about the organizational environment, participate with
others. The students can be familiar with organizational culture. After studying this report,
the reader will be able to know about the customer satisfaction, market position, growth
strengths weakness and marketing communication activities of Meena Bazar.
For preparing this report I have faced some limitations. These are:
1. Time constraint.
4. Sample size is small so that the survey result may not be accurate.
5. Unable to cover all the areas of Dhaka, Chittagong for data collection.
CHAPTER TWO:
OVERVIEW OF THE
ORGANIZATION
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2.0 About superstore in Bangladesh:
The lifestyle, preference and demands of consumers are changing rapidly. Superstore culture
is playing a vital role in the ever-changing purchasing pattern of consumers. With the current
shopping practice, superstore has become a necessity by offering unique shopping
experience. Superstores have successfully made a breakthrough in the urban lifestyle with the
idea of “all essential elements under one roof”. Superstore is a one floor large area consisting
of the daily goods. Superstores have attempted the massive expansion drive to attract the
consumers in terms of status and convenience. A rise in a good number of organized retailing
superstores, offer the consumers hygienic items at a competitive price. The expansion of
superstores will diversify the choices of consumers and boost their spending pattern.
Superstores made debut, successfully attracting consumers, a section of consumers who are
successfully turning to chain stores from the soggy market. Dhaka based Agora now runs 14
outlets, Meena bazar 16, Prince Bazaar 2, Nandan 4 respectively and Swapno runs around 85
outlets in Dhaka city. Bangladesh Rifles also runs 11 stores in the capital. More than 600
retail outlets are expected to be set up in the next five years in an attempt to attract more
consumers. The expansion of outlets will boost consumer’s confidence and help to create a
market for manufacturers. In the early days of business around 500 consumers would visit a
super store outlet daily. But now more than ten times, consumers are coming to an outlet
every day.
Gemcon Group introduced its superstore first at Dhanmondi on 1st November 2002 named
Meena Bazar. Meena Bazar is the brand name of Gemcon Food and Agricultural Products
Limited. Currently there are sixteen Meena Bazar outlets in Bangladesh. Fifteen outlets are in
Dhaka, two outlets at Dhanmondi, two at Mohammadpur and other eleven outlets of Dhaka at
Mirpur and Azimpur, Banasree, Wari, Eskaton, Paltan, Uttara-14, Uttara-11, Shantinagar &
Mogbazar. Another one outlet is in Chittagong. It has planned to open around sixty more
outlets in the next four to five years across the country. The aim of Meena Bazar is to ensure
fresh products in consumer’s daily life. Gemcon Food & Agriculture Products Ltd. produces
a variety of food items, including organic products, dairy items, sweets, confectionary items,
herbal beauty products, tea, etc. products which are sold through Meena Bazaar retail outlet.
It offers about 1500 items that include grocery, cosmetics, stationery, toys, baby items,
beverage and food including a wide range of agricultural and dairy products, electronic goods
and many other household essentials. Meena Bazar doesn’t only sell the products to the
customers; they try to convey the product benefits to them too. In order to provide the
customers with the best possible value for their money, they procure the products directly
from the farmers, removing the middlemen, while ensuring high quality, freshness and
continuous availability. Meena Bazar is also known as one of the trustworthy food suppliers
of the nation. Meena Bazar is committed to deliver the best available products to the
customers and is now expanding more to serve Bangladeshi customers better. It also provides
many promotional offers to its customers in different festival seasons like Eid, New Year,
Puja, Pohela Boishakh & Christmas day etc.
Meena Bazaar occupies a large floor space on a single level and is situated near residential
areas in Dhaka city in order to be convenient to consumers. Its basic appeal is the availability
of a broad assortment of goods under a single roof at a moderate price. It is now a part of a
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chain that owns or controls other super stores located in Dhaka. To maintain a profit, Meena
bazaar attempts to make up for the low margins with a high sales volume. Moreover, it also
sells higher margin items. The overall environment for Meena Bazaar and its competitors is
changing from a product-oriented atmosphere to customer-oriented atmosphere where
emphasis is put on satisfying all of the consumers’ needs. In order to remain competitive,
Meena Bazaar wants to re-evaluate its future opportunities for growth without compromising
its profits.
In 2010 it started flexi load and bill pay services of Grameen Phone to all of its outlets for the
convenience of the customers. Meena Bazar is the first retail superstore in Bangladesh that
has a website of Meena Click to shop online. They launched website in April, 2017, and now
deliver in Dhaka and Chittagong. They took this initiative to make customer life easier.
Online shopping with Meena Bazar saves time and it is also very convenient for customer as
people face more and more traffic these days.
2.02.1 Vision: HR creates value by engaging in activities that produce the employee behaviors the
company needs to achieve its strategic goals. Dessler, Gary (2007). Meena bazar keeping this
view in mind pursues 21st century vision of becoming a true and universal superstore and
delivering product with pride in this industry through excellence. “Defining standards in
innovation and service”.
2.02.2 Mission: The Gemcon groups serve the needs of consumers and businesses in growth
segments profitably by providing:
❖ Fair, respectful and consistent working relations to its suppliers and channel partners
2.02.3 Integrity: Conduct all its activities and transactions with a sense of deep accountability,
by being honest within and outside the company.
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2.02.4 Challenge: Seek not just what they are capable of now, but acquire the capacity to achieve
what they dream.
2.02.5 Team spirit: Build teams that they are excited to be a part of, and that will push them to
new heights.
2.02.6 Skills and processes: Upgrade their skills and processes constantly to stay on top of the
competition.
2.02.7 Responsibility: Respect nature, society and stakeholders as the ultimate good business
practice.
Meena Bazar mainly focuses on food items - ranging from a wide variety of fish, meat,
vegetables, fruits, bakery, dairy, and grocery - it also carries a vast array of other household,
grocery, personal care, and miscellaneous products. At any point in time, there are nearly 7000
different products available at the outlets. Meena Bazar is committed to sustaining and growing
as the most trusted, loved and frequented retail chain. Meena Bazar products are mainly classified
into food and non- food items. And the food items are classified into perishable and non-
perishable items. Perishable food items are:
❖ Vegetables
❖ Fruits
❖ Fishes
❖ Fast Foods
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❖ Household items
❖ Cosmetics
❖ Personal Care
❖ Electronic goods
❖ Stationery
The main benefit offered by Meena Bazar to its customers is better quality service. They are
offering various types of products to its customers while maintaining high quality. Quality service
and product offering is the main reason for them to target customers with higher income more
than Tk. 40,000 per month. Economy is also their concern. They are also advocating convenience
shopping to the masses.
Meena Bazar has been the pioneer of chain superstore in our country and they always talk about
getting everything you need under one roof. From fresh vegetables, fruits to medicine and light
consumer electronics-you will not need to go anywhere else if you are shopping in Meena Bazar.
Their service is also fast enough to satisfy busy people who come for shopping in their tight
schedule. People are very much concerned about the fresh fruits and fishes containing harmful
chemicals, however at Meena Bazar the quality are the top priority. Products bought from Meena
Bazar do not contain harmful chemicals. For instance, during mango season, Meena Bazar starts
selling mango a little late. Because the mangoes have been, ripen naturally and no chemicals have
been used. However, because of high quality the Meena Bazar products are somewhat expensive
compared to other shops.
HR managers today are more involved in partnering with their top managers in both
designing and implementing their companies’ strategies (Dessler, Gary (2007). To achieve
the mission and objectives in a competitive manner, any organization should employ experienced
and talented human resources so that the task can be fulfilled accurately and effectively. An
experienced, well-educated and enterprising workforce is needed for the continued growth and
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progress of any organization. Meena Bazar is directed and operated by a team of sound
professionals. It is managed by a team of professionals having long-term experience in the
industry at home and aboard.
The Executive Committee is responsible for setting the management objectives and policies, the
management is instrumental in providing the inputs and implementing the strategies set by the
committee. The policy and decisions made by policymakers are followed by the top level of
management who break down the policy or decision into easily perceivable way. Meena Bazar
believes in providing very good service to its consumers. And for this it takes some initiatives to
train it employees so that they can cooperate with the customers in a better way that is more
comfortable for everyone. Generally, this training process takes 01 weeks but it can be shorter
depending on the capability of the selected candidates. Effective ways of communication process
are taught under this training program.
The management hierarchy descends from Chief Executive officer to Assistant Officer. The
Chief Executive Officer post is held by Shaheen Khan and he has huge experience in the
industry.
There are different departments at Meena Bazar. All these departments look after some very
important functions and they all work together to achieve organizational goals and provide a
better service to customers. The departments are the following:
Marketing
Operation Management.
Business Development
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Human Resources
Gemcon Group introduced its superstore first at Dhanmondi on 1st November 2002 named
Meena Bazar. Currently there are sixteen Meena Bazar outlets in Bangladesh. Fifteen outlets
are in Dhaka, two outlets at Dhanmondi, two at Mohammadpur and other eleven outlets of
Dhaka at Banani, Pallabi, Wari, Banasree, Shantinagar, Eskaton, Uttara-11, Uttara14, paltan,
Elephant road and Azimpur. Another two outlets are in Chittagong and Khulna. But recently
the outlet of Khulna has been closed.
After starting superstore business, the competitors of Meena Bazar have increased rapidly as
like as its customers. Being an old and famous superstore, it is struggling to hold the top
position amongst the competitors around. Agora, Nandan, Prince Bazar, Almas and Swapno
are tough competitors who are trying hard to outrun Meena Bazar on different sides. They are
also providing lucrative offers to attract customers. So, Meena Bazar conducts research and
modifies their strategy according to the actions of competitors. These shops like Family
World and Prince Bazaar are causing great competition because they are forming up on a
particular area and trying to attract the customer group of that area. Thus, sometimes making
customers interested to buy products from their nearest place rather than going to Meena
Bazar, which is far from home. All sections of Meena Bazar are working relentlessly to hold
target market. Even though, Meena Bazar recently bought PQS, one of its competitors despite
the competition. Meena Bazar on the other hand is constantly advocating about quality. The
reason for asking a little higher price from the customer is the quality factor, which they are
so concerned about. We think this care for the quality has given Meena Bazar a big
competitive advantage. This is somewhat a unique selling approach taken by Meena Bazar.
A marketer can rarely satisfy everyone in a market. Not everyone likes the same soft drink,
automobile, college, and movie. Therefore, marketers start with market segmentation. They
identify and profile distinct groups of buyers who might prefer or require varying products
and marketing mixes. Market segments can be identified by examining demographic,
psychographic, and behavioral differences among buyers. The firm then decides which
segments present the greatest opportunity—those whose needs the firm can meet in a superior
fashion. (Kotler, P. & Keller, K. L., 2012, Marketing Management, Chapter 1). The
marketing department of Gemcon group is very dynamic. It is one of the most active
departments of the Company and is located at corporate office in Dhaka. Assistant General
Manager is headed this department who is directed by experienced management. This
department is responsible for carrying out all the marketing activities of the company. Some
of their responsibilities include conducting a market/ research survey to examine the market
both existing and the potential market demand for their products and planning out ways to
reach the customers in the market by various kinds of promotional tools.
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This department deals with the sales of the company, to determine and examine the figures
indicating both profit and loss. They also take part in the marketing decisions of the
companies and together plan various sales strategies for the company and also that required
earning a good profit compared to other companies of Bangladesh.
This department is mainly located in the Gemcon Food and Agricultural products Ltd in
Dhanmondi-27 but the head of operations (who also happens to be one of the directors of the
company) works in the Dhaka corporate office. This department is mainly responsible for
handing the various technical aspects of Meena bazar. This includes taking charge of the mill
department, adapting, implementing and controlling new relevant technologies.
The Human Resource and administration Department of Meena bazaar is interlinked. This
department is located at corporate office in Dhanmondi-27, Dhaka. General Manager is head
of this department. This department is responsible for recruiting potential candidates, training
them, making a succession planning and developing their talent. For recruiting employees,
they give ad of the vacant position and then select proper candidate from interested
candidates by a selection process. They also arrange various types of training programs for all
the employees.
CHAPTER THREE:
INTERNSHIP POSITION AND
DUTIES
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3.0 About my internship:
I joined Gemcon Food and Agriculture Products ltd as a Sales Man in the year 2013. After I
got two of promotion, now I am working as a Chief Cashier, Outlet. As a regular employee of
the organization, I have the opportunity to find the work of different outlet of Meena bazaar.
During the period, I worked in three outlets of Meena Bazar. For the purpose of my
internship report I have talk with many employees and customer from head office as well as
outlets. I have gained sound knowledge in every function of this organization. We know that
customer satisfaction is very essential for any profit-making origination. So, every
organization gives special care for customer satisfaction. As a regular employee of the
organization, I am very much eager to know about customer satisfaction of my organization.
That’s why I have chosen my internship topic about this.
My job experience started at Meena Bazar, located at Shantinagar in Dhaka. The office is on the
Second floor of ‘Ideal point Tower’ at Shantinagar in Dhaka and peoples of different designations
work from 08:00 am to around 10:00 pm of the evening. The office is very spacious with state-of-
the-art interior design and has a launch room and conference room. The weekends at Meena
Bazar are, there is only One-day weekend in a week. In addition, there are overtime period.
After joining the office in the morning, the Manager received me with warm-heartedly and
introduced me as a new employee. It is mentionable that I started my career in 2013. I can say
that I tried to become a professional, hardworking, responsible, honest and amiable person at my
workplace from the very beginning.
The officials thought it would be better for me if I had seen the receiving process at Meena Bazar
outlets. Receiving process mainly refers to the collection of fresh fruits, vegetables, beef, chicken,
eggs, fish, dairy and fast-food items at the different Meena Bazar outlets. Receiving process will
continue two times in a day. In addition, generally receiving process starts early in the morning
and the evening within 07:30 am & 5:00 pm they are completed.
I had the opportunity to work three of the outlets. One of them was the Shantinagar, Palton and
the other one was the Mohammadpur outlet in Dhaka. I first joined the Shantinagar outlet in
Dhaka. The Shantinagar outlet at Ideal point tower is one of the biggest outlets. Every day more
than 600 customer buy or get their products in this outlet. The outlet is on the second floor of
Ideal Point tower. At the Shantinagar outlet, there is an open space besides of the outlet and there
the receiving process takes place. Different kinds of vegetables, fruits and fishes were brought in
and they were all checked before they were taken inside the outlet. The receiving process is
considered very important because if quality of the products is not ensured here; then the
customers will not be satisfied with the products sold at the outlets. The people working at the
receiving process are given clear instructions on what kinds of products they should be receiving.
Each of the fruits and vegetable are checked to see if they have the right shape and size, color and
there are no insects. In addition, there should be no marks or damages on the fruits and
vegetables. After collecting the fruits and vegetables they are washed and if needed they are cut
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and stored on the shelves at the outlet. In the Shantinagar outlet, I mostly saw the receiving of
fruits and vegetables. In addition, I saw how each of the fruits and vegetables were checked to
ensure quality.
There is a storage facility at the Shantinagar outlet and mostly dry food items, cosmetics and
household items are stored. There are long shelves arranged and the products are stacked in big
boxes or cartons. The food items like biscuits, tea, coffee, milk and cereal are placed in one area,
beside them the rice, flour, salt, sugar and spice powders are stored. The different types of
cosmetics, creams and skincare items are arranged in one section and finally household items and
utensils are stored together.
• Maintain all activities of Cash relative (All kinds of cash payment, cash receive, Cash
deposit to Bank etc.)
• Visiting others outlet and find out the activities of the outlet
Chapter Four:
Data Analysis and Findings
Data Analysis and Findings
For the purpose of conducting the report 20 employees and 50 customers having different income
level including male and female have been surveyed from different branches of Meena Bazar. The
number of surveyed people has been selected randomly in order to make the result representative. All
the findings and information have been presented graphically.
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Employees are important part and they play vital role in the implementation of policy of any business
organization. 20 employees have been selected and surveyed to find most reliable and relevant
information regarding customer satisfaction of Meena Bazar. They were asked several questions what
they answered very sincerely according to their own opinion. The data and information collected
through questionnaire are presented and explained graphically.
Questio Questions
n No.
14
performances of your
organization?
Survey Question no .01 Do you think that Meena Bazar holds the top position for customer
satisfaction among superstores in Bangladesh??
2
2
Yes
No
Neutral
16
15
When the respondents (employees) were asked to tell whether Meena Bazar holds the top position for
customer satisfaction among superstores in Bangladesh out of 20 employees, 16 responded that they
believe this; 02 employees remained neutral while 02 employees were against to this statement. So,
from the survey it may be concluded that about 80% of the respondent believes that Meena Bazar is
the top position for customer satisfaction among superstores in Bangladesh, while only 10% remained
neutral and the other 10% employees responded against this. So, from the survey it can be concluded
that Meena Bazar is the top position for customer satisfaction among superstores in Bangladesh,
Survey Question no.02 Do you think that the strategies taken by Meena Bazar for
customer satisfaction are well enough?
5 Yes
12 No
Neutral
The selected Employees were asked to tell whether the strategies taken by Meena Bazar for
customer satisfaction are well enough. It is found that out of 20 employees, 12 responded that
they believe this is enough; 03 employees remained neutral while 05 employees were against
to these statements. They think that Meena Bazar should take timely strategy depends on
market scenario & competitors. So, from the survey it may be concluded that about 60% of
the respondent believes that Meena Bazar’s strategies are enough, while only 15% remained
neutral and the other 25% employees responded against this. So, from the survey it can be
concluded that though Meena Bazar strategy seems to be adequate, they should be careful
about market conditions and their rival competitors while implementing new strategies.
16
Survey Question no 03 Do you think that only quality goods & services ensure customer
satisfaction?
10
10 8
8
6
Series1
4 2
2
0
Yes No Neutral
The respondents were asked to tell whether only quality goods & services ensure customer
satisfaction. Out of 20 employees, 08 responded that they believe this; 02 employees
remained neutral while 10 employees were against to this statement. So, from the survey it
may be concluded that about 50% of the respondent believes that only quality goods &
services doesn’t ensure customer satisfaction. They believe that there are many others things
which are essential to make customer satisfied. So Meena Bazar should ensure other think
such as justified price, good environment, well behavior and so on besides quality goods &
services.
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Survey Question no 04: Customer satisfaction is most essential to sustain in the
competitive market. How much do you agree with this statement?
9
9 8
8
7
6
5
Series1
4
3 Series2
2
2 1
1 0
0
Strongly Agree Neutral Disagree Strongly
Agree Disagree
The selected Employees were asked to view their opinion whether Customer satisfaction is
most essential to sustain in the competitive market. It is found that out of 20 employees, 08
responded that they strongly agree that Customer satisfaction is most essential to sustain in
the competitive market; 09 employees agreed with the statement only 01 remained neutral
while 02 employees were against to these statements. So, from the survey it may be
concluded that about 85% of the respondent agree that Customer satisfaction is most essential
to sustain in the competitive market. So from the survey it can be concluded that Meena
Bazar should ensure customer satisfaction to compete with their rival business and also to
sustain in the market.
Survey Question no .05 Does customer satisfaction really provide competitive advantage
to your organization?
18
3
4 Yes
13 No
Neutral
The selected Employees were asked to tell whether the customer satisfaction provide
competitive advantage to Meena Bazar. It is found that out of 20 employees, 13 responded
that they believe this; 03 employees remained neutral while 04 employees were against to
these statements. So from the survey it may be concluded that about 65% of the respondent
believes that customer satisfaction provide competitive advantage while only 15% remained
neutral and the other 20% employees responded against this. So the majority think that
customer satisfaction really provide competitive advantage to Meena Bazar.
Survey Question no Q.6 Every customer who shops regularly from Meena Bazar are
very satisfied with the service provided to them. How much do you agree with this
statement?
19
9
10
8
4
6 3 3 Series1
4 1
Series2
2
Series1
0
Strongly Agree Neutral Disagree Strongly
Agree Disagree
The selected Employees were asked to share their opinion whether every customer who shops
regularly from Meena Bazar are satisfied with the service provided to them. It is found that
out of 20 employees, 03 responded that they strongly agree that every customer who shops
regularly from Meena Bazar are satisfied with the service provided to them; 09 employees
agreed with the statement; 03 remained neutral while 05 employees were against to these
statements. So from the survey it may be concluded that about 60% of the respondent agree
that every customer who shops regularly from Meena Bazar are satisfied with the service
provided to them. On the other hand a mentionable number of employees i.e. about 25% of
employee were against to this statement. So from the survey it can be concluded that although
most of the customer satisfied with services provided by Meean Bazar, it should do
something more to make customer more happy.
Survey Question no Q.6 Do you think that customer satisfaction affects overall
performances of your organization?
20
17
18
16
14
12
10
Series1
8
6
4 2
1
2
0
Yes No Neutral
Employees’ opinion was tried to find out through a statement that whether they think that
customer satisfaction affects overall performances of their organization or not. Out of 20
employees, 17 responded that they believe this; 02 employees remained neutral while 01
employee was against to these statements. So, from the survey it may be concluded that about
85% of the respondent believes that customer satisfaction affects overall performances of
their organization while only 10% remained neutral and the other 5% employees responded
against this. So, the majority think that customer satisfaction really affects overall
performances of Meena Bazar.
Survey Question no Q .08 Do you think that every of you are very much sincere to make
your customer satisfied?
21
9
10 7
8
6 4
4
2 0
0
0 Series2
Strongly Agree Series1
Agree Neutral
Disagree
Strongly
Disagree
The selected Employees were asked to tell whether every of them are very much sincere to
make their customer satisfied. It is found that out of 20 employees, 16 responded that they
think that they are very much sincere to make their customer satisfied; 04 employees
remained neutral while no employees were against to these statements. So, from the survey it
may be concluded that about 80% of the respondent believes that they are very much sincere
to make their customer satisfied. It may be mentioned that no employees were against to these
statements though 04 employees remain neutral. So, the conclusion may be made that almost
every employee of Meena Bazar are very much sincere to provide quality services to their
customer.
Survey Question no Q .09 One satisfied customer creates at least three new customers.
How much do you agree with this statement?
22
1
Strongly Disagree
2
Disagree
2
Neutral
8
Agree
7
Strongly Agree
0 1 2 3 4 5 6 7 8
The selected Employees were asked to share their opinion whether one satisfied customer
creates at least three new customers. It is found that out of 20 employees, 07 responded that
they strongly agree that one satisfied customer creates at least three new customers; 08
employees agreed with the statement; 02 remained neutral while 03 employees were against
to these statements. So from the survey it may be concluded that about 75% of the respondent
agree that one satisfied customer creates at least three new customers. So, from the survey it
can be concluded that as one satisfied customer creates at least three new customers so they
should be sincere to provide good services to their existing customer.
Survey Question no Q .10 Do you think that more training is required to make
employee more customers friendly?
23
2
5
Yes
13 No
Neutral
The selected Employees were asked to tell whether more training is required to make
employee more customers friendly. It is found that out of 20 employees, 13 responded that
they think that they really need it; 02 employees remained neutral while 05 employees were
against to these statements. So, from the survey it may be concluded that about 65% of the
respondent believes that more training is required to make employee more customers
friendly, while only 10% remained neutral and the other 25% employees responded against
this. So, from the survey it can be concluded that Meena Bazar should arrange some training
& seminar to educate employee and make them more customer friendly.
Questio Questions
n No.
24
1 Are you satisfied Yes -27 No-12 Neutral-11
with goods &
services provided
by Meena Bazar?
25
7 Do you think that Yes -45 No-1 Neutral-4
more branch
should be opened
to capture more
market share?
Survey question-01: Are you satisfied with goods & services provided by Meena Bazar?
26
11
Yes
27
No
12
Neutral
When the customers were asked about their satisfaction from goods and services provided by
Meena Bazar out of 50 respondents 27 responded yes, 12 clients responded no and on the
other hand 11 customers remained neutral. So, it can be seen from the above information that
about 54% of the respondents are presently satisfied by Meena Bazar services, while only
12% of the respondents are not fully satisfied with present services. So, it can be said that
there are great scopes for improvement of customer services. So, if Meena Bazar want to be
more customer friendly they should be work about this.
27
37
40
35
30
25
20 Series1
15 11
10
2
5
0
Yes No Neutral
When the customers were asked whether they feel comfort to shop from Meena bazar out of
50 respondents 37 responded yes, 02 clients responded no and on the other hand 11
customers remained neutral. So it can be seen from the above information that about 74% of
the respondents are presently feel comfort by Meena Bazar services, while only 4% of the
respondents are not fully satisfied with present services while around 22% of the customer
remained neutral. So it can be said that almost all of the customer feel comfort by shopping
from Meena Bazar.
Survey question no: 03 Do you think Meena Bazar should enhance promotional tool?
28
0
2
Yes
No
Neutral
48
When the customers were asked whether Meena bazaar should enhance promotional tool to
make customer satisfied out of 50 respondents almost all customer i.e. 48 responded
supported, no customer goes against this and on the other hand only 02 customers remained
neutral. So it can be seen from the above information that about 96% of the respondents are
presently feel that Meena bazaar should enhance promotional tool to make customer satisfied.
So it can be said that Meena Bazar can enhance their promotional tool make them more
popular among general people.
Survey question no 04: What is your opinion about goods & services of Meena Bazar?
29
30 27
25
20
15 13
10 8
5 Series1
0 2
0
Very Series1
Good
Good Neutral Bad
Very
Bad
The customers were asked to share their opinion about goods & services of Meena Bazar. Out
of
50 respondents 27 responded that the goods and services provided by Meena bazaar is very
good, 13 clients responded that this is good, 11 customers remained neutral and on the other
hand 02 customer said that this is bad and no one said as very bad. So it can be seen from the
above information that about 54% of the respondents think that goods and services provided
by Meena bazaar is very good, about 22% think good and only 4% think that goods and
services provided by Meena bazaar is not good, So it can be said that majority of the
customer are happy about Meena Bazar.
30
others 4
Swapna 12
Series1
Agora 18
Meena Bazar 16
0 5 10 15 20
When the customer was asked which superstore in Bangladesh is better in terms of providing
quality goods & services, out of 50 respondents 18 customer replied that they think Agora is
better, 16 customers think that meena bazaar is better, 12 customers think that Swapna is
better while rest 04 customer replied that other than mentioned here is better. So, it can be
seen from the above information that Agora is better position than Meena Bazar while other
two is lag behind from it. So it can be said that Meena Bazar is clearly has got the good
position. But there are scopes to do better from it.
31
23
50 7 17
3
Series3
0 Series2
Series1
Series1
Series2
Series3
Again, when the customer was asked why they prefer Meena Bazar as their daily shop, out of
50 respondents 23 customer replied that they prefer it due to quality goods & services, 07
customer think that they prefer due to Location advantage, 17 thinks that they prefer due to
Good Environment and rest 3 prefer it due to cheap price. So, it can be seen from the above
information that about 46% of the customers prefer Meena Bazar due to quality goods and
services, 34% prefer due to good environment and only 6% prefer due to cheap price. So, it
can be said that Meena Bazar has achieved customer confidence due to quality goods &
services, Good Environment as well as cheap price.
Survey question no: 07 Do you think that more branch should be opened to capture
more market share?
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1
4
Yes
No
Neutral
45
When the customer were asked whether they think that more branch should be opened to
capture more market share and to make service available to them, out of 50 respondents 45
customer replied that they think that more branches should be opened for capture more
market share and to make service available to them while only 01 customer replied that he
doesn’t feel the necessity of it. So it can be seen from the above information that about 90%
of the customers feel the necessity of opening more branches for making services available to
their doors. So it can be conclude that to attract more customer, Meena Bazar should open
more branch.
Survey question-08: Do you think that Meena Bazar should promote promotional tool
to enhance customer satisfaction?
33
0
2
Yes
No
Neutral
48
When the customer was asked whether they think that Meena Bazar should promote
promotional tool to enhance customer satisfaction, out of 50 respondents 48 customer replied
that they think that Meena Bazar should promote promotional tool to enhance customer
satisfaction while no customer replied that they don’t feel the necessity of it. So, it can be
seen from the above information that about 96% of the customers feel the necessity of
promotional tool to enhance customer satisfaction. So, it can be concluded that to attract more
customer, Meena Bazar should promotionally tool to enhance customer satisfaction.
Survey question-09: Meena Bazar always ensures quality goods for its customer. Specify
your opinion?
34
0
Strongly Disagree
4
Disagree
7 Series2
Neutral
Series1
27
Agree
12
Strongly Agree
0 5 10 15 20 25 30
The customers were asked to specify their opinion regarding the fact that Meena Bazar
always ensures quality goods for its customer. The customer viewed their opinion regarding
the fact. It is found that out of 50 customer 27 customers agreed with the fact, 12 customers
strongly agreed with the fact, 07 were neutral while 04 customers were against to these
statements. So, from the survey it may be concluded that about 78% of the respondent agree
that Meena Bazar always ensures quality goods for its customer. On the other hand, the
remaining 22% either remain neutral or viewed against to this statement.
Survey question-10: How customer satisfaction can be ensured. Specify your opinion?
35
30
26
25
Providing discount
20
Providing quality goods &
15 services
12
9 Ensuring right pricing
10
Opening more branches
5 3
0
1 2 3 4
The customers were asked to specify their opinion regarding how Meena Bazar can ensure
customer satisfaction. They were given four numbers of criteria based on these they were told
to specify their opinion. The customer freely remarks their opinion. It is found that out of 50
customer 12 customers think that it can be ensured by Providing discount, 26 customer repied
that this can be ensured by Providing quality goods & services, 09 customer think that this
can be ensure by fair pricing and the remaining 03 think that it can be done through Opening
more branches. So from the survey it may be concluded that about 24% of the respondent
think customer satisfaction can be ensure by Providing discount, 52% think it can be done
through Providing quality goods & services, 18% think that it can be done through ensuring
fair pricing and rest 6% think that by opening more branches it can be ensured. So from the
above statement we can conclude that Meena Bazar can ensure customer satisfaction largely
by ensuring Providing quality goods & services, Providing discount, ensuring fair pricing.
The survey has been conducted among randomly selected employees & customer of Meena
Bazar. It is found that most of the respondents agree with specific factors while asked to them
or told to give their opinion regarding these factors. I have come to some conclusion from this
survey which I think will be benefitted for Meena Bazar Management to enhance customer
satisfaction if they analyze of these factors and work accordingly. However, the most
important factors that are identified from the report based on the survey are as follows:
• Every employees of Meena Bazar are very much sincere to provide generous services
to its customer.
• Meena Bazar is not only the first retail superstore in Bangladesh but also holds the top
position for customer satisfaction among superstores in Bangladesh.
36
• Quality goods & services ensure customer satisfaction to a great extent. Meena Bazar
always ready to ensuring quality goods & services to its customer.
• Most of the clients who regularly buy from Meena Bazar are happy by the goods and
services provided by Meena Bazar.
• Meena Bazar should open more branches throughout Dhaka city as well as other big
cities to make goods and services available and cover big networks.
• Customers are the king for any business. So Meena Bazar should be more customer
friendly by offering valuable goods and services all the year round.
• They should be careful about their rival and formulate strategies focusing on the
factors what give their rivals competitive advantages.
CHAPTER FIVE:
CONCLUSION AND
RECOMMENDATIONS
5.1 CONCLUSION
Initially during its inception, Meena Bazar had a rocky start. Only under the stellar and
inspiring leadership of the current Chief Executive Officer Shaheen khan has Meena Bazar
been making inroads to realizing the dreams and aspirations. Much of Meena Bazar recent
success rests with the innovative business strategies employed by the company. The company
entered the industry much later than its main rivals and even with this handicap they have
been able to capture by far the largest market share (35%). The retail industry is undergoing
massive changes. Meena Bazar needs to remain dynamic to secure its present dominance in
the market into the future. However, Meena Bazar faces many challenges in the near future. If
Meena Bazar is able to overcome all the difficulties mentioned above, there is no doubt that
within a short period time, the company will have insurmountable advantages in the market.
The only threats to Meena Bazar dominance in the future will come from foreign retailers
trying to encroach on the Bangladeshi market.
Meena bazar is a part of the larger Gemcon which is one of the largest conglomerates in the
country. Gemcon group is mostly famous for its Kazi tea and Bellissimo ice cream brands.
Meena Bazaar has 16 outlets spread across Dhaka and Chittagong. Meena Bazaar’s target
37
market is mainly the upper middle class, middle class and affluent segments of Bangladeshi
society. By leveraging Gemcon group’s extensive experience in agriculture, Meena Bazaar
has focused extensive attention on providing their consumers with high quality organically
produced and sourced perishable products. Meena Bazaar has also concentrated heavily on
providing consumers with greater convenience. As a result, it has recently launched free
home delivery service and ordering through the internet in order to take advantage of the
booming ecommerce business in Bangladesh. In store communication and branding are other
strong points of Meena Bazaar. From 2015 to 2018 Gemcon group has entered into BPL T20
cricket tournament by sponsoring Khulna Titans. This has facilitated them to marketing their
brand all over the country. This retail chain places high emphasis on visual merchandising, in
store placards and banners to entice customers to purchase their products. Their branding also
succeeds in providing a consistent image of the brand. Lastly, Meena Bazaar has a very
efficient inventory management system which allows it to keep system and real time stock
mismatch to a minimum.
5.2 RECOMMENDATIONS
In the growing field of superstores in Bangladesh, significant factors have been identified.
Among them, the most important factors are firstly, the quality of products; secondly, prices
offered by the super store authorities; thirdly, the distribution channels used by the super store
and finally the promotional efforts. Meena bazaar is one of the potential parts in this sector. In
the scenery of different findings, following recommendations can be made:
• Meena Bazar Ltd import significant portion of Products from overseas. They
consume it gradually in several orders. To compute each customer order profit,
customer order production cost is very necessary. Meticulously costing each
customer order production cost materials accounting is very vital. Here management
just purchase enormous number of products then those products are consumed in
several orders. So, cost control is absence in this scenario. Meena Bazar emphasis
reduces process loss or reproduction cost. They reduce cost by this process.
• Majority of consumers believed that Meena Bazaar arrange a variety of products. But
they should also try to collect some local rare food items, which the consumers can
easily buy from katcha bazaar at a reasonable cost.
• Consumers are satisfied with their current pricing. But a good number of people
argued that they are charging high price. They can offer different quality products at
different price so that the lower income people can afford.
• Meena Bazaar has 17 outlets all over the country and most of them in Dhaka city.
Only two are in Khulna and Chittagong. They should try to open more outlets in
different districts in Bangladesh.
38
• Meena Bazaar should try to adopt more and more societal marketing activities to
build a specific image.
References:
1. Kotler, P. & Keller, K. L., 2012, “Marketing Management, Chapter 1”, Pearson
Education Inc., New Jersey USA
2. Kotler, P. & Keller, K. L., 2012, “Principles of Marketing”, Pearson Prentice Hall,
USA
5. Gibson, R. (ED) (1999) voluntary initiatives & the new politics of corporate greening.
Peterborough: Broadview press.
6. Zhou, L. and Wong, A. (2003). Consumer Impulse Buying and In-Store Stimuli in
Chinese Supermarkets, Jounal of International Consumer Marketing, 16(2):37-53.
7. http://www.gemcongroup.com/history.php
8. https://www.google.com.bd/?gws_rd=ssl#q=meena+bazaar
Appendix
This is a questionnaire for collecting information from you for preparing an internship report
regarding the topic “Custmer Satisfaction of Gemcon Group, A Descriptive Study on
Meena Bazar”. Your answers will be used only for academic purpose and will be reserved
hidden.pls give mark to the question below.
39
Name of the respondent………………………………………………………….
Q.1. Do you think that Meena Bazar holds the top position for customer satisfaction among
superstores in Bangladesh?
a) Yes b) No c) Neutral
Q.02 Do you think that the strategies taken by Meena Bazar for customer satisfaction are well
enough?
a) Yes b) No c) Neutral
Q.03 Do you think that only quality goods & services ensure customer satisfaction?
a) Yes b) No c) Neutral
Q.04 Customer satisfaction is top most essential to sustain in the competitive market. How
much do you agree with this statement?
a) Yes b) No c) Neutral
Q.06 Every customer who shops regularly from Meena Bazar are very satisfied with the
service provided to them. How much do you agree with this statement?
Q.07 Do you think that customer satisfaction affects overall performances of your
organization?
40
a) Yes b) No c) Neutral
Q.08 Do you think that every of you are very much sincere to make your customer satisfied?
Q.09 One satisfied customer creates at least three new customers. How much do you agree
with this statement?
Q.10 Do you think that more training is required to make employee more customers friendly?
a) Yes b) No c) Neutral
This is a questionnaire for collecting information from you for preparing an internship report regarding the
topic “Customer Satisfaction of Gemcon Group, A Descriptive Study on Meena Bazar”. Your answers will be
used only for academic purpose and will be reserved hidden. pls give mark to the question below.
Position: lower level management Middle level management Top level Management
Q.01 Are you satisfied with goods & services provided by Meena Bazar?
a) Yes b) No c) Neutral
a) Yes b) No c) Neutral
a) Yes b) No c) Neutral
Q.04 What is your opinion about goods & services of Meena Bazar?
41
a. Very Good b. good c. Neutral d. Bad e. Very Bad
Q.05 According to you which superstore in Bangladesh is better in terms of providing quality goods &
a) For quality goods & services b) Location advantage c) Good Environment d) Cheap Price
Q.07 Do you think that more branch should be opened to capture more market share?
a) Yes b) No c) Neutral
Q.08 Do you think that more branch should be opened to capture more market share?
a) Yes b) No c) Neutral
Q.09 Meena Bazar always ensures quality goods to its customer. Specify your opinion?
a) Providing discount b) Providing quality goods & services c) Ensuring right pricing d) Opening more
branches
42