Report on

“Customer Satisfaction on Aarong”

Submitted By:
Name Id
Emad Ahsan 212600008
Rifa Asifa 211600007
Monika Sarker 211600016
Jannatul Ferdaous Shimu 212600018
Sahadat Hossain Polash 212600007

Submitted To:
Ms. Parisa Islam
Associate Professor
Faculty of Business Administration

Course Title: Research Methodology in Business

Course Code: BUS 504
 Letter of Transmittal

Ms. Parisa Islam

Associate Professor
Faculty of Business Administration
Eastern University

Subject: Submission of report on “Customer Satisfaction on Aarong”.

Dear Ma’am,
It is indeed a great pleasure for us to be able to hand over the result of our hardship of the report
on “Customer Satisfaction of Aarong”. This report is the result of the knowledge which has been
acquired from the respective course. It’s an honor that you have given us an opportunity to
submit a report on such a great topic.

We tried our level best for preparing this report. The information of this report is mainly based
on internet information. All of us gave our hundred percent for making this report come together.

Now we have placed this report before you for your approval. We hope that our report paper
will satisfy you.

Sincerely yours,

Rifa Asifa 211600007

Monika Sarker 211600016

Emad Ahsan 212600008

Jannatul Ferdaous Shimu 212600018

Sahadat Hossain polash 212600007

 Acknowledgement
We would like to express our deepest appreciation to all those who provided us the possibility to
complete this report.

A special gratitude I give to our honorable Ma’am Ms. Parisa Islam whose contribution in
stimulating suggestions and encouragement, helped us out to coordinate for writing this report.

Furthermore we would also like to acknowledge with much appreciation to our fellow group
mates who have contributed to complete the task Rifa Asifa, Monika Sarker, Sahadat Hossain
Polash, Emad Ahsan and Jannatul Ferdaous Shimu.
Lastly we would like to thanks the Eastern University for helping us all the time and all the
way.
 Introduction
Aarong – Bengali for ‘village fair’ – is Bangladesh’s most popular lifestyle retail chain. This
ethical brand began in 1978 as a humble means to empower rural artisans to rise above poverty.
Today, with 20 retail stores across Bangladesh and over 100 fashion and lifestyle product lines,
Aarong supports 65,000 artisans with fair terms of trade. Revolution is the retail industry with
high standards for quality and artistry, this iconic brand blends the traditional with the
contemporary in ways that never cease to win consumer appeal both at home and abroad.

In 1976, when BRAC the world’s largest development organization – engaged a small number of
rural women to produce crafts, their only buyers were a few scattered retailers in Dhaka. Weeks,
even months would pass between supply and payment, until BRAC intervened and established
Aarong to pay the rural women for their goods on time. Over the past four decades, Aarong has
carved out a unique market segment for handicrafts, reviving Bangladesh’s rich heritage and
impacting the lives of more than 325,000 people through 850 small entrepreneurs and the
Ayesha Abed Foundation. The foundation acts as Aarong’s production hub, where artisans find
employment and access to BRAC’s holistic support including, maternal health care, hygiene
awareness and subsidized latrines, micro-credit, legal aid, day care and education for their
children.

From clay pots to diamond jewellery, and silk and cotton fabrics to brass and leather
merchandise, Aarong’s vast range of innovative products, backed by a robust supply chain and
distribution network, makes Aarong truly a household brand in Bangladesh. Its growing presence
outside of Bangladesh – through fair-trade networks and the online shop– continues to broaden
the market for Bangladeshi crafts globally, creating more opportunities for artisans to protect
their age-old art and livelihoods.
 Motivation of the Report

This study reviews the customer satisfaction of Aarong. Factors influence customer satisfaction
refers to the selection, purchase, and consumption of goods and services for the fulfillment of
their basic and the fundamental needs. There are different phases involved in consumer behavior.
Initially, the consumer finds the needs and then goes for the selection and budgets the
commodities and take the decision to consume. Product quality, price, service, consumer
emotion, personal factors, situational factors, a perception of equity or fairness, product features
are some of the factors that influence the customer satisfaction. We therefore focus on these
factors. The review clearly shows that while many interesting topics have been addressed, much
of the work done so far has been fragmented and limited to particular settings. It offers insight
into the strengths and shortcomings of these studies, integrates research findings, and offers
directions for future research.

Background of the study

The report was originated to focus on the “Customer Satisfaction on Aarong” for the fulfillment
of the Research Methodology in Business course of Bachelor of Business Administration (BBA)
under Eastern University. The report was prepared under the academic supervision of Ms. Parisa
Islam.
 Objective of the study
The main objectives are as follows and it is divided into broad and specific objectives which are
given below:

Broad objective:
To analyze the customer satisfaction level of Aarong and to explore their perception about
service.

Specific objective:
To find out the customer satisfaction regarding price of Aarong products.
To find out the customer satisfaction regarding products of Aarong.
To find out the customer satisfaction regarding the behavior of sales person of Aarong.

Scope of the study

The study focuses on the customer satisfaction on Aarong in various aspect. The study mainly
deals with the goods and services, employee behavior, quality of products of Aarong. The study
deals with the customer satisfaction towards organized outlets which is very essential for
retailing. The scope of the study is limited within the customers of Dhaka and outside of Dhaka.
To analyze its popularity and service, we select people from different ages.

Limitation of the study

Even though we have tried our level best to make this report a success full one, there were some
limitations to it. The limitations that we faced it time of preparing this report are as follows:

This type of research is a totally new one for us. We haven’t done this type of research
before. Our experience regarding research preparation and report writing is very low in
that sense.
All the comments made, conclusions reached and suggestions for possible improvement
provided are purely based on our level of understanding, knowledge and our way of
interpreting a particular statement.
The time given to prepare the report was little short. Three were also some other reports
that we had to prepare in the same time. So, there was a shortage of time.
 Methodology
Methodology is the process or purpose of collecting data and information, which are required in
Connecting with findings tools for best possible outcome.

Data selection method

Data selection method refers to the way data is being collected to prepare the research. There are
two ways of data collection:

Primary Data
Secondary Data.

Primary Data: The primary data that we used was questionnaire.

Secondary Data: As the secondary data of the research we have used Aarong website,
different websites, articles, journals etc.

Sampling Design

Sample Size: The sample size of the report are 20 customers of Aarong.

Sample Unit: The sample unit of the report are consumers which includes students, teacher,
corporate, housewife and others.

Sample Selection Procedure: Here’s sampling process is Non Probability (Convenient)

Analytical Tools: We used MS excel as analytical tool. For the analysis we also used graphical
tool like Pie Chart.

Literature Review

Customer satisfaction is an evaluation of difference between prior expectations about product

and its actual performance. Customer satisfaction is how customers react towards the state of
satisfaction, and how customers judge the satisfaction level. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy. Customers judge the services provided or the product
delivered by making a very subjective value judgment which many times do not reflect reality.
The current stiff competition and sophisticated marketing environment has urged service
organizations to shift focus from profitability to customer satisfaction. Better service will assure
customer satisfaction. Delighted customers will stay loyal and in return it will increase revenue.
Thus, the service quality impacts customer satisfaction in many organizations and maintaining
customer satisfaction is the key to retaining customers and profitability.
Fernandez, P. (2009), focuses on the impact of branding on youth in choice of clothing as it is
hypothesized that they are brand conscious. He suggests that brand conscious is the right choice
of clothing, which helps them create an image and identity for themselves. Peer influence plays a
crucial role in their choice of brands as it aids in their socialization process.

Customer satisfaction has been linked to a number of important outcomes, including increased
market share, profitability, customer retention and loyalty, purchase intentions, usage rates, and
the benefits associated with positive word-of-mouth effects. As a result, firms have made
significant financial and human resource investments into the measurement and analysis of
customer satisfaction and its subsequent improvement. In other words, customers are satisfied
when the company can avoid problems (i.e., the ‘‘zero defects’’ mentality), but to keep
customers for the long-run, companies must do more. ‘‘Doing more’’ suggests the generation of
higher levels of emotion than those associated with mere satisfaction evaluations, and the
growing belief among many executives is that customers exposed to unexpected, pleasant
,experiences—those experiences which are delightful—are far more likely to develop into long-
term loyal followers. Hence, creating delighted customers clearly requires new approaches to
customer management than more traditional satisfaction-building efforts can offer. Customer
delight has been thought to be key to true customer loyalty and loyalty-driven profits, but it still
remains largely unexplored in academic research.

Aarong Bangladesh is one of the biggest Fair trade organizations of the country. Today, few
urban consumers will argue that Aarong is the local Mecca for deshi handicraft. Aarong’s product
designs has brought consumer attention back to the products and styles that are indigenous to
Bangladesh, its designers blending the traditional with the contemporary in a manner that has
won instant consumer appeal, starting a revolution in trends that has now been taken up by
countless other boutiques and stores. Aarong’s product designs focus on the diverse types and
textures of crafts and patterns that have been passed along from generation to generation among
weavers and artisans in craft hubs around the country. Aarong also plays the role of protector and
promoter of traditional Bangladeshi products and designs. It houses an extensive design library where
remnants of our rich craft heritage, such as Nakshikatha art and Jamdani patterns, have been widely
researched and archived for present as well as future use.
 Questionnaire

1.Age of the respondent: 20-30 30-40 40-50 Above 50

2.Gender of the respondent Male Female

3.Occupation of the respondent student Teacher corporate housewife others

4.Education of the respondent

5.Location of the respondent Dhaka Outside Dhaka

Strongly Disagree(2) Neither(3) Agree(4) Strongly

disagree(1) agree(5)
Questionnire
6. The price
of Aarong’s
Products are
affordable
7. Aarong
provide
durable
Products
8. There are
traditional
and cultural
touches in
Aarong’s
Products
9. A good
collection of
products are
available at
Aarong’s
outlates
10. The
sales person
show all
types of
products
without
feeling
bothered
11. The lead
time
between
each service
is
convenient
12. The
store are
organized
13. It is easy
to exchange
the products
14. Products
need
changes in
design
15.
Satisfaction
About The
overall Price
16. Do you Yes No
visit and
purchase
from
Aarong once
or multiple
times a year
17. How High About the same Low
would you
describe the
current
range of
Aarong
clothing in
terms of
quality
18. How Highly Dissatisfactory(2) Neither(3) Satisfactory(4) Highly
well does Dissatisfactory(1) Satisfactory(5)
Aarong
products
meet your
needs in
terms of
satisfaction
19 .It is easy Yes No
to navigate
Aarong
website
20. . Were
you able to
find your
desired
products and
their price
points you
were
looking for
in the
website
21. Better About the same Worse
Compared
to Aarong's
competitors,
is their
product
quality
better, about
the same, or
worse
22. Are you Yes No
likely to buy
from
Aarong
again
23. How Very Rarley(1) Rearly(2) Never(3) Often(4) Very Often(5)
often do you
purchase
from
Aarong
24. Are you Yes No
happy with
your
delivery
options

25.Is their
pricing clear
to you

26. Do you think any kind of improvement is needed? Write briefly.

Analysis and Result Findings

1. Age of the respondents

Total Respondents

1, 5%

2, 10%

20 - 30
30 - 40
10, 50%
40 - 50

7, 35% Above 50

By this chart, we can see that majority respondent’s age is 20-30. 20-30 ages respondent are 10
which is 50 %, 30-40 age people are 7 person which is 35%, 40-50 ages people are 2 which is 10
% and above 50 ages people is 1 which is 5%.
2. Gender of the respondents

From the total respondent, there are 9 respondents are male which is 45% and 11respondents are
female which is 55%.

Total Respondents

9, 45%

11, 55%

Female Male Prefer not to say Other

3. Occupation of the respondents

From the total respondent, there are 8 people who are corporate working people which is
40%, 7 people are student which is 35%, 2 people are house wife which is 10 % and 2
people are teacher which is 10 %, 1 people have other occupation which is 5%.
 Total Respondents
1,5%

2, 10%

7, 35%
8, 40%

2, 10%

Student Teacher Corporate Housewife Other

4. Education of the respondents

By this chart, it shows that 6 respondents are MBA student which is 30%, 4 people are BBA
student which is 20 %, 3 people are B.sc student which is 15 %, 2 respondents are LLB student
which is 10%, 3 people are LLM student which is 15%, 1 people is A level student which is 5 %
and 1 people is MSC student which is 5 %.

Total Respondents

3, 15%

1, 5% 6, 30%

1, 5%

2, 10%

4, 20%
3, 15%

MBA BBA B.Sc LLB LLM A levels MSC

5. Location of the respondents
There are 12 respondent’s which is 60% location is in Dhaka and 8 respondent’s location is
outside of Dhaka which is 40 %.

Total Respondents

8, 40%

12, 60%

Dhaka Outside Dhaka

6. The price of Aarong's products are affordable

By doing this survey, 9 respondents which is 45% are agreeing that price of Aarong's products
are affordable. 3 people which is 15% are strongly agree, 6 people which is 30 % are disagree
with the prince range of Aarong and 2 people which is 10 % are totally disagree with the prince
range of Aarong. On an average 12 respondents thinks that the price of Aarong's products are
affordable.

Total Respondents

2, 10%
3, 15%

6, 30%
9, 45%

1. Strongly Disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

7. Aarong provides durable products
By this chart it is cleared that 16 respondent which is 80 % are agree that Aarong provides
durable products. Only 1 people which is 5 % are disagree that Aarong provides durable
products.

Total Respondents

1, 5%
2, 10% 1, 5%

16, 80%

1. Strongly disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

8. There are traditional and cultural touches in Aarong's products

There are 13 people which is 65% who agree that there are traditional and cultural touches in
Aarong products, 7 respondents which is 35 % are also strongly agree with this and no
respondents disagree with this.

Total Respondents

7, 35%

13, 65%

1. Strongly disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

9. A good collection of products are available at Aarong outlets
There are 9 people which is 45 % agree that a good collection of products are available at
Aarong outlets, 6 people which is 30 % are also strongly agree with this comment.

Total Respondents

1,5%

6, 30% 4, 20%

9, 45%

1. Strongly disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

10. The sales person show all types of products without feeling bothered
From the above chart 12 people which is 60 % are in neither rate about the sales person show all
types of products without feeling bothered. 3 people which is 15 % are agree that the sales
person show all types of products without feeling bothered. 2 people which is 10 % are strongly
disagree and 3 people which is 15 % are disagree about this comment.

Total Respondents

2, 10%
3, 15%

3, 15%

12, 60%

1. Strongly disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

11. The lead time between each service is convenient
In this result, there are 14 people which is 70 % are agree that lead time between each service is
convenient, 3 people which is 15 % are disagree with the statement.

Total Respondents

1, 5%
3, 15%

2, 10%

14, 70%

1. Strongly disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

12. The stores are organized

There are 15 people which is 75 % are agree and 5 people which is 25 % are strongly agree that
Aarong stores are organized.

Total Respondents

5, 25%

15, 75%

1. Strongly disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

13. It is easy to exchange products
By this chart, we can see that 10 respondents which is 50 % agree that it is easy to exchange
products in Aarong. Whereas 4 respondents which is 20 % are disagree with this comment.

Total Respondents

3, 15%
4, 20%

3, 15%
10, 50%

1. Strongly disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

14. Products need changes in design

There are 12 people which is 60 % agree that Aarong’s product design need changes. Only 2
people which is 10 % are disagree with this comment.

Total Respondents

1,5%
2, 10%

5, 25%

12, 60%

1. Strongly disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

15. Satisfaction about the overall price
In this chart, we can see that, 12 people which is 60 % agree that they are totally satisfied about
the overall price of Aarong and 4 respondents which is 20 % are disagree to this comment.

Total Respondents

1,5%

4, 20%

12, 60% 3, 15%

1. Strongly disagree 2. Disagree 3. Neither 4. Agree 5. Strongly Agree

16. Do you visit and purchase from Aarong once or multiple times a year?
From the total respondents, there are 18 people which is 90 % are saying that they are purchasing
from Aarong once or multiple times in a year, 2 people which is 10 % are disagree with this
comment.

Total Respondents

2, 10%

Yes
No

18, 90%
17. How would you describe the current range of Aarong clothing in terms of quality?
According to the chart 9 respondents which is 45% think that the current range of Aarong
clothing in terms of quality is high, 10 respondents which is 50% think that the current range of
Aarong clothing in terms of quality is about the same and 5 respondents which is 5% think that
the current range of Aarong clothing in terms of quality is low.

Total Respondents
1,5%

9, 45%
10, 50%

High About the same Low

18. How well does Aarong products meet your needs in terms of satisfaction?
In this chart, we can see that 14 people which is 70 % is satisfied indicates that the satisfactory
level of is the highest rate. It means people can meet their satisfaction by purchasing Aarong
products. Only 2 people which is 10 % are dissatisfied, 1 people which is 5% are highly
dissatisfied about Aarong products meet your needs in terms of satisfaction.

Total Respondents

2, 10%

3, 15%

14, 70%

Highly Dissatisfactory Dissatisfactory Neither Satisfactory Highly Satisfactory

19. Is it easy to navigate Aarong's website?

Majority rate of 17 respondent which is 85 % saying that it is easy to navigate Aarong’s website.
Only 3 people which is 15 % are not agree with this comment.

Total Respondents

3, 15%

Yes
No

17, 85%

20. Were you able to find your desired products and their price points you were looking for
in the website?

There are 18 people which is 90 % are agree that they find their desired products & prices which
they are looking for in the website. Only 2 people which is 10 % are not agree with the comment.
So it can say that Aarong’s product & price range is good enough for the customer.

Total Respondents

2, 10%

18, 90%

Yes No
21. Compared to Aarong's competitors, is their product quality better, about the same, or
worse?
Compered to Aarong’s competitors, 9 respondents which is 45 % believe that Aarong’s product
quality is better. Only 1 people which is 5 % is saying that compared to Aarong’s competitors,
their product quality is worse and 10 people which is 50% believe that compared to Aarong’s
competitors, their product quality is about the same to their competitors.

Total Respondents
1, 5%

9, 45%

10, 50%

Better About the same Worse

22. Are you likely to buy from Aarong again?

By analyzing this survey, there are 17 customers which is 85 % who are likely to buy from
Aarong again. Only 3 customers which is 15 % has said no indicating that they are not likely to
buy from Aarong again.

Total Respondents

3, 15%

17, 85%

Yes No
23. How often do you purchase from Aarong?
In this chart, we can see that 9 people which is 47 % are oftenly purchase product from Aarong,
3 people which is16% very oftenly purchase product from Aarong, 5 customers which is 26 %
are rarely purchase from Aarong.

Total Respondents

2, 11%
3, 16%

5, 26%
9, 47%

Very Rarely Rarely Never Often Very Often

24. Are you happy with your delivery options?

There are 19 customers which is 95 % are happy with Aarong’s delivery options. Only 1 people
which is 5% are not happy with Aarong delivery system.

Total Respondents
1,5%

19, 95%

Yes No
25. Is their pricing clear to you?
There are 19 respondents which is 95 % are clear about the pricing of Aarong. Only 1 people
which is 5% are not clear about the pricing of Aarong.

Total Respondents
1,5%

19, 95%

Yes No

26. Do you think any kind of improvement is needed? Write briefly.

By doing this survey, it is cleared that Aarong is a very well-known brand which has a good
quality about their product & services. So in this result there are 10 people which is 53 % are
saying that Aarong doesn’t need any improvement. 9 people which is 47% think that Aarong
need some improvements.

Total Respondents

10, 53% 9, 47%

Needed Not Needed

 Recommendations
Based on our survey and findings, we have suggested some recommendations. The
recommendations are as follows:
Based on our survey most of the respondents think that the price of Aarong's products are
affordable. So Aarong should maintain this current price range in future to hold their
customer.

According to the survey most of the respondents agree that there are traditional and
cultural touches in Aarong's products. So Aarong should keep this traditional and cultural
touches in their products in future also to represents Bangladesh in all over the world.

From our survey we have found that most of the respondents think that the sales person
does not show all types of products without feeling bothered. The respondents are not
happy with the sales person’s behavior. So Aarong should look after their sales person
behavior. Aarong can open a complaints box or suggestion box for customers to improve
their service. Aarong can provide training to their sales person to improve the service of
their sales person.

In this survey we have found that most of the respondents agree that Aarong’s product
design need changes. So Aarong should change their product design from time to time
and Aarong can keep trendy products in their collections.

From the survey it is clear that most of the respondents are satisfied with the quality of
the Aarong’s product. So Aarong should maintain this quality in future also.

Based on our survey most of the respondents find that Aarong’s product quality is about
the same to their competitors. So Aarong should improve their product quality compared
to their competitor.

According to our survey some respondents have provided their suggestion:

-One respondent suggested that Aarong should improve the quality of their fabric &
durability of their items.
-One respondent suggested that Aarong need to improve their service that they are
providing now.
-One respondent suggested that Aarong need to improve their designs.
-One respondent suggested that Aarong can add different collections of products

So Aarong can look into these suggestions and improve these criteria’s for providing better
services to their customers.
 Conclusion

Aarong is the leading Fashion House in Bangladesh. It is established in 1978, now Aarong is the
most popular 'Brand' name in Bangladesh. Aarong is a fair trade organization dedicated to bring
about positive changes in the lives of disadvantaged artisans and underprivileged rural women by
reviving and promoting their skills and craft. Aarong has become the very popular to the urban
peoples for their style and fashionable handicraft, in an effort to position the nation‟s handicraft
industry on a world platform of appreciation and acknowledgement. It‟s a BRAC (NGO)
supported social organization.

Since, the time that Aarong has started its journey, its main focus has been lending a hand to the
rural people in need and the method, which the store chose to achieve this purpose successfully,
is rather a commendable one. Through the act of selling one of a kind jewelry, show-pieces and
exclusive dresses, it has ensured that every needy rural artisan, especially women, has managed
to earn his or her own bread and live with their heads held high. Finally we are happy for getting
the opportunity to work about the customer satisfaction of Aarong.
 References

1. www.aarong.com/about-aarong/
2. http://www.aarong.com/
3. http://123.49.57.230/amaderkotha/ak/2012/09/01/diversityof-
aarong-the-helping-hand-to-rural-bangladesh/
4. https://www.worldwidejournals.com/…/