Research Design on

FEASIBILITY STUDY ON THE EXPANSION PLAN OF CURRENT MARKET OF LEGACY FURNITURE IN CHITTAGONG
Research Plan Submitted for Legacy Furniture Lalkhan Bazar (Near WASA Circle) Chittagong Branch, Chittagong.

Research Goals
The study will aim at achieving the following goals: 1. To improve the sales of Legacy Furniture in Chittagong metropolitan area 2. To enhance brand equity of Legacy Furniture in Chittagong market

Research Objectives
The present study will be dedicated to attainment of the following objectives: 1. To study the demographics of current users of Legacy Furniture 2. To unlock the factors determining the buying behavior of furniture users of other brands 3. To examine the relationship between price range and volume of purchase by furniture users, 4. To study the feasibility of expanding current market of Legacy Furniture by emphasizing on low and middle income group customers, and 5. To suggest some measures for sales improvisation and boosting brand image of Legacy Furniture on the basis of the research findings.

Research Scope
The present study will be confined to Chittagong metropolitan area only. A sample of current users of both Legacy Furniture and other furniture houses is considered for the study.

Research Methodology
The study will embody the following step-by-step methodology: 1. The study will be empirical in nature. Both primary and secondary data will be used for the purpose of the research. 2. Secondary data on current customer address and phone number, sales record of last six months of 2007, and other relevant information will be collected from the Chittagong branch of Legacy Furniture. 3. For collecting primary data, survey approach will be used followed by Focus Group Discussion (FGD). 4. A number of 300 samples will be chosen on Area Sampling method which will contain different geographic locations of Chittagong metropolitan city. 5. Relevant statistical tools and techniques, such as, percentages, averages, standard deviation, chi-square test and the like will be used for analysis of data. 6. The analyzed data will be interpreted by using pictorial devices, such as, charts, figures, tables, pie, bar diagram and the like.
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Research Duration & Cost

The study will continue for 27 working days from the start of the project itself. Following is the break-up of the functions that have been planned to be performed within the stated number of days: Break-up of the study 1. Questionnaire design 2. Pre-testing questionnaire 3. Preparing final questionnaire and selecting geographic locations for survey 4. Data collection 5. Sorting, Classifying, and Tabulating data 6. Data analysis 7. Data interpretation 8. Typing and Editing 9. Final checking for correction 10. Print out and Binding 11. Miscellaneous (phone bill& transportation) Total Duration 01 day 01 day 01 day 12 days 02 days 03 days 03 days 02 days 01 day 01 day -27 days Cost (in Tk.) -800 600 16, 000 3, 000 5, 000 4, 000 2, 600 -2, 200 3, 000 35, 000

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QUESTIONNAIRE

Feasibility Study on the Expansion Plan of Current Market of Legacy Furniture in Chittagong
Dear Respondent Please fill in the following questionnaire to help collect some information on the buying behavior of the customers of furniture. The information collected through this study will be used for research purpose only and will not be disclosed in any public or mass media. Thank you for your support.

Personal Information

Name
Age Education Profession Family Income Family Size Date of Birth Birth Day of your spouse Marriage Day Residence :

:
: : : years Masters Business Yearly Tk. yearly : : : : members Day Day Date Month Month Month Year Year Year Bachelor Service Below Bachelor Technical Services

: __________________________________ __________________________________ __________________________________ : __________________________________

Telephone / Mobile

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Core Research Questions

B W C S E A H O D R E F D S A R T O S B O E E F T D R A W E R D I N I N G T A B L E C O M P U T E R T A B L E R E A D I N G T A B L E B O O K S H E L F D R E S S I N G T A B L E S H O W P I E C E S H E L F S E A T E R O T H E R O T H E R O T H E R O T H E R

Question1. Which furniture did you buy from the listed companies mentioned below?

Furniture items

Brand (arranged in alphabetical order)

Heritage Hoques Legacy Navana Otobi Partex Unique Woodpecker

Question 2. Which factor is more important to you for purchase of furniture? Assign maximum percentage of importance (any point dividable by 5) to the factor deemed most important to you. For the second highest important factor, assign second highest percentage of importance and go on like this until you finish your allocated 100 percent. Remember, the total should not exceed 100 percent range.
Factors Design Quality of material Price Warranty After sales services Installment payment system Importance weight on 100%

Question 3. Please rate the brands below on a 10-point scale based on the following factors:
Brands Heritage Hoques Navana Legacy Otobi Partex Unique Woodpecker Design Quality of material Price Warranty After sales services Installment payment system

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Question 4. Do you intend to buy furniture within the next six months? (Tick only one box). Definitely will not buy Probably will not buy Undecided Probably will buy Definitely will buy Question 5. Have you ever heard of Legacy Furniture? Yes No

If Yes, how have you come to know its name?

Newspaper advertisement Magazine advertisement

Website From other customers Question 6. What sort of value-added services would like to get from a furniture company? Membership Discount Card Legacy Quarterly Magazine Free of Cost Delivery Direct Mail / E-mail Gift / Souvenir Question 7. Will you buy from Legacy if it wishes to provide you all of these services? Likelihood to Buy Again Definitely will buy again Probably will buy again Might or might not buy again Probably will not buy again

Definitely will not buy again

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Question 8. Would you buy from Legacy Furniture if the cost of its furniture is 25% less than any other furniture houses in Chittagong? Yes No

Question 9. Are you satisfied with the furniture that you purchased from Legacy Furniture? Overall Satisfaction Very satisfied Somewhat satisfied Indifferent Somewhat dissatisfied Very dissatisfied Question 10. Will you recommend others to buy Legacy Furniture? Willingness to Recommend Definitely would recommend Probably would recommend Might or might not recommend Probably would not recommend Definitely would not recommend Question 11. Please rank the following furniture companies considering 1 point for the best company and 8 points for the worst company:
Furniture Houses Heritage Hoques Navana Legacy Otobi Partex Unique Woodpecker

Rank

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Question 12. Listed below are different statements about Legacy Furniture. Please indicate by circling how strongly you agree or disagree with each by using the following scale:

1 = Strongly disagree 2 = Disagree 4 = Agree 5 = Strongly agree Strongly disagree 1. Legacy sells high quality furniture. 2. Legacy has poor in-store service. 3. I like to shop at Legacy. 4. Legacy charges fair prices. 1 1 1 1 1 1 2

3 = Neither agree nor disagree

Disagree 2 2 2 3 2 2 3 3

Neither agree nor disagree 4 4 3 4 5 3 3 5 5

Agree

Strongly agree

5. Furniture at Legacy have modern look. 6. Legacy charges fair prices

4 4

5 5

Thank you for your cooperation.

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