1.

0 Introduction
Tea plantation in Bangladesh has a tradition of at least two hundreds years, and it is a
growing sector in the economy today. Both in home and abroad, tea is pretty well
known for its color, taste and flavor, yet tea industry are facing problems in marketing
their products.

1.1 Problem Identification

Recently M.M. Ispahani Limited has decided to increase its sales growth for the year
of 2002. So the company wants to take some necessary stapes, which will help to
increase the sales. The company has already allocated its budget in this line to achieve
the target through implementation of the action plans. But the company wants to make
the action program more effective considering consumer satisfaction. So the Ispahani
management wants to keep their eyes open for unseen days and to develop their
product according to their consumer’s satisfaction. Actually they want to identify the
weakness of their product through the market survey. The company needs concrete
information base to develop the product.

1.2 Company Background

1.2.1 M.M. Ispahani Limited

Being a public limited company, Ispahani Group is a very old and large conglomerate
of eleven separate companies engaged in multifarious business activities including:
Tea
Textile
Energy
Shipping
Real Estate
Tea Estate
Safety Match
Jute
Engineering

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1.2.2 Ispahani Tea In The Market
M.M. Ispahani Limited is considered to be one of the pioneers of tea plantations in
Bangladesh. Now Ispahani tea is a household name across the country and accounts
for a share of about 30% of the local packet tea market segment. At present Ispahani
is marketing tea in 12 different brands in 34 pack sizes.

1.3 Scope
The study will cover only Dhaka division, for better concentration and intensity of the
research. Dhaka division contains highest cluster of business houses and are capable
of representing all other divisions of the country. Survey will be conducted in
metropolitan areas of the said division. The research will be trying to find, if any
relationship between consumer satisfaction and the increase in sales volume.

1.4 Objectives
To identify the level of consumer satisfaction of Ispahani tea.
To identify essential attributes required for developing the product.

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2.0 Procedures

2.1 Research methodology

Sampling Units
All types of people who drinks tea in Dhaka city.

Sampling Plan
As the size of the population is unknown, convenient sampling will be done.

Instrument to be used
Questionnaires would be presented to the respondents for their answer.

Contact method
Personal interview

Assumptions
Tea is a necessary consumer item and a habitual food drink too.
Most of the business houses are clustering in Dhaka city.

2.2 Limitation
As the scope of the research will be limited within specific geographic zone, customer
satisfaction in other areas will be excluded and does might lack information.

2.3 Sequence of Activities

The whole work of data collection, analysis, and report making will take fifteen days.
We would like to divide our time as follows:

Job Duration
 Planning 1 days
 Preparation of questionnaire 1 days
 Pre-test of questionnaire 1 days
 Data Collection 6 days
 Data Analysis 3 days

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 Report developing and making 3 days
15 days
2.4 Equipments and facilities
Our main required facilities are impulsive response of the consumers, the working
environment of field enumerators, transport facilities and the coordination of the
group members. Besides we need computer and other technical supports.

2.5 Personnel qualification

Six members of our group will conduct the survey equally and in different places of
Dhaka city. They will be delegated for the analysis and the report presentation also.
All of them are students of Dept. of Business Administration, Jahangirnagar
University.

2.6 Benefits of projects

This research will help the company to develop its product according to the
consumer’s choice. This report will help the company to increase its sales volume,
which is the company’s target for the year 2002. Any company other than Ispahani
involve in consumer goods marketing is expected to be benefited from this research
paper.

2.7 Budget Allocation

Our estimated budget will be about Tk.2150. This budget will be distributed as
follows:

 Data Collection:
1. Transportation Cost-------------- Tk.800
2. Questionnaire Printing----------- Tk.100
 Data Analysis:
1. Computer-------------------------- Tk.200
2. Other Equipment----------------- Tk.300
 Reporting:
1. Printing Charge------------------ Tk.200
2. Binding--------------------------- Tk. 50
3. Others----------------------------- Tk.500

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Tk.2150

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3.0 Reporting
After conducting the survey, analyzing the data and concluding the research, the final
report will be submitted within fifteen days after the acceptance of the proposal. The
report submission will be followed by a formal presentation and defending session.

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Appendix

Questionnaire
Dear respondent:

We are the students of BBA, Department of Business Administration, and

Jahangirnagar University, going to conduct a survey to identify the level of consumer
satisfaction of a selected tea. We need some valuable information on this regard from
you, which will help us a lot to organize the research. We ensure you that your every
information will be kept highly confidential and will be used anonymously.

Thank you in advance for your co-operation.

[You may give tick () unless you are instructed otherwise.]
1. Age:
 Below 15
 15 – 25
 26 – 35
 36 – 45
 Above 45

2. Sex:
 Male
 Female

3. Occupation:
 Student
 Service Holder
 Business Man
 House wife
 Labor
 Others_________________

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4. Do you take tea everyday?
 Yes
 No

5. How many cups do you take everyday?

 1-3
 3-5
 5-7
 7-9
 More than 9

6. Do you prefer any specific brand?

 Yes
 No
 Sometimes

7. If yes, then which brand do you like most?(please give rank)

 Ispahani  Lipton
 HRC  National tea
 Finley  Brookes-bond
 Duncan  Others__________________________
8. Have you heard the name of “Ispahani Tea”?
 Yes
 No

9. If yes, what is the source?

 T.V.Advertisement  Magazine
 Radio Advertisement  Billboard
 Newspaper  Others_______________________

10. Have you ever drink “Ispahani Tea”?

 Yes
 No

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11. If yes, do you regularly drink Ispahani Tea?
 Regularly
 Not regularly
 Sometimes

12. Do you think Ispahani Tea is better than other tea?

 Yes
 No

13. If yes, then why?

 Taste  Advertisement
 Price  Varity
 Availability  Quality
 Packaging  Others___________________________
 Goodwill

14. If no, then why?

 Taste  Advertisement
 Price  Varity
 Availability  Quality
 Packaging  Others__________________________

15. How do you think about the taste of Ispahani Tea?

 Excellent  Satisfactory
 Very Good  Poor
 Good  Very Poor

16. Which factor(s) motivate you to drink Ispahani tea?

 Taste  Advertisement
 Price  Varity
 Availability  Quality
 Packaging  Promotion

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 17. You will buy more if….
 Price reduced
 Quality increased
 Both
 More promotion activities.
 Others

18. What do you think about the promotional activities of Ispahani Tea?
 OK
 More activities needed
 No

19. What kind of promotional activities would you like?

 Gift  Bonus
 Discount  Coupons
 Discount on bulk buying  Competition

20. Do you have any complain about Ispahani Tea?

 Yes
 No

21. If yes, then what?

 Taste  Advertisement
 Price  Quality
 Availability  Others___________________
 Packaging

22. How Ispahani tea can be more expected to you? Please give suggestions
_______________________________________

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Thank you

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