Analysis of Consumer Behavior And Marketing Strategies.

1. Introduction

Background of the Study:

The research report titled as “Holcim cement Bangladesh Ltd.” is originated from the partial requirement of the course Consumer Behavior, MkT-410. It is actually a student– practical-learning experience. Where the students learn the application of quantitative, qualitative evaluation, facts and observation and report writing in Consumer Behavior point of view as well. It took nearly one week to gather relevant information and prepare the report and has been submitted on 28t h November 2007.

Objective of the Study: This report seeks overall information on the questionnaire survey, which was carried in several retail shops, outlets. It is an attempt to draw the true picture of the Holcim cement in Bangladesh and also to know the Consumer Behavior towards Holcim cement. Basically there are two objectives behind doing this report and they are as follows:

The first and the foremost objective are to fulfill the partial requirement of the course Consumer Behavior (MKT 410).
The second objective is to measure consumer behavior towards Holcim cement.

Scope: In our survey we like to focus on consumer perception and Holcim’s performance that are up to the mark or not. We have to go several outlets, retail shops to find out consumer belief about Holcim cement. The report focuses on the consumer’s belief, perception, lifestyle etc. and currently what consumers are thinking about the Holcim Cement I also look for the benefit that we are getting from it is proportionate in terms of our money.

Methodology:

Primary Data sources: We will collect the primary data sources from the several outlets, retail shops. That is why we have contacted with the dealers, shopkeepers, who have given me data.

Secondary Data sources: I