Brand Management
(MKT – 423)
Assignment On
Process of Developing Consumer Based Brand Equity
Of
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Aarong Bangladesh
1.1 Introduction
1.1.1 Origin of the Report
The report on “Consumer Decision Making Process of Aarong’s Customers” was prepared as assigned by the Course Instructor Mrs. Syeda Shaharbanu Shahbazi Ahmed in the course Brand Management (MKT 423) and submitted on 14th August 2007.
1.1.2 Objective
To prepare a written report after conducting a study of the brand equity of Aarong based on the Customer Based Brand Equity Model.
1.1.3 Scope
The report encompasses different aspects relating to the Customer Based Brand Equity of Aarong. The report is based on the Head Office of Aarong in Mohakhali and several branches in Dhaka city.
1.1.4 Methodology
The report is based on primary data by conducting personal interviews with the customers, management, employees of Aarong, and secondary data obtained from the website of Aarong and the internet.
1.1.5 Limitations
There were several limitations faced in the preparation of the report. Interviewee bias on the part of management and employees of Aarong was one of them. Another was the reluctance of customers to spend time in filling up the questionnaire. A further limitation was imprecision in interpreting obtained information due to inadequacy of technical expertise.
2.1 Organizational Background
Aarong is the handicraft-selling wing of the NGO BRAC. Established in 1978 the organization’s objective is to provide a source of income and outlet for the products manufactured by the poor, underprivileged artisans of rural Bangladesh. It helps the craftsmen regain pride in their skills, revive Bangladesh’s ...