Interns ship: Rep port Internsh (BUS 498) hip Spr ring 2011 1

Prep pared fo or Dr. Abdul Ha A annan Ch howdhury Pro ofessor, School of Business f Director D BBA Program A m

Prepared by y dya war Anind Anw ID# 061 276 0 030

NOR SOUT UNIV ITY RTH TH VERSI

Apri 03, 2011 il

LETTER OF TRANSMITTAL
April 03, 2011 Dr. Abdul Hannan Chowdhury Professor, School of Business Director, BBA Program North South University Sub: Internship Report Submission. Dear Sir, It is my great honor to submit the report of my Internship Program in Labaid Properties Ltd, Gulshan Branch. The report titled Labaid Properties Ltd: An Evaluation of the Marketing Mix is the final outcome of successful completion of my internship program at the company. In this endeavor, this report seeks to identify the marketing approaches of the company & the various variables on which the marketing mix is dependent on and also recommends on the complexity of providing marketing efficiency. I have done my Internship in Labaid Properties Ltd, an affiliate of Labaid Group, under the Department: Corporate Finance. During the period, I got the opportunity to prepare my internship report on the above topic. While preparing this report I went through extensive surveys and interviews with the company officials. It has been a great learning experience for me. I hope you would find this report up to your expectations. I would be grateful to receive your suggestions and comments regarding this. Thank you. Sincerely yours,

____________ ANINDYA ANWAR ID: 061 276 030

ACKNOWLEDGEMENT
First of all, I would like to thank The Almighty Allah, lord of the world, for giving me the chance and ability to complete the Internship report. I would also like to thank my family, my friends and all the people who supported me while I was doing the research and the surveys. The successful accomplishment of this project work is also the outcome of the contributions of number of people, especially those who took the time to share this thoughtful guidance and suggestions to improve the report.

I would like to express gratefulness from the core of my heart to my internship supervisor, Dr. Abdul Hannan Chowdhury (Professor, School of Business), Director, BBA Program, North South University, who supervised me throughout the internship period.

Then I would like to thank and convey my gratitude to Mr. Mamunur Rashid, Deputy General Manager, Corporate Finance Department, Labaid Properties Ltd, for delegating me different assignments and responsibilities during the 3 months tenure of my internship. I am also greatly indebted to Mr. Sayeedul Absar (CEO), Engr. Harunor Rashid (DGM, Project Operations), Mr. Mahabubul Alam (Assistant Manager, Corporate Finance), Mr. Baharul Islam (Executive, Corporate Finance) and Ms. Monowara Begum Daisy (Assistant Manager, Customer Service) for their intimate care and supervision.

I am also highly grateful to the other employees for their companionable behavior and wholehearted co-operation and supervision during the Internship period in Labaid Properties Ltd.

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EXECUTIVE SUMMARY
This report titled Labaid Properties Ltd: An Evaluation of the Marketing Mix is submitted to Dr. Abdul Hannan Chowdhury (Professor), School of Business of North South University. As an intern, I have worked in Labaid Properties Ltd, an affiliate of Labaid Group, from 1st of September 2010. LABAID PROPERTIES LTD. a private Limited Company incorporated in Bangladesh under the Companies Act, 1994. However it commenced its operations as a commercial institution from the starting of the 2010. I have worked under the Department: Corporate Finance and during the period I had the opportunity to take on different types of tasks, which helped broaden my perception about numerous processes that takes place in an institution. My observations also enabled me to accumulate experience about various functions and day-today operations in a Corporate World. Labaid Properties Limited is gradually becoming a renowned name in the field of construction and real estate, by expanding nationwide operations. The company is new but it has many employees with many years of work experience in the field of real estate. Labaid Properties Limited is committed to earn market leadership in the field of real estate sector by providing high quality, cost effective and environment friendly apartments and commercial space to their valuable clients. As a part of their countrywide operation they have seven ongoing projects as of December 2010. The report contains mainly three parts: The Organization Part gives the idea about Labaid Properties Ltd.s historical background, different divisions, and their functions. Next, a Work Report has been presented that mainly discusses about my experience during my 3 months internship at the company. The Project Part contains research about the marketing mix of the company. From the research it is found that Labaid Properties Ltd. is facing several issues from its marketing point of view. The fact that Labaid is targeting only one sector of customers has been also portrayed in the project. Finally the concluding segment contains my point of view and some conclusions and recommendations that can be suggested to ensure the companys efficiency.

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ORIGIN OF THE REPORT

The following Internship report is a requisite for the completion of the BBA internship program of North South University. It is a 4 credit hour course with duration of 12 weeks. This report was in the making for Dr. Abdul Hannan Chowdhury (Professor), School of Business of North South University. The primary goal of the internship is to provide a smooth transition from the student life to the corporate world. As an intern, I have worked in the Gulshan Branch of Labaid Properties Ltd, an affiliate of Labaid Group, for 12 weeks. Labaid Properties Ltd is one of the fastest growing Real Estate Developers of this country commencing its commercial journey in the year 2010. I have worked under the Department: Corporate Finance and during the period I had the opportunity to take on different types of tasks, which helped broaden my perception about the numerous financial operations that takes place in an institution. I also used my observation to accumulate experience about various functions and day-to-day operations in the Corporate World. During my internship, I was placed under the Deputy General Manager (DGM), Mr. Mamunur Rashid. I was supervised by Mr. Baharul Islam who is an Executive in this department. My daily work was to aid him in his daily work so that I could learn from him and get used to the operations. My responsibilities included maintenance of petty cash, bill register & material requisition register and checking of bills etc. Labaid Properties Ltd. is a private Limited Company incorporated in Bangladesh under the Companies Act, 1994 and having its registered office at House No.1, Road No. 4, Dhanmondi Residential Area, P.S. Dhanmondi, Dhaka and is represented by its Managing Director DR. ABU MOHAMMAD SHAMIM. It became a commercial institution from the starting of 2010 and now it is handling many ongoing projects. Labaid Properties Ltd. is committed in ensuring its valued clients satisfaction in terms of quality construction and timely completion of the projects. In short, Labaid Properties Ltd. provides a blend of aesthetics, architecture and aristocracy.

INTRODUCTION
An internship report has to be prepared as a part of the internship program which is an integral part of the BBA program of North South University. My internship project will be based on the marketing mix of the company. The art of persuasion mostly depends on how Labaid Properties Ltd. is dealing with different income level people as marketing mix should be designed carefully to attract the attention of each potential customer. In the real estate industry, developing a marketing mix is a continuous process. Product differentiation is high, price is changing, demand is now more specific and new kind of promotional efforts have been taken by the companies. Now people are more aware of their money and want superior quality. Later on, I will discuss about the hypothesis and lastly will follow up with some data analysis. The internship project will also include my point of view and some conclusions and recommendations to ensure marketing efficiency.

OBJECTIVES
My internship topic will mainly focus on the marketing mix of Labaid Properties Limited. I will try to find out the service approach from marketing department and observe how marketing mix system is carried out.

The Principle Objectives:

To study the marketing mix of Labaid Properties Ltd. in the Real Estate sector of Dhaka To gather practical experience and knowledge.

Other Objectives:
To identify the goals and objectives of the Labaid Properties Ltd. To identify the various services or policies by marketing department. To study the products which are offered by Labaid Properties Ltd. To study the price asked by the Labaid Properties Ltd. To study the place by which Labaid Properties Ltd. are offering their products.

To study the promotional tools used by the Labaid Properties Ltd.

SIGNIFICANCE OF THE STUDY

The significance of the report is multi-dimensional. This kind of research is pretty much applicable for all. Firstly, gaining a firsthand experience into the corporate world and measuring the accounting efficiency would benefit me. Also engaging in conversation with the corporate people will definitely improvise on my interaction capability that is of so much importance to any business graduate. Daily examination of the organization will also help me to understand the cultural attributes and the reasons behind their success. My research will also help my host company as they can take my findings into account and assume their current standing and make improvements if necessary.

HYPOTHESIS
Hypothesis: Labaid Properties Ltd. is not able to apply its marketing mix effectively. Alternate Hypothesis: Labaid Properties Ltd. is making full use of its marketing mix.

METHODOLOGY
This report will be prepared based on my experience gained through physical working in Labaid Properties Ltd. The report will also be based on collection data from the primary and secondary sources.

Primary sources:
A questionnaire will be prepared for data collection. The data will be collected from eighty respondents. Data will be collected by face to face or over phone interview with top management. Consulting with head of marketing & high officials of Labaid Properties Limited.

Secondary sources:
Different policy & procedures established by companys top management.

Actual & Forecasting report from various divisions. Brochure & Real Estate Directory. Collecting data from the database of Labaid Properties Limited office.

Variables:
Dependent Variables: Price Independent Variables: Location & Size Security Brand Image Income Level Place Head Office Branch Office Product Quality Assurance On time delivery After Sales Service Promotion Newspaper Billboard Public Relations Trade Fairs and Exhibitions Electronic Media

SAMPLE DESIGN:
Since the research is done to figure out the marketing mix of the organization, therefore, I am targeting to conduct the survey on. Age: N/A Sex: Both Male and Female

NonProbability Sampling: I plan to go for Convenience Sampling. As I would be interviewing and conducting my survey on anyone who is related to the finance & accounting and marketing department, thus my technique falls under the convenience sampling category. Sample Size: 73 people

DATA ANALYSIS & PRESENTATION TECHNIQUES:

In order to analyze gathered data, I plan to use statistical software like SPSS. The data will be presented in graphs for better understanding and clarity.

LIMITATIONS OF THE STUDY

The collection of primary data is always a difficult thing because it is hard to ensure the authenticity of the data. People might answer the questions but might not be expressing what they actually do or feel. Also, from previous experience it is likely that executives and managers might be skeptical about sharing certain company information with the interns. Therefore, getting the exact picture is always a challenging task.

FINANCIAL BUDGET
I am keeping Tk.3000 for various expenses related to conducting the research. The research will be conducted, analyzed and reported soon as my internship period has almost ended.

TIME BUDGET:
Project Proposal: Questionnaire Design: Data Collection: Data Analysis: Draft Report: Final Report: 2 weeks 2 weeks 3 weeks 2 weeks 2 weeks 2 weeks

LABAID PROPERTIES LTD.

Labaid Properties Ltd. is a private Limited Company incorporated in Bangladesh under the Companies Act, 1994 and having its registered office at House No.1, Road No. 4, Dhanmondi Residential Area, P.S. Dhanmondi, Dhaka and is represented by its Managing Director DR. ABU MOHAMMAD SHAMIM. It became a commercial institution from the starting of 2010 and now it is handling many ongoing projects. Labaid Properties Ltd. is committed in ensuring its valued clients satisfaction in terms of quality construction and timely completion of the projects. Labaid Properties Limited believes that their company exits not only as an economic entity, designed to peruse profits through fair competitions but also as a social entity to make a contribution to society at large. The company strives to earn the confidence of its consumers and customers while taking necessary measures to protect personal data and customer related information. Diversity has helped Labaid Group in spreading their enterprising wing from Medicare to real life care centered homes. Their expertise is omnipresent at some of the finest apartment complexes they have built-many of which have already been handed over and some are being built. In short, Labaid Properties Ltd. provides a blend of aesthetics, architecture and aristocracy.

CORPORATE INFORMATION
Name of the Company Legal Form Labaid Properties Limited A private Limited Company incorporated in Bangladesh under the Companies Act, 1994 Commencement of Business Head Office January 2010 House No.1, Road No. 4, Dhanmondi Residential Area, P.S. Dhanmondi, Dhaka Telephone No. Fax No. Website E-mail Chairman 88-02- 8610793-8 88-02- 8617372 http://www.labaidgroup.com
info@labaidgroup.com

Saleha Ahmed

Managing Director Auditors

Dr. Abu Mohammad Shamim A. Matin & Co. Chartered Accountants 91, Kakrail, (3rd Floor), Flat No 08, Dhaka 1000 Ahsan Rashid & Co. Chartered Accountants 73, Kakrail, (12th Floor), Room No 5 & 6, Dhaka - 1000

Tax Advisor Legal Advisor Number of Branches Number of Employees Authorized Capital Issued Capital

Pabitra Kumar Mozammel Haque 2 100 Tk. 50,000,000 Tk. 10,000,000

VISION
Labaid Properties Ltd. will expand its efforts to grow profitability by meeting customer needs today and in the future by continuing to build partnership based on trust, integrity, performance, value, client satisfaction and by establishing direct relationship with our customers. We will accomplish this by responding to changing market conditions; building a performance driven culture that continues to provide our customers with the highest quality dwelling; by improving job site productivity through effective job controls; maintaining a safe work place and utilizing the latest technology; and by creating an environment that focuses growth and development of our people.

MISSION
Labaid Properties Ltd is committed to provide value-added services to our customers by creating a successful partnership with them throughout the process. Our pledge is to establish lifelong relationship with our customers by exceeding their expectations and gaining their trust through responsiveness, flexibility and open communication by every member of our team.

Timely hand over of project Total quality management in every stage of construction and follow BNBC code Introduce latest architectural concept Provide comparatively low cost apartment for middle class society Ensure the safety measurement

ORGANOGRAM

Saleha Ahmed

Chairman
Dr. Abu Mohammad Shamim
Managing Director

Mr. Sattedul Absar

B.G. Tasaddek Hossain, psc (Retd)

Mr. Md. Mozammel Hoque

Head of Logistics

Engr. Col. M A Rahman (Retd)

CEO

COO

Chief Engineer

Labaid Properties Ltd. like other corporate institutions is divided in several departments such as Project Operations Department, Corporate Finance Department, Project Finance Department, Customer Relations Department, Customer Service Department, Marketing Communications Department, Architecture and Interior Department, Logistic & Legal Affairs, Administration & Security Department. An organogram of the Departments are as follows:

Project Operations Department

Corporate Finance Department

Mr. Mamunur Rashid (DGM)

Engr. Harunor Rashid (DGM)

Engr. Ensan Ali (Sr. Manager)

Mr. Mahbubul Alam (Asst. Manager)

Engr. Sarwar Jahan Chowdhury (Sr. Manager)

Mr. Baharul Islam (Executive)

Project Finance Department

Customer Relations Department

Mr. Tamarul Islam Tamal (Sr. Manager)

Mr. Md. Mafizur Rahman (DGM)

Customer Service Department

Mr. Mohammad Abdul Latif (Deputy Manager)

Mr. Abdul Kuddus (Asst. Manager)

Marketing Communications Department

Ms. Monowara Begum Daisy (Asst. Manager)

Mr. Salim Akhtar Chowdhury (Jr. Manager)

Mr. Serajis Shalehin (AGM)

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Architecture and Interior Department

Arch Rumana Khan Islam (Sr. Manager)

Logistic & Legal Affairs Department

Ms. Rina Chowdhury (Deputy Manager)

Mr.Gazi M Showkat Hassain (Manager)

Ms. Sui Ching Ma Marma (Executive)

Administration & Security Department

Mr. Mohammad Shafiul Alam (Manager)

Mr. Rezaul Islam Riaz (Executive)

THE CORPORATE FINANCE DEPARTMENT

The Department I have operated under is Corporate Finance and I was supervised by Mr. Baharul Islam. The Corporate Finance Department comprises of Mr. Mamunur Rashid who is the Deputy General Manager, Mr. Mahabubul Alam, Sr. Executive and Mr. Baharul Islam, Executive. Mr. Mamunur Rashid is responsible for planning, organizing and directing work to the department, proper staffing, checking and monitoring fund management, maintaining, checking & approval of all receipts, payments & journal vouchers, finalization of financial statements, and other work as instructed by Head Office. Mr. Mahabubul Alams work is to

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prepare sales collection report, Monthly Receipt & Payment accounts & Physical checking of inventory, utility bill & transportation bill, financial reports e.g. Income Statement, Budget , Budget Variance, Lease /Land purchase/ Flat Agreement, Check of all voucher, bills & register, supervise daily Receipts, Payments, Purchases and Sales and perform land Signing & Registration related work. Mr. Baharul Islam maintains the petty cash, bill register and material requisition register of the head office and projects, checks bills and prepares vouchers and monitors printing, stationary and cleaning materials stock of the Gulshan Office. Labaid Properties Ltd. maintains three registers for each project: Sub Contact & Others, Materials Requisition and Petty Cash. Sub Contract & Others keeps records of all the projects expenses, and the expenses of work that is outsourced. Petty cash retains the records of the petty cash of various projects. There are currently 48 registers that are in use and are sent to the head office on a regular basis or approved in the Gulshan Office by the Managing Director. A desk pass register is also maintained that records the movement of registers to and from the Gulshan and Dhanmondi office. These register moves through a number of personnel before final submission to the Managing Director. Data from these registers are also recorded in the companys IT system and that was one of my main responsibilities.

MOTTO
Crafting with Care

PROJECTS OF LABAID PROPERTIES LIMITED

Name Nishorgo Obaid Court Saleha Arcade Location House # 21, Road # 3, Dhanmondi, Dhaka. 6 Central Road, Dhanmondi, Dhaka House # 11, Road # 11, Sector # 10, Block # B, Mirpur, Dhaka.

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Mostafa Arcade

House # 18, Road # 1/A, Block # J, Baridhara, Dhaka. B-65, 150, DIT Avenue Road, Malibagh, Dhaka. (Commercial Cum Residential) Fatullah, Narayangong. Plot # 744/746 DOHS Mirpur, Dhaka. Plot # 487A, 488A DOHS Mirpur, Dhaka. Plot # 666 & 668 Main Road, DOHS Mirpur, Dhaka. Plot # 471 DOHS Mirpur, Dhaka. Plot # 765 DOHS Mirpur, Dhaka.

Rahman Arcade

Festival City Angeloria Fair View Dream Haven Shouharda Zahinoor Labaid Pharmaceuticals Ltd. Noor Jahan Palace De Alam Spring Harbour Latif Garden Labaid Labaid Uttara Labaid Bashundara Labaid Uttara Dumnee

Savar, Dhaka.

House # 21 Road # 01, Baridhara, Dhaka. House # 34/A, Road # 100, Gulshan-2, Dhaka. House # 04, Road # 08, Gulshan-1, Dhaka. 1/6, Shahjanan Road, Mohammadpur, Dhaka. Narayangonj, Chashara, Plot # 36,38,40 & 42, Road # 03, Sector # 11, Uttara, Dhaka.

Plot # 426, Block-D, Bashundhara R/A, Dhaka.

Plot # 9, Road # 21, Sector # 7, Uttara, Dhaka. Upcoming Project

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Motijheel Seerat Hemchaya

Upcoming Project Upcoming Project Upcoming Project

LABAID PROPERTIES LTD ENSURES

Labaid Properties Limited guarantees some features which are as follows: Materials quality Careful design as per BNBC Construction as per Rajuk approved Security Luxury Sufficient Natural Ventilation Sufficient Natural Lighting Adequate space for Car Parking Customer Satisfaction Environment Friendly Construction Quality Control Timely Completion Team Work Professionalism Low Cost

Some Common Facilities are as follows: Superior quality stand by generator Sub-Station

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Adequate Number of Lifts Firefighting extinguisher Deep tube-well Best quality water pumps Best quality plumbing Gas connection Up to 70% loan facilities Lucrative and strong main entrance

FEATURES
Labaid Properties Limited features are given below: 1. Building Entrance: Secured and decorative gate with lamp post and security room provision Logos on the glass or granite Reserved car parking with comfortable driveway

2. Reception lobby: Reception desk with tiles or granite Tiled floor in reception area Toilet for drivers and the visitors Mail box and stylish register desk for visitors

3. Lifts: There is at least one lift in each tower Adequate lighting Fast & reliable service to residence on all floors Emergency power connection with standby generator Lift capacity is six people

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4. Lifts lobbies and staircase: Spacious lift lobbies each floor Stairs tiles in all staircase (Homogenous) Stair railing along with hand rail and post

5. Generator: One standby generator will be provided in complementary of electric outs or for emergency (Operating lifts, pumps and common lights) Sound proof canopy

6. Underground water reservoir with pumps: Under water reservoir with required capacity and 01(one) main lifting pump for full operation and 01(one) for standby European origin water pumps (as per design)

7. Rooftop: Rooftop with protective parapet wall Rooftop has cloth drying line for each apartment Here a common space will be made for any type of family party Rooftop has planters & lighting

8. Satellite dish cable line: Provision for connection of satellite dish antenna in master bed and living/ family living (02 point) from the commercial cable TV operation All wiring will be concealed with separate cable each apartment

9. Intercom: Intercom system to connect each apartment independently from security room Each apartment shall have independently one telephone line provision in living room

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All wiring will be concealed with separate cable for each apartment 10. Lighting protection: Lighting protection system shall be provided in accordance with the relevant standards

11. Safety Measures: Fire extinguisher in each floor lobby and lift landing Electrical wiring to be controlled by circuit breaker both at receiving and sending and of each floor circuits Electrical transmission system Heavy duty transformer Imported electrical switches, plug points and other fittings Electrical distribution box with main switch All power outlets with earthing connections Provision for power point for air conditioners in master bedroom Verandahs with suitable light points

12. Common facilities: Management office/ Community space/ Electric transformer/ Reception/ Underground & Overhead water reservoir etc.

FITTINGS
Fittings used in the apartments of Labaid Properties Ltd. are as follows: 1. Doors: Door chain, check viewer, calling bell switch of good quality Solid brass door knocker apartment number in brass heavy duty door lock of foreign origin Internal doors of strong and durable veneer flush door shutters with French polish All internal door frames are made of sill Korai/ Jarul/ Gutia All bathroom doors with inner side water proof laminated plastic door

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All internal doors with good quality round lock

2. Windows: Sliding aluminum windows as per architectural design of the building 5 mm thick glass with mohair lining Safety grills in all outer windows Rain water barrier in 4 aluminum section (As per architectural design of the building) Mosquito net provision in all windows (optional)

3. Walls: Good quality bricks Smooth finished waifs Exterior wall thickness will be 10 and internal wall thickness will be 5

4. Floor Finish: Floors in homogeneous tiles (RAK/ Great walls/ Equivalent) All verandahs in floor tiles (RAK/ Great walls/ Equivalent) Suitable light points provision

5. Painting & Polishing: Weather coat with snowcem paint on outside walls Smooth finished and soft colored plastic paint on all internal walls & distemper all ceiling French polished door frames & shutters and verandah railing by best 4.5mm flat bar/ hallow box pipe. (3/4*3/4 square bar)

6. Bathroom: Tiles (RAK or equivalent, Size-12*12 Homogenous) for floor and wall with matching color

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C.P. fittings which is available in Bangladesh (China or company standards) Quality bathroom plastic door with plastic Chowkhat RAK or equivalent sanitary wares (white color) Hot water provision in master bed bath and kitchen

7. Kitchen: Kitchen floor is tiles (12*12 homogeneous tiles) Single bowl stainless steel sink Provision for double gas line 6/8 Exhaust fan RAK/Equivalent 8/12 wall tiles on the working counter up to 7-0 level with matching color

8. Electrical: Imported Electrical Switches, plug points and others fittings Separate distribution line for every apartment Substation to be provided if required

SWOT ANALYSIS
According to Labaid Properties Limited, the following are their strengths, weaknesses, opportunities and threats.

Strengths: Reasonable Prices of Labaid Properties Limited products Materials are better than other companies The name Labaid has a well reputation in the market Labaid Properties Limited is not engaged in any unfair business practice Concentrated on market Labaid Properties Limited always tries to keep their commitment about quality

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Strong Engineering and Marketing department Commitment, Service, Quality Strong Public reputation Labaid Properties Limited has a strong marketing and administration team Executives are highly qualified and experienced Well-furnished and lucrative office Efficient management practice Labaid Properties Limited maintains an easy installment system

Weakness: Less sources of capital No concentration on small budget group Decision making process is not good Less Advertising Lengthy procedures for decision making Less conscious about management In Websites has no update information New in the real estate business Opportunities: Can increase the line of business Brand is established Can capture the small budgeted group of people People have trust in Labaid Properties Limited The price of Labaid Properties Limited products is competitive with others The sector of Real Estate business is booming in Bangladesh

Threats: There are many other competitors in the market

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Increasing the production cost. Collapse of other companies will affect the reputation of the developing sector Many real estate firm of Dhaka set their business in Chittagong city The advertising system of competitors is more updated than Labaid Properties Limited Competitors take more strong promotional activities than Labaid Properties Limited Labaid Properties Limited maintains a weak database system

MARKETING MIX PRODUCT

Product: A Product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Product includes more than just tangible object such as cars, flats, computers or cell phone. Broadly, Products also include services, events, persons, places, organizations, ideas or mixes of these.

Terms and conditions of Products 1. Allotment: Allotment shall be made on first come first serve basis on receipt of the booking money as per application for apartment and parking space.

2. Allotment Preference: Buyers willing to make one-time payment will be given preference and 8% discount may be allowed to them except on the booking money, utility fees and cost of parking space.

3. Allotment Transfer: Until the full payments of the installments the buyers shall not have the right to transfer the allotment to a third party without the concern of the company.

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4. Payment: The purchaser will make the payment as per payment schedule. All payments should be made by A/C payee cheque of the company. If the second party (Purchaser) fails to pay the installment without any reasonable causes as per schedule on due date, additional 5% per 30 days shall be charged on unpaid amount become due. Failure of payment of installment in exceed 60 days the first party (Developer) shall have the right to cancel the allotment. In such event, the amount paid by purchaser will be refunded after deduction of incidental charged of paid amount @ 10% after selling the apartment to a new buyer.

5. Companys Right: The company reserves the right to accept or reject application for allotment of an apartment. The company may make minor change in the design and speciation of the project should those become necessary.

6. Registration Cost: The buyer shall bear all costs relating to the cost of stamp, transfer fees, registration fees, VAT/Tax, Gain tax and related legal fees etc. The company will make necessary arrangement for all such formalities.

7. Incidental Costs: Utility connection fees, flat owner co-operative society (FOCS) one time deposit, materials cost (if additional) and other incidental charges and cost relating to gas, water, sewerage, power connection etc. are not including in the price of apartment. The buyer shall make those payment to the authorities connected. The expenditure on those accounts may be initially done by the company; owner of the apartment shall reimburse the amount before taking over possession of the apartment.

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8. Cancellation of Booking: In case of any cancellation of booking of an apartment by a client, in such event the amount paid by the purchaser will be refunded after deduction of incidental charged of paid amount @ 10% after selling the apartment to a new buyer.

9. Handling Over of Possession: The possession of the apartment and parking apace will be handed over on receipt of all payments and on completion of all works as per time schedule of the company.

10. Flat Owner Co-Operative Society: The buyer must become a member of the flat owner co-operative society which will be formed by the buyer of the apartment for the management of the common services. Each buyer of an apartment shall get one share and shall deposit Tk. 25,000 (Twenty Five Thousand) only as one time deposit for the society. The monthly utility services expenses will be borne by the owner/buyers as per requirement which will be decided by the company until formation of the owners co-operative.

PRICE

Price: The amount of money charged for a product or service or the sum of values that consumers exchange for the benefits of having or using the product or service. Price has been the major factor affecting the buyer choice. Companies do their pricing in a variety of ways. In small companies price is handling by division and product line managers. Even here top management sets pricing objectives and policies and often approves the prices proposed by the lower levels of managements. The real estate companies where pricing is a key

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factors companies will must established a pricing department to set or assists others in determining in appropriate prices. These departments reports to the Marketing department, Finance department, or top management.

Pricing objective Labaid Properties Limited wants maximum current profits by providing satisfactory service to their valuable clients. It means that the company chooses their price for their product which produces maximum profit and considering the highest value to their clients.

Estimating Cost This companys costs take two forms. a. Fixed Cost: Fixed cost is the cost that does not vary with production or sales level. Fixed costs of Labaid Properties Limited are mentioned below: Cost of equipment and machinery for construction Office establishes & maintenance cost & Land cost Building cost & Vehicle cost Advance Money, Broker & Consultancy fees

b. Variable cost: Variable cost is the cost they vary directly with level of production. Some variable costs of Labaid Properties Limited are as follows: Raw materials cost Labor cost Transportation cost Variable factory overhead cost

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Outsourcing cost

Prices of Labaid Properties Limited Products The prices of Labaid Properties Limited products are reasonable because there has existence of long term installment facilities. And also they provide discounts for 100% payment. And also ensure the lowest price of car parking & minimum utilities cost.

PLACE
Place: Place means company activities that make the product available to the target customer. For making product available to the target customer this company hires marketing executives. In making products and services available to consumers, channel members add value by bridging the major time, place and possession gaps that the separate goods and services from those who would use them. The companys marketing channel members perform many functions for making the product available.

Information: The Companys marketing executives gather and distribute the marketing research and intelligence information about actors and forces in the marketing environment by planning and aiding exchange. Promotion: The Companys marketing executives develop and spread persuasive communications about an offer. Contact: The Companys marketing executives find and communicate with prospective buyers. Matching: The Companys marketing executives make a shape and fitting the offer to the buyers needs, including activities such as manufacturing, grading and assembling. Negotiation: The Companys marketing executives reach an agreement on price and other terms of the offer so that ownership or possession can be transferred.

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Also, the Company set up the land department to take the land in prime locations of Dhaka city. It is also noted that company also pay to the land broker to perform this activities smoothly. Also Labaid Properties Limited engages the different research work by which they find out the posh area for residential & commercial complex and the feasibility of the land.

PROMOTION
Promotion: Promotion also called marketing communications consist of specific blend of advertising, public relations, personal selling, sales promotion and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships.

Promotional Activities Labaid Properties Limited

Labaid Properties Limited is using a number of promotional tools to promote their product. These tools are as follows:

a. Advertising: Advertising consists of any form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising tools of Labaid Properties Limited are given below: Print and broadcast ads. Brochures and booklets. Posters and leaflets. Directories. Billboards and Display signs. Audiovisual materials. Symbols and logos. b. Personal Selling:

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Personal selling consists of verbal communication between sales people and one or more prospective purchasers with objective of making a sale. Annual expenditures of personal selling are much larger than advertising perhaps twice as much. Personal selling tools of Labaid Properties Limited are given below: Sales presentations Sales meeting Fair and trade shows E.g. REHAB Fair

c. Sales Promotion: Sales promotion consists of various promotional tools. Sales promotion expenditures are much greater than the amount spend on advertising and as larger as sales force expenditures. Sales promotion tools of Labaid Properties Limited are as follows: Gifts Fair and trade shows Exhibits Demonstration Entertainment

d. Direct Marketing: Direct marketing includes the various communication channels that enable companies to make direct contract with individual buyers. The distinguishing feature of direct marketing is the opportunity for the marketer to gain direct access to the buyer. Direct marketing tools of Labaid Properties Limited are given below: Catalogs Mail Telemarketing Fax mail

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E-mail

e. Public Relation: Public relation for many companies and its products consists of communications placed in the commercial media at no charge to company receiving the publicity. Public relations tools of Labaid Properties Limited are given below: Press kits, Speeches & Charitable donations. Annual reports & Company magazine. Sponsorships, Publications & Community relations.

Some other Public relations are as follows:

Neon Sign/ Bill Board/ Light Box: Neon sign/Bill Board/ light Box this tools knock the peoples mind about a product.

Telemarketing: Telemarketing involves the use of the telephone and calls centers to attract prospects, sell to existing customers and provide service by taking orders and answering questions. Telemarketing helps companies increase revenues, reduce selling costs and improves customer satisfaction.

Relationship Marketing: Relationship is one of another important tool for promoting product because word of mouth has a great effect in market. That is making a good relation with the consumer and considering them as a family member.

Corporate Offer: Sometime price is reduced for high volumes of sales. In Labaid Properties Limited when a buyer pays his amount all at a time then company gives him a discount.

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Fair Arrangement: Fair is another important tool for promote products because here huge number of potential buyers comes for enjoying the fair.

f. Direct Force:

Direct marketing is the use of consumer direct (CD) channels to reach and deliver goods and services to customers without using marketing middleman. These channels include direct mail, catalogs, telemarketing, interactive TV, Web sites and mobile services. Direct marketing is one of the fastest growing avenues for serving customers. Labaid Properties Limited use their sales executives for direct sales, which one is most attractive and fruit full promotional tools for its business.

Major Channels for direct Marketing:

Direct marketers can use a number of channels for reaching individual prospects and customer. Those channels are describe below-

Face to Face Selling: The original and oldest form of direct marketing is the field sales call. Today most industrial companies rely heavily on a professional sales force to locate prospects, develop them into customers, and grow the business, or they hire manufacturers representatives and agents to carry out the direct selling task.

Direct Mail: Direct mail marketing involves sending an offer, announcement, reminder or other item to a person. Using highly selective mailing list, direct marketers send out millions of mail prices each year letters, folders and other sales people with wings Some direct marketers mail audiotapes, videotapes, CDs, and computer diskettes to prospect and customers. Catalog Marketing: In catalog marketing companies may send full line merchandise catalogs, specially consumer catalogs and business catalogs, usually in print form but also sometimes as CDs , Videos, or online.

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E- Marketing: The newest channels for direct marketing are electronic. E- Business describes a wide variety of electronic platforms, such as the sending of purchase orders to suppliers via electronic data interchange.

Cash refund offers (Rebates): Provide a price reduction after purchase rather than at the retail shop consumer sends a specified, proof of purchase, to the manufacturer ago refunds part of the purchase price by mail.

The main promotional tools along with their expenses within the year of 2010 are given in the figure below:

Promotional Tools
800000 700000 600000 500000 400000 300000 200000 100000 0 Fair Paper Advertisements Neon Sign/ Billboards etc. Tele Marketing/Business Letter Direct force Newsletter Relationship

Expenses (TK)

Promotional Tools 400000 400000 100000 50000 40000 50000 700000

Figure: Promotional Tools used by Labaid Properties Ltd.

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INTRODUCTION
For my three months of work experience with Labaid Properties Ltd on my internship program, I was placed in the Gulshan branch. I joined the program on 1st September 2010. I was placed under the Deputy General Manager (DGM), Mr. Mamunur Rashid. I was supervised by Mr. Baharul Islam who is an Executive in that department. My work was to aid him in his daily work so that I could learn from him and get used to the operations.

DESCRIPTION OF TASK AREAS

In Labaid Properties Limited my responsibilities included maintenance of petty cash, bill register &material requisition register, checking of bill etc. This has definitely enriched my practical experience and united to theoretical knowledge.

HANDS-ON EXPERIENCE
It was a great learning experience for me to work with real finance officials. Everyday a lot of transactions took place and being an active member of the work team has been a real boost for me. Handling the responsibilities given to me by my supervisors was really a challenging task that will help me cope with work with any other financial institution in the future.

MY RESPONSIBILITIES
Preparation of sales collection report, Monthly Receipts Reports & Payment Accounts Reports Physical checking of inventory Checking of utility bill & transportation bill, financial reports e.g. Income Statement, Budget , Budget Variance, Lease /Land purchase/ Flat Agreement Checking of all voucher, bills & register

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INTERACTIONS WITH MANAGERS

Except from the usual works, I had interactions with the managers, officers and colleagues. During the internship, I engaged myself in interactions with the managers from other departments who gave some lecturers. Besides this, many informal discussions with the managers were had regarding the real estate business, the kind of customers they target and also about this report. The CEO was always very much helpful regarding my questions and various encounters.

CHALLENGES OF WORK
Labaid Properties Ltd has a very friendly and helpful working environment. Being an intern, the most testing work for me was to perform daily job properly and meeting deadlines. Many a times, I had to go for outside assignments like going to the head office (Dhanmondi). Therefore, coping up with time was a challenging task. I had to be very sincere and alert while working as my mistake could mean a great harm to the company. The work environment at Labaid Properties Ltd always provided me with challenge to improve my performance every day.

LEARNING EXPERIENCE
I have learned that when the internal communication is effective among the employees within an organization, it tends to encourage employees to perform better and it automatically motivates the employees.

I also learned about the finance and accounting system that runs the corporate world, which is a great knowledge for my near future.

I learned that the perception and knowledge gained from North South University, School of Business is of extreme importance. It made me confident, knowledgeable and openminded to new ideas and situations. This might be the very reason that I found no

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problem to work in an absorbing work environment of Labaid Properties Ltd that also requires so much out of a person.

I learned to work in a group and how to contribute positively to the objective of the group. Labaid Properties Limited has a practice of teamwork in almost each of its specific task. Working in different groups in different time helped me improvemy communication skill.

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BACKGROUND OF THE RESEARCH

The number of the people is increasing very quickly day by day. About 170 million people are in Bangladesh and a survey stated that in near 2020 the people that would be in 230 million. The need of housing and growth, real estate business has changed the thinking of people about their accommodation in the country because of our scarcity of land resources. Thats why people are becoming intermingled with readymade flats.

There are many leading real estate companies operating their business countrywide. Depends on their target customers, they build different types of high rising building. At now, its very crucial to offer flats at suitable place and at reasonable cost. For this reason, company should carefully design their product, price, place & promotional to serve the superior value to their valuable clients.

So, it was tried to study on marketing mix of Labaid Properties Limited and also tried to give the necessary recommendations. The art of persuasion is mostly depending on how these companies deals different income level people. Because marketing mix should be designed carefully to attract the attention of each potential customer. In real estate industry developing a marketing mix is a continuous process. Product differentiation is high, price is changing, demand is now more specific and new kind of promotional afford has been taken by the companies. Now people are more aware of their money and want superior quality. Although the business is still at its growth level, it has tremendously fulfilling the accommodation need of the urban people. Labaid Properties Limited is a promising real estate firm continuing its journey in Dhaka. Within short term Labaid Properties Limited has earned the confidence of their clients as a symbol of quality home developer in Dhaka. The study reflects the marketing mix for the real estate industry as well as how successfully Labaid Properties Limited is implementing its marketing strategy. Some recommendations have been drawn based on the findings and hope that this report will be an important paper for the company as well as for the overall industry.

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OBJECTIVES OF THE REPORT

The objective of the report was to focus on the marketing mix of the Labaid Properties Limited. I tried to find out of the service approach from marketing department and observe how marketing mix system oriented process works and prove that all the marketing policies as services. These researches would allow me to have a thorough understanding of the real estate sector in Bangladesh. My objectives are as follows:

The Principle Objectives: To study the marketing mix of Labaid Properties Ltd. in the Real Estate sector of Dhaka To gather practical experience and knowledge.

Other Objectives: To identify the goals and objectives of the Labaid Properties Ltd. To identify the various services or policies by marketing department. To study the products offered by Labaid Properties Ltd. To study the price asked by the Labaid Properties Ltd. To study the place by which Labaid Properties Ltd. are offering their products. To study the promotional tools used by the Labaid Properties Ltd.

SCOPE OF THE STUDY

This study will show the different angle of the real estate business, development strategy choice and bring forward some political, economic and social thoughts regarding this business. The study also covers the competitors analysis of the sector and will promote the sustainable development of real estate sector.

An unplanned city will not only destroy the environment of the country but also increase the risk for city dwellers. There are several things that should be considered carefully to construct either commercial or residential project. Lots of lands are vacant even in posh area to develop. So, the

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developers still have the scope to develop those lands through proper and systematic ways in order to provide safe, alluring accommodation facilities to the city dwellers. The study is covered the scope of real estate business with proper analysis of data collection and using of update information of real estate sector.

Almost 532 (according to REHAB directory) companies engaged in this business and many more are waiting to start their business. So, it is not necessary to say that the scope of the study in this sector is really huge. There is available information in the field with each company having its own brochures. Several directories are also available in the market and apart from this all the information of this sector is preserved in REHAB. So it was easy to collect the required information.

SIGNIFICANCE OF THE STUDY

The significance of the report is multi-dimensional. This kind of research is pretty much applicable for all. Firstly, I was benefited by gaining a firsthand experience into the corporate world and learning how to measure something so abstract like quality. Also engaging in conversation with the corporate people helped me improvise on my interaction capability that is of so much importance to any business graduate. Daily scrutiny of the host organization also helped me to understand the cultural attributes and the reasons behind how they became so successful.

My research also helped my host company as they can take my findings into account and assume their current standing. All in all, anyone in the society who is interested in this sector should find my research interesting and something to learn from as I have given it my all to make it a qualitative work.

HYPOTHESIS

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My research is about the marketing mix of Labaid Properties Limited which includes the 4 Ps (Product, Price, Place and Promotion); therefore both qualitative and quantitative analysis was required. Thus I have deduced the following hypothesis.

Hypothesis: Labaid Properties Ltd. is not able to apply its marketing mix effectively.

Alternate Hypothesis: Labaid Properties Ltd. is making full use of its marketing mix.

METHODOLOGY

This report is based on my experience gained through physical working in Labaid Properties Ltd. The report required collection of data from the primary and secondary sources. Primary data: It is obvious that the research required a lot of primary data. For the organization part of the report, a lot of secondary resources were used. This provided a theoretical basis of the report. Such data were collected mainly from the head office as well as from the Internet. Interviews were conducted on the managers of different departments of the company for insights and clarification. The customers of the company were also interviewed as they were one of the primary data sources. A survey was conducted on the target group to find out about their perspectives that were related to the research. I supplied them with questionnaires to be filled out as well as read them out whenever needed and explained if any clarification was required.

Secondary sources: As for secondary resources, I used different policy & procedures established by companys top management, actual &forecasting report from various divisions, Brochure & Real Estate Directory of REHAB and data from the database of Labaid Properties Limited office. Also, I have collected data from North South Universitys library and the Internet.

DATA SOURCES

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Primary Data Current and Prospective Customers of Labaid Properties Limited Sample Size: 73 Information purpose: Thorough questions and answers would shed some light as to what is the current situation of marketing techniques of the company; whether the quality of product, pricing, placement and promotions is regarded as very high or poor by the respondents. Also, I wanted to know what people expect from the company and the attributes they are looking for.

Officials working at the company Information purpose: The company officials were interviewed at many occasions for a better understanding of the current condition of the company. They helped to broaden my understanding of how actually the company functions.

Secondary Data

Online Articles and Company Database Purpose: This secondary information research was conducted to find out the details of the history and the background of the Labaid Properties Limited. However, Labaid Properties Limited being a new entrant in the real estate business, much information was not available in the Internet. I had to go through the companys database to gain sufficient knowledge about the company.

SURVEY RESEARCH METHODOLOGY

Purpose: The reason why SURVEY was chosen was to extract data as it is one of the most convenient forms of data collection techniques. Other techniques such as mails, telephone interviews, door-to-door interviews that do not fit into the profile of our target audience. I picked the locations where the target audience is concentrated like the Gulshan branch and the Dhanmondi branch of Labaid Properties Limited. The complicated questionnaire and the background of the respondents decided that the interview techniques should be used as well.

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Information: The survey was conducted to find answers about the perception of the respondents on the marketing mix of the company.

THE RESEARCH INSTRUMENT SURVEY QUESTIONNAIRE

The Questionnaire Design
The questionnaire and all the other primary data collection techniques were designed in such a way that would reduce the total error in the data collection process. The kinds of biases mainly focused on and was tried to reduce are as follows:

Respondent Error: To reduce the errors, I designed the questions from general to specific so that the respondents find interest in the questionnaire. Also, I didnt directly go to the questions. I highlighted their anonymity, which would reduce the response error as the respondents would feel comfortable to answer the questions. Instructions were also included at the top that guided the respondents how to answer the questions and at the same time the presence of the surveyor aided them in further clarification. On the other hand, the wording of the questions was fairly simple for the respondents convenience and several questions were asked at various angles for a particular answer to reduce bias. Lastly but most importantly, I gave the respondents adequate time to answer the questionnaire so that they get enough time and not feel being pressured to hurry and finish the survey.

Administrative Error: I have realized the importance of getting the truth from the data. Therefore, interviewer cheating, interviewer error were reduced as all the data was doubled checked when it was being counted and entered into the programs.

LIMITATIONS
In spite of my best effort, I was not able to collect some necessary information. There were some limitations while performing this study. Data Error

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In my study the main source of my data is secondary. As we know, secondary source may not provide actual and reliable data always. Time Time is an important issue for conveying the report. The time has given our report is not sufficient to make a satisfactory report. Data availability: There were also faced the problems of data insufficiency. That is, there were lot of information but those are not in a structured way, which can provide a clear view or idea. Systematic Date arrangement: Due to lack of direct supervision by the top management there were also found disarrangement of data. Thats why I have to spend lot of time for arrangement of data. Improper Communication: Sometimes respondents were not capable or not interested to answer my questions, Respondents may have answered the question without knowing the correct answer in order to appear smart, or they may tried to help me by giving pleasing answer.

THE QUESTIONNAIRE METHOD

In the research, I have used a survey questionnaire to collect the data from the sample population. Thus, a structured questionnaire was used in the research. All the questions were designed with a will to find out what the respondents truly think about the companys marketing techniques. The questions were based straight forward questions as well as on SERQUAL statements developed on a 5 point Likert scale with 5 being strongly agree and 1 being strongly disagree.

Survey Pretest As far as my research questionnaire is concerned, I have pre-tested my questionnaire in two basic ways.

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First, I involved my honorable faculty to take a look at the questionnaire. He gave me his insights about the questionnaire and its layout. Secondly, I have also taken a trial run with some NSU students, friends, relatives whom I considered to be prospective clients of Labaid Properties Limited. I observed their reactions, listened to their comments and asked them the difficulty level and the understandability of the questionnaire. Based on the responses of the groups, I adjusted the questionnaire and finally went through with the survey.

SAMPLE DESIGN
Target Population: People aging from 18-70 years of age belonging tomiddle and upper class who are the actual and prospectivecustomers of Labaid Properties Limited Sample frame: Salaried employees, Business people, Students, SelfEmployed. Sample Size: 60 Sample Area: Gulshan and Dhanmondi branch Sampling unit: Individuals

OTHER VARIABLES MEASURED

Attitude Components: Through interviews and the survey questionnaire, I wanted to find what the customers of the company felt about various marketing components and then from the data, test my hypothesis and give some recommendations. Therefore, through this research, I would be able to have some kind of understanding on the consumer behavior whether their attitude is favorable towards Labaid Properties Limited or not.

DATA COLLECTION

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Data Collection Method: All the information was collected through interviews and survey all of which falls under the personal interview category. The data was collected using the personal contact approach. Recording methods (Interviewer and Self- administered): The personal interview conducted was carried out by me and all the responses given by the managers were noted. This was done to eliminate the confusion on the respondents part and reduce the chances of faulty information. The respondents, on the other hand, were requested for detailed answers. Supervision method (Observation and Listening): While conducting the interviews and surveys, I also carefully observed them for the kind of reaction they showed to my questions. I also noted any other inputs they gave me while filling out the survey. Validation Method (Observation): The data has been validated by using the observation technique. I observed how the respondents reacted to the questions and also to what each of them had to say after the interview.

SURVEY TECHNIQUES USED

NonProbability Sampling: Convenience Sampling

Basically, I gathered my data from Labaid Properties Limited Gulshan and Dhanmondi branches and through some friends and colleagues. This was purely my convenience as this was the only feasible technique given my resource, time and other variables. The respondents chosen were on a non-random basis. Whoever was willing and was in my vicinity, participated in the survey. However, many of the customers were a little reluctant in answering the questionnaires and preferred it as an interview.

DATA ANALYSIS
The data was counted manually. As I used paper questionnaire, the responses had to be taken manually one by one. All the data were then analyzed to reach to a conclusion, which is shown in the later part of the report. The frequency distributions of the results are as follows.

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COMMUNICATING THE RESULTS

The results will be communicated in the following ways: Means and Standard Deviation: Means help to identify what is the central tendency per response and easily help us to identify consumer preference. Also the validity of a data can be learned from this. Data Represented Graphically: Visual interpretation is required for the instantaneous depiction of information. Regression Analysis: Regression analysis examines the relation of the dependent variable (response variable) to specified independent variables (explanatory variables) in my research. ANOVA: It helps to analyze the variance, in which the observed variance is partitioned into components due to different explanatory variables.

INITIAL CONSIDERATIONS
Sample size Correlation coefficients fluctuate from sample to sample, much more so in small samples than in large. Therefore, the reliability of factor analysis is also dependent on sample size. There are many reviews that suggest about the sample size necessary for factor analysis and conclude that it depends on many things. For our purpose, a sample group of 200 should be adequate but communalities after extraction should probably be above 0.5 (Field, 2007).

Data Screening SPSS will nearly always find a factor solution to a set of variables. However, the solution is unlikely to have a real meaning if the variables analyzed are not sensible. The first thing to do when conducting a factor analysis is to look at the inter correlation between variables. Looking at the screen plot, we should be able to determine which variable is perceived to be the most

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significant under a particular dimension from the customers point of view; therefore, scopes can be created to maximize on that issue.

THINGS TO LOOK AT
a. Correlation matrix: SPSS output A for each dimension will show an abridged version of the R-matrix. The top half of the table contains the Pearson correlation coefficient between all pairs of questions under each dimension whereas the bottom half contains the one-tailed significance of these coefficients. We can use this correlation matrix to check the pattern of relation of the variables with each other. The determinant of the correlation matrix is important as it will indicate if multicollinearity to be a problem for this particular data set or not. Multicollinearity means data that correlate with each other very highly. If the value is greater than 0.000001, then multicollinearity is not a problem. b. KMO & Bartletts test: SPSS output B for each dimension will show several very important parts of the output: Kaiser-Meyer-Olkin measure of sampling adequacy and Bartletts test of sphericity. The KMO statistic varies between 0 and 1. A value of 0 indicates that the sum of partial correlations, indicating diffusion in the pattern of correlations. A value close to 1 indicates that pattern of correlations are relatively compact and so factor analysis should yield distinct and reliable factors. Kaiser (1974) recommends accepting values greater than 0.5 as acceptable (values below this usually leads to either collect more data or rethink which variables to include). Furthermore, values between 0.5 and 0.7 are mediocre, values between 0.7 and .8 are good, values between 0.8 and 0.9 are great and values above 0.9 are superb (Hutcheson and Sofroniou, 1999, pp. 224-225). Bartlettes measure tests the null hypothesis that the original correlation matrix is an identity matrix. For factor analysis to work we need some relationships between variables and if the R-matrix were an identity matrix, then all correlation coefficients would be zero. Therefore, we want this test to be significant (i.e. having significance value less than 0.05). A significant test tells us that the R-matrix is not an identity matrix; therefore, there are some relationships between the variables we hope to include in the analysis.

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c. Communalities: SPSS output C for each dimension will demonstrate the table of communalities before and after extraction. Principal component analysis works on initial assumption that all variance is common; therefore, before extraction, the communalities are all 1. The communalities in the column labeled as 'extraction' reflect the common variance in the data structure. Another way to look at these communalities is in terms of proportion of variance explained by the underlying factors. After extraction, some of the factors are discarded and so some information is lost. The amount of variance in each variable that can be explained by the retained factor(s) is represented by the communalities after extraction. Now according to Kaisers criterion, if there are less than 30 variables and communalities after extraction are greater than 0.7 or if the sample size exceeds 250 and the average communality is greater than 0.6, then all the factors are to be retained with Eigen values above 1. Now for my research, there are obviously less than 30 variables and the thing to look at whether the average communality for each of the dimensions turns out to be greater than 0.7 or not.

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FINDINGS
In the questionnaire the question was asked to find out which types of products are mostly expected by the respondents. The findings are presented by the following figure:

40 35 30 25 20 15 10 5 0 Housing Type Preferred Luxurious Normal Lower Class

Figure: Frequency Distribution of Types of Housing Preferred Table: Frequency Distribution of the types of housing preferred Percentage (%) of Types of Housing No. of Respondents Respondents Luxurious Normal Lower class Total 25 39 09 73 34.25 % 53.42 % 12.33 % 100 %

Comment: Here majority of the respondents which is 53.42% answered normal types of housing. However 34.25% of the respondents preferred to live in luxurious houses.

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The following question was related to the size (in square feet) of the apartment expected by the respondents. The outcomes of this question in survey are shown by the following:

Size In sft
2200 - 3600 11% 700 -1200 15%

1800 -2200 32% 1200 - 1800 42%

Figure: Frequency Distribution of the Area Preferred Table: Frequency Distribution of the Area in square feet of housing preferred Percentage (%) of Size of the apartment No. of Respondents Respondents (in square feet) 700-1200 1200-1800 1800-2200 2200-3600 Total 11 31 23 08 73 15.07 % 42.46 % 31.51 % 10.96 % 100%

Comment: Almost 74% of the respondents chose size of 1200-2200 square feet for their apartments. This tells us the average size of apartment that people want for their housing.

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In the questionnaire the next question was related to the types of construction quality expected by the respondents. The findings are presented below:

Quality
Superb 16% Fair 10%

Good 32% Excellent 42%

Figure: Frequency Distribution of Housing Quality Preferred by the Respondents Table: Frequency Distribution of the Quality preferred Types of Construction No. of Respondents Quality Fair Good Excellent Superb Total 07 23 31 12 73

Percentage (%) of Respondents 9.59 % 31.51 % 42.46 % 16.44 % 100%

Comment: Here majority respondents expected excellent class construction quality of the apartment which is 42.46%. 31.51% of the respondents answered they prefer good quality whereas only 9.59% of the respondents went with fair quality. This shows that people nowadays are aware of the quality of housings that they are going to live in.

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The next question was related to the types of raw materials expected by the respondents. The findings are as follows:

Raw Materials

Foreign, 15 Local, 24 Brand, 34

0 20 40 60 80 Number of Respondents

Figure: Frequency Distribution of Types of Raw Materials Preferred Table: Distribution of the types of raw materials preferred Types of Raw Materials No. of Respondents Foreign Local Brand Total 15 24 34 73

Percentage (%) of Respondents 20.55 % 32.88 % 46.58 % 100%

Comment: Here majority of the respondents preferred branded raw materials for their apartment which is 46.67%. One third of the respondents also answered local raw materials which show an increasing trust of the people for local products.

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The next question was related to the satisfaction of the people in the housing quality of Labaid Properties Ltd. The findings are as follows:

Moderate, 25 25 20 15 Disagree, 9 10 5 0 Quality Satisfaction Strongly Disagree, 3 Agree, 19 Strongly Agree, 17

Figure: Frequency Distribution of Quality Satisfaction Table: Distribution of satisfaction in the housing quality of Labaid Properties Ltd Satisfaction of Product Percentage (%) of No. of Respondents Quality Respondents Strongly Disagree Disagree Moderate Agree Strongly Agree Total 03 09 25 19 17 73 04.11 % 12.33 % 34.25 % 26.03 % 23.28 % 100%

Comment: Here 34.25% of the respondents gave moderate as their answer for product quality of the apartment. 26.030% and 23.28% of the respondents answered as agree and strongly agree respectively.

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The next question was asked to understand the perspective of the respondents about after sales service.

30 25 20 Strongly Disagree 15 10 5 0 Disagree Moderate Agree Strongly Agree

After Sales Service

Figure: Frequency Distribution of After Sales Service Perception Table: Distribution of the perspective of the respondents about after sales service Percentage (%) of Types of Face No. of Respondents Respondents Strongly Disagree Disagree Moderate Agree Strongly Agree Total 10 09 12 29 13 73 13.70% 12.33 % 16.44 % 39.73 % 17.81 % 100%

Comment: Here majority respondents perceives after sales service as extremely and very important.

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In the questionnaire the next question was related to the types of price per square feet of the apartment expected by the respondents. The findings are presented below:

Price
13000 - 16000 15% 17000 + 4%

5000 - 7000 47%

8000 - 12000 34%

Figure: Frequency Distribution of Expected Price Table: Distribution of the types of price per square feet of the apartment expected Percentage (%) of Types of Price No. of Respondents Respondents (Per Sft.) Tk.5000-7000 Tk.8000-12000 Tk.13000-16000 17000 + Total 34 25 11 03 73 46.57 % 34.25 % 15.07 % 4.11 % 100%

Comment: About 81% of the respondents answered that they would prefer their houses in the range of Tk. 5000 12000 per square feet

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The next question was asked to determine the brand value of Labaid in the Real Estate Sector. The findings are as follows:

25

20 15 10 5 0 Brand Value Strongly Disagree Disagree Moderate Agree Strongly Agreee

Figure: Frequency Distribution of Brand Valuation Table: Distribution of the brand valuation of Labaid Brand Value No. of Respondents Strongly Disagree Disagree Moderate Agree Strongly Agree Total 07 11 23 21 11 73

Percentage (%) of Respondents 9.59 % 15.07 % 31.51 % 28.77 % 15.07 % 100%

Comment: Here majority of the respondents which is around 32% answered moderate for brand value followed by high which is around 29%. It has to be noted that one-fourth of the respondents perceives the brand Labaid as low and very low.

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In the questionnaire the question was related to whether people will pay more for an apartment in a more secured area. The findings are as follows:
30 25 20 15 10 5 0 Pay more for security Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure: Frequency Distribution of Survey Answers Table: Distribution of whether people will pay more for an apartment in a more secured area Agree to Pay More for Percentage (%) of No. of Respondents Secured Area Respondents Strongly Disagree Disagree Moderate Agree Strongly Agree Total 07 17 13 09 27 73 9.59 % 23.29 % 17.81 % 12.33 % 36. 99% 100%

Comment: Here majority of the respondents which are around 49% agreed to pay more for an apartment in a more secured area. Around 18% answered moderate and one third disagreed with the idea of have to pay more.

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In the questionnaire the next question was related to whether people will pay more for additional facilities offered by Labaid Properties Ltd. The findings are as follows:

20 18 16 14 12 10 8 6 4 2 0 Pay more for additional facilities Strongly Disagree Disagree Moderate Agree Strongly Agree

Figure: Frequency Distribution of Survey Answers Table: Distribution of whether people will pay more for additional facilities offered Agree to Pay More for Percentage (%) of No. of Respondents Additional Facilities Respondents Strongly Disagree Disagree Moderate Agree Strongly Agree Total 08 16 11 20 18 73 10.96 % 21.92 % 15.07 % 27.40 % 24.66 % 100%

Comment: Here majority respondents which are around 52% agreed to pay more for additional facilities offered. However 32% of the respondents also disagreed.

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In the questionnaire the question was asked to know whether the respondents think that the housings of Labaid Properties Ltd are overpriced. The findings are as follows:

Strongly Agree Agree 0 10 Moderate Disagree Strongly Disagree

20

Figure: Frequency Distribution of Survey Answers Table: Distribution of whether the respondents think that the housings are overpriced Labaid Properties Ltd. is Percentage (%) of No. of Respondents overpriced Respondents Strongly Disagree Disagree Moderate Agree Strongly Agree Total 08 18 19 11 17 73 10.96 % 24.66 % 26.03 % 15.07 % 23.29 % 100%

Comment: This was a mixed response however it should be noticed that around 38% of the respondents seem the housings of Labaid Properties Ltd. as overpriced.

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In the questionnaire the question was related to payment mode preferred by the respondents. The findings are as follows:

Payment System

Full Payment 19%

Installments 81%

Figure: Frequency Distribution of Payment Methods Preferred Table: Distribution of payment mode preferred by the respondents Labaid Properties Ltd. Percentage (%) of No. of Respondents Payment System Respondents Full Payment Installments Total 14 59 73 19.18 % 80.82 % 100%

Comment: 81% of the respondents answered they would prefer to pay in installments rather than paying the full amount in a single time.

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In next question was related to the area of choice when buying an apartment. The findings are as follows:

Types of Area

0 Commercial Residential Any where

20

40 60 Types of Area 17 36 20

80

Figure: Frequency Distribution of Area of Purchase Preferred Table: Frequency Distribution of area of choice when buying an apartment Percentage (%) of Types of Area No. of Respondents Respondents Commercial Residential Any where Total 17 36 20 73 23.29 % 49.31 % 27.40 % 100%

Comments: Half of the respondents answered that they would prefer to live in a residential area whereas only 23% answered that they would prefer to live in a commercial area. 28% had no preference.

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The next question was asked to know whether people were interested to live in commercial cum residential buildings. The findings are as follows:

100% 80% 60% 40% 20% 0% Commercial & Residencial Strongly Agree Agree Moderate Disagree Strongly Disagree

Figure: Frequency Distribution of Survey Answers Table: Distribution of whether people were interested to live in commercial cum residential buildings Commercial cum Percentage (%) of No. of Respondents Residential Respondents Strongly Disagree Disagree Moderate Agree Strongly Agree Total 13 15 08 19 18 73 17.81 % 20.55 % 10.96 % 26.03 % 24.65 % 100%

Comments: This was again a mixed response however 50% agreed that they would prefer to live in a commercial cum residential building.

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In the questionnaire the question was asked to know whether people prefer busy and prime locations when choosing an apartment. The findings are as follows:

20 20 15 10 5 0 Preference of Busy abd Prime Disagree Locations Moderate 19 13 10

11

Strongly Disagree

Agree

Strongly Agree

Figure: Frequency Distribution of Survey Answers Table: Distribution of whether people prefer busy and prime locations Preference of busy and prime locations when choosing an apartment Strongly Disagree Disagree Moderate Agree Strongly Agree Total No. of Respondents Percentage (%) of Respondents 26.03 % 27.40 % 17.80 % 13.70 % 15.07 % 100%

19 20 13 10 11 73

Comments: 53% of the respondents answered that they avoid busy locations while choosing an apartment. 18% answered moderate to this question.

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In the questionnaire the question was asked to find out whether people prefer their apartments beside main roads and highways. The findings are as follows:

Strongly Agree 40%

Strongly Disagree 15% Disagree 23%

Agree 14%

Moderate 8%

Figure: Frequency Distribution of Survey Answers Table: Distribution of whether people prefer their apartments beside main roads and highways Preference of apartments beside main roads and highways. No. of Respondents Percentage (%) of Respondents

Strongly Disagree Disagree Moderate Agree Strongly Agree Total

11 17 06 10 29 73

15.07 % 23.29 % 08.21 % 13.70 % 39.73 % 100%

Comments: This was a mixed response however 40% answered that they would like their houses beside main roads and highways.

63

In the questionnaire the respondents were asked about their main priority for a place. The findings are presented below:

27

37

0 Near to Work

10

20

30

40

Near to Mosque

Good Communication

Figure: Frequency Distribution of Place Priority Table: Distribution of Place Priority Preferred Types of Area No. of Respondents Good Communication Near to Mosque Near to Work Total 37 09 27 73

Percentage (%) of Respondents 50.68 % 12.33 % 36.99 % 100%

Comments: 50% answered that they would prefer a place that has good communications and 37% answered that they would prefer a place that is near to their work. Only about 12% answered that they would want a house near a mosque.

64

In the questionnaire the question was related to source of knowledge about Labaid Properties Ltd. The findings are as follows:
Advertisement Office Project

23

20

30

Figure: Frequency Distribution of Source of Knowledge Table: Distribution of source of knowledge about Labaid Properties Ltd Percentage (%) of Types of Area No. of Respondents Respondents Advertisement Office Project Total 30 20 23 73 41.09 % 27.40 % 31.51 % 100%

Comments: This was a mixed response with around 41% of the respondents answering that they learnt about Labaid Properties Ltd. from advertisement.

65

The next question was asked to know the advertisement medium mostly frequented by the people. The findings are as follows:

2 11 100% 80% 60% 40% 20% 0% 24 36

Newspaper

Billboards

Internet

Brochures

Figure: Frequency Distribution of Successful Advertising Media Table: Distribution of the successful advertising media Advertisement Medium No. of Respondents Newspaper Billboards Internets Brochures Total 24 36 11 02 73

Percentage (%) of Respondents 32.88 % 49.31 % 15.07 % 02.74 % 100%

Comments: The result shows that Billboards are Labaid Properties Ltd.s most successful advertisement medium follows by newspaper.

66

In the questionnaire the question was related to the expectation from this group by the respondents. The findings are as follows:

Commitment 36%

Schedule 42%

Good Behaviour 22%

Figure: Frequency Distribution of Expectations form the Company Table: Distribution of expectation from this group Expectations No. of Respondents Schedule Good Behavior Commitment Total 31 16 26 73

Percentage (%) of Respondents 42.47 % 21.92 % 35.61 % 100%

Comments: Majority of the respondents answered that they want delivery on time followed by commitment.

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In the questionnaire the question was related to the importance of trade fairs such as the Rehab Fair. The findings are as follows:

30 25 20 15 10 5 0 Strongly Agree Agree Moderate Disagree Strongly Disagree

Figure: Frequency Distribution of Importance of Trade Fairs Table: Distribution of the importance of trade fairs such as the Rehab Fair Importance of Trade Percentage (%) of No. of Respondents Fairs Respondents Strongly Disagree Disagree Moderate Agree Strongly Agree Total 12 07 17 27 10 73 16.44 % 9.59 % 23.29 % 36.99 % 13.70 % 100%

Comments: This was a mixed response however majority of the respondents finds trade fairs as important.

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In the questionnaire the respondents were asked that in their opinion what is the best policy for selling a flat or building. The findings are as follows:
Trade Fairs Public Relation Direct Selling Advertisement

11 22 27 13

Figure: Frequency Distribution of Best Selling Policy Table: Distribution of best policy for selling a flat or building Best Policy for Selling No. of Respondents Advertisement Direct Selling Public Relation Trade Fairs Total 13 27 22 11 73

Percentage (%) of Respondents 17.81 % 36.99 % 30.13 % 15.07 % 100%

Comments: 37% of the respondents answered that direct selling is the best policy and around 30% found public relations to be the best.

69

The last question was related to the satisfaction on this groups service by the respondents. The findings are as follows:
Strongly Disagree Disagree Moderate Agree Strongly Agree

4% 29%

6%

38%

23%

Figure: Frequency Distribution of Customer Satisfaction Table: Distribution of customer satisfaction Satisfied with Labaid No. of Respondents Properties Ltd. Strongly Disagree Disagree Moderate Agree Strongly Agree Total 03 04 28 17 21 73

Percentage (%) of Respondents 4.11 % 5.48 % 38.36 % 23.88 % 28.77 % 100%

Comments: While the majority of the respondents answered moderate Labaid Properties Ltd. will be happy to know that a lot more people are satisfied with their service that the ones who are not.

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SUMMARY STATISTICS
Likert scale includes the items: strongly agree, agree, neutral, disagree, and strongly disagree the responses have been coded to have strongly agree = 5, agree = 4, neutral = 3, disagree =2 and strongly disagree = 1 so that a higher score reflects a higher level of agreement of each item. This is important because after entering the individual scores, an average or mean score will be calculated for the whole group for each survey question. In the case of assigning higher values to stronger agreement, then higher mean scores for each question will translate into levels of agreement for each item, and thus, lower scores will reflect participants disagreement with each item asked.

(Strongly agree = 5, agree = 4, neutral = 3, disagree =2 and strongly disagree = 1 so that a higher score reflects a higher level of agreement of each item). Mean Price Brand Security Additional Facilities Overpriced Place Prime Locations Beside Main Roads Product Housings Quality After Sales Service Service Quality Promotion Trade Fairs 3.25 3.44 3.33 3.15 Standard Deviation 1.18 1.43 1.35 1.32 N 73 73 73 73

2.64 3.40

1.39 1.56

73 73

3.52 3.36 3.67

1.10 1.29 1.07

73 73 73

3.2192

1.2829

73

72

Price Variables: Brand, Security & Additional Facilities

Descriptive Statistics Mean Brand Security Additional Facilities 3.2466 3.4384 3.3288 Std. Deviation 1.17593 1.43359 1.35457 N 73 73 73

Correlations Matrix Brand Brand Pearson Correlation Sig. (2-tailed) Sum of Squares and Cross-products Covariance N Security Pearson Correlation Sig. (2-tailed) Sum of Squares and Cross-products Covariance N Additional Pearson Correlation Facilities Sig. (2-tailed) Sum of Squares and Cross-products Covariance N 99.562 1.383 73 .924
**

Security 1 .924** .000 112.110 1.557 73 1 147.973 2.055 73 .962

**

Additional Facilities .925** .000 106.082 1.473 73 .962** .000 134.479 1.868 73 1 132.110 1.835 73

.000 112.110 1.557 73 .925

**

.000 106.082 1.473 73

.000 134.479 1.868 73

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Correlations Matrix Brand Brand Pearson Correlation Sig. (2-tailed) Sum of Squares and Cross-products Covariance N Security Pearson Correlation Sig. (2-tailed) Sum of Squares and Cross-products Covariance N Additional Pearson Correlation Facilities Sig. (2-tailed) Sum of Squares and Cross-products Covariance N 99.562 1.383 73 .924
**

Security 1 .924** .000 112.110 1.557 73 1 147.973 2.055 73 .962

**

Additional Facilities .925** .000 106.082 1.473 73 .962** .000 134.479 1.868 73 1 132.110 1.835 73

.000 112.110 1.557 73 .925

**

.000 106.082 1.473 73

.000 134.479 1.868 73

**. Correlation is significant at the 0.01 level (2-tailed). H0: Brand and Security are not correlated. HA: Brand and Security are correlated. The calculated p-value does not exceed 0.05, so the observation is inconsistent with the null hypothesis as it fails to fall within the range of what would happen 95% of the time. Thus we accept the alternate hypothesis and conclude that Brand and Security are correlated. This shows that people expects proper security facilities from a real estate company with more brand value.

H0: Brand and Additional Facilities are not correlated. HA: Brand and Additional Facilities are correlated.

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The calculated p-value does not exceed 0.05, so the observation is inconsistent with the null hypothesis as it fails to fall within the range of what would happen 95% of the time. Thus we accept the alternate hypothesis and conclude that Brand and Additional Facilities are correlated. This shows that people expects more services from a real estate company with more brand value.

H0: Security and Additional Facilities are not correlated. HA: Security and Additional Facilities are correlated. The calculated p-value does not exceed 0.05, so the observation is inconsistent with the null hypothesis. Thus we accept the alternate hypothesis and conclude that Security and Additional Facilities are correlated.

Determinant = 0.010 The above R-matrix for the price dimension has a determinant value of 0.010>0.00001. Therefore, we can conclude that multicollinearity does not exist for this particular dimension. To sum up, all the variables correlate fairly well and none of the correlation coefficients are particularly large; therefore there is no need to consider eliminating any variables at this stage.
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. .773 325.554 3 .000

In the Kaiser-Meyer-Olkin measure of sampling adequacy and Barletts test of sphericity, a value close to 1 indicates that patterns of correlations are relatively compact and so factor analysis should yield distinct and reliable factors. From the above table, we can see that the KMO measure of sampling adequacy is 0.773. It indicates no diffusion in the pattern of correlations and the KMO value falls under good category (values from 0.7 to 0.8 = good). The significance value turns out to be 0.000 < 0.05; therefore, we can say that the R-matrix is not an identity matrix, so there are relationships among the variables. For these data, Barletts test is highly significant (p< 0.001), and therefore factor analysis is appropriate.

75

Communalities Initial Brand Security Additional Facilities 1.000 1.000 1.000 Extraction .941 .966 .967

Extraction Method: Principal Component Analysis.

We need to look at the Extraction column. As Kaisers criterion defines, we have 3 variables here, which is less than 30 and the average communality after extraction is 0.958 > 0.7; therefore, we must retain all these three factors that have eigenvalues over 1 and none of them should be excluded.
Total Variance Explained Compo nent 1 2 3 Initial Eigenvalues Total 2.874 .088 .038 % of Variance Cumulative % 95.792 2.937 1.272 95.792 98.728 100.000 Extraction Sums of Squared Loadings Total 2.874 % of Variance Cumulative % 95.792 95.792

Extraction Method: Principal Component Analysis.

Factor - The initial number of factors is the same as the number of variables used in the factor analysis. However, not all factors will be retained. Initial Eigenvalues - Eigenvalues are the variances of the factors. Because we conducted our factor analysis on the correlation matrix, the variables are standardized, which means that the each variable has a variance of 1, and the total variance is equal to the number of variables used in the analysis. Total - This column contains the eigenvalues. The first factor will always account for the most variance (and hence have the highest eigenvalue), and the next factor will account for as much of the left over variance as it can, and so on. Hence, each successive factor will account for less and less variance. % of Variance - This column contains the percent of total variance accounted for by each factor.

76

Cumulative % - This column contains the cumulative percentage of variance accounted for by the current and all preceding factors. Extraction Sums of Squared Loadings - The number of rows in this panel of the table correspond to the number of factors retained. The values in this panel of the table will always be lower than the values in the left panel of the table, because they are based on the common variance, which is always smaller than the total variance. Rotation Sums of Squared Loadings - The values in this panel of the table represent the distribution of the variance after the varimax rotation. Varimax rotation tries to maximize the variance of each of the factors, so the total amount of variance accounted for is redistributed over the three extracted factors. We find that SPSS has identified component 1 as the best variable as factor 1 explains 95.79% of total variance. The eigenvalues associated with these factors are again displayed (and the percentage of variance explained) in the Extraction Sums of Squared Loadings column. Best variable for price: Therefore, the best variable from the price dimension turns out to be on the brand value perceived by the customers. Hence, we realize that brand gives the type of a feeling of trust. Peoples trust on the brand of the company will persuade them to pay more for their products which in this case are apartments and housings.

Product Here, the statements of the product dimension try to find out if the respondents prefer housing quality over service quality or after sales service or vice versa.

Variables: Housing Quality, Service Quality, & After Sales Service

Descriptive Statistics Mean Housing Quality Service Quality 3.5205 3.3973 Std. Deviation 1.10692 .95364 N 73 73

77

Descriptive Statistics Mean Housing Quality Service Quality After Sales Service 3.5205 3.3973 3.3562 Std. Deviation 1.10692 .95364 1.29497 N 73 73 73

Correlation Matrix Housing Quality Correlation Housing Quality Service Quality After Sales Service Determinant = .036 1.000 .893 .906 Service Quality .893 1.000 .817 After Sales Service .906 .817 1.000

H0: Housing Quality and Service Quality are not correlated. HA: Housing Quality and Service Quality are correlated. The calculated p-value does not exceed 0.05, so the observation is inconsistent with the null hypothesis as it fails to fall within the range of what would happen 95% of the time. Thus we accept the alternate hypothesis and conclude that Housing Quality and Service Quality are correlated.

H0: Housing Quality and After Sales Service are not correlated. HA: Housing Quality and After Sales Service are correlated. The calculated p-value does not exceed 0.05, so the observation is inconsistent with the null hypothesis as it fails to fall within the range of what would happen 95% of the time. Thus we accept the alternate hypothesis and conclude that Housing Quality and After Sales Service are correlated.

H0: Service Quality and After Sales Service are not correlated. HA: Service Quality and After Sales Service are correlated.

78

The calculated p-value does not exceed 0.05, so the observation is inconsistent with the null hypothesis as it fails to fall within the range of what would happen 95% of the time. Thus we accept the alternate hypothesis and conclude that Service Quality and After Sales Service are correlated.

The value of the determinant is 0.36 which is greater than the necessary value of 0.00001. Therefore, we can conclude that multicollinearity is not a problem. To sum up, the variables correlate fairly well and none of the correlation coefficients are particularly large; therefore there is no need to consider eliminating any variables at this stage.
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .728 232.817 3 .000

We can see that the KMO measure of sampling adequacy is 0.728. It indicates no diffusion in the pattern of correlations and the KMO value falls under good category (values from 0.7 to 0.8 = great). The significance value turns out to be 0.000< 0.05; therefore, we can say that the Rmatrix is not an identity matrix, so there are relationships among the variables. For these data, Barletts test is highly significant (p< 0.001), and therefore factor analysis is appropriate.
Communalities Initial Housing Quality Service Quality After Sales Service 1.000 1.000 1.000 Extraction .953 .892 .900

Extraction Method: Principal Component Analysis.

We need to look at the Extraction column. As Kaisers criterion defines, we have 3 variables here, which is less than 30 and the average communality after extraction is 0.915 > 0.7; therefore, we must retain all these three factors that have eigenvalues over 1 and none of them should be excluded.

79

Total Variance Explained Initial Eigenvalues Component 1 2 3 Total 2.745 .183 .072 % of Variance 91.494 6.104 2.402 Cumulative % 91.494 97.598 100.000 Extraction Sums of Squared Loadings Total 2.745 % of Variance 91.494 Cumulative % 91.494

Extraction Method: Principal Component Analysis.

We find that SPSS has identified component 1 as the best variable as factor 1 explains 91.49% of total variance. The eigenvalues associated with these factors are again displayed (and the percentage of variance explained) in the Extraction Sums of Squared Loadings column. Best variable for product: Therefore, the best variable from the product dimension turns out to be quality of the housings. In the real estate sector, people are more concerned about the quality of houses they buy rather than the quality of service they are offered or the after sales service.

Place Here, the first statement of the place dimension asks if the respondents prefer busy and prime locations. The next one queries about their preference of apartments beside highways and main roads. The final one inquires about their willingness to reside in commercial cum residential apartments.

Variables: Prime Locations, Main Roads & Commercial cum Residential

Descriptive Statistics Std. Mean Prime Locations Highways & Main Roads 2.6438 3.3973 Deviation 1.39811 1.56116 N 73 73

80

Descriptive Statistics Std. Mean Prime Locations Highways & Main Roads Commercial cum Residential 3.1918 1.46873 73 2.6438 3.3973 Deviation 1.39811 1.56116 N 73 73

Correlation Matrix Commercial Prime Highways & cum Residential .920 .966

Locations Main Roads Correlation Prime Locations Highways & Main Roads Commercial cum Residential Determinant = .010 .920 .966 1.000 .880 .880 1.000

1.000

H0: Preference of apartments in prime locations and preference of apartments beside main roads are not correlated. HA: Preference of apartments in prime locations and preference of apartments beside main roads are correlated.

The calculated p-value does not exceed 0.05, so the observation is inconsistent with the null hypothesis as it fails to fall within the range of what would happen 95% of the time. Thus we accept the alternate hypothesis and conclude that preference of apartments in prime locations and preference of apartments beside main roads are correlated.

H0: Preference of apartments in prime locations and preference of commercial cum residential apartments are not correlated.

81

HA: Preference of apartments in prime locations and preference of commercial cum residential apartments are correlated. The calculated p-value does not exceed 0.05, so the observation is inconsistent with the null hypothesis as it fails to fall within the range of what would happen 95% of the time. Thus we accept the alternate hypothesis and conclude that preference of apartments in prime locations and preference of commercial cum residential apartments are correlated.

H0: Preference of commercial cum residential apartments and preference of apartments beside main roads are not correlated. HA: Preference of commercial cum residential apartments and preference of apartments beside main roads are correlated.

The calculated p-value does not exceed 0.05, so the observation is inconsistent with the null hypothesis as it fails to fall within the range of what would happen 95% of the time. Thus we accept the alternate hypothesis and conclude that preference of commercial cum residential apartments and preference of apartments beside main roads are correlated.

The value of the determinant is 0.10 which is greater than the necessary value of 0.00001. Therefore, we reject the null hypothesis and conclude multicollinearity is not a problem. To sum up, the variables correlate fairly well and none of the correlation coefficients are particularly large.
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .713 321.061 3 .000

We can see that the KMO measure of sampling adequacy is 0.713. It indicates no diffusion in the pattern of correlations and the KMO value falls under good category (values from 0.7 to 0.8 = great). The significance value turns out to be 0.000< 0.05; therefore, we can say that the Rmatrix is not an identity matrix, so there are relationships among the variables. For these data, Barletts test is highly significant (p< 0.001), and therefore factor analysis is appropriate

82

Communalities Initial Prime Locations Highways & Main Roads Commercial cum Residential Extraction Method: Principal Component Analysis. 1.000 .976 1.000 .950 1.000 Extraction .918

We need to look at the Extraction column. As Kaisers criterion defines, we have 3 variables here, which is less than 30 and the average communality after extraction is 0.948 > 0.7; therefore, we must retain all these three factors that have eigenvalues over 1 and none of them should be excluded.
Total Variance Explained Compo nent 1 2 3 Total 2.844 .127 .028 Initial Eigenvalues % of Variance 94.809 4.242 .948 Cumulative % 94.809 99.052 100.000 Extraction Sums of Squared Loadings Total 2.844 % of Variance 94.809 Cumulative % 94.809

Extraction Method: Principal Component Analysis.

We find that SPSS has identified component 1 as the best variable as factor 1 explains 94.81% of total variance. The eigenvalues associated with these factors are again displayed (and the percentage of variance explained) in the Extraction Sums of Squared Loadings column. Best variable for place: Therefore, the best variable from the place dimension turns out to be highways and main roads. This shows that people prefer their houses beside main roads and also want to avoid houses in busy locations.

83

T Tests
One-Sample Test Test Value = 3 95% Confidence Interval of the Difference t Brand Security Additional Facilities Prime Locations Highways After Sales Quality Satisfaction 1.792 2.613 2.074 -2.177 2.174 2.350 4.018 4.835 df 72 72 72 72 72 72 72 72 Sig. (2-tailed) .047 .011 .042 .033 .033 .022 .000 .000 Mean Difference .24658 .43836 .32877 -.35616 .39726 .35616 .52055 .53425 Lower -.0278 .1039 .0127 -.6824 .0330 .0540 .2623 .3140 Upper .5209 .7728 .6448 -.0300 .7615 .6583 .7788 .7545

H0: The mean of the variables is equal to 3 thus having no impact. HA: The mean of the variables is not equal to 3 thus having an impact.

All the variables have a value of p which is less than 0.05. Thus we reject the null hypothesis and conclude that the test is significant. Thus all the variables are important in determining the success of the marketing mix.

84

Crosstabs
Types of housing and Size in sft Crosstabulation Count Size in sft 2200 3600 Types Luxurious Normal Lower class Total 11 0 0 11 1800 2200 14 17 0 31 1200 1800 0 20 1 21 700 - 1200 0 2 8 10 Total 25 39 9 73

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 99.663
a

df 6 6 1

sided) .000 .000 .000

89.244 49.793 73

a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is .99.

H0: The types of housings preferred are independent of the size. HA: The types of housings preferred are dependent of the size. Interpretation: Among the 73 respondents, 0 respondents were missing, so the cross tabulation was done on the entire respondents. Of the 25 respondents who preferred luxurious houses, all of them preferred an area of 1800 3600 sft. In the normal category there were 39 respondents out of which 2 chose an area of 700 1200 sft, followed by 20 choosing 1200 1800 sft and 17 respondents

85

preferring an area of 1800 2200 sft. 9 respondents answered the lower class category where the majority chose an area of 700 1200 sft.

Chi-Square test:
A chi-square test (also chi-squared or 2 test) is any statistical hypothesis test in which the sampling distribution of the test statistic is a chi-square distribution when the null hypothesis is true, or any in which this is asymptotically true, meaning that the sampling distribution (if the null hypothesis is true) can be made to approximate a chi-square distribution as closely as desired by making the sample size large enough. Since our x2 statistic (99.663) did not exceed the critical value for 0.05 probability level we can accept the null hypothesis that the types of housings preferred are independent of the size.
Raw Materials Preferred and Construction Quality Crosstabulation Count Construction Quality Fair Raw Materials Preferred Foreign Local Brand Total 3 2 0 5 Good 3 15 3 21 Excellent 7 7 19 33 Superb 2 0 12 14 Total 15 24 34 73

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 71.598
a

df 6 6 1

sided) .000 .000 .000

85.755 49.260 73

a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is 1.44.

86

H0: The raw materials preferred are independent of the construction quality. HA: The raw materials preferred are dependent of the construction quality.

Interpretation: Among the 73 respondents, 0 respondents were missing, so the cross tabulation was done on the entire respondents. Of the 15 respondents who preferred foreign raw materials, 3 of them preferred fair and good construction quality with the majority choosing the category excellent. In the Local category there were 24 respondents out of which 2 chose fair, followed by 15 choosing good and 7 respondents preferring excellent construction quality. 34 respondents answered they prefer brand category where the majority chose excellent followed by superb construction quality. Since our x2 statistic (71.598) did not exceed the critical value for 0.05 probability level we can accept the null hypothesis that the types of raw materials preferred are independent of the construction quality.

Preference and Priority Crosstabulation Count Priority Good Communication Preference Commercial Residential Anywhere Total 11 20 6 37 Near to Mosque 2 7 1 10 Near to Work 8 7 11 26 Total 21 34 18 73

87

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 58.467
a

df 4 4 1

sided) .000 .000 .000

70.283 43.631 73

a. 3 cells (33.3%) have expected count less than 5. The minimum expected count is 2.10.

H0: The place of choice is independent of the priority for a place. HA: The place of choice is dependent of the priority for a place. Interpretation: Among the 73 respondents, 0 respondents were missing, so the cross tabulation was done on the entire respondents. Of the 21 respondents who preferred commercial areas, 11 chose places with good communication, 2 chose places near to a mosque and 8 chose area near to work. In the Residential category there were 34 respondents out of which 20 chose good communication areas, followed by 7 each for near to mosque and work. 18 respondents answered they prefer to live anywhere with the majority preferring it close to work. Since our x2 statistic (71.598) did not exceed the critical value for 0.05 probability level we can accept the null hypothesis that the place of choice is independent of the priority for a place.

88

Regression Analysis:
Descriptive Statistics Std. Mean Satisfaction (Dependent) Brand Security Additional Prime Locations Highways After Sales Service Housing Quality Commercial cum Residential Trade Fairs 3.2192 1.28286 73 3.5342 3.2466 3.4384 3.3288 2.6438 3.3973 3.3562 3.5205 3.1918 Deviation .94402 1.17593 1.43359 1.35457 1.39811 1.56116 1.29497 1.10692 1.46873 N 73 73 73 73 73 73 73 73 73

From coefficient table:

ANOVA Model 1 Regression Residual Total Sum of Squares 57.172 6.992 64.164 df 9 63 72
b

Mean Square 6.352 .111

F 57.236

Sig. .000
a

a. Predictors: (Constant), Trade Fairs, Prime Locations, Highways, Quality, Brand, After Sales Service, Additional Facilities, Security, Commercial cum Residential b. Dependent Variable: satisfaction

H0: Model is not adequate, HA: Model is adequate.

89

The value of p is 0.000 which is less than 0.05 thus we reject the null hypothesis and conclude that the model is adequate.

Model Summary Adjusted R Model 1 R .944

a

Std. Error of the Estimate

R Square .891

Square .875

.33315

a. Predictors: (Constant), Trade Fairs, Prime Locations, Highways, Quality, Brand, After Sales Service, Additional Facilities, Security, Commercial cum Residential

The value of R squared is 0.875 which is closer to one, thus implying a greater ability of that model to predict a trend.

Coefficients Standardized Unstandardized Coefficients Model 1 (Constant) Brand Security Additional Facilities Prime Locations Highways After Sales Quality Commercial cum Residential Trade Fairs .060 .146 .081 .410 .683 -.041 .017 .133 .529 -.186 .093 .133 .136 .128 .182 -.061 .029 .182 .620 -.289 -.445 .130 .980 4.137 -1.023 .047 .897 .031 .000 .310 B .677 .410 -.023 .192 Std. Error .185 .150 .145 .167 .511 -.036 .276 Coefficients Beta t 3.665 2.731 -.162 1.155 Sig. .001 .008 .872 .043

a. Dependent Variable: Satisfaction

H0: Variable Xi does not impact Variable Y.

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HA: Variable Xi impacts Variable Y. Y= Dependent variable = Satisfaction X= Independent variable X1 = Brand X2 = Security X3 = Additional Facilities X4 = Prime Locations X5 = Highways X6 = After Sales Service X7 = Quality X8 = Commercial cum Residential X9 = Trade Fairs B = constant

For X2, X5, X8 and X9, the value of P is greater than 0.05 thus we accept the null hypothesis and conclude that security, highways, commercial cum residential apartments and trade fairs do not have an impact on satisfaction.

For X1, X3, X4, X6 and X7, the value of P is less than 0.05 thus we reject the null hypothesis and conclude that brand, additional facilities, prime locations, after sales service and quality have an impact on satisfaction.

Revised Regression Model

Model Summary
b

Adjusted R Model 1 R .961

a

Std. Error of the Estimate

R Square .924

Square .919

.26924

a. Predictors: (Constant), Housing Quality, After Sales, Prime Locations, Brand, Additional Facilities b. Dependent Variable: satisfaction

91

ANOVA Model 1 Regression Residual Total Sum of Squares 59.307 4.857 64.164 df

Mean Square 5 67 72 11.861 .072

F 163.626

Sig. .000
a

a. Predictors: (Constant), Housing Quality, After Sales, Prime Locations, Brand, Additional Facilities b. Dependent Variable: satisfaction

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Brand Additional Facilities Prime Locations After Sales Service Housing Quality a. Dependent Variable: satisfaction B .667 .522 .262 -.141 .491 .411 Std. Error .140 .093 .090 .077 .084 .095 .651 .376 -.209 .771 .481 Coefficients Beta t 4.760 5.641 2.912 -1.831 5.869 4.308 Sig. .000 .001 .035 .039 .019 .000

Y = 0.677 + 0.522 X (Brand) + .262 X (Additional Facilities) + (-.141) X (Prime Locations) + .491 X (After Sales Service) + (.411) X (Quality) Interpretation: So, from the model, we can see that from the five variables, 1 of them is negatively related with the dependent variable. If the Brand value goes up by 1%, satisfaction of the customers will go up by 0.522%; if offence of Additional Facilities goes up by 1%, satisfaction will go up by 0.262%; if offence of After Sales Service goes up by 1%, satisfaction will go up by 0.491%; if Quality goes up by 1%, and satisfaction will go up by 0.411%. We can see that there is negative

92

relationship with busy locations. If apartments in busy and prime locations go up by 1%, satisfaction will go down by 0.141%. This can be valid because people may not want to live in busy areas.

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ANALYSIS
After analyzing the Marketing mix of Labaid Properties Limited and also studying the trend of the housing business in Dhaka city, my summary of the major findings are given below:

Findings regarding product:

In this context now Labaid Properties Limited is enjoying surplus of saleable products. One issue that arises is Labaid Properties Limiteds houses maintain quality works in the structure of their constructed project but the problems are that the finished works and apartments are not good enough. It is also noted that the buyer of Labaid Properties Limited products are lower upper, upper middle & middle class but Labaid Properties Limited mainly concentrates on the upper class thus there is an abundance of luxurious apartments and a shortage of normal class apartments.

Findings regarding price:

In this aspect of pricing there are also arises some problems which are listed below: Forecasting of preparing budget against the project cost is not concrete. Thats why, the fluctuation of costing during the project completion time is so high which does not match with the competitive market.

The prices of Labaid Properties Limited products are not appropriate in the context of location. The price of the apartments of Labaid Properties Limiteds ranges from Tk. 10000 15000 per square feet which is much higher than the price expected by the people as per the survey results.

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Findings regarding place:

Problems regarding this issue are listed below: Lack of effective estate & legal department in the office, i.e. there is no separate department to conduct those departmental activities. Lack of proper promotional activities about taking a land to develop joint venture. Delay response by the top management in this aspect as much of the workings from Gulshan goes to Dhanmondi office manually. Lack of sufficient product at the prime location of Dhaka city.

Findings regarding promotion:

The promotional matters which are important for Labaid Properties Limited but they do not think those tools which are given below: Labaid Properties Limited does not give incentive to their employees which are a very much vital things to ensure the highest sales in the Real Estate industry. Lack of effective cable advertising & Social marketing. Another crucial issue is that the promotional tools which are practiced are not continuous. Another important issue of this aspect is fewer client visited to their office. Lack of information in their website Only concentrated in advertising through billboards and newspapers and hence ignoring other advertising means.

Findings regarding housing business:

Prices of apartments are such that they are affordable only by a small section of wealthy population in Bangladesh, although the firms in some cases advertise in a way opportunity for low income people. Most of the people of this fortunate group have house of their own in

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modern city areas. So they do not feel strongly to buy an apartment. This has made the market limited and there exists a very little competition among the buyers. Moreover the buyers have little confidence over the construction work and its durability

Eighty percent of the respondents recognize the changing social concerns, attitudes and life style as the most important driving force in the real estate business. From the sociological point of view, people buying apartments are heterogeneous in nature and character. This has created some community problem living together. Existing owners have expressed mixed feeling in this regard.

There are some other problems in this business which have been identified at the time of conversion with builders and users of the apartment buildings. The problems are:

Scarcity of open space in the city. High cost of registration and transfer. Lengthy procedure of passing the plans of building & gas connection by the Govt. Lengthy loan procedure Water scarcity in the high-rise apartments. The failure of electricity. Bargaining Power of the land owner Unexpected ups-downs of the prices of the construction materials. Lack of adequate Govt. cooperation. Lengthy procedures & high charge about Housing Loan.

RECOMMENDATIONS

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After analyzing the housing business in Dhaka city and as well as the Marketing Mix of Labaid Properties Limited, I can deduce some recommendations regarding the components of Marketing Mix which are given below:

Recommendations regarding the problems of product: Now Labaid Properties Limited should highly concentrate on launching new product for the normal class for next REHAB fair in knocking at the door. Labaid Properties Limited should ensure quality finishing materials with quality workmanship because as per the survey people are now more concerned about the quality of the houses they are going to buy. As the name Labaid has a strong brand image they can make highly luxuries products to the people of upper class in our society.

Recommendations regarding the problems of price: With the recruit of trained/expert employees Labaid Properties Limited should carefully make analysis of the costing & profit before taking any project then set up per sft price to sell. Also they should consider the price which is accepted by the clients in particular locations. Another strategy should be to set the price during the time of construction period especially after completion of the ground floor not before the start of construction work.

Recommendations regarding the problems of place: In this situation of lacking project at prime location, now Labaid Properties Limited can conduct an effective survey of Dhaka city by trained personnel to know the buying patterns & bargaining power of land owners. Then it will be easy for Labaid Properties Limited to take project in different prime locations as per clients requirements.

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To acquire land at prime location the Labaid Properties Limited should try their best level to communicate directly with land owners not media. For that they can give advertising for wanting land to joint venture development. Some times Labaid Properties Limited need heavy amount for accomplishing such activities at that moment they can accept Bank Loan. Another most important suggestion is that the top managements decision should be quicker. The system should be computerized as registers take a lot of time to go from Gulshan office to Dhanmondi office by bus.

Recommendations regarding the problems of promotion: To overcome the promotional weak points of Labaid Properties Limited, they should regulate their uses promotional tools on regular basis. They should use cable advertising as well as following societal marketing concept. So that prospective clients will visit the office for their queries about purchase of apartment/commercial space. Another recommendation is to provide the necessary incentives based on the employees performance. That will ensure higher profit in the market.

Recommendations regarding problems of housing business:

Identify the location:

Perspective buyers of the real estate property consider the location before taking a final decision to buy. It is well to keep in mind while land and improvements are stationery, the surrounding neighborhood or the community in which the property is situated is in a constant state of flux and movement. Changes in the immediate environment have a sufficient effect upon property values. In determining the location, the firms under consider whether the land is situated in nearby residential or non-residential area, then they evaluate the distance of educational institutions,

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market place or shopping center, hospital and above all communication network to and from the site. As a whole the firms try to select such a site which can be attracted by the prospective buyers.

Fixing the price of the property:

Fixing the price of the real estate property is very complex compared to any other business. The real estate firms under the study determine price in three different methods. Land price +construction cost + margin in the widely used method of pricing followed by the real estate firms. About 75% of the firms are using this pricing policy. That is why the firm charges higher margin under this method and that ranges from 75% to 100%.

Promotional strategy:

All the real estate firms in the city take resort to advertisement as a measure of promotion. Newspaper and magazines are the media generally used by the firms. The advertisement cost is very low compared to the total cost involved in this business.

Other recommendations are given below: Ensure that the projects are handed over on time. That is now a days clients of real estate are mainly concentrate on the hand over date of the project. For confirming this matter real estate firms are offering rent compensation for delaying the handover date. Government should cooperate by their different services to this industry. Need to concentrate on small flat for middle class people whose budgets are 20 to 35 lacks.

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Construction department should be highly qualified in their field. Ensure quality materials used in their construction. Easy Payment Schedule and quick customer service. Government should highly cooperate about housing loan with reducing the time to loan processing as well as reducing the interest rates.

CONCLUSION
Shelter is the most important terms among the five basic needs of human. The developers are working to meet this human need. Bangladesh is a village oriented country and almost 65% people live in village or urban area. But the scenario is changing day by day. Every day the people are interested to shift their home from village to town or city area. We know the capital city is already known as Mega city. Almost 150 million people live in Dhaka city. The population of Dhaka is also rapidly increasing and gives us the alarming news that as days pass by Dhaka will be more and more over crowded with people.

Matching with the increasing rate of population the housing facilities is really slow. Though the number of developers is increasing but the price of apartment is still out of reach of real middle class people. Government should directly involve in this sector to solve the accommodation problem of the city dwellers. On the other hand, getting bank loan for buying is not so easy and the interest rate is also very high. The terms and conditions should be more flexible to overcome from this problem. It is a matter of hope that many developers trying their best to provide housing facilities with long time installments system. They are taking different promotional activities to attract the customer. In conclusion, we can say that to overcome those problems we need comprehensive efforts. Govt. may come forward to solve this problem. In near future I hope that we will overcome that problems by the help of government patronizations and we will get a desired civilization.

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REFERENCE AND BIBLIOGRAPHY

I. Kotler.P & Armstrong (2010) Principles of Marketing - Thirteen Edition - Page:224, 290, 402 II. Bangladesh Real Estate Directory III. REHAB Directory. IV. Annual, Weekly & Monthly report of Labaid Properties Limited. V. Prospectus of different Real Estate Business Firm. VI. Labaid Properties Limited Prospectus & Consulting with high officials VII. www.rehabhousing.com VIII. www.propertyguide.com IX. www.bangladeshirealestate.com X. www.google.com XI. www.wikipedia.com

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PROJECT PROPOSAL Labaid Properties Ltd: An Evaluation of the Marketing Mix

INTRODUCTION
An internship report has to be prepared as a part of the internship program which is an integral part of the BBA program of North South University. As an intern, I have been working in Labaid Properties Ltd, an affiliate of Labaid Group, from the 1st of September 2010. My internship project will be based on the marketing mix of the company. The art of persuasion is mostly depending on how Labaid Properties Ltd. is dealing with different income level people as marketing mix should be designed carefully to attract the attention of each potential customer. In the real estate industry, developing a marketing mix is a continuous process. Product differentiation is high, price is changing, demand is now more specific and new kind of promotional efforts have been taken by the companies. Now people are more aware of their money and want superior quality. Then later on, I will discuss about the hypothesis and lastly will follow up with some data analysis. The internship project will also include my point of view and some conclusions and recommendations to ensure marketing efficiency.

OBJECTIVES
My internship topic will mainly focus on the marketing mix of Labaid Properties Limited. I will try to find out the service approach from marketing department and observe how marketing mix system is carried out.

The Principle Objectives:

To study the marketing mix of Labaid Properties Ltd. in the Real Estate sector of Dhaka To gather practical experience and knowledge.

Other Objectives:
To identify the goals and objectives of the Labaid Properties Ltd.

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 To identify the various services or policies by marketing department. To study the products which are offered by Labaid Properties Ltd. To study the price asked by the Labaid Properties Ltd. To study the place by which Labaid Properties Ltd. are offering their products. To study the promotional tools used by the Labaid Properties Ltd.

SIGNIFICANCE OF THE STUDY

The significance of the report is multi-dimensional. This kind of research is pretty much applicable for all. Firstly, gaining a firsthand experience into the corporate world and measuring the accounting efficiency would benefit me. Also engaging in conversation with the corporate people will definitely improvise on my interaction capability that is of so much importance to any business graduate. Daily examination of the organization will also help me to understand the cultural attributes and the reasons behind their success. My research will also help my host company as they can take my findings into account and assume their current standing and make improvements if necessary.

HYPOTHESIS
Hypothesis: Labaid Properties Ltd. is not able to apply its marketing mix effectively. Alternate Hypothesis: Labaid Properties Ltd. is making full use of its marketing mix thus adding to its value.

METHODOLOGY
This report will be prepared based on my experience gained through physical working in Labaid Properties Ltd. The report will also be based on collection data from the primary and secondary sources.

Primary sources:
A questionnaire will be prepared for data collection. The data will be collected from eighty respondents. Data will be collected by face to face or over phone interview with top management. Consulting with head of marketing & high officials of Labaid Properties Limited.

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Secondary sources:
Different policy & procedures established by companys top management. Actual & Forecasting report from various divisions. Brochure & Real Estate Directory. Collecting data from the database of Labaid Properties Limited office.

Variables: Dependent Variables: Price Independent Variables: Location Size Security Brand Image Income Level Place Head Office Branch Office Product Quality Assurance On time delivery After Sales Service Promotion Newspaper Billboard Public Relations Trade Fairs and Exhibitions Electronic Media

SAMPLE DESIGN:
Since the research is done to figure out the marketing mix of the organization, therefore, I am targeting to conduct the survey on. Age: N/A Sex: Both Male and Female

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NonProbability Sampling: I plan to go for Convenience Sampling. As I would be interviewing and conducting my survey on anyone who is related to the finance and accounting department, thus my technique falls under the convenience sampling category. Sample Size: 80 people

DATA ANALYSIS & PRESENTATION TECHNIQUES:

In order to analyze gathered data, I plan to use statistical software like SPSS that will run Chi-test, regressions and such. The data will be presented in graphs for better understanding and clarity.

LIMITATIONS OF THE STUDY

The collection of primary data is always a difficult thing because it is hard to ensure the authenticity of the data. People might answer the questions but might not be expressing what they actually do or feel. Also, from previous experience it is likely that executives and managers might be skeptical about sharing certain company information with the interns. Therefore, getting the exact picture is always a challenging task.

FINANCIAL BUDGET
I am keeping Tk.3000 for various expenses related to conducting the research. The research will be conducted, analyzed and reported soon as my internship period has almost ended.

TIME BUDGET:
Project Proposal: Questionnaire Design: Data Collection: Data Analysis: Draft Report: Final Report: 1 week 1 week 1 week 1 week 1 week

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Dear Respondent, I am a student of BBA at North South University doing a survey on the Marketing Mix of Labaid Properties Ltd as part of the internship program. Please take a few minutes to answer the following questions.
Name : Gender: Age: Occupation: ______________________ Male Female

18-24 25-34 35-44 45+ ______________________

Instructions: Please read the questions carefully and give (tick) or (cross) on the answers box of the following questions. 1. What types of housing do you usually prefer? Luxurious Normal Lower class 2200-3600 Superb

2. What is the size in square feet do you expect of your house? 700-1200 1200-1800 1800-2200 3. What types of construction quality do you prefer? Fair Good 4. What types of raw materials would you prefer? Foreign Local Excellent Brand

5. You are satisfied with the quality of the housings of Labaid Properties Ltd. Strongly Disagree Disagree Moderate Agree Strongly Agree 6. After Sales Service is very important. Strongly Disagree Disagree Agree Strongly Agree Moderate

7. What types of price in Taka per square feet do you usually prefer? 5000-7000 8000-12000 13000-16000 17000+ 8. You value Labaid highly as a brand in the real estate sector. Strongly Disagree Disagree Moderate Agree Strongly Agree 9. You will pay more for an apartment in a more secured area.

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 Strongly Disagree Agree

Disagree Strongly Agree

Moderate

10. You are willing to pay more for additional facilities offered. Strongly Disagree Disagree Moderate Agree Strongly Agree 11. What types of payment modes would be convenient for you? Full payment Installments 12. What types of area would you choose for buying apartment? Commercial Residential Any where 13. You prefer commercial cum Residential building for buying your apartment. Strongly Disagree Disagree Moderate Agree Strongly Agree 14. You prefer busy and prime locations when choosing an apartment. Strongly Disagree Disagree Moderate Agree Strongly Agree 15. You prefer your apartment beside highway/main roads. Strongly Disagree Disagree Moderate Agree Strongly Agree 16. What is your first priority for a place? Good Communication Near to mosque Near to Work

17. From where did you know about Labaid Properties Ltd? Advertisement Office Project 18. Which of their advertising medium caught your attention? Newspaper Billboards Internet 19. What are your expectations from Labaid Properties Ltd? Commitment Schedule Good Behavior 20. Fair such as the recent Rehab Fair is very important. Strongly Disagree Disagree Agree Strongly Agree According to you which are the best policy for selling flat? Advertisement Direct selling Public relation Moderate Trade Fairs Moderate Brochures

21. You are satisfied with Labaid Properties Limited. Strongly Disagree Disagree Agree Strongly Agree

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