Chapter 1:

Introduction

1.1 Introduction
The real estate sector is one of the fastest growing and thrusting sectors in Bangladesh.
Infrastructural development is highly important for a country to rise as a developed nation
and to ensure housing facilities for the citizens of the country. There are many developing
companies who are serving sophisticated design in this industry. All the companies are trying
to keep the cost low and competing aggressively to take greater market sHeres. Bangladesh
Development Company Ltd has over 21 years of track record of sustained growth, customer
satisfaction, and innovation. Bangladesh Development's primary business is development of
residential, commercial and five star hotels. The company has a unique business model with
earnings arising from development and rentals. Its exposure across businesses, segments and
geographies, mitigates any down-cycles in the market.
Bangladesh Development Company Ltd is one of the leading developing companies in
Bangladesh. It is creating its brand image day by day by providing not only modern
architectural buildings but also sophisticated interior designing for their clients. Bangladesh
Development Company Ltd never compromises with its design and construction products
quality. Their main concern always is the safety of their clients. So clients are also very much
depending on them. Consequently they can build up a very good relationship with their
clients.
In this business Bangladesh Development Company Ltd achieved a very good position in the
market according to their survey that they conducted informally. They have gained trust and
name in providing very modern as well as safe design to their clients.

1.2 Origin of the Report

As a compulsory part of Internship program, this particular report is being prepared by the
author on the proposed topic Customer Satisfaction towards a Real Estate Developing
Company in Bangladesh A Study on Bangladesh Development Company Ltd. The
intention was to give an opportunity to the students to gain some real world experience by
working in a practical environment. The internship supervisor was Mr. Md. Aslam Uddin,
Assistant Professor, and Faculty of Business Studies.

1.3 Scope of the Study:

As a student of Bachelor of Business Administration (BBA) every student has to conduct a
practical orientation in any organization for fulfilling the requirements of the 12 weeks
Internship Program. The main purpose of the program is to introduce the students to the real
corporate world. My place of internship was Bangladesh Development Company Ltd, one
of the leading development companies of Bangladesh. I have worked for 16 weeks at Sales
and Marketing department.
The main intention of the study is the standards and effects of client satisfaction to find
understand and document the processes and activities carried Bangladesh Development
Company Ltd and correlate them to get a clear picture of the level of the overall client
satisfaction. The report covers details about the product, overview of the company and also
facilities provided by the company to satisfy their clients. The main focus is on the analysis of
the clients satisfaction level. All the information is collected from all the levels of employees
and clients of Bangladesh Development Company Ltd. I hope that my report contains all the
necessary information needed to complete a successful internship report.

1.4 Objectives of the Report:

The main objective of this report is to determine the customer satisfaction towards different
apartments of Bangladesh Development Company Ltd.
More specifically, this study entails the following aspects:
To know the company profile of Bangladesh Development Company Ltd.
To find out different kinds of products, services and facilities offered to the

customers by the company.

To give an overview about real estate business in Bangladesh.
To know whether the customers of BDC are satisfied or not to this company.

1.5 Methodology
The methodology describes the procedures to organize the scattered ideas & views to conduct
a study. Proper working procedure helps to capture the right things during study periods &
finally fulfills the objective of the study. Generally a method involves a technique in which
various stages of collecting data or information are interpreted. So, adoption of methodology
is an important step in performing any study.

1.5.1 Population, Sampling and Sampling Unit

Population size is 200 flat/apartment owners who have bought their properties from
Bangladesh Development Company Ltd. From these 50 customers are randomly chosen for
interview. Sampling unit consists of 29 businessmen. 16 service holder and 5 government
officials.
1.5.2 Sample design
This descriptive study covers the sample of 50 respondents. The pool of respondents consists
of businessmen, service holders; government officials who have owned their properties from
Bangladesh Development Company Ltd. Non probability convenience sampling technique is
used to select the sample. Personal interviewing method is used to get response from
respondents. To record the responses of sample respondents, a structured questioner is used.
4

1.5.3 Data gathering

In order to prepare the report both primary and secondary data are needed. Primary data is
collected by the questionnaires. Here direct communication is essential for gathering required
data. Secondary data is collected from the internet, books, companys brochure and journals.

Figure 1: Sources of Data

1.6 Limitations of the Report

The major limitation for this report were
1. Respondents might not give the accurate information.
2. Unfortunately due to the companys limitations (business secrecy and
confidentiality), it was not possible to acquire sufficient information.
3. Lack of experience of researcher.
4. Time was also a limitation. Gathering information during working was a tough
job.

Chapter 2:
Literature Review

2.1 Customer Satisfaction:

Customer satisfaction is a key factor which brings success to a business. To find out about
what customers are satisfied with a companys business in order to discover wherein the
companys services/products or operation should be improved; this helps the companys
business to always meet customers demands and expectations.
Customer Satisfaction is the states at which the requirements are fulfilled in a way that meets
the expectation of them and the after sales services are taken care of.
Customer satisfaction is a customer's evaluation of their purchase and consumption
experience with a product, service, brand, or company. Interest in satisfaction stems from its
role in affecting customers' repeat purchase decisions and subsequent company profits.

Customer satisfaction, customer loyalty and business performance

Customer
Satisfaction

Customer
Loyalty

Business
Performance

Understanding
customer
requirements

Behavioral
loyalty

Revenue
growth

Meet customer
expectations

Attitudinal
loyalty

Share of
customer
Customer
tenure

Figure 2: Customer satisfaction, customer loyalty and business performance

As the link to profitability has become clear, customer satisfaction is now a prominent metric
in business accounting and reporting. There have some reason behind that:
Customization is more important than reliability in determining customer satisfaction
Customer expectations play a greater role in sectors in which variance in production and
consumption is relatively low

 Customer satisfaction is more quality-driven than value- or price-driven.

The science of Customer Satisfaction is based on a simple equation:
Customer Satisfaction = Supplier Performance - Customer Expectations
This formula measures the customer satisfaction of customer of any organization.
There have some other formulas which are used to determine the level of customer
satisfaction of an organization. These are:
Expected service < actual service = delighted customer
Expected service > actual service = customer will be dissatisfied
Expected service = actual service, customer will be satisfied

2.2 Real Estate Business in Bangladesh:

Real estate sector is one of the most attractive sectors of investment now in Bangladesh.
Rapid urbanization has become an acute problem for the country. The rate of urbanization is
estimated to be 5-6% annually for Bangladesh (REHAB, 2004). About 25% of the people of
Bangladesh is now living in urban areas and 34% will be living by 2015 (REHAB, 2004) and
50% by 2025 (Singha D., 2001). There is acute shortage of housing supply in all urban areas
and its increasing with current demand of 600,000 to 800,000 units all over the country.
Particularly in Dhaka this demand is estimated to be 60,000 units of real estate apartments
combined with 200,000 units of replacement plus backlogs (REHAB, 2004). Dhaka is
currently growing very fast compared to other cities in Bangladesh. Thus there exists a high
demand of plot and flat units. This huge and unfulfilled demand is highly attractive for the
investors. The Real Estate and Housing Association of Bangladesh (REHAB) is the sole
organization of the real estate agents, developers and builders. It had more than 450 members
registered in 2009. Moreover, around 350 non-registered real estate developers are doing
business in this sector (Amin S., 2008). According to REHAB they are currently supplying
Housing Real Estate Sector in Bangladesh 241 only around 8,000 to 10,000 units of housing
apartments against the abovementioned huge demandi. The approximate turnover in the real
estate sector has been Tk. 20 billion, which contributes revenue of around Tk. 2 billion a year
to the government. The real estate developers and builders have already supplied
8

approximately 60,000 units to this sector market in the past 20 years. The sector now
employs about 2 million people,\ which consists of architects, engineers, management
officials, direct and indirect labors. The average contribution to GDP of this sector in the last
fiver years was 12- 14%. In 2007-08 . The growth rate of this sector fell to 5.93% from
7.01% of 2006-07 (Amin S., 2008). It drastically dropped from the previous years (Graph-1)
(REHAB, 2004). Real Estate to Real Economy in Bangladesh From 1994-95, over the last 10
years, Bangladesh real estate sector grew at an average of 3.64% reaching the peak at 3.83%
in 1999-00. Though it had a fall in 2000-01, there was recovery in 2001-02. For the last 5
years this sector grew impressively and showed a smooth rising trend. The comparative
scenario of GDP shows a steady 6% growth for Bangladesh. According to the real estate
experts, as GDP of Bangladesh is still below that of other South Asian Countries, Bangladesh
has more to grow which can be fostered by continuous increase in the sHere and growth of
real estate sector in the country. This contribution of real estate and construction in GDP of
Bangladesh was 16.20% in 1994-95, which became 16.69% in 2000-01 and 17.22% in 200405. This sHere slowed down to around 8% in FY 2008 (Graph-2). It was probably due to the
high price barrier for larger portion of population to buy real estate apartments. It was also
almost saturation of the already existing high end population market. The housing real estate
businesss untapped potential is quite evident from the real estate apartment penetration
in the neighboring countries of Bangladesh (Graph-3). Islam M. S. and Hossain A. (2008)
depicted the value addition of the overall housing sector inclusive of the real estates falls in
different areas. As explained by Islam M. S. and Hossain A. (2008), among the 21 subsectors
under the housing industry, Steel (29%), Work Force Labor (20%) and Cement (11%) are the
highest contributing subsectors. Thus the real estate being the most crucial housing
facilitating private channel is extremely vital and it has to have a large backward supply chain
for its sustenance.

2.3 Apartment Business in Dhaka City:

Dhaka City, born during the Mughal Empire and grown with the British rule, is expanding
rapidly. From the beginning of the 20th Century its growth and latter development is marked
with sheer lack of proper and far-reaching planning. The impact is now being felt at the end
of the century. Dhaka City is undergoing terrific growth phase throughout the last two
decades. While there are so many real estate developers in the market, there are also very few
of them who have maintained the quality, safety and customer preference. It is customary in
the country that the first day quality and impression is lost after a while when people start
getting a bit of familiarity. This happens due mainly to lack of professionalism. Sometimes
the consumers here are in a fix to choose a particular brand out of many. A good number of
real estate companies are working under one umbrella association named Real Estate and
Housing Association of Bangladesh (REHAB). Almost 83 Companies are at present
affiliated with this association, while more than 200 companies are working independently.
BTI took a leading role in the formation of the industry association and is one of the founder
members of the REHAB.

2.3.1 Objectives of Apartment Builders Companies:

a)

To offer finest apartments in excellent locations to the clients;

b)

To provide sound construction with aesthetic design to the clients;

c)

To install best possible fittings and fixtures;

d)

To satisfy clients by expert-oriented service;

e)

To help solving the residential problem of Dhaka city;

Apartment projects has started in late 1970s in Dhaka City. But from early 80s the business
started to grow and flourish. At present, more than 250 companies are active in business but
95% business is still dominated by of top 10 Companies. Present market is growing at the
rate 15%.

2.3.2 Reasons for development of the Apartment industry:

The main reasons why real estate business developed in Dhaka city are as follows:
a) Scarcity of open space in the important areas of the city
10

b) Hazards of purchasing land

c) Hazards of construction of building
d) Rapid increase in population of Dhaka
e) Decrease in the rate of bank interest
f) Price of land and apartments is increasing day by day
g) Rent of the apartments is comparatively higher than the rent of privately constructed flats
h) Open Market Economy. Remittance of foreign currency is very easy
i) Security
j) Service facilities such as garbage disposal, central satellite TV connection, apartments
services saves time, roof top facilities, lift and so on

2.3.3 Targeted market segments of Apartment builders:

The market of real estate business sector is highly segmented. This segmentation is mainly
based on the location, price of the land, and size of the apartments. The segmented areas are:
a) Segmentation I :Baridhara, Gulshan, Banani, DOHS, Uttara
b) Segmentation II :Dhanmondi
c) Segmentation III :Segunbagicha, Shantinagar, Kakrail, Malibagh, Kalabagan
d) Segmentation IV :Mirpur
e) Segmentation V :Old Town of Dhaka City
f) Segmentation VI :(For office building) Motijheel, Dilkusha, Fakirapool DIT h)Extension
Road, RK Mission Road, Shahidbagh, Kawran Bazar, Pantha Path etc.
Places in Dhaka city where apartment projects has been congregated:
Dhanmondi; Gulshan; Banani; Eskaton; Siddeshawari; Panthapath; Baridhara; Elephant
Road; Mirpur Housing Estate, Mirpur; Dilkusha C/A; Kakrail Rd.; Malibagh; Lalmatia;
Indira Road; Pallabi, Mirpur; Old Airport Road; Farmgate; Inner Circular Road; Mohakhali;
Ashulia, Savar; Kalikair, Gazipur.

11

2.4 Customer Satisfaction in Purchasing Apartments:

Customer satisfaction is the element to measure the successfulness of a business. Obviously,
one of the challenges in severely marketing competitive environment is bringing to customer
the satisfaction.
Product or Service Features: Customer satisfaction is influenced significantly by
specific product or service features, perceptions of product and service quality and
price. It is the relative value to customer of what is supplied compared with the
satisfaction of purchases from other companies. Bangladesh Development Company
Ltd is very much concern in this factor. Their first priority is always the products
feature.
Clients Emotion: Personal factors such as the customers mood or emotional state
and situational factors such as family member options will also influence satisfaction.
In order to gain the satisfaction from Client effectively, it is necessary to understand
their needs, demands which are very important for Company and while constructing
their buildings they always focus on that point.
Attributions for Service Success or Failure: Attributions are the perceived causes of
events which influence perception of satisfaction. When they have been surprised by
an outcome clients tend to look for the reasons and their assessments of the reasons
can influence their satisfaction.
Perception of Equity and Fairness: Loyal customers often expect to be fairness or
equity which sometimes dissatisfied client of a company

because of their high

product and service prices. An appropriate price level while still requiring values from
the relationship like appreciated, recognized as regular customers as soon as initially
entering business transaction with company, companys staff with clear understanding
their expectations and creating their benefits during the relationship..

12

Other Clients, Family Members and Coworkers: High level of customer

satisfaction is the primary goal which all companies try to approach. This is the best
way to attract and maintain relationship with customers. Loyal customers with high
satisfaction are less sensitive and aware of finding an alternative service/product.
Consequently, current customers friends, partners and relative will also get
perception of companys business via their daily usual talks.
Factors affecting Customers Satisfaction: Satisfaction depends on various factors
like Branding, Product Quality, Product Design, Pricing, Customer Service,
Commitment, Convenience, Process and Information Sharing.

13

Chapter 3
Company Overview

14

3.1 Background and History of Bangladesh Development Company Ltd

Bangladesh Development Company Ltd started its operation in January 1992 with a view to
design and construct luxurious apartments, Duplexes and Commercial Buildings with high
standard and quality by developing lands in the areas of Gulshan, Baridhara, Banani and
Panthapath of Dhaka. After extensive research and development this company has earned the
credibility and reputation from all concerned. Now the Company has got the capability of to
design and construct big budgeted ultra modern high-rise apartments and commercial
buildings as well. The company builds the sculptures with modern elevators and facilities and
proceeding with most experienced professionals to give the ultimate service to the customers.
Bangladesh Development Company Ltd is a local developing company and it is working
locally. So it has a strong brand image as well as a strong business network all over the
country. Bangladesh Development Company Ltd outsources design and consultancy for their
buildings and interior and exterior. But they dont start working outside the country yet. But
they have future plan to do work internationally and also globally.

3.2 Mission:
Mission of Bangladesh Development Company Ltd is to remain in Top of Real Estate
Business in comparison to others offering Quality products in affordable best price for the
Clients.

3.3 Vision:
Vision of Bangladesh Development Company Ltd is to make shelter for Urban Dwellers both
middle and Upper class through BRE as a developer of low and High-rise building
Construction using best quality man, materials and equipments.

15

3.4 Bangladesh Development Company Ltd at a Glance:

Name of the Company

: Bangladesh Development Company Ltd

Parent

: Bangladesh Development Group

Founded

: January 1992

Founder

: Mustafa Kamal Mohiuddin

Managing Director

: Mustafa Kamal Mohiuddin

Location

: Plot No.-186, Block-B, Bashundhara Avenue Road,

Bashundhara Residential Area, Dhaka 1229, Bangladesh.

Products

: Five star hotels, Luxurious apartments, Duplexes,

Condominium, Office spaces, Shops/ Outlets, Satellite city,
Resort city, parking lot etc.

Contact Info:
Telephone

: +880-2-8401883-6

Fax

: +880-2-8401887

E-mail

: info@bdg.com.bd

Web

: www.bdg.com.bd

16

3.5 The Organizational Structure

17

3.6 Projects of Bangladesh Development Company Ltd

3.6.1 BDC Towns

East, West, North, South and New Towns are unique projects of BDC to meet the acute
housing crisis by building satellite towns which will encompass not only needs but also all
other facilities that are required for modern living.

East Town

Information: Located beside Dhaka-Chitagong main road(Katchpur/Madonpur).15km

from Motijhel The project under DAP., Plot Size: 2.5 to 20 katha

18

 West Town:

Information: Beside Dhaka Savar Highway on the banks of river Dhaleswary.

Plot Size: 2.5 to 20 katha

19

 North Town:

Attachted with Uttora Model Town, Beside Dhaka Mymensingh Hiighway on the
banks of river Turag. Plot Size: 2.5 to 20 katha

South Town:
Developer Name: Bangladesh Development Group (BDG)
This project is South site of Rajuk Jheelmil beside-Dhaka - Mawa Hi-way Road.
Plot size- 2.5 to 20 katha.

20

3.6.2 BDC Apartments

SHAYMOLI PLAZA is one of our superb apartments projects at 27/2/C , Shaymoli, Road
03, Prime location of Dhaka city. Schools, Colleges, Hospitals, Bazar, park, Shangsad
Bhaban & Different Govt.offices are within a walking distance from the project.
The project comprises of a 10 storied residential building having 18 apartments. It has been
designed to suit contemporary life styles with particular emphasis in allowing sufficient
natural light & ventilation, not only in individual apartment but also in the common spaces.
BANGLADESH DEVELOPMENT COMPANY LTD. (hereinafter BDC) is the builder &
developer implementing the apartments complex with all facilities described in the brochure.

Shamoli Plaza

21

 Some other Apartment projects of BDC

22

3.6.3 Features of the Apartment Projects:

1. Building Entrance /Reception

Secured decorative main gate commensurating the elevation and perspective of

the building.

Attractive apartment's logos with plantation

Comfortable internal Driveway

2. Walls and Partitions:

Internal & external walls 5" thick of 1st class bricks.

Wall surfaces of smooth finished plaster with decorative as per Architects design.

3. Room Finishes:

Homogeneous Floor tiles (RAK/Equivalent) in all rooms and verandahs.

Acrylic plastic emulsion paint in all internal walls and white distemper on
Ceilings (Berger /Elite/Equivalent).

4. Outside Paint :

Weather coat paint /cement paint at exterior walls (Berger/Elite) as per Architect's
Choice.

5. Door and Windows:

Imported /Solid wooden Segun decorative entrance Door with heavy duty Lock,
Doorchain, Check viewer, Apartment Number etc.

All internal doors are of Strong & durable veneer flush door shutter with Polish.

6. Toilet features:

RAK/Equivalent commode, lowdown and pedestal basin in master & 2nd

bathrooms will Have RAK oriental pan, lowdown & basin in the toilets ( except
maids toilet).

23

Glazed wall tiles in all bathrooms upto full height of 7 (Seven) feet
( RAK/Equivalent) (except maids toilet).

Ceramic floor tiles in all bathrooms ( RAK/Equivalent).

Basin mirrors of good quality with overhead lamp provision.

7. Kitchen:

Shelf at 2.5 feet height from floor level with lines.

Double burner Gas point over tiles topped platform.

One highly polished stainless steel sink (Foreign) with sink cock.

Planned and designed by professional Architect and Structural, Electrical &

Plumbing Design Engineers.

For all service connections disposals (sewerage, solid waste, etc.) BNBC Building
code will be followed.

Structural design parameters are based on American concrete institute (ACI) and
American standards of testing materials (ASTM) and BNBC codes.

Sub-soil investigation and soil composition have been analyzed from laboratory.

11. Major structural materials:

60 Grades MS deformed bar will be used .

Cement: Portland cement of reputed local company will be used in construction

work.

Aggregate:3/4" down Graded best quality crashed stone chips will be used for

24

3.7 Marketing Mix of Bangladesh Development Company Ltd:

1. Product:
Product is the most important element to Bangladesh Development Company Ltd for gaining
client satisfaction. Bangladesh Development Company Ltd is a developing company. So its
products include Residential building, Commercial Complexes and Five star hotels. And
Bangladesh Development Company Ltd all time delivers quality products to their clients.
The product offering involves a wide range of products includingCondominiums,
Duplexes,
Row houses
Apartments of varying sizes.
Ready Plots
BDC is credited with introducing and pioneering the revolutionary concept of developing
commercial complexes in the vicinity of residential areas. BDC has successfully launched
commercial complexes and is in the process of marking its presence across various locations
in Bangladesh.
BDC owns the luxurious Westin hotel at Gulshan Dhaka and also they have an alliance with
Starwood & IGH Group for development and management of hotels in Bangladesh. The hotel
business is currently undergoing a comprehensive review by the company as regards its
future plans, commitment towards resources and the extent of scale and size that the company
aspires to achieve in this segment.
2. Price:
Bangladesh Development Company Ltd is superior and unique in this field of pricing which
is actually depends on the area and the location. For the price of their services its high as
because their giving high quality product and their targeted market is also upper class and
upper middle class peoples in society. They facilitate a high pricing range because of its
quality products. They believe that they have the most quality products compare to others, so
they charge high price compare to others. Their pricing strategy is skimming pricing strategy
which is actually charging a high price for luxurious products. They set up this strategy for
their products as because they believe that the high price is interpreted as a sign of high
25

quality. They never compromise with their product qualities so they always charges high
prices for those. They believe that, though their products are expensive, their client will be
very satisfied with the products they are getting. To attract the new customer they are trying
their best to keep their price reasonable for their customer who belong to the upper middle
class and upper class people.
2. Place:
Bangladesh Development Company Ltd has established their different projects at different
locations based on customer choices and preferences. Places are convenient for their clients
living hood. Their locations are given below:
1. Banani
2. Gulshan
3. Panthopath
4. Uttara
5. Baridhara
6. Nababgonj
7. Eskaton
8. Kazi Nazrul Islam Avenue
9. Islampur Kumartoli
10. Kawran Bazar
11. Boro Magbazar
After extensive research and development this company has earned the credibility and
reputation from all concerned. Now the Company has got the capability of to design and
construct big budgeted ultra modern high-rise apartments and commercial buildings as well.
The company builds the sculptures with modern elevators and facilities and proceeding with
most experienced professionals to give the ultimate service to the customers. Suitable
locations for the different clients are their aim to gain client satisfaction.

26

4. Promotion:
Bangladesh Development Company Ltd is following some promotional strategies in order to
compete in the market. Now-a-days, we are observing that there are so many real estate
companies and to compete in the market is really a great challenge. Furthermore, to develop
the best marketing strategy for real estate companies, they do a bit of research. Bangladesh
Development Company Ltd talks to their current clients and ask them questions about their
experience

with

their

company

Bangladesh

Development

Company

Ltd

makes

advertisements for their promotion very strongly. They use print media for their
advertisements. Other promotional strategies are: Newspaper advertisement is the most
traditional means of marketing. So Bangladesh Development Company Ltd provides
advertisements in the newspaper to attract and grab the attention of their clients. So, they at
first find online website directories for real estate companies in their area, or even across the
country. Bangladesh Development Company Ltd also has Email campaigns to reach
prospective clients or to up sell to current clients which is really a fast, easy and inexpensive
ways By the personal selling Bangladesh Development Company Ltd has created lots of
communication between the buyer and seller, which is highly interactive, excellent for
communicating complex / detailed product information and features, relationship builds up.
Bangladesh Development Company Ltd every year participates in the rehab fair and grabs
their new, old and potential clients by sales promotion. By that they stimulate quick increases
in sales by targeting promotional incentives on particular products, which is a good short
term tactical tool.
5. People:
Under the perspective of Bangladesh Development Company Ltd, People is that person from
whom client gets service or products and also the clients is fallen under people. In whole,
service provider and service receiver both are the people in service marketing. Bangladesh
Development Company Ltd in this respect has many well known employee works in there,
and those who are not well enough, they provide them proper training, as a result, and those
people also can give a better service after the training. They also recruit the best person in
their company, by giving best priority to those who are better qualified. They also motivate
their employee by giving better salary, bonus (Festival, Occasion). They give reward to that
employee who does a good job in their work.

27

Clients are the most important elements to Bangladesh Development Company Ltd. Their
first priority is always to satisfy their clients anyhow because clients satisfaction is very
important to them. They always keep trying to attract their clients to them and satisfy them.
Because, as the link to profitability has become clear, customer satisfaction is now a
prominent metric in business to Bangladesh Development Company Ltd.

6. Physical Evidence:
The physical evidence of service includes all the tangible representations of the service such
as brochures, letterhead, business cards, report formats, signage, and equipment. Bangladesh
Development Company Ltd also has these physical evidences for their business purpose.

7. Process:
Like other organizations Bangladesh Development Company Ltd has some process of
working. In working process they have flow of activities, number of steps and customer
involvement. The actual delivery steps that the customers experiences or the operational flow
of the services, also give customers evidence on which to judge the service. Some services
are very complex requiring the customer to follow a complicated and extensive series of
actions to complete the process. Company Ltd follows standardized process to provide the
services. Customer involvement, it is very important for each and every organization. Besides
providing the quality service they also keep good relations with their customers. There must
be a link or relation between service sender and service receiver which helps to ensure the
long run business. If there is no relation then it will not go ahead. So for this reason
Bangladesh Development Company Ltd keep a relationship with their customers and the
customer also keep a good relationship with Bangladesh Development Company Ltd and
both make a sense of good relation as well as good business.

28

Chapter: 4
Findings and Analysis

29

4.1 Data analysis and interpretation:

The data I have collected through using the contracting method are analyzed in the following
art to find out the real scenario of Bangladesh Development Company Ltd and find out the
true picture of the industry. I also tried to interpret or express the thing which the respondent
of my report really wanted to state.

1. The names of the different projects of Bangladesh Development Company Ltd. are
attractive.

Comment: Here the diagram shows that, 12% respondents are strongly disagreed with the
statement, 2% of the respondents are disagreed, 34% respondents are neutral, 50%
respondents are agreed and 2% respondents are strongly agreed with the statement.

2. Pricing matches with quality of the product.

30

Comment: Here the diagram shows that, 4% respondents are strongly disagreed with the
statement, 18% of the respondents are disagreed, 28% respondents are neutral, 42%
respondents are agreed and 8% respondents are strongly agreed with the statement.

3. Designs of the Apartment/Flat are attractive.

Comment: Here the diagram shows that, 8% respondents are strongly disagreed with the
statement, 4% of the respondents are disagreed, 32% respondents are neutral, 32%
respondents are agreed and 24% respondents are strongly agreed with the statement.
4. Different sizes of apartments are available.

31

Comment: Here the diagram shows that, 4% respondents are strongly disagreed with the
statement, 8% of the respondents are disagreed, 40% respondents are neutral, 24%
respondents are agreed and 24% respondents are strongly agreed with the statement.

5. The Locations of the projects are convenient.

Comment: Here the diagram shows that, 14% respondents are disagreed with the statement,
26% respondents are neutral, 50% respondents are agreed and 10% respondents are strongly
agreed with the statement.

32

6. Companys apartments are available in most of the area.

Comment: Here the diagram shows that, 2% respondents are strongly disagreed with the
statement, 22% of the respondents are disagreed, 32% respondents are neutral, 44%
respondents are agreed with the statement.

7. The registration process of flat and apartment is reliable.

Comment: Here the diagram shows that, 4% respondents are strongly disagreed with the
statement, 8% of the respondents are disagreed, 40% respondents are neutral, 38%
respondents are agreed and 10% respondents are strongly agreed with the statement.

33

8. Companys promotional campaign is not so good enough.

Comment: Here the diagram shows that, 10% respondents are strongly disagreed with the
statement, 8% of the respondents are disagreed, 24% respondents are neutral, 40%
respondents are agreed and 18% respondents are strongly agreed with the statement.

9. Company provides the most informative promotional materials regarding the

products.

Comment: Here the diagram shows that, 20% of the respondents are disagreed with the
statement, 44% respondents are neutral, 36% respondents are agreed with the statement.

34

10. Company fails to handover the apartment/flat in time as committed.

Comment: Here the diagram shows that, 2% respondents are strongly disagreed with the
statement, 20% of the respondents are disagreed, 34% respondents are neutral, 32%
respondents are agreed and 12% respondents are strongly agreed with the statement.

11. Company uses quality raw materials to build constructions.

Comment: Here the diagram shows that, 8% respondents are strongly disagreed with the
statement, 16% of the respondents are disagreed, 44% respondents are neutral, 30%
respondents are agreed and 2% respondents are strongly agreed with the statement.

35

12. Prices offered for the apartments are not reasonable.

Comment: Here the diagram shows that, 4% respondents are strongly disagreed with the
statement, 22% of the respondents are disagreed, 30% respondents are neutral, 42%
respondents are agreed and 2% respondents are strongly agreed with the statement.

13. Companys executives are active in responding customers query.

Comment: Here the diagram shows that, 8% respondents are strongly disagreed with the
statement, 12% of the respondents are disagreed, 26% respondents are neutral, 36%
respondents are agreed and 18% respondents are strongly agreed with the statement.

36

14. Electricity, gas & water connection are available on site as committed.

Comment: Here the diagram shows that, 15% respondents are strongly disagreed with the
statement, 39% of the respondents are disagreed, 24% respondents are neutral, 20%
respondents are agreed and 2% respondents are strongly agreed with the statement.
15. Payment system is satisfactory.

Comment: Here the diagram shows that, 2% respondents are strongly disagreed with the
statement, 12% of the respondents are disagreed, 54% respondents are neutral, and 32%
respondents are agreed with the statement.

37

4.2 Major Findings

1. Customers of Bangladesh Development Company are not satisfied with the price of
the products as most of the respondents either strongly disagree or disagree that price
of the products are reasonable.
2. Customers are neither satisfied nor dissatisfied in the quality of raw materials used in
construction of the apartment as most of the respondents remain neutral in this
particular statement.
3. Customers are not satisfied with promotional campaign of the BDC as most of the
respondents are either strongly agree or agree that companys promotional campaigns
are not so good.
4. Customers of the BDL are not satisfied in supply of utility connections (gas,
electricity, water etc) in apartments as most of them either disagree or strongly
disagree that electricity, gas & water connection are available on projects as
committed
5. Customers are not satisfied with the handover time of the completed apartments as
most of them either strongly agree or agree that BDC fails to handover the apartments
in time as committed.

38

Chapter: 5
Recommendations and Conclusion

39

5.1 Recommendations

Bangladesh Development Company Ltd should work on to improve their customers

satisfaction level in those areas in which are currently dissatisfied or not satisfied.

Bangladesh Developments pricing strategy should be re-evaluated as the customers are

dissatisfied to the price of the products. Company should conduct a marketing research
regarding pricing since it is very important marketing tool and has a significant impact
in business.
Company should use quality raw materials for construction works as a large number of
respondents remains neutral about the quality of raw materials used in construction.
BDC Ltd should reevaluate its current promotional campaign strategy and make it more
effective.
Company should aware to handover the completed apartments to its customers in time as
committed.
Company should provide utility connections (gas, water, electricity) in the projects timely
as committed.

40

5.2 Conclusion
Bangladesh Development Company Ltd is one of the reputed companies in our country. It is
now operating its activities in the competitive market for providing more and more
sophisticated interior designing. Every company has its long-term goal of operating its
activities with good performance. The overall performance of any organization depends on
the satisfaction of the clients. So the company should consider their individual clients
satisfied with their better services.
Bangladesh Development Company Ltd has successfully managed to keep its position among
the top 10 companies in developing modern building as well as their interior designing. They
have a good potential to expand their business and capture more markets. Their main strength
is their hardworking and efficient workforce which has enabled them to reach what they are
today. With over two decades of excellence, BDC is a name synonymous with global
standards, new generation workspaces and lifestyles. It has the distinction of developing
commercial & residential projects

41

Chapter: 6
Appendix

42

6.1 References
Arora, R. (2007). Message framing strategies for new and mature products. The Journal of Product
and Brand Management, 16(6), 377. Retrieved October 4, 2010, from ABI/INFORM Global.
(Document ID: 1373518421).
Katz, D. (1937). Attitude measurement as a method in social psychology. [Electronic version]. Social
Forces,

15(4),

479-482.

Retrieved

October

3,

2010,

from

JSTOR:

http://www.jstor.org/stable/2571413
Narayan,

S.

(2010).

The

perils

of

faking

it.

Retrieved

October

3,

2010,

from

http://64.74.118.102/2010/02/04214927/The-perils-of-faking-it.html
Novack, J. (2010). Internal influences lifestyle and attitude. Retrieved, October 3, 2010, from
http://www.marketingteacher.com/lesson-store/lesson-internal-influences-lifestyle-attitude.html
Oskamp, S. & Schultz, W. (2005). Attitudes and opinions. Lawrence Erlbaum Associates, NJ.
Perner, L. (2010). Consumer behavior: the psychology of marketing. Retrieved October 2, 2010, from
http://www.consumerpsychologist.com/
Petty, R. & Cacioppo, J. (1981). Attitudes and persuasion: classic and contemporary approaches.
Dubuque, IA: William C. Brown.
Shaughnessy, H. (2010). How semantic clustering helps analyze consumer attitudes. Retrieved,
October 4, 2010, from
http://blogs.hbr.org/research/2010/07/every-day-in-the-english.html
Sidgwick, H. (1907). Methods of ethics (7th ed.). Macmillan and Company, London.
Sirgy, J. (1991). Value-expressive versus utilitarian advertising appeals: when and why to use each
appeal. Retrieved October 2, 2010, from
http://www.allbusiness.com/professional-scientific/advertising-related-services/270171-1.html
Smith, J., Terry, D., Manstead, A., Louis, W., Kotterman, D., & Wolfs, J. (2008).
The Attitude-Behavior Relationship in Consumer Conduct: The Role of Norms, Past Behavior, and
Self-Identity. The Journal of Social Psychology, 148(3), 311-33. Retrieved October 4, 2010, from
ABI/INFORM Global. (Document ID: 1501929231).
Solomon, M. (2009). Consumer behavior buying, having, and being (8th ed.). Upper Saddle River,
NJ: Pearson Prentice Hall.

43

6.2 Questionnaire

Customer Attitudes towards Real Estate Company in Bangladesh: A Study on Bangladesh

Development Company Ltd.
Respondent Name:
Age:
Occupation:
Designation:
Work place:

On a scale of 1 to 5, please rate the following (circle the response that best applies)

Seria

Strongly Disagree (SD)

Disagree (D)

Neutral (N)

Agree (A)

Strongly Agree (SA)

Statements

l
01.

The names of the different projects of Bangladesh

02.

Development Company Ltd. are attractive.

Pricing matches with quality of the product.

03.

Designs of the Apartment/Flat are attractive.

04.

Different sizes of apartments are available.

05.

The Locations of the projects are convenient.

06.

Companys apartments are available in most of the

(SD) (D)

area
44

(N)

(A)

(SA)

07.

The registration process of flat and apartment is

08.

reliable.
Companys promotional campaign is not so good

09.

Company provides the most informative

10.

promotional materials regarding the products.

Company fails to handover the apartment/flat in

11.

time as committed.
Company uses quality raw materials to build

12.

Constructions.
Prices offered for the products are reasonable.

13.

Companys executives are active in responding

14.

customers query.
Electricity, gas & water connection are available on

15.

site as committed.
Payment system is satisfactory.

Interviewer Signature:
Date:

45