Chapter-1

Introduction

1
1.1. INTRODUCTION OF THE STUDY
WALTON Hi-Tech Industries Limited is a leading marketing company in the field of
electronics home appliances in Bangladesh. Since 1987 Butterfly marketing Ltd. has been
continuously making progress surfacing newer grounds and surmounting higher goals. They
started their business with only 1 showroom but now they have 147 showrooms and 600
distributors in Bangladesh. WALTON Hi-Tech Industries limited is providing customers with
high technology involved electronic home appliances with cash or hire purchase for long
time, business collaboration with WALTON electronics Inc in 1997.

1.2 Objective of the Report:

1.2.1 Main Objective

Broad objective is the main issue of a report. All the information of a report of will be on the
basis of broad objective. Every report should have broad objective. Our broad objective of the
report is to marketing strategy of Marketing Strategy of Walton Bangladesh.

1.2.2 Specific Objective

 To understand the marketing functions of the company

 To find out the efficiency and effectiveness of existing Marketing system.
 To analyze the competitive market share of Refrigerators and Freezers.
 To identify the marketing problems faced by Walton Hi-Tech Industries in case of
Refrigerators and Freezers.
 To evaluate the present performance of WALTON in Refrigerators and Freezers in
comparison with other major competitors.

1.3 Scope of the Study

I worked in Marketing Department. So I got the chance to get familiar with marketing
activities. In this report I will cover my responsibilities in Walton Bangladesh, working in
Customer Care Division, Public Relation Division & EPS Division.

1.4 Methodology of the study

2
An information plan has been structured to collect the relevant data consistent with the
preparation of the report to conduct the study, primary and secondary data were reviewed
thoroughly in an organized manner. This study is based on secondary data collected from
Head office, showrooms, Factory open market, and market survey on questionnaire basis on
customers, showroom managers, corporate level and gray market. Newspapers and other
printed materials were also used for collecting relevant data.

1.4.1 Sources of data:

I have collected necessary data from the following sources, which are given below:
1) Primary data
2) Secondary data
1) Primary Data: The information, which is collected directly from the field for a study is
called primary data. Generally the following methods are used in collection of primary data.
a) Observation: I observed HR, Marketing, Accounting and Auditing department and
I directly observed marketing and HR department.
b) Personal communication: I had communicated personally with the executive of
the firm and other officials who were the most important for this study.

2) Secondary data: Different types of secondary data are used for this study. I have collected
secondary data from the following sources-
a) Annual Presentation of Walton.
b) Marketing Department of Walton.
c) Human Resources Management Department of Common Services and,
c) Website of Walton: www.waltonbd.com

1.5 Limitation of the Study

 The main constraints of the study were inadequate access to information which has
hampered the scope of the analysis required for the study.
 Limitation of banks policy is not disclosing some data and information for obvious
reason, which could be very much useful. While collecting data i.e. interviewing the
employees, they did not disclose much information for the sake of the confidentiality
of the organization.
 Due to the time limitations many of the aspects can not be disclosed elaborately in the
report.

3
 Since the bank personnel were very busy, they could provide me very little time.
 Another problem was that it creates a lot of confusions regarding verification of data
in case of interview from more than one person.
 I carried out such a study on Islamic banking for the first time. So, experience was
one of the main constraints of the study.

4
 Chapter-2
Overview of Walton

5
2.1 Historical Background of WALTON (R.B Group)

WALTON Hi-Tech Industries Limited is a leading marketing company in the field of

electronics home appliances in Bangladesh. Since 1987 Butterfly marketing Ltd. has been
continuously making progress surfacing newer grounds and surmounting higher goals. They
started their business with only 1 showroom but now they have 147 showrooms and 600
distributors in Bangladesh. WALTON Hi-Tech Industries limited is providing customers with
high technology involved electronic home appliances with cash or hire purchase for long
time, business collaboration with WALTON electronics Inc in 1997. People Republic of
Korea, has achieved reputation through offering the quality product. The origin of WALTON
is in China and home land. In Bangladesh, the company was founded in 12 th July 1978, to
sales and marketing electronics consumer products. First Refrigerator was produced at
January, 2005.The numbers of employees are about eighteen hundred.

 1977 Started trading & production business of construction and Dairy products
by name of “Rezvi & Brothers” and Rezvi & Brothers Dairy Firm”.

 1992 Started directly and indirectly import production and marketing of C. I.

Sheet and its related materials.

 1993 Established R. B. Dairy Complex. This company has got awards many
times from Government authorities for its great contribution in this sector
in Bangladesh.

 1994 Started Electrical & Electronics Business by importing some renowned

branded electrical & electronics products from Singapore.

 1996 Establish Tricon Electronics Co. and Started marketing of imported

goods.

 1998 Establish Tricon Electronics Ltd. and Started Production of Television.

 2001 Registration of R. B. Group of Companies Ltd. & Expanded Business in

Electrical, Electronics & Automobiles Sector.

 2003 Setup Production plant for Color Television and Motorcycle.

6
  2005 Registration of R. B. Composite Textiles Ltd. & R. B. Technologies Ltd for
Knitting & Fan, DVD, IPS & Voltage Stabilizers etc.

 2006 Registration of Walton Hi-Tech Industries Ltd. for production of

Refrigerator & Motorcycle which is the first production plant in
Bangladesh.

 2007 Started commercial production of Refrigerator & Motorcycle in Walton

Hi-Tech Industries Ltd.

2.2 Company Profile

Walton HIL (Walton Hi-Tech Industries Ltd.) is the pioneer of Refrigerator, Freezer, Air
Conditioner and Motorcycle Manufacturing Technology in Bangladesh. R. B. Group (Mother
Company) is the country's top business Group in electrical and electronics, Motorcycle,
Electricity generating equipments and other household electrical & electronics appliances
using the brand name WALTON. The company has been running its business with a great
reputation since 1977. Establishment of Walton HIL to Manufacture Refrigerator & Freezer,
Air Conditioner and Motorcycle etc. in Bangladesh is a milestone in the path of success and
reputation of the brand WALTON. Walton HIL has introduced first advanced research and
manufacturing technologies and equipments for household & commercial Refrigerator &
Freezer, Motorcycle and Air Conditioner etc. in Bangladesh.
Walton HIL is furnished with strong Research & Development (R&D) Division
comprising of a large team of dedicated highly skilled engineers & technical personnel from
home and abroad.
Walton HIL is fully equipped industrial set-up with annual production capacity of…

 0.80 million Refrigerator

 0.108 million Motorcycle and
 0.30 million Air Conditioners

2.3 Management of Walton:

7
R.B. Group of Companies Ltd, a leading electrical, electronics and automobile manufacturing
and marketing company in Bangladesh, will export Walton brand refrigerators and
motorcycles to technology-developed country Malaysia. The local company recently signed
an agreement in this regard with a famous Malaysian company- Aget Group- at its office at
Menara Safun Tower in Kuala Lumpur. Under the agreement, at the primary stage the
Malaysian company will import one lakh refrigerators and 50,000 motorcycles every year.
This has already created huge enthusiasm at home and some countries abroad. Through its
marketing channels, Aget Group will sell the imported Walton brand refrigerators and
motorcycles to Indonesia, Singapore, Vietnam, Myanmar and other countries. Walton Adviser
Mizanur Rahman and founder and Chairman of Aget Group Dr. Sultan Abdul Kadir signed
the agreement on behalf of their respective sides. Walton Director (Finance) Abul Basar
Howladar, Managing Director of Seven C Resources Matiur Rahman, Managing Director of
Deen Metal Industries Ahmed Ali and General Manager of Aget Group Engineer King Lee
were also present at the signing ceremony. At the signing ceremony, Dr. Sultan Abdul Kadir
expressed his interest to invest in Bangladesh saying that Bangladesh can be prosperous
because of her plenty of natural resources and cheap manpower. He also pointed out that
through the agreement the relationship between the two countries would increase in future
and Bangladesh would get an opportunity to expand its market in the ASEAN region. Walton
Adviser Mijanur Rhaman said: “Walton refrigerators are being exported to South Africa,
Australia and some other European countries. Walton now eyes ASEAN countries for doing
good business.” A RB Group official said, “The recent economic meltdown gives Walton a
competitive edge as its production cost is relatively cheaper because of lower wages.” “Many
manufacturing plants in developed countries were shut down following the global meltdown.
These countries are now looking for import from developing countries,” he said.
Headquartered in Kuala Lumpur, Aget Group is one of the world leaders in power
production, infrastructure development, housing, flyover construction, steel industry and
finance sector. It has largely investment in Indonesia, Singapore, India, Vietnam and
Myanmar. The company has also showed its interest to invest in different sectors in
Bangladesh under the arrangement of RB Group of Companies.

Head Office:
Jiban Bima Bhaban (Level 3), 10, Dilkusha C/A, Dhaka-1000, Bangladesh. Tel:
+88-02-9571634-6, 7171184-5 9558535, 9554048, 7171873 Fax:88-
02-9572057, 9551577 ; E-mail: info@waltonbd.com

8
Sales & International Marketing Office
Jiban Bima Tower (Level-12), 10, Dilkusha
C/A, Dhaka-1000, Bangladesh. Tel:
+88-02-9571634-6, 7171184-5 9558535,
Fax:88-02-9572057, 9551577
Walton Central Service Management System
386/B, Khilgaon Chowdhury Para,Khilgaon,
Dhaka. Phone +88-02-7213293, 7215313.
HRM, Mobile Phone & Media Office
Printers Building, Level 10 & 11, 5 Rajuke
Avenue, Motijheel C/A, Dhaka-1000,
Bangladesh. E-mail:info@waltonbd.com
Walton Hi-Tech Industries LTD.
Chandra,Kaliakoir, Gazipur.
E-mail: engn@waltonbd.com

2.4 Walton Product gallery:

Television: Walk into the new arena/world of entertainment with Walton LCD & LED
television. Walton brings you world class LCD & LED television to enjoy the stunning
entertaining world.

Refrigerator: Walton offers wide range of refrigerators & freezers with a lot of variety in
colors, dimensions & types.

Freezer: Walton Refrigerator & Freezer ensures highest quality compressor, Condenser is
made by 100% copper which lasting for 20-30 years.

Generator: Walton Generator scientifically developed technology that deliveries of Clean

Power that means much more reliability but interruptions are very low.

Motorcycle: Walton motorcycle produced with modern innovative technology, elegant shape
& design with different models of 80cc to 140cc motorcycle maintaining international
standard quality.

DVD Player: Add a touch of Walton DVD Player of unique style to your home entertainment
area. This lightweight, compact DVD player also up converts you’re DVDs.

Mobile: WALTON Mobile is an elegant line of mobile phone handsets. It is distinctive by its
unquestionable quality, longer durability and eye-popping style.

9
Microwave oven: Walton Microwave Oven cooking standard is very high. Walton
Microwave Oven has some special features like as Power output: 900w, Cavity capacity:
28liters (1.1cu.ft).

Washing Machine: Walton Washing Machine standard is very high.

Iron: STEAM-IRONNING Sit the temperature rotator to position for moderate steam and to
for maximum steam. With conventional steam iron, water may leak from the, sole plate if a
too low temperature has been occurring.

Air Conditioner: Walton presents the perfect solution from heat & high temperature with its
Air Conditioner. Only Walton air conditioner ensures exact BTU that’s why experts are so
sure & confident about it.

2.5 Business Concept:

Walton Hi-Tech Industries Ltd. desires to provide…

 Latest Technology
 Quality Assurance
 Innovative Design & Capacities

Channel of Distribution:

Walton Hi-Tech has a strong marketing network by three different types of sales outlet.

 Walton Plaza (own Show Room)

 Franchise Show Room
 Dealer’s Show Room

Walton Hi-Tech Industries Ltd. desires to provide proper support after sales.
Customer’s satisfaction is the principal motto of Walton HIL. Walton HIL always committed
to ensure product quality and render innovative modern technologies and provide after sales

10
services smoothly. Walton HIL has a complete team of experienced locally & foreign trained
professional Engineers & Installation Team with full backup for after sales services.

2.6 Mission

The company desires to provide the latest technology based products with innovative design,
excellent quality and many different models & capacities. In this concern Management of
Walton HIL ensures their commitments for quality at any cost. WALTON brand main
products are different types of Television (CRT, LCD, LED) , DVD Player, Motorcycle,
Refrigerator & Freezer, Walton Mobile Phone, Microwave Oven, Steam Oven, Domestic and
Industrial Generator, Manganese & Alkaline Battery, Air conditioner and various types of
necessary and useful home appliances etc.

Achievement of Mission requires:

 Absolute dedication to understanding and fulfilling our customers need with the

 Appropriate mix of service, reliability, products and price for each customer.

 A countrywide showroom and service network for customer providing with reputed
brands, products with excellent useful characteristics with different aspects for
customer.

 Allocation of resources consistent with the recognition that we are in number one
position in countrywide business.

 An environment that rewards achievement, enthusiasm and team spirit and which
offers each person in WALTON with superior opportunities for personal development
and growth.

 A professional organization able to maintain initiative and local decision making

while working together within a centrally managed network.

The evolution of our business in providing new products, new services, markets or products
will be completely driven by our single-minded commitment to anticipating and meeting
changing needs of our customer.

2.7 Goal

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 To provide that best quality products for the valued customers by introducing latest
Technology driven products and expanding service network.

2.8 Objective

 To create and continuous upgrading the loyalty of the clients and their
recommendation of our people through: quality products and good advice, dependable
service and delivery and efficient marketing effort.

 To establish a strong and distinguished corporate portfolio and image by retaining the
tradition of the world’s greatest product line up.

 To continuous upgrading and monitoring and evaluating of total quality management

(TQM) approach to our all marketing and distribution system by making dynamic,
honest and industrious showroom and dealer personal, a integrated part of the family.

 To reach the pinnacle of the market in Brand Category combined with customer
segmentation and strengthen our position there.

 Develop an integrated human resource policy and implement its consistent use
through the organizational training, authority commensurate with responsibility and
Managing
recognition for performance. Director

 To ensure that every member of the management team will be a person of top
capability.

Director Director Director

Director Director
Marketing Director
Technical
Finance
Finance Marketing Technical

Marketing Audit Logistic

Dept. Dept. Dept.
2.9 Organizational Structure of WALTON

Admin Account Credit

Credit Inventory
Inventory IT Service
Admin Account
Dept. Dept.
Dept.
Dept. Dept. Dept.
Dept. Dept. Dept.
Dept.

12
Show Room Branch
Dealers
 Figure 01: Organ gram of WALTON Hi-Tech Industries Ltd.

Authority controls all over the company along with the supervision of three directors
(finance, Marketing and Technical). The segmented departments are doing activities under
the supervision of both head of the department and the authority.

2.10 Showroom Activities:

Showroom is the grass root level of WALTON Hi-Tech Industries Ltd and serving the
customers directly. There are more than 400 showrooms all over the country. Method of
selling is in both cash and hire sales. Various forms are used in selling which are as follows:

Forms used for Cash Sales:

 F304 ( Final Receipt General), LPR ( without VAT)

 F364 (Cash Receipt with VAT)

Forms used for Hire Sale:

 Hirer Proposal Form
 Guarantor’ Form
 Agreement Form (F315)
 Salesman’s Certificate (F317)
 Hirer’s Down- payment Receipt (F365)
 Installment / Collection Receipt (F314)

13
Major consideration in Hire Sales:

 Hirer’s full name, Parent’s name address, occupation no. of years involved in the job.
 Students or blow 18 years aged can’t be a hirer.
 Two guarantor who are ‘not related’ to Hirer and also have enough financial strength
to compensate later if hirer defaults.
 Hirer will have to make four signatures in the agreement form and all signatures in the
agreement form and all signatures should at the same language at the same manner.
 At first, Down Payment + 2 installments will be taken including VAT if any.
 For Police, BDR, Army ID No. is compulsory.
 Hirer can not hire more than one product at a time.
 Service change of collecting installment will be within 10 kilo distance Tk.20 and for
every next I kilo Tk. 3.
 There should not be any amendment using fluid or mutilation of the agreement form.
 The hirer will pay installment within 7th day of each month. Otherwise will be fined
@ Tk.25 form 8 to 20th of that month.

Forms used for reporting:

 Weekly Cash Sale Report (F320): Cash Receipt & Disbursement of Salary. Bulk Sales
Commission & Incentive bonus are described here. The balance goes to remittance
sheet.

Discount Method

 If hirer makes full payments within two months, then he will get the product at cash
price.
 If hirer makes full payment at 3rd month, he will have to pay cash price + a lump sum
amount (of course the sum will be less than hire price).
 If hirer makes payment at 4th to 10th month, he will get discount at a chronological
down percentage manner.

2.11 Products Manufactured

14
Walton HIL always emphasizes on supreme priority in achieving customer satisfaction.
Walton Hi-Tech Industries Ltd. producing different types of Walton Brand product such as:
 Walton Television (CRT, LCD, LED)
 Walton DVD Player
 Walton Motorcycle
 Walton Refrigerator & Freezer
 Walton Air conditioner
 Walton Microwave Oven
 Walton Steam Oven
 Walton Domestic and Industrial Generator
 Walton Manganese & Alkaline Battery
 Mobile phone
 Washing Machine
 Andvarious types of necessary and useful home appliances

2.12. Annual Turn Over of Refrigerator

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 2011 2012 2013 2014

A product may be anything that can be offered to a market for attention, acquisition,
use, or consumption that might satisfy a want or need. It includes physical objects, services,
persons, places, organizations, and ideas.

2.13. Production Increase Rate of Refrigerator

2011 2012 2013 2014

2.14 Annual Turn Over of Motorcycle

16
 2011 2012 2013 2014

2.15 Production Increase Rate of Motorcycle

2011 2012 2013 2014

2.16 Product analysis

17
A product may be anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need. It includes physical objects, services, persons,
places, organizations, and ideas.

2.17 Product classifications

Marketers divide products and services into two broad classes based on the types of
consumers that use them-consumer products and industrial products.

(a) Consumer products:

Consumer products are those that the customer usually buys frequently, immediately,
and with a minimum of comparison and buying effort. These products differ in the
ways consumers buy them and how they are marketed.

(b) Industrial products:

According the above definitions, Refrigerators and Freezers should be categorized as
a consumer product. As a shopping product, they are less frequently purchased
consumer products that customers compare carefully on suitability, quality, price, and
style. They spend much time and effort in gathering information and making
comparison.

Table: Marketing considerations for consumer products

Types of Consumer product

Marketing Conveniences Shopping Specially Unsought
considerations
Customer Frequent Less frequent Strong brand Little product
buying purchase, little purchase, preference and awareness, knowledge
behavior planning, little much planning loyalty, special (or if aware, little or
comparison or and shopping purchase even negative interest)
shopping effort, effort, little
effort, low comparison of comparison of
customer brands on brands, low
involvement price, quality, price
style sensitivity
Price Low price Higher price High price Varies
Distribution Widespread Selective Exclusive Varies

18
 distribution, distribution in distribution in
convenient fewer outlets only one or a
locations few outlets per
market area
Promotion Mass Advertising More carefully Aggressive
promotion by and personal targeted advertising and
the producer selling by both promotion by personal selling by
producer and both producer producer and reseller
resellers and reseller

19
2.18 Products of Walton:

20
Walton Smart TV
WE326DH-S
Tk 29,900.00
Model WE326DH-S

Walton Rechargeable Light

WRL-L77
Tk 1,350.00
Model WRL-L77

Walton Curry Cooker

WMC SM02
Tk 3,800.00
Model WMC SM02

Walton Dry Iron

WIR-D05
Tk 760.00
Model WIR-D05

Walton Water Filter

WWP-SM20L
Tk 1,690.00
Model WWP-SM20L

21
Walton Gas Burner
WGS-AT211
Tk 3,090.00
Model WGS-AT211

Walton Refrigerator
W2D-2E4
Tk 29,990.00
Model W2D-2E4

22
 Chapter-3
Marketing strategy of
Walton

23
3.1 Marketing Strategy & Marketing Mix

Marketing Strategy:

Marketing Strategy is the goal of the organization sales and achieving sustainable competitive
advantage. Includes all basic and long term activities in the field of marketing deal with the
analysis of the strategic initial situation of a company.

Marketing Mix:

This is a traditional approach to marketing planning which is based on the four Ps:

Product policy:

Product is, in fact, the range of the products (goods or services) that the organization offers to
the marketplace. Decisions have to be made about quantities, timing, product variations,
associated services, quality, style and even the packaging and branding.

Price policy:

Price is a vitally important decision area because although it is a promotional tool in many
respects, it is the main source of income to the organization. If prices are lowered for
promotional purposes, the case flow within the company, and its long-term profitability,
could be seriously affected. As with products, there is normally a range of prices. These can
vary according to the quantities bought, the importance of the customer, and the market
segment. Pricing can be long-term and short-term. Pricing can involve discounts, special
offers, allowances, credit, and ‘trade-ins’. It is vitally important to get price decisions right.

Place policy:

A business when planning its marketing will ask a number of questions relating to place i.e.
‘through which outlets should we sell the product? How do we physically move the product
to these chosen outlets? How far a field do we wish to operate (locally, nationally, or
internationally)? Place, or distribution policy, is a massive, complex decision area.

Cover all the marketing activities, e.g. marketing research, research, of course, is the provider
of information for the decisions in all of the four P areas.

24
Promotion policy:

Walton takes different promotional offer to increase his product market.

WALTON marketing strategy:

Marketing strategy

Product strategy Distribution strategy Communication

strategy
Product line range Physical Distribution Advertising
Design concept distribution channel Sales catalogues
Color appeal Supplier Direct Field sales force
Style intention Stock distributors public relation
Package proposal Handling Trading Direct relation
brand name Storage block Direct marketing
Price structure Transportation Telephone sales
Service function Warehousing force(brand image)
Warranty offer Merchandising

Incentives

Money
Off (Discount
Competitions
Sales promotion

Figure: Marketing strategy of WALTON Hi-Tech Industries Ltd.

25
3.2 Product analysis

A product may be anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need. It includes physical objects, services, persons,
places, organizations, and ideas.

Product classifications:
Marketers divide products and services into two broad classes based on the types of
consumers that use them-consumer products and industrial products.

 Consumer products
Consumer products are those that the customer usually buys frequently, immediately, and
with a minimum of comparison and buying effort. These products differ in the ways
consumers buy them and how they are marketed.

Table: Marketing considerations for consumer products

Types of Consumer product

Marketing Conveniences Shopping Specially Unsought
considerations
Customer Frequent Less frequent Strong brand Little product
buying purchase, little purchase, preference and awareness,
behavior planning, little much planning loyalty, special knowledge (or
comparison or and shopping purchase if aware, little
shopping effort, effort, little or even
effort, low comparison of comparison of negative
customer brands on brands, low interest)
involvement price, quality, price
style sensitivity
Price Low price Higher price High price Varies
Distribution Widespread Selective Exclusive Varies
distribution, distribution in distribution in
convenient fewer outlets only one or a

26
 locations few outlets per
market area
Promotion Mass Advertising More carefully Aggressive
promotion by and personal targeted advertising
the producer selling by both promotion by and personal
producer and both producer selling by
resellers and reseller producer and
reseller

 Industrial product
Products are those bought by individuals and organizations for further processing or for use
in conducting a business.

According the above definitions, Refrigerators and Freezers should be categorized as a

consumer product. As a shopping product, they are less frequently purchased consumer
products that customers compare carefully on suitability, quality, price, and style. They spend
much time and effort in gathering information and making comparison. They buyers see
homogeneous shopping products, such as major appliances, as similar in quality but different
enough in price to justify shopping comparisons.

Terms & conditions for Refrigerators and Freezers Warranty

WALTON Hi-Tech Industries Limited guarantees to the customer mentioned as per

the details of the unit given for a period of twelve (12) month, commencing from the date of
purchase, the repair, if so required at the sole discretion of the company, free of charge any
part of Refrigerators and Freezers, provided the company is fully satisfied in its sole
discretion about these defects and further provided the mentioned unit is deemed to be still in
the possession of and used by the purchaser mentioned.

Types of Refrigerators and Freezers:

27
There are three types of Refrigerators and Freezers in WALTON.

Different model and price of WALTON Refrigerators and Freezers

Brand name Types Model Size (Liter) Price Sale system

WALTON Refrigerators RK 2D1 241 33100 Cash &

Installment
WALTON Refrigerators RK 2F9 270 35300 Cash &
Installment
WALTON Refrigerators S-1D1 141 15500 Cash &
Installment
WALTON Refrigerators S-1F6 170 16900 Cash &
Installment
WALTON Refrigerators D-1H5 185 23400 Cash &
Installment
WALTON Freezers FC-1D5 145 16900 Cash &
Installment
After sale service

The department does the following thins:

28
  Management of after sales service
 Product service is done by expertise like service engineer and B.S.C engineer.
 Only own product servicing is done
 After sale service is done at free of cost for one year

Table: 3.2.2- Opinion about WALTON Refrigerators and Freezers and its features.

Opinion Good Very Good Excellent No Idea Bad

Percentage 23% 27% 34% 11% 5%

3.3 Consumer Analysis:

Consumers express themselves and communicate with each other through the consumption of
goods and services. Understanding how marketing manages its customers represents one half
of the analysis. The other half needs to focus on the aims of marketing in respect of its
customers. Overriding the commercial aims (for example, increased usage, profit and market

29
share) is that of what marketers are marketing and consumers are consuming. The company
that really understands how consumers will respond to different product features, prices, and
advertising appeals has a great advantage over its competitors. Consumer purchases are
influenced strongly by cultural, social, personal and psychological characteristics. The
marketer needs to know what people are involved in thy buying decision and what role each
person plays. People might play any of several roles (initiator, influencer, decider, buyer, and
user) in a buying decision. Knowing the main buying participants and the roles they play
helps the marketer fine-tune the marketing program.

The customer analysis for the product Refrigerators and Freezers of WALTON Hi-Tech
Industries Ltd. has been done through a market survey. And on the basis of that survey
customer analysis has been made.

Survey Type: Consumer Survey

Sample size: 120

Income Group: Within Tk.15000-Tk. 40000 and above.

Occupation: Service holder & Business personality.

Social Class: Lower-middle, Middle and upper middle.

Survey Area: Different Location of Dhaka City.

In this case we have gone to the Walton showrooms (Basundhara City, Mohammadpur, and
stadium market, Mirpur, Moghbazar, 756, Shewrapara, Rokya Sarani, and Mirpur for
collecting information of consumers. We have collected information from 120 consumers. We
have tried our best to cover all levels of customers.

30
CONSUMER ANALYSIS

Table: 3.3.1- Present brand users of Refrigerator and Freezers of different brand.

Brand Sharp Samsung LG Walton Konka

% 32 15 21 27 5

Figure: 4.3.1 Present Customers of Refrigerators and Freezers

Table: 3.3.2- Present china brand user of Refrigerators and Freezers of different brand.

Brand Butterfly Kelvinator superaristion Konka Walton Nova Noka

% 1.72 6.90 12.07 22.41 24.14 17.24 15.52

Table: 3.3.3- Specific reason for choosing particular Refrigerators and Freezers.

Reason Price Brand Features Warranty Getup

image

31
 % 42 22 18 15 3

Table: 4.3.4- Opinion about the “Brand Image” position.

Brand name Percentage Position

Sharp 24% 1st
LG 21% 2nd
Samsung 16% 3rd
Walton 15% 4th
Konka 12% 5th
Panasonic 13% 6th
whirlpool 12% 7th
Galanz 5% 8th
Other brand 3% 9th

32
Table: 4.3.5- Opinion about low price offer high quality.
Opinion Agree Not sure Strongly Disagree
Percentage 10% 42% 48%

Percentage

50%

40%

30%

20% Percentage

10%

0%
Agree Strongly Disagree

Table: Opinion about WALTON Refrigerators and Freezers price present.

33
Size 170 L, 160 L, 185 L, Price: 15900-17900-22900

Opinion about price Reasonable Affordable High Unreachable

Percentage 30% 29% 35% 6%

3.4 Promotion Activity and Advertisement

Advertising is an evolving business function. It was traditionally used to announce the

availability of products in customer, brand building, positioning conveying the USP (Unique
Selling Proposition) and so on. In recent years, advertising has undergone a number of
significant changes in both strategy and execution. Most of the consumer product companies
have come to the stage where they cannot do business without advertising. It used to be said
be that advertising was the smartest form of communicating without telling the truth with the
cost of media skyrocketing. And the attention span of the customers shrinking with ad clutter,
we cannot blame the advertisers for not giving the entire truth. Advertising is a
communication tool. In order to be successful, we must develop goals and objectives in
keeping with the communication core of advertising once we have clearly defined the
communication goals; we must then adders the role of advertising within the overall
marketing strategy of the firm.

The advertising campaign:

The campaign may be carried out an advertising agency for a large organization. The
important starting point is to have clear objectives as to what is to be achieved. The stages in
the advertising campaign set out are in a recommended order.

34
Identify right timing

Timing of the advertising is crucial. Too before the event, and the customers forget; too late
and they have bought something else. Seasonal markets need careful timing. A Media
Expenditure Plan should be drawn, detailing at what stags of the campaign the money should
be spent, and on which media need to be informed first so that stocks will be in the shops
when consumers get to hear about it.

Promotion to the consumer: Advertising media:

Promotional communication methods consist of advertising sponsorship, branding.

Packaging, publicity, Relations, Sales promotions and merchandising. They must not offer
conflicting messages. Advertising media must be chosen for its ability to reach the right
market segments. Perhaps the most significant role that advertising plays is its advertising is
its contribution to the creation of brand preference. If the necessary ingredient for advertising
is a brand name, then the key to continued successful advertising is a good product. It goes
without saying that no amount of advertising will persuade consumers to repeatedly buy a
bad product. The Key to successful advertising is to view a product as a bundle of consumer
benefits rather than as a physical commodity. Advertising must communicate messages that
address major benefits of a product and communicate realistic benefits of consumers.
Examples of primary product consideration in establishing advertising goals are:

 Brand position within a product category. Products priced at the high end of a
category will require different advertising strategies just as advertising for now
products will differ from their established competitors.

 Product purchase cycle. Obviously. Package goods bought on a biweekly cycle. Such
as groceries will use different advertising approaches than durable goods,

Such as appliances, which are purchased every 5 or 10 years?

 Product awareness and market position. Product with high market saturation has a
much different marketing strategy than others, and it is reflected in both its
advertising budget and its creative approach.

 Product seasonality. For seasonality, Product is marketed differently.

35
  Short term advertising strategy. Is a particular campaign designed to gain initial
consumer trial, encourage higher purchase levels from current customers, or based on
the following

Identity the right media

The choice of media is large and rapidly expanding as more TV channels and the new
technology of the Internet add to the choice. Selection is therefore critical and must be based
in the following:

 Is the cover to be local, regional or national?

 Does the overall cost rule out any medium?

 How many people are reached and at what cost per person?

 Which social group doses the medium reach?

 How often con the message is put over- hourly, daily, weekly etc.?

 Can the message be detailed / how long a life will it have?

 What is the image/status/prestige of the medium?

 How important are sound, movement, color, size?

 Will the results be measurable e.g. Replies to one advertisement?

These are the key questions to be asked when selecting suitable media the lists in the boxes in
the diagram have been drawn up in categories in order to help answer this question.

3.4.1 Advertising Pattern of WALTON Hi-Tech Industries Ltd.

WALTON’s advertising pattern is the following:

 Electronic Media (Television)

 Newspaper

 Billboard

 Road sign

36
 Purchase of Point

37
3.4.2 The objective of advertising of WALTON marketing are given below:
 To establish an immediate sale.
 To bring prospect to closer to a sale.
 To bring a long term franchise.
 To bring consumprion among users.
 To initiate first move towards a sale.
 To give sales force a supporiting servise.
 To gain market support.
 To deeper penetrarion
 To open distrbution
 To open distribution.
 To develop image.
 To import intormation
 To enter new marker
 To create awarenes.
 To support retail trade.
 To promote incentive marketing.
 To counter price competition.
 To overcome memory laps.
 To defend present position.
 To establish market lead.

3.4.3 Advertising Agency of WALTON Hi-Tech Industries Ltd.

WALTON Hi-Tech Industries Ltd. do their advertising activities through the Nishu
advertising agency for specially T.V. media.

38
3.4.4 Sales Promotion

The techniques of sales promotion are so diverse and widely used that they are part of the
promotional programs of virtually every company. Sales promotion is directed to a number
different target markets and comes in an array of formats. Despite its many forms, all sales
promotion techniques have in common the goal of creating short- term sales. The most
frequently used forms of sales promotion are the following

 Point- of – purchase advertising

 Premiums
 Specially advertising
 Coupons
 Sampling
 Deals
 Event marketing
 Sweepstakes and contests
 Cooperative advertising
 Trade Shows and exhibits
 Directories and Yellow Pages

39
3.4.5 WALTON’s Sales promotional objectives.

Table: Sakes Promotional objectives of WALTON

Consumer Promotion Trade and industrial promotion

 Matching comp  Extending distribution network.

 Increasing amount of purchase.  Meeting competitive activity.

 Combating own corporate  Stimulating showroom/ outlet’s co-

purchase and image Operation

 Inducing immediate purchase.  Overcoming seasonal fluctuation

 Introducing new product
 Providing distribution sales push.
 Opening new accounts.
 Stimulating demand push.
 Increasing average value of order.
 Retained established customers.
 Promoting showroom target
 Reaching specific markets.
 Enlisting support from publicity
 Extending effective distribution.
 Encouraging advance stock holding.
 Overcoming seasonal patterns.
 Gaining merchandising support.
 Developing brand awareness.
 Purchasing supporting products.
 Controlling selling effort.
 Educating for trade.
 Acquiring marketing intelligence.
 Reclaiming lost or dormant business.
 Inducing consumption of range.
 15. Securing media news coverage.
 Evaluating Media effectiveness.

38
3.4.6 Types of Sales Promotion of WALTON:

Table: 4.4.2- Different types of promotional activities of WALTON

Consumer incentive Trade incentive

 Price reduction  Trade exhibition
 Competition  Showroom promotion
 Personality Promotion  Trade Bouncers
 In store and exhibitions  Distribution incentive
demonstration  Merchandising activities
 Competition
 Point- of- Sale aids

4.5 Channels distribution of WALTON Refrigerators and Freezers.

“Any sequence of institutions from the producer to the consumer including one or any number of
middle men is called channel of distribution”- Mc Carthy.

Producers normally use a number of marketing intermediates for taking their products to users.
Marketing intermediaries bear a variety of names such as: sole selling agents, stockiest,
Wholesalers, franchised dealers retailers, authorized representatives, brokers/ commission agents
and jobbers. All such intermediaries constitute the distribution channel. The depots/ show rooms
and other direct outlets of producers also form part of distribution channel.

3.5.1 Role and Importance of distribution Channel’s:

Distribution channels play a pivoted role in the successful marketing of most products especially
consumer’s products.

39
3.5.2 Channel Perform a wide variety of functions:

The importance of distribution channels can be understood clearly by analyzing the wide verity
of function performed by them.

 Channels provide distributional efficiency to manufacturers.

 Channels supply products in required assortments.
 Channels provide salesmanship.
 Channels help merchandise the products.
 Channels help implement the price mechanism.
 Channels look after physical distribution and financing functions.
 Channels decisions have a vital bearing on decision on other areas of marketing.
 Channels act as change agents and generate demand.
 Channel levels.
 Channel members.
 Channel length.

3.5.3 WALTON’s Channel of Distribution:

Company must decide on the best way to store, handle, and move their products so that
they are available to customers in the right assortments, at the right time, and in the right place.
Logistic effectiveness will have a major impact on both customer satisfaction and company
costs. A poor distribution system can destroy an otherwise good marketing effort. WALTON
Marketing Ltd. is maintaining the following distribution channel under the direct supervision of
logistic department through authority to maintain the product property and to reach the final
consumers.

40
Supply chain

Import

Ware House

Logistics
Dept

Marketing Dept

Out let

Service Center

Ultimate customer

Distribution Channel of Walton

3.5.4 Physical Distribution:

Physical distribution looks after physical handling of goods, and assures maximum customer
service. It airs at offering delivery of right goods at the right time and places to customers.
Physical distribution activities cover.

 Order processing
 Handling of goods.

41
  Packaging.
 Warehousing.
 Transportation.
 Inventory and
 Customer service.

All middle men in distribution perform these functions and they assure putting the product with
in an arms length of customer desire and demand.

Table: Opinion about showroom’s decoration positive impact.

Brand Sharp Samsung LG Walton whirlpool

% 20% 26% 24% 24% 6%

3.6 Price analysis

The price prevailing in the market at any given time and determined by the forces of demand and
supply is the market price. Market price is important because price changes send signals to
producers which tells them whether they should produce more or less of their good or service. If
the price of a product is raising this is a sign that producers need to supply more.

Producers will respond to this signal because, in general, higher rives lead to higher rewards for
producers (profit) and so they have an incentive to work harder and increase production. Filling
pries, on the other hand, Hand generally lead to falling profits and this is the way that the market
signals to producers that they should produce less.

42
The influence of price on demand: The price of a good or service is obviously one of the main
factors that influence how much we buy of it. The factors that cause the level of demand to
change are explained below. The general rule is:

An increase in demand leads to arise in price

A decrease in demand leads to a fall in price

Changes in income: Most people gain an income from working in the form of wages and
salaries. However, people con gain an income from a number of other sources. They might be
from employment, savings, retirement pension, state benefits, property ownership, share
ownership or business. It is cleat that the greater the level of people’s income the greater the level
of demand. It also follows from this that higher the level of demand the higher the market price.
Obviously this logic can also be applied the other way around- lower incomes lead to lower
demand and lower price.

The price and availability of credit: The price of some goods and service that people wish to
buy can often be so high that they find it difficult to afford them out of one month’s income.

The influence of price on supply: The price of a good or service is obviously one of the main
factors that influence how much we buy of it. The general rule is that:

 The higher the price of a good or service the more businesses will want to produce.
 The lower price of goods of service is less business will want to produce.

The factors of that cause the level of supply to change. To change and hence the market price of
goods and services to alter, are explained below.

 An increase in supply leads to a fall in price.

 A decrease in supply leads to a rise an in rise in price.

43
Changes in the cost of production:

A rise in business costs will often lead to a fall in profit levels and so firms will lose some of
their incentive to produce. It the majority of firms in the industry are affected in the same way
then there will be a fall in supply. Similarly a fall in business costs tends to increase profit levels
and they have an incentive to produce more. If most firms in the industry respond in the same
way then there will be an increase in supply.

Factors to consider when setting prices:

Before setting price, the company must decide on its strategy for the product. If the company has
selected its target market and positioning carefully, then its marketing-mix strategy, including
price, will be fairly straightforward. At the same time, the company may seek additional
objectives. The clearer a firm is about its objectives, the easier it is to set price. Price is only one
of the marketing- mix tools that a company uses to achieve its marketing objectives. Price
decisions must be coordinated with product design, distribution, and promotion decisions to from
a consistent and effective marketing program.

Pricing of Refrigerators and Freezers:

In case of the product Refrigerators and Freezers, WALTON Hi-Tech Industries Ltd. has adopted
the following price on the basis of following formula:

Selling price = Landed cost (LC) + Administrative cost + Transportation cost +

Warehousing cost + VAT + Profit margin.

44
3.7 Market analysis of the industry:
To ensure that our analysis is consistent, it is very important to define the ‘industry’ we are
dealing with. An ‘industry’ is defined as a group of organizations or business units producing
close substitutes. For the convenience of our analysis, the industry can be defined in both wide
and narrow.
Wide Definition:
Base on the available information, the industry can be defined as “Consumer durable Electronics
Goods” industry.

Narrow Definition:
For the critical analysis, the industry can be defined as “Refrigerators and Freezers” industry.

Major participants of the Industry:

The companies who are performing well and have maximum market share of the industry are as
follows:

Global brand:
 WALTON
 Sharp
 Whirlpool
 LG
3.8 Major participants of the Industry:
Non brand:
 Ariston
 Kelvinator
 Superaristion
 Konka
 Nova
 Noka .

45
Table: Market Share Analysis of Industry for global brand: (Sales Volume)

For the Year 2014

Company Name Market Share %

Sharp 45.44
Panasonic 18.61
Whirlpool 35.95

Table: Market Share Analysis of Industry for Non brand: (Sales Volume)

For the Year 2014

Market Share %
Company Name
Butterfly 1.72 %
Kelvinator 6.90 %
Superaristion 12.07%
Konka 22.41 %
Nova 17.24 %
Noka 15.52 %

46
3.9 International market and Fame of Walton

International market:

Walton pursues its 21st century vision of becoming a true universal digital brand through
innovative design, latest technology and proper customer satisfaction. Walton set its vision to
take a place among the top electronics, automobiles, and telecommunication Industries in the
world by 2015. The products of the company have acquired a significant local market share and
are also exporting to different countries in the world like United Arab Emirates, Myanmar,
Sudan, Qatar etc. And we are prepared for huge market access to Australia, Singapore, Poland,
Romania, Ethiopia, Saudi Arabia, South Africa, Oman, Kuwait, Yemen, Bhutan, Nepal, Bahrain,
Nigeria and Ghana. Our major overseas distributors are:

Australia United Arab Emirates(U.A.E)

gtbc Australia 13 brechin court, greenvale vic- mohd. Maqbol general trading(l.l.c) 117-236, al
3059, Australia. Tel: 0061 393 335 183 mobile: murar, deira f-314 (3rd floor) United Arab
+0061 410 262 731,0061 415 506 805 Emirates mobile: +971 50 884 5306,55 649658
Qatar North Sudan
Nasser bin saad trad, cont. Est. C.r. No. 23175 nageer engineering enterprises 60, street, taif
p.o box no. 23695 Doha, Qatar tel: 0097 4482 khartoum, North Sudan tel: 0024 9912 392 336
0029
Singapore Myanmar
Tanmoy enterprise25/27 lembu road, hero international ent’p ltd.No. 186/188, ground
Singaporemobile: +6598 620 665, +6582 372 floor, pansodan t/ship,Yangon, Myanmar. Tel:
0095 1388 438, 391575
India Ghana
bothra international p.o: Mankachal dist: Ahmed kabir ltd. P.o: box: af 1747Accra, Ghana
Dhubri, Assam. Tel: 0091 9435 015 652 tel: 00233 263 945 965

International fame:

Walton brand products have won the hearts of millions and would be exported to many countries
including Japan due to its high quality. Japanese Ambassador to Bangladesh Shiro Sadoshimo

47
said this while talking to the newsmen after visiting the electronics and automobile factory
Walton Hi-Tech Industries Ltd. at Chandra, Kaliakair in Gazipur on Tuesday. There is a great
possibility for Walton products to be exported in Japan as Bangladesh and Japan have a good
friendly relation for a long time and have huge opportunities for co-operation in different fields
like trade; he added. If Bangladesh and Japan work together the economic expansion of the two
countries will be more progressive, he pointed out. The Japanese envoy assured the Walton
authority for providing all kinds of technical supports to develop the production facilitates and
other supports to promote Walton products in Japanese market. At this time he went round
different units of the factory equipped by the state-of-art technology that manufactures fridge,
motorcycle and air-conditioners with Miki Yamamato, economic counselor of the Japanese
embassy, S M Shamsul Alam, Chairman of Walton Hi-Tech Industries Ltd, S M Ashraful Alam,
Managing Director, Lokman Hossain Akash, Chief of Walton International Marketing
Department and Enayet Ferdous, media adviser accompanied the Japanese envoy during the
visit. Some Japanese companies have expressed their interest in importing Walton products from
Bangladesh, Lokman Hossain Akash informed this while mentioning that the company has
acquired positive image in international market for its electronics, electrical and automobile
products. Senior Deputy Director and Chief of Creative & Publication, Uday Hakim has said
Walton factory uses more American and German technology compared to the Japanese
technology. Shiro Sadoshimo remarks that the visit will not only increase the use of Japanese
technology in Walton factory but also create an opportunity to export Walton products in Japan.
The visit is also an initiative to increase trade relation and technological cooperation between
these two countries.

3.10 SWOT Analysis of WALTON

Strength

48
  Efficient management

 Good distribution channel

 Long experience in this industry and good learning curve.

 Reputation as a global company Environment friendly products

 Wide distribution capability

 Brand loyal customers

 Brand image of WALTON

 Easy access to capital investments

 Economies of scale due to standardized product

 Structured geographic network.

 Two sales category higher purchases system or cash.

Weakness

 Weak marketing strategy.

 Lack of strong marketing network rather than competitors.

 Lower frequency in Advertisement in electronic media.

 Lack of proper decoration of showrooms.

 So high price than china base product. (Refrigerators and Freezers)

Opportunity:

 WALTON has very positive corporate image

 Proper utilization of hire sales system can flourish the sales growth

 New products developed through.

49
  Small and local competitors are decreasing

 Changes in people’s life style, enhancement of purchasing power and changes in social
values.

Threat:

 A shift in buyer needs and tastes away from the industry’s product

 Adverse demographic changes.

 As opportunities are increasing some Korean companies may enter the market as they
already have similar products Refrigerators and Freezers.

 The frequency of advertisement is increasing by the competitors rather than WALTON

 Day by day inter new product in Bangladesh which price is so low. (China product)

50
 Chapter-4
Recommendation &
Conclusion

4.1 Recommendation

I recommend the following steps:

51
  Price can be reduced to attract the customers mostly.
 More advertising campaign should be taken to attract the customers.
 Number of showrooms should be increased.
 Credit facilities could give to the dealer in some cases.
 Prices should not be more frequently.
 Set up a control R & D department to make R & D activities more cost effective &
fruitful.
 Should have in house advertising agency.
 After sales services facilities should be prompt & with care.
 Strengthen channel of distribution.
 Can diversify in other domestic products to gain economics of scale.
 Become more aggressive to cover wide area.
 Setting up a strong brand image.
 Can improve promotional activities (consumer promotion, trade promotion).

4.2 Conclusion

52
 From the study of Competitive market analyze of Refrigerators and Freezers, it can be
concluded that functions followed by WALTON Company Ltd. is comparatively good. Since
consumer demand is changed instantly, the company should take the advance strategies and
policies to grab the market. In this regard integrated marketing can be helpful. Rivalry is likely to
increase; its WALTON’s strategic move to global market has been successful. The life cycle
stages of the products of WALTON are mostly in mature stage. All the big companies in the
market are acquiring small companies and as the product range-is-quite large they enjoy
Economies of Scale. Customers are very brand loyal some rivals have good distribution
channels. As buyers’ preferences are changing it is inducing the industry to change. An intense
competition is going on in the market of home appliance between the brand and non-brand
product. The increasing demand for non-brand product is due to lower price rather than others.

Customers are not very well-known about WALTON product like due to the drawback of
advertisement. Advertisement is one of the key issues of sales growth through which Konka.
Nova and some other non-brand are doing very well in sales. Konka and Walton are most
demanding in the gray market because of lower price, nice getup and for guarantor period.
Demand of Refrigerators and Freezers is increasing day by day which is a positive sign for
WALTON. Price is the first choice of the customer for purchasing Refrigerators and Freezers in
the gray market but brand loyalty and quality are not ignorable.

References:

53
 Kotler, Philip, and Marketing Management (11th edition), Prentice-Hall, 2003, 706pp.
 Kotler, Philip & Gary Armstrong, Principles of marketing (10th edition) New Delhi:
Prentice-Hall, 2003, 734pp.
 Belch, George E. & Michael A. Belch, Advertising & Promotion (5th edition) New Delhi:
Mc Graw-Hill, 2003, 795pp.
 Stanton, W.J., Fundamentals of Marketing, New Delhi: Mc Graw-Hill, 1992, 723pp.
 Mc Carthy, E.J., & W. D. Perreault, ‘Essentials of Marketing’, New-Jersey: Irwin, 1990,
668 pp.
 Integrated Advertising, Promotion, and Marketing communications (Kenneth E. clow
Donald Baack.
 Annual Report of WALTON 2011,2012.,2013, 2014

54
 APPENDIX
Survey Questionnaire
Perception of Employees regarding Formal and Informal Training.

Please feel free to fill the questionnaire. This is prepared to fulfill academic research purpose
only. These information would not be disclosed anywhere.

Name: _________________________________ Designation: ___________________

Academic Qualification: ____________________ Age: _________ years.

Sex: a) Male b) female

Questionnaire
[All information provided would be kept confidential. Thus, we seek your honest opinion]

Name:
Address:
Gross family monthly □ Below TK 25000 □ TK 25,000-35,000 □ TK 36,000-45,000
income:
□ TK 46,000-50,000 □ Above TK.50,000

1. Do you own a refrigerator?

□ Yes
□ No
2. If yes, please mention the brand/ company name.

Brand Brand Brand

□ Walton □ Simens □ Toshiba
□ Singer □ General □ Butterfly
□ National □ Shaklock □ Sanyo
□ Gold Star □ Whirlpool □ Samsung
□ Mitsubishi □ Kelvinator □ Other -----------

3. Are you satisfied with your present brand of refrigerator? (Please tick on the satisfaction level of your brand)

□ Very Satisfied □ Satisfied □ Neutral □ Dissatisfied □ Very Dissatisfied

4. How did you find about brand choice (who influenced you)?
□ Family □ Dealers □ Print □ Friends/Neighbors □ Experience □ Any other
members ads □ TV/Radio source(s) please
specify……………
……

5. What attributes/features would make a refrigerator most important to you?

55
 □ Outer design/look □ Quick freezing
□ No-frost freezer compartment
□ Lock □ Clean back design
□ Price □ Year of guarantee
□ After sales service
□ Country of origin
□ Different compartment for
refrigerator and freezer
□ Brand reputation

6. Given below are the different prices of refrigerator. Please specify which group your refrigerator belongs?
□ Less than Tk. 20,000 □ Tk 20,000-30,000 □ Tk. 30,000-40,000 □ More than Tk. 40,000

7. With a fair trade-in value would you be interested to replace your existing refrigerator with a good quality one?
□ Yes
□ No

8. Whenever you hear about Walton, what is the first thing that comes to your mind?
□ Good quality □ Expensive □ Brand name reputation □ Good □ Others Please
Design (specify)………….

9. Have you ever used a Walton refrigerator?

□ Yes
□ No

10. If no in your point of view the reason is-

□ Not aware □ Not available □ Very limited □ Comparatively □ Bad quality □ Others
of the brand in the market in showroom expensive product

11. Have you ever come across any advertisements of Walton refrigerator?
□ If Yes, then where? Please specify……………………….

12. If yes, did you consider buying a Walton refrigerator after seeing the advertisement?
□ Yes
□ No

13. Do you prefer to buy it from the Dhaka international trade fair (DITF)?
□ Yes
□ No

14. If yes then the reason is (please rank)

□ Discount □ Delivery □ Comparison of all □ Attractive price □ Others (Please
Price ….. System….. brands together at the offers (I.e., scratch specify…..
fair….. card)………………..

15. If you ever intend to buy a second unit in the near future (within 1 year) would you prefer buying Walton?
□ Yes, because
□ No, because

16. If you are the user of Walton Refrigerator what do you think about the effectiveness of it?

□ Excellent □ Good □ Normal □ Bad □ Horrible

56
57
17.
1) What are the good things of Walton Refrigerator you can recall? (More than one answer is acceptable)

□ Outer design/look □ Quick freezing □ Country of origin

□ No-frost freezer compartment □ Different compartment for
□ Lock □ Clean back design refrigerator and freezer
□ Price □ Year of guarantee □ Brand reputation
□ After sales service

2) What are the bad things of Walton Refrigerator you can recall? (More than one answer is acceptable)
……………………………..
……………………………..
……………………………….
□ No weakness

Thank You for giving your valuable time.

58