The Effect(s) of promotions & discounts on consumer-based brand equity of brands in Bangladesh

This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2019.

書目詳細資料
主要作者: Bhuiyan, Rafiur Rahman
其他作者: Mamoon, Mahreen
格式: Internship report
語言:English
出版: Brac University 2019
主題:
在線閱讀:http://hdl.handle.net/10361/12222
id 10361-12222
record_format dspace
spelling 10361-122222019-09-30T05:41:27Z The Effect(s) of promotions & discounts on consumer-based brand equity of brands in Bangladesh Bhuiyan, Rafiur Rahman Mamoon, Mahreen Brac Business School, Brac University Brand equity Promotion Discounts Brand name products--Bangladesh--Management. This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2019. Cataloged from PDF version of internship report. Includes bibliographical references (pages 33). In recent times, many brands are operating in Bangladesh, ranging from large Multinational Corporations to Small and Medium Enterprises, and all of these brands try to capture and secure their own portion of the market through many means of acquiring, satisfying and retaining their consumers. Some such Brand Communication tools are Promotional Offers and Discounts which allow a brand to boost sales and, if executed well, increase consumer delight, loyalty and repeat purchases. In the context of Bangladesh, no such study was carried out before; thus, during my 2-month long internship at Asiatic Digital, which is under Asiatic Marketing Communications Limited, I decided to carry out my research on this research topic as it was a topic which would also help satisfy my curiosities about the behavior of consumers in Bangladesh. Over time, while doing my internship, I was able to study how consumers respond to discounts and promotions; and they seemed to mostly react with intrigue and positivity. Thus with this observation in mind, I set off to conduct an exploratory research on this subject with the consumers of Brands in Bangladesh in mind. A total of 106 individuals took part in the survey to share their opinions and feedback on discounts and promotions. 60% of these respondents stated they liked to collect on products that had an offer or discount attached to them; and 51% of the sample population believes that offers and discounts hold some form of a benefit for them while the other 49% thinks that offers and discounts are only beneficial occasionally. 9% of the respondents stated that they do not become loyal consumers to brands that give out promotions and discounts; 44% respondents state that they do indeed become loyal consumers while the remaining 47% become loyal consumers for some of these brands that usually activate promotions and discounts. It has also been seen that consumers prefer offers more than they prefer discounts; 45% of respondents question whether the quality of a product is intact when they learn that a product is available at a discount – and 51% of the respondents do not always question the quality of a discounted product but only sometimes while 4% do not question it all. Rafiur Rahman Bhuiyan B. Business Administration 2019-06-23T05:53:27Z 2019-06-23T05:53:27Z 2019 2019-03-30 Internship report ID 15104144 http://hdl.handle.net/10361/12222 en Brac University Internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. 33 pages application/pdf Brac University
institution Brac University
collection Institutional Repository
language English
topic Brand equity
Promotion
Discounts
Brand name products--Bangladesh--Management.
spellingShingle Brand equity
Promotion
Discounts
Brand name products--Bangladesh--Management.
Bhuiyan, Rafiur Rahman
The Effect(s) of promotions & discounts on consumer-based brand equity of brands in Bangladesh
description This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2019.
author2 Mamoon, Mahreen
author_facet Mamoon, Mahreen
Bhuiyan, Rafiur Rahman
format Internship report
author Bhuiyan, Rafiur Rahman
author_sort Bhuiyan, Rafiur Rahman
title The Effect(s) of promotions & discounts on consumer-based brand equity of brands in Bangladesh
title_short The Effect(s) of promotions & discounts on consumer-based brand equity of brands in Bangladesh
title_full The Effect(s) of promotions & discounts on consumer-based brand equity of brands in Bangladesh
title_fullStr The Effect(s) of promotions & discounts on consumer-based brand equity of brands in Bangladesh
title_full_unstemmed The Effect(s) of promotions & discounts on consumer-based brand equity of brands in Bangladesh
title_sort effect(s) of promotions & discounts on consumer-based brand equity of brands in bangladesh
publisher Brac University
publishDate 2019
url http://hdl.handle.net/10361/12222
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