1.0. INTRODUCTION1.1. Origin

(Teachers name) Associate Professor, Department/Schoo/Institution of Business Administration, University, has assigned me a report on A manufacturer of iodized salt products wants to determine characteristics of its consumers. I am very much thankful to him as he gave me useful directions to prepare the report. The researcher has chosen the topic Consumers characteristics (Buying Behaviors) of ACI Salt. The date of submission for the report is July 30, 2008.1.2. Scope

The report covers only one area of city, which is related to determine the satisfaction level of the consumers of the ACI Salt. The factors that most of the consumers keep in mind while buying ACI Salt is covered in this report. Also the satisfiers and dissatisfies about the salt is covered in this report. The information is gathered through conducting the survey. The report will not cover in depth the psychological and mental dimension of the consumers, which could affect the satisfaction provided by a particular product to some extent. This report also does not cover environmental factors such as Political, Economical, Social, Technological and Ecological factors, which have an affect on the consumer buying behavior. 1.3. Problem statement

The research will be conducted to identify the Consumers characteristics (Buying Behaviors) of ACI Salt. It is a study which will be conducted on the basis of marketing mix- product, price, place, packaging and promotion, referred from the book Understanding Business. Consumers usually face a broad array of products and services that might satisfy a given need.

1.4. Limitations

There are some major limitations of this research. These are as follows:

Respondents will not always be ready to give an interview and it will create a pressure on time duration.

Lack of knowledge of the respondents.

Shortage of adequate time. 1.5 Report previewThe report starts with the letter of transmittal. Then the table of contents, list of tables and graphs or diagrams added inside the report. The next section of the report is the executive summery, that summarize the overall findings of the research activity. The introduction section has been introduced, which would help to know the origin, scope, problem statement, limitations of the report & report preview. The objectives of the report have been defined in the next section. Then the methodology is described. Report design follows the approach to the problem. The next section describes the data analysis and findings, which will help to know the consumers characteristics (Buying Behaviors) of ACI salt as research findings show all the results of the analysis and the interpretations. A set of recommendations have been included to the section next to the conclusion. Finally the appendix section includes a format of the questionnaire & the project proposal, which was followed to analyze the raw data.2.0. OBJECTIVE

2.1.0. Specific objective 2.1.1. The specific objective of the report is to find out the consumers characteristics (Buying Behaviors) of ACI salt.2.2.0. Broad objectives The broad objectives of the report are- 2.2.1. To identify and evaluate the satisfaction and dissatisfaction level among the consumers of the ACI Salt,

2.2.2. To find out the current level of awareness of consumers on the ACI Salt,

2.2.3. To find out the consumers perception about the price level of the ACI Salt &

2.2.4. To find out the problems (if any) of the ACI Salt.

3.0. METHODOLOGY3.1.0. Data collection method:

3.1.1. Data sources: This research will be carried out using two different sources-3.1.1.1. Primary data: Primary data will be collected from the following source:

Household Consumers. 3.1.1.2. Secondary data: will be collected from different official publications, journals, publications of different research studies, internet, etc.3.1.2.1. Sample size and location: For the convenience of the research work, the Mirpur cantonment area is taken as a sample of the entire Dhaka city. The estimated sample size will be 20 housewives from different ages.

3.1.2.2. Data collection instruments: A standard questionnaire will be developed.

3.2.0. Data analyze method: The data analyze method will be both quantitatively and qualitatively.

4.0. DATA ANALYSIS AND FINDINGSThe gathered data from the respondents was analyzed by using different but simple & easy to understand techniques. As the correct and accurate analysis and interpretation of these data is vital to know the consumers characteristics (Buying Behaviors) of ACI salt, the highest level of intensity and integrity was employed at the time of analysis.

This portion can be divided into two categories.

They are as follows;

4.1. Data analysis &

4.2. Findings.

4.1. Data analysis

The overall data analysis is as follows:4.1.1Use of SaltThe respondent profile includes that all of them use salt. The column chart drawn bellow indicates that concept.

Figure- 4.1.1: Use of Salt

4.1.2Brand PreferenceThroughout the research, I found that among all the consumers of salt 60% consumers prefer ACI Salt most, 20% prefer Molla Super Salt most, 20% prefer Confidence Salt most & I found no one who prefers any other salt.The following figure shows that fact.

Figure- 4.1.2: Brand Preference4.1.3LoyaltyAmong the consumers who prefer ACI Salt most, 100% of them are loyal customers of ACI Salt.

Here is the visual figure.

Figure- 4.1.3: Loyalty

4.1.4PriceWhile buying any product, consumers consider that if the price is reasonable. In the time of my survey I found that 33.33% consumers of ACI Salt emphasize on this point and 66.67% didnt comment. There is a pie chart showing that information.

Figure- 4.1.4 (a): Reasonable PriceI also found that 100% consumers are satisfied with the present price & no one is dissatisfied.

Following figure show the information.

Figure-4.1.4 (b): Accuracy of price

I also found that if the price increases 66.67% of the consumers will continue to buy & 33.33% of them will not buy anymore.

Figure-4.1.4 (c): Continue / Stop buying4.1.5PackagingSome of the buyers are attracted by the attractive packaging. 33.33% consumers of ACI Salt are attracted by its attractive packaging and 66.67% didnt comment.The chart given bellow is showing that information.

Figure- 4.1.5 (a): Attractive PackagingWe also found that 100% consumers of ACI Salt like the packaging and found no one who dislikes.

The diagram bellow talks on this topic.

Figure- 4.1.5 (b): Like / Dont Like PackagingWe also found that 33.33% consumers like the packaging for attractive look, 33.33% for nice look & 33.33% for colorful packaging.The diagram bellow talks on this topic.

Figure- 4.1.5 (c): Expression about Packaging4.1.6 AvailabilityAvailability sometimes influences the consumers. Here 66.67% consumers of ACI Salt are influenced by its availability and 33.33% didnt comment.

Here is a pie chart about this.

Figure- 4.1.6: Availability

4.1.7AdvertisementDuring my survey I found that 66.67% consumers of ACI Salt are satisfied with the advertisement & 33.33% are not satisfied.The column chart bellow shows this fact.

Figure- 4.1.7: Advertisement

4.2. FindingsIn my survey I found that all of the respondents use salt (Figure- 4.1.1: Use of Salt). The facts I found in my survey are given bellow:4.2.1. The satisfaction and dissatisfaction level:

i) Among the consumers who prefer ACI Salt most, 60% of the consumers of salt prefer ACI Salt most (Figure- 4.1.2: Brand Preference).

ii) 100% of them are loyal customers (Figure-4.1.3: Loyalty).

iii) 100% consumers of ACI Salt like the packaging and found no one who dislikes (Figure- 4.1.5 (b): Like / Dont Like Packaging).

iv) 66.67% consumers of ACI Salt are satisfied with the advertisement & 33.33% are not satisfied (Figure- 4.1.7: Advertisement).

4.2.2. The current level of awareness of the consumers:

i) 33.33% consumers of ACI Salt are attracted by its attractive packaging and 66.67% didnt comment (Figure- 4.1.5 (a): Attractive Packaging).

ii) We also found that 33.33% consumers like the packaging for attractive look, 33.33% for nice look & 33.33% for colorful packaging (Figure- 4.1.5 (c): Expression about Packaging).

x) 66.67% consumers of ACI Salt are influenced by its availability and 33.33% didnt comment (Figure- 4.1.6: Availability).4.2.3. The consumers perception about the price level:

i) 33.33% consumers of ACI Salt emphasize on reasonable price and 66.67% didnt comment (Figure-4.1.4 (a): Reasonable Price).

ii) 100% consumers are satisfied with the present price & no one is dissatisfied (Figure-4.1.4 (b): Accuracy of price).

iii) If the price increases 66.67% of the consumers will continue to buy & 33.33% of them will not buy anymore (Figure-4.1.4 (c): Continue / Stop buying).4.2.4. The problems (if any) of ACI Salt:

In my survey I found no comment about the problems of ACI Salt. 5.0. CONCLUSIONIt is such a study which is conducted on the basis of marketing mix- product, price, place, packaging and promotion. The research product is ACI Salt, a product of ACI Consumer Brands. It is a salt which is vacuum evaporated, free flowing and rightly iodized. The basic objective of the research is to find out the characteristics (Buying Behaviors) of the consumers of a manufacturer of iodized salt products (ACI Salt). This was done through analyzing the consumers perception on ACI Salt. In fine, we can say that this report is completed in a very short time & within a few amount of consumers, which probably could not expose A manufacturer of iodized salt products wants to determine characteristics of its consumers fully and accurately. But I hope that the mistakes would be considered by the readers as I tried hard and gave enough effort.6.0. RECOMMENDATIONSThe following recommendations can be drawn from the data analysis and findings, which could be helpful for the ACI Consumer Brands to determine characteristics of its consumers.

1) The company can reduce the price to enhance and grab more consumer satisfaction.

2) The packaging strategy can be developed in such a way, which would focus more on smartness and good-look to attract the consumers.

3) The company needs to intensify its techniques and methods behind the advertising and promotional campaign, they also can introduce different but innovative advertising methods to grab the market attractiveness, budget behind advertising and promotional activities can be increased, so that the company can easily attract and hold its intended market in the long run.

4) While advertising, the company should focus more on the ingredient, iodine which may attract some more consumers.

5) As we know that the consumers needs and wants are very much changing, the company should continuously improve the quality of the salt with respect to the needs and wants of the consumers.

6) To get better competitive advantages the company can invite the consumers of ACI Salt to seat for a discussion session to generate ideas and also to know their satisfaction level from different perspective.

7.0.BIBLIOGRAPHY1) William G. Nickels, James M. McHugh, Susan M. McHugh, Understanding Business, McGraw-Hill, 8th edition

2) www.aci.com

3) www.Google.com8.0. APPENDICES

8.1Appendix A

QuestionnaireQUESTIONNAIRETHIS STUDY IS CONDUCTED FOR ACADEMIC PURPOSES ONLY. ALL INFORMATION GIVEN WILL BE KEPT IN STRICT CONFIDENCE.

1. Do you use salt?( Yes ( NO

2. Which brands do you prefer most?(Please insert serial numbers according to your preference )

( ACI Salt ( Molla Super Salt ( Confidence Salt (Others

3. Why do you use that particular brand?

(You can choose more than one)

( Loyalty( Reasonable price( Attractive packaging( Availability

(Influence of advertisement( Influence of Brand Ambassador

( Others.

4. Do you like the packaging?

( Yes

( No

5. Why do you like or do not like the packaging?

(

6. Are you satisfied with the advertisement?

( Yes

( No

7. Can you recognize the brand if it is not labeled?

( Yes

( No

8. Do you think the prize of the brand you prefer is accurate?

( Yes

( No

9. If not do you think the prize of other brands is accurate?

( Yes

( No

10. If the price increases will you continue to buy the product?

(Yes

(No

Name: (not mandatory) . Age

: ( Below 20 ( 21-25 ( 26-30 ( Above 30 Education

: ( school ( college ( graduation ( post-graduation

Signature &Date:

Thank you for your cooperation.

8.2 Appendix B

Report Outline:1. Introductory Part

2. Report Body (Findings)

3. Ending of the Report8.3 Appendix C

Proposal

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