Importence of Marketing Research

Executive Summary

Market research is a powerful tool that enables any organization to strategically plan and guide their development. An effective market research survey allows an organization to explore their field, as well as discover areas of new growth. The information determined in a market research survey can suggest areas of growth as well as identify how improvements can be made to approaches used in the current market. Market research via a questionnaire also supplies data for improving existing products and developing new products.

This Research had been commissioned to Mr. Razib Alam, Lecturer, Department of Business Administration, Stamford University Bangladesh on “Customers’ Attitude toward Lux toilet soap” by the Sky Group, 28th B, BBA, Stamford University Bangladesh to fulfill the course requirement.

As most of us use Lux brand soap for personal use, a curiosity has been developed inside us since our honorable teacher has told us to select a product for conducting a research on it. Then we have decided that lets have a research on the Lux users to determine, are they really satisfied with their Lux brand with its offers.

Finally, we started our research by developing a questionnaire under the heading, “Customers’ Attitude toward Lux toilet soap.” We have prepared this report based on the theory from text book and the information collected from the website of the ‘Unilever Bangladesh Ltd.’ and of course the questionnaire, and we have conducted field work to fill up questionnaire from various customers of Lux band toilet soap.

Major findings:

The findings of the research reflect that

* Customers have an positive attitude toward the promotion of the Lux toilet soap,

* Fragrance of Lux soap is most preferred by its customers,

* Majority of the Lux users find it convenient to purchase the Lux soap at the present price as it provides the high quality at such convenient price.

* Discovered qualities that the customer wants from...