Customer satisfaction level of Aarong a social enterprise

Abstract

“Aarong”, established in 1978, had recognized them as a pioneer cooperative grouping in the fair trade sector in Bangladesh. Aaron’s vision was to help the artisans so that they can restore their pride and self-esteem, stimulating Bangladesh’s traditional Art and Craft. Another aim was to secure the women right and to establish them as an important asset in the society. Now a day’s many competitors are coming and business world becomes more competitive. If a business fails to fulfill the consumers demand then it is driven out from the market. And to fulfill this demand, business has to analyze its consumers demand time to time. This research has done the same job to Judgment the consumer demand to know their expectations to assure their needs. Objective of this report is to see the customer satisfaction level of the leading local brand Aarong, a BRAC social enterprise. At the same time this report is to talk about the customer’s demographic and geographic situation as well as their behavior of Aarong and analyze the service of Aarong for its producers. Simultaneously, it is also inspect on the basis of this feedback that how Aarong can improve the efficiency level to make them more organized and to meet their customers expectation. The study is based on the data collected by personal interview with the consumers at three different Aarong outlets in Dhaka city. An open-ended question has been designed for that research. The sampling unit covers 300 people combining both male and female those are aarong’s customers. As the size of population is unknown, convenient sampling is done. I believe that this report will help to those people who are willing to prepare a report on related fields. This will help the people to know about their own expectations and demands from Aarong. The learners will be able to use this as their reference curriculum. At the same time the result of this study will help Aarong decision makers to develop their service, product and quality according to the customer’s expectation. This will help new businesses or entrepreneurs to launch a new brand in Bangladesh.