http://ar.cou.ac.bd:8080/xmlui/handle/123456789/9 2026-05-28T18:53:26Z 2026-05-28T18:53:26Z Das, Shayantha http://ar.cou.ac.bd:8080/xmlui/handle/123456789/310 2025-08-26T09:12:54Z 2025-06-29T00:00:00Z

Analyzing Marketing Mix Effects on Branding of Real Estate: A Comprehensive Study of Rancon FC Properties Ltd., Chattogram Das, Shayantha The purpose of this study is to determine how Chattogram real estate businesses' branding is impacted by the marketing mix. A combination of convenience and random selection was used to choose 127 responders in all. Information from those working in the real estate industry was gathered for the study through questionnaires and interviews. According to the analysis, a lot of businesses struggle to establish a strong brand because they don't employ their marketing mix properly. Common issues include poor marketing, unjust prices, inadequate customer support, and a lack of obvious evidence of quality. According to the survey, real estate firms should increase the value of their products, provide reasonable prices, and concentrate on target-based advertising, adequately train staff, and guarantee robust customer service procedures. Enhancing confidence and branding can also be achieved by providing visible assets, such as showrooms or model apartments.

2025-06-29T00:00:00Z Parves, Md. Kamrul Hasan http://ar.cou.ac.bd:8080/xmlui/handle/123456789/309 2025-08-26T09:05:45Z 2025-06-29T00:00:00Z

Measuring The Effects of Store environment, Availability of Money, Brand Image, Hedonic Consumption Tendency on Impulse Buying Behavior: Study On Retail Store Customer's in Bangladesh Parves, Md. Kamrul Hasan An impulse buying being growing concept and idea has become an important part of enhancing sales in retail store sitting. Retailers and marketers tend to devise strategies to plan for such behavior. Although there are lot of studies has conducted on impulse buying behavior but this study is not sufficient for understanding customers’ impulsiveness in developing countries like Bangladesh. The main objective of this study attempts to describe extent and amount of impact of some selected internal, external and situational factors influence on consumer impulse buying behavior. The theoretical framework designed based on the literature review and four hypotheses are developed focusing relationship between factors. This is a descriptive research based on quantitative data. To achieve the research objective, primary data are collected by surveying on consumers through self-structured questionnaires and respondents are selected by using convenience sampling method. Sample size consists with 140 respondents who are active in online because questionnaires send through social media especially Facebook. A five point Likert scale questionnaire is used in acquiring the respondent information. The method used to analyze the data are: frequency and percentage for descriptive statistics, reliability test and validity test for measuring data accuracy and consistency and regression analysis, correlation coefficient and t- test are conducted to test the hypothesis. The results showed that independent factors (store environment, availability of money, availability of time and hedonic consumption tendency) have significant direct relationship with dependent factor (impulse buying behavior). This study recommended the retailers and policy makers must consider the factory when developed strategy and formed policy. Outcomes of the study is limited by the sampling frame and size, cost and time limitations and showed only few factors influence on impulsiveness of customers. For future research it would be recommended that taking other important factors into consideration by extended both quantitative and qualitative research approaches, increase sample size and data collection time. This study provides useful insights into impulse buying in a retail store setting by giving the prevalence of impulse buying in shopping environment and importance of impulse purchase to a retailer profit.

2025-06-29T00:00:00Z Rahaman, Moeen Ur http://ar.cou.ac.bd:8080/xmlui/handle/123456789/307 2025-08-26T08:56:36Z 2025-06-29T00:00:00Z

SOCIAL SIGNALS AND SUSTAINABLE CONSUMPTION: A STUDY OF SOCIAL MEDIA INFLUENCE ON PURCHASE INTENTIONS AND BRAND LOYALTY IN BANGLADESH'S APPAREL INDUSTRY Rahaman, Moeen Ur Social media strategies have emerged as vital components in the rapidly advancing domain of digital marketing, exerting a profound influence on consumer behavior and nurturing brand loyalty. This research explores five key elements of Social Media Marketing in the context of Bangladesh’s restaurant industry—namely Social Media Optimization (SMO), Social Media Sharing (SH), User-Generated Content (UGC), Live Streaming (LS), and Meme Marketing (MM)—to assess their effects on customer purchase intention and brand loyalty. Anchored in the principles of relationship marketing and digital engagement theory, the study employs a quantitative research design, collecting data from 300 social media-active restaurant customers. Structural Equation Modeling (SEM) using SmartPLS was utilized to examine both direct and mediating relationships, with a particular focus on the mediating role of brand loyalty. The findings indicate that elements significantly influence both purchase intention and brand loyalty, with brand loyalty serving as a crucial intermediary. The results not only enrich the theoretical discourse in digital marketing but also offer actionable insights for practitioners. In particular, they emphasize the necessity of culturally attuned, interactive, and trustworthy content. Businesses aiming for sustainable customer engagement must leverage these tools to foster emotional connection and long-term loyalty.

2025-06-29T00:00:00Z Rigan, Md. Abdullah Al Masum http://ar.cou.ac.bd:8080/xmlui/handle/123456789/305 2025-08-26T05:51:57Z 2025-06-29T00:00:00Z

Determinants of Consumers Purchase Intention towards Residential Apartments in Cumilla : Emprical Evidence from Silver Developers Ltd. Rigan, Md. Abdullah Al Masum This internship report shows and investigates Factors Affecting Consumer’s Intension to Purchase Residential Apartments in Cumilla. This study is based on Silver Developers Ltd. in Cumilla city. Chapter 1 contains introduction, objective the study and more. The objective of the study is to find out factors affecting consumer’s intension to purchase residential apartments. Moreover Chapter-2, the literature review shows that all constructs or variables which affect consumer’s intension to purchase apartment. The literature review shows that the independent variables are significantly related to each other. The independent variables are location, finance or price, living space, infrastructure facilities and environment and depend variable is purchase intension. Chapter-3, the company has long experience more than 14 years in accomplishing that in the past and is sure to be able to meet this challenge in the future as well. Chapter-4, the research methodology is been termed as the procedure being used for collecting the data and information in order to gain in-depth knowledge about any of the subject matter. This helps to describe total number of questionnaire that was distributed among customer is 204 in which a total of all questionnaires were completed filled and truly responded. This report is both analytical and descriptive to analyze and describe the affecting factors consumer’s intension to purchase apartment. IBM SPSS 25 is being used for the analysis of the report. Chapter-5, the finding of the study shows that all of the independent are significantly related with each other and they have significant impact on the dependent variable that is response. The result of the study shows that location, price or finance, living space infrastructure facilities and location is the most effective factor location which hassignificantly high impact on the generation of positive customer purchase intension. Chapter- 6, from the results it is concluded that the residential real estate contract should consider the top-most preferences to the main factors that customers theorize in their decision-making procedure before their active deal residential apartments like as near education & medical facilities.

2025-06-29T00:00:00Z