Merchandising Activities of Garments Industries of Bangladesh: A Study on Eleven Fashion House

Abstract

Perception is the process by which people organize the patter of any stimulus (here Eleven Fashion House) and develop a meaningful picture of that stimulus. The aim of this study is to find out the inner aspects of reviewers’ comments with regard to Eleven Fashion House. The findings disclose that in a rapidly garments industry, Eleven Fashion House has come-up with a reliable name for merchandising. Strong network, turning towards quality and devoted employees are the main causes of its prevalence. Eleven Fashion House is dedicated to gratifying the need by proposing commodities. Eleven Fashion House aims to increase the overall market share in the upcoming years. It has proudly positioned itself favorable and eco-friendly for their consumers. Eleven Fashion House is providing excellent after sales service that has contributed in such a manner to build this image in customers’ heart. Since its motive to serve middle-income people, their product price is relatively lower than their competitors’. This competitive pricing strategy helps Eleven Fashion House especially in a price sensitive environment. Recently Eleven Fashion House has tumid their promotional operation by organizing many national sports events. Another finding stated that for achieving the position of market leader, Eleven Fashion House would face challenge from exotic brands. Moreover, also the rapidly growing customers demand for clothing products may put arc on Eleven Fashion House. The company has adopted the strategy of market penetration, product development and market development strategy for further enhancement. Important findings from this study highlight that for a merchandising activity, buyers give more emphasize on Product quality, Product availability, Product distribution, Customer review, Customer service, and Product price, and Product attributes/benefit, Product design, Word of mouth. Based on the findings several recommendations are suggested whose application may increase the efficiency of Eleven Fashion House operations.