Prepared By

Nurul Alam Sajib

ID. NO.: 2013010000219
Batch: 33rd
Program: BBA
Major in Marketing
Southeast University

Under the Supervisor

Of
Sibat Masood
Lecturer
School of Business Studies (SBS)
Southeast University

Date of submission: 10th January, 2018

 Quality is an important strategy for every organization to survive in the
competition in recent era. Because of the inherent nature of the service,
customers perceive quality differs in many ways. For this reason, many
organizations consider quality as a valuable tool since it has impact on
organization’s strategic and financial performance (Paradise-Tornow,
1991). Customer perceived quality helps organizations to retain and attract
new customers, boost productivity and market share, reduce operating cost,
and reduce employee turnover through improving staff morale that
ultimately enhance organizations’ financial performance and profitability
(Julian and Ramaseshan, 1994). Saravanan and Rao (2007) emphasized on
importance of quality not only for providing better quality and customer
satisfaction but also to survive and grow in highly competitive market.
Plooy et. al. (2012) mentioned that quality is a complex in nature with
multiple dimensions.
 Objectives of the Study
To find out the expectations of
customers while buying spices in food
products in BD Market
To identify the perception gap in actual
and expected quality of Pure Spice in ACI
food Limited
To recommend courses of actions to
close the perceptual gap in buying Pure
Spice in ACI food Limited
 There is a expectations of customers while buying
spices in food products in BD Market
 There are perception gap in actual and expected quality
of Pure Spice in ACI food Limited
 There is a recommend courses of actions to close the
perceptual gap in buying Pure Spice in ACI food
Limited
 Advanced Chemical Industries (ACI) Limited is one of the leading
conglomerates in Bangladesh, with a multinational heritage. We have a
mission to achieve business excellence through quality by understanding,
accepting, meeting and exceeding customer expectations. We follow
International Standards on Quality Management System to ensure
consistent quality of products and services to achieve customer satisfaction.

 The necessity of pure food in consumers’ mind especially in the
commodity food business has pushed ACI to fill up the market demand by
producing food products. ACI Foods limited is engaged in manufacturing,
marketing, and distribution food products and condiment under the brand
names of PURE and FUN. Our portfolio covers practically basic spices,
mixed spices, cereals, edible oil, snacks and confectionary categories.
ACI’s mission is to enrich the quality of life of people through responsible
application of knowledge, skills and technology. ACI is committed to the
pursuit of excellence through world-class products, innovative processes
and empowered employees to provide the highest level of satisfaction to its
customers.
 Endeavor to attain a position of leadership in each category of its
businesses.
 Attain a high level of productivity in all its operations through effective
and efficient use of resources, adoption of appropriate technology and
alignment with our core competencies.
 Develop its employees by encouraging empowerment and rewarding
innovation.
 Promote an environment for learning and personal growth of its
employees.
 Provide products and services of high and consistent quality, ensuring
value for money to its customers.
 Chili:
 Pure Chilli is grinded form the best variety of
chilli. It provides bright red

Coriander: Pure Coriander is enriched with

natural food value which makes the food
tastier and more desirable.
 Age

33% 33%

16.50% 10 16.50% 10

5 5

20 to 25 years 26 to 30 years 31 to 35 years 36 years and above

 Sex

100%

82.50%

30
25

16.50%
5

Male Female Total

 Occupation

49.50%

33%

15

10 16.50%

House wife Private sector Government Sector

 Monthly income Responses Percentage

<Rs.10,000 10 33%

Rs.10,000-
10 33%
Rs.20,000
Rs.20,000-
5 16.5%
Rs.30,000
Rs.40,000 5 16.5%

Total 30 100%
 Monthly income

33% 33%

10 10 16.50% 16.50%

5 5
 Do you think pure spice is of good quality products
No of respondents Percent (%)

33%

19.80%
16.50% 10 16.50%
13.20%

6
5 5
4

Strongly Disagree Disagree Neutral Agree Strongly Agree

 Do you think pure spices prices are reasonable?

No of respondents Percent (%)

33%

19.80%
16.50% 10 16.50%
13.20%
6
5 5
4

Strongly Disagree Disagree Neutral Agree Strongly Agree

 Do you think that what be claim is actually there in the product?

No of respondents Percent (%)

33%

23.10%

10 16.50%

13.20% 13.20%
7
5
4 4

Strongly Disagree Disagree Neutral Agree Strongly Agree

 Pure spice quality best of Pure Chilli?

No of respondents Percent (%)

33%

19.80%
16.50% 10 16.50%
13.20%
6
5 5
4

Strongly Disagree Disagree Neutral Agree Strongly Agree

 Are you satisfied about quality of ACI Spice Pure Chilli products?

Series1 Series2

33%

26.40%

16.50% 10
13.20% 8
9.90%
5
4
3

Strongly Disagree Disagree Neutral Agree Strongly Agree

 Majority responds are said that pure spice is of
good quality products is better.
 Majority responds are said pure spices prices are
reasonable.
 Majority responds are said packaging are not
poorly designed
 Majority responds are said pure spices are highly
advertised in television of pure spice.
 Majority responds are said always willing to help
customers with right information.
 Majority responds are said be claim is actually
there in the product.
 Science has given us the light of developed society
and it contributes to our daily life in all sectors. And
consumers' growing awareness about hygienic spices
and busy urban life has led to rise in branded spices
consumption. Thus spice which is a very essential
item for preparing food has changed its traditional
form into a more scientific and hygienic powder form
to make the cooking easier and tasty. It not only
increases the taste of foods but also enhances the art
of cooking, and brings a pleasant moment for
housewives.