1. AN ANALYSIS OF
CONSUMER BEHAVIOR AND
MARKETING STRATEGY FOR
Bashundhara City Shopping Mall

2. Prepared By
Akik Anwar 2008-2-10-204
Jahid Bin Islam 2008-2-10-083
Abdul Ahad 2008-2-10-211
Rahat Shahriar 2008-2-10-216

3. Company Profile
• Bashundhara City Shopping Mall is a 19 storied high
building complex covering an area of 191200 sqft.
• A multi complex movie theatre.
• Children are not going to be deprived.
• Group of strong workforce with proven professionals and
technological skills.

4. Target Market
Profile
• Gender Segmentation
• Age Segmentation
• Education
• Occupation
• Personality
• Behavioral Segmentation
• Social Factors
• Physiological Factors

5. Target Market Profile
[cont’d]
• Memory
• Short-term Memory
• Long-Term Memory
• Perceptual Mapping
• Attitude
• Attitude Component
• Cognitive
• Affective
• Behavioral
• Promotion

6. Gender
Segmentation
BCS trend is a common
phenomenon for both
male and female.

7. Age Segmentation
BCS can target
densely the university
going students but
they should also
consider the teenagers
who are the potential
customer.

8. Education
BCS can densely
target the graduating
students but BCS
should not forget about
the masters and high
school going students
too.

9. Occupation
BCS should target the
students (especially
college and university)
mostly because they
love to hang around
with their friends and
go for shopping. BCS
can target the private
employees.

10. Personality
If BCS targets this
generation and people
like minded, it will be
able to attract them
easily to have a good
shopping experience.

11. Behavioral
Segmentation
BCS can offer some
entertaining stuffs
which might draw
their attention to the
mall.

12. Behavioral
Segmentation [cont’d]
BCS can provide
consumers with
facilities and allowing
them to shop on
discounts only from
selected outlets,
introduce raffle draw to
attract..

13. Social Factors
BCS can go for
improving its word of
mouth power so that
more young people
can learn about it from
their friends.

14. Psychological
Factors
• Classical Conditioning
• BCS can involve celebrities and can mention that celebrities first
choice of shopping is BCS, as it is the best & biggest mall in the
entire south-east Asia.
• Operant Conditioning
• BCS can go for operant conditioning by providing college and
university students discount cards, membership cards, discount
cards. BCS can also provide certain discount to the office
employees nearby.

15. Psychological
Factors
• Vicarious/Modeling
• A happy picture of some young boys and girls shopping in BCS
and showing victory sign or just smiling face to the camera- this
is a picture which can serve as vicarious learning for BCS. When
people will see it they can imagine the joy of shopping in BCS.

16. Memory
• Maintenance rehearsal
• BCS it is really important to go for advertisement e.g.
billboard, print advertisement.
• BCS can go for PR to attract the young people who use to
behave in group often or even using the print media or TV
to portray themselves.

17. Memory [cont’d]
BCS should maintain
the environment
carefully. Otherwise
their schema will
prove wrong.

18. Perceptual
Mapping
In order to compete
with Rapa Plaza, BCS
has to decrease its
price. When it will
provide good quality
products at a good
price, it will compete
strongly with Rapa
Plaza.

19. Attitude
Component
Price Spacious Shop Stylish Status Environment
BCS 2.33 3.48 3.56 3.70 4.03 3.93
RP 2.74 2.91 3.09 3.22 2.96 3.26
Cognitive component
•BCS has to set the price
in a level that justifies the
relationship of quality
and price.
•BCS should always
think about developing or
figure out new methods
to provide all Space,
Branded Shops and
Status conveniently to its
customers.

20. Attitude
Component
Change the cognitive
components
•BCS should try to
bring more and more
stuffs which are latest
in fashion.

21. Affective
component
BCS can lower the
price as a significant
percentage of the
consumer base feels
the products are a bit
overpriced.

22. Affective component
[cont’d]
BCS should try to
maintain the
environment in order
to retain the
customers.

23. Affective component
[cont’d]
BCS should
concentrate on the
important factors, esp.
price reduction to gain
more attention of the
consumers.

24. Affective component
[cont’d]
• Change the affective component
• Classical conditioning is a superb way of changing the
affective component of attitude. We have said it earlier how
BCS can go for classical conditioning without being
involved in advertising.

25. Behavioral
Component
About 36.67%, BCS
can attract only 16%
more than the next
competitor. So it will
be a challenge for
BCS once other
competitors like
Jamuna City Park start
its operation.

26. Behavioral
Component [cont’d]
50% say that they will
visit BCS next time.
26.67% said that they
probably will go. So,
this is an opportunity
for BCS that as many
people get to know
about BCS they will
be interested and
hence might go there.

27. Behavioral
Component [cont’d]
• Change in Behavioral Component
• Behavior may precede development of cognition and affect.
• Behavior may lead directly to cognition, affect or both.
• It can be changed through operant conditioning.

28. Component
Consistency
• A change in one attitude components tends to produce
related change in other components. Marketing managers
are ultimately concerned with the influencing behavior.
Nevertheless, it is often difficult to influence directly.
• Marketers can indirectly influence behavior by providing
information and stimuli that influence a belief or feeling.

29. Communication
Characteristics
• Source credibility:
• Trustworthiness: provide accurate information-friends
• Expertise has sufficient knowledge.
• Experts who have no motive to mislead are influential
sources.
• Celebrity sources:
• Enhance attitude change
• Attract more attention
• Viewed as more credible
• Desire to emulate the celebrity

30. Communication
Characteristics [cont’d]
• Sponsorship:
• The characteristics of the sponsored event may become
associated with the sponsoring organization.
• Create an image for the company as a good corporate
citizen.

31. Promotion
• Electronic Media
• Internet
• Radio
• TV
• Print Media
• Newspaper
• Magazines

32. Conclusion
Bashundhara City Shopping Mall has become a
symbol of Dhaka City. It has a major impact on the
city dwellers and our survey explicitly shows that.
However, it is nearly impossible to visualize the
entire behavior of these consumers with limited
resources and time but we have given our best
efforts to ensure our findings remain pertinent and
objective along with the topic.

33. Thank You All !!