International Islamic University Chittagong

Department of Business Administration

Research Proposal: Customer Attitude Regarding Square

Pharmaceuticals LTD.

Prepared For (Project Supervisor):

Prof. Dr. Abdul Hamid Chowdhury
B. Sc., M. Sc (Statistics), M. Phil, PhD, CU
Professor

Prepared By ( Group D )

Md Abdul Kader B193027

Sheikh Fiaz Zakaria B193005
Muhammad Ashraf B193056 R
Mushfiqur Rahman B193022 R
Benjir Ahamed B193099
Mohammad Ashraf Asif B183046R
Chowdhury Mutasim
Mahin.. B191044R

Mojahedul
islam .......................
B201106 R

Wasifur
Rahman........................
B201089
 Mohammad Shamim
Bhuiyan ..... B201116

Semestar 7th
Section A

Date of submission – 30 January 2024

Title: An Analysis of Customer Attitude Regarding Square Pharmaceuticals LTD.

Background and Rationale:

Customer attitude refers to the complex combination of beliefs, emotions, and

tendencies individuals hold towards a specific product, service, or brand. It
encompasses factors like: Perceptions, Emotions, Tendencies.

Customer beliefs about Square Pharmaceuticals' product quality, affordability, brand

image, and customer service. Feelings evoked by their interactions with the
company, such as trust, satisfaction, loyalty, or frustration. Behavioral inclinations
towards Square Pharmaceuticals, including repurchase intention, recommending the
brand to others, and engaging with marketing initiatives.

Building a positive customer attitude towards Square Pharmaceuticals is essential for

several reasons. In a market with numerous pharmaceutical options, positive customer
attitude differentiates Square Pharmaceuticals and attracts new customers. Positive
attitudes translate into repeat purchases, customer loyalty, and positive word-of-mouth
promotions, ultimately boosting sales and revenue. Positive customer sentiment builds
trust and strengthens Square Pharmaceuticals' brand image, making it a more
attractive choice for investors and partners. Customer feedback reveals areas for
improvement in product quality, pricing, marketing, and customer service, leading to
enhanced offerings and greater customer satisfaction. Positive customer attitude
fosters long-term
customer relationships and drives sustainable growth for Square Pharmaceuticals,
securing its future in the competitive market.

Square Pharma, a prominent pharmaceutical company in Bangladesh, has made a

name for itself as a reliable supplier of premium medications. To maintain brand loyalty
and market leadership, however, in today's changing marketplace, it is vital to
comprehend client attitudes and experiences.

This study attempts to explore the thoughts of Square Pharma's clients, revealing their
viewpoints, encounters, and factors that influence their decision to select the brand.
These revelations will open the door to calculated enhancements in marketing,
branding, and customer support, which will strengthen Square Pharma's standing in the
dynamic pharmaceutical industry.

Research Question(s):

• What are the main elements affecting how customers feel about Square Pharma
and how they interact with it, in terms of customer service, product quality, brand
perception, and trust?
• What effects do age, gender, wealth, and other factors have on consumers'
perceptions of Square Pharma? • What are the main motivators and
disincentives influencing consumers' decisions to buy Square Pharma products?
• To what extent can Square Pharma influence consumer views and brand loyalty
with its present marketing and promotional strategies? • In what particular
ways may Square Pharma raise customer satisfaction and loyalty levels by
improving its products and services?

Research Hypothesis:

• H1: Customers' overall attitude towards Square Pharma is positively influenced

by a combination of factors, including strong brand perception, high trust in the
company, perceived product quality, and satisfactory customer service
experiences.
 • H2: Effective marketing and promotional strategies implemented by Square
Pharma will positively impact customer perceptions, brand loyalty, and purchase
intentions.

• H3: Demographic factors such as age, gender, and income will have a moderate
influence on customer attitudes towards Square Pharma, with specific segments
exhibiting varying preferences and purchase behaviors.

Research Objectives:

• To identify the key determinants of customer satisfaction and loyalty towards

Square Pharma in Bangladesh.
• To assess the effectiveness of Square Pharma's marketing and promotional
strategies in influencing customer perceptions and brand image.
• To analyze the role of trust and product quality in influencing customer purchase
decisions regarding Square Pharma products.
• To explore potential differences in customer attitudes towards Square Pharma
across various demographics and product categories.

This can help Square Pharma tailor its product offerings, pricing strategies, and
marketing campaigns to cater to the Chattogram market better. The research can
reveal areas where Square Pharma is falling short of customer
Expectations, allowing the company to address these issues and improve customer
satisfaction. By understanding customer attitudes, Square Pharma can differentiate
itself from competitors and build stronger brand loyalty in the Chattogram market.

Research Methodology:

Research Type:

This research will employ a mixed-methods approach, combining quantitative and

qualitative data collection and analysis techniques. This allows for a comprehensive
understanding of customer attitudes, encompassing both broad trends and deeper
individual perspectives.

Data Sources:

• Quantitative:
 o Online survey of customers across Bangladesh who have purchased
Square Pharma products within the past year. o Secondary data from
market research reports and industry publications on the Bangladeshi
pharmaceutical market and consumer trends.
• Qualitative:
o In-depth interviews with a smaller group of customers selected from the
survey respondents, representing diverse demographics and product
categories.

Population:

The target population for this research is Bangladeshi adult consumers (18+) who have
purchased medicines from Square Pharma within the past year.

Sample:

• Survey Sample: A stratified random sampling technique will be used to ensure

the selected sample reflects the demographic distribution of Square Pharma's
customer base in Bangladesh. The target sample size will be determined based
on statistical power analysis to ensure reliable and generalizable results.

• Interview Sample: Purposive sampling will be used to select interview

participants based on specific criteria (e.g., age, gender, income, product
category) to ensure diverse perspectives and insights.

Sample Size:

• Survey Sample: Minimum sample size will be calculated using statistical power
analysis software, considering desired error margins and confidence levels. As a
rough estimate, a sample size of 250 participants would provide a 95%
confidence level with a 5% margin of error.
• Interview Sample: A smaller sample of around 20-30 participants will be sufficient
for qualitative analysis, allowing for rich in-depth data and identification of
recurring themes.

Data Analysis:

• Quantitative Data: Survey data will be analyzed using statistical software to

identify trends, patterns, and correlations between variables related to customer
attitudes, demographics, and purchase behaviors. Descriptive statistics and
 inferential methods (e.g., ANOVA, t-tests) will be used to test hypotheses and
draw conclusions.
• Qualitative Data: Interview data will be transcribed and analyzed using thematic
analysis to identify recurring themes, patterns, and key insights regarding
customer experiences, perceptions, and decision-making processes.

Plan of Work & Time Schedule & Budget:

Work Plan:

• January – February: Data collection through online surveys and in-depth

interviews.
• March – April : Data analysis
• Month of May : Report writing and submit to Project Supervisor

Time Schedule:

The research will be complete within 6 month . From : January 2024 to June 2024

• Start Date: January, 2024

• Submit to Project Supervisor : May, 2024

Budget:

It refers the cost of the research. Estimated budget: Tk. 9,500 (covering questionnaire
development, survey platform, interview honorariums, data analysis software, and
report preparation costs).

Transportation cost – 2,500

Data analysis cost – 1,500

Printing , photocopy & binding cost 3,000

Hospitality Cost – 2,000

Other cost - 500

Bibliography:

A comprehensive list of relevant academic journals, industry reports, and other

publications will be included in the final research report. Some initial references include:

• Kotler, P., Keller, K. L., & Burton, M. B. (2018). Marketing management (17th
ed.). Pearson.
• "Perception towards Pharmaceutical Companies in Bangladesh." The Daily Star,
January 12, 2023.
• IQVIA Institute for Human Data Science. (2023). Bangladesh Healthcare Report
2023.
• Chaves, N., & Martinez, J. A. (2011). Consumer trust in the pharmaceutical
industry: A cross-cultural analysis. International Journal of Pharmaceutical &
Healthcare Marketing, 5(4), 329-349.
• Yazdan, N., & Chowdhury, H. R. (2018). Impact of customer attitudes and brand
loyalty on purchase intention in pharmaceutical industry in Bangladesh.
International Journal of Research in Business Management, 8(8), 14-22.
• Ahmed, S. S., & Hussain, K. (2015). Consumer perception and purchasing
behavior towards generic drugs in Bangladesh
• Meah, K. B., & Alam, S. R. (2008). Patient preferences for healthcare services in
rural Bangladesh.