A Study on Increasing Establishment of Superstores in Bangladesh with Special Reference to Dhaka City

The study aims to explore the reasons of increasing establishment of superstores in Bangladesh with special reference to Dhaka city, the capital of Bangladesh. The study is exploratory in nature. Both primary and secondary data and information have been used for the purpose of the study. Secondary data and information have been collected and analyzed from published books, various articles published in refereed journals, research monographs, annual report of Bangladesh Supermarket Owners' Association (BSOA), reports published in daily newspapers and websites of different superstores. Primary information for the study have been collected from 5 superstores of Dhaka city as sample selected through convenience sampling technique, such as Agora, Meena Bazar, Shwapno, Prince Bazar, Nandan Mega Shop using a semi-structured questionnaire. The study finds out that because of quality of products and comfort of shopping in the superstores, popularity of such stores is scattering in higher middle class and middle class people of Dhaka city. Educational competency of employees to refrigeration system for perishable goods is also one of the most attractive factors to the customers to choose the superstores in their buying decisions. However, most of the marketers have established superstores due to the increasing number of population of the locality and the increasing demands for fresh products with hassle free shopping. In future, marketers will establish more superstores and they will serve not only the higher income but also the lower income group of customers in Bangladesh. Therefore, marketers should ensure the expected value for the consumers formulating and implementing proper marketing strategies with the rapid expansion of such business. Thus, superstores will be able to contribute to the customers as one of the most profitable service industry in Bangladesh in near future.