1. Introduction1

Brand awareness is a customers' ability to recall and recognize the brand, the logo and the advertisements. It helps the customers to understand to which product or service category the particular brand belongs and what products and services sell under the brand name. We just seem to go with the flow of brand names that have become synonymous with our daily living. But the impact of a name reinforces the importance of branding when we promote our business. Think about one of the world's most popular multinational technology companies, Apple Inc. The importance of branding is exemplified by the fact that when we hear Apple Inc, we think technological device and "Think different." A great brand name and association has catapulted Apple to the top of its industry. Along with above illustration, we could say that, to large extent, the establishment of brand contributes a lot to a positive prospect of company, especially the furniture business, like Hatil furniture. Hatil being one of the most valuable brands in the business field, its brand reputation is at national recognizable level to large extent. Although the absence of Hatils business in certain area, it does not mean the inexistence of the brand in the local area.1.1 The purpose

Carrying with the conception of brand awareness and brand image packaged into the case of Hatil brand, we aim to investigate the degree of Hatil brand awareness among the Barisal regional peoples mind (brand awareness) and the perceptions of Hatil brand as reflected by the brand association held in target customers memory (brand image).

1.2 Company Side Brand ImageFurniture has been a part of the human experience since the development of non-nomadic cultures. The brand name of Hatil has the power of influence to other people. The reasons are like these. The Hatil is a luxurious and fashionable for many people which are affected by Hatils logo. It is possible to emphasize more customers by using the brand name of Hatil.

We have received much better response from customers after launching the retail outlet, said Sabbir (the Daily star 2009). HATIL, which makes diversified furniture ranging from home to hospital ones, moves to open retail outlets abroad under franchise deal as it observes that branded stores are more effective in wining consumer confidence than exporting products. HATIL is committed to a policy of total quality management that guarantees all products and services meet the highest standards. (www.hatilbd.com). HATILs 47 years of accumulated experience in wood processing and furniture manufacturing ensures that HATIL furniture are aesthetically pleasing, functionally superior, and durable.2

The unique design themes of HATIL ensure that our designs remain trendy over years to come. To give the customer the best possible quality, HATIL has been practicing Japanese quality management philosophy Kaizen since 2007.HATIL is committed to excellence in everything it does and takes pride in being the pioneer in using FSC Certified wood and installing environmental protection measures. We care for our customers, our environment, our employees, and our society. HATIL brings value sand benefits to the customers and ensures best customer satisfaction. (www.hatilbd.com).

HATIL assumes it is the businesses that should protect the environment and consumers for their own interest. At HATIL they believe, it is their obligation to consider all aspects of their products' impact on the environment, throughout their life cycle. HATIL is committed to reduce the environmental impact of their activities through intelligent design, conservation, and recycling. Each design is carefully considered for structure, strength, and durability. Nothing is more wasteful than disposable furniture. Kaizen since 2007.

HATIL utilizes Just-in-Timemanufacturing which results in less storage, less waste and conserves resources. HATIL believes in renewable energy. HATIL uses com busting scrap wood and sawdust to generate power for our manufacturing facilities. (www.hatilbd.com).

1.3 Choice of Selecting the CompanyRegarding the choice of the company, after a long evaluation of alternative furniture brands in Bangladesh we decided to pick a furniture house shop of HATIL which is surprising to know us that there is not even a single outlet of HATIL. However, being the national brand, the value embedded into the HATIL contributes huge to the companys prosperity. Therefore, we think HATIL fits our survey perfectly.

HATIL has built a strong brand on a quality product and a unique experience. Its brand has allowed it to transcend its core business and branch into more profitable licensing deals, which have made the moat around the business deeper. (www.hatilbd.com) HATIL has done building a nationwide brand. It has set a new standard in the retail industry for ubiquity. There is a HATIL just about everywhere you go: every mall, every airport, every block in the big city -- maybe even twice or three times a block.It's in virtually every Barnes & Noble bookstore. It is also in virtually every grocery store, in the form of whole beans, ice cream, or little cafs. (www.hatilbd.com) HATIL has so much to offer, importantly its locations, consumers, brand image and a distribution network. HATIL is no longer just offering the functional benefit of furniture, but selling a lifestyle, allowing consumers to trade up and feel their aspirations for a better life. HATIL is not merely a furniture store but rather a media property with an intrinsic value to brand partners. HATIL has developed a emotional attachment with its customers and restoring the connections with its customers who has with HATIL furniture, its brand, people and with its stores. (www.hatilbd.com)3

1.4 Target AudienceShowing the users of furniture in Barisal city, we consider the Hatil furniture that has to deal with the brand awareness and image of its brand. All the local furniture houses that have to deal with branding strategies are our primary target. The result of our analysis can be used by this specific audience in order to have a frame of reference on which base future decision.

Moreover, an academic audience such as scholars and marketing students could be also interested in improving their knowledge about the chosen topic. This target group might find our work useful to deepen the familiarity with this topic, and use the paper as a starting point for further related studies. Lastly, we wish our paper to reach the interest of the focal company itself in order to use an brand awareness of HATIL in Barisal city.

2. The literature2.1 Brand knowledgeBrand knowledge refers to brand awareness (whether and when consumers know the brand) and brand image (what associations consumers have with the brand). The different dimensions of brand knowledge can be classified in a pyramid (adapted from Keller 2001), in which each lower-level element provides the foundations of the higher-level element. In other words, brand attachment stems from rational and emotional brand evaluations, which derive from functional and emotional brand associations, which require brand awareness. Brand knowledge measures are sometimes called customer mind-set measures because they capture how the brand is perceived in the customers mind.4

Source: Kellers brand resonance pyramid2.2 Brand awarenessBrand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or some other type of probe as a cue. Brand recognition relates to consumers' ability to confirm prior exposure to the brand when given the brand as a cue. In other words, brand recognition requires that consumers correctly discriminate the brand as having been seen or heard previously (Keller 1993).Brand awareness plays an important role in consumer decision making for three major reasons. First, it is important that consumers think of the brand when they think about the product category. Raising brand awareness increases the likelihood that the brand will be a member of the consideration set (Baker et al. 1986; Nedungadi 1990)Awareness is created not only through advertising but also through other devices such as logos, packaging and associations (such as community sponsorship).

2.3 Brand image5

Positive brand image is created through favorable brand associations. There are three considerations here.

First, the brand associations should be salient: they should be aimed at increasing the probability of buying, repeat buying or recommending the brand to others.

Second, the brand associations should be strong. Do the associations come to mind readily? It is not enough if positive associations exist in customers' mind. They should be strong enough. Customers do not choose a brand from a set of all known brands. Rather, they choose a brand from a small set of brands that come to their mind unprompted when they think of a brand. This set, known as the 'evoked set', is considerably smaller than the'Elicited set' of brands, like brands that customers know about and can rate when prompted to by the researcher. The evoked set generally consists of brands with strong associations.

Third, at least some of the brand associations should be unique. For instance, reliability may be a good association for a computer. But if most brands are considered sufficiently reliable, then this association does not benefit one brand over another. It provides no rationale for choosing one product over another. Therefore, Associations should not only be strong, but at least some of them should be unique if we are to create brand equity.

Brand image is said to result from the favorability, strength, uniqueness, and types of brand associations held by the consumer. Within the model, Keller (1998) depicts various types of brand associations such as attributes (product-related and non-product related), benefits (functional, experiential and symbolic) and attitudes. In particular, non-product attributes are categorized into: price, user/usage imagery, brand personality and feeling and experiences.3. Methodology3.1 The reason of choosing questionnaireConsidering of the assignments purpose and the maximum ensuring of the validity and credibility embedded by database collected, we think the instrument of questionnaire suits this survey best. The main reason lies on one of the most special attributeno bias. The researchers own opinions will not influence the respondents to answer questions in a certain manner through the questionnaire that is characterized by uniform question presentation and no middle-man bias. However, its impossible to achieve the goal of no-bias by some other research ways, like focus group discussion and interview, because the verbal or visual clues expressed by the researchers would affect and guide the attitude of respondents more or less.3.2 The selection of respondents6

The 50 respondents who accepted our questionnaire regarding the brand awareness and brand image in the case of HATIL are the people of Barisal region. Whats more, according to the company anural sale report, a big proportion of profit is derived from the rich people, because they belong to the most important target group, also will generate a strong consumer group for HATIL in the future. It became natural to use students for the survey since they are nearby, representatives of selective pioneers, and thus is important to HATIL. We also believe that students use a more critical and apply an academic way of thinking. In order to ensure the quality of answer given by the respondents, the asking whether a Bangladeshi is the priority to do during distributing questionnaire. In Barisal region there are too many main places to implement our investigation.3.3 How to value the dataAfter collecting the data from the questionnaire, the next step is to calculate and do statistics by a systemic method.The questions presenting on the questionnaire were sorted into two main categories, they are brand awareness and brand image. The assessment was through the calculation in term of how many people choose respective options, what the respondents perspective are mainly, and based on the statistics whether the attitude toward HATIL entry into Bangladesh is positive or negative.Regarding the rating scale question, the attainment of assessment toward the degree of satisfactory and agreement in term of the functional attitude, experimental attitude and symbolic attitude is through the measuring instrument named interval of Score.According to the explanation given by Fisher book, a respondent who will mark strongly satisfied/ strongly agree will score 5, a respondent who will mark satisfied/ agree will score 4, a respondent who will mark moderate/neutral will score 3, a respondent who will mark less satisfied/ disagree will score 2 and a respondent who will mark not satisfied/ strongly disagree will 1 The level of average scores used to describe the level of respondent's attitude will be classified at the interval range. The class of interval range was computed from the following formula: Interval of scores = (Highest score- Lowest score)/ Number of interval = (5-1)/5 = 0.8 Taking this route, the meaning and score range can be illustrated in the following way: 7

Score rangeMeaning

Agreement perspective

Cognitive perceptionSatisfactory perspective

1.00 - 1.80Strongly disagree not happy and relax Not satisfactory

1.81 - 2.60Disagree less happy and relax

Less satisfactory

2.61 - 3.40Neutral ModerateAcceptable

3.41 - 4.20Agree Happy and relaxSatisfactory

4.21 - 5.00Strongly agreeVery happy and relaxVery satisfactory

If take the evaluation to the satisfactory perspective as an example, the formula to get the score used for the evaluation of each dimension can be obtained by the following formula: Total Score= (5the number to choose very satisfactory) + (4the number to choose satisfactory) + (3the number to choose acceptable) + (2the number to choose less satisfactory)+( 1the number to choose not satisfactory) Score= Total Score / the total number of respondents3.4 The structure of questionnaire

The structure of questionnaire is designed accommodated with the analytical model. We drafted on the base of Keller model (1993), and make sure every question is Consistent with the principle of each subcategory beneath the brand awareness and Brand image as much as possible. Question 1 is made to recognize the brand & question 2-3 for brand recall. Other questions like Q-1 & Q-5 to 22 are made to judge the overall brand awareness and brand image of HATIL.

3.5 The elaboration of questionnaire8

In this chapter, we give the exact reason and explanation on how to design the questions to make them cohesive with the analytical model, and why we order the questions in such sequence.

Part 1: Brand awareness

Concretely speaking, the first question is a general survey on what the favorite furniture is when people want to buy. From the statistics calculated toward it, we could know to what extend people chose furniture as home furniture, appliances or office furniture. We think such elementary investigation packaged the goals mentioned above could work as the foundation for the further study on the brand awarenesss expansion and brand images optimization. The questions ranging from No.2 to No.6 are relevant to brand awareness aiming to measure the accessibility of the brand in customers memory, and find out to what extend the focal respondents know about HATIL. Considering of the definition and function embedded into the brand awareness, we think the questions regarding brand awareness fit the role of being filter and to be put at the beginning of the questionnaire. Since brand awareness, particularly the brand recall, relates to consumers ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of probe as a cue. In a word these reflections toward a certain brand in customers mind are the prerequisites of brand image, namely having the respective perception of a brand when reflected by the brand association held in consumers memory.Concretely speaking, the questions ranging from No.2 to No.5 are cohesive with the sub-classification under the branch of brand recall. Because we think its important to measure not only the depth of recall (the percentage of people who know the brand) but also the width of recall (the cues that lead to brand recall), especially the latter, its important to ponder think about who, when, where and how the brand will be bought or used. Taking this route, some typical cues are defined by us, within the subcategories, consumption goals, place, and people, to investigate the strength of the brand node or trace in memory, as reflected by consumers' ability to identify the brand under different conditions. Question No.4 is designed to research whether the focal respondents can recognizeHATIL squeezed with many other furniture brands. Along with the principle held by brand recognitionthat is relates to consumers' ability to confirm prior exposure to the brand when given the brand as a cuewe decide to utilize the illustration of logos responsive different furniture brands as the cue so that attaint to find out the percentage of people knowing about HATIL.Part 2 transition question and logo assessment9

Question No.5 is designed to study focal respondents reflection after seeing the logo of HATIL. We think such setting is necessary, because logo is the direct and visual depiction of brand expression.In addition, this question functions as a transition which brings out our focal brand smoothly. It ought to mention particularly that there is profound deliberation for us to put this question ahead of the following filter question (No.6). Because that we keep holding the idea that the opinions toward the logo given by the people, who heard and dont heard Starbucks, equally have valid value for our study in term of the feedback toward the focal brand. However afraid of the confusion could occurred in respondents mind, especially for those having insufficient recognition to HATIL, we put the picture of HATIL logo aside to be of visual assistance instrument (question no. 5).Question No.8 and No.9 have two functions. Firstly, it acts as an instrument to transit the question aiming to have a rough investigation on the brand awareness with the potential involvement of HATIL, to the concrete and clear survey in term of brand image associate with HATIL. Secondly, these two questions, especially No.9 work as a filter to delete the respondents who not choose of HATIL. We think that the settings of filter questions are necessary. Along with the concept of brand image, because, it is defined as perceptions about a brand as reflected by the brand associations held in consumer memory, and here brand associations point as some informational nodes linked to the brand node in memory and contain the meaning of the brand for consumers. (Herzog 1963) Taking this route, we could realize that only the respondents who know about HATIL is qualified to express their opinion on HATIL brand image and brand association. The filter questions setting could benefit us to make sure the informations validity and credibility. Otherwise, the involvement of the results offered by the respondents who are ignorant to HATIL brand would disorder the trend of perception given by customers to a negative or ambiguous direction, further would generate our analysis toward the brand awareness and brand image fail to implement objectively.Part 3: Brand image

The questions ranging from No.10 to No.18 are pertinent to the brand image. The questions designed are in line with the analytical model which is simplified from the original brand knowledge model made by Keller in 1993.The question No.10 and No.11 are designed along with the principle of user imagery and usage imagery which are underneath of the types of brand association. The drafting of questions and options mostly comply with definition and explanation regarding the user imager and usage imagery held by Keller. Concretely speaking, the association of a typical brand user is based on demographic factors (e.g. sex, age, and income), about usage imagery, the association of a typical usage situation is based on the type of activity could do in HATIL. And these associations act as the options supporting the responsive focal questions.In addition, no matter whether the respondents are used to be the customers of the10

HATIL or not, we think they are qualified to identify the association of a typical brand user and usage situation. Because, according to the explanation given by Keller,User and usage imagery attributes can be formed directly from a consumer's own experiences and contact with brand users or indirectly through the depiction of the target market as communicated in brand advertising or by some other source of information, like the word of mouth. (Keller 1993)The question ranging from No.13 to No.17 depicted the column of attitude which is another branch of type of association. During our question drafting phase, the requirement is to achieve the congruence between the questions designed and the concepts embedded into the column of attitude, namely consumers' overall evaluations of a brand (Wilkie 1986). Carrying with such definition, the responsive questions designed make the attitude serve as an instrument to value the customers benefits attained through allowing individuals to express their self-concepts. The type of core question consistent with above function offered by attitude is asked in the way that the extent to which customers think the benefits attainted from the focal brand, and the rating scale is question model implied. About the selection of benefits can be valued, we decide to follow the three classification of benefits brought up by Zeithaml in 1988, namely functional benefits, experiential benefits, and symbolic benefits, then use them as the objects to assess in term of customers responsive attitude.The question No.17 is congruent with the conception embedded into the column named types of brand association. The options offered for choosing are based on the basic classification of the tangible and intangible. Concretely speaking, in the HATIL case, the intangible consists of in-store atmosphere, service, prestige, brand style and some other issues, like expenditure and social consciousness.Being the extension of question No.17, the following three questions aim to ask the focal respondents to specify their favorite of Starbucks brand association which satisfy their needs and wants at a maximum level, as well to indicate the uniqueness of brand association which act as an competitive advantage without shared with other competing brands. Because of our main purpose is not focused on the comparison of the strength and weakness among bunch of brands, but on the identification of unique brand association held by Starbucks in customers perception, we dont think it is necessary to illustrate explicitly the main competitors then have a direct comparison with competitors.4. The survey of questionnaire and analysis11

1. Which of the following is your favourite furniture brand?Answer

Otobi 20

Partex6

Navana4

Hatil20

Legacy0

Explanation:From our survey we can see that 40% peoples favourite brand is Hatil furniture where the others are Partex 12%, Navana 8%, Otobi 40% & Legacy 0%.

2. Please, name all the furniture brands that you can think of?AnswerOtobi 43

Partex33

Navana21

Hatil39

Regal5

Sareng4

Adnan4

Bengal4

Explanation:From our survey we can see that 25.49% people recall Hatil furniture where the others are Partex 21.57%, Navana 13.73%, Otobi 28,10% , Regal 3.27%, Sareng 2.61%, Adnan 2.61% & Bengal 2.61%.

3. Please, name all the furniture brands that you can think of under the assumption that you are in Barisal city?12

AnswerOtobi 41

Partex25

Navana17

Hatil32

Regal5

Sareng7

Adnan4

Bengal2

Legacy6

Explanation:From our survey we can see that 23% people recall Hatil furniture in Barisal city where the others are Partex 18%, Navana 12.23%, Otobi 29.49% , Regal 3.6%, Sareng 5%, Adnan 2.88% ,Bengal 1.44% & Legacy 4.32%.

4. Which brands in the following do you recognize?AnswerOtobi 38

Partex36

Navana28

Hatil41

Legacy9

Explanation:From our survey we can see that 27% people recognize Hatil furniture where the others are Partex 23.68%, Navana 18.42%, Otobi 25% , & Legacy 5.92%.

5. Whats your feeing about this logo?AnswerBetter quality18

High Status11

Expensive17

Durable4

Explanation: 13

From our survey we can see that 36% people say Better quality, 22% High Status, 34% Expensive & 8% Durable.6. Have you heard Hatil furniture before?AnswerYes46

No4

Explanation:From our survey we can see that 92% heard Hatil furniture before where 8% did not heard Hatil furniture before.7. Have you ever been to Hatil before?AnswerYes37

No13

Explanation:From our survey we can see that 74% ever been to Hatil before where 26% did not ever been to Hatil before.8. Is Hatil your 1st choice? (If no, answer question 9)AnswerYes22

No28

Explanation:From our survey we can see that 44%1st choice is Hatil where Hatil is not1st choice of 56%.9. Why Hatil is not your first choice? 14

AnswerExpensive22

Lower quality2

Lack of durability2

Limited features2

Explanation:From our survey we can see that Hatil is not first choice due to Expensive 78.57% ,Lower quality 7.14%, Lack of durability 7.14% & Limited features 7.14%.

10. Do you satisfied with the service provided by Hatil?AnswerYes28

No16

Explanation:From our survey we can see that 63.63% people satisfied with the service provided by Hatil & 36.36% people are not satisfied with the service provided by Hatil

11. Another branch is needed for Hatil furniture in Barisal city 15

Answer

Agree18

Strongly agree 16

Neutral8

Disagree7

Strongly disagree1

16*5+18*4+8*3+7*2+1*1=191/50=3.8212. Hatil Should extend their product lineAnswerAgree19

Strongly agree 18

Neutral8

Disagree3

Strongly disagree2

18*5+19*4+8*3+3*2+2*1=168/50=3.36

13. Hatil is the best brand among all furniture brands in Barisal city16

AnswerAgree14

Strongly agree 5

Neutral15

Disagree13

Strongly disagree3

5*5+14*4+15*3+13*2+3*1=155/50=3.1014. In the following options, which type of customers do you think go to Hatil most? AnswerHousewives3

Students 0

Rich people41

Poor people 0

Middle class people6

15. When do you usually go Hatil to buy furniture?AnswerNow & then2

Regularly0

Occasionally16

Never11

16. Which of the following furniture do you like? 17

AnswerWood-made26

Plastic-made2

Steel-made2

17. What kinds of associations you can think with the brand of Hatil? AnswerHigh classic5

Modern4

Customized0

Expensive 3

Global standard1

18. Hatil provides reliable quality as a domestic brandAnswerAgree18

Strongly agree 3

Neutral5

Disagree3

Strongly disagree1

3*5+18*4+5*3+3*2+1*1=109/50=2.1819. What features do you like most about Hatil furnitures? 18

AnswerAttractive and innovative design 26

Reasonable price 2

Environment friendly3

20. Which category of product do you use of Hatil furnitures?AnswerHome Furniture13

Home appliances0

Home decor 1

Office furniture4

21. Hatil always develop their product line with innovative and ecofriendly features. Do you think its important?AnswerExtremely important19

Somewhat important6

Not at all important1

Neither important or unimportant1

22. Will you refer someone to buy Hatil products? 19

AnswerDefinitely12

Probably 3

Might or might not be5

Probably will or not1

Definitely will or not9

5. Findings:From our conducted survey we have found some of the findings. Those are: Many customers of HATIL are still not satisfied with the products of HATIL furniture. Family opinions of buying HATIL products are more than other reference group. HATIL has a good mindset among the customer though there are other competitors in the market. After the interview and survey we have found out that customers of HATIL products expectation is high about HATIL Advertising and promotion plan is not wed enough for find out competitive market.

6. Recommendation:It is great time we had working with such a practical customer reference group related topic. On the basis of our research we have some recommendation regarding HATIL. That is: The product line of HATIL should be more structured and it should improve their design more. The longevity of HATIL products should be improved. More innovative and environment products and advertisement should be promoted. It should maintain their market position carefully and effectively because new competitors are emerging in Bangladesh. HATIL needs more than one dealer in Barisal.

7. Conclusion: 20

Day by day HATIL is becoming a legacy in the history of Bangladeshi furniture market and they are expanding their market over the boundary of Bangladesh. They are doing business now a days globally the fact is there promise of world class furniture is being kept in the market. Their full of innovative and modern product line is enriching our home, office and so many places.This is an attempt to survey the Profile of the target customer and their attitude towards HATIL furniture that their current and potential prospects perceived.

After the investigation to what extent the Barisal citys people know about the brand of HATIL (brand awareness) and what kinds perception of the HATIL brand as reflected by the brand association held in target customers memory (brand image), we can come to the conclusion that the focal respondents acquaintance to HATIL brand stay on the basic levelthey are able to recognize the focal brand and retrieve it when given some type of probe as a cue. Although the general spirit embedded into HATIL is consistent with what the customers comprehend, still some commitments and symbol involved into HATIL are ignored or misunderstood by focal respondents. The concrete explanation is concluded underneath:

According to the calculation made based on the questionnaire, we conclude that the HATIL brand awareness made by the focal respondents is relatively positive as well as negative. Because the brand name of HATIL was brought to respondents mind under every designed cue in term of subcategories, consumption goals, place, and people.8. References:The references we used to make our research are given below:1. Interviewee2. Questionnaire3. Field survey4. www.hatilbd.com5. www.wikipedia.com

21

APPENDIXQuestionnaire for brand awareness and brand image of HATIL furnitureName: Age:Gender: Male Female Profession:

1. Which of the following is your favourite furniture brand?(A) Otobi (B) Partex (C) Navana (D) Hatil (E) Legacy2. Please, name all the furniture brands that you can think of?

3. Please, name all the furniture brands that you can think of under the assumption that you are in Barisal city?

4. Which brands in the following do you recognize?(A)(B)(C)

(D) (E)

5. Whats your feeing about this logo?

(A) Better quality (B) High Status (C) Expensive (D) Durable6. Have you heard Hatil furniture before?(A) Yes (B) No7. Have you ever been to Hatil before?(A) Yes (B) No8. Is Hatil your 1st choice? (If no, answer question 9)(A) Yes (B) No9. Why Hatil is not your first choice?(A) Expensive (B) Lower quality (C) Lack of durability (D) Limited features10. Do you satisfied with the service provided by Hatil? 22

(A) Yes (B) No11. Another branch is needed for Hatil furniture in Barisal city(A) Agree (B) Strongly agree (C) Neutral (D) Disagree (E) Strongly disagree12. Hatil Should extend their product line(A) Agree (B) Strongly agree (C) Neutral (D) Disagree (E) Strongly disagree 13. Hatil is the best brand among all furniture brands in Barisal city(A) Agree (B) Strongly agree (C) Neutral (D) Disagree (E) Strongly disagree14. In the following options, which type of customers do you think go to Hatil most? (A) Housewives (B) Students (C) Rich people (D) Poor people (E) Middle class people15. When do you usually go Hatil to buy furniture?(A) Now & then (B) Regularly (C) Occasionally (D) Never16. Which of the following furniture do you like?(A) Wood-made (B) Plastic-made (C) Steel-made17. What kinds of associations you can think with the brand of Hatil? (A) High classic (B) Modern (C) Customized (D) Expensive (E) Global standard18. Hatil provides reliable quality as a domestic brand(A) Agree (B) Strongly agree (C) Neutral (D) Disagree (E) Strongly disagree19. What features do you like most about Hatil furnitures?(A) Attractive and innovative design (B) Reasonable price (C) Environment friendly20. Which category of product do you use of Hatil furnitures?(A) Home Furniture (B) Home appliances (C) Home decor (D) Office furniture21. Hatil always develop their product line with innovative and ecofriendly features. Do you think its important?(A) Extremely important(B) Somewhat important (C) Somewhat important(D) Neither important or unimportant22. Will you refer someone to buy Hatil products? 23

(A) Definitely (B) Probably (C) Might or might not be(D) Probably will or not (E) Definitely will or not