Vol. 5 No. 1 (2015): Vol 5, Iss 1, Year 2015
Articles

Significance of marketing activities in garments industry: experience from bangladesh

Mahamudul Hasan
Department of Marketing, Faculty of Business Studies, Bangladesh University of Business and Technology (BUBT
Published June 30, 2015
Keywords
  • RMG; Marketing; Importance; Bangladesh
How to Cite
Hasan, M. (2015). Significance of marketing activities in garments industry: experience from bangladesh. Journal of Management and Science, 5(1), 17-29. https://doi.org/10.26524/jms.2015.3

Abstract

This study aims to investigate the importance and effect of marketing activities in the garments industry of Bangladesh. The researchers have used a structured questionnaire to collect data from seventy garments companies of Dhaka city. Descriptive statistics, one sample t test and regression analysis have been subsequently used to analyze the data. The analysis shows that product planning, pricing, promotion, distribution, market research and marketing planning
related activities are important for the garments business. The regression analysis shows that importance given to pricing and importance given to promotion have significant positive relationship with the overall performance of the garments business.

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