Factors influencing the retail marketing of Partex Furniture Limited

Abstract

This report is on a well-known business organization “Partex Furniture” which is one of the largest local Companies in Bangladesh. In writing this report I came to know about different facets of Retail business and creating the brand equity about the Brand “Partex”. In recent years, discussions on the growing economic importance of experience-based consumption have become a dominant theme in literature where consumer preferences are of concern. An increased focus on experiences is also evident in the retail sector of Partex as it has been suggested that it is important to create emotionally engaging experiences for in-store consumers. Several research articles concerned with ‘‘experiential retailing’’, ‘‘entertaining experiences’’ ‘‘entertaining and shopping entertainment’’ have also been published in recent years. However, whereas the focus on experiences is widely spread, in practice as well as in theory, knowledge about how to induce the experiences referred to is rarer. In our country, only a handful of organizations have proper concern about Retail market and most of them are multinational organizations. Among the few organizations, Partex is alleged to have one of the most outstanding and modern methods for Retail as a local brand. I tried to know about the existing established policies, methods and actions of Partex specially their actions oriented to different marketing activities and approaches to establish themselves as a renowned brand locally and internationally.