“An analysis of Customer’s Interior perception on Multi Level Marketing (MLM) and Destiny Group”.
1.1 About Destiny Group
Destiny-2000 Ltd. is one of the largest multi-level marketing companies of the world. About 3 million Distributors have joined the company since its inception in December 2000. Having its corporate office in Dhaka Bangladesh, it has branches all over the country. With the goal to create self-employment opportunities for millions of educated-unemployed youths of Bangladesh, the company started its journey on a very rough road. Since the marketing concept was new in Bangladesh, the company started to face with many difficulties from the beginning. The concept was misunderstood by many people, even by some of the government agencies.
However, under the dynamic leadership of its Managing Director, Mr. Mohammed Rafiqul Amin, the company could overcome those, and made a remarkable progress down the road. During this period, the company has made significant contributions to the economy of Bangladesh, by paying not only huge amount of taxes to the government, but also enlisted a large number of new taxpayers. With 1800 employees at present, the company has 24 sister concerns. To bring a real change in the society as a whole, the company has been contributing a lot from the agricultural to the cultural sectors. Its contribution to fight against the sufferings of the humanity is remarkable. Always it stood with the people who were devastated with the natural calamities. And thus it translates its slogan into reality: Together we build our dream
2.1 Financial Highlights
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2.3 Organizational Hierarchy
The Current Organ gram as follows-
| Management |
| Board of Directors |
| Shareholders |
| Executive Board |
| High Officials |
2.4 Marketing Plan of Destiny 2000 Ltd.
Conventional or traditional marketing system
Producer ————-Dealer/ agent ———–Wholesaler———–Retailer ———Customer
Direct or Network Marketing system
Producer ———— Network Company ————- Customer
Primarily a person invited by a distributor of a company to a open seminar to know about the product, services and commission system of the proposed network company. The invited person, if he or she interested to use product or services of proposed company that he can buy. A customer can justify and realize the product quality and marketing system before to buy. By this term the invited person can sign a joining documents by agreeing the terms and condition to be a distributor by purchasing a 500 points equivalent product.
Product supply and commission distribution system of network Marketing –
Many of the clauses are followed to distribute the commissions to the net worker or distributor and to select or supply the product through MLM companies in the world. Many of the variations are seen according to the characteristics and category of MLM Company. The commission distribution activities depends on geographical position, Products, people and the age of company. Generally following system are followed to generate the commissions.
| 58 % of the Gross Profit | Uni-Level & Matrix |
| 60% of the Gross Profit | Ordinary Binary |
| 88% of the Gross Profit | Destiny’s Binary |
Generally Direct marketing Companies generate the 58 to 60 % profit to its distributor and according to this the selling system are followed generally- Uni-level, Stair-step Break-away), Traditional –Matrix (-5*5. 4*4, 3*3), Binary Matrix 2*2 is used widely than others. Amway corporation uses Stair-step break-away system (9-6-3) where 55% of the profits are distributed. On other hand Osana Company uses Binary Matrix (2*2) where 60% of profits distributed. Excel-Telecommunication uses Matrix growth (3*3) geometric networking system. In Bangladesh Destiny 2000 Ltd. uses fifty-fifty compensation balance binary matrix system (2*2), where 88% profit are distributed. These selling systems indicate the geometric and mathematical terms to distribute the profits.
Destiny’s selling & commission distribution system
The selling & commission distribution system of Destiny is very easy, acceptable. Destiny follows the Binary Matrix system which is familiar in MLM world as two’s geometric and mathematical formula. Destiny distributes the 88% profits to its distributor. That means Net-worker gets 88% of gross profits after selling the products which is very rare in the MLM world.
In Primary faculty (every 6 steps) of selling the profit is distributed 11% to each person. In these six steps total 66% of gross profit and 11 % of the profit in next steps total 77% profits are distributed in each week according to the sales volume or performance competence to the net-worker. Without this 11% of profit is distributed as incentive to high designated sales leader. In this manner total distribution of commission & Bonus of Gross profit is 88-90%. This system controlled and maintained by software.
DIN No————
CID No————
Geometric Growth in 12 steps of a customers in a Binary System
| Steps | Binary system | Customer & Distributor in team | Customers No |
| 1 | You*2 | 2 Customers who is Distributors & 2 customers each | Total 4 |
| 2 | 2*2 | 4*2 | 8 |
| 3 | 4*2 | 8*2 | 16 |
| 4 | 8*2 | 16*2 | 32 |
| 5 | 16*2 | 32*2 | 64 |
| 6 | 32*2 | 64*2 | 128 |
| 7 | 64*2 | 128*2 | 256 |
| 8 | 128*2 | 256*2 | 512 |
| 9 | 256*2 | 512*2 | 1024 |
| 10 | 512*2 | 1024*2 | 2048 |
| 11 | 1024*2 | 2048*2 | 4096 |
| 12 | 2048*2 | 4096*2 | 8192 |
| Left calculation Table | Product | Right calculation table | product | Achievements | Income |
| 500 points | 1 | 500 points | 1 | 1st level | 600 |
| 1000 points | 2 | 1000 points | 2 | 2nd level | 1200 |
| 3000 points | 6 | 3000 points | 6 | 3rd level | 3600 |
| 6000 points | 12 | 6000 points | 12 | 4th level | 7200 |
| Total 10500 | 21 | 10500 | 21 | 1 cycle | 12600 |
| Activities | Designation | Incentive | Royalty |
| 8 cycle | Silver Executive | 10000 | 10% |
| 16 Cycle | Gold Executive | 20000 | |
| 30 Cycle | Platinum Executive | 10000* 12 Months | 8% |
| 40 Cycle | P.S.D | 5 % profit on total sales in every three months | 5% |
| Creation of 40 P.S.D with both sides | Diamond Executive | Car prices 25 Lac | ,, |
| Creation of 7 Diamonds | Crown Executive | Flat prices 75 Lac | ,, |
| Creation of 3 Crown Executive | Crown Ambassador | Car prices 1.5 core | ,, |
2.5 Last Five Years Balance Sheet
Destiny 2000 Ltd.
5 Years at a Glance
| S.N | Particulars | 2009-2010 | 2008-2009 | 2007-2008 | 2006-2007 | 2005-2006 |
| 10000000 ordinary Shares @ 100 each | 1000000000 | 1000000000 | 50000000 | 12000000 | 12000000 | |
| 1 | Sources of Fund |
- Shareholders Fund
| Share Capital | 151100000 | 149100000 | 26900000 | 86000000 | 8600000 | |
| Reserve & surplus | 183541992 | 230865697 | 116289326 | 6668269 | ||
| Retained Earnings | 212245134 | 191131774 | 90747 | 32915890 | 21511083 |
Loan & Funds
| Long Term Liabilities | 3196033487 | 494311703 | 132867859 | 13853335 | 74884852 | |
| Total Sources of Fund | 3742920613 | 1065409174 | 366805024 | 62037494 | 104995935 |
Application of Fund
- Fixed Assets & Investment
| Fixed Assets(WDV) | 284802536 | 98054070 | 70313811 | 19712429 | 19663574 | |
| Long Term Loan | 2307469367 | 1064095982 | 201930445 | 115372785 | 71680522 | |
| Research & Development | 16022599 | 10445976 | 19150556 | 9517542 | ||
| Investment | 295619125 | 195339125 | 1275891255 | 14589125 | 11500000 | |
| Total Current Assets | 2910890792 | 1453435357 | 669169910 | 238830918 | 173073362 |
B. Current Assets
| Inventories | 314353264 | 163735030 | 123313586 | 47975116 | 43334291 | |
| Short Term Loan | 474455747 | 235960858 | 181439330 | 21304624 | 11682361 | |
| Advance, Deposit & Prepayments | 1864035655 | 571649217 | 85455145 | 44007683 | 33897212 | |
| Sundry Debtors | 74342839 | 75403881 | 71376136 | 611115141 | 54873747 | |
| Receivables | 127338612 | 38078130 | 48383387 | 40962226 | 26582121 | |
| Cash & Bank Balance | 56364675 | 368608241 | 159202325 | 23466128 | 2703629 | |
| Total Current Assets | 2910890792 | 1453435357 | 669169910 | 238830918 | 173073362 |
C Current Liabilities
| Sundry Creditors | 88327552 | 8054381 | 6575732 | 3908059 | 9323281 | |
| Short Term Liabilities | 67600000 | 137514 | 137514 | 20898508 | 28253778 | |
| Payables | 1239598517 | 969047690 | 362223295 | 98402967 | 100643936 | |
| Provision For Income Tax | 35996416 | 181761633 | 112887443 | 1141189 | ||
| Preferential Creditors | 96752745 | 121070066 | 48776055 | 11079149 | 5554839 | |
| Trade Creditors | 543608576 | 475890052 | 190748784 | 200555433 | 27145690 | |
| Total Current Assets | 2071883806 | 1755961336 | 721348823 | 335985305 | 170921523 | |
| Net Current Assets (B-C) | 839006986 | (302525979) | (52178913) | (97154387) | 2151839 | |
| Total Assets | 3742920613 | 1065409174 | 366805024 | 62037494 | 104995935 |
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2.7 Targets and Values
“The mission of Destiny-2000 Ltd. is to enhance the quality of life by creating self employment scope for unemployed youth leading to promote millions of small entrepreneurs.”
Goals : To realize the mission Destiny will :
Involve 3 million Distributors in within year 2012.
To ensure essential items and house hold appliances worth Tk. 5000 million through its beneficiaries.
Produce 100 essential items by establishing 25 sister concerns of its own.
Be the highest tax payer company in the country and create 50,0000 individual Tax payers.
Establish itself as a welfare company for unprivileged segment of the population.
Demonstrate accountability and transparency in business and financial dealings.
COMMITMENTS
Ours is a customer focused company thriving fast in both earning and ability to stand out as a leading Multi-Level Marketing Company. Our business initiatives centre on the emerging needs of the customers. Our commitments are-
To provide service with high degree of professionalism.
To respond to customer needs with speed and accuracy and to share their values and beliefs.
To offer first-rated solutions of any problem and issue.
To ensure safety and security of the customers.
VALUES
Integrity: Conduct all our activities with a sense of deep accountability by being honest within and outside the company.
Challenges: Seek not just what we are capable of now but acquire the capacity to achieve what we dream.
Team Spirit: Build teams that we are excited to be a part of and that will push us to new heights.
Skills and Process: Upgrade our skills and process constantly to stay on the top.
Responsibility: Respect nature, society and stakeholders as the ultimate good business practice.
Overview of MLM and Surveyed Net DH-30
3.1 A Brief History of MLM
Nobody knows exactly when MLM began, because it really evolved over a number of years, prior to World War II. Most observers agree that Nutrilite – now an Amway subsidiary – was the first true MLM company. In addition to being the founders of network marketing, they were the founders of the vitamin and food supplements industry, way back in the 1920s. So the historical connection between MLM and nutritional products dates back over most of the twentieth century – a fact unknown to most people (especially those who think that, somehow, MLM companies are ealiz-come-latelies to nutrition. Most of the major product breakthroughs in that industry have been pioneered by MLM companies, in fact.)
The beginnings of MLM
In 1949, two young men named Rich DeVos and Jay VanAndel became Nutrilite distributors. In the ensuing decade, they build a large, prosperous ealizetion across America. But, in the late 1950s, a problem arose that was to continue to plague many MLM companies even until now. And it almost sank their business.
The manufacturing arm of Nutrilite was owned separately from the marketing arm. And, as often happens in such circumstances (not just in MLM), the marketing arm was seen to be making most of the money. There’s nothing unusual in this. It’s a fact of life that those who connect manufacturers to their markets take the lion’s share of the selling price, in any industry.
To make a long story short, a standoff developed between the manufacturer and the marketer. DeVos and VanAndel watched, alarmed, as their distribution network dwindled rapidly due to lack of product and the resulting lack of income from sales. Unable to bring the two parties to an agreement, they decided to create a product of their own that they could supply to what was left of their network.
Amway is born
What happened next is legendary. In 1959, they formed Amway Corporation. Within ten years, they’d bought Nutrilite, and Amway has rarely looked back ever since. It’s still the largest MLM company worldwide.
Of course, that kind of spectacular success soon attracts attention and, before long a rash of MLM companies sprang into existence. But there was also a dark side to the story – one that still causes problems to this day.
It didn’t take sharp operators long to ealize that they couldn’t take advantage of people under the strict, ethical rules of conduct required by the MLM companies. So they came up with a counterfeit version, based on a scam from the late 1920s (The Ponzi Scheme) that looked like MLM, but allowed them to fleece people who were basically the same as themselves… lazy and greedy.
Thus was born the Pyramid Selling Scheme.
The counterfeits soon emerge
It’s ironic that people still mistakenly accuse MLM of being pyramid selling when it was actually the reputable MLM companies that first petitioned government authorities to have pyramid selling outlawed.
It didn’t take long for legislation to be passed to rub out pyramid selling. But pyramid selling isn’t really a system or structure, despite its cunning name. It’s a mentality – an attitude – which is very hard to legislate against. Consequently, many anti-pyramid laws also discriminate unintentionally against legitimate network marketing, “throwing the baby out with the bathwater.”
Over the following decades, MLM has evolved and developed further into the wide array of companies, product ranges, reward plans and cultures that exist today. This unique, powerful system of free enterprise continues to grow, attracting more and more people to it. As we prepare to enter the twenty-first century, MLM has never been so well-respected, so healthy, so attractive or so rewarding.
3.2 A Short Notes on Destiny 2000 Ltd.
Total Member 6618283
Total Silver 7432
Total Gold 3349
Total Platinum 830
Total PSD 2632
Total Diamond 84
Crown Executive 01
Up to 525 Statement On dated 9/9/2011
Impossible is a word, we don’t Believe it
For Economic Freedom of Bangladesh needed 290 days
More than 5000 peoples are getting distributorships by joining in a day
Number One MLM Company in Bangladesh
Our Values——–
Integrity: Conduct all our activities with a sense of deep accountability by being honest within and outside the company.
Challenges: Seek not just what we are capable of now but acquire the capacity to achieve what we dream.
Team Spirit: Build teams that we are excited to be a part of and that will push us to new heights.
Skills and Process: Upgrade our skills and process constantly to stay on the top.
Responsibility: Respect nature, society and stakeholders as the ultimate good business practice.
3.3 Marketing and Human Development Resources Net DH-30
As the surveyed Branch DH 30 uses various marketing resources found during the findings & analysis. Approximately 5000 Marketing Executive are executing this net offices under Diamond Executive Mr. Hasibul Haque Mamun.
Every week many of the seminar, Marathon , Celebration programs are organized by DH -30 on owned or hired auditorium in different places of Bangladesh. Many people participate to know about the concept, product and services by giving value. This programs & seminars are organized by the leading of Marketing Executives as silver, Gold, Platinum or P.S.D.
This Branches has two big auditorium 600 people can participate to each. And three auditoriums are capable 200 each to show seminar or programs. Five little auditorium are titled for workshop and training. One P.S.D offices where twenty are executing their activities. Two DORA are executing their operations of joining forms as receiving and payments. One IRDC to deliver the products of customers.
There are many teams working as rapidly to achieve their goal. Every week they arranges working plan as organizing a team meeting of every team with the help and command of their up-lying. They also organize workshop by each team to develop the morality and their skill.
The human development faculty of training which a matter of ambiguous is undoubtedly and excellence job done by marketing executives. Many of the professional trainer trains all of the customers and distributors . This business is not only money making machine but also man making machine. DH-Net 30 executing many professional training done by many young trainer to teach and make the people skill and professional. Everyday many of the training course held in here, such as –
1. Basic training of MLM
2. Special Basic on MLM
3. Invite & Follow up
4. Marketing Skill development
5. Vision Clear
6. Know thyself
7 How to overcome anger
8 Proactive attitude
9. Product demo
10. Human spirit
11 Leadership
12 Special Motivations
13. Power of Positive Thinking
14. Silva Method
3.4 DORA section
Every P.S.D can occupy a Dora to drop the form under his team . When a product is sold with the documents then the seller drop his form through nearest DORA by on line . The authority receives all the documents necessary with money and entry them in software. Then printing the Money receipt by issuing the seal and signature of authority. Then the authority delivers his money receipt to customers.
3.5 Product Delivery section
The IRDC which roles to deliver the product of customers. As everything is occupied through on line so that in product delivery cases a customer is sent a verification code in his mobile that he can reserve to get the product by showing or entering the code no to the IRDC. Each of the customers submit his money receipt to IRDC then authority sends a verification code to the customers mobile . Hence the customers submit the verification code to the IRDC than he delivered his product to the customers.
Phase 4
Literature Review
4.1Terms of Services
Services included all economic activities whose output is not a physical product or construction, is generally consumed a , the time it is produced and provides added values in forms (such as convenience , amusement, timeliness or health) that are essentially intangible concerns of its first purchaser. (Zeithaml and Bitner, 2003)
-Intangibility- The exact nature of a service is often difficult to define , the product cannot be handled , and –ownership of an object is not transferred. Service is experiential rather than concrete and thus quality is difficult to define and measure
-Customer Participation- normally the customer is directly involved in the delivery of the service, e.g hospital treatment can’t be given if the patient is absent.
-Simultaneity- production and consumption of as service are usually simultaneous and therefore not storable.
-Heterogeneity- because the interaction between the customer and the provider is a unique experience , the same service can be perceived differently by different customers and by the same customer on different occasions. Other customers can affect the experience of a service , e.g. a quiet weekend at a small hotel can be ruined if two rival football teams are also staying in the hotel.
– Indivisibility- of operations and marketing – frequently the same people do the selling and delivery of the service . This has implications for training and the efficiency of the operation. Process design needs to ensure a smooth flow from one stage to the next.
-Geographical dispersion-most services need to be reasonably near to the customer. Use of the information technology is increasingly allowing major service organizations to centralize large parts of their process, while retaining a local interface with the customer.
4.2 Terms of Quality
The totality of features and characteristics of a product or service that bear upon its ability to satisfy stated or implied needs (Quality Vocabulary, ISO 8402). It is the fitness for purpose or use, (Juran) Quality is the total composite product and service characteristics of marketing , engineering, manufacture and maintenance through which the product and service in use, will meet the expectation by the customer.
4.3 Terms of Service Quality
It is the combination of service and quality that includes a number of different facets. Lehtinen and Lehiten (1982) defined service quality in terms of physical quality, interactive quality and corporate (image) quality. Physical quality relates , to the tangible aspects of the service. Interactive quality involves the interactive nature of services and refers to the two-way floe that occurs between the customers and the service provider, or his/her representative, including both automated and animated interactions. Corporate quality refers to the image attributed to a service provider by its current and potential customers, as well as other publics. Lewis and Booms (1983)
Define clearly states that service quality is a measure of how well the service level delivered matches customer expectations and delivering quality service means conforming to customer expectation on a consistent basis. In such earlier studies , researchers defined service quality as the extent to which a service meets customer’s need or expectations ( Lewis and Mitchell, 1990, Dotchinand Oakland, 1994; Asubonteng, McCleary and Swan, 1996; Wisniewski and Donnelly, 1996). Zeithaml (1987) defined that service quality is the customer’s judgment about an entity’s overall excellence or superiority. It is a form of attitude and results from a comparison of expectations to perceptions of performance received. Zethaml , Berry , and Parasuraman (1990) on the other hand, have chosen to define service quality “as the extent of the discrepancy between customers expectations or desires and their perceptions. Service quality has been also defined as the consumers overall impression of the relative inferiority or superiority of the Christopher, Payne , and Ballantyne (1993) have defined service quality as the ability of the organization to meet or exceed customer expectations. Service quality is believed to depend on the gap between expected and perceived performance ( Anderson , Fornell, and Lehmann, 1994). Gitlow , Oppenheim ,and Oppenheim (1989) also stated that service quality is the extent to which the customers or users believe the service surpasses their needs and expectations.
Service Quality has become an increasingly important factor for success and survival in the banking sector. Provision of high quality service aids in meeting several requirements such as customer satisfaction and its consequent loyalty and market share, soliciting new customers, improved productivity, financial performance and profitability (Collet et al , 1990; Jilian and Ramaseshan, 1994: Lewis ,1989, 1993; Llosa et al, 1998).
4.4 Service Quality Dimensions:
Since a conceptual model concerning perceived service quality was proposed by Parasuraman, Zeithaml, and Berry (1985),service quality dimensions have become an area of interest in marketing research ( Bolton and Drew, 1991b; Brown and Swartz , 1989; Carman, 1990; Cronin and Taylor, 1992, 1994; Zeithaml et al,1996) One of the important issues related to service quality is the dimensions of service quality, and the measurement tool, SERVQUAL developed by Parasuraman et al. (1988) has been the starting point of the controversy in this area.
Parasurarnan et al. (1988) identify five quality dimensions, which link specific service characteristics to consumer expectations of quality. These five basic dimensions are reliability, responsiveness, assurance, empathy, and tangibles.
1) Reliability: Reliability is defined as the ability to perform the promised service dependably and accurately (Parasuraman et al,1988). Reliability involves consistency of performance and dependability. It means that the firm performs the service right first time. It is also means that the firm honors its promises. Specifically it involves accuracy in billing, keeping record properly, delivering the product in right time and performing the service at the designated time.
Reliability refers to the extent to which retail service provides what was promised when it was promised ( Dabholkar, Thorpe, and Rentz, 1996)
2) Responsiveness : Responsiveness is defined as the willingness to help customers and provide prompt service (Parasurman et al, 1988) It concerns the willingness or readiness of employees to provide services. Responsiveness involves timeliness of service like posting a transaction slip immediately, returning a phone call quickly, giving prompt service , and setting up appointments quickly. According to Zeithaml et al.(1990), responsiveness refers to the motivation to help (internal customers and provide prompt service to them.
3) Assurance : Parasuraman et al. (1988) defined assurance as the knowledge and courtesy of employees and their ability to convey trust and confidence. Assurance involves trustworthiness, believability and honesty. It involves having the customer’s best interest at heart. Contribution to credibility includes company name, company reputation, personnel: how much a hard sell is employed in interactions with the customer (Parasuraman et al, 1985) According to Bahia and Nantel (2000), assurance represents the friendliness and courtesy of employees- personalized attention to the customer and the ability of employees to inspire confidence . Zeithaml et al. (1990) defined assurance as the customers.
4) Empathy: According to Parasurraman et al. (1988) empathy is defined as caring and individualized attention provided to customers. Empathy refers to graciousness, respect, consideration and friendliness of contact personnel including receptionists, telephone operators, etc. It includes consideration for the consumer’s property, clean and neat appearance of the contact personnel.
5) Tangibles: Tangibles are the physical facilities, equipment, and appearance of personnel in services (Parasuraman et al,1988). It includes all the physical evidence of the service like the facilities, appearance of personnel, tools or equipment used to provide the service, physical representations of the services (e.g. statements), and even other customers.
Zeithaml et al.(1990) stated that tangibles are the appearance of physical facilities, equipment, personnel, and communication materials. Tangibles of service are the tangible facts of the service facility (equipment, signage, employee appearance, etc.)
4.5 Customer Service: It is the service provided in support of a company’s core product. (Zeithaml and Bitner, 2003) In Brief, good customer service is the key to a successful organization and customer relation. Furthermore, good customer service fosters growth because each satisfied customer will tell at least we other people about the product or service of the business, some of who will become customers.
4.6 Mean:
Mean is the average value that is obtained by summing all elements in a set and dividing by the number of elements (Malhotra, 2003)
4.7 Variance:
Variance is the mean squared deviation of all the values from the mean ( Malhotra, 2003).
4.8 Standard Deviation
Standard deviation is the square root of the variance ( Malhotra, 2003)
Phase 5
Analysis of
Customer’s Perception
As the researcher set his sample size as 100 from the concerned population for the research, he took a survey on 100 customers. The survey was made by the closed ended structured questionnaire containing 16 items or questions with five point Liker scale in order to measure the perception about the service and product quality of Destiny Group. The Researcher had classified the total customers into four classes and responses had been collected according to these classification. The researcher went to the DH-30 Net office of Destiny 2000 Ltd. And found many customers who had come to know the MLM concept or to have the product and varieties type of needs of Destiny Group. There the researcher selected the customers by random sampling and conducted the survey. As the questionnaire to was written in English, and included some technical words, the researcher had to explain some parts of the questionnaires into Microsoft Excel. Then by using the software he came up with the findings which helped to explain the Client’s sensing about MLM and Destiny Group.
As mentioned earlier the questionnaire had 16 items and or question one customer had to respond any of the points among the five Likert scale. For the reason under each item the researcher got 100 answers (As there was no missing data) within the five point of scale.
5.1 Analysis of the individual items or questions:-
Percentage of the responses on each of the five different scale points calculated from the total responses of 100 customers on each item or question.
5.1.1 Question No: 1
The Formalities followed for being a distributorship by the company are necessary
Fig-1: Customers response regarding question 1.
The above question states that the formalities followed to get a distributorship by Destiny 2000 Ltd. are necessary. About 30 % customers think the formalities are necessary. Then about 25% are strongly agree with this and 25 % are neutral. 15% of the total portion shows disagree and very few of them strongly disagreed with this service. With the significant portion of employee with other classes of customers had shown dissatisfaction with this service. The mean value regarding all the responses is 3.7, which means the customer’s perception regarding this statement is good.
5.1.2 Question No 2
Response to MLM concept in Bangladesh
Fig:3 Customer’s response regarding question 2
The above statements states that the response to MLM concept in Bangladesh where about 25 % customers think positive about this. Then about 20% are strongly agree with this and 15 % are neutral. 25% of the total portion shows disagree and 15% strongly disagreed with this view. With the significant portion of employee with other classes of customers had shown dissatisfaction with this customers. The mean value regarding all the responses is 2.9, which means the customer’s perception regarding this statement is not bad but good.
5.1.3 Question No 3
The product of Destiny Group is available everywhere
Fig-3: Customers response regarding question 3
The above statements state that the product of Destiny Group is available in everywhere that means where about 20 % customers think positive about this. Then about 20% are strongly agree with this and 30 % are neutral. 25% of the total portion shows disagree and 15% strongly disagreed with this view. With the significant portion of employee with other classes of customers had shown dissatisfaction with this customer. The mean value regarding all the responses is 2.8, which means the customer’s perception regarding this statement is not bad but good.
5.1.4 Question No 4
Online service of Destiny group is satisfactory
Fig-4 Customer’s response regarding question no 4
The Statement shows the satisfaction level of the customers about the online service of Destiny Group. Most of the customers 40% satisfied with the service. Among them 11% are Students , 9% are teachers , 10% are officers & employees & 10% are others. Then 20% customers are neutral. This comprises of teachers & others 10% each , Officers & employees 5% , and students 3% and others are 2% . A significant portion 8% of students has disagreed with the service. About 3% of Officers & employees 2% are teachers & 2% are of other categories . And few customers 10% of all classes are strongly dissatisfied with this service. The mean value regarding all responses is 3.40, which means the customers perception regarding this statement is very good.
5.1.5 Question No 5
The Authority of Destiny Group tries to provide its services at the time it promises to do
Fig-5 Customer’s response regarding question no 5
The Statement shows the satisfaction level of the customers about the timely service of Destiny Group. Most of the customers 30% strongly satisfied with the service. Among them 8% are Students , 9% are teachers , 10% are officers & employees & 3% are others. Then 25% customers are neutral. This comprises of teachers & others 10% each , Officers & employees 5% , and students 6% and others are 4% . A significant portion 7% of students has disagreed with the service. About 3% of Officers & employees 2% are teachers & 3% are of other categories . And few customers 5% of all classes are strongly dissatisfied with this service. The mean value regarding all responses is 3.40, which means the customers perception regarding this statement is very good.
5.1.6 Question No 6
The Training of Human Development is satisfactory
Fig:-6: Customer’s response regarding question no 6
The Statement shows the very important level of the customers about the training development service of Destiny Group. Most of the customers 80% strongly satisfied with the service. Among them 40% are Students , 10% are teachers , 25% are officers & employees & 5% are others. Then 5% customers are neutral. This comprises of teachers & others 1% each , Officers & employees 2% , and students 3% and others are 0% . No portion of disagree & strongly disagreed found against this perception. The mean value regarding all responses is 4.00, which means the customer’s perception regarding this statement is extremely good.
5.1.7 Question No 7
When one has a problem Destiny Group’s authority shows sincere interest in solving it.
Fig:-7: Customer’s response regarding question no 7
The above question states that the formalities followed to be sincere to solve the problem of customer by Authority where about 30 % customers think that they are strongly sincere. . Then about 25% are agreeing with this and 20 % are neutral. 15% of the total portion shows disagree and very few of them strongly disagreed with this service. With the significant portion of employee with other classes of customers had shown dissatisfaction with this service. The mean value regarding all the responses is 3.2, which means the customer’s perception regarding this statement is good.
5.1.8 Question No-8
You feel safe by practicing MLM on behalf of Destiny
Fig:-8: Customer’s response regarding question no 8
The above diagram execute that the safety felt by customers to practice MLM on behalf of Destiny where 35 % of customers think that they are strongly positive. Then about 25% are agreeing with this and 20 % are neutral. 15% of the total portion shows disagree and very few of them strongly disagreed with this service. With the significant portion of employee with other classes of customers had shown dissatisfaction with this service. The mean value regarding all the responses is 3.2, which means the customer’s perception regarding this statement is very good.
5.1.9 Question No-9
Up-lying is helpful to create and retain the market
Fig:-9: Customer’s response regarding question no 9
The Statement shows the very important level of the customers about the up lying activities to create & retain the market of Destiny Group. Most of the customers 50% strongly satisfied with the service. Among them 35% are Students, 5% are teachers, 7% are officers & employees & 3% are others. Then 5% customers are neutral. This comprises of teachers & others 1% each , Officers & employees 1% , and students 3% and others are 0% .20 % shows disagreed & 5% strongly disagreed found against this perception. The mean value regarding all responses is 3.90, which means the customer’s perception regarding this statement is very good.
5.1.10 Question No-10
By MLM or Network Marketing, Possible to change the economy of Bangladesh—That the Malaysia did.
Fig:-10: Customer’s response regarding question no 10
The Statement executes that the very important level of the customers about the Network Marketing activities to change the economy of Bangladesh. Most of the customers 50% strongly satisfied with the service. Among them 35% are Students, 5% are teachers, 7% are officers & employees & 3% are others. Then 5% customers are neutral. This comprises of teachers & others 1% each , Officers & employees 1% , and students 3% and others are 0% .20 % shows disagreed & 5% strongly disagreed found against this perception. The mean value regarding all responses is 3.90, which means the customer’s perception regarding this statement is very good.
5.1.11 Question No-11
The people of Bangladesh generally having miss conception about MLM and Destiny-
Fig:-11: Customer’s response regarding question no 11
The above diagram execute that the people of Bangladesh generally having miss conception about MLM and Destiny where 40 % of customers think that they are strongly agree. Then about 20% are agreeing with this and 10 % are neutral. 20% of the total portion shows disagree and 10% strongly disagreed with this statement. With the significant portion of employee with other classes of customers had shown dissatisfaction with this statement. The mean value regarding all the responses is 3.2, which means the customer’s perception regarding this statement is negative.
5.2 Overall analysis
In This part a mean and standard deviatio