Significance of marketing activities in garments industry: experience from bangladesh

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.