Promotions of Manipuri Garments – A Study on Garments Retailers of Sylhet City

Md. Sadiqul Azad, Mohammad Asrafuzzaman Yazdani Razu, Md. Rakeullah Chowdhury

Abstract


The Manipuri tribe of Bangladesh mostly live in Sylhet division possesses a rich culture, history, and tradition. But nowadays, there is an excellent interaction between Manipuri and mainstream Bengali culture, such as; Manipuri traditional clothes (Sari, Blouse, Chador, Scarf, Muffler etc.) have gained huge popularity among common Bangladeshi people. Especially Manipuri sari has a great reputation like Dhakai Jamdani, Tangail Jamdani, Rajshahi Silk and Mirpur Silk. Though there is a huge potentiality of Manipuri garments in Bangladesh as well as abroad, its market size is very small and not much available due to some socio-economic and technological problems. However, there are not much more initiatives to search the hindrances and opportunities of this sector. The purpose of this study is to find out the promotional activities of Manipuri garments retailers in Sylhet city and their perceptions about the effectiveness of different promotional elements. This study is mainly based on primary data and some statistical measures such as frequency distribution and multiple regression analysis have been used to assess some important findings. We observe several promotional elements like TV Advertising, Digital Marketing, Online selling and Retail Outlet & Decoration have a greater effect on customer’s attention to Manipuri Garments. We recommend that retailers of Manipuri Garments  should emphasize more on these promotional elements.


Keywords


Manipuri, Garments, Retailers, Market, Promotions, Customer Attention, Perception

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