Assessing the product quality, price, and customer preferences of Bangladesh’s ceramic industry: a comparative analysis

Abstract

This study examines how quality and pricing aspects form consumer choices in Bangladesh’s ceramic tiles and sanitary ware industry. Utilizing a qualitative, descriptive research approach, data were collected through in-depth interviews with recent purchasers and focus group discussion with showroom representatives in major tiles and sanitary ware selling points in Dhaka such as Hatirpool, Uttara, Mirpur. Analysis of customer responses reveals that among various decision-making variables, product quality comes out as the most vital factor with consumers’ concerns on features like long-term endurance, aesthetic appeal, efficient water management, and low upkeeping. Besides, pricing has a crucial role, particularly in terms of value for money. Customers mostly demand a feasibility between affordability with perceived quality and are ready to pay extra for products that demonstrate greater durability and effectiveness. To maximize market reach, brands have to line up best quality with classed pricing structures that fit in with both budget-conscious and premium purchasers. Key strategic recommendations include investment in research and innovation, diversifying product lines by price, enhanced communication of value propositions, focusing on urban retail markets, and accumulating regular customer feedback for further improvements. These measures will enable manufacturers and retailers to meet the evolving demands of Bangladeshi consumers more efficiently.