FACTORS AFFECTING USERS CHOICE OF MOBILE PHONE OPERATOR: A STUDY ON BANGLADESH PERSPECTIVE
Mobile phone markets are one of the most turbulent market environments today due to increased competition and change. Thus it is of growing concern to look at consumer buying decision process and cast light on the factors that finally determine consumer choices between different mobile operators. On this basis, this report deals with consumers' choice criteria in mobile operators markets by studying factors that influence intention to acquire new mobile phone in one hand and factors that influence on mobile phone change on the other.
Although mobile phones have become a fundamental part of personal communication across the globe during the past ten years, consumer research has devoted little specific attention to motives and choice underlying the mobile phone buying decision process. There are numerous complex factors that need to be taken into account when exploring mobile phone buying decision process, including both macro and microeconomic conditions that affect the evolution of mobile phone market in general and individual consumer's motives and decision making in particular. Moreover it is important to distinguish between buying behavior to the choice between different mobile phone operators and change aspects referring to reasons that affect change.
Mobile phone has become a part and parcel of our daily belonging.
The broad objective of the report is to study the mobile phone users in Bangladesh and assessing its market implication. I have divided the broad objective into the following specific objective:
To determine the reasons for using a specific operators mobile phone.
To determine the market segmentation of mobile users among mobile operators
To asses the marketing implications of usage of mobile phone.
The study is limited to the users of Dhaka metropolitan city only. It dose not include the foreigners.
Gist of the study
This research is about the increasing use of mobile phone and associated marketing implications in Bangladesh. This report highlights the reasons of uses of a particular operator's mobile phone.
BRIEF HISTORY OF MOBILE OPERATORS
Grameenphone is now the leading telecommunications service provider in the country with more than 16 million subscribers as of December 2007.Presently, there are about 30 million telephone users in the country, of which, a little over one million are fixed-phone users and the rest mobile phone subscribers. Starting its operations on March 26, 1997, the Independence Day of Bangladesh, Grameenphone has come a long way. It is a joint venture enterprise between Telenor (62%), the largest telecommunications service provider in Norway with mobile phone operations in 12 other countries, and Grameen Telecom Corporation (38%), a non-profit sister concern of the internationally acclaimed micro-credit pioneer Grameen Bank. Over the years, Grameenphone has always been a pioneer in introducing new products and services in the local market. GP was the first company to introduce GSM technology in Bangladesh when it launched its services in March 1997.The technological know-how and managerial expertise of Telenor has been instrumental in setting up such an international standard mobile phone operation in Bangladesh. Being one of the pioneers in developing the GSM service in Europe, Telenor has also helped to transfer this knowledge to the local employees over the years. 2.2
When banglalink entered the Bangladesh telecom industry in February 2005, the scenario changed overnight with mobile telephony becoming an extremely useful and affordable communication tool for people across all segments.
Within one year of operation, banglalink became the fastest growing mobile operator of the country with a growth rate of 257%. This milestone was...
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