Marketing Management final term paper By Mushfiqul Haque Mukit


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This proposal is intended for obtaining the approval of carrying out the marketing term paper on
The topic -
In order to fulfill the requirements of conducting the practical marketing term paper for the course of “Marketing management (MKT201)”.
WiMax internet is a new wireless internet technology to the Bangladeshi internet users, which has been emerging during the last two years and replacing the broadband services at a fairly quick pace. Though previously there have been some wireless internet service providers operating in the industry, due to various reasons like high prices and low coverage, the concept of wireless internet service couldn’t make its place in the crowd.
However, Banglalion Communication Ltd. promised to remove these shortcomings two years back and quite successfully have started their operations. The significance and objectives of the term paper, design of the research methods and schedule of the report submission are clarified throughout the upcoming sections.

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Mushfiqul Haque Mukit

East West University

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Marketing Management final term paper By Mushfiqul Haque Mukit

  1. 1. Factors Influencing Consumers Buying Pattern 1 towards Wimax Connection in Bangladesh. (A study on Bangla lion) Submitted to: Mahmud Zubayer Sec-3 MKT201 BBA Department Date:22.11.2012
  2. 2. 2Group MembersName IDTanjeeb Hossain Mazumder 11-3-10-093Mohammad Mushfiqul 10-2-18-010Haque MukitNur-E-Hasin 11-3-10-137 Acknowledgement
  3. 3. 3The unavoidable truth of the world is that behind any successful work there must be hand ofothers. And we feel that our report for the course of The Marketing Management on one of themost promising and important topics of the today’s business world “Factors influencingconsumers buying pattern” is a great key to success as any business should analyze factorrelated to this before starting or planning their business and behind this achievement we needto realize enormous help and organized comments of some helpful personalities.Our first pledge of gratitude goes to our honorable course teacher Mahmud Zubayer, who gaveus the opportunity to prove our abilities in formatting a quality report, Not only that he wasalways ready to lend a hand to solve our any sort of problems regarding the report as this willlet us know so many things that we were not aware of before and help us to gain practicalknowledge about that factor which influencing consumers buying pattern in Bangladesh. Wereally feel proud of being his beloved students.We are really thankful to some of our friends and well-wishers who were the real viewers andhelpers of this report. They always gave us new ideas and views to improve the quality of thereport. And they also were our source of aspirations of doing good job forever and a day.Our parents, who are the closest person of ours in the world support and guide us whilepreparing the report. We are obliged to them also.Eventually, we recognize the Almighty who has blessed us with the abilities and patience ofdoing any tough job easily.
  4. 4. 4 Table of Content Serial No Topic Page No 01 Acknowledgement 3 02 Table of Content 4 03 Executive Summary 6Chapter-1 (Introduction) 7 04 Objective of the study 8 05 Company profile 9-12Chapter-2 (Methodology of the study) 13 05 Research method 06 Primary sources 07 Secondary sourcesChapter-3(Strength & weakness) 12 Of the brand from an image perspective 14 13 Of the product 15Chapter-4 (factors influencing consumers’ buying pattern) 15 Cultural factor 16 16 Social factor 16 17 Personal factor 17 18 Psychological factor 17 19 Buying decision process 19 20 Defining marketing mix 20-21Chapter-5 (Data analysis & interpretation) 2221 Statistical view 23-28Chapter-6 (Recommendations)22 Recommendations for bettermentSources Letter of Transmittal
  5. 5. 5November 22, 2012Mahmud ZubayerAssistant professorDepartment of Business Administration.Subject:-Submission of Assignment.Sir,Most fervently this is to inform you that our great pleasure is to submit theassignment on segmentation, selection of target market and positioning ofBangla Lion. This assignment speaks about the Bangla lion internet modem. Allthe works presented here have been done with utmost sincerity. We have triedour level best to make this assignment comprehensive and informative which isaccording to the instruction that you have given us.Encouraged by your mentoring we went beyond typical ‘observe –describe’manner in preparing this report. Our endeavor was to attain a thoroughunderstanding of the marketing strategy of a company.Nevertheless, it will be our pleasure to clarify any matter regarding thisassignment, thanking you and looking forward to receiving your cordialapproval of our submission.Sincerely yours, Tanjeeb Hossain Mazumder ID: 11-3-10-093 Nur-E-Hasin ID: 11-3-10-137 Md.Mushfiqul Haque Mukit ID: 10-2-18-010 Executive Summary
  6. 6. 6This proposal is intended for obtaining the approval of carrying out the marketing term paperonThe topic -“FACTORS INFLUENCING CONSUMERS’ BUYING PATTERN TOWARDs WIMAX MODEM INBANGLADESH- a study on BANGLALION WiMax Modem.”In order to fulfill the requirements of conducting the practical marketing term paper for thecourse of “Marketing management (MKT201)”.WiMax internet is a new wireless internet technology to the Bangladeshi internet users, whichhas been emerging during the last two years and replacing the broadband services at a fairlyquick pace. Though previously there have been some wireless internet service providersoperating in the industry, due to various reasons like high prices and low coverage, the conceptof wireless internet service couldn’t make its place in the crowd.However, Banglalion Communication Ltd. promised to remove these shortcomings two yearsback and quite successfully have started their operations. The significance and objectives of theterm paper, design of the research methods and schedule of the report submission are clarifiedthroughout the upcoming sections.
  7. 7. 7INTRODUCTIONWiMax, the “Worldwide Interoperability for Microwave Access” is for mobile broadbandinternet. It provides wireless data in a variety of ways, from point-to-point links to full mobilecellular type access. WiMax internet also enables the users to experience rich multimediaservices on the go. This technology has the potential to do the same to broadband internetaccess what cell phones have done to telephone access. It could replace cable and DSL services,like how many people have given up their "land lines" in favor of cell phones. In recent days,especially during this year and the previous year the internet service providing industry hasexperienced a huge change that involved many new users subscribing in WiMaxservices and anumber of users of other means of internet services switching to the newly introduced service.Banglalion Communications Ltd. introduced the people of Bangladesh to this wireless internetservice with a long list of promising service.It has announced to be provided upon their launching. However, the company since then hasbeen spreading its network and coming up with new promotional efforts every day.Banglalion announces, “We are committed to build a connected BangladeshThrough wireless telecom solutions and create a new impact on our business, society,economy,Lifestyle and people surrounding us”
  8. 8. 8 Objectives of the StudyThe primary objective of this study is to find out the -“FACTORS INFLUENCING CONSUMERS’ BUYING PATTERN TOWARDS BANGLALION WIMAXMODEM IN BANGLADESH”SPECIFIC OBJECTIVES: Being specific, the research should provide information on the following questions(components of the broad problem statement) – 1. What are the factors contributing in customer satisfaction in terms of internet services? 2. Do these factors vary when it comes to wireless internet service? 3. How Banglalion doing in terms of these factors? 4. How do the customers perceive the brands overall? 5. What are the influences working behind this perceived va
  9. 9. 9 COMPANY PROFILEAbout banglalion:Banglalion Communications Ltd (Banglalion) is the largest 4G Wireless Broadband operator inBangladesh which is using WiMAX technology at present and obtained nationwide license fromBTRC to provide Broadband Wireless Access services. Banglalion license covers Data, Voice andVideo. Banglalion now covers 7 divisional headquarters and 30 major districts of Bangladeshand expanding rapidly with a goal to cover the whole country by the end of 2012. Banglalion isproud to declare that it is the largest 4G network of Bangladesh in terms of coverage,subscriber number and revenue.The Technology:Banglalion is now using the latest 4G WiMAX (Wireless Interoperability for Microwave Access)technology allowing you to get as fast as 2 mbps speed which enables you to enjoy high speedwireless mobile connectivity. Banglalion understands that people and businesses in Bangladeshneed and want faster, accessible, and affordable wireless broadband services. Banglalion isworking hard to ensure those. Banglalion is committed to bring the best of technology to youby upgrading the technology as and when available.Mission, Vision, Values:Mission  Bring increased access to information.  Enable greater options for connectivity through mobility.  Empower more people to embrace a knowledge-based lifestyle.
  10. 10. 10  Encourage development and dissemination of local content.Vision“Banglalion strives to be the preferred wireless broadband provider for fastest access to usefulinformation and entertainment for a knowledge rich community”Values: • Customers come first • Empowering people • Flexibility • Transparency • Community responsibilityPostpaid PackagesAs of November 2012, Banglalion offers 13 different postpaid internet packages. Thesepackages come in different speeds and data volume options.Banglalions postpaid packages come in three different speeds. They are; 512 Kbits/s (Called"Safari" packages), 1 Mbits/s (Called "Voyage" packages)and 2 Mbits/s (Called "Expedition"packages).Banglalion packages come with four different data bundles for the packages mentioned above.They are; 7 GB, 14 GB, 25 GB and unlimited data (called "KING"). The 512 Kbits/s package alsohas a 4.5 GB bundle which other packages dont have.
  11. 11. 11Prepaid PackagesAs of November 2012, Banglalion offers 3 different prepaid internet packages. These packagescome in different speeds. The customer has the option of buying scratch cards to buy datavolume.Banglalions prepaid packages come in three different speeds. They are; 256 Kbits/s, 512 Kbit/sand 1 Mbits/s.Banglalion offers three different scratch cards which customers can use to buy data. They are;Tk. 150 which offers 450 MB usage with 10 days validity, Tk. 400 which offers 1.5 GB usage with30 days validity and Tk. 600 which offers 2.5 GB usage with 30 days validityCoverageBanglalion currently covers 8 divisionalcities Dhaka, Narayanganj, Chittagong, Sylhet, Rajshahi, Khulna, Rangpur & Barisal. Major areasof Dhaka city is already under its strong network and hoping to spread throughout the entirecountry by the second quarter of 2013. Banglalion has already made a strong presence inChittagong by covering most major areas in the city with about 20+ BTSs. Meantime, networkrollout in other major cities such as: Munshiganj, Gazipur, Mymensingh, Comilla, Noakhali,Laxmipur, Satkhira, Bogra, and Coxs Bazar have already begun.Future Services of Banglalion:  Mobile IP Telephony.  E-Learning.
  12. 12. 12  E-Entertainment  Video Conferencing.  Secured VPN  ATM Connectivity  IP PABX.  E-Health.  MAN for Corporate offices having presence in different locations.  Remote Surveillance  Online Gaming ServiceCompany Information:Banglalion Communications Limited is the largest 4G Wireless Broadband service provider ofBangladesh in terms of coverage, subscriber number and revenue.Banglalion was incorporated on September 05, 2008 as a private limited company.Bangladesh Telecommunication Regulatory Commission (BTRC) awarded the BroadbandWireless Access (BWA) operator license to Banglalion on November 18, 2008.Banglalion became a public limited company on May 07, 2011.Banglalion is planning to be listed with Dhaka & Chittagong Stock Exchange by mid of 2012.The Authorized capital of Banglalion is BDT 5 (Five) billion, as of June 2011.As of June 2011, the total investment in Banglalion is more than BDT 4.5 billion.As of September 2011, Banglalion has a total workforce of more than 600 employees.Banglalion Corporate Headquarter is located at Gulshan, Dhaka.Major Shareholdings of Banglalion is as follows:
  13. 13. 13Shareholders Number of Shares Number of % of Total ShareholdersSponsors 38,550,000 4 97.72%(Company/Institutions)Other shareholders (in 900,000 6 2.28%person)Total Shares 39,450,000 10 100%Board of Directors:Major (Retd.) Abdul Mannan ChairmanBrig Gen (Retd.) Khaled A Karim DirectorUmmeKulsumMannan DirectorMahmood Malik DirectorSOURSESPrimary sourcesMETHODOLOGY OF THE STUDYIt is a descriptive natured report related with Market research. Data for this report is about reallife example has been collected by survey, directly meeting with the topic related people ofWimax companies in Bangladesh. But most of the data that are needed to complete the reporthas been collected from the secondary data sources like- Internet, journals, articles and books.
  14. 14. 14Strengths and Weaknesses of the brand form an Image PerspectiveStrengths:  Brand name  Colorful company logo  Marketing strategy and advertisement  E-Marketing  Event sponsor and participationsWeaknesses:  Unrelated logo and name with the core product  Missing specific mission or vision statement  Less Coverage for marketing and distribution  Lack of positive customer feedback
  15. 15. 15Strengths and weaknesses of the product or service:Strengths:  Internet speed is as good as told  Network Covered areas has the strongest network frequency as required  Online payment system made its customers more satisfied in terms of paying bills  Continuous and unbreakable packet delivery.  Flexible Pre-Paid service than other competitorsWeaknesses:  Lack of Network coverage  Dissatisfaction of customers because of Improper customer care management  Insufficient product category according to customer needs  High price of the product and service does not meet customer desire
  16. 16. 16 Real time customer support and service management is not there Factors influencing consumers buying pattern towards Banglalion: Cultural Factor:Cultural factors comprise of set of values and ideologies of a particular community or group of individuals. It is the culture of an individual which decides the way he/she behaves. In simpler words, culture is nothing but values of an individual. What an individual learns from his parents and relatives as a child becomes his culture. Business houses all over the world are using internet for the expansion of their communication. The Product ‘’Banglalion’’ culturally established by the beliefs, values and norms that largely defines their customer tastes and preferences. People absorb almost culturally but not accepted it globally. World perceptions and pull marketing can’t catch local customer and can’t change their relationship with local brand like “Banglalion”.
  17. 17. 17 Social Factor:Social factors play an essential role in influencing the buying decisions of consumers. Human beings are social animals. We need people around to talk to and discuss various issues to reach to better solutions and ideas. We all live in a society and it is really important for individuals to adhere to the laws and regulations of society. Social Factors influencing consumer buying decision can be classified as under: • Reference Groups:Every individual has some people around who influence him/her in any way. Reference groups comprise of people that individuals compare themselves with. Every individual knows some people in the society who become their idols in due course of time. Co workers, family members, relatives, neighbors, friends, seniors at workplace often form reference groups. Sometimes potential “Banglalion” buyers can get idea from this group. • Immediate Family Members: • Relatives
  18. 18. 18 • Role in the Society: Each individual plays a dual role in the society depending on the group he belongs to. An individual working as Chief Executive Officer with a reputed firm is also someone’s husband and father at home. The buying tendency of individuals depends on the role he plays in the society. • Status in the society: An individual from an upper middle class would spend on luxurious items whereas an individual from middle to lower income group would buy items required for his/her survival. Personal Factor:Each persons distinct personality influences his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to ones own environment. Personality is usually described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing consumer behavior for certain product or brand choices. For example, Banglalion marketers have discovered that highly uses of its modem tend to be high on sociability. Thus, to attract customers, Starbucks and other cyber net houses create environments in which people can relax and socialize on using of steaming Banglalion net connections... Personal factor includes I) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Lifestyle (v) Personality and self concept. Many marketers use a concept related to personality—a persons self-concept (also called self-image). The basic self-concept premise is that peoples possessions contribute to and reflect their identities; that is, "we are what we have." Thus, in order to understand consumer behavior, the marketer must first understand the relationship between consumer self-concept and possessions.
  19. 19. 19 Psychological Factor:The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of consumers. Consumers do not spend much time thinking about the purchase of low value products which are bought on impulse. Manufacturers of such products will need to implement strategies that encourage consumers to buy on impulse from them instead of their competitors. Now-a-days internet service providers are growing on a large scale, This is why people are think and asking for existing user advice before going to purchase, In case of Banglalion wimax connection purchase people think a lot more than other broadband service because it depends on wireless network and it’s coverage and also its product category depending on what device can be used for better reception. On the other hand this more psychologically complicated product in Bangladesh in terms of getting a internet connection. When consumers purchase high value products or non impulse products, they often go through a set process. This process is discussed below. On the next page there is a discussion of what influences consumer buying behavior and the different types of buying behavior. Basically these Factors surrounded by Psychological factors are- I) Motivation (ii) Perception (iii) Learning (IV) Belief and attitudes Motivation:-Motive (drive) a need that is sufficiently pressing to direct the person to seek satisfaction of the need Perception:-The process by which people select, Organize, and interpret information form a meaningful picture of the world. Learning:-Changes in an individual’s behavior arising from experience. Beliefs and attitudes:-Belief is a descriptive thought that a person holds about something Attitude, a Person’s consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea. Buying Decision Process: Behind the visible act of making a purchase lays a decision process that must be investigated. The purchase decision process is the stages a buyer
  20. 20. 20 passes through in making choices about which products and services to buy.Five Stages of Consumer Behavior:1. problem recognition,2. information search,3. alternative evaluation,4. purchase decision, and5. Post-purchase behavior.
  21. 21. 21 Define the market mix: The marketing mix is . . . The set of controllable tactical marketing tools – product, price, place, and promotion – that the firm blends to produce the response it wants in the target market. [ Kotler and Armstrong -2010 ] The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar! It is the same with the marketing mix. The offer you make to your customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price. Another way to think about the marketing mix is to use the image of an artists palette. The marketer mixes the prime colors (mix elements) in different quantities to deliver a particular final color. Every hand painted picture is original in some way, as is every marketing mix. Let’s look at the elements of the marketing mix in more detail. The marketing mix, also known as the 4P’s - product, price, promotion, anddistribution (place) - translates into actions that should be performed in order toinfluence the buyer.As per CECCONELLO and AJZENTAL (2008, p.163), and KOTLER(2009, p. 126), the 4P’s are described as: • Product: Attributes of any good, service, idea, person, institution, etc. potentially has an exchange value. It is featured byvariety, quality, design, brand, package, size, warranty, reimbursement. • Price: Attributes that reflect the cost of the product to the consumer,as the price itself, payment conditions, acceptance or not of creditcards among others. It includes price list, discounts, licenses,payment deadline, credit conditions. • Distribution (Place):
  22. 22. 22It is everything that relates to the distribution,physical location and logistics to make theproduct arrives to thefinal consumer. It consists of channels, coverage, location, stock,transport. • Promotion:It is the active communication process of the attributesand benefits of a product for theintended target market. It is characterized by sales promotion, advertisement, salesforce, public relations, direct marketing.CECCONELLO and AJZENTAL (2008, p.164) state that when a service isbeing offered,three more P’s may be added to the 4P’s: • People:They are the individuals involved in the service delivery (how they are trained, how theybehave in the service delivery, etc. • Processes:Consist of the activities that the individuals perform to provide the service delivery • Physical evidence: It is an element of the marketing mix which customers can actually experience orvisualize when they use a service, and which contributes to the perceived quality of thisservice. It is the place where the service is delivered (airplane, doctor’s clinic,etc).
  23. 23. 23Data analysis and interpretation:Why customers buy Banglalion modem?After analyzing the data, we have found some factors for which the consumers get influencedthe most:  Dedicated network for data/ internet service  The largest & fastest growing 4G WiMAX operator in the country  The only 4G WiMAX operator with a strong presence in 7 (seven) divisional cities and more than 30 district head quarters  Stable and High-speed internet  Charges are on actual usage, upto byte level  Suitable for both Windows and Mac operating system  Above all, convenient internet plans
  24. 24. 24Data analysis and interpretation:
  25. 25. 25Source: the graph shows, about the thousands of subscribers by year. At present, BanglalionWiMax has 2,50,000 subscribers. Banglalion WiMax launched at the end of September 2009and crossed 25,000 subscribers. But later in 2010 subscribers of Banglalion Wimax were 1,0000and in 2011 they achieved more 1,00000 subscribers.
  26. 26. 26Source: the graph shows, about the changes of price by year. At the beginning of BanglaLionWiMax they charged 3,000tk. Later in 2010 they charged 1,426tk. In 2011, Banglalion WiMaxcharged 999tk and finally in 2012 the price increases and now it’s 2,499tk.
  27. 27. 27Source: the graph shows, about the percentage change in speed by year. At the beginning ofBanglalion WiMax in 2009, the percentages of speed were 60%. In 2010 speed increases andbecame 65%. Later in 2011, percentage of Banglalion speed of WiMax increases from 65% in2010 into 75%. At present, Banglalion WiMax has 85% speeds.
  28. 28. 28.Source: the graph shows, about the percentage change in network coverage by year. Banglalioncovered 60% of network and it remains the same in 2010. There was no change in percentageof network coverage. In 2011 Banglalion covered 75% of network. Banglalion currently covers 8divisional cities Dhaka, Narayanganj, Chittagong, Sylhet, Rajshahi, Khulna, Rangpur& Barisal.Major areas of Dhaka city is already under its strong network and hoping to spread throughoutthe entire country by the second quarter of 2013. Banglalion has already made a strongpresence in Chittagong by covering most major areas in the city with about 20+ BTSs.Meantime, network rollout in other major cities such as: Munshiganj, Gazipur, Mymensingh,
  29. 29. 29Comilla, Noakhali, Laxmipur, Satkhira, Bogra, and Coxs Bazar have already begun.FinallyBanglalion coveres 85% of network.Nowadays, Internet modem, especially BanlgaLionWimax are of great demand and it’s beenwidely used by the young generation. 75% of BanglaLionWimax is available in Dhaka. Uttara,Gulshan, and Dhanmondi, these are some of the places in Dhaka where BanglaLionWimax isavailable. It has 85% good network coverage everywhere in Dhaka. BanglaLionWimax is thelargest 4G network of Bangladesh in terms of coverage. Coverage of BanglaLionWimax isspreading very fast as days pass by. There are only 5% network fluctuation and discontinuationof network. Price of the modem is 60%-70% reasonable compare with other internet modem.BanglaLionWimax speed is 80%-90% high compare with other internet modem and the speed isconstant. Its speed rises up to 40-50 KBPS and doesn’t fall down suddenly. The USB modem issmall in size and can be carried easily, no additional power is required. Plug and Play is quick.There is no software to download or technician to wait for. It will be installed automaticallyonce you plug into the PC or Laptop. If a customer faces any problem with the modem, its
  30. 30. 30problems are solved instant. Their service is very professional. You can get satisfactory serviceat a cheaper price where other internet modem charges higher prices for better service.References: • • • • • • • • • • • • • • www.enclopedia.comTerm paper seekers Best Wishes to you. If it’s really works of your purpose pleaseI will be hapy to mail me. Thanks
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