Behavioral pattern of mobile phone users in Dhaka city: a comparative study on Grameenphone and Banglalink

Abstract

The study has been conducted on ‘BEHAVIORAL PATTERN OF MOBILE PHONE USERS IN DHAKA CITY: A COMPARATIVE STUDY ON GRAMEENPHONE AND BANGLALINK. The specific objectives of the study are: to find out demographic profiles that influence users’ choice behavior; to find out operators’ awareness to the customer; to find out customers’ attitude towards services provided by the operators; to find out customers’ satisfaction level; and to make suggestions on the basis of findings. Existing studies have over emphasized on service quality, customer value, customer satisfaction and their influences on consumer behaviors, external environment like; culture, subculture, social class, social group, family and interpersonal influences, price, product quality & availability, and promotional offer, benefits of mobile banking, and agro based benefits. This study has been conducted in order to cover the lacks of other studies. Telecommunication operators’ market has a great potentiality because mobile phone in Bangladesh has become as part of the country’s culture from upper class to lower class in connecting and making communication with the nearest ones or the associates through mobiles. The study concentrated on the personal consumer. It did not include corporate customers. Another research could be done on the corporate consumers. Women are coming outside from the four walls in Bngladesh. They are working with male hand in hand. They are engaging with various types of professions. In this situation information is essential to respond to the changing environment. 360 consumers were interviewed with a structured questionnaire. Both primary and secondary data were used. Consumers are influenced by personal characteristics such as: age, gender, occupation, income, education similarly influenced by cultural, social, psychological and other factors like price, brand name, product quality, services, services availability etc. This study finds that the Grameenphone users are satisfied (60%) followed by Banglalink. The users’ of Grameenphone have greater positive attitude rather than the users’ of Banglalink. As call rate is the extreme important factor to the consumer so the operators may reduce their service prices and can improve network facility and consumer must be awarded about various benefits. Both Grmeenphone and Banglalink should emphasis on low income group and retired person as the result shows that the lowest number 00% of respondents whose monthly income is less than 10,000 taka and their educational level is graduation & post graduation of Grameenphone users in contrast only 02% respondents’ income level is less than 10,000 taka who is post graduate of Banglalink users. Mobile telecom operators should pay more intensive attention and advice to the customers so that their complaints related to network problem, SIM blockage, SIM registration, Improper listening of ring tones ( song, poem, speech, advertisement etc.) while making or receiving a call, internet browsing problem, loading problems etc., can immediately be resolved. This study is expected to help solid understanding of Consumer Behavior Pattern.