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Factors Influencing Consumers’ Buying Pattern Toward Telecom Operator In Bangladesh: A Study On Airtel Bangladesh Limited

3385 words - 14 pages

Introduction:
Airtel Bangladesh Ltd. is a GSM-based cellular operator in Bangladesh. Airtel is the sixth mobile phone carrier to enter the Bangladesh market, and originally launched commercial operations under the brand name "Warid Telecom" on May 10, 2007. Bharti Airtel Limited of India took management control of the company and its board, and rebranded the company's services under its own Airtel brand from December 20, 2010. The Bangladesh Telecommunication Regulatory Commission approved the deal on Jan 4, 2010. Airtel is the sixth telecom operators in Bangladesh. As an emerging company Airtel is doing extremely well. After the launch of Airtel in Bangladesh, the competition has become ...view middle of the document...

The objective of the study is to identify the most important drivers of customers’ satisfaction of Airtel in Bangladesh.
Methodology of the study:

Research Method:
In the first step of the study, some variables were identified which may have effect on consumer decision making at store environment through exploratory study on previous research works and focus group discussion with small group of respondents. In the second phase, a statistical analysis was conducted on those previously identified influential variables on the basis of primary data collected through survey. The questionnaire consisted of two parts; first part elicited the basic demographic information of the respondents through some close ended questions and the second part drew out the respondent’s attitude toward twenty statements through the five point Likert scale. Each statement represented a variable that is being studied in this research. Likert scale is one of the most prominent scales to researchers that are used to find the level of agreement or disagreement of the respondent toward any statement of interest.
Secondary Sources:
The research is descriptive in nature, as it tends to portray what actually works as the motive for changing the predetermined brand while purchasing the different services of Airtel from the retail store. Secondary data was used to construct the basic framework of the study before proceeding with primary data.
Primary Sources:
Primary data was collected from a group of respondents through structured questionnaires by personal in-home interview procedure. Simple random sampling technique was used for collection of primary data. This study included 120 respondents as the sample. Out of 120 respondents, 15 were executives, 20 were business men, 20 were homemaker and 65 were students. The respondents had been chosen from the different divisions of Bangladesh on random basis.
Limitations of the Study:
Like all research, there were some constraints that were faced during this study. Respondents do not actually know what they really feel about the area of the study. It was difficult to extract the answer required without actually experiencing it. Respondents were busy enough with their own lives and jobs. They do not have a lot of time for analyzing the real experience of that specific situation of this study. This study can provide an insight into the future either by asking people what they plan to do or extrapolating from past or present trends. There are problems with this approach however. People often do not know what they will do in the future and what they think they will do is often very different from what they actually do.
The majority of the samples in this study were students. Many arguments exist, both in favor and against the convenience samples containing students. Several authors have specified the dangers of using student samples in research. They have commonly mentioned threats to external validity as their prime...

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