TRANSFORMING CONSUMER CHOICES: A SUSTAINABLE APPROACH FOR MOBILE OPERATORS IN BANGLADESH
Keywords:
Mobile phones, consumer behavior, communication, Grameen Phone, BangladeshAbstract
In today's globalized world, communication is a fundamental necessity for everyone. Mobile phones have evolved beyond personal devices for staying connected with family and friends; they now serve as extensions of individuality and personality (Persaud & Azhar, 2012). Consumer research plays a pivotal role in understanding consumer behavior at every stage of the transaction process: before, during, and after a purchase (Ashaduzzaman, Ahmed, & Khan, 2011). It delves into the specific decisions, thoughts, activities, and experiences that drive consumer needs and desires (Cohen, Prayag, & Moital, 2014).
This study focuses on consumer behavior, which is central to satisfying consumer needs and retaining their loyalty, making it a cornerstone of business strategy. Examining the factors influencing purchasing decision-making, customer preferences, satisfaction levels, and media choices, the research seeks to uncover what characteristics guide consumers in their choices.
In the context of Bangladesh, mobile operators have not only significantly contributed to the national budget, accounting for over 10% of GDP growth, but have also generated substantial employment, with 850,000 jobs created. The mobile sector has been identified as a key driver of rapid economic development, poverty alleviation, and employment by the government. Among the various mobile operators in Bangladesh, Grameen Phone stands out as the most popular telecom service, boasting approximately 75 million users.
