ABSTRACT

A study based on three private banks of

Bangladesh

REPORT ON MARKETING MANAGEMENT

North South University

CONSUMER
EVALUATION
PROCESS
REPORT ON CONSUMER BEHAVIOR
EVALUATION
Based on three Private Banks of Bangladesh

SUBMITTED BY SUBMITTED TO
Group B Dr. Md. Humayun Kabir Chowdhury
Marketing Management (BUS620.06) Associate Professor
Fall 2019 Department of Marketing &
North South University International Business
North South University

Name ID
Tasmiah Khan 1735188660
Mashiur Rahman 1925382660
Md. Ashad Chowdhury 1915329060
Marzia Mahzabin 1835167660

NORTH SOUTH UNIVERSITY

December 11, 2019

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 Letter of Transmittal

December 11, 2019

Dr. Md. Humayun Kabir Chowdhury

Associate Professor
Department of Marketing & International Business
North South University

Dear Mr. Md. Humayun Kabir Chowdhury,

We are pleased to submit the required report on “Consumer Behavior Evaluation”. We have given careful
effort to make the report informative. The report has been prepared in accordance with your guidance.

Throughout the study we have tried our level best to accommodate as much information and relevant
issues as possible and tried to follow the instructions as you have suggested. We sincerely believe that it
will satisfy your requirements.

The study we conducted has enhanced our knowledge to create an executive report. This report has given
us experience that might have immense use in the future.

We are grateful to you for your guidance and kind cooperation at every step of our endeavor on this
report. We shall remain deeply grateful if you kindly take some time to go through the report and evaluate
our group performance.

Sincerely,

Tasmiah Khan ………………………………..

Mashiur Rahman …………………………………

Md. Ashad Chowdhury ………………………………..

Marzia Mahzabin ………………………………..

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Executive summary

Bangladesh has come through a massive economic and financial evolution in last few decades and as days
pass by the necessity for unlocking more improvised and satisfactory financial service towards the
consumers has become a key ingredient for the existing banks and financial institutions. For evaluating
consumers’ perception regarding the service they are currently receiving (directly or indirectly) from
banking sector we have selected 3 leading private banks (i.e. United Commercial Bank, Eastern Bank and
Brac Bank) to conduct our research. The research is an exploratory one. Analysis of the findings helps to
meet the objectives of this report. The objective of the paper is to identify the consumer evaluation
process in case of private banking Industry in Bangladesh, how attitude towards a product or service’s is
influenced by its attributes. We have set some key attributes (i.e. service quality, technological
advancement, booth & branch availability and security system) in Banking Service industry as our focal
point to do the quantitative analysis. This report is based on both primary and secondary data. The primary
data is collected from the respondents within the study area through questionnaire. Besides that, as
Secondary data source, various published documents in the books, journals and web sites containing
information regarding the topic has been helpful for drawing conclusion. For collecting primary data,
closed ended structured questionnaire has been used and the sample size was 20. After collection of data
was done, we sorted it to gather insights, analyze and present findings. This process includes simple
calculation, our judgement and contemporary heuristics calculation. From the analysis, we came to know
that, UCBL has the highest score in comparison to other two banks (in terms of the four attributes scored
by the sample) which makes it the market leader in accordance to the calculation. EBL is the closest
competitor of UCBL in terms of customer service which signifies that UCBL has a poor perceived customer
service despite overall highest score achiever. Apart from Booth and Branch availability EBL has given
UCBL a tough competition in other three attributes. Although UCBL got advantage with perceived score
but it is important to mention that UCBL is first generation bank that has more life span in the industry
comparing to others, embracing changes and the ability to adapt will be crucial for UCBL soon as other
private banks are more up to date in terms of providing value, can easily beat UCBL in terms of service
and other facilities. Although Brac seems behind with its scores but it needs to be mentioned that Brac is
the youngest in the industry comparing to other two banks. They all serve the same categories but Brac
is doing well at their SME in rural sections and yet to focus on Urban and Corporate sector.

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Table of Contents:
PART – A Page No
1.0 INTRODUCTION 6
1.1 LITERATURE REVIEW 7
1.2 OBJECTIVE OF THE REPORT 9
1.3 RESEARCH DESIGN 9
1.3.0 Source of Data 9
1.3.1 Quantitative Research 10
1.3.2 Method of Collecting Primary Data 10
1.3.3 Sample Design 10
1.3.3.0 Sample Scaling 10
1.3.3.1 Sampling Technique 10
1.3.3.2 Sample Size 10
1.3.4 ANALYSIS OF THE COLLECTED DATA 10

PART – B
2.0 DATA ANALYSIS 11
3.0 FINDINGS 13
4.0 CONCLUSION 13
5.0 LIMITATION OF THE STUDY 14
6.0 RECOMMENDATIONS 14
APPENDICES
REFERENCES 15

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 Part A

1.0 INTRODUCTION
As a developing economy Bangladesh has encouraged to develop its banking industry to promote
economic growth. Over the last three decades or so the country has seen spectacular expansion of the
banking industry. The banking industry in Bangladesh has even gone a step further by promoting financial
inclusion of the rural areas of which microfinance and microcredit are the policy instruments to achieve
that objective. This has helped to expand the monetization of the rural economy, and as a consequence
it has become more market-oriented. Such market orientation of the rural economy also facilitated
continuous resource transfer from rural areas to urban areas. (Mahmood, 2019)

The banking sector in Bangladesh consists of several types of institutions. Bangladesh Bank is the central
bank of Bangladesh and the chief regulatory authority in the banking sector. Currently, there are 62
scheduled banks in Bangladesh. Among which, there are 6 state owned commercial banks (SOCBs) which
are fully or majorly owned by the Government of Bangladesh. 3 specialized banks are now operating which
were established for specific objectives like agricultural or industrial development. These banks are also
fully or majorly owned by the Government of Bangladesh. There is a total of 41 Private Commercial Banks
(PCBs) in Bangladesh are in operation right now. They are majorly owned by private entities and classified
into two types (i.e. Conventional PCBs and Islami Shariah Based PCBs.) (Wikipedia, n.d.)

As a core requirement of the “Marketing Management” course, our focus area for this research paper is
how consumers feel about the financial services available (i.e. banks) based on current perspective of
Bangladesh as a developing country. Bangladesh has come through a massive economic and financial
evolution in last few decades and as days pass by the necessity for unlocking more improvised and
satisfactory financial service towards the consumers has become a key ingredient for the existing banks
and financial institutions. For evaluating consumers’ perception regarding the service they are currently
receiving (directly or indirectly) from banking sector we have selected 3 leading private banks (i.e. United
Commercial Bank, Eastern Bank and Brac Bank) to conduct our research.

With a firm commitment of the economic and social development of Bangladesh, United Commercial Bank
(UCB) started its journey in mid-1983 and has since been able to establish itself as one of the largest first
generation banks in the country. With a vast network of 193 branches and 500+ ATMs as of November
2019, the Bank has already made a distinct mark in the realm of Private Sector Banking through
personalized service, innovative practices, dynamic approach and efficient Management. The Bank,
aiming to play a leading role in the economic activities of the country, is firmly engaged in the
development of trade, commerce and industry by investing in network expansion and new technology
adoption to have competitive advantage. (Banksbd.org, 2019)

With a vision to become the bank of choice and to be the most valuable financial brand in Bangladesh,
Eastern Bank Ltd. (EBL) began its journey in 1992. Over the years EBL has established itself as a leading

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private commercial bank in the country with undisputed leadership in Corporate Banking and a strong
Consumer and SME growth engines. It is currently operating 85 branches and 200 ATMs. EBL's ambition
is to be the number one financial services provider, creating lasting value for its clientele, shareholder,
employees and above all for the community it operates in. (Banksbd.org, 2019)

BRAC Bank started its journey on 4th July, 2001 as a private commercial bank focused on Small and
Medium Enterprises (SME). In just a decade, the Bank has become a leading bank in Bangladesh, keeping
its core focus in SME yet becoming one of country's leading financial hypermarket. BRAC Bank holds a
dynamic network of 156 branches, 400 SME unit offices, 500 Remittance Delivery Points, nearly 350 ATMs
and 14 Financial Kiosks across the country. The stakeholders of the bank are BRAC, the largest non-
government organization in the world and International Finance Corporation, the private sector arm of
The World Bank. BRAC Bank believes in people and planet, but in a profitable manner. The business model
of creating a sustainable banking of including more people within the banking system is simple: BRAC Bank
accumulates funds from urban deposits and disburses in the rural towards uplifting Small and Medium
Enterprises (SME). (Banksbd.org, 2019)

For understanding consumer behavior and perception towards the selected banks, we conducted a
questionnaire based survey with a sample of 20 people. From our primary source we developed a decent
quantitative grasp about our research area and by taking help of secondary sources (i.e. articles, journals
published in recent times and websites) we have been able to make qualitative measures. We have set
some key attributes (i.e. service quality, technological advancement, booth & branch availability and
security system) in Banking Service industry as our focal point to make the research more concrete.

1.1 LITERATURE REVIEW

M. J. A. Siddikee, S. Parvin, and M. S. Hossain (2013) on their article named “BANKING SCENARIOS IN
BANGLADESH”, have mentioned that, sound profitability and growth of banks in Bangladesh has a major
impact on internal capital generation. The commercial banking system dominates Bangladesh's financial
sector. Bangladesh Bank is the Central Bank of Bangladesh and the chief regulatory authority in the sector
that control other banks. The activities of bank in Bangladesh are presenting the increasing trend. In the
most sectors the banking operation plays the significant role for economic development. The technologies
are being associated with banking activities. The activities of banks are not limited to taking deposits and
granting loans only. Their activities are being specified and being focused on widespread. In Bangladesh,
the banking business is being more competitive as new banks are being established. Recently, products
and services of banks attract the potential clients to be involved in banking business. (M. J. A. Siddikee,
2013)

According to Nusrat Jahan and KM Golam Mohiuddin in their research paper “Evaluation of Banking
Sector’s Development in Bangladesh in light of Financial Reform” the performance of the banking sector
has been weak in past. To overcome that problem, the initial phase of banking reform (1980-1990)

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focused on the promotion of private ownership and denationalization of nationalized commercial banks
(SCBs). Moreover, a large number of private commercial banks were granted licenses during the second
phase of reforms. The Central Bank Strengthening Project initiated in 2003 focused on effective regulatory
and supervisory system, particularly strengthening the legal framework of banking sector. The banking
sector of Bangladesh has evolved over the past decades in light of financial reform measures undertaken
to strengthen this sector. (Nusrat Jahan, 2014)

Consumer behavior has been a major subject of market research since the beginning of the 21st century.
Vijay Victor, Jose Joy Thoppan, Robert Jeyakumar Nathan and Fekete Farkas in their research paper named
“Factors Influencing Consumer Behavior” have identified various online dynamic pricing environment
measures into seven factors which could influence consumer behavior and prospective purchase decisions
in a dynamic pricing situation. The results of the exploratory factor analysis identified shopping
experience, awareness about dynamic pricing, privacy concerns, buying strategy, fair price perceptions,
reprisal intentions and self-protection intentions as factors which could have a significant influence on
consumer behavior and their prospective purchase decisions. (Vijay Victor, 2018)

Sandip Sarker, Tarun Kanti Bose and Arifuzzaman Khan in their research paper named “Attitudes of
customers towards the financial institutions” have identified that, customers have favorable attitudes on
private commercial banks than nationalized commercial banks. Reliability and credibility has been found
the most important attribute followed by security of deposits, updated information, and smooth services.
Customers have negative attitudes on nationalized commercial banks on most of the attributes e.g.
internal environment, ATM services, skilled employees, objection handling, hospitality, degree of
complexity, office automation, updated information. The study also found that private commercial banks
performed well on most of the attributes like internal environment, ATM services, updated
information, skilled employees, and timeliness of services, office automation, and hospitality. (Sandip
Sarker, 2012)

After a review of the literature on banking scenarios in Bangladesh and consumers’ perception towards
banking sector, it is clear that for meeting up financial demands customers prefer private commercial
banks more instead of nationalized commercial banks. Bangladesh economy has a wide range of private
commercial banks to cater existing and potential consumer base in this sector. The leading private
commercial banks are furnishing themselves for unlocking the ability to provide even more superior value
to its consumers.

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1.2 OBJECTIVE OF THE REPORT
Broad Objectives
Broadly, the objective of the paper is to identify the consumer evaluation process in case of private
banking Industry in Bangladesh, how attitude towards a product or service’s is influenced by its
attributes.

Specific Objectives
Specifically, the objectives will be-
 To identify which private bank has higher consumer preference in case of their service relative
attributes out of three chosen banks.
 To find out the contribution of product benefits in influencing the consumer preference in private
banking industry of Bangladesh
 To identify the benefits of using compensatory heuristics of evaluation in private bank’s perceived
service potential.

1.3 RESEARCH DESIGN

The research is an exploratory one. Analysis of the findings helps to meet the objectives of this report.
The banking industry in Bangladesh are very widely spread through the country but it is not possible to
study the whole country, so for the ease of the study only the metropolitan Dhaka had been chosen as
the extent of the study and to be more specific the report had been organized based on conveniences of
the researchers.
First we chose three banks from the private banking industry based on their service offers towards the
similar customer category. We chose UCBL, EBL and Brac; as all these private banks serve all three broad
customer category of Corporate, SME and Retail customer sections.
As the research is done using contemporary heuristics, we four team members sat down and based on
our previous or present experience with these banks and perception, we chose four attributes of private
banks to evaluate and calculate customer’s decision process. Then based on our judgement we gave each
of the attributes a weight point dividing total 1 (0.3 + 0.3 + 0.2 + 0.2 = 1) into sections. The attributes and
weights are as follows:
i. Customer Service – weight given 0.3
ii. Technological Advancement – weight given 0.3
iii. Booth and Branch Availability – weight given 0.2
iv. Security System – weight given 0.2

1.3.0 Source of Data

This report is based on both primary and secondary data. The primary data is collected from the
respondents within the study area through questionnaire. Besides that, as Secondary data source,
various published documents in the books, journals and web sites containing information regarding the
topic has been helpful for drawing conclusion.

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1.3.1 Quantitative Research
This quantitative part of the research employs a survey, which had been conducted within a sample size
of 20 respondents whom are assumed to be representatives of the target population. At first, a
questionnaire was developed for conducting survey and given to our honorable teacher to review. After
correcting the questionnaire, the survey was conducted with the final questionnaire. Finally, after
collecting the data we have sorted it to collect and present findings. This process includes simple
calculation, our judgement and our understanding of the contemporary heuristics calculation. Through
the interpretation of these data, some recommendation had been presented.

1.3.2 Method of Collecting Primary Data

For collecting primary data, closed ended structured questionnaire has been used. These questionnaires
were provided directly to the respondents and were collected via convenience sampling method.

1.3.3 Sample Design

The sample design process of Target Population and Sampling Frame is explained below -
Element: Consumers who are aware of private banks in Bangladesh
Sampling unit: 20 respondents from Selected office and university
Extent: Metropolitan Dhaka, specifically North South University

1.3.3.0 Sample Scaling

The Likert scaling techniques had been used in designing the questions. 5-point scale had been used to
get the reviews. With 5 being given highest to Strongly Agree and 1 being given lowest to Strongly
Disagree. Through this techniques, it was easy to get the insights from the respondents. Also general
questions had been used at the end in designing the questions.

1.3.3.1 Sampling Technique

For the structured closed-ended questionnaires all the non-probability sampling techniques had been
taken. The convenience sampling and judgmental sampling techniques had been used for the purpose.

1.3.3.2 Sample Size

Calculation for sample size determination is done based on our convenience. The sample size is 20.

1.3.4 ANALYSIS OF THE COLLECTED DATA

Collected data is analyzed on the basis of the specific objectives described above. A conclusion has been
drawn based on the analysis of primary & secondary data. Data analysis of the responses consists of
consumer’s awareness, preference and buying behavior regarding related attributes of the bank’s
services. To create questionnaire, collect data & sort the data, group effort and convenience was
prioritized.

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Part B
2.0 DATA ANALYSIS
The cumulative performance of each brand will be shown based on their perceived value derived from
the Likert scale given by the 20 respondents. We will first show the score achieved by them in four
attribute categories.

United Commercial Bank limited

Total score calculation of each attributes given by 20 respondents are shown here.

UCBL
Attributes Total Given Average Achieved Highest
Achieved Importance (total / Score Possible
Points Weight 20)*Importance Achieved
weight Score
Customer Service 80 0.3 (80/20)*.3 1.20 1.5
Technological 90 0.3 (90/20)*.3 1.35 1.5
Advancement
Booth and Branch 68 0.2 (68/20)*.2 0.68 1
Availability
Security System 88 0.2 (88/20)*.2 0.88 1
Total = - 1.00 - 4.11 5
Total Highest possible achievement points with 0.3 weight is 5 * 0.3 = 1.5
Total Highest possible achievement points with 0.2 weight is 5 * 0.2 = 1

Eastern Bank limited

Total score calculation of each attributes given by 20 respondents are shown here.

EBL
Attributes Total Given Average Achieved Highest
Achieved Importance (total / Score Possible
Points Weight 20)*Importance Achieved
weight Score
Customer Service 86 0.3 (86/20)*.3 1.29 1.5
Technological 90 0.3 (90/20)*.3 1.35 1.5
Advancement
Booth and Branch 59 0.2 (59/20)*.2 0.59 1
Availability
Security System 86 0.2 (86/20)*.2 0.86 1
Total = - 1.00 - 4.09 5

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Total Highest possible achievement points with 0.3 weight is 5 * 0.3 = 1.5
Total Highest possible achievement points with 0.2 weight is 5 * 0.2 = 1

Brac Bank limited

Total score calculation of each attributes given by 20 respondents are shown here.

Brac
Attributes Total Given Average Achieved Highest
Achieved Importance (total / Score Possible
Points Weight 20)*Importance Achieved
weight Score
Customer Service 81 0.3 (81/20)*.3 1.22 1.5
Technological 73 0.3 (73/20)*.3 1.10 1.5
Advancement
Booth and Branch 61 0.2 (61/20)*.2 0.61 1
Availability
Security System 74 0.2 (74/20)*.2 0.74 1
Total = 1.00 3.67 5
Total Highest possible achievement points with 0.3 weight is 5 * 0.3 = 1.5
Total Highest possible achievement points with 0.2 weight is 5 * 0.2 = 1

Final Score comparison

Achieved Score Comparison

Attributes Given weight UCBL EBL Brac
Customer Service 0.3 1.20 1.29 1.22
Technological Advancement 0.3 1.35 1.35 1.10
Booth and Branch Availability 0.2 0.68 0.59 0.61
Security System 0.2 0.88 0.86 0.74
Total = 1.00 4.11 4.09 3.67

Achieved Score Comparison

1.5 1.29 1.22 1.35 1.35
1.3 1.2
1.1
1.1 0.88 0.86
0.9 0.68 0.74
0.7 0.59 0.61
0.5
0.3
0.1
-0.1
Customer Service Technological Booth and Branch Security System
Advancement Availability

UCBL EBL Brac

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3.0 FINDINGS:
A major objective on the research was the use of contemporary heuristics calculation process to identify
consumer’s buying process. How they perceive values, how they evaluate and more significantly – how
they decide based on score. Keeping that in mind the concluded data have provided us with imperative
information.

 UCBL has the highest score in comparison to other two banks with total 4.11 points of 5.00 points.
 EBL achieved 4.09 points out of 5.00 points which is slightly lower than UCBL’s score, that means the
all over customer preference towards UCBL is slightly higher making EBL closest competitor.
 Although UCBL got the highest score but in case of customer service UCBL got only 1.20 points
comparing to EBL with 1.29 and Brac with 1.22 points out of 1.5 points. This signifies that UCBL has a
poor perceived customer service despite overall highest score achiever.
 UCBL and EBL both have similar attribute score in case of technical advancement, comparing to them
Brac has the poorest score of only 1.10 points out of 1.50 points. Which is notably lower than UCBL
& EBL’s same points of 1.35 out of 1.50 points.
 UCBL being one of the first generation private banks of Bangladesh got the advantage of achieving
higher score of 0.68 out of 1.00 points in Branch and Booth availability. UCBL has a significantly large
number of branches in Dhaka and around Bangladesh comparing to second and third generation
banks like EBL and Brac. Comparing to UCBL, these two have close competition in between them with
0.59 and 0.61 points respectively.
 Despite the fact that the security system of UCBL is perceived higher with 0.88 out of 1.00 points, EBL
is back by only 0.02 points with total 0.86 points in this category. Again EBL gave UCBL a tough
competition in case of the following attribute. Comparing to these two banks Brac has only 0.74
points which depicts that it has not been able to gain enough trust of customers relative to security
system.
 Apart from Booth and Branch availability EBL has given UCBL a tough competition in other three
attributes.
 The responses have been calculated based on the respondents’ preference and perceived value
towards the attribute, but there was no possible way to differentiate if the score indications are
generated from previous or existing experiences of taking those brand’s services or just out of mare
perception.

4.0 CONCLUSION
This research paper provides a foundation for understanding customer preference based on product’s
attributes and its impact on purchase decision process in private banking industry. With a challenging
business environment, a greater number of competitors and more knowledgeable customers, private
banks need to leverage the updates from all aspects to gain advantage in the market.
The market and its trends can always shift, thus, it is necessary for banks to connect with clients and
partners within the industry. Although UCBL got advantage with perceived score but it is important to
mention that UCBL is a first generation bank that has more life span in the industry comparing to others,
embracing changes and the ability to adapt will be crucial for UCBL soon as other private banks are more
up to date in terms of providing value, can easily beat UCBL in terms of service and other facilities. It can

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already be seen that the other two banks even after being one to two decade younger and having the half
the life span in the industry had been able to give a strong and close competition to UCBL. So it is
imperative for banks right now to understand, monitor and implement customer’s changing demand and
perceived value in accordance.

5.0 LIMITATION OF THE STUDY

The study is based on almost fully convenience basis. Starting from weight points to sampling, data
collection and analysis had been done with ease. Also it is based on non-probabilistic sampling, so might
not show the true scenario. Data had been collected from Dhaka City area and to be specific from two
particular places only, so the findings of the study are likely not to represent the overall situation of the
brands or the industry in Bangladesh. The amount of money and time needed to conduct the research
properly in a massive manner, was not possible as it is done on small time span for course requirement.
The paper is mostly based on the quantitative data, a thorough research based on both qualitative and
quantitative data will be able to represent the scenario more appropriately.

6.0 RECOMMENDATIONS
Even if this small initiative of research shows that UCBL has the highest score in terms of their attribute,
it also should be kept in mind that UCBL being such an experienced player in the market took a long time
to be updated with market and industry demands & trends. They have to be very focused towards the
changes and adapt as it requires. They have the resource that should be used properly to connect more
with the consumers. Even being the highest score achiever, UCBL customer service has a very poor score
comparing to other banks. This can be a major downfall for UCBL & major advantage for close competitor
like EBL.

EBL’s achievement is quite fascinating if you compare the secondary data sources. A decade younger
privet bank with comparatively low resource & prominent existence in the urban market, has been able
to compete with a first generation bank like UCBL so well that the differences is only 0.02 points. It also
should be mentioned that EBL is focused towards serving the urban market only. On the other hand, UCBL
& Brac is vastly serving both urban & rural market. EBL can expand their target market or can be more
focused towards the current market with improvised and developed services. If they want to be more
retail focused, then customer convenience services like branch and booth availability is essential.

Although Brac seems behind with its scores but it needs to be mentioned that Brac is the youngest in the
industry comparing to other two banks. They all serve the same categories but Brac is doing well at their
SME in rural sections. We have collected the entire data from urban retail section only, so Brac still has
the potential of betterment. They can explore newer target markets like corporate & urban retail
customers more aggressively. This bank yet has to update themselves on customer service and
technological developments if they want to focus on the urban market.

Consumers are more knowledgeable these days about services benefits offered by different brands, so
improvising on points where consumer’s expectations are mostly matched can be key to survive in this
market.

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APPENDICES

REFERENCES
a. Amin, Md. I, Sagar sen, Bashar, Ms. S. M., Rabbani, Mr. Md. G., Khan, Mr. M. S. A & Faridi Dr. R. F.
(2012) A comprehensive study on the real sector of Bangladesh, 1, 30-45
b. Andreas, K., & Michael, H. (2010). Users of the world, unite! The challenges and opportunities of
social media. Business Horizons, 53(1), 61.
c. Cordo, P. C., (2009). The Theory of Consumer Preferences. Consumer, 1, 1-2. Retrieved from
http://www.usi.edu/business/cashel/331/CONSUMER.pdf
d. Definition of Real Estate. (n.d.). Retrieved August 12, 2014, from
http://www.oxforddictionaries.com/definition/english/real-estate
e. Giessen, C. V. D. (November 15, 2012). Consumes find social media increasingly trustworthy.
Retrieved from http:// http://ing-group.pr.co/34147-consumers-find-social-media-increasingly-
trustworthy
f. Internet Subscribers in Bangladesh September, 2014. Retrieved 15 November 2014, from
http://www.btcl.gov.bd
g. Kemp, S. (2012, November 27). Social, Digital, Mobile in Bangladesh. Retrieved from
http://wearesocial.net/tag/social-networks
h. Tira, S. S. (2013a). The Spread of Online Culture. Bangladesh Brand Forum 1(1), p, 2
i. Tira, S. S. (2013b). The Spread of Online Culture. Bangladesh Brand Forum 1(1), p, 3
j. Wise, C. (n.d.) The Worlds Densest Megacities [Web log Post]. Retrieved from
http://www.forbes.com/pictures/edgl45fdlj/no-1-dhaka-bangladesh/
k. Rodriguez, Michael and Robert Peterson (2011), “Generating Leads Via Social CRM: Early Best
Practices for B2B Sales,” National Conference in Sales Management, Orlando, FL.
l. https://thefinancialexpress.com.bd/views/views/the-current-state-of-the-banking-industry-in-
bangladesh-1556380055
m. https://en.wikipedia.org/wiki/Bank
n. https://www.banksbd.org/dbbl
o. https://www.banksbd.org/ebl
p. https://www.banksbd.org/ucbl
q. https://www.researchgate.net/publication/328064537_Evaluation_of_Banking_Sector's_Develo
pment_in_Bangladesh_in_light_of_Financial_Reform
r. http://airccse.org/journal/mvsc/papers/3412ijmvsc02.pdf

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Questionnaire

We are conducting a survey for our project report of Marketing Management (BUS620). We assure that all the
information provided by you, will be confidential and strictly used for academic purpose only. Your information will
not be disclosed. Your kind co-operation is appreciated.

Guidance: Please tick the applicable options “  ”

Based on your previous experience and/or perception please answer the following questions:

Strongly Strongly
Agree Neutral Disagree
Agree Disagree

1. The customer service of UCBL is

5 4 3 2 1
satisfactory.
2. The technological advancement of
5 4 3 2 1
UCBL is satisfactory.
3.The Booth & Branch availability of
5 4 3 2 1
UCBL is satisfactory.
4. The security system of UCBL is
5 4 3 2 1
satisfactory.

Strongly Strongly
Agree Neutral Disagree
Agree Disagree

1. The customer service of EBL is

5 4 3 2 1
satisfactory.
2. The technological advancement of
5 4 3 2 1
EBL is satisfactory.
3.The Booth & Branch availability of
5 4 3 2 1
EBL is satisfactory.
4. The security system of EBL is
5 4 3 2 1
satisfactory.

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Strongly Strongly
Agree Neutral Disagree
Agree Disagree

1. The customer service of Brac is

5 4 3 2 1
satisfactory.
2. The technological advancement of
5 4 3 2 1
Brac is satisfactory.
3.The Booth & Branch availability of
5 4 3 2 1
Brac is satisfactory.
4. The security system of Brac is
5 4 3 2 1
satisfactory.

Please provide the following general information

Gender:  Male  Female

Age: ☐ 16 – 25 ☐ 26 – 35 ☐ 36 – 45 ☐ 46 – 55 ☐56 and above

Job Status: ☐ Student ☐ Part-Time Job holder ☐ Full-Time Job Holder

Thank You.

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