|dc.description||This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2016.||en_US
|dc.description||Cataloged from PDF version of Internship report.||
|dc.description||Includes bibliographical references (page 39).||
|dc.description.abstract||This study tries to explore the techniques of evaluating marketing tools on the influential
performance of Asiatic Experiential Marketing, one of the leading agencies in Bangladesh.
While gathering knowledge for writing the report three basic concept of consumer attitude in
reference to consumer perception was studied namely cognitive, belief and behavioral attribute.
One of the most difficult aspects of marketing is consumer behavior. It gets even more complex
to understand when it engage diversified consumerism perception adhere to small theoretical
implications. Consumer Perception can be explained based on the real life attributes of ultimate
and potential consumers.
In fact, the attitudes of consumer can provide us with the experimental behavioral nature of the
consumers for instance needs, wants, demands etc. which are the fundamental aspect of
consumer behavior. The report contains details about the findings of experiential marketing and
its entire aspects related to consumer attitudes implementing various strategies followed by
Asiatic Experiential Marketing. It contains a list of marketing functions those have been planned,
organized and implemented by different companies form three large industries in Bangladesh.
The entire project is conducted by Facebook where Asiatic Experiential Marketing has been
taking the responsibility of initiating the whole marketing operation all over Bangladesh.
Besides the mobile operators namely Grameenphone, Airtel, Banglalink, Robi and Teletalk have
been the direct partners of this project. During the entire project we planned and carried out the
entire pilot operation throughout Bangladesh respective to mobile operators marketing zones. On
the contrary Facebook carried out their research on the prospective internet facilities and scope
of potential consumers as well. Asiatic Experiential Marketing went through all the available
data and developed a primary planning estimation of free basic campaign. A relative survey was
conducted targeting different working class of people those who are under the coverage of
network but deprived of internet services and technologies. Based on the data and information collected from the survey we went for project activation
demonstrating free basics internet campaign. Apart from the data analysis we have also found
significant outcomes and findings about the whole consumer perception on the basis of their
attitudes towards data based internet services. We have divided the targeted group in respect to
two main working areas urban which fall into the category of SEC-C and Semi urban falling into
the category of SEC-B&C. Besides there are four main modalities we have selected for our entire
pilot activation of free basic project. Different training center have been established in order to
educate non internet users with a view to provide training and on hand experience of using
various data internet facilities.
The main aim of this project is to promote Facebook app towards potential new internet users.
The fundamental aspect of this project is the sustainable growth of Facebook user throughout
Bangladesh. So, the mobile operators came forward signing the development agreement with
Facebook and Asiatic EXP to hold a relative research on the fast growing tech savvy internet
consumers of Bangladesh.||en_US
|dc.rights||BRAC University Internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission.||
|dc.title||Consumer perception on Free Basic App: an empirical study on consumer perception on providing basic internet services to the non-internet users by Facebook||en_US
|dc.contributor.department||BRAC Business School, BRAC University||
|dc.description.degree||B. Business Administration||