| dc.contributor.advisor | Mahboob, Asheka | |
| dc.contributor.author | Binte Ali, Nabila | |
| dc.date.accessioned | 2023-07-20T08:43:46Z | |
| dc.date.available | 2023-07-20T08:43:46Z | |
| dc.date.copyright | 2020 | |
| dc.date.issued | 2020-06 | |
| dc.identifier.other | ID: 15104187 | |
| dc.identifier.uri | http://hdl.handle.net/10361/18948 | |
| dc.description | This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2020. | en_US |
| dc.description | Cataloged from PDF version of internship report. | |
| dc.description | Includes bibliographical references (page 30). | |
| dc.description.abstract | bKash Limited is a Bank-led Mobile Financial Service Provider in Bangladesh operating
under the license and approval of the Bangladesh Bank) as a subsidiary of BRAC Bank
Limited. POSM tools are an important advertising tool which bKash uses to increase its
visibility and acceptability among users. X-Banner, shop sign board, festoon, QR table
sticker, push/pull sticker, open/close sticker are some of the commonly used POSM tools of
bKash. Ongoing offers and campaigns are highlighted in these to get maximum exposure and
attention from the users. The users are also interested in the content of the tools and are
influenced by them to a certain level. Therefore, this report focuses on how POSM tools
enhance acceptability and create awareness about bKash and its ongoing campaigns. Along
with the broad objective, there are some specific objectives which are to evaluate the
exposure of POSMs and identify the mental map and loyalty level of users. | en_US |
| dc.description.statementofresponsibility | Nabila Binte Ali | |
| dc.format.extent | 32 pages | |
| dc.language.iso | en | en_US |
| dc.publisher | Brac University | 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.subject | bKash Limited | en_US |
| dc.subject | Mobile financial service | en_US |
| dc.subject | POSM tools | en_US |
| dc.subject | Visibility | en_US |
| dc.subject | Influence | en_US |
| dc.subject.lcsh | Mobile commerce--Bangladesh. | |
| dc.title | The effect of POSM tools on users’ acceptability of bKash | en_US |
| dc.type | Internship report | en_US |
| dc.contributor.department | Brac Business School, Brac University | |
| dc.description.degree | B. Business Administration | |
