Consumer perception on Free Basic App: an empirical study on consumer perception on providing basic internet services to the non-internet users by Facebook

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.