Analyzing factors influencing consumer behavior to use mobile financial service in Bangladesh: A study on bKash

Abstract

Within the last decade, Mobile Financial Service (MFS) has experienced phenomenal growth in our country Nevertheless, this gigantic growth of the MFS industry in our country. Among so many strategies adopted by the marketers and managers bKash choosing its distribution and retailing channel to strengthen and maintaining it effortlessly all over Bangladesh has made bKash more popular, available and acceptable to the consumers which resulted in bKash neing the widely used mobile financial service in Bangladesh. This report would enable the readers to learn more about bKash Distribution and retailing method, apart from that this report solely focuses on finding out and establishing the factors that influence the consumers most to adopt mobile financial service bKash.