A relational study on consumer promotion, price Perception, service quality perception and brand loyalty in the context of telecommunication industry in Bangladesh

Abstract

Consumer promotion, in general, is a very expensive issue. Therefore, it is imperative that consumer promotions and other dependent elements have to be studied to make sure that if a consumer promotion activity is implemented, it is a highly effective one. This way, precious monetary resources have the minimum chances of being wasted. To understand the competition in the telecommunication industry better, price perceptions and service quality perceptions on promotion are also considered being worth studying. To look at market share issues, the brand loyalty element should also be explored.This report is directed towards exploring the relationship between consumer promotions, price perception, service quality perceptions and brand loyalty in the telecommunication industry of Bangladesh. Through sizeable literature review and discussions, it is known that there is considerable correlation that exists among the study variables mentioned above. The data sampling was conducted on the customers of different telecom operators. A structured questionnaire was used to find out the views of people regarding consumer promotion in telecom industry of Bangladesh, price perceptions and service quality perceptions about companies’ services and also to find out about brand loyalty in this industry. One Sample T-Test Analysis, Crosstab Analysis and Annova were run on the collected data to analytically explore the relations and their extent. It was found that consumer promotion in the telecommunication industry of Bangladesh communicates the quality of voice clarity and VAS and does not communicate the quality of network availability and internet service to the consumers. Moreover, consumers in the telecommunication industry of Bangladesh perceive that if the price is fair, the quality is moderate. At last but not the lease, occupation and level of income have effect on brand loyalty, whereas gender has no effect on brand loyalty.