Consumer perception towards Bulk SMS for the marketing of various products/services of Robi Axiata Limited

Abstract

The development of Bulk SMS marketing by operators to reach out to their customers regarding various products and services in Bangladesh is eye caching. The aim of this research is to get the insight of the consumer’s perception on Bulk SMS marketing by Robi Axiata limited for their products and services focused towards Robi users. I have identified three major variables that lead to consumer perception on Bulk SMS marketing through secondary research and the survey questions were developed based on that. The variables are increased frequency of Bulk SMS, age relation towards bulk SMS and message relevance to the individual consumers, also one dependent variable which is consumer perception. This research found that increased frequency and age of the consumers are the two dominant factors that have a greater influence on Consumer perception towards Bulk SMS for the marketing of various products/services of Robi Axiata Limited.