Exploring consumer preferences and usage patterns in mobile recharge services

Abstract

This report focuses on the preferences of consumers and their patterns in usage of the mobile recharge service offered by different vendors, while particularly focusing on the role of MFS platforms such as bKash. The consumer behavior is judged by several factors, such as convenience, price, accessibility and the other variety of services offered by mobile recharge platforms. Through a survey and past literature, this report suggests on key factors like how often users use mobile recharge services, what are the factors that determine which mobile recharge service they use, and how satisfied they are with their existing mobile recharge services. The report also takes a look into emerging trends, such as gradual shift of consumers towards recharging mobile phones themselves rather than relying on an agent shop, reflecting the growing usage of mobile recharge services in MFS platforms. The report also highlights some opportunities and recommendations for MFS providers on how they can further enhance their mobile recharge service offerings. Finally, the report uses survey data and past research in order to look into common behaviors that consumers have when using mobile recharge services and suggestions for MFS providers to further elevate their mobile recharge services.