Preference of Generation-Z towards ride-sharing service vs mass-transportation in Dhaka: future target group of Pathao

Abstract

This paper is a summary of my internship in the marketing department of Pathao LTD and is intended to provide an overview of the company and my research topic, " Preference of Generation-Z toward Ride-Sharing Service versus Mass-Transportation in Dhaka; Future Target Group of Pathao." In addition, the report assesses and investigates the organization's diverse business and operational verticals. This report also identifies new target markets for the rapidly expanding Pathao company. In addition, the research investigates in detail the preferences and spending patterns of the aforementioned target audience. Any business that wishes to capture the attention of an entire generation must conduct exhaustive research. Understanding how a generation behaves, thinks, and acts at the point of purchase in relation to a specific brand's product or service is necessary. This paper examines in depth Generation Z's behavior, current spending habits, concerns, and expectations regarding Pathao. It will assist the Pathao team in identifying the needs of their target audience and developing more targeted marketing strategies to attract their attention and satisfy their requirements.