Marketing
http://dspace.uiu.ac.bd/handle/52243/206
2024-03-28T17:49:02ZEvaluating the Implications of the Technology Acceptance Model in the Streaming Service Industry
http://dspace.uiu.ac.bd/handle/52243/2956
Evaluating the Implications of the Technology Acceptance Model in the Streaming Service Industry
Chowdhury, Muhtasim Ahmed
This paper aims to evaluate the implications of TAM (Technology Acceptance Model) in the realm of streaming services. The paper investigates the various dimensions of user acceptance based on the theoretical framework of TAM. The paper also investigates the relationship among TAM variables in relation to demographic characteristics such as gender, age, education level, and user experience. The study was conducted in order to understand the acceptance level of streaming services based on a dominant theory of technology acceptance.
The streaming service is a market that is currently experiencing exponential growth, therefore understanding the user acceptance of such services allows the academicians to understand the reasons behind such a massive growth in the streaming content consumption worldwide. The study highlights that the streaming service is going under transformation and the need for novelty is continuously increasing to stay relevant in the market. A critical review of the existing literature shows that there is a paucity of academic literature regarding the implications of TAM in the domain of streaming services; hence the paper aims to bridge the aforesaid gap. This study will allow the participants in the industry to understand how the user interface of the applications or platforms used can influence the acceptance level of users of various streaming services.
The primary objective of the study was to evaluate a set of relationships among the TAM variables: Perceived Usefulness, Perceived Ease of Use, Subjective Norms & Trust, Attitude towards Use, Behavioral Intention to Use, and Actual Use. The study also aimed to examine whether there is any relationship between the demographic variables (Gender, Age, and Education) and the aforesaid TAM variables. The study was conducted on the basis of the responses from 230 respondents which were collected primarily on the basis of purposive sampling technique.
The findings of the study show that Subjective Norms have a positive impact on Perceived Usefulness and Perceived Ease of Use. Similarly, Trust has a positive effect on Perceived Usefulness and Perceived Ease of Use. The construct Perceived Ease of Use has a positive association with Perceived Usefulness. Attitude towards Use was found to be positively related with Behavioral Intention to Use, which was found to have a positive association with Actual Use. But the study didn’t find any statistically significant variations in the TAM variables across demographic characteristics of the respondents in term of Gender, Age, and Education. In general, the study found that the Technology Acceptance Model (TAM) can explain the acceptance of the streaming services by the Bangladeshi users,
The study adds theoretical and practical knowledge for adopting the Technology Acceptance Model (TAM) in understanding the acceptance of the streaming services by the Bangladeshi users. The study sheds light on how Bangladeshi streaming service providers can implement TAM framework for the purpose of ensuring acceptance of their services by the target users.
2024-02-19T00:00:00ZFactors Influencing Consumer Purchase Decisions from Supermarkets in Bangladesh
http://dspace.uiu.ac.bd/handle/52243/2932
Factors Influencing Consumer Purchase Decisions from Supermarkets in Bangladesh
HASAN, MD MEHEDI
This study examines the complex areas of consumer buying patterns in Bangladesh's supermarket sector. Retail industry stakeholders can obtain important insights to improve marketing strategies, customer experiences, and overall business success by identifying and analyzing the critical factors that impact consumers' decisions. The study used a thorough research methodology that integrated qualitative and quantitative techniques. A wide sample of consumers from various demographic groups and geographical areas were surveyed and observed. To provide a comprehensive view, data from academic studies, industry reports, and market analyses were also combined. It is vital for supermarket operators in Bangladesh to comprehend the complex interaction of factors that impact consumer purchasing decisions. Businesses can effectively position themselves in a competitive market and ultimately foster customer loyalty and sustained growth by aligning their strategies with the identified key drivers. For industry players looking to navigate and profit from Bangladesh's changing consumer landscape, this report is an invaluable resource. In the end, this study adds to the corpus of knowledge by offering a thorough summary of the complex network of variables influencing consumer choice in Bangladesh's supermarket market. The objective of the research is to enable companies, decision-makers, and industry participants to make well-informed choices that promote competitiveness and sustainable growth in this ever-changing marketplace.
2024-01-24T00:00:00ZTHE EFFECTS OF COLOR DESIGN ON LUXURY BRAND EVALUATIONS
http://dspace.uiu.ac.bd/handle/52243/2913
THE EFFECTS OF COLOR DESIGN ON LUXURY BRAND EVALUATIONS
Rahman, Anita
This report explores the significance of color in marketing, particularly within branding and design. Brands strategically leverage colors to establish deeper connections with consumers and differentiate themselves in the market. As the article underscores, a brand encompasses the totality of consumers' associations, emotions, perceptions, and attitudes towards both the tangible and intangible aspects of a company, product, or service. Across diverse sectors like retail, food and beverage, home improvement, and pharmaceuticals, color plays a strategic role in capturing consumer attention, conveying brand personality, and fostering loyalty. Recent decades have witnessed both international brands (Unilever, Nestlé, Marico) and domestic stalwarts (Pran, Randhuni, Ruchi, Teer, Fresh) achieve remarkable success in Bangladesh's FMCG market by understanding and responding to consumer needs. The landscape has even shifted, with multinational giants like Unilever now producing 95% of their local portfolio within the country, while certain domestic brands like Pran, Randhuni, and Ruchi have expanded their reach beyond national borders. Historically, studies from the 1980s highlighted the monetary value of consumer-brand relationships, prompting brands to delve deeper into the science of color and its undeniable influence. Color-emotion pairings are processed neurologically, shaping consumer decision-making. Brands and consumers alike deliberately select colors with specific connotations in mind; vibrant hues for a youthful image, for instance, or black and purple for sophistication. The report emphasizes the importance of color design, particularly in product selection where factors like brand identity, target audience, and product purpose play a pivotal role. However, it acknowledges that color interpretation is inherently subjective, influenced by cultural nuances and personal preferences. This opens the door for designers with expertise in color theory to offer valuable service to clients. Beyond color, the report delves into the psychological factors that shape brand evaluations, including age, personality, lifestyle, and values. It further extends the discussion to encompass socio-cultural influences like family, reference groups, role and status, culture, religion, race, and anthropological factors. Notably, the report posits anthropology as a valuable framework for understanding consumer behavior in the marketing field. Finally, a dedicated section unpacks the diverse interpretations of different colors, highlighting associations like red with passion, yellow with hopefulness, green with vitality, and blue with stability. The report underscores the importance of understanding tint, shade, tone, and hue to create effective color palettes that resonate with consumers, evoke emotions, build genuine connections, and ultimately, positively influence consumer behavior.
2023-12-19T00:00:00ZProject Report on Customer Satisfaction Factors in the Telecommunication Industry of Bangladesh
http://dspace.uiu.ac.bd/handle/52243/2895
Project Report on Customer Satisfaction Factors in the Telecommunication Industry of Bangladesh
Ashraf, Md. Tausif
In Bangladesh , the telecommunication sector has only recently begun to develop. The mobile
telecommunication service has been doubling over the last few years.Now there are 5 telecom
industries running in our country. These are Grameenphone , Robi , teletalk , Banglalink and
Airtel. These five mobile operators are competing with each other. The goal of this report is to
find what are the satisfaction factors that are affecting the customers. Customer care service is a
big part for customer satisfaction. The more telecom companies focus on the factors of customer
satisfaction , the more they become successful. I have done five chapters in this report . The first
chapter is introduction , the second chapter is methodology , the third chapter is literature review
,the fourth chapter is data analysis and findings and the fifth chapter is conclusion and
recommendations. In first chapter , I have introduced the topic ,defined the topic and talked
about the objectives of the telecom industry.In the second chapter , I have written types of
research design , statement , data collection method , questionnaire design , data analysis and
reporting and limitation of the report.In third chapter , I have explained all the five companies
which are Grameenphone , Banglalink ,Robi ,Teletalk and Airtel. And I have also explained
briefly about customer satisfaction factors in chapter three .In fourth chapter. I have written about
the findings.In the fifth chapter , I have written about conclusions and recommendations. If the
telecom industry would pay attention to those satisfaction factors , they can have a very lucrative
business. The ulterior motive of this report is to show what are customer satisfaction factors and
analyze the survey.In this report , I have discussed many important topics.
2023-11-14T00:00:00Z