Letter of Transmittal

April 19, 2011

Subject: Report on analyzing consumer attitude Dear Sir, Here is the report on analyzing consumer attitude towards Banglalion and Qubee for course MKT 344. It is our immense pleasure that we could submit this report to you. This report contains What are the salient belief of Qubee and Banglalion. How people act toward these service. Multi-attribute model to find out the attitude towards Banglalion and Qubee. Based on findings recommendation is given.

Very special thanks to our group members, as without their contribution it might not have been possible to make this report. Sincerely Munmun Rahman; ID# 061 469 030 Sadia Afrin; ID# 091 0327 020 Mohasina Maria; ID# 091 1020 030 . Nafiza Nasir; ID# 091 0227 030 ..

Executive Summary
The WiMAX internet system in Bangladesh is growing and demand of this sector is increasing rapidly. There are two companies named Banlgalion and Qubee in WiMAX internet system. These two companies has been competing each other. They have been providing different kind of offers to customers as well. Both companies are in well position. However, we will analyze the consumer behavior of Qubee and Banglalion by doing survey on consumers attitude. Then we will do data analysis based on consumers rates found from survey result. Furthermore, we will demonstrate objective and methodology of the study and make some recommendation in the end.

What is WiMAX?
WiMAX is a technology that allows a person to be connected to internet without any telephone lines or cable. Its just she/he needs to live close enough to a transmitter to receive the internet wireless.

WiMAX technology in Bangladesh

In Bangladesh, there are three companies, BanglaLion Communications Ltd., Brac Bdmail Network Ltd. and Augere Wireless Broadband Bangladesh Ltd. had won licenses to operate WiMAX in Bangladesh in September 2008. BanglaLion and Augere (Branded as Qubee), the main competitors, launched WiMax service commercially by the end of 2009. There are many advantages of WiMAX service. For instance, it provides data and telecommunication service; it has high speed of connectivity over long distance and many more. For this reason, it is becoming popular day by day.

Company Background
Qubee: Qubee is a WiMAX service provider from Augere Ltd. offering fast and reliable broadband internet services to residential and business customers across Bangladesh. This is the first WiMAX service provider in Bangladesh. However, they give attractive. Qubee offers three types of speed limit. A user of Qubee can change their usage system from one to another if he/she wants. For which users choose Qubee. By this time, they

have their access in Dhaka and Chittagong. However, their objective is to provide their service in Rajshahi, Sylhet, Khulna, and Barishal. Banglalion - Banglalion is another WiMAX operator in the country, now operating from all the major Divisional Head quarters. They provide wireless alternative to cable and DSL for broadband access, data and telecommunications services, portable connectivity and many more. Their motto is to build a connected Bangladesh through wireless telecom solutions to create a new impact on our business, society, economy, lifestyle and people surrounding us. However, they are also planning to launch some other things as well. For example Mobile IP TV, E-learning, ATM connectivity, Video conferencing, Online radio, Audio-Video Streaming, Tele Medicine and many more. Though Banglalion is not the first WiMAX internet provider system in Bangladesh but with their objectives they can be the market leader.

Objectives
The objective of the study isTo find out customers overall attitude towards - Qubee and Banglalion (WiMAX internet service providers) and compare between them. To identify which attributes are most important to consumers of Qubee and Banglalion. To measure where these two companies are lacking behind. To give suggestion how to increase consumers positive behavioral response towards the product of each provider.

Methodology
In order to complete the project we did both primary and secondary research.

Primary Research: This project is based on primary data collection. At first, we did focus group discussion to find out consumers salient beliefs regarding WiMAX internet service. Then we prepared a survey questionnaire based on those salient beliefs (bi) and tried to figure out the performance of Qubee and Banglalion on these attributes. We did survey on it. Our Target respondents were private university students. Sample size was 30 (Qubee-30, Banglalion-30) .After completing the survey we analyzed the data in Microsoft excel To find out over attitude we have used Fishbien Multiattribute attitude model. Martin fishbein Model: A0 biei

Ao= Attitude toward the object bi= strength of the objects ith attribute ei=evaluation of the objects ith attribute n=number of the salient beliefs about the object Secondary Research We also gathered information from internet and consumers behavior related books. During this survey, we have faced following problems Some people show less interest in filling up questionnaire. Some people show biasness in giving their rates. We had to finish the survey within a very short period.

Findings
Ao biei

Ao= Attitude toward the object bi= strength of the objects ith attribute ei=evaluation of the objects ith attribute
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n=number of the salient beliefs about the object Attitude (Qubee) =(b1e1+b2e2+b3e3+b4e4+b5e5+b6e6+b7e7+b8e8+b9e9+b10e10+b11e11+b12e12) =(8.9*1.533+8.167*.333+8.433*1.633+7.115*1.033+7.267*0.7+8.261*1.1+8.533*1.5+7.867*1. 207+8*0.333+8.4*1.4+8.633*4.2+7.3*.967) = 131.694864 Attitude (Banglalion) = (b1e1+b2e2+b3e3+b4e4+b5e5+b6e6+b7e7+b8e8+b9e9+b10e10+b11e11+b12e12) =(8.6*0.833+7.767*0.6+8.567*1.333+6.933*.733+7.3*.867+8.4*0.964+8.667*0.767+7.9*0.3+6.8*0.3+8. 3*0.9+8.067*0.933) = 63.0799

Salient Belief 1. (b1) Internet download speed 2. (b2) Per month charge 3. (b3) Browsing speed 4. (b4) Different Product package (128/256/..kbps) 5. (b5) Post sale service 6. (b6) Network coverage 7. (b7) Continuous connectivity 8. (b8) User friendliness 9. (b9) Bill payment method 10. (b10) Modem portability 11.(b11) Connection availability( any time one can able to connect) 12. (b12) Initial connectivity price(modem & line charge)

Qubee 8.9 8.167 8.433 7.115 7.267 8.621 8.533 7.867 8 8.4 8.633 7.3

Banglalion 8.6 7.767 8.567 6.933 7.3 8.4 8.667 7.9 6.8 8.3 8.2 8.067

Average 8.75 7.967 8.5 7.024 7.2835 8.5105 8.6 7.8835 7.4 8.35 8.4165 7.6835

Importance of attribute- According to the customers (ascending order) 1. (b1) Internet download speed 2. (b7) Continuous connectivity 3. (b6) Network coverage 4. (b3) Browsing speed 5. (b11) Connection availability( any time one can able to connect) 6. (b10) Modem portability 7. (b2) Per month charge 8. (b8) User friendliness 9. (b12) Initial connectivity price(modem & line charge) 10. (b9) Bill payment method 11. (b5) Post sale service 12. (b4) Different product package (128/256/..kbps) 8.75 8.6 8.5105 8.5 8.4165 8.35 7.967 7.8835 7.6835 7.4 7.2835 7.024

Attributes

Weight customer given to the attribute

e Qubee(i) e Banglalion(i)

1. (b1) Internet download speed 2. (b7) Continuous connectivity 3. ( b6) Network coverage 4. (b3) Browsing speed 5. (b11) Connection availability ( any time one can able to connect) 6. (b10) Modem portability 7. (b2) Per month charge
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8.75 8.6 8.5105 8.5 8.4165

1.533 1.5 1.1 1.63 1.1

.833 0.767 0.964 1.33 1

8.35 7.967

1.4 .33

0.9 0.6

8. (b8) User friendliness 9. (b12) Initial connectivity price(modem & line charge) 10. (b9) Bill payment method 11. (b5) Post sale service 12. (b4) Different product package (128/256/..kbps)

7.8835 7.6835 7.4 7.2835 7.024

1.21 0.967 0.33 0.7 1.03

0.3 0.933 0.3 0.867 0.733

Survey result Analysis

It is ranked based on the weight that customer has given on each attribute. These attributes are given below Internet download speed : From research, it has found that customer evaluated this attribute for Qubee is 1.53 and for Banglalion is .833. Now, in comparison Banglalion lacks behind in this attribute than Qubee. Since internet download speed depends on the technical expertise, Banglalion should work on it. However, Qubee is better than Banglalion in this attribute but while doing the research we came to know that some of the customers are not satisfied with this service. Therefore, Qubee should work more to improve this service and to make customer delighted. Continuous connectivity : In this attribute, Qubee has scored 1.5 and Banglalion has scored 0.767. While we were doing our research, respondents have mentioned that when they work on internet continuous connectivity becomes an important factor. As Qubee is better than Banglalion, it should work on it to capture the market. Network Coverage: Network coverage is the geographical area covered by the network of a service provider. Within that area, the phone or wireless device will be able to complete a call or send and receive data using the partners network.

However, form the research Qubee has scored 1.1 where Banglalion has scored 0.964. Banglalion must do something for their product because for an internet user it is really a vital attribute. Browsing Speed: When a user chose his/her connectivity system they check whether the Browsing speed is good or not in that product. From our research, it is clear that Qubee is better than Banglalion because Qubee has ranked 1.63 where Banglalion has ranked 1.33. Therefore, actually both of the WiMAX internet system should work on this specific attribute. Connection availability: The attributes name says it all. Connection availability is something that any time one is able to connect to the internet. According to the research, both Qubee and Banglalion have scored almost similar. For Qubee consumer has evaluated 1.1 and for Banglalion it is 1. Their connection availability is more or less same. However, if they start to work on it then both of the WiMAX service providers could be in higher position than they are. Modem portability: Modem portability is the reason behind getting popular as WiMAX technology. For this attribute, Qubee has scored 1.4 and Banglalion 0.9. If Banglalion try to do something more than Qubee then they might do well for this attribute. Per month charge: Qubee and Banglalion both of the internet service provider have different type of offerings. It depends on the user which kind of package they want to use. In addition, their per month charge rely on the usage sometime. For this attribute, customers have ranked Qubee with 0.33 and Banglalion with 0.6. Here, Banglalion has scored higher than Qubee. Therefore, Qubee should start to work on it. User friendliness: Now a days user friendliness is been the most significant issue for choosing a brand. For this attribute, consumers have rated Qubee with 1.21 and Banglalion with 0.3. In this case, Banglalion has ranked really lower than Qubee. Banglalion should take some initiative for their product so that their product became user friendly and become more popular.

 Initial connectivity price: When a user chooses his/her product, initial connectivity price became very important attribute to that person. As there is a saying that money matters. Moreover, as we have tried to evaluate customers behavior towards these two brands. For Qubee it is 0.967 and for Banglalion it is 0.933. Both have scored in a similar way. So, both should be working on it to improve. Bill payment system: After using the product, bill payment system becomes vital for customers. They have to pay for getting their service. Well, for Qubee customers have ranked 0.33 and for Banglalion 0 .3. Both are alike. Both providers should take some steps to improve more so that number of customers increases. Post sale service: Post sale service is the effort that companies and sales triple go through after the sale to ensure that a customer satisfaction and build long term relationship. This includes customer support, warrenty management, repair center and many more. In this sector, for Qubee consumer scored 0.7, for Banglalion they have scored 0.847. Here, Banglalion is a bit well than Qubee. Therefore, Qubee should be concerned and do work on this sector. Different product package: Both brands usually offer several kinds of packages. Each one is attractive than one another. For this attribute customer has ranked 1.03 for Qubee and 0.733 for Banglalion. Qubee ranked higher than Banglalion. The reason for Qubee is higher in score that it offers more to grab customers attention whereas Banglalion lacks behind. Therefore, if Banglalion wants more customer than they have now, they should start working on it.

Recommendation
By using Multi attribute attitude model, we have found that Qubee has more favorable attitudes than Banglalion. In some cases such as modem Portability, Banglalion provides same benefit that Qubee does. However still people are more preferable to Qubee. At the time of doing research we have found that Qubee has more potential customers than Banglalion and they believe that Qubee provides better service than Banglalion. Therefore, it is clear that Banglalion cannot communicate with their target customer very clearly. They are suffering from brand dilution problem. Banglalion should work on their marketing mix especially on promotion by adopting a
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consistent and relevant promotional strategy. Thus, Banglalion can capture a significant market share. For promotional strategy, Banglalion should adopt means-end-chain model to communicate with their customers successfully.

Attributes

Functional consequences

Psychological consequences

Values

Though customers have more favorable attitude towards qubee, they are dissatisfied with the per month charge. Qubee has a very high per month charge. It is higher than any other internet service providers are. Since Qubee provides service to the residential and business customers, they should lessen the price for the residential especially for the students. Consumers are also dissatisfied with their post sale service .After having the connection of internet a consumer may face many problems. Nevertheless, consumers find less available person to help them. Qubee has only one help line for its growing numbers of consumers. They have very few customer care point in Dhaka city. Therefore, Qubee should enhance their post sale service that may lead to positive word of mouth for the company. Moreover, consumers are unhappy with their bill payment method. Initially they had only post paid bill payment system through bank, which was not time consuming. Now they have introduced prepaid card system but the prepaid card is not always available in nearby shop for which customers may be dissatisfied.Thus, Qubee should ensure their prepaid card availability at any time to the customers.

Reference:
1. Peter J. Paul and Olson Jerry C. Consumer Behavior and Marketing Strategy - seventh edition, McGraw Hill/Irwin, 2005, p. no. 143-148 2. www.qubee.com.bd 3. www.banglalionwimax.com

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