Grameenphone: a descriptive study of the factors influencing the youth`s usage of telecommunication services in Singapore and Malaysia

This project is done to provide Grameenphone with a recommendation on whether to have a youth brand in Bangladesh or not. To gather our information, we have used both secondary and primary data. The problem definition for the research project is as follows: “To investigate the factors driving loyalty and the effects of corporate brand attributes on youth in the telecommunications industry.” Grameenphone the largest telecommunications provider in Bangladesh. As of today it has a market share of 47.7%, and approximately 15 million subscribers. Based on the findings in this study, we recommend that Grameenphone should have a youth brand. A large proportion of developing countries have a very young population, and as of today the majority of the Bangladesh population is between 15 and 29 years of age, this will increase the company’s chance of capturing young consumers. In addition to this the Bangladeshi telecommunication market shows a tremendous growth potential, with mobile penetration expected to rise from today’s 20-25% to 80% within 2012.