Introduction: Finding consumer perception towards the mobile communication brands is not that much easy task now-a-days.

The reason behind this situation may be using several SIMs by a single user, differences in consumer needs and so on. But choosing the target respondents of same characteristics and needs can give a better result. Banglalink is one of the leading mobile operator in Bangladesh. And it is still growing. The tendency of using Banglalink SIM is mostly among the young generation, but many corporate organizations and job-holder people use this network for many reasons. There are also a variety of perceptions among the users regarding the service quality and other factors of Banglalink. In this study the principles that influence the perception towards the service of Banglalink have been identified and described. Consumer Perception: Consumer perception towards any product or service is very crucial for the manufacturer of that product or service. Because, satisfaction depends on the perception most of the times. Perception is the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world. Perception is a very personal issue. Perception of two different individuals regarding same product or service under same condition may be different. Objective: The broad objective of the study is Consumer perception towards Banglalink. To support the broad objective, there are three sub-objectives. These objectives are: to find out demographic profiles that influence users choice behavior; to find out operators awareness to the customer; to find out customers satisfaction level.

Orascom Telecom Bangladesh Limited(Banglalink): Orascom telecom Bangladesh limited ("Banglalink") is fully owned by orascom telecom holding s.a.e, Egypt, ("oth"); the ultimate parent company of the group is vimpelcom, the 6th largest mobile phone operator in the world. Banglalink was acquired by oth in 2004, and after a complete overhaul and the deployment of a new gsm network, its telecommunication services were re-launched under the brand name Banglalink. when Banglalink began operations in Bangladesh in February 2005, its impact was felt immediately: overnight mobile telephony became an affordable option for customers across a wide range of market segments. Banglalinks success was based on a simple mission: "bringing mobile telephony to the masses" which was the cornerstone of its strategy. Banglalink changed the mobile phone status from luxury to a necessity and brought mobile telephone to the general people of Bangladesh and made a place in their hearts. the mobile phone has become the symbol for the positive change in Bangladesh. This positive change that is quite correctly attributed to Banglalink, has become the corporate positioning of Banglalink and is translated in their slogan "making a difference" or "din bodol". "making a difference" not only in the telecom industry, but also through its products and services, to the lives of its customers. this corporate stance of "making a difference" has been reflected in everything Banglalink does. Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in October 2006. in less than two years which is by December 2007, Banglalink overtook Aktel to become the second largest operator in Bangladesh with more than 7.1 million customers. Banglalink currently has 20.05million subscribers as of April 2011, representing a market share of 27.03% Growth over the last years have been fueled with innovative products and services targeting different market segments, aggressive improvement of network quality and dedicated customer care, creating an extensive distribution network across the country, and establishing a strong brand that emotionally connected customers with Banglalink.

Banglalink's Services: Banglalink offers a variety of services to its customers. These services can be shown in a diagram:

Some popular value added services of Banglalink.

Factors of Customer Satisfaction and Perception In Perspective With Banglalink:

For every product, consumer have a perception and after using it , the provide feedback about the product. The factors that determines the perception about Banglalink and the satisfaction level of consumer are given below

Sources Influencing Consumer Purchase Decision:

Consumer purchase products by influence from the different sources including media like Television, radio, internet, billboard and personal communication like word-of-mouth , promotional campaign etc.

Sources Influencing Consumer Purchase Decision

Percentage 35

23 17 10 9

TV & Radio

Newspaper

Promotional Campaign

Word Of Mouth

Bill Board

Internet

Analysis:
The chart shows that electronic media provides the most influence on customer purchase decision which is 35%. Personal communication like WOM and promotional campaign also influence decision which is 10% and 17% respectively. Billboard also makes impression by 9% and print media influence by 23%

Package:
It is important to know the composition of different services so that they can differentiate, modify or promote their service feature. This is considered while making change in services since all customer do not use and pay for the same services.

Package
Percentage

52

20

24

Postpaid Corporate

Postpaid Individual

Prepaid Corporate

Prepaid Individual

Analysis:
Here we can see that the individual prepaid packages are used by most customers (52%) where postpaid individual is below half of its prepaid user(24%). Postpaid corporate are mostly used corporate package(20%) than prepaid corporate(4%)

Monthly use:
Monthly use means what consumer spends on their mobile. Here we will show the average bill generated by Banglalink user in perspective with other mobile operator. We will also show the percentage of consumer spending within a certain money range. Operators Grameenphone Banglalink Robi Citycell Tele talks Monthly Expenditure Tk.625 Tk.532 Tk.479 Tk.352 T k .3 3 1 Table: Customer Expenditure For Mobile Bill

For the Banglalink customer:

Monthly Usage
Percentage 32 24 18 14 12

Less then BDT.100

BDT 100-500

BDT 501-1000

BDT 1001-1500

BDT 2000+

Analysis:
Here user below Tk.100 is 14% where closest user percentage is for within Tk.100-500 is 24%. The maximum user is within Tk.1001-1500 which is 32%. Only 12% user uses above Tk2000+. Within Tk501-1000 user is 18%.

Usage Duration:
Usage duration mainly defines the loyalty level of customer. Consumer mainly defines their loyalty with some aspects and usage duration is one of the important aspect.

Usage Duration
Percentage 42

30

18 10

1-3 Years

3-5 years

5-9 years

10+ years

Analysis:
Among respondent 10% is user uses Banglalink for 10+ years. 42% user is between 5-9 years . The lowest one is 3-5 years and the percentage is 18%. For new user it is 30% which is between 1-3 years.

Respondent to network problem:

Operators Grameen Phone Robi Banglalink City cell Number 09 04 12 04 02 Percentage 23% 21% 52% 33% 100%

Table: Customer Response to network problem

Customer Response to network problem

Percentage

52

33 23 21

Grameenphone

Robi

Banglalink

Citycell

Analysis: In respect with others, users of Banglalink acknowledged that they are not happy about the network of Teletalk that is 100%, Grameenphone users 23%, Robi 21%, Banglalink 52%, Citycell 33%. The lowest numbers of Robes users are unhappy about network although Grameenphone is the market leader.

Repurchase Decision:
Repurchase decision means whether the customer will buy the product if consumer need to buy the product again.

Repurchase Decision made

Percentage 42

26 18 12 2 Strongly Agree Agree Indifferent Disagree Strongly Disagree

Analysis:
In this analysis, respondents were asked to whether they are willing to purchase the same operator if they had to. 42% respondent strongly agreed where 26% agreed to buy. 12% people are confused and 18% people wont buy it again where 2% wont buy it ever again.

Word-of-Mouth:
Word of mouth means if the customer would recommend to the other consumer. Typically, word-of-mouth is one of the strongest communication media that influence the consumer to perceive the product.

Word Of Mouth
Percentage 34 28 30

6 2 Strongly Agree Agree Indifferent Disagree Strongly Disagree

Analysis: The WOM communication is important to 34% percent people, where confused consumer stand 28%, disagreeing people are 30% and people who dont agree that it is not an issue is 2%.

Satisfaction Level of Consumers:

Degree of satisfaction Extremely satisfied Very much satisfied Satisfied Not very much satisfied Not satisfied at all Total No. of respondents 14 03 01 02 03 23 Percentage 61% 13% 14% 9% 13% 100%

Analysis:
By analyzing the above table it is clear that Banglalinks buyers are extremely satisfied (61%), 13% are very much satisfied, 4% are satisfied, 9% are not very much satisfied, 13% are not satisfied at all.

Influencing Factors in Buyers Purchase decision. Here, factors that influence buyers decision is brand, price and customer service. In perspective with Banglalink customers, how consumer makes decision when buyer buy or use the service is given below Table - Comment about Brand Comment about Brand No. of Regular User Percentage

Extreme important Very important Important Not bad Not important at all Total

40 26 19 10 00 95

42% 27% 20% 11% 00% 100%

Brand image is extremely important to 42%, very important to 27%, important to 20%, not bad to 11%, and not important at all to 00% users.

Table - comment about Price Comment about Price No. of Regular User Percentage

Extreme important Very important Important Not bad Not important at all Total

20 22 21 18 14 95

21% 23% 22% 19% 15% 100%

Price is extremely important to 21%, very important to 23%, important to 22%, not bad to 19%, and not important at all to 15% users.

Table - Comment About Customer Service Comment about Brand No. of Regular User Percentage

Extreme important Very important Important Not bad Not important at all Total

40 26 19 10 00 95

42% 27% 20% 11% 00% 100%

The table shows that customer service is extremely important to 07%, very important to 25%, important to 20%,not bad to 27%, and not important at all to 20% users. From the above analysis, it is clear that customers give most value to the Brand Image (42%).On the other hand price is second important factor (21%) for buying SIM, thereafter customer service (07%).

Conclusion: Individual perception always differs from others. But certain factors usually influence overall group perception. Thus companies may attract their customers to their products. Consumer shows distinct behavior before purchase, during purchase and after purchase that is called consumer behavior and that is important to know to make policy. Telecommunication operators market has a great potentiality because mobile phone in Bangladesh has become as part of the countrys culture from upper class to lower class in connecting and making communication with the nearest ones or the associates through mobiles. Today consumers are more learned, demanding and well informed than previous. These demographic situations also affect consumer perception. Now the consumers enjoy various types of cable channels and newspapers those are used to inform, to persuade and to remind consumers. Consumers are also influenced by family members, friends, colleagues, relatives and by groups.