Introduction: djuice is a mobile subscription for young people who use the mobile phone for communication and

entertainment. djuice provides most relevant voice, messaging & content services, and constitute a strong and differentiated mobile lifestyle offering. registered djuice intended to support by consumer mobile lifestyle, and is interest and enhances their mobile experiences. djuice is a trademark owned Telenor currently operating in Norway, Sweden, Ukraine, Hungary, Pakistan and Bangladesh. Telenor mobile is a leading voice and value added services in the Scandinavian region, Central Eastern recently Europe and South East Asia, and embraces promotional operations in twelve countries. djuice of Bangladesh has integrated somewhat extraordinary approach particularly on the subject of use of language in communication. The government of Bangladesh thinks that the words and gestures used in the ads would encourage the young generation the to resort to immoral banned activities. telecast As of therefore, government has the

advertisements of djuice, a special package of the Grameen Phone. But only djuice is the exception which has targeted the young generation of the country. They have captured the great chunk of young generation by being the part of the youth and they have done so by using extra ordinary promotional approaches. In this research project we are trying to find out by conducting a survey whether the target customers of djuice which are the youth, are satisfied with djuice's over all services. We have done everything just to learn something and fulfill the requirements of our course Consumer Behavior.

Methodology: The target customer of djuice is the young generation of Bangladesh. The over all operation of djuice has got some problems. how djuice Based can on the situation and we are these conducting problems a to research for our Consumer Behaviour course to investigate minimize solve enhance the satisfaction level of the target customers. As the target audience of djuice is the youth, we conducted our survey among mostly young generation who are aware about the brand djuice. Our sample size was sixty. Though our sample size is too small, we have tried to do our survey in a proper way. Our key objective of this research is to find out whether the target customers are satisfied with the overall services of djuice.

3.1 Model Development: At the beginning of our model development we supposed to develop a Graphical Model of our research. This graphical model will help us to show the direction through which we conduct our entire research program. 2.2 Marketing Research Problem: The marketing research problem will be determined by the following broad and specific objectives of this research.

Broad Objective:

"To Determine the customer satisfaction towards the over all service and Promotional Activities of "djuice Specific Objective:

The specific objective focuses on the key aspects of the problem and provides clear guidelines on how to proceed. The key aspects djuice has identified are as follows: About Call rate 1. To know whether the call rates of djuice within the same and other operator is high. 2. To know whether the SMS charge of djuice within the same another operator is high. About Network Condition 3. To identify whether the network coverage of djuice is satisfactory. About Value added services 4. To identify whether the rates of different value added services of djuice are high. (Ring tone, Logo, Wall paper, etc.) 5. To know whether the young generations are exposed to djuice's value added services. (Ring

tone, Logo, Wall paper, etc.) About Customer care 6. To know whether the Customer care services of djuice are up to the youths' expectation. About Incoming call facilities 7. To identify whether there are problems regarding all incoming calls from other mobile operators (Aktel, Bangla Link, Citycell etc) in djuice.

8. To know whether djuice should provide T&T incoming and outgoing calls facilities. About Brand Image 9. To identify whether the brand image of djuice is satisfactory to the young generation. About Promotional Approach 10. To identify whether the promotional approach of djuice is accepted by the young generation. 11. To identify whether the djuice is affecting our cultural norms and values negatively. 12. To identify whether the sales promotions provided by djuice are satisfactory. Methodology: The target customer of djuice is the young generation of Bangladesh. The over all operation of djuice has got some problems. how djuice Based can on the situation and we are these conducting problems a to research for our Consumer Behaviour course to investigate minimize solve enhance the satisfaction level of the target customers. As the target audience of djuice is the youth, we conducted our survey among mostly young generation who are aware about the brand djuice. Our sample size was sixty. Though our sample size is too small, we have tried to do our survey in a proper way. Our key objective of this research is to find out whether the target customers are satisfied with the overall services of djuice. Research Question is refined statements of the specific components of the problems. Research Question asks what

specific

information

is required with respect to problem

components. If the research question is answered by the research, the information obtained should aid the decision maker. We established the following Research Question based on the quantitative research for djuice to make our research convenient. Based on the following Research Question we will conduct our survey so that we can come out with a decision. Research Question: 1. Are you using djuice for a long time? 2. Are you facing any problem from while using djuice? 3. Do you think that the Call rates of djuice within the same operator are high? 4. Is Call rates of djuice to other operators are high? 5. 6. 7. Do you think that the SMS charge of djuice within the same Is the SMS charge of djuice to other operators is high? Is the network coverage of djuice is satisfactory? 8. Do you think the Rates of different value added services of djuice are high (Ring tone, Logo, Wall paper, etc.)? 9. Do you think that the young generations are not totally exposed to djuice's value added services (Ring tone, Logo, Wall paper, etc.)? 10. Are the customer care services of djuice up to the youths' expectation? operator is high?

11.

Are you facing problems regarding all incoming

calls from other mobile operators (Aktel, Bangla Link, Citycell etc) in djuice? 12. 13. 14. 15. Should djuice provide T&T incoming and outgoing Is the brand image of djuice satisfactory to the Are the young generations accepting the Are the young generation attracted by the calls facilities? young generation? promotional approaches of djuice? different promotional activities of djuice? 16. Do you think that djuce is destroying the daily oral language? 17. Do you think that djuice is affecting our cultural norms and values negatively? 18. Are the sales promotions provided by djuice satisfactory? 19. How do you perceive the overall promotion activities of "djuice"? 20. What is your suggestion for these promotional actives for its further progress?

It is an unproven statement or proposition about a factor that is of interest to the researcher. The hypothesis is a possible answer to the research question. Hypotheses go beyond research questions because they are statements of relationships rather than merely questions to which answers are sought. While research questions are interrogative, hypotheses are declarative and can be tested impartially.

In our research we set some hypothesis for djuice so that we can compare our survey result (actual result) with the hypothesis and conclude with the proper decision. We will testify this hypothesis by comparing with our actual findings of our conducted survey. We will reach to a decision by the comparison that what djuice should do in this circumstances. Hypotheses 1. Call rates of djuice within the same operator is high. 2. Call rates of djuice to other operators are high. 3. 4. 5. SMS charge of djuice within the same operator is high. SMS charge of djuice to other operators is high. The network coverage of djuice is satisfactory. 6. Rates of different value added services of djuice are high. 7. Young generations are exposed to djuice's added services. 8. Customer care services of djuice are up to the youths' expectation. 9. There are problems regarding all incoming calls from other mobile operators (Aktel, Bangla Link, Citycell etc) in djuice. 10. djuice should provide T&T incoming and outgoing calls facilities. 11. The brand image of djuice is satisfactory to the young generation. 12. The promotional approach of djuice is accepted by the young generation. value

13. Different Youth

promotional

activities

of

djuce

attract

14. djuce is destroying the daily oral language. 15. djuice is affecting our cultural norms and values negatively. 16. The sales promotions provided by djuice are satisfactory.

6.1 Resources:

Our Sample size was 60. Our respondents are mostly the educated young people including both boys & girls. Most of them are the students and of course the users of djuice. Some of them are service holders of different organizations. 6.2 Limitations: We have got some limitations in our research. Our sample size was too small. We were stuck at the youth group only. As most of the respondents are young and like always different approaches. And djuice has taken this advantage. We conducted our survey among the young generation. Eventually, our survey results might go to lateral direction. .1 Information Needs: We need available information to come with a solution for djuice. We tried our level best to collect the information from both the secondary & primary sources. But for the time constraint and some uncontrollable barriers, we could not conduct our survey properly. Even though, we tried to collect the most information for the research project. 7.2 Data Collection from Secondary Sources: We used internet, business sources, different print media like newspapers, magazines, government publications etc. as our secondary sources of data. From these sources we got various important information which help us from different aspects. 7.3 Data Collection from Primary Sources: Basically primary data analysis is quantitative research. Quantitative research provides insights and understanding of

the problem setting and seeks to quantify the data and apply some from of statistical analysis. 7.4 Method: We used a specific descriptive and analytical method to collect the quantitative data. We surveyed on the young group of the different areas. 7.5 Technique: 7.5.1 Scaling Techniques: To rate our questionnaires we used the Rensis Likert method. Generally this method includes five scales and we use also ranging order scale. We have done the survey by ourselves from different places of Dhaka city. We went to some universities and also in some business organizations. We also went to the Grameen Phone corporate office, Dhaka. From these places we collected our required information which helped us very much in our way of working on this research project. 9.1 Hypothesis Testing & Interpretation: Here we are comparing the Hypothesis with the answers given by the respondents and interpret those situations.

1. Are

you using djuice for long time?

Valid Frequen cy Valid No yes 17 43 Percen Percen t 28.3 71.7 t 28.3 71.7

Cumulati ve Percent 28.3 100.0

Total

60

100.0

100.0

From this question we come to know that 71.7% of our respondents are using djuice for long time. Based on this situation we can say that as a youth brand djuice got a good response from the young generation djuice.

Are you use djuice for pretty long tim e? no yas

2.

Are

you

facing

any

problems

while

using

djuice? Valid Freque ncy Valid No yes Tot -al 23 37 60 Percen t 38.3 61.7 100.0 Percen Cumulative t 38.3 61.7 100.0 Percent 38.3 100.0

From this question we come to know that 61.7% of our respondents problems from are while facing using
Are you facing any problems while using djuice? no yas

djuice and we have found quantitative research, these problems are mostly arise because of high call rates, network problems, value added services etc.

3. Call rate of djuice is high with same operators

Valid Frequenc Percen Percen Cumulativ y Valid Strongly Disagree Disagree Neutral Agree 1 6 15 21 t 1.7 10.0 25.0 35.0 t 1.7 10.0 25.0 35.0 e Percent 1.7 11.7 36.7 71.7

Strongly Agree Total

17 60

28.3 100.0

28.3 100.0

100.0

4 0

3 0

t n c r e P

2 0
3 .0 5 % 2 .3 % 8 3 2. % 50

1 0

1 .0 0 %

1 7 .6 %

Sog tr n ly Dar e is ge

D ar e is ge

Nu a e tr l

Ar e ge

S o g Ar e tr n ly ge

C ll r t o d ic i h hw hs m o eaos a ae f ju e h ig i t a e pr t r

The

above

table

and

graph

show

that

most

of

our

respondents are agree with the statement about the high call rate of djuice with the same operator. So djuice should reduce its call rate considering the customers' expectation. 4. Call rate of djuice is high to other operators

Cumula Valid Frequen Perce cy Vali d Disagr ee 4 nt 6.7 Percen t 6.7 tive Percen t 6.7

Neutr al Agree Stron gly Agree Total

11 27 18 60

18.3 45.0 30.0 100.0

18.3 45.0 30.0 100.0

25.0 70.0 100.0

5 0

4 0

3 0

t n c r e P

4 .0 5 %

2 0

3 .0 0 %

1 0

1 .3 % 8 3

6 7 .6 %

0 D a re is g e Nu l e tra A re g e S n lyA re tro g g e

C ll r teo d ic ish htoo e o e a r a a f ju e ig th r p r to s

The

above

table

and

graph

show

that

about

85%

our

respondents are agree with the statement about the high call rate of djuice to other operators. So djuice should reduce its call rate to other operators considering the customers' expectation. 5. SMS charge is high with same operator

Frequen cy

Percen t

Valid Percen

Cumulativ e Percent

Valid

Disagree Neutral Agree Strongly Agree Total

14 29 14 3 60

23.3 48.3 23.3 5.0 100.0

t 23.3 48.3 23.3 5.0 100.0

23.3 71.7 95.0 100.0

5 0

4 0

3 0

t n c r e P

4 .3 % 8 3

2 0

2 .3 % 3 3

2 .3 % 3 3

1 0

5 % .0

0 Dar e is ge Nu a e tr l A re g e S o g A re tr n ly g e

S Sc a eish hw hs m o e a r M hr ig it a e p r to

Here the customers are neutral about the statement that SMS charge is high with the same operator. So we can conclude that djuice is charging reasonable SMS charge with the same operator.

6. SMS charge is high to other operators

Cumulat Frequenc y Vali d Disagr ee Neutr al Agree Stron gly Agree Total 2 7 24 27 60 Perce nt 3.3 11.7 40.0 45.0 100.0 Valid Percent 3.3 11.7 40.0 45.0 100.0 ive Percent 3.3 15.0 55.0 100.0

5 0

4 0

3 0

t n c r e P

4. % 50

2 0

4 .0 0 %

1 0
1. 7 16 %

33 % .3

0 Dar e is ge Nur l eta Ar e ge S o g Ar e t n ly ge r

S S h r ei h ht oh ro eaos M c ag s ig o t e p r t r

Here the 85% of the customers are agreeing with the statement that SMS charge is high with other operator. So we can conclude that djuice should reduce SMS charge with the same operator to satisfy their target customers. 7 .The network coverage of djuice is satisfactory

Valid Frequenc Percen Percen y Valid Disagree Neutral Agree Strongly Agree Total 3 29 20 8 60 t 5.0 48.3 33.3 13.3 100.0 t 5.0 48.3 33.3 13.3 100.0

Cumulati ve Percent 5.0 53.3 86.7 100.0

5 0

4 0

3 0

t n c r e P

4. 3 83 %

2 0
3. 3 33 %

1 0
1. 3 33 %

5 % .0

0 Dar e is ge N ur l eta Ar e ge S o g Ar e tr n ly ge

T en t okc v r g o d ic iss t f coy h ew r o ea e f ju e aisa t r

Here 48.33% of the respondents are neutral and 46.33% of the respondents are agreeing with the statement. So, djuice should not increase the SMS charge rather it should reduce it considering the customers wants.

8. Cost of different value added coverage is high

Cumulat Freque ncy Valid Disagr ee Neutra l Agree Strong ly Agree Total 3 17 27 13 60 Perce nt 5.0 28.3 45.0 21.7 100.0 Valid Percent 5.0 28.3 45.0 21.7 100.0 ive Percent 5.0 33.3 78.3 100.0

5 0

4 0

3 0

t n c r e P

4 .0 5 %

2 0

2 .3 % 8 3

1 0

2 .6 % 1 7

5 % .0

0 D ar e is ge Nu a e tr l Ar e ge S n lyA r e tro g ge

C s o d f r n v lu d ds r e e a eh h o t f if e e t a a e e v c s r ig

In the above table and graph we see that most of the respondents are agree with the statement that cost of value added service is high. So djuice should reduce the cost of value added service to satisfy the customers. 9. Youngs are exposed to djuice's value added services

Valid Frequenc Percen Percen y Valid Strongly Disagree Disagree Neutral Agree Strongly Agree Total 5 11 18 15 11 60 t 8.3 18.3 30.0 25.0 18.3 100.0 t 8.3 18.3 30.0 25.0 18.3 100.0

Cumulati ve Percent 8.3 26.7 56.7 81.7 100.0

3 0

2 5

2 0

t n c r e P

1 5

3. % 00 2. % 50

1 0

1. 3 83 %

1. 3 83 %

83 % .3

0 So g t n ly r Dar e is ge D ar e is ge Nur l eta Ar e ge S o g Ar e t n ly ge r

y u g ' aee p s dt du e v l ea d ds r i e o n s r x o e o j i 's au d e evc s c

In the above table and graph we see that most of the respondents are neutral with the statement that youngs' are exposed to djuice's value added services. So djuice should care about the value added service to satisfy the customers.

10. Customer care services for djuice are up to the mark

Valid Frequenc y Valid Strongly Disagre e Disagre e Neutral Agree Strongly Agree Total 2 3.3 3.3 Percen Percen t t

Cumulati ve Percent 3.3

11 18 18 11 60

18.3 30.0 30.0 18.3 100.0

18.3 30.0 30.0 18.3 100.0

21.7 51.7 81.7 100.0

3 0

2 5

2 0

t n c r e P

1 5

3. % 00

3. % 00

1 0

1. 3 83 %

1. 3 83 %

33 % .3

0 Sog t n ly r D ar e is ge D ar e is ge Nur l eta Ar e ge S o g Ar e t n ly ge r

C so e c r s r i e f rduc aeu t t emr u t mr ae evc s o j i e r p o h ak

In the above table and graph we see that most of the respondents are neutral and agree with the statement that customer care services for djuice are up to the mark. So

djuice need not any change immediately in the customer care services but they should always careful about the customer satisfaction.

11. There are problems regarding incoming call from other operators

Cumulati Frequenc Perce y Valid Strongly Disagre e Disagre e Neutral Agree Strongly Agree Total 1 1.7 1.7 1.7 nt Valid Percent ve Percent

4 19 26 10 60

6.7 31.7 43.3 16.7 100.0

6.7 31.7 43.3 16.7 100.0

8.3 40.0 83.3 100.0

5 0

4 0

3 0

t n c r e P

4 .3 % 3 3

2 0
3 .6 % 1 7

1 0
1 .6 % 6 7

6 7 .6 %

1 7 .6 %

S n ly tro g D a re is g e

D a re is g e

Nu l e tra

A re g e

S n lyA re tro g g e

T e ea ep o le sr g r in in o in c ll fr m th r h r r r b m e ad g c m g a o o e o ea r . p r to s

Here most of our respondents agree with the statement that there are problems regarding incoming call from other operators. So djuice should improve this situation for the customers' satisfaction. 12. Djuice should provide T&T incoming and outgoing services

Cumulat Freque ncy Vali d Disagre e Neutral Agree Strongl y Agree Total 1 4 31 24 60 Perce nt 1.7 6.7 51.7 40.0 100.0 Valid Percent 1.7 6.7 51.7 40.0 100.0 ive Percent 1.7 8.3 60.0 100.0

6 0

5 0

4 0

t n c r e P

3 0
5. 7 16 %

2 0

4. % 00

1 0

66 % .7

16 % .7

Dar e is ge

Nu a e tr l

Ar e ge

S o g Ar e tr n ly ge

du es o l po i eT Ti c m ga do t on s r i e ji c h ud r vd & n o i n n ug i g evc s

Here most of our respondents agree with the statement that djuice should provide T&T incoming call service as soon as possible at free of cost. So djuice should provide this service immediately.

13. The brand image of djuice is satisfactory to the youth

Freque ncy Vali d Strongly Disagree Disagree Neutral Agree Strongly Agree 2 9 21 18 10

Perce nt 3.3 15.0 35.0 30.0 16.7

Valid Percent 3.3 15.0 35.0 30.0 16.7

Cumulative Percent 3.3 18.3 53.3 83.3 100.0

Total

60

100.0

100.0

4 0

3 0

t n c r e P

2 0
3 .0 5 % 3 .0 0 %

1 0
1 .0 5 % 1 .6 % 6 7

3 3 .3 %

0 Sog tr n ly Dar e is ge D a re is g e Nu l e tra Ar e ge S o g Ar e tr n ly ge

T eba dimg o d ic iss t f coyt t ey uh h rn a e f ju e aisa t r o h o t

Here most of the respondents agree with the statement. So we can clued that djuice has satisfactory brand image to the youth.

14. Different promotional activities attract youth

Cumulati Freque ncy Valid Strongl y Disagre e 3 5.0 5.0 5.0 Perce nt Valid Percent ve Percent

Disagre e Neutral Agree Strongl y Agree Total

11 19 21 6

18.3 31.7 35.0 10.0

18.3 31.7 35.0 10.0 100.0

23.3 55.0 90.0 100.0

60 100.0

4 0

3 0

t n c r e P

2 0
3 .0 5 % 3 .6 % 1 7

1 0

1 .3 % 8 3

1 .0 0 % 5 % .0

0 Sog tr n ly D a re is g e D a re is g e Nu l e tra A re g e S n lyA re tro g g e

D e e t po oio a a t it satr c y u iff r n r m t n l civ ie t a t o th

From the above tabulated and graphical information we can assume that different promotional activities of djuice attract youth.

15. Djuice is destroying our oral language

Freque ncy

Perc ent

Valid Percent

Cumulativ e Percent

Valid

Disagr ee Neutra l Agree Strong ly Agree Total

13 16 24 7

21.7 26.7 40.0 11.7 100. 0

21.7 26.7 40.0 11.7

21.7 48.3 88.3 100.0

60

100.0

4 0

3 0

t n c r e P

2 0

4 .0 0 %

2 .6 % 6 7

1 0

2 .6 % 1 7

1 .6 % 1 7

0 D a re is g e Nu l e tra A re g e S o g A re tr n ly g e

d ic isd sr y go r oa la g a e ju e e t o in u r l n u g

Here most of our respondents agree with the statement that djuice is destroying our oral language. So djuice should change its language pattern as much as possible. 16. djuice is affecting our cultural norms and values negatively

Cumulati Frequen Percen cy Valid Strongly Disagree Disagree Neutral Agree Strongly Agree Total 3 12 23 18 4 60 t 5.0 20.0 38.3 30.0 6.7 100.0 Valid Percent 5.0 20.0 38.3 30.0 6.7 100.0 ve Percent 5.0 25.0 63.3 93.3 100.0

4 0

3 0

t n c r e P

2 0

3 .3 % 8 3

3 .0 0 %

1 0

2 .0 0 %

5 % .0

6 7 .6 %

0 Sog tr n ly D ar e is ge Dar e is ge Nu a e tr l Ar e ge S o g Ar e tr n ly ge

d ic isaf cin o rc lt r l n r sa dv lu sn g t e ju e f e t g u u ua om n a e e aiv ly

Here maximum number of respondents are neutral with the statement that djuice is affecting our cultural norms and values negatively. So we can say that djuice is perfect but it should always care about our cultural norms and values in case of promotional activities.

17. The sales promotions provided by djuice are satisfactory

Cumulati Freque ncy Valid Strongl y Disagre e Disagre e Neutral Agree Strongl y Agree Total 7 11.7 11.7 11.7 Perce nt Valid Percent ve Percent

12 15 18 8

20.0 25.0 30.0 13.3

20.0 25.0 30.0 13.3 100.0

31.7 56.7 86.7 100.0

60 100.0

3 0

2 5

2 0

t n c r e P

1 5
2. % 50

3 .0 0 %

1 0

2. % 00

1. 3 33 %

1. 7 16 %

0 Sog tr n ly D ar e is ge D ar e is ge Nu a e tr l Ar e ge S o g Ar e tr n ly ge

T es l spo oi n po i e b du eaes t sa t r h ae r mt o s r vd d y j ic r ai f coy

Here we can assure that the sales promotions provided by djuice are satisfactory as 43.33% of respondents support the statement. 9.2 Respondents Suggestions of Open Ended Questions: How do Most you of perceive our the overall perceived promotional the overall

activities of djuice? Answer: respondent djuice promotional activities as its good.

What

is

your

suggestion

for

this

promotional

activity for its further progress? Answer : it up. After analyzing all the above questionnaires, we can say that djuice is not affecting our cultural norms & values negatively which strictly contradicted with our hypothesis. 9.3 CONSUMER INSIGHT THOUGHT PROCESS Of djuice 1. Target Group: Our respondents answered this question as Keep

6. Compelling

Future

The Young Generation.

Believe:
djuice will not
affect negatively the young generation as well as the cultural norms & values.

2. Current Believe:

djuice has nothing

negative impact on the young generation.

3. Current

Behavior:
The young generations are appreciating the promotional approaches of djuice.

5. Consumer

Insights:
4.

djuice is influencing the young generation but not degenerating them.

Desired Future Behavior:

djuice should go ahead with there current promotional approaches.

In this entire project we tried to develop a hypothesis and then compare the hypothesis with the actual result. Initially we assumed that the controversial promotional activities of djuice affected negatively our cultural norms & values. Then we surveyed on this premise and come out with the actual findings. The actual results tell us that the promotional approach of djuice is not affected our young generation as well as our cultural norms & values negatively. In these circumstances, this controversial situation should be reduced as early as possible. But, even though djuice should mix &

match their overall promotional approaches considering our cultural heritage