ANALYZING THE USES OF SOCIETAL MARKETING CONCEPT OF BANK: A STUDY ON A PRIVATE BANK

Keywords: Social Marketing, Customers, Planning, Behaviors.

Abstract

In the era of globalization, every company is changing their marketing policy due to gradually increasing competitors in the existing market where social marketing is changing and maintaining the behavior of people a society. Nowadays social marketing is not a new concept in Bangladesh, especially in the banking sector. The main objective of this study is to analyze the uses of the societal marketing concept of a private Bank Limited. In this study, the quantitative and qualitative method is followed by the authors. To identify the social marketing concept qualitative and quantitative method is used in this study. A non-probability convenience sampling method has been used for the study purpose. In this study, the targeted population was executives and customers of a private Bank Limited, Jhumjhumpur Branch, Jashore. Both primary and secondary data have been used in this study where primary data was collected from the survey questionnaire and the secondary was collected from different journals, newspapers, books, websites of banks, etc. For the study purpose, 100 sample sizes were taken and the researchers have used the Five-point Likert scale technique as sample scaling where 5=Strongly Disagree, 4=Disagree, 3=Neutral, 2=Agree, 1=Strongly Agree. From the study, the authors suggested that the use of societal marketing is profitable for the marketer because it can easily grasp customers’ attention.

JEL Classification Codes: M33, M40.

Author Biographies

Navid Jun Nu Rain, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Master of Business Administration, Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalganj-8100, Bangladesh

Dipu Roy, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Bachelor of Business Administration, Department of Marketing, Faculty of Business Studies, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalganj-8100, Bangladesh

Mijanur Rahman Molla, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Master of Business Administration, Department of Marketing, Faculty of Business Studies, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalganj-8100, Bangladesh

Abdullah Al Mamun, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Master of Business Administration, Department of Marketing, Faculty of Business Studies, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalganj-8100, Bangladesh

Md. Azizul Islam Nayeem, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Bangladesh

Bachelor of Business Administration, Department of Marketing, Faculty of Business Studies, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalganj-8100, Bangladesh

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Published
2022-04-12
How to Cite
Rain, N. J. N., Roy, D., Molla, M. R., Mamun, A. A., & Nayeem, M. A. I. (2022). ANALYZING THE USES OF SOCIETAL MARKETING CONCEPT OF BANK: A STUDY ON A PRIVATE BANK. American International Journal of Multidisciplinary Scientific Research, 12(1), 37-46. https://doi.org/10.46281/aijmsr.v12i1.1685
Section
Research Paper/Theoretical Paper/Review Paper/Short Communication Paper