Thesis (Master of Business Administration)

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    Brand positioning and consumer perception: a study of Pathao vs. Uber
    (BRAC University, 2025-05) Shah, Aqib Hossain; Islam, Mohammad Shahidul
    This case study discusses the brand positioning strategies of Pathao and Uber, two leading ride-sharing service providers operating in Bangladesh’s rapidly growing urban transport market. Pathao, a local startup founded in 2015, and Uber, a global technology company that entered Bangladesh in 2016, have played an influential role in transforming mobility access, especially among the youth population in cities like Dhaka and Chattogram. The intended research of the current study focuses on assessing how both companies have positioned their brands to appeal to the urban population, analyzing the perception of consumers regarding their services, and evaluating the impact of pricing, safety, and marketing communication strategies on user trust and brand loyalty.
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    Women’s participation in leadership roles in Bangladesh
    (BRAC University, 2025-06) Chowdhury, Ruhana Sultan; Andalib, Tarnima Warda
    This research examines the involvement of women in leadership positions within Bangladesh. It identifies the primary barriers and encouraging factors, as well as approaches that companies can adopt to elevate more women into higher management positions. Despite progress in achieving gender equality, women continue to be underrepresented in leadership roles due to various cultural, social, and organizational issues. This research examines the impact of unjust human resource policies and workplace culture on the professional advancement of women, utilizing in-depth qualitative analysis as well as quantitative data. The data suggests that to support more women in achieving leadership, we must focus on policy changes, superior mentoring opportunities, and flexible employment arrangements. The study ends with suggestions for companies and decision-makers to create a fair and inclusive workplace.
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    The influence of financial literacy on investment patterns among young adults in Bangladesh
    (BRAC University, 2024-12) Rabbi, Sheikh Hasib Reza; Siddiqui, Sayla Sowat
    This thesis studies the impact of financial literacy on investment behavior of young adults in Bangladesh. It adopts a mixed-method approach, gathering primary data through a survey of young adults (18–32 years old) who live in urban and semi-urban areas in Bangladesh. The survey examined finances, investment desires, risk tolerance and confidence in decision-making. Some secondary data from academic literature and reports are also used for better understanding of investment behavior. The findings suggest that while financial literacy improves confidence in financial decision-making, it does not eliminate the preference for lower-risk investments such as gold and fixed deposits. They showed that financial education programs led to a great increased among individuals for making better decisions financially. The study recommends adding financial literacy to education curriculum and provide more educational opportunities to provide better diversified investments that can potentially lead to better financial independence and economic growth of young adults.
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    Brand positioning and consumer perception: a study of Grameenphone
    (BRAC University, 2024-11) Rahman, Sheikh Maherajur; Islam, Mohammad Shahidul; Rubel, Mohammad Rabiul Basher
    This case study will discuss the Brand positioning strategy of Grameenphone and overall consumer perception about this telecom service provider of Bangladesh which giving serivce from July 1997. Grameenphone is a conventional subsidiary of Telenor and Grameen Telecom Corporation. They have had a very important role in the development of Mobile access all over the country. The intended research of the current study will focus on making an assessment of the brand positioning strategy implemented by Grameenphone, gathering and analyzing consumers’ perception on the product, and trying to measure the impact of marketing communication on the consumers’ perception of the brand. The paper exploring the role of Corporate Social Responsibility in the context of brand development and offers insights into the prospects for repositioning and possible difficulties. The study uses a survey research approach where the author gathered survey information from customers or users of Grameenphone over the years. With this survey, it is possible to determine the effectiveness of the difference strategies that have been implemented and analyze factors that may influence consumer perception compared to other telecom brands in Bangladesh. Successful Marketing practices of Grameenphone are employed as a way to explain how such marketing utilization has solidified the companys branding strategies. The research seeks to analyze the impact of Grameenphone’s CSR activities on trust and loyalty and how well they are communicated to their customers as well as future customers. Lastly, the report covers the potential obstacles of Grameenphone in the process of rebranding in the evolving telecom sector and presents strategies for overcoming them.These findings can provide some valuable information regarding the process of brand positioning, customers’ perception, and strategic branding management for telecommunication business among the marketers, brand managers, and other stakeholders in the industry.
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    Investigating the barriers to accessing formal financial services among rural women in Bangladesh: a quantitative approach
    (BRAC University, 2024-07) Paul, Sajib; Rahman, Mohammad Mohibur
    Rural women in Bangladesh encounter significant obstacles in accessing institutional or formal financial services such as banking, microfinance, mobile financial services, and insurance. In the existing literature, there is a gap in understanding the quantitative dimensions of these barriers regarding rural Bangladeshi women. Therefore, the objective is to find out these prominent obstacles and how to overcome those with solutions. The study was carried out using quantitative research. Through a questionnaire survey, data was collected from out of 50 rural women in Bangladesh. This study also used a survey data analysis in terms of p-value less than 0.05 to find out the significance of test statistics in statistical interpretation. To gather information, well-structured questionnaires were prepared especially on demographics, financial behavior, and perceived barriers. Before finalizing the questionnaire, we conducted in-depth interviews with the stakeholders; including representatives of government agencies, financial institutions, NGOs, and community leaders to gain insights and refine the research hypotheses. Analyses of the survey data by using SPSS analyzed by multiple regression techniques to find out significant important barriers to accessing financial services. The statistical analysis predicted different potential obstacles to their financial service access and came out with a report of all the survey constraints. The study results guided rational decision-making to empower rural women and pave the way to create awareness and formulate regional outstanding realistic measures to remove the prominent barriers. The study findings have greater potential for ensuring economic empowerment and raising the level of financial inclusion and standard of life of rural women in Bangladesh.
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    How product availability influence consumers while buying ice cream
    (BRAC University, 2020-01) Chowdhury, Abu Sadat; Al-Din, Zaheed Hosein Mohammad
    In this study, my focus is to find out the factors that have a significant influence on the buying pattern of Ice Cream. This study mostly considered Ice Cream products that usually consume by students such as Stick Ice Cream or Cone Ice Cream. Based on my findings availability is the most significant factor that influences consumers to have Ice Cream. That is why I have developed my research title “How Product Availability Influence Consumers While Buying Ice Cream”. For this research, I have conducted exploratory research where I have found six factors that influence the buying pattern of Ice Cream. The influencing factors that I have considered are Flavor, Quality, Price, Availability, Appearance and Advertisement. For the conclusive research, I have set a sample size of 100 respondents who were mainly third year or final year students. Then I developed a questionnaire and collected data from the students of East West University and then after filtering that 100 responses I get 89 genuine responses than from there I have collected 80 responses randomly for my research. I used Microsoft Excel and SPSS, and with the help of these two instruments I find out the value of Cronbach’s Alpha, p-value and beta value using five-point Likert scale. Where I find that the internal consistency between the independent variables with the dependent variable is (.5322) which is 53.22%. Lastly, with the help of these values, I was able to find out that Flavor has a positive influence on buying Ice Cream but the results showed that it has a positive but insignificant influence on buying Ice Cream. After all other factors Quality, Price, Availability, Appearance, and Advertisement have a significant influence on the buying of Ice Cream. However, other than Availability all the factors have a positive influence on the buying pattern of Ice Cream. Finally, future research directions are presented in this study.
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    Employee job satisfaction at Bangladesh Bank: an analysis of workplace dynamics and policy impacts
    (BRAC University, 2024-09) Mehsan, Sadee Saqlain; Mazumder, Md. Arif Hossain; Hoque, Mohammad Abdul
    Employees are the major drivers of an organization's performance in today's competitive world, making them critical to its success. In this study, Impact of HR Policy changes are investigated in relation to job satisfaction at Bangladesh Bank's headquarters in Motijheel, Dhaka. The goal is to understand the impact that these changes have on employees' overall satisfaction, emphasizing how important it is to prioritize employees' well-being in order to increase organizational performance. The goals of this study are to investigate recent changes to Bangladesh Bank's human resource policy and their influence on employee satisfaction. It looks for both factors that may promote job satisfaction and those that influence it. To collect data on job satisfaction from primary and secondary sources, the study used a Likert scale-based questionnaire. Because the study was qualitative, the analysis was conducted using Microsoft Word and Excel. Obstacles included the three-month internship's short duration and bank workers' reluctance to disclose complete information due to confidentiality concerns. Because of confidentiality limitations, bank personnel at Bangladesh Bank are frequently hesitant to disclose complete organizational information. This made in-depth study challenging, especially given the three-month duration of the internship. Employees within the organization expressed satisfaction with their peers, citing a positive and supportive work environment. On the other hand, complaints concerning recent policy changes were filed. Workers remained objective while expressing opposing views on salary, perks, and the promotion process. Furthermore, there is a desire for a more politically neutral organization, increased job stability, and additional benefits such as childcare and medical insurance.
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    Brand positioning and consumer perception:a study of Grameenphone
    (BRAC University, 2024-11) Rahman, Sheikh Maherajur; Islam, Mohammad Shahidul; Rubel, Mohammad Rabiul Basher
    This case study will discuss the Brand positioning strategy of Grameenphone and overall consumer perception about this telecom service provider of Bangladesh which giving serivce from July 1997. Grameenphone is a conventional subsidiary of Telenor and Grameen Telecom Corporation. They have had a very important role in the development of Mobile access all over the country. The intended research of the current study will focus on making an assessment of the brand positioning strategy implemented by Grameenphone, gathering and analyzing consumers’ perception on the product, and trying to measure the impact of marketing communication on the consumers’ perception of the brand. The paper exploring the role of Corporate Social Responsibility in the context of brand development and offers insights into the prospects for repositioning and possible difficulties. The study uses a survey research approach where the author gathered survey information from customers or users of Grameenphone over the years. With this survey, it is possible to determine the effectiveness of the difference strategies that have been implemented and analyze factors that may influence consumer perception compared to other telecom brands in Bangladesh. Successful Marketing practices of Grameenphone are employed as a way to explain how such marketing utilization has solidified the companys branding strategies. The research seeks to analyze the impact of Grameenphone’s CSR activities on trust and loyalty and how well they are communicated to their customers as well as future customers. Lastly, the report covers the potential obstacles of Grameenphone in the process of rebranding in the evolving telecom sector and presents strategies for overcoming them.These findings can provide some valuable information regarding the process of brand positioning, customers’ perception, and strategic branding management for telecommunication business among the marketers, brand managers, and other stakeholders in the industry.
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    USA retirement 401(K) retirement plan process by Datapath
    (BRAC University, 2024-09) Reyad, Saidul Islam; Siddiqui,Sayla Sowat
    This research discusses the process of the USA 401(k) pension program, as well as the function performed by Datapath, a local firm that supports and facilitates the administration of these programs. Datapath is a Bangladesh-based outsourcing Company. Datapath is a BPO firm that works for a USA-based Mother firm that has many TPA entities, of which we are one. It created a "retirement plan" and performed all the required computations and records for the retirement plan. Datapath creates 401k plans for its clients following the rules and regulation of (Internal Revenue Service IRS) which is a governing revenue body of USA. Retirement plan allows an employee to make a saving from salary and invest it stock, assets, or any financial market with tax free with that amount. Furthermore, the plan's investment gains are tax-deferred, allowing assets to increase over the years without facing immediate tax liabilities. This study discussed all the process of plan processing, SWOT analysis, and concluded with Challenges, Recommendation, and conclusions.
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    Impact of financial strategy on firm performance “Cement Industry Bangladesh”
    (BRAC University, 2024-07) Ahmed, Md Rajib; Hossain, Saad Md Maroof