Internship Report on Brand Research of bKash

Abstract

During my tenure as a bNext Intern – Brand at bKash Limited, I completed the following internship report, covering my experience and responsibilities. The internship started on October 28, 2021, and ended on January 31, 2022. As a subsidiary of BRAC Bank, bKash Limited (bKash) is a Bank-led Mobile Financial Service Provider (MFSP) in Bangladesh licensed and approved by the Bangladesh Bank. For both banked and unbanked Bangladeshis, bKash offers secure, simple, and easy methods to make payments and money transfers using their mobile phones. This research aims to understand the retail market pulse (agent and merchant) and how their acts directly or indirectly impact customer perception and preference towards bKash. Here, we will identify an agent's motive behind recommending or not recommending bKash to customers and the merchant's reason for taking or not taking bKash payment. Eventually, how this behavior impacts customers' perception of brand consideration. Furthermore, I have listed all of the duties and obligations that I had to do throughout my three-month internship. My department's structure is also included in a quick informative overview. Additional duties and responsibilities that I had to do throughout that period were also added.