The effect of POSM tools on users’ acceptability of bKash

Abstract

bKash Limited is a Bank-led Mobile Financial Service Provider in Bangladesh operating under the license and approval of the Bangladesh Bank) as a subsidiary of BRAC Bank Limited. POSM tools are an important advertising tool which bKash uses to increase its visibility and acceptability among users. X-Banner, shop sign board, festoon, QR table sticker, push/pull sticker, open/close sticker are some of the commonly used POSM tools of bKash. Ongoing offers and campaigns are highlighted in these to get maximum exposure and attention from the users. The users are also interested in the content of the tools and are influenced by them to a certain level. Therefore, this report focuses on how POSM tools enhance acceptability and create awareness about bKash and its ongoing campaigns. Along with the broad objective, there are some specific objectives which are to evaluate the exposure of POSMs and identify the mental map and loyalty level of users.