An Empirical Analysis of Use Motives: Implications for Segmenting Mobile Phone Consumers in Bangladesh

The tremendous increase of the use of mobile phones in Bangladesh by the young users has expanded the cellular phones market that has also attracted the attention of the foreign investors. This article attempts to investigate underlying sets of consumer motives for using cellular phones in Bangladesh. A primary survey was conducted among 157 young Bangladeshi mobile phone users aged from 20 to 30 years reside in Dhaka city. Structured questionnaire was used to interview the respondents. Factor analysis was conducted to identify the factors for using cellular phones in Bangladeshi young mobile phone users. Results show that there are five important factors that are considered by the Bangladeshi young mobile phone users. The factors are concerned with value added services, social connectivity, connection with the family, obtaining information on foreign education and facing emergency situation. This study also identified five different patterns of possible segmentation of cellular phone users that is, conscious, connective, communicative, continental and contingent and constitute the basis for strategic positioning.