Understanding Marketing Strategy and Measuring Consumer Attitude towards Micro Credit Service of NGOs in Bangladesh: A Study on ASA and BRAC

Abstract

Micro credit has become an important financial tool for the poor people of developing country like Bangladesh. Bangladesh has huge potential for development. For various socio-economic reasons, among the poorest countries in the world, with the rising need of money for investment and employment micro credit program of NGO-MFIS got acceptance and a lot of NGO’S with micro credit program emerged here. This research looks into the marketing strategy of this service paired by two popular NGO-ASA and BRAC. The study utilizes fishbeines multi-attribute attitude-object model to measure overall attitude of consumer’s towards Micro credit program of NGO. T- Test is performed to test hypotheses. The study reports among 7 salient beliefs consumer’s perceptions on ASA is favorable than BRAC. The model anticipates overall consumer’s attitude towards ASA is favorable than BRAC in Micro credit program of NGO. This study analyses marketing strategies of microcredit service of two market leading NGOs in Bangladesh. Results of this study provide some indications on the concerns and contain affecting micro credit marketing by NGO. The outcome of the study might be used as the basis fare the development of better strategy.