Consumer Credit Services and Value Creation by the Lifestyle Activities of Bangladeshi Consumers

As middle class and fixed income group in Bangladesh are not solvent enough to pay the price of an essential product (TV, fridge etc.) at a time from their savings. They need consumer credit to buy these products for creating value by doing their lifestyle activities. The study provides an overview of developments in the Bangladesh banking sector with a focus on marketing of consumer credit services in Bangladesh. The purpose of the study is to describe the marketing of consumer credit services with the focus on value creation by the lifestyle activities of consumers of Bangladesh. Both the qualitative and the quantitative research have been conducted for this study. 576 respondents in a survey were asked to rate the importance of 15 lifestyle activities variables related to consumer credit. These data were tested via factor analysis (the principal components method with varimax rotation) by using SPSS program. The results show that people borrow money to buy household goods for creating value by doing their work, entertainment activities and social activities. The thesis will make contribution to our understanding that people need consumer credit for buying household goods to create value by their lifestyle activities.