Consumers’ Perceptions About Different Communication Channels in Bangladesh: A Comparative Study

The research explored Bangladeshi urban customers’ perception regarding the effectiveness of four different communication channels (Print media, TV, Radio, and social media) in terms of 16 attributes focusing convenience, relishing nature, dependency, and intrusiveness. Each of the platforms has its advantages and disadvantages. The findings revealed that social media is mostly used by consumers followed by TV and radio. It is found that print media (newspapers, magazines, etc.) still have their demand. The study noted that social media is convenient, enjoyable, pleasing and attention catching; also, the respondents found it informative, and information adequate. But they marked it as work disruptive, time killing, annoying, and objectionable. They also found it difficult to skip/ignore and not easy to reject. On the other hand, print media is found to be trustworthy, reliable, and quite informative. It is easy to reject and can easily retain messages, and not difficult to ignore. TV is found most entertaining, and to some extent enjoyable and accessible. The respondents also ranked it 2<sup>nd</sup> regarding work disruption, and time killer. Radio, on the other hand, found 2<sup>nd</sup> regarding annoyance and easy to reject.