Bangladesh flag Bangladesh: Buying and Selling

Advertising and marketing in Bangladesh

Marketing opportunities

Consumer Profile
Bangladesh is one of the poorest countries in the world and its population – the eighth-largest in the world - is very young and mostly rural. According to the IMF, the GDP per capita is around USD 2,120 in 2021, so still at a sub-Saharan Africa level. Although the number of middle-class and affluent consumers in Bangladesh remains small compared with those of other big emerging markets in Asia, Bangladesh is one of the fastest-growing markets worldwide. In 2015, the Boston Consulting Group projected that, by 2025, the annual income of around 2 million additional Bangladeshis will reach USD 5,000 or more. That means that they will be earning enough to afford goods that offer convenience and luxury, cosmetics and imported products. As of 2020, 22% of the population can be classified as a middle and affluent class, but the ratio is projected to reach 25% by 2025. In regional terms, forecasts indicate that by 2025, 63 cities in Bangladesh will have a middle and affluent class population of at least 100,000.
Consumers traditionally prefer to cook with fresh ingredients, but these habits have changed due to urbanization, decreasing family size, education and employment of women. The urban middle-class and upper-class consumers are buying more and more processed products and are gradually adopting a more consumerist lifestyle.
Consumer Behaviour
For the majority of Bangladeshi consumers, the main factor determining purchase decisions is price. However, compared to other consumers in Southeast Asian emerging markets, far fewer Bangladeshis say that price discounts can sway their decisions.
The social strata with the highest levels of education and students are paying increasing attention to the quality of products, their variety and hygiene. Consumers are highly loyal to brands, but they are also budget and quality conscious. Middle-class and upper-class consumers also take into account the appearance of products, as well as the ambience and comfort when making a purchase. Bangladeshi consumers intend to spend but are wary of debt: even though the majority of them expect their incomes to rise over the next future, they are restrained by concerns—due perhaps to social taboos or to a lack of familiarity with debt instruments—that they will run up debt that they won’t be able to repay.
Bangladeshis are increasingly purchasing online, though the e-commerce market is still not as big as in other neighbouring countries.
Consumers Associations
Consumers Association of Bangladesh
Main Advertising Agencies
Rectangle Communications

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Latest Update: April 2024