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Submitted to:

Mahmud Zubayer

Sec-3

MKT201

BBA Department

Date:22.11.2012

Factors Influencing Consumers Buying Pattern towards Wimax Connection in Bangladesh.

(A study on Bangla lion)

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Group Members

Name ID

Tanjeeb Hossain Mazumder 11-3-10-093

Mohammad Mushfiqul

Haque Mukit

10-2-18-010

Nur-E-Hasin 11-3-10-137

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Acknowledgement

The unavoidable truth of the world is that behind any successful work there must be hand of

others. And we feel that our report for the course of The Marketing Management on one of the

most promising and important topics of the today’s business world “Factors influencing

consumers buying pattern” is a great key to success as any business should analyze factor

related to this before starting or planning their business and behind this achievement we need

to realize enormous help and organized comments of some helpful personalities.

Our first pledge of gratitude goes to our honorable course teacher Mahmud Zubayer, who gave

us the opportunity to prove our abilities in formatting a quality report, Not only that he was

always ready to lend a hand to solve our any sort of problems regarding the report as this will

let us know so many things that we were not aware of before and help us to gain practical

knowledge about that factor which influencing consumers buying pattern in Bangladesh. We

really feel proud of being his beloved students.

We are really thankful to some of our friends and well-wishers who were the real viewers and

helpers of this report. They always gave us new ideas and views to improve the quality of the

report. And they also were our source of aspirations of doing good job forever and a day.

Our parents, who are the closest person of ours in the world support and guide us while

preparing the report. We are obliged to them also.

Eventually, we recognize the Almighty who has blessed us with the abilities and patience of

doing any tough job easily.

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Table of ContentSerial No Topic Page No

01 Acknowledgement 302 Table of Content 403 Executive Summary 6

Chapter-1 (Introduction) 704 Objective of the study 8

05 Company profile 9-12Chapter-2 (Methodology of the study) 1305 Research method06 Primary sources07 Secondary sources

Chapter-3(Strength & weakness)12 Of the brand from an image perspective 1413 Of the product 15

Chapter-4 (factors influencing consumers’ buying pattern)15 Cultural factor 1616 Social factor 1617 Personal factor 1718 Psychological factor 1719 Buying decision process 1920 Defining marketing mix 20-21

Chapter-5 (Data analysis & interpretation) 2221 Statistical view 23-28Chapter-6 (Recommendations)22 Recommendations for bettermentSources

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Letter of Transmittal

November 22, 2012

Mahmud Zubayer

Assistant professor

Department of Business Administration.

Subject:-Submission of Assignment.

Sir,Most fervently this is to inform you that our great pleasure is to submit the assignment on segmentation, selection of target market and positioning of Bangla Lion. This assignment speaks about the Bangla lion internet modem. All the works presented here have been done with utmost sincerity. We have tried our level best to make this assignment comprehensive and informative which is according to the instruction that you have given us.

Encouraged by your mentoring we went beyond typical ‘observe –describe’ manner in preparing this report. Our endeavor was to attain a thorough understanding of the marketing strategy of a company.

Nevertheless, it will be our pleasure to clarify any matter regarding this assignment, thanking you and looking forward to receiving your cordial approval of our submission.

Sincerely yours,

Tanjeeb Hossain MazumderID: 11-3-10-093

Nur-E-HasinID: 11-3-10-137

Md.Mushfiqul Haque MukitID: 10-2-18-010

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Executive Summary

This proposal is intended for obtaining the approval of carrying out the marketing term paper

on

The topic -

“FACTORS INFLUENCING CONSUMERS’ BUYING PATTERN TOWARDs WIMAX MODEM IN

BANGLADESH- a study on BANGLALION WiMax Modem.”

In order to fulfill the requirements of conducting the practical marketing term paper for the

course of “Marketing management (MKT201)”.

WiMax internet is a new wireless internet technology to the Bangladeshi internet users, which

has been emerging during the last two years and replacing the broadband services at a fairly

quick pace. Though previously there have been some wireless internet service providers

operating in the industry, due to various reasons like high prices and low coverage, the concept

of wireless internet service couldn’t make its place in the crowd.

However, Banglalion Communication Ltd. promised to remove these shortcomings two years

back and quite successfully have started their operations. The significance and objectives of the

term paper, design of the research methods and schedule of the report submission are clarified

throughout the upcoming sections.

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INTRODUCTION

WiMax, the “Worldwide Interoperability for Microwave Access” is for mobile broadband

internet. It provides wireless data in a variety of ways, from point-to-point links to full mobile

cellular type access. WiMax internet also enables the users to experience rich multimedia

services on the go. This technology has the potential to do the same to broadband internet

access what cell phones have done to telephone access. It could replace cable and DSL services,

like how many people have given up their "land lines" in favor of cell phones. In recent days,

especially during this year and the previous year the internet service providing industry has

experienced a huge change that involved many new users subscribing in WiMaxservices and a

number of users of other means of internet services switching to the newly introduced service.

Banglalion Communications Ltd. introduced the people of Bangladesh to this wireless internet

service with a long list of promising service.

It has announced to be provided upon their launching. However, the company since then has

been spreading its network and coming up with new promotional efforts every day.

Banglalion announces, “We are committed to build a connected Bangladesh

Through wireless telecom solutions and create a new impact on our business, society,

economy,

Lifestyle and people surrounding us”

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Objectives of the Study

The primary objective of this study is to find out the -

“FACTORS INFLUENCING CONSUMERS’ BUYING PATTERN TOWARDS BANGLALION WIMAX

MODEM IN BANGLADESH”

SPECIFIC OBJECTIVES:

Being specific, the research should provide information on the following questions

(components of the broad problem statement) –

1. What are the factors contributing in customer satisfaction in terms of internet

services?

2. Do these factors vary when it comes to wireless internet service?

3. How Banglalion doing in terms of these factors?

4. How do the customers perceive the brands overall?

5. What are the influences working behind this perceived va

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COMPANY PROFILE

About banglalion:

Banglalion Communications Ltd (Banglalion) is the largest 4G Wireless Broadband operator in

Bangladesh which is using WiMAX technology at present and obtained nationwide license from

BTRC to provide Broadband Wireless Access services. Banglalion license covers Data, Voice and

Video. Banglalion now covers 7 divisional headquarters and 30 major districts of Bangladesh

and expanding rapidly with a goal to cover the whole country by the end of 2012. Banglalion is

proud to declare that it is the largest 4G network of Bangladesh in terms of coverage,

subscriber number and revenue.

The Technology:

Banglalion is now using the latest 4G WiMAX (Wireless Interoperability for Microwave Access)

technology allowing you to get as fast as 2 mbps speed which enables you to enjoy high speed

wireless mobile connectivity. Banglalion understands that people and businesses in Bangladesh

need and want faster, accessible, and affordable wireless broadband services. Banglalion is

working hard to ensure those. Banglalion is committed to bring the best of technology to you

by upgrading the technology as and when available.

Mission, Vision, Values:

Mission

Bring increased access to information.

Enable greater options for connectivity through mobility.

Empower more people to embrace a knowledge-based lifestyle.

Encourage development and dissemination of local content.

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Vision

“Banglalion strives to be the preferred wireless broadband provider for fastest access to useful

information and entertainment for a knowledge rich community”

Values:

Customers come first

Empowering people

Flexibility

Transparency

Community responsibility

Postpaid Packages

As of November 2012, Banglalion offers 13 different postpaid internet packages. These

packages come in different speeds and data volume options.

Banglalion's postpaid packages come in three different speeds. They are; 512 Kbits/s (Called

"Safari" packages), 1 Mbits/s (Called "Voyage" packages)and 2 Mbits/s (Called "Expedition"

packages).

Banglalion packages come with four different data bundles for the packages mentioned above.

They are; 7 GB, 14 GB, 25 GB and unlimited data (called "KING"). The 512 Kbits/s package also

has a 4.5 GB bundle which other packages don't have.

Prepaid Packages

As of November 2012, Banglalion offers 3 different prepaid internet packages. These packages

come in different speeds. The customer has the option of buying scratch cards to buy data

volume.

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Banglalion's prepaid packages come in three different speeds. They are; 256 Kbits/s, 512 Kbit/s

and 1 Mbits/s.

Banglalion offers three different scratch cards which customers can use to buy data. They are;

Tk. 150 which offers 450 MB usage with 10 days validity, Tk. 400 which offers 1.5 GB usage with

30 days validity and Tk. 600 which offers 2.5 GB usage with 30 days validity

Coverage

Banglalion currently covers 8 divisional

cities Dhaka, Narayanganj, Chittagong, Sylhet, Rajshahi, Khulna, Rangpur & Barisal. Major areas

of Dhaka city is already under its strong network and hoping to spread throughout the entire

country by the second quarter of 2013. Banglalion has already made a strong presence in

Chittagong by covering most major areas in the city with about 20+ BTSs. Meantime, network

rollout in other major cities such as: Munshiganj, Gazipur, Mymensingh, Comilla, Noakhali,

Laxmipur, Satkhira, Bogra, and Cox's Bazar have already begun.

Future Services of Banglalion:

Mobile IP Telephony.

E-Learning.

E-Entertainment

Video Conferencing.

Secured VPN

ATM Connectivity

IP PABX.

E-Health.

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MAN for Corporate offices having presence in different locations.

Remote Surveillance

Online Gaming Service

Company Information:

Banglalion Communications Limited is the largest 4G Wireless Broadband service provider of

Bangladesh in terms of coverage, subscriber number and revenue.

Banglalion was incorporated on September 05, 2008 as a private limited company.

Bangladesh Telecommunication Regulatory Commission (BTRC) awarded the Broadband

Wireless Access (BWA) operator license to Banglalion on November 18, 2008.

Banglalion became a public limited company on May 07, 2011.

Banglalion is planning to be listed with Dhaka & Chittagong Stock Exchange by mid of 2012.

The Authorized capital of Banglalion is BDT 5 (Five) billion, as of June 2011.

As of June 2011, the total investment in Banglalion is more than BDT 4.5 billion.

As of September 2011, Banglalion has a total workforce of more than 600 employees.

Banglalion Corporate Headquarter is located at Gulshan, Dhaka.

Major Shareholdings of Banglalion is as follows:

Shareholders Number of Shares Number of

Shareholders

% of Total

Sponsors

(Company/Institutions)

38,550,000 4 97.72%

Other shareholders (in

person)

900,000 6 2.28%

Total Shares 39,450,000 10 100%

Board of Directors:

Major (Retd.) Abdul Mannan Chairman

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Brig Gen (Retd.) Khaled A Karim Director

UmmeKulsumMannan Director

Mahmood Malik Director

SOURSES

Primary sources

METHODOLOGY OF THE STUDY

It is a descriptive natured report related with Market research. Data for this report is about real

life example has been collected by survey, directly meeting with the topic related people of

Wimax companies in Bangladesh. But most of the data that are needed to complete the report

has been collected from the secondary data sources like- Internet, journals, articles and books.

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Strengths and Weaknesses of the brand form an Image Perspective

Strengths:

Brand name

Colorful company logo

Marketing strategy and advertisement

E-Marketing

Event sponsor and participations

Weaknesses:

Unrelated logo and name with the core product

Missing specific mission or vision statement

Less Coverage for marketing and distribution

Lack of positive customer feedback

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Strengths and weaknesses of the product or service:

Strengths:

Internet speed is as good as told

Network Covered areas has the strongest network frequency as required

Online payment system made its customers more satisfied in terms of paying bills

Continuous and unbreakable packet delivery.

Flexible Pre-Paid service than other competitors

Weaknesses:

Lack of Network coverage

Dissatisfaction of customers because of Improper customer care management

Insufficient product category according to customer needs

High price of the product and service does not meet customer desire

Real time customer support and service management is not there

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Factors influencing consumers buying pattern towards Banglalion:

Cultural Factor:Cultural factors comprise of set of values and ideologies of a particular

community or group of individuals. It is the culture of an individual which decides the

way he/she behaves. In simpler words, culture is nothing but values of an individual.

What an individual learns from his parents and relatives as a child becomes his culture.

Business houses all over the world are using internet for the expansion of their

communication. The Product ‘’Banglalion’’ culturally established by the beliefs, values

and norms that largely defines their customer tastes and preferences. People absorb

almost culturally but not accepted it globally. World perceptions and pull marketing

can’t catch local customer and can’t change their relationship with local brand like

“Banglalion”.

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Social Factor:Social factors play an essential role in influencing the buying decisions of

consumers. Human beings are social animals. We need people around to talk to and

discuss various issues to reach to better solutions and ideas. We all live in a society and

it is really important for individuals to adhere to the laws and regulations of society.

Social Factors influencing consumer buying decision can be classified as under:

Reference Groups:Every individual has some people around who influence

him/her in any way. Reference groups comprise of people that individuals

compare themselves with. Every individual knows some people in the society

who become their idols in due course of time. Co workers, family members,

relatives, neighbors, friends, seniors at workplace often form reference groups.

Sometimes potential “Banglalion” buyers can get idea from this group.

Immediate Family Members:

Relatives

Role in the Society: Each individual plays a dual role in the society depending on

the group he belongs to. An individual working as Chief Executive Officer with a

reputed firm is also someone’s husband and father at home. The buying

tendency of individuals depends on the role he plays in the society.

Status in the society: An individual from an upper middle class would spend on

luxurious items whereas an individual from middle to lower income group would

buy items required for his/her survival.

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Personal Factor:Each person's distinct personality influences his or her buying behavior.

Personality refers to the unique psychological characteristics that lead to relatively

consistent and lasting responses to one's own environment. Personality is usually

described in terms of traits such as self-confidence, dominance, sociability, autonomy,

defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing

consumer behavior for certain product or brand choices.

For example, Banglalion marketers have discovered that highly uses of its modem tend

to be high on sociability. Thus, to attract customers, Starbucks and other cyber net

houses create environments in which people can relax and socialize on using of

steaming Banglalion net connections... Personal factor includes

I) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Lifestyle (v) Personality and self

concept.

Many marketers use a concept related to personality—a person's self-concept (also

called self-image). The basic self-concept premise is that people's possessions

contribute to and reflect their identities; that is, "we are what we have." Thus, in order

to understand consumer behavior, the marketer must first understand the relationship

between consumer self-concept and possessions.

Psychological Factor:The consumer buying process is a complex matter as many internal

and external factors have an impact on the buying decisions of consumers. Consumers

do not spend much time thinking about the purchase of low value products which are

bought on impulse. Manufacturers of such products will need to implement strategies

that encourage consumers to buy on impulse from them instead of their competitors.

Now-a-days internet service providers are growing on a large scale, This is why people

are think and asking for existing user advice before going to purchase, In case of

Banglalion wimax connection purchase people think a lot more than other broadband

service because it depends on wireless network and it’s coverage and also its product

category depending on what device can be used for better reception. On the other hand

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this more psychologically complicated product in Bangladesh in terms of getting a

internet connection. When consumers purchase high value products or non impulse

products, they often go through a set process. This process is discussed below. On the

next page there is a discussion of what influences consumer buying behavior and the

different types of buying behavior. Basically these Factors surrounded by Psychological

factors are-

I) Motivation (ii) Perception (iii) Learning (IV) Belief and attitudes

Motivation:-Motive (drive) a need that is sufficiently pressing to direct the person to

seek satisfaction of the need

Perception:-The process by which people select, Organize, and interpret information

form a meaningful picture of the world.

Learning:-Changes in an individual’s behavior arising from experience.

Beliefs and attitudes:-Belief is a descriptive thought that a person holds about

something

Attitude, a Person’s consistently favorable or unfavorable evaluations, feelings, and

tendencies towards an object or idea.

Buying Decision Process: Behind the visible act of making a purchase lays a decision

process that must be investigated. The purchase decision process is the stages a buyer

passes through in making choices about which products and services to buy.Five Stages

of Consumer Behavior:

1. problem recognition,

2. information search,

3. alternative evaluation,

4. purchase decision, and

5. Post-purchase behavior.

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Define the market mix: The marketing mix is . . . The set of controllable tactical

marketing tools – product, price, place, and promotion – that the firm blends to produce

the response it wants in the target market. [ Kotler and Armstrong -2010 ]

The concept is simple. Think about another common mix - a cake mix. All cakes contain

eggs, milk, flour, and sugar. However, you can alter the final cake by altering the

amounts of mix elements contained in it. So for a sweet cake add more sugar! It is the

same with the marketing mix. The offer you make to your customer can be altered by

varying the mix elements. So for a high profile brand, increase the focus on promotion

and desensitize the weight given to price. Another way to think about the marketing mix

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is to use the image of an artist's palette. The marketer mixes the prime colors (mix

elements) in different quantities to deliver a particular final color. Every hand painted

picture is original in some way, as is every marketing mix. Let’s look at the elements of

the marketing mix in more detail.

The marketing mix, also known as the 4P’s - product, price, promotion, anddistribution

(place) - translates into actions that should be performed in order toinfluence the

buyer.As per CECCONELLO and AJZENTAL (2008, p.163), and KOTLER(2009, p. 126), the

4P’s are described as:

Product:

Attributes of any good, service, idea, person, institution, etc. potentially has an

exchange value. It is featured byvariety, quality, design, brand, package, size, warranty,

reimbursement.

Price:

Attributes that reflect the cost of the product to the consumer,as the price itself,

payment conditions, acceptance or not of creditcards among others. It includes price

list, discounts, licenses,payment deadline, credit conditions.

Distribution (Place):

It is everything that relates to the distribution,physical location and logistics to make the

product arrives to thefinal consumer. It consists of channels, coverage, location, stock,

transport.

Promotion:

It is the active communication process of the attributesand benefits of a product for the

intended target market. It is characterized by sales promotion, advertisement, sales

force, public relations, direct marketing.

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CECCONELLO and AJZENTAL (2008, p.164) state that when a service isbeing offered,

three more P’s may be added to the 4P’s:

People:

They are the individuals involved in the service delivery (how they are trained, how they

behave in the service delivery, etc.

Processes:

Consist of the activities that the individuals perform to provide the service delivery

Physical evidence

: It is an element of the marketing mix which customers can actually experience or

visualize when they use a service, and which contributes to the perceived quality of this

service. It is the place where the service is delivered (airplane, doctor’s clinic,etc).

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Data analysis and interpretation:

Why customers buy Banglalion modem?

After analyzing the data, we have found some factors for which the consumers get influenced

the most:

Dedicated network for data/ internet service

The largest & fastest growing 4G WiMAX operator in the country

The only 4G WiMAX operator with a strong presence in 7 (seven) divisional cities and

more than 30 district head quarters

Stable and High-speed internet

Charges are on actual usage, upto byte level

Suitable for both Windows and Mac operating system

Above all, convenient internet plans

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Data analysis and interpretation:

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Source:http://www.banglalionwimax.com/

https://www.facebook.com/sayhalum

Here the graph shows, about the thousands of subscribers by year. At present, Banglalion

WiMax has 2,50,000 subscribers. Banglalion WiMax launched at the end of September 2009

and crossed 25,000 subscribers. But later in 2010 subscribers of Banglalion Wimax were 1,0000

and in 2011 they achieved more 1,00000 subscribers.

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Source:http://www.janaojana.com/q-6642

Here the graph shows, about the changes of price by year. At the beginning of BanglaLion

WiMax they charged 3,000tk. Later in 2010 they charged 1,426tk. In 2011, Banglalion WiMax

charged 999tk and finally in 2012 the price increases and now it’s 2,499tk.

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Source:http://ibanglalion.blogspot.com/2012/09/diet-plan-introducing-new-256kbps.html

http://www.facebook.com/BanglalionWiMAX.bd

Here the graph shows, about the percentage change in speed by year. At the beginning of

Banglalion WiMax in 2009, the percentages of speed were 60%. In 2010 speed increases and

became 65%. Later in 2011, percentage of Banglalion speed of WiMax increases from 65% in

2010 into 75%. At present, Banglalion WiMax has 85% speeds.

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.

Source:http://aisjournal.com/2010/12/17/honest-review-banglalion/

http://bmoninfo24.blogspot.com/search/label/Banglalion%20WIMAX

Here the graph shows, about the percentage change in network coverage by year. Banglalion

covered 60% of network and it remains the same in 2010. There was no change in percentage

of network coverage. In 2011 Banglalion covered 75% of network. Banglalion currently covers 8

divisional cities Dhaka, Narayanganj, Chittagong, Sylhet, Rajshahi, Khulna, Rangpur& Barisal.

Major areas of Dhaka city is already under its strong network and hoping to spread throughout

the entire country by the second quarter of 2013. Banglalion has already made a strong

presence in Chittagong by covering most major areas in the city with about 20+ BTSs.

Meantime, network rollout in other major cities such as: Munshiganj, Gazipur, Mymensingh,

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Comilla, Noakhali, Laxmipur, Satkhira, Bogra, and Cox's Bazar have already begun.Finally

Banglalion coveres 85% of network.

Nowadays, Internet modem, especially BanlgaLionWimax are of great demand and it’s been

widely used by the young generation. 75% of BanglaLionWimax is available in Dhaka. Uttara,

Gulshan, and Dhanmondi, these are some of the places in Dhaka where BanglaLionWimax is

available. It has 85% good network coverage everywhere in Dhaka. BanglaLionWimax is the

largest 4G network of Bangladesh in terms of coverage. Coverage of BanglaLionWimax is

spreading very fast as days pass by. There are only 5% network fluctuation and discontinuation

of network. Price of the modem is 60%-70% reasonable compare with other internet modem.

BanglaLionWimax speed is 80%-90% high compare with other internet modem and the speed is

constant. Its speed rises up to 40-50 KBPS and doesn’t fall down suddenly. The USB modem is

small in size and can be carried easily, no additional power is required. Plug and Play is quick.

There is no software to download or technician to wait for. It will be installed automatically

once you plug into the PC or Laptop. If a customer faces any problem with the modem, its

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problems are solved instant. Their service is very professional. You can get satisfactory service

at a cheaper price where other internet modem charges higher prices for better service.

References: http://aisjournal.com/2010/12/17/honest-review-banglalion/

http://www.facebook.com/BanglalionWiMAX.bd

http://ibanglalion.blogspot.com/

http://ibanglalion.blogspot.com/p/prepaid-plans-speed-512kbps-1mbps-tk.html

http://www.banglalionwimax.com/

http://en.wikipedia.org/wiki/Banglalion

http://www.slideshare.net

www.askme.com

www.facebook.com/sayhalum

www.janaojana.com

www.bmoninfo24.blogspot.com

www.ibanglalion.blogspot.com

www.google.com

www.enclopedia.com

Term paper seekers Best Wishes to you. If it’s really works of your purpose please

I will be hapy to mail me. Thanks .

mukit.3star@gmail.com