




































                     American International Journal of Multidisciplinary Scientific Research 

Vol. 12, No. 1; 2022 

                                       ISSN 2638-1249   E-ISSN 2638-1273 

Published by CRIBFB, USA 

 

37 

 

ANALYZING THE USES OF SOCIETAL MARKETING CONCEPT 

OF BANK: A STUDY ON A PRIVATE BANK 
 

Navid Jun Nu Rain 

Master of Business Administration 

Department of Marketing 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: navidjunnurain@gmail.com 

https://orcid.org/0000-0001-7403-6442 

 

Dipu Roy 

Bachelor of Business Administration 
Department of Marketing 

Faculty of Business Studies 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: dipuroymkt@gmail.com 

https://orcid.org/0000-0002-3291-7783 

 

Mijanur Rahman Molla 

Master of Business Administration 

Department of Marketing 

Faculty of Business Studies 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: mijanmkt53@gmail.com 

https://orcid.org/0000-0002-3737-3180 

 

Abdullah Al Mamun 

Master of Business Administration 

Department of Marketing 

Faculty of Business Studies 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: abdullahalmamun.mkt.84@gmail.com 

https://orcid.org/0000-0002-3437-1163 

 

Md. Azizul Islam Nayeem 

Bachelor of Business Administration 

Department of Marketing 

Faculty of Business Studies 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: 18mkt047nayeem@gmail.com 

https://orcid.org/0000-0003-3237-6486 

 

 

Received: February 22, 2021              Accepted: March 28, 2021             Online Published: April 12, 2022 

 

DOI: 10.46281/aijmsr.v12i1.1685            URL: https://doi.org/10.46281/aijmsr.v12i1.1685 

 

 

 

mailto:dipuroymkt@gmail.com
mailto:mijanmkt53@gmail.com
mailto:abdullahalmamun.mkt.84@gmail.com
mailto:18mkt047nayeem@gmail.com


 

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ABSTRACT 

In the era of globalization, every company is changing their marketing policy due to gradually increasing 

competitors in the existing market where social marketing is changing and maintaining the behavior of 

people a society. Nowadays social marketing is not a new concept in Bangladesh, especially in the 

banking sector. The main objective of this study is to analyze the uses of the societal marketing concept 

of a private Bank Limited. In this study, the quantitative and qualitative method is followed by the authors. 

To identify the social marketing concept qualitative and quantitative method is used in this study. A non-

probability convenience sampling method has been used for the study purpose. In this study, the targeted 

population was executives and customers of a private Bank Limited, Jhumjhumpur Branch, Jashore. Both 

primary and secondary data have been used in this study where primary data was collected from the 

survey questionnaire and the secondary was collected from different journals, newspapers, books, 

websites of banks, etc. For the study purpose, 100 sample sizes were taken and the researchers have used 

the Five-point Likert scale technique as sample scaling where 5=Strongly Disagree, 4=Disagree, 

3=Neutral, 2=Agree, 1=Strongly Agree. From the study, the authors suggested that the use of societal 

marketing is profitable for the marketer because it can easily grasp customers’ attention. 

 

Keywords: Social Marketing, Customers, Planning, Behaviors. 

 

JEL Classification Codes: M33, M40. 

INTRODUCTION 
Recently, every company is changing their marketing policy due to progressively increasing competitors 

in the existing market where social marketing is changing and maintaining the behavior of people a 

society (Akther et al., 2022; Akther et al., 2021; Karim et al., 2020; Karim et al., 2014). At present Banks 

are encounter with some challenges of adapting effectively to the changing environment in the context of 

globalization. As per Consumer Movement, Government Regulations and their structured view according 

the economic importance of Societal Marketing are not yet so much spread in the Banking sector in 

Bangladesh. They all are know that societal Marketing have some economic value. Banks can provide 

help to fulfill the social and environmental objectives by launching their Societal Marketing concept as a 

strategy for investment into their organizations strategy, management tools and operations. Societal 

Marketing concept is now a days a common phenomenon in Bangladesh and especially for the banking 

sector (Al Amin et al., 2021; Akhter, Karim & Islam, 2021; Akhter et al., 2020a; Akhter et al., 2021a). 

Almost all the bank of Bangladesh are using it as their own strategy and their own financial position 

(Akhter et al., 2020b; Akhter et al., 2021b; Ara et al., 2015; Rahaman et al., 2021). The societal marketing 

concept evolved from older CSR concepts and sustainable development and was implemented by several 

companies to improve their public image through customer and social welfare activities. The Banks 

provide different types of product and services by using societal marketing concept to its counter parts 

like, general banking services or finance or investing that results transaction of currency. To do this, they 

also need capital, assets and other resources. These elements of business results, changes in their capital, 

assets and other factors which effects directly in the bank’s performance (Rahaman et al., 2020; Islam & 

Barghouthi, 2017a; Islam & Miajee, 2018a; Islam & Miajee, 2018b; Islam, 2016a; Islam, 2016b; Islam, 

2016c; Islam, Alam & Al-Amin, 2015; Islam, 2015; Islam et al., 2014; Islam & Barghouthi, 2017b; Islam 

et al., 2021; Rahaman et al., 2021; Rahaman et al., 2022). At present, competition is higher in the market 

for every type of organization. That’s why this research paper is helpful for Banks to know the important 

of the uses of Societal Marketing in their organizations. So, if any banks want to maximize their profit 

they have to follow some unique and crucial strategy into their organization. That’s why the banks should 

understand about the societal marketing concept. In this study the researcher identify the uses of societal 



 

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marketing concept of bank and also gives some recommendation or guidelines for banks to use societal 

marketing concept as their marketing strategy. So, finally we can say that this research paper is more 

important for the banks to maximize their profit by serving the society. 

 

LITERATURE REVIEW 

Social marketing is focused on enabling, encouraging and supporting behavioural changes among target 

audiences (Karim & Mahmud, 2018; Akther et al., 2022a; Akther et al., 2020a; Rahaman et al., 2020). 

On the other hand, Social  marketing  as  a  distinct  discipline  aims  to  promote  behaviors  which  can  

benefit  individuals  as  well  as  the  overall  society  (Lefebvre, 2011; Rahaman et al., 2021; Rahaman 

et al., 2022). Besides, social  marketing  can  be  applied  to  different  situations  and  audiences  to  

influence  change   in   behavioral   patterns,   in   other   words,   social   marketing can be applied 

wherever there is a target audience and   a   behavior   which   should   be   changed/influenced   including  

but  not  limited  to  the  reduction  of  drunk  driving, convincing  people  to  use  public  transportation,  

increase  family planning in developing nations, urging people to use insecticide  treated  nets  to  prevent  

the  spread  of  malaria  in  African nations etc. ( Frantz et al., 2016; Rahaman et al., 2021). Furthermore, 

social   marketing   lies   its   audience   orientation  or  how  it  attempts  to  target  what  people  want  

and  the  reasons  for  their  actions/habits.  Social  marketing  takes    an    audience    centered    approach    

instead    of    an    organization  centered  approach  to  systematically  view  a  specific issue (Alamo et 

al., 2015). Therefore, Hence,   social   marketing   can   be   defined  as  harnessing  the  market  forces  

to  change  behavior  for  public  good  on  a  massive  scale (Peattie & Peattie, 2009; Rahaman et al., 

2021). According to Laasch and  Conaway (2014), researching the concept   of   social   marketing   in   

the   1950s,   mass   media   channels  including  television  and  radio  can  prove  to  be  an  effective  

means  of  promoting  social  ideals. The main objective of social marketing therefore is not to merely 

change attitudes or enhance awareness of a particular  problem,  but  to  empower  and  motivate  people  

to  fully adopt the desired behavior as a part of their daily lives (Opel et al., 2009; Rahaman et al., 2021). 

Moreover, Social marketers have described this preoccupation with the social consequences of marketing 

as ‘critical social marketing’ (Gordon et al., 2010), with the introduction of a critical dimension ensuring 

an understanding of both the good and the bad that marketing can bring to society (Hastings & Saren, 

2003). However, in a very real sense, social marketing is as much about community, relational and value 

dimensions, as well as economic relationships of a society-wide network (Peñaloza & Venkatesh, 2006). 

Henceforth, based upon a customer focus that considers the self-interested perspective of a target 

segment, social marketing has to successfully manage a multitude of varied, individualised target 

audiences. Communications and interactions are extensive and vital to the proper function of the relations 

(Coviello et al., 1997). Consequently, Social marketing puts the behavioural changing individual at the 

centre of the process and orchestrates a society wide network of relationships and partnerships to achieve 

such goals, extensive research, evidence based information and evaluation in decision making (Domegan, 

2008). 

METHODOLOGY 

In this study, both primary and secondary data have been collected where primary data were collected 

from the structured survey questionnaire and secondary data have been collected from different, journals, 

books, websites, company report etc. For the study purpose a non-probabilty convenience sampling 

method has been used because the population is unknown. This research is quantitative and qualitative in 

nature. The employees and customers of a private Bank Limited, Jumjumpur branch are the targeted 

population in this study. The structured survey questionnaire were two parts, first is demographic 

information and second is questionnaire. The sample size was 200 while five-point Likert scale has been 

used where (‘1=Strongly Agree, 2=Agree, 3=Neutral, 4=Disagree, 5=Strongly Disagree) in the study. 



 

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RESULTS & DISCUSSION 

 

Table 1: Response regarding the gender status of respondents 

 

 Frequency Percent 

FEMALE 60 30 

MALE 140 

 

70 

Total 200 100.0 

 

The above table shows that 60 % (N=60) respondents are male, and the rest of the 30% (N=) are female. 

This is the result of gender status respondents in this study.  

 

Table 2: Societal marketing is beneficial for private bank in Bangladesh  
 

 Frequency Percent 

Strongly agree 40 20 

Agree 110 55 

Neutral 30 15 

Disagree 10 5 

Strongly disagree 10 5 

Total 200 100.0 

 

This table above shows that 55% (n=110) of the respondents agreed that using societal marketing make 

more beneficial than other marketing strategy because it can grasp customer attention than other 

marketing strategy.  
 

Table 3: Societal marketing can increase customers of private bank limited  
 

 Frequency Percent 

Strongly agree 120 60 

Agree 30 15 

Neutral 20 10 

Disagree 30 15 

Strongly disagree 0 0 

Total 200 100.0 

 

This table above shows that 60% (n=120) of the respondents strongly agreed that using societal marketing 

increase customers than other marketing strategy because it can grasp customer attention than other 

marketing strategy. By the information of this table, this is the evidence that using societal marketing 

expand customers in private bank limited. 

 



 

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Table 4: Societal marketing concept is more convenient than other marketing concept 

 
 Frequency Percent 

Strongly agree 60 30 

Agree 110 55 

Neutral 20 10 

Disagree 10 5 

Strongly disagree 0 0 

Total 200 100.0 

 

This table above shows that 55% (n=110) of the respondents agreed that using societal marketing make 

is more convenient than other marketing strategy because it can grasp customer attention than other 

marketing strategy. By the information of this table, this is the evidence that using societal marketing 

make convenient than others marketing. 
 

Table 5: Most of the organization in our country nowadays use societal marketing 

 
 Frequency Percent 

Strongly agree 80 40 

Agree 100 50 

Neutral 10 5 

Disagree 10 5 

Strongly disagree 0 0 

Total 200 100.0 
 

This table above shows that 50 % (n=100) of the respondents agreed that societal marketing is used most 

of the private banks in Bangladesh. By the information of this table, majority of the respondents agreed 

private banks should use societal marketing. 
 

Table 6: Every private bank has budget for social marketing  

 
 Frequency Percent 

Strongly agree 60 30 

Agree 90 45 

Neutral 30 15 

Disagree 20 10 

Strongly disagree 0 0 

Total 200 100.0 
 
 

This table above shows that 45% (n=90) of the respondents agreed that private bank limited have budget 

for societal marketing. By the information of this table, this is the evidence that have budget for societal 

marketing in very private banking limited. 

 

Table 7: Societal marketing can change the economic situation in the society. 

 
 

 Frequency Percent 

Strongly agree 60 30 

Agree 90 45 



 

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Neutral 20 10 

Disagree 30 15 

Strongly disagree 0 0 

Total 200 100.0 
 

This table above shows that 45 % (n=90) of the respondents agreed that using societal marketing can 

change the economic situation in the society to enhance business than other marketing strategy. By the 

information of this table, this is the evidence that using societal marketing can change the economic 

situation at present, societal marketing has come to play a more important role. The paper tried to identify 

and analyze the uses of societal marketing concept of a private bank limited and also tried to recommend 

some guidelines for marketers who uses societal marketing strategy. The objective of the study was to 

identify the uses of Societal Marketing concept of a private Bank Limited. Though observational research 

method the researcher found that societal marketing of Bangladesh is totally new and some multinational, 

government, nongovernment company use societal marketing. In the past societal marketing were not 

used in Bangladesh but nowadays the uses of societal marketing is increased day by day. Some company 

uses societal marketing intentionally and also some company uses societal marketing unintentionally. But 

it is clear to say that societal marketing is used as a new marketing strategy in a private Bank Limited. 

The uses of societal marketing is fairly available in Bank. First, it can said that the uses of societal 

marketing is profitable for the marketer because it can easily grasp customer’s attention. Most of the 

employee and executives express their opinion that societal marketing is profitable for the business. 

Second, for the cause of grasping attention of customer quickly, it can increase sale of the company by 

using societal marketing. So it is clear that societal marketing increase sales. Thirdly, according to the 

findings societal marketing is beneficial because societal marketing can increase sale but that must be 

beneficial for the company and it could be done within very low cost. Lastly, Bangladeshi banks are 

pleasant who used to societal marketing in business because societal marketing in business is profitable. 

According to the major findings of this project paper unconventional and surprising activities of societal 

marketing to attract customer’s attention as a surprising or unconventional advertising in Banks works 

well and become profitable. Which Banks product are mostly used for societal marketing are known to 

the stakeholders. Most of the customer didn’t know how the banks uses societal marketing with them to 

promote or position their products. This report helps the customer and also the employees to understand 

the societal marketing concept or strategy. The recommendations for marketing executives should be 

seen as advice to marketing firms that use societal marketing strategy and want to make banks products 

sold by using societal marketing and want to attract the attention of their customers. Banking executive 



 

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have to make such surprising marketing contents that attract the customer’s attention. Besides, Banker 

should avoid illegal way of marketing. They should add some interesting and legal features and finally, 

to avoid the contents which are restricted banker should use contents that people perceive interesting or 

surprising (Alhassan et al., 2021; Al Amin et al., 2020; Gazi et al., 2021; Hossain et al., 2021; Al Asheq 

et al., 2022).  

CONCLUSION 

Banking executive have to make such surprising marketing contents that attract the customer’s attention. 

Banker should avoid illegal way of marketing. They should add some interesting and legal features. To 

avoid the contents which are restricted banker should use contents that people perceive interesting or 

surprising. Societal marketing user should be more creative and carry a deep knowledge about marketing 

and societal marketing. Banking executives should try to avoid showing societal marketing on shopping 

area. Rather they should use those on working area. Banker should use form of creative societal marketing 

which is rare in our country. It can attract customer’s attention as a new form. Banker should not use bad 

contents in societal marketing as those become really frustrating for customers. They should to avoid it 

when designing their marketing program. The major finding of the report is to analyze the uses of Societal 

Marketing concept of a private Bank Limited. The findings of the research also suggested that uses of 

Societal Marketing concept of a private Bank Limited in Bangladesh that societal marketing is already 

used in Bangladesh. It have a lot of benefits and societal marketing can easily grasp customer attention 

with in low cost also very quickly than other marketing strategy. 

 

AUTHOR CONTRIBUTIONS 

Conceptualization: Navid Jun Nu Rain, Dipu Roy, Mijanur Rahman Molla 

Formal Analysis: Navid Jun Nu Rain, Dipu Roy, Abdullah Al Mamun, MD. Azizul Islam Nayeem 

Funding Acquisition: Navid Jun Nu Rain, Abdullah Al Mamun, MD. Azizul Islam Nayeem 

Investigation: Navid Jun Nu Rain, Dipu Roy, MD. Azizul Islam Nayeem 

Methodology: Navid Jun Nu Rain, Abdullah Al Mamun, MD. Azizul Islam Nayeem 

Project Administration: Navid Jun Nu Rain, Dipu Roy, MD. Azizul Islam Nayeem 

Resources: Navid Jun Nu Rain, Dipu Roy, Mijanur Rahman Molla, Abdullah Al Mamun, MD. Azizul 

Islam Nayeem 

Software: Navid Jun Nu Rain, Abdullah Al Mamun, MD. Azizul Islam Nayeem 

Supervision: Navid Jun Nu Rain, Dipu Roy, Mijanur Rahman Molla, Abdullah Al Mamun, MD. Azizul 

Islam Nayeem 

Validation: Navid Jun Nu Rain, Dipu Roy, Mijanur Rahman Molla, Abdullah Al Mamun, MD. Azizul 

Islam Nayeem 

Visualization: Navid Jun Nu Rain, Dipu Roy, MD. Azizul Islam Nayeem 

Writing – Navid Jun Nu Rain, Dipu Roy, Mijanur Rahman Molla 

Writing – Review & Editing: Navid Jun Nu Rain, Dipu Roy 

 

CONFLICT OF INTEREST STATEMENT 

The authors declare that they have no competing interests.  

 



 

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ACKNOWLEDGEMENT 

All authors contributed equally to the conception and design of the study. 

 

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