Bangladesh last three decades, Bangladesh has achieved noticeable success

Bangladesh is a Next Eleven developing country in the world economy. Its total population is 159,147,170 placing it eighth globally. The Bangladesh banking sector is one of the most prosperous industries in the Indian sub-continent, with foreign investors progressively paying more attention to grasp this sector. Therefore, there is an urgent need to look into the banking sector of Bangladesh. There are 62 banks with 8,794 branches operating in this country. Over the last three decades, Bangladesh has achieved noticeable success in accessing banking services. The population per branch was 57,700 and 20,162 respectively, in 2007 and 2010. Now, in 2014, the population per branch is 18,098. The statistics show that people are increasingly receiving banking services in the context of the number of branches. It is also evident that bank competition is increasing day by day. This is a very much challenging issue to choose a potential service provider. It is also challenging for the young generation as their mind is continuously changing over time. To cope with the intensified competition in the Bangladesh retailing banking market, bankers have become increasingly sophisticated in their marketing practices and rely more on the concepts of market segmentation and targeting. On the other hand, with the recent rapid increase in numbers of young professionals and their prospective demand for various banking products after graduation, bank marketers have begun to target this group of young professionals so as to “catch them early”. The potential young professionals (aged 18-30) in Bangladesh have been focused on a crucial segment. This has been considered as the attractive and one of the most potential segments of commercial banks. The segment of this industry provides an excellent opportunity for various reasons. Mostly, 33.7% of Bangladesh’s total populations are young professionals in general (age 18-30) which constitute a sizeable market segment. This has encouraged some commercial banks to open particular accounts for young customers. In order to formulate the strategy properly, a thorough study concerning the banking behavior of this could-be lucrative segment is deemed to be necessary.