An Overview of Online Marketing: It’s Present and Future Prospect – A Study in Northern Region of Bangladesh

Md. Abdur Rouf and Md. Ashikul Islam

International Journal of Science and Business, 2019, vol. 3, issue 1, 97-110

Abstract: The objective of this research is to provide an inside scenario about the internet marketing in Bangladesh. Basically this study investigated the impact of prior purchase experience of customer, product quality, price, availability, distribution system and promotional programs on future purchase intention. Primary data were collected by using Dichotomous scale from the northern region of Bangladesh and the sample size was 150. In the present era, every business organization is using internet for conduction business activities. The Internet has become an indispensable tool for today’s businesses. Bangladesh has also stepped into the arena of e-commerce slowly but surely. Our study found that quality products, attractive promotional activities, efficient distribution channel, awareness about online marketing and product availability positively influenced purchase intention but prior online purchase experience, perceived social benefits and price can’t influence purchase intention in online shopping context. Our study will help the marketer for knowing the factors regarding the purchase intention of customers. The study was limited to the attitudes and perceptions of the selected sample respondents and may not be universally applicable. There was a possibility of the respondent bias in self-reporting perceptions of the survey. Prior research can’t describe the impact of prior purchase experience of customer, product quality, price, availability, distribution system and promotional programs on future purchase intention of customer. Upon the study results some necessary recommendations has been given in this study.

Keywords: Online marketing; product quality; price; availability; distribution system and purchase intention (search for similar items in EconPapers)
Date: 2019
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