The Perception and Approach of Bangladeshi Ready-made Garment Factory in the Current Context of Digital Marketing

Meheraz Zannat (), Tareq Iqbal () and Tamanna Tasnim ()

Asian Business Research Journal, 2024, vol. 9, 72-82

Abstract: As a catalyst, digital marketing promotes consumer interaction, recognition of the brand, and broadening company growth. Since the Bangladesh Ready-made garment sector makes a significant contribution to the economy of the country and engagement in the international market, the primary purposes of the study-the current scenario and perception of textile factories regarding digital marketing were analyzed using convenience sampling in a mixed-method approach and a self-made questionnaire, data from 29 factories. Descriptive statistics explored the factory's full consciousness of the effectiveness of digital marketing, but implementation and updates were slow and had limited benefits. It also attempts to develop hypotheses to observe which variables have a relationship with the factory’s initiative in digital marketing, and the Fisher exact test was applied. The odds ratio had helped for better interpretation, and most of the factories accepted that investment in digital marketing was worthy due to its cost effectiveness. Now the capabilities of digitalization are a matter of consideration, though sometimes factories are offered digital marketing from their suppliers, and then it’s easy to apply it to their buyers. Ultimately, building partnerships with technically sound companies and developing diversified items can help managers, owners, and stakeholders prosper in their worldwide business growth.

Keywords: B2B marketing; Digital marketing; Fisher exact test; Odds ratio; Ready-made garment factory. (search for similar items in EconPapers)
Date: 2024
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