Relationship between socio-economic status and online buying habits of consumers in Bangladesh

Abstract

This research mainly focuses on examination of the digital marketing buyer’s perspective with reference to select e-commerce companies. The consumer behavior is always changing in nature which is evident from various studies that have been conducted in the field of marketing. The digital marketing provides the consumer with lot of information about product, price ranges, alternatives and substitutes and other core dimensions of the product. The main objective of this research is to determine the factors that are influencing the consumers and their perception towards buying the products that are marketed digitally. Dhaka is one of the developing cities to investigate the online buyer’s expectation level and their perceptions towards digital marketing. Semi structured interviews for qualitative data and e-commerce websites, magazines, digital marketing books, periodicals and Internet were approached for secondary data. The primary data were collected from 692 online buyers from 4 revenue divisions in Dhaka district through non-probability sampling technique. Structural equation modeling has been used in this research for the data analysis. It is found that the frequency of online purchases has been increasing among the buyer of Dhaka district, which is evident from the response of the consumers, involved in the study. The results stated that the e-commerce company Amazon is performing well in the study area as per the opinions of the consumers involved in study. The future growth of the digital marketing is depending on the expansion strategies of companies which aim to provide consumers with constructive promotional offers, promising after sales services and protecting the financial information of the consumers of online platforms.