A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Hossain, Afjal
- Drivers for Online Buying Behaviour in Bangladesh
Authors
1 Associate Professor, Department of Marketing Patuakhali Science and Technology University, Patuakhali, BD
2 Professor, Department of Finance and Banking Patuakhali Science and Technology University Patuakhali, BD
3 Professor, Department of Marketing Patuakhali Science and Technology University, Patuakhali, BD
Source
Abhigyan, Vol 39, No 1 (2021), Pagination: 22-31Abstract
Online shopping is developing rapidly now-a-days. A peep into the exponential growth of the fundamental players in this industry indicates that there is an enormous store of market potential for online shopping. The convenience of online shopping renders as adeveloping trend among consumers of a developing country like Bangladesh. The predominance of online shopping has raised the interest of the retailers to focus on this area. Therefore, this studyis used to identify the drivers influencing online buying behaviour in Bangladesh. A survey was conducted among 200 respondents from four different districts in the southern part of Bangladesh through a structured questionnaire. At first, factor analysis has been applied to find out the factors influencing online buying behaviour and finally, multiple regression analysis was conducted to estimate the relative importance of each of the factors. Results indicate that a consumer purchase online products two times in a month. The results also show that physical benefits are the most important factor for online shopping whereas trust of the webpage, transaction cost and product information may influence the online buying decision. The implication of the study is that the online sellers should care about the marketing activities of the online goods with a view to increase their sales growth in future.Keywords
Buying Behaviour, Clothing Products, Online, Robust Estimation and Bangladesh.References
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- Tourism for Entertainment: Using an Expanded Marketing Mix in a Post-Pandemic Situation
Authors
1 Professor, Department of Marketing, Patuakhali Science and Technology University, Dumki, Patuakhali, BD
2 Lecturer, Department of History, Shahid Ziaur Rahman Degree College Saheberhat, Barishal, BD
Source
Abhigyan, Vol 41, No 3 (2023), Pagination: 2-12Abstract
The growth of tourism affects not only the activities directly linked to tourism but also other sectors of the world economy, particularly in developing countries like Bangladesh. The study aims to identify the importance of the expanded tourism marketing mix. Both primary and secondary data were collected to develop the marketing strategy for the tourism business in Bangladesh. A multiple regression model was applied to identify the parameters of the tourism marketing mix, and the result shows place is the most influential marketing mix for choosing a tourist spot during the COVID-19 pandemic. In the expanded marketing mix, people and physical evidence are also highly important for tourists’ visits during the pandemic period. The study implies that the actors in this sector should focus on each service marketing mix. The study guides policymakers in the industry for the post-pandemic period.