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Drivers for Online Buying Behaviour in Bangladesh


Affiliations
1 Associate Professor, Department of Marketing Patuakhali Science and Technology University, Patuakhali, Bangladesh
2 Professor, Department of Finance and Banking Patuakhali Science and Technology University Patuakhali, Bangladesh
3 Professor, Department of Marketing Patuakhali Science and Technology University, Patuakhali, Bangladesh
     

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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.
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  • Drivers for Online Buying Behaviour in Bangladesh

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Authors

Afjal Hossain
Associate Professor, Department of Marketing Patuakhali Science and Technology University, Patuakhali, Bangladesh
Md. Hasan Uddin
Professor, Department of Finance and Banking Patuakhali Science and Technology University Patuakhali, Bangladesh
Imranul Islam
Professor, Department of Marketing Patuakhali Science and Technology University, Patuakhali, Bangladesh

Abstract


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