Bangladeshi Consumers Research Articles

Impact of Electronic Word of Mouth (e-WOM) on Brand Image and Online Purchase Intention: The Perspective of Bangladesh

The purpose of this paper is to measure the impact of electronic word of mouth (e-WOM) on brand image and online purchase intention of shopping products among Bangladeshi consumers. Bangladesh is experiencing rapid growth in terms of e-business and e-commerce. Consequently, the practice of online shopping is gaining popularity in Bangladesh; investigation regarding the impact of e-WOM and brand image on online purchase intention has remained mostly unexplored in Bangladeshi context. Therefore, it will be an interesting finding to see how e-WOM affects the brand image and online purchase intention of shopping products in Bangladesh. Necessary data is collected through a structured online questionnaire from 233 Bangladeshi university students who are familiar with e-WOM and online purchase phenomenon. Non-probability convenience sampling technique is used for sample selection. Overall data were analysed with the help of IBM SPSS Statistics 22 and AMOS version.23 Structural equation modeling (SEM). Results from data analysis show that e-WOM affects both brand image and purchase intention positively. This present study on Bangladeshi consumers’ online buying intention could provide a better understanding of customer adoption of the Internet as a shopping and transaction channel. Findings of this research can help marketers to improve online shopping practice in Bangladesh. As the growth of e-commerce in Bangladesh, there is a crucial need to be aware of what makes Bangladeshi consumers shop online. Furthermore, the research could hypothetically subsidize to the literature of e-WOM on the online purchase intention in Bangladesh.

Consumer Preferences for Fish Attributes in Bangladesh: A Choice Experiment

Over the last decade, there has been a rapid increase in aquaculture in South and Southeast Asia, and both domestic and imported farm-raised fish are now readily available in local markets. However, few consumer studies of fish preferences have been conducted in South and Southeast Asian markets. A choice experiment was conducted at the consumer level in three cities, and the data were analyzed with a mixed logit model in willingness-to-pay space. The results showed that on average, consumers were willing to pay more for indigenous than for foreign fish species. Furthermore, they preferred domestic to imported production and fresh to frozen fish. However, Bangladeshi consumers were not willing to pay a significant premium for wild-caught fish. The lack of consumer differentiation in regard to the production method is promising for aquaculture in this region and provides hope for reducing the pressure on wild fisheries.

Factors affecting consumers’ purchase intention for counterfeit luxury goods in Bangladesh

The purpose of study is to examine the factors behind the purchase intention for counterfeit luxury goods in Bangladesh using the Theory of Planned Behavior (TPB). This research also sought to measure the effect of product attribute, brand image, level of income, price, and gender regarding the purchase intention for counterfeit luxury goods. Data were gathered from a sample of 242 individual respondents living in different areas of Dhaka city who had experience of purchasing various counterfeit luxury goods. A structured questionnaire was used to obtain survey data through a personal interview. Descriptive statistics, reliability statistics, one-way ANOVA, and multiple regression analysis have been used to analyze the collected data. The results show that among five factors, only three of them, such as product attribute, brand images and level of income, are more influential predictors in purchase intention for counterfeit luxury items than price and gender. The findings of the study show a better understanding based on a developing country on how these factors affect purchasing intention of counterfeit luxury items. Thus, the study intends to identify different socio-demographic and behavioral predictors in terms of counterfeiting luxury goods. The result depicts that comparing to original products, Bangladeshi consumers are more prone to use counterfeit luxury items to maintain social values and status. Finally, limitations and managerial implications of the study, along with future research avenues, have been discussed.

Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market

This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, and brand loyalty) toward online consumers, which in turn may lead to buying commitment. In total, 564 Bangladeshi consumers were surveyed to monitor their responsiveness toward social media-aided motivations. We selected the online buying environment in Bangladesh, which is an emerging market established less than one decade ago. We specifically choose the entire local fashion industry as our target market, excluding the websites of international fashion brands operated overseas. We used the holistic concept of the five aspects of SMM, namely, interaction, entertainment, customization, electronic word of mouth (eWOM), and trendiness. Moreover, we statistically calculated the performance of social media through the consequences of five measures, namely, brand loyalty, brand preference, brand attachment, brand association, and buying commitment. We used regular linear multiple regression, correlation, and descriptive statistics to obtain statistical results. The study found strong evidence that SMM efforts (SMMEs) of the local Bangladeshi fashion industry are successful in establishing consumer attachment and preference. However, they fail to secure committed buyers when the measurement scale is below 50%. In line with the results of previous studies on consumer loyalty, our results demonstrate that SMMEs fail to create committed buyers. Lack of loyalty and association drive consumers to become uncommitted buyers.

Changes in Attitudes towards Advertising: 2007- 2018 Evidence from the New Generation Bangladeshi Consumers

This paper presents a comparison of the attitudes of New Generation Bangladeshi consumers (18 – 24 years old) towards advertisement 10 years apart – in 2007 and 2017. Within five years of gaining independence in 1971, Bangladesh abandoned her socialistic path of economic development to adopt the capitalistic alternative. By the early 2000s, the country experienced substantial economic growth which resulted in the emergence of a “new rich urban consumer class. To attract these consumers, the then infant advertising industry in Bangladesh started to grow at a fast pace; but neither the marketers nor the advertisers had a clear understanding of the attitudes of these consumers towards advertising. In 2007, I conducted an empirical research that examined the perception of these consumers on various aspects of advertising as well as their media usage behaviour.Bangladesh economy made spectacular progress during the last decade resulting in the fast-paced development of a better organised consumer market and a thriving advertising industry to support the current new generation Bangladeshi consumers who are more affluent, technology savvy and who seek better information. This study examines the perception of these consumers on various aspects of advertising as well as their media usage behaviour and compares them with the responses of their cohorts of 2007. The analyses of the data reveal discernible differences in the attitudes of the two similar groups. The paper tries to explain the reasons for the differences and argues that they have important implications for the consumer marketing and advertising industry in Bangladesh.

Consumers' purchase intention towards certified Halal foods

The purpose of this study is to identify different factors affecting consumers' purchase intention (PI) towards certified Halal food products in Bangladesh. A structured questionnaire was used to collect responses from consumers. Data were collected from 300 respondents using the conveniencesampling method. After assuring the reliability and validity of scale items, structural equation modelling (SEM) was performed to test the model. Study revealed that perceived behavioural control (PBC) and consumer perception (CP) are important factors to explain the purchase intention of Bangladeshi consumers. The model proposed by this study showing the factors influencing purchase intention towards Halal foods will give the marketers an indication of which factors they should consider. Ideally, this study is important because of its contribution towards an insight on how consumers are becoming more conscious about certified Halal foods.

Consumers' purchase intention towards certified Halal foods

The purpose of this study is to identify different factors affecting consumers' purchase intention (PI) towards certified Halal food products in Bangladesh. A structured questionnaire was used to collect responses from consumers. Data were collected from 300 respondents using the conveniencesampling method. After assuring the reliability and validity of scale items, structural equation modelling (SEM) was performed to test the model. Study revealed that perceived behavioural control (PBC) and consumer perception (CP) are important factors to explain the purchase intention of Bangladeshi consumers. The model proposed by this study showing the factors influencing purchase intention towards Halal foods will give the marketers an indication of which factors they should consider. Ideally, this study is important because of its contribution towards an insight on how consumers are becoming more conscious about certified Halal foods.

Analysing Bangladeshi Consumers’ Satisfaction and Preferences of E-banking Services in Small to Mid-sized Enterprises (SMEs)

The acceptance of Internet technologies has increased constantly and rapidly in the era of information technology. It gives flexibilities to access e-banking systems on demand. This research discusses the success of e-banking in small to mid-sized enterprise (SMEs) of Bangladesh, the current e-banking infrastructure and the future organisational plan for it. This research used the secondary research data and methods to provide a broad scenario of e-banking in Bangladesh and how to overcome the barriers in SMEs of Bangladesh for e-banking adoption. This research also analyses the data collected from Bangladeshi government and non-government organisations and banking sector and gathers answers from e-banking experts, IT educators, learners and academics through an interview. Data were also collected through interviews conducted from Bangladesh e-banking-based organisations and its professionals. Also, this research highlights the issues and factors related to e-banking, e.g., cybercrime and try to discover the probable obstacles and prospects to make an active solution of Bangladesh’s e-banking. Keywords: E-banking, small to mid-sized enterprises (SMEs), satisfaction, preferences, Bangladesh

Bangladesh’s Dynamic Toilet Soap Market: The Case of Keya

The case study focuses on one of the oldest local soap companies in Bangladesh, Keya Cosmetics Ltd. It portrays the toilet soap market and elaborates on the national and international soap companies operating in the country. Despite the global shift in purchase patterns towards liquid and gel soaps, many Bangladeshis (particularly of the lower socio-economic classes) still prefer the traditional bar soaps for all kinds of cleansing needs. The study specifically highlights the above the line (ATL) and below the line (BTL) strategies used by the brand Keya. The ATL strategies are then further broken down to a number of different channels being used such as television commercials (TVCs) and sponsorships followed by BTL strategies consisting of the usage of social media to reach its customers. Thereby, in order to maintain a balance between adjusting to the modern-day trends as well as preserving the Bangladeshi consumer base, Keya Cosmetics must scrutinize the current market and formulate the best possible market strategy for the upcoming years. The case study sheds light on the needs of the diverse market and brand issues as well as the future scopes of the toilet soap market.

Fashion attributes preferred by young Bangladeshi consumers while buying casual clothes

PurposeThe purpose of this paper is threefold: first, to identify a list of fashion attributes preferred by young Bangladeshi consumers while buying casual clothes; second, to test the applicability of Kano’s quality theory in the apparel industry; and, finally, to explore the differences in fashion priorities between male and female consumers.Design/methodology/approachThis study is based on primary data collected through a survey from 1,177 young consumers of urban Bangladesh. Structural equation modeling was used to develop the attribute index. Also, convergent and discriminant validity and construct reliability of the index were tested.FindingsThe study offers a four-dimensional 19-item index representing the desirable fashion attributes. This paper also confirms the applicability of Kano’s theory in the apparel industry. Results revealed that “well-designed casual attires” and “discount offers” are top-ranking attributes as perceived by both male and female consumers. However, there are differences in the preferences. Women prioritized irritation-free, durable and soft fabric, whereas men preferred attributes such as suitability of color and functionality in the workplace.Practical implicationsThe findings of the study provide clothing suppliers of Bangladesh with information that may be utilized while preparing their options. For instance, as casual clothes are frequently worn and washed, a quality fabric that looks good even after several washes is highly recommended. Dress manufacturers need to offer colorful attires to women, whereas for men, more color options should be available. Casual clothes should be made in a way that they are acceptable in the community and workplace.Originality/valueAs research on exploring desirable fashion qualities in developing markets (especially in South Asian region) is rare, this study is contributing to the literature by offering validated apparel attribute index.

Purchase Intension of Second Hand Product that Unconsciously Move toward Voluntary Simplicity: A Netnographic Observation from Sweden and Bangladesh

Voluntary simplicity is one of the desired lifestyle that modern consumers wants to live. But, becoming voluntary simplifiers is not an easy task. There are several ways of becoming voluntary simplifiers and one of the common way is buying second hand products. Purchase intension of second hand consumers is maintained by consumers’ conscious and unconscious mind. Unconscious mind mainly decide whether a consumer will go for the second hand product or not? In this study, consumers of Sweden and Bangladesh has been focused to check their purchase intension of second hand product that unconsciously move them to become voluntary simplifiers. From the Netnographic observation, it has been found that, Bangladeshi consumers are more voluntary simplifiers than that of Swedish consumers because of their unconscious mind.

A study to analyse Bangladeshi consumers’ e-commerce security and privacy satisfactions in small to mid-sized enterprises (SMEs)

E-commerce is playing a fundamental part in changing the old economy into a rapid new economy for the world. The aim of this paper is to develop a model of cyber security by increasing an e-commerce success, termed e-commerce security and privacy satisfaction (ESPS). This paper also involves about various security and privacy factors in e-commerce operation for evaluating ESPS. Though e-commerce is still not being used comprehensively in Bangladesh and also, not fully convinced of the reliability of using e-commerce in business, this paper will let the users in Bangladesh bring the glorious opportunity of e-commerce. Keywords: E-commerce,e-commerce satisfaction,security and privacy factors,small and medium enterprises (SME)

Bangladeshi consumers' intentions towards purchasing meat

The aim of this study is to explore how consumers' cognitive and affirmative interpretation about meat attributes influences their intentions for purchasing meat in Bangladesh. In all, 286 data points were analysed using Cronbach's alpha, test of normality, exploratory factor (EFA), confirmatory factor analysis (CFA), and structural equation model (SEM) to test the validity of the model. The findings show that consumers' cognitive and affirmative interpretation about meat prices is statistically significant, which positively motivates customers to purchase meat. However, when health benefits, purchase convenience and availability of meat are interpreted by consumers' cognition and affirmation, they do not statistically and positively influence consumers' intention to purchase meat. In addition, consumers' family size and their regular habits increase their intention to purchase meat. Therefore, this empirical study provides guidance for meat stakeholders to develop strategies for preventing food adulteration, increasing consumers' purchasing interest and expanding meat markets in Bangladesh.

Bangladeshi consumers' intentions towards purchasing meat

Bangladeshi consumers' intentions towards purchasing meat

Impact of Digital Marketing as a Tool of Marketing Communication: A Behavioral Perspective on Consumers of Bangladesh

This study shows the impact of digital marketing on behavioral prospect of consumers of Bangladesh. For conducting this study a sample of Bangladeshi consumers are surveyed to attain their behavioral pattern on digital marketing. Modern day marketing has been going through a radical change. Fast moving marketing trends based on the growth and innovation of new technologies as well as portable communication devices influencing the customer behavior significantly. A well designed marketing plan with specific digital marketing tools is the demand in the integrated marketing communication plan for this tech friendly environment. High speed internet connectivity brings massive number of young crowd in social media indicating marketer should be more focused and concentrated in digital marketing tools for effective and efficient targeting of market as well as to achieve other organizational goals.

Bangladeshi consumers' purchasing intention towards organic meat

The study investigates how consumers' psychological interpretation about organic meat's attributes stimulates their intention to purchase the meat in Bangladesh. The study included 320 selected organic data points, which have been analysed through Cronbach's alpha, test of normality, EFA, confirmatory factor analysis (CFA) and SEM to find valid result. The study finds that, apart from general attributes such as health benefits, verbal recommendations, purchase convenience and availability, which are important, statistically significant and positively affect consumers' intention to purchase the meat, consumers' cognitive and affirmative interpretation of organic meat's price does not statistically affect the consumers' intention to purchase the meat. The study also suggests that consumers' age, gender, number of children and regular habit of purchasing organic meat enhance them toward the intention to purchase the meat. Considering the empirical findings, stakeholders can select the appropriate marketing strategies for the development of the organic meat market in Bangladesh.

Bangladeshi consumers' purchasing intention towards organic meat

The study investigates how consumers' psychological interpretation about organic meat's attributes stimulates their intention to purchase the meat in Bangladesh. The study included 320 selected organic data points, which have been analysed through Cronbach's alpha, test of normality, EFA, confirmatory factor analysis (CFA) and SEM to find valid result. The study finds that, apart from general attributes such as health benefits, verbal recommendations, purchase convenience and availability, which are important, statistically significant and positively affect consumers' intention to purchase the meat, consumers' cognitive and affirmative interpretation of organic meat's price does not statistically affect the consumers' intention to purchase the meat. The study also suggests that consumers' age, gender, number of children and regular habit of purchasing organic meat enhance them toward the intention to purchase the meat. Considering the empirical findings, stakeholders can select the appropriate marketing strategies for the development of the organic meat market in Bangladesh.

Investigating Factors Influencing Consumer Attitude toward SMS Advertising: An Empirical Study in Bangladesh

<p>This study aims to empirically investigate the significant factors that influence consumer attitude toward SMS advertising in Bangladesh. At present, SMS advertising is being considered as a trendy mobile marketing channel to reach the consumer in an efficient manner. Though, many studies have been conducted to identify factors that impact the consumer perception regarding SMS advertisements, very few of them have considered Bangladeshi consumer. This study has developed and tested a conceptual model with a sample of 375 Bangladeshi students using Structural Equation Modelling. In addition, T-test is used to observe the differences in attitude based on gender. The results indicate that SMS credibility, advertiser credibility and incentive have positive significant influence, whereas irritation and consumer inertia have negative significant influences. Moreover, attitude toward SMS advertising is found similar among male and female consumer. This paper ends with a comparative discussion of relevant studies in SMS advertising context and provides recommendations for advertisers and future SMS advertising research. </p>

Analyzing Factors that Affect Green Purchase Behavior: From the Context of Bangladeshi Consumers

Analyzing Factors that Affect Green Purchase Behavior: From the Context of Bangladeshi Consumers

Analysing Bangladeshi consumers’ e-commerce security and privacy satisfactions in small to mid-sized enterprises (SMEs)

<p>The world has entered the new millennium with great hopes. E-commerce is playing the central role in transforming the old economy into the high speed economy. E-commerce has created a vast range of business opportunities for both firms and individuals in developing countries to market their products and services abroad and earn foreign exchange for the countries. While many E-commerce systems have been implemented successfully in the special business industries, a considerable number have been unsuccessful. This study aims to block this space by developing an effective assessment of E-commerce success, termed E-commerce Security & Privacy Satisfaction (ESPS). This study brings about the analysis of Security & Privacy Factors (SPFs) in E-commerce implementation. An attempt has been made to focus on E-commerce implementation in Bangladesh and identify the crucial barrier–cybercrime. This study also aims to design some ideas that will allow the users in Bangladesh to deal with e-commerce with safety and without cybercrime. To provide a firm stand for the study, various theoretical studies are analysed and examined allowing for in-depth knowledge on ecommerce in Bangladesh. In order to fill the gap between theoretical information and actual practices in the context of e-commerce, and security and privacy satisfaction in Bangladesh, it is very important to collect field data. The scope of this field research covers an interview of students, Academics, Government Officials and IT Professionals. As there is at present no benchmark for measuring ESPS, this study has implemented a qualitative research method. This research is the first relative lesson into small and medium enterprises, SMEs, using secured E-commerce systems in Bangladesh.</p><p>Keywords: E-Commerce, E-Business, Security & Privacy, E-commerce Satisfaction, Security & Privacy Factors, Evaluation, Service Commerce, Small and Medium Enterprises, SMEs.</p>