Exploring the factors affecting the purchase decisions of customers in online marketing in Bangladesh

Abstract

The research project aimed to explore the factors affecting the purchase decision of customers in online marketing in Bangladesh. A qualitative research approach was adopted, and 12 interviews were conducted with individuals from the management of different organizations. The interviewees were asked questions regarding their roles in the company, their experiences with online marketing agencies, and the factors that influenced their purchase decisions. The findings suggest that the reputation of the online company is the most important factor affecting the purchase decision of customers in online marketing in Bangladesh. Additionally, the price of the services and the trust in the online company were also ranked as important factors. Factors such as the punctuality and educational background of the salesman were ranked as the least important. The research recommends that online marketing agencies in Bangladesh should focus on building a strong online presence and reputation, offering competitive pricing, and investing in training and development programs for their sales team. By taking appropriate actions, online marketing agencies can improve their competitiveness and profitability in the market. Overall, this research provides valuable insights into the factors influencing the purchase decision of customers in online marketing in Bangladesh. The findings can help online marketing agencies in Bangladesh to better understand their customers and make informed decisions to improve their business operations.