An exploration of online consumer buying behavior in context of Bangladeshi fast moving consumer goods industry

Abstract

With the aim to look deeply into the online buying behavior of consumers of the FMCG industry in our country Bangladesh, this report looks deeply into the behavior of consumers through surveys, expert interviews and secondary research to understand all aspects of both the consumer perspective as well as the rationality of the platforms compared to one another. The results show that younger groups in particular are increasingly favoring online FMCG buying. Drivers include perceived utility, affordability, and ease of usage. On the other hand, issues with product inspection restrictions and post-purchase services are present. It is essential for FMCG firms in Bangladesh to comprehend these characteristics. To capitalize on this expanding industry, the research suggests tactics to improve online presence, establish trust through quality control, and provide easy return policies.