Attitude towards Internet Marketing in Bangladesh: Special focus on Social Network Websites

Abstract

This paper proposes a framework for enhancing our understanding of consumers’ attitudes toward online marketing. In line with many e-marketing researches concerning the factors contributing to consumer satisfaction of online shopping experiences, this paper reports that utilitarian online shopping orientation, hedonic online shopping orientation, convenience, customer service, wider selection and price are dominant factors which influence consumer’s attitude toward online shopping. The first chapter of this paper contains introduction and problems discussion for this report, which contains different aspects of internet marketing. The second chapter contains the research methodology for doing this survey. The third chapter contains the literature review for this thesis paper. And the forth chapter contains the findings of the study. As the social networking websites are focused in this report, the findings from the survey reveals that, in Bangladesh 94% people have access to the internet and 90% of then have got a social networking websites, of which 58% of the people use these websites to keep in touch with their friends and family. 68% people have access to their social network account from their home and facebook turns out to be the most popular among all other social websites used by 78% people. Although the security is not thought to be very high but yet people use these websites quite as much as 5-6 times a week mostly. In choosing a social networking site, popularity is given the first preference as per the survey. But unfortunately, the advertises need to be more intensified since, people tend to notice the advertises less and they are not viewed as much as expected by the people of Bangladesh as well. Therefore, to develop the internet marketing strategies in Bangladesh, a social networking website can be a big opportunity but the advertises should be more intensified, attractive and easy to access so that people find more interest and the objective of internet marketing fulfills.