In this presentation we will discuss the importance of internet marketing, How internet related to business, and many more interesting topic related to internet.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
A study of how application usage can help increase consumer satisfaction for ...Abeer Raza
This study uses regression analysis to determine the effects of mobile applications on consumer satisfaction. The paper focuses on the impact of mobile application usage on consumer behavior with regards to consumer engagement and brand loyalty. The author also looks into understanding the different factors within a mobile app that increases consumer satisfaction. This approach helps identify not just the factors themselves and their benefits but also their contribution in cultivating a long-term relationship between consumers and businesses.
Factors Influencing the E-Shoppers Perception towards E-Shopping (A Study wit...Dr. Amarjeet Singh
Purpose: The study focuses on identifying and exploring the various factors influencing the e-shoppers perception towards e-shopping.
Design / methodology / approach: A research model is developed based on the literature. For the purpose of study data collected from 100 e-shoppers belonged to Wardha City of Maharashtra. By using in structured questionnaire, descriptive statistical measure like mean has been used for analyzing the data.
Findings: The results reveal that the seven key factors like convenience, time saving, home delivery, price advantage, more choice, reliability and security significantly influenced the e-shoppers perception on e-shopping.
Contribution of the study: The result of this study provides a valuable reference to the e-marketers to understand the factors influencing e-shoppers perception. They can further sharpen their marketing strategies to attract and retain their customers.
The development of the internet led to the use of information technology. The use of information technology not only to transform the services provided, but also to change the service delivery process. In connection with this condition raises the opportunity for retail transactions in the use of online shopping. The purpose of research to determine the effect of E-Service Quality, Price Perception to Repurchase Intention mediated by Customer Satisfaction, Customer Loyalty and Experiential Marketing on On-line shopping. The number of samples taken as many as 496 respondents. Respondents who were taken with the provisions ever shop by using online shopping. Sampling method by using random sampling. Data were analyzed by using Structural Equation Modeling (SEM). The results showed the largest influence is satisfaction to consumers loyalty, compared to the other variables. There is e-service quality, experiential marketing, price perception have influence to customer satisfaction. In addition consumer satisfaction has influence to customer loyalty and customer loyalty has influence to repurchase intention. Hence customer satisfaction has influence to repurchase intention, and customer satisfaction has a direct or indirect influence to repurchase intention.
A research study on the aspects of purchasing behaviour by Nasseth Nilar and Chrishankar Janathanan.
Research focuses on Telecommunication operator: Dialog Plc in Sri Lanka.
In this presentation we will discuss the importance of internet marketing, How internet related to business, and many more interesting topic related to internet.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
A study of how application usage can help increase consumer satisfaction for ...Abeer Raza
This study uses regression analysis to determine the effects of mobile applications on consumer satisfaction. The paper focuses on the impact of mobile application usage on consumer behavior with regards to consumer engagement and brand loyalty. The author also looks into understanding the different factors within a mobile app that increases consumer satisfaction. This approach helps identify not just the factors themselves and their benefits but also their contribution in cultivating a long-term relationship between consumers and businesses.
Factors Influencing the E-Shoppers Perception towards E-Shopping (A Study wit...Dr. Amarjeet Singh
Purpose: The study focuses on identifying and exploring the various factors influencing the e-shoppers perception towards e-shopping.
Design / methodology / approach: A research model is developed based on the literature. For the purpose of study data collected from 100 e-shoppers belonged to Wardha City of Maharashtra. By using in structured questionnaire, descriptive statistical measure like mean has been used for analyzing the data.
Findings: The results reveal that the seven key factors like convenience, time saving, home delivery, price advantage, more choice, reliability and security significantly influenced the e-shoppers perception on e-shopping.
Contribution of the study: The result of this study provides a valuable reference to the e-marketers to understand the factors influencing e-shoppers perception. They can further sharpen their marketing strategies to attract and retain their customers.
The development of the internet led to the use of information technology. The use of information technology not only to transform the services provided, but also to change the service delivery process. In connection with this condition raises the opportunity for retail transactions in the use of online shopping. The purpose of research to determine the effect of E-Service Quality, Price Perception to Repurchase Intention mediated by Customer Satisfaction, Customer Loyalty and Experiential Marketing on On-line shopping. The number of samples taken as many as 496 respondents. Respondents who were taken with the provisions ever shop by using online shopping. Sampling method by using random sampling. Data were analyzed by using Structural Equation Modeling (SEM). The results showed the largest influence is satisfaction to consumers loyalty, compared to the other variables. There is e-service quality, experiential marketing, price perception have influence to customer satisfaction. In addition consumer satisfaction has influence to customer loyalty and customer loyalty has influence to repurchase intention. Hence customer satisfaction has influence to repurchase intention, and customer satisfaction has a direct or indirect influence to repurchase intention.
A research study on the aspects of purchasing behaviour by Nasseth Nilar and Chrishankar Janathanan.
Research focuses on Telecommunication operator: Dialog Plc in Sri Lanka.
A Study on Impact of Online Marketing on Consumer Behaviour in Agartala CityBharat Debbarma
BBA 5th Semester Internal Project made by me for completing the course curriculum of the college.
Viewers can get the Idea and refer it for the project
The Effectiveness of E-Advertisement towards Customer Purchase Intention: Mal...IOSR Journals
The primary objective of this study was to examine the effectiveness of E-advertisement on customer
purchase intention. Beside, this study examined the effect of mediating and moderating demography factors on
customer purchase intention in Malaysia. Data from 570 respondents with previous experience on online
purchasing products and services were collected. To do so, SPSS 19 was applied to analyze the collected data.
Our findings revealed that service quality, social network and brand recognition can highly influence
customers’ perception toward web-based advertisement. Consequently, consumers who are more optimistic in
web-based advertisement (E-advertisement) have most likely higher intention to online purchase. In other
words, the effectiveness of E-advertisement is undoubtedly highlighted in this study. Besides, the results of this
study showed that the demography factors cannot mediate the customer perception toward advertisement nor
the effectiveness of E-advertisement toward customer purchase intention. On the basis of our results, companies
must stress the intrinsic attributes of online advertisement to attract highly-involved consumers and must
present a benevolent corporate image for consumers.
Influences of Website Quality on Online Purchase Intention of Air Ticketing S...IJRTEMJOURNAL
Business operation was more related with human contribution at end of 20th century. Rapid
development of internet technology has changed business environment. More than ever, consumers more like to
gather information about product or services and to make purchase using internet. For the reason, E-Commerce
website is integral part of business in order to increase profit. Research focused to investigate influences of
website quality factors (usability, website design, information quality, trust, perceived risk, empathy) on online
purchase intention of Mongolian consumers. Questionnaire design based on Barnes and Vidgen’s model and
data was collected from 265 respondents by online. Correlation and regression analysis was used to measure
relationship of variables. Research findings show website design, information quality, trust more positive
influence on online purchasing intention than usability, empathy, perceived
How online selling has changed marketing perspective including consumer perce...Bhavesh Bhansali
Research/ Dissertation on “How online selling has changed the marketing perspective including customer perception”
OR
"How online shopping changed customer perception"
Contents:
Introduction
Objective of the Study
Title of the Project
Objective of the Study
Scope of the Study
Review of Literature
Research Methodology
Research Design
Data collection methods/sources
Sampling plan
Data analysis and interpretations
Findings
Limitations of the Study
Recommendations and suggestions
Questionnaire sample
Bibliography
The study is to analyse the digital marketing techniques used by the customers with respect to construction industry. The study is done in order to gain knowledge about the utility of digital marketing in construction industry and to identify how effectively it can be used. The researcher circulated the questionnaire among the general public. The most preferred digital marketing technique in construction industry is found to be social media marketing. In future marketing agents of construction industry need to develop advertisements to be posted in social media websites.
This study aims to examine the mediating effect of Trust in the relationship between Perceived Website Quality (PWQual), eWOM, and Perceived Benefits on Consumer Attitudes Toward Online Shopping in Indonesia. The sample in this research are online shopping consumers in Indonesia there 118 respondents. The design research used a survey model purposive sampling method as a sampling technique. The data analyze in this research used Structural Equation Modeling (SEM) as an analysis technique with AMOS as analysis tools. This research shows that : Perceived Website Quality has a significant effect on Perceived Benefits and Trust, Perceived Benefits and Trust has a significant effect on Consumer Attitudes Toward Online Shopping, Perceived Website Quality has a significant effect on Consumer Attitudes Toward Online Shopping through Trust
“To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.)
Consumer behavior in digital world - A New DimensionMoses Gomes
Consumer behavior study helps to identify consumers and target audience, the study provides in – depth analysis, which helps to identify the target audience. With the advent of social media, the process of studying consumer behavior has changed drastically. Social media along with Big Data helps to give better insights about consumers, this will prove a boon in the coming decade for marketers.
Electronic Customer Relationship Management and Consumer Behaviour (A Study o...IJRTEMJOURNAL
The study focuses on electronic customer relationship management and consumer behavior with
special emphasis on diamond bank Plc. Retail financial services in all markets, including emerging markets, are
undergoing major transformation that is driven by change, deregulation and customer sophistication. Electronic
Customer service and specifically online customer relationship management in particular is crucial to attaining
a sustainable competitive advantage, in the market place. The main objective of the study is to examine the effect
of electronic customer relationship management on customer patronage. A survey design was adopted for the
study and one hundred and ninety copies of structured questionnaire were used as primary data collection
instrument which was distributed to customers of diamond bank in the study area. However, the postulated
hypotheses were tested by employing the Pearson product moment Correlation Coefficient (PPMCC) statistical
tool which was facilitated by the statistical packages for social sciences (SPSS). The study however showed that
a significant relationship exists between e-CRM and consumer behavior. Furthermore, it was found that amongst
the dimensions of e-CRM, e-commitment and e-satisfaction impacts more significantly on customer patronage.
The study therefore concludes that Nigerian money deposit banks should increase their electronic platform
strategies since they commensurably impact on their level of customer patronage. However, the study
recommended that the key to efficient performance of Nigeria banking industry is hinged on their ability to
identify, attract, retain and develop their customers better than competitors and could be achieved by improved
e-trust, e-commitment and e-satisfaction. Limitation and suggestion for further studies was given.
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
The study examined the influence of efficient online marketing, effective communication, and on-time delivery on the regularity of visits and consumer patronage of the three selected online stores in Owerri, Imo State. It was guided by six research questions and six hypotheses. The sample size was 300 respondents two sets of structured questionnaire were used for data collection. Mean statistics was used to analyze the responses of the research questions, while Z-test analysis was applied to test the hypotheses for this study. A Statistical Package for Social Sciences (SPSS) software was used to analyse the data. The findings of the study showed that online marketing is a viable marketing communication channel which has significant effect on the regularity of visits and consumer patronage of online stores. Based on the findings, it was recommended that companies should ascribe to market their goods and services via online shopping stores and/or develop and launch indigenous websites where customers can make purchases. For further testing of the impact of shopping websites on behaviour of electronic devices buyers, further studies should replicate the theory and methodology used in this study, with other products and websites
A Study of Customer Behaviour towards Online Shopping in Hyderabadijtsrd
Electronic commerce, commonly known as e-commerce, refers to the buying and selling of products or services over electronic systems such as internet and other computer networks. Internet is the growing media during the past decade. Especially, online shopping is a rapidly growing ecommerce area. Online stores are usually available 24 hours a day, and many consumers have internet access both at work and at home. An online shopping system is that permits a customer to submit online orders for items or services from a store that serves both walk-in customers and online customers. This study aims to establish a preliminary assessment, evaluation and understanding of the characteristics of online shopping. An effort has been made to investigate online consumer behaviour, in Kukatpally, Hyderabad which in turn provides E-marketers with a constructional frame work for their E-businesses strategies. The major objectives are To study attitude of consumers towards online shopping. To identify the issues faced by customers while online shopping. To identify the main factors that affect the online consumer when considering and making a purchase over the Internet. And also to find out which age group of people use frequently online shopping. Dr. E. Murali Dharshan | Japa Asritha Reddy "A Study of Customer Behaviour towards Online Shopping in Hyderabad" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd21407.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/21407/a-study-of-customer-behaviour-towards-online-shopping-in-hyderabad/dr-e-murali-dharshan
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
The study examined the influence of efficient online marketing, effective communication, and on-time delivery on the regularity of visits and consumer patronage of the three selected online stores in Owerri, Imo State. It was guided by six research questions and six hypotheses. The sample size was 300 respondents two sets of structured questionnaire were used for data collection. Mean statistics was used to analyze the responses of the research questions, while Z-test analysis was applied to test the hypotheses for this study. A Statistical Package for Social Sciences (SPSS) software was used to analyse the data. The findings of the study showed that online marketing is a viable marketing communication channel which has significant effect on the regularity of visits and consumer patronage of online stores. Based on the findings, it was recommended that companies should ascribe to market their goods and services via online shopping stores and/or develop and launch indigenous websites where customers can make purchases. For further testing of the impact of shopping websites on behaviour of electronic devices buyers, further studies should replicate the theory and methodology used in this study, with other products and websites.
Purpose: the objective of this study is to investigate how the impact of brand image, customer satisfaction,
usefulness, and convenience on trust and customer loyalty. Design/Methodology/Approach: this research is to
examine the factors that affect trust and customer loyalty by using secondary data analysis, archival study
approach. This study has been using three frameworks with combined from previous studies to create and
develop a new conceptual framework. F
A Study on Impact of Online Marketing on Consumer Behaviour in Agartala CityBharat Debbarma
BBA 5th Semester Internal Project made by me for completing the course curriculum of the college.
Viewers can get the Idea and refer it for the project
The Effectiveness of E-Advertisement towards Customer Purchase Intention: Mal...IOSR Journals
The primary objective of this study was to examine the effectiveness of E-advertisement on customer
purchase intention. Beside, this study examined the effect of mediating and moderating demography factors on
customer purchase intention in Malaysia. Data from 570 respondents with previous experience on online
purchasing products and services were collected. To do so, SPSS 19 was applied to analyze the collected data.
Our findings revealed that service quality, social network and brand recognition can highly influence
customers’ perception toward web-based advertisement. Consequently, consumers who are more optimistic in
web-based advertisement (E-advertisement) have most likely higher intention to online purchase. In other
words, the effectiveness of E-advertisement is undoubtedly highlighted in this study. Besides, the results of this
study showed that the demography factors cannot mediate the customer perception toward advertisement nor
the effectiveness of E-advertisement toward customer purchase intention. On the basis of our results, companies
must stress the intrinsic attributes of online advertisement to attract highly-involved consumers and must
present a benevolent corporate image for consumers.
Influences of Website Quality on Online Purchase Intention of Air Ticketing S...IJRTEMJOURNAL
Business operation was more related with human contribution at end of 20th century. Rapid
development of internet technology has changed business environment. More than ever, consumers more like to
gather information about product or services and to make purchase using internet. For the reason, E-Commerce
website is integral part of business in order to increase profit. Research focused to investigate influences of
website quality factors (usability, website design, information quality, trust, perceived risk, empathy) on online
purchase intention of Mongolian consumers. Questionnaire design based on Barnes and Vidgen’s model and
data was collected from 265 respondents by online. Correlation and regression analysis was used to measure
relationship of variables. Research findings show website design, information quality, trust more positive
influence on online purchasing intention than usability, empathy, perceived
How online selling has changed marketing perspective including consumer perce...Bhavesh Bhansali
Research/ Dissertation on “How online selling has changed the marketing perspective including customer perception”
OR
"How online shopping changed customer perception"
Contents:
Introduction
Objective of the Study
Title of the Project
Objective of the Study
Scope of the Study
Review of Literature
Research Methodology
Research Design
Data collection methods/sources
Sampling plan
Data analysis and interpretations
Findings
Limitations of the Study
Recommendations and suggestions
Questionnaire sample
Bibliography
The study is to analyse the digital marketing techniques used by the customers with respect to construction industry. The study is done in order to gain knowledge about the utility of digital marketing in construction industry and to identify how effectively it can be used. The researcher circulated the questionnaire among the general public. The most preferred digital marketing technique in construction industry is found to be social media marketing. In future marketing agents of construction industry need to develop advertisements to be posted in social media websites.
This study aims to examine the mediating effect of Trust in the relationship between Perceived Website Quality (PWQual), eWOM, and Perceived Benefits on Consumer Attitudes Toward Online Shopping in Indonesia. The sample in this research are online shopping consumers in Indonesia there 118 respondents. The design research used a survey model purposive sampling method as a sampling technique. The data analyze in this research used Structural Equation Modeling (SEM) as an analysis technique with AMOS as analysis tools. This research shows that : Perceived Website Quality has a significant effect on Perceived Benefits and Trust, Perceived Benefits and Trust has a significant effect on Consumer Attitudes Toward Online Shopping, Perceived Website Quality has a significant effect on Consumer Attitudes Toward Online Shopping through Trust
“To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.)
Consumer behavior in digital world - A New DimensionMoses Gomes
Consumer behavior study helps to identify consumers and target audience, the study provides in – depth analysis, which helps to identify the target audience. With the advent of social media, the process of studying consumer behavior has changed drastically. Social media along with Big Data helps to give better insights about consumers, this will prove a boon in the coming decade for marketers.
Electronic Customer Relationship Management and Consumer Behaviour (A Study o...IJRTEMJOURNAL
The study focuses on electronic customer relationship management and consumer behavior with
special emphasis on diamond bank Plc. Retail financial services in all markets, including emerging markets, are
undergoing major transformation that is driven by change, deregulation and customer sophistication. Electronic
Customer service and specifically online customer relationship management in particular is crucial to attaining
a sustainable competitive advantage, in the market place. The main objective of the study is to examine the effect
of electronic customer relationship management on customer patronage. A survey design was adopted for the
study and one hundred and ninety copies of structured questionnaire were used as primary data collection
instrument which was distributed to customers of diamond bank in the study area. However, the postulated
hypotheses were tested by employing the Pearson product moment Correlation Coefficient (PPMCC) statistical
tool which was facilitated by the statistical packages for social sciences (SPSS). The study however showed that
a significant relationship exists between e-CRM and consumer behavior. Furthermore, it was found that amongst
the dimensions of e-CRM, e-commitment and e-satisfaction impacts more significantly on customer patronage.
The study therefore concludes that Nigerian money deposit banks should increase their electronic platform
strategies since they commensurably impact on their level of customer patronage. However, the study
recommended that the key to efficient performance of Nigeria banking industry is hinged on their ability to
identify, attract, retain and develop their customers better than competitors and could be achieved by improved
e-trust, e-commitment and e-satisfaction. Limitation and suggestion for further studies was given.
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
The study examined the influence of efficient online marketing, effective communication, and on-time delivery on the regularity of visits and consumer patronage of the three selected online stores in Owerri, Imo State. It was guided by six research questions and six hypotheses. The sample size was 300 respondents two sets of structured questionnaire were used for data collection. Mean statistics was used to analyze the responses of the research questions, while Z-test analysis was applied to test the hypotheses for this study. A Statistical Package for Social Sciences (SPSS) software was used to analyse the data. The findings of the study showed that online marketing is a viable marketing communication channel which has significant effect on the regularity of visits and consumer patronage of online stores. Based on the findings, it was recommended that companies should ascribe to market their goods and services via online shopping stores and/or develop and launch indigenous websites where customers can make purchases. For further testing of the impact of shopping websites on behaviour of electronic devices buyers, further studies should replicate the theory and methodology used in this study, with other products and websites
A Study of Customer Behaviour towards Online Shopping in Hyderabadijtsrd
Electronic commerce, commonly known as e-commerce, refers to the buying and selling of products or services over electronic systems such as internet and other computer networks. Internet is the growing media during the past decade. Especially, online shopping is a rapidly growing ecommerce area. Online stores are usually available 24 hours a day, and many consumers have internet access both at work and at home. An online shopping system is that permits a customer to submit online orders for items or services from a store that serves both walk-in customers and online customers. This study aims to establish a preliminary assessment, evaluation and understanding of the characteristics of online shopping. An effort has been made to investigate online consumer behaviour, in Kukatpally, Hyderabad which in turn provides E-marketers with a constructional frame work for their E-businesses strategies. The major objectives are To study attitude of consumers towards online shopping. To identify the issues faced by customers while online shopping. To identify the main factors that affect the online consumer when considering and making a purchase over the Internet. And also to find out which age group of people use frequently online shopping. Dr. E. Murali Dharshan | Japa Asritha Reddy "A Study of Customer Behaviour towards Online Shopping in Hyderabad" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd21407.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/21407/a-study-of-customer-behaviour-towards-online-shopping-in-hyderabad/dr-e-murali-dharshan
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
The study examined the influence of efficient online marketing, effective communication, and on-time delivery on the regularity of visits and consumer patronage of the three selected online stores in Owerri, Imo State. It was guided by six research questions and six hypotheses. The sample size was 300 respondents two sets of structured questionnaire were used for data collection. Mean statistics was used to analyze the responses of the research questions, while Z-test analysis was applied to test the hypotheses for this study. A Statistical Package for Social Sciences (SPSS) software was used to analyse the data. The findings of the study showed that online marketing is a viable marketing communication channel which has significant effect on the regularity of visits and consumer patronage of online stores. Based on the findings, it was recommended that companies should ascribe to market their goods and services via online shopping stores and/or develop and launch indigenous websites where customers can make purchases. For further testing of the impact of shopping websites on behaviour of electronic devices buyers, further studies should replicate the theory and methodology used in this study, with other products and websites.
Purpose: the objective of this study is to investigate how the impact of brand image, customer satisfaction,
usefulness, and convenience on trust and customer loyalty. Design/Methodology/Approach: this research is to
examine the factors that affect trust and customer loyalty by using secondary data analysis, archival study
approach. This study has been using three frameworks with combined from previous studies to create and
develop a new conceptual framework. F
The growing use of Internet in India provides varied opportunities for online shopping from both customer and seller perspective. If Electronic marketers (E-Marketers) know the factors affecting online Indian behavior, the relationships between these factors and the type of online buyers, they can further develop their marketing strategies to convert potential buyers into active buyerswhile retainingits original customer base. This study focuses on the factors which online buyers takes into consideration while shopping online. This research will help in finding the impact of e-market on customers’ purchasing patterns and how their security and privacy concerns about online marketinginfluences their online buying behavior. The study will further encompass the various important inputs which will equip the marketers for creating online marketing more lucrative and assured by adding value to the existing services.
To Understand the Eco-System in Digital Media Marketing.Saurabh Giratkar
Title of the Dissertation Report is “To Understand the ecosystem of digital media marketing” and Objectives of the Dissertation are to understand the change in consumer buying behavior in digital era. Methodology used for achieving these objectives is a exploratory research. For achieving the objective, I have done one research using an online questionnaire. The title for the research is “Understand the consumer buying behaviour of Indian in digital era”.
Main findings of this Dissertation are given here. Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
The successful completion of this Dissertation indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence”
Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard F. Taflinger as “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
Influences of Digital Marketing in the Buying Decisions of College Students i...AI Publications
This research investigates the influence of digital marketing channels on purchasing decisions among college students in Ramanathapuram District. The study highlights that social media marketing, online advertising, and mobile marketing exhibit substantial positive effects on purchase decisions. However, email marketing's impact appears to be more complex. Moreover, the study explores how demographic variables like gender and academic level shape these effects. Notably, freshman students display varying susceptibility to specific digital marketing messages compared to their junior, senior, or graduate counterparts. These findings offer crucial insights for marketers aiming to tailor their strategies effectively to the preferences and behaviors of college students. By understanding the differential impacts of various digital marketing channels and considering demographic nuances, marketers can refine their approaches, optimize engagement, and ultimately enhance the effectiveness of their campaigns in targeting this demographic.
Determinants Of Customer Participation In Online Shoppinginventionjournals
This research aims to examine and explain the determinants of customer participation in online shopping.The approach of Partial Least Square (PLS) with Smart PLS software is employed in this study to analyze cross section data and prove the hypotheses proposed in the research. The sample of the study includes students of Mulawarman University who used to do online shopping. The participants were recruited through snowball technique.This study shows that only five of the nine hypotheses are supported; the other four are not supported or accept Ha and reject H0. The construct of the ability of vendor has a positive effect on trust, but not significant. Furthermore, the ability has a significant negative effect on transaction-perceived risk. The ability to influence vendor participation in online shopping has no significant effect, while experience has a significant positive effect on trust. On the other hand, experience has a significant negative effect on transaction-perceived risk. Experience has a significant positive effect on online shopping participation. Trust has a significant negative effect on transaction-perceived risk; however, it has a positive influence on online shopping participation, yet not significant. Last, perceived-transaction risk has an insignificant positive effect on online shopping participation
Trust is a big part of how well e-commerce works and it is also a big part of how people decide what to
buy. As more and more business is done online, companies that want to build customer loyalty and
involvement must understand the complex relationship between trust and e-commerce. This study paper
looks at the many distinct aspects of trust in e-commerce and how it affects people’s actions. By looking at
the various aspects and causes of trust and how to build and keep trust, this study shows how businesses
can create a trustworthy online environment that makes customers happier and leads to long-term success.
Trust is a big part of how well e-commerce works and it is also a big part of how people decide what to
buy. As more and more business is done online, companies that want to build customer loyalty and
involvement must understand the complex relationship between trust and e-commerce. This study paper
looks at the many distinct aspects of trust in e-commerce and how it affects people’s actions. By looking at
the various aspects and causes of trust and how to build and keep trust, this study shows how businesses
can create a trustworthy online environment that makes customers happier and leads to long-term success.
Consumers online purchase intention is significant guide for operating online organization in Bangladesh. The major purpose of this paper is to explore the key factors that influence consumers’ intention, satisfaction and loyalty towards online purchase in Bangladesh. This paper adopts quantitative analysis of possible factors that may influence consumers’ intention, satisfaction and loyalty towards online purchase. By using Convenient Sampling technique the data has been collected from 200 respondents. Data are analyzed using frequency, mean, standard deviation and regression analysis. From the results of regression analysis, this research is found that security, personal hobby, payment method, appropriate pricing, privacy, social media and reference groups as the significant factors, which considerably influence consumers’ intention towards online purchase. This investigation is revealed that online purchases intention, product quality and product brand as the important factors, which significantly influence consumers’ satisfaction. This paper is also demonstrated that satisfaction as the momentous factor, which notably influences consumers loyalty in Bangladesh.
1. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.23, 2014
The Scope of E-Marketing in Pakistan
ZoyaWajidSatti
Department of Management Sciences, Bahria University, Islamabad
Address: Plot No.16 NW393/D-4 Saidpur Scheme No.2, Satellite Town, Rawalpindi, Pakistan
Email: zoyawajid@yahoo.com
Abstract
The purpose of the study is to find the scope of e-marketing in Pakistan by looking the scope of reaching
customers through it along with the response of consumers that is do they involve in such type of interactive
marketing and share their views resulting in buying the product online for example olx, pakwheel etc. The
qualitative research approach was used one to one, in depth semi-structured interviews were conducted from the
internet users. The findings shows that people are not using e-marketing at a larger scale because of reliability
issues and lack of technological resources. The marketers have to build the trust among their customers. The
outcomes help them to find ways through which they can attract more customers and made their e-marketing
policies.
Keywords: E-marketing, customer perception, consumer behaviour
1.Introduction
Through last decade an effervescent transformation has been occurred in the consumer perceptions about the
way advertising and marketing have been used to existing and innovative products (Ching& Ellis, 2004). All
these advancements are made possible just because of latest technology that has quickly improved the increase
of using digital media for communication, particularly the internet. In the present scenario, large amount of
companies are dreadfully looking towards internet marketing to achieve, capture and sustain consumers for
developing a strong association and advance the level of brand reliability with their existing and prospective
customers.
Internet is the primary component of digital media. It helps in creating the connection between the
computers which helps in the information processes. Due to the growth in internet the way of buying a product is
changed from conventional to e-buying and the modes of getting information is changed. Customers can get all
the information and even place the order by sitting in their home. It has increased the level of competition
because customers have easy access to the information which allows them to compare the products and chose the
best among them.
The problem under consideration is to find the new ways for the marketing managers to interact with
their customers and change their perceptions about e-marketing by looking their current buying patterns and
perspectives. There is a need to study this scope because the ways of communication is changing with the
advancement in technology. The purpose of the study is to find the scope of e-marketing in Pakistan by looking
the scope of reaching customers through it along with the response of consumers that is do they involve in such
type of interactive marketing and share their views resulting in buying the product online. The objectives of the
study are
• To find out the customer preferences for using e-marketing and their buying patterns.
• To find out the changes in the interaction of sellers and buyers and customer behavior.
• To find the impact of customers perception of online marketing and their reliability on the seller.
The qualitative analysis has helped in defining the relationship between the variables. The study is helpful for the
marketing managers and researchers who want to do practical work in this field and want to investigate this area
further. It helps them to find ways through which they can attract more customers and made their e-marketing
policies. Qualitative analysis is done so that the relationship between the customers buying patterns and e-marketing
can be find out along with the changes in the communication process between buyers and sellers. In
this research the reliability of the customers and the sellers in the e-marketing process are also be observed.
This is an empirical and cross-sectional study. The unit of analysis for this study are general public and the
interviews are taken to gather the required information that is primary data. People are not using e-marketing at a
larger scale because of lack of trust.
2.Literature Review
The literature intends to explain the reasons for using e-marketing and its impacts. Ching and Ellis (2004) argue
that the use of internet has rapidly increased that is information can be demanded and supplied, orders placed and
packed, products send and services performed. A study carried out in 2000 exposed that the use of the internet
was broad but its advantage was doubtful, with slight sales being engendered openly as a result of online
marketing activities; even though many were predicting that it would have a constructive contact in the prospect
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241
(Gallagher & Gilmore, 2004).
The form of marketing a company adopts depends on its culture as it affects the company both ways
that is type of marketing for example e-marketing and the relationship to the customers (Tsiotsou&Vlachopoulou,
2011). E-marketing uses technology as a logical addition to the traditional marketing techniques (Gilmore,
Gallagher & Henry, 2007). According to Coviello et al (2001) e-marketing has been regarded as the main
attribute of marketing practices that involves the usage of internet and other interactive technologies to create a
communication between the firm and the customers. E-marketing is increasing dramatically and has a
considerable impact on customers and business market behaviors. As a result, most firms have started
developing e-marketing strategies for the web (Sheth& Sharma, 2005).
Goode and Harris (2007) have explored that customer’s insight of online status, trustworthiness, site
design and safety that may have an effect on their overall fulfillment with a particular website. The scope that
customers adapt to the e-marketing services is directly related to the website design and on the fact that how
comprehensiveness of the website (Doherty& Chadwick, 2009).
E-marketing is becoming important part of every international organization's marketing store as
internet is accessible all over the globe and is becoming significant tool for communication. Culture is playing an
important role in global e-marketing as people adapt new things according to their perceptions and beliefs
(Krishnamurthy & Singh, 2005). Electronic Marketing is viewed as a new business practice concerned with the
promotion of goods, services, information and ideas through Internet and other electronic means (El-Gohary,
2010). E-marketing is part of e-commerce as it is defined as the buying and selling online, giving virtual place,
storefronts, digital value creation and various distribution channelsintermediaries (Strauss & Frost, 2001).
E-marketing is becoming the need of this advanced society so companies are keenly looking towards it.
It can help those building strong relationships with their customers thus making them more brand loyal and
maintaining and increasing the market share (Khan et al, 2012).
Price perception on comparative bases and after delivery satisfaction has a strong power to persuade
the customer’s contentment to the product and their decisions to return or keep the product. Managers should not
only focus on the pre-sales services but also keep an eye on the after sales services as they have positive effects
on the customer’s behavior. The customer’s satisfaction perspective is continuously changing in the e-retailing
industry that is first they are concerned with the convenience shopping and then price perception that leads to
after sales services (Jiang &Rosenbloom, 2005).
Superficial service value is found to have a major impact on purchaser contentment. Trust is an
important element in the e-marketing as consumer will buy only if he trusts the seller. Trust and customer
satisfaction have major impact on the loyalty of the consumer. The companies can enhance customer loyalty by
providing them protection, ease of use and attractive websites (Kassim& Abdullah, 2010).
Overall service quality and customers satisfaction is effected by reliability, website design,
responsiveness and trust. These play an important role in customers buying behavior. On the other hand
customization is not notably related to the service quality and customer satisfaction. To enhance the customer’s
intentions to purchase the online commodities the seller must considers these points as they directly influence the
purchase intentions. The website should be built and design in a way that the customers can get the relevant
information along with the assurance that their privacy will be maintained (Lee & Lin, 2005).
3.Methodology
According to the nature of our research objectives it was determined that qualitative research technique would
help in understanding the customer’s perceptions of the new way of interacting with the seller thus telling us the
scope of e-marketing in Pakistan. There have been many researches on findings the customer's perceptions and
their behavior towards the e-marketing. Qualitative approach is used when the objective of the study is to give
explanation rather than forecasting a fact (Leavy, 1994 as cited in Gilmore, Gallagher & Henry, 2007) and to
comprehend things rather than calculate them (Gordon and Langmaid, 1988 as cited in Gilmore, Gallagher &
Henry, 2007). One-to-one semi-structured interviews were conducted with the people who are using internet. In
depth interviews give better understanding of the views of people. It also acceptable for the content and
progression of the data to contrast and for questions to be modified to suit the individual conditions of the
respondent (Carson et al., 2001).In-depth interviews are acceptable for comprehensive argument and focus on
understanding the dynamic forces behind, performance issues and penalty of adopting e-marketing. They also
permitted suppleness to go into detail about diverse aspects of the research findings. Each interview lasted
approximately between 15-20 minutes. The interviews were taped and then transliterated to assist in-depth
analysis. The analysis is done using the NVIVO software used for qualitative research analysis. Analysis of the
data focused on identifying the:
• To find out the customer preferences for using e-marketing and their buying patterns.
• To find out the changes in the interaction of sellers and buyers andthe customers behavior.
• To find the impact of customers perception of online marketing and their reliability on the seller.
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People who had been using internet are chosen by non-probability sampling. The convenient sampling
technique is used and a sample of 10 people is considered for the analysis.
4.Results
The results are illustrated in relation to the key subjects of this study and recognized from the literature; the
impact of the consumer behavior in developing the scope of e-marketing based on their preferences and
reliability. The linkages between some variables are illustrated in figure 1 and 2.
Form the above figure we can conclude that internet is the most vital part of e-marketing that is if a
person do not have internet than he cannot use e-marketing. This shows that the growth of e-marketing is
dependent on the reach and availability of internet. Internet is growing rapidly and it is available almost in all the
parts of the world. The use of internet has swiftly improved that is information can be demanded and supplied,
orders placed and packed, products send and services performed (Ching and Ellis, 2004).According to our
research 100% of our respondents are using internet as shown in figure 3.
Internet is being used by the people for different purposes ranging from personal to professional use.
Almost every internet user is on social networking sites; through them they have bought many things.
Availability of product informationleads to e-buying familiarity and the act of buying.
The above figure explains the relations of e-marketing with other variables. E-marketing is dependent
on the ways it is made popular. The more people are aware of e-marketing more they will use it. The
motivational factors are also important that is the marketers have to provide some incentives and the customers
should see them so that they use e-marketing. Interviews show that people mostly buy electronic products or the
products that are not available in the market. The websites that provide more secure system for their user’s
people tend to buy from them more. When the customers have trust that their information is secure
0 2 4 6 8 10 12
Not familiar with e-marketing
Familarity with e-marketing
E-buying
Figure 3
The summary of the respondents view of the variables are demonstrated in figure 3. This gives us the basic
information about the respondent’s views. Most of the people are using internet now a days and they are familiar
with the e-marketing that is they know that products are advertise and sold on internet but a few have actually
use this.
5.Limitations
The limitations of the study are that there are very limited resources so have to make the sample size very small.
The major problem which was encountered is the lack of expertise in NVivo version 10.
6.Discussion and Analysis
People are using internet for different purposes leading from professional use to surfing just for the sake of time
pass. Most of the people are using internet for communicating with their friends and relative through social
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Internet users
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networking sites and they have bought different kind of products through these sites as well. All of our
respondents are familiar with the e-buying that is they know that transactions can take place through internet but
very few have actually bought products.
Most of them are reluctant to e-marketing because they think that it is not reliable. While interviewing
many fact had been highlighted that is there are some people who are not using e-marketing because they think
the product that will be delivered might not contain the same specifications and features where as others are
reluctant to provide their credit card information to the websites as they do not trust them. The scope that
customers adapt to the e-marketing services is directly related to the website design and on the fact that how
comprehensiveness of the website (Doherty& Chadwick, 2009).
Another reason which was highlighted by the interviewees is that there is a certain class in Pakistan
who owns debit or credit cards so the ones without them cannot buy thus restricting some potential buyers.In
order to cope up with the increasing fraudulent reporting some major vendors have introduced the Cash on
Delivery facility and & days return warranty. In this facility the payment for the commodity is made after
delivery and verification of the commodity by the Buyer. This now a days has enhanced the scope of e-marketing
in Pakistan as most of the local vendor has been implementing this strategy. Thus in this way the
buyer can physically monitor the commodity and can ensure the features mentioned and displayed on the website.
All the products are available on internet along with the description of their specifications and even
videos showing how its work thus giving a complete insight of the products.There is an advantage to the buyer
that they can purchase 24/7 whenever they need the product it is just one click away. It is an easy way of access
to the products. In today's world when life has become challenging, people want things at their doorstep so that
less time is consumed and they can save sometime for their family and take rest from their busy schedules.
Products that people prefer to buy from internet are electronics, jewelry, clothes, shoes, watches,
books etc . They can order whatever they want and they can get all the latest designs and brands.
E-marketing is becoming important part of every international organization's marketing store as
internet is present all over the globe and is becoming significant source ofcommunication. Culture is playing an
important role in global e-marketing as people adapt new things according to their perceptions and beliefs
(Krishnamurthy & Singh, 2005). World has become the global village and internet has helped to remove the
global boundaries. They can reach to their customers anywhere in the world. According to the respondents views
it can be said that people mostly like to buy those products which are not accessible in their city or country.
E-marketing is increasing at a dramatic speed and is considerable impact on customers and business
market behaviors. As a result, most firms have started developing e-marketing strategies for the web (Sheth&
Sharma, 2005). E-marketing help them to buy the products and fulfill their need. It is less time consuming which
helps them to do other work of their life. Overall service quality and customers satisfaction is effected by
reliability, website design, responsiveness and trust. These play a contributing role in customers buying behavior.
On the other hand customization is not notably related to the service quality and customer satisfaction. To
enhance the customers intentions to buy on online stores must consider these points as they directly influence the
purchase intentions.
Fraud has been one of the major reasons restricting the acceptance of the emerging E-commerce in
Pakistan and globally as people have encountered various fraudulent website selling product on cheap prices and
even after making the payment the commodities were not delivered to them and on verification for the E-commerce
control department those website were flagged as non-existent/Fraudulent and in most of the cases the
loss encountered by the buyer are not even reimbursed.The website should be built and design in a way that the
customers can get the relevant information along with the assurance that their privacy will be maintained (Lee &
Lin, 2005).
The results shows that there are many things which needs improvement as in Pakistan there is lack of
awareness and trust because they have a perception that they might not be displaying the original stuff and the
delivered commodities might differ from the display. Another major drawback is the non-availability of the
technological resources. According to Coviello et al (2001) e-marketing has been regarded as the main attribute
of marketing practices that involves the usage of internet and other interactive technologies to bridge
communication between the firm and the customers. Pakistan has been facing electricity crisis which is effecting
every form of business but amongst them as the business that are operating online are the most affected one's
because people are reluctant to enter their card information as they think that if there is an electricity failure they
will lose their money and also not get the desired product.
The e-marketing in Pakistan can be made popular by creating awareness through seminars and
advertisements, consumer right implementation, more and more information is provided so that trust is build,
people are reluctant due to technological problems as technology is not yet mature in Pakistan.Other major
aspect is the negligence of consumer right in Pakistan as the buyer is always on the weaker side as no safeguard
is provided to the consumer from the Government or the Law enforcing authorities as like in other parts of the
world a great emphasis is laid on this aspect thus they encounter lower fraud and mostly receive the Same
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commodity displayed on the website.
7.Conclusion
It is clear through this research that there is scope if e-marketing in Pakistan but a lot of effort is required in this
field. E-marketing uses technology as a logical addition to the traditional marketing techniques for this the
infrastructure should be improved so that the sellers and buyers can interact with each other without any hurdle.
E-marketing is increasing at a dramatically all over the world and has a considerable impact on customers and
business market behaviors. As a result, most firms have started developing e-marketing strategies for the web so
that they can go global and interact with those virtually through whom physical interaction is not possible.
Customer’s insight of online status, safety, site design and trustworthiness that may have an effect on their
overall fulfillment with a particular website as customers will only be ready to enter his personal information
when they can rely on the source.
E-marketing is viewed as a new business practice concerned with the promotion and selling of goods,
services, information and ideas through Internet and other electronic means. Electronic marketing is becoming
the need of this advanced society so companies are keenly looking towards it. They are spending a huge amount
of their budget on promotions through internet. It can help them building strong relationships with their
customers thus making them more brand loyal and maintaining and increasing the market share as when they
provide the product with the same specifications mentioned the customer become more loyal to them.
Price perception on comparative bases and after delivery satisfaction has a strong power to persuade
the customers contentment to the product and their decisions to return or keep the product. If the customer is
getting the products with the features mentioned in the website then there is very less cognitive dissonance.
Customers can see the ratings and comments of the previous users thus having a clear picture about the product.
The suppliers should also provide better after sale services. Managers should not only focus on the pre-sales
services but also keep an eye on the after sales services as they have positive effects on the customers
behavior. The customers satisfaction perspective is continuously changing in the e-retailing industry that is first
they are concerned with the convenience shopping and then price perception that leads to after sales services.
Trust is an important element in the e-marketing as consumer will buy only if he trusts the seller. Trust
and customer satisfaction have major impact on the loyalty of the consumer. The companies can enhance
customer loyalty by providing them protection, ease of use and attractive websites. The organizations in Pakistan
need to work on it. They should provide the customers a secure website which is associated with highly secured
systems so that no information can be in the wrong hands.
8.Recommendations
Organizations should start working on the awareness programs about the e-marking. They should educate the
people about the benefits of using the e-marketing.The marketers should seriously consider this as the world is
becoming global and the boundaries of doing business is vanishing so it is the high time that they should start
working on it. For building the trust of the customers they should secure their website by strong security features,
associations and backups so that neither the data provided by the customer is lost nor the information is leaked
and go in wrong hands. The marketers should also have introduced on option of on delivery collection of charges
so that the people who do not own a debit or credit card they can also purchase through their websites. The
product description should be clear and original, no exaggeration of facts should be done. Moreover they should
give some special benefits to those who buy from internet in the form of discounts, different deals or giveaways.
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Internet
User
Purpose of usage of internet
E-buying
Familiarity with e-marketing
Not familiar with e-marketing
Figure 1. Basic linkage between variables
Availability of more
information
Scope of e-marketing
Figure 2. E marketing association with other variables
245
Ways to made e-marketing
popular
E-marketing
Products mostly bought
from internet
Reliability
Motivational factors
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