TITLE:
Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective
AUTHORS:
Mamtaj Akter, Nigar Sultana
KEYWORDS:
Digital Communication Channel, Customer Buying Stage, High Involvement Products, Pandemic (COVID-19)
JOURNAL NAME:
Open Journal of Business and Management,
Vol.8 No.6,
November
24,
2020
ABSTRACT: The impact of digital buying during COVID-19
situation in Bangladesh creates a vast number of customers since staying at
home availing products specially in aspects of branded cosmetics. A large
number of customers really are ordering branded cosmetics through online in
Bangladesh during pandemic (COVID-19). This study focuses the standpoint of
digital marketing communication of branded cosmetics in Bangladeshi customers.
The primary data was collected from Dhaka (Capital of Bangladesh) through
online using convenient sampling and the sample size was 665. Chi-square along
with hypothesis test was applied. The study reflects that digital channel of
communication such as websites, social media, was used/followed through smart phones or computers
during this pandemic while buying branded cosmetics in Bangladesh specially at
Dhaka city. In buying decision process, starts from need recognition to post
purchase behaviour were affected enormously. The outcome of the result shows
digital marketing communication could trigger on every stage of buying decision
behaviour with high involvement in buying branded cosmetics. This study also
showed that customers have positive feelings towards digital platforms during
this pandemic (COVID-19).