Analyzing the Role of E-Marketing in the Consumer Decision Making Stages of Personal Electronic Products based on Dhaka City Consumers

Abstract

With Mobile Connectivity and Internet Penetration, more and more people, especially the urban classes are spending more time online and are exposed to different e-marketing activities. Internet is changing their mindset, also empowering them to make further informed decision. E-marketing is not only informing the customers about the product but also is playing crucial persuading and reminder role in all the Customer Decision Making Stages. This study examines the role of e-marketing in different CDP stages and customer empowerment as a whole from the perspective of urban customers. Though the industry is growing fast, e-marketing is still a mystery to the marketers and the factor dynamics (relation with customer preference) is not backed by research. This study would help the marketers to create focused activity plan while working with promotional activity based on this research.