IMPACT OF BRAND ON ONLINE PURCHASE DECISION: A STUDY ON BUYERS IN DHAKA CITY

Abstract

The recent surge in online shopping arises a need for a study on the factors that
influence the online purchase decision. This paper aims to assess the impact of
brand in online purchase decision of consumers in Dhaka city. With this aim
in mind, a survey was conducted among 171 online shoppers from Dhaka city
through a questionnaire. The impact of demographic factors, brand related
factors, and non-brand related factors on online purchase behavior has been
examined. It has been found that among the demographic variables, gender
has an impact on the variety of purchased product. Male shoppers prefer to buy
electronic gadgets, tickets and clothes, whereas females mostly buy clothes and
cosmetics in online. Further, this study has found out that average spending
of females is higher than that of males. The factor analysis reveals that Brand
Image consisting of factors- Well Known Brand, Brand Trust, Brand Loyalty,
and Perceived Quality- has significant impact on the online purchase decision.
Factors under Price and promotion and website quality have moderate influence
on online purchase decision. Finally, the study paves the way of further research
on other factors that impact the online shopping behavior and provides insights
for online sellers to design their branding initiative in an effective and efficient
way.