Marketing
Conduct research that analyses a given marketing opportunity or problem by defining the research and data collection methods required to deal with the problem or take advantage of the opportunity through the project's implementation. To conduct basic and applied research in a more systematic process that aims to discover the root cause for a specific problem within an organization and industry and put forward solutions to that problem.INTEREST(S)
Relationship marketingServices marketingConsumer behavior Branding and brand positioningDigital MarketingInternational Business.
VISION
Conduct high-quality research to strengthen contemporary marketing issues' theoretical and empirical understanding. This research domain will uncover the underlying factors and processes influencing consumers' choices, preferences, and behaviors in the marketplace. Research will be focused on identifying and analyzing the needs of the market, the market size, and the competition. Its techniques encompass qualitative techniques such as focus groups, in-depth interviews, ethnography, and quantitative methods such as customer surveys and secondary data analysis.
MISSION
To guide and lead a research team to be engaged in the research of contemporary issues in the field of marketing towards achieving meaningful outcomes, which will help add value to both academicians and marketing practitioners and contribute something to the well-being of society.
MEMBER(S)
Beyond the Pandemic: Consumer Drivers of E-Grocery Adoption in Bangladesh
This study aims to examine the factors influencing the adoption of e-grocery shopping platforms in Bangladesh in the post-COVID-19 era by applying an extended Unified Theory of Acceptance and Use of T...
Beyond Access: AI Literacy Gaps and Platform Dependency as Structural Barriers to Digital Growth Among Women E-Commerce Entrepreneurs in Bangladesh
This study examines platform dependency, AI literacy gaps, and digital skills constraints as structural barriers that limit the growth of women-led e-commerce businesses in Bangladesh, where many wome...
Consumers’ Awareness and Acceptance of Grocery Shopping from the Online Platforms
According to the Central Bank of Bangladesh’s report, the growth and total e-Commerce transactions held during the Covid-19 pandemic were remarkable (Bangladesh Bank, 2021). Studies indicated that due to technological advancements and customers’ interests, “Online Shopping” has gained substantial popularity. Grocery products are considered one of the prime items in consumers’ shopping lists. During the Covid-19 pandemic, people have experienced various convenient purchasing options from online marketplaces. Therefore, the researchers have taken this initiative to analyze and identify the dimensional factors that impact consumers’ awareness and acceptance of purchasing their grocery items from online platforms. The researchers followed the quantitative approach to collect and analyze the data using a non-probability purposive sampling method. A total of 673 responses were analyzed in Bangladesh’s urban, suburban, and rural areas. In addition, a self-administrated questionnaire was created on the prior studies related to the Unified Theory of Acceptance and Use of Technology (UTAUT). The collected data were analyzed with SPSS 23 version. The study outcomes show a significant positive relationship between the customers’ awareness and acceptance of online grocery shopping. The results identified that the behaviors of the consumers are highly affected by the User Influence, User Experience, Facilitating Conditions for enhancing consumers’ awareness, and the Payment Methods and Awareness factors, respectively, impact the acceptance of online grocery shopping. The significant findings would eventually benefit online marketers in articulating effective strategies to penetrate the market for future business sustainability.