Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective

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).