CUSTOMERS ATTITUDE TOWARDS ONLINE PURCHASING OF AGRO-PRODUCTS

Agro-products marketing through online platforms is comparatively new concepts in the context of Bangladesh. The study was designed to examine the customer's behavior and to determine factors influencing the customer's decision to purchase agro-products through online. Likert scale and Logit model were used to identify perception and influencing factors of purchasing agro-products from online, respectively. In general, major part of respondents possessed favorable perception towards online business of agro-products which ensures a good potential of this industry. Consumers gave priority towards time saving and regular update information in website attributes. Besides, education, occupation, monthly income, time saving feature and product quality had significant positive impact on purchase decision, whereas age, financial and performance risks had negative effect. Home delivery service, wide variety, positive attitude of customers, increasing use of IT, discount on digital transaction – all these factors provide a good environment to expand this business venture in Bangladesh. Risk associated with this business should be mitigated for further development of this business platform.