The Impact of Modern Retailing on Urban Consumers’ Buying Behavior towards Agro-Based Products in Dhaka City

Abstract

The necessity of modern retailing practices regarding marketing and sales of agro-based products in Bangladesh has resulted in enormous growth over the last couple of years. The study explored the urban consumers’ buying behavior from the super shops, online portals, retail outlets, and traditional marketplaces in the context of Dhaka, Bangladesh. It examined how the modern retailers have applied various new propositions about the marketing of agro-based products concerning value-added services; market operations and offerings; future market prospects, etc. Under conveniences sampling technique, around 162 responses were utilized to gather reliable data. The data was collected using “Google Forms” and secondary information was utilized to support the data. Responses were analyzed with SPSS 20.0 using both Descriptive and Factor Analysis tools. The findings showed that consumers are having preferences for modern retailing over traditional retailing practices for multiple reasons. Researchers have witnessed certain limitations which are hindering such prospects and the ‘cultural mindset and fixation’ towards shopping is a significant factor. However, for more inclusive assessment, future research could extend to other spheres like the supply chain management strategies to minimize the time gap between the procurement to the sales level and hence ensure the expected value for the consumers.