Factors relating to consumers’ buying decision for online products

Abstract

The objectives of this research are to study about character factors of entrepreneur which influence to using of marketing strategy via online channel and to study about the importance of marketing strategy factors. This study also explains the relationship between internal and external factors and the using of marketing strategy. This study collects data from 337 online questionnaires and then analyzed data with ANOVA statistic and Pearson’s Correlation. The findings reveal that factors about characteristic of entrepreneur e.g. time of operating, monthly average revenues, type of business, amount of capital and amount of employees influence to using of marketing strategy. The entrepreneurs consider internal factors e.g. suppliers, customers, competitors and delivery as an important level which affect to business. The external factors such as economics, political and legal system, cultures and social, and technology are also important. The internal factors are highly correlated to using of marketing strategy. Moreover, the external factors are correlated to using of marketing strategy at moderate level. This findings suggest that entrepreneurs pay attention only to deliver products to customer on time to give them with the most satisfactory. In additional, entrepreneurs should pay more attention to get on time delivery from suppliers by following supply chain management concept which entrepreneur must keep long term relationship with suppliers in order to get maximize profit.