The Internet Marketing: Implications for Retailing in Pakistan

Abstract

This r esearch i mplicat i ons for seeks out the internet retailing in Pa kistan . There marketing is meager amount of information available on the topic , as internet marketing a nd i n ternet retai ling both are new phenomenon in the Pakistani context . Researcher has conducted this research on empiri cal grounds to analyze the research questions by gathering data from 100 respondents from three main cities Lahore , Islamabad and Faisalabad of Pakistan through online consumer preferences survey form at http://FreeOnlineSurveys.com/rendersurvey.asp?id=71799.A comprehensive literature review provides panoramic view of the internet marketing, online retailing and e commerce aspects . The findings of the research prop up the relevance of the research questions and underpin the conclusions and recommenda ti o~s by the researcher . Based on the find i ngs , d i scuss i on , analysis and conclusions , the study also suggests the business model for online retailing suitable in the context of Pakistan. Researcher concludes t hat Consumers find Multimedia ads , banners and direct mails the most appealing ways of online advertisement . And Search eng i ne s and company's web sites are the best source for finding the information about products, services marketing helps in and ijeas. Moreover , Internet decision making for finding and selecting the products and services online and online trade f or retail products is the major area of interest of the online consumers . Researcher also recommends that as Internet use is i ncreas i ng in Pakistan and int ernet marketers should exploit this untapped opportunity to satisfy t he customers ' needs. Retailers should own dynamic websites for virtual presence on the net to keep the customers informed and aware . Online retailer should offe r attractive design and l ayout of the site while not compromising on the user friendliness . Online help for products , services and processes should be available in the shape of multimedia guides and manuals apart from the live help line that must be available 24 hours a day and 7 days a week. Company' s transaction process should be highly secure, third party verified and user friendly to build the users confidence and trust.