Factors of Digital Content Marketing to Differentiate the Consumer Preferences in Pharmaceutical Sector
Dr. Mohammad Anwar Hossain
Department of Marketing, University of Dhaka
Md. Shahidur Rahman Khan
Dept. of Business Administration, Royal University of Dhaka
Khulna University Business Review – A Journal of Business Administration Discipline, Khulna University, BD
Volume 17, Number 1, January to December 2022, Pages 01-15
Published: January 2023
Published Online: January 2023
Purpose: The objective of the paper is to determine the different factors of Digital Content Marketing (DCM) and recognize their impact on customer preferences in pharmaceutical sector.
Design/Methodology/Approach: Drug buyers of three different regions (Gulshan, Mirpur and Kamrangirchar) have been surveyed in Dhaka city. A stratified sampling method was used to determine a sample of 168 respondents. A multiple discrimination analysis was undertaken to verify the hypotheses.
Findings: The research reflects the theoretical concept, and suggests that website traffic, two-way communication, trust and online medication are the valuable factors to classify the cases into different groups for achieving the preferences of DCM in the pharmaceutical sector.
Research Implications: Many customers are focused on DCM in terms of awareness and information though they are less sensitive to DCM. They do not like to consider DCM as a unique method to increase website traffic.
Originality/Value: It is valuable for achieving useful trust of customers in pharmaceutical sector through interactive communication and website traffic.