Customer response towards Facebook Marketing Communications for purchasing raw milk in Chattogram Metropolitan Area

Abstract

Social media has become an important element of the communication mix in business globally, and it is expected to continue expanding in the future. This paper aims to find out the rate of consumer responses towards Facebook Marketing Communications regarding raw milk purchase in Chattogram. It also identifies the factors that convince them to decide to buy raw milk from such communications. Primary data were collected from 340 respondents through a mixed-mode survey method using online media. An online structured questionnaire was developed using Google Form for this purpose. Descriptive statistics and Chi-square tests were performed for data analysis using MS Excel 2013 and SPSS 16.0. The study reveals that 40.0% of males and 44.8% of females showed positive responses towards Facebook marketing communications for buying raw milk under the condition of home delivery and purity of the raw milk. Interestingly, 52.3% of decision-makers are prone to buy raw milk from the ads/posts given on Facebook, whereas 47.7% of decision-makers are not interested in doing so (p<0.05). The top convincing factors for buying raw milk from Facebook Marketing Communications are ensuring authenticity, safety & quality of the products (57.3%), reasonable price setting (6.8%), and non-disturbing ads showcasing (6.8%). These findings not only contribute to existing literature by conducting an empirical survey on the responses of people towards Facebook Marketing Communications but also highlight new marketing communication avenues for dairy marketers in Chattogram Metro Area.