FACTORS INFLUENCING CONSUMERS’ ATTITUDE TOWARD TECHNO-MARKETING: AN EMPIRICAL ANALYSIS ON RESTAURANT BUSINESSES IN BANGLADESH

Purpose - Techno marketing concept is a new buzz word that has been introduced recently. The purpose of this study is to specify the factors that influencing the consumer attitude toward techno-marketing in Bangladesh. It identifies the factors that would determine marketing strategies with technology. It also detects and analyses how consumer perceived techno-based marketing. Methodology - In this research paper the author follows quantitative method to justify the data. The author collects primary data and secondary data through the questionnaire, survey and in-depth interview. A self-reporting questionnaire was developed to 138 valid respondents for further statistical analysis. In this study the author follows the causal research under the conclusive research design. Here techno marketing and consumer attitude are determined cause and effect relationship where used more independent variables measure the effect on dependent variable. Findings - The author clarified that the measurement of techno marketing through perceived convenience, ease of use, word of mouth, time saving, website quality and trust worthiness are positively affecting the consumer attitude. This significant of influence will help marketers not only formulate their marketing strategies with technology but also increase the knowledge on consumer attitude. Originality - The author shows the real variation as accurately as possible an appropriate method for measurement. In the research paper, consumer attitude can be influenced by technology-based marketing and compare with TAM model. Based on the study the author finds that there is no research conducted on consumer attitude toward techno marketing in Bangladesh. Therefore, it is considered as a research gap and taken as a study to cover the gap.