Impact of Outbound Logistics in Purchase Decision of Small Electronic Home Appliance Traders in Dhaka City

Abstract

Abstract- Outbound logistics, a primary activity of an organization's value chain, deliver products or services to the customers. To be more precise, outbound logistics mainly focuses on the distribution of products to the point of sales. From the literature, it is found that outbound logistics is related to internal or external to the organization such as collection, storage, and distribution systems, etc. Marketers must understand few things what the customer wants in terms of logistics support and how logistics support can create value for the customers? Based on this scenario, this research primarily focuses on the fact that lack of understanding about the elements of outbound logistics is leading to a lack of identifying it as a value creation tool to impact the consumer purchase decision in the small electronic home appliance industry of Bangladesh. In total, around 490 home appliance traders is selected based on convenience from Dhaka city and inter viewed based on a questionnaire. Factor Analysis is used to identify the most relevant factors from 14 (fourteen) variables related to outbound logistics and then a regression analysis is used to show how each of those factors related to outbound logistics in the small home appliance sector is impacting the purchase decision. The major outcome from this research is the trader's purchase decision equation which a home appliance marketer can use to identify the elements of outbound logistics where he can focus more to strengthen his logistics channel.