The Scope of E-Marketing in Pakistan

Abstract

The purpose of the study is to find the scope of e-marketing in Pakistan by looking the scope of reaching customers through it along with the response of consumers that is do they involve in such type of interactive marketing and share their views resulting in buying the product online for example olx, pakwheel etc. The qualitative research approach was used one to one, in depth semi-structured interviews were conducted from the internet users. The findings shows that people are not using e-marketing at a larger scale because of reliability issues and lack of technological resources. The marketers have to build the trust among their customers. The outcomes help them to find ways through which they can attract more customers and made their e-marketing policies.

Keywords: E-marketing, customer perception, consumer behaviour