A master thesis from Aalborg University
Building Brand Equity through Customer Experience: Digitalisation of SMEs in Bangladesh's FMCG Industry
Author(s)
Term
4. Semester
Publication year
2025
Submitted on
2025-06-01
Pages
45 pages
Abstract
The study explores how SMEs in Bangladesh’s FMCG industry are adopting the digital trends and tools such as e-commerce, social media, and mobile financial services to redefine the customer experience across different geographical locations of the country. Having insight from six qualitative interviews comprising academics, policymakers and entrepreneurs, the research tried to highlight the possible barriers to adapting digital tools as well as opportunities that persist. The findings indicate that these digital tools significantly improved SME businesses and allowed them to reach different markets, be efficient in business and engage different target markets. However, there are challenges such as infrastructure, cultural barriers, logistics, digital literacy, etc. The study highlights the role of academic research and policymaking in overcoming those barriers. Policy-making approaches such as internet access and speed, reduced internet and MFS costs, training on digital literacy and rural infrastructure development can significantly reduce the challenges and accelerate SME growth. Finally, the study identifies some future trends, such as artificial intelligence-based customer support, social media live selling, local e-commerce platforms, and cultural innovations that can be the driver of SME transformation in upcoming years.
Keywords
Documents
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