ABSTRACT
The main incentive of the research is to find out the shopping behavior of the people in Bangladesh.
For this reason, a structured and closed ended questionnaire is used to know the behavior of the
people regarding online shopping. From the answers of those questions, it is found that, the 18-23
years old people do the online shopping most. Moreover, male persons are more likely to do
shopping on online than the female group. For shopping most of the people use “Facebook”
according to our research. Here, many people are also unaware of the apps that the online shopping
service provider provides. Not only that, most purchased items on online is clothing and after that
most purchased item is food. While purchasing foods from the online, most people choose “Food
Panda. Our survey also found that for buying electronic gadgets most people use daraz.com and
evaly.com. Most of the people those who are doing online shopping are feeling much more secured
on online shopping. However, most people think that online service need to be improved and most
people are dissatisfied because of the mismatch of the actual product with the online picture.
Moreover, they are also unhappy with delivery service that online service provider provides to the
customer. The most alarming part that we find out through our survey is many people are taking
online shopping service but the frequency is too low which is once in a month. Another major
complain about online shop is delivery issues. Most of the cases it seems that delay delivery for
products creates lot of problem for customers. Keeping all those behaviors and dissatisfactions of
the consumer in our mind, we recommend some strategy to the online service provider to remove
those dissatisfaction among the people.
INTRODUCTION:
Introduction to study:
Online shopping is getting much popular with advancement of technology around the world.
Bangladesh has much potential in this regard. Boston Consulting Group and Telenor have
predicted that in few years 32% families of Bangladesh will have at least one internet connection
(Daily observer, 26th June, 2019) [2]. So, this will ultimately make a huge impact on online
shopping. According to Brown, Pope and Voges, (2003) online marketplace provides the shoppers
an easy access to the information of a brand’s product quality, availability, specifications and
prices along with comparison with another brand. [3] Moreover, according to Ramisha Haque
(2019). E-stores and online trade has left an incredible imprint on e-commerce. [4]. Though many
people have started shopping on online due to this technology advancement but still it is not
trustworthy to many people in our country. People prefer to use to cash-on delivery option. But
the perspective has changed a little bit when Bangladesh Bank launched National Payment Switch
Bangladesh (NSPB) which brought every bank into one umbrella for payment systems in
December, 2012. So, this paper will show the acceptance level of the people of Bangladesh and its
future here.
Objective of study:
This study is constructed to determine the actual scenario of the behavior of people in Bangladesh
when it comes to ‘Online Shopping’. So, the specific objectives of this study are–
• To find out the behavior of the people in online shopping.
• Finding the preference level between ‘Traditional shopping’ and ‘Online shopping’.
• Recommending the effective steps to make ‘Online shopping’ more popular in Bangladesh.
Limitations of the study:
• The study can not be able to reach every people like those who are living in village.
• The study does not categorize all people without age and gender.
Significance of study:
Online shopping is becoming much popular if we compared to 3/4 years back. People can buy
anything they want from online. In some specific sectors it’s getting more popular than the local
shopping. As it has mentioned earlier that we collect data from 135 people. There were 12 specific
questions regarding the significance of online shopping in Bangladesh and its future. By this study
we can see a clear difference from the perspective of consumers if we compared to past. There are
a lot of differences behind it. Firstly, shopping online is more convenience. It saves our money and
valuable time. Buyers can order anything from online and it will be delivered to his home or work
place. Now a days we see that a lot of online shop gives discounts on their products which will
lead to more saving for shoppers. There is a good competition in the online selling brands. People
can easily compare one brand to other brands within few seconds just visiting their online pages
or website and checking their online reviews given by customers. There is a system called pre
order. If you have any chosen products which are not available in our country, you can choose pre
order options and within few days you can get it from any country. From our data collection it also
gets to know that 18-23 age range people are using more online shopping compared to others and
most of them are female. Among them 60% peoples are using Facebook online shop because of
more reliable and lot of collection and many more competitors. Furthermore, two most popular
segments of products from online shops are food then clothing items. Basically, food is more
popular among others because we see that people are getting busier day by day with their work
life and other stuffs. If they get the food online instead of going restaurant then why not! There are
a lot of options to choose for food delivery online system like uber eats, food panda etc. among
them food panda is more popular than others because of faster delivery and constantly maintaining
their quality and brand image. After that clothing also hold a big market value for online shopping
sector in Bangladesh. Verities of product, uniqueness and reasonable price are the only key behind
this big sector. When anyone lends a shop in remote area it will cost a good amount of money.
Seller has to charge high for making profit out of it. But for online shops there are big chances to
get original price for any product. However, there are a lot of reasons people still does not rely
properly on online shops in Bangladesh. From the survey we find lot of negatives review regarding
online shop in Bangladesh. Among them major issues are not feel safe about online shopping as
many of the time they did not get the match product which they ordered from online. Furthermore,
online shopping may expose your credit card to online theft, thereby leading to financial problems.
Another major complain about online shop is delivery issues. Most of the cases it seems that delay
delivery for products creates lot of problem for customers.
Literature Review:
A research conducted by Tanjila Tabassum (operations and supply chai management,amercian
international university Bangladesh), Tahsina khan(2(Marketing, American International
University-Bangladesh, Bangladesh) & Nazia HAsan((Management Information
System,American International University-Bangladesh, Bangladesh) o Attitude towards Online
Shopping among Urban Bangladeshi Youth: Factor Analysis of the Influencing Parameters. This
study shows that Attitude of consumers play a very important role among the parameters as the
variables under the parameter are found to explain the most variability. In other word, the picture
they have about online shopping in their mind impacts their decision. Price is the second most
significant parameter of the study. The time saving and convenience seeking urban youth of
Bangladesh considers price before making a deal on online shopping even they find they
convenient (IOSR journal of business and management, e-ISSN:2319. Volume 19, issue8.Ver.VI.
(August 2017), pp 42-50). A study conducted by Emon kalian chowdhury(Assistant
professor.departmeny of accounting ,faculty of business studies,premier
university,Chittagong,Bangladesh) & Rupam chowdhury (Lecturer, faculty of business
administration,university of science & technology Chittagong, Chittagong, Bangladesh on online
shopping in bangladesh. This study finds a positive relation between the online shopping
