Research Methodology

Sec- A
Date - 17.12.2015
Identify the attitude and perception of people toward online shopping in Bangladesh
Introduction: We are..
NO
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NAME
MAMUN,ABDULLAH AL
TASNIME, UMMAY HABIBA
SAKIB, MOHAMMAD NAJMUS
SHARNALI, TASLIMA DOLON

ID
13-24774-2
13-24591-2
13-24529-2
13-24004-2

Submitted for
DR. SAAD HASAN

Faculty of business administration

American international university-Bangladesh

Abstract:
Online shopping is the process of buying product by the internet. The online shopping system
presents an online display of an order cut off time and an associated delivery window for items
selected by the customer. The system accepts the customer's submission of a purchase order for
the item in response to a time of submission being before the order cut off time. The online
shopping system does not settle with a credit supplier of the customer until the item selected by
the customer is picked from inventory but before it is delivered. Therefore, the customer can go
online and make changes to the order. We are new to developing this sector and it also new for
our customer those who are going to buy online. Our Customers are not habituated yet to go to
an online shop. They still go retail store. But if they find their desire product and if they satisfy
with their experience of online shopping then maybe they will go for online shopping. Product
quality problem is occurred when the quality of the product is not revealed clearly to the
customer. Online shopping is not always safe. There is always a fear of fake is here there.
Though there is different kind of fear is present there it has a brilliant prospect. Our paper
discusses different issues & challenges relating to the online shopping in Bangladesh and some
problem are facing our buyer and seller in the opening market of online shopping in Bangladesh.

Table of Content

Abstract:..................................................................................................................... 2
Introduction (700 words):........................................................................................... 4
Symptoms and problems:........................................................................................ 4
Research Aim and objective:.............................................................................4
Literature review (700 words).................................................................................... 5
Research methodology (600 words)...........................................................................6
Population:.............................................................................................................. 6
Sample:................................................................................................................... 6
Main Research Question:......................................................................................... 6
Descriptive research................................................................................................ 6
Data Gathering:....................................................................................................... 6
Variables:................................................................................................................. 6
Data analysis and results (700 words)........................................................................7
Conclusion and further work:....................................................................................11
Findings in relation to the main research question.............................................11
Reference list............................................................................................................ 12
Appendix 1............................................................................................................... 13

Introduction (700 words):

Our culture our habit and our movement going to be change. We are going to be
busier. For the time need we need something those are save our time and do our
life easier for this prospect we find a name online shopping those will make our life
easier and save our time. The online shopping system presents an online display of
an order cut off time and an associated delivery window for items selected by the
customer. The system accepts the customer's submission of a purchase order for
the item in response to a time of submission being before the order cut off time.
And buyer and seller can inter act each other on a easy way.

Symptoms and problems: But everything is not easy as like as we say.

There have some lacking. Both parties are facing some problem. Buyer is not
satisfied and seller doesnt get much advantage by this business and seller doesnt
know how they will take over this situation. For this reasons people are not
interested for buying and selling online.

Research Aim and objective: So in our paper we try to find the exactly the
present situation of online shopping, what the attitude and perception of people
toward online shopping in Bangladesh? And what type of problem they face? And
how we can take over this situation? And how we can we attract people toward
online shopping?

Literature review (700 words)

Analysis of relevant literature/secondary data analysis: The current literature on consumer online
purchasing decisions has mainly determined on identifying the factors which affect the
willingness of consumers to engage in Internet shopping. In the domain of consume behavior
research, there are general models of buying behavior that depict the process which consumers
use in making a purchase decision. These models are very important to marketers as they have
the ability to explain and predict consumers purchase behavior.
The classic consumer purchasing decision-making theory can be characterized as a continuum
extending from routine problem-solving behaviors, through to limited problem solving behaviors
and then towards extensive problem-solving the traditional framework for analysis of the buyer
decision process is a five-step model. Given the model, the consumer progresses firstly from a
state of felt deprivation (problem recognition), to the search for information on problem
solutions. The information gathered provides the basis for the evaluation of alternatives. Finally,
post-purchase behavior is critical in the marketing perspective, as it eventually affects
consumers perception of satisfaction/dissatisfaction with the product/service.
This classic five stage model comprises the essence of consumer behavior under most contexts.
Nevertheless, the management of marketing issues at each stage in the virtual environment has to
be resolved by individual E-marketers. Peterson et al. [1997] commented that it is an early stage
in Internet development in terms of building an appropriate dedicated model of consumer buying
behavior. Decision sequences will be influenced by the starting point of the consumer, the
relevant market structures and the characteristics of the product in question. Consumers' attitude
towards online shopping is a prominent factor affecting actual buying behavior. (Source:
Jarvenpaa Journal of Electronic Commerce Research, VOL. 6, and NO.2, 2005)
Todd [1997] proposed a model of attitudes and shopping intention towards Internet shopping in
general. The model included several indicators, belonging to four major categories; the value of
the product, the shopping experience, the quality of service offered by the website and the risk
perceptions of Internet retail shopping. In the research conducted by Vellido et al. [2000], nine
factors associated with users' perception of online shopping were extracted. Among those factors
the risk perception of users was demonstrated to be the main discriminator between people
buying online and people not buying online
Mayer et al. [1995] developed a model which combines traditional marketing philosophy on
consumer motivation to buy and the trust model. In this model, trust propensity; which is a
personality trait possessed by buyers; is an important antecedent of trust. In Internet shopping,
there is not much information available to the buyer regarding the seller, prior to purchase. A
buyer with a high propensity to trust will more likely be a potential customer than a buyer with a
lower propensity. Mayer et al. [1995] proposed that ability, benevolence and integrity constitute
the main elements of trustworthiness. Ability refers to skills, competencies and characteristics
that a seller has in a specific domain. In this context, sellers need to convince buyers of the

competence of their companies in the Internet shopping business. Benevolence is the extent to
which the seller is perceived by the buyer as wanting to do well. Sellers have to convince
buyers that they genuinely want to do good things for buyers, rather than just maximize profit.

Research methodology (600 words)

To know and understand the consumers perception and awareness about internet
marketing/shopping. This will help to know the attitude and perception of consumers towards
online shopping and what are the factors which shape the consumers perception towards online
shopping. Also what are key concerns from the point of view of consumer while online
shopping?

Population: We collect our data from Banani area.

Sample: We took interview from 40 people of different professions, students.
Main Research Question: We tried to find out why people are not interested in
online shopping in our country and what are the major problems in online shopping?

Descriptive research: The respondents from whom we collected information most of

them were different professionals, students of universities. From our survey we could identify
that most of the students were more interested in online shopping than professionals. Most
people face these types of problems in online shopping like Size
Time delay
Costly
Pictures and received items do not match
Quality
Warranty
Assurance
The chance of to have been deceived
Survey Method : We used questionnaire to collect our information. We used both open ended
and close ended questions in our questionnaire

Data Gathering:
1st week - We submit our research proposal
2nd week - We prepare our questionnaire
3rd week - We took interview through questionnaire and made correction of different
errors of respondents.
4th week - We complete our report

Variables: As a variable we find between male and female who are shopping most online
and how much satisfy they are.

Data analysis and results (700 words)

The objectives of the research were studied with respect to interested people who want to shop
online because they would be the right respondent to give an insight about the online shopping.
In the survey the respondents were asked the following questions which helped to:
1. What is your gender?

Chart Title
In Problem

Dont like

37%
63%

Interpretation: In our research total 40 people are provide their opinion. In this 40 people, 13
(32%) female and 27 (68%) male are sharing their opinion about online shopping.

2. Which is the best medium for purchasing Product for you?

Chart Title

Dont like; 37%

In Problem; 63%

Analysis: According to our question we find 27% people who want to buy their desire product
from online and 73% people who want to purchase product from retail store. This is mainly
because of the changing lifestyle and taste patterns. People are going to busy day by day but this
total number of online shopper is very low.

3.

Have you purchased anything online ever?

no ; 45%
yes ; 55%

Analysis: The research showed that 55% of the people had shopped online while 45% had not
bought anything. Actually they are more interesting day by day.

4. why you never had online shopping

Total=40
No comment
Total=40
Dont like

In Problem
0

10

15

20

25

Analysis: We find that approximately 33% people dont want to buy online because they dont
like those ways for buy something. They are not interested and 55% people dont want to buy
because of they face some problem when they are going to buy something. So we can say that
we need to identify that what type of problem they face.
5. What type of problem do you face when you purchase products from online?

Total=40
20
18
16
14
12
10
8
6
4
2
0

Total=40

Analysis: In this point we find lots of problem those are faced by buyer and that the reasons
they wont buy from online. 2 people out of 40 they face in size problem. When they order
online they cant get same size product.2nd problem is time delay. They cant get their product
in time. Total 6 people out of 40 them face this problem. There have quality and assurance
problem also. And most big problem is picture or ordering product and the delivery product
are not same most people facing this problem.
6. Overall, were you satisfied with your experience of online shopping

total 40
16
14
12
10
8
6
4
2
0

total 40

Analysis: According to our statistic we find that after all facing problem and without
facing problem 13% of people are highly satisfy to buy online shopping, 35% people are
only satisfy for online shopping, 30% people are either not satisfy and nor dissatisfy and
1% people are highly dissatisfied.
We had done mean calculation for finding accurate satisfaction level.
A.
B.
C.
D.
E.

Highly Satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly Dissatisfied

5
4
3
2
1

Mean = [(5*5) + (4*14) + (3*12) + (2*20) + (1*1)]/40

=3.95
So its near satisfied level.

Conclusion and further work:

Findings in relation to the main research question: The findings show that

Internet usage has increased over the years and it is leading to an increase in online shopping and
also shows the consumers attitude and perception towards online shopping. Online shopping is
affected by demographics as it has been seen that more males are shopping online as compared
women online shoppers. The most important motivating factor, which influenced the online
shopping, was convenience followed by time saving and price. Regular online shoppers
considered convenience as the main motivating factor while buying and were fewer prices
sensitive. But the online marketers should attempt to differentiate their products or services
making the comparison easier. The marketers should bring out innovative ways so that the
consumers can do more online shopping while taking the full advantage of rich information, easy
access and convenience of the Internet.
The most important things are product should be delivered in time and exact product should be
delivered..

Reference list:
1. Peterson et al. [1997] commented that
2. Jarvenpaa (2005) Journal of Electronic Commerce Research, VOL. 6, and NO.2
3. Todd [1997] proposed a model of attitudes and shopping intention towards Internet
shopping in general
4. Mayer et al. [1995] developed a model which combines traditional marketing philosophy
5. Donthu, Naveen and Adriana Garcia (1999), The Internet Shopper, Journal of Advertising
Research, V39 (3), 52-58.
6. Aminul, Aktaruzzaman, Muhammad. (2008) The Adoption of Mobile Commerce
Service among Employed Mobile Phone Users in Bangladesh: Self-efficacy as a
Moderator
7. Wiki. [a] Disposals. [online] Available from:
http://en.wikipedia.org/wiki/online_shopping [Accessed 19 December 2012]
8. Ibimapublish. [a] Disposals. [online] Available from:
http://www.ibimapublishing.com/journals/CIBIMA/2010/854516/854516.pdf [Accessed
19 December 2012]

Appendix 1
Our survey question:
1. Sex
A. Male
B. Female
2. Which is the best medium for purchasing Product for you ?
A. Store
B. Online
3. Have you purchased anything online ever?
A. Yes
B. No
4. If NO then why you never had online shopping.
A. I dont like
B. I faced a problem
5. What type of problem do you face when you purchase products from online?
A. Size
B. Time delay
C. Costly
D. Pictures and received items do not match
E. Quality
F. Warranty
G. Assurance
6. What do you think is more important to you?
A. Convenience
B. Privacy
7. Features you think necessary for an online shopping site.
A. Multiple payment gateways
B. Social networking integration
C. Privacy and secure checkout
D. multiple delivery gateways
E. Customer friendly
8. Overall, were you satisfied with your experience of online shopping
F.
G.
H.
I.

Highly Satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
J. Highly Dissatisfied