Letter of Transmittal

Internship Report

Low Consumer Adaptation of online

shopping of itbazaar.com.bd due to
lack of faith and intangibility of service

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 Letter of Transmittal

27/07/2017

Internship Report

Course Code: Bus399

Section – 01

Submitted To:

Dr. Md. Abdul Momen

Assistant Professor
Department of Business Administration
East West University

Submitted By:

Aftab Uddin

ID: 2012-2-14-062

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 Letter of Transmittal

Aug 2, 2017
Dr. Md. Abdul Momen
Assistant professor
East West University
Aftabnagar, Dhaka

Subject: Submission of Internship Report

Dear Sir,

This report is based on “itbazaar.com.bd” as I worked for three months on this organization. As per
university requirement I compiled all my working experience of marketing department on this report for
your kind consideration.

As I worked with marketing team, so this report will cover my research related activities about market
demand of itbazaar.com.bd and hope this will satisfies you.

However, I would be glad if you are enlightened with your thoughts and views regarding the report. In
addition, if you wish to enquire about any aspects of this report, I would be glad to answer your queries.

Sincerely Yours,

Aftab Uddin
ID 2012-2-14-062

East West University

 Acknowledgement

First of all, I would like to thank the Almighty Allah for blessing me with the strength and patience for
successfully completing my internship and this report.

I would like to thank my faculty, “Dr. Md. Abdul Momen” for giving me the opportunity to work with him
during my internship period. Along with him, I would like to thank “Srikanta Roy” for his kind help for
compiling this report. I haven’t been able to complete this report in a comprehensive manner without their
guidance, support, and counseling that they have provided to me during this period. I have tried my best to
implement their constructive suggestions while doing my report.

I would also like to take this opportunity to acknowledge the help provided to me by some personnel’s of the
company. My sincere gratitude goes to Mr. Shahab Uddin Riadh (Head of Marketing), Mrs. Tahmina Akter
(Popy), (Executive, Digital Marketing) and Mr. Abdul Mukit ( Head of HR) with whom I worked throughout
my whole internship period.
 Executive summary

In the recent years, the volume of trade conducted electronically has developed remarkably because of the
boundless Internet usage. E-Commerce is relentlessly changing the way businesses to be done and changing
the business environment globally. A number of developing countries have adopted E-Commerce hoping
that it would help boost their economies and competitiveness to a new level. Likely all other, Bangladesh
become an emerging market for E-commerce. Itbazaar.com.bd is an online retailer market who is currently
operating in Bangladesh but due to the consumer’s lack of faith and intangibility of service in online market
resulting them in low adaptation of this online brand. In this paper i emphasized on detecting the problem
of online market through pinpointing the symptoms. Moreover i discussed some findings from literatures
available on the same context. For going deep into the research i conducted survey on 100 respondents and
analyzed the responses through MS Excel. The paper contributes to the online industry of Bangladesh,
which is becoming an emerging market for E-commerce based businesses or startups in future.
 CHAPTER ONE: INTRODUCTION

1.1 Introduction
Bangladesh is currently observing phenomenal growths in e-commerce and related activities on commercial
fronts. Changing mind sets and advent of technologies have changed the scenario of overall economy and
lifestyles of the common man. At present, many online shops in Bangladesh are performing excellently and
serving people in great ways. Nowadays, you will observe the scarcity of time, rush of commuters, increase
in urbanization, frequent shutdowns due to political unrest, and thirst for more in modern Bangladesh. This
has led people to take shortcuts and help of modern communication technologies to conduct their day-to-
day activities.

1.2 Background of the Study

Electronic commerce has grown rapidly in recent years. However, surveys of online customers continue to
indicate that many remain unsatisfied with their online purchase experiences. Clearly, more research is
required to better understand what affects customer’s evaluations of their online experiences.
The basic characteristic of online shopping, that differentiates it from other forms of shopping is its
convenience. The transaction amongst seller and buyer is smooth and effective without costs such as time
and transportation. However, the lack of physical touch and the inability to scrutinize the product creates
doubt in the mind of the consumers. A successful web store is not just a good looking website with dynamic
technical features, listed in many search engines. In addition to disseminating information, it is also about
building a relationship with customers and making money.
As online shopping gains momentum, shoppers are looking for online retailers to provide them with more
personalized shopping experiences. Marketers can tailor these experiences to specifically defined target
audiences by understanding the shopping personalities and buying behaviors of customers. Because when
you've discovered what drives specific shoppers to buy, you're able to increase sales and margins.
As a result, Itbazaar Bangladesh being the renowned online retail store in the country is suffering. They are
unable to retain their consumers due to the lack of adaptability and acceptance of online shopping at present.
However, they are trying their best to educate and convince their shoppers that Itbazaar is the way of the
future.

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1.3 Problem Statement
In order to investigate for a research, it is required to find a problem. We began with symptoms and
narrowed them down to a specific problem. The following steps helped us find our problem statement.

Step 1: Assess the background and the Manager’s situation- Initially, we conducted our overall field work
collected data on Itbazaar Bangladesh where we discovered that consumers, although, interested and aware
of online shopping in the country were reluctant to shop online and preferred shopping from normal retail
stores. Mr. Ahmed, Sales Manager at Itbazaar, our contact person, upon meeting him we were notified of
the issues that they were facing and what strategies they were implementing in order to solve their situation.
Mr. Ahmed said that they want more consumer engagement.

Step 2: Clarify the symptoms of the problem- After being notified of the issues faced by Itbazaar
Bangladesh by Mr. Ahmed, we tried to clarify the symptoms. The symptoms included lack of faith in online
service, lack of touch and feel, Lower rates of Re-purchase, lack of knowledge of consumer demand and
no physical infrastructure.

Step 3: Pinpoint suspected causes of the symptoms- At this stage; we tried to narrow down to the cause of
the problems mentioned by Mr. Ahmed. According to him, the lack of trust of the consumers and awareness
by Itbazaar Bangladesh are the reasons for the consumers to not accept online shopping.

Step 3: Specify solutions that may alleviate the symptom- At this stage, the manager provides us with
solutions he believes may abolish the consumer’s lack of acceptance. Mr. Ahmed says the Cash on Delivery
method and Black Friday sales introduced encourages a higher amount of sales currently.
Step 5: Speculate on anticipated consequences of the solutions- Although the systems introduced lead to
higher sales but to have a constant engagement from the loyal consumers is still a mystery for Mr. Ahmed.
He says they are striving to engage these satisfied consumers to go through the experience again.

Therefore, after thoroughly going through the above steps, we have concluded with
the following problem statement, ―Low Consumer Adaptation of online shopping of itbazaar.com.bd
due to lack of faith and intangibility of service.

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1.5 Research Objective
The main issue faced by itbazaar.com.bd is mainly the lack of adaptability of consumers of online shopping.
Hence, it is the purpose of our research to find out the level of trust of consumers on itbazaar.com.bd and
identify the importance of physical scrutiny of a product before purchasing.

1.6 Research Questions

We conducted our research with a total of 25 questions that aims to provide us with more customer insight
on our two main research objectives of the level of trust on itbazaar.com.bd and the importance of physical
scrutiny of a product pre-purchase. The questions have been collected from valid and reliable articles,
related journals and Surveys. Hence, our questions are ensured as reliable and valid and as a result, making
our research legitimate.
1.7 Significance of the Study
Since our problem statement is ―Low Consumer Adaptation of online shopping of itbazaar.com.bd due to
lack of faith and intangibility of service‖ the significance of the study is visible in there. This study will help
the online businesses of Bangladesh to plan their business the way they should for this customer base. This
study will also be helpful for investors who are interested in investing on online retail shops, students who
are interested to study on online business and suppliers who supply goods to online based business. This
study will definitely be helpful for online businesses on in Bangladesh such as Itbazaar.com, Kaymu.com,
UpoharBD.com and also international online businesses that are planning to open their business here or
may open someday by giving them the knowledge about consumers adaptability of this service. Moreover
this research will also recommend on how to overcome this problems and how to
change people’s perception to see online businesses the way they see traditional businesses. This
research will also reveal how the current marketing plan of Itbazaar.com.bd is going and assist on taking
decision on what type of advertisement they should emphasize on where they should put their advertisement
and other important information for their business . As this is any emerging market with a big potential this
one study is not enough to provide all the information needed for the proper industry analysis. So more
businesses can come up and do their research in this field to be prepared to face any obstacles that comes
in their way.

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1.8 My role & contribution in itbazaar.com.bd
I am working in corporate marketing department at itazaar.com.bd. I am responsible for Developing and
implementing the strategic E-commerce marketing plan for the organization. Stays abreast of changes in
the online marketing environment and adjusts plan accordingly to best serve the objectives of the
organization & overseeing other aspects of the website such as the advertising campaign, content
components and vendor relationships.
I have already on boarded more than 100+ merchants in itbazaar.com.bd . Some of them are Global brand
PVT Limited, Flora Limited, Transcom Digital, Computer source, Aaamra Limited, LG Butterfly etc. For
operating the business flawlessly maintaining a good relationship with them & getting the product as well
as price update. Besides this I am going for B2B selling also. In 3 months I have visited more than 120+
corporate houses & looked for sales opportunity.

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 CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction
A literature review is a text of a scholarly paper, which includes the current knowledge including
substantive findings, as well as theoretical and methodological contributions to a particular topic. Literature
reviews use secondary source, and do not report new or original experimental work. This chapter connects
the past research that has been done and can contribute to our research to make it more effective. This
chapter has discussed about the variables which are founded during the research. Literature review mainly
done on the basis of these variables. There is also a table of the previous literature review which helps us
to establish our research findings.

Our research is on online market condition and all the literature review have done to make an effect on the
customer’s behavior.

2.2 Discussion of the Variables

Intangibility

Product intangibility is positively associated with perceived risk and the intangibility construct
encompasses three dimensions: physical intangibility, mental intangibility, and generality (Michel Laroche,
Jasmin Bergeron & Christine, 2003). According to Axel Eggert (2006), Product intangibility increases
consumer’s perception of risk. Again, in accordance to Michel laroche, Zhiyon Yang, jasmine Bergeron &
Gordon H.G McDougall (2003), Intangibility leads consumers to prefer retail shops over online companies.
Trust

Trust, perceived ease of use, perceived usefulness and enjoyment are significant positive predictors of
customers' repurchase intentions (Chao Min Chiu, Hsiang Lan Cheng, Chen Chi Chang & Yu Hui Fang,
2009). According to Sonia San martin & Carmen Camarero (2008), Satisfaction with previous purchases,
the Web site security and privacy policies, and service quality are the main determinants of trust. Again,
Trust on an internet vendor has got three dimensions that are competence, integrity and benevolence (Sandy
C. Chen & Gurpreet S Dhion, 2003).

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Adoptability

Adaptability means flexibility to fit changed circumstances. This word has been put to use as a specialized
term in different disciplines and in business operations. According to Andresen and Gronau, (2005)
adaptability in the field of organizational management can in general be seen as an ability to change
something or oneself to fit to occurring changes.

With respect to business and manufacturing systems and processes adaptability has come to be seen
increasingly as an important factor for their efficiency and economic success. In contrast, adaptability and
efficiency are held to be in opposition to each other in biological and ecological systems, requiring a trade-
off, since both are important factors in the success of such systems. To determine the adaptability of a
process or a system, it should be validated concerning some criteria.

Online service

Online shopping is a new form of e commerce which allows consumers to directly buy goods from a seller
over the internet using a browser. Alternative names are: e-web-store, e-shop, e-store, Internet shop, web-
shop, web-store, online store.
Mobile commerce which describes purchasing from an online retailer's mobile optimized online site or
app. An online shop evokes the physical analogy of buying products at shopping center; the process is
called business-to-consumer (B2C) online shopping. In the case where a business buys from another
business, the process is called business-to-business (B2B) online shopping. So according to Zhang weinian,
(2007), the traditional marketing strategy is diminishing while online marketing concepts and strategies are
developing to correspond with new economics: it becomes the main stream.

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Customer engagement rate:

Customer engagement (CE) is the engagement of customers with one another, with a company or a brand.
The initiative for engagement can be either consumer- or company-led or the medium of engagement can
be on or offline.

Online customer engagement is qualitatively different from offline engagement as the nature of the
customer’s interactions with a brand, company and other customers differ on the internet. For example,
spaces where people can communicate and socialize in ways that cannot be replicated by any offline
interactive medium. Customer Engagement marketing efforts that aim to create, stimulate or influence
customer behavior differ from the offline, one-way, marketing communications that marketers are familiar
with. Although customer advocacy, for example, has always been a goal for marketers, the rise of online
user generated content can take advocacy to another level. So, according to, v kumar, LAksoy,
BDonkers(2010),The value of customers based solely upon their transactions with a firm may not be
sufficient, and valuing this engagement correctly is crucial in avoiding undervaluation and overvaluation
of customers.

2.3 Findings from literature review

1) Journal Name : The effects of national culture values on consumer acceptance of e-commerce online
shoppers in china
Findings : Uncertainty avoidance and long term orientation had moderate effects on the relationship
between trust & intention to go for a particulat online vendor.
Recommendation : The internet vendor should first focus on the national culture & buying behavior.
2) Journal Name : How intangibility effects perceived the risk : the moderating role of a knowledge &
involvement
Findings : Product intangibility positively associated with perceived risk & the intangibility constructs
encompasses mental, physical intangibility.
Recommendation : The challenge for marketers might not be so much to reduce risk by physically
tangibilizing goods & services
3) Journal Name : Consumer trust to a website : moderating effects to an attitudes towards online shopping
Findings : Satisfaction with previous purchases ,the website security & privacy policies & service quality
are the main determinants of trust.
Recommendation : Strong and high level of privacy should be maintained regarding customers information.

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4) Journal Name : The effects of national culture values on consumer acceptance of e-commerce.
Findings : Customer satisfaction depends on mostly the level of high local responsiveness.
Recommendation : Online company should think globally but act locally.
5) Journal Name : The determinant’s of consumer’s online shopping cart abandonment.
Findings : Consumers consider purchasing from online shops leave the chosen products behind in their
online cart & decide to purchase.
Recommendation : Online companies should improve purchase conversion rates & multi channel
management.

CHAPTER THREE: ANALYSIS

3.1 Introduction
In research respondents plays a very important part. The findings completely depend on the respondents.
In my research about itbazaar.com.bd the problem statement is about the adaptability of it because of trust
and intangibility. Adaptability plays important part in the purchase decision of respondents. From the
response i can find out how many people purchase and how many don’t, what matters in their purchase
decision, how willingly they are purchasing and so on.

3.2 Overview of Data Collected

I collected my data based on 25 questions that’s encompassed the different variables of this research.
Among them there is one open based question. When i start collecting data, i found that people are avoiding
this question. That creates data error in our survey. So i decided to remove that question so that chance of
getting error is going low. I will show all the questions in appendix part. Here i provide a little describe
about our finding based on questions with chart.

How did you know about Itbazaar.com.bd?

15%
11%

Website
Reference
21%
Social Media
53%
Advertisement

Chart – 3.2.1

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From figure 3.2.1 i came to know that 53% of the respondent get to know about itbazaar.com.bd from
Social media and from advertisement the lowest number of respondent which is 11% get to know
about it.

WOULD PREFER BUYING ANY PRODUCT FROM

ITBAZAAR.CO.BD?

7
0

1
0
8

1
1

1
A B C D E

Chart – 3.2.2

Here i see that 70% of the respondent said that they may be purchase from itbazaar.com.bd. And only 8%
said that they will definitely buy from here.

Do you prefer Itbazaar.com.bd over other online business in BD?

58

15 15 12
A B C D
Chart – 3.2.3

In preferring itbazaar.com.bd over other online store 58% said that they may be prefer it. And 12% said
they definitely not prefer it.

33

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 I f You Have Not Purchased Any Product From Online Then
Why ?
50

40 35

30

20 25
20

10
10

0
A B C D

Chart – 3.2.3
In giving the reason for not buying in online 35% gave the reason of not touching it, 20% mentioned
privacy issue, 25% said quality issue and only 10% told about not finding actual product

If you have to purchase any product online what would be their

Maximum price.

E 2

D 5

C 20

B 36

3
A 7

0 5 10 15 20 25 30 35 30

Chart – 3.2.5

Here 37% said they will purchase product priced within 500-1000 and 36% said 1000-2000. Whereas
only 2% told that they will buy product price of 10000 and above.

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 Discounts and special offers of Itbazaar.com are more
desirable.

A
13% 9%

9%
B

23%
C

D
35%
E

Chart – 3.2.6

About desiring discount product majority which is 35% said they are neutral about it, 23% agreed and
13% strongly agreed. On the other hand only 18% choose disagree and strongly agree option.

Would you buy a product that is available in retail shop from Itbazaar.com.bd
even if Itbazaar offer a lower price

32% A

B
68%

Chart – 3.2.7

In preferring retail store than itbazaar.com.bd 68% choose retail store even if Itbazaar is cheaper.

35

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 If you look in online businesses what type of
product you look for?

38

20
15
11
3 5 7

A B C D E F G

Chart – 3.2.8
A
2% 5%
Do you think that itbazaar.com have been reliable with B 2%
the quality of their products?
%

10 18
7 6
33
0
A B C D E D

E
Chart – 3.2.9

Chart – 3.2.10
Would you think that Itbazaar.com DO YOU THINK THAT
should change their promotional ITBAZAAR.COM SHOULD
strategy INCLOUD MORE ITEMS IN THEIR
PRODUCT MANUE?
35
15%
33 A
B
8 3 9
85%
A B C D E

Chart – 3.2.11
Chart – 3.2.12

36

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 From chart 3.2.8 we get to know that 38% look for fashion products in online. 15% look for beauty and
health product and 20% look for mobile phone. Some look for big electronic products and sports
product. And in other’s option 11% ticked. Here they mentioned

Here From chart 3.2.9 33% said that they are moderately relaxed by purchasing from itbazaar.com.bd. And
9% said they are not at all relaxed.

Here From chart 3.2.10 about the reliability of the quality 62% remained neutral and 29% agreed to it. And
2% respondent on strongly agree and 2% said strongly disagree and rest 5% disagreed

Figure 3.2.10 here in itbazaar.com.bd promotional strategy 35% remained neutral and 33% agreed, 9%
strongly agreed, 8% strongly disagreed and rest 3% disagreed.

Figure 3.2.11in including more items of products at itbazaar.com.bd 85% of respondents said whereas
only 15% said they don’t want more variety.

Do you believe Itbazaar should provide

DO THE PRICES JUSTIFY THE
more varity product? SERVICES PROVIDED BY
ITBAZAAR.COM
6% A A
23%

B
B
93%

76%

Chart – 3.2.12 Chart – 3.2.13

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 How will you rate the products provided by BASED ON YOUR EXPERIENCE
Itbazaar.com WITH US, HOW LIKELY ARE YOU
COME AGAIN

58

38

35
32

5 3 2

1
2
A B C D E

5
A B C D

What is the best part of

Itbazaar.com.bd?

A How Helpful Was Their Customer Service

Representative
9% A
B 37
29% 50
27% C B
30 35
C
35% D
30
D
20
10
6 2
10 E
0
1

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 Based on your experiences with them, would
Based on your awareness of other Online
you recommended this online shop for your
Brands, is Itbazaar better, same or worse? friend?

60
2 E D C B A 50
7
30
38
33 20 15 30

10
3 2
0
0 10 20 30 30 50

A B C D E

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.

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 Itbazaar.com.bd

How frequent do you shop from itbazaar.com

Price was said to be the best part of A
3
itbazaar.com by 35% respondent, then 29%
%
said service, 27% said the quality of product
B
and final 9% said others.
20
Chart – 3.2.19 % C
31%

D
8
%

37%

Chart – 3.2.20
DID YOU FEEL/NOTICE ANY CHANGES REGARDING QUALITY OR
SURVICE WHILE REPURCHASING

In measuring itbazaar.com.bd than other brand 33% found it better, 38% said it’s similar, 10% said much
better and 7%, 2% found it worse and worst.

About recommending itbazaar.com to other group of people only 3% and 2% said they will probably not
and will not recommend to other. However 50% said they will probably recommend, 30% were confused
and rest 15%said they definitely will recommend.

In buying frequently from itbazaar.com 37% said they buy less often and 31% said they only buy when
they find the necessity. However 20% said they monthly shop from here. And only 3% said they most often
buy from here.

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 Itbazaar.com.bd

Here in the change of the quality of product and service only 3% said it worse. Whereas 32% said it better.
And 50% means majority said they did not find any change. Rest 3% said it much better.

Itbazaar.com.bd has a replacement offer about which 38% said that it will definitely increase their
credibility. 36% said it will probably increase their credibility, 20% were confused. 3% said
itbazaar.com probably will not increase credibility and rest 3% thought that it will definitely not
increase credibility.

Recommendations and Comments

In our 25th number questions we asked about some comments, expectations from itbazaar.com.bd Based
on their answer we come up with some ideas;

1. More variety products.

2. Personal Selling.
3. Ensure product quality.
4. Less prices.
5. They can provide sells promotions.
6. Delivery time should be short.
7. Upgrade their website regularly.
8. Provide some unique products.
9. Make the website colorful. Do you feel thal replacement offer will
increase the credibility of Itbazaar.com
10. Improve marketing strategy
A
11. Provide exact information’s. 3%

3%
B

20% C
38%

36
% E

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 Itbazaar.com.bd

3.3 Profile of the Respondents

In our research questionnaire we mainly contained closed ended questions. Out of the total 25 questions,
23 questions were closed ended, 2 are open ended among those 1 question was for respondents to
recommend. Close ended questions intend to better characterize a trademark for the respondents.
We have selected our respondent through convenience sampling. We targeted those people who are
buying product from itbazaar.com or well-known about itbazaar.com. We collect our data from students,
as they frequently buy product from online. And also we collect data from some job employee persons,
teachers, and businessmen even from a housewife. And most of our customers are between 26 to 30
years. We found that those who are over 30 or 35 they like to buy product from market.
Though itbazaar.com sales there product some
other city of Bangladesh. But because of time
1% Occupation
limitation we collect our data only from Dhaka 2%
city. 5%

Student
13% Employe
e
Teacher
Gender Housewif
e
78% Business
Male
33%
Female
66%

Age
1%
7%
26-30
31-35
36-30
92%
53

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 Itbazaar.com.bd

CHAPTER FOUR: FINDINGS AND CONCLUSION

4.1 Introduction
In this part we have discussed about the findings and their impact. We have related the respondent’s
feedback and previous literature review. We have shown how our research contributes theoretically and
practically.

4.2 Discussion
We have mainly discussed about the 25 questions that we presented to the respondents and their feedback
about how they feel about the online shopping website. We have given references of articles to support our
problem statement and the further research. We have discussed why a number of people are not certain
about buying from itbazaar.com and the low adaptability of online shops. Terms have been explained why
even at a constant low price people are not getting used to this new chain shops.

4.3 Impact Analysis on Each Finding

In this part, we will discuss about the impacts of each of our findings on the level of consumers’ involvement
to the e-commerce site itbazaar.com.bd. From Chart- 3.2.1, we found that most of the respondents get to
know about itbazaar.com.bd from social media rather than any other source. The growth of technology has
given a new pace to business Aravind, Uma & Rao (2013). It indicates that people who are more likely to
spend time in social media are more likely to prefer online shopping to traditional shopping.

In Chart- 3.2.2, the majority (70%) was not certain about buying products from itbazaar.com.bd. Only 8%
was confident to purchase products from there. Since online shopping is an experience different in many
ways from traditional shopping, a new index for measuring electronic-customer satisfaction index is
required by the theory of

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 Itbazaar.com.bd

Hsu (2008). From our research, we have found that although many online stores are serving online shopping
services, the differential factor such as: quality and price from conventional shopping is still missing.

From the findings of Chart- 3.2.3 of this research report we have comprehended from the that, from the
100 respondents we have surveyed, 58% of them expressed their preference towards itbazaar.com.bd over
other online stores in Dhaka. Those who preferred itbazaar.com said that comparatively lower price was
the reason for their preference. According to Teo & Yu (2005), consumers' willingness to buy online is
negatively associated with their perceived transaction cost and perceived transaction cost is associated with
uncertainty, dependability of online stores and buying frequency. Therefore, we observed that price has
become a key aspect to the consumers for choosing itbazaar.com.bd over other online brands.

Our research problem was the low adaptation of itbazaar.com.bd because of lack of faith and intangibility.
In Chart- 3.2.3, we asked the respondents to identify for what reason they have not purchased anything
from itbazaar.com.bd. After the survey, in giving the reason for not buying from online stores, 35% gave
the reason of intangibility. Intangibility leads consumers to prefer retail shops to online companies Laroche,
Yang, McDougall, Bergeron (2003). On the other hand, 20% respondents mentioned lack of trust as a
reason of low adaptation. According to Kraeuter (2002), trust is seen as distinct but potentially co existing
mechanism for reducing the uncertainty and complexity of transactions and relationships in electronic
market.

Now we will discuss about Chart- 3.2.5 and Chart- 3.2.6. In Chart- 3.2.5, we found that the majority of
the respondents will purchase at maximum price of 2000. This situation is related to the suggestion of
Keisidou, Sarigiannidis, Maditinos (2011) that, companies should be aware of proper segmentation in terms
of their target audiences.

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 Itbazaar.com.bd

Chart-3.2.6 presents the effect of discount or special offers on the desirability of itbazaar.com.bd to the
customers. In response, an average number of respondents replied that they are neutral about this fact.
According to Martin & Camarero (2008), satisfaction with previous purchases, the Web site security and
privacy policies, and service quality are the main determinants of trust. Therefore, here the advised factors
are more significant than the discount and other special offers.

From the findings of Chart- 3.2.7, we found that most of the respondents will choose to buy products
available in a retail shop even if itbazaar.com.bd offers a cheaper rate. This is a common phenomenon as
people prefer hedonic sense as implied by Kinney
& Close (2009) that consumers consider purchasing from online shops leave the chosen products behind
in their online cart and decide to purchase them at a land-based store.

In the response of the survey, Chart- 3.2.8 demonstrates that maximum people opt for buying fashion
product and mobile phones from online shops. The explanation of this type of response is that most of the
respondents of our survey were students and young aging from 20-30 as they are more fashion conscious
and gadget freak.

In Chart- 3.2.9 and Chart- 3.2.10, respectively 33% and 62% people responded that they are very much
relaxed while shopping from itbazaar.com.bd and they believe that itbazaar.com is reliable in terms of
providing good quality of products. Therefore, it can be said that itbazaar.com.bd has been successful in
achieving reliability as majority perceives that this online brand provides quality products. However, many
of the respondents suggested itbazaar.com.bd to ensure product quality.

Chart- 3.2.11 exhibits that 35% people were neutral about the fact that itbazaar.com.bd should change their
promotional strategy. This, however, contradicts the previous Chart- 3.2.1, the lowest number of people
knew about itbazaar.com.bd from

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 Itbazaar.com.bd

advertisement. Therefore, it seems that itbazaar.com.bd lacks to grab customers from TVCs and billboards.
In addition, some of valued respondents gave their comments on the questionnaire that- ―Improve
marketing strategy,‖ ―Lack of promotional
activities.‖ From these comments of the respondents, it can be said that itbazaar.com.bd lacks an
integrated promotional strategy.

In chart- 3.2.12, 85% respondents replied that they want more variety of products. However, many of them
suggested itbazaar.com.bd to increase their product ranges. According to Liu & Wei (2003), product type
has significant moderating effects on the relationship between perceived risk and consumer's’ intention to
adopt e-commerce.

In Chart- 3.2.13, 76% respondents said they believe that prices justify the services of itbazaar.com.bd. It
signifies that most of the people are satisfied with the pricing of itbazaar.com.bd. From Chart- 3.2.13, we
found that, to 58% people the products of
itbazaar.com.bd are of an average. In order to improve the position in customers’ mind,
itbazaar.com.bd should follow the literature of Pitta, Franzak & Fowler (2006), satisfying marketing
offering for the online consumers should be given.

Chart- 3.2.15 and chart- 3.2.16 respectively depict that 38% of the people would like to visit
itbazaar.com.bd again and 37% of the people found service representatives of itbazaar.com.bd very helpful.
These two outcomes clearly indicate that the experience of them was quite pleasant and they were satisfied
with the service representatives. On this note, the recommendation of Koufaris & Sosa (2002) can be
shared- positive customer experience needs to be ensured. In view of the fact, we can observe that
consumers are more likely to go back to the online site based on their prior experience.

Chart- 3.2.17 illustrates that price was the best part of itbazaar.com.bd over quality and services. As we
have discussed in the earlier part, price is the key feature to the

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 Itbazaar.com.bd

consumers of choosing itbazaar.com.bd. Most of our respondents were representing male students aging
from 20-30. For this reason, they are more price sensitive than the businesspeople and employees. Chart-
3.2.19 shows that based on the awareness of other online brands, 33% respondents found itbazaar.com.bd
to be better and 38% of them replied that itbazaar.com.bd is similar to other online brands. In
recommendation, many of the respondents suggested that- ―It should provide unique products,‖ ―It should
upgrade its website.‖ It represents that itbazaar.com.bd is
providing just as other online brands are doing. There is no point of disparity that
would help it to make unique positioning in customers’ mind. If we look at chart-3.2.20, we can find that
around 50% of the respondents would probably recommend itbazaar.com to their friends. We can relate
this result with chart- 3.2.15 where majority of people opted to visit itbazaar.com.bd again. Since most of
the customers are contented with itbazaar.com.bd, they are willing to suggest it to their friends and family
as well.

To support the findings of Chart- 3.2.21 around 37% people said that they purchase from less often, and
31% said they only buy when they find the necessity. However, 20% said they monthly shop from here.
Furthermore, only 3% said they most often buys from here. This means the problem is either the lack of
variety in product ranges or in the customer retention process of itbazaar.com.bd. As in the previous finding,
we have found that there are lacks of variety product in this website; people buy occasionally instead of
regular shopping. For the another probable cause, the literature of Dominic, Goh, Wong & Chen (2010)
that- maintaining customer relationship is important to increase loyal customer is useful because the
customers are more apt to purchase frequently from those shops who maintain a sound customer
relationship.

Chart- 3.2.22 displays the change of the quality of product and service while repurchasing. Approximately
50% of the total respondents said that they felt no

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difference whereas 32% of them said it was better. Overby (2006) said that online company should give
more emphasize on quality rather than design to increase the amount of repurchase. Therefore, in order to
make changes according to the customers’ recommendation, itbazaar.com.bd should follow the suggestion
of Vailutiedot (2015), the marketer should find the answer of the questions that what the influencing factors
to e-satisfaction and e-loyalty of online shoppers are and how important they are for maintaining the
relationship between e-satisfaction and e-loyalty. Therefore, itbazaar.com.bd should look for new ways to
customize their product according to the customers. In chart- 3.2.23, in our question of if itbazaar.com.bd
provides replacement offer would that increase its credibility the response was as followed-about 38% said
that it will definitely increase their credibility. About 36% said it will probably increase their credibility,
20% were confused. Around 3% said itbazaar.com.bd probably will not increase credibility and rest 3%
thought that it will definitely not increase credibility. Regarding to the replacement or after sales service
Jiang & Rosenbloom (2006) advised that, e‐tailors might command higher customer retention through
providing good performance in after‐delivery service and continuously generating favorable price
perceptions among customers because both have a strong and positive influence on return intention.

4.4 Limitations and Future research directions

Limitations of the study

As limitations are considered as those influences that the researchers cannot control. The important thing
is that these limitations can affect to change the main focus of the research.

1. As researchers the primary challenge was to communicate among the members of the team. It was
not easy for us to make coordination between among all the group members.
2. Secondly it was really hard for me to do all the tasks for getting a very short period of time.
3. Thirdly it was not easy for me to find out the literature support as most of the sources of those
literatures are restricted. That makes very limited access to all those articles.
4. All the data were collected from a sample size of 100, which is very few amount of number for
doing a research.
5. Sample might be skewed as most of the samples used for research are students due to
convenience.
6. Problem identification was another big problem for me. Many symptoms were
very confusing.

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These were the limitations which I had to come across during the time of doing my research.

Future Research Directions:

There are still some gaps in the research that can be fulfilled by further analysis. For those who would like
to follow up on this for checking the reliability of my research they can check that by using my
questionnaire. The limitations, what I had mentioned earlier, the future researchers should consider all
those things so that they will overcome those limitations. More specialized data analysis software could be
used.
4.5 Conclusion
The study had pointed out some key findings, which can solve the problem of Itbazaar.com.bd. I have
mentioned earlier that Itbazaar.com.bd is facing adaptation problem in our country. Based on their problem
i have formulated some variables regarding that. Meeting with the manager of Itbazaar.com.bd helped me
to formulate those variables. After analyzing those entire variables, it is noticed that Itbazaar.com.bd must
work on adding new features to adopt the market. Without doing that Itbazaar.com.bd would not be able to
meet the expectation of customer. The gap between expectation and perceived will be increased.
Itbazaar.com.bd should be more concerned to educate the customer about online shopping. The rate of
physical infrastructure of itbazaar.com.bd is low, which would create a problem for them to know the
customer preferences of different places. The rate of internet penetration rate is increasing day by day in
our country. Due to that Bangladesh is an emerging market especially in this e-commerce sector. A huge
opportunity is going to be created for a company like Itbazaar.com.bd. By increasing customer awareness
as well as brands awareness Itbazaar.com.bd can grab that opportunity. That will be also favorable for them
to adopt this market in a short period of time. Both Itbazaar.com.bd and the customer will be benefited from
the market adaptation of itbazaar.com.bd.

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4.6 References
Chang, H., & Chen, S. W. (2008). Online stores. The impact of online store environment cues on purchase
intention: Trust and perceived risk as a mediator.

Cheolho, Y. (2008). Online Business. The effects of national culture values on consumer acceptance of e-
commerce.

Dr. M. Aravind, & Rao, D. M. (2013). Online marketing. A Study on Consumer’s perception on Online
Marketing with regard to Narasaraopet Mandal.

Dr. M. Aravind, D. T. (2013). A Study on Consumer’s perception on Online Marketing with regard to
Narasaraopet Mandal. international research journal of business and management.

Fuches, W. M. (2015). Online review website. Perceived Usefulness of Online Hotel Reviews.

Jenyo Gabriel K. (PHD), S. K. (2015). ONLINE MARKETING AND CONSUMER PURCHASE

BEHAVIOUR: A STUDY OF NIGERIAN FIRMS. British Journal of Marketing Studies.

KAIKKIKUVAILUTIEDOT, N. (2015). Customer’s satisfaction and loyalty through e-commerce: the case
of company X. Tampereen ammattikorkeakoulu.

Keisidou, E., Sarigiannidis, L., & Maditinos, D. (2011). Online shopping & consumer behavior. Consumer
characteristics and their effect on accepting online shopping, in the context of different product
types.

Kinne, M. K., & G.Close, A. (2009). Online shopping & consumers’ tendency of cart abandonment. The
determinants of consumers’ online shopping cart abandonment.

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 Itbazaar.com.bd

Laroche, M., Yang, Z., McDougall, G. H., & Bergeron, J. n. (2003). Online Shopping
& Intangibility of goods and services. Internet versus bricks-and-mortar retailers: An
investigation into intangibility and its consequences.

Liu, X., & Wei, K. K. (2003). E-commerce adoption behavior. An empirical study of product differences in
consumers’ E-commerce adoption behavior.

Matthias Fuchs, W. H. (2015). Perceived Usefulness of Online Hotel Reviews. phd workshop.

Myoung-Soo, K., & Ahn, J.-H. (2006). comparison of trust sources of an online market maker in the e
market buyer's and sellers perspective. computer information system.

Nian, Z. W. (2007). Online shopping. Online marketing and its strategy.

niang, z. w. (2007). Online marketing and its strategy. China-USA Business Review.

Pitta, D., Franzak, F., & Flower, D. (2006). Online marketing. A strategic approach to building online
customer loyalty: integrating customer profitability tiers.

S. Johnson, D. (2008). Online marketing. Beyond trial: Consumer assimilation of electronic channels.

S-H-HSU. (2008). Developing an index for online customer satisfaction:. Expert system with application.

W.Overby, J. (2006). Online Vendor. The effects of utilitarian and hedonic online shopping value on
consumer preference and intentions.

yi-chingheish, H. c. (2005). Maintaining a committed online customer. journal of retailing.

Ali, M. M. (2010). E-business in Bangladesh: an analysis. Dhaka.

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Eggert, A. (2010). Intangibility and Perceived Risk in Online Environments. journal of marketing
management , Abstract.

Huda, M. N., Hasan, M., & Ohidujjaman. (2013). E-commerce Challenges, Solutions and Effectiveness
Perspective Bangladesh. dhaka.

Islam, M. K., & Hossain, M. M. (2012). Online vs. Traditional Shopping in Bangladesh. Daffodil
International University Journal of Business and Economics .

Islam, M. S., islam, M. n., & arif, M. z. (2012). Measuring Trustworthiness toward Online.
dhaka.

Kim, J., A. M., & H.-H. L. (2007). Influences of online store perception, shopping enjoyment, and shopping
involvement on consumer patronage behavior towards an online retailer. the journal of retailing and
consumer service , abstract.

Mao, D. (2010). A Study of Consumer Trust in Internet Shopping. Hong Kong .

Moon, Y. J. (2013). The Tangibility and Intangibility of e-Service Quality. International Journal of Smart
Home , 1-2.

Rahman, S. S. (2013). Consumer Perception on web based business in Bangladesh: A study on bikroy.com.
sylhet.
Sashi, C. (2012). Customer engagement, buyer‐seller relationships, and social media.
Management Decision .

Keisidou, E., Sarigiannidis, L., & Maditinos, D. (2011). Int. Journal of Business Science and Applied
Management. Consumer characteristics and their effect on accepting online shopping, in the context of
different product types, 6(2), 51. Retrieved from http://www.business-and-
management.org/library/2011/6_2--31-51-Keisidou,Sarigiannidis,Maditinos.pdf

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 Itbazaar.com.bd

Kinney, M. K., & Close, A. G. (2009). The determinants of consumers’ online shopping cart abandonment,
11. Retrieved from http://angelineclose.com/wp-content/uploads/2011/02/Determinants-of-E-Shopping-
Cart-Abandonment.pdf

Zhou, L., Dai, L., & Zhang, D. (2007). Journal of Electronic Commerce Research. Online Shopping
Acceptance Model — A Critical Survey of Consumer
Factors in Online Shopping, 8(1), 22. Retrieved from
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.93.3939&rep=rep1&type =pdf
Laroche, M., Yang, Z., McDougall, G. G., & Bergeron, J. (2003). Journal of Retailing. Internet versus
brick-and-mortar retailers: An investigation into
intangibility and its consequences , 18. Retrieved from
http://www.researchgate.net/profile/Zhiyong_Yang5/publication/266373965_Inter
net_versus_bricks-and-
mortar_retailers_An_investigation_into_intangibility_and_its_consequences/links/5
32db0ad0cf27e39fa937963.pdf
Liu, X., & Wei, K. K. (2003). Electronic Commerce Research and Applications. A n
empirical study of product differences in consumers’ E-commerce adoption
behavior, 11. Retrieved from http://www.itresearcher.ir/userFiles/file/paper/11-
An%20empirical%20study%20of%20product%20differences%20in%20consumers%
20%E2%80%99%20E-
commerce%20adoption%20behavior,%20Liu,%20Kee,%202003.pdf

Dr. M. Aravind, D. T. (2013). A Study on Consumer’s perception on Online Marketing with regard to
Narasaraopet Mandal. international research journal of business and management.

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4.7 Appendix 1: Questionnaire

Survey Questionnaire for itbazaar.com.bd

Date:

Name & Signature

Gender Male Female

Occupation

Age 26-30 31-35 36-30 31-35 35+

1. How did you know about itbazaar.com.bd?

Website Reference Group(Friends, family & others) Social Media Advertisements

2. Would you prefer buying any product from itbazaar.com.bd?

Definitely May be No comment No Definitely no

3. Do you prefer itbazaar.com.bd to other online businesses in BD?

I would definitely I will may be Neither will nor wont May be not Definitely not

4. If you have not purchased any product from online then why?
You cannot touch and see the actual product
You do not trust the online businesses to give your information.
You cannot find what you look for.
You don’t trust their product quality.
5. If you have to purchase any product online what would be their maximum price.
500 - 1,000 1,000-2000 2,000-5,000 5,000-10,000 10,000 to above

6. Discounts and special offers of itbazaar.com.bd are more desirable.

Strongly disagree Disagree Neutral Agree Strongly Agree

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7. Would you buy a product that is available in retail shop even if itbazaar.com.bd offers a
lower price?
Yes I would No I would not

8. If you look in online businesses what type of product you look for?
Fashion products
Beauty and health
Mobile phones
TV, Fridge and home electronics
Computer products
Sports and fitness
Others

9. How relaxed are you buying in a product online from Itbazaar.com?

Extremely relaxed Quite relaxed Moderate relaxed Slightly relaxed Not at all relaxed

10. What is that you dislike most about itbazaar.com.bd?

11. Do you think that itbazaar.com.bd have been reliable with the quality of their products?

Strongly disagree Disagree Neutral Agree Strongly Agree

12. Do you think that itbazaar.com.bd should change their promotional strategy?
Strongly disagree Disagree Neutral Agree Strongly Agree

13. Do you think that itbazaar.com.bd should include more items in their product menu?
Yes
No

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14. Do the prices justify the services provided by itbazaar.com.bd?

Yes
No
15. How will you rate the products provided by itbazaar.com.bd?
• Excellent
• Very good
• Average
• Not good
• Poor
16. Based on your experience with us, how likely are you to come again?
I will surely visit Itbazaar
I will visit Itbazaar
I will think of visiting
I will not visit
I definitely will no visit
17. How helpful was their customer service representative?
Extremely helpful.
Quite helpful.
Moderately helpful.
Slightly helpful.
Not at all helpful.
18. What is the best part of itbazaar.com.bd?
● Service.
● Price.
● Quality of Product.
● Others
19. Do you believe itbazaar.com.bd should provide more variety product?
Yes
No

20. Based on your awareness of other Online Brands, is itbazaar.com.bd better, the same, or
worse than other brands?
● Much better
● Better
● About the same
● Worse
● Worst

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21. Based on your experience with them, would you recommend this online shop for your
friend?

● Definitely will.
● Probably will.
● May or may not.
● Probably will not.
● Definitely will not.
22. How frequent do you shop from itbazaar.com.bd?
● Most often
● Monthly
● Annually
● Less often
● Only when I need
23. Did you feel/notice any changes regarding quality or service while repurchasing?
● Much better
● Better
● No change
● Worse
24. Do you feel that replacement offer (for limited time) will increase the credibility of
itbazaar.com.bd?
● Definitely will
● Probably will
● May or may not
● Probably will not
● Definitely will not.
25. Do you have any comments, recommendations or expectations for and from
itbazaar.com.bd?

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 4.8 Appendix 2: Findings Output in MS Excel Format

Survey Finding (in Number)

Number of
100
Responses
Number of
Summary of Data Collected
Questions
A B C D E F G TOTAL
Q1 15 21 53 11 0 0 0 100

Q2 8 70 10 11 1 100
Q3 15 58 15 12 0 0 0 100

Q3 35 20 10 25 0 0 0 100
Q5 37 36 20 5 2 0 0 100

Q6 9 9 35 23 13 0 0 100
Q7 68 32 0 0 0 0 0 100

Q8 38 15 20 3 5 7 11 100
Q9 7 25 33 18 6 0 0 100

Q10 0 0 0 0 0 0 0 0
Q11 2 5 62 29 2 0 0 100

Q12 8 3 35 33 9 0 0 100
Q13 85 15 0 0 0 0 0 100

Q13 76 23 0 0 0 0 0 100
Q15 5 32 58 3 2 0 0 100

Q16 12 38 35 5 0 0 0 100
Q17 6 37 35 10 2 0 0 100

Q18 29 35 27 9 0 0 0 100
Q19 93 6 0 0 0 0 0 100

Q20 10 33 38 7 2 0 0 100
Q21 15 50 30 3 2 0 0 100

Q22 3 20 8 37 31 0 0 100
Q23 3 32 50 3 0 0 0 100

Q24 3 32 50 3 0 0 0 100

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 Finding Output Using Excel (in %)

Number of
100
Responses

Summary of Data Collected

A B C D E F G TOTAL
Q1 15.0% 21.0% 53.0% 11.0% 0.0% 0.0% 0.0% 100.0%

Q2 8.0% 70.0% 10.0% 11.0% 1.0% 0.0% 0.0% 100.0%

Q3 15.0% 58.0% 15.0% 12.0% 0.0% 0.0% 0.0% 100.0%

Q3 35.0% 20.0% 10.0% 25.0% 0.0% 0.0% 0.0% 100.0%

Q5 37.0% 36.0% 20.0% 5.0% 2.0% 0.0% 0.0% 100.0%

Q6 9.0% 9.0% 35.0% 23.0% 13.0% 0.0% 0.0% 100.0%

Q7 68.0% 32.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0%

Q8 38.0% 15.0% 20.0% 3.0% 5.0% 7.0% 11.0% 100.0%

Q9 7.0% 25.0% 33.0% 18.0% 6.0% 0.0% 0.0% 100.0%

Q10 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

Q11 2.0% 5.0% 62.0% 29.0% 2.0% 0.0% 0.0% 100.0%

Q12 8.0% 3.0% 35.0% 33.0% 9.0% 0.0% 0.0% 100.0%

Q13 85.0% 15.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0%

Q13 76.0% 23.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0%

Q15 5.0% 32.0% 58.0% 3.0% 2.0% 0.0% 0.0% 100.0%

Q16 12.0% 38.0% 35.0% 5.0% 0.0% 0.0% 0.0% 100.0%

Q17 6.0% 37.0% 35.0% 10.0% 2.0% 0.0% 0.0% 100.0%

Q18 29.0% 35.0% 27.0% 9.0% 0.0% 0.0% 0.0% 100.0%

Q19 93.0% 6.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0%

Q20 10.0% 33.0% 38.0% 7.0% 2.0% 0.0% 0.0% 100.0%

Q21 15.0% 50.0% 30.0% 3.0% 2.0% 0.0% 0.0% 100.0%
Q22 3% 20% 8% 37% 31% 0 0 100.0%
Q23 3% 32% 50% 3% 0 0 0 100.0%
Q24 3% 32% 50% 3% 0 0 0 100.0%

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