A Case Study on Consumer Perception on

Online Shopping in 2016-2017 Session of

SAU,Sylhet.

Course Code AMB-314 (P)

Course Title Electronic Business (Practical)

Assigned By Submitted By

Maimuna Begum ID No.

1704004 1704048
Assistant Professor
1704015 1704059
Department of Agricultural
1704021 1604032
Marketing and Business
1704029 1604056
Management
1704039 1604057
Sylhet Agricultural
Degree-B.Sc Ag.Econ (Hons’)
University,Sylhet-3100
Level-3 Semeter-1
Session- 2016-2017

Sylhet Agricultural university, Sylhet-3100

Introduction:
Online shopping is a growing area of technology. Establishing a store on the Internet,
allows for retailers to expand their market and reach out to consumers who may not
otherwise visit the physical store. The convenience of online shopping is the main
attraction for the consumers. Unique online payment systems offer easy and safe
purchasing from other individuals. Electronic consumers exhibit different buying
behaviors such as; cart abandonment. The benefits of shopping online also come with
potential risks and dangers that consumers must be aware of. In the future, we can expect
online stores to improve their technology tremendously, allowing for an easier and a
more realistic shopping experience.
Online shopping is the easy solution for busy life in today’s world. In the past decade,
there had been a massive change in the way of customer’s shopping. Despite consumers’
continuation to buy from a physical store, the users or buyers feel very convenient to
online shopping. Online shopping saves crucial time for modern people because they
get so busy that they cannot or unwilling to spend much time shopping.

History
1979-It all began when Michael Aldrich ‘invented’ online shopping. Using videotext, a
two-way message service, it revolutionized businesses. We now know this as e-
commerce.
1981-Saw the first business to business transaction by UK based Thomson holidays.
1982-Mintel, a videotext online service accessible by telephone lines, could be used to
make online purchases, train reservations, check stock prices, chat and search a
telephone directory. It is considered the most successful pre WWW online service.
1984-The first ever shopper buys online at a Tesco store.
1985-Nissan carries out the first online credit check.
1987-SWREG was founded. This offered businesses a chance to sell products online.
As it is today, SWREG offers many payment options, as well as customization and
distribution into international markets. Users can purchase items with their currency of
preference using all major debit and credit cards. 1989 In the USA the first online
grocery store starts trading. Peapod.com
1990-Tim Berners-Lee created the first WWW server and browser. This started a whole
new revolution. Nearly 25 years on, he is today still working hard at guiding the
development and spread of the web, using the mantra ‘If it isn’t on the web then it isn’t
happening’.
1991-The internet is commercialized and we saw the birth of e-commerce.
1994-Netscape launches the first commercial browser, which was once the dominant
browser in terms of ‘visitors.’ It lost out in the first browser war.
1995-Amazon started selling books online; currently it sells almost anything.
Companies like Dell and Cisco started using the internet for all their transactions. eBay
is founded by Pierre Omidyar, though it was originally called Auction web.
1997-Began the era of comparison sites.
1998-PayPal is founded. This enabled transactions of money without sharing financial
information and gave customers the flexibility to pay using their PayPal account
balances, bank accounts, PayPal Credit and other credit cards. Today, people can now
pay across their favorite apps in a single touch (one touch) on any platform, eliminating
the need for usernames and passwords each time you pay.
1999-The first online-only shop began, ‘Zappos’ although it was later bought by
Amazon for $1.2 bn. 2001 Amazon launches mobile services.
2003-US online shopping hit $50 billion, in the same year Amazon posted their first
yearly profit of $35.3m.
2005-Social commerce emerges. Consumers begin to recommend items to friends via
Facebook and Twitter

Objectives of the study:

1.To study the relationship between consumer attitude and online shopping intention.
2.To see the response towards online shopping.
3.To determine the relationship between the demographic variables and factors of
consumer attitude.
4.To identify the factor influencing consumer’s attitude towards online shopping.
5.To find the relationship between the factors of convenience and security.

Scope of the study:

1.To determine which factor influences the consumer to go for online shopping.
2.To find out which feature of the websites attracts the user to purchase the product from
online shopping website
3.To find out whether online shopping is beneficial for the user.
4.To analyze which factors influence the user to buy online.
Methodology of the study
To understand the consumer preference and acceptance of online shopping in
Bangladesh, we have undertaken a descriptive study through a survey by forming a
constructed questionnaire considering the research objective. We are collecting data by
a face to face interview from the students of Faculty of Fisheries of Sylhet Agricultural
University, Sylhet-3100.
We have done the entire analytical task for this assignment manually. We are using
some diagram for displaying the finding of each question. And the diagram is draw by
manual.

Study Instruments
●We used a questionnaire, which had 25 sample questions.
●We are using Ms Word, Ms Excel, SPSS software for analyzing our data.

Limitations of the study:

1.The sample size is limited to 50.
2.The survey is conducted only in selected area in Sylhet Agricultural University on the
Faculty of Fisheries.
3.The study largely is based on the perception of the respondent.
4.The data was collected through structured questionnaire and analyzed based on the
information given by the respondents.
 Analysis of the survey data
►General Information
1.Resopondents List:
For our study we have collected the data from the following respondents:
Sl No. Name of the Respondent Sl No. Name of the Respondent
1 Golam Kibria Sumon 26 Rafi
2 Rouksana 27 Adnan
3 Anik Pal 28 Mujib
4 Shipra 29 Nayem
5 Anika 30 Fahim
6 Mostofa 31 Fahima
7 Kajol 32 Badhon
8 Shahadt 33 Azom
9 Nishit 34 Roni
10 Nila 35 Jessy
11 Mizan 36 Unzila
12 Sumona 37 Mahiyat
13 Shakil 38 Aloka
14 Riya 39 Hiya
15 Zahid 40 Rodela
16 Motalab 41 Tarin
17 Bokkor 42 Seju
18 Majharul 43 Srabon
19 Mamun 44 Sammi
20 Dewan Saad 45 Emon
21 Shuvo 46 Mushfiq
22 Saiffulla 47 Shimul
23 Jewel 48 Simin
24 Hridoy 49 Shoisob
25 Maksud 50 Shams
2.Gender Respondents
●Out of 50
Female
●Male:31 38%
Male Male
●Female:19 62%
Female

Interpretation: In our study the number of total respondents were 50 and after
collecting the data we saw that male customers use online shopping comparatively
higher than the female customers.

3.Age
●The mode of age was 21-30

4.Maritial Status:
●Among 50 respondents all of them were single.

Life Stage
5.Life stage
●Out of 50 36% Young & Dependent
●Young & Dependent-32 64% Young & inependent
●Young & independent-18 Less Young
●Less Young and Indeoendent-0

Interpretation: Majority of our respondents in the study were young and dependent
which was about 64%. But also about 36% were young and independent.
6.Educational Status
There are several options for educational Status
These are
●S.S.C
●H.S.C
●Hon’s
●M.Sc
Interpretation: Among them all the respondents are of Hon’s

Consumer Purchase Behavior

Q1. Have you had any experience in buying products through internet?
●Yes
●NO Buying Products

44% Yes
56%
No

Interpretation: From the study we saw that 56% of our respondents experienced in
buying products through internet. But about 44% of our respondents were also not using
online for purchasing. From this it can be easily understandable that the user percentage
is higher than the not user percentage.
Q2. How often do you use internet?
●Frequently (more than 12 times in a month)
●Occasionally (less than 12 times in a month)
●Rarely
Using Internet
Rarely
25% Frequently
29%

Frequently
Occassionally
Rarely

Occassionally
46%
Interpretation: Most of our respondents uses online for purchasing occasionally. The
frequently user percentage is still lower than the occasional user. There are also some
other users who uses internet for purchasing very rarely.

Q3. What products have you purchase online or website?

●Jewelries
●Textiles Purchase what Products
●Books
8% 15%
●Gift Articles 15% Jewelleries

●Electronic Goods Textiles

Books
●Others 35%
Gift Articles
27%
Electronic
Others

Interpretation: Maximum respondents use online shopping for purchasing textile

(35%). Some also use online shopping for jewelries, books, gift articles, electronic
goods and others. But this percentage is comparatively lower than textile.

Q4. When do you buy products online or website which of the produces do you
follow?
●I buy online after analyzing the information provider
●I get information from the internet and discuss with others before placing order online
●I get information from the internet; visit shop to verify the details and place order either
online or buy locally
●I get information from the internet but I buy only from the local shop

Buying Products

21%
Providing info analyze
0%
54% Dicuss with other
25% Visit shop
Buy from local shop
Interpretation: From the figure it can be seen that, maximum customers buy online
after analyzing the information provided in the online site.

Q5. How often have you visited online or websites during the last 12 months?
●None
●1-2
●3-5 Visited Online
●6-10
4%
●More than 10 times 7%
None
36%
21% 1 to 2
3 to 5
6 to 10
32%
More than 10 times

Interpretation: From the figure we can see that about 36% of our respondents did not
visit online or website during the last 12 months, which is the higher percentage. There
are also some respondents who visit online shops 1-2 times.

Q6. How often have you purchase online or websites?

●Once in 10 day
●Once a month How often Purchase online
●Once in 2 month
7%
●Once a quarter 18% Once in 10 day
50% Once a month

25% Once in 2 month

Once a quarter

Interpretation: Most of the respondents purchases online once a quarter, about 50%.
This is the highest percentage which we can see from the figure. There are also some
respondents who use online for purchasing once in 10 days, once a month, once in two
months
Q7. What is the total value of purchase through online in a year?

●Less thanTk.2000
●Between Tk.2000-5000 Value of Purchase
●Between Tk.5000-10000
Less thanTk.2000
18%4%
Between Tk.2000-
5000
78%
Between Tk.5000-
10000

Interpretation: As online shopping has less security people does not want to purchase
the products which have a higher money value. So about 78% purchases products which
have the value of less than tk 2000

Other All Factors

►Ranking of the opinion

Interpretation: According to the respondent’s data. We are analyzing that Ease of

Usage prefers as the first rank from their given data. The graph shows the rank
respectively.
The degree or respondent ’s agreement against each statement given below:
1. The Instruction displayed in the web or store are very clear
2. The site or store enables the visitors to acquire the required information.
3. The web site has related links so that the customer is able to get maximum
information.
4. Product selection is easy/enjoyable
5. Order Procedure is simple
6. Payment process is simple to follow
7. The website is interesting to watch _
8. The site uses multimedia and color graphics and shows colorful electric images of
products
9.Images of the product give a good sense of the actual product
10.Supplementory information such as size, weight, color etc. are depicted clearly on
the website
11.Website able to receive and send messages quickly
12.Website is able to handle large volume of data
13.The financial information and personal information is not misused or does not result
in data theft
14.The site allows customer to make online payment through secure electronic payment
system
15.The site enables customer to check delivery and order status of the good ordered by
them
16.Websites have contact details
17.Websites send confirmation when orders are placed
18.Websites provide details of customer service
19.Websites provide details of after sale service
Strongly Agree-10%
Agree-56%
Neutral-13%
Disagree-20%
Strongly disagree-1%
 Degree of Agreement
STRONGLY DISGREE

DISAGREE

NEUTRAL

AGREE

STRONGLY AGREE

0 50 100 150 200 250 300 350 400

Interpretation:
According to the following data the percentage of Agree is higher than others.

The degree of respondent’s satisfaction against each statement given below:

01. Internet sellers do not overcharge the credit or debit card.
02. Correct delivery of products is ensured.
03. Personal information is not measured by internet merchants.
04. Real product matches the product displayed on the website.
05. Complete disclosure of product information
06. Refund policy is presented clearly.
07. Product prices are clearly stated.
08. Ordered are delivered in good condition.
09. Orders are delivered on time.
10. Better product returns service.
11. Bad reviews like not receiving a refund/ not receiving a product are less.
12. Been in online business for quite some time with good track record
13. Minimal browsing to find the desired product
14. Varieties in products available for selection.
15. Best product selection is possible.
16. Enables the buyer to judge the quality of the product as displayed in the web.
17. Gifts arrive in property packed condition.
18. Online support staff is responsive to the needs of customers.
19. Access to latest products.
20. Best secure to search for information.
21. Hassle free shopping 24*7.
22. Cancellation of order is possible
23.A cooling off period is given to cancel the order
24. replacement of goods is possible if the products are defective
25.Refund policy is available if the delivery is not made with in the due rate
Strongly Agree-10%
Agree-29%
Neutral-29%
Disagree-27%
Strongly disagree-5%

Degree of Satisfaction

148 149 141

150

100
50
50 24
Series1

0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISGREE

Interpretation:
According to the following data the percentage of Agree and Neutral both are higher
than others.

Findings:
Online shopping matter is a significant issue for modern internet based world. As a part
of our study on online shopping behavior we give our focus on some online shopping
related issue such as percentage of product purchase, kinds of product, geographic area
of online shopping, perception of online shopping in Bangladesh, feelings about online
shopping and so on online shopping related behavior. Our research team has tried to
find out the relationship between customer’s search behavior and their purchase
intention.

Recommendation
Recently Bangladesh has highlighted as “DIGITAL BANGLADESH”. And the people
of Bangladesh always prefer innovative ideas, so here there is a huge possibility of
online shopping. Another reason is people are now become busier they don’t have
enough time for visiting the store and shopping. So they are more depending on online
shopping. By considering all the above reasons, we can say that after two or three years’
people are heavily depending on online shopping. So our recommendation for all
business organization of Bangladesh to set online selling system on their business. For
surviving in modern market.

Conclusion
Technology has made significant progress over the years to provide consumers a better
online shopping experience and will continue to do so for years to come. With the rapid
growth of products and brands, people have speculated that online shopping will
overtake in-store shopping. While this has been the case in some areas, there is still
demand for brick and mortar stores in market areas where the consumer feels more
comfortable seeing and touching the product being bought. However, the availability of
online shopping has produced a more educated consumer that can shop around with
relative ease without having to spend a large amount of time. In exchange, online
shopping has opened up doors to many small retailers that would never be in business
if they had to incur the high cost of owning a brick and mortar store. At the end, it has
been a win-win situation for both consumer and sellers.