COVER PAGE

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 Title of the Paper:

“Measuring and Evaluating Customer Satisfaction in Online

Shopping in Bangladesh”
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 Letter of Transmittal
DATE:

FACULTY NAME

DESIGNATION & DEPARTMENT NAME

UNIVERSITY NAME

Subject: Submission of Thesis Paper

Dear Sir/Madam,

I am very happy to state that I have completed the term paper entitled on “Measuring and Evaluating
Customer Satisfaction in Online Shopping in Bangladesh” as per the requirement of the course design
of COURSE NAME. This project was really helpful for me to know about the customers satisfaction in
online shopping for the Bangladesh perspective.

However, I faced some difficulties in collecting information regarding the industry as there are very few
companies in Bangladesh and Covid-19 lockdown is going. I sincerely hope that this thesis paper will
come up to your expectations with what it has to offer in terms of quality and content.

I am looking forward to you for your kind acceptance of this report.

Sincerely yours,

STUDENT NAME

ID:
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 Letter of Endorsement
The thesis report entitled “_________________________” has been submitted to the Controller of
Examinations, in partial fulfillment of the requirements for the degree of Master/Bachelor of Business
Administration, Major in ___________________, World School of Business on _____________, 20XX
by Mr./ Ms. _____________________________, ID # __-_______-__. The report has been accepted
and may be presented to the Internship Defense Committee for evaluation.
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 Approval Page
This thesis report entitled “_________________________________” has been submitted by Student
Name, Student ID# ____________________ , Major in: ___________, in partial fulfillment of the
requirements for the degree of Bachelor/Master of Business Administration has been evaluated and
approved by the following Panel of Examiners.
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 Acknowledgments
I am grateful to many individuals for the completion of the report successfully. Special thanks go to my
FACULTY NAME of UNIVERSITY NAME in this pandemic situation.

First of all, I would like to thank UNIVERSITY NAME for giving me the opportunity and knowledge to
prepare this term paper. Then I would like to thank my respected faculty, FACULTY NAME, for
allowing me to work on this thesis paper and giving me all the necessary help and suggestions that are
needed throughout the semester online.

Again, I want to thank our faculty for all the encouragement that helped me to complete this thesis paper
successfully.
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 Abstract
Online shopping is one of the world's fastest-growing trends, and the number of online enterprises in
Bangladesh is continuously increasing. Despite the fact that the number of internet users is increasing,
the number of online shoppers is not. The online shopping industry is the future of traditional
businesses, and in order to grow this economically promising industry, merchants must provide
additional benefits to consumers. The study looked at some characteristics to determine how satisfied
customers are with internet purchasing. The participants in this study are Bangladeshi customers of
online businesses and students. Samples were gathered through Google Form due to Covid-19
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 Table of Contents
1.0 Introduction:...........................................................................................................................................9
1.1 Background of the Study:...................................................................................................................9
1.2 Background of the Study:...................................................................................................................9
1.3 Research Questions:...........................................................................................................................9
1.4 Objectives of the Study:...................................................................................................................10
1.5 Scope of the Study:..........................................................................................................................10
2.0 Literature Review:...............................................................................................................................10
2.1 Online Shopping and Online Business Platforms in Bangladesh:...................................................10
2.2 Online Shopping and Customer Satisfaction in Bangladesh:...........................................................11
2.3 Service Quality and Customer Satisfaction in Online Shopping:....................................................12
2.4 Service Quality and Customer Satisfaction Framework:.................................................................13
3.0 Methodology:.......................................................................................................................................14
3.1 Research Approach:..........................................................................................................................14
3.2 Population of Study:.........................................................................................................................14
3.3 Sample Size:.....................................................................................................................................14
3.4 Research Questionnaire:...................................................................................................................14
3.4 Data Collection Process:..................................................................................................................16
4.0 Data Analysis:......................................................................................................................................17
5.0 Discussion, Conclusion and Implications:...........................................................................................54
5.1 Discussion:.......................................................................................................................................54
5.2 Conclusion:.......................................................................................................................................54
5.3 Practical Implications:......................................................................................................................54
5.3 Limitations and Future Research:....................................................................................................55
6.0 References:...........................................................................................................................................56
7.0 Appendix:.............................................................................................................................................58
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 1.1 Introduction:
Online shopping is the process of purchasing goods and services from merchants who sell on the
Internet without the use of an intermediary service. Online shopping is the process of purchasing goods
and services from merchants who sell on the Internet without the use of an intermediary service.
Merchants have sought to sell their products to consumers who surf the Internet since the dawn of the
World Wide Web. Shoppers may visit web stores from the convenience of their own homes, and online
buying is becoming increasingly popular. A growing number of people shop online to buy goods and
services, get product information, or simply explore for fun. According to a survey conducted by Click
Stats, the number of Internet users worldwide is expected to reach 1.8 billion by 2010. This growing and
diverse Internet population means that people with a wide range of tastes and purposes are now turning
to the web for information and to buy products and services. The widespread usage of the Internet and
quick technological advancements have created a new market for both users and businesses. The Internet
is no longer just another way to communicate with clients; it is also a crucial avenue for attracting new
customers and maintaining relationships with existing ones.

1.2 Background of the Study:

One of the world's fastest rising trends is online buying. In Bangladesh, online enterprises are also fast
expanding. Despite the fact that the number of internet users in the country has increased, the number of
online shoppers has not. Online purchasing has a promising economic future. Online traders should be
aware of the industry's scope, and in order to develop this economically viable industry in the country,
they must recognize that success is determined not only by the presence of a website, low prices, and a
wide range of products, but also by the quality of service provided. To switch to online buying, the
consumer must be happy with the additional benefits he or she will obtain.

1.3 Background of the Study:

In today's marketing environment, online marketing has become increasingly important. However, as the
industry grew in importance, the number of scamps, fraudulent methods, and cheating rose as well. Such
deception has instilled fear in the minds of buyers, as well as a negative impact on their attitudes
regarding online purchases. The survey's problem area is consumer satisfaction and attitudes toward
online buying, which will establish the elements that lead customers to shop online, and those factors
will assist marketers build their online marketing tactics.

1.4 Research Questions:

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a. Is there any relationship between online shopping in Bangladesh with service quality?
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b. Does customer getting a responsive service (Delivery) while purchasing from online?
 c. Is online shopping being convenient in Bangladesh?
d. Are customers satisfied with online shopping in Bangladesh?

1.5 Objectives of the Study:

The purpose of this paper is to complete the study " Measuring and Evaluating Customer Satisfaction in
Online Shopping in Bangladesh." The paper also attempted to determine customer satisfaction with
online shopping sites or businesses, to investigate why, despite an increase in the number of internet
users, the number of online shoppers has not increased, and to make recommendations to online sellers
in order to improve the current situation.

1.6 Scope of the Study:

The research includes multiple elements, and we have gathered some potential information on the
customer experience with online buying, as well as the challenges and barriers that customers face and
how they might be overcome. Furthermore, this study discovered the level of client expectation and
behavior in relation to e-commerce stores. This paper has the potential to assist practitioners in their
work on the subject of customer experience and customer satisfaction. It understands how the survey
discovered client attitudes and communicates the results to the generals who require the information to
make an informed decision. This study made several recommendations for retailers based on the
findings.

2.0 Literature Review:

2.1 Online Shopping and Online Business Platforms in Bangladesh:
The process of purchasing goods and services from merchants over the Internet is known as online
shopping. Merchants have sought to market their products to people who spend time online since the
dawn of the World Wide Web. Shoppers can browse web stores from the comfort of their own homes
and shop while seated at their computers. Consumers may purchase a wide range of products from
online sites, and companies who sell their products online can sell just about everything. Consumers can
purchase hundreds of things from online businesses, including books, apparel, household appliances,
toys, hardware, software, and health insurance. Because of the ease, many individuals choose to shop
online. When a person shops in a bricks and mortar store, for example, she must drive to the store, find a
parking spot, then wander around the store until she finds the things she requires. She might have to wait
in long queues at the pay register after she finds the products she wants to buy. In contrast, online buying
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allows customers to avoid these drawbacks. A person merely needs to get on the internet, go to the
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store's website, and select the items she wants. The products are placed in a virtual shopping cart until
she is ready to buy. The shopper can purchase while still in her pajamas, and the transaction can take
 place in the wee hours of the morning or late at night. Virtually all online stores are open 24 hours a day,
seven days a week. Despite the convenience, not everyone like to buy goods and services over the
internet. Some people enjoy the concept of physically going to a place and participating in the shopping
experience. They enjoy touching the items, trying on clothes, and being in the company of others. Online
shopping does not allow customers to touch objects or engage in social interaction, nor does it allow
them to take items home the same day they purchase them.

The Internet has made people's lives easier by reducing the amount of time and effort required to
complete tasks. It has opened up a new dimension that allows customers to compare products and prices
while staying at home to make a buying decision. In comparison to other countries, Bangladesh is a
latecomer to the online commercial world. Nonetheless, in a short period of time, this industry
experienced remarkable expansion. In Bangladesh, there are approximately 1000 websites and 15,000
Facebook Pages (businesses). Approximately 30,000 packages and 200,000 orders have been placed
everyday via the internet in recent years. Products costing around Tk. 3-4 crore are sold on average.

2.2 Online Shopping and Customer Satisfaction in Bangladesh:

Many factors influence customer satisfaction with online buying. Some of them are: online shop
reputation, on-time delivery and service quality, trust, reliability, privacy, ease of transaction and
affordability, offers, website design and accessibility, online interactivity, responsiveness, customer risk
assessment, compatibility and convenience, and so on. Service quality has been shown to influence
purchasing decisions in studies conducted over the last two decades, but these findings have just recently
been applied to e-commerce. When it comes to measuring the effectiveness of e-commerce enterprises,
several researches have indicated that customer happiness is dependent on online store features. It is
more convenient for people if the information they seek is easily available. Customer happiness has been
shown to be influenced by the depth and convenience with which information may be gathered from a
website. According to a study, online shopping carries risks such as financial, product, non-delivery, and
convenience, all of which might deter individuals from purchasing from e-commerce stores. When there
is a higher level of seeming uncertainty, people are more likely to shop in physical stores rather than
online. We may conclude from the foregoing discussions that, among other factors, service quality,
delivery speed, price, product conformance, and complaint resolution are the primary elements that push
customer happiness towards online buying. Hsuehen (2006) further explained that in defining the sub-
attributes of each main factor, web customer satisfaction can be classified into two distinct attributes:
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web information quality (IQ), which is defined as "the customers' perception in quality of information p"
and web customer satisfaction.
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 2.3 Service Quality and Customer Satisfaction in Online Shopping:
Customers of hospitality typically blame themselves for their poor choices, according to Zeithaml V.
(1981). Employees must be aware that unsatisfied clients are unlikely to complain, therefore they must
seek out and remedy sources of unhappiness. Despite the lack of a defined definition of service quality,
Greenrooms Christian (1982) shown that it is what distinguishes hospitality organizations. However,
there are a few alternative ways to categorize service quality into visual, functional, and technological
components. Another technique to verify service quality is to see if it's fit for internal and external
customers to use. Parasuraman, Berry, and Zeithaml (1985) proposed five distinct characteristics of
service excellence that apply to all service industries, namely: Assurance, responsiveness, tangibles,
empathy, and dependability are all qualities to look for. They created the SERVQUAL scale because
there exist various models (scales) for measuring service quality and customer satisfaction, but they are
typically too generalist or ad hoc, making them difficult to employ in the hotel business. TQM, on the
other hand, began in companies that dealt with products because of the unique characteristics of
services, such as impalpability, inseparability from the provider and receiver of service, and
perishability. In their study titled Online shopping' customer satisfaction and loyalty in Norway, Pervaiz
Ali, Sudha Sankaran, and Peter Stevrin looked at the satisfaction and loyalty of online customers in
Norway. The survey's findings show that the majority of Norwegians are satisfied with online shopping,
with just about half remaining loyal to their online store. Customer loyalty can only be achieved in the
long run through customer happiness, which can be achieved by offering thorough product information
on websites, outstanding customer service, quality, and prompt delivery of items, according to the
study's findings. In an institution of higher learning in Malaysia, Eri, Y., Islam, M. A., and Daud, K. A.
K. investigated factors impacting students' buying intentions through internet shopping. Mustafa looked
at the aspects that influence client satisfaction when shopping online. Customer happiness on online
purchasing is influenced by user interface quality, information quality, perceived quality and perceived
privacy, as well as the effects of website design, according to the study's findings. Guo X., Ling K.C.,
and Liu M. investigated the factors that influence customer satisfaction with online shopping and
discovered that website design, security, information quality, payment method, e-service quality, product
quality, product variety, and delivery services are all important determinants of online shopping
satisfaction. Customers' satisfaction with their online purchase is influenced by product feature
satisfaction, tangibility, empathy, effectiveness, and understand ability, according to Lai Wang Wang and
Quoc Liem Le. The study revealed that customers' satisfaction with their online purchase is influenced
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by product feature satisfaction, tangibility, empathy, effectiveness, and understand ability. According to
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Sathiya Bama and Ragaprabha, customer happiness with online shopping is linked to their location, age,
 gender, occupation, and the cost of a recent purchase. Customers' happiness with online purchasing in
Coimbatore was studied by Muruganantham S, Nandhini S, Nivetha B, and Nandhini A. The impact of
factors like utility, convenience of use, compatibility, privacy, security, normative views, and attitude on
students' purchasing intentions was investigated. Compatibility, utility, convenience of use, and security
were found to be major indicators of attitude toward online shopping adoption and usage in the study.

2.4 Service Quality and Customer Satisfaction Framework:

Based on the above literature, the hypothetical framework is given below-

Figure: Hypothetical Framework with Online Service Quality Factor and Customer Satisfaction
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 3.0 Methodology:
3.1 Research Approach:
The type of this research is descriptive, and the purpose is to learn about consumer satisfaction with
internet shopping in Bangladesh. Descriptive research is a type of research that is used to describe the
features of a population, a phenomenon, or an organization. The research data was analyzed using a
quantitative approach. All of the questions are closed ended since the respondents were given all of the
possible replies, and such questions are simple to utilize, reducing interviewer and respondent bias. This
research will be both qualitative and quantitative in nature.

3.2 Population of Study:

Customer satisfaction with online buying was measured using the convenience sampling approach. The
sample respondents were chosen based on whether or not they had access to the internet and had made
an online purchase. To disseminate the questionnaires to the respondents, the survey is conducted in one
mode foe Covid-19. offline (hard copy mode) and online. The respondents were given a questionnaire
link with the support of Google Form, the online version of the questionnaire was spread via social
media to friends and peers, who then forwarded the questionnaire to their peers.

3.3 Sample Size:

The number of subjects included in a sample size is referred to as the sample size in market research.
When we talk about sample size, we're talking about a group of people chosen from the general
population and considered representative of the real population for that particular study. The sample size
of this study was 50.

3.4 Research Questionnaire:

1) Name :

2) Age :

3) Gender

a) Male b) female

4) Profession
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A) Student b) profession c) work employees d) others

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5) Average monthly income (BDT)

 a) Less than 5000 b) 5000-10000 c) 10000-25000 d) above 25000

6) How long have you been using internet

a) Less than one year b) 3-5 years c) 5-10 years d) above 10 years

7) On the average how much time (per week) do you spend in surfing the web

(a) Below 5 hours b) 5-10 hours c) 10-15 hours d) above 15 hours

8) Have you purchased anything online ever?

a) Yes b) no

9) Which category of goods have you bought through internet?

a) Books b) electronic gadgets c) jewelry d) others

10) When did you shop for the first time?

a) Last 6 months b) 6month -1year c) 1-3 years d) above 3 years

11) How frequently did you purchase online

a) Only once b) 2-4 times c) 5-10 times d) more than 10 times

12) Where do you most often access the internet?

a) Home b) office c) college d) others

13) What is your main motivation for buying through internet?

a) Convenience b) saves time c) superior selection d) others

14) What according to you are the most important barriers to purchase?

a) I don’t have credit card

b) Delivery time is high

c) Price is too high

15) What is the purpose of visiting the sites?

a) Mailb) information c) shopping d) spending time

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16) Are you aware of online shopping?

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 a) Yes b) no

17) Where would you prefer to get your online shopping?

A) Daraz b) Evaly c) Alesha Mart d) others

18) How would you like to rate of services of online shopping apps

a) Excellent b) good c) average d) poor

19) How was the range of products available in the online shopping?

a) Excellent b) good c) average d) poor

20) Did you find the products affordable?

a) Costly b) affordable c) depends

21) Biggest attraction in online shopping

a) Saves time b) home delivery c) discounts d) others

22) How did you come to know about online shopping?

(a) Newspaper b) advertisement c) through other sites d) word of mouth

3.4 Data Collection Process:

To gather data for this study, both primary and secondary sources were utilized. Secondary data was
gathered from relevant books, journals, research papers, and websites. Personal shopping experiences,
observations, and interactions with customers via questionnaires were all important sources of primary
data. A paper copy of the questionnaire and a Google form were used to collect 50 replies.
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 4.0 Data Analysis:
For analyzing data, MS Excel has been used.

GENDER WISE CLASSIFICATIONS

S.NO GENDER RESPONDENTS PERCENTAGE

1 MALE 30 60%
2 FEMALE 20 40%
TOTAL 50 100%

Explanation:

From the above table shows that 60% of the respondents are male and 40% of the respondents are
female.
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GENDER WISE CLASSIFICATIONS

GENDER WISE CLASSIFICATIONS

60%

40%

MALE FEMALE
 S.NO AGE RESPONDENTS PERCENTAGE
1 UNDER 18 9 18%
2 18-24 21 42%
3 25-34 12 24%
4 ABOVE 34 8 16%
TOTAL 50 100%

Explanation:
From the above table shows that 42% of the respondents are age group of 18-24yrs and 24% of
the respondents are age group of 25-34yrs and 18% of the respondents are age group of under
18yrs and 16% of the respondents are age group of above 34yrs.
 AGE WISE CLASSIFICATIONS

42%

24%
18%
16%

UNDER 18 18-24 25-34 ABOVE 34

 S.NO PROFESSION RESPONDENTS PERCENTAGE
1 STUDENT 14 28%
2 PROFESSION 6 12%
3 WORK EMPLOYEE 18 36%
4 OTHERS 12 24%
TOTAL 50 100%

Explanation:
From the above table shows that 36% of the respondents are work employees and 28% of the
respondents are student 24% of the respondents are others 12% of the respondents are profession.
 PROFESSION WISE CLASSIFICATIONS

36%
28%
24%
12%

STUDENT PROFESSION WORK OTHERS

EMPLOYEE
 S.NO CURRENT RESPONDENTS PERCENTAGE
MONTHLY
INCOME
1 LESS THAN 5000 38 76%
2 5000-10000 7 14%
3 10000-25000 3 6%
4 ABOVE 25000 2 4%
TOTAL 50 100%

Explanation:
From the above table shows that 76% of the respondents are less than 5000 and 14% of the
respondents are 5000-10000 and 6% of the respondents are 10000-250000 and 4% of the
respondents are above 25000.
 MONTHLY INCOME WISE CLASSIFICATIONS

LESS THAN 5000-1000010000-25000ABOVE 25000

5000
 S.NO INTERNET USING RESPONDENTS PERCENTAGE
1 LESS THAN 1YEAR 29 58%
2 3-5 YEARS 9 18%
3 5-10 YEARS 10 20%
4 ABOVE 10 YEARS 2 4%
TOTAL 50 100%

Explanation:

From the above table shows that 58% of the respondents are using internet less than one year and
20% of the respondents are using internet 5-10 years and18% of the respondents are using
internet 3-5 years and 4% of the respondents are using internet above 10 years.
INTERNET USING WISE CLASSIFICATIONS

4%

20% LESS THAN 1YEAR

3-5 YEARS
5-10 YEARS
58%
18% ABOVE 10 YEARS
 S.NO SURFING THE RESPONDENTS PERCENTAGE
WEB
1 BELOW 5 HOURS 10 20%
2 5-10 HOURS 15 30%
3 10-15 HOURS 7 14%
4 ABOVE 15 HOURS 18 36%
TOTAL 50 100%

Explanation:
From the above table shows that 36% of the respondents are surfing the web below 5 hours and
30% of the respondents are surfing the web 5-10 hours and 20% of the respondents are surfing
the web below 5 hours and 14% of the respondents are surfing the web 10-15 hours.
SURFING THE WEB PER WEEK WISE CLASSIFICATIONS

SURFING THE WEB PER WEEK WISE

CLASSIFICATIONS

36%
30%

20%
14%

BELOW 5 5-10 HOURS10-15 HOURSABOVE 15

HOURS HOURS
 PURCHASE WISE CLASSIFICATIONS

S.NO PURCHASE RESPONDENTS PERCENTAGE

ANYTHING
1 YES 42 84%
2 NO 8 16%
TOTAL 50 100%

Explanation:

From the above table shows that 84% of the respondents are purchase anything and 16% of the
respondents are not purchase anything on the web.
 PURCHASE ANYTHING WISE CLASSIFICATIONS

PURCHASE ANYTHING WISE CLASSIFICATIONS

NO 16%

YES 84%
 CATEGORY OF GOODS PURCHASED

S.NO CATEGORY OF RESPONDENTS PERCENTAGE

GOODS
PURCHASED
1 BOOKS 10 20%
2 ELECTRONIC 22 44%
GADGETS
3 JEWELLERY 4 8%
4 OTHERS 14 28%
TOTAL 50 100%

Explanation:

From the above table shows that 44% of the respondents are purchased electronic gadgets and
28% of the respondents are purchased others and 20% of the respondents are purchased books
8% of the respondents are purchased jewelry.
CATEGORY OF GOODS PURCHASED WISE CLASSIFICATIONS

CATEGORY OF GOODS PURCHASED WISE

CLASSIFICATIONS

28% 20%
BOO KS
ELECTRONIC GADGETS
8%
JEWELLERY
44%
OTHERS
 BUYING FIRST TIME

S.NO BUYING FIRST RESPONDENTS PERCENTAGE

TIME
1 1-3 MONTHS 8 16%
2 3-6 MONTHS 12 24%
3 6-12 MONTHS 20 40%
4 ABOVE 1 YEAR 10 20%
TOTAL 50 100%

Explanation:

From the above table shows that 40% of the respondents are buying first time 6-12 months and
24% of the respondents are buying first time 3-6 months and 20% of the respondents are buying
first time above one year and 16% of the respondents are buying first time 1-3 months.
 BUYING FIRST TIME WISE CLASSIFICATIONS

BUYING FIRST TIME WISE CLASSIFICATIONS

40%

24%
16%
20%

1-3 MONTHS
3-6 MONTHS
6-12 MONTHS
ABOVE 1 YEAR
 S.NO PURCHASE RESPONDENTS PERCENTAGE
FREQUENTLY
1 ONLY ONCE 4 8%
2 2-4 TIMES 10 20%
3 5-10 TIMES 14 28%
4 MORE THAN 10 22 44%
TIMES
TOTAL 50 100%

Explanation:

From the above table shows that 44% of the respondents are purchase online more than 10 times
and 28% of the respondents are purchase online 5-10 times and 20% of the respondents are
purchase online 2-4 times and 8% of the respondents are purchase online only once.
 ONLINE PURCHASE FREQUENTLY WISE
CLASSIFICATIONS

44%
MORE THAN 10
TIMES

28%
5-10 TIMES

20%
2-4 TIMES

8%
ONLY ONCE
 S.NO ACCESS RESPONDENTS PERCENTAGE
INTERNET
1 HOME 12 24%
2 OFFICE 9 18%
3 COLLEGE 14 28%
4 OTHERS 15 30%
TOTAL 50 100%

Explanation:
From the above table shows that 30% of the respondents are access internet others and 28% of
the respondents are access Internet College and 24% of the respondents are access internet and
18% of the respondents are access internet office.
 ACCESS INTERNET WISE C LASSIFICATIONS

OTHERS 30%

COLLEGE 28%

OFFICE 18%

HOME 24%
 S.NO MOTIVATION RESPONDENTS PERCENTAGE
1 CONVENIENCE 16 32%
2 SAVES TIME 20 40%
3 SUPERIOR 8 16%
SELECTION
4 OTHERS 6 12%
TOTAL 50 100%

Explanations:
From the above table shows that 40% of the respondents are saves time and 32% of the
respondents are convenience and 16% of the respondents are superior selection and 12% of the
respondents are others.
 MOTIVATION FOR BUYING WISE
CLASSIFICATIONS

40%
32%

16%
12%

CONVENIENCE Series1
SAVES TIME
SUPERIOR
SELECTION OTHERS
 TABLE 3:13

BARRIERS TO PUCHASE WISE CLASSIFICATIONS

S.NO BARRIERS RESPONDENTS PERCENTAGE

1 I DON’T HAVE 22 44%
CREDIT CARD
2 DELIVERY TIME 12 24%
IS HIGH
3 PRICE IS TOO 10 20%
HIGH
4 OTHERS 6 12%
TOTAL 50 100%

Explanation:
From the above table shows that 44% of the respondents are I don’t have credit card and 24% of
the respondents are delivery time is high and 20% of the respondents are price is too high and
12% of the respondents are others.
 BARRIERS TO PURCHASE WISE
CLASSIFICATIONS

44%

24%
20%
12%
Series1

I DON’T DELIVERY PRICE IS OTHERS

HAVE TIME IS TOO HIGH
CREDIT HIGH
CARD
 S.NO PURPOSE RESPONDENTS PERCENTAGE
1 MAIL 4 8%
2 INFORMATION 10 20%
3 SHOPPING 24 48%
4 SPENDING TIME 12 24%
TOTAL 50 100%

Explanation:
From the above table shows that 48% of the respondents are purpose of visiting sites is shopping
and 24% of the respondents are purpose of visiting sites is spending time and 20% of the
respondents are purpose of visiting sites is information and 8% of the respondents are purpose of
visiting sites is mail.
PURPOSE OF VISITING SITES WISE
CLASSIFICATIONS

8%
24% MAIL
20%
INFORMATION
SHOPPING
SPENDING TIME
48%
 S.NO AWARE RESPONDENTS PERCENTAGE
1 YES 32 64%
2 NO 18 36%
TOTAL 50 100%

Explanation:

From the above table 3:15 shows that 64% of the respondents are yes too aware of online
shopping and 36% of the respondents are no to aware of online shopping.
 AWARE OF ONLINE SHOPPING WISE
CLASSIFICATIONS

NO 36%

Series1

YES 64%
 S.NO PREFER RESPONDENTS PERCENTAGE
1 E-BAY 12 24%
2 AMAZON 26 52%
3 FLIPKART 14 28%
4 OTHERS 8 16%
TOTAL 50 100%

Explanation:

From the above table 3:16 shows that 52% of the respondents are prefer to online shopping is
Amazon and 28% of the respondents are prefer to online shopping is flip kart and 24% of the
respondents are prefer to online shopping is e-bay and 16% of the respondents are prefer to
online shopping is others.
 PREFER OF ONLINE SHOPPING WISE
CLASSIFICATIONS

52%

24% 28%
16%

Daraz Evaly Alesha Mart OTHERS

 S.NO RATE OF RESPONDENTS PERCENTAGE
SERVICE
1 EXCELLENT 25 50%
2 GOOD 14 28%
3 AVAREAGE 7 14%
4 POOR 4 8%
TOTAL 50 100%

Explanation:

From the above table 3:17 shows that 50% of the respondents are excellent rate of service of
online shopping app and 28% of the respondents are good rate of service of online shopping app
14% of the respondents are average rate of service of online shopping app and 8% of the
respondents are poor rate of service of online shopping app.
 RATE OF SERVICE WISE
CLASSIFICATIONS

RATE OF SERVICE WISE CLASSIFICATIONS

POOR 8%

AVAREAGE 14%

GO OD 28%

EXCELLENT 50%
 RANGE OF PRODUCTS AVAILABLE WISE CLASSIFICATIONS

S.NO RANGE OF RESPONDENTS PERCENTAGE

PRODUCTS
1 EXCELLENT 23 46%
2 GOOD 17 34%
3 AVERAGE 6 12%
4 POOR 4 8%
TOTAL 50 100%

Explanation:

From the above table 3:18 shows that 46% of the respondents are excellent range of products
available in online and 34% of the respondents are good range of products available in online and
12% of the respondents are average range of products available in online and 8% of the
respondents are poor range of products available in online.
RANGE OF PRODUCTS AVAILABLE WISE CLASSIFICATION

RANGE OF PRODUCTS AVAILABLE WISE

CLASSIFICATION

46%

34%

12%
8%

EXCELLENT GO OD AVERAGE POOR

 S.NO PRODUCTS RESPONDENTS PERCENTAGE
AFFORDABLE
1 COSTLY 13 26%
2 AFFORDABLE 16 32%
3 DEPENDS 12 24%
4 OTHERS 9 18%
TOTAL 50 100%

Explanation:

From the above table 3:19 shows that 32% of the respondents are affordable and 26% of the
respondents are costly and 24% of the respondents are depends and 18% of the respondents are
others.
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5.0 Discussion, Conclusion and Implications:

5.1 Discussion:
To gather data for this study, both primary and secondary sources were utilized. Secondary data
was gathered from relevant books, journals, research papers, and websites. Personal shopping
experiences, observations, and interactions with customers via questionnaires were all important
sources of primary data. A paper copy of the questionnaire and a Google form were used to
collect 50 replies.

a. The level of consumer happiness is heavily influenced by the service quality of online
shopping sites.

b. Customers want things to arrive on schedule. They are satisfied if deliveries are made on
schedule.

c. The pricing variable for determining consumer happiness did not appear to provide enough
insight on the problem, yielding a neutral outcome.

d. Customers place a high value on product compliance.

e. This study also shows that if complaints are handled properly, they can lead to increased
consumer satisfaction and loyalty.

5.2 Conclusion:
The article provided an outline of the elements that affect customer satisfaction in Bangladeshi
internet purchasing. Although online shopping has the ability to draw clients from all over
Bangladesh, it is a difficult effort to ensure and build a perfect environment for meeting various
customer wants. Customer retention is one of the most challenging tasks due to the fierce
competition.

5.3 Practical Implications:

There is no follow-up from sellers on the performance of goods purchased through internet
purchasing. As a result, online sellers should follow the same policies as physical vendors when
it comes to customer follow-up. In online buying, the delivery duration for the goods is one
month. It has to be modified. The merchants must ensure that the things ordered through online
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shopping are delivered quickly. Introducing various online shopping incentives, such as discount
sales, gift certificates, free presents, and so on, in order to lure more clients to online shopping.

5.3 Limitations and Future Research:

Due to Covid-19, there is a time limitation for making thesis paper. Hence, data validity is
uncertain as many respondents weren’t responsive enough to do the survey. Among 50 samples,
most of the participants are students, which may or may not be representative of the entire online
shopping community. As a result, the analytical results presented here may be limited in their
applicability. Because online customer perceptions of satisfaction are context-dependent, and
thus their satisfaction variable may be related to specific products and services, more research
can be conducted using regular online shoppers to examine other variables that affect customer
satisfaction with online shopping. Because the data was gathered in Bangladesh, generalizability
to other countries may be restricted due to cultural differences in purchasing behavior and
psychology.
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6.0 References:
Ankur kumar rastogi, (2010), ‘a study of Indian online consumers and their buying behaviour’,
international research journal, july 2010, ISSN-0975-3486, RNI: RAJBIL 2009/30097, volume I,
Issue. 10, pp .80-82.

Bartley, C., & Steve, W. (2003). High growth in search creates opportunities for niche players.

Dahiya richa, (2012), ‘impact of demographic factors of consumers in online shopping

behaviour: a study of consumers in India ‘, I.J.E.M.S., volume 3, Issue. 1,pp. 43-52, ISSN
2229-600X.

Gayathiri. R, balachandran. S and Usha. S, (2014), ‘gender specific behavioural difference of

citizens in online shopping’, international journal of advance researchnin computer science and
management studies, volume 2, Issue.3, march 2014, pp. 183- 191.

Khushboo makwana, khushboo dattani and himanshu balani, (2013), ‘a customer perception
towards online shopping in India ’, altius shodh journal of management and commerce,
volume 3, Issue. 4, pp.95-101,ISSN:2348-8891.

Mohanapriya.s and anusuya.d, (2014), ‘a study on customer preferences and satisfaction

towards selected online websites (with special reference to Coimbatore city )’, paripex –
Indian Journal of Research, Volume 3, Issue. 11, pp.45-46,ISSN- 2250-1991.

Mubin kiyici,(2012), ‘internet shopping behaviour of college education students of turkey’s

university’, the Turkish online journal of educational technology, july 2012, volume 11,
issue.3,pp.202-214.

A.anandhi prabha and dr.m.v.sathya bama “impact of advertisement on buying behaviour” in

ACME international journal of multidisciplinary research, vol-II, issue- XI, nov-2014.

Dr.m.v.sathya bama and m.ragaprabha ‘satisfaction of women consumers’ in vignettes of

research, vol-III, issue-I, jan-2015, pp.29-34.

Pagani, M. (2004). Determinants of adoption of third generation mobile multimedia services.

Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1990). Five imperatives for improving service
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Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality
and its implications for future research. Journal of Marketing, 49, 41-50.

Palmer, Kimberly, more consumers using tablets to holiday shop study. December 8, 2011.

Peterson RA, balasubramaian S, bronnenberg BJ. Exploring the implications of the internet for
consumer marketing. Retrived june, 28, 1997.

Zeithaml, V. (1987). Defining and relating price, perceived quality and perceived value.
Cambridge, MA: Marketing Science Institute.
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7.0 Appendix:
Questionnaire:
1) Name :

2) Age :

3) Gender

a) Male b) female

4) Profession

A) Student b) profession c) work employees d) others

5) Average monthly income (BDT)

a) Less than 5000 b) 5000-10000 c) 10000-25000 d) above 25000

6) How long have you been using internet

a) Less than one year b) 3-5 years c) 5-10 years d) above 10 years

7) On the average how much time (per week) do you spend in surfing the web

(a) Below 5 hours b) 5-10 hours c) 10-15 hours d) above 15 hours

8) Have you purchased anything online ever?

a) Yes b) no

9) Which category of goods have you bought through internet?

a) Books b) electronic gadgets c) jewelry d) others

10) When did you shop for the first time?

a) Last 6 months b) 6month -1year c) 1-3 years d) above 3 years

11) How frequently did you purchase online

a) Only once b) 2-4 times c) 5-10 times d) more than 10 times

12) Where do you most often access the internet?

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a) Home b) office c) college d) others

13) What is your main motivation for buying through internet?

a) Convenience b) saves time c) superior selection d) others

14) What according to you are the most important barriers to purchase?

a) I don’t have credit card

b) Delivery time is high

c) Price is too high

15) What is the purpose of visiting the sites?

a) Mailb) information c) shopping d) spending time

16) Are you aware of online shopping?

a) Yes b) no

17) Where would you prefer to get your online shopping?

A) Daraz b) Evaly c) Alesha Mart d) others

18) How would you like to rate of services of online shopping apps

a) Excellent b) good c) average d) poor

19) How was the range of products available in the online shopping?

a) Excellent b) good c) average d) poor

20) Did you find the products affordable?

a) Costly b) affordable c) depends

21) Biggest attraction in online shopping

a) Saves time b) home delivery c) discounts d) others

22) How did you come to know about online shopping?

(a) Newspaper b) advertisement c) through other sites d) word of mouth

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