This document provides an outline for a research proposal on the future of e-shopping in Bangladesh. It includes the research title, team members, supervisor information, executive summary, objectives, conceptual framework, literature review, importance and rationale, scope, and proposed methodology. The research aims to analyze consumer attitudes and motivation factors regarding e-shopping in Bangladesh, identify barriers and future growth opportunities in the sector. The methodology will involve collecting both primary and secondary data through surveys of 500 university students and general consumers.

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Research Proposal
(F.Y: 2019 - 2020)
Research Title
The Future of E-Shopping in Bangladesh
Research Type: Educational Research
Bangladesh University of Professionals
Department of management studies
Mirpur Cantonment, Dhaka 1216.

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Research Title
The Future of E-Shopping in Bangladesh
Research Team
Md Labib Ibne Manjur 16241027
Md Azizul Islam Ayon 16241035
Juglul Haither Shawon 16241041
Md Mehedi Hassan Tuhin 16241063
Research Supervisor
Dr. Md. Abud Darda
Associate Professor (Statistics)
National University, Gazipur 1704.
Cell No: +88 0171 211 2899
E-mail: darda@nu.edu.bd
Bangladesh University of Professionals
Department of management studies
Mirpur Cantonment, Dhaka 1216.

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Executive Summary
Electronic shopping (e-shopping) is the process of buying product through the internet. The
developed countries are generally using e-shopping for purchase product instead of going on a
physical shop. E-shopping is also started in Bangladesh. But it is a new term and experience for a
buyer to go into an e-shop. Customers of Bangladesh are not habituated yet to go to an e-shop.
Customer attitude depends on expectation of the customer to shop in a specific store. If
expectations are met, customers achieve a high degree of satisfaction, which influences their online
shopping attitudes, intentions, decisions, and purchasing activity positively. Product quality
problem is occurred when the quality of the product is not revealed clearly to the customer. E-
shopping is not always safe. There is always a fear of fraudulent is present there. Though there is
different kind of fear is present there it has a bright prospect. This paper discusses different issues
& challenges relating to the E-shopping in Bangladesh.
Keywords: General People, University Student, Dhaka city.

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Content
Sl
No.
List of Content Page No.
Executive Summary 03
01 Introduction 05
02 Statement of the problem 05
03 Objectives of the study 06
04 Conceptual Framework 07
05 Literature review 08
06 Importance and rationale of the study 10
07 Scope of the study 10
08 Methodology of the study 11
8.1 Sources of data
8.2 Sampling plan
8.3 Data collection tools
8.4 Presentation of data and Methods of analysis
11
12
12
12
09 Expected Output 13
10 Work plan for the study 14
11 Reference 14
12 Draft tools/instruments 15

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The Future of E-Shopping in Bangladesh
1. Introduction
Internet is changing the way consumers shop and buys goods and services, and has rapidly evolved
into a global phenomenon. Many companies have started using the Internet with the aim of cutting
marketing costs, thereby reducing the price of their products and services in order to stay ahead in
highly competitive markets. Companies also use the Internet to convey, communicate and
disseminate information, to sell the product, to take feedback and also to conduct satisfaction
surveys with customers. Customers use the Internet not only to buy the product online, but also to
compare prices, product features and after sale service facilities they will receive if they purchase
the product from a particular store. Many experts are optimistic about the prospect of online
business. In addition to the tremendous potential of the E-commerce market, the Internet provides
a unique opportunity for companies to more efficiently reach existing and potential customers.
Although most of the revenue of online transactions comes from business-to-business commerce,
the practitioners of business-to-consumer commerce should not lose confidence. It has been more
than a decade since business-to-consumer E-commerce first evolved. Scholars and practitioners of
electronic commerce constantly strive to gain an improved insight into consumer behavior in
cyberspace. Along with the development of E-retailing, researchers continue to explain E-
consumers’ behavior from different perspectives. Many of their studies have posited new emergent
factors or assumptions that are based on the traditional models of consumer behavior, and then
examine their validity in the Internet context
2. Statement of the Problem
Bangladesh is a late entrant in e-commerce. Although this is a new sector in Bangladesh but it
observed tremendous growth within a short time. Bangladesh has a great opportunity for e-

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commerce, but it is not at all satisfactory condition. Challenging factors of E-commerce includes
technological factors, socio-economic factors, political factors, etc.
The main problem e-commerce companies face in Bangladesh is the lack of customers who are
ready to use debit/credit cards for regular purchases. There’re only 4 MN debit cards and less than
800K credit cards issued in the country that has a huge 157 MN population. But even out of this
small number only 1% of debit card holders use their cards through POS machines or online.
There’re multiple reasons for that: low level of card awareness and lack of customer-friendly
infrastructure, high card fees and POS costs for merchants, reluctance of banks to promote in-store
and e-commerce transactions. There’re also regulatory barriers that foil the development. While
there’re no limits for cash withdrawal set at ATMs, the annual BDT 500K ($6500) ceiling per card
has been imposed by the Bangladesh Bank in 2003. The use of tax ID is also required for credit
card issuing, so the potential audience is limited to only 2 MN people. All these problems have led
to only 5% growth in credit card issuance in 2014. E.g. in India, where the payment market is
much more saturated the number of debit cards has grown by 27% reaching 500 MN and credit
cards – by 7% to 20.5 MN. The ATM/POS activation ratio is also higher there 95%/5%.
So Bangladesh market is still in a state of dormancy. However, after it wakes up, the e-commerce
market will rife up with dizzying opportunities.
 What is consumer’s attitude towards online shopping?
 What are the key concern areas for consumers while online shopping?
 Which factors shape the consumer’s attitude towards online shopping?
 How has been recent shift taking place in online shopping?
3. Objective of the study
The objective of this research study is to investigate online consumer behavior, which in turn
provides E-marketers with a constructional framework for fine-tuning their E-businesses’
strategies. The specific objectives of this research are:

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1. To analyze consumer attitude to buy at e-shopping in Bangladesh.
2. To know about motivation factors and customer satisfaction level of e-shopping in
Bangladesh.
3. To know about growth of e-shopping in Bangladesh.
4. To know about barriers and threats of e-shopping in Bangladesh
4. Conceptual Framework
The research of “The Future of E-Shopping in Bangladesh” is focused on future situation
and economic benefits of the concept. Thus the research will be conducted using both primary
and secondary data.
Secondary
Data
Primary
Data
Identify the factors
to E-Shopping
Determine the need
of E-Shopping
Finding the barriers &
threat of E-shopping
Determine the Future
of E-Shopping

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5. Literature Review
The current literature on consumer online purchasing decisions has mainly concentrated on
identifying the factors which affect the willingness of consumers to engage in Internet shopping.
In the domain of consumer behavior research, there are general models of buying behavior that
depict the process which consumers use in making a purchase decision. These models are very
important to marketers as they have the ability to explain and predict consumers’ purchase
behavior.
The classic consumer purchasing decision-making theory can be characterized as a continuum
extending from routine problem-solving behaviors, through to limited problem-solving behaviors
and then towards extensive problem-solving The traditional framework for analysis of the buyer
decision process is a five-step model. Given the model, the consumer progresses firstly from a
state of felt deprivation (problem recognition), to the search for information on problem solutions.
The information gathered provides the basis for the evaluation of alternatives. Finally, post-
purchase behavior is critical in the marketing perspective, as it eventually affects consumers’
perception of satisfaction/dissatisfaction with the product/service.
This classic five stage model comprises the essence of consumer behavior under most contexts.
Nevertheless, the management of marketing issues at each stage in the virtual environment has to
be resolved by individual E-marketers. Peterson et al. [1997] commented that it is an early stage
in Internet development in terms of building an appropriate dedicated model of consumer buying
behavior. Decision sequences will be influenced by the starting point of the consumer, the relevant
market structures and the characteristics of the product in question. Consumers' attitude towards
online shopping is a prominent factor affecting actual buying behavior. (Source: Jarvenpaa Journal
of Electronic Commerce Research, VOL. 6, and NO.2, 2005)
Todd [1997] proposed a model of attitudes and shopping intention towards Internet shopping in
general. The model included several indicators, belonging to four major categories; the value of
the product, the shopping experience, the quality of service offered by the website and the risk
perceptions of Internet retail shopping. In the research conducted by Vellido et al. [2000], nine
factors associated with users' perception of online shopping were extracted. Among those factors

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the risk perception of users was demonstrated to be the main discriminator between people buying
online and people not buying online. E-shopping in Bangladesh
Other discriminating factors were; control over, and convenience of, the shopping process,
affordability of merchandise, customer service and ease of use of the shopping site. In another
study, Jarvenpaa et al. [2000] tested a model of consumer attitude towards specific webbase stores,
in which perceptions of the store's reputation and size were assumed to affect consumer trust of
the retailer. The level of trust was positively related to the attitude toward the store, and inversely
related to the perception of the risks involved in buying from that store. Jarvenpaa et al. [2000]
concluded that the attitude and the risk perception affected the consumer's intention to buy from
the store.
Consumer risk perceptions and concerns regarding online shopping are mainly related to aspects
involving the privacy and security of personal information, the security of online transaction
systems and the uncertainty of product quality. Trust is interwoven with risk [McAllister, 1995].
One of the consequences of trust is that it reduces the consumer’s perception of risk associated
with opportunistic behavior by the seller [Ganesan, 1994]. Lack of trust is frequently reported as
the reason for consumers not purchasing from Internet shops, as trust is regarded as an important
factor under conditions of uncertainty and risk in traditional theories.
Mayer et al. [1995] developed a model which combines traditional marketing philosophy on
consumer motivation to buy and the trust model. In this model, trust propensity; which is a
personality trait possessed by buyers; is an important antecedent of trust. In Internet shopping,
there is not much information available to the buyer regarding the seller, prior to purchase. A buyer
with a high propensity to trust will more likely be a potential customer than a buyer with a lower
propensity. Mayer et al. [1995] proposed that ability, benevolence and integrity constitute the main
elements of trustworthiness. Ability refers to skills, competencies and characteristics that a seller
has in a specific domain. In this context, sellers need to convince buyers of the competence of their
companies in the Internet shopping business. Benevolence is the extent to which the seller is
perceived by the buyer as wanting to ‘do well’. Sellers have to convince buyers that they genuinely
want to do good things for buyers, rather than just maximize profit.

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6. Importance and Rationale of the Study
Selling on internet has a large potential due to the very high targeting possibilities as a result of
this exceptional development, the online selling industry is becoming interested in the use of
internet to reach their customers. Hence a better understanding of online shopping is critical to the
effective use of this channel of approach to the consumer. It is especially important to know what
are the consumer’s perceptions towards online shopping, benefits perceived by them and what
factors attract them towards online shopping
7. Scope of the study
It was a time of past to spared your business in market by conventional methods. Old market is today
converted in high tech markets. Today if you want to purchase any item from abroad you need not to go
or you need not to call them for a sample. You can find their products and see the catalogue on internet.
Internet enables you to shop throughout world from the comfort of your home. Internet has some special
characteristics which no other medium have. Only internet can provide you such special information even
no salesman can help you as internet helps. Countless people can see products at a single movement, as
well as they can purchase the product same time. You can compare various product and choose which is
more useful for you, you have the facility to visit websites as much as you like no restriction on you here
you will find approximately all world class brands and their products you have the facility to compare
them, arrange according to many types like by price, by size, by category, by most salvable item and many
more. This facility enables you to choose. This way of shopping provides a new way of shopping. You get
to identify the products, compare the prices and quality and view the products from different angles.
Testimonials and reviews are the unique feature of shopping where you can share your experiences with
other users/consumers. The most exciting aspect of internet shopping is that it is a 24x7 affair! And you’re
free to shop on your leisure hours and even holiday are useful for shopping for you. Your time is best
valued here. You need not to go market so no tension of conveyance, pollution, traffic etc.
The other dimension is that you directly purchase the items from original merchant in online shopping no
mediator comes between you and merchant so it becomes cheaper to purchase item fewer mediators
less price. Merchant will also save his money by selling of goods on internet. Merchant need not spend
for staff, showroom, and other shop expenses. He can sale by less resources and less expenses, some
online store does not have their physical showroom they display their product and services online and

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deliver goods on customer 's door such merchant save a lot of expenses and they work in less capital that’s
why they are able to sale goods on low prices.
Internet has a very bright future. If you want to increase your business and cross the boundaries of region
you need to take help of internet. Without going online, you can’t think about your progress worldwide.
In this regard you can see all large scale business. Big brand, big shopping store are online. Online shopping
is the demand of today’s modern time. Time and quality is the main subject of online shopping. Today
everybody is running to save time and who saves time automatically save money. Day to day needed item
is now available on internet and people prefer to shop online. Not only for progressing but also to survive
in this competition era business internet help. Are you looking for the fastest website for online shopping
at low price branded products then http://www.shoppingsnooper.com/ is the one name in one of the
fastest and largest shopping search engine. Here you can search every type of products at competitive
prices.
It would not be difficult to make an investigation regarding E-Shopping because everyone is more
or less somehow familiar with online shopping. We will collect data from various University and
famous college and from the online seller also.
8. Methodology of the Study
The study will use the cross-sectional survey method to find out general people views regarding
E-Shopping of Bangladesh. A survey design provides a quantitative description of some fraction
of the population that is sampled through the data collection process. The study will also have
employed the questionnaire as the data collection instrument for the study. Collected data will be
analyzed through sophisticated integrated computer software and critically discussed from various
related viewpoints.
8.1 Sources of data
Both primary and secondary data will be gathered for analysis. Information should be collected
from a targeted sample that will cover both the graduate and undergraduate students & general
people at different public and private universities and college & market. The study will also
investigate the related Books, journal articles, published and unpublished documents, government

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publications, textbooks, curriculum reports, institutional records etc. as the source of secondary
data sources for this study.
8.2 Sampling plan
A large-scale questionnaire survey will be conducted among the students in two public
universities, two private universities and 2 colleges of Bangladesh & general people and seller.
The structured questionnaire will be prepared and pretested with a pilot survey to test the content
and detect ambiguities. Finally, a number of randomly selected students & general people from
different levels and degree levels of each university and college will be invited to fill out the
questionnaire. Therefore, total respondents will be around 500. Data will be organized and
analyzed through sophisticated data analysis packages. Necessary content analysis will also be
performed to compare and validate the obtained survey outputs.
8.3 Data Collection Tools
This study will apply survey method in collecting data from the graduate and undergraduate
students & general people. For accomplishing this study, one structured questionnaires will be
prepared. Questionnaire are organized to observe a view of the respondents directly to the related
objectives. Other related questions also included to the questionnaire to make an indirect cross
check of the response.
8.4 Presentation of Data and Method of Analysis
Analysis and interpretation of collected data will be made in the light of set purpose and objectives
of this study by using appropriate tools. For the ideal condition of data presentation, all required
techniques will be applied. Collected primary data will be statistically and descriptively presented.
Data will be analyzed mixing both quantitative and qualitative approach. Necessary tables, charts,
mean, average, percentage etc. will be used to present and analyze data. Suitable statistical
parametric and non-parametric test approaches will also be performed to justify relevant
hypotheses.

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9. Expected Output
Business is an important part of our economy and lives. Nowadays the dependency of online for
all sort of business is significantly increasing. E-commerce is one of the key factors to success in
business. As we mentioned before that our purpose is to customer satisfaction in online and
improves the e-commerce shopping in online. Now, using the current online based facilities, we
can check the inns out outs of every desired product through the online without expending much
more money. It opens a new window for doing business and significantly reduces the distances.
Many more potential opportunities have been created for the small entrepreneur. Nowadays the
quality of customer services has improved using internet facilities. Every company is trying giving
better service to withstand in the challenging environment. 24 hours automated online customer’s
assistant are ready to give customers proper assistance. Online forum, online chat, instant
messaging services all are the benefits of this technology.
Currently, e-commerce is being used extensively in USA. However, Sweden has the highest e-
readiness rating. It means that Sweden is poised for rapid growth in e-commerce. This measure
takes into consideration a country internet infrastructure, business environment, consumer and
business adoption of e-commerce, cultural acceptance, and a supportive legal environment. Due
to cheap labor cost, one of the current trends is to produce products in Bangladesh, India, Pakistan,
China and others Asian countries. So, many notable companies have established their own factory
in those countries. For example, every branded shop in clothing business in Sweden has their own
factory in Bangladesh so that they can sell their product comparatively cheaper rate.
Our country is an over populated country. There are so many people who use internet, can be the
consumer of the e-shop. Through this our country can reduce its unemployment in various sectors.
Cause for this, there also need payment gateway, banking service and delivery system should have
to be updated. So we can say that E-commerce is the blessings of business and in our daily life.

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10. Work Plan of the Study
Start Time- 16 April 2019
Duration of the study- 2 weeks
Tasks
1. Literature Review
2. Resource Person Consultation
3. Questionnaire Preparation
4. Data Collection
5. Data Processing
6. Data Analysis
7. Report Preparation (Draft)
8. Report Preparation (Final)
9. Report Submission
10. Report Presentation
11. Reference
1. Prussakov Evgenii, Online shopping through consumer’s eyes, Am Navigator, 2008.
2. Price Lisa, The best of Online Shopping, Ballantine Books, 2001
3. Simpson Paul, Online Shopping: The rough Guide,3rd edition, 2000
4. Lillian Clark and Peter Wright, A review of Common Approaches to understanding Online
Consumer Behaviour, PP- 5.87- 5.122
5. Tonita Perea Monsuwe, Benedict G. C. Dellaut and KodeRuyter, What Drives Consumers to
shop Online? A literature review, PP- 765-789.

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6. Donthu, Naveen and Adriana Garcia (1999), The Internet Shopper, Journal of Advertising
Research, V39 (3), 52-58.
7. Research report By: IAMAI
8. Emerald, Framework for consumers’ intentions to shop online, research report
9. Jarvenpaa Journal of Electronic Commerce Research, VOL. 6, and NO.2, 2005
10. http://en.wikipedia.org/wiki/online_shopping
11. www.iaciis.org/iis/2006_iis/PDFs/Changchit.pdf
12. http://www.ibimapublishing.com/journals/CIBIMA/2010/854516/854516.pdf
13. www.flipkart.com 14. www.amazon .com
15. http://www.btrc.gov.bd/content/internet-subscribers-bangladesh-december-2018
12. Draft Tools/ Instruments
Part A: General information
1. Name …………………………………………………………………
2. Mobile no. …………………………………………………………….
3. E-mail ………………………………………………………………….
4. Sex
o male
o female
5.Age
o Below 18 yrs
o 18 - 30 yrs
o 31 - 40 yrs
o 41 – 50 yrs

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o Above 50 yrs
6. Income: (in thousands)
o 0-3
o 3-5
o 5-7
o 7-10
o Above
7 Education
o SSC
o HSC
o Graduate
o Post- Graduate
o Others
8. Profession:
o Students
o service holder
o businessman
o none
Part B: Research based information
1. Do you use Internet?
o Yes
o No
2. How long have you been using Internet?
o Less than 1 year
o 3 – 5 years
o 1 – 3 years
o More than 5 years

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3. How would you describe your proficiency on the internet?
o Novice
o Intermediate
o Advanced
4. How often do you use internet every day?
o Less than one hour
o 1-2 hours 2-3 hours
o 3-4 hours
o More than 4 hours.
5. What are the activities that you use Internet for? (Kindly rank them between 1 to 5,with
1=most used, 2=used to a large extent, 3=used to a good extent, 4=used sometimes,
5=rarely used)
o Communication (Facebook, E-mail, Instant Messaging, Chat, etc.)
o Information Gathering (Research, News, Sports scores, Search for employment,
etc.)
o Entertainment (Games, Entertainment sites, Sports, Music, Web page design, etc.)
o Finance (Investment portfolio, financial research, online banking, check stock,
trading, etc.)
o Shopping (purchasing, auctions, Selling, Classifieds, etc.)
6. In general, you prefer to do your shopping of following commodities
Items Over the internet Over the phone A retail store
a. Railway ticket
b. Bus ticket
c. Event ticket
d .Books/CDs
e. Clothes
f. Cosmetics
7. Have you purchased anything online ever?

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o Yes
o No
8. If you never had online shopping, please specify the reason(s)
o I am worried about giving out my credit card number
o I don’t have a credit card
o I don’t like providing personal information
o I don’t want to purchase from someone with whom
o I am not familiar
o I enjoy going out to do my shopping
o I like to see/touch the product in person, before
o I buy it Internet is too slow / Pages take too long to load
o I am worried about the cost/hassle of returning the product Delivery costs are too high
Prices are too high Technical foul-ups prevent transactions from going through
o I can’t find anything that I want to purchase on the Internet
o I don’t know how but I am uncomfortable about purchasing through Internet The
process is expensive due to cost of access
o Any other, specify…………
9. . Features you think necessary for an online shopping site
o Multiple payment gateways
o Social networking integration
o Privacy and secure checkout
o Multiple delivery gateways
o Customer friendly
10. Which category (ies) of goods have you bought through Internet?
o Bus ticket
o Railway tickets
o Electronic Gadgets even tickets
o CD/Videos
o Computer Hardware
o Accessories apparel
o Computer Software

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o Gifts
o Magazines
o Event Tickets
o Movies tickets
o Hotel Rooms/Car Rental
o Office Supplies
o Jewelry
o Food / Groceries Infant / Child items
o Sporting goods Health and fitness products
o Toys
o Any other, specify………………
11. When did u shop for the first time?
o Last 6 months
o 6 months- 1year
o 1-3 year
o 3-5 year
o More than 5 year
12. how frequently did you shop online?
o 2-4 times
o More than 5 times
o More than 6 times
o ONCE
13. The payment system of E-shopping is much secured.
o Highly Satisfied Satisfied
o Neither satisfied nor dissatisfied
o Dissatisfied
o Highly Dissatisfied
14. Overall, were you satisfied with your experience of online shopping
o Highly Satisfied
o Satisfied
o Neither satisfied nor dissatisfied

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o Dissatisfied
o Highly Dissatisfied
15. What is your main motivation for buying through Internet?
o Convenience (ease of purchase, home delivery, ability to shop 24x7)
o Price
o Saves time
o Superior selection/Availability
o Product comparison
o Any other………….
Thanks for your participation