Customer Perception on E-Commerce Platform, Bangladesh

Abstract

1. Abstract: Online shopping, often known as e-commerce, is a type of electronic commerce that allows customers to directly purchase products or services from a vendor online. The rise of the internet has provided businesses with the opportunity to remain competitive by providing clients with a simple, quick, and inexpensive means of making transactions. Consumers will purchase a variety of goods and services, including apparel, footwear, electronics, and services, based on their tastes and preferences. Since there are no intermediaries or middlemen involved, consumers will buy the goods directly from the sellers under this manner of distribution. It helps consumers save a significant amount of money, time, and effort. The goal of the current article is to investigate the variables affecting customers' ability to make online purchases. Primary data was collected from 160 respondents using an online-based survey with the help of a structured questionnaire, and secondary data was collected from various existing online research papers and surveys. According to the findings of the factor analysis, the main factors that affect how consumers perceive making purchases online are product information, online payment, convenience and variety, consumer attitude, easy accessibility, flexibility, price, product quality, and challenges associated with online shopping. Shopping online is not always secure. The possibility of fraud is always apparent. Though there is a different kind of fear that is present, it is a bright prospect. This study was conducted with the objectives of analyzing and understanding the consumer's perception towards online shopping; to understand various problems faced by consumers at the time of online shopping; and to provide effective solutions to overcome such problems.

Full text

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Customer Perception on E-Commerce Platform,
Bangladesh
Md. Yasin1, Maruf Hossain1, Annin Hasan1, Muntasir Mustakin1, Saiful Islam Emon1
1Department of Industrial and Production Engineering, Shahjalal University of Science and Technology,
Sylhet,3114
Email: yasin71@student.sust.edu
1. Abstract:
Online shopping, often known as e-commerce, is a type of electronic commerce that allows customers to
directly purchase products or services from a vendor online. The rise of the internet has provided businesses
with the opportunity to remain competitive by providing clients with a simple, quick, and inexpensive
means of making transactions. Consumers will purchase a variety of goods and services, including apparel,
footwear, electronics, and services, based on their tastes and preferences. Since there are no intermediaries
or middlemen involved, consumers will buy the goods directly from the sellers under this manner of
distribution. It helps consumers save a significant amount of money, time, and effort. The goal of the current
article is to investigate the variables affecting customers' ability to make online purchases. Primary data
was collected from 160 respondents using an online-based survey with the help of a structured
questionnaire, and secondary data was collected from various existing online research papers and surveys.
According to the findings of the factor analysis, the main factors that affect how consumers perceive making
purchases online are product information, online payment, convenience and variety, consumer attitude, easy
accessibility, flexibility, price, product quality, and challenges associated with online shopping. Shopping
online is not always secure. The possibility of fraud is always apparent. Though there is a different kind of
fear that is present, it is a bright prospect.
This study was conducted with the objectives of analyzing and understanding the consumer’s perception
towards online shopping; to understand various problems faced by consumers at the time of online
shopping; and to provide effective solutions to overcome such problems.
Keywords: E-Commerce, Internet, Online, Analysis, Business, Consumer, Shopping, Attributes, Scam,
Digital Marketing.
2. Introduction:
The internet is changing the way customers shop and purchase goods and services and has quickly become
a global phenomenon. A question may arise, what is E-Commerce? E-commerce (electronic commerce)
refers to all online activities involving the buying and selling of goods and services. In other words,
ecommerce is the process of conducting online transactions. People are becoming more and more interested
in shopping online, which is why e-commerce is growing rapidly. Many businesses have turned to the

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Internet to cut marketing costs, thereby lowering the price of their products and services, and gaining an
edge in a highly competitive marketplace.
2.1. The rise of E-Commerce platform in Bangladesh:
Since the early 2000s, when Bangladesh lacked a trustworthy online payment system and widespread
internet access, the eCommerce sector has experienced explosive expansion. Online transactions were first
allowed by Bangladesh Bank, the nation's central bank authority, in 2009. The Bangladesh Bank approved
the use of international credit cards for online sales and purchases of goods and services in 2013. On the
ITU's 2017 ICT Development Index, a yearly survey that assesses the state of ICT development, Bangladesh
came in at position 147 out of 176. As of December 2021, the Bangladesh Telecommunication Regulatory
Commission (BTRC) estimates there to be 123.82 million internet users worldwide, of whom only 10.09
million use broadband connections and the remainder use mobile devices.
“Daraz Business”, one of Bangladesh's major E-Commerce companies, was acquired by Alibaba in 2018,
a Chinese multinational e-commerce corporation. It was first introduced by Rocket Internet. Opening South
Asian Markets was a calculated decision that brought the industry into sharp focus.
There are 8,000 e-commerce pages on Facebook alone, the World Bank articles. Low use of credit and debit
cards, as well as PayPal's lack of availability, have stifled the industry's expansion. Every district in
Bangladesh now has an online store, which the government of Bangladesh created in 2016. FBCCI
suggested eliminating the VAT on online purchases in the same year. According to a 2017 estimate,
ECommerce websites handle ten billion Taka worth of transactions annually.
There are currently 700 eCommerce sites in Bangladesh, according to the e-commerce trade group, the
ECommerce Association of Bangladesh (e-Cab).
2.2. The Types of E-Commerce Platforms in Bangladesh:
The four forms of e-commerce listed below are now common in Bangladesh:
• Business-to-Consumer (B2C).
• Consumer-to-Consumer (C2C).
• Business-to-Business (B2B).
• Business-to-Employees (B2E).
2.3. Digital Marketing and social media:
More businesses in Bangladesh are investing in digital marketing, because of the rapid increase in mobile
internet subscribers and expanding digital infrastructure. While elderly people continue to choose
conventional media, younger demographic groups like digital media more. At 5 to 10 percent across firms,
fund allocation for digital marketing is still modest, but as conversion rates rise, this figure is likely to
change significantly.
In Bangladesh, social media is widely used. Facebook has more than 30 million members, making it the
most widely used social media platform. Facebook is a significant e-commerce platform and is used to
engage customers. In Bangladesh, there are more than 50,000 e-commerce Facebook pages, many of which
are run by small companies who use Facebook only to market and sell goods including clothing, cosmetics,
and food. YouTube is also becoming more popular in Bangladesh thanks to quicker internet connections,
Google cache servers, and improved streaming.

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2.4. Some Renowned E-Commerce Platforms in Bangladesh:
The popular service providers are:
• Bagdoom.
• BDJobs.
• Bikroy.
• BoiMela.
• Chaldal.
• Clickbd.
• Daraz.
• Foodpanda.
• Rokomari.
• Sohoz.
The recent coronavirus pandemic has boomed online markets. Today, people feel more comfortable buying
things online than going to the mall.
Even if there are numerous advantages, certain issues can still come up. Are these platforms meeting the
needs of the users? How well are frauds, scams, and privacy issues regulated? Just how practical are these
platforms? Any customer may have these questions in their thoughts.
The study aims to:
I. To measure the customers' perceptions of the performance of the major e-commerce sites in
Bangladesh according to the customers' beliefs, and,
II. To identify the key characteristics of e-commerce sites that are most important to Bangladeshi
ecommerce customers based on their evaluation to form a perception.
This article will enable online merchants to ensure long-term sales and sustainability by presenting a
scenario of current customer perception of how more people can be introduced to e-commerce-based
shopping by addressing the deficiencies and findings. Online sellers can take actions to minimize threats
such as complaints and negative reviews that negatively affect the credibility of the company by optimizing
its ability to please its customers. The results of this research will assist the e-commerce sector in achieving
customer-requested performance improvements.
3. Literature Review:
Consumer attitudes toward a product or service will influence consumer behavior or actions against these
products or services, according to attitude theories. As a result, marketers must understand consumer
attitudes toward the products they market and then develop strategies to change those attitudes. (Ramdhani,
et al, 2012).
The use of technology (such as a computer or the internet) for improved marketing results is known as
online shopping or marketing. Retailers are combining techniques to fulfill the demands of online buyers.
They are actively researching consumer behavior in online buying, specifically the factors that influence

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consumers to shop online. Consumers' perceptions of e-commerce sites, their reputation, their perceived
ease of use, and the dangers associated with payment and refund security all affect how they feel about this.
(James J.T. Paul and Akbar Saad, 2014).
In their study on the Determinants of Consumer Attitudes Toward E-Commerce, (Owens and Sarov ,2010)
looked at the effects of various perceived risk, demographic, socioeconomic, and experiential characteristics
on online shopping behavior. The results clearly show the significance of numerous socioeconomic and
behavioral characteristics as well as their profound impact on customer attitudes toward internet buying.
There are always some factors that influence customer perception and acceptability of e-commerce-based
shopping; likewise, technology factors such as security, usability, and site design, as well as privacy;
shopping factors such as convenience, trust, and trustworthiness, as well as delivery; and product factors
such as merchandising, product value, and product customization. Results show that the three most
important attributes to consumers for online satisfaction are privacy, merchandising, and convenience,
under the technology factor, product factor, and shopping factor, respectively. Those are followed by trust,
delivery, usability, product customization, product quality, and security. (Schaupp & Bélanger, 2005).
Several previous studies have stated that the sustainability and acceptance of any e-commerce platform is
solely dependent on the perception and overall contentment of the consumers.
Consumers primarily have two opinions about the e-commerce marketplace. Satisfactions and
dissatisfactions.
Satisfactory factors can be Ease of purchasing, better quality, Savings etc. On the other hand, dissatisfactory
factors can be Fraud, scam, late in delivery, lack of communication, poor return policy etc. After identifying
the potential customers,
• What is their perception of the market?
• What are they expecting from the sellers?
• What is their attitude?
• What are the things they are trying to avoid?
Similar questions like these will be discussed, and the answers will be addressed.
Through our study, we will understand the different concepts of customer perception, which are primarily
presented as quality of the product being the same as locally available products, ease of purchase, easy
return policy, overall cost savings, etc. while purchased through e-commerce platforms.
We will also try to focus on consumers' negative perceptions of online shopping as some common problems
related to our e-commerce infrastructure, such as the possibility of fraud or scam, defective products, higher
prices than locally available products, delayed delivery, unsatisfactory after-sales service, lack of proper
communication and accountability, and so on.
This research will be valuable for practitioners, consumers, and academics with business backgrounds. The
implications of this research would be especially impactful for the e-commerce industry.
Customers'
Perceptions
Satisfactions
Dissatisfactions

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4. Methodology:
4.1. Research Objective:
To study and learn what consumers think about online marketing and purchasing. Understanding consumer
attitudes and perceptions of shopping online as well as the variables that influence those perceptions will
be much easier with this information. The other major issues come under customers' consideration when
shopping online.
4.2. Identification of information sources and needs:
I. How do consumers feel about online shopping?
Information on the customer's perception will be gathered. Customers can immediately express
their opinions on questionnaires that can be used to gather information.
II. Which elements influence consumers' attitudes regarding internet shopping?
Specific characteristics that have the power to affect how customers feel. such as regulations,
shipping costs, user interfaces, etc.
III. What are the main areas of consumer concern while shopping online?
The key factors which consumers feel prominent while shopping online. For example, safety and
security, quality, price etc.
5. Data Collection Methods:
Two types of quantitative data are used for the article.
1) Primary Data.
2) Secondary Data.
4.4. Primary Data:
It is original primary data which is used for specific purposes of this article. The data is collected in form
of questionnaires in “Google Form.”
The questions from Google form have provide data from our sample customers. The questionnaires are:
1. Age.
2. Gender.
3. Occupation.
4. How often you shop in online?
5. Payment methods.
6. Do you feel easy purchasing online?

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7. Have you ever got scammed in online shopping?
8. Your perception of quality after purchasing from online.
9. Does online shopping save your time?
10. Do you feel safe while shopping online?
11. How satisfied are you with the recent E-commerce platforms?
The response is recorded as direct answers, as well as in Likert Scale, ranging from 1 to 5.
Then the responders had responded on 10 attributes that they want in the E-Commerce Platform according
to their importance. The attributes are also given value in Likert Scale scoring from 1 to 5. The factors or
attributes of our primary data are:
I. Easy Information collection process.
II. Facilitation of product comparison.
III. Varity of product collection.
IV. User interface of the website or mobile application.
V. Accuracy of the information of the product.
VI. Moderately less price than the local market.
VII. Order processing time.
VIII. Delivery cost.
IX. Secured and quick payment method.
X. Return/refund facility.
4.5. Secondary Data:
It will be collected to enhance the primary data in some way. This is used to gather the essential information
and documents from various websites, periodicals, annual articles, journals, reference materials, news
sources, etc.
4.6. Sample Design:
4.6.1. Sample Unit:
To study the customer’s perception of E-Commerce platform, sample customers are selected from
different parts of Bangladesh.
4.6.2. Sample Media:
Responders are reached through Facebook Messenger, WhatsApp, and E-mail.
4.6.3. Sample Size:
A data of total 160 sample customers is collected.

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4.7. Data Analysis Methods:
Data will be analyzed in quantitative and qualitive analysis method. Bar charts, pie charts and data
comparisons are used for the reasoning.
4.8. Data Analysis Platform:
In order to achieve a certain outcome, the data are evaluated in Microsoft Excel.
5. Data Collection and Analysis:
5.1. Analysis of the Primary Data:
Number of Sample Consumer: 160.
5.1.1. Age Analysis:
Figure (1): Pie chart of Age
This pie chart's result for the age ranges that are most enthusiastic about online shopping and E-commerce
platforms can be seen in this section. 160 persons in total replied to this survey; the bulk of these
respondents, or 85.6%, are between the ages of 21 and 30. This group is shown in orange on the pie chart.
The young generation, defined as those between the ages of 21 and 30, is particularly responsive while
purchasing online and on e-commerce platforms because the minimum number of replies is.6% and their
age limit is 50+.
5.1.1. Gender Analysis:
Gender
Percent
Responders
Number of
Responders
Male
83.1%
133
Female
16.9%
27
Figure (2): Pie chart of Gender.
Age
Range
Percent
Responders
Number of
Responders
10-20
9.4%
15
21-30
85.6%
137
31-40
1.9%
3
41-50
2.5%
4
50+
0.6%
1

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It is visible from the pie chart that the majority of participants are male and enthusiastic about e-commerce
platforms. According to our poll, 83.1% of respondents are men, making up a sizable community of
fervent e-commerce users.
5.1.2. Occupation Analysis:
Occupation
Percent
Responder
s
Number of
responders
Service
Holder
3.1%
5
Student
92.5%
148
Job
Aspirants
2.5%
4
Self
Employed
0.6%
1
Housewife
0.6%
1
Retired
0.6%
1
Figure (3): Pie chart of Occupations.
The pie chart in this section shows what types of people are most active on e-commerce platforms.
Through our poll, we can identify the majority, average, and minority individuals who work in a variety
of professions and learn about their opinions about e-commerce platforms. According to our study results,
92.5% of people are students who are interested about e-commerce platforms. They are interested on
online shopping. Second, we discover that 3.1% of service recipients are enthusiastic about e-commerce
platforms. Professionals seeking employment are also using e-commerce platforms. Others include people
who are self-employed, are housewives, or are retired. We draw the conclusion from our survey analysis
that young people are particularly attractive on e-commerce platforms for things like shopping or other
comparable criteria.
5.1.3. Analysis On How Often People Shop Online:

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Figure (4): Pie chart of Frequency of
online shopping.
Shopping
Frequency
Percent
Responders
Number of
Responders
Everyday
2.5%
4
Once a Week
5.6%
9
Once in
Two
Week
6.9%
11
Once a
Month
26.2%
42
Rarely
55%
88
Others
3.8%
6
We can determine the purchasing period and frequency by evaluating this pie chart. To gather data for that
segment, we choose some criteria. According to our survey, most consumers of all ages rarely shop online.
They represent a 55% share. The second largest group of persons purchase online "once a month" on
average. They contribute 26.2%. 6.9% of consumers shop online just "once every two weeks." Online
shopping is done by 5.2% of the population each week. Additionally, 2.5% of Americans shop online daily.
According to the results of our survey, half of the population rarely shops online.
5.1.4. Payment Methods Analysis:
Figure (5): Bar chart of Payment Methods.
Most respondents to this area of our study showed extreme caution when making payments after
purchasing goods. We picked some parameters to determine that what kind of process they are highly
satisfied with online payment. Most individuals, as far as we can tell, are really ready to pay for their
purchases using "cash on delivery." They are at their maximum and, on average, 68.8%. People who
Payment
Method
Percent
Responders
Number of
Responders
Cash-on
Delivery
68.8%
110
Cards
3.1%
5
Mobile
Banking
54.4%
87

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meet the second criterion (54.4%) prefer making payments through "mobile banking," such as Bkash,
Nagad, Rocket, etc. Additionally, a minority of people are more likely to use a debit card, credit card,
visa card, or master card to make purchases. They only make up 3.1%. So, it can be concluded that, cash
on delivery is most popular in online shopping.
5.1.5. Ease Of Purchasing Analysis:
Ease of
Purchasing
Percent
responders
Number of
Responders
Very Easy
20.6%
33
Easy
40%
64
Normal
255
40
Uneasy
11.9%
19
Very Uneasy
2.5%
4
Figure (6): Pie chart of Ease of Purchasing.
About 37.5% people feel easy purchasing in online which is the highest percentage among others. The
minimum number of responses are 2.5% as they feel very uneasy while purchasing online. The other
result shows as 25% feel normal, 20.6% feel very easy and 11.8% people in our survey feel uneasy while
purchasing in online.
5.1.6. Analysis Of Getting Scammed in Online Shopping:
Got
Scammed
Percent
Responders
Number of
Responders
Yes
33.8%
54
Never
scammed
66.3%
106
Figure (7): Pie chart of Scam Analysis.
In this section of this pie chart shows the result of people whether they ever got scammed in online
shopping. Total 160-person response in our survey. Majority of the people don't ever get scammed in

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online shopping. The percentage of these people are 66.3%. On the other hand, 33.8% people in our
survey have got scammed in online shopping, which is not a good experience for all of them.
5.1.7. Analysis Of the Perception Of Quality After Purchasing From Online:
Perception
of Quality
Percent
Responders
Number of
Responders
Very
Useful
6.3%
10
Useful
43.1%
69
Normal
43.1%
69
Not Useful
5.6%
9
Not Useful
at all
1.9%
3
Figure (8): Pie chart of the Perception of Quality in online shopping.
About 43.12% people on both sectors think the quality after purchasing is normal and useful. The
minimum number of responses are 1.875% as they think the quality after purchasing is very unusual. The
other result shows as 6.25% people think very useful and 5.625% people in our survey think unusual
about the quality after purchasing from online.
5.1.8. Time Saving Perception Analysis:
Figure (9): Pie chart of time saving.
Majority of the people think that online shopping saves our time as they response YES and the percentage
is about 82.5%. On the other hand, 17.5% people response NO as, they think online shopping does not save
their time.
Safety
Perception
Percent
responders
Number of
Responders
Safe
50.6%
81
Unsafe
49.4%
79

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5.1.9. Safety Perception Analysis:
Figure (10): Pie chart of safety perception.
From these response criteria, we have observed that slightly more than half, or more specifically, 50.6%
(81 responders) of a total of 160 responders, do not feel safe while shopping online. On the other hand,
49.4%, or 79 responders, agreed in terms of feeling safe while shopping online.
5.1.10. Analysis On the Satisfaction With The Recent E-Commerce Platforms:
Satisfaction
on
Platforms
Percent
Responders
Number of
Responders
Very
Satisfied
3.8%
6
Satisfied
35%
56
Normal
47.5%
76
Unsatisfied
9.4%
15
Very
Unsatisfied
4.4%
7
Figure (11): Pie chart of satisfaction analysis.
From these response criteria, we have observed that 160 of total responders, or 100%, a little less than
half, or 76 people, feel normal or have no positive or negative satisfaction level about recent e-commerce
platforms in Bangladesh. 35 percent, or nearly one third of the responders (56 responders), are satisfied,
whereas only 3.8 percent, or 6 responders, are very satisfied with the recent e-commerce platforms.
Moreover, 9.4% or 15 responders are unsatisfied, and 4.4% or 7 responders are very unsatisfied with the
recent e-commerce platforms of Bangladesh. We can conclude that more people are satisfied with the
ecommerce platforms, but a huge number of people are still confused about their satisfaction level with
the recent e-commerce platforms.
Perception
Percent
Responders
Number of
Responders
Saves Time
82.5%
132
Doesn’t
save
17.5%
28

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5.2. Analysis of The Responses of The Sample Customers on Attributes (Primary Data):
Factors
Number of Responses Among 160 on Weights (Importance)
Very
Important
Important
Neutral
Less
important
Not Important
at all
Easy Information collection process
60
82
13
3
2
Facilitation of product comparison
51
75
29
4
1
Variety of product collection
66
66
22
5
1
User interface of the website or mobile
application
62
68
26
2
2
Accuracy of the information of the
product
100
41
13
4
2
Moderately less price than the local
market
54
60
32
10
4
Order processing time
82
54
20
3
1
Delivery cost
63
67
22
3
5
Secured and quick payment method
92
50
16
1
1
Return/refund facility
98
39
20
0
3
Figure (12): Bar charts of attribute analysis.
From these response criteria, we have observed that the easy information collection process is important to
82 responders, very important to 60 responders, less important to 3 responders, not important at all to 2
responders, and the rest are neutral about the statement.
Facilitation of product comparison is important to 75 responders; very important to 51 responders; neutral
to 29 responders; less important to 4 responders; and not important at all to only 1 responder.
Varieties of product collection are important to 66 responders, very important to 22 responders, less
important to 5 responders, and not at all important to 1 responder.

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The user interface of the website or mobile application is important to 68 responders, very important to 62
responders, neutral to 26 responders, less important and not important at all to 2 responders, respectively.
The accuracy of the information of the product is very important to 100 responders; important to 41
responders; neutral to 13 responders; less important to 4 responders; and not important at all to only 2
responders.
Moderately less price than local market is important to 60 responders; very important to 54 responders;
neutral to 32 responders; less important to 10 responders; and not at all important to only 4 responders.
Order processing time is very important to 82 responders, important to 54 responders, neutral to 20
responders, less important to 3 responders, and not important at all to only 1 responder.
Delivery cost is important to 67 responders, very important to 63 responders, neutral to 22 responders, less
important to 3 responders, and not important at all to 5 responders.
Secured and quick payment methods are important to 92 responders, very important to 50 responders,
neutral to 16 responders, less important and not important at all to only 1 responder, respectively.
The return or refund facility is very important to 98 responders, important to 39 responders, neutral to 20
responders, less important to no one, and not important at all to 3 responders.
As a result, it can be concluded that the most important factors to the responders are the accuracy of the
information, the ability to return or refund items, and secure and quick payment. It can be also said that all
these factors are either very important or important to most of the responders, whereas few of them are
neutral about these factors, and very little to none gave much attention to these factors.
5.3. Findings From the Primary Data Analysis:
According to the analysis of the primary data, the percentage of age respondents of 21-30 are about 85.6%
which is 137. The percentage of student respondents are 92.5% which is 148 people. The percentage of
male respondents are 83.1% which is 133 of 160. It came up most of the sample customers are the ages
ranges from 21-30. Majority of them are male students. So, the E-Commerce platform should be designed
in a way that it become more useful for the youngsters as they use it the most.
About 55% which is 88 people responded that rarely shop online and 26.2% (42) responded that they shop
once in a month. The statistics shows that the frequency of shopping online is very less. The platform should
advertise more, give promotions etc. Many customers may be unaware of the available products and offers
on the online.
About 68.8% which is 110 people responded that they prefer cash on delivery for payment method and
54.4% which is 87 people opted for the mobile Banking. As these two are the most used methods for the
payment, these mediums should be updated as far as possible to provide flexibility and mobility to the
customers.
Majority of the customers about 40% which is 64 respondents find it Easy purchasing online. E-Commerce
platforms are going on a positive way to make it easier for the consumers.

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About 66.3% which is 106 people responded that they have never been scammed. That means they
regulations on the E-Commerce platforms are increasing. But the rest 33.8% which is about 54 people who
have been scammed can be neglected. More has to be done to eradicate fraud and scam issues.
In analysis of quality majority about 43.1% which is 69 people responded that they find E-Commerce
platforms useful. This means customers are putting their trusts in the E-Commerce platform.
About 82.5% which is 132 people think that they find E-Commerce platforms time saving. This is one the
most vital criteria why customers use the E-Commerce platforms more and more.
About the safety perception 50.6% which is 81 people believe that the E-Commerce platform is safe. The
personal information that consumers are providing, payment methods etc. are in a safe place. But more has
to be done to win the trust of rest of the 49.4% people.
Whether or not the consumers are satisfied with the E-Commerce platforms, majority about 47.5% which
is 76 people responded in a neutral position. Where 35% which is 56 people responded that they are satisfied
with the platforms. There is a room for development for the E-Commerce platform. Satisfied customers are
the loyal customers. Those who are associated with the E-Commerce platforms should give more efforts to
make it more satisfactory for the consumers.
So, above these were the consumer attitudes and perceptions of shopping online.
There are some variables or attributes that influence those perceptions. Those data were also collected from
the questionnaires.
82 people from the responders find the easy information collection process important where more 60 people
find it more important. In terms of facilitation of product comparison 75 people think it as an important
factor. About variety of product collection, majority 66 people think it as very important attribute. User
interface of the website or mobile application, 68 people find it important to them. In accuracy of the
information of the product, majority of people about 100 thinks it very important. For them, information
accuracy is absolutely essential. Less price than the local market, majority 60 people it as an important
factor for them. Order processing is very important factor for the majority 82 respondents. Delivery cost is
also an important factor about 67 people responded for it. Majority of the consumers about 92 respondents
consider the payment method secured and quick very important for. And lastly the about the return/refund
policy, majority 98 respondents believe that it is a very important attribute for them. Refund and return
policies are being improved by many e-commerce sites. However, the advancements need to be substantial.
5.4. Analysis of the Secondary Data:
According to our study constraints only up to a little area mostly includes students as we demonstrated
before, studies and papers comprises other areas and faces need to be investigated and observe weather
studies like this really goes to closer to real scenario and how much these contains authentic. Studies on
interaction with online platforms covered before in many times. We took 4 papers covering a bunch of
beneficial data and information amongst many publications, articles, and insights. Again, as e commerce
platforms gradually grown in quite a fast momentum during the decade behind, we analyzed the studies of
past 8 years gradually. Two of them were observed from Bangladeshi region but others have informatively
deployed in South Asian region seems quite relevant. The insights and studies are given below:

16 | P a g e
1. “E-shopping in Bangladesh”-2015 by Dr. A S M Kamruzzaman & Fatah-Ul-Islam- Rajshahi University.
2. “CONSUMER’S PERCEPTION TOWARDS ONLINE SHOPPING”-2018 by Rudresha C.E, H.R.
Manjunatha, Chandrashekarappa -Akshara Institute of Management Studies, Karnatak, India.
3. “Customer Satisfaction on Online Shopping in Bangladesh”-2016 by Dr. Sumon Das, Tanuza Nath Dr.
Shilpi Das-University of Dhaka
4. “CUSTOMER PERCEPTION TOWARDS ONLINE SHOPPING”-2019 by Dr.Inderpal singh
AroraKCL Institute of Management.
5.4.1. Analysis of the respondents:
To have a quick view of reflector & audience, a comparative scenario of them according to occupation
regarding gender and ages are demonstrated. Most respondents were from income-able professional and
students specially in overall south Asian perspective. We tried to show the tendency and mentality of
undergraduate and graduate students thus data are to reflect in different aspects.
Respondents’
categories
Studies & Papers
F Islam and
M
Kamruzzaman
(2015)
Rudresha,
Manjunatha and
Chandrashekarappa
(2018)
Inderpal
singh Arora
(2019)
Sumon Das,
Tanuza
Nath and
Shilpi Das
(2016)
Our
Study
[Bangladesh
perspective]
[South-Asian
Perspective]
[SouthAsian
Perspective]
[Bangladesh
perspective]
Gender
Male
72%
57%
50%
32%
83.10%
Female
28%
43%
50%
68%
16.90%
Ages
< 20 years
59%
42%
38%
71% (upto
35y)
9.40%
21-30 years
38%
85.60%
>30 years
41%
58%
24%
29%
5%
Occupations
Professional
43%
48.50%
54%
43%
3.70%
Students
46%
32.50%
25%
48%
92.50%
Others
11%
19%
21%
9%
3.80%

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Every study contains responses above 40% of professional people and about same to the number of students
too. Whereas most of our audience was from students. Most of the papers of maximum respondents except
2016’s one. After that the spectacular fact is that most of the responders are of over 30-35 years – 59%,
42%, 76% and 71% respectively including 90% and above of ours. Including that most of the 30 years
responders was of young ages generation of not more than 25 years.
5.4.2. Analysis on the Respondent’s Satisfactions and Perception:
As all insights were collected information on different questioners, evry category explains level and degrees
of satisfaction and dissatisfaction. All of then comprises almost same type of aspects of satisfaction but
slightly contains differences on expressing. Here all of the categories are entitled into three categories stated
below. For this reason, some of the categories were less than three and some were more. The types of
satisfaction were compressed into given three classes to have a quick overview. Such as ‘Ease Of
Purchasing Analysis’ and ‘Time Saving Perception Analysis’ separately were of ‘Easy & Convenient’ &
‘Time Efficient’ sections respectively. But other options – ‘. Analysis Of Getting Scammed’, ‘Safety
Perception Analysis’ and ‘Perception of Quality’ are put into ‘Safe & Secure’ category. To compress the
data, we took average of the topics according to weights of the options. Overall summery shown following.
0
%
10
%
20
%
30
%
40
%
50
%
60
%
70
%
80
%
90
%
%
100
F Islam and M
Kamruzzaman (2015)
Rudresha,
Manjunatha and
Chandrashekarappa
(2018)
Inderpal singh Arora
(2019)
Sumon Das, Tanuza
Nath and Shilpi Das
(2016)
Our Study
Respondent’s categories
Gender Male
Gender Female
Ages < 20 years
Ages 21-30 years
Ages >30 years
Occupations Professional
Occupations Students
Occupations Others

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Satisfaction
Studies & Papers
F Islam and M
Kamruzzaman
(2015)
Rudresha,
Manjunatha and
ChandrashekarAppa
(2018)
Inderpal singh
Arora (2019)
Sumon Das,
Tanuza Nath
and Shilpi
Das (2016)
Our Study
[Bangladesh
perspective]
[South-Asian
Perspective]
[South-Asian
Perspective]
[Bangladesh
perspective]
Easy &
Convenient
36%
81%
33.63%
29%
60.60%
Safe & Secured
33%
55%
34%
28%
44.60%
Time Efficient
31%
85%
18.6%
46%
82.50%
The data are counted in ‘satisfaction’ title. Thus, the view of ‘not satisfied’ will rest of the people. Such as,
34% people say online shopping is safe & secure, thus rest 66% people do not look online marketing as
secured (Inderpal Singh, 2019). To sum up, most cases show people think online marketing is not
convenient. Peoples think to be convenient are around 30% except Rudresha-2018 one (81%). But in 2022,
most students (60.6%) think it to be easier. For safety & security fact, in recent years, peoples thinking it
safe than ever before. According to the 2018 & 2022 study, 55% & 44% seeming it to be secured. According
%
6
3
81
%
33.63
%
%
29
60.60
%
%
33
5
5
%
34
%
28
%
%
44.60
31
%
85
%
1
8.6
%
%
6
4
%
82.50
%
0
%
10
20
%
%
30
40
%
%
50
%
60
70
%
%
80
90
%
F ISLAM AND M KAMRUZZAMAN (2015)
RUDRESHA, MANJUNATHA AND CHANDRASHEKAR
-
APPA
(2018)
INDERPAL SINGH ARORA (2019)
SUMON DAS, TANUZA NATH AND SHILPI DAS (2016)
OUR STUDY
Satisfactions And Perception
Time Efficient
Safe & Secured
Easy & Convenient

19 | P a g e
to the thought of time efficiency, most people taking it as time efficient fact (more than 80% people). But
the study of 2015 & 2016 shows 31%- & 46%-people’s contentment respectively.
5.4.3. Analysis on the Factors/ Attribute’s Weights:
The futuristic thought and views are exclusively important for the platforms to improve, discussed here.
Following the strategy of previous section, more or less factors analyzed on other papers are summarized
up into 6 most relevant factors. Such as our statistics on ‘Easy info collection process’ and ‘User interface
of application & websites’ are discussed under ‘Convenience & ease of shopping’ title. Consequently
‘Order processing time’ and ‘delivery’ is entitled in ‘Timing’ category. It goes without saying that we
counted response when they give it ‘very important’ and ‘important’ option, rather we did not count
‘neutral’, ‘less important’ and ‘not important at all’ responses.
Factors & Variables That Influence Perception
Factors & Variables
Studies & Papers
F Islam and
M
Kamruzzaman
(2015)
Rudresha,
Manjunatha
and
Chandra-
Shekarappa
(2018)
Inderpal
Singh
Arora
(2019)
Sumon
Das,
Tanuza
Nath and
Shilpi Das
(2016)
Our
Study
Bangladesh
perspective
South-
Asian
perspective
South-
Asian
perspective
Bangladesh
perspective
Price & Cost
6.5%
16.60%
8.83%
9.40%
16.00%
Transparency (Quality, info
etc)
31.5%
13.80%
30.35%
20.40%
17.53%
Convenience and Ease of
Shopping
18%
16.35%
32.00%
18.21%
16.91%
Flexibility
13%
16.72%
11.82%
15.14%
16.04%
Timing
16%
21.08%
not given
19.30%
17.25%
Feedback Facility
15%
15.45%
17.21%
17.50%
17.00%

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In most studies, few people (around 10%) thinks ‘Price & Cost’ bears impact on the choice of online
purchasing respective to other factors that reflects our study also (16%). After that in the fact of transparency
of the platform with consumers and users, the importance bears the most by the responders and the
percentage is around 20 to 30. In 2020, our study shows that transparency is quit equally important with
other factors. Convenience & ease of shopping factor is slightly weighted more than ‘price & Cost’ factor
(around 16% to 18%). Here we also conclude that Flexibility, Timing and Feedback Facility equally have
a great impact on online purchasing showing weights around 15% or more. And all factors are tending to
show quality of importance gradually every year.
6. Discussion:
E-Commerce platform is emerging as a prominent field of Bangladesh. Consumers are getting use to it day
by day. Consumers have mixed reaction while using the E-Commerce platforms. The main aim of our study
was to understand the perception of consumers, their attitudes towards the e-commerce industry and the
factors or attributes which influence them to shop online. For our study we took both primary and secondary
data. The sample consumer of primary data was limited to 160 peoples. Where majority of them were
students. As we interact with the students more and more that’s why the data was kind of student oriented.
Thus, the result we got was sort of students’ perception. Another factor was the sample size, if we took
more sample size a bit larger than more precise data could be obtained. This was the main limitations of the
primary data. To overcome these issues, we analyzed the secondary data. The secondary data was obtained
from the previous research papers. Here 4 research and studies were selected. As there wasn’t much suitable
data from Bangladeshi papers according to our interest, we also opted for paper from the south Asian
country. After analyzing the secondary data, The result we got was quite satisfactory. The results from the
secondary data showed tendency to meet our primary data. Actually, the secondary data helped analysis for
the primary data. The questionnaires and attributes were analyzed in both forms. In terms of influencing

21 | P a g e
characteristics, both of data supported the attributes which we set. Consumers believe that those attributes
can affect their attitudes to towards the E-Commerce platform.
There are some limitations of the study. First of all, the data. The sample cannot represent all of the
consumers perceptions. Secondly, the research paper we studied was implemented in different regions. As
a result, there could be few variations according to the consumers of Bangladesh. Some attributes may not
be necessary for many consumers.
Limitations are evident, but after summing up it can be said that the perceptions of consumers towards the
E-Commerce platform was analyzed. Consumers voices were heard, their opinions were taken. Many
difficulties aroused while conducting this paper. Taking raw data from the ordinary was a big challenge,
analyzing them was tougher. On the other hand, accumulation of the secondary data and analyzing as per
the objectives of our study was difficult. All the difficulties were overcome to finish this paper.
This study is not limited, further research can be conducted. Core attributes can be found out, the paper can
be enhanced with more questionnaires. Advance Statistical Analysis can be conducted. Hypotheses testing
can be done to obtain more accurate result. From the perspective of the sellers, this paper can be more
beneficial. They can tailor it as per their requirements. Studies on the specific E-Commerce platforms can
be Conducted.
7. Conclusion:
Numerous research studies have been carried out by scholars around the nation to study the factors that may
influence consumers' perceptions and online purchasing behavior. Due to their accessibility to technology,
many online businesses target the younger generations of consumers.
According to the results of primary and secondary analysis, key aspects of online shopping include cost,
product information, online payment options, product quality, after-sales services, convenience and variety,
consumer attitudes, easy accessibility, flexibility, and challenges. Our findings also show most consumers
have a positive view of online shopping, even if they encounter certain inconveniences. The majority of
consumers concur that online shopping will become more popular than traditional shopping in the near
future. Digital marketing will thus have more applications in the years to come. Compared to net banking,
cash on delivery is more popular. A larger percentage of respondents encourage others to engage in online
purchasing. Some consumers avoid shopping online because they are worried about the quality of the
products, the safety of their personal information, the after-sales service of products, and they find
conventional methods more pleasant. The overwhelming majority of people are drawn to online shopping
because it establishes the foundation for fantastic opportunities for businesses of today and tomorrow. We
may thus draw the conclusion that customers consider a variety of aspects while making online purchases.
Therefore, website owners should keep these things in mind to increase consumer satisfaction, increase the
popularity of their shopping websites, and to increase revenue.

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8. Reference:
1. Hassan, S. (2021). Customer Satisfaction towards online Shopping.
Scribd.
https://www.scribd.com/document/489662718/Customer-Satisfaction-towards-online-
Shopping.
2. Al-Kasasbeh, M., Dasgupta, S., & AL-Faouri, A. (2011). Factors Affecting E-Service
Satisfaction. Communications of the IBIMA, 1–12. https://doi.org/10.5171/2011.547937.
3. Ballantine, P. W. (2005). Effects of interactivity and product information on consumer satisfaction in
an online retail setting. International Journal of Retail & Distribution
Management, 33(6), 461–471. https://doi.org/10.1108/09590550510600870
4. Chang, H. H., & Chen, S. W. (2009). Consumer perception of interface quality, security, and loyalty in
electronic commerce. Information & Management, 46(7), 411–417.
https://doi.org/10.1016/j.im.2009.08.002.
5. LiMon, F. (n.d.). Research paper on E-Shopping in Bangladesh. Retrieved September 18, 2022, from
https://www.slideshare.net/limonfnb/e-shopping-in-bangladesh
6. Zwass, Vladimir. "e-commerce". Encyclopedia Britannica, 24 Aug. 2022,
https://www.britannica.com/technology/e-commerce. Accessed 18 September 2022.
7. Das, S. (2017). Customer Satisfaction on Online Shopping in Bangladesh. Retrieved September 18,
2022, from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3605591 8. Singh, Inderpal. (2019).
CUSTOMER PERCEPTION TOWARDS ONLINE SHOPPING. IX.
5855-5997.
9. Ahamed, Bulbul & Islam, S M & Qaom, Kismat. (2016). Customers’ Attitude towards Ecommerce in
Bangladesh: An Empirical Study on Some Selected B2C E-commerce Sites. Journal of Business and
Technology (Dhaka). 10. 37. 10.3329/jbt.v10i1.26905.

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10. Kasem, Nafisa & Shamima, Nasrin. (2014). An Assessment of the Factors Affecting the Consumer
Satisfaction on Online Purchase in Dhaka City, Bangladesh. EUROPEAN JOURNAL OF BUSINESS
AND MANAGEMENT. 6.
11. Hassan, S. (n.d.). Customer Satisfaction towards online Shopping. Scribd. Retrieved September 18,
2022, from https://www.scribd.com/document/489662718/CustomerSatisfaction-towards-online-
Shopping.