BANGLADESH INSTITUTE OF MANAGEMENT (BIM)

(Ministry of Industries)
4, Sobhanbag, Mirpur Road, Dhaka
www.bim.org.bd

Post Graduate Diploma in Marketing Management

(PGDMM)

(Academic Year-2017)

Term Paper Proposal

On
An Analysis of consumer behavior pattern of online
buyers in Bangladesh

Submitted to Submitted By
Nirjhar Mazumder Abdur Rahman
Associate Management Counsellor Roll: 17MM014
Bangladesh Institute of Management (BIM) PGDMM-2017

27th November, 2017

 PROPOSAL

1. Title of the Study: An Analysis of consumer behavior pattern of online buyers in

Bangladesh.

2. Introduction: Consumer behavior is the study of individuals, groups, or organizations and

all the activities associated with the purchase, use and disposal of goods and services,
including the consumer's emotional, mental and behavioral responses that precede or follow
these activities. Consumer behavior emerged in the 1940s and 50s as a distinct sub-discipline
in the marketing area. Consumer behavior is an inter-disciplinary social science that blends
elements from psychology, sociology, social anthropology, ethnography, marketing and
economics, especially behavioral economics. [1]

It examines how emotions, attitudes and preferences affect buying behavior. Characteristics
of individual consumers such as demographics, personality lifestyles and behavioral
variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide
referrals, in an attempt to understand people's wants and consumption are all investigated in
formal studies of consumer behavior. The study of consumer behavior also investigates the
influences, on the consumer, from groups such as family, friends, sports, reference groups,
and society in general.[1]

Consumer behavior signifies how individuals make decisions to utilize their valuable
resources such as time, money and effort or consumption-related matters such as what they
buy, when they buy and how they buy (Priest, Carter and Statt, 2013). It, thus, refers broadly
to the study of individuals and the processes consumers like to search, select, use and dispose
of products, services, experience or ideas to satisfy their needs as well as its impact on the
consumer and society ((Priest, Carter and Statt, 2013; Wilkey, 1994).

Some people think traditional buying communication among the buyer and seller is not so much
intensive but in case of online buying it is very much intensive.

3. Importance of the study: Consumer online buying behavior has many additional
characteristics that differ from offline behavior. So I can find out what are online customer
and frequently buyer, consumer pre-purchase decision and behavior, consumer search
activities and finally consumer post-purchase behavior. We know when a consumer realizes
the needs, he goes for an information search. He does the same, so that he can make the right
decision. He gather the information about the following

Product Brands
Products Variations
Product Quality

(1) https://en.wikipedia.org/wiki/Consumer_behaviour
 Product Alternatives.
Product price and distribution time.

The main importance of this study is to identify how a consumer search her demand product,
considers the product quality, purchase activity and post-purchase activity. In this study the
following questions to be answered. Why are customers interested to do online shopping?
What are the influencing factors? What are the reasons for choosing online shopping? What
are their preferences for products or services of online shopping? What are the reasons for
liking or disliking online shopping?

4. Objectives:

Broader objective of the study:

To identify the main factors that consumer consider during buying in specific or any
others online store and evaluate after buying service, distribution and others facilities.

Specific objectives: The specific objective of the study will be:

To find out the preference of the consumer when it comes to social media ad or others
website ad.
To find out the acceptances level of online buying among the social media or internet
user of Bangladesh.
To recommend effective steps to make online buying more acceptable to the
consumer.

5. Scope of the study/Rationale of the study: A study is specifically related to the

consumer culture, attitude, personality and lifestyle, buying decision, considering the
payment security, purchase and post purchase activities. Consumer also go through a
hierarchy of affects model from first become aware of the product or brand, then developing
an attitude as positive or negative and possibly concluding with some behavior ,such as
registering online or purchasing the product.[2] This study can find out of consumer buying
intention to the online marketplace in Bangladesh. This can also be used as a reference in any
relevant study in future.

6. Methodology: This term paper aims to study the consumer behavior pattern of online
buyers in Bangladesh. Data will be collected through structured questionnaire, personal
interview with consumer and online business owner and group discussion. Data will collect
from online consumer in Dhaka city. The reasons to choose this sector are that they have a
very subjective and heterogeneous. We will get a number of survey participants. We will get
an access to a huge collection of data to ensure more authentic statistical analysis.

(2) Judy strauss and Raymond Frost E-marketing, 7th edition, Pg: 175, Chapter-7
A. Phase- I: In the first phase theoretical study will be carried out to understand the
consumer behavior, why consumer choice online marketplace, how consumers buy from
online market place, what matters is taken seriously and consider the main issue.
B. Phase- II:
1. With the theoretical understanding some consumer will be interviewed with selected
questionnaire to know their judgment about online marketplace and buying experience.
The participants of this survey will be answering some close ended questions. These
arranged questions will automatically find out the satisfaction level of the online buying
process.
2. After collecting their opinions through the questionnaire, some open ended questions
will be asked for own understanding of the surveyor. This will be followed by some
formal and informal discussions.

C. Phase-III: Data Collection Tools and Techniques:

Sampling: For the precision of the study data will be collected from regular
consumer in the Dhaka city.
Sample Size: The sample size for the study will not be large one. The sample size
will be 100 (50 are male and 50 are female) with representation of the online company
management and consumer of the online buyers.
Sampling Scheme: Having fixed up sample extent, sample size and sample units,
it will take 05 days to complete the task of collection information.
Source of Information: Primary and Secondary data will be used to reach a
convincing result;
I. Primary Data: Primary data will be collected through Structured Questionnaire,
Personal Interview of consumer and owner/marketing manager of the online company.
II. Secondary Data:
a. Secondary data will be collected from the internet, books and article.
b. Website of the online company and consumer comment (Social media).

(1) https://en.wikipedia.org/wiki/Consumer_behaviour
 Data Processing Method: Collected data will be coded and verified. Moreover
data will be processed by making consistency checking with the help of computer and
relevant knowledge on the subject as well as the knowledge and application of
statistical tools. Some manual techniques will be applied during the collection of
opinion through the questionnaire.

7. Activity Schedule: This study will be accomplish between November 15th to 27th
December 2017, the study duration is six weeks:-

Activities 1st week 2nd week 3rd week 4th week 5th week 6th week

Literature Review
10 days

Questionnaire
Designing 4 days
Pretesting of
questionnaire 3 days
(Correction if any)
Data Collection
5 days

Data Analysis
10 days
Report Writing
6 days
Printing &
Submission 4 days

(2) Judy strauss and Raymond Frost E-marketing, 7th edition, Pg: 175, Chapter-7