Consumer Perception of Online Marketplace in Bangladesh: An Empirical Study on Dhaka City

Most. Moriom Khatun, Noor M Rahamatullah, Tanjina Afrin, Safiul Islam and Mofasser Rahman
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Most. Moriom Khatun: Sher-e-Bangla Agricultural University, Postal: Lecturer, Department of Agribusiness and Marketing, Sher-e-Bangla Agricultural University, BANGLADESH
Noor M Rahamatullah: Sher-e-Bangla Agricultural University, Postal: Professor, Department of Agricultural Statistics, Sher-e-Bangla Agricultural University, BANGLADESH, ,
Tanjina Afrin: Sher-e-Bangla Agricultural University, Postal: Lecturer, Department of Agribusiness and Marketing, Sher-e-Bangla Agricultural University, BANGLADESH
Safiul Islam: Sher-e-Bangla Agricultural University, Postal: Lecturer, Department of Agribusiness and Marketing, Sher-e-Bangla Agricultural University, BANGLADESH
Mofasser Rahman: Sher-e-Bangla Agricultural University, Postal: Lecturer, Department of Agribusiness and Marketing, Sher-e-Bangla Agricultural University, BANGLADESH

Asian Business Review, 2020, vol. 10, issue 2, 115-120

Abstract: Bangladesh is one of the growing economically developing countries, where the online marketplace is becoming popular in recent days. Besides the traditional market or super shops, online marketplaces grab the eyeballs of the consumers, because of avoiding a heavy traffic jam, huge time consuming, public gathering, and recent Covid-19 lockdown. This paper conducted an empirical study to measure the consumer perception of the online marketplace. The relationship between consumer preference and demographic data is also analyzed. It has been found that major responders are young in age, male in gender, and student and jobholders in occupation. Whereas, books and foods are the main preferred product to purchase online because those twos are reliable and easy to ensure quality rather than clothing, cosmetics, and other products. A suggestion would be concluded by this paper is that products in the online marketplace must increase the quality and reliability to ensure the purchasing preference by the consumers.

Keywords: Consumer Perception; Digital Marketing; e-commerce (search for similar items in EconPapers)
JEL-codes: D12 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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