E-commerce refers to the buying and selling of products or services

over electronics system through internet or others computer networks.

The Bangladesh Governments’ initiative to provide a solid Internet

backbone. With recent growth of Internet usage, 3G roll-out in 2013,

4g roll out in 2017 and the vigorous marketing and sales of smart

phones, e-commerce usage continues at a rapid pace.

However, with the numerous barriers to urban life in Dhaka city,

citizens have increasingly resorted to online shopping, with an

increasing supply of virtual businesses to match.

Interestingly, these trends are not limited only to Dhaka, the capital

city, but semi-urban, and to an extent, rural areas as well. The

Bangladesh Governments’ initiative to provide a solid Internet

backbone, encouraging a well-grounded telecommunication sector,

connecting all government offices, and opening up IT Parks are all

leading indicators that point to the e-commerce sector’s growth

potential.

Inspired by convenience, competitive pricing, range of products,

dedicated service, improving payment security and flexibility and

demand from buyers and sellers, e-commerce has witnessed a

mushrooming of the online shopping websites, particularly in the B2C

and C2C category.

To understand the importance of online Marketing.

To understand the importance of online advertising in changing market

scenario.

To understand the reasons for growing popularity of online marketing.

To analyze the effectiveness of online marketing as compared to

traditional marketing tools.

To identify the limitations of online marketing.

Methodology describes the manner in which data is collected,

analyzed and interpreted. The data that will present in this paper would

collect from primary and secondary data source. The sources are

mentioned below

Primary Data Source

Secondary Data Source

Sampling Technique

Bangladesh is one of the fastest growing emerging marketswith a vast population. Most interestingly, the culturalbackground is more or less same for the whole population. Inrecent year’s mobile as well as internet penetration hasascended inspiring a whole array of internet companies allover the world flock.

In a recent report Motorola says, “Bangladesh has anexcellent mobile penetration rate which is going to be huge incoming days”. Based on those information it is crystal clearwhy companies like Rocket Internet, Bikroy pay attention tograb a market like Bangladesh.

Bikoy.com

Bdjobs.com.bd

Ajkerdeal.com

Daraz.com.bd

Chaldal.com

Figure 01: Gender

From the chart above we can see that there isn’t a very big gap between Male and Female user regarding their involvement with e-commerce businesses. While the male participants are 40% and the female are at 60%, just a mere 20% gap.

40%

60%

Gender

Male Female

Figure 02: Occupation

This pie chart shows that most of the people are from business. While 40% are from business, 33% are from service, 27% are from others profession.

40%

33%

27%

Occupation

Business Service Others

Figure 03: Education

This bar chart shows that most of the people are from Graduate level. While 40% are completed graduate, 30% are completed HSC, 27% are completed above graduate and others have completed SSC.

3%

30%

40%

27%

SSC HSC Graduate Above Graduate

Education

Figure 04: Income (Monthly)

This pie chart shows that most of the people are from the range of around 25000. While 43% are from the range of around 25000, 30% are from the range of above 50000 and 27% are from the range of 25000-50000.

43%

27%

30%

Income (Monthly)

Around 25000 25000-50000 Above 50000

Figure 05: Age

It’s clear from the information given in this bar chart that the most popular age range taking this survey is 26 to 35 year olds. People from below 25 age ranks which are 26%, 26-35 age ranks which are 46%, 36-45 age ranks which are 14%, 46-55 age ranks which are 14% also involved in shopping.

26%

46%

14% 14%

Below-25 26-35 36-45 46-55

Age

Figure 06: Sources of Information about Online Shopping

It’s clear from the information given in this pie chart that the most popular sources of online shopping are ‘through friends’. This pie chart show that 40% of people know about online shopping from friends, 33% people know from advertisement and rest of 27% people know from social media.

40%

33%

27%

Awareness of Online Shopping

Through Friends Through Advertisement Through Social Media

Figure 07: Types of Products Purchasing Online

It’s clear from the information given in this bar chart that the most people buy shopping products. While 77% of people buy shopping products, 20% of people buy convenience products and rest of 3% of people buy specialty products.

20%

77%

3%

Covenience Products Shopping Products Specialty Products

Types of Product

Figure 08: Online Shopping is Secured Payment Method

This bar chart shows that most of the people feel secured to pay via credit or debit card. While 44% pays via credit or debit card, 26% pays via cash on delivery system, 24% pays via Bikash and rest of 6% pays via rocket

44%

24%

6%

26%

Credit or DebitCard

Bkash Rocket Cash on Delivery

Secure Payment Method

Figure 09: Desire Websites for Shopping in Online

It’s clear from the information given in this bar chart that the most people buy products from alibaba.com. While 44% of people buy from alibaba.com, 40% of people buy from kaymu.com, 24% of people buy from amazon.com, 7% of people buy from daraz.com, 4% of people buy from bikroy.com, 4% of people buy from chaldal.com, and rest of 4% of people buy from shadmart.com.

44%

24%

7%4%

40%

4% 4%

Desire Website

Figure 10: Difficulties During Online Purchase

It’s clear from the information given in this pie chart that the most people don’t face any problem during purchase product from online. While 67% of people don’t face any problem & 33% of people faces too many problem. The people of Bangladesh are educated day by day.

67%

33%

Problem While Conducting Online Purchase

Yes No

Figure 11: Kinds of Problem

This bar chart shows that most of the people face “product damage” problem after receiving the ordered product. While 56% of people face product damage problem, 34% of people face delay in delivery problem, 5% of people face Cheap Quality of Product and rest of 5% of people face other types of problem.

34%

56%

5% 5%

Delay in Delivery Product damage Cheap Quality ofProduct

Other Reason

Barriers to Shopping Online

Figure 12: Main Motivation for Buying Through Internet

It’s clear from the information given in this bar chart that the most people buy from online due to save time. While 44% of people buy due to save time, 13% of people buy due to low price than market, 13% of people buy due to superior selection, 10% of people buy due to convenience, 10% of people buy due to product comparison.

10%

44%

13% 13%10%

Conveniene Saves Time Price Suprior Selection ProductComparison

Motivating Factors

Figure 13: Satisfaction Level of Online Shopping

It’s clear from the information given in this bar chart that the most people are satisfied. While 34% of people are satisfied, 24% of people are highly dissatisfied, 24% neither satisfied nor dissatisfied, 14% of people are dissatisfied, 4% of people highly satisfied.

4%

34%

24%

14%

24%

Highly Satisfied Satisfied Neither Satisfied norDissatisfied

Dissatisfied Highly Dissatisfied

Satisfaction

Consumers use more than one medium to make brand choice,

therefore it is recommended that

Companies should mix & match various mediums to reach their

desired target audience.

Every Company big or small should grab this advantage and include

online marketing in their marketing efforts.

Companies can spend more on online media rather than the traditional

tools.

Companies should not rely entirely on online marketing; they must

make it a part of Integrated Marketing Communication strategy.

The study concludes that consumers rely upon more than one medium in order to enhance their brand related knowledge.

Consumers do require detailed information about the brand so as to evaluate its strengths & weaknesses.

The study also reveals that main reason for growing importance of online marketing is the increasing literacy about internet among people.

Today’s consumers strongly feel that every company must use this efficacy to strengthen its marketing efforts.

The major benefits of online marketing are its capability of interaction between consumers and advertisers followed by availability of wide range of information & ease of shopping.

But at the same time consumers are susceptible about the user-safety side of internet. They feel that online marketing is unsafe as it may lead to increase in frauds & privacy issue.