Internship Report on

An analysis of consumers’ demography & their

perception about E-commerce Business of Bangladesh

Exam roll: 162458

 Internship Report on
An analysis of consumers’ demography & their perception about
Ecommerce Business of Bangladesh

Prepared for:
Chairman
Internship Placement Committee

Prepared by:
Exam Roll Number: 162458
4th Year, 8th Semester
Batch Number: 25th, BBA Program Academic
Session: 2015-2016

Institute of Business Administration (IBA-JU)

Jahangirnagar University, Savar, Dhaka 1342

Date of Submission: July 06, 2020

 Letter of Transmittal

July 06, 2020

Chairman

Internship Placement Committee

Institute of Business Administration

Jahangirnagar University, Savar, Dhaka-1342

Subject: Submission of the internship report on “An analysis of consumers’ demography & their
perception about E-commerce business of Bangladesh”

Dear Sir,

With due respect, I present you the report “An analysis of consumers’ demography & their
perception about E-commerce business of Bangladesh” in response to your requirement of
‘Internship Report’.

This report is supposed to present the consumers’ wants & needs from the online platform of
Bangladesh and their perception regarding these platforms’ different services attributes. The report
is likely to assist organizations like Deligram with setting its competitive strategy as a new online
start up.

Therefore, I am submitting the “Internship Report” for your kind consideration and assessment. If
you would need any explanation or clarification required about the report, I’ll be obliged to attend
you if you just let me know. Thank you.

Sincerely,

Exam Roll Number: 162458

4th Year, 8th Semester

Batch Number: 25th, BBA Program

Academic Session: 2015-2016

 Declaration of the Internee

I do hereby declare that the report entitled “An analysis of consumers’ demography & their
perception about E-commerce Business of Bangladesh” on the basis of three months Internship
activities on the organization Deligram Technology Ltd. is completed by me.

I also declare that the report is my original work. This report has not been previously submitted
anywhere else for any kind of degree. The data and information which are mentioned here are also
collected and organized by myself. I am solely responsible for any kind of misleading or
manipulation of data or information in this report.

I have prepared it for the academic purpose of my Bachelor of Business Administration degree for
Institute of Business Administration, Jahangirnagar University only.

Signature of the Student

Fariha Tasnuva
Exam Roll Number: 162458

4th Year, 8th Semester

Batch Number: 25th, BBA Program

Academic Session: 2015-2016

Major: Finance

Institute of Business Administration

Jahangirnagar University
 Acknowledgement

At first, I want to thank the Almighty Allah for helping me with everything in life. With the help of

Allah, my parents and my teachers, I have successfully completed my 3 months long internship and
the internship report.

I would like to show my respect and gratitude to those persons who have been a great support
system for me throughout the journey. At the beginning, I want to thank my academic supervisor
Md. Alamgir Hossen sir, Assistant professor, IBA- Jahangirnagar University. He has always been
with me. He has guided me and supported me always. Without his supervision, I wouldn’t be able
to complete this report.

I would like to thank my mentors and colleagues from Deligram Technology Ltd also for their
supports. Without their help and guidance, I would not be able to survive the 3 months. They have
been quite supportive throughout the journey. They have helped me with lots of materials and data
too. They have assisted me to perform my job well.

I am really grateful for all the support and guidance that has helped me to complete this report.
Without cooperation from my respected faculty and others, this report would not be fruitful. Thank
you so much.
Table of Contents

1. Introduction ................................................................................................................... 1
1.1 Origin of the study ................................................................................................................ 1
1.2 Background of the study ...................................................................................................... 2
1.3 Rationale of the study........................................................................................................... 2
1.4 Objectives of the study ......................................................................................................... 3
1.5 Scope of the study ................................................................................................................. 3
1.6 Limitations of the study ....................................................................................................... 3
1.7 Research Methodology ......................................................................................................... 4
1.8 Literature Review ................................................................................................................. 6
2. Organization Part .......................................................................................................... 9
2.1 Company Introduction......................................................................................................... 9
2.2 Company Ownership.......................................................................................................... 11
2.3 Company Headquarter ...................................................................................................... 11
2.4 Operation Procedure of Deligram .................................................................................... 11
2.5 Deligram Production Line ................................................................................................. 12
2.6 Promotion Activities of the brands ................................................................................... 14
2.7 Company Vision ................................................................................................................. 14
2.8 Company Mission ............................................................................................................... 14
2.9 Product category of Deligram: .......................................................................................... 15
2.10 Main objectives of Deligram: .......................................................................................... 15
2.11 SWOT Analysis of Deligram: .......................................................................................... 15
3. An Overview of the Selected Online Platforms ......................................................... 16
3.1 Chaldal.com ........................................................................................................................ 17
3.2 Daraz.com ........................................................................................................................... 17
3.3 ShoppersBD.com ................................................................................................................ 18
3.4 Parmeeda.com..................................................................................................................... 18
4. Internship Procedure................................................................................................... 19
4.1 Nature of the job ................................................................................................................. 19
4.2 Over all experience and observation................................................................................. 20
5. Empirical Part .............................................................................................................. 21
5.1 Consumer Demographic Overview ................................................................................... 21
5.1.1 Age ................................................................................................................................ 21
5.1.2 Gender .......................................................................................................................... 22
5.1.3 Education level of the customers................................................................................ 22
 5.1.4 Marital Status .............................................................................................................. 23
5.1.5 Occupation ................................................................................................................... 23
5.1.6 Income level of the consumers.................................................................................... 24
5.2 Consumers’ Perception Analysis....................................................................................... 24
5.2.1 Most preferred website for online shopping platform ............................................. 25
5.2.2 Satisfaction level for online shopping ........................................................................ 26
5.2.3 Branding/Promotion of the sites ................................................................................ 26
5.2.4 Products Purchase Decision ....................................................................................... 27
5.2.5 Popular Payment System ............................................................................................ 28
5.2.6 Online Shopping Frequency & Average Basket size ................................................ 28
5.2.7 Comparison of the Motivating and Demotivating Factors Based on the Frequency
of responses .......................................................................................................................... 29
6. key Findings ................................................................................................................. 30
7. Recommendations & Conclusion ............................................................................... 31
8. References ..................................................................................................................... 32
Annex ................................................................................................................................ 34
Survey Questionnaire ............................................................................................................... 34

Table of Figures
Figure 1: Deligram Logo................................................................................................................. 10
Figure 2: Ordering System ............................................................................................................. 11
Figure 3: Deligram App.................................................................................................................. 12
Figure 4: Production Line ............................................................................................................... 13
Figure 5: SWOT Analysis.............................................................................................................. 16
Figure 6: Age .................................................................................................................................. 22
Figure 7: Gender............................................................................................................................. 22
Figure 8: Education Level.............................................................................................................. 23
Figure 9: Marital Status .................................................................................................................. 23
Figure 10: Occupation.................................................................................................................... 24
Figure 11: Income Level ................................................................................................................ 24
Figure 12: Online Shopping Platforms ........................................................................................... 25
Figure 13: Performance of The ecommerce site............................................................................. 26
Figure 14:Branding........................................................................................................................ 27
Figure 15: Products Purchased ....................................................................................................... 27
Figure 16: Payment Procedure ....................................................................................................... 28
Figure 17: Online Shopping Frequency......................................................................................... 28
Figure 18: Average Basket Size..................................................................................................... 29
Figure 19: Motivating Factors to Shop Online ............................................................................... 29
Figure 20: Demotivating Factors.................................................................................................... 30
Executive Summary

Online shopping has become quite popular in our country recently. People tend to shop online for
various factors. Everyone has a hectic lifestyle. This is one of the major reason behind online
shopping. Deligram Technology Ltd. is an e-commerce platform which is new to this sector. As a
new company, it definitely has some advantages and growth opportunity. It may also face some
difficulties. For a new entrant like Deligram, understanding the market well is very much important.
That’s why I have done a survey on consumer demography and perception. I have also analysed
the survey report. The main objective of the research is to give some clear ideas about the current
market situation and target group to the new businesses like Deligram. So that, they can implement
those ideas in their business. There are several e-commerce platforms which are quite popular
among the consumers. I have tried to get an idea how those companies operate, what are their
missions and visions. Finding out the weak points of these e-commerce sites and making a strong
impression by taking necessary steps on those weak points can take companies like Deligram to a
new level. From the research, I have gathered that mostly urban young adults of our country are
interested in online shopping. Consumer satisfaction level from online shopping is average, nothing
too extreme, not so bad not so good. Also consumers prefer fast delivery system, lower priced
products, discounts & offers, strong return policy and warranty as some motivating factors to shop
from online. Another key finding is that, consumers think some of the disadvantages of online
shopping are delay, out of stock issue and not being able to physically inspect the product. In order
to get some competitive advantage, company like Deligram should focus on these factors.
Otherwise, it will not be an easy task for Deligram or any other start up company to capture the
existing market. There are already some very good competitions. In order to be successful on
ecommerce sector, companies should be more attentive to the target customers and their satisfaction
fulfilment. These will surely create some solid advantage for them.

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1. Introduction

The world is getting smaller everyday, people are getting more and more busy. We are so busy in
our own lives that we are trying to invent new things everyday so that we can save our time a little
bit more. That’s why the world is called global village. We are so much invested in our works and
lives that we don’t have the proper time to even eat or sleep. At this point of life, having the time
to go to a physical store or searching for a product from visiting malls to malls is really a tough call.
Hence we try to find a new way to do shopping from everywhere and anywhere. Here comes the
invention of online shopping and e-commerce platform. E-commerce, also known as electronic
commerce or internet commerce, refers to the buying and selling of goods or services using the
internet, and the transfer of money and data to execute these transactions. E-commerce is often used
to refer to the sale of physical products online. Our country is also not far behind. We are doing
quite well in comparison to other countries in this sector. A good number of people in our country
do online shopping everyday. Specially people living in the urban area is dependent on online
shopping as they have a very busy lifestyle. E-commerce sector has evolved quite a lot in our
country. We are getting every bit modernized day by day.

Many young people and entrepreneurs are getting inspired by these platforms to start business of
their own. E-commerce company like daraz, deligram, chaldal & many other has inspired lots of
people to dream. As a result the field is getting more and more competitive everyday. Customer
satisfaction has become no. one priority for everyone. Business are focusing more and more on
consumers’ wants and needs. Deligram is one of those businesses. The main focus of the company
is to make the life of the customers easier.

1.1 Origin of the study

As a student of final year in BBA program, doing internship is one of the most important segment
of the curriculum for me. Basically as a business graduate, we have to do 3 months internship under
a company. This internship program is integrated in our syllabus so that we can learn practically.
This 3 months give every student the opportunity to get the live work in experience, how do the
organizations operate, what do they do. The students get the experience to work and learn, get
accustomed to corporate culture. They realise the difference between theoretical knowledge and
practical implications. I have also done my internship under ecommerce company Deligram

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Technology Ltd. from 16 November, 2019 to 16 February, 2020. This internship report is basically
the representation of what I have learnt and how customers are analysing the ecommerce companies
and are being satisfied by the companies.

1.2 Background of the study

Bangladesh, a land of opportunity for everyone is growing continuously. We have crossed some
milestones. Bangladesh is aspiring to be a middle income country within a few years according to
World Bank. E-commerce platform has a huge impact on the economy of the country. These
ecommerce sites are helping to grow the country and it’s economy, also providing jobs to the
unemployed peoples. As a result people are getting the chance to improve themselves. Lifestyles of
the people are getting modernised, improvised. Consumers are increasing, people are getting more
conscious about their wants and needs, they are being more vocal and expressing. As a result
organizations are getting more competitive and careful about their customers. E-commerce platform
is one of the most flourishing business now. They should have a clear view about the consumers of
the country. These comprehensive analysis about the consumers may help them a little bit to get a
clear and conscious view about the consumer demography & perception.

1.3 Rationale of the study

Before entering into a market, we must identify the target customer group, what are their
expectations from us and so forth. E-commerce business is growing more and more everyday in our
country. As earlier mentioned people are getting more inspired to start up a company. So before
taking the big step, everyone should calculate and analyse the situation at hand. This study has been
conducted with this thought in my mind. In order to grab the market, we must understand our
consumers first. For that I have done a research on them, what do they want, which is the target
group and so on. My internship report tries to analyse these things for the new start up companies
of our country. The reason behind my study is to make them aware about consumer satisfaction and
consumer perception.

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1.4 Objectives of the study

1. To understand the customers perception more closely

2. To acquire the consumer demography of the e-commerce platforms
3. To have an idea about advantages and disadvantages of online shopping based on
consumers’ perception
4. To get insight about the ecommerce shops like Deligram
5. To fulfil the criterion of BBA program

1.5 Scope of the study

According to BBA program of IBA, Jahangirnagar University, every student has to complete the
internship program in the 8th semester. We must also submit a report after choosing a topic to work
on. Upon discussing with my honourable supervisor, I have decided to work on “An analysis of
consumers’ Demography & their perception about e-commerce business of Bangladesh”. As I
myself have done internship under a start up ecommerce company, Deligram. This study has so
much to work on. As this is a growing sector of our country, it has so much opportunities to work
on. Currently it is trying to make a place of it’s own in this growing sector. Deligram has it’s own
kind of competitive advantage. This study tries to identify the scopes for companies like Deligram
to be the market leader.

1.6 Limitations of the study

I have faced some problems due to the limitations of the study. They are:

1. The lack of responses for the survey collected from the consumers due to consumer’s lack
of interest to fill up the survey form.
2. The unavailability of data needed to complete the study, people’s unwillingness to give
personal information like income or age or gender.
3. The number of samples representing different competitors’ customers could not be
maintained in an equal level due to lack of survey responses.
4. Not getting the proper and authentic information may be the case for some studies done
due to consumer’s lack of seriousness or truthfulness.

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 5. Time restraints to be maintained.

1.7 Research Methodology

The main purpose of my research is to analyse the consumer demography and consumer
perception of the e-commerce business of Bangladesh. For that I have done a survey, talked with
the consumers. The study is basically based on analysis of the survey result. Survey question has
been made keeping various customer attributes in my mind. The survey questionnaire attempts to
simplify things for us by finding the most reliable ecommerce platform and the requirements of the
consumers that they demand to be fulfilled.

The study is mainly a qualitative research. But likert scale has been used to determine some results.
Convenience sampling and snow ball sampling has been used. Convenience sampling is a
nonprobability sampling method, here data has been collected from the people who are available or
willing to participate in the survey. As most of the time people are unwilling to answer any types
of question which is personal to them. I have also used snow ball sampling to get access to more
people as I was not able to acquire all those information by myself. I have created the questionnaire
by using google docs. There are 17 questions which have been answered by the respondents.
Customers of various online platform has been identified with the help of social media and through
person to person communication. The questionnaire has been served to them through social media
also like facebook, messenger, e-mail and so on. The sample size has been identified through the
responses that came from the consumers. The sample size equals to 100. Because sometimes people
feel that their privacy can be violated by participating in the survey. Many people are unwilling and
also indifferent towards the survey. As a result, it becomes very hard to collect data from them.
That’s why I have kept the sample size 100.

Sources of the data

For successful completion of the report I have gathered my data from two sources.

• Primary sources of Data: I have made a survey questionnaire to be filled up by the

consumers of various ecommerce sites. Moreover I have worked in the organization and got the
chance to have first hand experience and received valuable information face to face from the
organization. So primary sources of data are:

• Survey feedback
• Practical Work
• One to one communication with the customers
• Personal experience gathered by performing in different types of job responsibilities.
Conversation with mentor

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• Secondary sources of Data: I have collected valuable information from journals, reports
different articles of newspaper and magazines. Also I have found some data from the internet for
the purpose of my research. The sources are

• Internet
• Deligram website
• Rahimafrooz website
• Newspaper portals

Identifying the appropriate consumers and collecting proper information from them has been a
challenge for me. Also the survey question may not fulfil everyone’s criteria exactly.

In order to understand the current situation of the company in comparison to other e-commerce
sites, I have done a SWOT analysis of Deligram e-commerce site also. There are so many online
platforms such as, 1. Deligram – ecommerce shop in Bangladesh

2. Evaly.com.bd – Online shopping mall

3. Meena Click – online shopping

4. Rokomari.com – #1 Online Bookshop in Bangladesh

5. Parmeeda.com – Organic food delivery system

6. Bagdoom.com – Fashion, Watches, Electronics

7. PriyoShop.com – Online Shopping in Bangladesh

8. Othoba.com – PRAN Company’s e-commerce Website

9. Chaldal.com – Online Grocery Shop in Bangladesh

10. Iferi.com – Home Living Products

11. KhaasFood.com – Another Online Grocery Shop in Bangladesh

12. Buymobile.com.bd – Mobiles and Electronics Online Shop

13. Branoo.com – Online Shop for Brand Products

14. Sheba.xyz – Home Service

15. Kiksha.com – Online Shopping in BD

16. Foodpanda.com.bd – Online Food Delivery Service in Bangladesh

17. Daraz.com

18. Shoparu.com – Books and Fashion

19. ShoppersBD.com – Fashion and Electronics Online Shop in BD

20. ITbazaar.com.bd – Bangladeshi Online Shopping Site for Electronics, Computers, Mobiles

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21. Clickbd.com – Online Buy-sell

22. Shadmart.com – Biggest Online Shop in Bangladesh

23. Ajkerdeal.com

I have included chaldal.com, daraz.com, shoppersBD.com, parmeeda.com in my research paper.

Chaldal.com is one of the most growing e-commerce site for grocery items, Parmeeda.com looks
very promising for it’s organic and authentic food & grocery delivery system. Daraz.com is a very
well known site, also provides services all over Bangladesh. ShoppersBD.com also has good
positions in the industry for their services and products. That’s why I have chosen these e-commerce
platforms for the survey along with Deligram.com.

The report has been divided into few parts. There will be an organization part, introduction of it’s
competitors and also dissection of the survey result and consumer feedback (empirical part).

The survey has two parts, Consumer demography and Consumer feedback questions. In order to
measure motivating & demotivating factors of online shopping, I have used 3 point Likert scale.
The possible responses of the scale are Very much = 1, A little bit = 2, Not so much = 3. I have also
included a 5 point Likert scale in order to measure the satisfaction level for online shopping; Scale
1 to 5 being low to high. Point 1 being very low performance to point 5 being extraordinary
performance to measure how much satisfied customers actually are about online shopping. Also,
consumer demography result has been described by using pie chart.

According to the result and key findings, recommendation and conclusion has been generated for
ecommerce start up companies.

1.8 Literature Review

1. Karim (2018), has tried to bring out the overall e-commerce condition of Bangladesh. He
tried to show how Bangladesh has evolved past years in e-commerce sector, how other
factors have affected the business. For that a survey has been conducted. The report shows
graphical representations of analysis of the customer’s behaviour and attitude towards e
business. The report has concluded the overall positive impact of online shopping very
clearly.

2. Rahman et al. (2018) aimed to explore the buying behaviour of consumers towards online
shopping. For that they have discussed the pros and cons of online shopping very nicely,
also tried to bring out the emergence, development and growth of e-commerce business.

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 They have launched a self-constructed questionnaire survey on the people of Dhaka city.
The report adopted convenient non probability sampling to dissect customer demographics
and perception thoroughly.

3. Faruq (2017) has conducted a research to provide insight of the current situation of e-
commerce, understand and confront the problems. Clearly Bangladesh is a land of
opportunity for e-commerce business. There are so much opportunities and many more
potential customers to grab. He has focused on survey and secondary research for that
matter. The report has analysed the findings from the survey to scrutinize the consumer’s
attitude, what influence them most, what are the key attributes.

4. Ahamed et al. (2015) illustrated consumer’s perceptions, important factors influencing

them in the research paper. The research paper is mainly focused on the factors that
customers desire the most. Primarily a pre test was conducted to identify the most critical
factors. Then based on that final survey was done among 11 selected criteria. Hypothesis
has been constructed and z test has been done to come to some conclusions. They have
concluded customers formed standard positive belief (04 or above out of 05) on two
attributes only.

5. Shanthi R., Kannaiah (2015) reveals that the consumer’s perception on online shopping
varies from individual to individual. The study reveals that mostly the youngsters are
attached to the online shopping. The research data was collected through structured
questionnaire. A survey has been conducted on Madras University and Madras Christian
College students. They gathered the result based on various factors of online shopping and
consumer’s whereabouts.

6. Vaghela (2014) identified that most of the customers have experienced the online shopping.
The main objective of the study is to know customer perception towards online shopping
and to discriminate analysis of perception on gender basis. For that Convenience sampling
technique was used and sample size taken as 150 respondents from varachha region Surat.
A thorough analysis was done of the consumer’s demographics and feedbacks to get the
end result. The report showed that customers have perceived online shopping positively.

7. Changchit (2006) identified which factors are perceived differently between consumers
who prefer online shopping and consumers who prefer offline (physical store) shopping. A
direct survey was administered to random shoppers at local malls and to students at a south
western United States university to collect the data. These data were used to conduct a t

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 test. This study could provide insights into what needs to be done to attract and retain more
online customers.

8. Tiwari and Sharma (2017) established relationship between various factors (like External
Environment, Demographic, Personal characteristics, Website quality & so on) and impact
on online shopping attitude. Meta analysis was used to do the research. Meta analysis refers
to the analysis of analyses. Twenty four studies were used to review and classify them to
reach a conclusion. The paper concluded that out of the nine factors four were found to be
independent and five were dependent in the literature.

9. Muhammed et al. (2013) tried to explore some online shopping issue from the consumers’
perspective. A survey was conducted on the people living in four different cities of Bosnia
and Herzegovina. The study developed a survey questionnaire based on the reviewed
literature. 200 responses were found to be proper in order to represent the target population.
Mean and standard deviation had been calculated. The result revealed very poor level of
website characteristics of Bosnian companies.

10. Bashir et al. (2015) stated that the most relevant factor(s) that seems to be affecting
consumer buying-behaviour towards online shopping when it comes to the younger
generation seemed to be the trust factor. The research paper tried to illustrate relationship
between few factors chosen (Trust, Convenience, Time, Product Variety, Privacy) and
consumer buying-behaviour. This was examined on the youth of University of Punjab. The
paper included statistical inferences like regression analysis, anova test, co efficient. The
analysis concluded positive relation on trust and convenience factor and negative relation
on the other three variables.

11. Falk et al. (2005) suggested an organization is at a distinct disadvantage without a good
understanding of the problems that users experienced within their site. The report also stated
consumer loyalty is one of the most significant contributors to profitability. This study
attempted to emphasize basic business constructs within the scope of website design.

12. Jain (2018) suggested that increase in usage of internet increases the online shopping.
Objective of this study was to identify the relationship of demographic factors that influence
online shopping, also various factors that influence online purchase. For that the researcher
collected data from survey of structured questionnaire of people of Rajasthan.

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 13. Khan (2016) discussed Benefits and Challenges in an Emerging Economy e-commerce
business. The main objectives of the study was to get a full acquaintance of the E-commerce
in Bangladesh. The paper was based on secondary data like books, journals, research
papers, magazines, daily newspaper, internet and official statistical documents. The study
was qualitative in nature. The report tried to describe how e-commerce is beneficial for the
consumers today. It also identified the challenges faced by the customers.

14. Shahjee (2016) paid close attention to e commerce business models and benefits of
ecommerce. For that the reseacher used secondary data from various sources and
constructed several assumptions. The paper attempted to bring out the potential
opportunities that can be availed only through e commerce business.

15. Islam (2018) potrayed current scenerio of e commerce business and it’s customers in
Bangladesh. The paper used a structured questionnaire and Likert scale questionnaire
through individual face to face interview as well as focused group discussion (FGD) process
for the purpose of data collection. The report focused on policy making, limitations of e-
commerce too. It also discussed various factors vital for entrepreneurship and starting e
commerce business in our country too.

16. Khanna and Awal (2019) conducted an investigation comprised of 500 respondents to find
out whether there is any relation between online purchasing decision and several factors
(like personal, service, product, price). To study about the effect of investigated factors,
different measurable tests, for example, Chi-square, Independent T-test, ANOVA were
used. Questions were based on consumer demographics and preference. The report resulted
into some factors having positive relation and some negative relation.

2. Organization Part

2.1 Company Introduction

Deligram Technology Ltd. is an omni-channel e-commerce platform that is merging the gap
between online & offline shopping. The CEO of Deligram Technology, Mr. Waiz Rahim planned
to start his own company from 2016 but finally started from January,2018. Deligram tries to make
the life of the consumer’s a little bit easier. Basically it is trying to introduce online shopping

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platform to the people who believes in traditional shopping or who are not familiar with online
shopping. For that, they have introduced agent points on their delivery areas.

At this moment, Deligram has it’s active operation only in Dhaka, Cumilla, Chittagong, Sylhet,
Narayongonj and Gazipur. Surprisingly It has started it’s operation from Cumilla instead of Dhaka.
Their first target market was Cumilla. Reason behind choosing Cumilla is that not many people of
Cumilla is familiar to the word e commerce. They don’t have any idea about online shopping.

So Deligram is trying to promote online business by taking order from the customers offline through
the agent points. Agent point is basically the local store popularly known as ‘Mudir dokan’ situated
in every area of the country, which has registered as agent of Deligram. Local customers can place
orders by visiting these stores nearby and also receive their products from there.

Figure 1:Deligram Logo

So it has adopted a hybrid approach for customers’ ease of access to place an order. A customer can
place an order through:

1. Deligram app: Deligram has launched it’s first app on google play store for it’s customers.
By downloading the app, customers can also avail 100 taka discount for their first order of
at least 500 taka. It is a promotional activity.
2. Website: Customers can also place orders through their website by following the link
address.
3. Agent points: Customers who are not accustomed to online retail, can place orders offline.
Agent points take order from the customers. Each agent point of deligram has a catalogue

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 of the most popular products. Customers can visit those agent points and order anything
from there.
4. Facebook page: Deligram also takes order from it’s customers through facebook page.
Customer just needs to provide their contact detail, product codes for that. Customer care
makes call for order confirmation.

Figure 2: Ordering System

2.2 Company Ownership

Deligram is a Rahimafrooz Bangladesh affiliated, start up company. Rahimafrooz Bangladesh, the

largest lead acid manufacturer in Bangladesh has been established in 1954.

2.3 Company Headquarter

Deligram Technology is situated in 705, West Nakhalpara, Tejgaon Dhaka-1205, Bangladesh. It is

the head office and warehouse of Deligram.

2.4 Operation Procedure of Deligram

Deligram, one of the promising ecommerce platform of our country follows some procedure.
Deligram has it’s own production line or in house products. As well as it sells products from it’s
vendors too.

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Vendor selection process: Deligram does not keep a lot of products in it’s warehouse. After a
customer places an order, Deligram collects it from it’s vendor. Most of the vendors are selected
from their official facebook page request. Vendors of different types of product request them to sell
their products and deligram contacts them and verifies the products. They also have vendors out of
Facebook. They take 10%-20% commission from the vendors of their sold product. After making
the business deal they live their products in their website. After getting order they contact with the
vendor and bring that product to send to the customer. And they pay vendors payment two times in
a month.

Delivery Time: it takes 3 to 4 days to deliver products within Dhaka and 5 to 6 days to deliver
outside of Dhaka for Deligram.

Shipment Procedure: Deligram has it’s own delivery system. After collecting the ordered products
from the vendors, it starts the procedure. The product quality is checked before packaging. If the
product is ok, then it goes for packaging. After packing the products are ready for delivery. The
outside Dhaka orders go out for shipment on corresponding areas.

Payment procedure: customers can pay through bkash, credit cards, port wallet, rocket. Cash on
delivery is also available.

Figure 3: Deligram App

2.5 Deligram Production Line

Deligram has it’s very own clothing brand. How exciting is that! Deligram has it’s in house product
line, for example EQ, Jetstream, Zinnia and Alfred Homes. These brands are very new in the
market, but it has already done so well. I am going to briefly discuss the brands and their promotion.

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 EQ: EQ stands for Executive Ouality. It is a formal Shirt brand for Men. The target
group is office going male population of our country. To promote the brand, they
have provided some huge amount of discount to their customers. The discounts on
this brand is huge, up to 50% on some products!

 Jetstream: It is also a clothing brand for men. Jetstream products consist of winter
jackets, sweat shirt, casual shirt for men. As well as jeans that is quite good in
quality. All these products are Deligram exclusive.
 Zinnia: It is a fashion brand for young women. The target customer group is office
going, university going young women of our country mainly. Zinnia has some
fashionable kurta, kurta, tops and kamiz for women. It has become quite popular
among the women. Because of the exclusive color, design and discounts on the
products.
 Alfred Homes: It is a home and living products brand. Right now it is popular
among women who are looking for home and kitchen appliances. It has some really
attractive collection of dinner sets.
 Zoptica: Recently Deligram has introduced it’s very own eyewear brand. It has
some really stylish and best quality glasses for men and women both. They are
quite affordable and comfortable too.

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 Figure 4: Production Line

2.6 Promotion Activities of the brands:

• Discounts: Deligram offers good amount of discounts on these products, like 20 to 30%
flat discount on Zinnia, 50% discount on EQ also some great deal of discounts on Jetstream
and Alfred homes.
• Coupon codes: Deligram provides some coupon codes for it’s consumers. If the customers
apply these codes, they can avail some discounts easily.
• Promoting on Social media: Deligram has introduced some innovative promotions of it’s
brands. For example, they are encouraging their customers to upload the pictures of them
wearing Deligram exclusive brands to win taka up to 5000. By doing so, the brands are
getting promoted through the customers.
• Catalogues and posters: Deligram provides posters and catalogues to their agent points.
These catalogues contain the most popular products at this moment. So that the customers
get see and buy them off line from the agent points.
• Easy return policy: Deligram has easy return policy. If consumers don’t like the products,
they can easily return the products.
• Warranty on jeans: Jetstream jeans has a warranty of 3 years.
• Happy Hour: Deligram has come up with the concept happy hour for their customer. This
is basically a marketing strategy to sell products by giving some discounts for a specific
amount of time only. That is called happy hour.

2.7 Company Vision

The corporate vision of Deligram Technology is to lead the market of E-Commerce market in
Bangladesh and have their agent shops in every area to serve people of different class.

2.8 Company Mission

Deligram wants to promote and increase the market share for themselves and become one of the
market leader.

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2.9 Product category of Deligram:

Deligram is selling all kinds of product in it’s website. It has a wide range of products available for
it’s customers. For ease of access to all of the products, Deligram has divided it’s products into 11
categories. Each category has some sub categories too. These 11 categories are:

1. Men’s Fashion
2. Women’s Fashion
3. Phone & Accessories
4. Computers & Accessories
5. Electronics & Home Appliances
6. Home & Living
7. Health, Beauty & Fitness
8. Kids & Babies
9. Books & Stationeries
10. Foods & Snacks
11. Automotive

These are the main categories. Under these categories, there are wide section of products. For
example, Men’s fashion contains 19 sub categories of products from watches to shoes and
accessories for men.

2.10 Main objectives of Deligram:

• To provide service online and offline

• To create a good relationship among agents, customers and vendors
• To grab the market successfully
• To provide services to the unprivileged people
• To sell authentic products to the customers To create a strong loyal customer base

2.11 SWOT Analysis of Deligram:

SWOT Analysis depicts the Strength, weakness, opportunities and threats of an organization. I am
going to find out these for deligram.

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 • Unique business idea, • Very new to the sector,
providing service offline not experienced enough.
too. • Already market leaders
•A huge growth are existing.
opportunity •Low brand recognition
•Customization •Less trustworthy
•Close relation with
customers
Strength Weakness

Opportunit
Threat
y
•Chance to grab a new •There is already
target population by existing competitors.
introducinng online •New entry to the e
shopping. commerce sector
• Geographical extension •Competitors adopting
•Product expansion new strategies.

Figure 5: SWOT Analysis

3. An Overview of the Selected Online Platforms

Exposure to internet has increased significantly over the last few years. People spend a huge amount
of time of their everyday life on internet. Bangladesh has been recognized as one of the developing
country of the world. Urbanization and industrialization is an ongoing process in our country. As a
result of these changes, nuclear family is increasing, people are becoming more advanced, husband
and wife both are working full time. As a result online purchase is getting more popular among
them.

There are so many online platforms in Bangladesh working to provide services to the customers.
These shops are also helping to grow the economy of the country. So many people are getting
employed as a result. Among these e-commerce platforms chaldal.com, daraz.com, shoppers
bd.com, parmeeda.com is quite popular.

I am going to briefly discuss some of those e-commerce platforms.

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3.1 Chaldal.com

Chaldal.com is a Bangladeshi online grocery and food products provider company, founded in
2013. It sells fresh fruits and vegetables, meat and dairy, groceries, and personal care and household
items via its website and mobile apps. It is currently serving all over Dhaka City, except certain
parts of Old Town. It sources it’s products from authentic sellers only. It has quite a good impression
for providing good products to the consumers. Their services and features mainly include:

• It gives free home delivery within 1 hour for up to 200 taka purchase in all over Dhaka.
• Chaldal.com sells grocery items mainly, but they also sell home cleaning products, pet care
products, stationery items, home appliances.
• Their motto is to save money, save time.
• They have a customer friendly app.
• They have 7 day easy return policy.
• Membership is also free for the users.

3.2 Daraz.com

Daraz was first introduced in Bangladesh in the year 2015, as a business to customer (B2C) venture.
It has a wide range of product divided into 11 categories under which customer can find all sorts of
products from fashion items to home appliances. Daraz follows a venture model similar to amazon.
It is a Chinese owned online market place. It has operation in Pakistan, Myanmar basically in south
asia & southeast asia. Their services and features mainly include:

• Daraz provides different types of incentives for it’s customers, like free return policy,
different types of coupon, discounts.
• In 2016, daraz acquired kaymu group through which it started it’s operation in Nepal & Sri
lanka. In 2018, daraz was acquired by Alibaba, a Chinese company.
• Daraz Bangladesh was introduced into the country by Rocket Internet.
• It provides service all over Bangladesh. After placing an order, it delivers the product to it’s
customers. It takes some time to ship the products.
• Their goal is to provide the best product in the best price. Also, to introduce latest products
in the market for the customers.

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3.3 ShoppersBD.com

ShoppersBd is one of the top direct selling shopping hub in Bangladesh, dealing in a very wide
range of consumer products. ShoppersBd is an online shopping hub with popular businesses like
Internet services, Electronics item, Daily essential products, Cosmetics items, Toiletries products,
Fashion houses, Furniture shops etc. Their services and features mainly include:

• It offers discounts on it’s products. ShoppersBD promotes it’s products through facebook,
twitter, linked in, email and through it’s website.
• It has database of approximately 1.5 lakh consumers.
• It provides service all over Bangladesh. It has delivery charge 100 taka.
• It has rating system for it’s customers. Customers can rate the product quality on it’s
website.
• There are few payment methods such as cash on delivery, Bkash, check, card.
• It has 8 popular product category. ShoppersBD’s headquarter is in Gulshan, Dhaka.
• The company’s motto is to Shop Easier, Faster, Cheaper must be Quality full!

3.4 Parmeeda.com

Parmeeda.com is an online agri-business organization which provides service all over Dhaka.
Parmeeda is basically delivering the foods which are produced at village in the Dhaka city within a
short period of time. Basically parmeeda sells organic foods, fresh food items such as fruits,
vegetables, fish, chickens mainly the grocery items online. Their services and features mainly
include:

• Parmeeda doesn’t produce or process any types of food. Rather it collects different organic
foods from the remote corner of country and distributes those foods among the customers.
• The main difference between parmeeda and other online business platform is that parmeeda
collects, segregates and distributes food without any changing and at the same time they
focuses on eco-friendly cultivation system which is much needed in this modern era.
• They collect these foods without any kind of adulteration and concentrates more in creating
customers value rather than making profit.
• Parmeeda tries to give exclusive services to their customers such as same day delivery.
• Currently parmeeda has operation only in Dhaka.

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 • It creates customer value by providing fresh items to the consumers.
• It is open for longer hours than other e business platform.

4. Internship Procedure

4.1 Nature of the job

I got the offer to join Deligram Technology Ltd. as intern in their Dhaka Hub office. As I have
already mentioned before, Deligram is a start up company. So they hire intern to do some of their
jobs all over the year. Business Development is one of the crucial department of deligram. Deligram
has it’s own line of production and it sells from it’s vendors too. I had quite a few specific
responsibilities there.

I am going to discuss my responsibilities below:

 Seller Registration
Deligram sells products from it’s vendors. For that the sellers or vendors have to contact
with Deligram first. I was given the responsibility to communicate with these vendors and
collect their information and contact details. Also send these information to the concerned
team.
 Agent Registration
Deligram also takes agent in different areas all over the country. For that agent request was
sent to me. I was given the responsibility to deal with these agent requests. I collected their
information and contact details. I also maintained an excel sheet and made entry for them
there.
 Customer Query
I also answered to the customer queries through social media. I answered their questions
and cleared any type of confusion they had.
 Order Confirmation
When a product goes live in the website, customers are able see that. Many customers were
not clear about the ordering process. Simply they did not have any idea about online
ordering. I confirmed their orders manually by maintaining an excel sheet.
 Order Cancellation
Deligram does not have any order cancellation system. Because of that I used to cancel
their orders manually. I used to inform the relevant personnel about the issues.

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  Orders in Progress
When a customer places an order in Deligram, they had some queries how long it would
take to deliver their products or what is the current status of their products. I used to keep
track of these queries. By contacting with the logistic team, I used to try & find out about
the relevant information for the customers. In any critical situation, I used to keep track and
always kept reminding the logistic team about the task at hand.
 Return and Warranty Issues
I also followed the return and warranty issues at initial stage. When any customer
complained about any issue found, I asked him for more information and inspected whether
it is authentic or not. If I thought it is authentic enough, then I started the procedure of
return and management. I also kept track record for the issue and gave constant reminder
to the concerned team about it.
 Refund Issues

I also communicated with the accounts department regarding any kinds of refund issue.

 Cross Error Check

I also had a responsibility to check for any error on the monthly catalogues or magazines
released. I used to cross check to see whether everything is correctly spelled or given
information is true.
 Article Writing
I had also written a few articles for Deligram about their products, agent service and what
not. I used to translate articles also from Bengali to English and vice versa.
 Promotion of in-house Brands
I also tried to promote Deligram exclusive brands among customers by inspiring them to
try on those products, giving exclusive information about easy return policy, warranty
system and so forth.

4.2 Over all experience and observation

I had a great experience working on Deligram. It was my first job basically. I have never worked in
an office environment before. It was a whole new experience. I had some friendly and very much
helping colleagues and mentor there. They accepted me as one of them. Because of them, I was
able to survive there.

By working in Deligram:

• I got to experience the whole corporate culture

• I had access to almost everything, as a result, I have learnt so many things.

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 • I have learnt how to deal with customers.
• I got to know about dashboard and how importance is that.
• I got to know about the whole operation system; basically I have got an idea how an
organization works
• I have understood the importance of punctuality, discipline in life.
• I have experienced a totally different environment.
• I have learnt about the job responsibilities of the companies

From my observation, deligram has so many things that still need to be done. I wish best of luck to
Deligram for that.

5. Empirical Part

This analyses has been done to get a closer look on consumers’ demography and perception to the
concept of e-commerce. So that, start up companies like Deligram can make some improvements
and rightful decisions. This type of analysis will help the sector to get an idea about the existing
market. Actually ‘what the target market wants, what is their needs, what criteria is most critical
for them’ these types of question should be answered.

Now I am going to briefly discuss each of the survey result in order to get some clear idea about the
consumers and their perceptions.

5.1 Consumer Demographic Overview

The consumer demographic part has six indicators. They are: age, gender, education, marital status,
occupation, income level of the consumers.

5.1.1 Age

The survey has been done on the age group from 20 years to 55 years. The report on the consumers’
age group represents the combination of consumers who are customers of different online platforms
selected and more.

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 Figure 6: Age

From the sample size of 100, 38% (38) of the consumers are adults who belong to the age group 25
to 35 years. 32% consumers belong to age group 20 to 25 years, 21% consumers belong to the age
group 35 to 45 years, 9% consumers belong to the age group 45 to 55 years.

5.1.2 Gender

The report on the consumers’ gender represents the combination of consumers who are customers
of different online platforms selected and more.

Figure 7: Gender

From the above image, we can see that among the 100 population, 52% consumers are female and
48% consumers are male.

5.1.3 Education level of the customers

The report on the consumers’ education levels represents the combination of consumers who are
customers of different online platforms selected and more.

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 Figure 8: Education Level

From the sample size of 100, 63% of the consumers have done graduation from different disciplines,
30% of the consumers have a post graduation degree and 7% consumers have passed H.S.C or
equivalent exam.

5.1.4 Marital Status

The report on the consumers’ marital status represents the combination of consumers who are
customers of different online platforms selected and more.

Figure 9: Marital Status

From the sample size of 100, 57% consumers are married, 43% consumers are unmarried.

5.1.5 Occupation

The report on the consumers’ occupations represents the combination of consumers who are
customers of different online platforms selected and more.

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 Figure 10: Occupation

From the sample size of 100, 48% of the consumers are job holders, 33% of the consumers are
students, 11% of them are entrepreneurs and 8% of the consumers are home makers.

5.1.6 Income level of the consumers

The report on the consumers’ income levels represents the combination of consumers who are
customers of different online platforms selected and more.

Figure 11: Income Level

From the sample size of 100, 33% of the consumers belong to income level of BDT 30000 to
50000, 25% people belong to income level under BDT 10000, 22% belong to income level in
between BDT 10000 to 30000, 20% consumers belong to income level of more than BDT 50000.

5.2 Consumers’ Perception Analysis

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The second part of the survey was to analyse the consumers’ perceptions regarding different factors
that are relevant to online shopping. There are always both some negative and positive sides to
something. Online shopping or ecommerce also have some motivating and demotivating factors. I
have tried to bring out those factors, which influence the customers most.

While making any purchase decision, consumers think about different factors like, product quality,
price, convenience, time saving, delivery option, delivery days & so on. Also I have tried to identify
the most popular online platform right now, consumer satisfaction level regarding online shopping
and so many things.

Among the 100 response received, 83% of them do online shopping, rest of the 17% people prefer
shopping from the physical stores. Another fact is that 54% of the respondents like online shopping
better than shopping from any physical stores.

5.2.1 Most preferred website for online shopping platform

Among the 100 respondents, 88 of them answered to the survey about most popular online shopping
platform.

Figure 12: Online Shopping Platforms

The result of the survey: The most popular online platform is – Daraz.com

Out of the 88 consumers, 23 people (26.1%) prefer daraz.com the most. The second most popular
platform among the respondents is – ShoppersBD.com. Chaldal.com is on next with 18.2%.

Recently deligram has offered so many discounts and offers for it’s customers and what not. This
could be the reason that 11 people (12.5%) has shopped from deligram.com and found better

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services. Parmeeda.com is also favourite among people. Other 11.7% of the consumers shop from
various websites such as rokomari.com, priyoshop.com, aliexpress.com etc.

5.2.2 Satisfaction level for online shopping

On a scale of 1 to 5, how much satisfied consumers are about online shopping. 91 respondents
answered to this question, 1 to 5 being low from high. 1 refers to very poor performance, 2 being
poor performance, 3 equals to ordinary or average level of performance, 4 and 5 refers to above
average and extraordinary performance.

Figure 13: Performance of The ecommerce site

From the graph above, we can see 41 (45.1%) of the survey respondents think online shopping
platforms provide average performance. 39 consumers (42.9%) think the performance level is
above average. So consumers are neither too much satisfied nor too much dissatisfied with the
services.

5.2.3 Branding/Promotion of the sites

While making any purchase decision, consumers get information from various sources about the
sites from where they can buy the products.

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 Figure 14: Branding

Most of the customer (51.1%) prefer to go with customer reviews about those sites. Word of mouth
from acquaintances are quite popular too. Brand popularity is also an important factor among the
consumers while making a purchase decision. Advertisements on social media is a major factor too.

5.2.4 Products Purchase Decision

Consumers mainly prefer to buy life style products and electronic items from the online shops.
Groceries, accessories and clothing items are also purchased online. There are some trustable online
grocery shops from where people prefer to purchase grocery items. The pie chart depicts the
scenario very clearly.

Figure 15: Products Purchased

Life style product is the most popular option among the consumers with 23.3 percentage.
Electronics item is in second position with 20 percent popularity. Also people buy grocery items
frequently from online. Other items such as books, clothing & accessories are also frequently
purchased products through ecommerce sites.

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5.2.5 Popular Payment System

There are so many payment or transaction options for consumers now a days. People can choose
among those. Most popular payment systems are cash on delivery, bkash, rocket & cards.

Figure 16: Payment Procedure

Consumers (56%) mostly prefer cash on delivery system. Bkash is also very popular medium for
trasaction.

5.2.6 Online Shopping Frequency & Average Basket size

Generally people (62.6%) shop once in a month from online, about 30.8% people shop once in six months
from online. So the frequency of online shopping is not so high, not so low, quite medium actually.

Figure 17: Online Shopping Frequency

Average Basket size of 55.6% of the consumers belong to 1000 – 3000 BDT group which is not
bad for online shopping. Other 26.7% of the consumers’ basket size belong to 100 – 1000 BDT
group.

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 Figure 18: Average Basket Size

5.2.7 Comparison of the Motivating and Demotivating Factors Based on the Frequency of
Responses

The following report reflects the motivating factors or the reasons for the consumers to make online
purchase. The report has been generated by using a multiple choice grid question. There are 3
responses in which respondents can give feedback. They are:

1. No. 1 factor motivates/demotivates very much to shop online

2. No.1 factor motivates/demotivates a little bit to shop online
3. No. 1 factor does not motivates/demotivate so much to shop online The question
and answer to the suevey is shown on the graph below :

Figure 19: Motivating Factors to Shop Online

There are 8 motivating factors for the consumers. Among those home delivery option is the most
popular among the people. 76 people think home delivery option motivate them to shop online.
Also discount & offers is very important factor according to 63 people. 70 consumers out of 100,

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think online shopping is time saving. Other factors like ease of access, reputation,
guarantee/warranty, information, price are quite motivating to shop online for the consumers.

There are few demotivating factors too which are the main reasons for customers to shop from
physical stores. I am going to discuss them below:

I have found 5 main factors which are mostly of equal importance to the consumers. Among them
one factor is not being able to inspect the products before buying and consumers (58 of the
respondents) think it is one of the most demotivating factor for online shopping. Other issues like
out of stock problem (55),delay (50) are quite major factors according to the consumers’ ratings.

Figure 20: Demotivating Factors

6. key Findings

 Mostly people of age group 25 – 35 years & 20 – 25 years old are frequent online
shoppers. Most of the online customers are female about 52%. Most of the online
shoppers are job holders (48%) and most of them have done graduation (63%) or post
graduation (30%). Students are preferring online shops more than the home makers and
entrepreneurs. Most of the consumers are middle income level people. Married people
are mostly shopping from online (57%).

 From the survey data, we have gathered that people trust shopping from physical stores
more than shopping from online stores. Customer satisfaction range is medium (on the

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 scale of 1 to 5). Consumers purchase from these platforms once in a while (once a
month).
 Consumers prefers COD (56%) mainly for any kind of transactions. People mostly buy
life style products & groceries from online shops. Customer review about the online
platforms help them to select from where to buy things. Daraz.com is the most popular
e-commerce platform among the consumers of different group.
 Consumers mainly make purchase decision online because of the convenience factors.
These online platforms mainly provide door to door delivery facility which is really
time saving and convenient for the customers. Customers can access the information
very easily, compare the price & quality of the products while sitting at home. The
discounts and offers provided by the online shops in various occasion is also a
motivating factor.
 Consumers feel the need for physical store sometimes too. They feel the need to see
what they are purchasing first before buying it. Sometimes online shops delay product
delivery, product goes out of stock. Because of these issues consumers have lack of
trust in online shopping platforms.
 The e-commerce platforms have both some positive and negative sides. Those who are
new to the business sector can use this as an opportunity and try and fulfil the
consumers’ needs and wants.

7. Recommendations & Conclusion

As I have done my 3 months long internship on e-commerce start up and also conducted a survey
on the consumers of this sector, I have identified some problems and found solution or
recommendation for those problems. First of all, I think e-commerce sector has a big opportunity
in our country to grow. Most of the online platforms are Dhaka or Chittagong based. Daraz.com
provides online service all over the country. I think that’s the reason it is the most popular site.
Consumers also feel insecure while shopping online, they have lack of trust. I have some
recommendations for these problems.

• Online platforms should be at least promoted or introduced to the people living outside of
Dhaka. So that, people get to know about this platforms. Otherwise they will always be in
dark.

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 • E-commerce platforms like Deligram should build trust among the consumers to get a
competitive advantage. For that they have to provide quality service to the consumers.
• Consumer branding is very important. Becoming a well known face can create some good
image for Deligram. As a result, branding & promotion is much needed.
• E-commerce sites should choose their brand image very wisely. So that, it gives a strong
message to the consumers.
• Advertisement and promotion of the sites can make an impact on consumer’s minds.
Consumers tend to get affected. For that, Deligram can sponsor some social and educational
program to make people aware.
• Consumers feel the lacking of being unable to physically inspect the products very strongly,
for that e-commerce platforms can have a strong and easy return policy for their consumers.
So that consumers can feel safe while purchasing online.
• Innovative discounts and marketing strategy can take a company so far. Consumers search
for a good offer online.
So these are some recommendations for start up companies like Deligram to survive in the long run
and go far. By following these recommendations, it can surely achieve a strong and loyal consumer
base.

People are getting more busy everyday and as a result they have lack of time for making purchase
decisions. So online shopping is very much convenient for them. The growth rate of online shopping
is high in our country also. As a result, online shopping platforms are increasing everyday. In order
to survive in this sector, businesses like Deligram should be very careful and innovative all the time.
Thinking out of the box is the way to go.

I think Deligram as well as the new start up in the country can do really very well by following
customers’ wants and needs very carefully. The survey will surely give some idea about consumers’
perception and target group of consumers. I hope after going through my report, everyone will get
a basic idea about online shopping in our country. I have also provided some suggestions for all the
growing e-commerce start up and hope it will be useful for them.

8. References

• Karim (2018). E-commerce Development in Bangladesh. International Business Research;

Vol. 11, No. 11.

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 • Khanna and Awal (2019). Consumer Online Purchasing Decision and Its Influencing
Factors in Uttrakhand: An Exploratory Study of Selected Districts of Garhwal Division.
International Conference on Advances in Engineering Management Science & Technology,
2019.

• About ShoppersBD. (n.d.). Retrieved from https://www.shoppersbd.com/about-us

• Deligram Technology Ltd. (n.d.). Deligram. Retrieved from https://www.deligram.com/

• Ajkerdeal.com. (n.d.). Bangladeshi online shopping site where you will get everything.
Retrieved from https://ajkerdeal.com/

• Chaldal.com. (2020, February. Retrieved from https://en.wikipedia.org/wiki/Chaldal.com

• ChalDal. (n.d.). Retrieved from https://www.crunchbase.com/organization/chaldal

• Parmeeda bring fresh, traceable and safe agro produce for you. (n.d.). Retrieved from
https://parmeeda.com/about-parmeeda-com/

• Afroz, F. (2018). Opportunities and Challenges of Deligram Technology Limited. Brac

University Internship Report

• Khan, S I. (2018). Internship Report On daraz.com.bd. Brac University Internship Report

• E-commerce. Retrieved from https://en.wikipedia.org/wiki/E-commerce

Annex
Survey Questionnaire

1. What age group do you belong to?

• 20-25
• 25-35
• 35-45
• 45-55

2. Gender
• Male
• Female
• Others

3. Education level of the customers

• S.S.C

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• H.S.C
• Graduation
• Post Graduation
• Others

4. Marital Status

• Married
• Unmarried
• Others

5. Occupation

• Student
• Job holder
• Home maker
• Entrepreneur
• Others

6. Income level of the consumers

• Under 10000 BDT

• In between 10000 to 30000 BDT
• In between 30000 to 50000 BDT
• More than 50000 BDT

7. Do you shop online?

• Yes
• No

8. What do you prefer most?

• Online shopping
• Shopping from physical store

9. Most preferred website for online shopping platform

• Daraz
• Deligram
• Ajker Deal

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• ShoppersBD
• Parmeeda
• Chaldal
• Others

10. How much satisfied are you with the performance of online platform? ( 1 to 5 being low to
high)

Very Poor Performance 1 2 3 4 5 Extraordinary Performance

11. How do you choose an e commerce site while making purchase decision?
• Brand Popularity
• Customer Review
• Word of mouth from acquaintances
• Advertisement in social media

12. What types of product do you mainly purchase from online?

• Clothing items
• Book & stationeries
• Home living
• Electronics
• Life style products
• Accessories
• Groceries
• Perishable Food items

13. Payment system you prefer while purchasing from online?

• Cash on Delivery
• Bkash
• Card (Visa, Master)
• Rocket

14. How frequently do you shop from online?

• Quite often ( once in a week)
• Once in a while (once in a month)
• Not so much ( once in a six month)

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 15. What is your average basket size?
• 100 - 1000 BDT
• 1000 - 3000 BDT
• 3000 - 5000 BDT
• 5000 - 10000 BDT
• 10000 BDT and more

Multiple Choice Grid Questions:

16. Factors that Motivates you to shop online

Very much A little bit Not so much

Discounts & offers

Time saving

Home delivery option

Ease of access

Price

Product description/
information

Reputation of the site

Guarantee & warrantee

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17. Factors that Demotivates you to shop online

Very much A little bit Not so much

Not being able to

physically inspect the
product

Not being able to

bargain

Shipping cost

Out of stock problem

Delay

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