Impact of Brand Image To Evaluate The Online Shopping Activities in The Perspective of Bangladesh

IMPACT OF BRAND IMAGE TO EVALUATE THE ONLINE
SHOPPING ACTIVITIES IN THE PERSPECTIVE OF BANGLADESH
JUNE 30, 2016

MD SHARIFUL ISLAM
Marketing
Impact of Brand image to evaluate the online shopping activities in the perspective of Bangladesh
Table of Contents
Task One: Be able to give a total scenario of the study ............................................................. 3
Abstract ...................................................................................................................................... 3
1.1 Objective of the Study ......................................................................................................... 3
1.2 Benefits of the Study............................................................................................................ 3
Task Two: Present the survey methodology and sampling frame used Research ..................... 4
Task Three: Design a questionnaire for a given scenario .......................................................... 6
Analysis- ................................................................................................................................ 7
Introduction ................................................................................................................................ 8
Task Four: Brand Images in the perspective of Bangladesh...................................................... 8
4.1 Brand Awareness, Recognition and Knowledge ............................................................. 9
4.2 Brand Associations ........................................................................................................ 10
4.3 Brand Image and Loyalty............................................................................................... 10
4.4 Brand Image, Customer Satisfaction and Customer Loyalty......................................... 10
4.5 Product Brand Image ..................................................................................................... 11
4.6 Retail store image .......................................................................................................... 12
4.7 Online retail store image ................................................................................................ 13
Task Five: Brands and Consumer Purchase Behavior ............................................................. 14
Task Six: Be able to Online shopping activities in the perspective of Bangladesh ................. 15
6.1 Some E-shopping sites in Bangladesh ........................................................................... 16
6.2 Acceptance level of Online Shopping............................................................................ 16
6.3 Visiting Online Shop...................................................................................................... 16
6.4 Online shopping saves time ........................................................................................... 17
6.5 Online shopping is complicated ..................................................................................... 17
6.6 Online payment is risky ................................................................................................. 17
6.7 Delivery time of the product is time consuming ............................................................ 18
6.8 Delivery cost of the product is high ............................................................................... 18
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6.9 Satisfaction after purchasing from online shop ............................................................. 18

6.10 Use of debit/credit card for online shopping................................................................ 18
6.11 Preference between Online Shopping and Traditional Shopping ................................ 19
Task Seven: Online store image and purchase intentions ........................................................ 19
7.1 Influence the consumers attitude .................................................................................. 20
7.2 Customer service and promotion ................................................................................... 20
7.3 Navigation and convenience .......................................................................................... 20
7.4 Security .......................................................................................................................... 20
Task Eight: The Impact of Brand Image on online shopping in the perspective of Bangladesh
.................................................................................................................................................. 21
Task Nine: Practical Implications ............................................................................................ 22
Task Ten: Findings and limitations of the Study ..................................................................... 22
Task Eleven: Recommendations for future development in Bangladesh for Online Shopping
.................................................................................................................................................. 23
11.1 Building trust ............................................................................................................... 23
11.2 Secure payment gateway.............................................................................................. 23
11.3 Develop return policy .................................................................................................. 23
Conclusion ............................................................................................................................... 23
References ................................................................................................................................ 24
June 30, 2016
Task One: Be able to give a total scenario of the study

Abstract
The objective of this research study is to analyze the impact of brand image to evaluate
the online shopping activities of Bangladesh. In the source of information, the factors affecting
buying choice and level of satisfaction. The sample of the study is 100 respondents in which
50 students were chosen from schools, college and 50 were selected from different background
people of Dhaka city.
There is a practical relation between brand image and online shopping buying behavior.
Marketers can utilize the findings in order to come up with carious marketing strategies in order
to target teenagers and adult peoples in more precise manner.
1.1 Objective of the Study

The objective of the study has two parts these are as follows:
Broad Objective:
The broad objective of the study is to identify the overall impact of brand images to evaluate
the online shopping activities of Bangladesh.
Specific Objectives:
To evaluate Brand image
Find out the performance system of online shopping
To identify the benefit of online shopping
To provide some implications of the study.
1.2 Benefits of the Study

The research gives valuable benefits at the end of the research. This benefit helps every student
of their professional life. Students are gets different kinds of information about the specific
arena. That can be creates perfect learning. We also benefitted at the end of this Study. These
benefits are as follows:
Acquire proper knowledge about Brand image
To know the pros and cons of online shopping
To acquire practical knowledge about brand and online shopping activities.
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Task Two: Present the survey methodology and sampling frame used
Research
Research Design:
The study requires a systematic procedure from selection of the topic to final report preparation.
In this study, descriptive method was undertaken to gain insights and understanding of the
Brand image and online shopping activities of Bangladesh. To perform the study data sources
were identified and collected, they were classified, analyzed, interpreted and presented in a
systematic manner and key points are found out. This overall process of methodology is given
in below that has been followed in the study.
Selection of the topic:

The topic selected for the study was chosen by Shakila Jahan Nipa, Lecturer, Department of
Business Administration, Daffodil Institute of IT.
Identifying data sources:

Essential data sources both primary and secondary had been identified which were needed to
complete and workout the study. To meet up the need of data
Primary data are used and the study also required interviewing and questioner solving
where necessary.
Secondary data sources were files, documents, website of the organization, relevant
books, etc.
Target Population:
Students and adult peoples are targeted of the study and collected data from them.
Population Size:
Total no. of people 100. 50 students and 50 different background peoples.
Sources of Data: Sources of data are given below:

Primary Sources:
College, university and different background people.
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Personal Observation.
Informal Discussion with the people.
Secondary Sources:
Web site of different company
Newspaper, journal /articles and working paper etc.
Files and Documents of previous collected data.
Method of Data Collection:

Consultation with them.
Observing the activities of different professions people.
Discussion with the topics
Collection of Primary Data:
Practical experience and queries from the students and others background peoples.
Some data are collected from Informal discussion with the companys executive.
Collection of Secondary Data:
I also used different Manuals, Files, Documents of different organizations.
Website of Bangladeshi online shopping portal.
Data Analysis and Reporting:

To analyze the gathered data of selected people, I used different types of charts, tables and
graphs. To do that analysis I used different types of computer software like Microsoft Word
and Microsoft Excel.
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Task Three: Design a questionnaire for a given scenario

Name of respondedAgeOccupation or educationGender-
1. Have you purchased anything online ever?
Yes 60%
No 40%
2. How frequently did you purchase from online?
Only once
2 times
More than 2 times
3. Do you consider brand?
Strongly
Very often
As usual
4. What types of product/services did you prefer by online?
Cloth
Grocery
Electronics
Beauty item
5. Do you feel free to buy from online?
Yes 40%
No 60%
6. Is impact brand to buy from online?
Yes
No
7. Is delivery system done proper way by the company:
Right time delivery
Due time delivery
Often more time to delivery
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8. Which methods do you use for payment?
Visa card
MasterCard
Mobile Banking
9. What is your income level?
Less than 10000tk
More than 50000tk
Above 100000tk
10. Is online shopping easy from traditional shopping?

Yes
No
AnalysisAmong the 65% of the online shopping, males (72%) had purchased as compared to women (28%).
There is a positive relation between education and income of the online shoppers. 89% of the online
shopping was done among the regular shoppers who were educated with a graduate or postgraduate
degree compared to 11% shopping who were matriculate and non-matriculate. Average 86% of the
shopping was done by the regular shopper who had income more than Tk. 10,000 than average14%
who had income less than Tk.50, 000.
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Introduction
The businesses all over the world have the widespread goal of strengthening their brand Image
in Bangladesh, many companies are facing tough brand war among each other for getting
maximum market share. A company can get maximum share with the help of offering best
product/brand with affordable price. Through providing best quality brand, companies can get
a positive brand image with the help of proper and adequate brand positioning through
advertisement. This research study will find the association between the variables and then
analyze the cause and impact relationship between the Brand Image and online shopping
activities of the people of Bangladesh.
To create brand positioning in the market, companies try to develop various ways
through which consumers perception develops. This perception is called Brand Image. This
perception generally creates positive or negative brand identity/positioning which could
improve or demolish the overall performance of the brand. Consumers categorize a bunch of
attributes and generate an image connection associated to the brand around both functional and
symbolic dimensions.
With respect to Bangladesh and especially Dhaka city, there is not a single research available
which could provide the complete understanding of above mentioned phenomena with respect
to marketing/branding strategies adopted by national and multinational companies situated in
Dhaka. The purpose of this research is to give better exploration in this area.
Using internet has become increasingly popular in the last ten or fifteen years,
especially in industrialized countries in which the cost of accessing and building an internet
site is relatively low. In internet environment, retailing has become increasingly competitive.
Multi-channel retailing that associates the internet with its channel portfolios has become a
standard business strategy for once-traditional in-store retailers such as department stores and
specialty stores. Internet provide compelling product and service opportunities and play the
role of the communication platform for marketers and consumers, for the more, to engage them
in two-way communications.
Task Four: Brand Images in the perspective of Bangladesh

The concept of a brand and its attributes has received much attention from researchers in the
last few decades Kotler defined a brand as a name, term, sign, symbol, or design, or a
combination of them which is intended to identify the goods and services of one seller of group
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of sellers and to differentiate them from those of competitors. There are two perspectives in
the marketing literature that define the brand: classical approach and holistic view.
The classic definition of a brand supports this distinction since they perceive brand as
an additional attribute to the product that enables its identification Kotler definition of a
brand as stated above is a good example of a classic view of a brand. On the other hand,
followers of the holistic view of brand claim that consumers tend to perceive products from an
overall standpoint and associate a product with the brand attributes.
This study follows the holistic view of the brand that suggests that consumers do not separate
product attributes from brand attributes. Based on this view, consumers perceptions of the
product attributes will be closely interrelated to their perceptions of the brand. Consequently,
the more positive their perceptions of the brand, the more positive will be their perceptions of
the branded products attributes. As a result, consumers purchase intentions for a branded
product will be based largely on their attitude toward the brand.
4.1 Brand Awareness, Recognition and Knowledge

Brand knowledge consists of Brand awareness and Image observed that Brand Image has direct
effect on customer purchases while brand awareness has indirect affect. Brand awareness is
defined how a consumer can effortlessly memorize the brand when he is intended for purchase
a product/brand. He further stated that brand awareness is directly associated with Brand Image
and Brand Awareness cannot be created without the help of Brand Image. Brand awareness
brand recall is a tool by which we can easily measure and predict brand awareness.
With the respect to Brand Recognition of brand loyalty, brand awareness, perceived
quality and brand image as the imperative parts. Brand Familiarity shows customers previous
knowledge of and experience with a brand. This knowledge can be based upon
tangible/intangible attributes and the relationships among them. Brand Mascot also play
important role in brand recognition process. A strong mascot marketing effort enables to create
media exposure and excitement, generate goodwill for the brand, and act as an ambassador for
the brand by providing a voice for the company's social integrity. They take the role of a
spokesperson with their own Facebook pages and this personality would be more appealing
than the brands page. Brand mascots can build engagement even more effectively with mobile
and social media. They are cartoon symbols and companies use them to make their products
distinctive.
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4.2 Brand Associations

Brand associations, memory, knowledge, awareness and recall has been observed in the
previous studies the validate that further equity of a brand is by and large supported by
customers associations towards the brand, which contribute to a specific brand image.
The power of brand association is connected with the potential of their linkage with the
Brand Node. He further stated that whenever the strength of the brand association increases,
there is always a chance of enhanced capability of recalling that particular brand. The
favorability of brand associations is associated with the customers beliefs that brand attributes
and benefits will suit their needs and wants with satisfaction.
4.3 Brand Image and Loyalty

A positive Brand Image creates when a customer associate him/herself with a particular brand
with unique association and that person could recommend that brand to another person and
hold a positive attitude towards that brand.
This brand Image has a direct impact on the purchase behavior of the consumer. A
number of companies give valuable consideration for building brand image and utilize capital
for formulating and executing marketing strategies and practices. They further argued that
Brand image is one of the most powerful aspects that establish the reputation of a specific brand
in the marketplace. Without a positive and strong Brand Image, companies cannot get a great
part of the market share. For that, companies frequently observe their marketing and branding
strategies and practices.
loyalty can be measured through various methods. He further stated that one can measure Brand
Loyalty with the help of measuring purchase intension and recommendation. He further
observed that brand equity largely focuses on two kinds of brand strength. One is brand loyalty,
which is empirically captured by such measures as recommendation, preference, and purchase
intention. Second one is customers willingness to pay a price premium for a specific brand on
the other hand brand loyalty has the ability to effect both positively and negatively on the
quality of a brand.
4.4 Brand Image, Customer Satisfaction and Customer Loyalty

The relationship between brand image and customer satisfaction has been studied extensively.
Although the positive impact of brand image on customer satisfaction and customer loyalty has
been testified, there still exist minor disagreements between different researches. Specifically,
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some studies prove that brand image not only influences customer loyalty directly, but also
impacts on it through other mediating factors.
However, some research results demonstrate that brand image exerts no direct influence
on customer loyalty, but it can impact on customer loyalty via customer satisfaction. Future
studies should further dis-cuss the interrelationships among brand image, customer satisfaction
and customer loyalty, and identify a more comprehensive indicator for consumer behavior.
4.5 Product Brand Image

Brand image has been a subject of great importance not only to the academic community but
also to marketers and retailers due to its enormous implications for strategic management
activities. In spite of the importance of the brand image concept in the marketing field, there
are disagreements on how it should be defined.
Brand image has multiple meanings and interpretations depending on the various
viewpoints of research. In the literature, there are a number of conceptualizations of brand
image applicable in consumer psychology, general psychology, as well as marketing. However,
a widely accepted definition of brand image introduced by Keller suggesting brand image
and brand awareness as the two dimensions of brand knowledge is consistent with the purpose
of this study.
Perceptions about a brand as reflected by the brand associations held in consumer
memory brand associations can be obtained through direct experience with a brand,
information communicated by various sources and by inferences based on preexisting
associations with the brand. Brand associations make up the brand image and hold the meaning
of the brand in consumers minds. The associations can refer to tangible and intangible,
intrinsic, or extrinsic aspects of a brand and, depending on personal experience.
The associations can be caused by internal or external stimuli. The favorability strength,
and uniqueness of brand associations are suggested as determinants of brand image.
Favorability of brand associations is explained as how favorably they are evaluated, which
positively or negatively influences brand image. Uniqueness refers to those brand associations
that are not shared with other brands and that help a brand become more noticeable and
different in the consumers mind.
In addition to disagreement among researchers regarding the brand image definition, there is
also little consensus on how to empirically measure the concept developed a scale to measure
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consumer-based brand equity where the brand image dimension referred to social image. The
measuring brand image through association/differentiation measures regarding value,
personality, organizational associations, and differentiations. This approach to measuring
brand image has been used for different product categories.
4.6 Retail store image

Retail store image is believed to be one of the major conceptual topics in academic research.
The concept of store image has evolved since its introduction by Pierre Martineau. Martineaus
definition of store image was attached to retail store personality. One decade later, Kunkel and
Berry defined retail store image as the total expected reinforcement that consumers associate
with shopping at a particular store. Conceptualized retail store image as a summation of a
number of perceptions of store attributes and suggested that store image is also a function of
the importance weights of store attributes.
The results of previous studies in the domain of retail store image and identified 35
different attributes of store image that were grouped into nine independent components.
Following Lindquists conceptualization of a retail store image, a large number of researchers
tried to refine the construct of retail store image; however, there were few consistent results.
Some of the results suggested that product, price, assortment, styling, and location comprise
store image while others thought that quality of merchandise, parking facilities, and friendly
personnel are additional components of store image or that merchandise, service, and physical
facilities/atmosphere are the only store image attributes. Recent studies have identified fashion,
service, and atmosphere as store image attributes and added global perceptions, reputation, and
environment to the previously identified store image attributes.
The attribute-based approach of store image conceptualization has been criticized due
to its inability to capture the richness of the concept. A number of researchers support the
alternative gestalt perspective of store image believe that consumer interpretation simplifies
the complex information. Mitchell examined the results of 16 previous store image perceivedrisk studies and suggested a new concept of store image comprised of four risk dimensions
(time, psychological, financial, physical) that are strongly linked to retail store image.
Even though there are several approaches to conceptualizing and measuring the retail store
image construct, there is little agreement among researchers that these measures are
satisfactory. A number of issues remain unclear because of inconsistencies between
conceptualization and operationalization of the retail store image concept. Given the difficulty
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of conceptualizing and measuring retail store image despite intense research in the topic area
in the past four decades, it is easy to see that the newer concept of online store image may not
be easy to define or measure.
4.7 Online retail store image

Online retail store image is a relevantly new phenomenon. Consequently, there is little
literature that systematically focuses on conceptualization and measurement of online store
image. Researchers recognize that both traditional retail store image and online store image
have many common characteristics and they base their research on online store
conceptualization of traditional retail store image literature. A study conducted is among the
few research studies that have examined online store image and its relation to consumers
purchase intentions.
Online store usefulness
Enjoyment
Ease of use
Store style
Familiarity
Trustworthiness, and
Settlement performance.
four of the seven pre-proposed components of online store image scale (online store usefulness,
enjoyment, trustworthiness, and settlement performance) significantly influence consumers
attitudes towards purchasing and intentions of purchasing online books.
The traditional branding literature to the online retail environment and defined web
image as consumers perceptions of the online retailer through site-related and non-site-related
(e.g. vendor, product/service) associations. It was suggested that online store image could be
determined by two sources of communication (marketer and non-marketer), web design
features, vendor characteristics, and product/service characteristics.
The dimensions of online store image identified in their study can be viewed
reinterpretation of the traditional store image concept within the theory of perceived risk. The
concept of store image consisted of four risk dimensions (time, psychological, financial, and
physical). Three of these dimensions psychological, time, and financial riskswere found
to be relevant to online store risk dimensions identified.
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The investigated online store atmosphere in relation to store image. The theoretical
perspective proposed by Baker identifying store image as a consequence of store atmosphere
and suggested that store atmosphere provides cues for consumers perceptions of store image.
Three atmospheric factors
Safety
convenience, and
entertainment
The physical store image literature to investigate online store attributes that lead to perceptions
of online store image. Yun et al. applied three key store image attributes
Merchandise,
Service, and
Store atmosphere
In summary, online store image has been investigated from a variety of conceptual
frameworks, but there has been little agreement regarding what constitutes online store image.
As a result, there is no universally accepted scale to measure all the dimensions of online store
image. The present research will adopt an online store image scale from the study, because
their scale is relevant to online store image defined in the present study and has a good
reliability.
Task Five: Brands and Consumer Purchase Behavior

The consumer behavior is a set of activities in which they possess, consume and dispose
products and services. The purchase intention of the specific brand needs assessment of all
available Brands. Customers experience diverse assessment criteria when making any purchase
decision for example brand, prices, features, quality, performance, user friendliness and
convenience.
If a person gets benefit from his/her previous purchase, s/he will tell about that
experience to others and also purchase that product or services again and again purchase
intention concerning four behaviors of consumers comprising the absolute plan to purchase the
brand, thinking clearly to buy the brand, when someone consider to purchase the brand in the
future, and to purchase the particular product absolutely.
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Task Six: Be able to Online shopping activities in the perspective of

Bangladesh
Online shopping is the process of conducting buying and selling activities of goods and services
from merchants via using the modern technological devices such as internet, mobile, credit and
debit cards etc. Actually it is a form of electronic commerce which allows consumers all over
the world to directly buy goods or services from a seller over the Internet using a web browser.
Alternative names are: e-web-store, e-shop, e-store, Internet shop, web-shop, web-store, online
store, online storefront and virtual store. Mobile commerce (or m-commerce) describes
purchasing from an online retailer's mobile optimized online sites or apps.
The online has become a fascinating dynamic virtual channel for selling and buying
products, services, and information. The increasing popularity of the Internet as a shopping
medium is believed to be due to convenience, time effectiveness, and opportunity to compare
product features and. For retailers, attractiveness of the Internet as an alternative channel of
communication, transaction, and distribution is due to the relatively low cost of establishing an
Internet store. The Internet, as an alternative shopping medium, is also intriguing for
researchers. The rapid growth of attention to online shopping brings forward several questions
for academic research.
Fig: Online site

Customer Satisfaction is also one of the prime targets of the online shops. To achieve
customer satisfaction, several researches have been done. In those researches, some models
have been proposed by the researchers suggested in their article that website design, reliability,
product variety and performances are the antecedents of customer satisfaction.
A lot of research work has been done on Online Shopping from Bangladeshi
perspective. proposed a model derived from Technology Acceptance Model (TAM) to explain
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consumer acceptance of e-shopping in Bangladesh a qualitative study where they showed how
to develop online shopping intention among Bangladeshi people.
Online shopping has been on its hike in Bangladesh. A lot of online shops are launching.
TV commercials, newspaper ads are going on. In this research, the acceptance levels of Online
Shopping in Bangladeshi people will be investigated. This paper will help the future
researchers and e-commerce site owners to understand the fear and drawbacks of online
shopping.
6.1 Some E-shopping sites in Bangladesh

1. www.kaymu.com.bd
2. www.priyoshop.com
3. www.bikroy.com
4. www.rokomari.com
5. www.akhoni.com
6. www.jemonkhushi.com
7. www.ajkerdeal.com
8. www.meenabazar.com.bd
6.2 Acceptance level of Online Shopping

To understand the acceptance level of Online Shopping among the internet users of
Bangladesh, a specific questionnaire is created. Ten questions were asked to identify the
acceptance level of Online Shopping. Maximum respondent feedback was positive about
online shopping.
6.3 Visiting Online Shop

The first measure was to know that how many people actually visit online shop. It could be the
baby steps for people before buying any product from online. The potential online shoppers
would come out of that.
Among the 100 respondents, majority of the respondents indicated that they frequently
visit online shop. 38.7% respondents strongly agreed that they visit online shop. 37.7% agreed
that they visit online shop.
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So, it is very clear that online shopping among Bangladeshi people is not an alien fact. They
frequently visit online shops.
6.4 Online shopping saves time

If we can buy any product from our home, we will be able to make ourselves available for other
important works which will definitely save our time. So we asked the respondents about the
time saving criteria of Online Shopping.
As responses of the questionnaires, 100 respondents indicated that they believe that
online shopping saves time. 34 % strongly agreed that the online shopping saves time. 48%
agreed that online shopping saves time. So, it is transparent that the Bangladeshi people believe
that online shopping saves time.
6.5 Online shopping is complicated

Sometimes the online shopping may seem to the beginners of online shopping a little bit
complicated. How is the scenario among the internet users of Bangladesh!!
The Bangladeshi internet users do not think that the online shopping is complicated.
Because the majority (41.5%) of the respondents disagreed that online shopping is complicated.
25.5% are neutral. 22.6% agreed that online shopping is complicated.
6.6 Online payment is risky

Consumers may not be buying due to the risks associated with internet shopping, such as the
possibility of credit card fraud or not feeling secure psychologically for online payment. The
data we found in the survey suggests that people of Bangladesh are not comfortable in online
payment.
The majority (37.7%) of the respondents agreed that online payment is risky. 24.5%
respondents cannot agree or disagree. It may suggest that they did not even try to pay online.
A popular method for online payment is
used in Bangladesh which is Cash on
Delivery. They feel comfortable with
Cash on delivery method. Talking with
the respondents, this information was
revealed.
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6.7 Delivery time of the product is time consuming

After giving the order, the delivery time of the product is very crucial. As we already know
that the majority of the people believe that
online shopping saves time. To make this
belief strong, the delivery needs to be quick.
Majority of the respondents (42.5%) agreed
that the delivery time of the product is too time
consuming. 23.6% are neutral. 17.9% disagreed. They feel that the delivery time is alright.
6.8 Delivery cost of the product is high

Online shops take some fee for the service of home delivery. The consumers could think that
the price of the home delivery is too high. The total expense which we can also call the
transaction cost is higher than the traditional shopping. After asking the 100 respondents that
whether they agreed or not that the delivery cost of the product is too high. 39.5% respondents
agreed that the delivery cost is high. 25.5% cannot decide. 24.5% disagreed. They think its ok
to charge this much.
6.9 Satisfaction after purchasing from online shop

Everything depends on customer satisfaction. After getting the product, if the customer is not
happy then all the supporting activities of online business do not matter. So, the question was
Are you satisfied purchasing from online shop? 37.7 % was neutral. 31.1% agreed that they
are satisfied. 20.8% are dissatisfied. When the neutral respondents are majority, we can say
that they are not sure about online shopping.
6.10 Use of debit/credit card for online shopping

If we are talking about online payment, credit or
debit card is one of the major ways for online
payment. We all know that the debit or credit
card is directly connected with the bank account
of the consumers. We wanted to know that how
many of the Bangladeshi actually uses debit or
credit card for online payment.41.5% does not use (disagreed) credit or debit card for online
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shopping. 20.8% agreed that they use debit or credit card. 17% strongly disagreed that they do
not use debit or credit for online shopping.
6.11 Preference between Online Shopping and Traditional Shopping

Online shopping is a shopping mode where consumers can buy their desired products from
their house. On the other hand, we can call traditional shopping is a shopping mode where the
consumers will visit the brick and mortar shopping complexes and select product manually by
themselves.
In this segment, we will assume that the convenience, fun, return policy of the product,
availability of bargaining power and the options to roam around while shopping are one of the
main determinants of shopping.
Task Seven: Online store image and purchase intentions

The relationship between traditional store image and purchase intentions has received extensive
attention. Specific physical store image attributes to consumers purchase intentions, examining
perceived value as a mediating variable. Their findings indicate a significant positive
relationship between the store name and purchase intentions. Though the relationship between
store image and purchase intentions was low in some studies the relationship between
perceived value and purchase intentions was consistently strong.
Based on the consistently positive relationship between perceived value and purchase
intentions, the present study examines purchase intentions directly. Expanding the findings of
the online shopping environment, the study suggests a positive relationship between online
store image and purchase intentions.
Many studies are completed in to the online shopping behavior. Those studies have classified
into four categories:
Influence the consumers attitude,
Customer service & promotions,
Navigation and convenience, and
Security.
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7.1 Influence the consumers attitude

Influence the consumers attitude towards online shopping and their online buying behavior
are measure by demographics, vender/ service / product characteristics, & website quality.
They report that the convenience the internet affords and risk perceived by the consumers are
related to the two depended variables positively and negatively.
7.2 Customer service and promotion

The second category is customer service and promotion. Customer wants careful, continuous,
useful communication, across geographic barriers. A customer service includes sales clerk
services for merchandise selection, credit, and return & payment policies. Customer want help
with product selection, gift services, contact information for sales representatives &
information about shipping and handling cost, promotions involve advertising and sales events
that attract customer such as lottery games, frequent buyer schemes and product related tips.
7.3 Navigation and convenience

The third one is navigation and convenience. This is related to the user interface of an online.
Store layout, organization features, as well as ease of use are considered in this category. Online
shopping is thought to be satisfying to consumers when the retailer sites are fast, uncluttered,
& easy to navigate.
7.4 Security
The fourth category is security. Security of online transactions continues to dominate the
discussions on electronic commerce. Consumers are concerned about disclosing their private
and financial information. Most online shopping sites provide personal information privacy
protection policy & guarantee for transaction security.
In our studies we focus on shopping behavior of online user that are included with what
kinds of products they buy, percentage of product buying, device use for online shopping,
geographic area for shopping etc. Finally, the similarity between our studies and researchers
view is on customer service and their feelings. But the differentiation of our research is only
for Bangladeshi peoples oriented and find out their feelings/behavior toward online shopping.
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Task Eight: The Impact of Brand Image on online shopping in the

perspective of Bangladesh
The companies can create and adapt the image of themselves and their brands by online
shopping activities. I further noted that through online shopping, companies mostly target the
students and young adults because they accept traditional online shopping more easily than
mature adults and they react on the companies. I also found that through public relations
strategy of online shopping, companies create the image.
The impact of brand image on brand loyalty. They researchers employed quantitative study by
taking online shopping activities of Bangladesh. I selected survey methodology and for getting
the data, they used questionnaire as an instrument.
The associations between the brand image, online shopping and purchase behavior. I
have selected 100 members for their research study from different areas of Dhaka city. I have
found a relationship between online shopping of products and consumer purchasing behavior.
While, explored the relationship with brand image and purchase intensions of young adults of
Bangladesh They found a positive relationship between the brand image and online purchase
intensions.
The impact of customer satisfaction at online shopping and brand image on brand
loyalty. The data acquired from the consumers of Dhaka, Bangladesh and questionnaire survey
was carried out to get data from randomly selected universities of the Dhaka for instance;
Daffodil University, different Industries and local society consumers. I chose a sample of about
100 respondents. Results showed that the customer satisfaction and brand image both have a
significant positive impact on the brand loyalty about online shopping.
The association between brand loyalty and brand image with respect to Online shoppers
in Dhaka, Bangladesh. Through convenience sampling method, sample of 100 users were
selected. I found that Brand Image and Loyalty was highly insignificant with age group, level
of education, point of purchase and repeat purchase duration. While brand image and loyalty
was highly significant with brand choice level of satisfaction of the use of product and the
repeat purchase frequency of the product.
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Task Nine: Practical Implications

The findings of this research provide practical implications for marketers and online retailers.
These results may help online marketers better understand the relative and combined influences
of product brand image and store image on consumer perceptions of specific risk and on their
online purchase intentions, thereby, allowing them to create more effective marketing
strategies. Based on the findings presented here, it appears that marketers of apparel and
fashion products should give considerable attention to building and maintaining a strong and
favorable product brand image to improve the online performance of their brands.
However, they may not need to be as concerned as previously thought about the
distribution of their products through a variety of online channels. The results of this study may
help practitioners design better strategies to reduce risks that may hinder consumers from
purchasing online.
They could also rotate the image to get the full picture, in an effort to reduce product risk.
Given that product brand image has significant impact on online purchase intentions; marketers
should pay considerable attention to building and maintaining a strong and favorable product
brand image. Based on the results of this study, favorable product brand image will, in turn,
decrease perceived product risk and increase purchase intentions. Consequently, product brand
image may be the most valuable asset held by online retailers. Therefore, to be successful,
online retailers should sale strong and favorable brand names and include them in their
inventory.
Task Ten: Findings and limitations of the Study

There were some problems while I am doing research. A whole hearted effort was applied to
conduct the report and to bring a reliable and fruitful result. In spite of having the wholehearted
effort, there exit some limitations, which acted as a barrier to conduct the program. The
limitations were noted below:
Lack of adequate practical knowledge about modern technology.
In many case up to date information is not published.
Unwillingness to buy from online.
Unavailability of sufficient and relive delivery the product.
Company brand image and loyalty not properly supervised.
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Task Eleven: Recommendations for future development in

Bangladesh for Online Shopping
As a developing country, Bangladesh is still in its baby steps in E-commerce. A lot of online
shops are developing. We can hope that Bangladesh will be pioneer in this sector in the coming
future. But before that they need to fill in the blanks which are present. At first, online shops
need to be on that stage. Lets give a guideline to the online shop owners.
11.1 Building trust

People of a developing country are naturally cynical. They are paranoid when it comes to the
quality of the product. The online shops have to ensure that whatever the product or service
they are selling, it is perfect. Internet shoppers seek more convenience and innovation and are
less brand conscious.
11.2 Secure payment gateway

People of Bangladesh are still afraid of using debit or credit card for online shopping. There
are various online shops which do not have online payment options. They rely on Cash-ondelivery method. Almost every e-commerce site of Bangladesh has this method.
11.3 Develop return policy

Pictures can be manipulative sometimes. In the e-commerce sites, the pictures of the products
are shown. Customers build a certain level of expectation about the product. Sometimes the
perceived value may not match. But the weakness of Bangladeshi online shops is that they do
not provide any option to return the product.
Conclusion
The aim of this paper was to show the present scenario of Brand image to evaluate the online
shopping in Bangladesh. The psychological impact of the consumers is shown here.
Bangladesh is still in a learning process in the online business. Consumer to consumer websites
are getting very popular here. The payment system still needs to be improved. The most
challenging issue would be building the trust among the consumers about the online shops.
People of Bangladesh do know the positive sides of online shopping. They know that online
shopping saves time and it is very convenient. But they do not know whether their privacy or
security is there or not.
June 30, 2016
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References
1. Keller, K. L. (2001) Building customer-based brand equity, Marketing Management, 10(2), 1419.
2. Keller, K.L. (2003) Strategic Brand Management: Building, Measuring, and Managing Brand
Equity,2nd ed., Prentice-Hall, Upper Saddle River, NJ.
3.
Kotler, P., & Keller, K. L. (2006) Marketing Management, (12 Ed.). Upper Saddle River:
Prentice-Hall.
4. Pappu, R., Quester, P. and Cooksey, R.W. (2005), Consumer-based brand equity: improving
the measurement & empirical evidence, Journal of Product & Brand Management, Vol. 14 No.
3, pp. 143-54.
5. Park, C.W., Jaworski, B.J. and Maclnnis, D.J. (1986) Strategic Brand Concept-Image
Management. Journal of Mar-keting, 50, 135-145.
6. Rosen A (2002), The E-Commerce-Question and Answer Book: A Survival Guide for Business
Managers. USA: American Management Association.
7. Karim, R A. Customer Satisfaction in Online Shopping: a study into the reasons for motivation
and inhibitions, IOSR Journal of Business and Management, Vol-11, Issue 6 (Jul-Aug 2013)
pp 13-20.
8. Pachauri M (2002), Researching online consumer behavior: Current position and future
perspectives, Journal of Customer Behavior (2002)1, pp 269-300.
9. Chowdhury, M.F.E &Hossain, M.S (2013), A Theory-based Model for explaining consumer
shopping acceptance of the e-stores in Bangladesh, International Journal of Economics &
Social Science. (2013).
10. Keeney, RL (1999), The Value of Internet Commerce to The Customers, Management
Science, 45 (4), pp 533-542.
June 30, 2016
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Impact of Brand Image To Evaluate The Online Shopping Activities in The Perspective of Bangladesh

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IMPACT OF BRAND IMAGE TO EVALUATE THE ONLINE

SHOPPING ACTIVITIES IN THE PERSPECTIVE OF BANGLADESH

JUNE 30, 2016

June 30, 2016

6.9 Satisfaction after purchasing from online shop ............................................................. 18

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Task One: Be able to give a total scenario of the study

1.1 Objective of the Study

1.2 Benefits of the Study

Acquire proper knowledge about Brand image

To know the pros and cons of online shopping

To acquire practical knowledge about brand and online shopping activities.

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Selection of the topic:

Identifying data sources:

Sources of Data: Sources of data are given below:

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Web site of different company

Newspaper, journal /articles and working paper etc.

Files and Documents of previous collected data.

Method of Data Collection:

Collection of Primary Data:

Collection of Secondary Data:

I also used different Manuals, Files, Documents of different organizations.

Website of Bangladeshi online shopping portal.

Data Analysis and Reporting:

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Task Three: Design a questionnaire for a given scenario

1. Have you purchased anything online ever?

2. How frequently did you purchase from online?

More than 2 times

3. Do you consider brand?

4. What types of product/services did you prefer by online?

5. Do you feel free to buy from online?

6. Is impact brand to buy from online?

7. Is delivery system done proper way by the company:

Right time delivery

Due time delivery

Often more time to delivery

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8. Which methods do you use for payment?

9. What is your income level?

Less than 10000tk

More than 50000tk

10. Is online shopping easy from traditional shopping?

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Task Four: Brand Images in the perspective of Bangladesh

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4.1 Brand Awareness, Recognition and Knowledge

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4.2 Brand Associations

4.3 Brand Image and Loyalty

4.4 Brand Image, Customer Satisfaction and Customer Loyalty

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4.5 Product Brand Image

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4.6 Retail store image

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4.7 Online retail store image

Online store usefulness

Task Five: Brands and Consumer Purchase Behavior

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Task Six: Be able to Online shopping activities in the perspective of