Open AccessUrban Youth Attitude toward Online Shopping: Evidence from Dhaka City
Author(s) -
Mohammad Ali,
Tasnuva Ahmed,
Sarzil Absar
Publication year - 2020
Publication title -
international journal of entrepreneurial research
Language(s) - English
Resource type - Journals
eISSN - 2663-7588
pISSN - 2663-757X
DOI - 10.31580/ijer.v3i2.1385
Subject(s) - advertising , business , product (mathematics) , clothing , quality (philosophy) , marketing , nonprobability sampling , trustworthiness , internet privacy , computer science , geography , sociology , population , philosophy , geometry , mathematics , demography , archaeology , epistemology
The aim of the study is to assess the attitude towards online shopping of the Urban. In this study, we have focused on only the attitude of youths towards online shopping as there were limited past studies on the youth segment. The study was conducted on the age bracket 18-35 who are generally the primary and secondary target market of the online shops. An organized and adaptive survey was conducted on 119 respondents, where convenience sampling was used. The study reveals most of the people visit online sites couple of times a week. Most of the people want to buy products up to BDT 4,000 but are willing to buy products up to BDT 5000 for branded products. So, there is a huge potential for branded products. There are more mobile banking users than bank card holders. Therefore, mobile banking can add new doors for online shopping. Most popular online products are clothing, food & beverage, mobile accessories, electronic goods and beauty products. The major distress appears to be that products delivered do not match product shown in the online shop and product’s quality. People would prefer to physically examine the products before buying it online. The study also reveals previous online buying experience and online reviews have a high influence on online buying behavior. From the study we found people think online shopping is trustworthy. Though people find online shopping convenient and think price is cheaper online but there are room for improvement.