Online Shopping Marketing Research Proposal

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PROPOSAL

Identify the critical factors that influence the online shopping pattern for

consumers of Apparel products in Bangladesh.

Prepared for:

Md. Iftekharul Amin

Lecturer

Course Instructor (M609 - Market Research)

Prepared by:

Monamee Afroze Ishika (Roll: 119, MBA 46 D) Priyom Mozumdar (Roll: 124, MBA 46 D) Mohammad Zulqar Nayen (Roll: 126, MBA 46 D) Mir Zahidur Reza (Roll: 160, MBA 46 D)

Institute of Business Administration

University of Dhaka

April 21, 2013

TABLE OF CONTENTS

Introduction1

Statement of Problem: 2

Objectives of the Research:2

Scope: 3

Methodology: 3

Quality Control Plan:5

Literature Review7

What is Online Shopping?7

What influence the Consumers? :8

Online shopping pattern for Apparel Products: 10

Online Shopping in Bangladesh: 11

Data Analysis Plan13

Hypothesis on consumers’ demographic and psychographic characteristics13

Hypothesis on the consumers’ relationship with e-commerce sites14

Time Plan for Research Work15

Budget 16

Researcher Profile18

Reference and Bibliography22

INTRODUCTION

Online purchasing is not entirely a new concept in the market. It has been persistent in the background ever since the Internet was commercially available to the public. Many companies have utilized the Internet as a channel for fashion retail marketing (Murphy, 1998). The significance for retailers to having a web site is that a web site is informational and transactional in nature (Murphy, 1998). The top categories of Online Sales according to ComScore Networks, (Freedman, 2002) are:

Computer Hardware and Software

Apparel and Accessories

Office Supplies

Books, Music and Movies

Consumer Electronics

Home and Garden

Health and Beauty

Gifting

Sporting Goods

Toys and Games

Autos

Pets

In a general view most consumers are still in heavy favor to shopping in stores. There are a number of reasons why consumers are discouraged to shop for clothing online. But the percentage of people purchasing clothing online is rising and it shows no signs of stopping. The factors that are influencing the online shopping pattern for Bangladeshi consumers can also be the determinant factors for the apparel shopping through online. A structured researched can be conducted to identify the critical factors that influence the online shopping pattern for consumers of apparel in Bangladesh.

Statement of Problem:

The internet has revolutionized the lives of millions of its users since its inception. Our research explores one aspect of this revolution that is the growing use by businesses and individuals as a retail channel for apparel shopping in Bangladesh. Apparel Shopping is special in a sense that many predicted it would be difficult to sell online. There are several critical factors that influence the buyers to go for online shopping for apparel product through different websites. Thus this descriptive research intends to identify these influential factors on Bangladeshi consumers for online apparel shopping.

So the problem statement for this research is ‘Identify the critical factors that influence the online shopping pattern for consumers of apparel products in Bangladesh.’

Objectives of the Research:

This research work on online shopping pattern for apparel products for Bangladeshi consumers will be conducted based on two categories of objectives. They are,

Broad Objective: This research will be conducted to identify and analyze several important factors which influence the online shoppers in Bangladesh who do apparel shopping online.

• Specific Objective: The specific objectives of this study includes,

o To identify if demographic factors of consumer has any influence on online apparel shopping

o To identify if psychographic factors of...
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