Noman Ahmed 1030106 PDF

INTERNSHIP REPORT ON
AN EMPIRICAL STUDY ON CONSUMER ATTITUDES

TOWARDS ONLINE ADVERTISING OF CARMUDI,
BANGLADESH
By
Noman Ahmed
I D: 1030106
An I nternship Project Report Presented in Partial Fulfillment

Of the Requirements for the Degree
Bachelor of Business Administration
I NDEPENDENT UNI VERSI TY, BANGLADESH

19, January 2015
INTERNSHIP,
AUTUMN,
2015
Internship Autumn,2014 | Noman Ahmed

BANGLADESH
Prepared By
Noman Ahmed
ID # 1030106
Internship Student- Carmudi, Bangladesh
Prepared For
Mohammad Sohel Islam
Senior Lecturer, Marketing
School of Business
Date of Submission
January 19, 2015
Independent University, Bangladesh

BANGLADESH
By
Noman Ahmed
I D: 1030106
Has been approved

January, 2015
____________________
M ohammed Sohel I slam
Senior Lecturer, M arketing
School of Business
I ndependent University, Bangladesh
Letter of Transmittal
January 19, 2015

Mohammed Sohel Islam
Senior Lecturer, Marketing
School of Business
Independent University, Bangladesh.
Subject: Submission of Internship Report
Dear Sir:
With due respect, as a student of Independent University, Bangladesh, I have prepared my
Internship report on, “An Empirical Study on Consumer Attitudes towards Online Advertising
of Carmudi, Bangladesh” I have tried my level best to follow your guidelines in every aspect of
planning of this report.
I found this assignment to be useful and practical where the intent was to incorporate the
knowledge gathered throughout the period of my graduation. I have enjoyed every instant while
preparing this report. The intriguing part was the analysis period where I came to learn different
aspects of my research topic. I tried to the maximum competence to meet all the dimensions
required from this report. However some of the aspects are unintentionally overlooked. It is
hoped that you would ignore any discrepancies considering my limitations.
This report has enlarged my level of knowledge and I truly realize the importance of working
with this assignment. Any sort of clarifications needed regarding this report will be met right
away.
Sincerely Yours,
Noman Ahmed
ID# 1030106
ACKNOWLEDGEMENT
I would like to take this opportunity to convey my heartfelt appreciation to them whose blessings
and cooperation was important to bring this report in light.
First, I want to pay my gratitude to the Almighty Allah for everything.
Secondly, I want to express my thankfulness to my internship supervisor, Mr. Mohammed Sohel

Islam, for his direction, constant and spontaneous support, efficient supervision and constructive
suggestions. Without his help this report would not have been a complete and comprehensive
one.
I would cordially thank Mr. Julian Underdown, Global Venture Development Manager and Mr.
Ashiqur Rahman, Country Manager for their constant support throughout my Internship period.
Additionally, it would be left unfinished if I don’t convey my earnest gratefulness to all the
members of “Carmudi” for their co-operation and gratitude towards me, their warm welcome and
support towards me is totally unforgettable.
Finally I would like to thank our respected sir Mr. Mohammed Sohel Islam once more for the
opportunity to work with the assigned subject that has given me the opportunity to contrivance
my learned knowledge in real life circumstances.
Abstract
Carmudi an online venture only for vehicle has been started its operation on 2013, working for
approximately one year in the market basically it is trying to establish in the online market. Since
no business is easy at its starting point Carmudi also faces the same situation. Over the year it
has formulated a very good relationship with its stake holder and offer different service for them.
Working as an intern my main job is to doing telesales, while doing this job for Carmudi the
main problem that has been found as the main impediment for its growth is very low brand
association , but if they carry out huge marketing activities to establish their brand awareness
and brand association, it can help them to go further ahead. Since, they are the only classified
venture for vehicle there is a fair possibility to grow and to become the market leader through
implementing strong marketing activities.
The high penetration rate of mobile phones has resulted in the increasing use of handheld devices
to deliver advertisements for products and services. Short Message Service (SMS), in particular,
has been very successful. Based on the existing literature about attitudes toward mobile
advertising and consumer behavior models, a research framework is constructed to illustrate the
factors affecting consumer attitudes toward online advertisements of Carmudi, Bangladesh. The
findings of this study show while initiating this tools advertiser should make their ad
entertaining, informative and credible and should limited in number as a result consumer will not
be annoyed and there is a fair possibility that consumer will gradually like the ads.
Table of Contents
1.0 Introduction ..................................................................................................................... 3
1.1 History ......................................................................................................................... 3
1.2 Organization of the Firm ............................................................................................. 3
1.2.1 Mission and Vision of Carmudi............................................................................... 3
1.2.2 Brand Inventory ....................................................................................................... 4
1.2.3 Product and Service ................................................................................................. 5
1.2.4 Competitor Analysis .............................................................................................. 11
1.2.5 SWOT Analysis of CARMUDI ............................................................................. 12
1.3 Hierarchical Structure of the Firm ........................................................................ 14
1.4 Business Operations of the Firm ............................................................................... 15
1.4.1 Cars and Vehicles Buying and Selling Online Marketplace in Bangladesh ............. 15
Navigation Process around the Website ............................................................................... 15
Dealers in Bangladesh .......................................................................................................... 15
Bangladesh's popular models are a Tap Away ..................................................................... 16
2.1 My role and duties ........................................................................................................ 19
2.2 Collecting Numbers................................................................................................... 19
2.3 Matching Them with the Database............................................................................ 19
2.4 Collecting the Link .................................................................................................... 19
2.5 Call that Individual .................................................................................................... 20
2.6 Collecting detail and Email Address ......................................................................... 20
2.7 My Target .................................................................................................................. 20
2.8 Number of Calls ........................................................................................................ 20
2.9 Performance Board.................................................................................................... 20
3.1 Outcomes of the Internship ........................................................................................... 21
3.2 Problems Findings ........................................................................................................ 22
3.2.1 Low Brand Association ......................................................................................... 22
3.2.2 Lack of Market Research ....................................................................................... 22
3.2.3 Suffering from Marketing Myopia ........................................................................ 22
3.2.4 Following only Push Strategy................................................................................ 22
3.3 Recommendation .......................................................................................................... 23
Internship Report,
Autumn, 2014 An empirical study on Consumer Attitudes towards
online Advertising of Carmudi, Bangladesh
3.3.1 Building Brand Association................................................................................... 23
3.3.1.1 Campus Campaign............................................................................................... 23
3.3.1.2 Sticker Campaign ................................................................................................ 23
3.3.1.3 Call for Cars......................................................................................................... 23
3.3.1.4 News Paper Advertisement: ................................................................................ 23
3.3.1.5 Promoting Brand Through Anniversary .............................................................. 24
3.3.2 Sufficient Budget for Marketing Activities .......................................................... 24
3.3.3 Commencing Market Research ................................................................................... 24
3.3.4 Following Push and Pull Both..................................................................................... 24
3.1 Introduction ................................................................................................................... 26
3.2 Problem Statement ........................................................................................................... 27
3.3 Purpose of the Study .......................................................................................................... 28
3.3.1 General Purpose .......................................................................................................... 28
3.3.2 Specific Purpose .......................................................................................................... 28
3.4 Review of Literature ..................................................................................................... 29
3.5 Conceptual Frame Work ............................................................................................... 37
3.6.1 Questions ............................................................................................................... 37
3.6.2 Hypotheses............................................................................................................. 38
7.0 Methods and Procedures .................................................................................................... 39
7.1 The Research Design ...................................................................................................... 39
7.2 Sampling......................................................................................................................... 39
7.3 Instrument....................................................................................................................... 40
8.0 Data Collection .................................................................................................................. 40
8.2 Primary Data ............................................................................................................. 40
8.2 Secondary Data ......................................................................................................... 41
9.0 Data Analysis ................................................................................................................ 41
9.1 Frequency Testing ..................................................................................................... 41
9.1.1 Frequency Testing of Gender............................................................................ 41
9.1.2 Frequency Testing of Age .................................................................................. 42
9.1.3 Frequency Testing of Income ............................................................................ 43
9.2 Reliability Analysis ................................................................................................... 43
9.2.1 Reliability of Entertainment ............................................................................... 44
9.2.2 Reliability of Informtiveness ............................................................................. 44
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9.2.3 Reliability of Irritation ....................................................................................... 44
9.2.4 Reliability of Credibility .................................................................................... 44
9.2.5 Reliability of Behavior ....................................................................................... 44
9.3 Spearman's Correlation ............................................................................................. 44
9.3.1 Correlations of Entertainment ............................................................................ 45
9.3.2 Correlations of Informativeness......................................................................... 45
9.3.3 Correlations of Irritation .................................................................................... 45
9.3.4 Correlations of Credibility ................................................................................. 45
9.3.5 Correlations of Attitude ..................................................................................... 45
9.3.6 Correlations of Intention .................................................................................... 46
9.4 Pearson’s Correlation ................................................................................................ 46
9.4.1 Pearson’s Correlations of Entertainment and Attitude ...................................... 46
9.4.2 Correlations of Informativeness and Attitude .................................................... 46
9.4.3 Correlations of Irritation and Attitude ............................................................... 47
9.4.4 Correlations of Credibility and Attitude ............................................................ 47
9.4.5 Correlations of Attitude and Intention ............................................................... 47
9.4.6 Correlations of Intention and Behavior.............................................................. 48
9.5 Regression Analysis .................................................................................................. 48
9.5.1 Regression Analysis of Attitude ........................................................................ 48
9.5.2 Regression Analysis of Intention ....................................................................... 49
9.5.3 Regression Analysis of Behavior ....................................................................... 49
10. Limitations ......................................................................................................................... 49
11. Significance of the Study ................................................................................................... 50
12. Findings and Recommendation.......................................................................................... 51
12.1 Findings ..................................................................................................................... 51
12.2 Recommendation....................................................................................................... 51
13.0 Conclusion ....................................................................................................................... 52
Reference ................................................................................................................................. 53
Appendix .................................................................................................................................. 58
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1.0 Introduction
Carmudi is an online marketplace bringing together people who want to buy used or new
vehicles with individual vehicle owners or vehicle dealers that want to sell new or used
vehicles. Carmudi is an expanding multinational automotive platform for car shoppers and
sellers in emerging markets with operations in Mexico, Bangladesh, Myanmar, Pakistan,
Philippines, Indonesia, Vietnam, Nigeria, Ghana, United Arab Emirates, Cameroon, Saudi
Arabia, Qatar, Sri Lanka, Ivory Coast and Senegal. The company aggregates thousands of
new, used and certified second-hand vehicles from dealers and private sellers. Carmudi
provides buyers with organized information on vehicle reviews, shopping advice and other
automotive-related topics.
1.1 History
Carmudi was founded in Germany in 2013.Carmudiamalgamated Carmido (Nigeria), Ubilista

(Mexico) and Motors.com (Myanmar) into one umbrella company in October 2013 [2] while
the latter is still operating under the name motors.com Carmudi is currently led by Stefan
Haubold, Erwin Sikma and Fritz Simons. The company is backed up primarily by Rocket
Internet.
In October 2013, Carmudi started operations in various parts of Asia, Africa and Latin
America. In 2014,Carmudilaunched ventures in Vietnam, Indonesia, Philippines, Pakistan,
Cameroon, United Arab Emirates, Saudi Arabia, Qatar, Sri Lanka, Ivory Coast and Senegal.
The platform now operates in more than 15 countries worldwide.
In March 2014,Carmudi launched its online website.
1.2 Organization of the Firm

Camrmudi is a German based multinational company which is powered by Rocket Internet a
renowned online venture capitalist. As a company it follows the entire international standard
and it is a consumer centric firm that aims to be the number one market place for vehicle in
online.
1.2.1 Mission and Vision of Carmudi

Vision: To be the number one online marketplace for vehicle
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Mission: Buying and selling vehicle online easy
1.2.2 Brand Inventory
Elements Detail Analysis

Brand Name The name resembles the
Carmudi multinational characteristics of the
company, car resembles to the
vehicle and mudi which a German
word stands for world wide. Like
any other successful brand its
transferable and easy pronounce
by nature.
URLs www.carmudi.com.bd URLs (uniform resource locators)
specify locations of pages on the
web and are also commonly
referred to as domain names. It
uses different locational id for
different country, for instance
carmudi.ae is for Arab emirates
Logo and Carmudi use a logo of blue and
symbols white color car which symbolizes
car’s worldwide. It uses blue and
white color which is easy to grab
audience attention and could be
easy to remember and recognized.
Character N/A It don’t have any special character.

Slogans Best way of find any
vehicle online.
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Color White, Blue and Dark Carmudi uses blue and white color
Blue which is easy to grab audience
attention and could be easy to
remember and recognized.
1.2.3 Product and Service

Carmudi aims at providing the best service to its final consumer, it provides premium and
combo services to its consumer to have a better and fastest selling experience in carmudi. The
services are:
C2C Combo Package
Carmudi offers combo package for the final C2C consumer, this package is design for those
consumer who aim to sell their vehicle faster, to help them and to have a great experience
with Carmudi it offers them combo package. Combo package is basically boosting final
consumers add in Carmudi website and through facebook, through this package Carmudi
ensures highest response and fastest selling experience for final consumer. In this package
Carmudi boost ad on recently added option which is:
1. Prime location on landing page
2. Offers great view at uploaded listing
3. High conversion into clicks
4. More than 200,000 visitors / month
On the other hand it boost ads on facebook page ( carmud automotive) which already have
821,278 likes as a result it ensures
1. 748 clicks within 24 hours

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2. 241 likes, comments, and shares within 24 hours
This is a weekly service which will cost 500 taka for one week.
The Trusted Seller Badge
This service is design for the B2B business model and offer the most premium and prestige to
the showroom owners, In this service Carmudi ensures
1. Strongest marketing tool: Will be attached to all vehicles
2. Signals trustworthiness , prestige, status
3. Supports showroom reputation strongly
4. Boosts sales up to 100%
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Figure 1.1: Trusted Seller Badge Service
The Promobox to Right on the Landing Page
In this service Carmudipromote its client’s vehicle in the promo box to right on the landing
page which ensures 200,000 Bangladeshi car seekers to notice their logo every month which
is on the prime location and easy to notice and can have great exposure as a result it becomes
a top advertisement and helps to create brand awareness.
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The Promobox at Bottom of Home Page
In this service vehicle is being promoted at the bottom of the page which is
1. Highly visible location
2. Visible to the 200,000 vehicle seekers each month
3. Great exposure
Featured Listings on Landing Page
In this service vehicles are being promoted in the feature listings option which is in a prime
location and that ensures 200,000 visitors to notice this ad per month not only through this
service listings of vehicle are being exposed immediately because it is in a top position and
ensures high conversion into clicks.
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Top Products in Vehicle Search Menu
- This service places clients ad in the top product menu so that clients get more
visibility and more response. It is in the prime location in vehicle search so that can
obligate more and more clicks and at the same time offers great view at uploaded
listing.
Boosting Sequence
Carmudi have more than 10,000 listings online so if the vehicle is in the button nobody
cannotice it, as a result button ones do not attract attention. In this serviceCarmudipush
customer’s vehicle up to the top which ensures highest clicks and highest response.
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Newsletter Boosting
Carmudi provides newsletter to its thousands of register user, in this newsletterCarmudiboost

client’s vehicle so that it can get more response from the potential clients. This newsletter
will be stored in users email inbox in consequences which will be easy to grasp consumer’s
attention and can ensure further response.
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1.2.4 Competitor Analysis
The business is always tough to play the perfect game, and if it is new business in the market
it have to face huge difficulties and hard-ship, Carmudi is not the exception, where it have
enter into the market which has low entry exit barrier and already have so many big players
in the market, this competitors posing threats to Carmudi, not only that making its survival
more and more harder, but the game couldn’t be stopped and the show must go on so that
Carmudi never give up and trying its best to be the number one online market place for
vehicle. The player with whom Carmudi have to play its toughest game of survival are shown
below in the table with their short description.
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online Advertising
Brand Name
of Carmudi, Bangladesh
Brief Introduction
Click bd.com Launched: April 14, 2005
Business Type :Online marketplace where anyone
can sell or buy almost anything.
Items:Electronics, Cameras, Phones, Computers,
CDs, Onlines, Fashion Accessories, Music, and
Travel.
Launched:June 2012

Travel.
Launched:March 2006
Travel.
1.2.5 SWOT Analysis of CARMUDI

Carmudi a new emerge company in Bangladeshi e-commerce industry, which have lots of
potentiality and the strength but this company is not blessed with only strength and
opportunities, there are also sort of factors that is posing threats to Carmudi every second and
every day , some weakness that Carmudi should overcome and some threats that Carmudiis
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facing now and will be facing in future in future. After being intern for three month here is
my insight about Carmudi‘s SWOT analysis.
Strength
1. Multinational company
2. Sister concern of reputed company rocket internet
3. Talents individual
4. Big investment
5. Only dedicated market place for cars
Weakness
1. Lack of proper market knowledge of Bangladesh and Bangladeshi culture

2. Lack of proper investment
3. Lack of brand association
4. New in market as a classified website
5. Marketing Myopia
Opportunity
1. Can become a market leader

2. Can become the only choice for consumer for vehicle online market
3. Fast mover advantage
4. A means of digitalization that makes and a source of time saver.
Threats
1. Threats of new entrants

2. Threats of existing competitors
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1.3 Hierarchical Structure of the Firm
Country
Manager
Head of Human Public

Head of Head of Finance
Head of Sales Account Resourse Relationship
Content Marketing Manager
Manager Manager Manager
Sales Account Content Marketing

Executives Manager Developer Executives
Sales Account Content Marketing

Executives Manager Developer Executives
Account Content Marketing

Manager Executive Executives
Account Content
Manager Executive
Account Content
Manager Executive
Account
Manager
Account
Manager
Product and
Service
Manager
I worked under the Sales Department
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1.4 Business Operations of the Firm
Type Private
Industry Internet&Automotive
Founded 2013
Headquarters Berlin, Germany
Stefan Haubold (Global MD)

Key people Fritz Simons (Global MD)
Erwin Sikma (Global MD)
Website www.carmudi.com
1.4.1 Cars and Vehicles Buying and Selling Online Marketplace in

Bangladesh
Vehicles are no longer just a transport device for the people of Bangladesh. They symbolize
modernity, evolution and developing tastes.
Keeping that notion in mind, one that says "Cars and motorcycles are meant to be enjoyed,
not merely travelled in",CarmudiBangladesh is a website that allows you to buy and sell
vehicles of almost all types in Bangladesh.
Navigation Process around the Website

The website, as we said, is very user-friendly and easy to use. One can sign up for a free
account and post ads easily every time. Different tabs on the top of the website allow
consumer to focus their search on cars, motorcycles and/or commercial vehicles based on
what they are looking. A separate tab titled “How It Works” also explains the procedures and
processes.
The search refiners on the left panel of the page allow them to choose any specific kind of
vehicle, the price range, the brand, the make, the build (year), condition
(new, usedor reconditioned) and the mileage as well as the region, city or area they are in.
Dealers in Bangladesh
Currently our contracts include dealers such as D-Autos, Progress Motors, Jams Auto, Sal
Sabeel Cars, Car selection, Auto Museum, Xoom Auto, UM Motors and many more from
Dhaka, Chittagong, Sylhet and other regions.
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An Edge Above the Rest
In today’s technologically active world, where the world and its vast contents are just a click
away, online marketplaces have become fairly common phenomena. Cars, motorcycles and
vehicles being sold online are no longer brand new concepts, but they are indeed long and
cumbersome processes.
o Easy to Use - What gives us an edge above the rest is that the process of interacting
in this online vehicular marketplace can be done on our web portal with ease,
convenience and fun. The website is especially designed to be easy to navigate and
user-friendly.
o Wide Variety and Focused Knowledge - Besides being easy to
navigate,CarmudiBangladesh focuses specifically on the subject matter of vehicles
and not commodities in general, giving it the kind of skill, focus and knowledge that
comes from specialization. On the other hand, zooming out from focusing on any
specific category, we provide variety in 15 different categories of vehicles. The result
– Focused and detailed knowledge on a wide variety of different brands makes and
models of cars, motorcycles and commercial vehicles.
o Quality Control – Merely listing ads does not do. What we focus on is maintaining
quality in the ads we post by reviewing them closely before they are uploaded.
Moreover, the ads are shuffled automatically so as to avoid any of the ads getting
behind or remaining unnoticed among other ads.
Bangladesh's popular models are a Tap Away

Cars are not only a means of transportation but they also indicate our specific style and
personality.Carmudioffer the most popular brands in Bangladesh today such
asToyota, Honda, Nissan and Mitsubishi. The bestselling brand in the country, Toyota, has
been dominating the automotive market for years, offering versatile and durable models such
as the Premio, Allion, Axio, Corolla, Fielder, Hiace and the Prado. The other Japanese
counter part brand like Nissan has some popular models in our country such
as Dualis, Juke, Bluebird and X-Trail etc. Luxury brands
namely Audi, BMW and Mercedes Benz have also been a strong force in the market giving
Bangladeshis style and substance in a car. Mitsubishi Lancer and Pajero are also famous
here. Another Japanese Brand Mazda is also offering popular models like Axela in
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Bangladesh car market with different taste to the people.Carmudiis committed to supplying
as many car brands and models as possible at the best prices so you can be sure you are
getting the best deal every time.
Today, our vehicles are physical metaphors our tastes and personality and, above all, they are
a symbol of status, style and love of modern technology. Finding the right car and motorcycle
or a commercial vehicle for your business is an important choice, one which we aim to make
easy and less cumbersome with our services and our online platform.
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CHAPTER 02
MY DUTIES AS AN INTERN
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2.1 My role and duties
My duties is to do telesales for the Carmudi.com.bd the complete process of my duties is
shown below with a diagram for clear understanding and also described with detail.
If yes , then
collecting
Convience email address
them for
Call that posting their
individual ad on Carmudi
If number is
new the
Matching collect the link
them with the
Collecting Database
numbers
Figure:1.0: Process of Telesales
2.2 Collecting Numbers

My first job is to collect numbers from OLX, Ekhanei. Com and bikroy .com, my job is
to collect those numbers who were individual sellers and interested to sell their car,
motorcycle or commercial vehicle.
2.3 Matching Them with the Database

After collecting numbers my I am supposed to match it to the database whether the
number is existing or not, if the number is existing in the database that means someone
have already called that person so I am not supposed to call again. If the number didn’t
matched then I am supposed to save that number in the database.
2.4 Collecting the Link

After saving the number into the database my second job is to copy the link in which the
number is existing.
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2.5 Call that Individual
Now, the main job start, I have to call that individual to convenience him to post his ad on
our website.
2.6 Collecting detail and Email Address

My last job is to collect email address from that individual who has agreed to post their ad
on our website. As the service is totally done by the Carmudi itself and that individual
need not to post it by himself so that I am supposed to collect his email address and
successful collection of email address resembles the successful completion of the job.
2.7 My Target
Daily Collecting 50 email address
Weekly Collecting 250 email Address
2.8 Number of Calls:
To collect 50 email addresses I have to call 100 individual daily.
2.9 Performance Board

My daily performance used to recorded at the database and at the end of the week this
performance is being analyzed by my supervisor, he used to suggest me if the performance is
low and also motivate me so that I wouldn’t be disappointed. Bird’s eye view of my
performance is being shown in the table below:
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DAILY SCORECARD:
NOMAN
Sheet
Legend:
Just getting Hitting Your Okay... Keep Green Carmudi
Commander Carmudi
started Stride Going! Light! GO!!! Class
Listings: 0-15 16-30 31-40 41-45 46-50 50+
Noman
Target Actual
Agent listings Calls Listings % Complete Manager Comments
9/17/2014 50 70 36 72.00% Great first day!
In the green on your
9/20/2014 50 77 43 86.00% second day!
9/21/2014 50 78 33 66.00% Nice effort
9/22/2014 50 70 31 62.00% Nice effort
Way to rebound from two
9/23/2014 50 81 44 88.00% "Yellow" days!
Carmudi Class - Way to
9/24/2014 50 102 50 100.00% go!!!
9/25/2014 50 93 51 102.00% CARMUDI COMMANDER
3.1 Outcomes of the Internship

Internship is a hand full of experience of real job market, and I am blessed that I have
learned lot of things from this internship, first of all I have gather a real life corporate
experience that I wish will be advanced me in future. The outcome of this internship
project is given below:
1. Learned business conversation

2. Business negotiation
3. Corporate Communication
4. Gathered selling experience
5. Congregated telesales experience
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3.2 Problems Findings
Internship is an opportunity to have a hand full of experience of real life and to implement
learned knowledge into the real life situation, while working for Carmudi I have found some
very serious problem which I thought to be the main impediment of their business growth.
The problems that I have found in Carmudi are
3.2.1 Low Brand Association

Carmudi have very low brand association, it cannot be recognized easily like its competitors
Bikroy , OLX and Ehanai, moreover people mostly misspelled it as carmove or carbd, not
only that nobody knows a site like Carmudi is existing in Bangladesh which is the only
market place for car an first classified market place for vehicles, which seems to be very
alarming.
3.2.2 Lack of Market Research

Carmudi is a German based multinational company, before starting their business they should
have a very good market research to know Bangladeshi people and their culture, they should
have study the culture and the common trends of Bangladesh, without having these type of
inter cultural study and market research Carmudi have started its operation which put them in
a very tough situation, as a result they are trying their hard to survive.
3.2.3 Suffering from Marketing Myopia

In my point of view Carmudi is suffering from marketing myopia, they thought their website
would be prefers one since it’s dealing with car, but they didn’t see the underneath truth that
people of Bangladesh are not that rich to have a car in every house. Moreover Bangladeshi
people are not so familiar to the internet; trust in internet has not been grown in a vast way as
a result Carmudi couldn’t reach to its target customers easily. This myopia of grabbing the
whole market seems not true for Carmudi which let it in a very threatening situation for its
survival.
3.2.4 Following only Push Strategy

Carmudi only follow push strategy while they need to follow push and pull both. Having low
brand association and very low brand awareness basically have no use of push strategy in the
market, showroom owner (who are their B2B stake holder) seems to be unhappy and not
ready to pay more for Carmudi, by following push strategy they are able to build good
relationship with almost all the showroom owner based in Dhaka and Chittagong but
incapable to build a very resilient demand for the final consumer.
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3.3 Recommendation
Here are some recommendations that can help Carmudi to grow further ahead.
3.3.1 Building Brand Association

They should give more emphasis on increasing their brand association for doing this they
could follow the followings
3.3.1.1 Campus Campaign

To build our brand recognition we could have a campaign on different private university,
initially they could do this to the top best private university NSU, IUB, AIUB, BRAC and
EWU, it will help them to reach to those consumer who really love to sell and buy through
internet. They could run day long program with full of games and lot of activities so that it
can build strong brand association.
3.3.1.2 Sticker Campaign

They could provide sticker of Carmudi towards many student and general mass to put it into
their beloved vehicle as a result through this sticker more people will get to know about their
website, so this campaign will help them to reach a huge mass because more these people
with Carmudi sticker travel more people get associated with Carmudi.
3.3.1.3 Call for Cars

They could place a bill board on a very busy road having it hot line number which utters to
call for dream car. Whenever people will call on hotline number Carmudi customer care
executives will give valuable information to the customer regarding cars, they will provide
basic information about seller, price size and other description about cars so that consumer
find it easy to buy car from Carmudi.
3.3.1.4 News Paper Advertisement:

The most popular way to reach the consumer I believe is to have their ad on the daily
newspaper, since they provide ad in selected number which seems not be effective one, if
they could provide their advertising in almost every newspaper could help them a lot to reach
huge number of target consumer.
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3.3.1.5 Promoting Brand Through Anniversary
Anniversary could be their another way to reach vast customers within a very short time, if
they could run or arrange a program regarding their anniversary that could help them to
create huge number of brand awareness within target customers, moreover arranging concert,
road show or something very unconventional that could easily grab the media attention and
have more brand awareness.
3.3.2 Sufficient Budget for Marketing Activities

They should allocate sufficient funding for marketing department so that it can run huge
number of marketing activities for Carmudi. Marketing budget may not seem profitable right
now for the investor but if marketing activities could be done properly it could benefit the
company in future.
3.3.3 Commencing Market Research

A market research should be done to understand its target consumer and the market more
deeply, moreover it will help them to take more consumer centric decision and to make
company more consumer friendly.
3.3.4 Following Push and Pull Both

Not only push and not only pull, they could follow both. Only push strategy couldn’t be able
to earn profit at the same time only pull won’t be able to earn more. If they follow push
strategy for showroom owner or the seller who wants to sell their vehicle through online it
could be profitable if at the same time they create huge demand in the market and pull the
vast number of buyer into the Carmudi. If seller can have huge number of response through
Carmudi they would be more interested on Carmudi on the other hand huge number of
response won’t be possible if they are incapable to create huge demand in the market.
Bangladeshi people are very much fond of show off, the company who does it in a very well
manner get immense popularity, for example bikroy.com, they basically get their popularity
through advertising on tv and newspaper as per I think, so if they do so they could be able to
reach more and more consumer they are trying to. Branding them as multinational and fast
mover would also help them in this regard. These are the recommendation that I believe to be
helpful for Carmudi to go further ahead.
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CHAPTER 03
RESEARCH
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3.1 Introduction
The usages of online have been increased dramatically, according to BTCL data the total
number of online user in Bangladesh is 1.47 million till June 2014, A series of surveys
conducted by A.T. Kearney indicates that the use of online information services and
online has increased dramatically since 2001 [Kearney,2002]. More than 100 billion online
messages were sent worldwide in a single year. More than half of the 19-34 age group in
Taiwan use online at least once a day. The rising popularity of ONLINE has created a new
channel for advertising, called online advertising. In Bangladesh these advertising process
have been practiced some new and reputed company like Carmudi. Online marketing opens a
personalized, location based, and timely channel direct to the consumer, offering
opportunities for both corporate marketers as well as local merchants looking to grow their
businesses. Not only that this new marketing tools save money and a new form of revenue
collection, for instance revenues in the US have reached approximately US$5 Billion in
2005and provide the highest average response rates to advertising messages (15.7%) when
compared with television (10.6%),web based (11.3%), and other forms of advertising (4.8%-
5.2%)(Rettie 2005). The growth and the potentiality of these new emerged marketing tools
demands a new area for research. For example, given its limited presentation, will this new
medium have the same effect as other media? What do consumers think about online-based
advertisements? What mechanism online would be more effective for advertising? Would
these new emerged marketing tools have really beneficial for the company? Would it be
granted and accepted by the final consumer? Would it be able to reach huge number of
targeted consumer effectively? A better understanding of these issues is critical to the
effective use of online advertising. It is important to know how consumers feel about the
ads delivered to their online phones. Public attitudes toward advertising have been a focus
of attention for a long time. Although some earlier literature reported positive attitudes
toward advertising, most of the more recent researchers have found that consumers
generally have negative attitudes toward ads [Zanot and E.J, 1981]. At the same time,
however, Internet advertising seems to generate positive consumer attitudes [chlosser, 1999].
This is because Internet advertising is often thought to be informative and entertaining. Given
the difference between consumer responses to general advertising and to advertising over
the Internet, it is unclear how consumers feel about advertising messages and how their
attitudes affect their behavior. The research summarized in this paper investigated consumer
attitudes and usage behavior in respect to online advertising of Carmudi, Bangladesh
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3.2 Problem Statement
Advertising is a measure of the growth of civilization and an indication of the striving of the
human race for the betterment and perfection. [Manendra Mohan, 1989], it enables sellers to
effectively compete with one another for the attention of buyers. [Christina Hamlett, 1996]
When one starts a business or is running a business, one needs to make people aware of the
fact. Promotion is important for any type of business to let others know about the business.
Any type of business, whether it is run online or offline requires customers so that it can
experience a good business turnaround. However, the only means of reaching customers is
advertising. Advertising can be achieved using various media like television, newspapers,
radio, banners, pamphlets, websites etc. Each advertising media has its own pros and cons
and one must evaluate all of them before selecting a particular media. The main thing that
needs to be considered is that the advertising medium selected must be able to reach a large
number of customers. [Darryl Sittler, 2003] The strategy for reaching out to the large number
of consumer have been changed, now a day’s business firms seeks different and new cost
effective media which enable them to reach large number of consumer in a very lower cost.
In this regard online advertising have become a very common and cost effective source for
the advertisers, not only that it has become a new source of revenue for the business firm,
according to the eMarketer online advertising revenue in the U.S. is projected to grow to $58
billion and comprise 71 percent of all digital ad spending by 2018. [Matt Kapko] On the other
hand according to series of survey conducted by A.T Kearney indicates that the uses of online
information services have increased dramatically since 2001 [Kearney, 2002]. More than 100
million online messages were sent worldwide in a single year. [Melody M. Tsang, 2004]
These rising popularity of online service has also created a new room for advertiser and has
increased the number of online advertising across the world.
While online advertising has become a popular source all around the world it also continues
to receive same amount of attention from different business firm in Bangladesh, it have been
firstly introduced by different online industry and gradually different number of business
firms start to concentrating on online advertising, for instance Sawapno and government
information service have been seen so far in the online advertising. But while online
advertising has become an important source for business firm it receives a very limited
attention from the researcher to know the consumer attitudes. Most of the consumer is
bombarded by the online advertising (basically from their telecom operator) which results in
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irritation and ineffectiveness of advertisement. While this new form of advertising is
providing valuable information regarding product and services consumer do not pay attention
for being bombarded by the advertising.
This study will work on the consumer attitudes towards online advertising and will examine
the relationship of entertainment, informativeness, irritation, intention among consumer
behavior and will try to figure out the effective solution for online advertising so that it can
achieved more and more consumer attention. This problem statement is to investigate “The
consumer attitudes towards online advertising of Carmudi, Bangladesh, and how this new
media of advertising could reach to the large number of consumer effectively without having
any dissatisfaction but having huge number of consumer attention”.
3.3 Purpose of the Study
3.3.1 General Purpose
 To know the effectiveness of online advertising

 To determine the best possible way of online advertising
 To know the impact of incentives in online advertising.
 To find out the impact of intention that influence the consumer behavior
 To find out the impact of entertainment on consumer attitudes in online advertising.
 To find out the factors that influence consumer attitudes in online advertising
3.3.2 Specific Purpose
 To know the effectiveness of online advertising in the context of Carmudi,

Bangladesh.
 To know the consumer attitudes of towards online adverting in the context of
Bangladeshi market.
 To find out those facts that influences the consumer attitude towards online
advertising of Carmudi.
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 To identify those facts those have negative effect on online advertising.
 To know the attitudes of students towards online advertising of Carmudi
 To know the attitudes of service holder towards online advertising of Carmudi
 To know the success factors of online advertising Carmudi, Bangladesh.
3.4 Review of Literature
Entertainment
People’s feeling of enjoyment associated with advertisements play the greatest role in
accounting for their overall attitudes toward them (Shavitt, Lowrey, and Haefner
1998).Entertainment services can increase customer loyalty and add value for the customer.
As most people have a natural playfulness, providing games and prizes via text
messaging(ONLINE) yields high participation (Haghirian and Dickinger2004; McQuail
1983). Delivering games and prizes to thetarget group’s online phones is a successful way to
attract andkeep customers (Haghirian and Dickinger 2004). Interactivegames for example can
also be played via text messages.These features can be used toinvolve customers more
deeplyand make them more familiar with the advertised service orproduct (Krishnamurthy
2000). Therefore, we concur withBauer et al. (2005) that an entertaining advertising message
isbeing perceived more positive by the recipient.
Credibility
Credibility is an intuitive concept.( Martin Eisend, 2006)The scholarly examination of the

idea of credibility is as old as the discussion of rhetoric itself, having originated with the
ancient Greeks.
Nevertheless, its intuitive quality obscures its underlying complexity. The definitions and
conceptualizations of creditability are manifold, as is the work that has been under taken to
identify its meaning. (cf.McCroskey&Young1981;Self1996).
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Credibility has been proposed as an important antecedent to attitudes toward an
advertisement and ultimately, advertising effectiveness (e.g., Lutz et al. 1983).
Originally, the concept of credibility meant the credibility of the endorser or the spokesperson
in the ad (e.g., Bergin 1962; Aronson, Turner, and Carlsmith 1963; Bochner and Insko 1966;
Sternthal, Phillips, and Dholakia 1978; Ohanian 1990).
Many studies support the generalization that perceived source (i.e., spokesperson) credibility
influences attitudes and behavioral intentions (e.g., Sternthal, Dholakia, and Leavitt 1978;
Harmon and Coney 1982; Wu and Shaffer 1987; Moore, 1988).
Spokesperson credibility has been operationalized generally to include three dimensions:

expertise, trustworthiness, and attractiveness (DeSarbo and Harshman 1985; Ohanian 1990).
The inclusion of attractiveness was prompted by research suggesting that a physically

attractive communicator is liked more and has a positive impact on opinion change and
product evaluations (e.g., Joseph 1982).
Advertising credibility is consumers’ perception of the truthfulness and believability of

advertising in general (Pavlou andStewart 2000). Credibility of an advertisement is
influenced by different factors, especially by the company’s credibility and the bearer of the
message (Goldsmith et al. 2000).
We can expect that the credibility of messages transferred to online devices also can
influence consumer attitude toward the advertising. Therefore ,based on the previous
literature we conclude that the credibility of a online advertising message has a positive
influence on consumer attitude toward advertisement.
Information
Many studied have been done regarding information in advertising. According to Robert R.
Herman comparative advertisements do indeed contain more information cues than non-
comparative advertisements, he also added that strict comparison advertisements had more
informational cues than implied comparison advertisements which, in turn, were more
informative than no comparative ads. (Robert R. Harmon, 1983)
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On the other hand Grahame R. Dowling studied a comparative study on Australian television
advertisement and USA television advertisement and according to him the association
between informativeness and daily screening times of advertisements (in the evening
advertisements become less informative in Australia and more informative in the United
States), and * the association between the informativeness of the advertisements and type of
product advertised. The study provides the first documented evidence comparing Australian
and United States advertising practice. In terms of the overall level of informativeness of
Australian television advertising, the findings of the study are very encouraging. Many of the
advertisements classified as no informative were also attempting to alter the purchase
probabilities of products by fulfilling a product positioning strategy.( Grahame R. 1980)
In another research of information content the studied found that advertising information
findings are influenced by the research procedures used as well as by mediatype, level of
economic development, and product durability.( Avery M, 1996) Kyle Bagwell found that
when consumers respond to advertising, firms that advertise heavily expect large market
share and therefore offer better deals; as a consequence, consumers are entirely rational
in responding to uninformative retail advertising. (Kyle Bagwell, 1994)
The quality of the information placed on a company’s website has a direct influence on the
customers’ perceptions of the company and the company’s products (Kaasinen 2003;Siau and
Shen 2003). Accordingly, the information delivered to them via online devices also needs to
show qualitative features like relevance, timeliness, and usefulness for the consumer and they
are interested in getting messages that are relevant for them (Siau and Shen 2003; Milne and
Gordon1993). Information is thus considered a very valuable incentive in online marketing,
because recipients react very positively to advertising transferring incentives (Varshney
2003).Informativeness of the advertising information is strongly related to the attitude toward
the advertising when it is transferred via traditional media (Ducoffe 1995). Therefore, we
conclude that informativeness of an advertising message positively influences consumer
attitude toward the advertisement.
Irritation
r. Lawrence says that "the term irritation, if used in contradistinction to inflammation,

does not denote any definite state; that generally the term irritation is used to denote
disturbance of the nervous system. (Beverly R, 1843)
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It has been shown that factors associated with increased irritation in advertising include
the use of contrived, phony, or overdramatized situations; personal criticism in terms of
appearance, knowledge, or sophistication; and threats to an important relationship (Aaker
and Bruzzone 1985). In contrast, factors such as good casting and story lines; the
creation of a light, happy mood; and attempts at amusement appear to be associated with
reduced irritation. In addition to these factors associated with commercial content, the
sheer frequency of commercials in a given time frame of programming (the extent to
which a program is interrupted by commercial messages) may foster feelings of irritation,
regard- less of their specific execution. (Bob M, 2001)
An interesting result of Aaker and Bruzzone’s (1985) study was that irritation levels
varied by socioeconomic level. The white-collar, higher income, college-educated viewer
experienced significantly more irritation than did the blue-collar, less-educated viewer.
It seems reasonable to assume that irritation is dependent on viewers' motivation to pay

attention to and evaluate the ads. Such motivation may depend on individual difference
characteristics.(David A. Aaker, 1985) Indeed, the moderating effects of individual
difference variables on the effectiveness of advertising are well established by studies,
including those on the role of self-monitoring (e.g., Celuch and Slama 1995; DeBono and
Packer 1991) and the need for cognition (Cacioppo and Petty 1982; Haugtvedt, Petty,
and Cacioppo 1992). Both traits moderate the motivation to process brand-specific
information in advertisements, as a function of either the degree of perceived
compatibility of the brand's attributes to the individual's social orientation (self-
monitoring) or the extent to which the individual is motivated to engage in extensive
issue- relevant thinking.
In the study of transfer of irritation in advertising researchers explored whether feelings of

irritation elicited by disliked commercials or high exposure levels can have negative
consequences for the effectiveness of another commercial for a different brand that is
broadcast either later in the same commercial pod or in a different pod later during the
same television program.( Bob M, 2001)
The major competing model postulates a J-shaped relationship between liking an

advertisement and its effectiveness, suggesting that irritating advertisements can be more
effective than neutral ones, although less so than well-liked advertisements. There are
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three explanations (Moore and Hutchinson 1983, Ray and Batra 1983). First, in some
contexts, attention and processing could be stimulated without the negative reaction being
transferred directly to the brand. Second, brand familiarity is created, which, particularly for
low involvement products, may increase liking of the brand (Zajonc 1980) especially if,
over time, the ad becomes disassociated with the brand. Evidence of this "sleeper effect"
has been demonstrated by several ad experiments (Moore and Hutchinson 1983, Silk and
Vavra 1974). Third, irritation could distract, inhibiting counter arguing and therefore
enhancing persuasion. There is no shortage of anecdotal evidence that irritating commercials
have been effective. Consider the strong Rosser Reeves campaigns of past decades featuring
his Unique Selling Propositions for Anacin and other products. However, the experimental
evidence, which tends to involve print advertising and focuses upon recall rather than
reactions to the brand, is limited (Moore and Hutchinson 1983, Silk and Vavra 1974).
Advertisements have a great influence on people’s attitude toward advertising (Shavitt et al.
1998). When advertising employs techniques that annoy, offend, insult, or are overly
manipulative, consumers are likely to perceive it as unwanted and irritating influence
(Ducoffe 1996). Online advertising can provide an array of information that confuses and
distracts the recipient as well as overwhelms the consumer with information (Stewart and
Pavlou 2002). Consumers may feel confused about the ads and may react negatively.
Therefore, we conclude that irritation caused by an incomprehensible online advertising
message may reflect negatively on the attitude toward the advertisement.
Attitude
Consumers‘attitude is a directly influenced factor that affects the consumers ‘buying

willingness. Fishbein and Ajzen (1975) describe attitude towards a behavior as a person‘s
evaluation of a specified behavior involving an object or outcome. For example, a person
may hate to use a computer to play an online game where using the computer to play the
online game is the behavior and the individual‘s feeling is the attitude. Attitude towards
behavior has been found to be strongly related to a particular behavior (Ajzen and Fishbein,
1980).There is a model of attitudes and shopping intention towards online shopping that was
developed by Jarvenpaa and Todd (1997). This model includes numerous indicators that can
be categorized into four classifications: the value of the product, the shopping experience, the
quality of service provided by e-shop and the risk perceptions of online retail shopping.
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Vellido, Lisboa and Meehan (2000) summarized quite a few factors relating to consumers
perception of online shopping. The factors of risk perception of users, convenience of online
shopping, control over, affordability of goods, ease of use of the shopping site, and customer
service were included.
First, attitude towards online shopping refers to the consumer‘s acceptance of the Internet as
a shopping channel (Jahng et al. 2001). Secondly, it refers to consumer attitudes toward a
specific Internet store (i.e., to what extent consumers think that shopping at this store is
appealing). These first two dimensions are negatively associated with the third, customer‘s
perceived risk. Attitude towards online shopping consistent with the literature and models of
attitude change and behavior (e.g., Fishbein and Ajzen 1975), it is believed that consumer
attitudes will affect intention to shop online and eventually whether a transaction is made.
This is a multidimensional construct that has been conceptualized in several different ways in
the existing literature. According to Lee and colleagues (2001), two main categories of
perceived risk emerge in the process of online shopping. The first is the perceived risk
associated with product/service and includes functional loss, financial loss, time loss,
opportunity loss, and product risk. The second is the perceived risk associated with context of
online transactions, and includes risk of privacy, security, and no repudiation. Among them,
the influence of financial risk, product risk, and concern for privacy and security is significant
(Senecaln 2000; Borchers 2001; Bhatnagar et al. 2002). However, the fourth dimension of
attitude, consumers trust in the stores, can reduce perceived risk. In addition, perceived
control/users empowerment, enjoyment/playfulness, and perceived real added-value from
membership have also been shown to be important dimensions of consumer‘s attitudes
towards online shopping (Kou, Y. et al. 2002; Cho et al. 2001)
Intention
Purchase intention means a consumer prefers to buy a product or service because he/she finds
that he/she needs a particular product or service, or even attitude towards a product and
perception of product. In other words, purchase intention means consumer will buy a product
once again after she or he evaluates a product and finds out that the product worth buying.
While consumers select one particular product, the final decision on accepting a product to
buy or rejecting it depends on consumers’ intention. Also, a large number of external factors
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have been recognized, which can affect PI (Keller, 2001) Purchase intention is the plan in
which a person intends to buy a particular good or service in the near future. The plan is to
buy an item but the timing is left to the individual to plan. Purchase intention can be defined
as individual‘s intention to buy a specific brand individuals who want to buy a specific brand
which they has chosen for themselves after certain evaluation; there are variables by which
we can measure purchase intention for instance consider the brand for purchasing and
expecting to purchase the brand in the future (Laroche and Zhou, 1996; Laroche and
Sadokierski, 1994; MacKenzie and Belch, 1986).
Doing purchase intention for a specific brand requires assessment of all brands available in
market (Teng, Laroche and Huihuang, 2007). It is shown that approaches toward a specific
brand have great effect on brand purchase intention (Brown and Stayman, 1992; Homer,
1990; MacKenzie, 1986), and brand attitude has positive relation with purchase intention. It
is also found that a consumer‘s intention is settled by attitude toward the same and other
brands which are present in his consideration set (Laroche and Sadokierski, 1994; Laroche
and Zhou, 1996). . Purchase intention can be defined as individual‘s intention to buy a
specific brand individuals who want to buy a specific brand which they has chosen for
themselves after certain evaluation; there are variables by which we can measure purchase
intention for instance consider the brand for purchasing and expecting to purchase the brand
in the future (Laroche and Zhou, 1996; Laroche and Sadokierski, 1994; MacKenzie and
Belch, 1986). Doing purchase intention for a specific brand requires assessment of all brands
available in market (Teng, Laroche and Huihuang, 2007). It is shown that approaches toward
a specific brand have great effect on brand purchase intention (Brown and Stayman, 1992;
Homer, 1990; MacKenzie, 1986), and brand attitude has positive relation with purchase
intention. It is also found that a consumer‘s intention is settled by attitude toward the same
and other brands which are present in his consideration set (Laroche and Sadokierski, 1994;
Laroche and Zhou, 1996).
Behavior
According to oxford dictionary behavior is the way in which one acts or conducts oneself,
especially towards others. (Oxford, 2014) On the other hand the individualists argue that the
behavioral dispositions of a person clearly depend only on that person's inner constitution,
hence that there can be no need to refer to the individual's relation to the wider environment
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in order to explain them. The anti-individualists argue that it is impossible even to describe
much of the behavior that it is psychology's job to explain without reference to the
environment.( Ruth G. Millikan , 1985) For example, "Jane pointed to the red block" and
"Jane said that she was ill" are surely descriptions of behaviors requiring explanation (Burge
1986a)
All of the proposed definitions of behavior seemed to be related in some way to two
fundamental conceptions. One was suggested by Watson (1913), who identified behavior
with doings and sayings of individual organionline (i.e., with some form of organized
activity). Another was stated by Skinner (1938), who identified behavior with a part of the
total activity of the organism, which is engaged in acting upon or having commerce with the
outside world the movement of an organism or of its parts in a frame of reference provided
by the organism itself or various external objects or fields of force, (p. 6)
Both Watson and Skinner distinguished behavior from biology's subject matter to the extent
that behavior, as a psychological concept, dealt with the workings of the organism as a whole,
not with the functioning of its separate or isolated parts. Skinner thought it was desirable to
deal with an effect more than with movement itself. These conceptions, nonetheless, thought
of behavior as the specific, or exclusive subject matter of psychology.
Contrary to common assumptions, however, behavior is not a term that belongs exclusively
to psychology. It shares its meaning with other terms such as comport, conduct, acquittal, and
deportment to refer to the manner of doing something, but it is also applied to the response of
groups or species to its environment, to the way in which a machine or something operates, or
to the way in which different bodies, molecules, or particles react or displace themselves. If
behavior is to be used as a technical term defining the subject matter of psychology, it is
necessary to establish the boundaries of its application. Otherwise, the term behavior is as
ambiguous as any other term that psychologists use. (Emilio Ribes, 2004)
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3.5 Conceptual Frame Work
3.6 Questions and Hypotheses
3.6.1 Questions
Question: 01: Is there is any relationship between Entertainment and Attitude
Question: 02: Is there any relationship between Informativeness and Attitude
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Question: 03: Is there any relationship between Irritation and Attitude
Question: 04: Is there any relationship between Credibility and Attitude
Question: 05: Is there is any relationship between Attitude and Intention
Question: 06: Is there any relationship between Intention and Behavior
3.6.2 Hypotheses
Ho1: There is no relationship between Entertainment and Attitude
Ha1: There is relationship between Entertainment and Attitude
Ho2: There is no relationship between Informativeness and Attitude
Ha2: There is relationship between Informativeness and Attitude
Ho3: There is no relationship between Irritation and Attitude
Ha3 There is relationship between Irritation and Attitude
Ho4: There is no relationship between Credibility and Attitude
Ha4: There is relationship between Credibility and Attitude
Ho5: There is no relationship between Attitude and Intention
Ha5: There is relationship between Attitude and Intention
Ho6: There is no relationship between Intention and Behavior
Ha6: There is relationship between Intention and Behavior.
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7.0 Methods and Procedures
7.1 The Research Design

This research is a descriptive research as researcher have to find out the relationship between
variables, the main approach is to describe the respondent’s attitude who have took part in the
research. The survey methods have been conducted to develop the result of this research.
However this research is qualitative in nature as it deals with the qualitative issue rather than
the quantitative circumstance.
7.2 Sampling
The current study collected data from the student and the employees, the sample question is
divided into two halves, section A and Section B, Section A were distributed to the students
who are the massive user of online . On the other hand section B was distributed among the
employees. The total sample size was 50 and divided into two halves section A and section B.
In section A the data were collected from the students and the sample size was 25. For section
B the sample were the employees and the sample size was 25. The samples are the non-
probabilistic sample because the samples were qualitative data that has been collected from
the students and the employees. The study utilized a probability sampling technique to draw a
sample from the sampling frame. The sample was well balanced in terms of most
demographic and socio economic characteristics.(e.g. age, income) except for gender.
Although a random sampling process was used to select each participant in the study.
This sample selection technique mirrors Anderson and Moore's use of a random and The
survey was administrated by the researcher group on site, with each employee and student
given the designated time and place to take the survey. Questionnaire completed and returned
by the 25 employees and 25 students for a 100% response rate. Most previous research on
consumer attitude towards online advertising has focused on students and employees,
therefore respondent were included in this study only if they self-identified with these
occupational categories. Using these criteria data from 25 students and 25 employees were
included in the analysis.
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7.3 Instrument
In this study, research instrument is the questionnaire and the format was closed-ended
questions. Respondent had the choice to rank their feelings towards a particular statement.
The scales have values such as Strongly Disagree, Disagree, Neither Agree nor Disagree,
Agree, and Strongly Agree. The questionnaire is made upon 5 point likert scale that consists
of 13 questions. The questions made to collect data regarding consumer attitudes, intention,
and behavior. The questionnaire had three major parts. The first part, adapted from the
instruments used by Ducoffe and Schlosser et al. to measure attitudes toward Internet
advertising, asked about the respondents' general attitudes toward online advertising as
measured by four major attributes: entertainment, informativeness, irritation, and credibility.
The second part included questions about familiarity with the use of online ads, intention to
receive online ads, and behavior after receiving online ads (e.g., the amount of time between
receiving and reading, whether reading ads led to savings, and whether the respondent read
the full content). The third part collected the respondent's demographic data, such as gender,
age, income, and vocation.
8.0 Data Collection
8.2 Primary Data
Primary data is a type of information that is obtained directly from first-hand sources by
means of surveys, observation or experimentation. This research has collected primary data
by surveying student and employees of different sector. The main intention is to collect data
from two different categories; one is students who are very much involved in online
technology and on the other hand employees who are busy with their systematic work.
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The questionnaires were distributed by using online survey source and have been distributed
in the Facebook and approached randomly selected student until a sample of 25 have been
reached. To collect data from the employees the survey was carried out on different
professionals. The potential employees were approached and asked if they would like to
participate. Those that agreed were given the questionnaire. The aim of the survey was to
give them the opportunity to express their feelings, beliefs and attitudes regarding the
research questions. The researchers approached randomly selected employees who had been
working in different organization until samples of 25 have been reached.
8.2 Secondary Data
Secondary data is any information collected by someone else other than its user. It is data
that has already been collected and is readily available for use. For the sake of collecting
secondary information books, journals and websites have been used. Some websites articles
have also been studied as the source of secondary data.
9.0 Data Analysis
9.1 Frequency Testing

Frequency testing find out the actual frequency of the research basically the number of
respondent and their types in terms of gender, age and income. In short it determines the
characteristics of respondents as it deals with demography part of the questionnaire. The
result of the frequency testing is termed below with required chart and graph.
9.1.1 Frequency Testing of Gender
The total number of respondent is 50 in which 25 belong to student group and 25 belongs to
employee group. In both groups male are 64% and female are 36%. The chart below shows
the frequency of Gender
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Gender
Frequenc Valid Cumulative

y Percent Percent Percent
Valid Male 32 64.0 64.0 64.0
Female 18 36.0 36.0 100.0
Total 50 100.0 100.0
9.1.2 Frequency Testing of Age

The respondent were divided into five age group ; 15-25, 36-35,36-45 and 45 and above, In
this age group 80% belongs to the 15-25 age group 14% belongs to the age group of 26-35,
4% belongs to the age group of 36-45 and only 2% were from the age group of 45 and above.
The chart below shows the frequency of in the research.
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9.1.3 Frequency Testing of Income
Respondent were very much sensitive in giving their information regarding income, as a
result income have been divided into four categories so that this category can hide
respondent’s actual income. These category are 0-5000, 6000-30,000, 31,000-50,000 and
50,000 and above. In this income group 38% are from 0-5000, 34% falls under 6000-30,000,
20% income falls under 31,000-50,000 and only 4% falls under the group of 51,000 and
above. For clear understanding bar graph is specified below:
9.2 Reliability Analysis

Reliability analysis is done in order to test the scale, questionnaire and the other instruments
used in the research. This ensures how reliable the research is. For reliability analysis the
cronbach alpha should be between 0.5-0.6, which is sufficient but 0.7 and above is much
desirable.
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9.2.1 Reliability of Entertainment
From Table - 1, as the value of α is 0.881, the reliability is desirable. If the value is below 0.5,
the reliability will be rejected. Here, the reliability is very satisfied in terms of measuring the
reliability according to the requirement.
9.2.2 Reliability of Informtiveness

From Table - 2, as the value of α is 0.585 which is accepted. If the value is below 0.5,
the reliability will be questioned. Here, the reliability is very accepted in terms of measuring
the reliability according to the requirement.
9.2.3 Reliability of Irritation

From Table - 3, as the value of α is 0.297 which is not accepted and as it is close to zero the
reliability is questioned. The reason behind having low value could be the not understanding
the questionnaire clearly or may be the respondent wouldn’t filled it with care.
9.2.4 Reliability of Credibility

From Table - 4, as the value of α is 0.594 which is accepted. If the value is below 0.5,
the reliability according to the requirement.
9.2.5 Reliability of Behavior

From Table - 4, as the value of α is 0.877 which is desirable. If the value is below 0.5,
the reliability according to the condition.
9.3 Spearman's Correlation

The Spearman rank-order correlation coefficient (Spearman’s correlation, for short), is
a non-parametric measure of the strength and direction of association that exists between two
variables measured on at least an ordinal scale. It is denoted by Greek letter ρ. The test is
used for either ordinal variables or for interval data that has failed the assumptions
necessary for conducting the Pearson's product-moment correlation. For our research if the
correlation coefficient ρ≠0 and significance α<0.05 then the alternative hypothesis is
acceptable which means there is a relationship between the two variables.
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9.3.1 Correlations of Entertainment

In the relationship of Entertainment and Attitude p is .780 and the α is .000 which means
there is relationship between the Entertainment and Attitude. (Table 05) The credibility of
this variable is signifies as a two star which means this statement is 99% true and 1% can
happen by accident.
9.3.2 Correlations of Informativeness

In the relationship of Informativeness and Attitude p is .586 and the α is .000 which means
there is relationship between the Informativeness and Attitude. (Table 06) The credibility of
this variable is signifies as a two star which means this statement is 99% true and 1% can
happen by accident.
9.3.3 Correlations of Irritation

In the relationship of Irritation and Attitude p is .416 and the α is .003 which means there is
relationship between the Irritation and Attitude. (Table 07) The credibility of this variable is
signifies as a two star which means this statement is 99% true and 1% can happen by
accident.
9.3.4 Correlations of Credibility

In the relationship of Credibility and Attitude p is .788 and the α is .000 which means there is
relationship between the Credibility and Attitude. (Table 08) The credibility of this variable is
signifies as a two star which means this statement is 99% true and 1% can happen by
accident.
9.3.5 Correlations of Attitude

In the relationship of Attitude and Intention p is .011 and the α is .939 which means there no
is relationship between the Attitude and Intention. (Table 09)
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9.3.6 Correlations of Intention
In the relationship of Intention and Behavior p is .473 and the α is .001 which means there is
a relationship between the Intention and Behavior. (Table 10) The credibility of this variable
is signifies as a two star which means this statement is 99% true and 1% can happen by
accident.
9.4 Pearson’s Correlation
The Pearson product-moment correlation coefficient (Pearson’s correlation, for short) is a

measure of the strength and direction of association that exists between two variables
measured on at least an interval scale. For our research if the correlation coefficient ρ≠0 and
significance α<0.05 then the alternative hypothesis is acceptable which means there is
a relationship between the two variables.
9.4.1 Pearson’s Correlations of Entertainment and Attitude

In the relationship of Entertainment and Attitude p is .772 and the α is .000 (Table 11) that
means it is less than 0.05 so that we reject Ho which means
Ho1: There is no relationship between Entertainment and Attitude = Rejected
Ha1: There is a relationship between Entertainment and Attitude = Accepted
So, there is a relationship between Entertainment and Attitude and this is 99% true and 1%
failure can occur by accident.
9.4.2 Correlations of Informativeness and Attitude

In the relationship of Informativeness and Attitude p is .568 and the α is .000 (Table 12) that
Ho2: There is no relationship between Informativeness and Attitude = Rejected
Ha2: There is a relationship between Informativeness and Attitude = Accepted

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So, there is a relationship between Informativeness and Attitude and this is 99% true and 1%
9.4.3 Correlations of Irritation and Attitude

In the relationship of Irritation and Attitude p is .467 and the α is .001 (Table 13) that means
it is less than 0.05 so that we reject Ho which means
Ho3: There is no relationship between Irritation and Attitude = Rejected
Ha3 There is a relationship between Irritation and Attitude = Accepted
So, there is a relationship between Irritation and Attitude and this is 99% true and 1% failure
can occur by accident.
9.4.4 Correlations of Credibility and Attitude

In the relationship of Credibility and Attitude p is .771 and the α is .000 (Table 14) that
Ho4: There is no relationship between Credibility and Attitude = Rejected
Ha4: There is a relationship between Credibility and Attitude = Accepted
So, there is a relationship between Credibility and Attitude and this is 99% true and 1%
9.4.5 Correlations of Attitude and Intention

In the relationship of Attitude and Intention p is .080 and the α is .581 (Table 15) that means
it is not less than 0.05 so that we accept Ho which means
Ho5: There is no relationship between Attitude and Intention = Accepted
Ha5: There is relationship between Attitude and Intention = Rejected
So, there is no relationship between Attitude and Intention
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9.4.6 Correlations of Intention and Behavior

In the relationship of Intention and Behavior p is .344 and the α is .004 (Table 16) that means
it is less than 0.05 so that we reject Ho which means
Ho6: There is no relationship between Intention and Behavior = Rejected
Ha6: There is a relationship between Intention and Behavior = Accepted
So, there is a relationship between Intention and Behavior and this is 95% true and 5% failure
can occur by accident.
9.5 Regression Analysis

Regression analysis is used to predict the value of a variable based on the value of another
variable. Regression analysis mainly discuss how dependent variable is explained by
independent variable and if p < 0.05 then the alternative hypothesis is acceptable which
means there is a relationship between the two variables. The value of r2 is taken into
consideration and has been discuss to understand the dependency of the dependent variable.
9.5.1 Regression Analysis of Attitude

Model Summary
Adjusted R Std. Error of the

Model R R Square Square Estimate
1 .878a .771 .751 .59057
a. Predictors: (Constant), Credibility, Irritation, Informativeness,

Entertainment
b. Dependent Variable: Attitude
The value of R2 is .771 that means Attitude is 77.1% explained by the Entertainment,
Credibility, Irritation and Informativeness and thus reject alternative Hypothesis.
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9.5.2 Regression Analysis of Intention
Model Summary

1 .080a .006 .014 1.00836
a. Predictors: (Constant), Attitude

b. Dependent Variable: Intention
The value of R2 is .006 that means Intention is 6% explained by the Attitude and thus reject
null Hypothesis.
9.5.3 Regression Analysis of Behavior
Model Summary

1 .344a .118 .100 1.08079
a. Predictors: (Constant), Intention

b. Dependent Variable: Behavior
The value of R2 is .118 that means Behavior is 11.8% explained by the Intention and thus
reject alternative Hypothesis.
10. Limitations
No such work is free from limitation, this study is not exception of this, at the time of
conducting this study some constraints have made barrier to reach its targeted goal, these
limitations are:
 This study have been done only on student and employees, which limits the actual
result, if this study could be done among other professionals like businessman,
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housewife, farmer and unemployed then the result could be more descriptive in
nature.
 In this study researcher could not go to any other areas or cities other than Dhaka as a
result in this study is constrained by the geographic location.
 The sample population is limited in terms of its size and composition.
 The researchers have limited resources to deal with because the researchers have
limited access to the related literature review due to lack of journals available on the
measured variables as well as limited access to the internet library.
 The instrument for measuring attitudes toward online advertising was adapted from
previous research.
11. Significance of the Study

According to BTCL data the total number of online user in Bangladesh is 1.47 million till
June 2014, this number is increasing day by day, this high penetration rate of online has
resulted in the increasing use deliver advertisement for product and services. In this regard
this study will make the following significant contribution to the telecom sector in
Bangladesh which basically rely on online advertising for their promotion.
First, this study will help the researchers to extend their understanding on consumer
attitudes towards online advertising. The result of this study will expose the importance and
impact of attitudes and intention of consumer toward online advertising.
Second, the present study will help the marketing manager of Carmudi, Bangladesh to extend
their understanding the consumer attitude towards online advertising and will improve their
implementation among online advertising; it will help them to initiate more consumer centric
strategies which will result in effective consumer response.
Third, no such study was conducted to address this concern in the context of consumer
attitudes towards online advertising in Carmudi, Bangladesh. This study will be conducted
within the context of the ecommerce sector to study the consumer attitude towards these new
marketing tools.
The study result can also be producing a methodology that can be replicated by other
business organizations. Finally, as the researchers are only considering ecommerce sector,
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there is scope for further study in other service and manufacturing organizations which
deeply rely on online advertising or thinking to initiate their promotion through online
advertising like: online based industry, hospitals, airlines and telecommunication companies
in Bangladesh, this study will develop their understanding on online advertising and will help
them to take effective and efficient steps.
12. Findings and Recommendation

12.1 Findings
After analyzing the data following are the findings of this research
1. Entertainment, Informativeness, Irritation and Credibility has relationship with

Attitude. That means consumer attitude is highly dependent on these four variables.
2. There is no relationship between Attitude and Intention. Which means consumer
intention is not dependent on consumer attitude; the attitude never took parts in
changing the consumer intention.
3. Though intention and attitude have no relationship between each other, intention and
behavior have a significant relationship between each other. Here consumer behavior
is dependent on consumer intention, if intention towards the advertising is good that
may initiate a positive behavior, on the other hand if the intention towards the
advertising is bad then it could initiate negative behavior towards the advertised
product.
12.2 Recommendation
According to the above findings these are the recommendation that should be followed by the
Carmudi, Bangladesh who advertised their product and service through online.
1. First of all it is a very good idea for advertising through online; it is cost effective and
easy to reach vast number of target consumer easily. But, while initiating these tools it
should be keep in mind that the message should be entertaining, informative, and
credible and must not be irritating, the message should not be given in a way which
irritate consumer. It should be limited in a number.
2. The online message should not be more than two in a day otherwise advertised
message will be considered as a spam or irritating.
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3. In Carmudi these process could be a very effective one in terms of cost and time.
They could easily penetrate the market if they initiate online advertising.
4. To get attention for the consumer Carmudi can give a call just after the message have
been send to the target consumer through email, so that they can relate and connect to
the company and it will also help consumer to understand company’s agenda clearly .
As a result it will create a good intention which will initiate a positive behavior
among the target group.
13.0 Conclusion
Online advertising has become a new and cost effective marketing tool for the company. It is
not only cost effective but also an effective way to reach targeted consumer and easy way of
having more connectivity to the target purchaser. It have been seen that consumer attitude is
backed by entertainment, informativeness, credibility and irritation, so these thing are very
important while doing these new emerge marketing tools. If these rules can be maintained
while advertising through online the attempt would be more successful and profitable.
Carmdi is also a new emerged company which have to compete with some big players in the
market, to survive and to penetrate the market these research shows that online advertising
could be more profitable and effective one but those advertising should not be more than 2 in
a day and should not be irritating and at the same time those online advertisement should be
credible in nature and also should be entertaining and informative. Otherwise it will be tough
to reach its target and survival of the company would be threatening.
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Appendix
Research Questionnaire
Personal Information
1. Male Female 3.Income Per Month

0-5,000
2. Age 15-25
6,000-30,000
26-35 31,000-50,000
36-45 51,000 and above
46 and above
…………………………………………………………………………………………………
……………………………………………………..
1= Strongly Agree (SA) 2= Agree (A) 3= Neither Disagree or Agree (ND or A)

4= Disagree (D) 5= Strongly Disagree (SD)
Entertainment
1 I feel that receiving online advertisements is enjoy and entertaining. 1 2 3 4 5
2 I feel that receiving online advertisements is pleasant. 1 2 3 4 5
Informativeness
3 I feel that online advertising is a good source for timely 1 2 3 4 5
information.
4 Online advertisements provide the information I need. 1 2 3 4 5
Irritation
5 I feel that online advertising is irritating. 1 2 3 4 5
6 I feel that online advertisements are almost everywhere. 1 2 3 4 5
7 Contents in online advertisements are often annoying. 1 2 3 4 5
Credibility
8 I use online advertising as a reference for purchasing. 1 2 3 4 5
9 I trust online online advertisements. 1 2 3 4 5
Attitude
10 Overall, I like online advertising. 1 2 3 4 5
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Intention
1. Less than one message a day 2. Two messages a day

2. Three messages a day 4. Over four message a day
11 I am willing to receive online advertisements 1 2 3 4

Behavior
1. I ignore it completely 2. Read it occasionally 3. Read it after

accumulating too many of them
4. Read it when I get time 5. Read it right away
12 What do you do when you receive online advertising message? 1 2 3 4 5
13 How do you read the online advertising messages you receive? 1 2 3 4 5
Thanks , for Your Co- Operation
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Table 01
Scale: Entertainment
Case Processing Summary

Reliability Statistics
N %
Cronbach's
Cases Valid 50 100.0 Alpha N of Items
Excludeda 0 .0 .881 2
Total 50 100.0
a. Listwise deletion based on all variables in the

procedure.
RELIABILITY /VARIABLES=q3 q4 /SCALE('Informativeness') ALL

/MODEL=ALPHA.
Table: 02
Scale: Informativeness

N %
Cronbach's
Cases Valid 50 100.0
Alpha N of Items
Excludeda 0 .0
.585 2
Total 50 100.0
a. Listwise deletion based on all variables in the

procedure.
RELIABILITY /VARIABLES=q5 q6 q7 /SCALE('Irritation') ALL

/MODEL=ALPHA.
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Table 03
Scale: Irritation

N %
Cronbach's
Alpha N of Items
Excludeda 0 .0
.297 3
Total 50 100.0
RELIABILITY /VARIABLES=q8 q9
a. Listwise deletion based on all variables in the /SCALE('Credibility') ALL
/MODEL=ALPHA.
procedure.
Table 04
Scale: Credibility

N %
Cronbach's
Alpha N of Items
a
Excluded 0 .0
.594 2
Total 50 100.0
Table 05
Scale: Behavior

N %
Cronbach's
Cases Valid 50 100.0 Alpha N of Items
Excludeda 0 .0 .877 2
Total 50 100.0
61 | P a g e
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Table 11
Entertainment
Correlations
Attitude Entertainment
Attitude Pearson Correlation 1 .772**
Sig. (2-tailed) .000
N 50 50
Entertainment Pearson Correlation .772** 1
N 50 50
**. Correlation is significant at the 0.01 level (2-tailed).
NONPAR CORR /VARIABLES=Attitude Entertainment /PRINT=SPEARMAN TWOTAIL

NOSIG /MISSING=PAIRWISE.
Table 05
Entertainment
Correlations
Attitude Entertainment
Spearman's rho Attitude Correlation Coefficient 1.000 .780**
Sig. (2-tailed) . .000
N 50 50
Entertainment Correlation Coefficient .780** 1.000
Sig. (2-tailed) .000 .
N 50 50
CORRELATIONS /VARIABLES=Attitude Informativeness /PRINT=TWOTAIL NOSIG

/MISSING=PAIRWISE.
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Table 12
Informativeness
Correlations
Attitude Informativeness
N 50 50
Informativeness Pearson Correlation .568** 1
N 50 50
NONPAR CORR /VARIABLES=Attitude Informativeness /PRINT=SPEARMAN TWOTAIL

NOSIG /MISSING=PAIRWISE.
Table 06
Informativeness
Correlations
Attitude Informativeness
N 50 50
Informativeness Correlation Coefficient .586** 1.000
N 50 50
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Table 13
Irritation
Correlations
Attitude Irritation
N 50 50
Irritation Pearson Correlation -.467** 1
N 50 50
Table 07
Irritation
Correlations
Attitude Irritation
N 50 50
Irritation Correlation Coefficient -.416** 1.000
N 50 50
Table 14
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Credibility
Correlations
Attitude Credibility
N 50 50
Credibility Pearson Correlation .771** 1
N 50 50
Table 08
Credibility
Correlations
Attitude Credibility
N 50 50
Credibility Correlation Coefficient .788** 1.000
N 50 50
Table 15
Attitude
Correlations
Intention Attitude
Intention Pearson Correlation 1 .080

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N 50 50
Attitude Pearson Correlation .080 1
N 50 50
NONPAR CORR /VARIABLES=Intention Attitude /PRINT=SPEARMAN TWOTAIL NOSIG

/MISSING=PAIRWISE.
Table 09
Attitude
Correlations
Intention Attitude
Spearman's rho Intention Correlation Coefficient 1.000 .011
N 50 50
Attitude Correlation Coefficient -.011 1.000
N 50 50
CORRELATIONS /VARIABLES=Behavior Intention /PRINT=TWOTAIL NOSIG

/MISSING=PAIRWISE.
Table 16
Intention
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Correlations
Behavior Intention
Behavior Pearson Correlation 1 .344*
N 50 50
Intention Pearson Correlation .344* 1
N 50 50
*. Correlation is significant at the 0.05 level (2-tailed).
NONPAR CORR /VARIABLES=Behavior Intention /PRINT=SPEARMAN TWOTAIL NOSIG

/MISSING=PAIRWISE.
Table 10
Intention
Correlations
Behavior Intention
Spearman's rho Behavior Correlation Coefficient 1.000 .473**
N 50 50
Intention Correlation Coefficient .473** 1.000
N 50 50
Table- 11
Variables Entered/Removed
Variables Variables
Model Entered Removed Method
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1 Credibility, . Enter
Irritation,
Informativeness,
Entertainmenta
a. All requested variables entered.
Table-12
Model Summary

1 .878a .771 .751 .59057
a. Predictors: (Constant), Credibility, Irritation, Informativeness,

Entertainment
Table- 13
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 52.885 4 13.221 37.908 .000a
Residual 15.695 45 .349
Total 68.580 49
a. Predictors: (Constant), Credibility, Irritation, Informativeness, Entertainment
b. Dependent Variable: Attitude
Table- 14
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .293 .576 .510 .613
Entertainment .375 .092 .393 4.074 .000
Informativeness .191 .103 .158 1.859 .070
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Irritation -.177 .144 -.099 -1.229 .226
Credibility .515 .110 .430 4.672 .000
a. Dependent Variable: Attitude
REGRESSION /MISSING LISTWISE /STATISTICS COEFF OUTS R ANOVA

/CRITERIA=PIN(.05) POUT(.10) /NOORIGIN /DEPENDENT Intention
/METHOD=ENTER Attitude.
Table-15
Variables Entered/Removedb
Variables Variables
1 Attitudea . Enter
Table-17
Model Summary

1 .080a .006 -.014 1.00836
Tale-18
ANOVAb
1 Regression .314 1 .314 .309 .581a
Residual 48.806 48 1.017
Total 49.120 49
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Table-19
Coefficientsa
Standardized
1 (Constant) 1.542 .417 3.696 .001
Attitude .068 .122 .080 .556 .581
a. Dependent Variable: Intention
REGRESSION /MISSING LISTWISE /STATISTICS COEFF OUTS R ANOVA

/CRITERIA=PIN(.05) POUT(.10) /NOORIGIN /DEPENDENT Behavior
/METHOD=ENTER Intention.
Table-20
Variables Entered/Removedb
Variables Variables
1 Intentiona . Enter
Table-21
Model Summary

1 .344a .118 .100 1.08079
Table-22
ANOVAb
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1 Regression 7.536 1 7.536 6.452 .014a
Residual 56.069 48 1.168
Total 63.605 49
Table-23
Coefficientsa
Standardized
1 (Constant) 1.581 .311 5.074 .000
Intention .392 .154 .344 2.540 .014
a. Dependent Variable: Behavior
Table-24
Gender
Frequenc Valid Cumulative

y Percent Percent Percent
Valid Male 32 64.0 64.0 64.0
Female 18 36.0 36.0 100.0
Total 50 100.0 100.0
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Table-25
Income
Cumulative
Frequency Percent Valid Percent Percent
Valid 0-5000 19 38.0 38.0 38.0
6000-30000 17 34.0 34.0 72.0
31000-50000 10 20.0 20.0 92.0
51000 and above 4 8.0 8.0 100.0
Total 50 100.0 100.0
72 | P a g e
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Table-26
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 15-25 40 80.0 80.0 80.0
26-35 7 14.0 14.0 94.0
36-45 2 4.0 4.0 98.0
5.00 1 2.0 2.0 100.0
Total 50 100.0 100.0
73 | P a g e
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74 | P a g e
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INTERNSHIP REPORT ON

AN EMPIRICAL STUDY ON CONSUMER ATTITUDES

An I nternship Project Report Presented in Partial Fulfillment

I NDEPENDENT UNI VERSI TY, BANGLADESH

Internship Autumn,2014 | Noman Ahmed

Independent University, Bangladesh

Has been approved

January 19, 2015

Subject: Submission of Internship Report

First, I want to pay my gratitude to the Almighty Allah for everything.

Secondly, I want to express my thankfulness to my internship supervisor, Mr. Mohammed Sohel

Carmudi was founded in Germany in 2013.Carmudiamalgamated Carmido (Nigeria), Ubilista

In March 2014,Carmudi launched its online website.

1.2 Organization of the Firm

1.2.1 Mission and Vision of Carmudi

1.2.2 Brand Inventory

Elements Detail Analysis

Character N/A It don’t have any special character.

1.2.3 Product and Service

C2C Combo Package

1. Prime location on landing page

2. Offers great view at uploaded listing

3. High conversion into clicks

4. More than 200,000 visitors / month

1. 748 clicks within 24 hours

The Trusted Seller Badge

1. Strongest marketing tool: Will be attached to all vehicles

2. Signals trustworthiness , prestige, status

3. Supports showroom reputation strongly

4. Boosts sales up to 100%

Figure 1.1: Trusted Seller Badge Service

The Promobox to Right on the Landing Page

1. Highly visible location

2. Visible to the 200,000 vehicle seekers each month

Featured Listings on Landing Page

Top Products in Vehicle Search Menu

Carmudi provides newsletter to its thousands of register user, in this newsletterCarmudiboost

Items:Electronics, Cameras, Phones, Computers,

1.2.5 SWOT Analysis of CARMUDI

1. Lack of proper market knowledge of Bangladesh and Bangladeshi culture

1. Can become a market leader

1. Threats of new entrants

Head of Human Public

Sales Account Content Marketing

Sales Account Content Marketing

Account Content Marketing

I worked under the Sales Department

Headquarters Berlin, Germany

Stefan Haubold (Global MD)

1.4.1 Cars and Vehicles Buying and Selling Online Marketplace in

Navigation Process around the Website

Bangladesh's popular models are a Tap Away

Figure:1.0: Process of Telesales

2.2 Collecting Numbers

2.3 Matching Them with the Database

2.4 Collecting the Link

2.6 Collecting detail and Email Address

Daily Collecting 50 email address

Weekly Collecting 250 email Address

2.8 Number of Calls:

To collect 50 email addresses I have to call 100 individual daily.

2.9 Performance Board