Business Organization

Table of Contents
Chapter 1: Introduction................................................................................................................................4
1.1 Overview...........................................................................................................................................4
1.2 Background of the study....................................................................................................................5
1.2.1 Online Business in Bangladesh...................................................................................................5
1.2.2 Consumers’ attitude toward online market.................................................................................5
1.3 Objectives of the Study......................................................................................................................5
Research Questions.................................................................................................................................6
Rational or significance of the research...................................................................................................6
Research Hypothesis................................................................................................................................7
Frame work here......................................................................................................................................7
Chapter 02: Literature Review.....................................................................................................................7
2.1 Supply Chain and consumers’ attitude...............................................................................................7
Attitude....................................................................................................................................................8
Relationship between ease of use and attitude.........................................................................................9
Relationship of usefulness and attitude....................................................................................................9
Relationship between security and trust, and attitude............................................................................10
Relationship between delivery time and cost, and attitude....................................................................10
Relationship between customer review and attitude..............................................................................11
Chapter 03: Methodology of the Study......................................................................................................12
3.1 Research Design..............................................................................................................................12
3.2 Kind of Data Used...........................................................................................................................13
3.3 Population and Sample Size.............................................................................................................13
3.4 Sampling Technique........................................................................................................................13
3.5 Data Collection Method...................................................................................................................13
3.6 Data Measurement, Analysis and Scaling Procedure.......................................................................13
3.6.1 Variable and Explanations........................................................................................................13
Dependent variable............................................................................................................................13
Independent variable..........................................................................................................................14
Chapter 04: Fish Industry Overview..........................................................................................................15
4.1 Fish Industry of Bangladesh............................................................................................................15
4.2 Supply chain of fish in Bangladesh..................................................................................................17
4.2.1 Traditional Supply Chain..........................................................................................................18
4.2.2 Online based supply chain............................................................................................................20
Chapter 5: Data Analysis and Discussion..................................................................................................29
5.1 Frequency........................................................................................................................................29
Age....................................................................................................................................................30
Gender...............................................................................................................................................30
Occupation.........................................................................................................................................31
Monthly Income................................................................................................................................32
Most purchase item............................................................................................................................34
Purchase Frequency...........................................................................................................................35
Most perceived advantages of online fish market..............................................................................35
Most perceived disadvantages of online fish market.........................................................................36
Past experience of online fish market................................................................................................37
5.2 Compare Means...............................................................................................................................37
5.3 Correlation.......................................................................................................................................38
5.4 Multiple Regression.........................................................................................................................39
5.5 Bivariate Regression........................................................................................................................41
Ease of use.........................................................................................................................................41
Usefulness.........................................................................................................................................43
Security and Trust..............................................................................................................................45
Delivery Time and Cost.....................................................................................................................46
Customer Review..............................................................................................................................48
Chapter 6: Findings, Recommendations and Conclusion...........................................................................50
6.1 Findings...........................................................................................................................................50
Chapter- 07 Recommendations, Limitations, Scope of Future Operation..................................................51
Recommendations.................................................................................................................................51
Limitations............................................................................................................................................52
Scope of Future Operation.....................................................................................................................53
Conclusion.................................................................................................................................................53
Figure 1: Current scenario of e-business in Bangladesh..............................................................................6

Figure 2: The research model of influence of online shopping information dependency and
innovativeness on internet shopping adoption...........................................................................................11
Figure 3: Research Model..........................................................................................................................12
Figure 4: Annual fish production in Bangladesh over the last 36 years (1983-84 to 2018-19)..................23
Figure5: Supply chain of fish produced in inland open water (capture)....................................................25
Figure 6: Supply chain of Sea fishes of Bangladesh..................................................................................26
Figure 7: Order fulfilment of online business............................................................................................27
Figure 8: Supply Chain of MeenaClick.....................................................................................................34
Figure 9: Supply chain of agora.................................................................................................................35
Figure 10: Age of the respondent..............................................................................................................36
Figure 11: Gender of the respondent.........................................................................................................37
Figure 12: Occupation of the respondent...................................................................................................38
Figure 13: Monthly income of the respondent...........................................................................................39
Figure 14: Education of the respondent.....................................................................................................40
Figure 15: Most purchase item of the respondent......................................................................................41
Figure 16: Purchase frequency of the respondent......................................................................................42
Figure 17: Advantages of online fish market.............................................................................................42
Figure 18: Disadvantages of online fish market.........................................................................................43
Figure 19: Past experience of online fish market.......................................................................................44
Chapter 1: Introduction
1.1 Overview
Due to globalization and growing number of internet users, online shopping is increasing
around the world. Firms got the opportunity to be competitive by providing customers fast
and quality service at a cheaper rate for the development of internet. Internet works as an
important factor in the information technology in this modern age, which provides benefits
not only to the firms but also to the customers. Different types of attributes including product
quality & uniqueness (Ali. Et al., 2017), delivery time & cost, organized information about
products, customer reviews, flexible payment system, return policy, and discount & offer
(Farhana. Et al., 2020) are offered by online business to satisfy these customers. Attributes
like- ease of use, variation of the product and availability of the suppliers may create a
positive attitude regarding online shopping. Some may not form positive attitude due to some
attributes such as lack of return policies, fraud of credit cards, lack of customer service and
lack of security and trust.
In Bangladesh, fish is an important part of people's diets, livelihoods, and culture. Fish is by
far the most popular animal-source food among all population groupings, averaging 19.71
kilograms per person per year (“Bangladesh | WorldFish", 2021). This huge consumption is
mainly depending on the traditional brick and mortar supply. But the picture is changing, like
other products, click and mortar supply chain is also aiding the traditional brick and mortar
supply chain. People are buying fish from online marketplace too.
According to BTRC, the total number of internet users was 91.421 million in 2019 and about
117.3 million people are using internet in Bangladesh as of May 2021 who are potentially
target market for online platforms ("Bangladesh - eCommerce", 2021). As the number of internet
users is growing day by day in Bangladesh and so it is important for the e-business to attract
new customers and to retain the old ones. People are getting used to with online marketplace.
Online shopping experiences are becoming our daily life phenomenon as a result from mobile
accessories to grocery people are purchasing everything people need from an ocean of
suppliers in the online marketplace. To build a competitive advantage, marketers in online
fish markets need to understand the attribute that affect consumers’ attitude.
1.2 Background of the study

1.2.1 Online Business in Bangladesh
Figure 1: Current scenario of e-business in Bangladesh

Source: Author
Keeping pace with the developing world with the abundant usage of internet causing
Bangladesh to make changes in traditional business platform to online business platform. It
results of people are being intended more toward using internet in the situations where
internet have accessed to hear out them and come up with a solution. As having access to
online business ensures product variation and assortment, easiness of searching information
from convenient place, analysis of customer review, convenient payment options and many
other attributes that people can’t think about it before using it.
Back from 5 to 10 years, online business has gained acquaintances but recently the business
form is booming greatly than it was thought as internet usage has increased drastically in
Bangladesh ("E-commerce Business Scenario in Bangladesh from 2006 to 2018", 2021). The
current e-platform scenario in Bangladesh depicts that the total population of 167.2 million
approximate 117.3 million have accessed to internet and this rate is growing significantly
("The Internet and Youth", 2021). This abundancy of using internet influences both new and
existing businesses to reach out to the consumers through internet access and they are
accessing it. Most importantly more than 50% of youths in Bangladesh are using internet and
have the tendency toward accepting online exchanges which is so fortunate for this business
platform in capturing the future online market share comparing with traditional platform
("Mega Warehouse | Brain Station 23 | Talent @ Your Service", 2021).
More than 700 e-commerce sites have established to conduct online business, moreover,
above 8000 businesses have completely based on social media platform (Privacyshield.gov,
2021). Websites like Chaldal.com, Daraz, Othoba.com, Bagdum.com, Bikroy.com,
Ajkerdeal.com becoming popular day by day. Till 2016, the online business platform
captured about BDT. 900 core of E-business market share which is expected to reach BDT.70
billion by 2021. Recently, the consequences of Covid-19 have boosted the growth rate of
online business in Bangladesh where people are getting used to engage in online business
platform themselves, making an extra advantage to this booming platform.
1.1.2 Consumers’ attitude of Bangladeshi people toward online shopping

Consumer’s purchasing behavior is the response of consumer attitude in engaging exchange
relationship in meeting needs. The consumer attitude varies in terms of risk consideration,
convenient relationship, user friendly site, and customer satisfaction etc.
Though consisting of 64 districts, unfortunately online shopping is popular only in some

particular areas in Bangladesh. Among these areas, Dhaka has the most percentage of online
buyers than any other districts as it’s crowded and it has the educated percentage of people
particularly the students and working population among them online shopping is famous.
Consumers of Bangladesh would like to purchase product in a traditional way so that they
can see the product to make comparison according to their requirements before purchasing it.
Due to lack of return policy, consumers in Bangladesh don’t want to purchase luxury items
over the internet. Actually, little percentage of users are eager to buy product through online
due to absence of available products which are unique. Consumers get the opportunity of
experiencing variety and assortment of from only some small shops in main districts such as
Dhaka and Chittagong since traffic congestion is seen here ("Bangladesh - eCommerce",
2021).
Buying behavior of consumers in Bangladesh is different from consumers in Europe.

Bangladeshi consumers have ardency to buy products such as household products,
ingredients and grocery items and want to get the delivery at the right time with good quality
and better service. Some consumers feel disinterested to order through online because they
are afraid about the privacy and security issues. But because of cash on delivery options and
goodwill of some online shops, many of the consumers have been confident to order through
online over the past years ("Consumer buying behavior toward online shopping: An empirical
study on Dhaka city, Bangladesh", 2021).
In Bangladesh, the payment method is mostly on cash and the average consumers don’t have
debit or credit card as it is a poor country. Male dominates the culture and those holds the
card are usually men or head of the house and this makes difficult to provide the services.
Online market is basically for the working-class people who lead busy life and do not get
time to visit the traditional market to get their household needs done.
Initially, most of the consumers used to purchase fashion, mobile and accessories, electronics,
home appliance and other nonperishable items from online platforms (Di Crosta et al., 2021).
Covid-19 played an important role to increasing online purchase in Bangladesh. Currently
people are getting used to purchase a diverse set of products from online market. People
avoid social gathering, the contactless home delivery services provided by online
marketplaces become the ultimate pandemic solution. So, purchase of grocery and perishable
food items like vegetable, meat and fish has also increase.
1.3 Objectives of the Study

The objective of this research is to analyze attributes influencing consumers’ attitude toward
online fish market and to analyze importance of different characteristics of online fish market
based on consumers’ perception.
The objectives of this study are given below:
i. To find out the influence of ease of use on consumers’ attitude toward online fish
market.
ii. To find out the influence of usefulness on consumers’ attitude toward online fish
market.
iii. To find out the influence of security and trust on consumers’ attitude toward online
fish market.
iv. To find out the influence of delivery time and cost on consumers’ attitude toward
online fish market.
v. To find out the influence of customer review on consumers’ attitude toward online
fish market.
Rational of the study

Fish industry is one of the important industries of Bangladesh. Bangladesh's total fish
production has risen sixfold in the previous 34 years, and total fish production is currently
anticipated to reach 45.52 lakh tons by 2020–21. (FRSS, 2017). Shaon et al, (2020) have
conducted a research and proposed an infrastructure that will eliminate all the middleman
from the market and provide a direct connection between fishermen and consumers through
a real-time app. Super shops like Agora, MeenaBazar, Swapno, Daily Shopping offering
online order through their website and delivery directly to their desired place in Dhaka.
There are online shops specially for selling fish like Fishmart, GetYourFish, Bengal Fish
etc. This online fish market is getting popular day by day.
Venkatesh et al., (2003) suggested that, an individual's affective reaction to utilizing the
internet for online purchase is associated with their attitude toward online shopping.
Consumers’ attitude is very important and beneficial to the online business since consumers
are the king and queen. Success of online business and profitability is dependent on
consumers’ attitude toward the online shopping
Rahman et al., 2018, conducted research on consumer buying behavior toward online
shopping: An empirical study on Dhaka city, Bangladesh, which was not on any specific
category.
Though there is study on overall online shopping but there is no study focusing on online fish
market. Therefore, this present study is focusing on this problem, and making an effort to
analyze the influence of different attributes on consumers’ attitude toward online based fish
supply chain specifically on consumers’ attitude of Dhaka city toward online fish markets.
And so some independent variables such as ease of use, usefulness, security and trust,
delivery time and cost, consumer review, demographic factors are classified to analyze the
dependent variable consumers’ attitude.
Insight from this study can help managers of online fish stores in developing strategy to make
competitive advantage and attract more consumers in online fish market through offering
better services and products.
Research Questions and Hypothesis

Research Questions
The research is designed to answer the following questions:
i. Does ease of use have statistical influence on consumers’ attitude toward online fish
market?
ii. Does usefulness have statistical influence on consumers’ attitude toward online fish
market?
iii. Does security and trust have statistical influence on consumers’ attitude toward online
fish market?
iv. Does delivery cost and time have statistical influence on consumers’ attitude toward
online fish market?
v. Does customer review have statistical influence on consumers’ attitude toward online
fish market?
vi. Do attributes have statistical influence on consumers’ attitude toward online fish
market?
Theoretical Framework
Alcaniz et al., Manzano et al., Mafe et al. and Blas et al. (2008) has first developed this model
to study about "Influence of online shopping information dependency and innovativeness on
internet shopping adoption".
Figure 2: The research model of influence of online shopping information dependency

and innovativeness on internet shopping adoption.
Source: (Alcaniz et al. 2008)
Alcaniz et al. (2008) studied the relation between future buying intention as a dependent
variable and independent variables such as innovativeness and technology acceptance model
(TAM) attributes. The goal of this study is to examine the impact of online shopping
information dependence and innovativeness on internet buying acceptability. This research
will assist companies in determining which parts of their communication strategies to
emphasize in order to get non-buying web visitors to join in online purchase.
The sample included 465 Spanish customers over the age of 18 who had never made an
online transaction. Structural equation models were used to test the assumptions. According
to the findings, perceived innovativeness, perceived utility, and attitude all have a favorable
impact on future online buying intentions.
Conceptual Framework
The aim of this research is to analyze attributes influencing consumers’ attitude toward online
fish market and to analyze importance of different characteristics of online fish market based
on consumers’ perception. So, influence of attributes – ease of use, usefulness, security and
trust, delivery time and cost and customer review on consumers’ attitude need to be analyzed.
Following model is developed using the reference of the model used in in the study of
“Influence of online shopping information dependency and innovativeness on internet
shopping adoption" by Alcaniz et al. (2008). Influence of individual attributes and overall
attributes are need to be analyzed.
Figure 3: Research Model

Source: Author
Research Hypothesis
From the research question and conceptual framework following hypotheses are developed
for the current study. These hypotheses will be tested to find out the influence of attributes on
consumers’ attitude toward online fish market.
H1: Ease of use has statistical influence on consumers’ attitude toward online fish market
H2: Usefulness has statistical influence on consumers’ attitude toward online fish market
toward online fish market.
H3: Security and trust has statistical influence on consumers’ attitude toward online fish
market.
H4: Delivery cost and time has statistical influence on consumers’ attitude toward online fish
market.
H5: Customer review has statistical influence on consumers’ attitude toward online fish
market.
H6: Attributes have statistical influence on consumers’ attitude toward online fish market.
Chapter 02: Literature Review
2.1 Supply Chain and consumers’ attitude

A supply chain is a group of three or more entities that are directly involved in the upstream
and downstream movement of products, services, funds, and information from a source to a
consumer. (Mentzer et al.,2001, p.4) According to the International Journal of Engineering,
Science, and Technology, a supply chain is a network of facilities that manufactures raw
materials, convert them into finished products before delivering them to clients via a
distribution system. (Shukla et al., 2011). A brick-and-mortar store is a business or retail
outlet with at least one physical location, and it is one of two types of supply chains. In
general, it refers to the traditional businesses found in the neighborhood (What is a Brick-
and-Mortar Store? 2021). Click and mortar, on the other hand, refers to a digitalized company
model that incorporates both online and offline activities, such as an internet website and a
physical store. Customers may benefit from rapid internet transactions as well as
conventional face-to-face service from a brick-and-mortar business (Alexandra et al., 2020).
The ongoing expansion of e-commerce and the convenience of online purchasing, combined
with the present market turbulence, has resulted in many shops expansion in online However,
this is the tipping moment at which customers demand more than simply convenience.
Digitalization enables seamless shopping experiences with the simplicity of purchasing from
anytime and everywhere with a single click. In this day and age, having a strong online
presence is critical, but there are some things that can only be offered by a physical space,
and those loyal customers who are willing to buy online or through your social media also
want that in-person way of interacting with your brand and offering services. (Changing brick
and mortar stores, 2021).
According to Inbound Logistics Magazines' article on "effective supply chain on customer

satisfaction," any supply chain is only as strong as its weakest link. In record speed, a
business may transport a product from China to the United States, clear it through Customs,
transport it to a distribution facility, and fulfill it. However, if the goods is not delivered to
consumers quickly enough, they are dissatisfied, and the company's supply chain has failed."
According to the research on Effect of supply chain management practices on customer
development and start-up success, supply chain practices have a beneficial influence on
customer development (Discover Journals, Books & Case Studies | Emerald Insight, 2021).
Attitude
An individual's attitude is the degree of positive or negative sentiments he or she has toward
doing a specific activity (Fishbein and Ajzen, 1975). According to Gordon Allport, “A mental
that has developed over time and exerts a directive or dynamic impact on an individual's
response to all objects and situations with which it is associated is called attitude”. It means a
behavior which a person adopts toward other people, incidents, things or happenings and it
explains the real nature of the characters. Venkatesh et al., (2003) suggested An individual's
affective reaction to using the internet for online purchasing is defined as their attitude toward
online shopping.
According to Schiffman and Kanuk (2004), Attitudes include three components: cognitive,
affective, and conative. Beliefs acquired through a collection of knowledge, opinion, faith,
and value system are referred to as cognitive components. On the other hand, affective
component of an attitude is defined as the consumer's emotions, feelings, or reaction to an
object.
Jarvenpaa and Todd (1997) developed a model of attitudes and shopping intention toward
online shopping. 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. Vellido, Lisboa, and
Meehan (2000) proposed a set of variables influencing customers' perceptions of online
purchasing. Consumers’ risk perception, the convenience of online buying, control over, the
cost of items, the ease of use of the shopping site, and customer service were all considered.
Venkatesh et al., (2003) suggested that, an individual's affective reaction to utilizing the
internet for online purchase is associated with their attitude toward online shopping.
Relationship between ease of use and attitude

Online shopping is an answer to the activity of customers who desire more purchasing
freedom. One of the advantages of online commerce is the ease of use (Suleman, Ali,
Nusraningrum, & Ali, 2019), where transactions may be completed anywhere and at any time
according to the consumer's time and location. When opposed to traditional retail, internet
sellers realize that ease of use is something that is offered apart from the product itself.
According to Ratchford et al., (2001), ease of use has a positive correlation with attitude
toward online commerce because as users acquire more experience purchasing over the
internet, they will become more skilled and see it as a simple procedure. However, Ruyter et
al., (2004) investigated what motivates consumers to shop online and discovered that ease of
use is determined by skilled and unskilled consumers because shopping on the internet
requires knowledge and skill; this will weaken the relationship between ease of use and their
attitude toward online shopping. As a result, ease of use will have less of an impact on
developing a good attitude about online buying.
Relationship of usefulness and attitude

Convenience has always been a driving element in customers' decision to purchase online.
Darian (1987) mentions that internet consumers have several advantages in terms of
convenience, such as less time consuming, flexibility, very little physical work, and so on.
Usefulness is a key factor in deciding between an old and new shopping facility. There is no
denying that every shopping location has an advantage, but the question is how useful online
retail is in which areas might influence customer attitudes about online retail. Customers in
online retail will compare this new form of buying by remembering the money they have
given, which will not just disappear but will later receive a response product that consumers
desire in accordance with what is presented and described at the planned online retail store
(Aribowo, D., Nugroho, 2013).
Changes in this way of purchasing that incorporate technology are a new thing for some
customers who observe and assess the benefits and drawbacks of a new technology that
changes the way they purchase. The usefulness of new technologies that enable online retail
is a factor that impacts changes in customer behavior (Suleman, Ali, Nusraningrum, et al.,
2019)
Usefulness comes out to be a key component in terms of how a new retail location may have
this benefit, so changes in consumer behavior can occur later beginning with a good and
positive attitude toward a shopping location, and therefore naturally a good provision for
consumer decisions later. The simplicity of use and usefulness of a service have been shown
to impact people's attitudes. (Zuniarti, Suleman, Rachmawati, Sabil & Rusiyati, 2020)
Relationship between security and trust, and attitude
Trust is considered as one of the most significant factors in e - commerce activities (Gao et
al., 2002). According to Laforet and Li (2005), the most significant element influencing
Chinese consumer adoption. However, many internet users avoid online buying due to credit
card theft, privacy concerns, non-delivery risk, and post-purchase service, among other
reasons. According to Bhatnagar and Ghose (2004), one of the factors that restrict online
purchasing is security. They say that there is a substantial segment of internet consumers who
do not want to buy online because they are concerned about the protection of their sensitive
information. According to Cuneyt and Gautam (2004), believe in online shopping with
sophisticated technology, and frequent online shopping to the internet as a trustworthy
purchasing channel. E-major commerce's success element was security.
Relationship between delivery time and cost, and attitude

Delivery time and cost is a big issue for online business platforms to acquire customers’
satisfaction and loyalty. The perception of internet users toward online platforms can be
addressed by delivery issues like delivery time and cost (Huseynov & Yıldırım, 2014).
Online customers search for proper information about delivery time which is considered as an
important driver in online business (Soni, S. et al., 2018). About 87 percent of the online
shoppers consider fast delivery as one of the key factors to make repurchase from a particular
brand (“E-Commerce: Consumers Expectations Have Driven Faster Delivery Times”, 2021).
The tendency of getting products in same day has become popular among online shoppers.
Even to some extent, customers are ready to pay more for getting product earlier as soon as
possible. Expectation of enjoying fast delivery among youths is noteworthy, whereas some
youths switch to other brands if they do not get the facility of same day delivery (E-
Commerce: Consumers Expectations Have Driven Faster Delivery Times, 2021).
Like delivery time, delivery cost is an influential factor for online platform business. In fact,
delivery cost is more important for customers rather than delivery time (Acadpubl.eu. 2021).
High delivery cost increases customers’ shipping fees that causes negative attitude and cause
customer’s switching to other cheaper delivery charges (Isidro, 2021). Moreover, free
delivery turns interested customers into actual buyer by encouraging their intention toward
particular brand (Staff, 2021).
Relationship between customer review and attitude
Prior customers’ reviews have a significant impact on forming the perception of customers.
Different studies show that recommendations from others including family member or friends
impact the brand choice of youths (Khan, S. and Rohi, S., 2013). Customers tend to buy those
products that have positive customer reviews. Customer review tempted customers to make
repurchase (Dewi, Sudiarno, Saputra & Dewi, 2018).
The impact of customer review on online platform is more significant as it positively related
to buying intention of customers (Yahya, W.K., et al., 2020). In fact, customer review creates
a confidential sense in customers to make buying decisions (Tarigan, Y., et al., 2021).
Customer review can help not only present customers to make purchase decision, but also the
prospective customers make decision in terms of online purchasing (Tarigan, Y., et al., 2021).
A study on Amazon.com has revealed that the density of customer review is related to sales
volume (Chen, P.Y., et al., 2004). Youth also present positive attitudes toward customer
reviews. About 71 percent of the young customers give priority to customer reviews when
they purchase something from online ("The Importance of Having a Rocking Product
Description in E-Commerce", 2021).
Chapter 03: Methodology of the Study\

3.1 Research Design
This research is based on descriptive research methodology. In order to describe the
characteristics or functions of the market descriptive research methodology is used (Malhotra,
2017). Descriptive research also finds out information regarding some questions such as
what, who, when, where and how – Zikmund (2003). In this study, this method is used to
describe the characteristics of consumers of online fish market based on the predetermined,
structured questions. The influence of the attribute of online fish market on consumers’
attitude is tried to explain through this method in this present study.
3.2 Kind of Data Used

Both primary and secondary data has been used to conduct this study. Data obtained from
both of the source, primary and secondary, has been found to be useful in analyzing the
different attributes of online fish market and in analyzing influence of those attributes on
consumers’ attitude toward online fish market.
3.3 Population and Sample Size

For this research purpose the target population is those people who have prior shopping
experience in online platform. The number of samples in this study was 100, these
respondents represent the target population. The extent of this study is within Dhaka city so,
the sampling units was picked from the people living in Dhaka city. Despite of having so
many traditional marketplaces all around the city, a huge number of people being busy with
work uses online services.
3.4 Sampling Technique

There are so many techniques of sampling available for collecting primary data. In this study,
to collect primary data convenience sampling technique has been used as it is the cheapest
and offers a researcher to choose those respondents who are accessible. Using this technique,
primary data are collected from the respondents who were willing to participate to fill up the
questionnaire and who have purchased something from online platform. Screening question is
used to target the available respondents to fill up the form.
3.5 Data Collection Method

Survey method has been used to collect the primary data from the respondents. The interview
was conducted through internet. A google form was created with structured question and the
link was sent to the selected convenient samples. Google form was used as it is free of cost,
saves time and offers the best solution in this COVID-19 pandemic. The secondary data has
been collected from different types of sources, for instance, online articles, books,
newspapers, different websites and many more.
3.6 Data Measurement, Analysis and Scaling Procedure

The collected data from selected respondents has been analyzed using Microsoft Excel and
SPSS. 5 point Likert scale has been use used in multiple question. Moreover, Microsoft word,
Adobe illustrator and Google Form has been used in preparing the report. Graphical
presentation has been used for presenting the analysis of the data. Collected data has been
analyzed using compare means, co-relation, multiple regression and bivariate regression.
3.6.1 Variable and Explanations

Dependent variable
Attitude: According to Gordon Allport (1935), “A mental that has developed over
time and exerts a directive or dynamic impact on an individual's response to all
objects and situations with which it is associated is called attitude.” It means a
behavior which a person adopts toward other people, incidents, things or happenings and it
explains the real nature of the characters. Venkatesh et al., (2003) suggested an individual's
affective reaction to using the internet for online purchasing is defined as their attitude toward
online shopping.
This variable has been computed by asking the questions from question number 17 to 22.
Independent variable
Ease of use: According to Chiu et al, (2009), The degree to which a consumer believes that
purchasing on the internet will be painless is defined as perceived ease of use. If a user finds
a website difficult to use and is unsure about what the site offers, the user will abandon the
site. (Pearson et al., 2007).
This variable has been computed by asking the questions from question number 8 and 9.
Usefulness: The degree to which a user believes that using a certain system would improve
his or her job performance, which may have a positive influence on the user's intention to
utilize that system, is referred to as perceived usefulness (Chen et al., 2007).
This variable has been computed by asking the questions from question number 10 and 11.
Security and trust: Security, which entails the use of technological breakthroughs such as
encryption, digital signatures, and certificates to safeguard consumers from the risk of fraud,
hacking, or "phishing," has a beneficial impact on the intention to purchase online
(Ranganathan and Ganapathy, 2002; Yousafzai et al., 2003; Kim et al., 2008; Lian and Lin,
2008) . Trust is defined as the willingness to buy the same product or from same source again
and over again, and it is based on a view of the dangers and advantages of online
transactions, which is important for developing a good relationship.
Delivery Time and Cost
Delivery time and cost is a big issue for online business platforms to acquire customers’
satisfaction and loyalty. The perception of internet users toward online platforms can be
addressed by delivery issues like delivery time and cost (Huseynov and Yıldırım, 2016).
Customer Review
Prior customers’ reviews have a significant impact on forming the perception of customers.
Different studies show that recommendations from others including family member or friends
impact the brand choice of youths (Khan, S. and Rohi, S., 2013).
Demographic factors: This variable has been computed by asking the questions from
question number 1 to 5. Respondents' ages were separated into eight groups in this study:
under 15 years, 15 to 20 years, 21 to 25 years, 26 to 30 years, 31 to 35 years, 36 to 40 years,
41 to 45 years, and more than 45 years. Gender was used in this study to assess the
similarities and differences between respondents of different sexes based on their perceptions
of the online fish market. The amount of education gained by customers affects advertising
strategy and online shopping. Education is related to the sort of media that consumers prefer,
including the precise aspects or programs inside a medium. Individuals' behavior and
lifestyles are influenced by their amount of income (Peter and Olsen, 1986). Consumers'
shopping habits and spending habits are influenced by their monthly income (Reedy, 2010).
Consumers' purchasing decisions are also influenced by their income when it comes to the
type of things they buy. Question 6 and 7 is used to analyze the product customers buy and
their purchase frequency.
Chapter 04: Fish Industry Overview
4.1 Fish Industry of Bangladesh

Fish deserves a very special consideration and place in human civilization. Fish and its
recipes are excellent source of vital nutrients including protein, minerals, and vitamins.
Consuming good quality protein in the daily ration would keep both the physical and mental
health good.
Bangladesh has a huge wetland region with a variety of fisheries supplies. Fish and fishery
products are an important part of Bangladesh's economy, with significant export and income
possibilities. In 2018, Bangladesh ranked 3rd in inland fish production, 5th in aquaculture
production, and 11th in marine fish production (FAO, 2018).
Bangladesh has a diverse range of fisheries resources, which can be divided into two
categories: inland fisheries and marine fisheries. Inland fisheries cover 47.60 lakh and are
divided into two sub-sectors: inland capture and inland culture FRSS, 2017). Inland
calture comprises a pond, ditch, baor, pen culture, cage culture, shrimp/prawn farm, seasonal
cultured water body covering an area of 8.33 lakh ha, while inland cupture comprises beel,
river, estuary, Kaptai lake, flood plain covering an area of 39.27 lakh ha. Marine capture
fisheries, on the other hand, encompass a total area of 1, 18,813 km2 and 200 nautical miles
of EEZ from the baseline (DoF, 2019).
Growth of Bangladesh in fisheries industry is very significant. In 1999-2000, total fish

production was 1.662 million metric tons (MT), consisting 1.328 million MT from inland
water bodies and.334 million MT from marine fisheries. (BBS, 2001) Bangladesh is now one
of the world's leading fish producers, it has total production of 43.84 lakh MT in 2018-
19, with inland open water (catch) accounting for 28.19 percent 12.35 lakh MT (28.19%) and
inland closed water (culture) accounting for 24.89 lakh MT (56.76%). Marine fisheries
production, on the other hand, is 6.60 lakh MT (15.05%), of total fish production. In 2018-19,
the overall growth rate of total fish production is 2.52. Fish production has grown by
approximately six times (7.54 lakh MT in 1983-84 to 43.84 lakh MT in 2018-19) during the
previous 36 years, (DoF, 2019).
Fish production from 2013-14 to 2018-19 is given below:
2013- 2014- 2015- 2016- 2017- 2018-

Sectors
14 15 16 17 18 19
Inland
9.96 10.24 10.48 11.64 12.17 12.36
Capture
Inland Culture 19.57 20.60 22.04 23.33 24.05 24.89
Marine
5.95 6.00 6.26 6.37 6.55 6.60
Fisheries
Source: (Dof, 2019)
Figure 4: Annual fish production in Bangladesh over the last 36 years (2013-14 to 2018-
19)
Source: (Dof, 2019)
Bangladesh is an agro-based country. Fisheries have long been important to the national
economy, as main source of animal protein, employment opportunities, food security, foreign
revenues, and socio-economic growth. In 2019, it has contributed 3.50 % of our national
GDP and which is 25.72 % of our agricultural GDP (Dof, 2019). In Bangladesh, fish is also
important for employment and foreign exchange revenues. So, fish industry in Bangladesh is
a growing sector with a lot of potentialities.
4.2 Supply chain of fish in Bangladesh

The supply chain describes the overall processes required to bring a product or service from idea to
end users, including the many stages of production and delivery. The goal is to provide the maximum
value for minimum amount of money while maintaining the highest level of service quality. The goal
of market chain analysis is to offer information on the profitability of various supply chain agents
(Monczka, Trent, Handfield, 2011). In supply chain of fish, it links between the first stage
(fisherman) and the last stage (consumer) involving several more steps. Total production of
fish in Bangladesh is contributed by- capture, the fish of inland open water; culture, the fish
of inland closed water and the marine fish production.
Supply chain of fish produced in Bangladesh can be divided into broad category. One is the
traditional supply chain (brick and mortar) and other one is online fish market (click-and-
mortar). There are a few differences between brick-and-mortar and click-and-mortar
businesses. Brick-and-mortar businesses only have a physical presence, whereas click-and-
mortar businesses have both a physical and an online presence; as a result, there are a few
differences between the two types of business structures.
4.2.1 Traditional Supply Chain

Brick and mortar supply chain is the traditional supply chain of fish. Using traditional supply chain
fish are shipped to various regions of the country as well as to foreign countries. Fish are typically
landed by the roadside of a natural watershed or in a farmhouse, and they may be found all throughout
the country (Nowsad, 2010). A landing center is a location where various types of fresh fish
and fishery products are gathered from various harvesting sources such as rivers, haors, beels,
ghers, ponds, estuaries, and the sea. Various routes are used to transport these harvested fish
from landing centers to consumer markets (Ali et al. 2004). Fish landing centers are critical
for the timely and efficient distribution of fresh fish, as well as the preservation of quality
through landing centers and some gateways. Customer visit the market place to buy fishes.
Traditional supply chain of fish incorporates the benefits of in store selling channel.
Traditional supply chain is still dominant in distribution of fishery products.
Inland open water and inland closed water fish supply chain
The fish produced in inland open water (capture), and inland closed water (culture) are
brought to the landing center, where paikers/bepari brought those in a large volume, they then
transport those to the different part of the country and distribute to the local aratder. Then
local wholesaler or retailers purchase fishes from them and distribute to the traditional fish
market or super shops in the city and consumers then purchase from those places.
Involvement of different parties makes difference in the supply chain. Traditional supply
chain can be classified in the following categories.
Figure 5: Supply chain of fish produced in inland open water (capture)
Source: (Amin & Nabi, 2019)
Traders, usually wholesalers or aratdars, acquire fish caught or produced in different districts through
local agents, who then transfer them either directly or through agents to super stores or conventional
shops (Rahman, Akter, Bhowmik, Pramanik & Alam, 2017).
Marine fisheries supply chain

Mainly trawlers catch marine fisheries. A wooden trawler catches Hilsha and general fish such as
Loitta and other marine fish, while an industrial trawler gets prawns and white fish. Both types of
trawlers sell marine fish both within the country border and export to different countries. Because
market communication is mostly handled by intermediaries and wholesalers, trawler owners are
unable to interact directly with the market or sell to individuals.
Figure 6: Supply chain of Sea fishes of Bangladesh
Source: (Shemon, Sen &Hasan, 2018)
After buying fish from trawlers, the fish party keeps their fishes in cold storage. The length of time
that items are stored is dependent upon consumers' demand. The processing factory mostly works
with high-quality fish such as shrimp and silver pomfret. These fish are transported around the nation
and exported by these middlemen and fish parties.
4.2.2 Online based supply chain

Online based supply chain of fish is comparatively in Bangladesh. Traditional businesses now have a
new way to better serve their consumers due to the Internet. By incorporating Internet sales, many
"bricks-and-mortar" businesses have turned into "clicks-and-mortar" businesses. A company concept
that incorporates both online and physical operations is known as click and mortar. A website as
internet selling channel is usually integrated with a physical store in online based supply chain of fish.
Customers can be benefited from rapid internet transactions as well as convenience buying from a
vast of option, making a click-and-mortar company potentially more competitive than a traditional
business. Those who previously was not involved in selling fish, added fishery products in their
product line now.
Business
organization
Supplies
Order
Processing
Order
Customer Website
Figure 7: Order fulfilment of online business

("Electronic Business, Electronic Commerce and Types", 2021)
People of Bangladesh do online shopping because it saves their time and these e business
offers home delivery. (Rahman et al., 2018) There are several online based supply chains are
fulfilling the need of consumers by saving their time and delivering the desired product into
the home while purchasing fish from these e-business. Though most of the people are
accustomed to the traditional supply chain of fish but the scenario is changing gradually.
Menaclick, Swapno, Agora are popular super shops in the Dhaka city, have transformed to
the click and mortar. They have introduced online based supply chain while maintaining the
traditional supply chain. Besides this there are some e-businesses which are selling fish in
their e-commerce site. Some of those are shortly described below-
GetYourFish
GetYourFish started its operation in 2015, at the beginning it delivered finest quality seafood
directly to the consumers. This is the first online fish market of Bangladesh. In their 6 years
of operation, they have more than 20 thousand satisfied customers. They claim to ensure
100% satisfaction of their clients. Currently geomorphic is offering 100+ products in 11
categories. They provide ready to cook, processed fish, including the small fishes. ("About
us-GetYourFish", 2021)
Consumer will get all the usual freshwater and sea fishes, shrimps and fillets. Though there is
only one type of dry fish offered by GetYourFish, they compensated it by offering various
types of fish snacks. They got Chapakori fish kebab, Chital fish kebab, Prawn bhorta, fish
finger, fillet patty for burgers, tuna fish kebabs etc. products as snacks, all of which are ready
to cook. Another product to notice is the shrimps. They offer 10+ types of shrimps, crabs &
mixed seafood in this section.
For ordering, it’s pretty easy. Customers don’t even have to sign up. All they have to do is
just to order, then fill up the info needed for shipping, then confirm desired payment method.
Once confirmed, order is done. GetYourFish offers cash on delivery as well as online
payment facilities.
Source: ("GetYourFish", 2021)
ChalDal.com
Chaldal is one of the leading online grocery shops, which started its journey in 2013. The
primary target group of Chaldal is the busy people of Dhaka aiming to save their valuable
time. Chaldal is offering a large section of fish inland fresh water fish as well as seawater
products.
Chaldal is specially recognized for their delivery in time. In some area of Dhaka, they
guarantee delivery within 1 hour of order. Moreover, customer can choose their convenient
time of delivery, which helps the working people to order from online as most of the time
they are out of home and there are no one to receive the ordered products. They had their own
application for both android and ios devices along with their website, which makes more
compatible with the users.
One can place order just by singing up by facebook or phone number. Chaldal also have
online payment and cash on delivery facility.
Source: ("Fish - Chaldal 🥚Online Grocery Shopping and Delivery in Dhaka | Buy fresh food items,
personal care, baby products and more", 2021)
Othoba
Othoba.com is an e-commerce business offing almost anything and everything need for once
daily life without putting a step outside the home. Othoba.com got a long inventory of fishes.
Othoba.com have form river fish to sea fish in their product lists. Common river fishes like,
Rui, Katol, Telapia, Pabda, Koi, Taki, Puti etc. are available in the site. Customer can also
find different types of sea fishes, such as, black & silver pomfrets (Haichchanda &
Rupchanda) , Mackerels, Tuna, Red snapper, Salmons, sea Korals etc. This is not the end,
customers can also get squids, tiger prawns, Golda & Harina prawns. All of them comes in
variety of sizes. They also offer a ready to cook fish fingers and a seafood pack, so one can
grab a snack anytime they want.
Othoba.com offers delivering any part of Bangladesh. Depending on the seller and buyers’
location it can take upto 1 to 4 days. ("7 Best Online Fish Market in Bangladesh", 2021)
Source: ("Fish: Buy Fish Online at Low Price in Bangladesh | Othoba.com", 2021)
Bengal Fish
Bengal fish is an online fish store in Bangladesh delivering fresh fishes to the doorsteps of the
customers. They claim to provide fresh fish and customer convenience. Customers don’t need
to trouble physically just to buy fish, they can choose fishes among hundreds of offerings and
their order will be delivered to the customers’ address overnight.
They provide live fish, dry fish, imported, frozen, fresh, prepared to cook fishes. Their on
demand delivery supply chain is changing the conventional fish market industry. They are
focusing on providing hygienic fresh products and fast delivery. Targeting the resident of
Dhaka, they took it as a mission to deliver healthy, high-quality fish.
Source: ("Bengal Fish Online Shop - Best Fish Market in BD Bengal Fish", 2021)
Fish Mart
Fish Mart is an online fish store claimed themselves as the Bangladesh’s first premium online
fish shop. while ensuring the quality and value, they usually collect fishes from various
sources. Their mission to deliver quality beyond question and convenience that adds
something great to customers’ day. They process, market and distribute assorted fresh fish to
the customers of Bangladesh. Fish mart promises its customers to provide fresher fishes than
one can have in their local traditional fish market. They positioned themselves as
convenience and reliable in the mind of the customers.
Source: ("Fishmart", 2021)
Ajkerdeal
Launched in September 2011, AjkerDeal.com is the largest online B2C marketplace in
Bangladesh. Combining the top rated and reputed sellers in Bangladesh under one umbrella,
AjkerDeal.com is one of the best sites you can visit to buy fish/fishes of your need.
The biggest feature of AjkerDeal.com is their collection. They got a huge collection of fishes,
from freshwater to saltwater fishes, big & small- in short, they’ve got all of them. They got
all kind of varieties possible, all in one place. From common freshwater fishes like Rui,
Katla, Tilapia to fishes like Bain, Bagha Ayer, Rani fish (Hawor), seawater fishes like
Rupchanda, Salmon, Squid, Golda & Harina prawn- almost all common and uncommon
fishes are available in AjkerDeal.com. They come in all sizes, small-big & medium, so
customers can choose whatever they want. All the fishes got clear pictures in the site, so they
can be sure about the product before buying Ajkerdeal also have 24/7 customer care, so
customers can contact them anytime regarding any inconvenience.
Source: ("7 Best Online Fish Market in Bangladesh", 2021)
MeenaClick
MeenaClick is the e-Commerce sector of one of the reputed retail chains Meena Bazar in
Bangladesh. With a diverse range of product categories, they offer delivery within 2 hours
with 8 favorable delivery slots. Here the brick-and-mortar Meena Bazar stores are used as a
dispatched point. They claim it as their unique sales proposition and points of difference.
Figure 8: Supply Chain of MeenaClick
Source: ("Home - Online grocery shop with 90 minutes delivery.", 2021)
Their goal is to save customers time and effort by providing customers streamlined digital
shopping experience.
MeenaClick also has a huge collection of fishes in their product list. Customer can easily
order and get the delivery within 2 hours in their convenient time slot.
Source: ("Online grocery shop with 90 minutes delivery.", 2021)

Agora
Agora is the Bangladesh’s first modern Retail chain established by Rahimafrooz Bangladesh
ltd. Customers' everyday shopping needs have been met by the business through low prices, a
large selection of items, high quality, and excellent service. Agora currently has 14 outlets in
Dhaka, one in Chattogram, and two in Sylhet. Agora also has online operation too. Website
named agorasuperstores.com is providing large varity of fishes to the customers. Customers
order online and the fishes are delivered to the doorsteps of the customers. Supply chain of
agora is almost same as meenaclick. Here customers need to choose nearest outlet and
ordered fishes are delivered to the customer’s address from the outlet (Saha. 2014).
Figure 9: Supply chain of agora

Source: Author
Chapter 5: Data Analysis and Discussion
5.1 Frequency
Statistics
Occupatio Monthly
Age Gender n Income Education
N Valid 100 100 100 100 100
Missing 0 0 0 0 0
Interpretation
Here sample size is 100 and no data is missing in the demographic variables.
Frequency Table
Age
Age
Valid Cumulative
Frequency Percent Percent Percent
Valid 15-20 7 7.0 7.0 7.0
21-25 60 60.0 60.0 67.0
26-30 21 21.0 21.0 88.0
31-35 6 6.0 6.0 94.0
36-40 3 3.0 3.0 97.0
41-45 1 1.0 1.0 98.0
More 2 2.0 2.0 100.0
than 45
Total 100 100.0 100.0
Age
More than 45 2
41-45 1
36-40 3
31-35 6
26-30 21
21-25 60
15-20 7
0 10 20 30 40 50 60 70
Figure 10: Age of the respondent

Interpretation
Here, most of the respondents are from age group 21-25 which is 60% of all respondent.
Gender
Gender
Valid Cumulative
Valid Female 42 42.0 42.0 42.0
Male 58 58.0 60.0 100.0
Total 100 100.0 100.0
Gender
70
60
50
40
30 58
20 42
10
0
Female Male
Figure 11: Gender of the respondent
Interpretation
Here, most of the respondents are ‘Male’ which is 58% of all respondent. So, the
outcome of this research will be dominated by the attitude of the male toward online
fish market.
Occupation
Occupation
Valid Cumulative
Valid Business 12 12.0 12.0 12.0
Home 4 4.0 4.0 16.0
Maker
Service 30 30.0 30.0 46.0
Holder
Student 54 54.0 54.0 100.0
Total 100 100.0 100.0
Occupation
60
54
50
40
30
30
20
12
10
4
0
Business Home Maker Service Holder Student
Figure 12: Occupation of the respondent
Here, most of the respondents’ occupation is ‘Student’ which is 54% of all respondent. So,
the outcome of this research will be dominated by the attitude of the student toward online
fish market.
Monthly Income
Monthly Income
Valid Cumulative
Valid 10,000- 20 20.0 20.0 20.0
20,000
20,001- 12 12.0 12.0 32.0
30,000
30,001- 8 8.0 8.0 40.0
40,000
40,001- 6 6.0 6.0 46.0
50,000
50,001- 3 3.0 3.0 49.0
60,000
Bellow 44 44.0 44.0 93.0
10,000
Tk.
More 7 7.0 7.0 100.0
than
60,000
Total 100 100.0 100.0
Monthly Income
More than 60,000 7
Bellow 10,000 Tk. 44
50,001-60,000 3
40,001-50,000 6
30,001-40,000 8
20,001-30,000 12
10,000-20,000 20
0 5 10 15 20 25 30 35 40 45 50
Figure 13: Monthly income of the respondent
Interpretation
Here, most of the respondents’ income group is ‘Bellow 10,000 tk.’ which is 44% of
all respondent. So, it can be said that data is valid as previously showed that most of
the respondents are students.
Education
Education
Valid Cumulative
Valid Bachelor 64 64.0 64.0 64.0
Degree
Higher 11 11.0 11.0 75.0
secondary
Master 25 25.0 25.0 100.0
Degree or
PhD
Total 100 100.0 100.0
Education Title
70
60 64
50
40
30
20 25
10
11
0
Bachelor Degree Higher secondary Master Degree or PhD
Figure 14: Education of the respondent
Interpretation
Here, most of the respondents’ have completed or doing their Bachelor Degree. which
is 67.5% of all respondent. There is no respondent who is doing or have only primary
or secondary education.
Most purchase items
Figure 15: Most purchase item of the respondent
Interpretation
Here, 28% of the respondents said that they purchase fashion and clothing item most
frequently from online. 20% of respondents said they purchase mobile and accessories, 11%
of respondents purchase home appliance, only 3% of respondents purchase furniture 20%
purchase grocery and 18% of total respondents purchase fish, meat or vegetable most
frequently from the online shops.
Purchase Frequency
Figure 16:
Purchase frequency of the respondent
Interpretation
Here, only 4% respondent purchase more than 2 times in a week, which means they are used
to online shopping. Which is very few in number. But 61% of the respondents sometimes
purchase from online. Which is a good indication that online platform has future growth
potentiality.
Most perceived advantages of online fish market
Figure 17: Advantages of online fish market

Interpretation
Among the respondent 32% said that, purchasing fish from online market removes the bad
smell and unhygienic experience of traditional fish market. Another 31% answered ‘High
quality fish’ as their perceived advantage. Getting ready to cook, processed is also marked as
advantages by 26% of respondents.
Most perceived disadvantages of online fish market
Figure 18: Disadvantages of online fish market
Interpretation
Inability to touch and feel before purchase is marked as the most perceived disadvantages by
most of the respondents, which is 36% of all respondents. Another 23% have answer that
product delivered is different from product shown in website is the most disadvantage to
them while purchasing fish from online market. To the 18% of the respondents, price seems
high and 12% of the respondents have complaint about delay delivery. Rest of 12% said
about low quality.
Past experience of online fish market

Did you ever purchase fish ever?
Frequency Percent Valid Cumulative
Percent Percent
Valid No 32 32.0 32.0 32.0
Yes 68 68.0 61.0 100.0
Total 100 100.0 100.0
Past experience of online fish market
32
68
No Yes
Figure 19: Past experience of online fish market
Interpretation
Here, 68% of the total respondent has past experience with online fish market. So, the attitude is
dominant by this segment. 32% still do not have experience of online fish market but their attitude has
been formed due to experience of similar online shopping platform.
5.2 Compare Means
Compare Means
Delivery
Security Time and Customer
Ease of use Usefulness and trust Cost Review Attitude
Mean 3.5353 3.8390 3.0157 3.7167 3.5062 3.7100
N 100 100 100 100 100 100
Std. Deviation 0.82871 0.81132 0.76536 0.79755 0.83341 0.66004
Remarks Between Close to Agree Close to Close to Between Close to

Neutral and Neutral Agree Neutral and Agree
Agree Agree
5.3 Correlation
Correlations
Delivery
Ease Security Time Customer
of use Usefulness and trust and Cost Review Attitude
Ease of use Pearson 1 .936** .559** .579** .932** .794**
Correlation
Sig. (2- 0.000 0.000 0.000 0.000 0.000
tailed)
N 100 100 100 100 100 100
Usefulness Pearson .936** 1 .477** .556** .944** .765**
Correlation
Sig. (2- 0.000 0.000 0.000 0.000 0.000
tailed)
N 100 100 100 100 100 100
Security and trust Pearson .559** .477** 1 .554** .492** .594**
Correlation
Sig. (2- 0.000 0.000 0.000 0.000 0.000
tailed)
N 100 100 100 100 100 100
Delivery Time and Cost Pearson .579** .556** .554** 1 .578** .611**
Correlation
Sig. (2- 0.000 0.000 0.000 0.000 0.000
tailed)
N 100 100 100 100 100 100
Customer Review Pearson .932** .944** .492** .578** 1 .785**
Correlation
Sig. (2- 0.000 0.000 0.000 0.000 0.000
tailed)
N 100 100 100 100 100 100
Attitude Pearson .794** .765** .594** .611** .785** 1
Correlation
Sig. (2- 0.000 0.000 0.000 0.000 0.000
tailed)
N 100 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Interpretation
Pearson correlation: The strength and direction of the linear relationship between the two variables are
measured by these values. The correlation coefficient can be anywhere between -1 and +1, with -1
denoting perfect negative correlation, +1 denoting perfect positive correlation, and 0 denoting no
connection at all. (A correlation coefficient of 1 indicates that a variable is correlated with itself.).
Here,
Correlation coefficient of ‘Ease of use’ and ‘Attitude’ is 0.774, that means Ease of use has strong
positive relationship with the attitude of consumers.
Correlation coefficient of ‘Usefulness’ and ‘Attitude’ is 0.765, that means Usefulness has strong
positive relationship with the attitude of consumers.
Correlation coefficient of ‘Security and Trust’ and ‘Attitude’ is 0.594, that means Securitty and Trust
has moderate positive relationship with the attitude of consumers.
Correlation coefficient of ‘Delivery Time and Cost’ and ‘Attitude’ is 0.611, that means Delivery Time
and Cost has moderate positive relationship with the attitude of consumers.
Correlation coefficient of ‘Customer review’ and ‘Attitude’ is 0.785, that means Ease of use has
strong positive relationship with the attitude of consumers.
5.4 Multiple Regression

Variables Entered/Removeda
Variables
Model Variables Entered Removed Method
1 Customer Review, Security Enter
and trust, Delivery Time
and Cost, Ease of use ,
Usefulnessb
a. Dependent Variable: Attitude
b. All requested variables entered.
Model Summary
Std. Error
Adjusted of the
Model R R Square R Square Estimate
1 .834a 0.696 0.679 0.37369
a. Predictors: (Constant), Customer Review, Security and trust, Delivery Time and Cost, Ease of use , Usefulness
Interpretation
The table represents the multiple linear regression model summary and the overall fitness of
the statistics. Here, the co-efficient of correlation, R is 0.834, so there is a strong positive
relationship between the variables. The co-efficient of determination, R Square is 0.696 or
69.6% and the adjusted co-efficient of determination, adjusted R Square of this model is
0.679 or 67.9%.
Using the R Square 0.696 we can say that changes of the variance in the dependent variable,
can be explained from independent variables by 69.6%. It means 69.6% of the variance in
attitude of consumers can be explained from independent variables- Ease of use, Usefulness,
Security and Trust, Delivery Time and Cost and Customer Review.
Adjusted R Square of the model is 0.679, which means if more variables are added in the
model, it can explain variance in the dependent variable consumers’ attitude from
independent variables by 67.9%.
ANOVAa
Model Sum of Squares df Mean Square F Sig.

1 Regression 30.003 5 6.001 42.970 .000b
Residual 13.127 94 0.140

Total 43.130 99
b. Predictors: (Constant), Customer Review, Security and trust, Delivery Time and Cost, Ease of use , Usefulness
Interpretation
ANOVA is used to determine if there is any influence of independent variables on dependent

variable. The overall significance of for a regression mode is tested using F-test., to compare
the fits of different models and to test the equality of mean.
Here, the p value is less than 0.05 (p<0.05) so, the model is significant (at 5% level of
significance). We can reject the null hypothesis in favor of the alternate hypothesis. So,
independent variables Ease of use, Usefulness, Security and trust, Delivery Time and Cost
and Customer Review have statistically significant influence on dependent variable attitude
of consumers toward online fish market.
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.003 0.216 4.643 0.000
Ease of use 0.208 0.150 0.262 1.388 0.168
Usefulness 0.038 0.160 0.046 0.235 0.815
Security and trust 0.162 0.064 0.187 2.520 0.013
Delivery Time and Cost 0.119 0.062 0.144 1.906 0.060
Customer Review 0.256 0.152 0.323 1.680 0.096

Here, the beta co-efficient (Constant) is 1.003, and co-efficient of Ease of use is 0.208, co-
efficient of Usefulness is 0.038, co-efficient of Security and Trust is 0.162, co-efficient of
Delivery Time and Cost is 0.119 and co-efficient of Customer Review is 0.256.
We can present the regression equation as
Consumer attitude predicted = 1.003 + 0.208*ease of use + 0.038* usefulness +

0.162*security and trust + 0.119*delivery time and cost +0.256*customer review
5.5 Bivariate Regression

Ease of use
Variables Variables
Model Entered Removed Method
1 Ease of Enter
useb
Model Summary
Std. Error
Adjusted of the
1 .794a 0.630 0.626 0.40358
a. Predictors: (Constant), Ease of use
Interpretation
0.626 or 62.6%.
attitude of consumers can be explained from independent variable- Ease of use.
ANOVAa

1 Regression 27.168 1 27.168 166.796 .000b
Residual 15.962 98 0.163

Total 43.130 99
b. Predictors: (Constant), Ease of use
Interpretation

independent variables Ease of use has statistically significant influence on dependent variable
attitude of consumers toward online fish market.
Coefficientsa
1 (Constant) 1.475 0.178 8.302 0.000
Ease of use 0.632 0.049 0.794 12.915 0.000
Here, the beta co-efficient (Constant) is 1.475, and co-efficient of Ease of use is 0.632.
Consumer attitude predicted = 1.475 + 0.632 *ease of use
Usefulness
Variables Variables
1 Usefulnessb Enter

Model Summary
Std. Error
Adjusted of the
1 .765a 0.585 0.581 0.42726
a. Predictors: (Constant), Usefulness
Interpretation
0.581 or 58.1%.
attitude of consumers can be explained from independent variable- Usefulness.
ANOVAa

1 Regression 25.240 1 25.240 138.261 .000b
Residual 17.890 98 0.183

Total 43.130 99
b. Predictors: (Constant), Usefulness
Interpretation
independent variable Usefulness has statistically significant influence on dependent variable
attitude of consumers toward online fish market.
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
1 (Constant) 1.321 0.208 6.361 0.000
Usefulness 0.622 0.053 0.765 11.758 0.000
Here, the beta co-efficient (Constant) is 1.321, and co-efficient of Usefulness is 0.622.
Consumer attitude predicted = 1.321 + 0.622 * usefulness
Security and Trust

Variables Variables
1 Security Enter
and trustb
Model Summary
Std. Error
Adjusted of the
1 .594a 0.353 0.346 0.53368
a. Predictors: (Constant), Security and trust
Interpretation
the statistics. Here, the co-efficient of correlation, R is 0.594, so there is a moderate positive
0.346 or 34.6%.
attitude of consumers can be explained from independent variable- Security and Trust
ANOVAa

1 Regression 15.218 1 15.218 53.433 .000b
Residual 27.912 98 0.285

Total 43.130 99
b. Predictors: (Constant), Security and trust
Interpretation

independent variable Security and trust has statistically significant influence on dependent
variable attitude of consumers toward online fish market.
Coefficientsa
Standardized
1 (Constant) 2.165 0.218 9.933 0.000
Security and trust 0.512 0.070 0.594 7.310 0.000
Here, the beta co-efficient (Constant) is 2.165, and co-efficient of Security and Trust is
0.512.
Consumer attitude predicted = 2.165+ 0.512*security and trust

Variables Variables
1 Delivery Enter
Time and
Costb
Model Summary
Std. Error
Adjusted of the
1 .611a 0.373 0.367 0.52509
a. Predictors: (Constant), Delivery Time and Cost
Interpretation
the statistics. Here, the co-efficient of correlation, R is 0.611, so there is a moderate positive
0.367 or 36.7%.
attitude of consumers can be explained from independent variable- Delivery Time and Cost.
independent variable by 36.7%.
ANOVAa

1 Regression 16.109 1 16.109 58.425 .000b
Residual 27.021 98 0.276

Total 43.130 99
b. Predictors: (Constant), Delivery Time and Cost
Interpretation

independent Delivery Time and Cost has statistically significant influence on dependent
Coefficientsa
Standardized
1 (Constant) 1.830 0.251 7.278 0.000
Delivery Time and Cost 0.506 0.066 0.611 7.644 0.000
Here, the beta co-efficient (Constant) is 1.830, and co-efficient of Delivery Time and Cost is
0.506.
Consumer attitude predicted = 1.830 + 0.506*delivery time and cost
Customer Review
Variables Variables
1 Customer Enter
Reviewb
Model Summary
Std. Error
Adjusted of the
1 .785a 0.617 0.613 0.41061
a. Predictors: (Constant), Customer Review
Interpretation
0.613 or 61.3%.
attitude of consumers can be explained from independent variable- Customer Review.
ANOVAa
Mean
Model Sum of Squares df Square F Sig.
1 Regression 26.607 1 26.607 157.816 .000b
Residual 16.523 98 0.169

Total 43.130 99
b. Predictors: (Constant), Customer Review
Interpretation

independent variable Customer Review have statistically significant influence on dependent
Coefficientsa
Std.
Model B Error Beta t Sig.
1 (Constant) 1.529 0.178 8.570 0.000
Customer Review 0.622 0.050 0.785 12.563 0.000
Here, the beta co-efficient (Constant) is 1.529, and co-efficient of Customer Review is 0.622.
Consumer attitude predicted = 1.003 + 0.622 *customer review
Chapter 6: Findings, Recommendations and Conclusion

6.1 Findings
Null hypothesis 1 has been rejected in favor of alternate hypothesis. Based on the results of
hypothesis 1, it has been found that attribute- ease of use has positive influence on attitude of
consumers and Beta co-efficient is 0.632. So, managers of online fish stores should emphasize
on ease of use by presenting the products and services in a manner that make it easy to find
out necessary item and place order, for retaining existing consumers and increasing sales.
hypothesis 2, attribute usefulness has positive influence on attitude of consumers and Beta
co-efficient is 0.622. So, managers of online fish stores should focus on improving overall
experience that it seems enjoyable and convenient for consumers while purchasing fish
online.
hypothesis 3, security and trust aspects have positive influence on attitude of consumers and
Beta co-efficient is 0.512. And so managers of online fish stores should increase the security
for the convenience of online transaction and take recommended steps to gain trust of the
consumers.
hypothesis 4, Delivery time and cost have positive influence on attitude of consumers and
Beta co-efficient is 0.506. So, managers of online fish stores should focus on the improvement
of overall order processing to make fast delivery at reduced cost.
hypothesis 5, it has been found that attribute- Customer Review has positive influence on
attitude of consumers and Beta co-efficient is 0.622. So, managers of online fish stores should
be aware of customers’ review. They should try to gain positive feedbacks and
recommendations from customers and reduce negative feedbacks by providing excellent
services in order to attract new customer and increase sales.
hypothesis 6, it has been found that all of the attributes - Ease of use, Usefulness, Security
and trust, Delivery Time and Cost and Customer Review have positive influence on attitude
of consumers. So, managers of online fish stores should be conscious of all attributes. They
should try to provide appropriate combination of service to grow a positive consumer attitude
Chapter- 07: Recommendations, Limitations, Scope of Future
Operation
Recommendations
Fish industry is one of the largest industries of Bangladesh. As we have seen in the previous
study this industry is dominated by the traditional supply chain. People are not that much
used to the online fish markets but scenario is changing. People are getting used to with
online shopping. Most of the respondent in this study purchase Fashion item and grocery item
on the other hand only 18% of the respondents most frequently purchase fish from online fish
market. The study of Chen and Barnes (2007), Zuroni and Goh (2012), and Hoque et al.
(2015), where they found that perceived ease of use is driven by experience helps to adopt
the online shopping. So, it can be said that in future, people will increase the purchase of fish
from online as they experience more over time. Consumers perceived advantage should give
importance. As consumers’ attitude toward the online shopping normally been determined by
trust and perceived benefits. (Hoque, Ali, & Mahfuz, 2015).
 Consumers who purchased fish from online fish market have respond that traditional
fish market seems unhygienic and smells bad to them and due to purchasing online
they can avoid that. So, the managers should be keep focused on being hygienic and
promote their usefulness. This issue become more important during the outbreak of
COVID-19 pandemic.
 Ready to cook, processed food is another most perceived advantage of online fish
market. Marketing teams of online fish stores should focus on this attribute and make
their promotional plan in accordance.
 Difference between the expected product and actual product is one of the most
disadvantages complained by the consumers, which causes the lack of trust on online
markets. So, more realistic presentation of product offerings should be post on the
websites and delivery same product to gain consumers’ trust.
 People do online shopping to save time, here time is one of the most important fact to
consider. So, the online store should be more serious about delivering product in time.
Dissatisfaction regarding delay delivery should be minimized to the zero level.
Businesses need to be more responsive as well as keep the cost low as possible.
 Moreover, customer review is a source of gaining trust of consumers. Trust must be
gained to acquire new consumers base and make them loyal consumers. All the
functional departments need to work with integration to bring positive review from
the consumers.
 Online fish market has a huge potentiality to grow. In the coming future people will
get used to online shopping and consumers’ attitude toward online fish market will be
more positive.
Limitations
This study has some limitations that should be noted. To begin with, this study is based on a
small number of independent variables that could influence consumers’ attitudes toward
online fish markets. The independent variables used in this study are ease of use, usefulness,
security and trust delivery time and cost, customer review and lastly the demographic
variables. There are more attributes that have influence on consumers’ attitude toward online
fish market. Secondly, this study has geographical limitations, as data are collected from
selected samples of Dhaka city but online shopping is a global phenomenon. Moreover, the
data has been collected on the month of January, 2021. Therefore, the result is limited to a
particular time frame.
Scope of Future Operation

This study is based on response from 100 samples and data has been collected in the month
of January 2021 and so it is limited to a particular time frame. For further study, this topic can
be studied in a different time frame to see the variations in the result which can provide more
exact and extensive conclusions.
This research was limited to geographic boundaries of Dhaka and it can be expanded to the
other districts to determine the attitude of consumers focusing on the different tribes, cultures,
languages and needs.
In this present study, some independent variables such as ease of use, usefulness, security and
trust, delivery time and cost and customer review have been used. Some other attributes as
independent variable can be included to determine the impact on attitude of consumers
toward online fish market for further study.
Chapter 8: Conclusion
The aim of this study was to analyze the influence of attributes on consumers’ attitude toward
online fish market in Dhaka, Bangladesh. In order to do this, independent variables such as
ease of use, usefulness, security and trust, delivery time and cost and customer review have
been used. The data were collected using questionnaire from 100 respondents for this study.
By analyzing the data, the results from the study have been concluded here.
Statistically significant influence of attributes- Ease of use, Usefulness, Security and trust,
Delivery Time and Cost and Customer Review have been found on the attitude of consumers
toward online fish market. So, result of this study supports the previous findings regarding
influence of attributes on consumers’ attitude toward online shopping.
The analysis of demographic factors indicated that most of the consumers of online fish
market were students, aged 21-25 years old and most of their income level is below 10,000
Tk. It is also observed that consumers who purchased online have done or doing their
bachelor’s degree. So, in a few years they will be the earning member of their family.
Therefore, it is very vital for the managers to pay more attention to this particular segment to
acquire new customer from this segment and to increase loyalty and retain this consumer
segment in order to increase the probability of future sale. Moreover, 68% of the total
respondent has past experience with online fish market, but they form an attitude toward online fish
market due to experience with similar online shopping. So, there is a good opportunity to managers of
online fish stores to attract new customers by improving their attitude toward online fish market.
Fish is an essential item in the dietary of the people of Bangladesh, the huge demand is dominantly
fulfilled by tradition supply chain. Insight from this study will help managers focus on the lagged
behind online fish market of Bangladesh.
This study shows that, inability to touch and feel before purchase is marked as the most
perceived disadvantages by most of the respondents, which is 36% of all respondents.
Another 23% have answer that product delivered is different from product shown in website
is the most disadvantage to them while purchasing fish from online market. To the 18% of
the respondents, price seems high and 12% of the respondents have complaint about delay
delivery. Rest of 12% said about low quality. These perceived disadvantages are those
attributes that cause negative attitude toward online fish market.
Moreover, Among the respondent 32% said that, purchasing fish from online market removes
the bad smell and unhygienic experience of traditional fish market. Another 31% answered
‘High quality fish’ as their perceived advantage. Getting ready to cook, processed is also
marked as advantages by 26% of respondents. These perceived advantages are those
attributes that cause positive attitude toward online fish market
During this Covid-19 pandemic, hygiene issue become one of the most important attributes to
customers. People avoid traditional market in order to keep themselves safe from this life
taking virus. As a result, online fish market has gained a competitive advantage.
So, here some new attributes have been found along with the attributes that has been included
in this study. Based on these findings managers of online fish store can design their strategy
regarding the attributes to create a positive consumer attitude toward online fish market.
Appendix
a. Questionnaire for Survey
I am a student of Department of Marketing, University of Dhaka. I am conducting an academic research

and will write a thesis report on attributes influencing consumers' attitude toward online fish market. I
am trying to find out what the influence of attributes on attitude of consumers while buying from online.
Your responses will be highly secured and destroyed after completing this program. The survey will take
a few minutes from your busy schedule. Your answers will be used for some academic purpose.
Thanks for your participation.
For any support contact- joydas3333@gmail.com
Fish, which is an essential for most of our daily food menu. Like other products we are purchasing fish
from online stores too. This is a survey try to explore the influence of attributes on consumers' attitude
Demographic information
1. Name
2. Age
o Bellow 15
o 15-20
o 21-25
o 26-30
o 31-35
o 36-40
o 41-45
o More than 45
3. Gender
o Female
o Male
o Other:
4. Monthly Income
o Bellow 10,000 Tk.
o 10,000-20,000
o 20,001-30,000
o 30,001-40,000
o 40,001-50,000
o 50,001-60,000
o More than 60,000
5. Education
o Primary or Secondary
o Higher secondary
o Bachelor Degree
o Master Degree or PhD
Online purchase behavior

6. What is the frequently purchased item? *
o Fashion and clothing
o Mobile and accessories
o Home appliance
o Furniture
o Grocery
o Fish, meat or vegetable
7. What is your purchase frequency? *
o More than 2 times in a week
o 1 time in a week
o 3 times in a month
o Once in a month
o I sometimes purchase online
o Rarely
Attributes of fish market. Strongly Disagree Neither Agree Strongly
1=Strongly Disagree disagree agree agree
2=Disagree
nor
3=Neutral
4=Agree disagree
5=Strongly Agree
Ease of Use
8. I find it easy to purchase fish from online fish
market than traditional fish market.
9. I can compare offerings of different stores
easily on online fish market.
Usefulness
10. I can get ready to cook, processed fish in
online fish market.
11. Online fish market seems more
convenient to me than traditional fish
market.
Security and Trust
12. Order and payment is secure on online
fish markets.
13. Online shops deliver fishes as they
promised, so I always trust online fish market
13. Online shops delivers fishes within
promised time
14. Delivery cost of online fish market is okay
to me.
Customer Review
15. I used to search for customer reviews before
placing order.
16. I used to place order into the stores those
have positive customer reviews.
Attitude toward online fish market Strongly Disagree Neither Agree Strongly
1=Strongly Disagree disagree agree agree
2=Disagree
nor
3=Neutral
disagree
4=Agree
5=Strongly Agree
Attitude
17. I want to purchase Fish from online fish
market in the future
18. Online fish market provides high-quality
fish at a lower price.
19. Purchasing fish from an online market is
easy than traditional market.
20. I think online fish market is good.
21. I am satisfied with Online fish market.
22. What is the most advantage of online fish market?
a. Getting ready to cook, processed fish

b. Less time consuming
c. Remove the bad smell and unhygienic experience of traditional fish market
d. Low price
e. High quality fish
Other:
23. What is the most disadvantage of online fish market?
a. Inability to Touch and Feel before purchase

b. Product delivered is different from product shown in website
c. High price
d. Delay delivery
e. Low quality
Other:
b. Bibliography

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Table of Contents

1.2 Background of the study....................................................................................................................5

1.2.1 Online Business in Bangladesh...................................................................................................5

1.2.2 Consumers’ attitude toward online market.................................................................................5

1.3 Objectives of the Study......................................................................................................................5

Rational or significance of the research...................................................................................................6

Frame work here......................................................................................................................................7

Chapter 02: Literature Review.....................................................................................................................7

2.1 Supply Chain and consumers’ attitude...............................................................................................7

Relationship between ease of use and attitude.........................................................................................9

Relationship of usefulness and attitude....................................................................................................9

Relationship between security and trust, and attitude............................................................................10

Relationship between delivery time and cost, and attitude....................................................................10

Relationship between customer review and attitude..............................................................................11

Chapter 03: Methodology of the Study......................................................................................................12

3.1 Research Design..............................................................................................................................12

3.2 Kind of Data Used...........................................................................................................................13

3.3 Population and Sample Size.............................................................................................................13

3.4 Sampling Technique........................................................................................................................13

3.5 Data Collection Method...................................................................................................................13

3.6 Data Measurement, Analysis and Scaling Procedure.......................................................................13

3.6.1 Variable and Explanations........................................................................................................13

4.1 Fish Industry of Bangladesh............................................................................................................15

4.2 Supply chain of fish in Bangladesh..................................................................................................17

4.2.1 Traditional Supply Chain..........................................................................................................18

4.2.2 Online based supply chain............................................................................................................20

Chapter 5: Data Analysis and Discussion..................................................................................................29

Most purchase item............................................................................................................................34

Most perceived advantages of online fish market..............................................................................35

Most perceived disadvantages of online fish market.........................................................................36

Past experience of online fish market................................................................................................37

5.2 Compare Means...............................................................................................................................37

5.4 Multiple Regression.........................................................................................................................39

5.5 Bivariate Regression........................................................................................................................41

Security and Trust..............................................................................................................................45

Delivery Time and Cost.....................................................................................................................46

Chapter 6: Findings, Recommendations and Conclusion...........................................................................50

Chapter- 07 Recommendations, Limitations, Scope of Future Operation..................................................51

Scope of Future Operation.....................................................................................................................53

Figure 1: Current scenario of e-business in Bangladesh..............................................................................6

1.2 Background of the study

Figure 1: Current scenario of e-business in Bangladesh

1.1.2 Consumers’ attitude of Bangladeshi people toward online shopping

Though consisting of 64 districts, unfortunately online shopping is popular only in some

Buying behavior of consumers in Bangladesh is different from consumers in Europe.

1.3 Objectives of the Study

The objectives of this study are given below:

Rational of the study

Research Questions and Hypothesis

Figure 2: The research model of influence of online shopping information dependency

Figure 3: Research Model

2.1 Supply Chain and consumers’ attitude

According to Inbound Logistics Magazines' article on "effective supply chain on customer

Relationship between ease of use and attitude

Relationship of usefulness and attitude

Relationship between delivery time and cost, and attitude

Chapter 03: Methodology of the Study\

3.2 Kind of Data Used

3.3 Population and Sample Size

3.4 Sampling Technique

3.5 Data Collection Method

3.6 Data Measurement, Analysis and Scaling Procedure

3.6.1 Variable and Explanations

Delivery Time and Cost

Consumer attitude predicted = 1.003 + 0.208ease of use + 0.038 usefulness +