By

Md. Mahmudul Hasan

ID: 18264047

A thesis submitted to the Department of Marketing in partial fulfillment of the

requirements for the degree of
MBA

Marketing in MBA
Brac University
07th June, 2021

© [2021]. [Md.Mahmudul Hasan]

All rights reserved.

I
Declaration

It is hereby declared that

1. The thesis submitted is my/our own original work while completing degree at Brac

University.

2. The thesis does not contain material previously published or written by a third party,

except where this is appropriately cited through full and accurate referencing.

3. The thesis does not contain material which has been accepted, or submitted, for any other

degree or diploma at a university or other institution.

4. I/We have acknowledged all main sources of help.

Student’s Full Name & Signature:

____________________MD.MAHMUDUL HASAN____________________
Student Full Name
Student ID: 18264047

II
Approval

The thesis titled “The Role of Digital Marketing: A Study on Online Platform Based
Companies in Bangladesh ” submitted by

1. Md.Mahmudul Hasan,ID: 18264047

of Fall,2021 has been accepted as satisfactory in partial fulfillment of the requirement for
the degree of MBA on 07th June 2021.

Examining Committee:
Supervisor:
(Member)

_______________________________
Dr Rafiuddin Ahmed
Faculty BRAC University
Co Supervisor:

_______________________________
Shilpi Das Faculty BRAC University

III
Ethics Statement

IV
Abstract

E-commerce has ushered in a new era of shopping trends in Bangladesh. This has opened up
new trends for customers as well as many business opportunities. In this report, I have tried
to bring some information about digital marketing in Bangladesh and a brief description of
the company of Daraz Bangladesh Limited. At the beginning of the report in Chapter 1, I
gave a brief description of the e-commerce and online shopping trends in Bangladesh. In the
second chapter I put the literature review of e-commerce and digital marketing. In the next
part of the third chapter, I have added the summary of the company of Daraz Bangladesh
Limited. I have added the type of their product, payment method, website summary. In
Chapter 4, I described my theoretical framework for my thesis period. In Chapter 5, this
report contains the methodology, limitations, and research objectives. Chapter 6 contains the
results and explanations of the study. Moreover, recommendations have been added in this
chapter. Conclusion. Throughout the Through report, I have tried to find out what kind of
service customers expect from e-commerce and what the terms of service are in this sector. It
is so important to develop a service-oriented business to satisfy customers to meet their needs
and wants.

V
Dedication (Optional)

A dedication is the expression of friendly connection or thanks by the author towards another

person. It can occupy one or multiple lines depending on its importance.

You can remove this page if you want.

VI
Acknowledgement

First, I want to thank the Almighty God for everything. With the blessings of almighty and

my parents, I successfully completed this report after completing my thesis. Next, I would

like to express my immense gratitude to my advisor Dr Rafiuddin Ahmed.

With this I have to thank Dr. Shilpi Das, under whose co-supervision I have completed my

thesis. He gave me a lot of learning opportunities to enrich my knowledge. I would like to

thank my other classmates from the 2021 MBA batch of BRAC University's BD for their

guidance and support during the thesis program and for teaching me to face the professional

world.

Lastly, I am grateful to BRAC University BD for the reason i am standing here on the eve of

successful MBA degree.

I have tried to complete this report with complete dedication. Any comments or suggestions

in this regard will be highly appreciated.

VII
 Table of Contents

Declaration ......................................................................................................................... II

Approval ............................................................................................................................ III

Ethics Statement................................................................................................................ IV

Abstract/ Executive Summary ........................................................................................... V

Dedication (Optional) ........................................................................................................ VI

Acknowledgement ........................................................................................................... VII

Table of Contents ........................................................................................................... VIII

List of Tables ........................................................................... Error! Bookmark not defined.

List of Figures.................................................................................................................... XI

List of Acronyms ............................................................................................................. XII

Chapter 1 [Introduction] .................................................................................................. 13

1.1 Background of the study ...................................... Error! Bookmark not defined.

Chapter 2 [Literature Review]................................................ Error! Bookmark not defined.

Chapter 3 [Profile of the Organization] ................................. Error! Bookmark not defined.

3.1 Company Overview 12

3.2 Daraz Group Hierarchy 13

3.3 Departments of Daraz 14

3.4 Marketing Mix of Daraz Bangladesh Ltd 14

3.4.1 Product 15

3.4.2 Price 15

3.4.3 Place 16

3.4.4 Promotion 16

3.5 Perceived price 18

VIII
 Chapter 4 [Methodology] ....................................................... Error! Bookmark not defined.

4.1 Research Objective 19

4.2 Methodology 20

4.2.1 Sampling method & sample size 20

4.2.2 Data type & Data sources: 20

4.3 Limitations 20

Chapter Five

Findings, Interpretation & Recommendations

5.1 Age Group 21

5.2 Digital Marketing priority factors 22

5.3 Product delivery time 22

5.4 Preference of Digital Marketing 23

5.5 Payment method 23

5.6 Service recovery 24

5.7 Digital Marketing perception 25

5.8 Pricing 25

5.9 Security 26

5.10 Shopping options 26

5.11 Digital Marketing service factors 27

5.11.1 Efficiency 27

5.11.2 Fulfillment 27

5.11.3 Reliability 27

5.11.4 Privacy 27

5.11.5 Responsiveness 27

5.11.6 Compensation 27

5.11.7 Contact 27

5.11.8 Adaptability 27

Chapter Six

Concluding Remark, References and Survey Form

IX
6.1 Conclusion 28

References 28

Survey 31-32

Survey Result 33

References.......................................................................................................................... 34

X
List of Figures

List of figure

Figure one: Daraz Group Organgram

Figure two: Daraz Products
Figure three: Mobile version
Figure Four: Desktop version
Figure Five: Facebook Page
Figure Six: Newsletter
Figure Seven: Fatafati Friday 2016
Figure Eight: Mobile Weeks 2016
Figure Nine: Google Analytics
Figure Ten: Website Slider
Figure Eleven: Website Teasers
Figure Twelve: Category Page
Figure Thirteen: Brand Page
Figure Fourteen: Customer Responses on Facebook
Figure Fifteen: Survey Result: Age Group
Figure Sixteenth: Survey Result: Service Factors
Figure Seventeenth: Survey Result: Expected Product Delivery Time
Figure Eighteen: Survey Result: Digital Marketing Reason
Figure Nineteenth: Survey Result: Payment Method
Figure Twenty: Survey Result: Service Recovery
Figure Twenty one: Survey Result: Perception of Digital Marketing
Figure Twenty two: Survey Result: Pricing
Figure Thirteenth: Survey Result: Digital Marketing Security
Figure Twenty Four: Survey Result: Digital Marketing Options

XI
List of Acronyms

SEO SEARCH ENGINE OPTIMIZATION

PPC PAY PER CLICK

FB FACEBOOK

XII
Chapter One
Introduction

1.1 Background of the study

In our country, like 10 years ago, we never thought we would buy something by ordering
online. However, the landscape has changed dramatically in recent times. This is a new
thinking along with the advancement of technology, e-commerce is due to e-commerce to
meet customer demand expectations 40 years ago and e-commerce reached a whole new level
in the 1970s to achieve more customer satisfaction.

 Digital Marketing

 Internet banking

 Online office suites

 Shopping cart software

 Teleconferencing

 Electronic tickets

 Social networking

 Instant messaging

 Pretail

 Digital Wallet
 Supply chain and logistics

 Payment systems

13
 Print on demand

 Automated online assistant

E-commerce was launched in Bangladesh a few years ago and it became popular around
2013, so many e-commerce companies started their journey. Most of them started as online
shops. There were both domestic and foreign companies. Now there is a good environment
for e-commerce in Bangladesh and even the government of Bangladesh is pushing for its
growth. The total number of Internet users in Bangladesh is 21,439,070 which is 13.2% of
the total population. So there is a huge potential market for e-commerce growth. Market male
customers search for "clothing and footwear" online and female customers search for
"jewelry and watches". Reducing Internet spending is driving the growth of e-commerce. The
success stories of e-commerce growth support, reliable cash-on-delivery options, the addition
of Skype and Viber to customer service and the success of Facebook stores have been
published for consideration of existing and future market entry. (Rahman, 2015)
Daraz Bangladesh Ltd a venture of Rocket data started its journey in Bangladesh in
August 2013.

It is a common online marketplace for sellers and buyers. It promotes branded products to
customers. It basically plays the role of both B2B and B2C. Kemu Bangladesh Limited is
another initiative of Rocket Internet. . It is also a digital marketing media. One big difference,
however, is that anyone at Kemu can use the Kemur platform and sell their products, but at
Daraz it encourages new brands and sells products that already have brand value in the
market. In recent times, Daraz and Qaimu have consolidated their business to capture more
market share. Now they are called Daraz Group.
In this research paper I have tried to come up with the business policy of Daraz BD and how
they try to attract its customers using several online media. I also did an online survey about
what customer expectations and perceptions are about digital marketing. Since ensuring good
quality service is the most important thing nowadays, I have tried to figure out what can be
ensured in this regard.

14
Chapter Two

Literature Review

2.1 Literature
3 Necessary variables, which may affect the objectives of the consumer: (a) the convenience
of the shopping channel, (b) the characteristics of the product type and (c) the value of the
product. The results indicate that customers want to engage in digital marketing, depending
on the benefits and the type of product. When consumers feel that offline shopping is
inconvenient, their purpose of shopping online is even greater. Also, the intent of digital
marketing is greater when consumers see the product as a search product rather than an
experienced content (Chiang, 2003).

Customers also expected that digital marketing would deliver products faster than offline
stores and deliver them on time at their convenience; Reasons to keep customers satisfied
using the Internet as a shopping tool are time and reliable delivery (Ahn, Ryu and Han, 2004)
). Brookegen and Huijing (2009) hoped that the relationship between the time and effort
savings and the purchasing objectives would become stronger; Customers will focus more on
saving time and effort once they realize how less time and effort it takes to shop online.

Liu, He, Gao, and Jae (2006) suggested that in order to save customers time and fully reflect
the benefits of digital marketing, e-marketers need to further strengthen their website
transaction capacity and ensure that all activities can be done online.
(Source: http://www.ukessays.co.uk/essays/marketing/online-shopping.php)

E-commerce is generally considered to be an e-commerce business between individuals and

organizations that use the support of digital technologies. Starting in 1995, e-commerce, also
known as electronic commerce, has been growing at more than 100% a year since the early
days of Amazon.com (Loden & Traver, 2007). To this day, Amazon.com serves as one of the
top and most successful online retail stores that has had a transformative impact on e-
commerce worldwide, acting as a genius. The announcement of a 2 2 billion investment in
neighboring India has boosted opportunities or online business in the South Asian region

15
(Forbes, 2014).

In 2005, the overall Internet and e-commerce adoption rate in South Asia was lower than in
other parts of the world (Kshetri and Dholakia, 2005). However, this user change has taken
place over the last 10 years with the number of Internet users and thus, the number of people
involved in various types of e-business has increased rapidly (Abbasi, Chandio, Somo, and
Shah, 2011). A recent McKinsey report (2014) estimates that the number of global Internet
users will be between 500-900 million between 2017 and 2017, and includes a number of
South Asian countries, particularly Bangladesh. These results echo the KPMG (2012) report
on the growth of the IT sector in Bangladesh, especially since 2010 when its freelancer
community contributed about ০০ 600 million to exports. It has significantly aligned the
names of some of the site's top freelance workplaces, such as Odesk, Elance.

The use of mobile internet plays an important role in the spread of e-commerce in
Bangladesh. Tables 1, 2 and 3 then show Bangladesh's declining bandwidth costs, mobile
data costs for major mobile operators in Bangladesh and a comparison of mobile data prices
with developed e-commerce market countries. Although the percentage of total internet users
in Bangladesh is considered to be lower than some other countries (Khan, Hossain, Hasan,
and Clement, 2012), the online population is growing due to the reduction in the cost of
internet bandwidth.

In early 2015, BTCL Bangladesh Bangladesh Telecommunications Steering Committee

decided to reduce the price of bandwidth by another 33% next year. In addition, Bangladesh
has an estimated 3 M..50 million Internet users (M. Z. Islam, 2014) with high mobile
penetration due to low cost and low calling charges.

16
 Chapter Three

Profile of the Organization

3.1 Company Overview

Daraz Bangladesh Limited started its journey in September 2013 as a digital marketing
media. This ushered in a new era in the e-commerce industry in Bangladesh. Daraz is one of
the initiatives of his mother company Rocket Internet. There are rocket internet initiatives in
more than 50 countries with the slogan "We build companies". Rocket Internet operates from
Berlin headquarters. Rocket Internet has more initiatives in Bangladesh and they have
• Lamudi – Online Real State

• Jovago – Online Hotel Booking

• Everjobs - Online Job Site

• Kaymu – Online Shop

• Food Panda – Online Food Store

• Carmudi – Online Car Store

Daraz Digital Marketing is a marketplace where buyers and sellers meet. Daraz offers its
customers a wider selection of products. Everything from fashion to general merchandising is
available on the Daraz website. Customers can visit their website www.daraz.com.bd and
choose the products of their choice without any hassle and the products will be delivered in a
few days. Daraz arranges their products under 2 main categories Fashion and GM (General
Merchandising). Customers can search for the desired products under the following
categories

 Computing

 Beauty & Health

 Home & Living

 Sports & Fitness

 Men’s Fashion

17
 Women’s Fashion

 Mobiles & Tablets

 TV, Audio & Gaming

 Appliances

Daraz constantly modifies their departments and product lines to meet customer needs. Daraz
provides cash to customers in the delivery system. In addition, customers can use their cards
to make payments to their drivers when goods are delivered. If customers want to pay by
card, they will have a rider's card swiping machine with them. Daraz does not offer online
purchases for some problems. For this reason Daraz is missing some orders. Daraz also
provides a 7 day return policy. Under certain conditions, customers will be able to return the
product and get a refund.

3.2 Daraz Group Hierarchy

Figure 1- Daraz Group Organgram

In July 2016, Daraz and Qaymu came together to strengthen their position in the growing
Bangladesh market. These two companies are working together to capture more market
share. Now they are called Daraz Group. This integration has also taken place in Pakistan
and Myanmar.

18
“Both Daraz and Qaymu have built successful operations in their respective markets,” said
Bajrek Mikkelsen, co-CEO of Daraz Group. The addition is now the next step in providing
our vendors with the best possible solutions for developing their online business and
capitalizing on the integration across platforms.

3.3 Departments of Daraz

 Human Resources
 Administration
 Marketing
 Onsite & Content
 Sales & Account Management
 Business Development (GM & Fashion)
 Category Management
 Content Graphic & Design
 Customer Service
 Issue & Resulation
 IT

3.4 Marketing Mix of Daraz Bangladesh Ltd

It refers to 4 important factors of a company that companies can analyze the competitive
advantage in the market. These factors are called 4ps
 . Product

 Price

 Place

 Promotion

3.4.1 Product
Daraz does not produce any products. Daraz is an online market place where different sellers
can put their products on Daraz website. Vendors need to register to keep their products.
These vendors are called vendors. Daraz and the sellers come to a mutual agreement about
the commission. There are about 200 vendors in Daraz who sell various products like fashion
items, mobiles, appliances. Customers can view the Daraz website and choose products.

19
 Figure 2 Daraz Products

There are several product categories available on the Daraz website such as men's and
women's fashion, mobiles and tablets, equipment, health and beauty etc. There are about
52000 products available on the Daraz website.
3.4.2 Price

Daraz sets competitive prices based on customer expectations. But due to the volatile and
under-monitored market, most companies set prices to maintain and increase their sales. In
fact it comes up as a bad habit. Low-investment firms cannot survive in this market. So the
significance of the price is noticeable in the current market. Basically the sellers have set the
price. Daraz product sales commission earned. The prices of the products change during any
promotion. Customers have complained that Daraz offers higher prices than offline stores.
This is simply due to Daraz adding commission to the price.

3.4.3 Place
Daraz is an online marketplace so it has no physical store. Daraz sells products through its
website www.daraz.com.bd, sellers upload their products to the website and buyers buy from
the website. Dara Z launched a Bangla website a few months ago. So, Daraz has mobile
applications that customers can install on their mobile phones and make purchases at any
time.

20
 Figure 4 Desktop version Figure 3 Mobile version

3.4.4 Promotion
Daraz mainly focused on online marketing rather than offline marketing. Facebook, Google
Adwords are the main promotions of Daraz. It has set target groups to prevent promotional
activities. In addition, Daraz has also carried out activation projects at several universities

Figure 5 Facebook Page

21
  Daraz is also affiliated with Mushfiqur Rahim (Captain Bangladesh Cricket Team)

 Daraz uses push notification to users email address to acknowledge them

of any campaign or sells

 Sends SMS to users mobile about the promotional offer

Daraz has brought a new era in the e-commerce sector of Bangladesh. It has brought the
concept of "Black Friday" to Bangladesh "Fata Fati Friday". Last year it was a great success.
In this promotion Daraz gives the biggest discount with great business. Daraz has succeeded
in setting new shopping trends

Figure 7 Fatafati Friday 2016

Another successful promotion of Daraz is Mobile Week Week. In this campaign, Daraz
brings about the great bus

22
3.5 Perceived pricing
The perceived value can be defined as the genetic perception of what the product produced is
or has been dedicated to (Jaithamal, 1988). According to Zaithamal (1988), consumers do not
always remember or know the actual price of a product, but rather they encode the subject as
"expensive" or "cheap". Thus, it suggests that the customer’s perception of price may differ
from the price point of view. The classical economic definition of the price paid for a product
is often limited to financial units (Corda and Snooze, 2007; Agarwal & Tees, 2001; Oh,
1999). However, this notion of price is very simple because the overall assessment of
customer sacrifice may be influenced by many other factors (Corda and Snooze, 2007). Thus,
it is important to investigate other factors that may cause the customer to give up some of the
products. Scholars have argued that the sacrifices made by consumers include not only
nominal monetary value, but also all other financial costs incurred during product acquisition
and use (Zaithamal, 1988; Snooze, Pisnik and Mummel, 2004). Non-financial sacrifices
include the cost of research, physical effort or learning, and the cost of learning (Zaithamal,
1988; Riviar, 2014). When customers can’t find the product on the shelf, travel to get the
product, try to assemble the durable product and spend a time preparing the packaged well,
the sacrifice is acknowledged. Non-financial sacrifices are crucial because they enhance
personal valuation in price perception (Jaithamal, 1988). Non-financial sacrifices may play a
more important role than financial sacrifices (Wang, Lo, Chi, and Young, 2004). Thus, this
study will include the non-financial aspect of abandonment in the investigation of the
estimated value.

23
 Chapter Four

Methodology

4.1 Research Objective

The primary purpose of this paper is to find out the quality of service of e-commerce
companies in Bangladesh. It is clear from the Facebook pages of several companies that
customers are not satisfied with the quality of service of online shops or e-commerce
companies.

Figure 14 Customer Responses on Facebook

There are several issues. For example:

 Poor quality products

 More price than offline shop etc
 Late delivery
 Poor customer service
 Poor after sales service

In this paper I have tried to sort out the issues behind this issue and how to address these
issues. There were some limitations because I do not have access to all the data of the
companies. So from customer feedback, from surveys I tried to merge all things.For this
research I had to work on market behavior, market competition, market growth, etc.

4.2 Methodology
24
4.2.1 Sampling method & sample size
In this paper I have applied the non-probability sampling method. The total sample size was
30 amples

4.2.2 Data type & Data sources:

1. Primary Data (Survey data)

2. Secondary Data (Article, Journal, Websites etc.)

The Google form is used to survey and interpret data. The survey questionnaire was prepared
based on the variables of digital marketing service expectations

4.3 Limitations

 The company could not provide all the information of the companies due to the
constraint in the company policy
 Unable to do in-depth research due to time constraints
 Analyzing 30 people doesn’t just come with a real view of the market. However, due
to lack of time and opportunity it was not possible to work with a larger sample size
 All those offers were book based and I have experience working in the company.
There may be other ways to do better service-oriented digital marketing or e-
commerce business.
 Moreover the survey was conducted in that part of the people who have access to high
technology and high speed internet but I could not reach other people who do not
have this facility. So their choices can be very different and this could turn this report
into another point.

25
 Chapter Five

Findings, Interpretation & Recommendations

By analyzing survey data and secondary data I have tried to relate them to the objectives of
my research. In addition I have tried to find out the expectations and perceptions of customers
about digital marketing services.

In the survey I chose 30 random people. They put their opinions on the survey questioners.
They have measured the quality of digital marketing services in Bangladesh. The results and
explanations are given below:

5.1 Age Group

Most of the ages in the study were between the ages of 20-25. This age group has the highest
number of internet users. Users have several choices for their digital marketing. But usually
their main priority is the quality of the product

Figure 15 Survey Result: Age Group

This age group is a huge potential market for e-commerce. So companies need to focus on
them and provide good quality service.

5.2 Digital Marketing priority factors

This refers to what is the most important factor of Digital Marketing. Most of them
marked on time product quality.

26
 Figure 16 Survey Result: Service Factors

Product quality is a burning issue for digital marketing. Companies need to ensure product
quality in order to gain the trust of customers. Furthermore, 30% have identified digital
marketing as their main priority in the time delivery factor. So not only good quality
products, companies also need to provide on time delivery service as promised.

5.3 Product scheduling time

Companies should produce its response identification. Timely action should not be taken on
new advertisements but should not be answered by its customer. Some unfortunate customer
can communicate with some grief even if it is not in 2-3 days. Report is followed as 2-3
years, schedule 7 time benefit. This is a vital factor for communication and customer trust.

Figure 17 Survey Result: Expected Product Delivery Time

27
5.4 Preference of Digital Marketing

Most consumers prefer digital marketing to save time. You have to go to one store after
another instead of going to offline stores and traffic jams. Shopping online is easy. .7 66..7%
of people prefer digital marketing to save time.

Figure 18 Survey Result: Digital Marketing Reason

So 23.3% of people think that shopping online is easy and 10% think that they can see a large
collection of products from online stores and choose the products of their choice.

5.5 Payment method

Most people think that their cash should be disbursed in order to make payments. This is the
easiest way. Additionally, they may not feel secure when making payments online. 80.2% of
people referred for cash on delivery

28
 Figure 19 Survey Result: Payment Method

5.6 Service recovery

Because of any service failure like poor product quality, failure etc companies need to offer
several service recovery options to the customers.

Figure 20 Survey Result: Service Recovery

75% of people want a product exchange policy to restore service. This can happen
when the product is damaged or inferior or damaged during use before the warranty
date. Companies need to work smart to restore customer confidence in this position.
They need to make 100% effort to ensure service recovery. In addition, 25% of
customers want a money back policy as a service recovery.
5.7 Digital Marketing perception.
Most people have identified the neutral position of the digital marketing experience in
Bangladesh.
46.7% of people are not satisfied with digital marketing services. Delivery on time,
such as the quality of service of the companies they may be missing key issues. Only
3.5% think that all companies are providing good quality services.

29
 Figure 21 Survey Result: Perception of Digital Marketing

Digital marketing companies offer higher prices than offline stores. So customers
have a bad idea about this. Sometimes it’s more than an offline store. Moreover, e-
commerce companies have a lot of price variations such as if the price of a
smartphone is 17000tk on one website then the price of the right device can be
20000tk on another website.
This is mainly due to the seller's choice and the amount of commission. However,
this practice needs to be stopped. Companies and vendors need to come to a mutual
understanding to offer better prices for customers.

Figure 22 Survey Result: Pricing

5.9 Security

Most people don't think shopping online is safe. This is why most customers prefer a cash-
on-delivery system. Online payments mostly came with sales and customers. In fact it could
bring in more customers from abroad. Shopping 3.3% of customers do not rely on online
shopping.

30
 Figure 23 Survey Result: Digital Marketing Security

5.10 Shopping options

There are several big players in the market. Of these, 41.4% chose Daraz for their digital
marketing. Kemu has 31%, Azcardial and Pikabu 13.8% digital marketing priorities. All
these companies need to ensure good service quality for their customers.

Figure 24 Survey Result: Digital Marketing Options

5.11 Digital Marketing service factors

Digital marketing companies have a great potential to attract more customers, but there are a
few reasons to make sure that it is a good place for customers.

5.11.1 Efficiency

E-commerce companies need to be proficient in their resources. They need to be skilled to

provide good quality service. They need to have skilled manpower, efficient delivery system.

5.11.2 Fulfillment

31
Companies need to make sure they can meet customer needs. Hey we need to ensure good
quality products on time and after sales service.

5.11.3 Reliability

Companies need to make sure they are offering the right after sales service to the customer.
They need to be followed up.

5.11.4 Privacy

Customer privacy needs to be ensured. In most cases, customer information needs to be

protected when it comes to online payments.

5.11.5 Response

Companies need to make sure that customers can reach them at any time. Customers may
encounter any service error so companies hire people to provide appropriate service recovery.

5.11.7 Communication

Companies need to hire people with whom customers can communicate. Customers should
easily communicate with the responsible person without any difficulty.

5.11.8 Adaptability

Companies need to learn from mistakes. They need to respond quickly to any service loss.

32
 Chapter Six

Concluding Remark, References

6.1 Conclusion
Since I came from an e-commerce and marketing major I have always wanted to work in an
e-commerce company where I can use my little knowledge about marketing and e-commerce.
Luckily I was selected to work with Daraz Bangladesh Limited which is well known for
promoting e-commerce. Moreover, it is an initiative of Rocket Internet that develops new
business ideas. There are a lot of talented people working around me. Every day I am
learning new things about how to make decisions, how to work in a team, how to recover
from a mistake, how to bring the best from one. They offered me a job after finishing my
thesis period and I accepted it and I want to bring a successful career from this opportunity.
In this research paper I have tried to merge my knowledge, people’s opinions, scholarly
articles, what I have learned from my university. In fact, no matter what business e-
commerce or digital marketing is, it should be more service-oriented. Companies need to
make sure they provide the best service to the customer. There are a number of companies
that have anticipated customer demand. There are huge opportunities in e-commerce in
Bangladesh. Just need to work properly and ensure customer satisfaction. Which seems to be
the e-commerce revolution in Bangladesh.

33
1. References

2. http://www.internetlivestats.com/internet-users/bangladesh/

3. http://www.miva.com/blog/the-history-of-ecommerce-how-did-it-all-begin/

4. Rahman, S. M. (2015). Consumer Expectation from Online Retailer. Consumer

Expectation from Online Retailers in Developing.

www.daraz.com.bd

6. Abbasi, M. S., Chandio, F. H., Soomro, A. F., & Shah, F. (2011). Social influence,

voluntariness, experience and the internet acceptance: An extension of technology

acceptance model within a south-Asian country context. Journal of

Enterprise Information Management, 24(1), 30-52.

http://dx.doi.org/10.1108/17410391111097410

7. Chiang, K. &. (2003). Factors Driving Consumer Intention to Shop Online: An

Empirical Investigation. Journal of Consumer Psychology, 177-183.

34