LMRPID-397486
Page 63
27th August 2024
A Study on Analyzing the Influence of Attributes on Consumers Attitude Toward Online Fish Market
Author: SHOHANA ISLAM SHEFA | LGMID: 27199320190101964
Reviewed by:
Lilac School of Business (LSB)
Paper preview
1. Abstract
2. Introduction
3. Literature Review
4. Methodology
5. Findings
6. Conclusion
7. References
Abstract
The emergence of online business platforms, driven by the development of the internet, has enhanced competitiveness in delivering convenient services with greater accessibility for customers. Consumers can now access a variety of products and services and choose among suppliers from the comfort of their homes using handheld devices, which has increased the demand for online shopping. Although traditional fish markets in Bangladesh remain popular, consumer attitudes are shifting due to technological advancements. Fish production in Bangladesh has grown approximately sixfold (from 7.54 lakh MT in 1983-84 to 43.84 lakh MT in 2018-19) over the past 36 years. This growth and technological progress have encouraged fish markets to adopt online strategies to provide superior value and enhance consumer satisfaction. The adoption of online marketing has also significantly impacted supply chains, particularly as customers found such systems convenient during the pandemic. This study explores how attributes like ease of use, usefulness, security and trust, delivery time and cost, and customer reviews influence consumer attitudes toward online fish markets. Descriptive research was conducted using regression, multiple regression, and correlation analysis to examine these relationships. The findings confirm significant effects of these variables on consumer attitudes and highlight challenges such as service gaps, delivery delays, and fraud. Recommendations include realistic product presentation, improved delivery convenience, and promotion of ready-to-cook processed fish to attract consumers.
References
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Keywords
online fish market, consumer attitude, product attributes, service attributes, emerging markets
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