Understanding Consumer Perceptions of Online Mango Buying in Bangladesh

Aims: The rapid advancement and widespread accessibility of the internet have significantly boosted the popularity of e-commerce, transforming consumer lifestyles, purchasing habits, and daily routines. The study has been designed to examine consumers’ attitude towards online purchasing of mango in Bangladesh. This will assist future and in-depth studies relating to the marketing of perishable goods. Study Design: This study was based on primary data. For this, primary data was collected from 145 consumers who have already purchased mango online by using a convenience sampling technique. Place and Duration of Study: Data were collected with the help of an e-questionnaire of Google form sent via email, Facebook, and Messenger during the month of June-July 2022 from all over the country. Methodology: Descriptive statistics such as mean, frequency, percentage were also used to analyze the socio-demographic profile of the consumers using likert scale. Results: The study found 14 statements fell under the continuum of favorableness attitude among the 17 statements. About 74 percent of consumers showed their favorable attitude towards online purchasing mangoes. Conclusion: The study indicates that consumers overall attitude towards online purchasing was positive, and this could be an emerging sector for Bangladesh.