Customers attitude towards pre-ordering mobile phones from online shops in Bangladesh

Abstract

Pr-ordering mobile phone from online shops is a quite new concept to the market and understanding customers’ attitude towards it was the core objective of this report. From analyzing the primary survey data collected, the core outcome found was most of the customers have started relying on this pre-order system after having the better service for Symphony H400 Smartphone from Pickaboo.com. The sample population was selected from Dhaka based customers to measure the whole scenario of Bangladesh. Because according to Bangladesh Telecommunication Regulatory Commission (BTRC) report July, 2016; the total number of internet users in Bangladesh is 63.915 million where 28 million users are from Dhaka which is about 44% of the whole number (BTRC, 2016). From the study, there were nobody who said that the service of H400 pre-order system was poor or none of them were dissatisfied with it whereas 96% of them will return to pre-order mobile phones from Pickaboo.com or any other trusted online shops which shows the positive cognition/belief of the customers on it. From the respondents, only 20% had experience of this pre-order system but 84% stated that they feel secure with this process which is a positive feeling. The increased percentage of trustworthy and repetitive customers also proves positive behavioral intentions towards per-ordering mobile phones from online shops. Moreover, in the question of ability, we have seen that income group middle to lower middle class (<60,000 to <20,000) is having positive intention to buy phones through pre-order. Besides this, their age group were within 20-40 which is young and always demand new things from in the market. Social influence is also a factor for which they get interest to go for such first mover experience seeing around them through pre-order and when the product is mobile phone this become behavior of the customers more frequently.