Factors affecting online buying behavior of youngsters towards footwear industry of Bangladesh

Abstract

Bata Shoe Company (Bangladesh) Ltd. is one of the most popular shoe manufacturers in Bangladesh. The MNC began its operation in Bangladesh in 1962. Bata shoe company (Bangladesh) limited has 261 company-owned retail outlets with two factories that has a daily production capacity of 160,000 pairs. This report is divided into 3 separate parts. The first part will have the basic internship information such as, key job responsibilities, internship outcomes and learnings, contribution to the company, problem faced during internship and so on. The second part will mostly provide insights about the whole organization, its vision, mission, financial performance, marketing practices and so on. Finally, the 3rd part will provide insights about the project based on “Factors affecting online buying behavior of youngsters towards footwear industry of Bangladesh”. The study briefed that there is an upward trend in term of purchasing shoes online since the youngsters of Bangladesh found online shopping to be more convenient. It is also to be noted that youths are price concerned and quality is an influential aspect to them. Moreover, celebrity endorsement plays a vital role for youths of Bangladesh to go for a particular brand. However, Website performance as well as after sales service should be improved for delivering a better online shoe purchasing experience for the youngsters. These findings will help footwear industry to appropriately segment their goods and target clients depending on the product choices that is available. Moreover, it will help top managements to take strategic decisions in term of enhancing customer satisfaction and increasing customer retention rate.