Product and Promotional Strategy of the E-Commerce Industry in Bangladesh: A Case Study on Apoon shop.com”

Abstract

This thesis examines the product and promotional strategies of the e-commerce industry in Bangladesh, using ApoonShop.com as a case study. A mixed-method research approach was adopted, combining primary data collected through a structured survey of online apparel consumers in urban and semi-urban areas with secondary data from academic literature and industry reports. The study analyzes key product strategy elements such as product quality, pricing, and combo-based offerings, along with promotional tools including social media marketing, online advertising, and sales promotions. The findings indicate that affordable pricing and combo packages positively influence customer perception and purchase decisions, while social media promotion plays a significant role in enhancing brand awareness and engagement. However, challenges such as intense competition, delivery inefficiencies, and limited brand recognition remain. The study recommends improving product quality control, expanding innovative combo offers, and strengthening digital promotional and customer relationship strategies to ensure sustainable growth in the Bangladeshi e-commerce apparel market.