Online Mango Business Challenges and Opportunities in Rajshahi Division: A Qualitative Approach

Aims: The main objective of this study was to investigate the challenges and opportunities of online mango business in Rajshahi division of Bangladesh. Study design: The methods and procedures for evaluating data and providing some level of knowledge, explanation, and interpretation of patterns and themes in textual data are referred to as Qualitative Data Analysis (QDA). In this study, explorative qualitative approach was adopted to gain a comprehensive understanding of students engaged in online mango marketing. For reaching the conclusion, the researcher has been performed thematic analysis. Methodology: This study involved fifteen students whom running online mango business and gather information on their perceptions, feelings, beliefs, business nature, reasons for starting, management of student life, and problems and opportunities of the business via in-depth interviews. The in-depth interview method was used to gain a comprehensive understanding of the students’ experiences and perspectives. Results: The study explored that student have sufficient technological skills to operate their internet activities properly. Most of them have begun businesses since their college period, where some others started during the COVID-19 epidemic, motivated by friends, family, and other entrepreneurs, and eventually got capital support from their families. These students have dedicated customer bases and concentrate a premium on providing high-quality products in order to promote sales. They actively run their businesses through Facebook, taking advantage of the platform’s extent. But most of the entrepreneurs deals with several issues while manage their enterprises such as payment-related problems, transportation problems, and delivery-related problems etc. The findings also showed that online business alters those student’s lifestyles and upbringings, originating in a new era of self-confidence and self-respect. Conclusion: Financial support, good transportation system, basic training of the online business, different online courses, and workshops for the student entrepreneurs should be organized. It is needful for escalating this easy-access business and look forward with strong business determination in future.