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This document reports on a marketing research project conducted on online grocery shopping. The study aimed to investigate whether positive attitudes influence consumer intentions to purchase groceries online. A survey was administered using a Likert scale to collect data on consumers' awareness, preferences, and attitudes regarding online grocery retailers in India. The data was analyzed using IBM SPSS software. The results found that BigBasket has the most user awareness and was ranked highest in preference compared to other competitors. Additionally, consumers reported positive attitudes towards online grocery shopping for convenience but some hesitation regarding changes in routine.

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BMS College of Engineering Marketing Research Project Report on ONLINE GROCERY SHOPPING Submitted To: Submitted By: Dr.Manoharan GROUP 6 Associate Professor Kumari Tejaswita (1BM15MBA38) Banupriya(1BM15MBA13) Rakshit P Neelappagol(1BF15MBA11 Pruthvi Kashi(1BF15MBA06)
Abstract Purpose: The aim of this research is to investigate if positive attitudes influence the intentions to purchase groceries online. Background: The e-commerce market in India is regarded as one of the developing e-commerce markets in Asia, however the grocery market is still striving for an online breakthrough. One of the largest obstacles for the online grocery market is the lack of consumer adoption. The e-commerce adoption is constantly growing, even to this present day. In many nations today a majority close to 90% of the national firms have a website and even if all of them does not offer e-commerce solutions this shows the importance of a firm being available online. The rapid growth of e-commerce can be derived from the new consumer need for convenience and comfort in their purchasing process. Even if a significant portion of the population today chooses to purchase their products online, there are still specific markets that struggle to get the consumer to adapt and shift behaviour. Within e-commerce in India, one of the markets that still experience this struggle is the online grocery market. There are two possible aspects of what is causing this. First, there could be a lack of willingness from the grocers, since the business model is not yet profitable enough to implement .The technical aspects within the business model that challenge the grocer is how to manage the stock of goods, present the groceries, how and at what times to deliver the goods and how to manage returns of goods. Secondly, it could be a problem within consumer attitudes, which directly influences consumer intentions and behaviour. There is however still believed that the market has great potential for growth, due to the traditional grocery market’s size. This research will focus on the consumers’ perspective since it is believed that they are the key to a more rapid and sustainable development in the online grocery market. Altering how consumers purchase groceries involves a change in behaviour, which is derived from a change in attitudes. This emphasizes how attitude theory and models can aid when explaining consumer adoption towards e-commerce. Furthermore highlights the importance of understanding how consumer attitudes influence the adoption of IT, especially e-commerce. Purpose The purpose of this research is to investigate the consumers’ attitude-intention relationship regarding online grocery shopping in India. This research focuses on positive attitudes whether there is an influence on the consumer intentions to purchase groceries online. It is the change in purchasing pattern from going to a physical store to an online store. Therefore, it focuses on the shoppers’ intentions and adoption of whether or not to use online grocery shopping. It is believed that this research is needed and has high relevance since the online grocery market only represents 1% of the total grocery market in India and this implies a low consumer adoption. This research will contribute with knowledge of positive attitudes and if they influence the intention to purchase groceries online, furthermore this will lead to a better understanding within the area of research.
Definitions E-commerce The term e-commerce refers to the action of electronically mediated financial transactions between two parties. This commercial interchange can be between organizations, individuals or a mixture of both. In this report it refers to the action between organizations and individuals, so called business-to-consumers (B2C). Attitude According to Smith and Stevens (2008) an attitude is someone’s tendency to evaluate an object either for the positive or the negative. A positive attitude is a learned tendency to evaluate an object as being favorable. Online Grocery Shopping Within this research online grocery shopping is referred to the act of purchasing single items of groceries just as one would in a physical store, however this is done online. Online Consumer Behavior Online consumer behaviour differs slightly from traditional, offline consumer behaviour. According to Ba and Pavlou (2002) trust is one of the major concerns for consumers when purchasing items online. The trust issue in a buyer-selling relationship is based on information asymmetry, which is explained as a relationship where one party, usually the seller, possess more information than the buyer about the product or service quality (Ba & Pavlou, 2002). It can also be seen that technology acceptance and adoption is an important aspect regarding consumer e-commerce behaviour (Pavlou, 2003). There are several aspects and motives to consumers’ adoption of e-commerce; according to Tauber (1972) these motives are primarily personal (self-gratification, physical activity and sensory stimulation) and social (communication with others, peer group attraction and status/authority). Personal and social needs are both related to the hedonic aspect of purchasing items, the shopping enjoyment. The market research conducted by Svensk Digital Mathandel (2014) presents an increased use of online grocery shopping and that the consumers tend to continue to purchase their groceries online after trying it. Questionnaire Design The design of this questionnaire is based on the scale method called the Likert Scale Approach, which is a well- known approach for measuring attitudes (Brill, 2008). The main focus for this research is to find whether positive attitudes have an influence on consumer intention within online grocery shopping. There are several scale approaches which one can use to measure attitudes. The Likert Scale Approach implements a statement approach, which will be implemented in this research. This means that a statement will be expressed in the survey and the respondent will be asked to answer to what extent they agree to the statement (Brill, 2008). Data Analysis Due to the quantitative Likert Scale Approach used when collecting the data, the data is ranked, which can also be called ordinal data. This type of data is along with the quantitative data is required to be processed and compiled before it is interpreted and analyzed. This is done so that the data is accessible and useful for its purpose (Saunders et al., 2012). The data processing and analyzing program used for this research was IBM SPSS Statistics, which is a well-known program used to compile, process and analyze data collected for research (IBM SPSS Statistics, 2015).
Q1) How often do you shop groceries online? This graph indicates that majority of the online grocery shoppers, shop online only occasionally followed by monthly and weekly and so on. Q2. Which of the following online grocery retailers are you aware of? Big basket Frequency Percent Valid Percent Cumulative Percent Valid Yes 76 74.5 76.0 76.0 No 24 23.5 24.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0 Reliance fresh Direct Frequency Percent Valid Percent Cumulative Percent Valid Yes 32 31.4 32.0 32.0 No 68 66.7 68.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0
Grofers Frequency Percent Valid Percent Cumulative Percent Valid Yes 49 48.0 49.0 49.0 No 51 50.0 51.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0 Nature's Basket Frequency Percent Valid Percent Cumulative Percent Valid Yes 30 30 29.0 29.0 No 70 70 71.0 100.0 Total 100 100 100.0 Missing System 0 0 Total 100 100.0 Amazon Now Frequency Percent Valid Percent Cumulative Percent Valid Yes 44 44 44.0 44.0 No 66 66 66.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0 Zopnow Frequency Percent Valid Percent Cumulative Percent Valid Yes 18 17.6 18.0 18.0 No 82 80.4 82.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0
Here we can clearlynotifythatBigbasket hasmore userscomparedtoall the online grocerycompetitorslike reliance FreshDirect, Grofers,nature’sbasket,AmazonNow,zop now etc. Q3) Which bestdescribes the type of online grocery shopping you do? The above graph shows that majority of the people opt for shopping groceries online only during special occasions followed by bulk purchase and topup shoping and so on. 0 10 20 30 40 50 60 70 80 90 100 Bigbasket Reliance Fresh direct Grofers Nature's Basket Amazon Now Zopnow Yes No
Q4 Statistics My preferred super marketis too far away Online shopping allows me to order items in bulk My local shopping centre does not meet my needs Online shopping helps me to buy healthier food I work and online shopping allows me to deliver my goods at a time suitable for me. N Valid 100 100 100 100 100 Missing 0 0 0 0 0 Mean 3.0300 3.2800 3.2500 3.0700 3.8000
According to our survey buyers prefer to shop online only when their local vendor or retailer does not meet their needs. And the other reasons are working professional have busy schedule where they won’t find time to go all way to the retail shop to purchase groceries. Q5) On the preference basis how do you rank these websites? Zopnow Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 7 7.0 7.0 7.0 Rank 2 8 8.0 8.0 15.0 Rank 3 11 11.0 11.0 26.0 Rank 4 17 17.0 17.0 43.0 Rank 5 19 19.0 19.0 62.0 Rank 6 12 12.0 12.0 74.0 Rank 7 26 26.0 26.0 100.0 Total 100 100.0 100.0
Big basket Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 51 51.0 51.0 51.0 Rank 2 25 25.0 25.0 76.0 Rank 3 8 8.0 8.0 84.0 Rank 4 8 8.0 8.0 92.0 Rank 5 3 3.0 3.0 95.0 Rank 6 5 5.0 5.0 100.0 Total 100 100.0 100.0 Nature's Basket Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 5 5.0 5.0 5.0 Rank 2 20 20.0 20.0 25.0 Rank 3 26 26.0 26.0 51.0 Rank 4 14 14.0 14.0 65.0 Rank 5 17 17.0 17.0 82.0 Rank 6 13 13.0 13.0 95.0 Rank 7 5 5.0 5.0 100.0 Total 100 100.0 100.0 Amazon now Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 14 14.0 14.0 14.0 Rank 2 19 19.0 19.0 33.0 Rank 3 22 22.0 22.0 55.0 Rank 4 18 18.0 18.0 73.0 Rank 5 17 17.0 17.0 90.0 Rank 6 8 8.0 8.0 98.0 Rank 7 2 2.0 2.0 100.0 Total 100 100.0 100.0
Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 14 14.0 14.0 14.0 Rank 2 15 15.0 15.0 29.0 Rank 3 15 15.0 15.0 44.0 Rank 4 21 21.0 21.0 65.0 Rank 5 15 15.0 15.0 80.0 Rank 6 11 11.0 11.0 91.0 Rank 7 9 9.0 9.0 100.0 Total 100 100.0 100.0 Naturally Yours Frequency Percent Valid Percent Cumulative Percent Valid Rank 2 5 5.0 5.0 5.0 Rank 3 4 4.0 4.0 9.0 Rank 4 10 10.0 10.0 19.0 Rank 5 14 14.0 14.0 33.0 Rank 6 35 35.0 35.0 68.0 Rank 7 32 32.0 32.0 100.0 Total 100 100.0 100.0 Reliance fresh direct Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 9 9.0 9.0 9.0 Rank 2 8 8.0 8.0 17.0 Rank 3 14 14.0 14.0 31.0 Rank 4 12 12.0 12.0 43.0 Rank 5 15 15.0 15.0 58.0 Rank 6 16 16.0 16.0 74.0 Rank 7 26 26.0 26.0 100.0 Total 100 100.0 100.0 Statistics Zopnow Big basket Nature's Basket Amazon now Grofers Naturally Yours Reliance fresh direct N Valid 100 100 100 100 100 100 100 Missing 0 0 0 0 0 0 0 Mean 4.7300 2.0200 3.7700 3.3700 3.7700 5.6600 4.6800 The above statistical table indicatesthatBigbaskethasacquiredmore marketshare whencomparedtotheirother competitorsandwe can say the Amazonnowisemergingtothe tough competitortoBigbasket.
Q6A) Me and my family enjoy shopping grocery online . Frequency Percent Valid Percent Cumulative Percent Valid very low 3 3.0 3.0 3.0 Low 16 16.0 16.0 19.0 Medium 29 29.0 29.0 48.0 High 41 41.0 41.0 89.0 very high 11 11.0 11.0 100.0 Total 100 100.0 100.0 This pie chart clearly portraits that most of the individuals feel that they feel happy while shopping online Do you intend to buy groceries online using smartphone . Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 2 2.0 2.0 2.0 Disagree 7 7.0 7.0 9.0 Neither disagree nor agree 23 23.0 23.0 32.0 Agree 50 50.0 50.0 82.0 Strongly Agree 18 18.0 18.0 100.0 Total 100 100.0 100.0
Here, clearly it’s seen that individuals feel that smart phone usage is more convenient way to shop groceries online In general me and my family feels that change in routines is complicated. Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 2 2.0 2.0 2.0 Disagree 19 19.0 19.0 21.0 Neither disagree nor agree 45 45.0 45.0 66.0 Agree 30 30.0 30.0 96.0 Strongly Agree 4 4.0 4.0 100.0 Total 100 100.0 100.0
It shows that Indian population has diversified groups where few feel online grocery shopping helps them save their time, energy and money too, where some are not still comfortable to opt purchasing their groceries online instead they prefer their regular retail stores as they feel that is more safe for them. While purchasing online groceries my family influences my purchase Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 3 3.0 3.0 3.0 Disagree 12 12.0 12.0 15.0 Neither disagree nor agree 22 22.0 22.0 37.0 Agree 51 51.0 51.0 88.0 Strongly Agree 12 12.0 12.0 100.0 Total 100 100.0 100.0 This pie chart clearly portraits that most of the individuals feelhappy to have family concern while shopping online.
It is difficult to receive groceries purchased via the internet and to have them delivered to my home Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 6 6.0 6.0 6.0 Disagree 35 35.0 35.0 41.0 Neither disagree nor agree 27 27.0 27.0 68.0 Agree 25 25.0 25.0 93.0 Strongly Agree 7 7.0 7.0 100.0 Total 100 100.0 100.0 In this chart we can see that there is no much difference between the proportion of the people who agree and disagree for timely delivery of groceries when they placed order online so people are still in dilemma and they are not sure that how exactly they receive the preferred product. In general electronic shopping is easy. Frequency Percent Valid Percent Cumulative Percent Valid Disagree 9 9.0 9.0 9.0 Neither disagree nor agree 20 20.0 20.0 29.0 Agree 48 48.0 48.0 77.0 Strongly Agree 23 23.0 23.0 100.0 Total 100 100.0 100.0
In general people are convenient in E-shopping but when it comes to the groceries they become stereotype It is easy to find the products I need through online shopping. Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 3 3.0 3.0 3.0 Disagree 3 3.0 3.0 6.0 Neither disagree nor agree 19 19.0 19.0 25.0 Agree 49 49.0 49.0 74.0 Strongly Agree 26 26.0 26.0 100.0 Total 100 100.0 100.0 As the pie chart states, the survey has revealed that people are able to find few grocery products in online, which not available in their nearby retail stores. So most of them have agree to it and acceptance level is high in this case.
Online shopping helps to control my spending habits. Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 9 9.0 9.0 9.0 Disagree 17 17.0 17.0 26.0 Neither disagree nor agree 28 28.0 28.0 54.0 Agree 35 35.0 35.0 89.0 Strongly Agree 11 11.0 11.0 100.0 Total 100 100.0 100.0 Here majority of the people accepts that online shopping helps them to control the spending habits and save money. Online shopping is a much quicker/convenient process than visiting my local supermarket store. Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 6 6.0 6.0 6.0 Disagree 7 7.0 7.0 13.0 Neither disagree nor agree 20 20.0 20.0 33.0 Agree 35 35.0 35.0 68.0 Strongly Agree 32 32.0 32.0 100.0 Total 100 100.0 100.0
Here people agree that online shopping is more convenient when compared to physical shopping or visiting the shops
Q8) Demography Gender Frequency Percent Valid Percent Cumulative Percent Valid Male 45 45.0 45.0 45.0 Female 55 55.0 55.0 100.0 Total 100 100.0 100.0 Age Frequency Percent Valid Percent Cumulative Percent Valid 18-30 62 62.0 62.0 62.0 31-40 32 32.0 32.0 94.0 41-50 6 6.0 6.0 100.0 Total 100 100.0 100.0
Family Status Frequency Percent Valid Percent Cumulative Percent Valid single 55 55.0 55.0 55.0 Married 45 45.0 45.0 100.0 Total 100 100.0 100.0 Income Level Frequency Percent Valid Percent Cumulative Percent Valid Below 1lakh 15 15.0 15.0 15.0 1 lakh-5lakhs 33 33.0 33.0 48.0 5lakhs-10lakhs 38 38.0 38.0 86.0 Above 10 lakhs 14 14.0 14.0 100.0 Total 100 100.0 100.0
Average money spent on groceries per week Frequency Percent Valid Percent Cumulative Percent Valid Below 1000 18 18.0 18.0 18.0 1000-2000 41 41.0 41.0 59.0 2001-3000 25 25.0 25.0 84.0 Above 3000 16 16.0 16.0 100.0 Total 100 100.0 100.0
Conclusion: In this Marketing research which we conducted with the topic of, positive attitude and buying behavior of the online shoppers has revealed various facts, As the survey was conducted in Bengaluru, Most of the Bangalorian optfor purchasing groceries online occasionally, among all the grocery website the most familiar website is known to be Bigbasket followed by Amazon Now who is tough competitor for them in the present scenario. Now there is a huge competition in E-tailing because people are more fond of purchasing the goods online specially like electronic gadgets, apparels, stationeries and other physically used products, When coming to groceries, where people are more insight with the hygienic factors and hence they are much comfortable in purchasing with retailer as they can see and feel them, and purchase them only after they are happy with it. we can conclude that never the less there is high scopefor the development to happen in future as most of them shop groceries online lie under the category of middle age, hence they won’t find time to visit the retail stores and buy the groceries when it is more convenient and easy to get them delivered at their doorsteps.

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mini project

  • 1.
    BMS College ofEngineering Marketing Research Project Report on ONLINE GROCERY SHOPPING Submitted To: Submitted By: Dr.Manoharan GROUP 6 Associate Professor Kumari Tejaswita (1BM15MBA38) Banupriya(1BM15MBA13) Rakshit P Neelappagol(1BF15MBA11 Pruthvi Kashi(1BF15MBA06)
  • 2.
    Abstract Purpose: The aimof this research is to investigate if positive attitudes influence the intentions to purchase groceries online. Background: The e-commerce market in India is regarded as one of the developing e-commerce markets in Asia, however the grocery market is still striving for an online breakthrough. One of the largest obstacles for the online grocery market is the lack of consumer adoption. The e-commerce adoption is constantly growing, even to this present day. In many nations today a majority close to 90% of the national firms have a website and even if all of them does not offer e-commerce solutions this shows the importance of a firm being available online. The rapid growth of e-commerce can be derived from the new consumer need for convenience and comfort in their purchasing process. Even if a significant portion of the population today chooses to purchase their products online, there are still specific markets that struggle to get the consumer to adapt and shift behaviour. Within e-commerce in India, one of the markets that still experience this struggle is the online grocery market. There are two possible aspects of what is causing this. First, there could be a lack of willingness from the grocers, since the business model is not yet profitable enough to implement .The technical aspects within the business model that challenge the grocer is how to manage the stock of goods, present the groceries, how and at what times to deliver the goods and how to manage returns of goods. Secondly, it could be a problem within consumer attitudes, which directly influences consumer intentions and behaviour. There is however still believed that the market has great potential for growth, due to the traditional grocery market’s size. This research will focus on the consumers’ perspective since it is believed that they are the key to a more rapid and sustainable development in the online grocery market. Altering how consumers purchase groceries involves a change in behaviour, which is derived from a change in attitudes. This emphasizes how attitude theory and models can aid when explaining consumer adoption towards e-commerce. Furthermore highlights the importance of understanding how consumer attitudes influence the adoption of IT, especially e-commerce. Purpose The purpose of this research is to investigate the consumers’ attitude-intention relationship regarding online grocery shopping in India. This research focuses on positive attitudes whether there is an influence on the consumer intentions to purchase groceries online. It is the change in purchasing pattern from going to a physical store to an online store. Therefore, it focuses on the shoppers’ intentions and adoption of whether or not to use online grocery shopping. It is believed that this research is needed and has high relevance since the online grocery market only represents 1% of the total grocery market in India and this implies a low consumer adoption. This research will contribute with knowledge of positive attitudes and if they influence the intention to purchase groceries online, furthermore this will lead to a better understanding within the area of research.
  • 3.
    Definitions E-commerce The term e-commercerefers to the action of electronically mediated financial transactions between two parties. This commercial interchange can be between organizations, individuals or a mixture of both. In this report it refers to the action between organizations and individuals, so called business-to-consumers (B2C). Attitude According to Smith and Stevens (2008) an attitude is someone’s tendency to evaluate an object either for the positive or the negative. A positive attitude is a learned tendency to evaluate an object as being favorable. Online Grocery Shopping Within this research online grocery shopping is referred to the act of purchasing single items of groceries just as one would in a physical store, however this is done online. Online Consumer Behavior Online consumer behaviour differs slightly from traditional, offline consumer behaviour. According to Ba and Pavlou (2002) trust is one of the major concerns for consumers when purchasing items online. The trust issue in a buyer-selling relationship is based on information asymmetry, which is explained as a relationship where one party, usually the seller, possess more information than the buyer about the product or service quality (Ba & Pavlou, 2002). It can also be seen that technology acceptance and adoption is an important aspect regarding consumer e-commerce behaviour (Pavlou, 2003). There are several aspects and motives to consumers’ adoption of e-commerce; according to Tauber (1972) these motives are primarily personal (self-gratification, physical activity and sensory stimulation) and social (communication with others, peer group attraction and status/authority). Personal and social needs are both related to the hedonic aspect of purchasing items, the shopping enjoyment. The market research conducted by Svensk Digital Mathandel (2014) presents an increased use of online grocery shopping and that the consumers tend to continue to purchase their groceries online after trying it. Questionnaire Design The design of this questionnaire is based on the scale method called the Likert Scale Approach, which is a well- known approach for measuring attitudes (Brill, 2008). The main focus for this research is to find whether positive attitudes have an influence on consumer intention within online grocery shopping. There are several scale approaches which one can use to measure attitudes. The Likert Scale Approach implements a statement approach, which will be implemented in this research. This means that a statement will be expressed in the survey and the respondent will be asked to answer to what extent they agree to the statement (Brill, 2008). Data Analysis Due to the quantitative Likert Scale Approach used when collecting the data, the data is ranked, which can also be called ordinal data. This type of data is along with the quantitative data is required to be processed and compiled before it is interpreted and analyzed. This is done so that the data is accessible and useful for its purpose (Saunders et al., 2012). The data processing and analyzing program used for this research was IBM SPSS Statistics, which is a well-known program used to compile, process and analyze data collected for research (IBM SPSS Statistics, 2015).
  • 4.
    Q1) How oftendo you shop groceries online? This graph indicates that majority of the online grocery shoppers, shop online only occasionally followed by monthly and weekly and so on. Q2. Which of the following online grocery retailers are you aware of? Big basket Frequency Percent Valid Percent Cumulative Percent Valid Yes 76 74.5 76.0 76.0 No 24 23.5 24.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0 Reliance fresh Direct Frequency Percent Valid Percent Cumulative Percent Valid Yes 32 31.4 32.0 32.0 No 68 66.7 68.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0
  • 5.
    Grofers Frequency Percent ValidPercent Cumulative Percent Valid Yes 49 48.0 49.0 49.0 No 51 50.0 51.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0 Nature's Basket Frequency Percent Valid Percent Cumulative Percent Valid Yes 30 30 29.0 29.0 No 70 70 71.0 100.0 Total 100 100 100.0 Missing System 0 0 Total 100 100.0 Amazon Now Frequency Percent Valid Percent Cumulative Percent Valid Yes 44 44 44.0 44.0 No 66 66 66.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0 Zopnow Frequency Percent Valid Percent Cumulative Percent Valid Yes 18 17.6 18.0 18.0 No 82 80.4 82.0 100.0 Total 100 98.0 100.0 Missing System 2 2.0 Total 102 100.0
  • 6.
    Here we canclearlynotifythatBigbasket hasmore userscomparedtoall the online grocerycompetitorslike reliance FreshDirect, Grofers,nature’sbasket,AmazonNow,zop now etc. Q3) Which bestdescribes the type of online grocery shopping you do? The above graph shows that majority of the people opt for shopping groceries online only during special occasions followed by bulk purchase and topup shoping and so on. 0 10 20 30 40 50 60 70 80 90 100 Bigbasket Reliance Fresh direct Grofers Nature's Basket Amazon Now Zopnow Yes No
  • 7.
    Q4 Statistics My preferred super marketis toofar away Online shopping allows me to order items in bulk My local shopping centre does not meet my needs Online shopping helps me to buy healthier food I work and online shopping allows me to deliver my goods at a time suitable for me. N Valid 100 100 100 100 100 Missing 0 0 0 0 0 Mean 3.0300 3.2800 3.2500 3.0700 3.8000
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    According to oursurvey buyers prefer to shop online only when their local vendor or retailer does not meet their needs. And the other reasons are working professional have busy schedule where they won’t find time to go all way to the retail shop to purchase groceries. Q5) On the preference basis how do you rank these websites? Zopnow Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 7 7.0 7.0 7.0 Rank 2 8 8.0 8.0 15.0 Rank 3 11 11.0 11.0 26.0 Rank 4 17 17.0 17.0 43.0 Rank 5 19 19.0 19.0 62.0 Rank 6 12 12.0 12.0 74.0 Rank 7 26 26.0 26.0 100.0 Total 100 100.0 100.0
  • 10.
    Big basket Frequency PercentValid Percent Cumulative Percent Valid Rank 1 51 51.0 51.0 51.0 Rank 2 25 25.0 25.0 76.0 Rank 3 8 8.0 8.0 84.0 Rank 4 8 8.0 8.0 92.0 Rank 5 3 3.0 3.0 95.0 Rank 6 5 5.0 5.0 100.0 Total 100 100.0 100.0 Nature's Basket Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 5 5.0 5.0 5.0 Rank 2 20 20.0 20.0 25.0 Rank 3 26 26.0 26.0 51.0 Rank 4 14 14.0 14.0 65.0 Rank 5 17 17.0 17.0 82.0 Rank 6 13 13.0 13.0 95.0 Rank 7 5 5.0 5.0 100.0 Total 100 100.0 100.0 Amazon now Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 14 14.0 14.0 14.0 Rank 2 19 19.0 19.0 33.0 Rank 3 22 22.0 22.0 55.0 Rank 4 18 18.0 18.0 73.0 Rank 5 17 17.0 17.0 90.0 Rank 6 8 8.0 8.0 98.0 Rank 7 2 2.0 2.0 100.0 Total 100 100.0 100.0
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    Frequency Percent ValidPercent Cumulative Percent Valid Rank 1 14 14.0 14.0 14.0 Rank 2 15 15.0 15.0 29.0 Rank 3 15 15.0 15.0 44.0 Rank 4 21 21.0 21.0 65.0 Rank 5 15 15.0 15.0 80.0 Rank 6 11 11.0 11.0 91.0 Rank 7 9 9.0 9.0 100.0 Total 100 100.0 100.0 Naturally Yours Frequency Percent Valid Percent Cumulative Percent Valid Rank 2 5 5.0 5.0 5.0 Rank 3 4 4.0 4.0 9.0 Rank 4 10 10.0 10.0 19.0 Rank 5 14 14.0 14.0 33.0 Rank 6 35 35.0 35.0 68.0 Rank 7 32 32.0 32.0 100.0 Total 100 100.0 100.0 Reliance fresh direct Frequency Percent Valid Percent Cumulative Percent Valid Rank 1 9 9.0 9.0 9.0 Rank 2 8 8.0 8.0 17.0 Rank 3 14 14.0 14.0 31.0 Rank 4 12 12.0 12.0 43.0 Rank 5 15 15.0 15.0 58.0 Rank 6 16 16.0 16.0 74.0 Rank 7 26 26.0 26.0 100.0 Total 100 100.0 100.0 Statistics Zopnow Big basket Nature's Basket Amazon now Grofers Naturally Yours Reliance fresh direct N Valid 100 100 100 100 100 100 100 Missing 0 0 0 0 0 0 0 Mean 4.7300 2.0200 3.7700 3.3700 3.7700 5.6600 4.6800 The above statistical table indicatesthatBigbaskethasacquiredmore marketshare whencomparedtotheirother competitorsandwe can say the Amazonnowisemergingtothe tough competitortoBigbasket.
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    Q6A) Me and myfamily enjoy shopping grocery online . Frequency Percent Valid Percent Cumulative Percent Valid very low 3 3.0 3.0 3.0 Low 16 16.0 16.0 19.0 Medium 29 29.0 29.0 48.0 High 41 41.0 41.0 89.0 very high 11 11.0 11.0 100.0 Total 100 100.0 100.0 This pie chart clearly portraits that most of the individuals feel that they feel happy while shopping online Do you intend to buy groceries online using smartphone . Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 2 2.0 2.0 2.0 Disagree 7 7.0 7.0 9.0 Neither disagree nor agree 23 23.0 23.0 32.0 Agree 50 50.0 50.0 82.0 Strongly Agree 18 18.0 18.0 100.0 Total 100 100.0 100.0
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    Here, clearly it’sseen that individuals feel that smart phone usage is more convenient way to shop groceries online In general me and my family feels that change in routines is complicated. Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 2 2.0 2.0 2.0 Disagree 19 19.0 19.0 21.0 Neither disagree nor agree 45 45.0 45.0 66.0 Agree 30 30.0 30.0 96.0 Strongly Agree 4 4.0 4.0 100.0 Total 100 100.0 100.0
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    It shows thatIndian population has diversified groups where few feel online grocery shopping helps them save their time, energy and money too, where some are not still comfortable to opt purchasing their groceries online instead they prefer their regular retail stores as they feel that is more safe for them. While purchasing online groceries my family influences my purchase Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 3 3.0 3.0 3.0 Disagree 12 12.0 12.0 15.0 Neither disagree nor agree 22 22.0 22.0 37.0 Agree 51 51.0 51.0 88.0 Strongly Agree 12 12.0 12.0 100.0 Total 100 100.0 100.0 This pie chart clearly portraits that most of the individuals feelhappy to have family concern while shopping online.
  • 15.
    It is difficultto receive groceries purchased via the internet and to have them delivered to my home Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 6 6.0 6.0 6.0 Disagree 35 35.0 35.0 41.0 Neither disagree nor agree 27 27.0 27.0 68.0 Agree 25 25.0 25.0 93.0 Strongly Agree 7 7.0 7.0 100.0 Total 100 100.0 100.0 In this chart we can see that there is no much difference between the proportion of the people who agree and disagree for timely delivery of groceries when they placed order online so people are still in dilemma and they are not sure that how exactly they receive the preferred product. In general electronic shopping is easy. Frequency Percent Valid Percent Cumulative Percent Valid Disagree 9 9.0 9.0 9.0 Neither disagree nor agree 20 20.0 20.0 29.0 Agree 48 48.0 48.0 77.0 Strongly Agree 23 23.0 23.0 100.0 Total 100 100.0 100.0
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    In general peopleare convenient in E-shopping but when it comes to the groceries they become stereotype It is easy to find the products I need through online shopping. Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 3 3.0 3.0 3.0 Disagree 3 3.0 3.0 6.0 Neither disagree nor agree 19 19.0 19.0 25.0 Agree 49 49.0 49.0 74.0 Strongly Agree 26 26.0 26.0 100.0 Total 100 100.0 100.0 As the pie chart states, the survey has revealed that people are able to find few grocery products in online, which not available in their nearby retail stores. So most of them have agree to it and acceptance level is high in this case.
  • 17.
    Online shopping helpsto control my spending habits. Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 9 9.0 9.0 9.0 Disagree 17 17.0 17.0 26.0 Neither disagree nor agree 28 28.0 28.0 54.0 Agree 35 35.0 35.0 89.0 Strongly Agree 11 11.0 11.0 100.0 Total 100 100.0 100.0 Here majority of the people accepts that online shopping helps them to control the spending habits and save money. Online shopping is a much quicker/convenient process than visiting my local supermarket store. Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 6 6.0 6.0 6.0 Disagree 7 7.0 7.0 13.0 Neither disagree nor agree 20 20.0 20.0 33.0 Agree 35 35.0 35.0 68.0 Strongly Agree 32 32.0 32.0 100.0 Total 100 100.0 100.0
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    Here people agreethat online shopping is more convenient when compared to physical shopping or visiting the shops
  • 19.
    Q8) Demography Gender Frequency PercentValid Percent Cumulative Percent Valid Male 45 45.0 45.0 45.0 Female 55 55.0 55.0 100.0 Total 100 100.0 100.0 Age Frequency Percent Valid Percent Cumulative Percent Valid 18-30 62 62.0 62.0 62.0 31-40 32 32.0 32.0 94.0 41-50 6 6.0 6.0 100.0 Total 100 100.0 100.0
  • 20.
    Family Status Frequency PercentValid Percent Cumulative Percent Valid single 55 55.0 55.0 55.0 Married 45 45.0 45.0 100.0 Total 100 100.0 100.0 Income Level Frequency Percent Valid Percent Cumulative Percent Valid Below 1lakh 15 15.0 15.0 15.0 1 lakh-5lakhs 33 33.0 33.0 48.0 5lakhs-10lakhs 38 38.0 38.0 86.0 Above 10 lakhs 14 14.0 14.0 100.0 Total 100 100.0 100.0
  • 21.
    Average money spenton groceries per week Frequency Percent Valid Percent Cumulative Percent Valid Below 1000 18 18.0 18.0 18.0 1000-2000 41 41.0 41.0 59.0 2001-3000 25 25.0 25.0 84.0 Above 3000 16 16.0 16.0 100.0 Total 100 100.0 100.0
  • 22.
    Conclusion: In this Marketingresearch which we conducted with the topic of, positive attitude and buying behavior of the online shoppers has revealed various facts, As the survey was conducted in Bengaluru, Most of the Bangalorian optfor purchasing groceries online occasionally, among all the grocery website the most familiar website is known to be Bigbasket followed by Amazon Now who is tough competitor for them in the present scenario. Now there is a huge competition in E-tailing because people are more fond of purchasing the goods online specially like electronic gadgets, apparels, stationeries and other physically used products, When coming to groceries, where people are more insight with the hygienic factors and hence they are much comfortable in purchasing with retailer as they can see and feel them, and purchase them only after they are happy with it. we can conclude that never the less there is high scopefor the development to happen in future as most of them shop groceries online lie under the category of middle age, hence they won’t find time to visit the retail stores and buy the groceries when it is more convenient and easy to get them delivered at their doorsteps.