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1. [I]
A STUDY ON
“CONSUMER PERCEPTION TOWARDS JIO MART FOR GROCERY SHOPPING
OVER REGIONAL GROCERIES STORES”
A PROJECT SUBMITTED TO
UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF DEGREE
OF BACHELOR IN MANEGEMENT STUDIES (MARKETING)
THE FACULTY OF COMMERCE
BY
MR. SOHAM MEHESH VAIDYA
UNDER THE GUIDENCE OF
PROF. SHWETA PRIYA RAI
SHETH J.
NANJINHAI KHILJINHAI THAKKAR THANAWALA (NKT)
JUNIOR & DEGREE COLLEGE OF COMMERCE, SCIENCE, ARTS & DIPLOMA,
BALWANT RAI MEHTA MARG, NEAR CENTRAL MAIDAN, COURT NAKA,
THANE (WEST)-400601
FOR THE ACADEMIC YEAR 2022-23

2. [II]
CERTIFICATE
This is to certify that the project report titled “CONSUMER PERCEPTION TOWARDS
JIO MART FOR GROCERY SHOPPING OVER REGIONAL GROCERIES
STORES” being submitted here with for the awarded of the degree of Bachelor of
Commerce under Management Studies of University of Mumbai is the result of the original
research work completed by MR. SOHAM MAHESH VAIDYA under my supervision and
guidance. And to the best of my knowledge and belief the work embodied in this project
report has not formed earlier the basis for the award of any degree of similar title of project
report of any other university or examining body.
Place: Thane PROF. SHWETA PRIYA RAI
Date- Guide
Assistant Professor

3. [III]
🙏 || विद्या विनयेन शोभते || 🙏

4. [IV]
DECLARATION
I am hereby under-designed MR. SOHAM MAHESH VAIDYA, declare that the work
embodied in this project work titled “A STUDY ON CONSUMER PERCEPTION
TOWARDS JIO MART FOR GROCERY SHOPPING OVER REGIONAL GROCERIES
STORES,” from my own contribution to the research, work carried out under the guidance of
PROF. SHWETA PRIYA RAI is a result of my own work and has not been previously
submitted to any other University for any other Degree/Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.
MR. SOHAM MAHESH VAIDYA
Certified by
PROF. SHWETA PRIYA RAI

5. [V]
ACKNOWLEGEMENT
To list who all have helped me is difficult because they are so numerous and the depth
is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.
I would like to thank my Principal, MR. DILIP PATIL for providing the
necessary facilities required for completion of this project.
I take this opportunity to thank our Co-ordinator for her moral support and guidance.
I would also like to express my sincere gratitude towards my project guide PROF. SHWETA
PRIYA RAI whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference
books and magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parents and Peers who supported me throughout my
project.

6. [VI]
INDEX
PARTICULARS PG NO.
TITLE I
CERTIFICATE II
DECLARATION III
ACKNOWLEDGMENT IV
INDEX V
INDEX VI
INDEX VII
INDEX VIII

7. [VII]
INDEX
CHAPTERS PARTICULARS PAGE NO.
1. INTRODUCTION 1
1.1 Concept of customer perception.
1.2 Factors affecting influencing
customer perception.
1.3 Importance of consumer
perception.
2
1.4 Some tangible factors that
influence customer perception.
3
1.5 Consumer perception affect
your brand image.
1.6 Retailing.
4
1.6 A. Meaning
B. Definition and explanation
5
C. History of retailing 6
1.7 How does retail tread works 11
1.8 Types of retailing 14
1.9 Online retail sales 18
1.10 Jio mart 21
1.11 Jio mart achievements
1.12 Visions and goals of Jio mart
22
1.13Product design of Jio mart 23
1.14 Supply chain management of
Jio mart
24
1.15 Taglines of Jio mart
1.16 SLOGANS OF Jio mart
25
1.17 marketing mix of Jio mart 26
1.18 Company profile of Jio mart 27
1.19SWOT analysis of Jio mart 28

8. [VIII]
INDEX
CHAPTERS PARTICULARS PAGE
NO.
2. REVIEW OF LITERATURE 30
2.1 Introduction
2.2 Types of review literature
31
2.3 The purpose of review of literature 32
2.4 Literature review 33
3. RESEARCH METHODOLOGY 37
3.1 Introduction of research
3.2 Definition
38
3.3 Objective of the study 39
3.4 Need and importance of
the study
3.5 Scope of the study
40
3.6 Limitation of the study
3.7 Research design
41
3.8 Types of data
3.9 Sources of data
42
3.10 Methods of data analysis 43
4. DATA ANALYSIS AND DATA
INTERPRETATION
44
4.1 Meaning 45
4.2 Age group of the respondents 46
4.3 Gender of the respondents 47
4.4 Are grocery service available in your area? 48
4.5 Where do you shop grocery items? 49

9. [IX]
4.6 Which online grocery shopping services do you use? 50
4.7 How much do the following factor influence your
decision of online grocery shopping?
51
4.8 How often would you buy groceries online? 53
4.9 What do you feel about online grocery shopping? 55
4.10 What make you prefer a grocery delivery service over
another?
56
4.11 What are your issues regarding online grocery
shopping?
58
4.12 Will you continue to buy groceries online after covid? 59
4.13 What make Jio mart online grocery shopping special
compared to others?
60
4.14 How easy was it to navigate the Jio mart website or
app
61
4.15Did you find the product you were looking for on Jio
mart?
62
4.16 How would you rate the customer care service from
Jio mart?
63
5. CONCLUSION 64
5.1 findings 65
5.2 Suggestions 68
5.3 Conclusion 69
5.4 Annexure 70
5.5 Reference/bibliography 74

10. [1]
CHAPTER NO.1
INTRODUCTION

11. [2]
1.1 CONCEPT OF CUSTOMER PERCEPTION
Customer perception is the opinions, feelings, and beliefs customers have about your brand. It
plays an important role in building customer loyalty and retention as well as brand reputation
and awareness. Customer perception refers to how a customer feels about a company. This
includes their thoughts, emotions and opinions related to a brand and its products or services.
Customer perception can be positive or negative.
1.2 FACTORS AFFECTING INFLUENCING CUSTOMER PERCEPTION
Customer perception is influenced by both direct and indirect interactions with your business.
Factors such as social media, online reviews, pricing, quality, influencers, and CX all affect
consumer perception. You can control certain elements, including the quality of your product or
service, the prices, and the customer experience. But you cannot control others like reviews and
social media posts.
1.3 IMPORTANCE OF CUSTOMER PERCEPTION
Perception does more than impact each individual purchase, it shapes the long-term
relationships between customers and brands. This is often reflected in customer retention rates
and the ability for brands to continue receiving relevant feedback and intelligence from their
loyalists. Because of the importance of customer perception, every touchpoint between a
company and its customers should strive to affect customer perception in a positive way.

12. [3]
1.4 SOME TANGIBLE FACTORS THAT INFLUENCE CUSTOMERS’
PERCEPTIONS INCLUDE:
 Price: Pricing a brand’s offerings should always be part of a comprehensive business strategy.
However, it must be understood that context impacts customer perceived value (CPV) —
lower prices are not always better, as any modern art dealer can ascertain.
 Quality: Quality can apply to multiple attributes in a product — attributes whose importance
can differ from customer to customer. Marketers should understand what feature most
distinguishes their products or services, and which are most desirable in target markets.
 Branding: Logos, artwork, and even packaging all deliver a message about a company and its
brand. Marketers should ensure these elements meet and exceed customers’ expectations,
helping brands stand above others.
 Service: Service quality will make or break customer perception, where even companies with
superior products can lose business if customer support operations are not in place. Customers
are more likely to write online reviews after highly positive or highly negative service
experiences, which can improve or exacerbate brand awareness.
Once you realize how much impact a single customer can have on your bottom line, their
perception of your company will seem like anything but a small matter.

13. [4]
1.5 CUSTOMER PERCEPTIONS AFFECT YOUR BRAND IMAGE
Many consumers love to share their positive experiences with people in their network. For
example, they might tell their family about a retail store that gives huge discount or they’ll
encourage their co-workers to use a online retail app that slashed their work time in half. But
customers do not always say good things. Their word-of-mouth depends on their perception
of your brand. “We all know that consumers are more likely to share poor experiences than
good ones (and with triple the number of people!),” says Chandler. “It is also important to
remember that once people get an idea in their heads, it’s hard to change their minds. In fact,
we are hardwired to find info that supports our preconceived notions—it’s called
confirmation bias.” 11 Enough negative word-of-mouth marketing over time will solidify a
bad brand reputation, and that’s no small matter. Chandler believes brands should protect
their reputation by “being in front of your customer perception and the narrative surrounding
your CX.”
1.6 RETAILING

14. [5]
A. MEANING
Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to
business or institutional customers. A retailer purchases goods in large quantities
from manufacturers, directly or through a wholesaler, and then sells in smaller quantities to
consumers for a profit. Retailers are the final link in the supply chain from producers to
consumers.
Retail markets and shops have a very ancient history, dating back to antiquity. Some of the
earliest retailers were itinerant peddlers. Over the centuries, retail shops were transformed from
little more than "rude booths" to the sophisticated shopping malls of the modern era. In the digital
age, an increasing number of retailers are seeking to reach broader markets by selling through
multiple channels, including both bricks and mortar and online retailing. Digital technologies are
also affecting the way that consumers pay for goods and services. Retailing support services may
also include the provision of credit, delivery services, advisory services, stylist services and a
range of other supporting services.
Most modern retailers typically make a variety of strategic level decisions including the type of
store, the market to be served, the optimal product assortment, customer service, supporting
services, and the store's overall market positioning. Once the strategic retail plan is in place,
retailers devise the retail mix which includes product, price, place, promotion, personnel, and
presentation.
B. DEFINITION AND EXPLANATION
Retailing is the process of selling goods and services directly to the end consumer. It involves
the final stage of the distribution chain and refers to the activities involved in selling products
to individuals for personal or household use.
Retailers are businesses that specialize in selling products directly to consumers, typically
through a physical storefront or online platform. They purchase products from manufacturers
or wholesalers and sell them to the public at a markup.

15. [6]
Retailing involves a range of activities, including merchandising, pricing, advertising,
customer service, and inventory management. Successful retailers must understand their target
customers' needs and preferences, as well as the competitive landscape in which they operate.
Retailing can take many forms, including department stores, specialty stores, discount stores,
supermarkets, convenience stores, and online marketplaces. It is a crucial component of the
economy, generating significant employment and revenue in many countries.
Some retailers badge their stores as "wholesale outlets" offering "wholesale prices." While this
practice may encourage consumers to imagine that they have access to lower prices, while
being prepared to trade-off reduced prices for cramped in-store environments, in a strictly legal
sense, a store that sells the majority of its merchandise direct to consumers, is defined as a
retailer rather than a wholesaler. Different jurisdictions set parameters for the ratio of consumer
to business sales that define a retail business.
C. HISTORY OF RETAILING
Retailing has a long and varied history, dating back to ancient civilizations. Here is a brief
overview of the history of retailing:
 Ancient Times: The earliest known form of retailing can be traced back to the marketplaces of
ancient civilizations such as Egypt, Greece, and Rome. In these marketplaces, merchants
would sell their goods to consumers.
 Middle Ages: During the Middle Ages, retailing continued to take place in marketplaces, but it
also began to move indoors, as shops and storefronts became more common.
 Renaissance and Early Modern Era: The Renaissance and Early Modern Era saw the
development of department stores, which were large retail establishments that sold a wide
variety of goods under one roof.

16. [7]
 Industrial Revolution: The Industrial Revolution brought about significant changes in retailing,
as mass production made goods more affordable and accessible to the masses. Chain stores
also emerged during this time, as retailers began to expand their operations to multiple
locations.
 20th Century: The 20th century saw the rise of shopping malls, which were large indoor
shopping centres that housed multiple stores and services under one roof. This era also saw the
advent of online retailing, as the internet made it possible for consumers to shop from the
comfort of their own homes.
 21st Century: In the 21st century, retailing has become increasingly digitized, with mobile
commerce and social media platforms becoming important channels for retailers to reach
consumers. The rise of e-commerce giants such as Amazon has also transformed the retail
landscape, making it easier than ever for consumers to shop online and have products delivered
directly to their doorsteps.
Retail markets have existed since ancient times. Archaeological evidence for trade, probably
involving barter systems, dates back more than 10,000 years. As civilizations grew, barter was
replaced with retail trade involving coinage. Selling and buying are thought to have emerged in
Asia Minor (modern Turkey) in around the 7th-millennium BCE. In ancient Greece, markets
operated within the agora, an open space where, on market days, goods were displayed on mats
or temporary stalls. In ancient Rome, trade took place in the forum. The Roman forum was
arguably the earliest example of a permanent retail shop-front. Recent research suggests that
China exhibited a rich history of early retail systems. From as early as 200 BCE, Chinese
packaging and branding were used to signal family, place names and product quality, and the
use of government-imposed product branding was used between 1000 and 900 CE. Eckhart and
Bengtsson have argued that during the Song Dynasty (9100–1127), Chinese society developed
a consumerist culture, where a high level of consumption was attainable for a wide variety of
ordinary consumers rather than just the elite. In Medieval England and Europe, relatively few
permanent shops were to be found; instead, customers walked into the

17. [8]
tradesman's workshops where they discussed purchasing options directly with tradesmen. In the
more populous cities, a small number of shops were beginning to emerge by the 13th
century. Outside the major cities, most consumable purchases were made through markets or
fairs. Market-places appear to have emerged independently outside Europe. The Grand
Bazaar in Istanbul is often cited as the world's oldest continuously operating market; its
construction began in 1455. The Spanish conquistadors wrote glowingly of markets in the
Americas. In the 15th century, the Mexica (Aztec) market of Tlatelolco was the largest in all
the Americas.
The retail service counter was an innovation of the eighteenth century.
By the 17th century, permanent shops with more regular trading hours were beginning to
supplant markets and fairs as the main retail outlet. Provincial shopkeepers were active in almost
every English market town. As the number of shops grew, they underwent a transformation. The
trappings of a modern shop, which had been entirely absent from the sixteenth- and early
seventeenth-century store, gradually made way for store interiors and shop fronts that are more
familiar to modern shoppers. Prior to the eighteenth century, the typical retail store had no
counter, display cases, chairs, mirrors, changing rooms, etc.
However, the opportunity for the customer to browse merchandise, touch and feel products
began to be available, with retail innovations from the late 17th and early 18th centuries.

18. [9]
Galeries de bois at au Palais-Royal, one of the earliest shopping arcades in Europe
By the late 18th century, grand shopping arcades began to emerge across Europe and in the
Antipodes. A shopping arcade refers to a multiple-vendor space, operating under a covered roof.
Typically, the roof was constructed of glass to allow for natural light and to reduce the need for
candles or electric lighting. Some of the earliest examples of shopping arcade appeared in Paris,
due to its lack of pavement for pedestrians. While the arcades were the province of the
bourgeoisie, a new type of retail venture emerged to serve the needs of the working poor. John
Stuart Mill wrote about the rise of the co-operative retail store, which he witnessed first-hand in
the mid-nineteenth century.
Department stores, such as Le Bon Marché of France, appeared from the mid nineteenth century
The modern era of retailing is defined as the period from the industrial revolution to the 21st
century. In major cities, the department store emerged in the mid- to late 19th century, and
permanently reshaped shopping habits, and redefined concepts of service and luxury. Many of
the early department stores were more than just a retail emporium; rather they were venues where
shoppers could spend their leisure time and are entertained. Retail, using mail order came of age
during the mid-19th century. Although catalogue sales had been used since the 15th century, this
method of retailing was confined to a few industries such as the sale of books and seeds.
However, improvements in transport and postal services led several entrepreneurs on either side
of the Atlantic to experiment with catalogue sales.
In the post-war period, an American architect, Victor Gruen developed a concept for a shopping
mall; a planned, self-contained shopping complex complete with an indoor plaza, statues,
planting schemes, piped music, and car-parking. Gruen's vision was to create a

19. [10]
shopping atmosphere where people felt so comfortable; they would spend more time in the
environment, thereby enhancing opportunities for purchasing. The first of these malls opened
at Northland Mall near Detroit in 1954. Throughout the twentieth century, a trend towards larger
store footprints became discernible. The average size of a U.S. supermarket grew from 31,000
square feet (2,900 m2
) square feet in 1991 to 44,000 square feet (4,100 m2
) square feet in
2000. By the end of the twentieth century, stores were using labels such as "mega-stores" and
"warehouse" stores to reflect their growing size. The upward trend of increasing retail space was
not consistent across nations and led in the early 21st century to a 2-fold difference in square
footage per capita between the United States and Europe.
As the 21st century takes shape, some indications suggest that large retail stores have come under
increasing pressure from online sales models and that reductions in store size are evident. Under
such competition and other issues such as business debt, there has been a noted business
disruption called the retail apocalypse in recent years which several retail businesses, especially
in North America, are sharply reducing their number of stores, or going out of business entirely.

20. [11]
1.7 HOW DOES RETAIL TRADE WORK?
The pair of pants that the executive buys at a department store is a retail transaction, but the store
didn't make the pants. Retail trade involves many different aspects that get the product to the
consumer. It's also important to note that the consumer is not the first to purchase the good they
bought in a store. Depending on the industry, that pair of pants was bought and sold more than
once.
Wholesalers - Wholesalers are companies that buy large quantities of a product from the
manufacturer and then sell them to retail stores. They are often called middlemen because they
operate between the companies that manufacture goods and the companies that sell them to
consumers.
Shipping - When a product is purchased from a manufacturer, it needs to get to the wholesaler
and eventually to the retailer. Shipping is a big part of retail trade. Whether the shipping is bulk
transport of goods from wholesaler to retailer or small shipments from retailer to consumers,
shipping plays a vital role.

21. [12]
Service - When consumers purchase certain products for their home that require installation, the
install process is part of retail trade. The same goes for the customer service that a consumer
might need after they purchase the product or the repair service that might be required on a
product that breaks.
Sales - One of the most important parts of retail is the front-end sales of the products. Successful
retail involves people with knowledge of the products who can communicate with the consumers.
There are other specific people and processes that are important to retail.
To understand better about the retail, the most important elements need to be understood, i.e.
the chain of distribution.
The chain of distribution usually adopted the following pattern-

22. [13]
Manufacturer- A manufacturer is a person or company that produces finished goods from raw materials
by using various tools, equipment, and processes, and then sells the goods to consumers, wholesalers,
distributors, retailers, or to other manufacturers to produce more complex goods. The manufacturer is
also a buyer of goods, obtaining raw materials from sources all over the world. The process of
manufacture may be completed at one factory or it may be divided among several factories. The
manufacturer prefers to sell in bulk because of high cost of packing, transporting, and invoicing large
number of small orders.
Wholesaler- The wholesaler’s function is to purchase goods in bulk from a wide variety of sources and
to make them available in smaller quantities and at a localized point of distribution to retailers. The
success of the chain stores, which, for the most part, by pass the wholesaler, and store and distribute
their goods among their many branches themselves, has caused some wholesalers- especially in the
food trade where price-cutting and the widespread introduction of supermarkets have made
competition very difficult to meet- to revise their methods.
Retailer-From the customer’s point of view, the retailer takes his place as the most important member
of the chain of distribution. He is responsible for assembling a selection of merchandise, which may
have come from many different parts of the world and presenting it in such a way that it seems
sufficiently attractive for the customer to wish to possess it.

23. [14]
1.8 TYPES OF RETAILS
UNORGANIZED RETAILING/TRADITIONAL RETAILING
According to the National Accounts statistics of India „the unorganized sector includes units
whose activity is not regulated by any statue or legal provision, and/or those, which do not
maintain regular accounts. In the context of retail sector, it could therefore be said to cover
those forms of trade which sell an assortment of products and services ranging from fruits and
vegetables to shoe repair. These products or services may be sold or offered out of a fixed or
mobile location and the number of people employed could range between 10-20 people. Thus,
the traditional formats of low-cost retailing, for example, the neighbourhood baniya, the local
Kirana shop, owner manned general stores, provision stores, flea (Thadi) markets, hand cart
and pavement vendors, the vegetable, fruit vendor, Mom, and Pop Stores, local sabji mandi,
weekly haats, general readymade garment shop or a footwear shop, general electronic shop etc.
the, the paanwala, the cobbler, etc. would be termed as the unorganized sector.
ORGANIZED OR MODERN RETAILING
Organized retailing refers to trading activities undertaken by licensed retailers, that is, those
who are registered for sales tax, income tax, etc. These include the corporate backed
hypermarkets and retail chains, departmental store, discount stores, drug stores, factory outlets,
and also the privately owned large retail businesses. The organized retail stores are
characterized by professionally managed stores or large chain of stores, providing goods and
services that appeal to customers, in an ambience that is encouraging for shopping and
agreeable to customers. For example: Vishal Mega Mart, Big Bazaar, Wills Lifestyle, Shoppers
Stop, Reliance Trends, Spencer’s, Reebok, Nike, Catmos, Lilliput, McDonald’s, Pizza Hut,
Barista, Cafe Coffee Day, Koutons, Cotton County, Peter England, Titan.

24. [15]
FOLLOWING ARE THE TYPES OF STORES-
 Mom-and-pop stores: These are generally family-owned businesses catering to small
sections of society. They are small, individually run and handled retail outlets.
 Category Specialists / killers: These are big box discount stores that offer a narrow but
deep assortment of merchandise. These retailers are basically discount specialty stores. By
offering a complete assortment at low prices, category specialists can “kill” a category of
merchandise for other retailers and thus are frequently called category killers. For example,
Office Depot, electronics (Best Buy) and sporting goods (Sport Authority), The Home Store,
Landmark, and Music World etc. are some of the category specialists.
 Malls: These are the largest form of retail formats. They provide an ideal shopping
experience by providing a mix of all kinds of products and services, food, and entertainment
under one roof. Examples are Sahara Mall, TDI Mall, MGF Metropolitan, Great India Place,
Pacific Mall, Galaxy Mall, Shipra Mall etc. in Delhi and NCR regions
 Specialty Stores: The retail chains, which deal in specific categories and provide deep
assortment in them are specialty stores. Examples are RPG's Music World, Mumbai's
bookstore Crossword, etc.
 Discount stores: These are the stores or factory outlets that provide discount on the
MRP items. They focus on mass selling and reaching economies of scale or selling the stock
left after the season is over.
 Supermarkets: A predominantly self-service format offering a full line of groceries,
meat, and produce with limited sales of non-food items, such as health and beauty aids and
general merchandise. Perishables like meat and produce account for 44 percent of supermarket
sales and typically have higher margins that packaged goods. It operates between 5,000 to
30,000 square feet of total selling area. These stores typically carry approximately 30,000
SKUs. The largest supermarket chains of US are Kroger, Albertson’s, Safeway, Ahold USA,
and Publix. Although, there is no standardization on the parameters of what makes a

25. [16]
supermarket in India, it is one of the fastest growing business formats in the country. Nilgiris,
Food world, Subhiksha, Food Bazaar and Vitan are some of the Supermarkets in India.
 Supercentres: The fastest growing retail category, are large stores (150,000- 220,000
Sq. Ft.) that combine a supermarket with a full-line discount store. By offering broad
assortments of grocery and general merchandise products under one roof, supercentres provide
a one-stop shopping experience. Supercentres offer larger percentage of non-food items and
focus more on dry groceries such as breakfast cereal 19 and canned goods, instead of fresh
items. Wal-Mart, Meijer, Kmart, Fred Meyer (a division of Kroger) etc. are some of the major
supercentres of the world.
 Hypermarkets: A very large retail unit that offers products at a low price. It is a
supermarket. These are characterized by large store size, low operating costs and margins, low
prices, and comprehensive range of merchandise. Hypermarket operates in over 50,000 sq. ft.
area and offers over 50,000 different items for sale. Hypermarkets carry a larger proportion of
food items than supercentres with a greater emphasis on perishables-produce, meat, fish, and
bakery. They offer an expanded selection of non-food items, including health and beauty
products and general merchandise at low prices. Typically, between a third to two-thirds of the
mix in a hypermarket is from “food”. These are generally large self-service outlets, offering a
variety of categories with deep assortments. Hypermarkets generally, own spacious parking
facility exclusively for their customers and employees. Some popular hypermarkets in Indian
market include Pantaloons Big Bazaar, Spencer’s, Food World, Vishal Mega Mart etc.
 Full-Line Discount Stores: these are retailers that offer a broad variety of merchandise,
limited service, and low prices. Discount stores offer both private labels and national brands,
but these brands are typically less fashion oriented than the brands in the department stores.
The big three full-line discount store chains are Wal-Mart, Kmart, and Target, which account
for 84 percent of the sales in this retail format.

26. [17]
 Drugstores: These are specialty stores that concentrate on health and personal grooming
merchandise. Pharmaceuticals often represent over 50 percent of drugstore sales and even
greater percentage of their profits. The largest drugstore chains in the United States are
Walgreen, CVS, Rite Aid and Albertson’s. xii Extreme Value Retailers: These are small, full-
line discount stores that offer a limited merchandise assortment at very low prices. The largest
extreme value retailers are Dollar General and Family Dollar Stores.
 Franchising: It is a contractual agreement between a franchisor and a franchisee that
allows the franchisee to operate a retail outlet using a name and format developed and
supported by the franchisor. In a franchise contract, the franchisee pays a lump sum 20 plus a
royalty on all sales for the right to operate a store in a specific location. The franchisee also
agrees to operate the outlet in accordance with procedures prescribed by the franchisor. The
franchisor helps in locating and building the store, developing the products or services sold,
training managers, and advertising. To maintain each franchisee’s reputation, the franchisor
also makes sure that all outlets provide the same quality of products and services. Some of the
retail stores using franchise model are Haldiram, Baskin Robins, Dominos Pizza, D‟dmas,
Lilliput, Ebony, Air Hostess Academy, VLCC etc. xiv Cash and Carry: The term cash and
Carry means that customers do their own order picking, pay in cash and carry the merchandise
away. The cash and carry is a wholesale format that aids small retailers and businessmen.
Metro AG, Germany and Shoprite of South Africa, Bharti–Wal-Mart etc are some of the major
players in Cash and Carry format.
 Airport Retailing: In the present era airports are focusing on retail to convert airports into
exciting, energized business and retail/entertainment centres-as well as transportation hubs.
Airports in many cities of the western world, the Far East and Middle East serve as mini
shopping Plazas for the traveller, the trend is catching up in India. Across the globe, major
airports that are upgrading or adding terminals are equipping them with copious amounts of
retail and restaurant space.

27. [18]
1.9 ONLINE RETAIL SALES

28. [19]
The retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion
in 2017, with modern trade expected to grow at 20-25% per annum, which is likely to boost
revenue of FMCG companies. The FMCG market in India is expected to increase at a CAGR
of 14.9% to reach US$ 220 billion by 2025, from US$ 110 billion in 2020. The Indian FMCG
industry grew by 16% in CY21 a 9- year high, despite nationwide lockdowns, supported by
consumption-led growth and value expansion from higher product prices, particularly for
staples. The Indian processed food market is projected to expand to US$ 470 billion by 2025,
up from US$ 263 billion in 2019-20.
FMCG giants such as Johnson & Johnson, Himalaya, Hindustan Unilever, ITC, Lakmé and
other companies (that have dominated the Indian market for decades) are now competing with
D2C-focused start-ups such as Mamaearth, The Moms Co., Bey Bee, Azah, Nua and Pee Safe.
Market giants such as Revlon and Lotus took ~20 years to reach the Rs. 100 crores (US$ 13.4
million) revenue mark, while new-age D2C brands such as Mamaearth and Sugar took four and
eight years, respectively, to achieve that milestone.
Advertising volumes on television recorded healthy growth in the July-September quarter,
registering 461 million seconds of advertising, which is the highest in 2021. FMCG continued
to maintain its leadership position with 29% growth in ad volumes against the same period in
2019. Even the e-commerce sector showed a healthy 26% jump over 2020.
Advertising volumes on television recorded healthy growth in the July-September quarter,
registering 461 million seconds of advertising, which is the highest in 2021. FMCG continued
to maintain its leadership position with 29% growth in ad volumes against the same period in
2019. Even the e-commerce sector showed a healthy 26% jump over 2020.

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Goods involved in a Grocery store
Beverages – coffee/tea, juice, soda
Bread/Bakery – sandwich loaves, dinner rolls, tortillas, bagels
Canned/Jarred Goods – vegetables, spaghetti sauce, ketchup
Dairy – cheeses, eggs, milk, yogurt, butter
Dry/Baking Goods – cereals, flour, sugar, pasta, mixes
Frozen Foods – waffles, vegetables, individual meals, ice cream
Meat – lunch meat, poultry, beef, and pork
Produce – fruits, vegetables
Cleaners – all- purpose, laundry detergent, dishwashing liquid/detergent
Paper Goods – paper towels, toilet paper, aluminium foil, sandwich bags
Personal Care – shampoo, soap, hand soap, shaving cream
Other – baby items, pet items, batteries, greeting cards

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1.10 JIO MART
Jio Mart is an online grocery delivery service launched by Reliance Industries, one of India's largest
conglomerates. The service was launched in 2020 and is available through a mobile app and website.
Jio Mart offers a wide range of products, including groceries, fruits and vegetables, dairy and bakery
items, personal care products, and more. Customers can place orders through the app or website and
have them delivered to their doorstep.
Jio Mart has partnered with neighbourhood Kirana stores (mom-and-pop grocery stores) to fulfil
orders and provide delivery services. The company aims to digitize and modernize India's traditional
retail sector by enabling small Kirana stores to expand their reach and compete with online giants
like Amazon and Flipkart.
Jio Mart's launch has created significant buzz in India's e-commerce market, and its rapid growth has
made it a strong contender in the online grocery delivery space.

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1.11 JIO MART ACHIEVEMENT
Jio Mart was launched in May 2020, and since then, it has achieved several notable milestones.
Here are some of the achievements of Jio Mart:
 Rapid expansion: Within six months of its launch, Jio Mart expanded its services to over 200 cities in
India. As of early 2023, Jio Mart is available in over 500 cities and towns across India.
 Customer base: Jio Mart has reported that it has over 5 million registered users, and the number
continues to grow rapidly.
 Partnership with WhatsApp: Jio Mart has partnered with WhatsApp to enable customers to place
orders directly through WhatsApp. This partnership allows customers to place orders more
conveniently and efficiently.
 Collaboration with local Kirana stores: Jio Mart has partnered with thousands of local Kirana stores
across India to expand its reach and provide more products to customers. This partnership also
empowers local businesses and helps them to grow.
 Innovation: Jio Mart has continuously introduced new features and services to enhance the
customer experience, such as the introduction of express delivery and a loyalty program.
Overall, Jio Mart has achieved significant success in a short period, and it continues to grow and
expand its services across India.
1.12 VISION AND GOALS OF JIO MART
The vision of Jio Mart is to become India's largest and most comprehensive online grocery platform,
providing a seamless shopping experience to customers while empowering local businesses and
communities. Jio Mart aims to transform the grocery retail industry in India by leveraging technology
to offer a wide range of products at competitive prices. The company's vision is to become the go-to
platform for grocery shopping, providing customers with a one-stop-shop for all their daily needs. In
addition to its focus on customer convenience, Jio Mart is committed to

32. [23]
empowering small retailers and Kirana stores across India by providing them with access to a larger
customer base and enabling them to compete with larger retailers.
The goal of Jio Mart is to provide a convenient and affordable online grocery shopping experience to
customers in India. The service aims to leverage Reliance Industries' extensive network of stores and
supply chains to offer a wide range of grocery products at competitive prices. Jio Mart's platform also
aims to empower local Kirana stores and small retailers by enabling them to sell their products online
through Jio Mart's platform. This approach not only helps small businesses reach a wider audience but
also promotes the growth of the local economy. Overall, Jio Mart's goal is to revolutionize the grocery
shopping experience in India by providing customers with a convenient and affordable online platform
while empowering local businesses and retailers.
1.13 PRODUCT DESIGN OF JIO MART
Jio Mart is an e-commerce platform that offers a wide range of products, including groceries,
household essentials, electronics, and fashion items. The product design of Jio Mart is focused on
providing customers with a convenient and user-friendly shopping experience.
One key aspect of Jio Mart's product design is its user interface. The platform is designed to be easy
to navigate, with clear categories and search functions that make it simple for customers to find what
they are looking for. The platform also offers personalized recommendations based on customers'
browsing and purchasing history, helping them discover new products that they may be interested in.
In terms of the products themselves, Jio Mart's product design is focused on providing customers with
a diverse range of high-quality products at affordable prices. The platform sources products directly
from manufacturers and suppliers, cutting out intermediaries and reducing costs. This allows Jio Mart
to offer competitive prices and discounts to customers.

33. [24]
Jio Mart's product design also includes features such as secure payment options, fast delivery, and
hassle-free returns, all of which are designed to enhance the customer experience and build trust with
customers.
Overall, Jio Mart's product design is focused on delivering a seamless and satisfying shopping
experience to customers, while also offering a wide range of high-quality products at affordable
prices.
1.14 SUPPLY CHAIN MANAGEMENT
Jio mart has a robust supply chain management system in place to ensure timely delivery of products
to customers. The company sources products directly from manufacturers and suppliers, reducing
costs and streamlining the supply chain process.
Here are some key features of Jio Mart's supply chain management system:
Direct sourcing: Jio Mart sources products directly from manufacturers and suppliers, cutting out
intermediaries and reducing costs. This also allows the company to maintain control over the quality
of its products.
Inventory management: Jio Mart uses advanced inventory management systems to track the
availability of products and ensure that they are in stock and ready for delivery. This helps the
company to avoid stockouts and maintain a high level of customer satisfaction.
Efficient logistics: Jio Mart has established a network of warehouses and distribution centres to
ensure efficient logistics and timely delivery of products to customers. The company uses advanced
technologies such as automation and data analytics to optimize its logistics operations.

34. [25]
Last-mile delivery: Jio Mart has partnered with third-party logistics providers to ensure efficient last-
mile delivery of products to customers. The company uses a combination of delivery vans and bikes
to ensure that products are delivered to customers quickly and efficiently.
Customer feedback: Jio Mart uses customer feedback to improve its supply chain management
system. The company uses data analytics to identify areas for improvement and takes corrective
action to ensure that customers receive their products in a timely and efficient manner.
1.15 TAGLINES OF JIO MART
The tagline of Jio Mart is "India Ki Nayi Dukan" which translates to "India's New Store" in English.
This tagline is reflective of Jio Mart's focus on providing a convenient and affordable e-commerce
platform for customers in India. The tagline emphasizes Jio Mart's commitment to serving the needs
of Indian customers, and its mission to transform the e-commerce landscape in India.
1.16 SLOGANS OF JIO MART
Jio Mart, the e-commerce platform of Reliance Retail, has used a few slogans in its marketing
campaigns. Here are some examples:
"Ab sabki dukaan, JioMart" - This slogan translates to "Now everyone's store, Jio Mart" in English.
It emphasizes Jio Mart's mission to serve the needs of all customers in India and become the go-to e-
commerce platform for everyone.
"Smart online grocery shopping, only on JioMart" - This slogan highlights Jio Mart's focus on
making grocery shopping convenient and easy for customers.

35. [26]
1.17 THE MARKETING MIX OF THE JIO MART
 Price: JioMart aims to offer competitive prices for its products and often offers discounts and
promotions to attract customers. The platform also offers free delivery for orders above a certain
value.
 Place: JioMart operates on an online and offline hybrid retail model. The platform partners with local
Kirana stores to fulfil orders, allowing customers to order products online and pick them up at their
local stores. This approach helps JioMart to leverage the existing retail infrastructure and provide a
convenient shopping experience for customers.
 Promotion: JioMart uses a mix of online and offline marketing channels to promote its products and
services. The platform often uses social media platforms like Facebook, Instagram, and Twitter to
reach out to customers and run targeted advertising campaigns. JioMart also runs promotional events
and offers discounts to attract new customers.
 People: JioMart has a team of dedicated employees who work to ensure a seamless shopping
experience for customers. The platform also partners with local Kirana stores to fulfil orders,
allowing it to leverage the existing retail infrastructure and create new opportunities for small and
medium-sized businesses.
 Process: Jio Mart's ordering and delivery process is designed to be fast and efficient. Customers can
easily place orders on the platform, and the delivery is often completed within a few hours. JioMart
also offers hassle-free returns and a secure payment system.

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1.18 COMPANY PROFILE OF JIO MART
JioMart is an e-commerce platform that is owned and operated by Reliance Retail, a subsidiary of
Reliance Industries Limited (RIL), one of India's largest conglomerates. JioMart was launched in
May 2020 and is currently available in over 200 cities across India.
Here are some key facts about JioMart and its parent company, Reliance Retail:
 Products and services: JioMart offer a wide range of products, including groceries, household
essentials, electronics, and fashion items. The platform also offers personalized recommendations
based on customers' browsing and purchasing history. Jio Mart's services include secure payment
options, fast delivery, and hassle-free returns.
 Ownership: JioMart is owned and operated by Reliance Retail, which is a subsidiary of Reliance
Industries Limited (RIL), a diversified conglomerate with interests in petrochemicals, refining, oil,
and gas exploration, retail, and telecommunications.
 Expansion: JioMart has quickly expanded its presence across India, with plans to expand further in
the coming years. The platform has partnered with local Kirana stores to create a hybrid online and
offline retail model, which allows customers to order products online and pick them up at their local
stores.
 Competition: JioMart competes with other e-commerce platforms such as Amazon, Flipkart, and
Gofers in the Indian market. However, JioMart has a unique advantage in that it is backed by
Reliance Retail, which has an extensive network of retail stores and a strong presence in the Indian
market.

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 Mission: Jio Mart's mission is to transform the e-commerce landscape in India by providing a
convenient and affordable platform for customers to shop online. The platform aims to bring the
benefits of e-commerce to small and medium-sized businesses and create new opportunities for
growth and development in the Indian market.
1.19 SWOT ANALYSIS OF JIO MART
SWOT analysis is a strategic management tool used to assess an organization's strengths,
weaknesses, opportunities, and threats. Here is a SWOT analysis of JioMart:
Strengths:
Reliance Retail's strong brand name and reputation in the Indian market.
JioMart leverages the existing retail infrastructure of local Kirana stores to provide a convenient and
cost-effective shopping experience for customers.
The platform offers a wide range of products, including groceries, household essentials, and fashion
items.
Jio Mart's partnership with Jio, India's largest telecom provider, provides it with a vast customer base
and a strong online presence.
The company's innovative business model, combining online and offline retail, gives it a unique
competitive advantage.
Weaknesses:
JioMart is a relatively new player in the Indian e-commerce market and is still in the process of building
its customer base.
The platform faces intense competition from established e-commerce players like Amazon, Flipkart,
and Big Basket.
Jio Mart's reliance on local Kirana stores for order fulfilment could lead to issues with inventory
management and quality control.

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Opportunities:
The Indian e-commerce market is rapidly growing, with many consumers moving online to shop for
groceries and other essentials.
JioMart can leverage Jio's vast customer base to promote its products and services and expand its reach.
The platform could explore new product categories, such as electronics and home appliances, to
increase its revenue streams.
Jio Mart's partnership with local Kirana stores could create new opportunities for small and medium-
sized businesses in India.
Threats:
JioMart faces intense competition from established players like Amazon, Flipkart, and Big Basket,
who have a strong foothold in the Indian e-commerce market.
The platform may face challenges in scaling its operations and managing its supply chain effectively.
The Indian market is highly price-sensitive, and JioMart could face challenges in maintaining its
competitive pricing while ensuring quality products and services.
The ongoing COVID-19 pandemic could disrupt Jio Mart's operations and supply chain, affecting its
ability to serve customers.

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CHAPTER NO. 2
REVIEW OF LITERATURE

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2.1 INTRODUCTION
A literature review is a book composed by somebody to think about the basic purpose of current
information including substantive discoveries just as hypothetical and methodological commitments
to a specific theme. The outline of literature at the national or a worldwide level is to be investigated
with the assistance of research-report, articles, books, and different materials. This study adds to
writing by concentrating on the localized marketing strategies to capture the undiscovered potential
market of India, which is brimming with circumstances. The aim of literature review is to legitimize,
method of reasoning of a guaranteeing research study, gives a review of verifiable a viewpoint and to
bring to the light the examination patterns and issues.
2.2 TYPES OF REVIEW OF LITERATURE
 Narrative literature review: It also refers to as traditional literature review, critiques literature
and summarizes the body of a literature. Narrative review also draws conclusions about the
topic and identifies gaps or inconsistencies in a body of knowledge. It requires a sufficiently
focused research question to conduct a narrative literature review.
 Systematic literature review: It requires more rigorous and well-defined approach compared to
most other types of literature review. Systematic literature review is comprehensive and details
the timeframe within which the literature was selected.
 Scoping literature review: As implied by its name is used to identify the scope or coverage of a
body of literature on a given topic. It has been noted that “scoping reviews are useful for
examining emerging evidence when it is still unclear what other, more specific questions can
be posed and valuably addressed by a more precise systematic review
 Integrative literature review reviews: It critiques, and synthesizes secondary data about
research topic in an integrated way such that new frameworks and perspectives on the topic are
generated. If your research does not involve primary data collection and data analysis, then
using integrative literature review will be your only option.

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 Theoretical literature review: It focuses on a pool of theory that has accumulated in regard to
an issue, concept, theory, phenomena. Theoretical literature reviews play an instrumental role
in establishing what theories already exist, the relationships between them, to what degree
existing theories have been investigated, and to develop new hypotheses to be tested.
 Argumentative literature review: As the name implies, examines literature selectively in order
to support or refute an argument, deeply imbedded assumption, or philosophical problem
already established in the literature. It should be noted that a potential for bias is a major
shortcoming associated with argumentative literature review.
2.3 THE PURPOSE OF REVIEW OF LITERATURE
 To familiarize yourself with the current state of knowledge on your topic
 To ensure that you’re not just repeating what others have already done
 To identify gaps in knowledge and unresolved problems that your research can address
 To develop your theoretical framework and methodology
 To provide an overview of the key findings and debates on the topic

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2.4 LITERATURE REVIEW
Neha Upadhyay (2019)
studied consumer perception as regards the big basket in the Ahmedabad region. A sample of 416
respondents was taken for the study and focused on various categorical variables such as gender, age,
occupation, education, and income. The customer's opinions on perceived quality, perceived risk,
perceived benefits, and perceived level of services were studied using the Attitude Likert Scale. Big
basket ensures quality parameters like expiry date, packaging, and avoidance of damaged goods to
develop trust among consumers. The second advantage is the factor influencing price with the help of
collaborating maximum payment vendors with the best price and other discounts to its regular
members and providing them with varied privileges and benefits. It also provides free delivery along
with varied time slots to make them more efficient. It also suggests that big basket launch profitable
weekly deals that would motivate buyers to improve the frequency of buying.
Fabian Driediger and Veera Bhatiasevi (2019)
analysed consumer behaviour and acceptance of online grocery shopping by contacting 263 residents
in Bangkok and used the PLS-SEM model and found that perceived ease of use, usefulness, the reason
for use, and enjoyment have a statistically positive relationship towards accepting online grocery
shopping.
Reema Singh and Sara Rosengren (2020)
developed a deeper understanding to find out the drivers responsible for online grocery shopping by
applying a push, pull, and mooring framework. It was found that customer service, issues related to
product delivery, technical issues, and perception of high price are retailer-related push factors, word
of mouth, and other attractive factors are competitors-related pull factors that have a direct effect on
the switching. The customer-related mooring factors include switching cost and switching behaviour
have a moderate effect on switching. Retailers should judge the pulse of the consumers and act
accordingly to retain the customers.

43. [34]
Srikant Kapoor (2020)
in his case study, evaluated the new giant in the Digital grocery ecosystem – Jio mart, and highlighted
that Jio mart created tough competition among the other competitors in a short period through its
strategy to attract middle-class people by changing their purchasing habits. Jio mart is considered the
heart of the Reliance group. Jio smart ecosystem is designed in such a way that it benefits both
customers and retailers. There was 4 times rise in the growth of Jio mart with its lower base. The
pandemic has also turned positive for Jio mart and the Chief Executive Damodar Mall tweeted that
"Never waste a crisis, they say".
Imran Ali, and Mohammad Naushad (2021)
found that the influential factors such as perceived value, perceived convenience, perceived product
quality, perceived value, and time value are positively correlated with the customer satisfaction with
online shopping. The two factors that have little significance on customer satisfaction are value for
time and perceived value. Retailers should focus on hassle-free shopping and should provide genuine
information about the product and make sure that customers are not misused.
Gurleen (2012)
Over the years, technology has taken a vast turn. As a boon, almost everything has been made available
to people online. Online Grocery being one of them. For people to adapt to a change it takes a while.
It was found that price consciousness, convenience, variety, and easy payment options were a few
factors that www.ijcrt.org © 2021 IJCRT | Volume 9, Issue 7 July 2021 | ISSN: 2320-2882
IJCRT2107375 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org d329
impacted the consumers to shop online. However, most of the consumers were worried about the
security of their payment details.
Sherah Kurnia, Ai-Wen Jenny Chien, (2003)
Online grocery services have been trying to take a hold in the market however due to the lack of
availability in some areas and due to the traditional habits of the consumers, a large audience has not
been able to gain the benefits of it. It was observed that people use OGS due to the perceived ease of
use. Nevertheless, online grocery shopping is still a new concept and therefore people cannot relate to
it or they do not have a clear understanding of the risks involved in it.

44. [35]
Ajit Kaushal (2015)
As online grocery services have not been able to cater to the rural areas and towns, the awareness about
the same is also limited in such areas. There is a huge section of the audience who is unaware about
such services. Significant differences were found in various demographic traits regarding the
awareness of the OGS. Factors that influenced the decision of the consumers greatly were found to be
perceived risk, perceived cost, perceived convenience, and perceived enjoyment.
Veiga (2020)
Tatiana Marceda Bach identifies the influence of three latent constructs that might affect online
purchase behaviours and identifies risks associated with the latent and its effects on consumers buying
behaviour. The need to reassess the strategies adopted by companies that sell online to reduce risks
and consequently increase trust in decision making were highlighted.
Safizal Abdullah (2016)
Another research determined the relationship between subjective norm, perceived usefulness, and
online shopping behaviour. It was seen that the subjective norm and perceived usefulness, positively
impacted the buying behaviour of customers and vice versa.
Nicola Derrer-Rendall, Alison Attrill (2016)
Some of the key variations between consumer experiences in online and offline shopping were
highlighted by another author. Along with that the ways in which retailers are attempting to blur
physical and virtual shopping experiences were studied. The research concluded that the ease of
purchase far outweighed the benefits which came with offline shopping experience and further delved
into a new era of shopping experiences.
S Sathiya (2015)
S Sathiya identified how the consumers of Chennai perceive online grocery shopping. The findings
also revealed that demographic variables such as age, gender do not have an influence on the factors
of consumer satisfaction.

45. [36]
G Mortimer, S Fazal E Hasan, L Andrews (2016)
Research investigated the online shoppers’ experience in context of online purchasing frequency and
examined the effect of perceived risk between trust and online repurchase intention of grocery. Results
found that while customer satisfaction predicts trust for both infrequent and frequent online grocery
shoppers, perceived risks fully mediate the effect of trust on repurchase intentions for infrequent online
grocery shoppers.
Jasper Grashuis, Theodoros Skevas, Michelle S. Segovia (2020)
One of the studies determined the relationship between change in behaviour and the environment of
covid 19. This change leads to an opportunity for the food retailers and deliverers to tailor business
strategies according to the scenario. They may consider increasing their existing capacity as per the
demand.
Y Wang, R Xu, M Schwarts, D Ghosh (2020)
Pandemic has hit different businesses differently- some negatively and some positively. Online
shopping services initially did see a fall in the customers but eventually it turned out to be a boon for
them. However, the survey’s results indicate now consumers have higher expectations for in store
safety, there has been reduction in the frequency of in store visits, there has been a shift in the ways.

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CHAPTER NO. 3
RESEARCH METHODOLOGY

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3.1 INTRODUCTION TO RESEARCH:
The word research is derived from the French word ‘Researcher’ meaning to search back. Broadly
research refers to search for knowledge. Research is an attempt to find answers to problems both
theoretical and practical, through application of scientific methods. Essentially, research is a systematic
inquiry looking for facts through verifiable methods in order to establish the relationship among them
and to conclude from them broad principles or laws. Research is an organized effort. Research is an
inquiry into the nature of, the reason for, and the consequences of any particular set of circumstances,
whether they are experimentally controlled or recorded as they take place.
3.2 DEFINITION:
“Research is the systematic and objective analysis and recording of controlled observations that may
lead to the developments of generalizations, principles or theories, resulting in prediction and possibly
ultimate control of events.” – John W. Best.
“Research is essentially an investigation, a recording and analysis of evidence for the purpose of
gaining knowledge.”- Robert Ross.

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3.3 OBJECTIVES OF THE STUDY:
1. To know the Marketing Mix (4Ps) of Jio mart.
2. To Analyse Jio mart through SWOT Analysis.
3. To Evaluate the production Process of Jio mart.
4. To Examine the Product line of the company.
5. To Evaluate the Consumer/Customer Perception towards the company.
6. To Re-evaluate the awareness of Jio mart in Customers.
7. To Assess the demand pattern of Jio mart products in the market.
8. To understand the buying behaviour of the Consumers.
9. To understand different views, opinions, ideas, preferences, impression of Jio mart Brands
and products from the Consumer viewpoint.
10. To study the importance of Consumer Perception.

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3.4 NEED AND IMPORTANCE OF THE STUDY:
 This study explains about the consumers’ ideas, impressions, preferences, about the Jio mart Brands.
 Presented study will help me to know about the likes and dislikes of the customers regarding the
Jio mart online groceries shopping.
 This study will give detailed information Marketing Mix i.e. The 4Ps; SWOT Analysis of
Jio mart grocery shopping over regional grocery store.
 Given study will help to let us know the different ways how Jio mart create its image in markets.
 This study provides us some ways to improve the efficiency in distribution channel, which may
help Jio mart to come up with new ideas, solutions.
 This study highlights some problems faced by the consumers.
3.5 SCOPE OF THE STUDY
The scope of Consumer perception towards Jio mart store over regional grocery store is wide. This
study will help us to understand the insights of Customer perceptions; their views, opinions, about the
products, their prices; role of logistics in supply chain, how company is establishing new ways to meet
consumers demand using information technology (IT). The study will let us know whether Jio mart
store is able to satisfy its consumers’ needs by delivering the product on time which are demanded by
consumers. This study analyses Jio mart relationship with all its local Kirana store members. Jio mart
has come so far with its hard work so we are getting to know the reason behind

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the success of Jio mart. The study will let people know more about the Jio mart store. It will give some
idea to Jio mart to improve themselves in some factors.
3.6 LIMITATIONS FOR THE STUDY
The study has certain limitations. As the study is on Consumer Perception towards Jio mart for grocery
shopping over regional grocery store. The data collected in this research is based on primary and
secondary data. The primary data is collected through a Questionnaire/Survey conducted with the
Target Audience/ Consumers. The sample size of Consumers is 100. The secondary data was collected
through newspapers, magazines, company’s official website, other websites providing news articles,
reference books etc. resulting into less authentic data.
3.7 RESEARCH DESIGN
Sample size: A sample size is a part of the population chosen for a survey or experiment. Sample size
relates to the actual number of people selected as a sample to represent the population.
The questionnaire was prepared as per the topic of Consumer Perception and it was sent to various
consumers like teenagers, parents, grandparent, worker of regional stores, etc. The consumers in the
sample size were selected are from various cities like Thane, Navi Mumbai, Mumbai region. Few
consumers were also asked to fill questionnaire, 100 consumers had interviewed through help of
questionnaire.

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3.8 TYPES OF DATA
Data collection is the process of gathering and measuring information on variables of interest, in an
established systematic fashion that enables one to answer stated research questions. Data collection
starts with determining what kind of data required followed by the selection of a sample from a certain
population. After that, use of a certain instrument to collect the data from the selected sample.
Data is mainly divided into two types: primary data and secondary data. In this project both the types
of data are collected through different sources.
a) Primary Data: Data that has been collected from first-hand-experience is known as primary data.
Primary data has not been published yet and is more reliable, authentic, and objective. Primary data
has not been changed or altered by human beings; therefore, its validity is greater than secondary data.
Primary data can be collected through questionnaires, depth interview, focus group interviews, case
studies, experimentation, and observation.
b) Secondary Data: Data collected from a source that has already been published in any form is called
as secondary data. Common sources of secondary data include organizational records and data
collected through qualitative methodologies or qualitative research.
3.9 SOURCES OF DATA COLLECTION
Mainly there are two sources of data: primary and secondary source.
a) Primary Sources: The primary data is considered as most important and authentic data. Primary
sources are used to collect primary data. In this research different questionnaire was prepared for
different channel member and sent to respective member and their responses were collected and
analysed. The Questionnaire/Survey was sent to 100 Consumers.

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b) Secondary Sources: The Secondary data is collected through various secondary sources such as,
articles, web articles, books, websites etc.
3.10 METHODS OF DATA ANALYSIS
Data by itself is meaningless. Analysis converts the data into meaningful information. Analysis of data
starts at the time of drafting of questionnaire. Generally Central tendency (mean, median, mode),
correlation techniques, time series analysis and statistical methods are used to analyse the data. In this
project statistical methods such as pie diagrams, bar graphs, tables and charts are used to analyse and
present the data.

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CHAPTER NO. 4
DATAANALYSIS
AND
DATA INTERPRETATION

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4.1 MEANING
The process of giving the information that has been gathered a meaning and figuring out the
conclusions, relevance, and consequences of the findings is known as data analysis and
interpretation. The processes required for data analysis depend on the kind of information
gathered, However, going back to the evaluation's goal and the evaluation's questions will
provide a framework for data organising and a direction for analysis.
Data interpretation is the application of procedures for reviewing data in order to draw
conclusions that are well-informed. Data interpretation gives the information that has been
analysed a meaning and establishes its significance and implications.
The goal of collection and interpretation is to gather pertinent information that may be used to
help decision-makers make the best choices. Data gathering and interpretation offer countless
advantages for a variety of people and organisations, from enterprises to newlyweds looking
for their first house both organisations and people
Data analysis and interpretation, in the end, helps improve processes and identify problems. It
is difficult to grow and make dependable improvements without, at the very least, minimal data
collection and interpretation.
The primary data for research project is collected through survey of consumers. The survey was
conducted based on customer’s likes – dislikes, ideas, preferences, opinions, etc. for Retail store and
Jio mart store grocery products. Consumers were asked 16 Questions.
100 Consumers were included in this Survey.

55. [46]
4.2 AGE GROUP OF THE RESPONDENTS
Chart no. 1
Age group No. of Respondent
18-30 85
31-45 10
46-60 3
60 to above 2
Figure 1. Age group
The sample size for the survey was 100. From the above table, we can see that 85 respondents were
in the age group of 18-30.
10 respondents were in the age group of 30-45.
While 3 respondents from the age group of 46-60.
2 respondents were from the age group of 60 to above.
85
10
3 2
18-30 31-45 46-60 60 to above

56. [47]
4.3 GENDER OF THE RESPONDENT
Chart no. 2
Gender No. of respondents
Male 56
Female 44
Figure 2. Gender
According to the table:
56 respondents from 100 respondents are male.
44 respondents from 100 respondents are female.
56
44
Male Female

57. [48]
4.4 ARE ONLINE GROCERY SERVICE AVAILABLE IN YOUR AREA?
Chart no. 3
Option No. of respondents
Yes 86
No 14
Figure 3. Is online grocery service available in your area?
The Central Government of India has been trying to develop smart cities and set up different models
of e-commerce and online transactions but there is a long way to go. Due to the lack of certain
resources and dominance of physical grocery stores online grocers have not been able to expand their
services throughout the country. Through the survey we found out that 86 of the people surveyed
have online grocery services available in their area and the rest 14 do not.
86
14
Yes No

58. [49]
4.5 WHERE DO YOU SHOP FOR GROCERY ITEMS?
Chart no. 4
Option No. of respondents
Local Kirana 41
Ration shop 4
Super market 43
Online 12
Figure 4. Where do you shop for grocery items?
More than 95% of the grocery market is still controlled by physical grocery stores, be it
supermarkets or local Kirana stores though owing to the rising customer awareness and digital
literacy and improved internet services online grocery stores are coming up significantly and the
scope is very wide in the Indian market. There has been a shift in consumers’ shopping habits as a
response to covid 19 and this has brought a boost to the online grocery market as well as changes in
the functioning of the local Kirana stores, many have adopted to this and have started providing extra
services like contactless delivery to your doorstep, small orders on call or WhatsApp, acceptance of
digital payments, etc. Through the primary source of data collected we found out that 96% of the
surveyed audience purchase from physical grocery stores and only 4% consumers are using online
services for their regular purchase of groceries.
41
4
43
12
Local Kirana Ration shop Super market Online

59. [50]
4.6 WHICH ONLINE GROCERY SHOPPING SERVICES DO YOU USE?
Chart no. 5
Company no of respondents
Jio mart 65
Big basket 25
Grofers 10
Nature basket 6
Others 24
Figure 5. Which online grocery shopping services do you use?
The industry is expected to expand at a compound annual growth rate (CAGR) of 37.1% from 2021
to 2028. With such rapid expansion, the market is bound to be characterized by extreme competition
amongst the key players as they try to undercut competition with appealing offers such as same-day
delivery, cashback, low delivery charges, and flexible return policies. Currently Big basket seems to
be the leading choice in consumers followed by Jio mart. However newer players like Grofers and
Nature basket are rapidly expanding with the aim of taking over the industry.
65
25
10
6
24
0
10
20
30
40
50
60
70
Jio mart Big basket Grofers Nature basket Others
No.
of
respondents
Company

60. [51]
4.7 HOW MUCH DO THE FOLLOWING FACTOR INFLUENCE YOUR
DECISION OF ONLINE GROCERY SHOPPING?
Chart no. 6
Option No. of respondents
Safety 24
convenience 29
Tine saving 58
Cost 35
Variety 22
Figure 6. How much do the following factor influence your decision of online grocery shopping?
To understand the decision-making process of consumers while using online grocery services, we
asked them to rate several factors according to the impact it creates on their purchase decision while
choosing to buy online. The first factor was safety, which was rated as very important by 14% of the
surveyed population while the rest 86% were either neutral or did not consider this. Convenience was
24
29
58
35
22
0 10 20 30 40 50 60 70
Safety
convenience
Tine saving
Cost
Variety
No. of respondents
Influencing
factors

61. [52]
rated important by 18% of the people who took the survey. 34% believed that shopping groceries
online was time saving, whereas 30% were neutral on this aspect. Around 30% were neutral about
the cost, meaning either they found the prices to be similar or did not consider this factor while
making the purchase decision. However around 21% of the surveyed people considered cost as an
important aspect while making their decision. Variety or availability of a wide range of products is
something that attracts the consumers, 13% of the surveyed population considered this as an
important factor hence variety can or does influence a customer while using online grocery services.

62. [53]
4.8 HOW OFTEN WOULD YOU BUY GROCERIES ONLINE?
Chart no. 7
Option No. of respondent
Never 15
Rarely 28
Sometimes 45
Often 11
Always 1
Figure 7. How often would you buy groceries online?
15
28
45
11 1
Never Rarely Sometimes Often Always

63. [54]
As you can see from above pie chart 15% of the respondents never buy any grocery product from
online app or website, they prefer to go to the physical grocery stores.
28% respondents from 100 respondents are the one who but grocery product through online rarely.
Collected survey data say that 45% of the total respondent are sometimes buy groceries online and
sometimes they prefer to go to physical stores.
11% of the respondents buy groceries through online often.
And 1% of the respondents always buy groceries through online. They are very comfortable to buy
groceries online.

64. [55]
4.9 WHAT DO YOU FEEL ABOUT ONLINE GROCERY SHOPPING?
Option No. of respondents
As a Replacement 11
As a Alternative 35
As a Additional option 54
Figure 8. What do you feel about online grocery shopping?
The above can be confirmed by the next part of our survey. Out of the sample population only 11%
see online grocery shopping as a replacement for traditional stores. However, a much bigger chunk
sees it as an alternative or an additional option. A rise in such consumers is great for short term
success of the industry and will allow for better survival and growth opportunities.
11
35
54
As a Replacement As a Alternative As a Additional option

65. [56]
4.10 WHAT MAKES YOU PREFER A GROCERY DELIVERY SERVICE
OVER ANOTHER?
Chart no. 9
Option No. of respondents
Discounts and offers 48
Customer support 6
Fast delivery 30
Availability of product 12
Modes of payment 4
Figure 9. What makes you prefer a grocery delivery service over another?
There are multiple factors which impact a consumer’s decision to prefer one app over the other.
Some of them are availability of a wide variety of products, delivery speed, modes of payments etc.
Discounts and offers are one of the reasons which highly impact a consumer’s decision. The graph
shows that almost 48% of people consider the discounts before making a purchase decision on an
app.
48
6
30
12
4
Discounts and offers Customer support Fast delivery
Avalability of product Modes of payment

66. [57]
Having a good customer support system also has a huge influence on the customers. 6% of the
people who look up to the customer care in case of any help and might make a switch if the customer
support system is not strong and efficient enough. Groceries getting delivered at the right time is also
what makes people stay loyal to the company. About 30% of the customers make sure that the app
that they are buying from delivers groceries well in time.
The graph also shows that having a good user interface can help the company but maybe not to a
great extent. It is one factor that does not influence the decision of the customer largely.
Availability of a wide range of products is one thing that is considered most while making a choice.
More than 12% of customers look for an app which can provide them with all that they want all at
once. Also, this is one thing that makes people choose online grocery service over the local shops as
a lot of times things are not available in the local stores while they are in the online stores.
Easy and convenient methods of making payment is another factor. Having various options to make
payment helps the company target a larger audience. About 4% of people look for convenient and
flexible ways to make payments while shopping online.

67. [58]
4.11 WHAT ARE YOUR ISSUES REGARDING ONLINE GROCERY
SHOPPING?
Chart no. 10
Option No. of respondents
No guarantee 25
Price 17
Security 20
Physical Examination 38
Figure 10. What are your issues regarding online grocery shopping?
As per the survey, about 38% customers face a problem of physical examination of the product while
making a purchase online. The fact that they cannot see the groceries themselves before making the
payment and buying them makes them hesitant. Since there is no guarantee of getting the product of
good quality too, 25% of respondents were reluctant. Other issues that people face while making
online purchases of groceries is the price range and the lack of security.17% of respondents issues
regarding price of the product they want to purchase. And 20% of respondent have issues regarding
security.
25
17
20
38
No guarantee Price Security Physical Examination

68. [59]
4.12 WILL YOU CONTINUE TO BUY GROCERIES ONLINE AFTER
COVID?
Chart no. 11
Option No. of respondents
Yes 45
No 21
Maybe 34
Figure 11. Will you continue to buy groceries online after Covid?
Coming to the sustainability of the perception, according to the survey, the decision made by the
customers will sustain even after the pandemic. 45% of people are certain about them continuing to
buy groceries online post covid, and 34% are not very sure. Only 21 percent respondents will not buy
groceries online, which also includes the people belonging from an area where online groceries
services are not available.
45
21
34
Yes No Maybe

69. [60]
4.13 WHAT MAKE JIO MART ONLINE GROCERY SHOPPING SPECIAL
COMPARED TO OTHERS?
Chart no. 12
Options No. of respondent
Partnership with local stores 37
Wide product range 47
Competitive pricing 36
Convenient Delivery 24
Option No. of respondent
Figure 12. What make Jio mart online grocery shopping special compared to others?
As you can see from above graph 24% of respondents thinks that Jio mart is unique compares to
others because of the convenient delivery.
36% of the total respondent believe that Jio mart is unique because of its competitive pricing.
Wide product range is the unique factor in Jio mart is told by 47% of the respondents.
37% of respondents thinks that Jio mart is special compared to others because of partnership with
the local retail stores.
37
47
36
24
0 5 10 15 20 25 30 35 40 45 50
Partnership with local stores
Wide product range
Competitive pricing
Convenient Delivery
No of respondents
Options

70. [61]
4.14 HOW EASY WAS IT TO NAVIGATE THE JIO MART WEBSITE OR
APP
Chart no. 13
Option No. of respondents
Very easy 42
Somewhat easy 30
Neither easy nor difficult 19
Somewhat difficult 6
Very difficult 3
Figure. 13 How easy was it to navigate the Jio mart website or app
Jio mart consumers buy grocery through the online mode using app and website of Jio mart and
42% of the total respondents says that the navigating Jio mart app or website is very, were 30% of
the total respondents says that it is somewhat easy.
19% of the total respondents of the survey say that it is neither easy or difficult to use the app or
website.
The survey say that Jio mart is somewhat difficult or very difficult to use, the percentage of the
respondents are 6% & 3%.
42
30
19
6 3
Very easy Somewhat easy Neither easy nor difficult Somewhat difficult Very difficult

71. [62]
4.15 DID YOU FIND THE PRODUCT YOU WERE LOOKING FOR ON JIO
MART?
Chart no. 14
Options No. of respondent
Yes, all of them 36
Some of them 58
None of them 6
Figure. 14 Did you find the product you were looking for on Jio mart?
As per the survey, 36% of the total respondents say t6hat they found the product they were
looking for in Jio mart app or website. These customers are very satisfied with the Jio mart store
because of the easy access of the product.
58% of the total respondents say that they found some of the product they are looking for on Jio
mart.
And 6% of the total respondents say that they didn’t found the product they were looking for on
Jio mart website or app.
36
58
6
Yes, all of them Some of them None of them

72. [63]
4.16 HOW WOULD YOU RATE THE CUSTOMER CARE SERVICE FROM
JIO MART?
Chart no. 15
Rates No. of respondents
1 3
2 10
3 36
4 31
5 20
Figure. 15 How would you rate the customer care service from Jio mart?
Based on the information provided, it can be described that out of all the respondents who rated
the customer care service from the Jio mart, 20% of them gave a 5-star rating. This indicates that
a significant proportion of customers were satisfied with the customer care service provided by
the Jio mart.
31% of the total respondent gave 4-star rating to the Jio mart store customer care service.
36% of total respondents gave 3-star rating.
10% of the respondents gave 2-star rating to Jio mart store for their customer care service.
3% of the respondents gave 1 star rating to Jio mart store for their customer care service.
3
10
36
31
20
0 5 10 15 20 25 30 35 40
1
2
3
4
5
No. of respondents
Rates

73. [64]
CHAPTER NO. 5
CONCLUSION

74. [65]
5.1 FINDINGS
Jio mart store a strong emphasis in developing market with the motive of strengthening its core
market business, build strong innovations through technology, to minimize the cost and increase in
productivity. At Jio mart store management is treated like a scientific discipline. The survey showed
that Jio mart store has many strengths and opportunities that can be further strengthened and
developed to succeed in this journey.
My Findings from the survey are:
 From the total of 100 respondents, 85% respondents belonged to 18-30 category of age group, 10%
respondents to 31-45, 3% respondents belong to 46-60 category while 2% respondents belonged to
60 to above category.
 From 100 respondents, 56% respondents were male and 44% respondents were female.
 From 100 respondents, 86% respondents have online grocery service in their areas, while other
14% respondents not able to purchase grocery through online mode.
 41% respondents say that they purchase product mostly from the local Kirana store. While 4
percentage of total respondents say that they buy groceries from ration shops. Survey says that 43%
respondents buy their groceries from super market. And 12% respondents buy the groceries from the
online mode.
 From 100 respondents, we found out that 24% of the total respondents buy grocery online because
of the safety provided by the retail store. 29% of the respondents buy grocery online because of the
convenience. Time saving factor influenced 58% of the total respondents to purchase product
through the online retail stores. While 22% of the respondents got influenced by variety of products.

75. [66]
 From 100 respondents, we found out that the 11% of the respondents think online grocery shopping
as the replacements. 35% of the total respondents think it as a alternative and54% of the total
respondents think it as a additional option.
 In a survey conducted, it was found that 48% of the respondents preferred online grocery shopping
due to the discounts and offers available. Additionally, 30% of the respondents preferred online
grocery shopping because of the convenience of fast delivery, while 14% of the respondents
preferred it because of the availability of products. Only 6% of the respondents preferred online
grocery shopping due to the customer care service provided. Finally, 4% of the respondents preferred
online grocery shopping due to the various modes of payment available.
 According to a survey conducted, 47% of the respondents believe that Jio Mart is special compared
to other online grocery stores due to its wide product range. Additionally, 37% of the respondents
believe that Jio Mart stands out because of its partnership with local stores. Furthermore, 36% of the
respondents believe that Jio Mart's competitive pricing is what makes it special. Finally, 24% of the
respondents think that Jio Mart is special because of its convenient delivery options.
 According to a survey conducted, 42% of the total respondents says that it is easy to handle the Jio
mart website or app for them. 30% respondents say that its sometimes east to purchase grocery
products from Jio mart website or app. 19% of the total respondents says that its neither easy nor
difficult. 6% of the total respondent says that it is sometimes difficult to use Jio mart website and
app. While 3% of the respondents say that the website or app of the Jio mart is very difficult to use.
 According to a survey conducted, 36% of the total respondents found the product they were
looking for in Jio mart store. 58% respondents found some of the product they were looking for in
Jio.6% of the respondents unable to found the product they were looking for in Jio mart store.

76. [67]
 There are several feedbacks and suggestions to Jio in this survey, there are respondents that say
they are interested about the web formality give the product. Some respondents give positive
feedback like They must bring option of Delivery at doorsteps, because sometimes eged people
cannot go outside of chowl and small societies. While some respondents say that Jio mart store
gives the fast delivery service in market
● Though online grocery services are available in most of the cities, it lacks approach in the rural
areas. This means that there is still a large audience that is not being targeted by the industry. People
have started to adapt to the new way of buying groceries. However, a larger chunk still believes in
the traditional methods of buying groceries.
● Before the pandemic, the percentage of people buying groceries online was quite low. Pandemic
gave the online grocery services a boost. From the survey it seems that people are quite happy with
the services as well as they would like to continue to buy groceries online even after the pandemic
ends.
● Among many other factors, the ones that attract the customers the most to do the shopping online
are availability of a large variety of products, time saving and discounts offered.
● No guarantee of the quality of the product and the lack of physical examination are two things that
the customers see as a hindrance in the online grocery shopping platforms.

77. [68]
5.2 SUGGETOINS
● Jio mart Online grocers should expand their services to rural market area as well since there is a
large market that is left untapped due to the non-availability of online grocery store services.
● Since people have shown a positive response to online grocery services and are willing to continue
after the pandemic, online grocers should adopt newer ways to make their services more efficient and
user friendly, in order to retain these customers.
● Online systems today have trouble in conveying to the consumers what products are in stock, what
is fresh and what other options for the product that they want are and this confusion often leads a
consumer to go and purchase from the nearest store. To avoid this Automation should be applied in
all aspects of the business. Availability of a large variety of products attracts customers hence they
should make sure that they offer a wide range of products and it is easily available to the customers.
Further, recommendations are as follows;
 Develop competitive advantage through innovation and technology
 Expand e-commerce operations to exploit market growth
 Focus on a low pricing strategy
 Diversify by entering new industries to minimize market-based risk exposure
 Further improve product quality
 Expand product categories
 Creating more such campaigns to make consumers aware about the product in the market.

78. [69]
5.3 CONCLUSION
Jio mart is giant online retail player not just in developed areas but in the regional areas. They have
experience significant challenges as a company over the past three years that have led the company
to revise their business strategy and model to better serve their customers. Jio mart believes in a
growth strategy in which it can touch the lives of as many consumers as possible in more and more
parts of the India. The company is going the extra mile and it has some grave challenges to make the
suggestive measures for future growth plans. Growth in the rural markets has been very good for all
the regional retail stores that is why every company is turning their focus towards the rural sector.
The company focuses on increasing productivity, innovation through collaboration with external
partners, and developing a strong understanding of consumer needs. Furthermore, the “connect and
develop” strategy supports the company’s Purpose, Values and Principles in a way that delivers
competitive advantage.
Based on the results of the study, it can be concluded that consumers have a favourable perception of
Jio Mart online grocery shopping compared to regional grocery stores. The study found that Jio Mart
offers a wider range of products, convenience, competitive pricing, and quality of goods that meet
the expectations of the consumers. Moreover, the digital infrastructure and the use of technology by
Jio Mart have added value to the shopping experience of consumers. While regional grocery stores
still enjoy a loyal customer base, Jio Mart has gained popularity among consumers due to its
competitive advantages.
It is recommended that Jio Mart continue to improve and innovate its offerings to maintain its
competitive edge and appeal to customers. Regional grocery stores, on the other hand, should
consider enhancing their digital presence and convenience to compete with Jio Mart. Overall, the
study demonstrates that Jio Mart has emerged as a strong competitor in the online grocery shopping
space and has the potential to further disrupt the traditional brick-and-mortar grocery industry.

79. [70]
5.4 ANNEXURE
Questioner for the consumers
1. Email of the respondent
2. Name of the respondent
3. Age of the respondent
18-30
31-45
46-60
60 o above
4. Are online grocery service available in your area?
Yes
No
5. Where do you shop for grocery items?
Local Kirana
Ration shop
Super market
Online

80. [71]
6. Which online grocery shopping services do you use?
Jio Mart
Big Basket
Grofers
Nature basket
Other
7. How much do the following factor influence your decision of online grocery shopping?
Safety
Convenience
Time saving
Cost
Variety
8. How often would you buy groceries online?
Never
Rarely
Sometimes
Often
Always
9. What do you feel about online grocery shopping?
As a Replacement
As a Alternative
As a Additional option

81. [72]
10. What makes you prefer a grocery delivery service over another?
Discounts and Offers
Customer Support
Fast Delivery
Availability of Product
Modes of Payment
11. What are your issues regarding online grocery shopping?
No Guarantee
Price
Security
Physical Examination
12. Will you continue to buy groceries online after Covid?
Yes
No
Maybe
13. What make Jio mart online grocery shopping special compared to others?
Partnership with local stores
wide product range
Competitive pricing
Convenient Delivery

82. [73]
14. How easy was it to navigate the Jio mart website or app
Very easy
Somewhat easy
Neither east nor difficult
Somewhat difficult
Very difficult
15. Did you find the product you were looking for on jio mart?
yes, all of them
some of them
none of them
16. How would you rate the customer care service from Jio mart?
Very bad
1
2
3
4
5
Very good
17. Do you have any suggestion or feedback on Jio mart

83. [74]
5.5 REFERENCE/BIBLIOGRAPHY
Introduction
www.wikipidia.com
Review of literature
www.researchgate.com
www.scholar.google.com
www.scribd.com
IJCRT2107375.pdf
chat.openai.com
perplexity.ai

84. [75]
THANK
YOU
VERY MUCH…
🙏🙏