Chapter 1

Introduction

1.1 Online grocery industry

Online grocery retailing is a capital intensive channel because of the need for cold storage.

However, despite this challenge faced by this channel, it is here to stay. There are three different

models currently used by online grocery retailers in the country, namely - the inventory model, the

hyperlocal model and the mixed model. Despite the pros and cons each of the models entail,

retailers are working hard to drive revenue and ensure this channel witnesses growth in the long

run.

India will be the primary growth driver of online grocery retailing within Asia Pacific

In 2016, India was the fifth largest market in Asia Pacific for online grocery retailing at US$135

million. The leading country was China, followed by Japan and South Korea. Despite the channel

being relatively new in India, it was amongst the top five countries in Asia Pacific in 2016 in terms

of growth.

The Indian consumer base, similar to the global consumer base; is living in an internet based world,

where everything is available online, including ordering food from a restaurant, to getting

medicines delivered or even getting salon services done at home. Despite the strong foothold of

kirana stores in India, which will continue to be a dominant format, online grocery retail will soon

be recognized as an important distribution channel. This channel in India registered a value growth

of 44% on a year on year basis in 2016, and is expected to continue being the fastest growing for

the next five years as well.

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1.2 Ordering food online

An online grocery store is a website that allows user to purchase food over the internet to be

delivered to the person at a later time. Ordering food on the internet is similar to ordering any other

product the desired food items can be searched for specifically, or one can browse through listing

of products or sections, similar to sections one might walk through at an actual grocery store. The

products offered by an online grocery store are identical to a normal grocery store. When one has

finished shopping, checkout is made with a credit card and the buyer must specify certain hours

that that he will be available to receive the food for delivery. Since internet groceries must deliver

based on the amount of food they buy.

1.2.1 Advantages of online grocery shopping

• There are many advantages of purchasing grocery online shopping as opposed to shopping

from a traditional grocery store.

• The primary benefit of online grocery shopping is convenience. By ordering online, one

can quickly search for the products the customer needs and order them without having to

physically walk through expansive aisles.

• It also saves travel expenses and time going to the grocery stores. Considering the wide

availability of the internet.

• It also means online grocery shopping can be done from remote locations or in the middle

of doing other tasks. For instance using an online grocery store can allow a person to do

all grocery shopping during the lunch break at work.

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 • Customer can shop anytime they want at their own convenience, 24*7

• Customer can automate their grocery delivery so that frequently purchased grocery items

are shipped to them on a regular basis.

1.2.2 Disadvantages of online grocery shopping

• Largest disadvantage of shopping online is that it costs extra money, since food must be

delivered and that the food ordered is not obtained immediately.

• Online shopping forces the customer to be home during a certain period to collect the food

when it is delivered.

• Online grocery stores will often only cover specific delivery areas.

1.3 E- Commerce models

E-commerce, or electric commerce, is the process of buying and selling of various products and

services by businesses through the internet.

Nowadays e-commerce has become very popular among the people who want to buy and sell

different things because of the convenience it offers and the cost benefits to retailers and the cost

savings to the customers, and also the secrecy it offers.

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E-commerce draws on such technologies as electronic funds transfer, supply chain management,

internet marketing, online transaction processing, electronic data interchange (EDI), inventory

management systems, and automated data collection systems.

Modern electronic commerce typically uses the World Wide Web at least at one point in the

transaction's life-cycle, although it may encompass a wider range of technologies such as e-mail,

mobile devices and telephones as well.

E-commerce is the purpose of internet and the web to conduct business but when we concentrate

on commercial deals among organizations and individuals demanding selective information

systems under the guarantee of the firm it accepts the form of e-business. Nowadays, the word ‘e’

is hitting momentum.

There are primarily four types of e-commerce models.

1.3.1 Business-to-Business (B2B): This kind of ecommerce consists of all the electronic

transactions and dealings related to the goods and services. These basically are conducted between

companies and include conventional wholesalers and producers dealing with retailers.

1.3.2 Business-to-Consumer (B2C): The Business-to-Consumer ecommerce is related to the

transactions and relationship between businesses and the end customers. This is mainly to do with

the retail ecommerce trade that takes place online. With the inception of the internet, B2C

ecommerce has evolved to a great extent. Today, anyone find scores of electronic shopping sites

and virtual stores on the web, that sell myriad products, ranging from computers, fashion items to

even necessities.

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In this case, the customer has more info about the products in the form of informative content and

there is also a chance to buy products at cheaper rates. Most times, quick delivery of the order is

also maintained.

1.3.3 Consumer-to-Consumer (C2C): This consists of electronic transactions of products and

services between two customers. These are mainly conducted through a third party that provides

an online platform for these transactions. Sites, where old items are bought and sold, are examples

of C2C ecommerce.

1.3.4 Consumer-to-Business (C2B): In this, a complete reversal of the selling and buying process

takes place. This is very relevant for crowd sourcing projects. In this case, individuals make their

items or services and sell them to companies. Some examples are proposals for company site or

logo, royalty free photographs, design elements and so on.

1.4About Grofers

Grofers is an Indian on-demand online grocery delivery service. It was founded in December

2013 and is based in Gurgaon. As of 2016, the company has raised about Rs. 235.5 million from

investors including Softbank and Sequoia Capital In early 2016, Grofers reduced its workforce by

ten percent and reduced its operations from 26 cities to 17 cities.

The name Grofers is a portmanteau of "grocery gophers". Customers of the company use a mobile

application to order groceries online. Grofers employees then secure the items from local stores

and deliver the items to the consumer

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1.5 Details about Grofers

Type of business - Private company

Founded - December 2013; 4 years ago

Head quarter - Gurugram, India

Area served - India

Founder - Saurabh kumar, Albinerdhindra

Key people - Saurabh kumar( CEO), Albinderdhindra (CEO), Manojrathi( CFO)

Services - Online shopping

Employees - 1100

Website -[Link]

Current stat- Online

Grofers is a low-price online supermarket that gets products across categories like grocery, fruits

& vegetables, beauty & wellness, household care, baby care, pet care and meats & seafood

delivered to your doorstep.

• Choose from over 5,000 products at prices lower than supermarkets every day!

• Schedule delivery as per your convenience.

• Flat 20% cashback on your first order with coupon code Grofers 20. Max cashback is Rs.250.

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It is hereby clarified that Grofers India Private Limited does not have any relation with the mark

‘GROFER’, which (we are given to understand) is used by Redstone Consultancy Services Pvt

Ltd for its real estate services business, which is not related to Grofers India Private Limited in

any manner.

1.6 Market share of Grofers

Fig no.1.1

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1.7 Competitors of Grofers

1) Nature’s basket

Godrej Nature’s Basket is a grocery store operating in Mumbai, Bangalore and Pune with

deliveries to all cities across India including Hyderabad, Delhi, Kolkata, Chennai, Surat and more.

Company offer a wide range of food products for all your everyday needs and even offer grocery

home delivery as well as a grocery shop online for you to purchase from. Company online grocery

store has fresh fruits and vegetables, fresh and frozen meat and seafood, a wide range of breads

and other packaged bakery products as well as a range of fresh cheeses from around the world.

Company even have a range of every staple and international cuisine product to meet your needs

along with organic products for fresh and packaged food items. With offerings, Company have the

best online food shop & online grocery shopping platform available for all your grocery products

as well as physical grocery stores in select cities.

Best Online Grocery Supermarket India

With stores in Mumbai, Pune and Bangalore and online delivery services, customer can now have

all your grocery supermarket shopping done online. Company have a wide range of grocery

products to offer at stores for customer to buy groceries from a channel convenient. Choose from

fresh produce to packaged goods, buy groceries online and get them delivered straight to your

doorstep, thus making it a convenient and quick process. Customer can pay for the shopping using

credit cards, cash, coupons or online banking facility. Company is sure to have all the grocery

products for your daily dietary needs from regular local Indian brands and products to exotic and

international imported ones.

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2)Freshndaily

FreshnDaily is the first online grocery store in India delivering groceries, vegetables and fruits

with no minimum order value for free home delivery. Launched in 2017 we are currently serving

to thousands of customers. Right from fresh fruits and vegetables, rice and dals, spices to packaged

bread, bakery products and branded items - Company have it all. Save time and money, shop at

FreshnDaily. With easy-to- use site we can help keep customer shopping just you like it. We accept

orders placed over phone calls.

3) Big basket

[Link](Innovative Retail Concepts Private Limited) is India’s largest online food and

grocery store. With over 18,000 products and over a 1000 brands in our catalogue customer will

find everything they are looking for. Right from fresh Fruits and Vegetables, Rice and Dals, Spices

and Seasonings to Packaged products, Beverages, Personal care products, Meats – Company have

[Link] from a wide range of options in every category, exclusively handpicked to help find

the best quality available at the lowest prices. Select a time slot for delivery an order will be

delivered right to doorstep, anywhere in Bangalore, Hyderabad, Mumbai, Pune, Chennai, Delhi,

Noida, Mysore, Coimbatore, Vijayawada-Guntur, Kolkata, Ahmedabad-Gandhinagar, Lucknow-

Kanpur, Gurgaon, Vadodara, Visakhapatnam, Surat, Nagpur, Patna, Indore and Chandigarh

Tricity You can pay online using your debit / credit card orbycash/sodexo on [Link]

guarantee on time delivery, and the best quality!

4) Farm2kitchen

Farm2Kitchen offers all good foods-grocery and lifestyle products like clothing or cosmetics-

through an Omni-channel retailing model. Company work with small and marginal farmers and

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connects them to consumers in cities. Farm2Kitchen has been a built on a niche of everything

within good foods. Company work with a number of farmers groups and are connected to

thousands of small farmers across the country through our partner organizations. All

Farm2Kitchen products are purest Mother Nature has to offer, cultivated and harvested in

communityfarming. The good foods offer are grown in farms which have rich soil, fresh water and

clean air, and so are committed to doing our part to protect the health of our planet. Company make

it our responsibility to take on important issues-such as supporting good farming practices and

honest labeling-so it can be sure that the products customer buy from Farm2Kitchen are as

authentic as possible. Know how great food should taste and source our foods only from places

and people know & trust. Company create strong partnerships with the people who grow the

delicious and nourishing food have come to expect from us. The farmers who grow our ingredients

are just as passionate about quality and sustainability as they are. Our sustainability focus has

evolved over the years, but Company have never lost sight of our goal: to do business differently-

and for good. Welcome to the world of Good Foods!

5)Zopnow

ZopNow is India's largest technology platform for online groceries, currently in partnership with

trusted hypermarkets like Hyper CITY and More. It is operational in 9 cities including Delhi,

Ghaziabad, Faridabad, Noida, Gurgaon Mumbai, Pune, Hyderabad and Bengaluru.

Founded in September 2011, it was among the early starters in India's online grocery business and

even after so many years it continues to grow from strength to strength. Although it started off as

an inventory-keeping online retailer, it shifted the focus later in August 2014 to building a smart

and efficient technology platform for powering online retail. It signed up HyperCity as its first

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partner for this strategy and re-launched operations in Bangalore. Within a year of its launch in

Bangalore, Mumbai, Pune and Hyderabad it was successful in sealing another partnership with

'More' chain of hypermarkets and supermarkets.

The year 2016 saw another milestone being crossed - in its journey towards becoming a dominant

player in powering online grocery business in the most sustainable manner with an unbeatable

customer experience. It launched online retail stores for More and Hyper City along with their

branded apps. The entire technology and operations - though powered by ZopNow - provides a

seamless Omni-channel shopping experience to customers of these retailers.

1.8 Product range of Grofers

• Fresh products

• Grocery

• Electronics

• Pet care

• Bakery

• Cosmetics

• Meats

• Flowers

• Sports

• Baby care

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1.9 HowDoes Company works?

Fig no.1.2

1.10 Marketing mix

Fig no.1.3

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Marketing mix

1.10.1 Product in the Marketing Mix Of Grofers :

Grofers is an online establishment that works as a connecting medium between customers and

offline retailers through its excellent and prompt services. Local shopping by users becomes easy,

pleasant and hassle-free by a simple usage of the mobile app.

It is a marketplace for daily shopping items. One can shop via a mobile app from the local store

and delivery is guaranteed within a timeframe of just ninety minutes. With a single click bakery

items, grocery, vegetables, fruits, flowers, baby care items and meat can be ordered. A customer

can schedule delivery time according to his/her personal preference. The company is planning to

add categories like cosmetics, electronics and pharmacy to its product list.

1.10.2 Place in the Marketing Mix Of Grofers :

Grofers is an e-commerce organisation whose network is spread to several parts of India. It is

served by a highly efficient workforce that includes nearly two thousand employees.

Its operationswere spread to twenty-six cities but the company has halted its operations in nine of

them to make its operation count currently to seventeen cities. Places, where operations are on, are

Mumbai, Kolkata, Pune, Lucknow, Jaipur, Hyderabad, Delhi NCR, Chennai, Bangalore,

Ahmedabad and others and places where workings have been stopped are Visakhapatnam, Rajkot,

Nashik, Mysuru, Ludhiana, Kochi, Coimbatore, Bhubaneswar and Bhopal.

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1.10.3 Price in the Marketing Mix Of Grofers :

By the end of the financial year 2015-16, Grofers was able to raise estimated 165.5 million dollars

from its investors like Sequoia Capital and SoftBank. Grofers is a business model that has been

established to help people meet their specific demands especially working class, who do not have

the required time to go for daily shopping. The company offers its customers a choice in a payment

mode, for instance, a customer can pay via e-wallet, debit card, credit card or cash-on-delivery.

Grofers has adopted a free as well as economic pricing policy for its customers and a reasonable

pricing strategy for its merchants. It offers free delivery to its customers if the order exceeds rupees

250 if not then a minimum fee of just rupees 49 is charged. Actual revenue of the brand is earned

through local grocers and merchants. Grofers levies a percentage on every sale they conduct for

them.

1.10.4 Promotions in the Marketing Mix Of Grofers :

Grofers is relatively a new company and has adopted several marketing policies to create

positive brand awareness. It had launched a new type of service that demanded a great effort to

convince customers on understanding its concept and using it. The company has launched a mobile

app and has decided to connect with its customers in social media via platforms

like Twitter and Facebook

Grofers brand has offered several offers and incentives that can be viewed on different portals.

Some of its lucrative incentives include 15% cashback per transaction but the cashback had a limit

of rupees 200 maximum, 100 rupees cashback on the usage of MobiKwik wallet and 25% cashback

on daily items. All offers are time-based and tend to change from time-to-time. Grofers has

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recently launched its maiden commercial on television promoting its products and creating brand

visibility

1.11 Swot analysis

Strengths

• Powerful application

• Investors are powerful

• Chain system is powerful

• Marketing strategies are good

• Less time in delivering the goods.

Weakness

• Not purchase on website

• Windows app is not available

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Opportunities

• Start retailing business

• Start on small cities

• Can collaborate with many companies

Threats

• [Link]

• [Link]

• [Link]

• [Link]

• [Link]

Theoretical framework

Data collection

One of the important tools for conducting marketing research is the availability of necessary

and useful data. Data collection is in many ways more of an art. Sometimes the data is

available readily in one form or the other and sometimes they are to be collected a fresh.

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In the case of marketing research, the data collection may occupy only a minor part or

sometimes it may be most expensive and time consuming affair.

Mainly data can be collected using two methods:

• Primary Data

Data observed or collected directly from first-hand experience is known as primary data.

Primary research consists of a collection of original primary data collected by the researcher.

It is often undertaken after the researcher has gained some insight into the issue by reviewing

secondary research or by analyzing previously collected primary data. This method consisted

of preparing detailed questions covering the customer satisfaction among the customers.

• Secondary Data

Secondary data is the data which is already been collected and assembled. It is one type of

quantitative data that has already been collected by someone else for a different purpose to

yours. This data is available with the company or firm and it can also be got from

newspapers, periodicals, magazines, etc. Common sources of secondary data for social

science include censuses, information collected by government departments, organizational

records and data that was originally collected for other research purposes.

3.4 Universe/Population:The universe consists of all survey elements that qualify for inclusion

in the research study. The precise definition of the universe for a particular study is set by the

research question/objectives, which specifies who or what is of interest. For example, research

about voting in an upcoming election would have a universe comprising all voters.

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3.5 Sampling Unit:It is a unit from where a respondent is [Link] students should explain

(in few words) about the respondents from whom the primary data was collected.

3.6 Sample Size:The characteristics of whole population are difficult to study in most of the

researches. In order to best analyse the results, sample is taken from the population which best

describes the characteristics of the population. A sample is a sub group of the population selected

for the study and best describes the population.

The sample size of a survey most typically refers to the number of units/respondents that

were chosen from which data was gathered. The sample size selected for the study should be

mentioned in the report. The justification for selecting the sample size (total number of

respondents) should also be explained.

3.7 Sampling Technique: A sampling technique is the name of the technique or identification of

the specific process by which the entities/ respondents of the sample have been selected. There are

basically two type of sampling methods- probability sampling methods and non- probability

sampling methods which are further divided into different types.

The Sampling technique should be selected according to the problem under study. The justification

for selecting particular sampling technique should also be explained.

Probability Sampling

In probability sampling it is possible to both determine which sampling units belong to which

sample and the probability that each sample will be selected

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 Chapter 2

Literature review

India is among the fastest-growing markets and has been identified as one of the significant

potential markets for the company,

Nielsen, 2015Continuous increase in the number of Smartphone and internet users in Asia-Pacific

region has helped enhancing the online grocery sales. In a survey, 37% respondents of this region

said that, they use online ordering and delivery services.

According to Hartman, (2015), the attempt of selling grocery online in 1990’s appeared to be a

failure, but now online shopping is taking over the shift. Unquestionably, consumers are now more

interested in buying packaged goods that can be stored for days. This is also aiding the online

grocery trend. The increasing scope of digital platforms has got many brick and mortar stores

worried for their digital presence as new digital players are taking away their consumer share of

wallet and are making presence in the consumer mind. Many stores are now planning to enter into

the digital era and create their presence online.

Muralikrishan B (2012)., country manager at eBay’s India explain that Indian consumers toward

buying high margin products such as clothes and shoes as is the trend among eBay shoppers in the

west rather than electronic gadgets and books, which are the most popular choices now but

command lower profit margins and are less frequent [Link] depicted that India’s nascent e-

commerce market, which till recently was largely limited to people buying train flight and movie

tickets, is in the middle of a surge as a younger tech-savy middle class increasingly taken to

shopping online ina country seeing rapid growth in internet [Link] firm techno park

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predicts a $70-billion annual, market by 2020, up from $600 million now which is just 0.05% of

global online shopping. EBay itself estimates India’s online shopping market in 2012 will grow

close to 100%.

Rainu Tanveer Singh (2012),he was undertaken the project in NiralaImex Inc. in Taiwanese

market in selling of Indian grocery items to the local retailers & wholesaler in the Taiwanese

market. The project first studied the attitude of customers towards online shopping, also

determining the factors which influence the consumer to purchase goods and service. The second

half of the project depicted the attributes of online shopping influencing the purchase decision by

the respondent. It also determined the issues regarding the online shopping. The third part of the

project determines the purchase decision with respect to grocery. It determined the place

preference of grocery shopping with respect to price, quality, variety, proximity and offers/

discounts. The project also recommended the business operational plan which works with

contracting dealership with the local Kirana stores.

e-commerce: a boon for the current economic downturn

First data corporation and ICICI merchant services has laid down some facts that e commerce

market in India had cloaked close to Rs 50000 crore by the end of 2011

Even though there are less than 10 million internet users who are actually engaging in e commerce

activities there are about 150 million internet users in India or around 75 million households that

are ready for e commerce

With entry and operation costs being comparatively low than the other countries like US the second

half of 2011 and the beginning of the current calendar have been the launch of a good number of

new e commerce sites spanning across a variety of businesses- women’s fashion men’s fashion ,

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shoes, followed by accessories, groceries, sports, toys, home, furnishing, jewellery, automotive,

and electronics

Bhavani and Prakash (2008), in their article have explained the importance of online shopping,

its advantages and disadvantages and also the impact of doing business online. The internet has

become a preferred place for the shoppers to carry out their business. The number of shoppers and

volume of business continue to surge. They have given three main factors which mainly make

online shopping attractive, they are abundance (i.e.) the customers have a vast choice, vast

selection (i.e.) various products can be displayed reviewed and compared at no cost in time or

funds and quick comparison (i.e.) consumers can quickly compare products in terms of price,

quality, shipping cost, etc., before making a final choice

Hansen (2007), identified that consumers who purchase groceries online perceive that this mode

of purchase id different from purchasing the same products from a brick and mortar store. The

experience consumers receive while shopping for groceries online is quite different as it provides

consumers with several benefits including convenience, time saving and any time ordering facility

from anywhere. Hansen categorized innovation into 3 types a) Discontinuous innovation b)

Dynamically continuous innovation c) Continuous innovation

George Adamidis et al (2006), in this paper, the authors discussed about specific aspect of

shopping; grocery shopping. Grocery shopping is an essential and routine type of consumer

behavior, which over the last few decades has undergone major changes due to the rapid evolution

of technology. E-grocery is the new form of grocery shopping, which allowsconsumers to order

products via the Internet from the convenience of their house. The evolution of online and in-store

grocery shopping is largely determined by the motives and the behavior of consumers. The aim of

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this paper is to investigate and explain Cypriot consumer’s perceptions and responses towards

online grocery shopping. A survey that utilized a self-administered questionnaire for collecting

data from respondents, was conducted at the capital of Cyprus; Nicosia. Cypriot consumers are

not ready yet to accept e-grocery shopping as an alternative to traditional grocery shopping. Based

on the findings of this survey, “the good quality of the products offered” and “a money back

guarantee” can be decided upon by the e-grocers as it seems to be the better risk relievers. In

addition, “the competitive prices of the products”, “safe dealings through the Internet” and “loyalty

to well-known products” may consist highly effective incentives to increase the number of online

shoppers.

According to the study by Armstrong and Kotler, (2005) , a person’s shopping choices are

influenced by four major psychological factors: motivation, perception, learning and beliefs and

attitude. This means that, through motivation and perception, attitudes are formed and consumers

make decisions. Attitudes serve as the bridge between consumers’ background characteristics and

the consumption that satisfies their needs

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 Chapter 3

3.1 Objectives of study

• To study consumer attitude towards online grocery shopping

• To study consumer satisfaction towards online grocery store-Grofers

3.2 Scope of the study

In this project the factors which affect the customer attitude towards online grocery shopping was

analyzed. This study help us to know about various factors that affect the customer satisfaction

towards online grocery store- GROFERS.

This study also helps to find out the different factors that affect the customer to buy grocery

products online.

In this study the data was collected through Primary source with the help of questionnaire which

was filled by the customers of Grofers.

3.3 Data collection

Primary source:The primary data was collected from the respondents by administering a

StructuredQuestionnaire.

Secondary source:Apart from primary data collected, data collected through text books, journals

from

library, company’s website and internet is used for the study.

3.4 Sampling unit

Here, the sampling unit are the customers of Grofers.

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3.5 Sample size

Here the sample size is 56 customers.

3.6 Sampling technique

The research was made by the survey in accordance to the convenience of the respondents using

online shopping. So, the sampling technique is Convenience Sampling.

According to Convenience Sampling method it is assumed that entire population is

homogenous and the samples are selected in such a way that each and every unit in the

population has equal chance of occurrence or equal probability of occurrence.

3.7Tools Used for Data Analysis:

• Percentage analysis

• Pie charts

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 Chapter 4

Data Analysis and Interpretation

Age

option 18-24 25-30 30& above Total

Respondents 15 22 19 56

percentage 26.8% 39.3% 33.9% 100%

Fig no.4.1

Interpretation:-

The above analysis shows that around 39.3% of the population belongs to the age group of 25-30

years of age . it is a good sign for Grofers as Grofers can target this age group of people in order

to increase its sales

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Gender

option Male female Total

Respondents 30 26 56

percentage 53.6% 46.4% 100%

Fig no.4.2

Interpretation:-

The above analysis shows that around 53.6% of the females were the part of the analysis and 44%

of the males were the part of the analysis.

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Annual income

option 1 lakh-5 lakh 5 lakh- 10 lakh 10 lakh& above Total

Respondents 23 22 11 56

percentage 41.1% 39.3% 19.6% 100%

Fig no.4.3

Interpretation:-

The above analysis shows that around 49.3% of the population belongs to the group of annual

income of Rs 5lakh-10 lakh which constitutes of middle class family.

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Q1 How much money do you spend in online shopping every month?

Options 100-500 500-1000 1000-5000 5000& above Total

Respondents 17 18 13 8 56

Percentage 30.4% 32.1% 23.2% 14.3% 100%

Fig no.4.4

Interpretation:-

The analysis shows that around 30.4% of the population spends Rs 100-500 on online shopping

every month and around 32.1% population spends Rs 500-1000 every month on online shopping.

least number of people belongs to the group 5000& above with only 14.3%.

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Q2 when do you feel the need to shop online?

Options When I need When I want When I need When I don’t Total

home something to compare have the time

delivery unique and prices to find things

special

Respondents 22 19 10 5 56

Percentage 39.3% 33.9% 17.9% 8.9% 100%

Fig no.4.5

Interpretation:-

The above analysis shows that around 39.3% of population feels the need to shop online when they

need home delivery of the products and don’t want to go outside to purchase the product. Least

number of people belongs to the group where the population don’t have time to find out the product

in different market with only 8.9%.

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Q3 Where do you generally shop for grocery items?

Options Local kirana Ration shop Online supermarkets Total

Respondents 15 13 17 11 56

Percentage 26.8% 23.2% 30.4% 19.6% 100%

Fig no.4.6

Interpretation:-

The above analysis shows that around 30.4% of the population prefer to go to online to buy their

grocery items. least number of population belongs to the group where the population prefers to

shop for their grocery items from supermarkets is only 19.6%.

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Q4 If given an option to buy grocery online will you buy online (regularly)?

Options yes No May be Total

Respondents 32 7 17 56

Percentage 57.1% 12.5% 30.4% 100%

Fig no.4.7

Interpretation:-

The above analysis shows that around 57.1% of the population will buy their grocery items online

if given an option which is a very good sign. Only around 12.5% of the population belongs to the

group where population will not go for online shopping for their grocery items which is also a

good sign.

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Q5 Do you think buying grocery online is beneficial?

Options yes No Total

Respondents 46 10 56

Percentage 82.1% 17.9% 100%

Fig no.4.8

Interpretation:-

The above analysis shows that around 82.1% of the population feels that buying grocery items

online if beneficial because of the various reasons which reflects the interest of the population in

buying grocery online. Only around 17.9% of the feels that buying grocery online is not beneficial.

Q6 If, yes why do you think is beneficial?

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 Options Easy to Variety at Discounts Saves time other Total

order one shop and offers

Respondents 21 14 13 7 1 56

Percentage 37.5% 25% 23.2% 12.5% 1.8% 100%

Fig no.4.9

Interpretation:-

The above analysis shows that around 37.5% of the population feels that online shopping of

grocery is beneficial because it is easy to order. Around 12.5% of the population feels that online

buying of grocery is beneficial because it saves time by not travelling to stores.

Q7 Which online grocery site you prefer other than Grofers?

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 Options Zopnow Bigbasket Freshndaily Farm2kitchen Total

Respondents 11 22 12 11 56

Percentage 19.6% 39.3% 21.4% 19.6% 100%

Fig no.4.10

Interpretation:-

The above analysis shows that around 57.1% will prefer Grofers to buy their grocery items which

is a very good sign for Grofers. Around only 12.5% of the population will prefer Farm2kitchen for

their grocery items because of lack of advertisements of their sites.

Q8 Whom do you think is the biggest competitor of Grofers?

34
 Options Big basket Farm2kitchen freshndaily zopnow Total

Respondents 27 14 12 8 56

Percentage 39.3% 25% 21.4% 14.3% 100%

Fig no.4.11

Interpretation:-

The above analysis shows that around 48.2% of the population feels that Big basket is the biggest

competitor for the Grofers as it is growing rapidly with its promotion campaigns, so in order to

stay ahead in the competitonGrofers need to take an competitive advantage over big basket so that

it can be able to capture a bigger segment in the market.

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Q9 How often do you shop from Grofers?

Options weekly Monthly Special Total

occasion

Respondents 14 31 11 56

Percentage 25.0% 55.4% 19.6% 100%

Fig no.4.12

Interpretation:-

The above analysis shows that around 55.4% of the population shop for their grocery items on a

monthly basis and only around 19.6% of the population go for purchasing grocery items on a

special occasions like functions etc..

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Q10 What items you generally shop on Grofers?

Options grocery Fruits and Household other Total

vegetables items

Respondents 22 17 15 2 56

Percentage 39.3% 30.4% 26.8% 3.6% 100%

Fig no.4.13

Interpretation:-

The above analysis shows that around 39.3% of the population shop grocery items from Grofers

following with fruits and vegetables with around 30.4% . only around 3.6% of the population go

for other items like kitchen items from Grofers.

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Q11 Where do you come to know about Grofers?

Options T.V Newspaper Radio Other Total

Respondents 21 25 9 1 56

Percentage 37.5% 44.6% 16.1% 1.8% 100%

Fig no.4.14

Interpretation:-

The above analysis shows that around 44.6% of the population came to know about Grofers from

newspaper followed by T.V which is around 37.5% Grofers should increase its promotion

campaigns so that more and more number of people will came to know about Grofers and increase

its sales.

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Q12 What features of Grofers attract you the most?

Options Design of Offers Variety Value for Other Total

the website money

Respondents 9 16 13 17 1 56

Percentage 16.1% 28.6% 23.2% 30.4% 1.8% 100%

Fig no.4.15

Interpretation:-

The above analysis shows that around 30.4% of the population is attracted to Grofers because of

its value for money feature followed by the offers it offered which is around 28.6%.

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Q13 What are your issues regarding Grofers?

Options No Product Security Physical Total

guarantee highly issues examination

priced

Respondents 20 15 11 10 56

Percentage 35.7% 26.8% 19.6% 17.9% 100%

Fig no.4.16

Interpretation:-

The above analysis shows that around 35.7% of the population have issues regarding Grofers that

they are not providing any guarantee for their productswhich is not a good sign for Grofers. Grofers

should focus more on providing guarantee on their products in order to retain their customers.

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Q14 Which item you generally shop online other than grocery?

Options apparels Books electronics Total

Respondents 27 6 23 56

Percentage 48.2% 10.7% 41.1% 100%

Fig no.4.17

Interpretation:-

The above analysis shows that around 50% of the population shop apparels online and only 8.9%

of the population shop for grocery items online which is very less.

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Q15 How you rate Grofers

Fig no.4.18

Interpretation:-

From the above analysis it is found that around 45% of the population rate Grofers as good and

around only 2% of the population rated Grofers very bad which is a sign of success for Grofers

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 Chapter 5

5.1 Findings

• It is found that 30% of the respondents spend Rs 100-500 every month on online shopping

• Majority of the respondents go for online shopping when they need home delivery

• Majority of the respondents generally shop their grocery items from ration shops

• Most of the respondents will go for online shopping for grocery if given as an option

• Majority of the respondents feels that buying grocery online is beneficial

• Most of the respondentssays that it is beneficial because it is easy to order

• Majority of the respondents shop grocery items from Grofers

• 46% of the respondents feels that Big basket is the biggest competitor of the Grofers

• Most of the respondents shop their grocery items on monthly basis

• Majority of the respondents came to know about Grofers from newspapers

• 30% of the respondents says that they are attracted towards Grofers because of the offers

• Majority of the respondents says that they have the issues regarding guarantee from the

Grofers

5.2 Limitations

• Time available for doing the research was less.

• The sample size is limited to respondents therefore, the result of the study can not be

considered as universal.

• Findings of the research are based on the assumption that the respondents have given

correct information.

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 • The study was only in city hence various other potential samples outside city were not

considered.

• Respondents show very less interest.

5.3 Suggestions

• Grofers should go for more and more advertisementson different media’s

• Grofers can do more market research to know about opportunities in the maket.

• To increase the market sales Grofers should target different segments of people.

• More products can be added to their list.

• Grofers should provide frequent offers to their customers

• Grofers should have windows based app also.

• Grofers can launch an awareness campaign to create an awareness about advantages of

ordering grocery products online.

5.4 Conclusion

Findings and suggestions are based on the survey conducted and these points are to be looked

into and the steps are taken in this regard for higher growth.

From the study it has been concluded that the reasonable rates and service quality attracts the

customers and determine the loyalty of the customers. The customers of Grofers are satisfied with

the services provided but the guarantee provided need to be improved with more focus on

improving the quality of services provided

Books

• Kotler, Philip, and Armstrong Gary. Principles of Marketing. 11th ed. Pearson

44
 Prentice Hall, 2006

• Indian journal of marketing.

Bibliography

• [Link] 25/2/18 time-8:00pm

• [Link] time-8:15pm

• [Link] time-8:30pm

• [Link] time-8:45pm

• [Link]

_shopping_An_exploratory_study_from_Jordandate-2/3/18 time-2:30pm

• [Link] time-6:00pm

• Armstrong G, Kotler P, Marketing Paper presented at the 5thed., Prentice Hall, Englewood

Cliffs, 2005, pp. 153-154.

• Bhavani. R; Prakash. V, “The growth of online shopping”, ICFAI Jouranl august 2008, pp

51-54.

• [Link]

• [Link]

online-grocery-shopping-towards-online

Appendices

Questionnaire on Online Grocery Store

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Name:

Age:-
a) 18-24
b) 25-30
c) 30 and above

Gender:-
a) Male
b) Female

Income Level:-
a)1 lakh– 5 lakhs
b)5 lakhs– 10 lakhs
c)10 lakhs and above

Q1. How much money do you spent in online shopping every month? (Rupees)
a)100– 500
b)500– 1000
c)1000– 5000
d)5000 & above

Q2. When do you feel the need to shop online?

a)When I need home delivery
b)When I want something unique and special
c)When I need to compare prices
d)When I don‘t have the time to find things by different markets
e)Any other(Please specify)

Q3. Where do you shop for grocery items?

a)LocalKirana
b)Ration Shop
c)Online
d)Supermarkets

Q4. If given an option to buy grocery online will you buy online?
a)Yes
b)No
c)May be

Q5. Do you think buying grocery from Grofers online is beneficial?

a)Yes
b)No

Q6. If yes, why do you think is beneficial?

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a)Easy to order
b)Variety at one shop
c)Discounts & offers
d)Saves time

Q7. Which online grocery site you prefer other than Grofers?
a)zopnow
b)big basket

c)fresh n daily
d)farm2kitchen
e)any other( please specify)
Q8 whom do you think is the biggest competitor of Grofers?
a)big basket
b)farm2kitchen
c)freshndaily
d)zopnow

Q9 how often do you shop from Grofers?

a)weekly
b)monthly
c)special occasion
Q10 what items you generally shop on Grofers?
a)grocery
b)fruits and vegetables
c)household items
d) any other( please specify )

Q11 from where you come to know about Grofers?

a)T.V
b)newspaper

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c)radio
d)any other( please specify )
Q12. What features in Grofers website attracts you?

a)The design of a website

b)Discounts offered

c0Variety

d)Value for money

e)Any other(Please specify)

Q13. What are your issues regarding Grofers?

a)No guarantee

b)Product highly priced

c)Security issue

d)Physical examination

e)Any other(Please specify)

Q14. Which item you shop online other than grocery?

a)Apparels
b)Electronics
c)Books

Q15 how do you rate Grofers?

a)very good
b)good
c)neutral
d)bad
e)very bad

48