Launch of online grocery store

Abstract

Increased internet penetration, hectic lifestyle of the people in metros, growing comfort in online payments and several other factors have opened the doors for the “E-grocery” in India. Leveraging on these factors, more and more players are entering into the market. Our study focuses on solving various market research problems that arise while launching an e[1]grocery store. Our study comprised of the research i.e., to be done from the consumer side – Identifying the significant factors which provoke the consumers to buy groceries online, identifying the barriers that thwart non-users from buying groceries online, identifying the evaluation criteria of a consumer for choosing an e-grocery site etc. Based on the secondary research and depth interviews taken from the users & non-users of e-grocery, certain hypothesis is formed. Even a survey questionnaire is designed based on the insights from the exploratory research. The survey is floated, and 134 responses are collected, and the data is obtained to test the hypothesis. Even several statistical techniques like ANOVA, factor analysis and cluster analysis are performed on the data to gain significant insights. Conclusions are drawn based on the analysis. Recommendations are given based on these conclusions at each stage of the consumer –response hierarchy from awareness to adoption.