Sample Project 2
Sample Project 2
Introduction
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
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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
• There are many advantages of purchasing grocery online shopping as opposed to shopping
• 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
• It also saves travel expenses and time going to the grocery stores. Considering the wide
• 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
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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
• Largest disadvantage of shopping online is that it costs extra money, since food must be
• 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.
E-commerce, or electric commerce, is the process of buying and selling of various products and
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
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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
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,
E-commerce is the purpose of internet and the web to conduct business but when we concentrate
systems under the guarantee of the firm it accepts the form of e-business. Nowadays, the word ‘e’
is hitting momentum.
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.
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.
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
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
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
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1.5 Details about Grofers
Employees - 1100
Website -www.Grofers.com
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
• Choose from over 5,000 products at prices lower than supermarkets every day!
• 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.
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
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
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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
3) Big basket
Bigbasket.com(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
itall.Choose 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,
Kanpur, Gurgaon, Vadodara, Visakhapatnam, Surat, Nagpur, Patna, Indore and Chandigarh
Tricity You can pay online using your debit / credit card orbycash/sodexo on delivery.Company
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-
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,
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
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
• 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
Fig no.1.3
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Marketing mix
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,
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.
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,
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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.
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
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
Strengths
• Powerful application
Weakness
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Opportunities
Threats
• Peppertap.com
• Bigbasket.com
• Flipkartnearby.com
• Oldstore.com
• Farm2kitchen.com
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
• 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
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 selected.The 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
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
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
The Sampling technique should be selected according to the problem under study. The justification
Probability Sampling
In probability sampling it is possible to both determine which sampling units belong to which
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Chapter 2
Literature review
India is among the fastest-growing markets and has been identified as one of the significant
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
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
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 purchases.He 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 usage.Consulting 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
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
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,
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
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
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Chapter 3
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
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
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
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3.5 Sample size
The research was made by the survey in accordance to the convenience of the respondents using
homogenous and the samples are selected in such a way that each and every unit in the
• Percentage analysis
• Pie charts
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Chapter 4
Age
Respondents 15 22 19 56
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
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Gender
Respondents 30 26 56
Fig no.4.2
Interpretation:-
The above analysis shows that around 53.6% of the females were the part of the analysis and 44%
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Annual income
Respondents 23 22 11 56
Fig no.4.3
Interpretation:-
The above analysis shows that around 49.3% of the population belongs to the group of annual
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Q1 How much money do you spend in online shopping every month?
Respondents 17 18 13 8 56
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
special
Respondents 22 19 10 5 56
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
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Q3 Where do you generally shop for grocery items?
Respondents 15 13 17 11 56
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
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Q4 If given an option to buy grocery online will you buy online (regularly)?
Respondents 32 7 17 56
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?
Respondents 46 10 56
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.
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Options Easy to Variety at Discounts Saves time other Total
Respondents 21 14 13 7 1 56
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
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Options Zopnow Bigbasket Freshndaily Farm2kitchen Total
Respondents 11 22 12 11 56
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
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Options Big basket Farm2kitchen freshndaily zopnow Total
Respondents 27 14 12 8 56
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
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Q9 How often do you shop from Grofers?
occasion
Respondents 14 31 11 56
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
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Q10 What items you generally shop on Grofers?
vegetables items
Respondents 22 17 15 2 56
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
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Q11 Where do you come to know about Grofers?
Respondents 21 25 9 1 56
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?
Respondents 9 16 13 17 1 56
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?
priced
Respondents 20 15 11 10 56
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?
Respondents 27 6 23 56
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
• 46% of the respondents feels that Big basket is the biggest competitor of the Grofers
• 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
• 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.
5.3 Suggestions
• 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.
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
Books
• Kotler, Philip, and Armstrong Gary. Principles of Marketing. 11th ed. Pearson
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Prentice Hall, 2006
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• http://shodhganga.inflibnet.ac.in/bitstream/10603/43819/6/06_chapter2.pdf
• https://www.slideshare.net/RameshChavan4/a-study-on-customer-preferences-towards-
online-grocery-shopping-towards-online
Appendices
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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
Q4. If given an option to buy grocery online will you buy online?
a)Yes
b)No
c)May be
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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
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 )
a)T.V
b)newspaper
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c)radio
d)any other( please specify )
Q12. What features in Grofers website attracts you?
b)Discounts offered
c0Variety
a)No guarantee
c)Security issue
d)Physical examination
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