RESEARCH METHODOLOGY ASSIGNMENT 2
Title: – Understanding the consumer online grocery shopping behaviour
Authors: – Vani Chaudhary , Kinshul Jain , Dev Waja
Introduction: – Understanding consumer online grocery purchasing behaviour in Mumbai, India’s thriving financial centre, necessitates diving into a complex matrix of cultural, economic, and technological variables. As one of India’s most populated cities, Mumbai offers a distinct blend of traditional values and modern goals, which influences how consumers interact with online food buying platforms. The development of digital infrastructure, greater smartphone penetration, and the rise of e-commerce platforms have all contributed to a positive climate for online grocery shopping in Mumbai. However, customer behaviour in this arena is influenced by a range of factors, including convenience, time savings, price sensitivity, product diversity, and the reliability of online platforms.
Objective: – To understand the underlying phenomenon of online grocery shopping behaviour
- Literature Review: – The literature addresses post-purchase behavior, customer satisfaction, and factors influencing brand loyalty in the online context.Retention strategies, loyalty programs, and customer relationship management are explored.
Article 1: “The rise of online grocery shopping and its impact on consumer”
The COVID-19 pandemic has drastically altered Indian consumer behaviour towards online buying, with individuals preferring the ease and safety it provides over traditional retail. With the advent of social distancing, there has been a significant increase in online grocery shopping, fueled by working professionals’ desire to combine home and office commitments from the comfort of their own homes. Agri-Tech apps have grown in popularity by delivering fresh fruit straight from farms, maintaining quality and hygiene, and adding contactless delivery and digital payments to increase consumer trust and safety. To survive in today’s digital-first market, traditional vendors and small Kirana businesses are partnering with hyper-local delivery companies.
Article 2: “significant shift towards online grocery shopping among young consumers”
A combined study by academics from major institutes across India and IPAM Lisboa reveals a considerable shift towards online grocery shopping (OGS) among young customers, fueled by the convenience of online payments and eco-friendly delivery methods. Analysing 145 research articles, the study finds a boom in OGS research and interest after 2010, inspired by technology and sustainability. Demographics, pricing, and transaction convenience are key elements influencing OGS behaviour, and further mixed-method research is recommended to gain a better understanding of these patterns. This research provides significant information for firms and politicians seeking to adapt to changing customer preferences.
Data Collection: – 5 questions were put on a Google form and were circulated to 100 students of the ITM. For every question, the mean, standard deviation, standard error, and t-stat were calculated. This data was primarily collected by us.
Testing of Hypothesis:
Ho: μ=3
H1: µ≠3
Data Analysis: –
|
|
Mean |
Standard Deviation |
Standard Error |
T- Stat |
Result |
|
Question 1 |
3.48 |
1.32 |
0.13 |
3.63 |
H1 |
|
Question 2 |
3.60 |
1.38 |
0.14 |
4.35 |
H1 |
|
Question 3 |
3.28 |
1.30 |
0.13 |
2.16 |
H1 |
|
Question 4 |
3.52 |
1.48 |
0.15 |
3.51 |
H1 |
|
Question 5 |
3.47 |
1.47 |
0.15 |
3.24 |
H1 |
Conclusion: –
Que 1- I find online shopping convenient.
Result- For question 1 accept the alternative hypothesis as t-stat = 3.63 which is more than 1.96. Therefore, People of Mumbai feel that online shopping is convenient.
Que 2- The variety of production available online meets grocery shopping needs.
Result- For question 2 accept the alternative hypothesis as t-stat = 4.35 which is more than 1.96. Therefore, people thinks that variety of production available online meets the online grocery shopping needs.
Que 3- I trust the quality of products when shopping for groceries online.
Result- For question 3 accept the alternative hypothesis as t-stat = 2.16 which is more than 1.96. Therefore, people of Mumbai feel that they trust the quality of product when shopping for groceries online.
Que 4- I enjoy the personalized recommendation I receive while shopping for groceries online.
Result- For question 4 accept the alternative hypothesis as t-stat = 3.51 which is more than 1.96. Therefore, People of Mumbai enjoy the personalized recommendation when they receive while shopping for groceries online
Que 5- The delivery and fulfilment services for online grocery order are satisfactory.
Result- For question 5 accept the alternative hypothesis as t-stat = 3.24 which is more than 1.96. Therefore, People of Mumbai accept that the delivery and fulfilment services for online orders are satisfactory.
References: –
https://news.abplive.com/business/significant-shift-towards-online-grocery-shopping-among-younger-consumers-report-1641447/amp