SRP Nikita Rai 19109

GL BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH GREATER
NOIDA
SUMMER RESEARCH PROJECT

ON
“ Consumer Perception Towards
Online Grocery Stores”
Submitted by
Nikita rai
Roll No. GM19109
Table of Content
 Introduction
 Research Objective
 Research Methodology
 Major Findings of the Study
 Recommendations
 Conclusion
Introduction
 The term customer perception can be defined as, “a marketing concept
that encompasses a customer's impression, awareness and/or consciousness
about a company or its offerings.
 Internet is changing the way consumers shop and buy goods and services, and
has rapidly evolved into a global phenomenon. Many companies have started
using the Electronic Commerce with the aim of cutting marketing costs, thereby
reducing the price of their products and services in order to stay ahead in
highly competitive markets Companies
 It has been more than a decade since business-to-consumer E-commerce first
evolved. Scholars and practitioners of electronic commerce constantly
strive to gain an improved insight into consumer behaviour in cyberspace.
Justification of the topic
This topic will help me understand how marketers

use the customer perception as a tool to foster their
business and support marketing efforts to study
customer purchase behaviour and how consumers
are influenced by brands.
Objectives of Study
 To study attitude of customers towards online shopping.
 To find out the preferences of the consumer regarding the attributes of online
shopping website.
 To identify the issues faced by the user while online shopping.
 To determine the parameters for choosing the particular shopping centre for
purchase of grocery items.
 To determine whether online grocery shopping will be beneficial and on what
factors.
Research Methodology
 Nature of Data- The data is primary in nature as it is
collected with direct interface with the respondents who are
the readers of the magazines.
 Sources- The data was collected through a medium of
questionnaire.
 Type of the Research- The research is descriptive in nature
and aims at finding the last alternative amongst the given set
of options.
Data Analysis and Interpretation
 The graph depicts that out of the total 99 respondent
59.6% of the respondent were female as the objective
was to study the consumer behaviour with respect to
online grocery, as grocery is more shopped by female
respondent.
 Where do you shop for grocery items?
The graph depicts that most of the respondents shop
from supermarket for grocery items. Because when it
comes to price factor people prefer to shop from
supermarket and ration shop as these shopping centres
offers grocery items at wholesale prices.
If given an option to buy grocery online, will you buy
online?
 The above graph depicts that around 49.5% of
respondent are willing to buy grocery online if the
option is given.
  The remaining percentage of the respondent may or
may not buy grocery online due to the factors like
physical examination and security issues.
Do you think buying grocery online is beneficial?
 The graph depicts that most of the respondents think that buying grocery is beneficial which can be
determined from the next question.
 The remaining respondents thinks that online grocery shopping will be not beneficial due the factors
like forgery products, highly priced products and no guarantee of the product.
If yes, why do you think is beneficial?
 The graph depicts that user respondent think that online shopping will be beneficial as it will save
their time to shop for grocery items.
 The next relating aspect why consumer will shop grocery online is that it will allow the user to shop
all the grocery at a particular place with discounts and offers.
 The next relating aspect why consumer will shop grocery online as it will allow the user to avoid
long queues resulting in reduction in time spent in shopping.
Major Findings of the Study
 The 87.9 % of the respondent were among 15-25 age bracket as these
respondents are well educated and web savvy.
 out of the total 99 respondent 59.6% of the respondent were female as
the objective was to study the consumer behaviour with respect to
online grocery, as grocery is more shopped by female respondent.
 The money spend in online shopping is ranging from INR 1000-5000,
which indicates the users are willing to pay more price when there is
premium quality products such as electronics, branded apparels,
original music etc.
 around 49.5% of respondent are willing to buy grocery online if the
option is given. The remaining percentage of the respondent may or
may not buy grocery online due to the factors like physical
examination and security issues
Recommendations
 Instead of going the regular e Commerce way of Grocery shopping, the firm
should start up by bringing existing retailers online.
 For the purchase of the grocery item user can choose their nearby Kirana Store
from the listed stores along with a convenient time of the delivery.
 The local store would be informed about the order and it would be delivered to
the address at the time mentioned with the payment of cash only on delivery.
Conclusion
 From the above data analysis it can be concluded that consumer buy goods online
on the basis of factors like offers and discounts, variety of product available, free
home delivery, website user friendliness and cash of delivery payment option.
 From the above data analysis it can also be determined that most of the
respondents would agree to buy grocery online rather than shopping of grocery
with the traditional method.
 Out of the agreed respondent to buy online grocery, most of the respondent would
think that it would be beneficial to shop grocery online on the basis of factors like
easy to order, variety, discounts/ offers, saves time and avoid long queues.
 The recommended business operation will not only beneficial for the consumer
but also to the firm, as it allows the firm to maintain its low operating expenses
and for the consumer.

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GL BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH GREATER

SUMMER RESEARCH PROJECT

This topic will help me understand how marketers

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