CHANGE IN CONSUMERS PERCEPTION TOWARDS ONLINE GROCERY SHOPPING - iaeme
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International Journal of Management (IJM)
Volume 11, Issue 8, August 2020, pp. 1049-1059, Article ID: IJM_11_08_095
Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=8
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: 10.34218/IJM.11.8.2020.095
© IAEME Publication Scopus Indexed
CHANGE IN CONSUMERS PERCEPTION
TOWARDS ONLINE GROCERY SHOPPING
Soum Suvra Das
Assistant Professor, Master of Business Administration Department,
MIT Art, Design and Technology University, Pune, India
Ashok Todmal
Assistant Professor, Master of Business Administration Department,
MIT Art, Design and Technology University, Pune, India
ABSTRACT
E-commerce was steadily gaining momentum in India since late 2011 and early
2012 and online grocery and staples segment had started to grow since 2015 in India.
Attitude and perception towards shopping online groceries was to certain segment of
consumers clearly a matter of convenience and along with that few more parameters
were there that are product availability, product quality/freshness and delivery on
time and on that date as per consumer’s choice, offers and overall shopping
experience. But for few, post 2017 year, there has been a shift in the way consumers
behaviour which directly affected the e-commerce grocery industry and there was a
demand which was observed to a greater extent. Online grocery industry also came
with certain parameters for the convenience of the customers to shift to online grocery
shopping and build a trust like “Cash on Delivery (COD)”, “Return without any
question asked”, etc which emphasized more on quality and freshness part and the
trust. There have been a lot of consumers coming and buying and there has already
been a major shift which has been seen in the online grocery segment whether it is
FMCG or F&V post 2016 and quiet a lot will happen in years to come.
Keywords: Customer Perception, Customer Attitude, FMCG, F&V, Online Grocery
Shopping
Cite this Article: Soum Suvra Das and Ashok Todmal, Change in Consumers
Perception towards Online Grocery Shopping, International Journal of Management,
11(8), 2020, pp. 1049-1059.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=8
1. INTRODUCTION
Today online grocery shopping has grown from a non-existent industry in 2013-2014 to a
billion-dollar industry in 2018 onwards. (Mohsin, 2020) There is a projection that 1.8 billion
http://www.iaeme.com/IJM/index.asp 1049 editor@iaeme.comChange in Consumers Perception towards Online Grocery Shopping
people worldwide purchased goods online and the sales are estimated to grow up to 4.8
trillion-dollar industry by 2021.
Earlier consumers were hesitant to buy goods/ services online so there is no question
about consumers buying online grocery. As days passed, the trend of nuclear family
dominated, both partners working and less balance between work and life which gradually
pushed the demand for online grocery shopping. The online shoppers gave more importance
to
shopping experience
product availability and
slot availability and quality which increased the trust of the consumers towards the
online grocery shopping
As the online grocery segment is being recognized and trusted by consumers, more and
more consumers are joining and shifting from off-line buying of groceries to on-line
groceries. Below is the data which will show you the number of respondents who have
switched from off-line to online grocery shopping due to the following reasons –
Convenience
Different promotional schemes
Availability of wide range of products
Quality and slot availability
2. NEED FOR THE STUDY
When there was a shift which happened in the year 2018-2019, many consumers were not
getting enough time to go to the market and buy groceries. Many of them were stuck between
office and home and time taken to travel from one place to another place and hence many
consumers started shifting from offline shopping to online shopping for groceries. Many
sections of the consumers shifted to online shopping due to the following parameters –
More delivery slots availability
Product availability
Delivery guarantee (on time delivery)
Refund policies
Different payment modes
Product quality
3. OBJECTIVE OF THE STUDY
The objective of the study is to know the parameters which are directly linked towards the
shift in the consumer’s perception towards online shopping –
Product availability
Delivery slots availability
Freshness (F&V – Fruits and Vegetables)
Refund policies
Product quality
http://www.iaeme.com/IJM/index.asp 1050 editor@iaeme.comSoum Suvra Das and Ashok Todmal
4. INTRODUCTION TO CONSUMER DECISION MAKING PROCESS
(Indian e-commerce market to touch USD 84 billion in 2021 - Report - The Economic Times,
2019) The E-Commerce growth which is predicted in India in 84 billion dollars by 2021
which was 24 billion dollars in 2017, a growth by 250%. Today most of the consumers due to
their hectic schedule and for convenience, have started shopping groceries online but there
was a time when consumers used to hesitate shopping groceries online. There has been a
major shift in the buying behaviour of the consumers.
(Kanuk, 2012) (Mukherjee, 2016) This is also linked with the “Consumer Decision
Making Model”. The consumer decision making model in a broader perspective has got five
processes -
Need recognition & Problem Awareness: As stated in the consumer behaviour theory that
when consumers had issues buying groceries by physically going into the market due to their
hectic schedule or due to other issues like un-availability of car parking or etc., that was a
problem for the consumers and online grocery players like Big Basket, Grofer, Amazon
Pantry and Jio Mart have come out with the solutions to give them the best shopping
experience online by coming out with online grocery shopping and that to at the time when
consumers want and if not delivered on time, they gave consumers “delivery guarantee”.
Information Search: Another important factor for consumers shopping online is the “trust
factor”. All these years, consumers were buying grocery by physically going into the market,
checking the products – their qualities and then buying. This was again another problem for
the consumers. Online grocery players came with the strategy that “if consumers do not like
the product or the quality of the product, they can return the product. Along with that online
grocery players came with option of “cash on delivery”, “card on delivery”, partnered with
third parties like “Airtel Money”, “Amazon Wallet”, “Paytm” and etc.
Evaluation of Alternatives: Consumers here started searching and exploring and comparing
the prices of different products not only offline vs online but also online vs online. Consumers
started exploring and comparing the prices with the competitors and finding out the
information, what all deals, discounts, promotional offers are available by different players.
Consumers also check which all players are having more slots and which player is delivering
them delivery early.
Purchase: This stage is very important as in this stage the consumers have a practical
experience as to how the delivery is done. The delivery experience is very important here. If
the experience for the consumers is not good and the delivery boy does not do the delivery as
per the expectation of the consumers, then according to the consumers – the experience is
“bad”. When I speak about the delivery experience what I mean here is –
Greeting the consumers by the delivery boy
Following all the SOP’s while delivery to the consumers
Handing over the bill (delivery statement) to the consumers and if any query, resolve
their queries
Doing a QC (Quantity Check) – matching the items with the bill and delivering it to
the consumer
No hassles in cash payment or card payment. When I mean no hassles in cash
payment, I mean – the delivery boy should carry change money or if card payment,
card machines should be carried by the delivery boy and should be in proper
condition.
If any return, hassle free return policy.
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(HR, 2020) Also during this Covid pandemic times, all safety measures need to be
followed while delivering like –
Post Purchase Evaluation: Consumers post purchase evaluation should also be of good
experience as if any issue which is faced by the consumers, the customer support team should
immediately solve the issue and if any replacement of product is required or any return of
product is required and refund should be given to the consumers, it should be done
immediately and should not be left out or else the experience turns out to be bad.
(Mukherjee, 2016) We can also state that consumer buying behavior also depends upon
the AIDA model. AIDA model stands for –
Awareness ------ Intention ------ Desire ---------Action
Awareness: The consumers need to be aware about the different players who are there in the
online grocery segment. Also the consumers should know which all products are being
offered by which all players and which all pin codes are being served by which all players.
Intention: The intention represents here the interest which the players in the online grocery
segment create by creating certain buzz with their offering which may include –
Cash on Delivery & Card on Delivery
Number of slots available for delivery to the consumers.
(Basket, n.d.) Easy Return and no questions asked
Customer Support
Different Promotional schemes
Desire: The interest then should be converted into desire by constantly promoting the
different schemes and also may be do some promotional activity at different places like
residential societies and malls and give some promotional membership schemes which would
help them to try out their services. It will also be beneficial by distributing their pamphlets
letting the consumers know that now the concerned player is available to serve that pin code.
Action: The desire then gets converted into buying the product from the particular player in
the online grocery segment and the consumer should be firm enough that he/she would like to
buy from a particular player in that segment which will solve his/her problem.
In addition to that, we would also like to add that the segment is very competitive and
hence the player should be in constantly watching the order volume and buying frequency
from their internal report which will give them an idea about the engagement level of the
consumer with the player and his satisfaction level. If the engagement level is not there and
the consumer is not satisfied, the consumer order volume will fall down and his order
frequency will also go down.
5. INTRODUCTION TO THE ONLINE GROCERY SEGMENT
5.1. Big Basket
Big Basket is one of the key players in the online grocery segment. It is one of the India’s
No.1 online grocery player which deals into the FMCG and F&V products. They give
different choice to consumers from various range of products and consumers can choose.
They initially started with 4 slots in a day wherein delivery was done to the consumer in 4
slots. They also had another model wherein delivery with less SKU’s were done in the
window of 90 mins. Due to increase in competition and rise in demand towards the online
grocery shopping, in all metro cities their previous models have been upgraded and changed
to window of 2 hrs delivery where in 28 slots are been given to the consumers to choose from.
http://www.iaeme.com/IJM/index.asp 1052 editor@iaeme.comSoum Suvra Das and Ashok Todmal
5.2. Grofers
(Grofers, n.d.) Grofers is also one of the organization which is present in the online grocery
segment and competes with Big Basket. Grofer mainly deals in the FMCG segment and have
4 slots in a day wherein consumers are asked to select the slot for delivery (day and time) and
then it is delivered to them
5.3. Amazon Pantry
(John, 2020) Amazon recently entered in the online grocery segment in the year 2018-2019
and they are trying to capture the market by giving discounts and promotional schemes to
consumers. Nevertheless, Amazon Pantry also has presence limited to the FMCG segment
only. They are using their existing vendors who deliver different products to consumers
bought from Amazon and are utilizing in Amazon Pantry as cost effective measures.
5.4. Jio Mart
(Jiomart, n.d.) Jio Mart would be the next player to watch for as by 2021, it is looking to enter
the space of the online grocery segment and with the network of the Reliance Retail –
physical stores and the Reliance Jio network, promoting the Jio mart in a very massive way
and giving a very tough competition to players like Big Basket, Grofer and Amazon Pantry.
Big Basket and Udaan are both into B2B and B2C while other players listed above are in
B2C only. (This is specifically with reference to online grocery segment). Now what do you
mean by B2B in online grocery segment? Small kirana shops, neighborhood convenience
stores, they order from online grocery players due to different promotional schemes or due to
the tie –ups which are done by both the parties as an understanding is there that large volume
of orders would be there if concessional rates are given to the kirana and neighborhood
convenience stores and they further sell to their customers. Whereas B2C is where customer
gives order directly to the online grocery retailers and they deliver directly to the end
consumers.
6. FAST MOVING CONSUMER GOODS (FMCG)
The full form of FMCG is “Fast Moving Consumer Goods” wherein all retailers including
online grocery players sell FMCG products. (BigBasket, n.d.) In FMCG, there are categoreis
which are as follows -
Food Grains and Masalas
Bakery, Cakes and Dairy
Beverages
Snacks and branded foods
Cleaning and household
Egg, Meat and Fish
Gourmet and World Food
Beauty and Hygiene
The FMCG on the broader context has two types that is Hazardeous and Non-Hazardeous.
Hazardeous products are those products wherein if consumed, would be injurious to health.
Examples are Fenyl, Harpic toilet cleaner, soaps, etc. Non-Hazardeous products are those
products wherein when consumed, would not be injurious to health. Examples are Maggie,
Tomato sauce and other types of sauces, biscuits, etc.
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6.1. Fruits and Vegetables (F&V)
The full-form of F&V is “Fruits and Vegetables”. (BigBasket, n.d.) The fruits and vegetables
are further divided into different categories as stated below –
Fresh Fruits and Vegetables
Herbs and Seasoning
Exotic Fruits and Veggies
Organic Fruits and Vegetables
Cuts and Sprouts
India's agro-food sector started experiencing a makeover in the post-liberalization era
while the speed of transformation became rapid since the 2000s, resulting better market share
for Indian Modern Food Retail Chains (MFRC) (Kedar & Kumar, 2019). By 2020, the share
of supermarkets is anticipated to reach about 20-30 per cent of food retail in cities, which is
expected to further growth once hundred per cent foreign direct investment (FDI) in multi
brand retails permitted (Technopak Advisers Pvt. Ltd.,11th December 2019). This will have
direct implications for farmers, given the fact that these Indian Modern Food Retail Chains
reform the supply chain towards more clear forms of coordination.
MFRC have recently engrossed attention as there has been express growth in the numbers
of stores and sale of F&Vs since the mid-2000s (Reardon, Berdegue, & Timmer, 2005).
India’s modern retail dispersion has been the fastest in the world since 2006. (Reardon &
Gulati , The rise of supermarkets and their developmet implications; International Experience
Relevant for India, 2008)
India's different climate ensures availability of all varieties of fresh fruits & vegetables. It
ranks second in fruits and vegetables production in the world, after China. As per National
Horticulture Database published by National Horticulture Board, during 2015-16, India
produced 90.2 million metric tonnes of fruits and 169.1 million metric tonnes of vegetables.
The area under cultivation of fruits stood at 6.3 million hectares while vegetables were
cultivated at 10.1 million hectares. (APEDA, 2020)
The challenges for handling and storage of Agri and Food Products includes
stress physiology, quality management, marketing, and food safety (Shewfelta & Prussiab,
2009). Almost all the handling techniques used at the time of harvesting fresh crops affects
some type of stress on tissue of the crops. Certain fruits and vegetables are susceptible to
disorder such as chilling, freezing and CO2 Injury. To overcome these type of injuries the
proper packaging materials and methods used.
7. RESEARCH METHODOLOGY
The research methodology states as to how the study is conducted. This includes combination
of primary research and secondary research. The details are as follows;
7.1. Pilot Study of Inventory Management Taken
A pilot study was undertaken in order to check the below mentioned parameters –
Evaluate as to what drives the customers to shop from online rather than offline
Assess the customer’s perception towards the online shopping and the parameters
involved in it
7.2. Population and Sample
Sample size of 218 respondents were taken from different parts of Pune who do online
grocery shopping and buy both FMCG products and F&V products.
http://www.iaeme.com/IJM/index.asp 1054 editor@iaeme.comSoum Suvra Das and Ashok Todmal
7.3. Data and Sources of Data
For this study secondary data has been collected mainly via two methods –
By visiting and contacting the customers and filling the questionnaires from them.
Visiting different websites of online grocery players and few other websites and
checking out articles and journals on the subject.
7.4. Sampling Method Used
Random sampling method was used wherein respondents were identified and approached
randomly to give their responses.
7.5. Validation of Questionnaires
Validation of questionnaires were tested and validated by taking a sample size of 50 among
the 218 samples collected. Initially 50 samples were collected and based on the parameters of
(a) Quality parameter issues which also included shelf-life
(b) un-availability of products while ordering and
(c) order fulfillment issues that is order not being completely fulfilled 100% after order is
given by the customers.
Customers were asked questions via questionnaires to different types of customers and it
was found that there was a direct relationship with the parameters which were taken and the
customer’s perception to shop from online. The customers who had ordered and had a good
experience on the above mentioned parameters, their satisfaction level was high and thus had
changed their perception of shopping grocery online and hence became a permanent online
grocery shopper.
8. DATA ANALYSIS, RESULTS AND INTERPRETATION
8.1. Total Respondents Surveyed and Shopping Frequency (Table I)
Table 1
Initially was not Was confident about
Total
confident shopping shopping online
Respondents
online grocery grocery
218 130 88
Total respondents who were surveyed are 200 and out of that –
120 consumers i.e. 59.6% of the consumers were initially not confident shopping
online grocery.
80 consumers i.e. 40.4% of the consumers were initially confident shopping online
grocery.
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8.2. Data Representation Area Wise – (Table II)
Table 2
First Shops Shops Shops Total
Area Name Time Once in a Twice in a Thrice in a
Customer month month month
Eastern Pune area 5 10 15 6 36
Northern Pune area 6 8 12 17 43
Western Pune area 10 11 20 11 52
Central Pune area 7 9 17 11 44
Southern Pune area 10 2 10 21 43
Total 38 40 74 66
Total First Time Shoppers – From the above data, we can see that we have total 38
customers i.e. 17% of the total respondents who were surveyed, they were first time shoppers
and initially they were not too confident shopping online but due to their need, they opted for
online grocery shopping.
Eastern Pune area: - Respondents residing in the area of Eastern Pune, 13% shoppers who
were shopping for the first time were having little apprehensive as they were not confident
that whether they will get the desired quality or would be delivered on time or whether it
would be returned if any issue would be there in terms of the quality of the product but once
they experienced and the first time experience was good, their perception changed towards
online grocery shopping and they started shopping more often.
Northern Pune area: - Respondents residing in the area of Eastern Pune, 15.8% shoppers
who were shopping for the first time were having little apprehensive as they were not
confident that whether they will get the desired quality or would be delivered on time or
whether it would be returned if any issue would be there in terms of the quality of the product
but once they experienced and the first time experience was good, their perception changed
towards online grocery shopping and they started shopping more often.
Western Pune area: - Respondents residing in the area of Eastern Pune, 26.3% shoppers who
were shopping for the first time were having little apprehensive as they were not confident
that whether they will get the desired quality or would be delivered on time or whether it
would be returned if any issue would be there in terms of the quality of the product but once
they experienced and the first time experience was good, their perception changed towards
online grocery shopping and they started shopping more often.
Central Pune area: - Respondents residing in the area of Eastern Pune, 18.4% shoppers who
were shopping for the first time were having little apprehensive as they were not confident
that whether they will get the desired quality or would be delivered on time or whether it
would be returned if any issue would be there in terms of the quality of the product but once
they experienced and the first time experience was good, their perception changed towards
online grocery shopping and they started shopping more often.
Southern Pune area: - Respondents residing in the area of Eastern Pune, 26.3% shoppers
who were shopping for the first time were having little apprehensive as they were not
confident that whether they will get the desired quality or would be delivered on time or
whether it would be returned if any issue would be there in terms of the quality of the product
but once they experienced and the first time experience was good, their perception changed
towards online grocery shopping and they started shopping more often.
http://www.iaeme.com/IJM/index.asp 1056 editor@iaeme.comSoum Suvra Das and Ashok Todmal
8.3. Data Representation – Reasons for shopping online (Table III)
Table 3
Quality / Wide range
Areas Offers Return Slot Convenience
Freshness of Products
Policy Availability
Eastern Pune area 7 15 8 2 2 2
Northern Pune
6 17 6 5 6 3
area
Western Pune area 5 20 5 8 9 5
Central Pune area 5 18 6 5 5 5
Southern Pune
10 20 5 3 3 2
area
With reference to the above table wherein the respondents have preferred the above
mentioned parameters as to the reason for online grocery shopping –
Eastern Pune area: - Respondents residing in the area of Eastern Pune, majority of the
shoppers have chosen quality and freshness for online grocery shopping followed by wide
range of products and offers.
Northern Pune area: - Respondents residing in the area of Northern Pune, majority of the
shoppers have chosen quality and freshness for online grocery shopping followed by equal
weightage for offers which are available in the online which makes it very price competitive
and followed by wide range of products availability and more slot availability for delivering
of products.
Western Pune area: - Respondents residing in the area of Western Pune, majority of the
shoppers have chosen quality and freshness for online grocery shopping followed by the
return policy which the organizations like Big Basket and Grofers have that is “Return
without asking any questions”.
Central Pune area: - Respondents residing in the area of Central Pune, majority of the
shoppers have chosen quality and freshness for online grocery shopping followed by wide
range of products available for the customers to order.
Southern Pune area: - Respondents residing in the area of Southern Pune, majority of the
shoppers have chosen quality and freshness for online grocery shopping followed by offers
and discounts which are available to customers which are very price competitive when
compared with offline grocery shopping.
Thus, it has been observed that all the parameters which the customers have highlighted
while shopping online grocery and has come into the analysis also from the survey which is
done are –
Customers mainly shop online grocery due to the freshness and the quality. They have
the perception that they would get the quality product especially in case of Fruits and
Vegetables (F&V) which sometimes is not the case when shopping offline and they
require fresh also. Customers, after shopping and got the experience that when
ordering online grocery both FMCG and F&V and C&F (Chilled and Frozen),
customers get quality and fresh products and hence their shopping experience have
been better and they are now more inclined to do online grocery shopping.
Another reason which has been highlighted is that most of the customers in different
parts of Pune shop online grocery because of the offers and discounts which are
available online as they are very much price competitive. It has been seen that between
27th of every month to 12th of every month that lot of good offers and discounts are
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available on the grocery products including F&V and hence heavy shopping is done
by the customers during 30th of every month to 12th of every month.
Another two reason which has come in the findings of the survey done are, few
customers shop online because of the seamless return policy which is there so that if
customers facing any issues with quality or other things related to the products
ordered, they can return it seamlessly. Followed by wide range of products which are
available for the customers to order and along with that wide range of slots available
for the customers to order and get their orders delivered.
9. CONCLUSION
From the primary research which has been done, we can conclude that consumers today are
more inclined towards buying groceries online as when they compare offline vs online,
consumers choose online grocery shopping because of the reasons stated below which has
come in the finding and has direct relation with their shopping experience –
Freshness of F&V (Fruits and Vegetables) and the quality aspect
Offers and discounts as many of the consumers are price sensitive with reference to
the daily need grocery products and hence they will buy from where they will be able
to make a good saving.
Availability of products and slots, which generally attracts the customers as many
times offline stores, few of the products are not available with reference to grocery
products. In online if there are wide range of products, and more slot available for
delivery, more customers will be attracted to shop again and again.
Easy and seamless return policy also helps in returning the products without any
hassle and the good shopping experience is being experienced by the consumer if any
grievances occur is solved immediately. This also helps in building the trust.
If the shopping experience is good and there is convenience in shopping, then trust factor
is built among the consumers and then they shop more towards the online shopping.
Also above parameters stated helps in moving the consumers from offline to online for
shopping groceries as due to lack of time, convenience and great deals which most of the
online grocery players give the consumers, the inclination towards shopping online is there
and consumers shopping online have increased.
10. FUTURE OF ONLINE GROCERY SHOPPING
The future of online grocery shopping is looking very bright as lot of new players would be
coming and exploring the opportunities in the online segment offering groceries online. As
the market is huge, currently only 7% of the market is being served by the existing players
hence there are lot of opportunities which are available and can be explored upon. It would
not be wrong to say that some of the major players in the offline like Reliance Retail, Tata’s
or even D-Mart would try their hands in the online grocery segment in near future. Also it
would not be surprised if tomorrow some foreign players joins the race in-collaboration with
some Indian players. Overall, it would be good for consumers only as more and more players
join the race in the online grocery segment, more benefit would be passed on to the consumers
only in-terms of wide range of product availability, price competitiveness in the online
market, more offers and discounts, etc.
http://www.iaeme.com/IJM/index.asp 1058 editor@iaeme.comSoum Suvra Das and Ashok Todmal
ABBREVIATIONS
FMCG – Fast Moving Consumer Goods
F&V – Fruits and Vegetables
C&F – Chilled and Frozen
Slots availability – Different time available for the delivery to the consumers during the day
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