A Study on Consumer Perception Towards Online Grocery Store

Topics: Electronic commerce, Online shopping, Amazon.com Pages: 41 (11300 words) Published: September 12, 2013
A Study on Consumer Perception towards
Online Grocery Store

Himanshu S Mishra

In fulfillment of the requirement for the degree
Masters in International Management


Institu d' Administration des Enterprises Greater Noida Campus, India University of Poitiers, France

April, 2013


I hereby declare that the project report titled “A Study on Consumer Perception Towards Online Grocery Store”, under the guidance of Prof: Debjani Bhattacharyais my work submitted in partial fulfillment of the requirement for the Degree of MASTERS IN INTERNATIONAL MANAGEMENT from INSTITU ADMINISTRATION DES ENTERPRISES, Poitiers and not submitted for the award of any degree, diploma, fellowship or any similar titles or prizes

Date: 11/03/2013



This is to certify that Dissertation Report on
A Study on Consumer Perception Towards Online Grocery Store, prepared by the Himansu S Mishra is his genuine effort under my guidance and supervision.


Prof: Debjani Bhattacharya
Faculty Guide


This project proved as an excellent opportunity for me to apply the concepts learnt in the course of my program at the institute. I would like to express my sincere gratitude and thanks to my supervisor and mentor, Prof. Debjani Bhattacharya for guiding and providing complete knowledge about the subject briefing about market and risk calculations Finally, I would like to thank all those who were directly or indirectly related to this project.

Himanshu S Mishra

Executive Summary

Internet and Information technology have made tremendous contributions for business transformation witnessed nowadays all over the world. This has given birth to E commerce which encompasses several pre purchase and post purchase activities leading to exchange of products or service or information over electronic systems such as the internet and the other Telecommunication networks.

Analysing the competitive advantage of E-Commerce it is observed that E-Commerce enables simpler, faster and efficient business transactions. For developing country like India, E-Commerce offer considerable opportunity for growth. E-commerce leads to a boon for the current economic downturn. As India’s e-commerce market is worth about Rs 50,000 crores in 2011. About 80% of this is travel related (airline tickets, railway tickets, hotel bookings, online mobile recharge etc.).

Online retailing comprises about 15%. India has close to 10 million online shoppers and is growing at an estimated 40-45% per annum.The rapid growth of e-commerce in India is being driven by greater customer choice and improved convenience.

The project was undertaken under the supervision of Nirala Imex Inc who currently has their business operation in Taiwanese market in selling of Indian grocery items to the local retailers & wholesaler in the Taiwanese market.

The company has proposed a plan to launch an online grocery store in the Indian market for which the project was undertaken was to determine whether online grocery shopping will be beneficial to the user with respect to questionnaire which will be analysed in three parts. The project will first study 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 will depict the attributes of online shopping influencing the purchase decision by the respondent. It will also determine the issues regarding the online shopping. The third part of the project determines the purchase decision with respect to grocery. It will determine the place preference of grocery shopping with respect to price, quality, variety, proximity and offers/ discounts. The project will also recommend the business operational plan which works...

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