consumers perception on online departmental super stores

8/7/2019 Consumers Perception On Online Departmental Super stores

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CONSUMERS PERCEPTION ON

ONLINE DEPARTMENTAL SUPER

STORESConsumer Survey Research paper



INTRODUCTION

The purpose of the study is to further enhance

our understanding of online grocery shopping it

would benefit us when this understanding is

practically applied in Pakistan and support theeconomy by overcoming the already assessed

challenges and opportunities explored.

This will help the departmental stores to get

competitive edge over others and full fill the

consumer·s requirement of convenience and lesstime consuming.

This research will provide a strong ground for

departmental stores to cater online consumers



LITERATURE REVIEW

E-Commerce: The Internet Grocery Market

Assessment 2009

y The Internet grocery market is an extension of the home-

shopping philosophy. It is a sector that has already

demonstrated considerable growth and that promisesfurther substantial increases in the future.

y For consumers, the option of purchasing groceries over the

Internet offers a number of advantages: it enables them to

view a wide range of products, to compare prices and to

arrange delivery at a convenient time.

y For retailers, the online option provides a new channel

through which to sell their products, display a wide range

of items to their customers and develop their share of what

continues to be one of the fastest-growing sectors of the

grocery



EXPERIMENTAL CHOICE ANALYSIS OF

GROCERY SHOPPING: WHY CONSUMERS

HESITATE TO SHOP ONLINE

y Their results showed that these four factors, purpose of the

trip, time available for shopping, delivery charge and traveldistance to a physical store all affect the degree of

inclination to shop for groceries online.

y It was also established however that delivery charges are

not the most important factor. The specified increase in

travel time to the grocery store had a greater impact on therelative preference to shop online or in-store than the

specified delivery fee.

y Online grocery shopping experience do not show

significantly different responses to the attributes compared

with those who have no such experience.



DO YOU HAVE A COMPUTER ?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

Series1



DO YOU USE INTERNET

¡

1

¡

2

¡

3

¡

4

¡

5

¡

6

¡

7

¡

8

¡

9

¡

1

¡

Yes No

Series1



GENDER

75%

25%

Participant gengers

Male

Female



CURRENT OCCUPATION

House wife

Self employed

Salaried professional

Student

Other



A GE GROUP

63%

38%

Less than 20 yrs 20-30 yrs 30-40 yrs 40-50 yrs

Participants age group



WHICH OF THE FOLLOWING DO YOU OWN?

Credit card

12%

Debit card

63%

Both Debit and

Credit card

25%

None

0%

Others

0%

Plastic money owned



A T WHICH PLACE DO YOU MOSTLY ACCESS

THE INTERNET

¢ £

1¢ £

2¢ £

3 ¢ £

4¢ £

5¢ £

6 ¢ £

Mobile PhoneHome

Cyber CaféOffice

5 ¢ £

6 ¢ £

19£

Participant Internet usage place



HOW MANY HOURS DO YOU SURF THE

INTERNET IN A WEEK ?

Less than 5

hrs

40%

6-10 hrs

33%

11-15 hrs

20%

16-20 hrs

7%

Participants - Internet usage



Y OU WOULD SHOP ONLINE IF ?

50%

75%

13%

25%

Security was assured by

a reputed third party

You could pay cash on

delivery

You had an exclusive

prepaid card forshopping

you are convinced that

the finest securitymeasure is offered?

Other

You would shiop online if?



Y OU WOULD SHOP ONLINE IF?

0%

10%

20%

30%

40%

50%

60%

70%

You would shop online if?

It is recommended by your

family/friends

The website is duly certified and

registered under Govt authority

The website is endorsed by a celebrity

The prices were significantly lower

than offline stores

You need not have to reveal your

credit/debit card number for payment



0% 10% 20% 30% 40% 50% 60% 70%

Shopping online is more convenient

Consider Grocery shopping a waste of time

Current security measures for ecommerce are

adequate

Discounts are the most important factor for

attracting me to shop online

I will buy only branded items on the internet

I like using credit card for online transactions

Lack of security is the primary reason I don·t

shop online

I want to touch and feel the product before

buying it

Large departmental store should provide online

site to order grocery

I would be interested in buying a prepaid card

exclusively for online shop.

Strongly disagree

Disagree

Neither

Agree

Strongly agree



HOW MANY TIMES HAVE YOU SHOPPED

ONLINE?

69%

20%

8%3%

Participants - Number of times shopped

online?

Once

2-5 Times

6-10 times

>10 times



WHAT IS THE HIGHEST AMOUNT SPENT BY

YOU ONLINE?

0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4

< Rs 500

Rs 500-1000

Rs 1000-5000

Rs 5000-10000

>Rs 10,000

Highest amount you would shop online f or?



HOW DO YOU PURCHASE DIGITAL PRODUCT

0%

10%

20%

30%

40%

¦ 0%

60%

70%

Series1



GROCERY SHOPPING

0

0.1

0.2

0.3

0.4

0.5

0.6

Strongly Agree Agree Neither Disagree Strongly

disagree

I am indifferent to the place of

purchase of a grocery

I would like to buy grocery online

I would not mind to wait for a few

hours for the delivery of my grocery



FUTURE ONLINE SHOPPING

What is the likelihood of you shopping online in

the future?

Very likely

likely

Neither

Unlikely

Very unlikely



ISSUES IN ONLINE SHOPPING

Security Reliability Warranty Terms Fraud

88%

75%

63%

38% 38%

Issues faced shopping online



ISSUES IN ONLINE SHOPPING

Graphic loading

errors

Expired

links, Navigationlinks

Broad band issues Personalization Delivery modes Poor display

images

38% 38%

63%

50%

63%

13%

Issues faced shopping online

consumers perception on online departmental super stores

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