CHAPTER – I

1.1 INTRODUCTION TO MARKETING

Marketing has been an integral part of human commerce since ancient times. The concept of
marketing originated with the barter system, where goods and service exchanged for other goods
and services. Over time, marketing has evolved significantly, adapting to changing consumer
behaviours, technological, advancements, and global event.

The COVID-19 pandemic has been a significant show among the people that everyone use cashless
transaction in the market. Due to that growth of online marketing very high in market. As people
increasingly turned to digital platform for their daily needs, business had to adapt quickly to reach
their target audiences. This shift has led to an explosion in online marketing, with businesses
inventing heavily in digital channels such as social media and e-commerce.

In 2024, online marketing continues to boom, with new technologies and innovations emerging
every day. The rise of artificial intelligence (AI), augmented reality (AR), and the internet of things
(IOT) is transforming the marketing landscape, enabling business is promote to next level and
immersive experience for their customers.

As marketing continues to evolve, businesses must stay head of the curve to remain competitive.
By embracing new technologies, understanding changing consumer behaviours, and developing
innovative marketing strategies, businesses can thrive in this rapidly changing landscape.

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In online marketing businesses must also focus on building strong relationship with their
customers. Providing exceptional customer service through multiple Channels (i.e.., social media,
email, and phone).

By offering personalized experiences and recommendation based on customer preferences and

behaviours it help to build strong foundation to businesses growth in marketing. Encouraging
customer loyalty through rewards programs, exclusive offers, and engaging content, it will attract
the customer’s help the business to make high profit to the company.

Quick commerce is on-demand delivery that offers a limited selection of grocery products that
can be ordered by customers in the quantities that they need/ desire with a delivery fee being
charged. It promises to deliver small quantities of grocery items to customers on demand within a
stipulated time limit of 30 minutes to 1 hour. Consumers who do not wish to stock inventories of
grocery items can opted for the quick commerce model.
However, delivery charges can be steep as this is one of the sources for earning business revenues.
In terms of convenience and speed of delivery, quick commerce presents an attractive value
proposition for time-starved consumers who value the convenience of receiving the grocery items
that they wish to order at a time that suits them.

2
During the Covid-19 pandemic, consumers’ comfort with shopping for groceries online due to
necessity(comply with social distancing norms through contactless deliveries and payments)
became a driver for quick commerce grocery delivery services. These are supported by dark
stores generally located in gritty and grim areas.

These stores are called as micro fulfilment centres or cloud stores that are delivery-only stores and
generally not accessible to customers. An exception in this case is Reliance Smart Point that has
also allowed customers to shop from their stores.

These stores are primarily used for delivery of grocery orders placed online.
In this research effort, let us understand the challenges faced by this business model and
how these challenges can be overcome. We shall also investigate the research findings pertaining
to consumer behaviour towards these services based on which critical success factors for quick
commerce grocery delivery in India can be arrived at.

TABLE STAKES FOR QUICK COMMERCE

1. Dark stores that can pick, pack and deliver the products quickly must be located close to
customers to improve operational efficiency. Use of electric two wheelers will reduce fuel
consumption and support faster delivery.

2. Careful choice of stock and SKUs. This information needs to be updated as frequently as
possible by observing the purchasing trends in a particular area.

3. Dark store staff and delivery personnel with a high degree of customer focus and a predilection
to up the quotient when it is a question of rendering superlative service.

4. Price, availability of products, delivery fees, excellent customer experience, fast delivery, and
good product quality generally, delivery periods vary from 2-4 days in e-commerce. Inventory is
stocked in warehouses. A wide variety of products are available.

5. Delivery is generally clubbed based on locations and delivered in large vehicles. Customers are
enticed to buy additional volumes through offers and discounts. In quick commerce, the delivery
period ranges from 10 minutes to 1 hour although the 10-minute delivery promise is appearing to
be unviable. Some grocery players have kept a threshold limit for delivery charges
3
For example – orders of Rs 100 and above may not be charged any delivery fees. Again, this
incentive varies from one grocery supplier to another

QUICK COMMERCE
In 2023 the modern consumer journey demands speed. From takeaway food to online shopping
deliveries the sooner a customer has their purchase in their hands the better.

With this in mind the arrival of quick commerce (or q-commerce) is something that shouldn't come
as too much of a surprise. If you can order a takeaway in under an hour then surely consumers
should be able to order other things super-fast! Let's take a closer look at quick commerce the
advantages that it brings and how brands can implement it.

Prior to the Covid-19 pandemic a study by PwC highlighted that most consumers around the world
valued efficiency and convenience more than anything else. In the US 80% said they're the key
ingredients of a positive customer experience.

Traditionally four things drive the need for speed and convenience; they are busy lifestyles smaller
households urbanization and aging populations. But the pandemic accentuated these needs even
further particularly in terms of commerce delivery, So convenient commerce delivery is more
sought-after than ever.

4
According to the OECD 21% of US consumers ordered groceries online from a nearby store as a
direct result of the pandemic. Interestingly 19% of over-65s did this too adapting new technologies
and habits in the process. And this trend continued into 2022 with online grocery deliveries
increasing 37% year-on-year.

Further research also suggests that the last-mile delivery market for groceries which was valued at
an estimated $25 billion in 2021 is set to be worth a massive $72 billion by 2025.

Brands that have embraced quick commerce or q-commerce have been the biggest beneficiaries
of this new behaviour’s - and their good fortune is set to continue for the foreseeable future.

E-COMMERCE
Electronic commerce, or e-commerce, is the buying and selling of goods and services over the
internet. E-commerce can be conducted on computers, tablets, smartphones, and other smart
devices. Nearly every imaginable product and service is now available through e-commerce, and
it has upended how many companies and entire industries do business .

E-commerce is the process of buying and selling products and services online. But it involves
more than simply a buyer and a seller, relying on a vast, often invisible, infrastructure to keep it
running.

E-commerce has helped companies (especially those with a narrow reach, like small, local
businesses) gain access to a wider market by providing cheaper and more efficient sales and
distribution channels for their products or services.

While some businesses exist entirely online, others straddle the real and virtual worlds.

Target (TGT) on E-commerce:

For example, is one of many giant retailers that has supplemented its brick-and-mortar presence
with an online store that allows customers to purchase everything from clothes and coffeemakers
to toothpaste and action figures without leaving their homes.

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At the other end of the scale spectrum, individual sellers increasingly engage in e-commerce
transactions via their own personal websites. And digital marketplaces like eBay and Easy serve
as exchanges where multitudes of buyers and sellers can come together and do business .

1.2 STATEMENT OF THE PROBLEM

 To ensure that it cannot fulfil its company tag line “10 minutes of Delivery” at all the time
of delivering goods to the customers.
 Zepto has limited browser support, especially for order versions.
 Zepto faces challenges in establishing a robust and efficient quick commerce platform in
Coimbatore.
 Zepto struggles to deliver quick commerce service efficiently in Coimbatore. Due to
infrastructure, logistics, and scalability challenges limit its growth.

1.3 OBJECTIVES OF THE STUDY

1. To raise customer awareness with zepto product.
2. To enhance customer aware of fast, reliable and convenient grocery delivery services.
3. To enhance user experience by continuously improving the user interface, mobile app
and websites.
4. This study is focused on how much people aware on Zepto quick delivery in
Coimbatore city.

1.4 SCOPE OF THE STUDY

In Zepto Company aims to revolutionize the Indian grocery market by providing a quick,
convenient, and personalized online grocery shopping experience.

 To provide fast and reliable delivery of groceries and essentials to customers within a time
frame (under 30 minutes).
 To offer personalized product recommendations, offers, and communication to customers
based on their preference, behaviour, and purchase history.
 To provide a wide range of high- quality groceries and essentials, including fresh produce,
meat, dairy product, and household essentials.

6
1.5 RESEARCH METHOLOGY

The Research methodology employed in this project aims to systematically identify the
problem hindering customer satisfaction with Zepto’s services and explore effective solution to
address these issue. Through a mixed –method approach combing qualitative and quantitative
research techniques this study seeks to provide actionable insights and recommendations to
enhance customer satisfaction with Zepto’s services. To provide a comprehensive analysis of the
brand’s market position and consumer perception. The primary objective of this research is to
understand consumer behaviour, evaluate customer satisfaction, and assess Zepto’s competitive
positioning in the quick-commerce industry. To achieve these objectives, primary data will be
collected through online surveys targeting current, potential, and lapsed Zepto users. These surveys
will gather insights on purchase frequency, satisfaction levels, delivery experience, pricing, and
product quality.

1.5.1 DATA COLLECTION

The process of gathering and analysing accurate data from various source to
find answer to research problems, trends and probabilities, to evaluate possible outcomes is
known as data collection. It has two types of data sources.

 Primary data,
 Secondary data.

1.5.2 PRIMARY DATA

In this research the primary data has been collected from the questionnaires. Structure
questionnaire has been framed to collect the data from the respondents, by creating Google forms
from the public.

1.5.3 SECONDARY DATA

It will be checked to add the value to the primary data. The secondary data are collected from
different resource, websites, annual reports, journals, newspapers and stock markets.

1.5.4 SAMPLE SIZE

110 Respondents constituted a sample covering Coimbatore city.

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1.5.5 AREA OF STUDY

The population for the study consists of the population in certain region of Coimbatore city.

1.5.6 SAMPLE METHOD

In this project I used convenient sampling method

1.5.7 TOOLS AND TECHNIQUES

The tools used in this project are:

 Chi Square analysis,

 Percentage analysis,
 Ranking analysis.

1.5.8 SAMPLE METHOD

In this project I used convenient sampling method.

1.6 LIMITATIONS

 The sample size has been restricted to 100 respondents.

 The data collected was based on primary data.
 The survey based on Coimbatore’s relatively smaller market size may limit zepto’s
customer base.

1.7 CHAPTER SCHEME

CHAPTER I: Introduction of the study

CHAPTER II: Review of literature.

CHAPTER III: History of the study.

CHAPTER IV: Analysis and Interpretation.

CHAPTER V: Finding, Suggestions and Conclusion.

8
 CHAPTER-II

REVIEW OF LITERATURE

2.1 INRODUCTION

A literature review is the aim of this research paper to study the buying awareness towards Zepto’s
products. As the company took fast delivery and convenience of goods to be delivered in less than
10 minutes at the location. We can understand it better through the proposed framework.by
collecting data from Google form, for this review of literature collect from websites, online source.

2.2 REVIEW OF LITERATURE

(Park et al., 2024). “A Study on Indian Dark Stores and Quick Grocery Delivery Service”
began in the late 1990s when found that high-tech baby boomers did a lot of shopping at home.
People wanted these services because they wanted to make their lives easier, and online shopping
was one way to make things easier, especially for items that replenish very quickly.

(Melis et al., 2024) The Study based on “Online Grocery Shopping Experience Through
Websites” Most people place orders these days through a mobile app or an online store. Grocery
shopping, relative to other shopping activities, is widely recognized in the extant literature as
utilitarian, goal-driven, and a chore.it creating high impact to the e-commerce transaction
holders.

(Hubner et al., and Gallipoli et al., 2023) The Study based on “Customer Satisfaction in
Zepto’s Online Grocery Shopping Service” Shoppers want a convenient, enceinte, and smooth
customer experience from the time they start looking for a product to the time they receive it,
return it and get their money back. Customarily, going grocery shopping has been considered a
tedious and time-consuming activity. Consumers dread grocery shopping almost as much as
going to the dentist, according to a poll performed by websites.

(Corral, 2023). The Study based on “Impact of Internet Adoption on Zepto’s Delivery
Times” poverty among consumers, predict that people would welcome the efficiency of online
grocery shopping with open arms. The adoption of online grocery services has been noticeably
slower than expected. According to research by 1% of monthly grocery trips are captured by
online retailers.

9
(Pastore, 2023) The Study based on “Customer Satisfaction in Online Grocery Shopping”
Regarding grocery shopping, just 7% of respondents who have shopped online say they conduct
at least half of their shopping from home using the internet, while over 50% say they only do
“very little” online food shopping .Even for Tesco, the most successful online supermarket, the
internet segment comprises less than 2%of the company’s overall revenues. It appears that the
cost that is charged for delivery by food stores is one of the reasons why there is such a poor
uptake.

(Clark, 2023), The Study based on “Customer Preferences in Zepto’s Online Grocery
Service” In point of fact, according to the endings of a survey that was carried out by nearly half
of the internet users cite the availability of free delivery for large orders as the factor that will
most likely convince them to use an online grocery service shortly.India has become a major
economic power attaining state-of-the-art digital capabilities. Entrepreneurship has bloomed in
India despite infrastructural and resource constraints.

(Daniel 2023) The Study based on “A Comprehensive Review of Online Grocery Shopping”
The article is based on a thorough analysis of the relevant literature, including studies on e-
commerce, online shopping behaviour, and customer satisfaction. The authors identify several key
factors that influence customer satisfaction in online grocery shopping, including website design
and functionality, product variety and quality, pricing and promotions, delivery and fulfilment, and
customer service.

(Villa & Monzon, 2022)The Study based on “ Customer towards delivery satisfaction on
zepto ” Rapid urbanization, growth in disposable incomes, the convenience of shopping from
home, the deep penetration of Internet, availability of cheap data, advanced smart phone
technology; ease of making digital payments is driving the need for the quick commerce format.
Quick commerce is on-demand delivery of groceries delivered in less than one hour after ordering
and combines physical and digital assets in a spectacular way.

(Grob, 2022) The Study based on “Customer Satisfaction with Zepto’s Delivery Service”
Competitive prices, discounts and offers and quick delivery add to the allure of on demand
grocery delivery .Despite such potential, quick commerce hardly leaves any scope for
differentiation to woo customers to repurchase.

10
(Reiff, 2022). The Study based on “The Food Industry’s Shift to Online Shopping Platforms”
To ordering grocery items for dinner or ordering out-of-stock items at a short notice is possible
due to quick commerce. Interestingly, there was increase in demand for quick home delivery of
grocery products during the pandemic. Even after the pandemic subsided, ordering groceries
through quick commerce also because of continuation of “work from home” options.

(Clifton et al., 2022). The Study based on “Responsible Disclosure in Online Grocery
Shopping” Although the concept of purchasing groceries online is still in its infancy in India, the
practice has been gradually gaining popularity in several other countries for some time. The
percentage of Americans who do their weekly grocery shopping online has been relatively low,
but it’s been rising. Approximately 43% of Americans made an online grocery purchase in
2019, with 21% doing so regularly and 10% doing so twice a month Parents and those with
Aquent incomes (above $100,000) are more likely to buy groceries online. Working adults were
somewhat more likely to do their grocery shopping online. Avoiding crowds and lengthy lines,
taking care of a sick family member, or moving to a new home are some of the other pre-pandemic
reasons why people shopped for groceries online. The annoyance of waiting for deliveries, delivery
costs, out-of-stock goods, and improper substitutes were obstacles to online food shopping. Before
the epidemic, 83% of Americans Shopped in person for groceries at least once per week; by 2021,
this percentage had decreased to79%

(Kumar ET.., 2022) The article is based on “Customer Satisfaction in Zepto’s Online Grocery
Services” a thorough analysis of the relevant literature, including studies on e-commerce, home
delivery services, and supply chain management. The authors identify several key success factors
for E-grocery delivery services, including convenience, reliability, quality, and flexibility. They
also highlight the importance of effective communication and customer service in ensuring
customer satisfaction.

(Clifton et al., 2022; Brenan, 2021). The study based on “Modelling Customer Satisfaction
and Loyalty Using Structural Equation Modeling Based on Service Quality Measurement
in the 10 Minute” A rise in the urge for consumer satisfaction is almost inevitable in the online
grocery market, just as it has been in other industries. It is dicot to foresee a portable future
for a business that does not have satisfied customers since the customer is the most
Important part of any arm. It is critical to maintain a strong tie with the organization’s customers
11
to ensure continued success. For companies to thrive in today’s hypercompetitive environment,
they need to provide goods and services that are, on average, of very high quality. Consumers
will be satisfied with an organization’s performance if it is commensurate with the customer’s
expectations; on the other hand, customers will be unsatisfied with the organization if it performs
poorly in comparison to the customer’s Expectations.

(Gunday et al, 2021) The Study based on “Critical Success Factors for Quick Commerce
Grocery Delivery” Emotional bonding with customers and offering local products can be
another source of differentiation. Additionally, few Indian quick commerce play shave been
unable to contain cash burn. One of the reasons for the cash burn is the high cost of operating the
dark stores along with the need to maintain the right level of inventory and managing the
expectations of fastidious customers. Noyes, a start-up has built a Nano warehouse with a wide
range of assortment and has automated the picking process in dark stores.

(Mitchell, 2021). The study based on “Case Study: Zepto’s 10-Minute Grocery Delivery
Model” Delivery charges alone cannot make up for sales revenues. Hence, the need for grocery
players to invest in other means (like monetization of assets, strategic alliances with other
brands, cost affiliate marketing, cross selling etc) to boost revenues and improve profitability.
Presence of dark stores in dense neighborhoods can torment residents due to the nuisance
value.

(Huang & Yen, 2021). ). The study based on “Zepto’s 10-Minute Delivery: Case Study
Analysis” these operational constraints need to be addressed by quick commerce grocery players.
Use of data analytics to recommend grocery products to customers to enable them to make
purchase decisions. Understanding the consumer value proposition along with the right
operational models to serve customers better can enable quick commerce grocery retailers to
sustain in the market for long.

(Ram 2021)The article provides a detailed “Delivery Satisfaction in Zepto’s Service”

description of the model and its implementation, including a case study that demonstrates the
effectiveness of the approach in reducing delivery costs and improving order fulfilment rates.
The authors also discuss the limitations of the model and suggest areas for future research, such
as the integration of real-time data and machine learning algorithms.

12
(Shaolin 2021) The article is based on” Customer’s towards delivery satisfaction on zepto”
a thorough analysis of the relevant literature, including studies on vehicle routing problems, urban
logistics, and supply chain management. The authors identify several key challenges in the
grocery delivery problem in urban areas, including traffic congestion, limited delivery windows,
and the need to satisfy customer preferences and constraints.

(Sam 2021) The Study based on “Analysis of Factors Affecting Zepto’s Online Grocery
Service” that influence customer satisfaction in the online grocery shopping market. The study
contributes to the existing literature by providing factors for customer satisfaction, and highlights
the need for online grocery retailers to focus on improving website design and functionality,
product quality and variety, and pricing in order to enhance customer satisfaction and loyalty.

(Rainu Tan veer Singh 2021), The Study based on “Consumer Perception Towards Online
Grocery Shopping” he was undertaken the project in Nirala Imex Inc. in Taiwanese market
in selling of Indian grocery items to the local retailers & wholesaler in the Taiwanese
market. The project first studied 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 depicted the attributes of online shopping influencing the purchase
decision by the respondent. It determined the place preference of grocery shopping with respect
to price, quality, variety, proximity and offers/ discounts. The project also recommended the
business operational plan which works with contracting dealership with the local Karina stores

REFERENCE

(Park et al., 2024). “A Study on Indian Dark Stores and Quick Grocery Delivery Service”
https://www.researchgate.net/publication/359694558_Who_moved_my_grocery_in_10_minute
s_-_A_light_on_Indian_dark_store.

(Melis et al., 2024). “Online Grocery Shopping Experience Through Websites”

https://www.scribd.com/document/692432686/72293520b456f3ef30b18228ff4d087a

(Hubner et al., and Gallipoli et al., 2023). “Customer Satisfaction in Zepto’s Online Grocery
Shopping Service”
https://www.researchgate.net/publication/372985638_Zepto10min_grocery_delivery_service

13
(Corral, 2023). “Impact of Internet Adoption on Zepto’s Delivery Times”
https://www.zaubacorp.com/company/Zepto-Marketplace-Private

(Pastore, 2023). “Customer Satisfaction in Online Grocery Shopping”

https://www.crunchbase.com/organization/zeptoon/customersatisfaction/towards/online-
shopping

(Clark, 2023). “Customer Preferences in Zepto’s Online Grocery Service”

https://www.businessinsider.in/business/new-online-shopping-towards-Customer-Preference-in-
zepto

(Daniel, 2023). “A Comprehensive Review of Online Grocery Shopping”

https://www.businessinsider.in/business/new-Review-of-online-shopping

(Villa & Monzon, 2022). “Customer Satisfaction with Zepto’s Delivery Service”
https://www.researchgate.net/publication/359694558_Who_moved_my_grocery_in_10_minutes
_-_A_light_on_Indian_dark_store

(Reiff, 2022). “The Food Industry’s Shift to Online Shopping Platforms”

https://www.researchgate.net/publication/372985638_Zepto__10min_grocery_delivery_service

(Grob, 2022). “Responsible Disclosure in Online Grocery Shopping”

https://www.zeptonow.com/responsible-disclosure-policy/online/shopping/

(Clifton et al., 2022). “Internet Adoption and Its Effects on Zepto’s Delivery Speed”
https://www.zaubacorp.com/company/Zepto-Marketplace-Private

(Kumar ET.., 2022) “Customer Satisfaction in Zepto’s Online Grocery Services

https//w.w.w online shopping towards customer satisfaction

(Clifton et al., 2022; Brenan, 2021). “Modelling Customer Satisfaction and Loyalty Using
Structural Equation Modelling in Zepto’s Service Quality Measurement”
https://www.researchgate.net/publication/373488178_Modelling_Customer_Satisfaction_and_L
oyalty_Using_Structural_Equation_Modeling_Based_on_Service_Quality_Measurement_in_the
_10-Minute_

14
(Gunday et al., 2021). “Critical Success Factors for Quick Commerce Grocery Delivery in
India”
https://www.researchgate.net/publication/383374532_Critical_success_factors_for_quick_comm
erce_grocery_delivery_in_India_an_exploratory_study

(Mitchell, 2021). “Case Study: Zepto’s 10-Minute Grocery Delivery Model”

https://www.inspirajournals.com/Just-in-10-Minutes-A-Case-Study-on-Zepto.pdf

(Huang & Yen, 2021). “Zepto’s 10-Minute Delivery: Case Study Analysis”
https://www.scribd.com/document/721479305/Case-Study-ofzepto

(Ram, 2021). “Customer Satisfaction in Zepto’s Quick Commerce Model”

https://www.researchgate.net/publication/383374532_Critical_success_factors_for_quick_comm
erce_grocery_delivery_in_India_an_exploratory_study

(Shaolin, 2021). “Delivery Satisfaction in Zepto’s Service”

https//w.w.w online shopping towards customer satisfactions

(Sam, 2021). “Analysis of Factors Affecting Zepto’s Online Grocery Service”

https://www.zeptonow.com/responsible-disclosure-policy

(Rainu Tanveer Singh, 2021). “Consumer Perception Towards Online Grocery Shopping”
https://www.researchgate.net/publication/322916738_CONSUMER_PERCEPTION_TOWARD
S_ONLINE_GROCERY_STORE

15
 CHAPTER-III

PROFILE OF THE COMPANY

3.1 INTRODUCTION OF THE COMPANY

Zepto is a start-up based in Mumbai that offers a 10-minute grocery delivery service. The owners of
Zepto, Aadit Palicha, and Kaivalya Vohra launched Zepto to provide customers with ultra-fast
grocery delivery.

Specializing in delivering groceries before the turn of a year is what Zepto is hailed for. It has worked
with 86+ dark store owners in 13 different areas in 2021, generating over one million deliveries. To
fulfil orders promptly, Zepto employs its network of 'cloud shops' or micro-warehouses.

Zepto's secret of the trade lies in its capacity to routinely offer an extensive range of goods for delivery
in under ten minutes. It's at the heart of everything the company does, and it's why they've been able
to grow so quickly while maintaining incredible client loyalty.

Zepto operates in multiple cities with a 1000+ strong workforce and delivers 5000+ products,
including fresh produce, daily essentials, health products, and more, within 10 minutes. Utilizing
advanced technology and optimized delivery centers, the company is transforming the Indian grocery
segment. With rapid commerce on the rise, Zepto's innovative approach positions it as a leader in
the grocery delivery sector, capitalizing on the growing demand for faster delivery services in India.

16
3.2 GROWTH OF THE ZEPTO

As per IMARC Group's analysis, the Indian online grocery market attained a value of $6.8 billion in
2022. Looking ahead, the market is anticipated to experience substantial growth and is projected to
reach $37.0 billion by 2028. This growth trajectory indicates a remarkable compound annual growth
rate (CAGR) of 31.3% during the period from 2023 to 2028.

The sector has expanded in prevalence in the past few years as a result of evolving customer habits,
growing urbanization, and a tech-savvy generation that prefers to make online purchases.

As per Red Seer, India's quick commerce market is set for impressive growth, projected to expand
DATA ANALYSby 10–15 times by 2025 and reach a market size of nearly $5.5 billion. This
substantial growth is expected to surpass other markets, including China, in terms of quick commerce
adoption.

As their standard of living increases and their daily schedules get tighter, consumers are flocking to
customized and convenient internet platforms for grocery shopping instead of walking down to the
local shops.

Following the COVID-19 pandemic, the popularity of online grocery delivery became increasingly
evident. As a consequence of social distancing constraints, consumers are converting to online
grocery shopping, which is not only convenient but also safer.

Zepto - Founders and Team

Zepto Founders - Kaivalya Vohra and Aadit Palicha

Aadit Palicha and Kaivalya Vohra, both 19-year-old childhood pals, founded Zepto after walking out
of Stanford University's renowned computer science department to return to their home country,
India, and start up a business. The Zepto Company began its operations in April 2021.

Kaivalya Vohra is the CTO and Co-Founder of Zepto. He was also the founder and CTO of
KiranaKart. He also attended Stanford University to pursue a degree in Computer Science, but like
Aadit, he decided to leave the university. Kaivalya, along with Aadit, participated in Y Combinatory
as well as X combinatory.

17
Aadit Palicha is the CEO and Co-Founder of Zepto: He was also the founder and CEO of
KiranaKart. After completing an IB diploma from GEMS Education in Mathematics and Computer
Science, Palicha then went for a Bachelor's degree in Computer Science from Stanford University,

However, he quit the program in the middle to launch his firm. Aadit then completed Y Combinator
Grade: W21 and started with PryvaSee as a Project Lead. Aadit Palicha then founded GoPool, his
first startup, when he was just 17. He left the same in April 2020 and founded KiranaKart and then
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Zepto - Startup Story

Many of us have "start-up ideas," but even the most creative among us struggle to see them through.
Palicha and Vohra had both enrolled at Stanford to earn a Computer Science degree but had dropped
out to follow their business passions instead.

The story of Zepto started during the COVID-19 outbreak. The concept for Zepto sprang from the
limitations of their houses. A surge in demand for delivery services meant that groceries and other
necessities would arrive in a couple of days, creating a void for quick delivery. As a result, Zepto was
created with all this insight.

These teenagers were abruptly detained, because of Covid norms, detained in their Mumbai homes
after significant collaboration on many projects, including a ride-hailing commuting app for kids.
Even while grocery delivery, which was deemed important by local authorities, was still permitted
across much of the nation as the virus spread, the duo battled to get their provisions as the illness
expanded.

While Zepto is the focus of attention, Palicha and Vohra's first venture, KiranaKart, did not receive
the same acclaim. Zepto, on the other hand, is inspired by KiranaKart. KiranaKart, as its name implies,
was a supermarket delivery service. It had made arrangements with Kirana merchants to provide
groceries in 45 minutes or less. A $730,000 pre-seed round was led by Global Founders Capital, 2

18
AM Ventures, Contrary Capital, and angel investors. At the time, Vohra and Palicha planned to make
the first 1.5 lakh deliveries for INR

Zepto - Mission and Vision

As two bachelors living alone, the founders found it most difficult to obtain food, therefore, they
focused their applications on grocery delivery. So, whereas KiranaKart, their first startup, tried to
make grocery delivery easier for Kiranas, Zepto aims to shorten delivery times.

Zepto - Name, Logo, and Tagline

The firm, which uses the term "Zepto" to denote "a factor of 10⁻²¹, i.e. 0.000000000000000000001,"
named after a minuscule unit of time, offers a 10-minute grocery delivery service, surpassing
numerous well-funded competitors.

Zepto's tagline says, "Groceries delivered in 10 minutes"

Zepto - Business and Revenue Model

Zepto delivers groceries in ten minutes through a system of dark storefronts and mini-warehouses, on
up to 90% of orders. Zepto works in the quick commerce segment of India. It is designed to be
customer-centric and built around the instant service model.

To ensure a flawless delivery experience, Aadit says that their average delivery time is 8 minutes and
47 seconds. Through a chain of dark stores or retail distribution centers, the Mumbai-based company
employs a hotspot method to cater largely to digital purchases.

A dark store is a tiny neighborhood storehouse that customers cannot visit but purchase online to get
packaged delivery. While dark stores are not new to the Indian industry, Aadit believes that the idea
has yet to be completely explored. Population, traffic dynamics, topography, road patterns, weather
conditions, last-mile operational improvement, real estate prices, and other geographic data and local
19
Intelligence aid Zepto in optimizing its connectivity. Furthermore, the startup's dark warehouses and
cool rooms are custom-designed to satisfy particular criteria such as ease of travel, allowing packers
to move as swiftly as possible to fill orders.

Location intelligence and geographic data, such as topography, population, road patterns, traffic
dynamics, weather, last-mile supply availability, real estate values, and so on, are said to help Zepto
optimize its network.

Zepto Business Model:

Dark Store Model may seem sinister, but it undermines one of the many bright ideas that have
helped several retail business stay afloat during the pandemic.

Zepto - Funding and Investors

Zepto, the Mumbai-based quick commerce unicorn, achieved unicorn status in August 2023 after
raising $200 million in a Series E funding round, which brought its valuation to $1.4 billion. This
milestone marked the end of India's 11-month unicorn drought. The Series E round was led by The
StepStone Group, with participation from Goodwater Capital and existing investors.

In June 2024, Zepto raised $665 million, which valued the company at $3.6 billion. Just a few months
later, on August 30, 2024, Zepto raised $340 million in Series G funding, which increased its valuation
to $5 billion. The Series G round was led by General Catalyst, with Dragon Fund and Epiq Capital
joining as new investors. Existing backers such as StepStone, Lightspeed, DST, and Contrary also
increased their investments, reflecting strong confidence in Zepto's growth potential.

In November 2024, Zepto raised another $350 million from a group of domestic investors, led by
Motilal Oswal's private wealth division, at a flat valuation of $5 billion. This brings the total funding
raised by Zepto to $2 billion.Zepto's initial seed funding in September 2020 was led by Contrary.

20
LIST OUT 116 UNICORN START-UP

India has already seen 116 unicorn start-ups. Here’s an exhaustive list of all unicorn companies in
India, including those that joined the unicorn club in 2024.

Zepto Ownership

Among the shareholders, Nexus Ventures holds the largest stake, holding 20.9% of Zepto. Other
prominent owners of Zepto include Y Combinator,
Zepto - Growth and Revenue

Zepto has seen impressive growth, serving 10 major cities with 1,000+ employees. They deliver more
than 5,000 products, revolutionizing the Indian grocery segment with 10-minute delivery, advanced
tech, and optimized centres.

Engineering, operations, marketing, and financial positions are also available at Zepto. Palicha claims
that month-over-month growth is 200%, with a monthly retention rate of 78%.
“We are looking at a pretty crazy runrate,” he said. “In the past one and a half months, we have grown
our business by 10 times. And now we are working to grow another 10 times by February or March,”
said Palicha in December 2021.

Zepto, when it was a five-month-old start-up, had secured a valuation of $570 million after raising
$100 million in a Series C round headed by Y Combination’s Continuity Fund, which was a 2X
increase from its previous valuation of $60 million only 45 days before that. Zepto raised another
round led by Y Combinatory to lift its valuation further to $900 million, so there is certainly
impressive growth that the company has received in funding as well.

21
Another positive development for Zepto has been the expertise it has been able to acquire. Plenty of
well-known senior executives from Uber, Flipkart, Dream11, Amazon, and Pharmeasy have joined
the team.

According to Palicha, one of the reasons why several entrepreneurs have chosen Zepto is that it has
enabled individuals who had transferred from Mumbai to Bangalore to come back to their homes. He
says, nevertheless, that the startup's rapid development, rigorous execution, and ambitions have
captivated others who share his interests.

“They originally launched with a different model, swiftly pivoted to quick commerce in August 2021
and are now adding 100,000 new customers every week, 60% of them women. Their attention to
detail on the logistics experience is unparalleled and this has enabled them to scale to most major
metros in just 5 months. Simply put, we’re confident Zepto will win in this space over the long-term,"
said Anu Hariharan, a partner at Y Combinator, in a statement.

Zepto has demonstrated significant growth in recent times, with the majority of its dark stores now
operating profitably. According to co-founder and CEO Aadit Palicha, Zepto has successfully
established its presence in major metro cities in India with over 200 dark stores.

Impressively, approximately 50–60 percent of these dark stores have started generating cash flows,
indicating the effectiveness of Zepto's business model and operational strategies.

This noteworthy achievement highlights Zepto's commitment to sustainable growth and profitability
in the fiercely competitive quick-commerce industry.

In its initial operational year of FY22, Zepto achieved a total revenue of INR 142.3 crore. However,
the start-up also experienced losses amounting to INR 390.3 crore during the same fiscal year. With
operations commencing in April 2021, Zepto's overall expenses added up to INR 532.7 crore in FY22.

Zepto's net loss increased 3.35 times in the fiscal year that concluded on March 31, 2023. In the fiscal
year 2022–2023 (FY23), the fast-commerce company recorded a net loss of INR 1,272.4 crore, a
226% rise over the previous fiscal year FY22 INR 390.3 crore.

Operational revenue increased 14.3X from INR 142.3 crore in FY22 to INR 2,024.3 crore in
FY23.Expenses

22
The year under consideration had a 529% increase in total expenses. The company incurred costs of
INR 3,350 crore in FY23, a 6.3X rise from INR 532.7 crore in FY22.

Zepto’s gross merchandise volume (GMV) surpassed $1 billion (Rs 8,300 crore) in FY24,
marking a significant milestone. The company also reported a 140% year-on-year growth, with 75%
of its dark stores achieving full EBITDA positivity by May 2024.

Zepto – Challenges

Zepto has encountered some challenges lately, and in one of the recent ones, there were instances
of founder and investor impropriety within the quick commerce delivery start-up. Ansh Nanda, an
alleged co-founder of the start-up said that he was forced to relinquish his stakes in the start-up by
the other cofounders and by Nexus Ventures

This was carried forward by Nanda, who lodged an FIR against the cofounders of Zepto and the
Nexus Ventures partner, Suvir Sujan. However, the co-founders responded to the same without much
delay by approaching the Delhi High Court.

Zepto - Advertisements and Social Media Campaigns

Zepto's marketing strategy has been a key driver of its rapid growth in the quick-commerce industry.
The creative brilliance of L&K Saatchi & Saatchi was evident in three earlier ads promoting Zepto's
products and services.

Building on this success, Zepto continued to impress with new campaigns featuring celebrated singers
like Kailash Kher, Shankar Mahadevan, and Usha Uthup during the IPL season of 2022. These unique
and melodic campaigns resonated with audiences, boosting Zepto's visibility and brand appeal.

23
 CHAPTER IV
DATA ANALYSIS AND INTERPRETATION

INTRODUCTION

Analysis and interpretation of data is the process of assigning meaning to collected information and
determining the conclusion, significance, and implication of the findings. It is an import and exciting
step in the process of research. In data were, we collected from only in primary source like refers
from common people, journal about the company, review from generalized people, while mean,
understanding the concept and objective of the company after that Analysis and interpretation will
occurs in all research studies, analysis follows data collections.

The Statistical Tools are:

 Percentage Analysis
 Ranking Analysis
 Chi square Analysis

4.1 PERCENTANGE ANALYSIS

A percentage analysis is used to interpret the data by the researcher for the analysis and
interpretation. Though the use of percentage the data or reduced in the standard form with the base
equal to 110 which is related to comparison. In the percentage analysis, percentage is calculated by
multiplying the number of respondents into 110 and it is divided by the same size

The data was collected from general public, all the data source is Primary source (Data)

FORMULA

Simple percentage = No of respondent / Sample Size*100

24
4.1.1 AGE

Table 4.1.1 Age wise of distribution of the respondents.

S.NO AGE NUMBERS OF PRECENTAGE

RESPONDENTS %
1 16-25 59 53.6
2 26-35 16 14.5
3 36-45 19 17.3
4 Above 45 16 14.5
Total 110 100%

SOURCE: Primary Data

INTERPRETATION

In the above table 4.1.1 that data of age wise 53.6% of the respondents were between the age group
of 16-25. 17.3% of the respondents were between the age group of less than 36-45. 14.5% of the
respondents are same for the age group of 26-35 and Above 45.

INFERENCE

Hence majority of the respondents are belongings to the age group of 16-25 with the 53.6%.

CHART: The Respondents of Age are showing in chart no 4.1.1

25
4.1.2 EDUCATION QUALIFICATION

Table 4.1.2 Education Qualification wise of distribution of the respondents.

S.NO EDUCATION NUMBERS OF PRECENTAGE

QUALIFICATION RESPONDENTS %
1 School level 15 13.6
2 Undergraduate 47 42.7
3 Postgraduate 25 22.7
4 Other 23 20.9
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.2 that data of Education qualification wise 42.7% of the respondents of 47 were
in Undergraduate are very highly comparatively to Postgraduate 22.7 % of the respondents of 25,
other 20.9 % of the respondents of 23 but School level are very low comparatively above qualification
there are 13.6% of the respondents of 15.

INFERENCE

Hence majority of the respondents are belongings to the Education Qualification of Undergraduate of
47 respondents with the 42.7%.

CHART: The Respondents of Education Qualification are showing in Chart no 4.1.2

26
4.1.3 OCCUPATION

Table 4.1.3 Occupation wise of distribution of the respondents.

S.NO OCCUPATION NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Government 12 10.9
2 Private 17 15.5
3 Self-Employment 30 27.3
4 Other 51 46.4
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.3 that data of Occupation wise 46.4% of the respondents of 51were in Other
are very highly comparatively to Self-Employment 27.3% of the respondents of 30, Private 15.5% of
the respondents of 17 but Government are very low comparatively above Occupation there are 10.9%
of the respondents of 12.

INFERENCE

Hence majority of the respondents are belongings to the Occupation of 51 respondents with the
46.4%.

CHART: The Respondents of Occupation are showing in Chart no 4.1.3

27
4.1.4 MARITAL STATUS

Table 4.1.4 Marital Status wise of distribution of the respondents.

S.NO Marital Status NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Married 38 34.5
2 Unmarried 72 65.5
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.4 that data of Marital Status wise 65.5% of the respondents of 72 were in
Unmarried people are very highly comparatively to Married people 34.5% of the respondents of 38.

INFERENCE

Hence majority of the respondents are belongings to Unmarried of 72 respondents with the 65.5%.

CHART: The Respondents of Occupation are showing in Chart no 4.1.4

28
4.1.5 LEVEL OF INCOME

Table 4.1.5 Level of Income wise of distribution of the respondents.

S.NO LEVEL OF INCOME NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Below 30000 35 31.8
2 31000 to 40000 35 31.8
3 41000 to 60000 20 18.2
4 Above 61000 20 18.2
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.5 that data of Level of income wise 31.8 of the level of respondents 35 are same
for the both Income below 30000 and 31000 to 41000 very high comparatively to 18.2% of the level
of respondents are same for the both Income 41000 to 60000 and above 61000.

INFERENCE

Hence majority of the respondents are belongings to the below 30000 and 31000 to 40000 of 35
respondents with the 31.8%.

CHART: The Respondents of Level of Income are showing in Chart no 4.1.5

29
4.1.6 HOW YOU CAME ACROSS ZEPTO COMPANY?

Table 4.1.6 how you came across Zepto Company wise of distribution of the respondents.

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Offline 10 9.1
2 Advertisements 44 40
3 Family 13 11.8
4 Friends 31 28.2
5 Websites 12 10.9
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.6 that data of wise 40 % of the respondents of 44 were in Advertisements are
very highly comparatively Friends 28.2 % of the respondents of 31, Websites 10.9 % of the
respondents of 12, Family 11.8 % of the respondents of 13 but School level are very low
comparatively above Option there are 9.1% of the respondents of 10.

INFERENCE

Hence majority of the respondents are belongings to Advertisements of 44 respondents with the 40%.

CHART: The Respondents are showing in Chart no 4.1.6

30
4.1.7 HOW YOU WOULD ORDER YOUR PRODUCT IN ZEPTO?

Table 4.1.7 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Through Phone 58 52.7
2 Through website 52 47.3
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.7 that data of ordering the product in Zepto wise 52.7% of the respondents of
58 were in through phone are very highly comparatively to Online order 47.3% of the respondents of
52.

INFERENCE

Hence majority of the respondents are belongings to through phone of 58 respondents with the 52.7%.

CHART: The Respondents of Occupation are showing in Chart no 4.1.7

31
4.1.8 HOW YOU CAME ACROSS ANY DISCOUNTS PROVIDE BY ZEPTO?

Table 4.1.8 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Very Often 19 17.3
2 Often 18 16.4
3 Sometimes 57 51.8
4 Rare 13 11.8
5 Never 3 2.7
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.8 that data of wise 51.8 % of the respondents of 57 were in Sometimes are very
highly comparatively Very Often 17.3 % of the respondents of 17.3, Often 16.4 % of the respondents
of 18, Rare 11.8 % of the respondents of 13 but Never are very low comparatively above Options
there are 2.7% of the respondents of 3.

INFERENCE

Hence majority of the respondents are belongings to Sometimes of 57 respondents with the 51.8%.

CHART: The Respondents are showing in Chart no 4.1.8

32
4.1.9 WHAT TYPES OF PAYMENTS METHODS DO YOU PREFER?

Table 4.1.9 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Cash on delivery 61 55.5
2 UPI 15 13.6
3 Coupons 17 15.5
4 Mobile Banking 17 15.5
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.9 that data of wise 55.5 % of the respondents of 61 were in Cash on delivery
are very highly comparatively 15.5 % of the respondents of 17 are same for both Coupons and Mobile
Banking, but UPI very low comparatively above Options there are 13.6 % of the respondents of 13.6.

INFERENCE

Hence majority of the respondents are belongings to Cash on delivery of 61 respondents with the
55.5%.

CHART: The Respondents are showing in Chart no 4.1.9

33
4.1.10 HOW DOES THE PRICE LEVEL FOR THE PRODUCTS RANGES IN
ZEPTO?

Table 4.1.10 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Very Reasonable 12 10.9
2 Reasonable 26 23.6
3 Neutral 51 46.4
4 Expensive 15 13.6
5 Very Expensive 6 5.5
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.10 that data of wise 46.4 % of the respondents of 51 were in Neutral are very
highly comparatively Reasonable 23.6 % of the respondents of 26, Expensive 13.6 % of the
respondents of 15, Very Reasonable 10.9 % of the respondents of 12 but Very Expensive are very
low comparatively above Options there are 5.5% of the respondents of 6.

INFERENCE

Hence majority of the respondents are belongings to Neutral of 51 respondents with the 46.5%.

CHART: The Respondents are showing in Chart no 4.1.10

34
4.1.11 IS THERE ANY RETURN OPTIONS AVAILABLE?

Table 4.1.11 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Yes, Multiple option 41 37.3
2 Yes, One option 39 35.5
3 No, option available 30 27.3
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.11 that data of ordering the product in Zepto wise Yes, multiple option 37.3 %
of the respondents of 41 are very highly comparatively to Yes one option 35.5% of the respondents
of 39 and very low from above options No, option available 27.3% of the Respondents of 30.

INFERENCE

Hence majority of the respondents are belongings to yes, multiple option of 41 respondents with the
27.3%.

CHART: The Respondents are showing in Chart no 4.1.11

35
4.1.12 HAVE YOU EVER EXPERIENCED ANY OF THE FOLLOWING
ISSUES WITH A PRODUCT?

Table 4.1.12 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Physical damage 23 20.9
2 Missing items 24 21.8
3 Expired data 9 8.2
4 None of the above 54 49.1
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.12 that data of wise 49.1 % of the respondents of 54 were in none of the above
are very highly comparatively to missing items 21.8% of the respondents of 24, Physical damages
20.9% of the respondents of 23 but Expired data very low comparatively above Options there are 8.2
% of the respondents of 9.

INFERENCE

Hence majority of the respondents are belongings to none of the above in Overall Experience in zepto
of 54 respondents with the 49.1%.

CHART: The Respondents are showing in Chart no 4.1.12

36
4.1.13 HOW LONG DOES THE DELIVERY TIME TAKEN IN ZEPTO?

Table 4.1.13 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Within 10 minutes 29 26.4
2 10-30 minutes 42 38.2
3 In an hour 18 16.4
4 In a day 21 19.1
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.13 that data of wise 38.2 % of the respondents of 42 were in 10-30 minutes are
very highly comparatively to Within 10 minutes 26.4% of the respondents of 29, In a day 19.1% of
the respondents of 21 but In a hour very low comparatively above Options there are 16.4 % of the
respondents of 18.

INFERENCE

Hence majority of the respondents are belongings to 10-30 minutes of delivery time taken in zepto of
42 respondents with the 38.2%.

CHART: The Respondents are showing in Chart no 4.1.13

37
4.1.14 HOW OFTEN YOU BUY PRODUCTS IN ZEPTO?

Table 4.1.14 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Very Often 14 12.7
2 Often 15 13.6
3 Neutral 49 44.5
4 Rarely 19 17.3
5 Very Rarely 13 11.8
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.14 that data of wise 44.5% of the respondents of 49 were in Neutral are very
highly comparatively rarely 17.3 % of the respondents of 19, Often 13.6 % of the respondents of 15,
Very often 12.7 % of the respondents of 14 but Very Rarely are low comparatively above Options
there are 11.8% of the respondents of 13.

INFERENCE

Hence majority of the respondents are belongings to in zepto buy the product are neutral of 49
respondents with the 44.5%.

CHART: The Respondents are showing in Chart no 4.1.14

38
4.1.15 HOW MUCH DO YOU SPEND MONETARY FOR ORDERING
PRODUCT IN ZEPTO?

Table 4.1.15 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Less than 5000 45 40.9
2 5100-10000 36 32.7
3 10000 to 15000 19 17.3
4 Above 15000 10 9.1
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.15 that data of respondents wise 40.9 % of the respondents of 45 were in Less
than 5000 are very highly comparatively to 51000-10000 32.7% of the respondents of 36, 10000-
15000 17.3% of the respondents of 19 but Above 15000 very low comparatively above Options there
are 9.1 % of the respondents of 10.

INFERENCE

Hence majority of the respondents are belongings to the Less than 5000 in 45 respondents with the
40.9%.

CHART: The Respondents of Level of Income are showing in Chart no 4.1.15

39
4.1.16 WOULD YOU RECOMMEND ZEPTO IN THE FUTURE?

Table 4.1.16 the respondents wise of distributed the data

S.NO OPTIONS NUMBERS OF PRECENTAGE

RESPONDENTS %
1 Definitely 45 40.9
2 Probably 32 29.1
3 Not sure 23 20.9
4 Probably not 7 6.4
5 Definitely not 3 2.7
Total 110 100%

SOURCE: Primary Data

INTERPERTATION

In the above table 4.1.16 that data of respondents wise 40.9% of the respondents of 45 were in
Definitely are very highly comparatively Probably 29.1 % of the respondents of 32, Not sure 20.9 %
of the respondents of 23, Probably not 6.4 % of the respondents of 7 but Definitely not are low
comparatively above Options there are 2.7% of the respondents of 3.

INFERENCE

Hence majority of the respondents are belongings to in zepto are definitely recommender the product
in future of 45 respondents with the 40.9%.

CHART: The Respondents are showing in Chart no 4.1.16

40
4.2. RANK ANALYSIS

A ranking is a relationship between a set of items such that, for any two items, the first is either
‘ranking higher than’, ‘ranked lower than’ or ‘ranked equal to’ the second. In mathematics, this is
known as a weak order or total pre order of objects. It is not necessarily total order of objects
because two different objects can have the same rating. The rankings themselves are totally
ordered, for example, materials are totally pre ordered by hardness, while degrees of hardness are
totally ordered. By reducing detailed measures to a sequence of ordinal numbers, ranking make it
possible to evaluate complex information according to certain criteria. Thus, for example, an
Internet search engine may rank the pages it funds according to an estimation of their relevance,
making it possible for the user quickly to select the pages they are likely to want to see. Analysis
of data obtained by ranking commonly requires non-parametric statistics.

Table 4.2.1 What types of goods you would prefer ordering using zepto?

Rating Total Ranking

Household Essentials 65 II

Groceries items 84 I

Cosmetics 38 III

Electronic items 30 IV

SOURCE: Primary data

INTERFERENCE

In this project, the above table 4.2.1 the set of data comprises the ratings given by the
respondents which are ranked. Here the ordinal ranking is used as there is no tie between the
ranks. In which the respondents who chose rating Groceries item have maximum number of
respondents which of respondents which is being ranked as I and respondents who chase rating
Electronic item have minimum number of respondents which is being ranked as IV.

41
Table: 4.2.2 How satisfied are you with overall experience with Zepto?

Rating Very Satisfied Neutral Dissatisfied Very Total Rank

Satisfied Dissatisfied

1 20 15 16 16 27 94 III

2 12 22 15 35 25 109 II

3 22 22 49 27 28 148 I

4 13 24 15 11 9 72 V

5 36 21 9 6 6 78 IV

INTERFERENCE

In this project, the above table 4.2.2 the set of data comprises the ratings given by the
respondents which are ranked. Here the ordinal ranking is used as there is no tie between
the ranks. In which the respondents who chose rating 3 have maximum number of
respondents which of respondents which is being ranked as I and respondents who chase
rating 4 have minimum number of respondents which is being ranked as IV.

42
 4.3. CHI-SQUARE ANALYSIS

Chi- square test is the non-parametric test of signification differences between the distribution
of data among the observed distribution of the data among categories and the expected value
distribution based on the null hypothesis. The test is based on chi-square test with identifying
significance, p-value, and degree of freedom mostly it used for non – parametric test in
statistical work. The test was first used by Karl person in 1900.

FORMULA

Chi-Square = (Observed Value- Expected) ^2/ Expected Value.

TABLE NO 4.3.1

TABLE SHOWING TO WHAT EXTENT ARE CUSTOMER’S

SATISIFIED WITH THE EXPERIENCE OF ZEPTO?

Particular Very Very Total

Satisfied Neutral Dissatisfied
Satisfied Dissatisfied

Delivery Speed 40 43 15 5 7
110
Customer
Service 29 52 16 11 1 109

Product Quality 27 37 37 5 4 110

Pricing 29 33 27 18 7 114

User 37 28 28 9 8
Experience 110

Total 162 193 123 48 27 553

43
 OBSERVED VALUE EXPECTED VALUE (O-E)^2/E
(O) (E)
40 32.2 1.876
29 31.9 0.269
27 32.2 0.847
29 33.4 0.579
37 32.2 0.708
43 38.4 0.553
52 38.0 5.122
37 38.4 0.050
33 39.8 1.158
28 38.4 2.812
15 24.5 3.663
16 24.2 2.803
37 24.5 6.421
27 25.4 0.107
28 24.5 0.510
5 9.5 2.166
11 9.5 0.250
5 9.5 2.166
18 9.9 6.639
9 9.5 0.031
7 5.4 0.494
1 5.3 3.510
4 5.4 0.350
7 5.6 0.369
8 5.4 1.287
TOTAL 553.000 44.741

CHI-SQUARE VALUE (X^2) = (Observed Value- Expected) ^2/ Expected Value.

Calculated Value of X^2 = 44.741

44
Degree of Freedom = (Row -1)*(Coloumn-1)

= (5-1)*(5-1)

=4*4

Degree of Freedom = 16

Significance Level =0.05%

Table Value =26.296 for Degree of freedom 16

P-Value = 0.015

HYPOTHESIS

NULL HYPOTHESIS (H0): There is no significant association between the variables

ALTERNATIVE HYPOTHESIS (H1) There is significant association between the variables.

INTERPREATION

The Chi-square test result (p-0.015) it clear indicated that the null hypothesis (H0) can be rejected.

Since the P-value (0.015) is less than the significance level (usually 0.05), we reject the null
hypothesis (H0) and accept the alternative hypothesis (H1)

45
 CHAPTER-V

FINDINGS, SUGGESTION AND CONCLUSION

5.1 FINDING

5.1.1 PERCENTAGES

1. Hence majority of the respondents are belongings to the age group of 16-25 with the
53.6%.
2. Hence majority of the respondents are belongings to the Education Qualification of
Undergraduate of 47 respondents with the 42.7%.
3. Hence majority of the respondents are belongings to the Occupation of 51 respondents
with the 46.4 %.
4. Hence majority of the respondents are belongings to Unmarried of 72 respondents with
the 65.5%.
5. Hence majority of the respondents are belongings to the below 30000 and 31000 to 40000
of 35 respondents with the 31.8%.
6. Hence majority of the respondents are belongings to Advertisements of 44 respondents
with the 40%.
7. Hence majority of the respondents are belongings to through phone of 58 respondents with
the 52.7%.
8. Hence majority of the respondents are belongings to Sometimes of 57 respondents with
the 51.8%.
9. Hence majority of the respondents are belongings to Cash on delivery of 61 respondents
with the 55.5%.
10. Hence majority of the respondents are belongings to Neutral of 51 respondents with the
46.5%.
11. 46Hence majority of the respondents are belongings to yes, multiple option of 41
respondents with the 27.3%.
12. Hence majority of the respondents are belongings to none of the above in Overall
Experience in zepto of 54 respondents with the 49.1%.

46
 13. Hence majority of the respondents are belongings to 10-30 minutes of delivery time taken
in zepto of 42 respondents with the 38.2%.
14. Hence majority of the respondents are belongings to the Less than 5000 in 45 respondents
with the 40.9%.
15. Hence majority of the respondents are belongings to the Less than 5000 in 45 respondents
with the 40.9%.
16. Hence majority of the respondents are belongings to in zepto are definitely recommender
the product in future of 45 respondents with the 40.9%.

5.1.2 RANKING

1. In which the respondents who chose rating Groceries item have maximum number of
respondents which of respondents which is being ranked as I.
2. In which the respondents who chose rating 3 have maximum number of respondents
which of respondents which is being ranked as I.

5.1.3 CHI-SQUARE

The alternative hypothesis is that there is a significant relationship between customers satisfaction
toward zepto services.it is conventional variable .it reject null hypothesis.

5.2 SUGGESTIONS

TO CUSTOMER EXPERIENCE

 To improve app navigation, search functionally and payment processing to ensure

seamless user experience.
 To provide real-time order tacking to keep customer informed about their delivery status
it feel customer to use application with eco-friendly.

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TO COMPANY GROWTH

 Company can provide rewards repeat to the customers like discounts, free delivery,
coupons and offers.
 To collaborate with local farmers and suppliers to promote sustainable and responsible
sourcing practices and expanding network even though high to the company.

5.3 CONCLUSION

The study on consumer awareness towards Zepto that revealed the company has significant strides
in creating awareness among its target audience. The finding indicate that customers are
increasingly aware of Zepto’s services, particularly among the younger demographic. Zepto’s
brand awareness has increasing significantly, with majority of the respondents recognizing the
brand. Consumers perceive Zepto as a Convenient, reliable, and affordable grocery delivery
services with tag line of 10 minutes of delivery goods.

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 BIBLIOGRAPHY

WEBSITES:

1. https://www.zepto.com
2. https://timesofindia.indiatimes.com/technology/tech-news/zepto-gets-singapores-
approval-set-to-become-an-indian-company-with-/articleshow/116950996.cms
3. https://www.crunchbase.com
4. https://inc42.com

REFERENCE:

(Park et al., 2024). “A Study on Indian Dark Stores and Quick Grocery Delivery Services”
https://www.researchgate.net/publication/359694558_Who_moved_my_grocery_in_10_minu
tes_-_A_light_on_Indian_dark_store

(Melis et al., 2024). “Online Grocery Shopping Experience Through Websites”

https://www.scribd.com/document/692432686/72293520b456f3ef30b18228ff4d087a

(Hubner et al., and Gallipoli et al., 2023). “Customer Satisfaction in Zepto’s Online
Grocery Shopping Service”
https://www.researchgate.net/publication/372985638_Zepto10min_grocery_delivery_service

(Corral, 2023). “Impact of Internet Adoption on Zepto’s Delivery Times”

https://www.zaubacorp.com/company/Zepto-Marketplace-Private

(Pastore, 2023). “Customer Satisfaction in Online Grocery Shopping”

https://www.crunchbase.com/organization/zeptoon/customersatisfaction/towards/online-
shopping

(Clark, 2023). “Customer Preferences in Zepto’s Online Grocery Service”

https://www.businessinsider.in/business/new-online-shopping-towards-Customer-Preference-
in-zepto

(Daniel, 2023). “A Comprehensive Review of Online Grocery Shopping”

https://www.businessinsider.in/business/new-Review-of-online-shopping

49
(Villa & Monzon, 2022). “Customer Satisfaction with Zepto’s Delivery Service”
https://www.researchgate.net/publication/359694558_Who_moved_my_grocery_in_10_minu
tes_-_A_light_on_Indian_dark_store

(Reiff, 2022). “The Food Industry’s Shift to Online Shopping Platforms”

https://www.researchgate.net/publication/372985638_Zepto__10min_grocery_delivery_

(Grob, 2022). “Responsible Disclosure in Online Grocery Shopping”

https://www.zeptonow.com/responsible-disclosure-policy/online/shopping/

(Clifton et al., 2022). “Internet Adoption and Its Effects on Zepto’s Delivery Speed”
https://www.zaubacorp.com/company/Zepto-Marketplace-Private

(Kumar et al., 2022). “Customer Satisfaction in Zepto’s Online Grocery

Serviceshttps//w.w.w online shopping towards customer satisfactions

(Clifton et al., 2022; Brenan, 2021). “Modelling Customer Satisfaction and Loyalty Using
Structural Equation Modelling in Zepto’s Service Quality Measurement”
https://www.researchgate.net/publication/373488178_Modelling_Customer_Satisfaction_and
_Loyalty_Using_Structural_Equation_Modeling_Based_on_Service_Quality_Measurement_i
n_the_10-Minute_

(Gunday et al., 2021). “Critical Success Factors for Quick Commerce Grocery Delivery in
India”
https://www.researchgate.net/publication/383374532_Critical_success_factors_for_quick_co
mmerce_grocery_delivery_in_India_an_exploratory_study

(Mitchell, 2021). “Case Study: Zepto’s 10-Minute Grocery Delivery Model”

https://www.inspirajournals.com/Just-in-10-Minutes-A-Case-Study-on-Zepto.pdf

(Huang & Yen, 2021). “Zepto’s 10-Minute Delivery: Case Study Analysis”
https://www.scribd.com/document/721479305/Case-Study-ofzepto

(Ram, 2021). “Customer Satisfaction in Zepto’s Quick Commerce Model”

https://www.researchgate.net/publication/383374532_Critical_success_factors_for_quick_co
mmerce_grocery_delivery_in_India_an_exploratory_study

50
(Shaolin, 2021). “Delivery Satisfaction in Zepto’s Service”
https//w.w.w online shopping towards customer satisfactions

(Sam, 2021). “Analysis of Factors Affecting Zepto’s Online Grocery Service”

https://www.zeptonow.com/responsible-disclosure-policy

(Rainu Tanveer Singh, 2021). “Consumer Perception Towards Online Grocery Shopping”
https://www.researchgate.net/publication/322916738_CONSUMER_PERCEPTION_TOWA
RDS_ONLINE_GROCERY_STORE

51
 ANNEXURE

1. Age

 16-25
 26-35
 36-45
 Above 45

2. Education Qualification

 School Level
 Undergraduate
 Postgraduate
 Other

3. Occupation
 Government
 Private
 Self-Employment
 Other

4. Marital Status

 Married
 Unmarried

5. Level of Income

 Below 30000
 31000 to 40000
 41000 to 60000
 Above 61000

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6. How you came across Zepto Company?

 Offline
 Advertisement
 Family
 Friends
 Websites

7. How would you order your products in Zepto?

 Through Phone
 Through websites

8. Have you come across any discounts provides by Zepto?

 Very Often
 Often
 Sometimes
 Rare
 Never

9. Which types of Payment method do you prefer?

 Cash on delivery
 UPI
 Coupons
 Mobile Banking

10. How does the price level for the products ranges in Zepto?

 Very Reasonable
 Reasonable
 Netural
 Expensive
 Very Expensive

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11. Is there any return options available?

 Yes, multiple option

 Yes, one option
 No option available

12. Have you ever experienced any of the following issues with a product?

 Physical damage
 Missing items
 Expired date
 None of the above

13. How long does the delivery time taken in Zepto?

 Within 10 minutes
 10-30 minutes
 In an hour
 In a day

14. How often you buy products in zepto?

 Very often
 Often
 Neutral
 Rarely
 Very rarely

15. What types of goods you would prefer ordering using zepto?

 Household Essentials
 Groceries item
 Cosmetics
 Electronic item

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16. How much do you spend Monetary for ordering products in zepto?

 Less than 5000

 5100-10000
 10000-15000
 Above 15000

17. Would you recommend Zepto in the future?

 Definitely
 Probably
 Not sure
 Probably not
 Definitely not

18. To what extent are you satisfied with experience of zepto?

Particular Satisfied Very Satisfied Neutral Dissatisfied Very

Dissatisfied
Delivery speed
Customer service
Product Quality
Pricing
User Experience

19. How satisfied are you with overall experience with Zepto?

Particular 1 2 3 4 5

Satisfied
Very Satisfied
Neutral
Dissatisfied
Very Dissatisfied

20. Any Suggestion or feedback about?

55