Group No.

10
Akash Kajre | PGP/21/006

Akshay Jangir| PGP/21/008

Ganesha | PGP/21/017

Shubhathara| PGP/21/051
Topic:
Online Grocery Shopping
 Theoretical
Introduction Problem Definition framework & Data Analysis Conclusion
Analytical model

Why Online Grocery Shopping?

because it increases the convenience of the customer
• Increase the number of tasks that can be accomplished per visit
• Reduce time
Benefit to the Stakeholders:
• Consumers: Time pressed, Convenience oriented, price conscious
• Retailers: Seeking retail channels that bring them into direct contact
with the consumer, increase customer spending
 Theoretical
Introduction Problem Definition framework & Data Analysis Conclusion
Analytical model

Business problem statement:

Management wants to know what drives the consumer preference for shopping
groceries online?

Market research problem:

Which of the following factors are responsible for intention to shop groceries online
 Perceived ease of use
 Perceived usefulness
 Social Norm
 Attitude

So that we can suggest the management ways to attract more customers

 Theoretical
Introduction Problem Definition framework & Data Analysis Conclusion
Analytical model

Verbal model: Technology acceptance model

Perceived
The perceived ease of use, Ease Of
Use
perceived usefulness, social norm
and attitude influence the intention
of a customer to shop groceries Perceived
online Usefulness Intention
Attitude to shop
groceries
online
Social
norm

Mathematical model:
Attitude to buy groceries online = a0 + b1PEOU + b2PU + b3SN
 Theoretical
Introduction Problem Definition framework & Data Analysis Conclusion
Analytical model

Factor Analysis

Component Perceived Usefulness and

PU+PEOU SN Perceived Ease of Use load on a
Using Online Grocery Shopping can make my 0.728 single factor.
grocery shopping easier.
Social Norms load on a separate
Using Online Grocery Shopping can enhance 0.931
my effectiveness in purchasing groceries. factor.

Online Grocery Shopping is/might be easy-to- 0.715 Further regressions will be done
use.
by combining the PU and PEoU
It is be easy to become skillful at using Online 0.884
Grocery Shopping. variables.
I will adopt Online Grocery Shopping if my 0.909
friends/relatives use it. New Mathematical model:
I will adopt Online Grocery Shopping if it is 0.857 Attitude to buy groceries online
popular in my community
= a0 + b1 ( PEOU + PU)+ b3SN
Cronbach's Alpha 0.841 0.726
 Theoretical
Introduction Problem Definition framework & Data Analysis Conclusion
Analytical model

Component Attitude and Intention both load on a

Attitude
Using Online Grocery Shopping in purchasing single factor
groceries is a good idea. 0.865
Cronbach’s Alpha>.7 In both the cases
Using Online Grocery Shopping in purchasing
groceries is/might be pleasant. 0.78
Using Online Grocery Shopping is/might be
beneficial to me. 0.815
Cronbach's Alpha 0.75

Component Now, we’ll be regressing PU+PEoU and

Intention
SN against Attitude.
I intend to use Online Grocery Shopping when
the service becomes widely available. 0.854
Whenever possible, I intend to use Online
Further, Correlating Attitude with
Grocery Shopping to purchase groceries. 0.798 Intention
I intend to use Online Grocery Shopping when
there is free home delivery. 0.879
Cronbach's Alpha 0.799
 Theoretical
Introduction Problem Definition framework & Data Analysis Conclusion
Analytical model

With these sigma

Unstandardized Standardized values we can confirm
Model Coefficients Coefficients t Sig. that both PUPEoU and
B Std. Error Beta SN play an important
part in person’s
1 (Constant) 0.667 0.533 1.25 0.221
attitude to buy
PUPEoU 0.381 0.12 0.387 3.171 0.003 groceries online.
SN 0.429 0.092 0.566 4.633 0
I At With these sigma
values we can confirm
I Pearson Correlation 1 .660**
Sig. (2-tailed) 0 that Attitude to buy
N 33 33 grocery online is
correlated to his
At Pearson Correlation .660** 1
Sig. (2-tailed) 0
Intention to buy
N 33 33 groceries online.
 Theoretical
Introduction Problem Definition framework & Data Analysis Conclusion
Analytical model

Attitude to buy groceries online = .387*PUPEoU + .556*SN

Intention to buy groceries online = .667*Intention to buy groceries online.

Findings and Recommendations

 Customers are more inclined to shift to online grocery shopping under the influence
social norms
 Promote platform on social media
 Provide incentives for referral
 Customers are more likely to adopt online grocery shopping if
 UI is appealing
 Products are easy to order
 Perceived usefulness

Perceived ease of use

 Social norm

Attitude
Intention