ASTUDYONCUSTOMERSATISFACTI

ONTOWARDSBIGBASKET
ONLI
NESERVICESINCHENNAI

Submi
tt
edi
npar
ti
alf
ulf
il
lmentoft
her
equi
rement
sfort
heawar
dof

Bachel
orofBusi
nessAdmi
nist
rat
ion

By

KAPI
LSHARANS(
39280061)

DEPARTMENTOFBUSI
NESSADMI
NISTRATI
ONSCHOOLOF
MANAGEMENTSTUDIES

SATHYABAMA
I
NSTI
TUTEOFSCI
ENCEANDTECHNOLOGY

(
DEEMEDTOBEUNI
VERSI
TY)

Accr
edi
tedwi
thGr
ade“
A”byNAAC

JEPPI
ARNAGAR,
RAJI
VGANDHISALAI
,CHENNAI
-600119.

APRI
L2022
 DEPARTMENTOFBUSI
NESSADMI
NISTRATI
ON

BONAFI
DECERTI
FICATE

Thi
sist
ocer
ti
fyt
hatt
hisPr
ojectRepor
tist
hebonaf
idewor
kof
KAPI
LSHARANS(
39280061)whocar
ri
edoutt
hepr
ojectent
it
led“
A
STUDYONCUSTOMERSATI
SFACTI
ONTOWARDSBI
GBASKET
ONLI
NESERVI
CESI
N CHENNAI
”st
udentofSat
hyabamaI
nst
it
uteOf
Sci
enceandTechnol
ogyundermysuper
visi
onf
rom Januar
y2022t
o
Mar
ch2022.

I
nter
nalGui
de
Dr
.BHUVANESWARI.
G,MBA.
,Ph.
D.

Dean–SchoolofManagementSt
udi
es

Submi
tt
edf
orVi
vav
oceExami
nat
ionhel
don_
___
___
___
___
___
___
__

I
nter
nalExami
ner Ext
ernalExami
ner
 DECLARATI
ON

IKAPI
LSHARAN S(
39280061) her
ebydecl
aret
hatt
hepr
ojectr
epor
tent
it
led“A

STUDYONCUSTOMERSATI
SFACTI
ONTOWARDSBI
GBASKETONLI
NESERVI
CEI
N

CHENNAI
”donebymeundergui
dance ofDr
.Kumar
.N,MA.
,M.
Phi
l.
,MBA.
,
Ph.
D.,

Assi
stantPr
ofessoroft
heDepar
tmentatSATHYABAMAI
NSTI
TUTEOFSCI
ENCE

ANDTECHNOLOGY,CHENNAIi
ssubmi
tt
edi
npar
ti
alf
ulf
il
lmentoft
her
equi
rement
s

f
ort
heawar
dofbachel
orofbusi
nessadmi
nist
rat
ion.

DATE: SI
GNATUREOFTHECANDI
DATE

PLACE:CHENNAI
 ACKNOWLEDGEMENT

Iam pl
eased t
o acknowl
edgemysi
ncer
ethankst
o Boar
d ofManagementof

SATHYABAMA I
NSTI
TUTE OF SCI
ENCE AND TECHNOLOGY f
or t
hei
r ki
nd

encour
agementi
nBACHELOR OFBUSI
NESS ADMI
NISTRATI
ON whi
l
edoi
ngt
his

pr
ojectandal
sof
orcompl
eti
ngi
tsuccessf
ull
y.Iam gr
atef
ult
othem.

I conv
ey my t
hanks t
o Dr
.Bhuv
aneswar
i.
G,MBA.
,Ph.
D.,Dean,Schoolof

ManagementSt
udi
esandDr
.Pal
ani
.A,M.
Com.
,M.
Phi
l.
,M.
B.A.
,Ph.
D.,Headoft
he

Depar
tment
,DeptofManagementSt
udi
esf
orpr
ovi
dingmenecessar
ysuppor
tand

det
ail
satt
her
ightt
imedur
ingt
hepr
ogr
essi
ver
evi
ews.

Iwoul
dli
ket
oexpr
essmysi
ncer
eanddeepsenseofgr
ati
tudet
omyPr
ojectGui
de

f
orDR.
Kumar
.N,
MA.
,
MPhi
l.
,MBA.
,
Ph.
D.,Assi
stantPr
ofessoroft
heDepar
tmenthi
s

v
aluabl
egui
dance,suggest
ionsandconst
antencour
agementpav
edwayf
ort
he

successf
ulcompl
eti
onofmypr
ojectwor
k.

Iwi
sht
oexpr
essmyt
hankst
oal
lTeachi
ngandNon-
teachi
ngst
affmember
soft
he

Depar
tmentofBusi
nessAdmi
nist
rat
ionwhower
ehel
pfuli
nmanyway
sfort
he

compl
eti
onoft
hepr
oject
.

KAPI
LSHARANS
 TABLEOFCONTENTS
CHAPTER TI
TLE PAGE
NO. NO.
ABSTRACT i

LI
STOFTALES i
i

LI
STOFCHARTS i
i
i
I
NTRODUCTI
ON

1.
1Int
roduct
ionAboutTheSt
udy 1-
2

1 1.
2Indust
ryPr
ofi
l
e 2-
8

1.
3CompanyPr
ofi
l
e 8-
9

REVI
EW OFLI
TERATURE

2.
1Int
roduct
ion 10
2 2.
2Li
stofr
evi
ews 10-
19

2.
3Concl
usi
on 20

RESEARCHMETHODOLOGY
3.
1Needf
orst
udy 21
3.
2ScopeandSi
gni
fi
canceofst
udy 21
3.
3Obj
ect
iveofst
udy 21-
22
3.
4Resear
chDesi
gn 22
3.
5Sour
cesofDat
a 22
3
3.
6st
ruct
ureofquest
ionnai
re 23
3.
7Sampl
i
ngTechni
que 23
3.
8Per
iodofst
udy 23
3.
9Anal
yti
cal
Tool
s 23-
24
3.
10Li
mit
ati
onsofst
udy 24
DATAANALYSI
SANDINTERPRETATI
ON
4.
1Per
cent
ageAnal
ysi
s 25-
50
4
4.
2Hy
pot
hesi
s 51
 FI
NDI
NGSANDSUGGESTI
ONS
52-
54
5 5.
1Fi
ndi
ngs
5455
5.
2Suggest
ionsandRecommendat
ions

SUMMARYANDCONCLUSI
ONS
6
56
6.
1Concl
usi
ons

REFERENCES 57-
60

BI
BLI
OGRAPHY 61

62-
68
APPENDI
X-1(
Quest
ionnai
re)
 ABSTRACT
Webassumesbi
tbybi
tamor
epi
vot
alpar
ttoassoci
atedat
aandi
ndi
vi
dual
s,t
he

Pr
essur
ehaskeptonascendi
ngonbusi
nesssect
orswhi
chhav
eef
fect
ivel
yut
il
iz
ed

ont
hewebadmi
nist
rat
ions,andpar
ti
cul
arl
yonbusi
nesssect
orst
owhi
chsel
l
ing

i
temsonl
i
nei
snov
el.Thepat
ter
noft
her
etai
l
ingst
orei
schangi
ngasadev
elopi
ng

numberofr
etai
l
ersar
emov
ingt
hei
rcent
erf
rom gener
alphy
sicalr
etai
l
ingt
onew

or
gani
zat
ionsl
i
keel
ect
roni
cret
ail
i
ngore-
ret
ail
i
ng.El
ect
roni
cshoppi
ngof
fer
sthe

bestwor
th,
ext
raor
dinar
ythi
ngsandbasi
cshoppi
ng.Theachi
evementofanye-
tai
l
or

associ
ati
oni
nIndi
aisr
eli
antuponi
tscommonness.Onl
i
neshoppi
nghasobt
ained

i
mpor
tancei
nthehi
gh-
lev
elbusi
nessenv
ironment
.Theheadwayofwebshoppi
ng

f
orf
oodhasopenedt
hedoor
wayofachancet
ogi
veahi
ghgr
oundov
erf
ir
ms.

Onl
i
neshoppi
nghasf
il
ledi
nnot
iceabl
equal
i
tyt
hroughoutt
hespanoft
hey
ear
s

basi
cal
l
yas peopl
eimagi
ne t
hati
t'
sfi
tt
ing f
ort
he comf
ortoft
hei
rhome or

wor
kpl
ace.I
nthenewpast
,thewebkeepsasi
gni
fi
cantspoti
nsi
demonet
aryact
ivi
ty.

Asofnow-
a-day
sindi
vi
dual
sshowt
hei
rbenef
itont
heweb.Sot
hisst
udyat
tempt
sto

i
nspectCUSTOMERSATI
SFACTI
ONTOWARDSBI
GBASKETONLI
NESERVI
CESI
N

CHENNAI
.

KEYWORDS:
-
❖ I
nter
net

❖ Ri
singTr
end

❖ Bi
gBasket

❖ Onl
i
neGr
ocer
yShop.
 i
LI
STOFTABLES

TABLENO. PARTI CULARS PAGENO.

4.1.
1 Ageoft her espondent s 25
4.1.
2 Genderoft her espondent s 26
4.1.
3 Occupat ionoft her espondent s 26-
27
4.1.
4 Mar i
talst at
usoft her espondent s 27-
28
4.1.
5 Mont hlyincomeoft her espondent s 28-
29
4.1.
6 Impor t
antpar amet ersconsi deredbyr espondent sto 30
ordergr ocer yonl i
ne
4.
1.7 Shareofonl inegr ocer ymar ket 33
4.
1.8 Respondent s’loy altytowar dsbi gbasketonl i
ne 34
servi
ces
4.
1.9 Buy i
ngf requencyoft her espondent stowar dsbig 35
basketonl i
neser vices
4.
1.10 Respondent s’sat isfactiontowar dsproduct 36
i
nformat i
onPr ovided
4.
1.11 Bigbasketwebsi te/mobi l
eappl i
cat
ionnav igat
ing 37
experienceoft her espondent s
4.
1.12 Respondent ’sfav or i
teaboutbi gbasket 38
4.
1.13 Prici
ng&del i
ver yexper i
enceofr espondent stowards 40
bigbasket
4.
1.14 Respondent ’ssat isfactiontowar dspay mentgat eway 42
ofbigbasket
4.
1.15 Respondent ’ssat isfactiontowar dspur chaseinbig 43
basket
4.
1.16 Respondent ’ssat isfactiontowar dsdeliveryservi
ceof 44
bigbasket
4.
1.17 Respondent ’ssat isfactiontowar dscust omercar e 45
suppor tbef oreandaf termaki ngapur chase
4.
1.18 Respondent’
ssatisf
acti
ontowardstheresponsi
veness 46
questi
onandconcer nsaboutproduct
sandser v
ices
4.
1.19 Chanceofbuy i
ngbackagainf r
om bigbasket 47-
48
4.
1.20 Respondent’
sretent
iontowardsbigbasket 48-
49
4.
1.21 Overal
lexper
ienceoftherespondentsinbi
gbasket 50
 i
i
LI
STOFCHARTS

CHART PARTI
CULARS PAGENO.
NO.
4.
1.1 Ageoft herespondent s 25
4.
1.2 Genderoft her espondent s 26
4.
1.3 Occupat ionoft her espondent s 27
4.
1.4 Mar i
talst at
usoft her espondent s 28
4.
1.5 Mont hlyincomeoft her espondent s 29
4.
1.6 Impor t
antpar amet er sconsi deredbyr espondent stoorder 31
groceryonl i
ne
4.
1.7 Shareononl inegr ocer ymar ket 33
4.
1.8 Respondent sloy altyt owar dsbi gbasketonl ineservices 34
4.
1.9 Buy i
ngf requencyoft her espondent stowar ds 35
Bigbasketonl ineser vi
ces
4.
1.10 Respondent ssat isf actiont owar dspr oducti nf
ormat i
on 36
provided
4.
1.11 Big basket websi te/ mobile appl icati
on nav i
gat
ing 37
experienceoft her espondent s
4.
1.12 Respondent ’
sf av or i
teaboutbi gbasket 38
4.
1.13 Prici
ng&del iver yexper ienceofr espondent stowar dsbig 40
basket
4.
1.14 Respondent ’
ssat isfact i
ont owar dspay mentgat ewayof 42
bigbasket
4.
1.15 Respondent ’
ssat isfact i
ont owar dspur chasei nbigbasket 43
4.
1.16 Respondent ’
ssat isfact i
ont owar dsdel iveryservi
ceofbi g 44
basket
4.
1.17 Respondent ’
ssat isfact i
ont owar dscust omercar esupport 45
beforeandaf termaki ngapur chase
4.
1.18 Respondent ’
ssat isfact i
ont owar dst her esponsiveness 47
quest i
onandconcer nsaboutpr oduct sandser vi
ces
4.
1.19 Chanceofbuy ingbackagai nf r
om bi gbasket 48
4.
1.20 Respondent ’
sr et ent i
ont owardsbi gbasket 49
4.
1.21 Overallexper i
enceoft her espondent sinbigbasket 50
i
i
i
CHAPTER1 I
NTRODUCTI
ON

1.
1INTRODUCTI
ON

Cust
omersat
isf
act
ioni
sdef
inedas“
Ameasur
ementt
hatdet
ermi
neshow happy
cust
omer
sar
ewi
thacompany
’spr
oduct
s,ser
vices,andcapabi
li
ti
es.
”Cust
omer
sat
isf
act
iondat
a,i
ncl
udi
ngov
erv
iewsandev
aluat
ions,canassi
stanor
gani
zat
ion
wi
th deci
ding how t
o besti
mpr
ove orchanges i
tsi
tems and admi
nist
rat
ions.
Consumerl
oyal
tyi
svi
ewed asa keyexecut
ion mar
keri
nsi
debusi
nessand i
s
r
egul
arl
yimpor
tantf
oraBal
ancedScor
ecar
d.I
naser
iouscommer
cialcent
erwher
e
or
gani
zat
ionsv
ief
orcl
i
ent
s,consumerl
oyal
tyi
svi
ewedasakeydi
ff
erent
iat
orand
pr
ogr
essi
vel
yhasbecomeav
italcomponentofbusi
nesst
echni
que.Consumer
l
oyal
tyi
smeasur
easi
gni
fi
cantdy
nami
c.Att
hepoi
ntwhenabr
andhasst
eadf
ast
cl
i
ent
s,i
tacqui
resposi
ti
vei
nfor
malpr
omot
ing,whi
chi
sbot
hfr
eeandexcept
ional
l
y
v
iabl
e."Ther
efor
e,i
tisf
undament
alf
oror
gani
zat
ions t
o successf
ull
y ov
ersee
consumerl
oyal
ty.To be capabl
e do t
his,or
gani
zat
ions need dependabl
e and
del
egat
epr
opor
ti
onsoff
ulf
il
lment
."I
nexpl
ori
ngf
ulf
il
lment
,fi
rmsbyandl
argef
ind
outi
fthei
rit
em oradmi
nist
rat
ionhasmetorsur
passedassumpt
ions.Subsequent
ly,
assumpt
ionsar
eav
italf
act
orbehi
ndf
ulf
il
lment
.Att
hepoi
ntwhencl
i
ent
shav
e
el
evat
edr
equi
rement
sandt
het
rut
hmi
ssest
hemar
k,t
heywi
l
lbebaf
fl
edandwi
l
l
pr
obabl
yrat
ethei
rexper
ienceasnotexact
lyf
ulf
il
li
ng.

Webi
schangi
ngt
hemanneri
nwhi
chshopper
sshopandpur
chasepr
oduct
sand
ent
erpr
ises,andhasqui
ckl
yadv
ancedi
ntoawor
ldwi
dewonder
.Int
hecour
seoft
he
mostr
ecentt
went
yyear
s,t
heI
ndi
anonl
i
nebusi
nessar
eahasseenf
astdev
elopment
.
Expandi
ngwebaccessi
bil
i
tyandcel
lphonei
nfi
l
trat
ionar
ethet
wopr
imar
ydr
iver
sof
t
hisdev
elopment
.Addi
ti
onal
l
y,dev
elopi
ngagr
eeabl
enessofonl
i
nei
nst
all
ment
sand
i
dealsoci
oeconomi
cs has changed t
he manneri
n whi
ch or
gani
zat
ions i
mpar
t,
connectandwor
kwi
thcl
i
ent
s.I
thaschangedt
hewayt
heI
ndi
anonl
i
nebusi
ness
ar
eawor
ks.Ast
heI
nter
netassumesst
eadi
l
yamor
epi
vot
alpar
ttoassoci
atedat
a
andi
ndi
vi
dual
s,t
hepr
essi
ngf
act
orhaskeptonascendi
ngonbusi
nesssect
ors
whi
chhav
eef
fect
ivel
yut
il
izedonl
i
neadmi
nist
rat
ions,andpar
ti
cul
arl
yonbusi
ness
sect
orst
owhi
chsel
l
ingi
temsonl
i
nei
snov
el.Thepat
ter
noft
her
etai
l
ingst
orei
s
changi
ngasadev
elopi
ngnumberofr
etai
l
ersar
emov
ingt
hei
rconcent
rat
ionf
rom

1
gener
alphy
sicalr
etai
l
ingt
onewar
rangement
s,f
orexampl
e,el
ect
roni
cret
ail
i
ngore-
f
oll
owi
ng.

Not
wit
hst
andi
ngt
hehugecapabi
l
ityoft
heE-
busi
nessmar
ket
,theI
nter
netgi
vesa
nov
elchancet
oor
gani
zat
ionst
oal
lthemor
epr
ofi
cient
lyar
ri
veatexi
sti
ngand
expect
edcl
i
ent
s.Al
bei
tthev
astmaj
ori
tyoft
hei
ncomeofonl
i
neexchangescomes
f
rom busi
ness-
to-
busi
ness t
rade,t
he speci
ali
sts ofbusi
ness-
to-
pur
chasert
rade
oughtnotl
osecer
tai
nty
.Ithasbeenov
er10y
ear
ssi
ncebusi
ness-
to-
pur
chaserE-
t
rade pr
evi
ousl
y adv
anced. Resear
cher
s and speci
ali
sts of el
ect
roni
ctr
ade
cont
inual
l
yendeav
ort
oacqui
reani
mpr
ovedknowl
edgei
ntobuy
erf
ulf
il
lment
sint
he
i
nter
net
.Al
ongsi
det
headv
ancementofE-
ret
ail
i
ng,sci
ent
ist
skeeponcl
ari
fyi
ngE-
shopper
sful
fi
ll
ment
sfr
om al
ter
nat
epoi
ntsofv
iews.

Thi
sst
udyi
sanat
temptt
oknowt
heCONSUMERSATI
SFACTI
ONTOWARDSBI
G
BASKETONLI
NESERVI
CESI
NCHENNAI

1.
2INDUSTRYPROFI
LE

TheI
ndi
anE-
commer
cei
ndust
ryhasbeenonanupwar
ddev
elopmentdi
rect
ionand
i
srel
i
edupont
oout
per
for
mtheUSt
otur
nint
othesecondbi
ggestE-
tr
ademar
keton
t
hepl
anetby2034.I
ndi
awebbasedbusi
nessar
eawi
l
lar
ri
veatUS$99bi
l
li
onby
2024f
rom US$30bi
l
li
onoutof2019,
ext
endi
ngata27%CAGR,
wit
hbasi
cfoodi
tem
anddesi
gn/
clot
hingpr
onet
obet
hev
ital
dri
ver
sofst
eadydev
elopment
.

TheI
ndi
anonl
i
nebusi
nessar
eai
sposi
ti
onedni
nthi
ncr
oss-
li
nedev
elopmentont
he
pl
anet
,asi
ndi
cat
edbyPi
oneer
srepor
t.I
ndi
anwebbasedbusi
nessi
spr
oject
edt
o
i
ncr
ementf
rom 4% oft
hecompl
etef
oodandst
apl
e,cl
othi
ng,andbuy
erhar
dwar
e
r
etai
lexchange2020t
o8%by2025.

AsmostI
ndi
anshav
ebegunshoppi
ngont
hewebasopposedt
ovent
uri
ngout
side
t
hei
rhomes,t
he I
ndi
an i
nter
netbusi
ness ar
ea saw an expansi
on.Addi
ti
onal
l
y,
accor
dingt
otheMcKi
nney
'sr
epor
t,~96%buy
ershav
eat
tempt
edanot
hershoppi
ng
conduct
;~60% pur
chaser
sar
erequi
redt
omov
etoi
nter
netshoppi
ngi
nthemer
ry
seasonandkeepshoppi
ngont
hewebpastt
heCOVI
D-19pandemi
c.

Whi
chgav
eascendi
npat
ter
ntopur
chasest
apl
egoodsonl
i
neasi
ndi
vi
dual
scan'
tgo

1
outdur
ingl
ockdown.E-
stapl
eret
ail
i
ngi
sst
il
latt
heout
setst
ageandt
hev
olumeof
webf
oodsuppl
i
espur
chasi
ngf
ail
stoi
mpr
essany
onef
ore-
mer
chant
sinI
ndi
ato
suppor
tbenef
ici
aldev
elopmentov
ert
hel
onghaul
.Thepr
ospectofbuy
ingt
ransi
tor
y
i
temsi
ncl
udi
ngf
ishov
ert
hewebi
nci
tessomedoubtamongmostcl
i
ent
sast
he
dependabi
l
ityandr
esponsi
bil
i
tyoft
heassi
stancecomesi
ntoquest
ion.E-
basi
cfood
i
tem r
etai
l
erscanexpandbr
andv
alue,pr
oduci
ngr
ehashbusi
nessandt
hiswi
l
lbr
ing
aboutmar
keti
nfi
l
trat
ioni
nthi
sindust
ry.Thegenui
neadv
ant
ageofonl
i
neshoppi
ng
f
orf
oodi
scomf
ort
.Byr
equest
ingont
heweb,
onecanr
api
dlyl
ookf
ort
hei
temsone
r
equi
rementandr
equestt
hem wi
thouthav
ingt
oact
ual
l
yst
rol
lthr
ought
hosel
ong
wal
kway
s.

1.
2.1Onl
ineGr
ocer
yMar
keti
nIndi
a

I
ndi
a’
sonl
i
negr
ocer
ymar
ketst
art
edi
nthemi
d-2010swi
thanon-
requestpl
anof
act
ion,dependenton nei
ghbor
hood r
etai
l
ersf
orsat
isf
ying r
equest
s.Thi
s was,
obv
iousl
y,gonewi
tht
heactofpr
ofoundl
i
mit
ing.

I
n2017,
anappr
oachchangeal
l
owed100%FDIi
nfoodr
etai
l
.Thi
spr
ompt
edasur
ge
ofcapi
talf
rom unf
ami
l
iarf
inanci
albacker
s.Thi
sempower
edor
gani
zat
ionsi
nthe
ar
ea t
ovent
urei
ntol
evel2 and l
evel3 ur
ban communi
ti
es,suppor
ted by a
sy
nchr
onousbl
asti
ncel
lphoneuse,webut
il
izat
ionandcomput
eri
zedi
nst
all
ment
s.
Si
gni
fi
cantspecul
ati
ons acr
oss t
he whol
e env
ironmentoff
ood handl
i
ng,col
d
st
ockpi
l
ingandgener
all
ycoor
dinat
ion’
shel
pedt
hear
eaacqui
reext
raf
oot
ing.Ov
er
t
hel
ongr
un,
ast
ockr
oom modelst
art
edcomi
ngt
ofr
uit
ion,
andsoont
heshor
t-
ter
m
conv
eyancemodelgotwel
lknown.Today
,two-
hourconv
eyancesar
equi
ckt
urni
ng
i
ntot
hest
andar
d,andt
oaccompl
i
sht
hisor
gani
zat
ionsi
nthear
eaar
epr
ogr
essi
vel
y
t
yingupwi
thker
anast
ores.Wher
ebi
gbasketi
sdomi
nat
ingt
hee-
grocer
ymar
ket
wi
th[
35.
2%]
,fol
l
owedbyAmazonFr
eshwi
th[
31.
5%]andGof
ers[
31.
2%]

1.
2.2Onl
ineGr
ocer
yCompani
esi
nIndi
a

• Bi
gBasket
• AmazonFr
esh
• Fl
ipkar
tGr
ocer
ySt
ore

1
 • Swi
ggy
• Zomat
o
• Ji
omar
t
• Gof
ers
• DMar
t
• Dunzo
• Easy
day
• Godr
ejNat
ure’
sBasket
• Gof
ers

1.
2.3Onl
ineGr
ocer
yMar
ketSi
ze

TheI
ndi
aonl
i
nest
apl
emar
ketsi
zewasest
eemedatUSD2.
9bi
l
li
onofev
ery2020
andi
srequi
redt
oext
endatabui
l
dyear
lydev
elopmentr
ate(
CAGR)of37.
1%f
rom
2021t
o2028.Themar
kethasacqui
redt
remendousf
oot
ingov
ert
hepr
evi
ous
mont
hsbecauseoft
hechangi
ngwayofl
i
feoft
hebuy
ers,
dev
elopi
ngur
bani
zat
ion,
andt
heeducat
edaget
hati
ncl
i
nest
owar
dpur
chasi
ngi
temsont
heweb.Wi
tht
he
dev
elopmenti
nexpendabl
ewagesandbusi
erway
sofl
i
fe,
indi
vi
dual
sar
e
pr
ogr
essi
vel
ysear
chi
ngoutadj
ust
abl
eandadv
ant
ageousonl
i
nest
agesf
orshoppi
ng
f
orf
oodasopposedt
ost
rol
l
ingdownt
othel
ocal
sel
l
ers.Thei
ncl
i
nat
ionf
oronl
i
ne
conv
eyanceofbasi
cfoodi
tem i
temst
urnedoutt
obemor
eobv
iousaf
tert
heCOVI
D-
19f
lar
e-up.Wi
tht
hesoci
alr
emov
ingpr
inci
ples,
buy
ersar
etur
ningt
hei
r
concent
rat
iont
oonl
i
neshoppi
ngf
orf
ood,
whi
chi
sn'
tj
ustadv
ant
ageousy
eti
sa
mor
esecur
eal
ter
nat
ive.Fur
ther
mor
e,i
tsetof
fthedev
elopmentofonl
i
neshoppi
ng
f
orf
oodandt
hedi
agr
am pat
ter
ntodev
elophi
gherast
hisageneedsev
ery
thi
ngat
t
hei
rconni
vance.

1.
2.4I
nvest
ment
s

Tokeepupt
hepat
ter
njustast
ogetahandl
eav
ail
abl
enumer
ousor
gani
zat
ions
began put
ti
ng r
esour
ces i
nto onl
i
ne st
apl
e st
age.Gi
gant
ic specul
ati
ons f
rom
wor
ldwi
depl
ayer
s—l
i
keFacebook,whi
chi
sput
ti
ngr
esour
cesi
ntoRel
i
anceJi
o—ar
e
bei
ngr
ecor
dedi
ntheonl
i
nebusi
nessmar
ket
.Googl
eli
kewi
seannouncedi
tsf
ir
st

1
v
ent
urewor
thUS$4.
5bi
l
li
oni
nJi
oPl
atf
orms.Thi
sar
rangementwast
rai
l
edbyt
he
acqui
sit
ionofFut
ureGr
oupbyRel
i
anceRet
ail
,ext
endi
ngt
hepr
esenceoft
heAmbani
Gr
oupi
nthei
nter
netbusi
nessspace.

1.
2.5Gov
ernmentI
nit
iat
ives

Wi
tht
he publ
i
c aut
hor
it
y adv
anci
ng t
he comput
eri
zed economy st
ruct
ure and
comput
eri
zedpr
ofi
ciency
,theonl
i
nebasi
cfoodi
tem mar
keti
nIndi
aispr
obabl
y
goi
ngt
oobser
veaf
urt
herf
orcei
nit
sdev
elopment
.Thebusi
nessi
srel
i
edupont
obe
dr
ivenbyt
hebuy
erswhost
ayi
nTi
er-
Iur
banar
eas,
forexampl
e,Bangal
ore,
Chennai
,
Mumbai
,andDel
hi,Muchoft
hedev
elopmenti
nthebusi
nesshasbeensetof
fby
expandi
ngwebandcel
lphonei
nfi
l
trat
ion.AsofAugust2020,t
hequant
it
yofweb
associ
ati
ons i
nIndi
a essent
ial
l
y expanded t
o ~760 mi
l
li
on,dr
iven by t
he
'
Comput
eri
zed I
ndi
a'pr
ogr
am. Out of t
he al
l
-out web associ
ati
ons,~61%
associ
ati
onswer
einmet
ropol
i
tanr
egi
ons,ofwhi
ch97%associ
ati
onswer
eremot
e
gadget
s,andt
hecal
cul
atedef
for
tl
essness.Thepubl
i
caut
hor
it
yisopeni
ngt
hingsi
n
ast
epwi
seway

TheGov
ernmentofI
ndi
a'
sappr
oachesandadmi
nist
rat
ivesy
stemsl
i
ke100%For
eign
Di
rectI
nvest
ment(
FDI
)inB2BE-
busi
nessand100%FDIunderpr
ogr
ammedcour
se
undert
hecommer
cialcent
remodelofB2CE-
tr
adear
erel
i
edupont
oaddi
ti
onal
l
y
mov
edev
elopmenti
nthear
ea.Accor
dingt
othenewFDIst
rat
egy
,onl
i
nesubst
ances
t
hroughunf
ami
l
iarspecul
ati
oncan'
tof
fert
hei
temswhi
char
esol
dbyr
etai
l
ersi
n
whi
cht
heyhol
dval
uest
ake.

I
nOct
ober2020,Mi
nist
erofCommer
ceandI
ndust
ry,Mr
.Pi
yushGoy
alwel
comed
new compani
est
oenl
i
statpubl
i
cacqui
rementent
ryway
,Gem,andof
ferpr
oduct
s
andv
ent
urest
ogov
ernmentassoci
ati
onsandPSUs.

Thr
oughi
tsDi
git
alI
ndi
acr
usade,t
heGov
ernmentofI
ndi
aismeani
ngt
omakea
t
ri
ll
i
on-
dol
l
aronl
i
neeconomyby2025.

1.
2.6Hi
stor
y

Thel
astpar
toft
he1990swasaper
iodofi
ncr
edi
blei
deal
i
sm f
orwebr
etai
l
ers.
Pur
chaser
shadqui
ter
ecent
lybegunr
equest
ingi
temsont
heweb,andt
her
ewasa

1
gener
all
yhel
dvi
ew t
hatt
hisnew st
rat
egyf
orshoppi
ngwoul
dtot
all
yupsett
he
busi
ness.

Ast
hebi
ggestsi
ngl
eret
ailar
ea,st
apl
ewasanear
lyt
err
it
oryofcor
eint
erest
.It
concei
vabl
yof
fer
edt
hewor
thwhi
l
ecompensat
ionofhi
gh-
spendi
ngcust
omer
swho
shopped r
out
inel
y.I
taddi
ti
onal
l
y had t
he adv
ant
age ofbei
ng somet
hing t
hat
numer
ousi
ndi
vi
dual
sdi
dn'
tespeci
all
yappr
eci
atel
ooki
ngf
oraswasshout
ingoutf
or
achanget
hatexpandedaccommodat
ionandsav
edpur
chaser
sti
me.

Essent
ial
l
y,t
he ear
lymov
ersi
nthe busi
ness wer
e notgr
ocer
yst
oresorf
ood
pr
oducer
s,butr
atheri
nnov
ati
on or
gani
zat
ionsqui
ckt
o ut
il
izet
hei
rinsi
ghti
nto
codi
ngandf
ramewor
kst
ost
irupanar
eat
heyaccept
edt
ober
eadyf
orchange.They
wer
eempower
edanduphel
dbyf
inanci
albacker
swho,
rightnow,
wer
etossi
ngcash
atanyor
gani
zat
ionwi
tha.
com post
fi
x.

HomeGr
ocer
.com wasoneoft
hepr
imar
yonl
i
negr
ocer
yst
orepl
ayer
s.I
tbegani
n
1997i
nWashi
ngt
onst
ateandi
mmedi
atel
yacqui
redv
ent
uret
oper
miti
ttomaket
he
f
ramewor
kexpect
edt
ohel
pthebusi
ness,
incl
udi
ngat
remendousst
ockr
oom andan
ar
madaofv
ans.Ear
lydev
elopmentwasgr
eat
,andbymi
d-2000,deal
shadr
eached
mor
ethan$1mi
l
li
onev
eryday
.Thi
sfastdev
elopmentpower
edgr
eat
erv
ent
uref
or
v
ent
urei
ntodi
ff
erentbusi
nesssect
ors,i
ncl
udi
ngCal
i
for
nia,Or
egon,Texas,Geor
gia
andI
ll
i
noi
s.

Theot
herear
lymov
eri
nonl
i
nebasi
cfoodi
tem wasWaban,est
abl
i
shedi
n1996.
Af
teranef
fect
ivedi
spat
chi
nCal
i
for
nia,t
hef
ir
mlef
tonf
orcef
uldev
elopmentpl
ans,
wi
thanobj
ect
ivet
owor
kin26si
gni
fi
cantur
bancommuni
ti
esar
oundt
heUni
ted
St
ates.I
tst
rustl
ateronf
ore-
stapl
ewasunder
li
nedbyabewi
l
der
ing$1bi
l
li
on
r
equestwi
thadesi
gni
nganddev
elopmentf
ir
mtowor
koutnewdi
str
ibut
ioncent
ers
andt
hef
ramewor
ktohel
pthem.

Si
mul
taneousl
yasunadul
ter
atedpl
ayi
nnov
ati
onor
gani
zat
ionswer
etaki
ngact
ions
i
ntobasi
cfoodi
tem,
dif
fer
entpl
ayer
swer
eseeki
ngaf
teranal
ter
nat
emodel
.Peapod,
f
ori
nst
ance,whi
chwasest
abl
i
shedi
n1989,atf
ir
stsoughtaf
teranassoci
ati
on
modelbywor
kingwi
thcust
omar
ygr
ocer
yst
oresl
i
keJewel
,Kr
ogerandSaf
ewayt
o
conv
eyf
ood.Thi
s,al
ongsi
demi
ndf
ulext
ensi
on,
per
mit
tedi
ttosav
emoneyoncost
s

1
i
nthepr
oduct
ionnet
wor
k.Regar
dlessofmar
ketdi
stur
bance,i
tsendur
ancewas
guar
ant
eedwhenAhol
dpur
chasedt
heact
ivi
tyi
n2001.

Rel
ati
vet
ender
footI
nst
acar
t,whi
chwasest
abl
i
shedi
n2012,ut
il
izedacompar
ati
ve
modelt
oPeapodi
nthati
tcooper
atedwi
thf
oodmer
chant
s.Not
wit
hst
andi
ng,i
n
cont
rastt
oPeapod,t
heact
ivi
tyi
smor
eadapt
abl
e,dependi
ngonsel
f-
empl
oyed
ent
it
ies t
o pi
ck i
tems f
rom st
ores and conv
ey t
hem t
o cl
i
ent
s'homes.Thi
s
adapt
abi
l
ityper
mit
sInst
acar
ttododgeaconsi
der
abl
elotoft
hegr
eatf
ramewor
k
cost
sthatendupbei
ngt
heAchi
l
les'i
mpactpoi
ntofunadul
ter
atedpl
ayonl
i
nef
ood
mer
chant
s.

Theexer
cisef
rom t
hesemodel
sist
hatut
il
izi
ngt
hescal
eandf
oundat
ionofst
andar
d
mer
chant
sisanappr
oacht
oby
passbot
hthesi
gni
fi
cantexpensesr
elat
edwi
th
war
ehousi
ng and t
he l
oweredges t
hatcome f
rom get
ti
ng nour
ishmentf
ora
gener
all
ylow-
vol
umeact
ivi
ty.Gener
all
y,t
hesemodel
sunder
li
net
hewayt
hat
,inspi
te
oft
heascentofont
heweb,hugest
orebunchesact
ual
l
yhav
easi
gni
fi
cantbenef
it
asar
esul
toft
hei
reconomi
esofscal
e.

Today
,onl
i
nei
sbyandbyal
andmar
kforst
apl
e.Bet
hatasi
tmay
,thef
iel
disn'
t
ov
erwhel
medbyi
nnov
ati
onf
ir
msorunadul
ter
atedpl
ayonl
i
ner
etai
l
ers.Ormay
be,i
t
i
spackedwi
thconv
ent
ional
basi
cfoodi
tem chai
nsl
i
keWal
mar
tandev
enAmazon

Thecont
ent
ionst
hatappl
i
edt
otheear
lypi
oneer
sar
easy
etper
ti
nentandaddr
ess
gi
vest
hatmer
chantar
e wor
king t
hrough.Nonet
hel
ess,st
oreshav
ea f
ew key
benef
it
sthatmaket
hei
rendeav
our
sint
oonl
i
neboundt
opr
oduceachi
evement
.

Tobegi
nwi
th,
theyasofnowhav
ebr
oadf
oundat
ionandcoor
dinat
ionor
gani
zat
ions,
i
ncl
udi
ngt
hei
rst
ores,whi
chcanbeut
il
izedasst
ockr
oomsandci
rcul
ati
onhabi
tat
s
f
oronl
i
neor
der
s.Second,t
heyhav
eenor
mouseconomi
esofscal
e,whi
chper
mit
s
t
hem t
ogetbet
teredges,whi
ch,t
hus,i
mpl
i
est
hatonl
i
nebenef
it
,whi
l
etest
ing,i
sn'
t
t
otal
l
ytr
icky
.Thi
rd,t
heycani
nter
estbuy
ersbyof
fer
ingascopeofadmi
nist
rat
ions,
si
mil
art
osnapandgat
herf
rom st
oresandchecksi
depi
ckupt
hatbeat
ssome
cust
omeri
ssueswi
thpur
chasi
ngont
heweb.

Theset
hings,al
ongwi
tht
heascentofcomput
eri
zat
ionandadv
ancedmechani
csi
n
pi
cki
ng and pr
essi
ng,i
mpl
ythatt
his new i
nfl
ux ofonl
i
ne dev
elopmentand

1
specul
ati
onwi
l
lpr
obabl
ysucceed.Thi
sis,may
be,t
hebegi
nni
ngoft
hegenui
neweb
st
apl
eupheav
al.

1.
3COMPANYPROFI
LE

Bi
gbasketi
sthel
argestonl
i
negr
ocer
ysuper
mar
keti
nIndi
a.I
twasdi
spat
chedi
n
2011,
ver
yaboutwhenwebbasedbusi
nesswasi
nit
sbegi
nni
ngst
agei
nthecount
ry.

Bi
gbasketwasdi
spat
chedwhenI
ndi
a'
sbust
li
ngl
aborf
orcei
nur
banar
easwas
t
hinki
ngt
hati
t’
shar
dtoal
l
ott
imet
opur
chasest
apl
egoodsandhomef
undament
als.
Bi
gbasketgav
ethem t
headapt
abi
l
ityt
oputi
nthei
rrequestwhenev
erandgett
he
t
hingsconv
eyedatt
hei
rfav
oredt
ime.Bi
gbasketof
fer
sst
apl
egoodsandf
ood
suppl
i
esi
ndi
ff
erentcl
assi
fi
cat
ionsl
i
kenat
uralpr
oduct
sandv
eget
abl
es,
foodgr
ains,
oi
l
,masal
as,past
ry shop t
hings,dr
inks,mar
ked f
ood v
ari
eti
es,i
ndi
vi
dual
consi
der
ati
oni
tems,f
ami
l
ysuppl
i
es,eggs,meat
,fi
sh,andsof
ort
hBi
gbasketr
ight
nowof
fer
sinexcessof18,
000i
temsacr
ossdi
ff
erentcl
assi
fi
cat
ionsandhi
ghl
i
ght
s
i
nexcessof1000br
andsi
nit
sindex.Bi
gbasketaccompani
est
heguar
ant
eeofmost
r
educedr
atesandbr
iefconv
eyanceadmi
nist
rat
ions.

1.
3.1CORPORATEGOVERNANCE

Bi
gbasketi
sset
tl
edi
nBangal
oreandconv
eyst
odi
ff
erentur
banar
easi
nIndi
a,f
or
exampl
e,Hy
der
abad,Mumbai
,Pune,Chennai
,Del
hi,Noi
da,My
sor
e,Coi
mbat
ore,
Vi
j
ayawada-
Gunt
ur,Kol
kat
a,Ahmedabad-
Gandhiagar
,Lucknow-
Kanpur
,Gur
gaon,
Vadodar
a,Vi
sakhapat
nam,Sur
at,Nagpur
,Pat
na,I
ndor
eandChandi
gar
hci
tyl
i
mit
s.
Wher
eenor
mouscr
atei
ssi
tuat
edi
n21ur
banar
easi
nIndi
aandi
t'
sthemost
cel
ebr
atedonl
i
nest
apl
eassoci
ati
oni
nIndi
awher
etheyf
oll
ownov
elst
rat
egi
esand
act
ivi
ti
esandsat
isf
ycl
i
ent
'snecessi
ti
esatt
henor
mal
time

Founder
sofbi
gbasket

• Har
iMenon
• VSSudhakar
• VSRamesh
• Vi
pul
Par
ekh
• AndAbhi
nayChoudhar
i.

1
Pr
esi
dentofBi
gbasket

• Vi
pul
Par
ekh

CEOofBi
gBasket

• Har
iMenon

Managi
ngDi
rect
orofBi
gBasket

• TCMeenakshi
sundar

1.
3.2HI
STORY

Bi
gbasketwasdi
spat
chedi
n2011,
yeti
tsexcur
sionhadst
art
edsi
gni
fi
cant
lysooner
.
I
twasi
nthey
ear1999t
hatagat
her
ingofi
ndi
vi
dual
scont
aini
ngVSSudhakar
,Har
i
Menon,Vi
pulPar
ekh,Abhi
nayChoudhar
iandVSRameshdi
spat
chedt
hei
ronl
i
ne
r
etai
lbusi
nesscal
l
edFabmar
t.Thebusi
nessdi
dver
ywel
landl
ateract
ualr
etai
l
shoppi
ngcent
erscal
l
edFabmar
twer
edi
spat
chedi
ndi
ff
erentar
easi
nSout
hIndi
a.
Thebusi
nesswasul
ti
mat
elyof
fer
edt
otheAdi
tyaBi
rl
aGr
oupandnowi
tisr
efer
red
t
opr
omi
nent
lyas'
Addi
ti
onal
'cor
por
atest
ore.Not
wit
hst
andi
ng,t
heor
gani
zer
swer
e
t
ingl
i
ngt
obegi
nsomet
hingnewandwi
tht
hei
rinv
olv
ementwi
thr
etai
lbusi
ness,
they
metupi
ndeedt
odi
spat
chBi
gbasketi
n2011.Bi
gbasketcur
rent
lyhasr
evenueof
ar
ound$3.
2mi
l
li
onandappr
oxi
mat
ely4,
000empl
oyees.

CHAPTER2 REVI
EW OFLI
TERATURE

2.
1Int
roduct
ion

I
nthi
sChapt
er,t
her
esear
cherhasmadeanat
temptt
ost
udyandunder
standt
he
concept
sofCust
omerSat
isf
act
ion.Thi
sat
tempti
ncl
udes,under
standi
ngt
hebasi
c
concept
sofCust
omerSat
isf
act
ion,anal
yzi
ng r
esear
ch st
udi
esmadebyear
li
er

1
r
esear
cher
sinr
espectofCust
omerSat
isf
act
ioni
nonl
i
negr
ocer
yshoppi
ng,f
ort
his,
t
he r
esear
cherhas used v
ari
ous books,r
esear
ch Jour
nal
s and websi
tes.The
det
ail
edl
i
sti
sfur
therel
abor
atedi
ntheBi
bli
ogr
aphy
.Thr
ought
hisLi
ter
atur
eSur
vey
r
esear
cherwant
stof
ind outwhi
char
ethei
mpor
tantpar
amet
ersofCust
omer
Sat
isf
act
ioni
nrespectofbi
gbasketonl
i
neser
vices.

2.
2Li
stofr
evi
ews

MUTHUPRI
YA (
2019)t
hef
asti
mpr
ovementoft
hewebhasemphat
ical
l
ysway
ed
upont
heov
eral
ladv
ert
isi
ngcl
i
mat
e.Asofnowi
thasgot
tenoneoft
hemai
nst
ream
appr
oachesf
orbusi
nessandcl
i
entt
oper
for
m exchangeov
ert
heweb.Or
gani
zat
ions
hav
ebeenconcoct
ingi
nnov
ati
veappr
oachest
oadv
ancet
hei
rit
em t
hroughont
he
web.I
nthi
swayi
tdepi
ctshowcur
rentmar
keti
ssuppl
ant
ingt
hecust
omar
ybusi
ness
sect
ors.Thi
sexami
nat
ioni
soccur
ri
ngt
orecogni
zet
heel
ement
sthatmayi
mpact
cl
i
ent
'swebbasedshoppi
ngf
ulf
il
ment
s.Fort
hemostpar
t,t
heaccompl
i
shmentof
i
nter
netshoppi
ngbasi
cal
l
yrel
i
esupont
heconsumerl
oyal
tydur
ingt
hei
rbuy

PRASADANDRAGHU(
2018)exami
nedt
rai
tsofonl
i
neshoppi
ngf
orf
oodwhi
chhas
been i
nspi
rat
ional component
s f
or pur
chasi
ng st
apl
e goods on t
he web.
Accommodat
ion, secur
it
y,t
rust
, admi
nist
rat
ion uphol
d, adapt
abl
e exchange,
cust
omi
zedconsi
der
ati
on,
val
ueadv
ancement
sandsoonWher
esev
encomponent
s
hav
ebeenr
eadwhi
char
eimpact
ingf
orshopper
sonl
i
nest
apl
epur
chasi
ngconduct
.
Theout
comeappear
edupl
i
fti
ngdemeanort
owar
dshoppi
ngf
orf
oodaddi
ti
onal
l
y
exami
nedsi
gni
fi
canti
ndi
cat
orsofonl
i
nest
apl
eli
keappar
entt
rust
,secur
it
yand
qual
i
tyhel
puphol
d,cust
omi
zedconsi
der
ati
on,
andcostadv
ancement
s.

KAVI
THA (
2017)I
nter
netassumespr
ogr
essi
vel
yamor
ecr
it
icalpar
ttoi
nter
face
dat
aandi
ndi
vi
dual
s,t
hepr
essi
ngf
act
orhaskeptonascendi
ngonbusi
nesssect
ors
whi
chhav
eef
fect
ivel
yut
il
izedonl
i
neadmi
nist
rat
ions,andpar
ti
cul
arl
yonbusi
ness
sect
orst
owhi
chsel
l
ingi
temsonl
i
nei
snov
el.Thepat
ter
noft
her
etai
l
ingst
orei
s
changi
ngasadev
elopi
ngnumberofr
etai
l
ersar
emov
ingt
hei
rconcent
rat
ionf
rom
gener
alphy
sicalr
etai
l
ingt
onewar
rangement
s,f
orexampl
e,el
ect
roni
cret
ail
i
ngore-
f
oll
owi
ng.Theexami
nat
ionpor
tray
stheassumpt
ionf
oracl
i
entwhi
l
epur
chasi
ng

1
st
apl
egoodsont
hewebandi
nact
ualmar
keti
sver
ysur
pri
sing.Thei
nvest
igat
ion
uncov
erst
hatt
hesi
gni
fi
cantpur
posebehi
ndbuy
inggoodsonl
i
nei
ssav
ingt
imeand
exer
ti
onandt
her
ear
enot
imel
i
mit
ati
onsonshoppi
ng.

ANI
TA (
2017)i
nspect
edt
hei
ncl
i
nat
ionofl
adi
esPG under
studi
est
owar
dsweb
basedshoppi
ngCoi
mbat
oreci
ty.Consi
der
edt
heshoppi
ngf
act
orsf
eelgr
eatt
o
pur
chase24*
7,hel
pful
andsav
eti
me,
val
uemar
kdownaccessi
ble,
andsi
mpl
i
cit
yand
qui
ck,conf
identi
n shoppi
ng,met
hod ofi
nst
almentand so on wi
l
lassi
stwi
th
i
mpr
ovi
ngf
ulf
il
mentl
evel
.St
udyr
ecogni
zedt
hehi
ndr
ancest
hecl
i
entf
acedur
ingt
he
onl
i
nebuy
.Decr
easet
hei
ssuesandi
mpr
ovet
hedegr
eeoff
ulf
il
ment
.

KAURANDSHUKLA(
2017)cont
empl
atedt
hepur
chaser
'sment
ali
tyt
owar
dsonl
i
ne
shoppi
ngf
orf
ood,
inspect
edt
heshoppi
ngf
act
ors,
speci
ali
zedhi
ndr
ancesandsoci
al
i
mpactf
orshoppi
ngf
orf
ood.Recogni
zi
ngt
hatpur
chaser
swor
ri
edaboutt
henat
ure
ofi
temsamongot
herdr
eadv
ari
abl
esandspeci
ali
zedobst
ruct
ions,f
orexampl
e,
speedoft
hewebandnewnessofshoppi
ngf
orf
oodsi
teswasf
rust
rat
ingt
he
acknowl
edgementi
nIndi
a.Webar
chi
tect
ure,subst
ance,st
ageandi
tem pi
ctur
es
r
equi
redenhancementf
orsat
isf
act
oryi
nqui
ryandsi
mpl
erequest
ingmeasur
e.

PAUZIETAL(
2017)St
udyi
nvest
igat
edonl
i
nest
apl
ebuyexpect
ati
onf
act
orsl
i
ke
soci
ali
nfl
uencer
s,encour
agi
ngcondi
ti
ons,gl
utt
onousi
nspi
rat
ions,seenhazar
dand
sawt
rustandsof
ort
hwasessent
ialt
oonl
i
ner
etai
l
erst
odr
iveMal
aysi
ancust
omer
s
f
orbuy
ingst
apl
eont
heweb.

JI
SHA AND KARAN (
2017)consi
der
ed t
he i
mpr
essi
on ofcust
omer
stowar
ds
shoppi
ngofonl
i
nebasi
cfoodi
tem hasbeenchangedbecauseofi
tem deci
sion,
assor
tmentandaccessi
bil
i
ty,
val
ue,
nat
ureofi
tems,
accessi
bil
i
tyofof
fer
sandl
i
mit
s,
conv
eyancet
imepl
anni
ngchoi
ceandsof
ort
hthesecr
edi
tsofwebbasedshoppi
ng
i
mpact
sthe

Buychoi
ces.I
twasexami
nedt
hatcompr
ehensi
onofcust
omeri
nsi
ghtt
owar
ds
onl
i
nest
apl
ewi
l
lgi
vemor
eext
ensi
vedegr
eet
oe-
adv
ert
iser
stoobt
ainmor
ebuy
ers

1
i
nfut
ure.

CHOUDHURY(
2017)consi
der
edt
her
etai
lchannel
sandonl
i
ner
etai
ldesi
gn.Zer
oing
i
nonl
atestt
hingsf
oronl
i
nej
ustasdi
sconnect
edbasi
cfoodi
tem r
etai
l
ingwhi
ch
r
emai
nedwi
thhugeconf
igur
ati
onst
orest
ohav
eonl
i
nepr
esenceandi
mpr
oved
i
nvent
orynet
wor
kManagementf
ort
oser
veonl
i
nest
apl
eshopper
s.

GOPAL AND JI
NDOLI
YA (
2016)i
nvest
igat
ed t
he onl
i
ne channel
s ut
il
ized by
pur
chaser
sdur
ingt
hepur
chasi
ngchoi
cecy
cle.Zer
oingi
nonwhyandhow on-
li
ne
cust
omer
sgof
orpur
chasi
ngchoi
cei
nter
act
ion.Cl
i
ent
sbuy
ingchoi
cesf
act
orsl
i
ke
v
alueengagi
ngqual
i
ty,
eff
ici
ency
,sawdanger
,sat
isf
act
ionandf
erv
or,
subst
anceand
hi
ghi
ntui
ti
venessandsof
ort
hhasbeenexami
nedandcont
ri
but
edt
ocl
i
ent
sbuy
ing
expect
ati
ons.

TI
MESOFI
NDI
A(2015)l
i
kewi
sei
nvest
igat
edt
her
easonswhyt
hedomi
nantpar
ts
(
78%)ofI
ndi
ansst
udi
eddon'
tatpr
esentshopont
heweb.Oft
hisgat
her
ing,59%
sai
dtheydi
dn'
tknow t
hatmaki
ngexchangesonl
i
newassecur
eorpr
otect
ed,43%
sai
dtheybasi
cal
l
yli
kedt
oshopi
n-st
oret
otakeaganderatt
heact
uali
temsandan
ext
ra 40% r
aised t
hei
rint
erest
saboutt
het
imei
twoul
dtakef
ort
hingst
o be
conv
eyedt
othem.

HARMA (
2015)
.St
udyexpl
oredt
heconsumerper
cept
iont
owar
dsonl
i
negr
ocer
y
st
ores.El
ement
sli
keof
fer
sandl
i
mit
s,accessi
bil
i
tyofassor
tmentofi
tems,f
ree
homeconv
eyance,
easyt
ounder
standsi
tesandmoneydowni
nst
alment
sal
ter
nat
ive
andsof
ort
himpact
scl
i
ent
stopur
chasef
rom onl
i
neshoppi
ngsi
tes.Si
mpl
eto
ar
range,assor
tment
,li
mit
s/of
fer
s,sav
est
imeandkeepawayf
rom l
ongl
i
neswoul
d
bev
aluabl
etoshopgr
ocer
yonl
i
ne.

SHENBAGAVADI
VU(
2015)i
nthet
imeofgl
obal
i
zat
ionel
ect
roni
cpr
omot
ingi
san
ext
raor
dinar
ytr
ansf
ormat
ion.I
nthecour
seoft
hemostr
ecentdecadegr
eat
est
busi
nessassoci
ati
onsar
erunni
ngwi
thi
nnov
ati
vechange.Webbasedshoppi
ngor
adv
ert
isi
ngi
stheut
il
izat
ionofi
nnov
ati
on(
i.
e.,PC)f
orbet
tershowcasi
ngexecut
ion.
Al
so,r
etai
l
ersar
econcoct
ingpr
ocedur
est
osat
isf
ytheneedofonl
i
necust
omer
s;
t
heyar
eoccupi
edi
ncont
empl
ati
ngpur
chaserconducti
nthef
iel
dofwebbased
shoppi
ng,t
oseet
hebuy
erment
ali
ti
est
owar
dsi
nter
netshoppi
ng.Accor
dingl
ywe

1
hav
eaddi
ti
onal
l
ychosent
oconsi
derpur
chaser
'sment
ali
ti
est
owar
dswebbased
shoppi
ngandexpl
i
cit
lycont
empl
ati
ngt
hev
ari
abl
esi
mpact
ingbuy
erst
oshopont
he
web.

AMOLRANADI
VE(
2015)hasmadeanexami
nat
ionwhi
chi
nvest
igat
est
hedegr
ees
ofacknowl
edgmentamongshopper
sinVadodar
aci
ty.I
tcant
erst
heel
ement
sthat
i
nfl
uencet
hebuy
erspur
chasi
ngai
msandshoppi
ngi
ncl
i
nat
ions.Theconsequences
oft
he ex
ami
nat
ion l
ed hav
ereaf
fi
rmed t
hatt
he sy
stem ofTheor
yofPl
anned
Behav
iour(
TPB)i
sappr
opr
iat
etot
heest
imat
ionofcust
omer
'ssoci
algoal
swhi
l
e
l
ooki
ngf
orgoodsont
heweb.Thi
sexami
nat
ionpr
esent
ssi
gni
fi
cantexper
iment
al
hel
pfort
headequacyofAj
zen'
sTPBmodeli
nint
ernetshoppi
ngconduct
.Int
his
mannerwi
tht
hewi
der
angeofv
ari
oust
hreef
act
orsoft
heTPB,t
hei
nvest
igat
ion
exhi
bit
sthepr
esci
entut
il
it
yoft
heTPBt
odeci
dewebbasedshoppi
ngconduct
,
expl
i
cit
lyf
orshoppi
ngf
orf
oodi
ntheci
tyofVadodar
a.

SATHI
YARAJ,
SANTHOSHKUMAR,
ANDSUBRAMANI(
2015)Consumer
sar
e
assumi
ngasi
gni
fi
cantpar
tini
nter
netshoppi
ng.Theexpandi
ngut
il
izat
ionofI
nter
net
byt
hemor
eyout
hfulagei
nIndi
agi
vesanar
isi
ngpr
ospectf
oronl
i
ner
etai
l
ers.I
nthe
ev
entt
hatonl
i
ner
etai
l
ersr
eal
i
zet
heel
ement
sinf
luenci
ngI
ndi
anbuy
ers'
pur
chasi
ng
conduct
,andt
her
elat
ionshi
pbet
weent
hesev
ari
abl
esandki
ndofonl
i
nepur
chaser
s,
att
hatpoi
ntt
heycanaddi
ti
onal
l
ybui
l
dupt
hei
rpr
omot
ingmet
hodol
ogi
est
ochange
ov
erpossi
blecl
i
ent
sint
ody
nami
cones.Thepr
imar
ygoaloft
heexami
nat
ioni
sto
deci
de t
he cl
i
enti
nsi
ghtt
owar
ds onl
i
ne shoppi
ng f
orf
ood i
n Chennai
.The
wel
l
spr
ingsofi
nfor
mat
ionut
il
izedi
nthi
sunder
taki
ngr
epor
tar
ebot
hessent
ialand
opt
ionali
nfor
mat
ion.Di
sti
nctexami
nat
ion t
ype i
s ut
il
ized f
ort
his expl
orat
ion.
Essent
iali
nfor
mat
ioncompr
isesofuni
quedat
aaccumul
atedf
rom t
estsi
zeof200
r
espondent
sdwel
l
ingi
nChennai
,Tami
lNadut
hroughGoogl
est
ruct
ures,whi
chi
s
post
edi
nlongr
angei
nter
per
sonalcommuni
cat
ionl
ocal
es.Ov
erv
iew st
rat
egyi
s
ut
il
ized t
o gat
hert
he essent
iali
nfor
mat
ion.The si
gni
fi
cantdi
scov
eri
es oft
he
exami
nat
ionar
e29% ofr
espondent
sci
tedt
hepur
posebehi
ndpi
cki
ngt
hei
nter
net
shoppi
ngi
stobuyr
emar
kabl
eandext
raor
dinar
yar
ti
cles,andt
heyneedt
otr
ack
down t
he bestcostoft
he i
tem.The r
esul
toft
he expl
orat
ion paperl
i
kewi
se
uncov
eredt
hatt
hesegmentf
act
ors,l
i
kesexualor
ient
ati
on,agebunchdon'
thav
e
i
mpactoft
hev
ari
abl
esofconsumerl
oyal
ty.

1
RASHED ALKARI
M(2013)t
hisexami
nat
ionat
tempt
stocompr
ehendconsumer
l
oyal
tyi
nwebbasedshoppi
ngwhi
l
eatt
hesamet
imeexpl
ori
ngt
hesi
gni
fi
cant
r
easons t
hatspur
red cl
i
ent
s'dy
nami
c cy
cles j
ustas r
est
rai
nts ofweb based
shoppi
ng.

MURALI
KRI
SHNAN,(
2012)
,count
ryManagerateBay
'sI
ndi
ainhi
sar
ti
clecl
ari
fi
es
t
hatI
ndi
anbuy
erst
owar
dpur
chasi
nghi
ghedgei
tems,f
orexampl
e,gar
ment
sand
shoessi
mil
art
othepat
ter
namongeBaycust
omer
sint
heWestasopposedt
o
el
ect
roni
c dev
ices and books,whi
ch ar
ethe mostf
amous deci
sions cur
rent
ly
howev
eror
derl
owerov
eral
lrev
enuesandar
elessi
ncessantbuy
s.Hepor
tray
edt
hat
I
ndi
a'
sear
lywebbasedbusi
nessmar
ket
,whi
cht
il
lasofl
atewasgener
all
yrest
ri
cted
t
oindi
vi
dual
spur
chasi
ngTr
ain,
fli
ghtandf
il
mti
cket
s,i
sinaf
loodasamor
eyout
hful
,
wel
linf
ormedwor
kingcl
asspr
ogr
essi
vel
ytakest
oshoppi
ngont
hewebi
nanat
ion
seei
ngf
astdev
elopmenti
nInt
ernetut
il
izat
ion.Counsel
i
ngf
ir
m Technopakpr
edi
ctsa
$70-
bil
l
iony
ear
lymar
ketby2020,upf
rom $600mi
l
li
onnow,whi
chi
sonl
y0.
05%of
wor
ldwi
dewebbasedshoppi
ng.EBayi
tsel
fappr
aisesI
ndi
a'
swebbasedshoppi
ng
mar
keti
n2012wi
l
ldev
elopnear100%

RAI
NUTAN VEERSI
NGH (
2012)
,hewasembr
acedt
het
aski
nNi
ral
aImexI
nc.i
n
Tai
wanesemar
keti
nsel
l
ingofI
ndi
anst
apl
ethi
ngst
othenei
ghbor
hoodr
etai
l
ersand
di
str
ibut
eri
ntheTai
wanesemar
ket
.Theunder
taki
ng pr
evi
ousl
yconsi
der
ed t
he
ment
ali
tyofcl
i
ent
stowar
dsi
nter
netshoppi
ng,l
i
kewi
sedeci
dingt
hecomponent
s
whi
chi
mpactt
hepur
chasert
obuypr
oduct
sandadmi
nist
rat
ion.Thesecond50%of
t
hev
ent
urepor
tray
edt
heascr
ibesofi
nter
netshoppi
ngi
mpact
ingt
hebuychoi
ceby
t
her
espondent
.Itaddi
ti
onal
l
ydeci
dedt
hei
ssuesi
nregar
dst
othewebbased
shoppi
ng.Thet
hir
dpi
eceoft
hev
ent
uredeci
dest
hebuychoi
cer
egar
dingst
apl
e.I
t
deci
ded t
he spoti
ncl
i
nat
ion ofshoppi
ng f
orf
ood concer
ning v
alue,qual
i
ty,
assor
tment
,cl
osenessandof
fer
s/l
i
mit
s.Theunder
taki
ngl
i
kewi
sesuggest
edt
he
busi
nessoper
ati
onalar
rangementwhi
chwor
kswi
thcont
ract
ingv
endorwi
tht
he
nei
ghbor
hoodKi
ranast
ores.

GULTEN BOZKURT (
2010)st
udy depended on t
he exami
nat
ion oft
he buy
er
ecol
ogi
calqual
i
tiesofor
dinar
yst
apl
ecust
omer
swhopur
chaseonl
i
nef
rom t
he
i
ndi
vi
dual
swhopur
chasei
nthest
ore.I
taddi
ti
onal
l
yfocusedont
hef
oodshoppi
ng
pr
opensi
ti
esbet
weenpur
chaser
swhopur
chaseonl
i
neagai
nstt
hei
ndi
vi
dual
swho

1
pur
chasei
nthest
ore.Theout
comesgoti
nthi
sinv
est
igat
ionshowedt
hatt
her
ewas
nov
ari
etybet
weent
heont
hewebandt
heact
ualst
oremember
scor
respondi
ngt
o
ecol
ogi
cal
qual
i
tieswhenl
ooki
ngf
orf
oodorst
apl
egoods.

THEKOTLERANDKELLERS(
2009)Fi
veSt
ageBuy
ingPr
ocessModelwaspi
ckedas
t
hepr
emi
seofst
ruct
ureoft
hisi
nvest
igat
iont
ocl
ari
fyconsumerl
oyal
tyt
hrought
hei
r
i
nspi
rat
ionst
opur
chasei
temsont
heweb.Thecur
rentwr
it
ingwasi
nvest
igat
edt
o
f
indr
easonst
hatwoul
dimpactcl
i
ent
semphat
ical
l
yoradv
ersel
ytowar
dsshoppi
ng
ont
heweb.Rev
iewswer
eledbyconv
eyi
ngsur
vey
sint
heWr
exham r
egi
on(
Nor
th
Wal
es)t
oassembl
eInf
ormat
ionf
ort
hisexpl
orat
ion.SPSSpr
ogr
ammi
ngbundl
ewas
ut
il
ized t
oint
roduce r
esear
ch i
nfor
mat
ion gr
aphi
cal
l
y and t
otest r
esear
ch
specul
ati
on.Fr
om t
hedi
scov
eri
es,i
twasf
oundt
hatr
espondent
susewebt
obuy
i
temst
hroughonl
i
neont
hegr
oundst
hatt
heyt
rusti
tiscomf
ortt
othem andt
he
t
erm adv
ant
ageous i
ncor
por
ates component
s, f
or exampl
e, ef
fi
cient
, dat
a
accessi
bil
i
ty,openi
ngt
ime,conv
eni
ence,andsi
tesr
out
e,l
essshoppi
ngpr
essur
e,
mor
eaf
for
dabl
eandshoppi
ngf
un.Conv
ersel
y,al
ongsi
der
espondent
s'out
looks,
onl
i
ne i
nst
almentsecur
it
y,i
ndi
vi
dualpr
otect
ion and t
rust
,hazyguar
ant
ees and
r
etur
nsappr
oachesandabsenceofi
ndi
vi
dualcl
i
entassi
stancear
ethepr
emi
er
hi
ndr
ancesofwebbasedshoppi
ng.Mor
eov
er,t
heconsequenceoft
heor
iessetup
t
hatdespi
tet
hef
actt
hati
nter
netshoppi
ngi
sadv
ant
ageoust
oal
lcust
omer
s,onl
i
ne
i
nst
almentf
ramewor
kandpr
otect
ionorsecur
it
yner
veshav
ehugeef
fectonweb
based shoppi
ng.Atl
ong l
ast
,af
ew suggest
ionshav
ebeen of
fer
ed f
oronl
i
ne
r
etai
l
erst
otake act
ivi
ti
es f
ormaki
ng i
nter
netshoppi
ng mor
erespect
ed and
dependabl
e

Asi
ndi
cat
edbyKOTLERandKELLER(
2009)
,apur
chasergoest
hroughf
ivephases
whi
l
eset
tl
ingonachoi
cet
obuy
.Thesest
agesar
ebestl
ogi
calwhenapur
chaser
goes f
orpur
chasi
ng exor
bit
antt
hings,l
i
ke a house,a v
ehi
cle,pr
eci
ous st
one
ador
nment
sandsof
ort
hNonet
hel
ess,i
nev
ery
daybuy
,buy
ersmaynotgot
hrough
ev
eryone oft
hese st
ages,si
ncecer
tai
n chest
sneedn'
tbot
herwi
th dat
a,and
dependentonpur
chaser
'spastexper
iencet
heywi
l
lvi
sitast
oref
ort
hebuy
.opt
ions,
buychoi
ce,
andbuyconduct
"(KOTLERandKELLER2009)
.

1
Li
kewi
se, many pr
omot
ing exer
cises (
for exampl
e r
elat
ionshi
p adv
ert
isi
ng,
showcasi
ng r
esear
ch,i
nfor
mat
ion mi
ning,adv
ancement
/i
nter
changes,i
nvent
ory
net
wor
ktheboar
d,deal
sandbuy
ingandaf
terdeal
suphol
d)ar
epr
esent
lyi
nnov
ati
on
empower
ed because oft
he expandi
ng dev
elopmentofweb based pr
omot
ing
t
hrought
heI
nter
net(
O'CONNORandGALVI
N,2001)
.Or
gani
zat
ionsar
epr
esent
ly
ut
il
izi
ngt
heI
nter
nett
ofabr
icat
enear
erassoci
ati
onswi
thcust
omer
sandadv
ert
isi
ng
accompl
i
ces.Ot
hert
han cont
endi
ng i
n conv
ent
ionalcommer
cialcent
ers,t
hey
cur
rent
lyappr
oachener
gizi
ngnewmar
ketspaces.

Addi
ti
onal
l
y,t
hrough t
he I
nter
net
,pur
chaser
s can f
ind outaboutconf
igur
ati
on,
r
equest
,andpayf
ori
temsandadmi
nist
rat
ions,
whi
l
enev
erv
ent
uri
ngoutf
rom home
andaf
ter
war
d,t
hrought
hemi
racl
esofexpedi
tedser
vice,t
heycangett
hei
rbuy
sin
br
ieft
imef
rame.Fr
om augment
edr
eal
i
tyshowst
hatt
estnewi
temst
oonl
i
nev
irt
ual
st
orest
hatsel
lthem,
thei
nnov
ati
onbl
asti
sinf
luenci
ngeachpar
tofadv
ert
isi
ng.The
I
nter
nethasnowbecomear
eal
l
ywor
ldwi
dewonder(
SRI
SUWANandBARNES,
2008;
TENGETAL.
,2007)
.

Fur
ther
mor
e,JAYAWARDHENAETAL.(
2007)i
nthei
rinv
est
igat
ionconsi
der
edt
he
buy
ingdi
rect
ionofl
i
kel
ypur
chaser
sandsur
vey
edi
tsef
fectonbuyconduct
,howev
er
t
rackeddownt
hatsi
ngul
ardi
rect
ioni
sfr
eeofbuy
ingchoi
ce,whi
chsuppor
tst
he
per
spect
ivesonLI
UETAL.(
2008)ANDSORCEETAL.(
2005)t
hateachphaseoft
he
buy
ingdy
nami
ccy
clemayaf
fectapossi
blepur
chaser
'schoi
cet
opur
chaseont
he
web ornot
.DEMANGEOT AND BRODERI
CK (
2007)r
eveal
ed t
hat"
dat
a sear
ch
encount
ersi
nfl
uencet
hement
ali
ti
est
owar
dst
hesi
teandi
tsbr
ands"
.Int
heKOOET
AL.(
2008)st
udy
,whi
chwasdi
rect
edon279onl
i
necl
i
ent
sinKor
ea,i
twast
racked
downt
hat"
32.
5percentut
il
izet
hewebf
ornewsanddat
a,32.
5percentf
or
cor
respondence,7.
5percentusei
tforamusementwhi
l
e7.
1percentf
ori
nter
net
shoppi
ng"
.

Mor
eov
er,i
nst
eadywi
thGAYETAL.(
2007)
,shopperf
ulf
il
ment
sandbuychoi
ceon
webbasedshoppi
ngr
eli
esuponnotmanymor
eissues.Thesear
e:e-
stor
epi
ctur
e,
conv
eyance and cl
i
entadmi
nist
rat
ions,admi
nist
rat
ion qual
i
tyand buyconduct
,
per
sonal
i
zat
ion, i
nspi
rat
ions f
or onl
i
ne buy
,tr
ust
, dependabi
l
ity
, pr
otect
ion,
t
ransact
ionandcost
,mot
ivat
orpr
ogr
ams,webar
chi
tect
ure,onl
i
nei
ntui
ti
veness,
st
ock i
nspi
rat
ion,conf
ir
mat
ion,accommodat
ion (
orHassl
e Reduct
ion)
,real
i
sti
c

1
i
nspi
rat
ion,
responsi
veness,
cust
omerhazar
dappr
aisal
andsof
ort
h

GEORGEADAMI
DISETAL(
2006)
,int
hispaper
,thecr
eat
orsexami
nedaboutexpl
i
cit
par
tofshoppi
ng;shoppi
ngf
orf
ood.Shoppi
ngf
orf
oodi
saf
undament
alandr
out
ine
ki
ndofpur
chaserconduct
,whi
chi
nthecour
seoft
hemostr
ecentcoupl
eofmany
y
ear
shasgonet
hroughsi
gni
fi
cantchangesbecauseoft
hequi
ckadv
ancementof
i
nnov
ati
on.E-
stapl
eist
henewt
ypeofshoppi
ngf
orf
ood,whi
chper
mit
scust
omer
s
t
oar
rangei
temsbymeansoft
heI
nter
netf
rom t
heaccommodat
ionoft
hei
rhome.
Theadv
ancementofont
hewebandi
n-st
oreshoppi
ngf
orf
oodi
stoagr
eatext
ent
cont
rol
l
edbyt
het
houghtpr
ocessesandt
heconductofbuy
ers.Thepoi
ntoft
his
paperi
stoexpl
oreandcl
ari
fyCy
pri
otbuy
er'
sinsi
ght
sandr
eact
ionst
owar
dsonl
i
ne
shoppi
ng f
orf
ood.A r
evi
ew t
hatused a sel
f-di
rect
ed sur
vey f
orgat
her
ing
i
nfor
mat
ionf
rom r
espondent
s,wasl
edatt
hecapi
talofCy
prus;Ni
cosi
a.Cy
pri
ot
cust
omer
sar
enotpr
epar
edatt
hispoi
ntt
oacknowl
edgee-
shoppi
ngf
orf
oodasan
opt
ioni
ncont
rastt
ocust
omar
yshoppi
ngf
orf
ood.I
nli
ghtoft
hedi
scov
eri
esoft
his
r
evi
ew,
"thegr
eatnat
ureoft
hei
temsof
fer
ed"and"
anuncondi
ti
onalpr
omi
se"canbe
chosenbyt
hee-
mer
chant
sasi
tisbyal
laccount
sthebet
terdangerr
eli
ever
s.
Li
kewi
se,"
theser
iouscost
soft
hei
tems"
,"saf
edeal
i
ngst
hrought
heI
nter
net
"and
"
steadf
ast
nesst
onot
abl
eit
ems"maycompr
isepr
ofoundl
ysuccessf
uli
mpet
usest
o
expandt
hequant
it
yofonl
i
necust
omer
s.

EMARKETER (
2005)showedt
hatt
heI
nter
netappl
i
edagr
eat
eri
mpactt
hanf
or
di
sconnect
edmedi
aforhar
dwar
econt
rast
edwi
tht
hatat
ti
re,magni
fi
cenceorhome
i
mpr
ovementaswoul
dbenor
mal
.WebMar
ket
inghaschangedt
hemanneri
nwhi
ch
i
ndi
vi
dual
spur
chase and sel
lgr
eatand admi
nist
rat
ion.I
thasadded par
celof
comf
ortandsi
mpl
etot
heent
ir
ecy
cleofpur
chasi
ng.Webpur
chasi
ngcommonness
i
smostel
evat
edi
ntheUni
tedSt
ates,wher
e93%ofI
nter
netcl
i
ent
shav
epur
chased
on-
li
ne
(
Busi
ness Sof
twar
e Associ
ati
on,2002)
,and i
tisf
il
li
ng qui
ckl
yinI
ndi
atoo
(
www.
ebay
.com)

VI
JAYASARATHY(
2004)
,inhi
sexpl
orat
ionut
il
izedanexampl
eof281pur
chaser
sto
t
estamodelofbuy
erai
mtouseon-
li
neshoppi
ng.Thei
nvest
igat
iondi
scov
ered
si
mil
ari
ty,v
alue,conv
eni
ence,and secur
it
yto be huge i
ndi
cat
ors ofdemeanor
t
owar
dson-
li
neshoppi
ng,howev
erpr
otect
ionwasdef
ini
tel
ynot
.Anot
herf
indi
ng

1
showedt
hatai
mtouseon-
li
neshoppi
ngwasf
ir
mlyaf
fect
edbyment
ali
tyt
owar
d
onl
i
neshoppi
ng,
regul
ati
ngconv
ict
ions,
andsel
f-
viabi
l
ity
.

Thear
rangement
sofel
ement
sadv
ersel
yaf
fect
ingcust
omer
s'penchantt
oshop
don'
tappeart
o be t
otal
l
y di
ff
erentf
rom t
he cont
empl
ati
ons exper
ienced i
n
di
sconnect
edcondi
ti
ons.I
nanycase,t
hesensi
ti
vi
ti
espeopl
eshowf
orev
eryf
act
or
maybe al
toget
herdi
ff
erenti
n onl
i
ne commer
cialcent
ers.El
ement
sli
ke v
alue
af
fect
abi
l
ity
,si
gni
fi
cancecr
edi
tedt
obr
andsort
hedeci
sionset
sconsi
der
edi
nont
he
webanddi
sconnect
edcondi
ti
onscanbeessent
ial
l
ynotqui
tet
hesameasone
anot
her(
ANDREWSANDCURRI
M,2004)
.Vul
ner
abi
l
iti
esabouti
temsandshoppi
ng
measur
es,
rel
i
abi
l
ityoft
heonl
i
nedeal
er,
ort
hecomf
ortandf
inanci
alut
il
it
ytheywi
sh
t
ogetf
rom el
ect
roni
cshoppi
ngdeci
det
heexpensesv
ersust
headv
ant
agesoft
his
cl
i
mat
eforbuy
ers(
TEOETAL.
,2004)
.Fur
therexami
nat
ionsi
ntendi
ngt
ofi
nisht
he
f
ullar
rangementofcomponent
saf
fect
ingcust
omer
s'pr
e-pur
chaseai
msar
est
il
la
l
otofant
ici
pat
ed.

SI
MON RI
GBY (
2002)
,HeadofDi
rectChannel
satComet
,say
s,"
Ourt
esti
sto
addr
ess t
he i
ssues oft
he bestnumberofcust
omer
s.Byembr
aced r
esear
ch
consi
stent
ly,wegetf
ami
l
iarwi
thourcl
i
ent
s'shoppi
ngneedsal
so,st
yles.Thi
s
encour
ages us t
o conv
ey al
lthe essent
ialassur
ances,pr
oductr
anges and
admi
nist
rat
ions.Wel
edt
hisov
erv
iew dur
ingourpi
nnacl
esel
l
ingper
iodaswear
e
cur
rent
lybui
l
dingupourscopeofonl
i
nei
ntui
ti
veadmi
nist
rat
ions,l
i
keLi
veChatand
Comet
TV.
co.
uk.I
ncr
edi
blesi
ghtandsounddeal
sappar
atuseswi
l
lbef
orel
ongget
st
andar
dint
hewebbasedshoppi
ngf
iel
d.I
nthr
eey
ear
s,y
ou'
l
lbesi
mil
arl
ypr
onet
o
snapandwat
chani
tem r
elat
edv
ideoofy
ourpl
annedbuyony
ourPCbef
orey
ou
pur
chase-asy
ouar
etohav
eanemai
laddr
esst
oday
.

Di
sti
ngui
shi
ngpr
e-buygoal
sofbuy
ersi
sthewayt
ocompr
ehendwhyt
heyev
ent
ual
l
y
doordon'
tshopf
rom t
heWebmar
ket
.Onest
ream ofexpl
orat
ionunderonl
i
ne
pur
chaserconductcompr
isesofst
udi
est
hathandl
ethef
act
orsi
mpact
ingt
hese
goal
s.Anaccumul
ati
onofapor
ti
onoft
hedet
ermi
nant
sanal
yst
shav
eanal
yzedar
e:
exchange secur
it
y,sel
l
erqual
i
ty,v
alue cont
empl
ati
ons,dat
a and admi
nist
rat
ion
qual
i
ty,f
ramewor
kqual
i
ty,pr
otect
ionandsecur
it
ychances,t
rust
,shoppi
ngdel
i
ght
,
v
alenceofi
nter
netshoppi
ngexper
ience,andsawi
tem qual
i
ty.(
LIAOANDCHEUNG,
2001;SAEED ET AL.
,2003;MI
YAZAKIAND FERNANDEZ,2001;CHEN AND

1
DUBI
NSKY,
2003)
.

AS BELLMAN ET AL.(
1999)not
ice,soci
oeconomi
cs ar
e notso si
gni
fi
canti
n
deci
dingwebbasedbuy
ingpot
ent
ial
.Regar
dlessofwhet
hert
hepur
chaserhasa
wi
redwayofl
i
feandt
het
imei
mper
ati
vest
hei
ndi
vi
dualhasar
esi
gni
fi
cant
lymor
e
power
ful
.Dangert
aki
ngpenchanti
sli
kewi
seani
ncr
edi
blef
act
or.E-
cust
omer
shav
e
hi
gherdangert
aki
ngpr
opensi
ti
es.Shopper
swi
thsi
gni
fi
cantdegr
eesofpr
otect
ion
andsecur
it
yconcer
nshav
elowerbuy
ingr
atesi
nonl
i
nebusi
nesssect
orsy
ett
hey
of
fsett
hist
rademar
kwi
tht
hei
rmi
ssi
onf
orut
il
izi
ngt
hedat
abenef
itoft
hecl
i
mat
e
(
KWAKETAL.
,2002;MI
YAZAKIANDFERNANDEZ,2001)
.Thesei
nfor
medpeopl
e,
asmor
esur
echi
efs,ar
econsi
der
abl
ymor
erequest
ingandhav
emor
epr
omi
nent
aut
hor
it
yov
ert
hebuy
ingcy
clef
rom commencementt
oful
fi
lment
s(RAO ETAL.
,
1998)
.Int
ernetshoppi
ngencount
ersandi
sbet
terpossi
bil
i
tyt
obecaughti
nthe
not
abl
eideaofst
ream i
nthedi
git
alwor
ld(
SISK,2000;HOFFMAN AND NOVAK,
1996;LI
AOANDCHEUNG,2001)
.Thosecust
omer
sut
il
izi
ngt
heI
nter
netf
oramor
e
dr
awnoutt
imef
rom di
ff
erentar
easandf
orahi
gherassor
tmentofseer
-indecenci
es
ar
evi
ewedasmor
edy
nami
ccl
i
ent
s(EMMANOUI
LIDESANDHAMMOND,
2000)
.

2.
3Concl
usi
on

Al
i
ter
atur
erev
iew maycompr
iseaf
undament
alpar
tofapost
ulat
ionorpaper
,or

mi
ghtbe an i
ndependentsur
vey ofwor
ks r
egar
ding a mat
ter
.Regar
dless,i
ts

mot
ivat
ioni
stoputeachwor
kwi
thr
egar
dst
oit
scommi
tmentt
othecompr
ehensi
on

oft
hesubj
ectunderaudi
t.Depi
ctt
her
elat
ionshi
pofeachwor
ktot
heot
her
svi
abl
e.

Recogni
zebet
terappr
oachest
odeci
pher
,andr
eveali
nsi
ghti
ntoanyhol
esi
n,past

r
esear
ch.Resol
vecl
ashesamongappar
ent
lyopposi
ngpastexami
nat
ions.Poi
ntt
he

r
out
efor
war
dforf
urt
herr
esear
ch.

1
CHAPTER3 RESEARCHMETHODOLOGY

3.
1NEEDFORSTUDY

Resear
chmet
hodol
ogyi
smai
nlyneededf
ort
hepur
poseoff
rami
ngt
her
esear
ch
pr
ocessandt
hedesi
gnsandt
ool
sthatar
etobeusedf
ort
hepr
ojectpur
pose.
Resear
chmet
hodol
ogyhel
pst
ofi
ndt
hecust
omersat
isf
act
ionbasedonpr
oduct
.
Thi
sti
mer
esear
chmet
hodol
ogyi
sfr
amedf
ort
hepur
poseoff
indi
ngt
hel
evelof
CUSTOMER SATI
SFACTI
ON TOWARDS BI
G BASKET ONLI
NE SERVI
CES I
N
CHENNAI
.

3.
2SCOPEOFTHESTUDY

E-
grocer
yishappeni
ngi
nIndi
ainabi
gway
.Thest
udyi
stoi
dent
if
ywhet
herpeopl
e
ar
eSat
isf
act
iont
hewayt
heyshopt
hei
rgr
ocer
yfr
om onl
i
newebst
ores.Thest
udyi
s
conduct
ed t
orev
ealt
he consumer
's sat
isf
act
ion t
owar
ds bi
g basketand t
hei
r

1
pr
efer
encet
owar
dst
hesame.Thi
sst
udywi
l
lhel
ptof
indoutwhet
here-gr
ocer
ywi
l
l
exceedt
heSat
isf
act
ionl
evelofusi
ngt
het
radi
ti
onalwayofshoppi
ngandi
ncr
ease
t
her
esponseofonl
i
negr
ocer
yshoppi
ngi
nfut
ure.Ther
ear
enumer
ousoppor
tuni
ti
es
f
ori
nnov
ati
venewser
vices.

3.
3OBJECTI
VEOFTHESTUDY

Thi
spr
ojecti
sdesi
gnedmai
nlyt
oident
if
yandev
aluat
ethecust
omer
‘ssat
isf
act
ion
l
evel
towar
dsbi
gbasketonl
i
neser
vices

3.
3.1Pr
imar
yobj
ect
ive:

1.Tost
udyt
hesat
isf
act
ionl
evel
oft
hecust
omer
sofbi
gbasketE-
grocer
yst
ore.

3.
3.2Secondar
yobj
ect
ives:

1.Tof
indoutt
hemaj
orf
act
orst
hati
nfl
uencesoft
hecust
omer
sforbuy
ingi
nbi
g
basket
.

2.Toknowt
hecust
omeropi
nion/
exper
ienceonshoppi
ngwi
thbi
gbasket
.

3.Toknowt
hel
oyal
tyandr
etent
ionoft
hecust
omer
stowar
dsbi
gbasket
.

4.To obt
ainfeedback on t
he enqui
ri
es t
hey gett
hrough onl
i
ne Pr
omot
ional
st
rat
egi
es.

3.
4RESEARCHDESI
GN

1
3.
4.1Descr
ipt
iveResear
chDesi
gn

Descr
ipt
iver
esear
chi
sast
udydesi
gnedt
odepi
ctt
hepar
ti
cipant
sinanaccur
ate
way
.Mor
esi
mpl
yput
,descr
ipt
iver
esear
chi
sal
laboutdescr
ibi
ngpeopl
ewhot
ake
par
tint
hest
udy
.

3.
5SOURCESOFDATA

Dat
acol
l
ect
ioni
sthet
erm usedt
odescr
ibeapr
ocessofpr
epar
ingandcol
l
ect
ing
dat
a.
Pr
imar
y Dat
a – Quest
ionnai
re gi
ven t
o 200 r
espondent
s
Secondar
yDat
a -Websi
tesand onl
i
nej
our
nal
s,Publ
i
shed r
epor
ts& Rev
iew of
l
i
ter
atur
efr
om publ
i
shedar
ti
cles.

3.
6STRUCTUREOFQUESTI
ONNAI
RE

Quest
ionnai
rewasdi
vi
dedi
ntot
wosect
ions.Fi
rstpar
twasdesi
gnedt
oknow t
he
gener
al i
nfor
mat
ion about cust
omer
s and t
he second par
t cont
ained t
he
r
espondent
‘sopi
nionsaboutcust
omer
‘ssat
isf
act
ion.

3.
7SAMPLI
NGTECHNI
QUE

3.
7.1Conv
eni
encesampl
ingmet
hod

Aconv
eni
encesampl
eisoneoft
hemai
nty
pesofnon-
probabi
l
itysampl
i
ngmet
hods.
Aconv
eni
encesampl
eismadeupofpeopl
ewhoar
eeasyt
oreach.

1
3.
8PERI
ODOFSTUDY

Thedur
ati
onofst
udyi
sfr
om Januar
y2021t
oMar
ch2021whi
chi
sat
hreemont
hs
ofst
udy
.

3.
9ANALYTI
CALTOOLS

1.Per
cent
ageanal
ysi
s

Resear
chquest
ionsar
eal
way
sanswer
edwi
thadescr
ipt
ivest
ati
sti
c:gener
all
yei
ther
per
cent
ageormean.Per
cent
agei
sappr
opr
iat
ewheni
tisi
mpor
tantt
oknow how
manyoft
hepar
ti
cipant
sgav
eapar
ti
cul
aranswer
.Gener
all
y,per
cent
agei
srepor
ted
whent
her
esponseshav
edi
scr
etecat
egor
ies.

2.Bargr
aphs

I
tisachar
torgr
apht
hatpr
esent
scat
egor
icaldat
awi
thr
ect
angul
arbar
swi
th
hei
ght
sorl
engt
hspr
opor
ti
onalt
othev
aluest
hatt
heyr
epr
esent
.Thebar
scanbe
pl
ott
edv
ert
ical
l
yorhor
izont
all
y.Av
ert
icalbarchar
tissomet
imescal
l
edacol
umn
char
t.

Abargr
aphshowscompar
isonsamongdi
scr
etecat
egor
ies.Oneaxi
soft
hechar
t
showst
hespeci
fi
ccat
egor
iesbei
ngcompar
ed,andt
heot
heraxi
srepr
esent
sa
measur
edv
alue.Somebargr
aphspr
esentbar
scl
ust
eredi
ngr
oupsofmor
ethanone,
showi
ngt
hev
aluesofmor
ethanonemeasur
edv
ari
abl
e.

3.Pi
echar
ts

Api
echar
tisaci
rcul
arst
ati
sti
calgr
aphi
c,whi
chi
sdi
vi
dedi
ntosl
i
cest
oil
l
ust
rat
e
numer
icalpr
opor
ti
on.I
napi
echar
t,t
hear
clengt
hofeachsl
i
cei
spr
opor
ti
onalt
othe
quant
it
yitr
epr
esent
s.Whi
l
eiti
snamedf
ori
tsr
esembl
ancet
oapi
ewhi
chhasbeen
sl
i
ced,
ther
ear
evar
iat
ionsont
hewayi
tcanbepr
esent
ed.

3.
10LI
MITATI
ONSOFTHESTUDY

Thest
udyi
sconf
inedt
oChennai
dist
ri
ctonl
y

1
• Thest
udyi
sbasedupont
heconsumerSat
isf
act
iont
owar
dsBi
gbasketonl
i
ne
ser
vicesandt
her
espondent
stot
ali
s200onl
yduet
oti
meshor
tage.

• Thedat
acol
l
ect
edf
ort
her
esear
chi
sful
l
yonpr
imar
ydat
agi
venbyt
he
r
espondent
s.Ther
eischancef
orper
sonal
bias.

CHAPTER4 DATAANALYSI
SANDI
NTERPRETATI
ON

4.
1PERECENTAGEANALYSI
S
Tabl
e4.
1.1:Ageoft
her
espondent
s
S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS

1 Bel
ow18 12 6.
00
2 18-28 74 37.00
3 28-38 52 26.00
4 38-48 38 19.00
5 38-48 16 8.
00
6 58ANDabove 8 4.
00
TOTAL 200 100. 00

1
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.1:Ageoft
her
espondent
sInt
erpr
etat
ion

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
henumberofr
espondent
sBel
ow18age
ofr
espondent
sar
e6%,bet
ween18-
28ageofr
espondent
sar
e37%,bet
ween28-
38
ageofr
espondent
s26%,
bet
ween38-
48ageofr
espondent
sar
e19%,
bet
ween48-
58
ageofr
espondent
sar
e8%,
58andabov
eageofr
espondent
sar
e4%

I
nfer
ence

Maj
ori
ty(
37%)oft
her
espondent
sar
eagebet
ween18t
o28y s.
ear

Tabl
e4.1.
2:Genderoftherespondents
S.NO PARTICULARS NOOF PERCENTAGE
RESPONDENTS

1 Mal
e 72 36.
00

2 Femal
e 128 64.
00

TOTAL 200 100.

00

1
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.2:Genderoft
her
espondent
sInt
erpr
etat
ion

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
henumberofmal
erespondenti
s36%and
f
emal
erespondenti
s64%.

I
nfer
ence

Maj
ori
ty(
64%)oft
her
espondent
sar
eFemal
e.

Tabl
e4.
1.3:Occupat
ionoft
her
espondent
s

S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
1 Pr
ivat
eempl oyee 74 37.
00
2 Government 52 26.
00
empl oy
ee
3 Business 40 20.
00
4 Others 40 20.
00
PERCENTAGE 200 100.00
Sour
ce:Pr
imar
ydat
a

1
Fi
g:4.
1.3:Occupat
ionoft
her
espondent
sInt
erpr
etat
ion

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
henumberofr
espondent
swer
e37.
00%i
s
Pr
ivat
eEmpl
oyee,26.
00% i
sGov
ernmentEmpl
oyee,20.
00% Busi
ness,20.
00% i
s
ot
her
s.

I
nfer
ence

Maj
ori
ty(
37%)oft
her
espondent
sar
ePr
ivat
eEmpl
oyee.

Tabl
e4.1.
4:Mar
italst
atusoft
her
espondents
S.NO PARTICULARS NOOF PERCENTAGE
RESPONDENTS
1 Unmarri
ed 74 37.
00
2 Marri
ed 126 63.
00
TOTAL 200 100.00

1
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.4:Mar
it
alst
atusoft
her
espondent
sInt
erpr
etat
ion

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
henumberofr
espondent
swer
e

37%i
nUnmar
ri
ed,
63%i
nmar
ri
ed

I
nfer
ence

Maj
ori
ty(
63%)oft
her
espondent
sar
eMar
ri
ed.

Tabl
e4.
1.5:Mont
hlyincomeoft herespondents
S.
NO PARTI CULARS NOOF PERCENTAGE
RESPONENTS
1 Below25, 000 36 18.
00
2 25,000-50,
000 70 35.
00
3 50,000-100,000 61 31.
00
4 Moret han100,000 33 17.
00

1
 S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONENTS
TOTAL 200 100.
00
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.5:Mont
hlyI
ncomeoft
heRespondent
sInt
erpr
etat
ion

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
henumberofr
espondent
s

Bel
ow25,
000mont
hlyi
ncomeofr
espondent
sar
e18%,
bet
ween25,
000-

50,
000mont
hlyi
ncomeofr
espondent
sar
e35%,bet
ween50,
0001,
00,
000mont
hly
i
ncomeofr
espondent
s31%,
mor
ethan1,
00,
000mont
hlyi
ncomeofr
espondent
sar
e
17%

I
nfer
ence

Maj
ori
ty(
35%)oft
her
espondent
s’mont
hlyi
ncomei
sbet
ween25,
00050,
000.

1
 Tabl
e4.1.
6:Impor
tantpar
amet
ersconsi
der
edbyr
espondent
stoor
der
gr
ocer
yonli
ne

PARTI
CULARS NOOFRESPONDENTS PERCENTAGE
St
rongl
y Agr
ee Neut
ral Di
sagr
ee St
rongly S.
A A N D S.
D
Agr
ee Di
sagree

Accessi
bil
it
y
and 112 74 8 4 2 56.
00 37.
00 4.
00 2.
00 1.
00
avai
labi
li
ty

Var
iet
y 99 73 19 7 2 49.
50 36.
50 9.
50 3.
50 1.
00
Product
Accessibi
li
ty 106 80 6 5 3 53.
00 40.
00 3.
00 2.
50 1.
50
andav ail
abil
it
y

Vegetabl
e
Quali
ty/t
ast
e 120 66 14 0 0 60.
00 33.
00 7.
00 0.
00 0.
00

Val
uefor 128 57 9 3 3 64.
00 28.
50 4.
50 1.
50 1.
50
money

Packagi
ng 140 51 9 0 0 70.
00 25.
50 4.
50 0.
00 0.
00
Quant
it
y of 137 51 9 0 0 68.
50 27.
00 4.
50 0.
00 0.
00
i
tems

Speed of 144 49 1 6 0 72.

00 24.
50 0.
50 3.
00 0.
00
del
iver
y

TOTAL 200 100.

00

Sour
ce:
Pri
mar
ydat
a

1
Fi
g:4.1.
6:I
mportantparamet
ersconsi
der
edbyr
espondent
stoor
der
gr
ocer
yonli
neI
nterpr
etat
ion

Fr
om t
he abov
etabl
eiti
sint
erpr
eted f
or t
he par
amet
er accessi
bil
i
ty and
av
ail
abi
l
ity
56% ofnumberofr
espondent
s st
rongl
y agr
ee,37% ofnumberof
r
espondent
s agr
ee,4% ofnumberofr
espondent
s neut
ral
,2% ofnumberof
r
espondent
sdi
sagr
eeand,
1%ofnumberofr
espondent
sst
rongl
ydi
sagr
ee

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hepar
amet
erVar
iet
y46.
50%ofnumberof
r
espondent
sst
rongl
yagr
ee,36.
50% ofnumberofr
espondent
sagr
ee,9.
50% of
numberofr
espondent
sneut
ral
,3.
50%ofnumberofr
espondent
sdi
sagr
eeand,
1%of
numberofr
espondent
sst
rongl
ydi
sagr
ee

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hepar
amet
erpr
oductaccessi
bil
i
tyand
av
ail
abi
l
ity 53% ofnumberofr
espondent
s st
rongl
y agr
ee,40% ofnumberof
r
espondent
sagr
ee,3% ofnumberofr
espondent
sneut
ral
,2.
50% ofnumberof
r
espondent
sdi
sagr
eeand,
1.50%ofnumberofr
espondent
sst
rongl
ydi
sagr
ee

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hepar
amet
erv
eget
abl
equal
i
ty/t
ast
e60%
ofnumber
sofr
espondent
sst
rongl
yagr
ee,
33%ofnumber
sofr
espondent
sagr
ee,
7%
ofnumberofr
espondent
sneut
ral

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hepar
amet
erv
aluef
ormoney64% of

1
numberofr
espondent
sst
rongl
yagr
ee,28.
50% ofnumberofr
espondent
sagr
ee,
4.
50%ofnumberofr
espondent
sneut
ral
,1.
50%ofnumberofr
espondent
sdi
sagr
ee
and,
1.50%ofnumberofr
espondent
sst
rongl
ydi
sagr
ee

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hepar
amet
erpackagi
ng70%ofnumberof
r
espondent
sst
rongl
yagr
ee,
25.
50%ofnumber
sofr
espondent
sagr
ee,
4.50%ofnumberof
r
espondent
sneut
ral

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hepar
amet
erquant
it
yofi
tems68.
50%of
numberofr
espondent
sst
rongl
yagr
ee,
27%ofnumberofr
espondent
sagr
ees,
4.50%
ofnumberofr
espondent
sneut
ral

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hepar
amet
erspeedofdel
i
ver
y72% of
numberofr
espondent
sst
rongl
yagr
ee,24.
50% ofnumberofr
espondent
sagr
ee,
0.
50%ofnumberofr
espondent
sneut
ral
,and3%ofnumberofr
espondent
sdi
sagr
ee

I
nfer
ence

Maj
ori
ty(
56%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersaccessi
bil
i
ty
andav
ail
abi
l
ity

Maj
ori
ty(
49.
50%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersv
ari
ety

Maj
ori
ty(
53%)st
rongl
yagr
eeoft
her
espondent
swi
tht
he par
amet
erspr
oduct
accessi
bil
i
tyandav
ail
abi
l
ity

Maj
ori
ty(
60%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersv
eget
abl
e
qual
i
ty/
tast
e

Maj
ori
ty(
64%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersv
aluef
or
money

Maj
ori
ty(
70%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
erspackagi
ng,

Maj
ori
ty(
68%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersquant
it
yof
i
tems,

1
Maj
ori
ty(
72%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersspeedof
del
i
ver
y

Tabl
e4.
1.7:Shar
eofonl
inegr
ocer
ymar
ket
S.
NO PARTI
CULARS NO OF PERCENTAGE
RESPONDENTS
1 Bi
gbasket 102 51.
00
2 AmazonFr
esh 62 31.
00
3 Gofer
s 30 15.
00
4 Ot
her
s 6 3.
00
TOTAL 200 100.
00

Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.7:Shar
eofonl
inegr
ocer
ymar
ketI
nter
pret
ati
on

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hat51%oft
her
espondent
schoosebi
gbasket
,
31% oft
her
espondent
schooseamazonf
resh,15% oft
her
espondent
schoose
gof
ers,
3%oft
her
espondent
schooseot
her
sst
ores.

1
I
nfer
ence

Maj
ori
ty(
51%)oft
her
espondent
schoosebi
gbasket
.

Table4.
1.8:Respondent
sloyal
tyt
owardsbi
gbasketonl
ineser
vices
S.NO PARTICULARS NOOF PERCENTAGE
RESPONDENTS

1 Lessthansixmont
hs 20 10.
00
2 Sixmonthstoayear 40 20.
00
3 1-2years 92 46.
00
4 3ormor eyear
s 48 24.
00
TOTAL 200 100.00

Sour
ce:
Pri
mar
ydat
a

Fig:4.1.
8:Respondent
sloy
alt
ytowar
ds bi
g basketonl
ine ser
vices
I
nterpr
etat
ion

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hat24% oft
her
espondent
sar
ebi
gbasket
cust
omer
sfor3ormor
eyear
s,46%oft
her
espondent
sar
ebi
gbasketcust
omer
sfor
1-
2year
s,20% oft
her
espondent
sar
ebi
gbasketcust
omer
sforsi
xmont
hst
oa
y
ear
s,and10% oft
her
espondent
sar
ebi
gbasketcust
omer
sforl
esst
hansi
x
mont
hs

1
I
nfer
ence

Maj
ori
ty(
46%)oft
her
espondent
sar
ebi
gbasketcust
omer
sfor1-
2year
s

Table4.1.
9:BuyingFrequencyoft
her
espondentst
owar
dsBi gbasket
onl
ineserv
ices
S.NO PARTICULARS NOOF PERCENTAGE
RESPONDENTS
1 Dail
y 20 10.00
2 Weekly 46 23.00
3 Onceamont h 82 41.00
4 Every2-3mont
hs 35 18.00
5 2-3Ti
mesamont h 17 9.
00
TOTAL 200 100. 00
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.1.9:Buyi
ngFr
equencyoft
her
espondent
stowar
dsBi
gbasket
onl
ineservi
ces

I
nter
pret
ati
on

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hat10%oft
her
espondent
sbuydai
l
yfr
om bi
g
basket
,23%oft
her
espondent
sbuyweekl
yfr
om bi
gbasket
,41%oft
her
espondent
s
buyoncei
namont
hfr
om bi
gbasket
,9%oft
her
espondent
sbuy2-
3ti
mesamont
h
f
rom bi
gbasket
,and18%oft
her
espondent
sbuyev
ery2-
3mont
hsf
rom bi
gbasket

1
I
nfer
ence

Maj
ori
ty(
41%)oft
her
espondent
sbuyoncei
namont
hfr
om bi
gbasket

Tabl
e4. 1.
10:Respondent
ssat
isf
act
ion t
owar
dspr
oducti
nfor
mat
ion
prov
ided
S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
1 Highlysati
sfi
ed 96 48.00
2 Satisf
ied 86 43.00
3 Neut r
al 14 7.
00
4 Dissati
sfi
ed 4 2.
00
5 Highlysati
sfi
ed 0 0.
00
TOTAL 200 100. 00
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.10:Respondent
s sat
isf
act
ion t
owar
ds pr
oducti
nfor
mat
ion
pr
ovi
ded

1
I
nter
pret
ati
on

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hat48%oft
her
espondent
sar
ehi
ghl
ysat
isf
ied,
43%oft
her
espondent
sar
esat
isf
ied,7%oft
her
espondent
sar
eneut
ral
,and2%of
t
her
espondent
sar
edi
ssat
isf
ied

I
nfer
ence

Maj
ori
ty(
48%)oft
her
espondent
sar
ehi
ghl
ysat
isf
ied

Table 4.1.
11: Bi
g basket websi
te/
mobi
le appl
icat
ion nav
igat
ing
experi
enceoft
herespondent
s
S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
1 Excell
ent 128 64.00
2 Aboveaverage 42 21.00
3 Average 24 12.00
4 Belowaverage 6 3.
00
5 Poor 0 0.
00
TOTAL 200 100.00
Source:
Pri
marydata

Fi
g: 4.
1.11: Bi
g basket websi
te/
mobi
le appl
icat
ion nav
igat
ing

1
exper
ienceoft
her
espondent
s

I
nter
pret
ati
on

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hat64%oft
her
espondent
shadexcel
l
ent
,21%
oft
her
espondent
shadabov
eav
erage,
12%oft
her
espondent
shadav
erage,
and3%
oft
her
espondent
shadbel
owav
eragenav
igat
ingexper
ience

I
nfer
ence

Maj
ori
ty(
64%)oft
her
espondent
shadexcel
l
entnav
igat
ingexper
ience

Tabl
e4.
1.12:Respondent
’sf
avour
it
eaboutbi
gbasket

1
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.12:Respondent
’sf
avor
it
eaboutbi
gbasketI
nter
pret
ati
on

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hef
act
orr
eli
abi
l
ity50% ofnumberof
r
espondent
sst
rongl
yagr
ee,42% ofnumber
sofr
espondent
sagr
ee,and 9% of
numberofr
espondent
sneut
ral

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hef
act
orhi
ghqual
i
ty42%ofnumberof
r
espondent
sst
rongl
yagr
ee,46%ofnumberofr
espondent
sagr
ee,9%ofnumberof
r
espondent
sneut
ral
,3% ofnumberofr
espondent
sdi
sagr
eeand,1% ofnumberof
r
espondent
sst
rongl
ydi
sagr
ee

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hef
act
orGoodv
aluef
ormoney52% of
numberofr
espondent
sst
rongl
yagr
ee,40%ofnumberofr
espondent
sagr
ee,6%of
numberofr
espondent
sneut
ral
,and3%ofnumberofr
espondent
sdi
sagr
ee

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hef
act
orWi
der
angeofpr
oduct
s56%of
number
sofr
espondent
sst
rongl
yagr
ee,
33%ofnumber
sofr
espondent
sagr
ee,
12%
ofnumberofr
espondent
sneut
ral

Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hef
act
orsgooduser
-i
nter
face60% of
numberofr
espondent
sst
rongl
yagr
ee,30%ofnumberofr
espondent
sagr
ee,9%of
numberofr
espondent
sneut
ral
,and2%ofnumberofr
espondent
sdi
sagr
ee

1
I
nfer
ence

Maj
ori
ty(
50%)st
rongl
yagr
eeoft
her
espondent
swi
thf
act
orr
eli
abi
l
ity

Maj
ori
ty(
46%)agr
eeoft
her
espondent
swi
thf
act
orhi
ghqual
i
ty

Maj
ori
ty(
52%)st
rongl
yagr
eeoft
her
espondent
swi
thf
act
orGoodv
aluef
ormoney

Maj
ori
ty(
56%)st
rongl
yagr
eeoft
her
espondent
swi
thf
act
orWi
der
angeofpr
oduct
s

Maj
ori
ty(
60%)st
rongl
yagr
ee oft
he r
espondent
swi
tht
he f
act
or’
sgood user
-
i
nter
face

Tabl
e4.
1.13:Pr
ici
ng&del
iv
eryexper
ienceofr
espondent
stowar
dsbi
g
basket

1
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.13:Pr
ici
ng&del
iv
eryexper
ienceofr
espondent
stowar
dsbi
g
basket

I
nter
pret
ati
on

➢Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hef
act
orr
easonabl
epr
ici
ngoft
he

pr
oduct46% ofnumberofr
espondent
sst
rongl
yagr
ee,32% ofnumber
sof

r
espondent
sagr
ee,
14% ofnumberofr
espondent
sneut
ral
,6% ofnumberof

r
espondent
sdi
sagr
eeand,
3%ofnumberofr
espondent
sst
rongl
ydi
sagr
ee

➢Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hef
act
orpr
oductwasdel
i
ver
edon

t
ime 38% ofnumberofr
espondent
s st
rongl
y agr
ee,49% ofnumberof

r
espondent
sagr
ee,9%ofnumberofr
espondent
sneut
ral
,and5%ofnumberof

r
espondent
sdi
sagr
ee

1
 ➢Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hef
act
orpr
oductwasdel
i
ver
ed

saf
ely(
wit
houtanydamages)52%ofnumberofr
espondent
sst
rongl
yagr
ee,
26%

ofnumberofr
espondent
sagr
ee,13%ofnumberofr
espondent
sneut
ral
,7%of

numberofr
espondent
sdi
sagr
eeand,4% ofnumberofr
espondent
sst
rongl
y

di
sagr
ee

➢Fr
om t
heabov
etabl
eiti
sint
erpr
etedf
ort
hef
act
ordel
i
ver
yassoci
atei
s

f
ri
endl
y62% ofnumber
sofr
espondent
sst
rongl
yagr
ee,22% ofnumber
sof

r
espondent
sagr
ee,7% ofnumberofr
espondent
sneut
ral
,6% ofnumberof

r
espondent
sdi
sagr
ee,
4%Ofnumberofr
espondent
sst
rongl
ydi
sagr
ee

I
nfer
ence

➢Maj
ori
ty(
46%)st
rongl
yagr
eeoft
her
espondent
swi
thf
act
orr
easonabl
epr
ici
ng

oft
hepr
oduct

➢Maj
ori
ty(
49%)agr
eeoft
her
espondent
swi
thf
act
orpr
oductwasdel
i
ver
edon

t
ime

➢Maj
ori
ty(
52%)st
rongl
yagr
eeoft
her
espondent
swi
thf
act
orpr
oductwas

del
i
ver
edsaf
ely(
wit
houtanydamages)

➢Maj
ori
ty(
62%)st
rongl
yagr
eeoft
her
espondent
swi
thf
act
ordel
i
ver
yassoci
ate

i
sfr
iendl
y

1
Tabl
e4.1.
14:Respondent
’sSat
isf
act
iont
owar
dsPay
mentGat
ewayof
Bi
gbasket

S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
1 5 74 37.
00

2 4 96 48.
00

3 3 24 12.
00

4 2 6 3.
00

5 1 0 0.
00

TOTAL 200 100.

00
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.1.
14:Respondent
’sSat
isf
act
iont
owar
dsPay
mentGat
ewayofBi
g
basketI
nter
pretat
ion

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
he37% oft
her
espondent
sgav
e5as
r
ati
ng,48%oft
her
espondent
sgav
e4asr
ati
ng,12%oft
her
espondent
sgav
e3as
r
ati
ng,
and3%oft
her
espondent
sgav
e2asr
ati
ng

I
nfer
ence

1
Maj
ori
ty(
48%)oft
her
espondent
sgav
e4asr
ati
ng

Tabl
e4.
1.15:Respondent
’sSat
isf
act
iont
owar
dsPur
chasei
nBi
gBasket
S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
1 Hi
ghl
ysat
isf
ied 94 47.
00
2 Sat
isf
ied 80 40.
00
3 Neut
ral 20 10.
00
4 Di
ssat
isf
ied 4 2.
00
5 Hi
ghl
ydi
ssat
isf
ied 2 1.
00

TOTAL 200 100.

00
Sour
ce:
Pri
mar
ydat
a

Fig:4.1.
15:Respondent
’sSat
isf
act
iont
owar
dsPur
chasei
nBi
gBasket
Inter
pretat
ion

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hat47%oft
her
espondent
sar
ehi
ghl
ysat
isf
ied,
40%oft
her
espondent
sar
esat
isf
ied,10%oft
her
espondent
sar
eneut
ral
,2%oft
he
r
espondent
sar
edi
ssat
isf
ied,
and1%oft
her
espondent
sar
ehi
ghl
ydi
ssat
isf
ied

I
nfer
ence

Maj
ori
ty(
47%)oft
her
espondent
sar
ehi
ghl
ysat
isf
iedwi
tht
hepur
chasei
nbi
g
basket

1
Table4.
1.16:Respondent
’sSat
isf
act
iont
owar
dsdel
iv
eryser
viceofbi
g
basket
S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
1 5 100 50.00

2 4 78 39.
00

3 3 12 6.
00

4 2 6 3.
00

5 1 4 2.
00

TOTAL 200 100.

00

Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.16:Respondent
’sSat
isf
act
iont
owar
dsdel
iv
eryser
viceofbi
gbasket

I
nter
pret
ati
on

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
he50% oft
her
espondent
sgav
e5as
r
ati
ng,39% oft
her
espondent
sgav
e4asr
ati
ng,6% oft
her
espondent
sgav
e3as
r
ati
ng,
3%oft
her
espondent
sgav
e2asr
ati
ng,
and2%oft
her
espondent
sgav
e1as
r
ati
ng

I
nfer
ence

1
Maj
ori
ty(
50%)oft
her
espondent
sgav
e5asr
ati
ng

Table 4.
1.17: Respondent’
s Sat
isf
acti
on t
owar
ds cust
omer car
e
suppor
tbefor
eandaf termaki
ngapurchase
S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
1 5 105 52.
50

2 4 75 37.
50

3 3 17 9.
00

4 2 3 2.
00

5 1 0 0.
00

TOTAL 200 100.

00
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.17:Respondent
’sSat
isf
act
iont
owar
dscust
omercar
esuppor
t
bef
oreandaf
termaki
ngapur
chase

I
nter
pret
ati
on

From t
heabov
etableitisint
erpr
etedt
hatthe53%oftherespondentsgave5as
rati
ng,
38%oftherespondentsgave4asrati
ng,9%oftherespondentsgave3as
rati
ng,
and2%ofther espondent
sgave2asr at
ing

1
I
nfer
ence

Maj
ori
ty(
53%)oft
her
espondent
sgav
e5asr
ati
ng

Table4.1.
18:Respondent
’sSat
isf
acti
ontowardst her
esponsi
veness
quest
ionandconcer
nsaboutpr
oductsandser
vices
S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS

1 5 111 55.
50

2 4 60 30.
00

3 3 24 12.
00

4 2 4 2.
00

5 1 1 0.
50

TOTAL 200 100.

00
Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.18 :Respondent
’s Sat
isf
act
ion t
owar
ds t
he r
esponsi
veness

1
quest
ionandconcer
nsaboutpr
oduct
sandser
vices

I
nter
pret
ati
on

From theabov
etabl
eiti
sint
erpr
etedt
hatt
he56% oft
her
espondent
sgav
e5as
rati
ng,
30%oft
her
espondent
sgav
e4asr
ati
ng,
12%oft
her
espondent
sgav
e3asr
ati
ng,
2%oft
her
espondent
sgav
e2asr
ati
ng,
and1%oft
her
espondent
sgav
e1asr
ati
ng

I
nfer
ence

Maj
ori
ty(
56%)oft
her
espondent
sgav
e5asr
ati
ng

Tabl
e4.
1.19:Chanceofbuy
ingbackagai
nfr
om bi
gbasket
S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
1 5 60 30.
00

2 4 104 52.
00

3 3 26 13.
00

4 2 6 3.
00

5 1 4 2.
00

TOTAL 200 100.

00

1
 Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.19:Chanceofbuy
ingbackagai
nfr
om bi
gbasketI
nter
pret
ati
on

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
he30% oft
her
espondent
sgav
e5as
r
ati
ng,52%oft
her
espondent
sgav
e4asr
ati
ng,13%oft
her
espondent
sgav
e3as
r
ati
ng,
3%oft
her
espondent
sgav
e2asr
ati
ng,
and2%oft
her
espondent
sgav
e1asr
ati
ng

I
nfer
ence

Maj
ori
ty(
52%)oft
her
espondent
sgav
e4asr
ati
ng

Tabl
e4.
1.20:Respondent
’sRet
ent
iont
owar
dsbi
gbasket
S.
NO PARTI
CULARS NO OF PERCENTAGE
RESPONDENTS
1 5 74 37.00
2 4 89 45.00
3 3 34 17.00
4 2 3 2.
00
5 1 0 0.
00
TOTAL 200 100.
00

1
Sour
ce:
Pri
mar
ydat
a

Fig:4.1.20: Respondent
’s Ret
ent
ion t
owar
ds bi
g basket
I
nter
pretati
on

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
he37% oft
her
espondent
sgav
e5as
r
ati
ng,45%oft
her
espondent
sgav
e4asr
ati
ng,17%oft
her
espondent
sgav
e3as
r
ati
ng,
and2%oft
her
espondent
sgav
e2asr
ati
ng

I
nfer
ence

Maj
ori
ty(
45%)oft
her
espondent
sgav
e4asr
ati
ng

Tabl
e4.
1.21:Ov
eral
lExper
ienceoft
heRespondent
sinBi
gBasket
S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
1 5 55 28.
00

1
 S.
NO PARTI
CULARS NOOF PERCENTAGE
RESPONDENTS
2 4 117 59.
00

3 3 20 10.
00
4 2 6 3.
00
5 1 2 1.
00
TOTAL 200 100.
00

Sour
ce:
Pri
mar
ydat
a

Fi
g:4.
1.21:
Over
allExper
ienceoft
heRespondent
sinBi
gBasket
I
nter
pret
ati
on

Fr
om t
heabov
etabl
eiti
sint
erpr
etedt
hatt
he28% oft
her
espondent
sgav
e5as

r
ati
ng,59%oft
her
espondent
sgav
e4asr
ati
ng,10%oft
her
espondent
sgav
e3as

r
ati
ng,
3%oft
her
espondent
sgav
e2asr
ati
ng,
and1%oft
her
espondent
sgav
e1as

r
ati
ng

I
nfer
ence

Maj
ori
ty(
59%)oft
her
espondent
sgav
e4asr
ati
ng.

4.
2HYPOTHESI
S

1
Thecont
ingencyt
abl
ebel
ow pr
ovi
dest
hef
oll
owi
ngi
nfor
mat
ion:t
heobser
vedcel
ltot
als,
(
theexpect
edcel
ltot
als)and(
thechi
-squar
est
ati
sti
cforeachcel
l
).

Thechi
-squar
est
ati
sti
c,p-
val
ueandst
atementofsi
gni
fi
canceappearbeneat
hthet
abl
e.
Bl
uemeansy
ouar
edeal
i
ngwi
thdependentv
ari
abl
es;
red,
independent
.

Thechi
-
squarest
ati
sti
cis50. p-
796.Theval
uei
s<0.
00001
.Ther
esul
tis
si
gni
fi p<.
cantat 05.

1
 CHAPTER5FI
NDI
NGSANDSUGGESSTI
ONS

5.
1 FI
NDI
NGS

● Maj
ori
ty(
37%)oft
her
espondent
sar
eagebet
ween18t
o28y
ear
s.

● Maj
ori
ty(
64%)oft
her
espondent
sar
efemal
e.

● Maj
ori
ty(
37%)oft
her
espondent
sar
epr
ivat
eempl
oyee.

● Maj
ori
ty(
63%)oft
her
espondent
sar
eMar
ri
ed.

● Maj
ori
ty(
35%)oft
her
espondent
smont
hlyi
ncomei
sbet
ween25,
000-
50,
000.

● Major
it
y( 56%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersaccessi
bil
i
ty
andavai
labil
i
ty

● Major
ity(
49.
50%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ers
var
iet
y.

● Majori
ty(53%)st
rongl
yagreeoft
her
espondent
swi
tht
hepar
amet
erspr
oduct
accessi
bil
it
yandavail
abi
l
ity
.

● Major
ity(60%)strongl
y agr
ee oft
he r
espondent
s wi
tht
he par
amet
ers
veget
ablequal
i
ty/
taste.

● Maj
ori
ty(
64%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersv
alue
f
ormoney.

● Majori
ty(70%)st
rongl
y agr
ee oft
he r
espondent
s wi
tht
he par
amet
ers
packagi
ng.

● Maj
orit
y(68%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersqual
i
ty
ofi
tems,

● Major
it
y( 72%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hepar
amet
ersspeed
ofdel
iver
y.

● Maj
ori
ty(
51%)oft
her
espondent
schoosebi
gbasket
.

1
● Maj
ori
ty(
46%)oft
her
espondent
sar
ebi
gbasketcust
omer
sfor1-
2year
s.

● Maj
ori
ty(
41%)oft
her
espondent
sbuyoncei
nmont
hfr
om bi
gbasket
.

● Maj
ori
ty(
48%)oft
her
espondent
sar
ehi
ghl
ysat
isf
ied.

● Maj
ori
ty(
64%)oft
her
espondent
shadexcel
l
entnav
igat
ingexper
ience.

● Maj
ori
ty(
50%)st
rongl
yagr
eeoft
her
espondent
swi
thf
act
orr
eli
abi
l
ity
.

● Maj
ori
ty(
46%)agr
eeoft
her
espondent
swi
thf
act
orhi
ghqual
i
ty.

● Maj
ori
ty(
52%)st
rongl
yagr
eeoft
her
espondent
swi
thf
act
orgoodv
aluef
or
money
.

● Major
it
y(56%)st
rongl
yagr
eeoft
her
espondent
swi
thf
act
orwi
der
angeof
pr
oducts

● Majori
ty(
60%)st
rongl
yagr
eeoft
her
espondent
swi
tht
hef
act
orsgooduser
-
i
nterf
ace

● Major
it
y(46%)strongl
yagr
eeoft
her
espondent
swi
thf
act
orr
easonabl
e
pr
ici
ngoft
heproduct.

● Maj
ori
ty(
49%)agr
eeoft
her
espondent
swi
thf
act
orpr
oductwasdel
i
ver
edon
t
ime.

● Majori
ty(
52%)strongl
yagr eeoftherespondent
swi
thf
act
orpr
oductwas
del
i
v er
edsaf
ely(
withoutanydamages)

● Majori
ty(62%)strongl
y agr
ee oft
he r
espondent
s wi
thf
act
ordel
i
ver
y
associ
atei
sfri
endl
y.

● Major
it
y(47%)oft
her
espondent
sgav
e4asr
ati
ngf
ort
hepay
mentgat
ewayi
n
bi
gbasket.

1
 ● Majori
ty(
47%)oft
her
espondent
sar
ehi
ghl
ysat
isf
iedwi
tht
hepur
chasei
nbi
g
basket
.

● Maj
ori
ty(
50%)oft
her
espondent
sgav
e5asr
ati
ngf
ort
hedel
i
ver
yexper
ience
wi
thbi
gbasket

● Majori
ty(53%)ofther espondent
sgav e5asrat
ingfort
hecust
omercar
e
supportdur
ingandaf
termakingpurchasei
nbi
gbasket

● Maj
ori
ty(
56%)oftherespondent
sgave5asrati
ngf ort
her
esponsi
venessf
or
t
hequest
ionandconcer
nsaskedaboutbi
gbasketandit
spr
oducts

● Majori
ty(
52%)oft
her
espondent
sgav
e4asr
ati
ngt
obuybackagai
ninbi
g
basket

● Majori
ty(
45%)oft
her
espondent
sgav
e4asr
ati
ngf
orr
etur
ningbackt
obi
g
basket

● Majori
ty(
59%)oft
her
espondent
sgav
e4asr
ati
ngf
orov
eral
lexper
iencei
nbi
g
basket

5.
2 SUGGESTI
ON

● Theov
eral
lexper
iencei
ndexf
rom t
hest
udyr
eveal
sthatt
hecompany(
Big
Basket
)isper
for
mingv
erywel
landcust
omer
sbuy
ingar
emuchexper
ience
wi
tht
heser
vicegi
vent
othem.
● Some oft
hecust
omer
shav
e compl
ained aboutt
he l
acki
nthe del
i
ver
y
pr
ocessandt
imi
ngs.Ther
efor
e,t
hisi
sthear
eawhi
chIr
ecommendt
othebi
g

1
 baskett
ofocusal
i
ttl
ebi
tmor
e.I
tneedst
oimpr
ovei
tsdel
i
ver
ypr
ocessand
t
ime.Needt
obecomel
i
ttl
equi
cker
,fast
er,
anddel
i
vert
hepr
oductwi
thoutany
damage.
● Some oft
he cust
omer
s hav
e compl
ained aboutbi
g basket
’s pay
ment
gat
ewaywher
eitt
akesmor
eti
met
oredi
rectort
opayt
hebi
l
ledamount
.
Hencet
hiscanbei
mpr
ovedbyr
educi
ngt
hewai
ti
ngt
imeatpay
mentgat
e

● Someoft
hecust
omer
shav
eal
so compl
ained aboutt
hecust
omercar
e
ser
viceofbi
gbasket
.Ev
ent
hought
hecompl
aint
sar
emi
nor
,thecust
omer
car
eser
viceofbi
gbasketneedst
oresol
vet
hecust
omeri
ssues&quar
ri
es
wi
tht
hepr
oducti
nor
dert
oachi
evegoodcust
omerexper
ience&sat
isf
act
ion.

● Mor
eat
tract
iveadv
ert
isement
,of
fer
s,sal
eshast
opr
ovi
det
hroughv
ari
ous

adv
ert
isementmedi
achannel
s.

1
CHAPTER6 SUMMARY AND CONCLUSI
ON

6.
1CONCLUSI
ON

Thecompanybi
gbasketi
stheoneoft
hemostf
amousandbestonl
i
negr
ocer
y

st
oresi
nIndi
a.Pr
esent
lyaday
sbecauseofexpansi
oni
nwebut
il
izat
iont
heonl
i
ne

cust
omer
shav
eexpandedqui
ckl
y,wher
ethecl
i
ent
s'assumpt
ionsaccept
abl
euser

i
nter
face,qual
i
ty,wel
l
-bei
ng,secur
it
y,pr
otect
ion,conv
eyance,andsof
ort
hwhi
ch

makest
hecut
ti
ngedgei
nnov
ati
onsandr
ecei
venew model
.Regar
dingt
heabov
e

exami
nat
ionandt
hedi
scov
eri
esi
nthi
sway
,theor
gani
zat
ionhascer
tai
nlydugi
n

i
ntomet
ropol
i
tanmar
ket
.Wi
thf
ewmor
edel
i
ber
ateendeav
our
s,t
hesai
dassoci
ati
on

needst
oent
ert
her
uralmar
kett
otot
all
ysetupi
tsel
fal
lov
er.Theabov
est
udywi
l
l

hel
ptheconsumer
stogetmor
eawar
enessaboutbi
gbasketandi
tsonl
i
neser
vices.

1
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mber
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i
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udy
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erson,R.A.
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asubr
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onnenber
g,B.J.Expl
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ng t
he
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nter
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shedonDec(
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esy
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i
ne Gr
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y
shoppi
ng”
,M.
B.Apr
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pp335-
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ng:ast
udyi
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nalofI
nfor
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ashantSi
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's buy
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ds
onl
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neshoppi
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Vol
.2,
Issue13,
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y.Nat
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hlyr
efer
redj
our
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r
esear
chi
ncommer
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.

➢Ti
meofI
ndi
aanar
ti
cleaboutcust
omersat
isf
act
iont
owar
dsonl
i
neshoppi
ng

1
 ➢Vi
j
ayasar
athi
.R,Pr
edi
cti
ngconsumeri
ntent
ionst
ouseonl
i
neshoppi
ng:t
he

casef
oranaugment
edt
echnol
ogyaccept
ancemodel
,inj
our
nalofi
nfor
mat
ion

andmanagementv
olume41i
ssue6,
Jul
y2004

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1
 APPENDI
X(Quest
ionnai
re)

1.Per
sonalDet
ail
s

Name_
___
___
___
___
___
___
___

Whati
syourage?

a)Bel
ow18

b)18-
28

c)28-
38

d)38-
48

1
 e)48-
58

f
)58andabov
e

Gender

a)Mal
e
b)Femal
e

Occupat
ion

a)Gov.Empl
oyee
b)Pr
ivat
eEmpl
oyee
c)Busi
ness
d)Ot
her
s

Mar
it
alst
atus

a)Mar
ri
ed
b)Unmar
ri
ed

I
ncome(
mont
hlyi
ncome)

a)Bel
ow25,
000
b)25,
000–50,
000
c)50,
000–1,
00,
000
d)Mor
ethan1,
00,
000

2.Whatarethemosti
mpor
tantpar
amet
erst
haty
ouconsi
derbef
orechoosi
ngt
o
or
deronl
ine?

1
 STRONGLY AGREE NEUTRAL DI
SAGREE STRONGLY
AGREE DISAGREE

ACCESSI
BILI
TY
AND
AVAI
LABILI
TY
VARI
ETY

PRODUCT
ACCESSI
BILI
TY
AND
AVAI
LABILI
TY
VEGETABLE
QUALITY/
TASTE

VALUEFOR
MONEY
PACKAGI
NG

QUALI
TYOF
I
TEMS
SPEEDOF
DELI
VERY

3.Fr
om wher
edoy
ouor
der
?

a)Bi
gbasket

b)Amazon

c)Gof
ers

d)Ot
her
s

4.Howl
onghav
ebeena.bi
gbasketcust
omer
?

a)Lesst
hansi
xmont
hs

b)Si
xmont
hst
oay
ear

1
 c)1-
2Year
s

d)3ormor
eyear
s

7.Howof
tendoy
ouv
isi
tBi
gBasket
?

a)Dai
l
y

b)Weekl
y
c)Once-
a-mont
h
d)Ev
ery2-
3Mont
hs

e)2-
3Ti
mesaMont
h

8.Howsat
isf
iedar
eyouwi
tht
hepr
oducti
nfor
mat
ionpr
ovi
dedi
nBi
gBasket
?a)
Hi
ghl
ysat
isf
ied

b)Sat
isf
ied
c)Neut
ral

d)Di
ssat
isf
ied
e)Hi
ghl
ydi
ssat
isf
ied

9.Howwoul
dyour
atey
ourexper
iencenav
igat
ingi
nBi
gBasketwebsi
te/
mobi
l
e
appl
i
cat
ion?

a)Excel
l
ent
b)Abov
eav
erage

c)Av
erage
d)Bel
owav
erage

e)Poor

10.
Doy
ouagr
ee/
disagr
eewi
tht
hest
atement
:Thei
temsy
oul
ookedf
ori
sin
st
ock

a)St
rongl
yagr
ee

1
 b)Agr
ee

c)Neut
ral

d)Di
sagr
ee

e)St
rongl
ydi
sagr
ee

11.
Rat
ethequal
i
tyoft
hepr
oducti
nBi
gBasket
?

a)Hi
ghl
ysat
isf
ied

b)Sat
isf
ied

c)Neut
ral

d)Di
ssat
isf
ied

e)Hi
ghl
ysat
isf
ied

10.Rat
eourpay
mentgat
eway
?

Poor 1 2 3 4 5 Excel
l
ent

11.
Doy
ouagr
ee/
disagr
eewi
tht
hest
atementpr
ovi
dedbel
ow?

STRONGLY AGREE NEUTRAL DI

SAGREE STRONLY

AGREE DI
SAGREE

1
 STRONGLY AGREE NEUTRAL DI
SAGREE STRONLY

AGREE DI
SAGREE

Reasonabl
e
pr
ici
ngoft
he
pr
oduct

Product
was
deli
vered
on
ti
me

Productwas
deli
vered
safel
y(wit
hou
t
any
damages)

Deli
ver
y
associ
atei
n
fr
iendl
y

12.
Howsat
isf
iedar
eyouwi
thy
ourpur
chasei
nBi
gBasket
?

a)Hi
ghl
ySat
isf
ied

b)Sat
isf
ied
c)Neut
ral
d)Di
ssat
isf
ied

e)Hi
ghl
ydi
ssat
isf
ied

13.
Onascal
eof1t
o5r
atey
ourdel
i
ver
yexper
iencei
nBi
gBasket
?

1
 Hi
ghl
ydi
ssat
isf
ied12345Hi
ghl
ySat
isf
ied

14.
Onascal
eof1t
o5Rat
eourcust
omersuppor
tdur
ingandaf
termaki
nga
pur
chase?

Hi
ghl
ydi
ssat
isf
ied12345Hi
ghl
ySat
isf
ied

15.
Howr
esponsi
vehav
ewebeent
oyourquest
ionsorconcer
nsaboutourpr
oduct
s?

Notatal
lResponsi
ve12345Ext
remel
yResponsi
ve

16.
Howl
i
kel
yar
eyout
obuyagai
nfr
om Bi
gBasket
?

Notatal
ll
ikel
y12345 Ext
remel
yli
kel
y

17.
Howl
i
kel
yar
eyout
oret
urnt
oBi
gBasket
?

Notatal
ll
ikel
y12345 Ext
remel
yli
kel
y

18.
Whatdi
dyoul
i
kebestaboutshoppi
ngatBi
gBasket
?

STRONGLY AGREE NEUTRAL DI

SAGREE STRONGLY
AGREE DISAGREE

Rel
i
abl
e

Hi
ghqual
i
ty

1
 STRONGLY AGREE NEUTRAL DI
SAGREE STRONGLY
AGREE DISAGREE

Goodval
uef
or
money

Wider
angeof
pr
oduct
s

Gooduser
i
nter
face

Gooduser
i
nter
face

19.
Rat
eyourov
eral
lexper
ienceatBi
gBasket
?

Hi
ghl
ydi
ssat
isf
ied123 45Hi
ghl
ysat
isf
ied

20.
Speci
fyi
tint
heboxHowcanwei
mpr
oveourser
vices?