SJIF Impact Factor 2021: 8.013| ISI I.F.Value:1.241| Journal DOI: 10.
36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 6 | Issue: 6 | June 2021 - Peer Reviewed Journal
A STUDY ON CUSTOMER SATISFACTION ABOUT BIG
BASKET WITH SPECIAL REFERENCE TO
COIMBATORE CITY
DRNGPASC 2020-21 COM121
*Chandru.S, **Mr. K. Ponnumani
*Student, Department of Commerce, Dr. N.G.P Arts and Science College, Coimbatore- 48.
**Assistant Professor, Department of Commerce, Dr. N.G.P Arts and Science College,
Coimbatore- 48.
ABSTRACT
In this growing world, Internet plays a major role. With the rising trend of this internet services, many new
online businesses has been launched and are growing vastly. When it comes to online grocery shopping, earlier,
people preferred buying at stores, however internet development has changed that and now-a-days people tend to
purchase grocery online. Here we speak about India’s largest online grocery shopping platform Big Basket and its
customer satisfaction. This study reveals expectations of customers while buying groceries online and how it helps
them in their routine and its other few factors influencing them to purchase online. The study has been carried out
with 150 respondents within Coimbatore city.
KEYWORDS: Internet, Rising Trend, Big Basket, Online Grocery shop.
INTRODUCTION
Over the past two decades, the Indian e- STATEMENT OF THE PROBLEM
commerce sector has witnessed a rising trend. Major Indian organized retailing is under
factors that have led to this rise are increasing net transition today, bringing a lot of changes in format
convenience and internet penetration. Also, growing of retailing. In this regard measuring customer
acceptableness of on-line payments and favourable satisfaction in organized „Big basket online store
demographics has modified the approach study taken in Coimbatore, preferences and
corporations communicate, act and do business with experiences will be of use to shape the online store
customers. It has altered the approach of how the and their offerings. The changing attitude of
Indian e-commerce sector works. The buying consumers led them to step forward from
behavior of people has changed significantly from unorganized retail stores to the organized online
brick and mortar to click and mortar or what we call grocery shopping formats.
as etailing. In the early years e-commerce was
considered to be an aid to the business. In the OBJECTIVES OF THE STUDY
meantime it has become more or less business To study the socio-economic characteristics
enabler. The emergence of e-commerce also of the respondents.
significantly lowered barriers to entry in selling To study attitude of customers towards
many types of goods; many small home-based online grocery shopping.
proprietors are able to use the internet to sell the To find out the preferences of the consumer
goods. Established suppliers had to close their shops regarding the attributes of online shopping
and had to change their business model to an E- in big basket.
commerce model to stay profitable and in the To identify the issues faced by the user
business. while online grocery shopping in big basket.
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SJIF Impact Factor 2021: 8.013| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 6 | Issue: 6 | June 2021 - Peer Reviewed Journal
To determine the parameters for choosing found that marital status has no effect on purchase
the particular shopping Centre for purchase behavior and found mixed results based upon gender
of grocery items. (except for specific gender-related products), years
To determine whether online grocery on the Internet, and age.
shopping will be beneficial and on what
factors. ADVANTAGES OF ONLINE GROCERY
SHOPPING
RESEARCH METHODOLOGY There are many advantages of purchasing
Research methodology is a way to grocery online shopping as opposed to
systematically solve the research problem. It shopping from a traditional grocery store:
specifies the approach, the researcher intends to use The primary benefit of online grocery
with respects to proposes steady scientifically. The shopping is convenience. By ordering
scope of research methodology is wider than that of online, one can quickly search for the
research methods, thus we talk of the research products the customer needs and order
methodology, we use the context of our research them without having to physically walk
study and explain why we are using a particular through expansive aisles.
methods or technique any why we are not using It also saves travel expenses and time
others so that research results are capable of being going to the grocery store. Considering the
evaluated either by the researcher himself or by wide availability of the Internet.
others. It also means grocery shopping can be
done from remote locations or in the
TOOLS USED IN THE STUDY middle of doing other tasks. For instance,
The following tools were used in this study, using an online grocery store can allow a
Percentage Analysis person to do all grocery shopping during
Chi square analysis the lunch break at work.
Weighted average method It is also very useful for those without a car
Ranking Analysis or who may be physically unable to move
around easily, since the food is delivered
LIMITATIONS OF THE STUDY right to their doors.
The research does not cover the whole Customers can shop anytime they want, at
market of Coimbatore. their own convenience, 24 hours a day, 7
The bias of the respondents may pose as a days a week.
limitation of the study.
The sample size was confined to hundred DISADVANTAGES OF ONLINE
respondents keeping in view time and cost GROCERY SHOPPING
constraints. Perhaps the largest disadvantages of shopping
The survey was conducted only in urban online are that it costs extra money, since food
sectors respondents. Thus it cannot be must be delivered, and that the food ordered is
generalized. not obtained immediately.
Due to constraints in depth research work If someone were making a certain recipe and
could not be carried out.n discovered he needed an additional ingredient,
he would probably not be able to order it
REVIEW OF LITERATURE online and get it quickly enough to finish his
Vellido et al. (2019), pointed out in his dish. In the same way, it forces a person to
research, that there are nine factors associated with plan his food buying in advance of when he
user’s perception of online shopping. Among those will need it-if delivery will take a day or two, a
factors the risk perception of users was demonstrated person needs to plan to have an extra day or
to be the main discriminator between people buying two of essential foods available before he runs
online and people not buying online. Other out.
discriminating factors were control over, and Another disadvantage is that online shopping
convenience of, the shopping process, affordability forces the customer to be home during a
of merchandise, customer service and ease of use of certain period to collect the food when it is
the shopping site. delivered.
Bhatnagar, Misra, and Rao (2019), in their Also, online grocery stores will often only
recent study made an attempt to study the risk, cover specific delivery areas.
convenience and Internet shopping behaviour. They
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SJIF Impact Factor 2021: 8.013| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 6 | Issue: 6 | June 2021 - Peer Reviewed Journal
DATA ANALYSIS AND 1. Simple percentage analysis
INTERPRETATION 2. Chi-square Analysis
The analysis and interpretation of the study
is based on the response fetched from a sample of
150 respondents.
1. SIMPLE PERCENTAGE ANALYSIS
TABLE NO: 1
SHOPPING ITEMS
S.No Shopping items Number of Respondents Percentage (%)
1 Fruits 12 8
2 Vegetables 33 22
3 Grocery items 66 44
4 All of the above 39 26
Total 150 100
INTERPRETATION
The above table shows that 8% of the INFERENCE
respondents say their shopping item is Fruits ,22% of Here mostly 44% of the respondents say their
the respondents say Vegetables,44% of the shopping item is Grocery items.
respondents say Grocery items and 26% of the
respondents say All the above.
TABLE NO: 2
PAYMENT MODE
Number of Percentage
Payment mode
S.No Respondents (%)
1 UPI 78 52
2 Debit card 34 23
3 Credit card 22 15
4 Cash 16 10
Total 150 100
INTERPRETATION
The above table shows that 52% of the INFERENCE
respondent’s payment mode is UPI, 23% of the Here majority 52% of the respondent’s
respondent’s payment mode is Debit card, 15% of payment mode is UPI.
the respondent’s payment mode is credit card and
10% of the respondent’s payment mode is cash.
2021 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |318 |
SJIF Impact Factor 2021: 8.013| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 6 | Issue: 6 | June 2021 - Peer Reviewed Journal
CHI-SQUARE ANALYSIS
TABLE NO: 3
ANALYSIS BETWEEN SHOPPING ITEM AND OPINION ON PACKAGE
NULL HYPOTHESIS (H0):
There is no significant relationship between shopping item and opinion on package.
ALTERNATIVE HYPOTHESIS (H1):
There is a significant relationship between shopping item and opinion on package.
Package Dissatisfied
Highly Highly
Item Neutral
satisfied satisfied Dissatisfied Total
Fruits
4 26 11 2 1 44
Vegetables
1 2 3 3 4 13
Grocery items
23 22 9 4 3 57
All of the above
17 6 2 2 5 32
Total 45 56 25 11 13 150
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 25.211a 8 .006
Likelihood Ratio 27.320 8 .005
Linear-by-Linear Association 4.325 1 .034
N of Valid Cases 150
7 cells (46.7%) have expected count less than 5. The minimum expected count is 14
INTERPRETATION They should keep a close eye on competitor
Hence the p value is grater then 0.05, so, null strategy.
hypothesis is accepted which states that there is no
significant difference between shopping item and CONCLUSION
opinion on package. The analysis can be concluded by saying
that all the independent factors that have been
SUGGESTIONS identified and studied have significant influence on
Customer like best quality product on any the overall perception of the consumers which in turn
price, so company should add latest influences their buying behavior. As quality is a
technology to their products. major influencing factor, Big Basket should ensure
After sales services is the area where online that all the quality parameters like expiry date
grocery shopping Company can highly satisfy products, packaging and damaged goods should be
the existing customer, because they can make controlled to develop the trust of consumers. Also to
more customer through their word of mouth. take advantage of second most influencing factor
So online shopping should provide latest and price, Big Basket should collaborate with maximum
reliable service to their customers. payment vendors to offer best price and discounts to
Customer’s behavior always looks for some its members. Also the benefits provided to the
extra benefit with purchasing. They demand members should be distinct on the volume of
for affordable price for product and gifts with purchase to provide varied benefits and privileges.
purchasing. Big Basket is already providing free delivery services
and that too at varied time slots but in order to make
2021 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |319 |
SJIF Impact Factor 2021: 8.013| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 6 | Issue: 6 | June 2021 - Peer Reviewed Journal
the delivery process more efficient it should ensure
shorter waiting time and training delivery personnel.
In order to break the conventional buying behavior of
buying groceries monthly, Big Basket should launch
lucrative weekly deals which would prompt the
buyers to improve the frequency of purchase.
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