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A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE GROCERY
SHOPPING
Article · December 2022
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SOUTH INDIA JOURNAL OF SOCIAL SCIENCES
ISSN: 0972 – 8945
A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE GROCERY SHOPPING
Mrs. G. Geetha
Assistant Professor, Department of Business Administration,
Sri Ramakrishna College of Arts and Science for Women, Coimbatore.
Mrs. R. Jayashree
Assistant Professor, Department of Business Administration,
Sri Ramakrishna College of Arts and Science for Women, Coimbatore.
Dr. K. Karthikai
Assistant Professor, Department of Business Administration,
Government Arts College (Autonomous), Coimbatore.
ABSTRACT:
Online grocery shopping is a next step of shopping mode which has made the pandemic era even more-
easier. Online grocery business is at emerging stage in India. In the modern 21st century, people have
become a bit lazier - be it, going to shops, waiting on a long queue, etc., Moreover, government also
advises the citizens to move towards the digital currency payment mode. So, the chance of paying on
time paper currencies is reduced to a far extent. The aim of the study is that it examined the preferences
and perceptions of the customers in Coimbatore city towards online grocery shopping. This research
will bring an outline of the preferences of the customers relating to the products, payment mode, etc…It
also describes the issues faced by the customers to a great extent. This kind of online grocery shopping
business has been gateway for all the budding entrepreneurs to start their business. There will be
numerous opportunities for new innovative services with various improved business models and service
levels.
Keywords: Grocery shopping, Online shopping, customer satisfaction.
INTRODUCTION
In the modern era, everything has transformed from traditional to online. Grocery shopping is
no exception. Online grocery shopping is something which consumers make use of to avail grocery
products at their doorstep. Due to the factors of time saving and pandemic fear, consumers highly prefer
grocery shopping via online portals.
Online shopping has become a highly profitable business in achieving high sales value across
the world. The tiring 12 hours shifts in office and transportation; consumers feel so drained that prospect
of purchasing groceries seems like a burden. As an alternative, to make the shopping at ease in the
doorsteps, online grocery shopping has evolved. The e-shopping will replace traditional in store
shopping in the near future. Over the past few years the mode of shopping grocery via online has seen
truly exceptional changes. This growth has been highly heterogeneous across retail segment. It is the
advancement made to the in-store purchase which makes us get our products at our doorstep.
Customer satisfaction refers to the customer comparison of their experience with a product or
service to their expectations at the time of purchase. If the product exceeds expectations, they are
typically satisfied. This level of hike in satisfaction brings loyalty towards the business. Specifically
accepting the customer satisfaction towards online shopping making development in the factors that
impact consumers to shop online and working on factors that affect consumers to shop online will help
dealers to gain the competitive edge over others.
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ISSN: 0972 – 8945
Increasing interest availability and mobile phone penetration are the two main drives of this
growth. The rapid growth of organized and online players is going to make their prominence in the next
decade. The comfort and convenience of online payments buying grocery online a breeze. Grocery
retailers need to understand what factors are influencing consumers to adapt and use the online channel
to make the business flourish. The relationship between the online shopping experience and adoption
process must also be noted. The factors that influence customers towards online shopping are price
consciousness, easy accessibility, variety of products, curiosity, time saving, home delivery,
convenience and product packaging.
OBJECTIVES OF THE STUDY
1. To find out the factors that influences the attitude of consumers towards online grocery
shopping.
2. To find out the satisfaction of consumers while purchasing through online.
3. To identify the issues faced by the consumers while purchasing through e-shopping.
REVIEW OF LITERATURE
SonumSurva Das and Ashok Todmal (2020) analyzed by the objective to know the parameters
which are directly linked towards the shift in the consumers perception towards online shopping in their
research titled, “Change in consumer’s perception towards online shopping”. The analysis was
conducted on a sample size of 218 respondents who were taken from different parts of Pune who do
online grocery shopping and buy both FMCG (Fast Moving Consumer Goods) products and F&V (Fruits
and Vegetables) products. This paper concluded that consumers today are more inclined towards buying
groceries online as when compared with offline. This is because of the quality, offers, availability, easy
and seamless return policy.
Sabari Shankar (2018) in the research titled, “A descriptive analysis of consumer perception
on online grocery shopping” has witnessed new changes in evolving grocery shopping styles such as
online grocery shopping which was constructed by retailers to attract the consumers. The major findings
of this study were, there was impact of demographic on consumer perception towards online grocery
shopping and monthly saving and budget control. Grocery is required for all households and individuals.
It is recommended to conduct the research on consumer perception which would be influenced by
changing economics and other factors.
RESEARCH METHODOLOGY
Primary data was collected with the help of structured questionnaire administered to the online grocery
buying consumers in Coimbatore city. 200 respondents from Coimbatore city constitute the sample size.
Simple Random Sampling using lottery method was adopted to select the respondents.
DATA ANALYSIS AND INTERPRETATION
Table-1: Demographic Factors of the Respondents
Demographic Factors No. of Respondents Percent
Gender
Male 68 34
Female 132 66
Total 200 100
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Age
Below 20 79 39.5
20 – 35 94 47
36 – 50 21 10.5
Above 50 6 3
Total 200 100
Marital Status
Married 114 57
Unmarried 86 43
Total 200 100
No of Family Members
Below 3 members 21 10.5
3-5 members 160 80
Above 5 members 19 9.5
Total 200 100
Monthly Income
Rs. < 25,000 89 44.5
Rs. 25,000 – 50,000 70 35
Rs. 51,000 – 75,000 24 12
Above Rs. 75,000 17 8.5
Total 200 100
Amount spent for online grocery
shopping
Below 2000 67 33
2001 – 4000 109 55
Above 4000 24 12
Total 200 100
From the above table it is depicted that 66% percentage of respondents are female and 34% of
the respondents are male. 39.5% percentage of respondents fall in below 20 age group, 47% of the
respondents fall in 20-35 age group, 10.5% fall in 36-50 age group and 3% fall in above 50 age group.
57% percentage of respondents is married and 43% is unmarried. 10.5% of the respondents have below
3 members in their family, 80% have 3-5 members and 9.5% have above 3 members in their family.
44.5% of the respondents have less than Rs. 25000 as their monthly income, 35% have Rs.25000-Rs.
50000, 12% have Rs. 51000- Rs. 75000 and 8.5% respondents are earning above Rs. 75000 monthly
income. 33% of the respondents spend less than Rs. 2000 for online grocery shopping, 55% of the
respondents spend Rs. 2000 - Rs. 4000 and 12% of the respondents spend above Rs. 4000 for online
grocery shopping.
TABLE 2 - AGE AND FREQUENCY OF SHOPPING GROCERY THROUGH ONLINE
The following table highlights the relationship between the age of the respondents and their frequency
of shopping grocery through online.
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Frequency of shopping grocery through online
Age(in years) Few Once Once Rarely Total
days in Everyday a month a week
a week
Below 20 No 7 8 26 8 30 79
% 8.9% 10.1% 32.9% 10.1% 38.0% 100.0%
20 – 35 No 10 4 22 12 46 94
% 10.6% 4.3% 23.4% 12.8% 48.9% 100.0%
36 – 50 No 1 1 11 3 5 21
% 4.8% 4.8% 52.4% 14.3% 23.8% 100.0%
Above 50 No 1 0 2 2 1 6
% 16.7% .0% 33.3% 33.3% 16.7% 100.0%
Total No 19 13 61 25 82 200
% 9.5% 6.5% 30.5% 12.5% 41.0% 100.0%
From the above table, it is clear that, out of 79 respondents are among the category of below
20, highest 38 percent of them rarely shop grocery through online. Out of 94 respondents are among
the category 20-35, highest 48.9 percent of them rarely shop grocery through online. Out of 21
respondents are among the category 36 – 50, highest 52.4 percent of them shop grocery once a month
through online.
Table 2.1: CHI–SQUARE TEST BETWEEN AGE AND FREQUENCY OF
SHOPPING GROCERY THROUGH ONLINE
Ho: There is no significant relationship between the age of the respondents and their frequency
of shopping grocery through online.
H1: There is significant relationship between the age of the respondents and their frequency of
shopping grocery through online.
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 15.311 12 .225
Likelihood Ratio 14.977 12 .243
N of Valid Cases 200
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The chi-square result states that at 5% level of significance, the significant value of 0.225.
As the significant value is more than 0.05, there exists no significant relationship between the age
of the respondents and their frequency of shopping grocery through online. Hence the hypothesis is
accepted.
Table 3: MONTHLY FAMILY INCOME AND FREQUENCY OF SHOPPING GROCERY
THROUGH ONLINE
Frequency of shopping grocery through online
Monthly Income
(in rupees) Total
Few Once a Once a
days in Everyday month week Rarely
a week
Below No 4 4 33 11 37 89
25,000
% 4.5% 4.5% 37.1% 12.4% 41.6% 100.0%
25,000- No 11 6 16 8 29 70
50,000 % 15.7% 8.6% 22.9% 11.4% 41.4% 100.0%
51,000- No 3 0 10 3 8 24
75,000 % 12.5% .0% 41.7% 12.5% 33.3% 100.0%
Above No 1 3 2 3 8 17
75,000 % 5.9% 17.6% 11.8% 17.6% 47.1% 100.0%
Total No 19 13 61 25 82 200
% 9.5% 6.5% 30.5% 12.5% 41.0% 100.0%
From the table it is clear that, Out of 89 respondents have earned less than Rs.25000, highest
41.6 percent of them rarely shop grocery through online. Out of 70 respondents have earned between
Rs.25,000 – Rs.50,000, highest 41.4 percent of them rarely shop grocery online. Out 24 respondents
have earned between Rs.51,000 – Rs.75,000, highest 41.7 percent of them shop grocery once a month
through online. Out of 17 respondents have earned above Rs.75,000, highest 47.1 percent of them rarely
shop grocery through online.
TABLE 3.1: CHI-SQUARE TEST BETWEEN MONTHLY INCOME AND FREQUENCY
OF SHOPPING GROCERY THROUGH ONLINE
Ho: There is no significant relationship between the monthly income of the respondents and
their frequency of shopping grocery through online.
H1: There is significant relationship between the monthly income of the respondents and their
frequency of shopping grocery through online.
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ISSN: 0972 – 8945
Value Df Asymp. Sig.
(2-sided)
Pearson Chi-Square 17.951 12 .117
Likelihood Ratio 19.132 12 .085
N of Valid Cases 200
The chi-square result states that at 5% level of significance, the significant value of 0.117. As
the significant value is more than 0.05, there exists no significant relationship between monthly income
of the respondents and their frequency of shopping grocery through online. Hence the hypothesis is
accepted.
CONCLUSION
The endeavour of this study is to address the perception and level of satisfaction of the
consumers towards online grocery shopping. From the findings, it is clear that consumers’ purchasing
decisions depend on many factors. Those factors motivate consumers to purchase products through
online. ‘Time saving’ and ‘Easy to Order’ are the prime factors that drive the consumers from
conventional form of shopping to Online Grocery Shopping. Information availability, open 24/7, huge
range of products/ brands, reasonable prices, various offer for online products, easy ordering system is
the other motivating factors for online grocery shopping. It was also found that threat to personal
privacy, delay-in-delivery and return policies are some of the inhibitions that are faced by the
consumers. But more than half of the respondents declare that online grocery shopping is safe and
secure.
Making the suggestions a point towards improvement, the future of online grocery shopping
seems extremely secure. Like any good business idea, a need has been identified and amplified. Indian
online grocery shoppers have found buying grocery online convenient, comfortable and hassle-free.
Given the pace of life, smartphone penetration and ease of use they offer, it will be a long time before
these online grocery platforms can call it a day.
REFERENCES:
1. Mohammad Anisur Rahman (2018). Consumer Buying Behaviour Towards Online Shopping: An
empirical study on Dhaka City, Bangladesh, Cogent Business and Management.
2. Radka Bauerova (2018). Consumers Decision - Making in Online Grocery.
3. Sabari Shankar (2018). A descriptive analysis of consumer perception on online grocery shopping”,
International Journal of Research and Scientific Innovation, Vol V, Issue III, ISSN: 2321-2705, March
2018.
4. Sonum Surva Das and Ashok Todaml (2020). Change in consumers perception towards online
shopping, International Journal of Management, Vol 11, Issue 8, August 2020, pp. 1049-1059. ISSN
print: 0976-6502 and ISSN online: 0976-6510.
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