MINOR PROJECT REPORT SUBMITTED TOWARD

THE
PARTIAL FULFILLMENT

BACHELOR OF BUSINESS ADMINISTRATION

“CONSUMER PERCEPTION TOWARDS JIO MART FOR GROCERY SHOPPING

OVER REGIONAL GROCERIES STORES”

Batch: 2021-2024

Submitted By: PROJECT GUIDE

Name of student: PAYAL Name: MS. KIRTI

Enrolment No: 05024001721 Designation: Assistant

Professor

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 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work “CONSUMER PERCEPTION TOWARDS JIO
MART FOR GROCERY SHOPPING OVER REGIONAL GROCERIES STORES” is
made by Payal, BBA, 05024001721 is an authentic work carried out by his/her under the
guidance and supervision of Ms. Kirti.

The project report submitted has been found satisfactory for the partial fulfilment of the
degree of Bachelor of Business Administration.

Project Supervisor

Signature

Name

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 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors who

graciously gave me their time and expertise.

They have provided me with valuable guidance, sustained efforts, and a friendly approach. It
would have been difficult to achieve the results in such a short span of time without their
help.

I deem it my duty to record my gratitude towards the Ms. Kirti who devoted her precious
time to interact, guide, and gave me the right approach to accomplish the task and also helped
me to enhance my knowledge and understanding of the project.

Signature:

Name of Student: - Payal

Enrol. No: - 050240011721

Course: - BBA

Class/Sem/shift: - 4TH semester, second shift

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 DECLARATION

I hereby declare that the following documented Project report “CONSUMER

PERCEPTION TOWARDS JIO MARTFOR GROCERY SHOPPING OVER
REGIONAL GROCERIES STORES” is an original and authentic work done by me for the
partial fulfilment of the Bachelor of Business Administration degree program.

I hereby certify that all the Endeavour put in the fulfilment of the task are genuine and
original to the best of my knowledge & I have not submitted it earlier elsewhere.

Name of Student: - Payal

Enrol. No: - 050240011721

Course: - BBA

Class/Sem/shift: - 4TH semester, second shift

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 CONTENTS

S.NO. TOPIC PAGE

NO.

1 CHAPTER-1: INTRODUCTION 6 - 25

2 CHAPTER-2: LITERATURE REVIEW 26 - 28

3 CHAPTER-3: RESEARCH METHODOLOGY 29 - 34

4 CHAPTER-4: DATA ANALYSIS AND 35 - 48

INTERPRETATION

5 CHAPTER-5: FINDINGS AND SUGGESTIONS 49 - 53

6 CHAPTER-6: CONCLUSION

7 APPENDICES 54 - 57

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CHAPTER: - 1
INTRODUCTION TO JIO MART

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 INTRODUCTION

1.1 CONCEPT OF CUSTOMER

Customer perception is the opinions, feelings, and beliefs customers have about your brand. It
plays an important role in building customer loyalty and retention as well as brand reputation
and awareness. Customer perception refers to how a customer feels about a company. This
includes their thoughts, emotions and opinions related to a brand and its products or services.
Customer perception can be positive or negative.

1.2 FACTORS AFFECTING INFLUENCING CUSTOMER PERCEPTION

Customer perception is influenced by both direct and indirect interactions with your business.
Factors such as social media, online reviews, pricing, quality, influencers, and CX all affect
consumer perception. You can control certain elements, including the quality of your product
or service, the prices, and the customer experience. But you cannot control others like
reviews and social media posts.

1.3 IMPORTANCE OF CUSTOMER PERCEPTION

Perception does more than impact each individual purchase, it shapes the long-term
relationships between customers and brands. This is often reflected in customer retention
rates and the ability for brands to continue receiving relevant feedback and intelligence from
their loyalists. Because of the importance of customer perception, every touchpoint between a
company and its customers should strive to affect customer perception in a positive way.

1.4 SOME TANGIBLE FACTORS THAT INFLUENCE CUSTOMERS’

PERCEPTIONS INCLUDE:
 Price: Pricing a brand’s offerings should always be part of a comprehensive business
strategy. However, it must be understood that context impacts customer perceived value
(CPV) — lower prices are not always better, as any modern art dealer can ascertain.
 Quality: Quality can apply to multiple attributes in a product — attributes whose
`123importance can differ from customer to customer. Marketers should understand what
feature most distinguishes their products or services, and which are most desirable in target
markets.
 Branding: Logos, artwork, and even packaging all deliver a message about a company and
its brand. Marketers should ensure these elements meet and exceed customers’ expectations,
helping brands stand above others.

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 Service: Service quality will make or break customer perception, where even companies
with superior products can lose business if customer support operations are not in place.
Customers are more likely to write online reviews after highly positive or highly negative
service experiences, which can improve or exacerbate brand awareness. Once you realize
how much impact a single customer can have on your bottom line, their perception of your
company will seem like anything but a small matter.

1.5 CUSTOMER PERCEPTIONS AFFECT YOUR BRAND IMAGE

Many consumers love to share their positive experiences with people in their network. For
example, they might tell their family about a retail store that gives huge discount or they’ll
encourage their co-workers to use an online retail app that slashed their work time in half.
But customers do not always say good things. Their word-of-mouth depends on their
perception of your brand. “We all know that consumers are more likely to share poor
experiences than good ones (and with triple the number of people!),” says Chandler. “It is
also important to remember that once people get an idea in their heads, it’s hard to change
their minds. In fact, we are hardwired to find info that supports our preconceived notions—
it’s called confirmation bias.” 11 Enough negative word-of-mouth marketing over time will
solidify a bad brand reputation, and that’s no small matter.

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1.6 RETAILING

MEANING

 Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is
sale to business or institutional customers. A retailer purchases goods in large quantities
from manufacturers, directly or through a wholesaler, and then sells in smaller quantities
to consumers for a profit. Retailers are the final link in the supply chain from producers to
consumers. Retail markets and shops have a very ancient history, dating back to antiquity.
Some of the earliest retailers were itinerant peddlers. Over the centuries, retail shops were
transformed from little more than "rude booths" to the sophisticated shopping malls of the
modern era. In the digital age, an increasing number of retailers are seeking to reach
broader markets by selling through multiple channels, including both bricks and mortar
and online retailing. Digital technologies are also affecting the way that consumers pay
for goods and services.
 Retailing support services may also include the provision of credit, delivery services,
advisory services, stylist services and a range of other supporting services.

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 Most modern retailers typically make a variety of strategic level decisions including the
type of store, the market to be served, the optimal product assortment, customer service,
supporting services, and the store's overall market positioning. Once the strategic retail
plan is in place, retailers devise the retail mix which includes product, price, place,
promotion, personnel, and presentation.

A. DEFINITION AND EXPLANATION

 Retailing is the process of selling goods and services directly to the end consumer. It
involves the final stage of the distribution chain and refers to the activities involved in
selling products to individuals for personal or household use.
 Retailers are businesses that specialize in selling products directly to consumers,
typically through a physical storefront or online platform. They purchase products
from manufacturers or wholesalers and sell them to the public at a markup.
 Retailing involves a range of activities, including merchandising, pricing, advertising,
customer service, and inventory management. Successful retailers must understand
their target customers' needs and preferences, as well as the competitive landscape in
which they operate.
 Retailing can take many forms, including department stores, specialty stores,
discount stores, supermarkets, convenience stores, and online marketplaces. It is a
crucial component of the economy, generating significant employment and revenue in
many countries.
 Some retailers badge their stores as "wholesale outlets" offering "wholesale prices."
While this practice may encourage consumers to imagine that they have access to
lower prices, while being prepared to trade-off reduced prices for cramped in-store
environments, in a strictly legal sense, a store that sells the majority of its
merchandise direct to consumers, is defined as a retailer rather than a wholesaler.
Different jurisdictions set parameters for the ratio of consumer to business sales that
define a retail business.

B. HISTORY OF RETAILING
Retailing has a long and varied history, dating back to ancient civilizations. Here is a
brief overview of the history of retailing:
 Ancient Times: The earliest known form of retailing can be traced back to the
marketplaces of ancient civilizations such as Egypt, Greece, and Rome. In these
marketplaces, merchants would sell their goods to consumers.
 Middle Ages: During the Middle Ages, retailing continued to take place in
marketplaces, but it also began to move indoors, as shops and storefronts became
more common.
 Renaissance and Early Modern Era: The Renaissance and Early Modern Era saw the
development of department stores, which were large retail establishments that sold a
wide variety of goods under one roof.
 Industrial Revolution: The Industrial Revolution brought about significant changes
in retailing, as mass production made goods more affordable and accessible to the
masses. Chain stores also emerged during this time, as retailers began to expand their
operations to multiple locations.

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 20th Century: The 20th century saw the rise of shopping malls, which were large
indoor shopping centres that housed multiple stores and services under one roof. This
era also saw the advent of online retailing, as the internet made it possible for
consumers to shop from the comfort of their own homes.
 21st Century: In the 21st century, retailing has become increasingly digitized, with
mobile commerce and social media platforms becoming important channels for
retailers to reach consumers. The rise of e-commerce giants such as Amazon has also
transformed the retail landscape, making it easier than ever for consumers to shop
online and have products delivered directly to their doorsteps.

Retail markets have existed since ancient times. Archaeological evidence for trade,
probably involving barter systems, dates back more than 10,000 years. As
civilizations grew, barter was replaced with retail trade involving coinage. Selling and
buying are thought to have emerged in Asia Minor (modern Turkey) in around the
7th-millennium BCE. In ancient Greece, markets operated within the agora, an open
space where, on market days, goods were displayed on mats or temporary stalls. In
ancient Rome, trade took place in the forum. The Roman forum was arguably the
earliest example of a permanent retail shop-front. Recent research suggests that China
exhibited a rich history of early retail systems. From as early as 200 BCE, Chinese
packaging and branding were used to signal family, place names and product quality,
and the use of government-imposed product branding was used between 1000 and 900
CE. Eckhart and Bengtsson have argued that during the Song Dynasty (9100–1127),
Chinese society developed a consumerist culture, where a high level of consumption
was attainable for a wide variety of ordinary consumers rather than just the elite. In
Medieval England and Europe, relatively few permanent shops were to be found;
instead, customers walked into the tradesman's workshops where they discussed
purchasing options directly with tradesmen. In the more populous cities, a small
number of shops were beginning to emerge by the 13th century. Outside the major
cities, most consumable purchases were made through markets or fairs. Market-places
appear to have emerged independently outside Europe. The Grand Bazaar in Istanbul
is often cited as the world's oldest continuously operating market; its construction
began in 1455. The Spanish conquistadors wrote glowingly of markets in the
Americas. In the 15th century, the Mexica (Aztec) market of Tlatelolco was the
largest in all the Americas.
The retail service counter was an innovation of the eighteenth century.
By the 17th century, permanent shops with more regular trading hours were beginning
to supplant markets and fairs as the main retail outlet. Provincial shopkeepers were
active in almost every English market town. As the number of shops grew, they
underwent a transformation. The trappings of a modern shop, which had been entirely
absent from the sixteenth- and early seventeenth-century store, gradually made way
for store interiors and shop fronts that are more familiar to modern shoppers. Prior to
the eighteenth century, the typical retail store had no counter, display cases, chairs,
mirrors, changing rooms, etc.

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However, the opportunity for the customer to browse merchandise, touch and feel
products began to be available, with retail innovations from the late 17th and early
18th centuries.

Galeries de bois at au Palais-Royal, one of the earliest shopping arcades in Europe.

By the late 18th century, grand shopping arcades began to emerge across Europe and
in the Antipodes. A shopping arcade refers to a multiple-vendor space, operating
under a covered roof. Typically, the roof was constructed of glass to allow for natural
light and to reduce the need for candles or electric lighting. Some of the earliest
examples of shopping arcade appeared in Paris, due to its lack of pavement for
pedestrians. While the arcades were the province of the bourgeoisie, a new type of
retail venture emerged to serve the needs of the working poor. John Stuart Mill wrote
about the rise of the co-operative retail store, which he witnessed first-hand in the
mid-nineteenth century.

Department stores, such as Le Bon Marché of France, appeared from the mid
nineteenth century
The modern era of retailing is defined as the period from the industrial revolution to
the 21st century. In major cities, the department store emerged in the mid- to late 19th
century, and permanently reshaped shopping habits, and redefined concepts of service
and luxury. Many of the early department stores were more than just a retail
emporium; rather they were venues where shoppers could spend their leisure time and
are entertained. Retail, using mail order came of age during the mid-19th century.
Although catalogue sales had been used since the 15th century, this method of

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retailing was confined to a few industries such as the sale of books and seeds.
However, improvements in transport and postal services led several entrepreneurs on
either side of the Atlantic to experiment with catalogue sales.

In the post-war period, an American architect, Victor Gruen developed a concept for a
shopping mall; a planned, self-contained shopping complex complete with an indoor
plaza, statues, planting schemes, piped music, and car-parking. Gruen's vision was to
create a shopping atmosphere where people felt so comfortable; they would spend
more time in the environment, thereby enhancing opportunities for purchasing. The
first of these malls opened at Northland Mall near Detroit in 1954. Throughout the
twentieth century, a trend towards larger store footprints became discernible. The
average size of a U.S. supermarket grew from 31,000 square feet (2,900 m2) square
feet in 1991 to 44,000 square feet (4,100 m2) square feet in 2000. By the end of the
twentieth century, stores were using labels such as "mega-stores" and "warehouse"
stores to reflect their growing size. The upward trend of increasing retail space was
not consistent across nations and led in the early 21st century to a 2-fold difference in
square footage per capita between the United States and Europe.
As the 21st century takes shape, some indications suggest that large retail stores have
come under increasing pressure from online sales models and that reductions in store
size are evident. Under such competition and other issues such as business debt, there
has been a noted business disruption called the retail apocalypse in recent years which
several retail businesses, especially in North America, are sharply reducing their
number of stores, or going out of business entirely.

1.7 HOW DOES RETAIL TRADE WORK?

The pair of pants that the executive buys at a department store is a retail transaction,
but the store didn't make the pants. Retail trade involves many different aspects that
get the product to the consumer. It's also important to note that the consumer is not the
first to purchase the good they bought in a store. Depending on the industry, that pair
of pants was bought and sold more than once.
Wholesalers - Wholesalers are companies that buy large quantities of a product from
the manufacturer and then sell them to retail stores. They are often called middlemen
because they operate between the companies that manufacture goods and the
companies that sell them to consumers.
Shipping - When a product is purchased from a manufacturer, it needs to get to the
wholesaler and eventually to the retailer. Shipping is a big part of retail trade. Whether
the shipping is bulk transport of goods from wholesaler to retailer or small shipments
from retailer to consumers, shipping plays a vital role.
Service - When consumers purchase certain products for their home that require
installation, the install process is part of retail trade. The same goes for the customer
service that a consumer might need after they purchase the product or the repair
service that might be required on a product that breaks.
Sales - One of the most important parts of retail is the front-end sales of the products.
Successful retail involves people with knowledge of the products who can
communicate with the consumers. There are other specific people and processes that

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 are important to retail. To understand better about the retail, the most important
elements need to be understood, i.e., the chain of distribution.

The chain of distribution usually adopted the following pattern-

Manufacturer- A manufacturer is a person or company that produces finished goods

from raw materials by using various tools, equipment, and processes, and then sells
the goods to consumers, wholesalers, distributors, retailers, or to other manufacturers
to produce more complex goods. The manufacturer is also a buyer of goods, obtaining
raw materials from sources all over the world. The process of manufacture may be
completed at one factory or it may be divided among several factories. The
manufacturer prefers to sell in bulk because of high cost of packing, transporting, and
invoicing large number of small orders.

Wholesaler- The wholesaler’s function is to purchase goods in bulk from a wide

variety of sources and to make them available in smaller quantities and at a localized
point of distribution to retailers. The success of the chain stores, which, for the most
part, by pass the wholesaler, and store and distribute their goods among their many
branches themselves, has caused some wholesalers- especially in the food trade where
price-cutting and the widespread introduction of supermarkets have made competition
very difficult to meet- to revise their methods.

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Retailer- From the customer’s point of view, the retailer takes his place as the most
important member of the chain of distribution. He is responsible for assembling a
selection of merchandise, which may have come from many different parts of the
world and presenting it in such a way that it seems sufficiently attractive for the
customer to wish to possess it.

1.8 TYPES OF RETAILS UNORGANIZED RETAILING/TRADITIONAL

RETAILING
According to the National Accounts statistics of India „the unorganized sector
includes units whose activity is not regulated by any statue or legal provision, and/or
those, which do not maintain regular accounts. In the context of retail sector, it could
therefore be said to cover those forms of trade which sell an assortment of products
and services ranging from fruits and vegetables to shoe repair. These products or
services may be sold or offered out of a fixed or mobile location and the number of
people employed could range between 10-20 people. Thus, the traditional formats of
low-cost retailing, for example, the neighbourhood baniya, the local Kirana shop,
owner manned general stores, provision stores, flea (Thadi) markets, hand cart and
pavement vendors, the vegetable, fruit vendor, Mom, and Pop Stores, local sabji
mandi, weekly haats, general readymade garment shop or a footwear shop, general
electronic shop etc. the paanwala, the cobbler, etc. would be termed as the
unorganized sector.

ORGANIZED OR MODERN RETAILING

Organized retailing refers to trading activities undertaken by licensed retailers, that is,
those who are registered for sales tax, income tax, etc. These include the corporate
backed hypermarkets and retail chains, departmental store, discount stores, drug
stores, factory outlets, and also the privately owned large retail businesses. The
organized retail stores are characterized by professionally managed stores or large
chain of stores, providing goods and services that appeal to customers, in an ambience
that is encouraging for shopping and agreeable to customers. For example: Vishal
Mega Mart, Big Bazaar, Wills Lifestyle, Shoppers Stop, Reliance Trends, Spencer’s,
Reebok, Nike, Catmos, Lilliput, McDonald’s, Pizza Hut, Barista, Cafe Coffee Day,
Koutons, Cotton County, Peter England, Titan.

FOLLOWING ARE THE TYPES OF STORES-

Mom-and-pop stores: These are generally family-owned businesses catering to
small sections of society. They are small, individually run and handled retail outlets.

 Category Specialists / killers: These are big box discount stores that offer a narrow
but deep assortment of merchandise. These retailers are basically discount specialty
stores. By offering a complete assortment at low prices, category specialists can “kill”
a category of merchandise for other retailers and thus are frequently called category
killers. For example, Office Depot, electronics (Best Buy) and sporting goods (Sport
Authority), The Home Store, Landmark, and Music World etc. are some of the
category specialists.

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 Malls: These are the largest form of retail formats. They provide an ideal shopping
experience by providing a mix of all kinds of products and services, food, and
entertainment under one roof. Examples are Sahara Mall, TDI Mall, MGF
Metropolitan, Great India Place, Pacific Mall, Galaxy Mall, Shipra Mall etc. in Delhi
and NCR regions.

 Specialty Stores: The retail chains, which deal in specific categories and provide
deep assortment in them are specialty stores. Examples are RPG's Music World,
Mumbai's bookstore Crossword, etc.

 Discount stores: These are the stores or factory outlets that provide discount on the
MRP items. They focus on mass selling and reaching economies of scale or selling the
stock left after the season is over.

 Supermarkets: A predominantly self-service format offering a full line of groceries,

meat, and produce with limited sales of non-food items, such as health and beauty
aids and general merchandise. Perishables like meat and produce account for 44
percent of supermarket sales and typically have higher margins that packaged goods.
It operates between 5,000 to 30,000 square feet of total selling area. These stores
typically carry approximately 30,000 SKUs. The largest supermarket chains of US are
Kroger, Albertson’s, Safeway, Ahold USA, and Publix. Although, there is no
standardization on the parameters of what makes a supermarket in India, it is one of
the fastest growing business formats in the country. Nilgiris, Food world, Subhiksha,
Food Bazaar and Vitan are some of the Supermarkets in India.

 Supercentres: The fastest growing retail category, are large stores (150,000- 220,000
Sq. Ft.) that combine a supermarket with a full-line discount store. By offering broad
assortments of grocery and general merchandise products under one roof,
supercentres provide a one-stop shopping experience. Supercentres offer larger
percentage of non-food items and focus more on dry groceries such as breakfast
cereal 19 and canned goods, instead of fresh items. Wal-Mart, Meijer, Kmart, Fred
Meyer (a division of Kroger) etc. are some of the major supercentres of the world.

 Hypermarkets: A very large retail unit that offers products at a low price. It is a
supermarket. These are characterized by large store size, low operating costs and
margins, low prices, and comprehensive range of merchandise. Hypermarket operates
in over 50,000 sq. ft. area and offers over 50,000 different items for sale.
Hypermarkets carry a larger proportion of food items than supercentres with a greater
emphasis on perishables-produce, meat, fish, and bakery. They offer an expanded
selection of non-food items, including health and beauty products and general
merchandise at low prices. Typically, between a third to two-thirds of the mix in a
hypermarket is from “food”. These are generally large self-service outlets, offering a
variety of categories with deep assortments. Hypermarkets generally, own spacious
parking facility exclusively for their customers and employees. Some popular

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hypermarkets in Indian market include Pantaloons Big Bazaar, Spencer’s, Food
World, Vishal Mega Mart etc.

Full-Line Discount Stores: these are retailers that offer a broad variety of
merchandise, limited service, and low prices. Discount stores offer both private labels
and national brands, but these brands are typically less fashion oriented than the
brands in the department stores. The big three full-line discount store chains are Wal-
Mart, Kmart, and Target, which account for 84 percent of the sales in this retail
format.

 Drugstores: These are specialty stores that concentrate on health and personal
grooming merchandise. Pharmaceuticals often represent over 50 percent of drugstore
sales and even greater percentage of their profits. The largest drugstore chains in the
United States are Walgreen, CVS, Rite Aid and Albertson’s. xii Extreme Value
Retailers: These are small, fullline discount stores that offer a limited merchandise
assortment at very low prices. The largest extreme value retailers are Dollar General
and Family Dollar Stores.

 Franchising: It is a contractual agreement between a franchisor and a franchisee that

allows the franchisee to operate a retail outlet using a name and format developed and
supported by the franchisor. In a franchise contract, the franchisee pays a lump sum
20 plus a royalty on all sales for the right to operate a store in a specific location. The
franchisee also agrees to operate the outlet in accordance with procedures prescribed
by the franchisor. The franchisor helps in locating and building the store, developing
the products or services sold, training managers, and advertising. To maintain each
franchisee’s reputation, the franchisor also makes sure that all outlets provide the
same quality of products and services. Some of the retail stores using franchise model
are Haldiram, Baskin Robins, Dominos Pizza, D‟dmas, Lilliput, Ebony, Air Hostess
Academy, VLCC etc. xiv Cash and Carry: The term cash and Carry means that
customers do their own order picking, pay in cash and carry the merchandise away.
The cash and carry are a wholesale format that aids small retailers and businessmen.
Metro AG, Germany and Shoprite of South Africa, Bharti–Wal-Mart etc are some of
the major players in Cash and Carry format.

 Airport Retailing: In the present era airports are focusing on retail to convert
airports into exciting, energized business and retail/entertainment centres-as well as
transportation hubs. Airports in many cities of the western world, the Far East and
Middle East serve as mini shopping Plazas for the traveller, the trend is catching up in
India. Across the globe, major airports that are upgrading or adding terminals are
equipping them with copious amounts of retail and restaurant space.

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1.9 ONLINE RETAIL SALES

The retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$
840 billion in 2017, with modern trade expected to grow at 20-25% per annum, which
is likely to boost revenue of FMCG companies. The FMCG market in India is

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expected to increase at a CAGR of 14.9% to reach US$ 220 billion by 2025, from
US$ 110 billion in 2020. The Indian FMCG industry grew by 16% in CY21 a 9- year
high, despite nationwide lockdowns, supported by consumption-led growth and value
expansion from higher product prices, particularly for staples. The Indian processed
food market is projected to expand to US$ 470 billion by 2025, up from US$ 263
billion in 2019-20.

FMCG giants such as Johnson & Johnson, Himalaya, Hindustan Unilever, ITC,
Lakmé and other companies (that have dominated the Indian market for decades) are
now competing with D2C-focused start-ups such as Mamaearth, The Moms Co., Bey
Bee, Azah, Nua and Pee Safe. Market giants such as Revlon and Lotus took ~20 years
to reach the Rs. 100 crores (US$ 13.4 million) revenue mark, while new-age D2C
brands such as Mamaearth and Sugar took four and eight years, respectively, to
achieve that milestone.

Advertising volumes on television recorded healthy growth in the July-September

quarter, registering 461 million seconds of advertising, which is the highest in 2021.
FMCG continued to maintain its leadership position with 29% growth in ad volumes
against the same period in 2019. Even the e-commerce sector showed a healthy 26%
jump over 2020.

Advertising volumes on television recorded healthy growth in the July-September

quarter, registering 461 million seconds of advertising, which is the highest in 2021.
FMCG continued to maintain its leadership position with 29% growth in ad volumes
against the same period in 2019. Even the e-commerce sector showed a healthy 26%
jump over 2020.

Goods involved in a Grocery store

Beverage– coffee/tea, juice, soda

Bread/Bakery – sandwich loaves, dinner rolls, tortillas, bagels
Canned/Jarred Goods – vegetables, spaghetti sauce, ketchup
Dairy – cheeses, eggs, milk, yogurt, butter
Dry/Baking Goods – cereals, flour, sugar, pasta, mixes
Frozen Foods – waffles, vegetables, individual meals, ice cream
Meat – lunch meat, poultry, beef, and pork
Produce – fruits, vegetables
Cleaners – all- purpose, laundry detergent, dishwashing liquid/detergent
Paper Goods – paper towels, toilet paper, aluminium foil, sandwich bags
Personal Care – shampoo, soap, hand soap, shaving cream
Other – baby items, pet items, batteries, greeting cards

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1.10 JIO MART
Jio Mart is an online grocery delivery service launched by Reliance Industries, one of
India's largest conglomerates. The service was launched in 2020 and is available
through a mobile app and website. Jio Mart offers a wide range of products, including
groceries, fruits and vegetables, dairy and bakery items, personal care products, and
more. Customers can place orders through the app or website and have them delivered
to their doorstep.
Jio Mart has partnered with neighbourhood Kirana stores (mom-and-pop grocery
stores) to fulfil orders and provide delivery services. The company aims to digitize
and modernize India's traditional retail sector by enabling small Kirana stores to
expand their reach and compete with online giants like Amazon and Flipkart.
Jio Mart's launch has created significant buzz in India's e-commerce market, and its
rapid growth has made it a strong contender in the online grocery delivery space.

1.11 JIO MART ACHIEVEMENT

Jio Mart was launched in May 2020, and since then, it has achieved several notable
milestones. Here are some of the achievements of Jio Mart:
 Rapid expansion: Within six months of its launch, Jio Mart expanded its services to
over 200 cities in India. As of early 2023, Jio Mart is available in over 500 cities and
towns across India.  Customer base: Jio Mart has reported that it has over 5 million
registered users, and the number continues to grow rapidly.

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 Partnership with WhatsApp: Jio Mart has partnered with WhatsApp to enable
customers to place orders directly through WhatsApp. This partnership allows
customers to place orders more conveniently and efficiently.
 Collaboration with local Kirana stores: Jio Mart has partnered with thousands of
local Kirana stores across India to expand its reach and provide more products to
customers. This partnership also empowers local businesses and helps them to grow.
 Innovation: Jio Mart has continuously introduced new features and services to
enhance the customer experience, such as the introduction of express delivery and a
loyalty program. Overall, Jio Mart has achieved significant success in a short period,
and it continues to grow and expand its services across India.

1.12 VISION AND GOALS OF JIO MART

The vision of Jio Mart is to become India's largest and most comprehensive online
grocery platform, providing a seamless shopping experience to customers while
empowering local businesses and communities. Jio Mart aims to transform the
grocery retail industry in India by leveraging technology to offer a wide range of
products at competitive prices. The company's vision is to become the go-to platform
for grocery shopping, providing customers with a one-stop-shop for all their daily
needs. In addition to its focus on customer convenience, Jio Mart is committed to
empowering small retailers and Kirana stores across India by providing them with
access to a larger customer base and enabling them to compete with larger retailers.
The goal of Jio Mart is to provide a convenient and affordable online grocery
shopping experience to customers in India. The service aims to leverage Reliance
Industries' extensive network of stores and supply chains to offer a wide range of
grocery products at competitive prices. Jio Mart's platform also aims to empower
local Kirana stores and small retailers by enabling them to sell their products online
through Jio Mart's platform. This approach not only helps small businesses reach a
wider audience but also promotes the growth of the local economy. Overall, Jio Mart's
goal is to revolutionize the grocery shopping experience in India by providing
customers with a convenient and affordable online platform while empowering local
businesses and retailers.

21
1.13 PRODUCT DESIGN OF JIO MART
Jio Mart is an e-commerce platform that offers a wide range of products, including
groceries, household essentials, electronics, and fashion items. The product design of
Jio Mart is focused on providing customers with a convenient and user-friendly
shopping experience.
One key aspect of Jio Mart's product design is its user interface. The platform is
designed to be easy to navigate, with clear categories and search functions that make
it simple for customers to find what they are looking for. The platform also offers
personalized recommendations based on customers' browsing and purchasing history,
helping them discover new products that they may be interested in.
In terms of the products themselves, Jio Mart's product design is focused on providing
customers with a diverse range of high-quality products at affordable prices. The
platform sources products directly from manufacturers and suppliers, cutting out
intermediaries and reducing costs. This allows Jio Mart to offer competitive prices
and discounts to customers.

Jio Mart's product design also includes features such as secure payment options, fast
delivery, and hassle-free returns, all of which are designed to enhance the customer
experience and build trust with customers.
Overall, Jio Mart's product design is focused on delivering a seamless and satisfying
shopping experience to customers, while also offering a wide range of high-quality
products at affordable prices.

1.14 SUPPLY CHAIN MANAGEMENT

Jio mart has a robust supply chain management system in place to ensure timely
delivery of products to customers. The company sources products directly from
manufacturers and suppliers, reducing costs and streamlining the supply chain
process.
Here are some key features of Jio Mart's supply chain management system:
Direct sourcing: Jio Mart sources products directly from manufacturers and suppliers,
cutting out intermediaries and reducing costs. This also allows the company to
maintain control over the quality of its products.

22
 Inventory management: Jio Mart uses advanced inventory management systems to
track the availability of products and ensure that they are in stock and ready for
delivery. This helps the company to avoid stockouts and maintain a high level of
customer satisfaction.
Efficient logistics: Jio Mart has established a network of warehouses and distribution centres
to ensure efficient logistics and timely delivery of products to customers. The company uses
advanced technologies such as automation and data analytics to optimize its logistics
operations.
Last-mile delivery: Jio Mart has partnered with third-party logistics providers to ensure
efficient lastmile delivery of products to customers. The company uses a combination of
delivery vans and bikes to ensure that products are delivered to customers quickly and
efficiently.
Customer feedback: Jio Mart uses customer feedback to improve its supply chain
management system. The company uses data analytics to identify areas for improvement and
takes corrective action to ensure that customers receive their products in a timely and
efficient manner

1.15 TAGLINES OF JIO MART

The tagline of Jio Mart is "India Ki Nayi Dukan" which translates to "India's New Store" in
English. This tagline is reflective of Jio Mart's focus on providing a convenient and
affordable e-commerce platform for customers in India. The tagline emphasizes Jio Mart's
commitment to serving the needs of Indian customers, and its mission to transform the e-
commerce landscape in India.
1.16 SLOGANS OF JIO MART
Jio Mart, the e-commerce platform of Reliance Retail, has used a few slogans in its marketing
campaigns. Here are some examples:
"Ab sabki dukaan, JioMart" - This slogan translates to "Now everyone's store, Jio Mart" in
English. It emphasizes Jio Mart's mission to serve the needs of all customers in India and
become the go-to ecommerce platform for everyone.
"Smart online grocery shopping, only on JioMart" - This slogan highlights Jio Mart's focus
on making grocery shopping convenient and easy for customers.

1.17 THE MARKETING MIX OF THE JIO MART

23
 Price: JioMart aims to offer competitive prices for its products and often offers discounts
and promotions to attract customers. The platform also offers free delivery for orders above a
certain value.
 Place: JioMart operates on an online and offline hybrid retail model. The platform partners
with local Kirana stores to fulfil orders, allowing customers to order products online and pick
them up at their local stores. This approach helps JioMart to leverage the existing retail
infrastructure and provide a convenient shopping experience for customers.
 Promotion: JioMart uses a mix of online and offline marketing channels to promote its
products and services. The platform often uses social media platforms like Facebook,
Instagram, and Twitter to reach out to customers and run targeted advertising campaigns.
JioMart also runs promotional events and offers discounts to attract new customers.
 People: JioMart has a team of dedicated employees who work to ensure a seamless
shopping experience for customers. The platform also partners with local Kirana stores to
fulfil orders, allowing it to leverage the existing retail infrastructure and create new
opportunities for small and medium-sized businesses.
 Process: Jio Mart's ordering and delivery process is designed to be fast and efficient.
Customers can easily place orders on the platform, and the delivery is often completed within
a few hours. JioMart also offers hassle-free returns and a secure payment system.
1.18 COMPANY PROFILE OF JIO MART
JioMart is an e-commerce platform that is owned and operated by Reliance Retail, a
subsidiary of Reliance Industries Limited (RIL), one of India's largest conglomerates. JioMart
was launched in May 2020 and is currently available in over 200 cities across India. Here are
some key facts about JioMart and its parent company, Reliance Retail:
 Products and services: JioMart offer a wide range of products, including groceries,
household essentials, electronics, and fashion items. The platform also offers personalized
recommendations based on customers' browsing and purchasing history. Jio Mart's services
include secure payment options, fast delivery, and hassle-free returns.
 Ownership: JioMart is owned and operated by Reliance Retail, which is a subsidiary of
Reliance Industries Limited (RIL), a diversified conglomerate with interests in
petrochemicals, refining, oil, and gas exploration, retail, and telecommunications.
 Expansion: JioMart has quickly expanded its presence across India, with plans to expand
further in the coming years. The platform has partnered with local Kirana stores to create a
hybrid online and offline retail model, which allows customers to order products online and
pick them up at their local stores.
 Competition: JioMart competes with other e-commerce platforms such as Amazon,
Flipkart, and Gofers in the Indian market. However, JioMart has a unique advantage in that it
is backed by Reliance Retail, which has an extensive network of retail stores and a strong
presence in the Indian market.
 Mission: Jio Mart's mission is to transform the e-commerce landscape in India by providing
a convenient and affordable platform for customers to shop online. The platform aims to

24
bring the benefits of e-commerce to small and medium-sized businesses and create new
opportunities for growth and development in the Indian market.

1.19 SWOT ANALYSIS OF JIO MART

SWOT analysis is a strategic management tool used to assess an organization's strengths,

weaknesses, opportunities, and threats. Here is a SWOT analysis of JioMart:
Strengths:
Reliance Retail's strong brand name and reputation in the Indian market. JioMart leverages
the existing retail infrastructure of local Kirana stores to provide a convenient and cost-
effective shopping experience for customers.
The platform offers a wide range of products, including groceries, household essentials, and
fashion items. Jio Mart's partnership with Jio, India's largest telecom provider, provides it
with a vast customer base and a strong online presence.
The company's innovative business model, combining online and offline retail, gives it a
unique competitive advantage.
Weaknesses:
 JioMart is a relatively new player in the Indian e-commerce market and is still in the
process of building its customer base.
 The platform faces intense competition from established e-commerce players like
Amazon, Flipkart, and Big Basket.
 Jio Mart's reliance on local Kirana stores for order fulfilment could lead to issues with
inventory management and quality control.
Opportunities:
 The Indian e-commerce market is rapidly growing, with many consumers moving
online to shop for groceries and other essentials.
 JioMart can leverage Jio's vast customer base to promote its products and services and
expand its reach.
 The platform could explore new product categories, such as electronics and home
appliances, to increase its revenue streams.
 Jio Mart's partnership with local Kirana stores could create new opportunities for
small and medium sized businesses in India.
Threats:

25
  JioMart faces intense competition from established players like Amazon, Flipkart, and
Big Basket, who have a strong foothold in the Indian e-commerce market.
 The platform may face challenges in scaling its operations and managing its supply
chain effectively.
 The Indian market is highly price-sensitive, and JioMart could face challenges in
maintaining its competitive pricing while ensuring quality products and services.
 The ongoing COVID-19 pandemic could disrupt Jio Mart's operations and supply
chain, affecting its ability to serve customers.

CHAPTER: -2
LITERATURE REVIEW

26
LITERATURE REVIEW
Neha Upadhyay (2019)
studied consumer perception as regards the big basket in the Ahmedabad region. A sample of
416 respondents was taken for the study and focused on various categorical variables such as
gender, age, occupation, education, and income. The customer's opinions on perceived
quality, perceived risk, perceived benefits, and perceived level of services were studied using
the Attitude Likert Scale. Big basket ensures quality parameters like expiry date, packaging,
and avoidance of damaged goods to develop trust among consumers. The second advantage is
the factor influencing price with the help of collaborating maximum payment vendors with
the best price and other discounts to its regular members and providing them with varied
privileges and benefits. It also provides free delivery along with varied time slots to make
them more efficient. It also suggests that big basket launch profitable weekly deals that would
motivate buyers to improve the frequency of buying.
Fabian Driediger and Veera Bhatiasevi (2019)
analysed consumer behaviour and acceptance of online grocery shopping by contacting 263
residents in Bangkok and used the PLS-SEM model and found that perceived ease of use,
usefulness, the reason for use, and enjoyment have a statistically positive relationship towards
accepting online grocery shopping.
Reema Singh and Sara Rosengren (2020)
developed a deeper understanding to find out the drivers responsible for online grocery
shopping by applying a push, pull, and mooring framework. It was found that customer
service, issues related to product delivery, technical issues, and perception of high price are
retailer-related push factors, word of mouth, and other attractive factors are competitors-
related pull factors that have a direct effect on the switching. The customer-related mooring
factors include switching cost and switching behaviour have a moderate effect on switching.
Retailers should judge the pulse of the consumers and act accordingly to retain the customers.
Srikant Kapoor (2020)
in his case study, evaluated the new giant in the Digital grocery ecosystem – Jio mart, and
highlighted that Jio mart created tough competition among the other competitors in a short
period through its strategy to attract middle-class people by changing their purchasing habits.

27
Jio mart is considered the heart of the Reliance group. Jio smart ecosystem is designed in
such a way that it benefits both customers and retailers. There was 4 times rise in the growth
of Jio mart with its lower base. The pandemic has also turned positive for Jio mart and the
Chief Executive Damodar Mall tweeted that "Never waste a crisis, they say".
Imran Ali, and Mohammad Naushad (2021)
found that the influential factors such as perceived value, perceived convenience, perceived
product quality, perceived value, and time value are positively correlated with the customer
satisfaction with online shopping. The two factors that have little significance on customer
satisfaction are value for time and perceived value. Retailers should focus on hassle-free
shopping and should provide genuine information about the product and make sure that
customers are not misused.
Veiga (2020)
Tatiana Marceda Bach identifies the influence of three latent constructs that might affect
online purchase behaviours and identifies risks associated with the latent and its effects on
consumers buying behaviour. The need to reassess the strategies adopted by companies that
sell online to reduce risks and consequently increase trust in decision making were
highlighted.
Jasper Grashuis, Theodoros Skevas, Michelle S. Segovia (2020)
One of the studies determined the relationship between change in behaviour and the
environment of covid 19. This change leads to an opportunity for the food retailers and
deliverers to tailor business strategies according to the scenario. They may consider
increasing their existing capacity as per the demand.
Y Wang, R Xu, M Schwarts, D Ghosh (2020)
Pandemic has hit different businesses differently- some negatively and some positively.
Online shopping services initially did see a fall in the customers but eventually it turned out
to be a boon for them. However, the survey’s results indicate now consumers have higher
expectations for in store safety, there has been reduction in the frequency of in store visits,
there has been a shift in the ways.

28
CHAPTER: - 3
RESEARCH METHODOLOGY

29
3.1 INTRODUCTION TO RESEARCH:

The word research is derived from the French word ‘Researcher’ meaning to search back.
Broadly research refers to search for knowledge. Research is an attempt to find answers to
problems both theoretical and practical, through application of scientific methods.
Essentially, research is a systematic inquiry looking for facts through verifiable methods in
order to establish the relationship among them and to conclude from them broad principles or
laws. Research is an organized effort. Research is an inquiry into the nature of, the reason for,
and the consequences of any particular set of circumstances, whether they are experimentally
controlled or recorded as they take place.

3.2 DEFINITION:

“Research is the systematic and objective analysis and recording of controlled observations
that may lead to the developments of generalizations, principles or theories, resulting in
prediction and possibly ultimate control of events.” – John W. Best.

“Research is essentially an investigation, a recording and analysis of evidence for the purpose
of gaining knowledge.”- Robert Ross.

30
3.3 OBJECTIVES OF THE STUDY:

1. To Evaluate the Consumer/Customer Perception towards the company.

2. To Re-evaluate the awareness of Jio mart in Customers.

3. To Assess the demand pattern of Jio mart products in the market.

4. To understand the buying behaviour of the Consumers.

5.. To study the importance of Consumer Perception.

3.4 NEED AND IMPORTANCE OF THE STUDY:

 This study explains about the consumers’ ideas, impressions, preferences, about the Jio mart
Brands.

 Presented study will help me to know about the likes and dislikes of the customers
regarding the Jio mart online groceries shopping.

 This study will give detailed information Marketing Mix i.e. The 4Ps; SWOT Analysis of
Jio mart grocery shopping over regional grocery store.

 Given study will help to let us know the different ways how Jio mart create its image in
markets.

 This study provides us some ways to improve the efficiency in distribution channel, which
may help Jio mart to come up with new ideas, solutions.

 This study highlights some problems faced by the consumers.

31
3.5 SCOPE OF THE STUDY

The scope of Consumer perception towards Jio mart store over regional grocery store is wide.
This study will help us to understand the insights of Customer perceptions; their views,
opinions, about the products, their prices; role of logistics in supply chain, how company is
establishing new ways to meet consumers demand using information technology (IT). The
study will let us know whether Jio mart store is able to satisfy its consumers’ needs by
delivering the product on time which are demanded by consumers. This study analyses Jio
mart relationship with all its local Kirana store members. Jio mart has come so far with its
hard work so we are getting to know the reason behind the success of Jio mart. The study will
let people know more about the Jio mart store. It will give some idea to Jio mart to improve
themselves in some factors.

3.6 RESEARCH DESIGN

Sample size: A sample size is a part of the population chosen for a survey or experiment.
Sample size relates to the actual number of people selected as a sample to represent the
population.

The questionnaire was prepared as per the topic of Consumer Perception and it was sent to
various consumers like teenagers, parents, grandparent, worker of regional stores, etc. The
consumers in the sample size were selected are from various cities like Dwarka, Najafgarh
and Delhi region. Few consumers were also asked to fill questionnaire, 100 consumers had
interviewed through help of questionnaire.

3.7 TYPES OF DATA

Data collection is the process of gathering and measuring information on variables of interest,
in an established systematic fashion that enables one to answer stated research questions.
Data collection starts with determining what kind of data required followed by the selection
of a sample from a certain population. After that, use of a certain instrument to collect the
data from the selected sample.

Data is mainly divided into two types: primary data and secondary data. In this project both
the types of data are collected through different sources.

32
a) Primary Data: Data that has been collected from first-hand-experience is known as primary
data. Primary data has not been published yet and is more reliable, authentic, and objective.
Primary data has not been changed or altered by human beings; therefore, its validity is
greater than secondary data. Primary data can be collected through questionnaires, depth
interview, focus group interviews, case studies, experimentation, and observation.

b) Secondary Data: Data collected from a source that has already been published in any form
is called as secondary data. Common sources of secondary data include organizational
records and data collected through qualitative methodologies or qualitative research.

3.8 SOURCES OF DATA COLLECTION

Mainly there are two sources of data: primary and secondary source.

a) Primary Sources: The primary data is considered as most important and authentic
data. Primary sources are used to collect primary data. In this research different
questionnaire was prepared for different channel member and sent to respective
member and their responses were collected and analysed. The Questionnaire/Survey
was sent to 100 Consumers.
b) Secondary Sources: The Secondary data is collected through various secondary
sources such as, articles, web articles, books, websites etc.

3.9 METHODS OF DATA ANALYSIS

Data by itself is meaningless. Analysis converts the data into meaningful information.
Analysis of data starts at the time of drafting of questionnaire. Generally Central
tendency (mean, median, mode), correlation techniques, time series analysis and
statistical methods are used to analyse the data. In this project statistical methods such
as pie diagrams, bar graphs, tables and charts are used to analyse and present the data.

33
CHAPTER: - 4
DATA ANALYSIS AND INTREPRETATION

34
4.1 MEANING

The process of giving the information that has been gathered a meaning and figuring out the
conclusions, relevance, and consequences of the findings is known as data analysis and
interpretation. The processes required for data analysis depend on the kind of information
gathered, However, going back to the evaluation's goal and the evaluation's questions will
provide a framework for data organising and a direction for analysis.

Data interpretation is the application of procedures for reviewing data in order to draw
conclusions that are well-informed. Data interpretation gives the information that has been
analysed a meaning and establishes its significance and implications.

The goal of collection and interpretation is to gather pertinent information that may be used to help
decision-makers make the best choices. Data gathering and interpretation offer countless advantages
for a variety of people and organisations, from enterprises to newlyweds looking for their first house
both organisations and people.

Data analysis and interpretation, in the end, helps improve processes and identify problems. It
is difficult to grow and make dependable improvements without, at the very least, minimal
data collection and interpretation.

The primary data for research project is collected through survey of consumers. The survey
was conducted based on customer’s likes – dislikes, ideas, preferences, opinions, etc. for
Retail store and Jio mart store grocery products. Consumers were asked 16 Questions.

35
100 Consumers were included in this Survey.

4.2 AGE GROUP OF THE RESPONDENTS

Age group No. of Respondent

18-30 85

31-45 10

46-60 3

60 to above 2

Figure 1. Age group

INTREPRETATION: -

36
The sample size for the survey was 100. From the above table, we can see that 85

respondents were in the age group of 18-30.

10 respondents were in the age group of 30-45.

While 3 respondents from the age group of 46-60.

2 respondents were from the age group of 60 to above.

4.3 GENDER OF THE RESPONDENT

Gender No. of respondents

Male 56
Female 44

Figure 2. Gender

INTREPRETATION: -

56 respondents from 100 respondents are male.

37
44 respondents from 100 respondents are female.

4.5 WHERE DO YOU SHOP FOR GROCERY ITEMS?

Option No. of respondents

Local Kirana 41
Ration shop 4
Super market 43
Online 12

41

43

Local Kirana Ration shop Super market Online

Figure 4. Where do you shop for grocery items?

INTREPRETATION: -

More than 95% of the grocery market is still controlled by physical grocery stores, be it
supermarkets or local Kirana stores though owing to the rising customer awareness and
digital literacy and improved internet services online grocery stores are coming up
significantly and the scope is very wide in the Indian market. There has been a shift in
consumers’ shopping habits as a response to covid 19 and this has brought a boost to the

38
online grocery market as well as changes in the functioning of the local Kirana stores, many
have adopted to this and have started providing extra services like contactless delivery to
your doorstep, small orders on call or WhatsApp, acceptance of digital payments, etc.
Through the primary source of data collected we found out that 96% of the surveyed
audience purchase from physical grocery stores and only 4% consumers are using online
services for their regular purchase of groceries.

4.6 WHICH ONLINE GROCERY SHOPPING SERVICES DO YOU

USE?

Company No of respondents
Jio mart 65
Big basket 25
Grofers 10
Nature basket 6
Others 24

70 65

60
No. of respondents
50

40

30 25 24

20
10
10 6

0
Jio mart Big basket Grofers Nature basket Others
Company

Figure 5. Which online grocery shopping services do you use?

INTREPRETATION: -

39
 The industry is expected to expand at a compound annual growth rate of 37.1% from 2021 to
2028. With such rapid expansion, the market is bound to be characterized by extreme
competition amongst the key players as they try to undercut competition with appealing
offers such as same-day delivery, cashback, low delivery charges, and flexible return policies.
Currently Big basket seems to be the leading choice in consumers followed by Jio mart.
However newer players like Grofers and Nature basket are rapidly expanding with the aim of
taking over the industry.

4.7 HOW MUCH DO THE FOLLOWING FACTOR INFLUENCE

YOUR DECISION OF ONLINE GROCERY SHOPPING?

Option No. of respondents

Safety 24
convenience 29
Tine saving 58
Cost 35
Variety 22

Figure 6. How much does the following factor influence your decision of online
grocery shopping?

To understand the decision-making process of consumers while using online grocery

services, we asked them to rate several factors according to the impact it creates on
their purchase decision while choosing to buy online. The first factor was safety,
which was rated as very important by 14% of the surveyed population while the rest
86% were either neutral or did not consider this. Convenience was rated important by
18% of the people who took the survey. 34% believed that shopping groceries online
40
 was time saving, whereas 30% were neutral on this aspect. Around 30% were neutral
about the cost, meaning either they found the prices to be similar or did not consider
this factor while making the purchase decision. However around 21% of the surveyed
people considered cost as an important aspect while making their decision. Variety or
availability of a wide range of products is something that attracts the consumers, 13%
of the surveyed population considered this as an important factor hence variety can or
does influence a customer while using online grocery services.

4.8 HOW OFTEN WOULD YOU BUY GROCERIES ONLINE?

Option No. of respondent

Never 15
Rarely 28
Sometimes 45
Often 11
Always 1

Figure 7. How often would you buy groceries online?

 As you can see from above pie chart 15% of the respondents never buy any
grocery product from online app or website, they prefer to go to the physical
grocery stores.

41
  28% respondents from 100 respondents are the one who but grocery product
through online rarely.
 Collected survey data say that 45% of the total respondent are sometimes buy
groceries online and sometimes they prefer to go to physical stores.
 11% of the respondents buy groceries through online often.
 And 1% of the respondents always buy groceries through online. They are very
comfortable to buy groceries online.

4.9 WHAT DO YOU FEEL ABOUT ONLINE GROCERY SHOPPING?

Option No. of respondents

As a Replacement 11
As a Alternative 35
As a Additional option 54

Figure 8. What do you feel about online grocery shopping?

42
 The above can be confirmed by the next part of our survey. Out of the sample
population only 11% see online grocery shopping as a replacement for traditional
stores. However, a much bigger chunk sees it as an alternative or an additional option.
A rise in such consumers is great for short term success of the industry and will allow
for better survival and growth opportunities.

4.11 WHAT ARE YOUR ISSUES REGARDING ONLINE GROCERY

SHOPPING?

Option No. of respondents

No guarantee 25
Price 17
Security 20
Physical Examination 38

As per the survey, about 38% customers face a problem of physical examination of
the product while making a purchase online. The fact that they cannot see the
groceries themselves before making the payment and buying them makes them
hesitant. Since there is no guarantee of getting the product of good quality too, 25%
of respondents were reluctant. Other issues that people face while making online

43
 purchases of groceries is the price range and the lack of security.17% of respondents
issues regarding price of the product they want to purchase. And 20% of respondent
have issues regarding security.

4.13 WHAT MAKE JIO MART ONLINE GROCERY SHOPPING

SPECIAL COMPARED TO OTHERS?

Options No. of respondent

Partnership with local stores 37
Wide product range 47
Competitive pricing 36
Convenient Delivery 24
Option No. of respondent

Figure 12. What make Jio mart online grocery shopping special compared to others?


 As you can see from above graph 24% of respondents thinks that Jio mart is unique
compares to others because of the convenient delivery.

 36% of the total respondent believe that Jio mart is unique because of its
competitive pricing.

 Wide product range is the unique factor in Jio mart is told by 47% of the
respondents.

44
  37% of respondents thinks that Jio mart is special compared to others because of
partnership with the local retail stores.

4.14 HOW EASY WAS IT TO NAVIGATE THE JIO MART WEBSITE

OR APP


Option No. of respondents

Very easy 42
Somewhat easy 30
Neither easy nor difficult 19
Somewhat difficult 6
Very difficult 3

Figure. 13 How easy was it to navigate the Jio mart website or app

Jio mart consumers buy grocery through the online mode using app and website of Jio
mart and 42% of the total respondents says that the navigating Jio mart app or website
is very, were 30% of the total respondents says that it is somewhat easy.

19% of the total respondents of the survey say that it is neither easy or difficult to use
the app or website.

45
 The survey say that Jio mart is somewhat difficult or very difficult to use, the
percentage of the respondents are 6% & 3%.

4.15 DID YOU FIND THE PRODUCT YOU WERE LOOKING FOR
ON JIO MART?

Options No. of respondent

Yes, all of them 36
Some of them 58
None of them 6

Figure. 14 Did you find the product you were looking for on Jiomart?

 As per the survey, 36% of the total respondents say t6hat they found the product
they were looking for in Jio mart app or website. These customers are very
satisfied with the Jio mart store because of the easy access of the product.

 58% of the total respondents say that they found some of the product they are
looking for on Jio mart.

46
 And 6% of the total respondents say that they didn’t found the product they were
looking for on Jio mart website or app.

47
48
CHAPTER: - 5
FINDINGS AND SUGGESTIONS

49
5.1 FINDINGS

Jio mart store a strong emphasis in developing market with the motive of strengthening its
core market business, build strong innovations through technology, to minimize the cost and
increase in productivity. At Jio mart store management is treated like a scientific discipline.
The survey showed that Jio mart store has many strengths and opportunities that can be
further strengthened and developed to succeed in this journey.

My Findings from the survey are:

 From the total of 100 respondents, 85% respondents belonged to 18-30 category of age
group, 10% respondents to 31-45, 3% respondents belong to 46-60 category while 2%
respondents belonged to 60 to above category.

 From 100 respondents, 56% respondents were male and 44% respondents were female.

 From 100 respondents, 86% respondents have online grocery service in their areas, while
other 14% respondents not able to purchase grocery through online mode.

 41% respondents say that they purchase product mostly from the local Kirana store. While
4 percentage of total respondents say that they buy groceries from ration shops. Survey says
that 43% respondents buy their groceries from super market. And 12% respondents buy the
groceries from the online mode.

 From 100 respondents, we found out that 24% of the total respondents buy grocery online
because of the safety provided by the retail store. 29% of the respondents buy grocery online
because of the convenience. Time saving factor influenced 58% of the total respondents to
purchase product through the online retail stores. While 22% of the respondents got
influenced by variety of products.

 From 100 respondents, we found out that the 11% of the respondents think online grocery
shopping as the replacements. 35% of the total respondents think it as an alternative and54%
of the total respondents think it as an additional option.

 In a survey conducted, it was found that 48% of the respondents preferred online grocery
shopping due to the discounts and offers available. Additionally, 30% of the respondents
preferred online grocery shopping because of the convenience of fast delivery, while 14% of
the respondents preferred it because of the availability of products. Only 6% of the
respondents preferred online grocery shopping due to the customer care service provided.

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Finally, 4% of the respondents preferred online grocery shopping due to the various modes of
payment available.

 According to a survey conducted, 47% of the respondents believe that Jio Mart is special
compared to other online grocery stores due to its wide product range. Additionally, 37% of
the respondents believe that Jio Mart stands out because of its partnership with local stores.
Furthermore, 36% of the respondents believe that Jio Mart's competitive pricing is what
makes it special. Finally, 24% of the respondents think that Jio Mart is special because of its
convenient delivery options.

 According to a survey conducted, 42% of the total respondents says that it is easy to handle
the Jio mart website or app for them. 30% respondents say that its sometimes east to purchase
grocery products from Jio mart website or app. 19% of the total respondents says that its
neither easy nor difficult. 6% of the total respondent says that it is sometimes difficult to use
Jio mart website and app. While 3% of the respondents say that the website or app of the Jio
mart is very difficult to use.

 According to a survey conducted, 36% of the total respondents found the product they were
looking for in Jio mart store. 58% respondents found some of the product they were looking
for in Jio.6% of the respondents unable to found the product they were looking for in Jio mart
store.

● Though online grocery services are available in most of the cities, it lacks approach in the
rural areas. This means that there is still a large audience that is not being targeted by the
industry. People have started to adapt to the new way of buying groceries. However, a larger
chunk still believes in the traditional methods of buying groceries.

● Before the pandemic, the percentage of people buying groceries online was quite low.
Pandemic gave the online grocery services a boost. From the survey it seems that people are
quite happy with the services as well as they would like to continue to buy groceries online
even after the pandemic ends.

● Among many other factors, the ones that attract the customers the most to do the shopping
online are availability of a large variety of products, time saving and discounts offered.

● No guarantee of the quality of the product and the lack of physical examination are two
things that the customers see as a hindrance in the online grocery shopping platforms.

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5.2 SUGGESTION

● Jio mart Online grocers should expand their services to rural market area as well since there
is a large market that is left untapped due to the non-availability of online grocery store
services.
● Since people have shown a positive response to online grocery services and are willing to
continue after the pandemic, online grocers should adopt newer ways to make their services
more efficient and user friendly, in order to retain these customers.
● Online systems today have trouble in conveying to the consumers what products are in
stock, what is fresh and what other options for the product that they want are and this
confusion often leads a consumer to go and purchase from the nearest store. To avoid this
Automation should be applied in all aspects of the business. Availability of a large variety of
products attracts customers hence they should make sure that they offer a wide range of
products and it is easily available to the customers. Further, recommendations are as follows;

 Develop competitive advantage through innovation and technology

 Expand e-commerce operations to exploit market growth

 Focus on a low pricing strategy

 Diversify by entering new industries to minimize market-based risk exposure

 Further improve product quality

 Expand product categories

 Creating more such campaigns to make consumers aware about the product in the market.

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CHAPTER: - 6
CONCLUSION

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CONCLUSION

Jio mart is giant online retail player not just in developed areas but in the regional areas. They
have experience significant challenges as a company over the past three years that have led
the company to revise their business strategy and model to better serve their customers.
Jio mart believes in a growth strategy in which it can touch the lives of as many consumers as
possible in more and more parts of the India. The company is going the extra mile and it has
some grave challenges to make the suggestive measures for future growth plans. Growth in
the rural markets has been very good for all the regional retail stores that is why every
company is turning their focus towards the rural sector. The company focuses on increasing
productivity, innovation through collaboration with external partners, and developing a strong
understanding of consumer needs. Furthermore, the “connect and develop” strategy supports
the company’s Purpose, Values and Principles in a way that delivers competitive advantage.
Based on the results of the study, it can be concluded that consumers have a favourable
perception of Jio Mart online grocery shopping compared to regional grocery stores. The
study found that Jio Mart offers a wider range of products, convenience, competitive pricing,
and quality of goods that meet the expectations of the consumers.
Moreover, the digital infrastructure and the use of technology by Jio Mart have added value
to the shopping experience of consumers. While regional grocery stores still enjoy a loyal
customer base, Jio Mart has gained popularity among consumers due to its competitive
advantages.
It is recommended that Jio Mart continue to improve and innovate its offerings to maintain its
competitive edge and appeal to customers. Regional grocery stores, on the other hand, should
consider enhancing their digital presence and convenience to compete with Jio Mart. Overall,
the study demonstrates that Jio Mart has emerged as a strong competitor in the online grocery
shopping space and has the potential to further disrupt the traditional brick-and-mortar
grocery industry.

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BIBLOGRAPHY

Introduction
www.wikipidia.com

Review of literature www.researchgate.com

www.scholar.google.com

www.scribd.com

IJCRT2107375.pdf

chat.openai.com perplexity.ai

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ANNEXURE
Questioner for the consumers
1. Email of the respondent

2. Name of the respondent

3. Age of the respondent 18-30 31-45 46-60 60 o above

4. Are online grocery service available in your area?

Yes

No

5. Where do you shop for grocery items?

Local Kirana

Ration Shop

Super market

Online

6. Which online grocery shopping services do you use?

Jio Mart

Big Basket

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Grofers

Nature basket

Other

7. How much do the following factor influence your decision of online grocery

shopping?

Safety

Convenience

Time saving

Cost Variety

8. How often would you buy groceries online?

Never

Rarely

Sometimes

Often

Always

9. What do you feel about online grocery shopping?

As a Replacement

As an Additional option

10. What makes you prefer a grocery delivery service over another?

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Discounts and Offers

Customer Support

Fast Delivery

Availability of Product

Modes of Payment

11. What are your issues regarding online grocery shopping?

No Guarantee

Price Security

Physical Examination

13. What make Jio mart online grocery shopping special compared to others?

Partnership with local stores

wide product range

Competitive pricing

Convenient Delivery

14. How easy was it to navigate the Jio mart website or app?

Very easy

Somewhat easy

Neither easy nor difficult

Somewhat difficult

Very difficult

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15. Did you find the product you were looking for on jiomart?

yes, all of them

some of them

none of them

16. How would you rate the customer care service from Jio mart?

Very bad 1 2 3 4 5 Very good

17. Do you have any suggestion or feedback on Jio mart.

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