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    Consumer Perception Study On Bigbasket and Grofers

    Uploaded by

    Shubham Saraogi
    The document analyzes consumer perception of BigBasket and Grofers, two leading online grocery retailers in India. It discusses the research methodology used, results of the analysis, and key findings. Major findings include that BigBasket has first-mover advantage and higher brand preference compared to Grofers. The target audience for online grocery shopping is reported to be women aged 25-50 years.

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    Consumer Perception Study On Bigbasket and Grofers

    Uploaded by

    Shubham Saraogi
    53 views25 pages
    The document analyzes consumer perception of BigBasket and Grofers, two leading online grocery retailers in India. It discusses the research methodology used, results of the analysis, and key findings. Major findings include that BigBasket has first-mover advantage and higher brand preference compared to Grofers. The target audience for online grocery shopping is reported to be women aged 25-50 years.

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    CONSUMER PERCEPTION STUDY ON BIGBASKET AND GROFERS

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    The document analyzes consumer perception of BigBasket and Grofers, two leading online grocery retailers in India. It discusses the research methodology used, results of the analysis, and key findings. Major findings include that BigBasket has first-mover advantage and higher brand preference compared to Grofers. The target audience for online grocery shopping is reported to be women aged 25-50 years.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    53 views25 pages

    Consumer Perception Study On Bigbasket and Grofers

    Uploaded by

    Shubham Saraogi
    The document analyzes consumer perception of BigBasket and Grofers, two leading online grocery retailers in India. It discusses the research methodology used, results of the analysis, and key findings. Major findings include that BigBasket has first-mover advantage and higher brand preference compared to Grofers. The target audience for online grocery shopping is reported to be women aged 25-50 years.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 25

    A STUDY ON CONSUMER

    PERCEPTION- BIGBASKET
    VERSUS GROFERS

    Submitted by:
    1. Bhumika Bothra
    2. Sejal Kajaria
    3. Tushar Pareek
    4. Shubham Saraogi
    OBJECTIVES

    • Evaluating quantum and frequency of purchase of household FMCG from online websites
    • To understand the preference and factors affecting the decisions while purchasing FMCG
    • Understanding appeal for promotion
    • Understanding brand preference of customers
    INTRODUCTION

    • Value of consumers and their perception


    • Growth of E-Commerce
    • BigBasket and Grofers – “The market leaders”
    • History of these ventures
    LITERATURE REVIEW

    • Nicky LaMarco on “Consumer Perception Theory” (Published: 5th November 2018)


    • Jane Smith on “Consumer Perception Theory” (Published: 12th October 2018)
    • Mugdha Variyar on reforms bought by BigBasket (Published: Economic Times, 27 th April 2017)
    • Sayan Chakraborty on the strategies of BigBasket and Grofers to scale the industry (Published:
    Forbes India, 26th October 2018)
    RESEARCH METHODOLOGY

    • Primary data through self-prepared questionnaire


    • Frequency test of the data collected
    • Data grouped under 4 headings:
    i. Demographic Profile
    ii. Attitude towards online shopping
    iii. Perception about online market for FMCGs
    iv. Perception about BigBasket and Grofers
    RESULTS AND DISCUSSIONS

    A. Analysis of demographic data

    1. Occupation

    Housewife 30
    Student 20
    Business 14
    Service 9
    1. Housewives
    a) Responsible for household jobs
    b) Spare leisure time
    c) Engage in other household activities

    2. Students
    a) Newer methods of shopping
    b) Discovery oriented mind
    c) Live alone
    d) Busy schedule

    3. Businessmen
    a) Judicious expenditure
    b) Offers and incentives

    4. Service
    a) Busy schedule
    b) On-the-go shopping
    2. Age Group

    < 25 years 18
    25 – 50 years 45
    >50 years 10

    • Youngsters looking to discover


    • Young adults and adults and open to unconventional methods
    • Elderly trust the conventional method and keep distance from complications
    3. Gender

    Female 49
    Male 24

    • Female more active towards online shopping


    • Household responsibilities on women
    • Men engaged in jobs
    3. Marital Status

    Single 22
    Married 51

    • Data collected mainly from housewives


    • Married people form the major consumer portion for these ventures
    4. Annual Family Income

    <10,00,000 12
    10,00,000 – 50,00,000 31
    50,00,000 – 1,00,00,000 13
    1,00,00,000 – 5,00,00,000 9
    >5,00,00,000 8

    • Female more active towards online shopping


    • Household responsibilities on women
    • Men engaged in jobs
    5. Level of Education
    Class 12 Pass 14
    Undergraduate 29
    Post-Graduate 29
    Doctorate 1

    • Higher Education is directly proportional to acceptability.


    • Students open to these methods of shopping
    6. Type of Motor Possesion

    Two – wheeler 25
    Four – wheeler 28
    Both 17
    None 3

    • Two wheeler owners find difficulty in carrying the shopped goods home
    • Those who possess four wheeler are also comfortable with shopping
    online because of parking issues
    FACTORS INFLUENCING PURCHASE
    DECISIONS

    • Whether online market for FMCGs is taking the front seat


    Yes 48
    No 10
    Maybe 15

    • 66% are positive


    • 20% not sure – lack of knowledge, misinterpretations, etc.
    • Whether the groceries are adulterated when bought online

    Yes 9
    No 17
    Maybe 47

    • 23% believe that they quality is pure and unadulterated


    • 65% unsure about the quality – lack of knowledge about functioning and
    production; dissonance
    • Very small portion of population believe that it is adulterated.
    INFLUENCE OF PROMOTIONAL APPEALS
    AND INCENTIVES
    • Which of the firms; BigBakset or Grofers; offers more number of promotional incentives

    BigBasket 39
    Grofers 34
    • More or less same amount of incentives
    • Copying the competitors’ strategy with own creativity
    • Keep the playing field levelled at all instances
    INFLUENCE OF PROMOTIONAL APPEALS
    AND INCENTIVES
    • Which of the subjects has a more appealing advertisement

    BigBasket 55
    Grofers 18

    • Use of eminent personalities like Shah Rukh Khan and Ratna Pathak Shah
    • “Castle in the cloud” for women and housewives
    • Their superiority compared to cometitiors
    REASON OF PURCHASE

    • Brand Partnerships

    BigBasket 53
    Grofers 20

    • Consumers looking for variety


    • Brand partnership adds on to the goodwill
    • Instils trust in the minds of the consumers
    BRAND PREFERENCE

    • Recommendation

    BigBasket 48
    Grofers 25

    • Membership preference

    BigBasket 55
    Grofers 18
    • BigBasket has an upper hand when it comes to preference of consumers
    • The data can be attributed to the following conclusions
    • First-mover advantage
    • More incentives
    • Various innovations like BB Daily and BB Instant
    • Successful operations and expansion
    • Faith of the investors
    FIRST MOVER ADVANTAGE
    Which of the subjects did you hear first about?

    BigBasket 60
    Grofers 13

    BigBasket is the first comer


    The advantages reaped by BigBasket as the first mover are:
    • Preferred brand by consumers
    • Easy to find investors
    • Easy Brand partnerships
    • New innovations like BB Instant and BB Daily readily accepted by the market
    • Reached out to local vendors and established private labels
    • Copyright of ideas
    CONCLUSIONS
    • Majority have shown interest in these ventures and are willing to buy groceries online
    • The consumers are doubtful about the quality of these goods when bought online
    • BigBasket does have a first-mover advantage over its competitors
    • Consumers open to try out new options
    • Promotional offers serves as a bait to attract consumers
    • Advertising strategy attracts consumers
    • Women are the major shoppers and age group is between 39-45 years
    • Educated and employed professions resort to online shopping of FMCGs
    LIMITATIONS OF STUDY

    • The limitation during the research was searching for women respondents who shop grocery products
    along with the experience of online shopping.
    • Sample size is not a complete representation of the population.
    • Majority of the responses came from the region of and around Kolkata.
    • The rural influence of these markets could not be studied.
    SCOPE FOR FUTURE RESEARCH

    • Suggest reforms that these brands can bring to their business model for growth
    • Plan out the marketing strategies to curb problems and counter loopholes
    • Study the growth of E-Commerce sector
    • Study the impact that these sectors have on the consumers
    Thank You!

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