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7/22/2019 Online grocery shopping Marketing research Presentation
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Online Grocery Store Lahore
Group members:
Abbiha Waqar
Ahsan Arshad
Hina Qaiser
Madiha Saeed
M.Mohtashim Naqeeb
Nida Nabeel
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Decision Objective
A brick and mortar retail store would like to launch an onlinstorefront in Pakistan.
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Research Objective
To identify the factors that influence the household consumLahore to buy groceries online.
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Qualitative Research
In-depth Interviews Mr Saad RajaRocket International
Focus Groups
Users
Non-users
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Qualitative Research
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Target Population
Profile of Respondents (n = 136)
Demographics Frequency Percentage
Gender:
Male
Female
50
86
36.6%
63.23%
Age:
Below 15 yrs15 yrs to 30 yrs
30 yrs to 45 yrs
45 yrs to 60 yrs
Above 60 yrs
Area of Residence:Posh Areas
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Data Collection Method
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Sampling Method
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Sampling Size
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Factor AnalAbbiha
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Services to be offeredReliability Statistics
Cronbach's
Alpha N of Items.900 10
Item-Total Statistics
Services to beoffered
Scale Mean ifItem Deleted
ScaleVariance if
Item Deleted
CorrectedItem-TotalCorrelation
Cronbach'sAlpha if Item
Deleted
Product info 36.46 54.484 .725 .885
Price comparison 36.72 53.358 .678 .888
Wide variety of products 36.78 54.278 .693 .887
Cash on delivery 36.45 55.417 .655 .889Instant chat customerservice 36.56 54.701 .681 .888
Membershipbenefits(online) 36.60 53.482 .669 .888
Delivery time 37.16 53.668 .583 .895
No shipping cost 36.66 54.387 .636 .890
Quality certification 36.63 55.023 .633 .891
Refund option 36.96 54.283 .580 .895
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Perception Online Shoppin
Reliability Statistics
Cronbach'sAlpha N of Items
.743 5
Item-Total Statistics
Perception
(of onlineshopping) Scale Mean ifItem Deleted
Scale
Variance ifItem Deleted
Corrected
Item-TotalCorrelation
Cronbach's
Alpha if ItemDeleted
not reliable 10.19 13.015 .619 .661
Hassle 9.88 12.716 .520 .692
Unsafe 10.20 13.769 .489 .704
Fun 9.89 13.441 .356 .762
time saving 9.54 12.338 .591 .665
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Motivators
Reliability Statistics
Cronbach's
Alpha N of Items
.739 4
Item-Total Statistics
Motivators Scale Mean if
Item Deleted
ScaleVariance if
Item Deleted
CorrectedItem-Total
Correlation
Cronbach'sAlpha if Item
Deleted
promotional deals 9.30 9.235 .640 .612
membership benefits 8.99 9.401 .645 .610
personal touch 8.49 12.223 .400 .746
single point shop 9.76 10.782 .454 .724
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Refrains Online Shopping
Reliability Statistics
Cronbach'sAlpha N of Items
.729 5
Item-Total Statistics
Refrains (onlineshopping)
Scale Mean ifItem Deleted
Scale
Variance ifItem Deleted
Corrected
Item-TotalCorrelation
Cronbach's
Alpha if ItemDeleted
offers variety 14.09 10.591 .594 .641
cheaper delivery 14.38 10.499 .575 .647
expensive travelling 14.06 11.500 .456 .695
Friends 14.91 11.312 .416 .714
no hassle 13.99 12.489 .418 .708
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Benefits Traditional Shoppin
Reliability Statistics
Cronbach'sAlpha N of Items
.613 3
Item-Total Statistics
Benefits(traditionalshopping)
Scale Mean ifItem Deleted
ScaleVariance if
Item Deleted
CorrectedItem-TotalCorrelation
Cronbach'sAlpha if Item
Deleted
Easy 5.95 4.238 .431 .503
Return 6.57 4.188 .421 .516
Energetic 5.75 3.749 .418 .524
Sum of
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Anova Table
Factor 1: Services to be offered
Squares df M
product info Between Groups 77.447 2
Within Groups 62.154 135
Total 139.601 137
price comparison Between Groups 96.881 2
Within Groups 90.656 135
Total 187.536 137
cash on delivery Between Groups 57.129 2
Within Groups 83.197 135
Total 140.326 137
wide variety of products Between Groups 69.691 2
Within Groups 86.309 135
Total 156.000 137
instanct chat customer Between Groups 60.139 2
Within Groups 89.340 135
Total 149.478 137
membership benefits
(online)
Between Groups 79.720 2
Within Groups 108.107 135
Total 187.826 137
delivery time Between Groups 77.107 2
Within Groups 149.538 135
Total 226.645 137
no shipping cost Between Groups 82.350 2
Within Groups 93.795 135
Total 176.145 137
quality certification Between Groups 60.308 2
Within Groups 98.793 135
Total 159.101 137
refund option Between Groups 62.147 2
Within Groups 144.955 135
Total 207.101 137
S f
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Anova Table
Sum of
Squares df Mea
not reliable Between
Groups49.778 2
Within Groups 117.331 135
Total 167.109 137
hassle Between
Groups 59.097 2
Within Groups 169.142 135
Total 228.239 137
unsafe Between
Groups38.054 2
Within Groups 137.982 135
Total 176.036 137
fun Between
Groups68.212 2
Within Groups 208.107 135
Total 276.319 137
time saving Between
Groups79.374 2
Within Groups 138.771 135
Total 218.145 137
Factor 2: PerceptionOnline Shopping
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Anova TableSum of
Squares df
promotional deals Between Groups133.428 2
Within Groups157.478 135
Total290.906 137
membership benefits Between Groups136.443 2
Within Groups139.274 135
Total275.717 137
single point shopping Between Groups99.752 2
Within Groups175.871 135
Total275.623 137
personal touch Between Groups36.306 2
Within Groups161.295 135
Total 197.601 137
Factor 3: Motivators
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Anova Table
Sum of
Squares df M
cheaper delivery Between Groups77.571 3
Within Groups124.864 134
Total202.435 137
offers variety Between Groups
68.262 3
Within Groups120.317 134
Total188.580 137
expensive travelling Between Groups59.946 3
Within Groups128.373 134
Total188.319 137
no hassle Between Groups28.208 3
Within Groups112.176 134
Total140.384 137
friends Between Groups65.596 3
Within Groups157.049 134
Total222.645 137
Factor 4: RefrainsOnline Shopping
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