Course Instructor: Dr.

Jawaid Ghani Muhammad Arsalan Ahmed

Subject: Market Research Analysis M2130048


Karachi School for Business and Leadership

Online shopping one stop solution

Research Objective. To identify consumer purchase behavior and market opportunity of online grocery
stores in Karachi. The research tries to identify grocery purchase behavior of different segments,
characterized with respect to source of purchase; namely local whole sale grocery stores(like in jodia
bazar etc), Departmental Stores and online grocery store. Focus of the research is tilted towards
identifying the consumer profile and buying behavior along with perceptions of the segment aware of
online shopping (used to buy clothing and other purchases from online internet stores).
Our target audience for interviewing shall comprise of men and women of all ages, specifically, focusing
on
Working Professional Men & Womens
House Wives
Since Karachi is a big metropolitan city, therefore, we have divided it into zones where we will be
conducting surveys:
Clifton & Defence
Askari IV
KDA

In-depth Interview. [Respondent. Leena Ahmed Age 29, working lady, Resident DHA- phase 4 (Doctor,
Income Rs. 140,000 per month, Married, 2 Kids]
Mrs. Leena Ahmed buys grocery from three different sources, one from the traditional wholesale
market for big items consumed in whole month on a monthly basis, 2
nd
regular use items like vegetable,
meat etc. from local retailer and weekly items like flour, sugar, tea, cooking oil, masalas and other
branded grocery items from departmental stores. She has been following this purchasing behavior since
her marriage and got this from her parents home. Mrs. Leena started to incline for buying from
departmental stores since she learned of more hygienic benefits from the environment and varieties
they offer. Mrs. Leena though as a working lady founds it difficult to spend hours in departmental stores
and also due to lots of varieties she cant stop her to overspend there.

Mrs. Leena buys weekly items from METRO on a weekend which almost destroys her only rest day.
Whenever she has to go to departmental store she missed out visiting her parent family or her in-laws.
She buys weekly grocery items in person and always spend lots of time wasting in buying fixed items and
ran out of budget, also involvement in the purchase for the entire time and roaming around makes her
tired. Mrs. Leena relies on departmental stores very much for the quantity and quality of grocery. She is
fairly satisfied from the quality of service and quality of grocery there and also prices are also very much
satisfying and she found it value for money.

The last weekly grocery purchase that Mrs. Leena made was from METRO where she overspent almost
5000RS and also wasted 5 hours and was not able to visit a get together at her In-laws because of
getting tired.

Mrs. Leena is well aware of online shopping and uses to buy clothing from various online stores for her
and also for husband and kids; she does not differentiate the quality from the two sources of clothing
Course Instructor: Dr. Jawaid Ghani Muhammad Arsalan Ahmed
Subject: Market Research Analysis M2130048


Karachi School for Business and Leadership

that she buys from regular stores and online stores. Although she believes that online stores always has
updated designs and somewhat cheaper prices.

Among few attributes that she mentioned would be convincing her to buy from an online grocery store
included the presentation and display products on website interface, wrapping and packaging of
grocery at the time of delivery, delivery time, quality of grocery, price ,customer dealing i.e online
support of store and hygienic factor. Mrs. Leena also mentioned that she can always prefer buying
weekly grocery from online stores so that she can spend more quality time with her family on
weekends. She mentions that she doesnt mind buying online and if they offer return facility and also if
they set some minimum order quantity.
Mrs. Leena mentioned her concern that the online grocery store must be same priced as of
departmental store or in ideal case as that of wholesale shops because being in budget is also a concern
in her shopping behavior. She also mentioned that there should be no difference between the quality
and quantity of grocery from online grocery store or from departmental store.

INSIGHTS

The case of Mrs. Leena Ahmed provides an insightful potential of online grocery store buying market
versus a departmental store and even if quality and loyalty is achieved via quality standards so we can
compete against wholesales and local retail outlets providing daily grocery like meat, veggies and
poultry. Mrs. Leena tends to put more weight to the shopping online at some online grocery store right
from her hospital or home compared to that of the departmental store. She does feel much difference
and ease in shopping from an online grocery store but the price, quality and quantity are of three main
concerns. shopping experience that includes customer dealing, product display at website interface,
product information, product comparison, packaging and wrapping, delivery timing, hygiene and
neatness, ease, time saving, budget saving factor etc., are sufficient reasons for her to believe that
online grocery store, although slightly untraditional but, can be a better and effective solution for her
lifestyle and routine. There is no post-purchase dilemma after shopping from online stores as you can
always return and buy only what is desired by comparing the products with detail specifications as you
had in departmental stores and also because if there is no difference between the quality, price and
quantity of grocery that is always a concern when a person buys from a virtual store she is very much
willing to shift her daily grocery shopping like of veggies, poultry and meat also to online grocery store.
This is also what the smart pricing and segment targeting-strategy tells marketers that customers are
willing to try new and untraditional avenues of purchases, take maximum advantage of a buying channel
if the channel satisfies all of the concerns of the segment up to reasonable level. Thus, although the
online grocery store idea seems to be very much new in the markets like Pakistan but with providing
value in it can make it substitute of departmental stores. Mrs. Leena Ahmeds overwhelming response
and open type of interview showing all of her concerns and willingness to shift to online grocery store if
it arrives, keeping care of all of the concerns, and to shift immediately (over and above the
departmental store) is largely driven by the value and ease offered by the online shopping and also her
previous experience of buying of apparel from other online clothing stores.

Actual Statements:
METRO main lene kuch jao aur le aur bhi buhut kuch fazool latay ho
..Online clothing tau achi hoti hai agar grocery quality and price main achi ho tau buhut
asaani hojayegi.
Course Instructor: Dr. Jawaid Ghani Muhammad Arsalan Ahmed
Subject: Market Research Analysis M2130048


Karachi School for Business and Leadership

weekly choti moti cheezain, our regular masala, oil, flour ,sugar, bacho k snacks etc. main hi
poora weekend barbad ho jata hai
.online is convenient because you can always order from your office or home and save a lot of
time and energy
Yea, ideal case is if they offer price of whole sellers and quality of departmental stores but I
dont mind if the charge price that of departmental store but not even slightly over price..paise
bhi tau bachane hain
.there is no objection if they put some minimum order quantity