A STUDY ON CONSUMER AWARENESS AND PREFERENCE TOWARDS

ONLINE PURCHASE OF FOOD WITH SPECIAL REFERENCE TO

BANGALORE

Dissertation synopsis Submitted in Partial fulfillment of the Requirement for the Award of

the Degree of

MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE CENTRAL UNIVERSITY

BY

SHREEKANT

REG NO MB186432

Under the Guideline and Supervision of

INTERNAL GUIDE

LEEBA MATHEW MBA, M, P hill, PGDHRM

PROFESSOR

Dr. Ambedker Institute of Management Studies

DR. AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES

HAL II STAGE INDIRANAGR BANGALORE 560038

2018-2020
 REGISTRATION FORM

1. Name of the student : SHREEKANT

2. Proposed dissertation area : Marketing

3. Proposed dissertation topic : A STUDY ON CUSTOMER AWARENESS AND

PREFERENCE TOWARDS ONLINE PURCHASE

OF FOOD WITH SPECIAL REFERENCE TO

BANGALORE

4. Write a brief note on your topic :(minimum 100 words)

Consumer awareness is one of the stimulating and challenging areas in marketing studies being a
human activity focused on the purchasing, consuming and using of the products and services.
Understanding the behavior of consumer is a great challenge. It involves the psychological processes
that consumers go through in recognizing needs, finding ways to solve these needs, making purchase
decisions, interpret information, make plans and implement those plans by engaging in comparison
shopping or actually purchasing a product. The present paper highlights the determinants of
consumer behavior regarding buying decision-making. This research intends to study on the
relationships among demographic characteristics, consumer’s perceptions and customer buying
awareness towards ready to cook food products. Present research broadly focuses on three aspects
viz. satisfaction of consumer, convenient usage, usefulness. Data was gathered from various
sampling units through well-structured questionnaire to study in retail malls belonging to Bangalore
Convenience sampling was adopted to arrive at ultimate respondents.

Student Signature

Approved or disapproved if it is disapproved, the reason for revision

Faculty Guide’s Signature with date

 A STUDY ON CUSTOMER AWARENESS AND PREFERENCE
TOWARDS ONLINE PURCHASE OF FOOD WITH SPECIAL
REFERENCE TO BANGALORE

Introduction

The introduction of modern food products in the present era has captured the attention of global
population. The dependency of people on these Techie products has reached at such level that,
without these, they can’t think a step forward in the direction of their growth. This dependency of
people on e-products is leading to addiction of the technological devices. It is observed that
teenagers are the most vulnerable group among the population to be addicted to technology.

NEED OF THE STUDY

There are millions of people online any time and they all are a potential consumer in the online
market. What are the various factors that influence the purchase of a consumer. Gadgets become
obsolete over a period of time and new technological advancements take place. At present people
feel that there are major security concerns in online transactions and do not feel comfortable
doing the shopping online. They feel that there are high risks of fraud and hoax in online
business. Online advertising is just beginning to root itself in the business world of INDIA
because of which not all the products are available. Even famous brands place only selective
items online and hence there are fewer choices available on the internet. Since it’s a new concept
people are still not totally used to it because of which they feel uncomfortable shopping online.

REVIEW OF LITERATURE

Nirmalraj R.J.T. (2012):

This study reveals the factors that are affected consumer awareness of “Ready to Eat Foods in
India” A descriptive study was conducted to attain an insight in to customer’s awareness about the
ready to eat foods. Findings of this study suggest that Indian companies must focus on creating
awareness towards ready to eat food products so that future growth chances can be maximized for
ready to eat manufactures.
Friedman (1999), and Sirdeshmukh et al. (2002) :
Argue that consumers that engage in online business to consumer transactions can find another
provider to meet their expectations just by the click of a mouse. As a result, they face minimal
barriers to switching to another brand, especially in cases of little differentiation amongst
competing products.

Chung-Hoon, (2003), Kung et al., (2002), Lodorfos et al., (2003):

Presented that, online brand loyalty suggests that consumers weight differently the importance of
factors influencing their purchasing decisions in the online market than those in the traditional
shopping environments, which in turn may affect their e-brand loyalty. Factors that have been
extensively covered in these researches as having a significant effect on the consumers‟
purchasing decisions online are: beliefs about brand, price, trust, experience and convenience.

STATEMENT OF THE PROBLEM

An increasing number and variety of firms and organizations are exploiting and creating business
opportunities on the Internet statistics indicate the repaid growth in the field of virtual shopping.
With this emerging field of shopping the interest of marketers is also increasing in studying what
actually motivates consumers to shop online. Fierce competitions among online sellers have
forced them to gain the competitive edge in the field of virtual shopping. As online shopping is a
new medium so the consumer awareness in the field of online shopping In order to gain
competitive edge in the market, marketers need to know the consumer awareness in the field of
online shopping. So it is important to analyze and identify the factors which influence consumers
to shop online in order to capture the demands of consumers.

OBJECTIVES OF THE STUDY

 To analyze the various factors influencing the online shopping purchase of the
consumers towards purchase of online foods.

 To find out the impact of marketing tools in determining the purchase of consumers.

 To know the consumers awareness about online purchasing.
  To identify the barriers faced by consumers during online purchase.

 To recommend possible solutions for overcoming the in the policies with a view
to achieve an consumer awareness and preference of online purchase of food.

SAMPLING
A samples is the group of people who take part in the investigation. The people who take part are
referred to as participants.

The research design adopted in this study will be survey. The population of this study will
comprise of online shoppers in Bangalore the capital of Karnataka. In order to address the
research objective, the participants will be selected using a non- probability sampling method.

RESEARCH DESIGN
A research design is basis frame work, which provides guidelines for the rest of research process.
It is the map or blueprint according to which, the research is to be conducted. The research
design specifies the method of study. Research design is prepared after formulating the research
problem and need to be most suitable to solve the problem. This study will utilize a survey of
research design and will be qualitative in nature. A self-administered questionnaire will be
developed and the same will be used to measure the response of target population towards
electronic gadgets.

Sample size:
The sample size selected for the research is 100 in the area of Bangalore.

The study cover a sample of students, employees, housewife etc. The respondents are selected
on a simple random sampling basis from the following categories:

1. Housewife

2. Students.

3. Employees.
Sampling technique:
Quota sampling:

Quota sampling is a method for selecting survey participants. In quota sampling a population is
first segmented into mutually exclusive, sub-groups, just as in stratified sampling. The
judgement is used to select the subjects or units from each segment based on a specified
proportion.

Over here the sample are taken who working, having an experience in online shopping and are
web savvy. also, women respondent are taken as they are the user who shop for food items than
the male.

Sampling unit:
The area of Bangalore.

SOURCES OF DATA COLLECTION

The data will be collected by making use of both Primary as well as Secondary Data. Primary
data consists of original information for the specific purpose at hand. In the case of primary data,
questionnaire would be used and in the case of secondary data, the data will be collected from
books, newspapers, journals, articles, published reports and internet.

PRIMARY DATA:
Primary data consist of original information gathered from sample size of 100 respondent
residing in Bangalore, India.

Secondary data:
Secondary data consist of information that already exists and that was collected in the past for
some other purposes.

TOOLS OF DATA COLLECTION

Primary data and secondary data have been used. Primary data were collected through the
structured questionnaire and the secondary data were collected from various Books, Journals,
Articles, Newspapers, Magazines and Websites. The data collected were further analyzed by
using statistical tools like percentages etc.

Questionnaire:
The data collection tool used for the research is questionnaire to get the primary data for the
empirical research on consumer awareness on online food purchase.

PLAN OF ANALYSIS
The data will be tabulated. Simple percentages technique will be used for calculation to analyze
the data and represent through graphs and charts. having analyzed the collected data and after
presenting it in the form of graphs and charts findings will be framed and conclusions, drawn
will be examined to arrive at the shortcoming based on which suitable recommendation will be
drafted.

After having analyzed the collected data it will be presented in the following form: -

Graph

Tables

Charts
LIMITATIONS

Even after applying all the methods, plan of analysis, questionnaire and observation we will not
be able to analyze accurate information needed for the research however the following
limitations will affect the overall research:

 The first limitation caused during the market research was to find out the respondent who
shop online and are web savvy.

 The second limitation caused during the research was searching the women
respondent who shop food products along with the experience of online purchasing.

 The market research was that the research will only study the consumer awareness
towards online food purchase and not the dealers, wholesalers, or retailors awareness
towards online shopping which acts as an agent to the online retail industry to support its
business operations.