Online Grocery Store in Lahore

Group members: Abbiha Waqar Ahsan Arshad Hina Qaiser

Madiha Saeed
M.Mohtashim Naqeeb Nida Nabeel

Decision Objective
A brick and mortar retail store would like to launch an online storefront in Pakistan.

Research Objective
To identify the factors that influence the household consumers in Lahore to buy groceries online.

Qualitative Research
In-depth Interviews
Mr Saad Raja Rocket International

Focus Groups
Users Non-users

Qualitative Research

Target Population
Profile of Respondents (n = 136)

Demographics
Gender: Male Female Age: Below 15 yrs 15 yrs to 30 yrs 30 yrs to 45 yrs 45 yrs to 60 yrs Above 60 yrs

Frequency
50 86

Percentage
36.6% 63.23%

Area of Residence: Posh Areas

Data Collection Method

Sampling Method

Sampling Size

Factor Analysis
Abbiha Waqar

Services to be offered
Reliability Statistics Cronbach's Alpha .900 N of Items 10 Item-Total Statistics Scale Variance if Item Deleted 54.484 53.358 54.278 55.417 54.701 53.482 53.668 54.387 55.023 54.283 Corrected Item-Total Correlation .725 .678 .693 .655 .681 .669 .583 .636 .633 .580 Cronbach's Alpha if Item Deleted .885 .888 .887 .889 .888 .888 .895 .890 .891 .895

Services to be offered
Product info Price comparison Wide variety of products Cash on delivery Instant chat customer service Membership benefits(online) Delivery time No shipping cost Quality certification Refund option

Scale Mean if Item Deleted 36.46 36.72 36.78 36.45 36.56 36.60 37.16 36.66 36.63 36.96

Perception Online Shopping

Reliability Statistics Cronbach's Alpha .743 N of Items 5 Item-Total Statistics Perception (of online shopping) not reliable Hassle Unsafe Fun time saving Scale Variance if Item Deleted 13.015 12.716 13.769 13.441 12.338 Corrected Item-Total Correlation .619 .520 .489 .356 .591 Cronbach's Alpha if Item Deleted .661 .692 .704 .762 .665

Scale Mean if Item Deleted 10.19 9.88 10.20 9.89 9.54

Motivators
Reliability Statistics Cronbach's Alpha .739 N of Items 4 Item-Total Statistics Scale Variance if Item Deleted 9.235 9.401 12.223 10.782 Corrected Item-Total Correlation .640 .645 .400 .454 Cronbach's Alpha if Item Deleted .612 .610 .746 .724

Motivators promotional deals membership benefits personal touch single point shop

Scale Mean if Item Deleted 9.30 8.99 8.49 9.76

Refrains Online Shopping

Reliability Statistics Cronbach's Alpha .729 N of Items 5 Item-Total Statistics Scale Variance if Item Deleted 10.591 10.499 11.500 11.312 12.489 Corrected Item-Total Correlation .594 .575 .456 .416 .418 Cronbach's Alpha if Item Deleted .641 .647 .695 .714 .708

Refrains (online shopping) offers variety cheaper delivery expensive travelling Friends no hassle

Scale Mean if Item Deleted 14.09 14.38 14.06 14.91 13.99

Benefits Traditional Shopping

Reliability Statistics Cronbach's Alpha .613 N of Items 3 Item-Total Statistics Benefits (traditional shopping) Easy Return Energetic Scale Variance if Item Deleted 4.238 4.188 3.749 Corrected Item-Total Correlation .431 .421 .418 Cronbach's Alpha if Item Deleted .503 .516 .524

Scale Mean if Item Deleted 5.95 6.57 5.75

product info

Between Groups Within Groups Total

Sum of Squares 77.447 62.154 139.601

df
2 135 137

Mean Square 38.724

.460

F 84.108

Sig.
.000

price comparison

Between Groups Within Groups Total

96.881
90.656 187.536 57.129 83.197 140.326 69.691 86.309 156.000 60.139 89.340 149.478 79.720 108.107 187.826 77.107

2
135 137 2 135 137 2 135 137 2 135 137 2 135 137 2

48.440
.672 28.565 .616 34.845 .639 30.069 .662 39.860 .801 38.553

72.135

.000

Anova Table
Factor 1: Services to be offered

cash on delivery

Between Groups Within Groups Total

46.351

.000

wide variety of products

Between Groups

54.503

.000

Within Groups
Total instanct chat customer Between Groups Within Groups Total membership benefits (online) delivery time Between Groups Within Groups Total Between Groups Within Groups Total no shipping cost Between Groups Within Groups Total quality certification Between Groups Within Groups

45.437

.000

49.776

.000

34.805

.000

149.538
226.645 82.350 93.795 176.145 60.308 98.793 159.101 62.147 144.955 207.101

135
137 2 135 137 2 135 137 2 135 137

1.108
41.175 .695 30.154 .732 31.073 1.074 28.939 .000 41.205 .000 59.264 .000

Total
refund option Between Groups Within Groups Total

Sum of Squares not reliable Between Groups Within Groups 49.778

df 2

Mean Square 24.889

F 28.637

Sig. .000

117.331
167.109 59.097 169.142 228.239 38.054 137.982

135
137 2 135 137 2 135

.869

Anova Table
Factor 2: Perception Online Shopping

Total hassle Between Groups Within Groups Total unsafe Between Groups Within Groups Total

29.549 1.253

23.584

.000

19.027 1.022

18.616

.000

176.036
68.212 208.107 276.319 79.374 138.771 218.145

137
2 135 137 2 135 137 39.687 1.028 38.608 .000 34.106 1.542 22.125 .000

fun

Between Groups
Within Groups Total

time saving

Between Groups Within Groups Total

Sum of Squares promotional deals Between Groups 133.428

df 2

Mean Square 66.714

F 57.191

Sig. .000

Anova Table
Factor 3: Motivators
membership benefits

Within Groups 157.478 Total 290.906 Between Groups 136.443 Within Groups 139.274 Total 275.717 single point shopping Between Groups 99.752 Within Groups 175.871 Total 275.623 personal touch Between Groups 36.306 Within Groups 161.295 Total 197.601 137 135 1.195 2 18.153 15.194 .000 137 135 1.303 2 49.876 38.285 .000 137 135 1.032 2 68.222 66.128 .000 137 135 1.167

Sum of Squares cheaper delivery Between Groups 77.571 Within Groups 124.864 202.435 68.262

df 3 134 137 3 134 137 3 134 137 3 134 137

Mean Square 25.857 .932

F 27.749

Sig. .000

Anova Table
Factor 4: Refrains Online Shopping

Total offers variety Between Groups

22.754 .898

25.342

.000

Within Groups Total expensive travelling Between Groups

120.317 188.580 59.946

19.982 .958

20.858

.000

Within Groups Total no hassle Between Groups

128.373 188.319 28.208

9.403 .837

11.232

.000

Within Groups Total friends Between Groups

112.176 140.384

65.596
Within Groups Total 157.049 222.645

3
134 137

21.865
1.172

18.656

.000