m
 m

 


 
m 
INTRODUCTION

@ The purpose of the study is to further enhance

our understanding of online grocery shopping it
would benefit us when this understanding is
practically applied in Pakistan and support the
economy by overcoming the already assessed
challenges and opportunities explored.
@ This will help the departmental stores to get
competitive edge over others and full fill the
consumer·s requirement of convenience and less
time consuming.
@ This research will provide a strong ground for
departmental stores to cater online consumers

 
@ § Commerce: The Internet Grocery Market
Assessment 2009
Ô The Internet grocery market is an extension of the home
shopping philosophy. It is a sector that has already
demonstrated considerable growth and that promises
further substantial increases in the future.
Ô For consumers, the option of purchasing groceries over the
Internet offers a number of advantages: it enables them to
view a wide range of products, to compare prices and to
arrange delivery at a convenient time.
Ô For retailers, the online option provides a new channel
through which to sell their products, display a wide range
of items to their customers and develop their share of what
continues to be one of the fastest growing sectors of the
grocery
@ §
P§RIM§NTAL CHOIC§ ANALYSIS OF
GROC§RY SHOPPING: WHY CONSUM§RS
H§SITAT§ TO SHOP ONLIN§
Ô Their results showed that these four factors, 2
2

2
   
22 
 

 and 
 
 2 
 all affect the degree of
inclination to shop for groceries online.
Ô It was also established however that delivery charges are
not the most important factor. The specified increase in
travel time to the grocery store had a greater impact on the
relative preference to shop online or in store than the
specified delivery fee.
Ô Online grocery shopping experience do not show
significantly different responses to the attributes compared
with those who have no such experience.
DO YOU HAV§ A COMPUT§R ?

100%

90%

80%

70%

60%
Series1
50%

40%

30%

20%

10%

0%
Yes No
DO YOU US§ INT§RN§T

1

9

8

7

6

5
Series1

4

3

2

1

Yes No
G§ND§R


25%

Male
Female
75%
CURR§NT OCCUPATION

House wife
Self employed
Salaried professional
Student
Other
AG§ GROUP
 

63%

38%

Less than 20 yrs 20 30 yrs 30 40 yrs 40 50 yrs

WHICH OF TH§ FOLLOWING DO YOU OWN?
   !"

Others
None
Credit card
0%
Both Debit and 12%
Credit card
25%

Debit card
63%
AT WHICH PLAC§ DO YOU MOSTLY ACC§SS
TH§ INT§RN§T

  

6 

5 

4 

3  6 
5 

2 

1 

 19 

Mobile Phone
Home
Cyber Café
Office
HOW MANY HOURS DO YOU SURF TH§
INT§RN§T IN A W§§?

( 

)'(+%
,&
))()#

#
+%&

$%&

'()%
**&
YOU WOULD SHOP ONLIN§ IF ?
G !  "   -.
75%

50%

25%

13%

Security was assured by You could pay cash on You had an exclusive you are convinced that Other
a reputed third party delivery prepaid card for the finest security
shopping measure is offered?
YOU WOULD SHOP ONLIN§ IF?
G !  "   -.
70%

It is recommended by your
60%
family/friends

50%
The website is duly certified and
registered under Govt authority

40%

The website is endorsed by a celebrity

30%

20% The prices were significantly lower

than offline stores

10%
You need not have to reveal your
credit/debit card number for payment
0%
 I would be interested in buying a prepaid card
exclusively for online shop.

Large departmental store should provide online

site to order grocery

I want to touch and feel the product before

buying it

Lack of security is the primary reason I don·t

shop online
Strongly disagree
I like using credit card for online transactions
Disagree
Neither
I will buy only branded items on the internet
Agree
Discounts are the most important factor for Strongly agree
attracting me to shop online

Current security measures for ecommerce are

adequate

Consider Grocery shopping a waste of time

Shopping online is more convenient

0% 10% 20% 30% 40% 50% 60% 70%

HOW MANY TIM§S HAV§ YOU SHOPP§D
ONLIN§?

(
/ - "

 .

3%
8%

Once
20%
2 5 Times
6 10 times
>10 times

69%
WH§N DID YOU LAST SHOP ONLIN§?

 "   .
Within last week Within last fortnight Within last month

Within last  months ore than  months ago

0% 0%

17%
33%

50%
WHAT IS TH§ HIGH§ST AMOUNT SP§NT BY
YOU ONLIN§?

x  !  "   - .

>Rs 10,000

Rs 5000 10000

Rs 1000 5000

Rs 500 1000

< Rs 500

0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4

HOW DO YOU PURCHAS§ DIGITAL PRODUCT

70%

60%

0%
40%

30%

20%

10%
Series1
0%
GROC§RY SHOPPING
0.6

0.5

0.4

I am indifferent to the place of

purchase of a grocery
0.3
I would like to buy grocery online

I would not mind to wait for a few

0.2 hours for the delivery of my grocery

0.1

0
Strongly Agree Agree Neither Disagree Strongly
disagree
WHAT WOULD MA§ YOU BUY GROC§RY
ONLIN§?
70%

60%

0%

40%

30%

20%

10%

0%
If you were offered If the products were If quick delivery If you were delivered Other
low prices branded were to be ensured the products to your
doorstep
FUTUR§ ONLIN§ SHOPPING
 0  " -    
-.

Very likely
likely
Neither
Unlikely
Very unlikely
ISSU§S IN ONLIN§ SHOPPING
-"   

88%

75%

63%

38% 38%

Security Reliability Warranty Terms Fraud

ISSU§S IN ONLIN§ SHOPPING
-"   

63% 63%

50%

38% 38%

13%

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