Consumer Analysis - Grocery Buying

Consumer Analysis

In today's highly competitive global market place, the pressure on organizations to find new ways to create and deliver value grows even stronger. In particular, customer service becomes a key differentiator as the sophistication and the demands of customers continually increase.

Comparing the physical stores with the online stores we can see the needs and wants of the customers and which option is best for them.

• Traffic, lack of parking, frequent out-of-stock situations are some of the problems customers face when shopping through physical stores
• Grocery buying is typically the same month on month. Hence, customers are very familiar with the products and don’t feel the need to touch and feel a majority of the items. For fresh produce, this is an issue but easy return policies can convert customers.
• The online market thrives as it has been able to offer steep discounts on the prices of the products offered and lure customers away from the brick and mortar shops to online grocery shopping. The customers can enjoy a sense of ease as this service enables them to purchase their monthly top-up of groceries, fruit and vegetables while in the comfort zone of their homes. This also spares the customers from the hassle of carrying their bags, prevents them to face parking and traffic problems, as well as the queues in their local markets or supermarkets. The online stores also promise a wider variety of products to choose from.

People are used to either picking up the phone and ordering from their local kirana store that offers credit, or making two grocery trips - one for the monthly purchase and another for top-up buys - a month at a nearby supermarket /mall.

The average Indian consumer is used to just-in-time purchases rather than buying in huge quantities. “In the beginning people are always wary about the freshness of the product, thus ensuring the best quality is what can help online stores retain their customers.