Академический Документы
Профессиональный Документы
Культура Документы
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%
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
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
Refrains (online shopping) offers variety cheaper delivery expensive travelling Friends no hassle
product info
df
2 135 137
F 84.108
Sig.
.000
price comparison
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
46.351
.000
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
df 2
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
df 2
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
F 27.749
Sig. .000
Anova Table
Factor 4: Refrains Online Shopping
22.754 .898
25.342
.000
19.982 .958
20.858
.000
9.403 .837
11.232
.000
112.176 140.384
65.596
Within Groups Total 157.049 222.645
3
134 137
21.865
1.172
18.656
.000