Busy Mumbaikars who cannot stop at the local vegetable vendor have found increasing comfort in stocking up their groceries from online portals offering attractive discounts and home delivery, a recent study has found.
The study, titled, Assessing the Impact of Online Grocery Shopping in Mumbai found that middle class citizens spent the highest amount of time shopping online due to time constraints.
<img title="The study found that people between the age group of 35-45, primarily married couples, are regular user of online grocery shopping portals. Representation pic/Getty Images" src="https://images.mid-day.com/images/images/2019/apr/married-couples-a.jpg" alt="The study found that people between the age group of 35-45, primarily married couples, are regular user of online grocery shopping portals. Representation pic/Getty Images" /> The study found that people between the age group of 35-45, primarily married couples, are regular user of online grocery shopping portals. Representation pic/Getty Images
The survey, conducted among 117 respondents in Mumbai, found that people between the age group of 35-45 are regular user of online grocery shopping portals like Amazon Pantry, Grofers, Nature's Basket, Big Basket and others.
Married couples are more regular on the sites as well, due to their nature of their jobs. It also observed that websites combining offers or discounts on products along with home delivery services were the main attraction for customers.
<img title="Pick-up points to collect groceries ordered online, like this one by D-Mart in Bandra east, have also proved to be a hit. Pic/Pradeep Dhivar" src="https://images.mid-day.com/images/images/2019/apr/d-mart.jpg" alt="Pick-up points to collect groceries ordered online, like this one by D-Mart in Bandra east, have also proved to be a hit. Pic/Pradeep Dhivar" /> Pick-up points to collect groceries ordered online, like this one by D-Mart in Bandra east, have also proved to be a hit. Pic/Pradeep Dhivar
Dr Rupali Rajesh, associate professor at the Vivekanand Education Society Institute of Management Studies and Research, who published the paper, said accessibility and discounts offered are the main attractions for buyers.
"Mumbai is considered as one of the busiest cities where people have to commute for hours. It becomes really hectic for people to go for grocery shopping, which is why the demand for online grocery shopping is growing. I found out through my study that discounts and saving time were the two biggest parameters for deciding the mood of the buyers," Dr Rajesh said.
<img title="Dr Rupali Rajesh" src="https://images.mid-day.com/images/images/2019/apr/Dr.-Rupali-Rajesh.jpg" alt="Dr Rupali Rajesh" /> Dr Rupali Rajesh
"Our data shows that as many as 41.9 per cent of the surveyed people who regularly use online grocery portals are in the age group of 35-45 years. This is followed by the age group in 25-35, who have a daily usage rate of 31.6 per cent. While interviewing respondents, it was observed that 68 per cent of the users who fall into these two age categories were married. They have to handle office work along with domestic activities, which hardly laves them with enough time to go to the markets," added Dr Rajesh.
The study also revealed that citizens earning in the range of R1 lakh to 5 lakh annually did the highest amount of online grocery shopping, mainly due to discounts provided there. Most of these sites provide discounts on groceries, with several offering the highest discounts on weekends. It also pointed out that the possibility of replacing products, wide variety and availability also proved to be a factor for online shopping.
41.9% People in the age group of 35-45 who shop for groceries online
31.6% People in the age group of 25-35 who shop for groceries online
68% Married couples in the two age groups who shop online
Rs 1 lakh -Rs 5 lakh Income range of middle class online shoppers
(The survey was conducted among 117 participants)
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The study also found those earning between Rs 1 lakh and Rs 5 lakh/annum shopped online the most, due to discount factor

Mumbai's married middle class loves getting groceries online

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Mumbai's married middle class loves getting groceries online

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