`

IMPACT OF ONLINE SHOPPING OF FMCG SECTOR

ON WORKING WOMEN
A Major Project Submitted
In Partial Fulfillment of the Requirements for the Degree of
Bachelor of Business Administration (2016-2020)
At

AMITY SCHOOL OF BUSINESS

AMITY UNIVERSITY UTTAR PRADESH

Submitted By: Submitted To:

NAME OF THE STUDENT: YASH Dr MOHINI AGARWAL

MITTAL Designation: ASSISSTANT
ENROLLMENT NO.-A3923016021 PROFESSOR
PROGRAMME – BBA + MBA Amity School of Business
Batch 2016-2020

1
`

DECLARATION BY STUDENT

This is to certify that I, YASH MITTAL, a student of BBA + MBA (Dual Degree) of 2016 -2020
Batch, Amity School of Business, Amity University Uttar Pradesh, Noida have worked under the
guidance and supervision of Dr. MOHINI AGARWAL for NTCC MAJOR PROJECT.
This report has the requisite standard for the partial fulfillment of the Post Graduate Degree in
Business Administration (BBA+ MBA Dual Degree). To the best of my knowledge no part of
this report has been reproduced from any other report and the contents are based on original
research.
I am aware that in case of non-compliance, Amity School of Business is entitled to cancel the
report.

Signature (Student)
Name of the student – YASH MITTAL
Enrollment No- A3923016021
Batch: 2016 - 2020

2
`

DECLARATION BY FACULTY SUPERVISOR

This is to certify that Mr. YASH MITTAL, Enrollment No. A3923016021, a student of BBA +
MBA (Dual Degree) in, 2016 -2020 Batch, Amity School of Business, Amity University Uttar
Pradesh, Noida has worked under my guidance and supervision for the duration of NTCC
MAJOR PROJECT.
The report being submitted incorporates original work and research and is being submitted as a
partial fulfillment for the Post Graduate Degree in Business Administration (BBA+ MBA Dual
Degree).

Signature
Name of Faculty Supervisor: Dr. MOHINI AGARWAL

3
`

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my faculty guide Dr. MOHINI AGARWAL,
whose contribution in stimulating suggestions and encouragement, helped me to coordinate my
project especially in writing this report

Signature
(Student)

4
`

EXECUTIVE SUMMARY

The First Chapter introduces the topic and the reason the topic was chosen. It tells about the
FMCG Products and working women.

The second chapter is the literature review highlighting the impact of shopping pattern on
working women.

The third chapter describes the phase of working women in the society. It states about the
economic status of women in the country and the various social and psychological problems
faced by working women.

The fourth chapter states the objective of this study. It also shows the hypothesis conducted.

The fifth chapter tells the case study. It also tells about the data analysis i.e. how the data was
collected in 4 different cities on the basis of different factors.

The sixth chapter includes the conclusion of the whole report and the learnings from the report.

The seventh chapter contains the sources from where the secondary data is collected.

Last is the sample questionnaire attached for the above topic.

5
`

TABLE OF CONTENT

S.No. Topic Page No.

Declaration by Student 02
Declaration by Faculty 03
Acknowledgment 04
Executive Summary 05

1. Chapter 1: Introduction 08-09

2. Chapter 2: Literature Review 10-11

2.1 Working women’s shopping pattern 10
2.2 Attributes Of Shopping Approach 10-11

3. Chapter 3: Working Women 12-13

3.1 Economic Status of Women 12
3.2 Problems faced by women 13

4. Chapter 4: Objectives & Hypothesis of study 14-15

4.1 Objectives of the study 14
4.2 Hypothesis of the study 14-15

5. Chapter 5: Case Study & Data Analysis 16-20

5.1 Demand Drivers of Working Women 16
5.2 Shopping Behaviour Of Working Women 17
5.3 Working women Decision Making Process 17
5.4 Introduction to FMCG 18
5.5 Outlook to FMCG 19
5.6 Data Collection 19

6
`

6 Chapter 6: Conclusion & Future scope 11-22

6.1 Recommendations 21
6.2 Future scope 22

7 Chapter 7: Bibliography 23

ANNEXTUE 1: QUESTIONNAIRE 24-27

ANNEXURE 2: OUTPUT 28-34

7
`

CHAPTER I: INTRODUCTION
The study shows shopping pattern of consumer goods and working women. The objective is to
study the impact of types of shopping patterns Online (E-shop, Teleshopping) &Physical of
select Fast moving Consumer goods (FMCG) on working women. Participation of working
women may have lead to the changing patterns in the shopping behaviour.

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged
goods. Items in this category include all consumables like groceries/pulses, Toiletries, Frozen
food, Dairy products, Cosmetics etc. which people buy at regular intervals. These items are
meant for daily of frequent consumption and have a high return. The Indian FMCG sector with a
market size of Rs 1.48 crore is the fourth largest sector in the economy. Major Players in this
sector include Hindustan Unilever Ltd., ITC (Indian Tobacco Company), and Nestlé India,
GCMMF (AMUL), Dabur India, Asian Paints (India), Cadbury India, Britannia Industries,
Procter & Gamble Hygiene and Health Care, Marico Industries, Nirma, Coca-Cola, Pepsi and
others

Working Women

Today’s working women has the independence of working outside home. But still some women
do the most of consumer goods shopping. One of the challenges working women face today is
balancing their roles as a wife, mother, wage-earner and consumer. Married working women
experience pressures dealing with household responsibilities and their jobs in the marketplace.

The modern working women have realized now that they have a personality of their own as a
human being and that their mission in life does not end with becoming merely a wife and a good
mother but also in realizing that they are also a member of the civic community. They are
prepared to express and show their individuality in various walks of life. The women work either
because of economic necessity which force them to do so, or because they want to derive
psychological satisfaction out of it. Modern women do not like to stay idle and stagnate at home,
but rather aspire to utilize their education and mental abilities in a constructive and creative
manner.

Glimpse of the topic

There are three types of shopping pattern viz Physical shopping, Online shopping & Telephonic
shopping. Some working women still prefer the traditional type of shopping over online
shopping as it allows them to meticulously check out an item. Some professional women are not
quite certain with their own size. Physical shopping still allows for more ground to the consumer
in terms of being able to physically check out and even try out what merchandise they want.

Online shopping is one of the most popular ways to make purchases, but it's not something that
everyone is comfortable doing. As with most things, there are positives and negatives associated
with this approach to shopping. Most of the companies are running their on-line portals to sell
their products/services on-line. Online shopping is very common outside India, its growth in
Indian Market, which is a large consumer market, is still not in line with the global market.

8
`

Other pattern of online shopping is telephonic shopping. Telephonic shopping saves time of
working women. Telephone shopping is in many ways the easiest and most convenient mode of
shopping ever devised. Telephone shopping can contribute substantially to the sales and profits
of department and specialty stores.

Working women‟s behaviour is an extremely important and complex subject for any marketer.
Buyer remains an enigma and her mind is viewed as a black box. Before businesses can develop
marketing strategies, they must understand what factors influence women‟s buying behaviour
and how they make purchase decisions to satisfy their needs and wants and also understands
women‟s shopping pattern and knowing they are not that simple.

9
`

CHAPTER II: LITERATURE REVIEW

The literature review was undertaken to develop an overview of highlighting the impact of
shopping pattern on working women for FMCG products, understanding the consumer behaviour
for FMCG in India.

2.1 Working women’s Shopping Pattern:

The taste of women as consumer is wide ranging and constantly changing. Consumers are free to
select products that reinforce their definitions of self-image and their perceived unique lifestyle
in the family/society so as to acquire satisfaction in life and express self-confidence. Women
attach symbolic meaning to FMCG in order to define themselves through the attitude functions
served.

Working women purchase goods in response to a recognized specific need. The purchasing
behaviour is also diverse in style as per the taste/values of the consumer.

Women utilize during information search and when selecting a fast moving consumer goods
have generally the following attributes: Product Quality: Consumer packed goods are quality
driven. The consumer's choice today depends on the premium quality and technology provided.

The purchasing habit of working woman is different from that of a housewife, since the former
has lesser time to devote to the household tasks. Working women would prefer a one-stop shop
for purchasing their regular products. Also a working woman’s propensity for spending is higher
than that of a house wife.

2.2 Attributes of Shopping approach :

Choice of shopping mode plays a very significant role in the shopping process. Important
elements, information gathering, transaction/purchase and delivery may be the three more
noticeable ones for the shopping mode choice between e-shopping and store shopping.

Today large shopping malls and department stores are even facilitated with cinema, coffee shops,
food halls, etc., making shopping activities even more recreational. To enjoy such shopping
pleasure, store shopping is obviously more attractive to consumers than e-shopping.

Shopping trips are mostly chained with other out-of-home activities. Specifically, shopping is
often not the only purpose as consumers go out. About 18% of his sample conducted shopping
activities on the way home from work.

Malls, specialty stores, discount stores, department stores, hypermarkets, supermarkets,

convenience stores and multi- brand outlets are the most preferred retail formats in India. In the
organized sector, super-markets contribute to 30% of all food and grocery retail sales.

10
`

Shopper may switch to a new format either permanently or intermittently changing among
formats. Though in a different format and shopping situation, the shopper carries expectation of
identical value proposition congruent to retailer's brand image perception in the parent format.

The most appropriate retail formats for various items are: food and grocery supermarket; health
and beauty care services supermarket; clothing and apparels mall; books, music and gifts-
convenience store and mall; catering services mall; entertainment mall; watches - hypermarket;
pharmaceuticals- hypermarket; mobile, accessories and services - hypermarket; foot wares -
departmental store.

11
`

CHAPTER III: WORKING WOMEN

One of the challenges working women face today is balancing their roles as a wife, mother,
wage-earner and consumer. Married working women experience time constraint and pressures
dealing with household responsibilities and their jobs in the marketplace.

The modern working women have realized now that they have a personality of their own as a
human being and that their mission in life does not end with becoming merely a wife and a good
mother but also in realizing that they are also a member of the civic community. Thus, the
modern women are not having a passive life. They are prepared to express and show their
individuality in various walks of life. Education is a catalytic agent for social change.

3.1 Economic Status of Working Women

Socio-economic advancement of a country can be judged by the status and position, which it can
bestow on its women. In India, the general economic situation of women is worse than that of
men. There is no doubt that, over the years there has been some changes in social perception of
issues that relates to women in rural areas.

Women are considered as secondary citizens with no independence of any sort. Since centuries,
known and unknown women were the targets of social exploitation and subordination, women
work for as many hours as men do, if not more; yet their labour is counted as “shadow work”
giving them neither the due credit nor equal pay for the work done. Women play a critical role in
the family and community as major contributors to family income both in rural areas and urban
areas.

They remain the most deprived and long neglected segment of the society, despite constitutional
guarantee for equal rights and privileges for men and women. Their contribution to the economic
growth of the society is quite substantial although it is a fact that the labour put in by women in
discharging the economic and domestic duties hardly gets its due recognition.

3.2 Problems of Working Women

Social:

Each women have problems which are different in nature. They have problems of adjusting to
time schedules with other working adults in the family, wanting privacy in freedom and a greater
participation in the financial management and a desire for a balanced life. Though Indian
constitution has given equal rights and opportunities, their problems remain unsolved and these
cannot be solved by legislations alone.

Challenges faced by working women are that husband and wife both are working. This gives rise
to problems. Essentially, it is a woman’s problem because the working wife, when working
women returns from her work, has to ensure that her family does not face any deficiency. For a
happy home, it is essential that the job timings of women do not coincide with those of the
husband and children.

12
`

Psychological:

Many of these working women suffer from a guilt feeling, due to the non-fulfilment of their
legitimate duties. The household workload has become a problem for working women as the
joint family system is dying out and servants are not available today to assist them. Having less
time and more incongruent demands of conflicting roles, the working women are experiencing
more and more adjustment problems in the modern society.

The working woman is considered an important customer for retailers and the largest spender,
and influences how the family spends their money. Despite working women‟s liberty and
working outside the home, she still do most of the grocery shopping. However still all women
shop alike.

13
`

CHAPTER IV: OBJECTIVES AND HYPOTHESIS OF STUDY

4.1 Objective

 To study the proportion of online shopping , teleshopping and physical shopping patterns
of FMCG products by professional women
 To study the impact of income level of working women on shopping patterns
 To study the correlation between cost effectiveness of shopping patterns of FMCG
products
 To study the significance of quality of products in shopping pattern of FMCG products.
 To study the significance of demographic factor Vis -a-Vis age on shopping pattern of
working women of FMCG products.
 To study the significance of demographic factors vis-à-vis working women’s occupation
on shopping pattern of FMCG products.

4.2 Hypothesis of study

H01: There is no significant difference in proportion of online and physical shopping pattern of
working women for FMCG products.

H11: There is significant difference in online and physical shopping pattern of working women
for FMCG products.

H02: There is no association between level of income and proportion of online and physical
shopping pattern of FMCG products .

H12: There is association between level of income and proportion of online and physical
shopping pattern of FMCG products.

H03: There is no correlation between cost effectiveness and proportion of online shopping pattern
FMCG products.

H13: There is correlation between cost effectiveness and proportion of online shopping pattern of
FMCG products.

H04: There is no association between quality of product and proportion of online shopping
pattern of FMCG products.

H14: There is association between quality of product and proportion of online shopping pattern
of FMCG products.

H05: There is no association between age of working women and proportional of online and
physical shopping pattern of FMCG products.

14
`

H15: There is association between age of working women and of online and physical shopping
pattern of FMCG products.

H06: There is no association between working women’s occupation and proportion of online and
physical shopping pattern of FMCG products.

H16: There is association between working women’s occupation and proportion of online and
physical shopping pattern of FMCG products.

15
`

CHAPTER V: CASE STUDY & DATA ANALYSIS

5.1 Demand Drivers of working women

Socio- Economic factors

India is today a nation which has a large middle class, a youth population which is happy
spending and a steady rate of growth of GDP. The changes that have been visible in India over a
period of time w.r.t working women. The primary indicator of socio-economic change w.r.t
working women is the increase in the life expectancy from 58 years in the 1991-92 to an average
of 67 years in 2013-14. So in last 20 years there has been a tremendous change in the basic
quality of life of an average India.

Changing Income Profiles

Steady economic growth has fueled the increase in personal income in India. The middle- class
forms the backbone of the Indian market story and it is the rising incomes in the young middle
class of working women population that is fueling its growth.

The proportion of the major consuming class has risen from 20 percent in 1996-97 to 56 percent
by 2013-2014. This increase in incomes has happened in both urban and rural India, giving rise
to what is now popularly termed as the „Great Indian Middle class‟ of working women who are
beholden for shopping pattern especially of online shopping.

Increasing Nuclear families & Working Women

Liberalization of the economy and the incentives to private sector development have led to a rise
in new trade formats and increased employment creation. This has translated into the migration
of both the skilled and unskilled working women workforce from rural areas to major cities
resulting in an increasing proportion of nuclear families Combined with higher employment
possibilities for women.

It has been found that nuclear families with children or without children in metros lead time-
pressured lifestyles and has less time available for formal meals, as a result of which demand
remains high for products which can be eaten on the go. Hence online shopping is growing

The changing role of women

The purchasing habit of working woman is different from that of a housewife, since the former
has lesser time to devote to the household tasks. Working women would prefer a one-stop shop
for purchasing their regular products. Also a working woman’s propensity for spending is higher
than that of a house wife.

16
`

The increased economic independence of women has redefined the rules of social behaviour.
Apart from an increased family income, it has led to a change in the kind of products and
services which are demanded.

5.2 Shopping Behaviour of Working Women:

Shopping is probably one of the oldest terms and have been over the years. Working women’s
shopping behaviour refers to “the mental and emotional processes and the observable behaviour
of consumers during searching for, purchasing and post consumption of a product or service.
Shopper’s behaviour has two aspects:-

1. Final Purchase
2. Decision making process

The principles of shopping behaviour are applied in many areas of marketing such as analyzing
market opportunity shopping pattern study helps in identifying the unfulfilled needs and wants of
consumers. This requires examining the trends and conditions operating in the marketplace,
consumers lifestyles, income levels and emerging influences. This may reveal unsatisfied needs
and wants. The trend towards increasing number of dual income households and greater
emphasis on convenience and leisure have led to emerging needs for household gadgets such as
washing machine, mixer grinder, vacuum cleaner and childcare centers etc.

5.3 Working Women Decision making Process:

Buyer behaviour is an extremely important and complex subject for any marketer. . Before
businesses can develop marketing strategies, they must understand what factors influence buyer
behaviour and how they make purchase decisions to satisfy their needs and wants. Consumer
decision-making generally involves five stages:

 NEED OR PROBLEM RECOGNITION

 INFORMATION SEARCH

 ALTERNATIVES EVALUATION

 STORE SELECTION AND PURCHASE

 POST PURCHASE

1. Problem Recognition: Problem recognition is a critical stage in consumer

decision-making process because without it, there is no deliberate search for
information.
2. Information Search: Information search refers to what consumer surveys in
her/his environment for suitable information to make a satisfying purchase
decision.

17
`

3. Alternatives Evaluation: Under this stage the consumer lists out various
alternatives and evaluates the best one.
4. Purchase Decision: After evaluating the best alternative consumer makes the
final purchase
5. Post Purchase Decision: After using the product, service, or retail outlet, the
consumer will perceive some level of performance that could be noticeably more
than the expected level, noticeably below expectations, or match the expected
level of performance.

5.4 Introduction to Fast Moving Consumer Goods :

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged
goods. Items in this category include all consumables like groceries/pulses, Toiletries, Frozen
food, Dairy products, Cosmetics etc. which people buy at regular intervals. These items are
meant for daily of frequent consumption and have a high return. FMCG sector will witness more
than 70 per cent growth in rural and semi-urban India by 2016.

In urban areas, home and personal care category, including skin care, household care and
feminine hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is
estimated that processed foods, bakery, and dairy are long-term growth categories in both rural
and urban areas.

Fast-moving consumer goods (FMCG) are products that are sold quickly and at relatively low
cost. Examples include soft drinks, toiletries, over-the-counter drugs, toys, processed foods and
many other consumables. FMCG have a short shelf life, either as a result of high consumer
demand or because the product deteriorates rapidly. Some FMCG such as meat, fruits and
vegetables, dairy products, and baked goods are highly perishable. Other goods such as alcohol,
toiletries, pre-packaged foods, soft drinks, and cleaning products have high turnover rates.

Goods which women shop physically and online are:-

 GROCERY
 Cereals
 Pulse
 Edible Oil
 Sugar
 COSMETICS
 Face Powder
 Hair Gel
 Body Lotion
 Lipstick
 DAIRY PRODUCTS
 Flavored Milk
 Curd
 Cheese
 Butter Milk

18
`

 FROZEN FOOD
 Peas
 French Fries
 Frozen raw non-veg

5.5 OUTLOOK TO FMCG

There is a huge growth potential for all the FMCG companies as the per capita consumption of
almost all products in the country is amongst the lowest in the world. The demand or prospect
could be increased further if these companies can change the consumer's mind-set and offer new
generation products.

5.6 DATA COLLECTION

The Secondary source of information here includes library resources, articles in various
newspapers and magazines, research papers, companies‟ brochure and online resources like
company websites, online reports and articles.

The study was conducted in four cities of India like Mumbai, Delhi, Bangalore and Hyderabad.

Name of the Cities Population of Professional Number

women of respondents
Mumbai 1,423,922 27
New Delhi 1,250,000 25
Bangalore 4,81,077 16
Hyderabad 3,40,498 12
Total 3,495,497 80

Out of 80 respondents, 27 respondents were surveyed from Mumbai, 25 respondents from New
Delhi, 16 respondents from Bangalore and 12 respondents from Hyderabad.

AGE GROUP: Age of respondents is divided in to three groups. Respondents of age below
30yrs are classified in to “Young” age group, respondents of age 30 yrs. to 45 yrs. are classified
as “Middle” age group and respondents of age above 45 yrs. are classified in to “Elderly” group.
This table below represents the following information:-

Age Group Frequency Percentage

Young 27 33.75
Middle 34 42.5
Elderly 19 23.75
Total 80 100

19
`

Above table represents that there are 80 respondents out of which 27 belongs to “young” age
group, 34 belongs to “middle” age group, and 19 belongs to “elderly age group”

QUALIFICATION: Qualifications of respondents are divided into 4 categories namely

”graduates” ,”under graduates”, “post graduates”, “doctoral”.

Qualification Frequency Percentage

Graduate 30 37.5
Post Graduate 31 38.8
Doctoral 11 13.8
Under Graduate 8 10.0
Total 80 100

Above table represents out of 80 respondents 30 are graduates, 31 are post graduates, 11 are
doctoral and 9 are under graduates.

20
`

CHAPTER VI: CONCLUSION

The Data analysis and interpretation reflects to the fact that the mean score of online shopping is
highest in Mumbai and lowest in Hyderabad ,which shows that in Mumbai there is high level of
support for connectivity and accessibility of online shopping .In Bangalore there are many
working women from various states of India working in sectors like IT ,BPO etc. Today’s
women are working late in evening and find it difficult to do physical shopping. It has been
observed that many women who working gets leave on Sundays only.

This study states that there is negative correlation between cost of online shopping and buying
proportion which means if cost will reduce the buying proportion of online shopping will further
increase. Online product selling companies have made provision for easy exchange of spoilt or
damaged products. There is an association between industry of working women.

This study there is association between industry of working women and shopping pattern
.Working women from IT sector do more online shopping as compared to banking, academics
and other sector. In case of working women from other industry /sector they go for more
physical shopping.

6.1 Recommendations
E-shopping is one of the online shopping pattern done by working women in four tier -1
cities of India .There are 90% of working women who are tech savvy and are heavy online
shoppers.

 The companies selling product online should try to retain their current customers and
focus on attracting the non-users by making them aware of benefits like convenience and
authenticity of products delivered to them online.
 The companies should make people believe that the products sold to them are genuine
and if in case, products delivered to them are damaged or spoilt, they would immediately
get it exchanged or replaced.
 In other cities like Bangalore, Hyderabad and Mumbai the marketer has to attract
working women where presently the online shopping percent is low as compared to
Delhi.

Hence to attract working women towards online shopping the marketer needs to advertise
about cash back offers, distribution of free sample on first purchase, free home delivery at
door step as per convenient time of working women and return or exchange policy of
damaged products.

21
`

6.2 FUTURE SCOPE

The study aims at understanding the impact of shopping pattern of working women on FMCG
viz. Dairy, grocery, Cosmetics ,Soap and raw frozen food in cities like Mumbai, Delhi
,Bangalore and Hyderabad.

The study broadly aims at understanding advantages of online and physical shopping on
parameters like time saving ,convenience ,shopping 24*7,cost effectiveness ,privacy in shopping
and comparison of various products.

On basis of behavioural segmentation like usage rate etc. and on basis of psychographic
segmentation like personality and lifestyle. Study can be further conduced on other FMCG like
detergents, Beverages, Oils etc.

22
`

CHAPTER VII: BIBLIOGRAPHY

D. Y. Patil University. (2019). Home - D. Y. Patil University. [online] Available at: http://www.dypatil.edu/
[Accessed 23 Feb. 2019].

Weber, H., Mund, M., Leidermann, F. and Zink, K. (2004). Barrierefreiheit im WWW (Web Accessibility). i-
com, [online] 3(3-2004), pp.9-14. Available at:
http://www.allsubjectjournal.com/archives/2017/vol4/issue12/4-12-18 [Accessed 18 Jan. 2019].

Scribd. (2019). Scribd - Read books, audiobooks, and more. [online] Available at: https://www.scribd.com/
[Accessed 20 Feb. 2019].

Anon, (2019). [online] Available at: http://shodhganga.inflibnet.ac.in/ [Accessed 28 Jan. 2019].

Towner, D. (2011). C/P/G 101. Omaha, Neb.: Addicus Books, pp.144,145,146.

Iosrjournals.org. (2019). UGC Approved Journal. [online] Available at: http://iosrjournals.org/ [Accessed 6
Mar. 2019].

23
`

ANNEXTURE

Note:
The information is collected only for academic purpose.
The information given shall be strictly held in confidence.
Giving the name is optional.
Tick in the appropriate box.

1. Name of Respondent(Optional ) : ___________ ____________________

2. Age :
Below 30yrs
30yrs -45yrs
Above 45yrs

3. Qualification

Undergraduate
Graduate
Post-graduate
Doctoral

4. City :
Mumbai
Delhi
Bangalore
Hyderabad

5. Income (per month):

< 15000 (Low Income Group)
15000-35000 (Middle Income Group)
36000-50000 (High Income Group )
>50000 (Very Income Group)

24
`

6. Industry type :
IT
Education /Academic
Banking /Insurance
Others

7. (A) What is the frequency of online shopping of following dairy product?

(please tick only one appropriate option)

Sr no Category of Dairy product Never Sometimes Mostly Always

1 Tofu /Paneer
2 Flavoured Yogurt
3 Condensed Milk
4 Infant Formula Milk
5 Toned Milk
6 Lassi /Butter milk
7 Ghee

(B) What is the frequency of physical shopping of following dairy product?

(please tick only one appropriate option)

Sr
Category of Dairy product Never Sometimes Mostly Always
no
1 Tofu /Paneer

2 Flavored Yogurt

3 Condensed Milk

4 Infant Formula Milk

5 Tonned Milk
6 Lassi /Butter milk

7 Ghee

8. (A) What is the frequency of online shopping of following Toiletries products?

(please tick only one appropriate option)

25
`

Sr Category of Toiletries
Never Sometimes Mostly Always
no product
1 Shower gel /Soap

2 Shampoo /Conditioner

3 Serums/Oils

4 Facewash /Scrubs

5 Sanitary napkins

8 (B) What is the frequency of physical shopping of following Toiletries product?

(please tick only one appropriate option)

Sr Category of Toiletries
Never Sometimes Mostly Always
no product
1 Shower gel /Soap

2 Shampoo /Conditioner

3 Serums/Oils

4 Facewash /Scrubs

5 Sanitary napkins

9. (A) What is the frequency of online shopping of following Packed Grocery

products? (please tick only one appropriate option)

Sr Category of Packed Grocery

Never Sometimes Mostly Always
no product
1 Salts & Seasonings

2 Cereals

3 Sugar

4 Edible Oil

26
`

5 Pulses

(B) What is the frequency of physical shopping of following Packed Grocery

product? (Please tick only one appropriate option)

Sr Category of Packed Grocery

Never Sometimes Mostly Always
no Product
1 Salts & Seasonings

2 Cereals

3 Sugar

4 Edible Oil

5 Pulses

10. (A) What is the frequency of online shopping of following Cosmetics?

(please tick only one appropriate option)

Sr no Category of Cosmetics Never Sometimes Mostly Always

1 Face powder/Compaq

2 Lipgloss

3 Eyeliner /Kajal

4 Nail polish

5 Mascara

27
`

ANNEXURE 2

OUTPUT

Frequency Table

Frequency Percent
Bangalore 16 20
Delhi 25 31
Hyderabad 12 15
Mumbai 27 34
Total 80 100.0

% data

15

34
Mumbai
Delhi
20
Banglore
Hydrabad

31

28
`

AGE GROUP
Frequency Percent Valid Percent Cumulative
Percent
Elderly 19 23.8 23.8 23.8
Middle 34 42.5 42.5 66.3
Young 27 33.8 33.8 100.0
Total 80 100.0 100.0

% age

24
34

Elderly
Middle
Young
42

QUALIFICATION
Frequency Percent Valid Percent Cumulative
Percent
Graduate 30 37.5 37.5 37.5
Post graduate 31 38.8 38.8 76.3
Professional 11 13.8 13.8 90.0
Undergraduate 8 10.0 10.0 100.0
Total 80 100.0 100.0

29
`

% qualification

10

14 37 Graduates
Post Graduates
Doctoral
Under Graduates

39

: Respondents (Working women) buying Dairy Products (Online)in 4 cities.

Sr Dairy Product Never Sometimes Mostly Always

no buy buy buy buy
1 Strained Yogurt 582 168 50 0
2 Flavored milk 580 63 157 0
3 Curd 195 185 270 150
4 Paneer 430 153 157 60
5 Cheese 320 125 290 65
6 Lassi 284 316 120 80
7 Milk 434 220 136 10

30
`

700

600

500

400 Never
Sometimes
300
Mostly

200 Always

100

0
Stained Flavoured Paneer Cheese Lassi
yougurt Milk

: Respondents for Toiletries product (Online)in 4 Cities

Sr no Toiletries Never Sometimes Mostly Always

product buy buy buy buy
1 Serums 542 220 28 10
2 Shampoo 240 158 290 12
3 Conditioner 348 262 180 10
4 Shower gel /soap 150 92 338 220
5 Sanitizer 408 392 0 0

31
`

600

500

400
Never
300 Sometimes
Mostly
200
Always

100

0
Serums Shampoo Conditioner Shower Gel
Soap

Respondents for Packed Grocery Product (Online)in 4 Cities

Sr Packed Grocery product Never Sometimes Mostly Always

No buy buy buy Buy
1 Rice (Cereal) 38 190 318 250
2 Pulse 178 380 208 30
3 Salt & Seasonings 232 178 310 80
4 Edible Oil 272 160 280 88
5 Sugar 99 230 310 159

32
`

40

35

30

25
Never

20 Sometimes
Mostly
15
Always
10

0
Rice Pulse Salt& Seasonings Edible Oil

: Respondents for Cosmetic Product (Online)in 4 Cities

Sr no Cosmetic product Never Sometimes Mostly Always

buy buy buy buy

1 Face Powder 172 148 280 200

2 Kohl (Kajal ) 150 112 278 220
3 Lipstick 99 170 359 170
4 Nail and Hand products 381 280 129 10
5 Body lotion 284 186 230 100

33
`

30

25

20
Never

15 Sometimes
Mostly

10 Always

0
Face Powder Kajal Lipstick Body Lotion

34