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MRKT-451: Marketing Research Professor Steven Letovsky 7 Apr 2010 Jade Arnaout - 260320434 Manar Ghamian - 260272911 John Lapsley - 260299791 Viktor Tsankov - 260305997
Table of Contents Executive Summary 1. Objectives & Methodology 1.1. Objectives 1.2. Methodology 1.2.1. Sampling 1.2.2. Bias and Data Collection Errors 1.2.3. Research Ethics 1.2.4. Nonresponse Error 1.3. Proposed Analysis Procedures 2. Detailed Findings 2.1. Demographics 2.1.1. Screening Questions 2.1.2. Demographics of Respondents 2.1.3. Limitations of the findings 2.2. Questionnaire Data 2.2.1. Cooking Habits 2.2.2. Average and ideal grocery expenditures 2.2.3. Typical grocery habits 2.2.4. General online habits 2.2.5. Online purchasing habits 2.2.6. Student comfort with groceries 2.2.7. Service parameters 126.96.36.199. Payment 188.8.131.52. Delivery Times 184.108.40.206. Price Importance Conclusion Recommendations Appendix A: Questionnaire Appendix B: SPSS Cross-tabulations 1 1 3 3 3 4 5 5 6 6 6 6 7 7 7 8 10 11 12 13 14 14 16 16 18 18
Executive Summary This report contains the findings of a three-month investigation into the viability of an online grocery delivery service targeted at students in the Montreal area. This research project consisted of an online questionnaire distributed to 184 students and while the non-probability sample suffers from some bias and skew inaccuracies, the findings within provide a sturdy framework for future, more focused and profit-centric research into such a service. The key findings of our report are as follows: • An online grocery shopping service must emphasize above all convenience, agreeable pricing, the security of the online transactions and the freshness of all perishable vegetables delivered. • Students would prefer a specific delivery time from such a service and would largely prefer deliveries to be made in 1-2 hours. The absolute outside limit of acceptable delivery times is one day. • Montreal students are generally satisfied with their current grocery expenditures and response to an online grocery delivery service that increased student costs was overwhelmingly negative. • The importance of guaranteed freshness cannot be overestimated; students were most reluctant to purchase online those groceries whose quality is considered to be dependent on their freshness. These findings, while suffering from the sampling bias that comes from a convenience sampling, are backed by a considerable majority among all respondents and thus provide firm guidelines for any interested major stakeholder in the Montreal grocery industry to conduct more specific future research according to their individual interests.
The primary objective of our research will be to quantify the demand that exists for a student-targeted OGS service as well as to forecast the potential sales and revenues expected out of this service. ! "! . and Montreal is no exception. students are the ideal target market for a properly-constructed OGS service. Therefore. Our research problem is the following question: “What constitutes a properlyconstructed online grocery shopping service and what is its potential profitability among students in the Greater Montreal Area?” There is little secondary data about the OGS market in Canada. a very high action standard will be required for the recommendations to be properly implemented for an OGS service.1 Objectives Online Grocery Shopping services. save the consumer transportation time and allow consumers to quickly compare prices and search a broader array of goods. which is determined in terms of the potential amount students would pay for such a service. In other words. The purpose of this research project is to determine what constitutes a properlyconstructed OGS service targeting university students and to quantify the potential profitability of this opportunity. tech-savvy and cost-sensitive market segment with generally limited access to transportation. we will not recommend the implementation of an OGS service unless such a service’s conservatively projected monthly cost-revenue ratio is 2:3. Because the grocery market already has razor-thin profit margins. we want to determine the price students would pay for the suggested service. As a time-constrained. we will require extensive primary research to compensate for this information gap.1. like many online services. The specific construct we will measure is the interest in an OGS service. More specifically.
This primary objective requires us to answer the following four secondary objectives: 1. ! #! . Specific metrics to be quantified would include current monthly grocery expenditure and what percentage of these groceries a student would purchase online given a varying set of features.Determine whether any student sub-groups are more inclined to be interested in OGS a. and whether these can be replicated for grocery shopping specifically a. 3. By achieving these secondary objectives. 2.) a service we could most effectively emphasize. Identify the driving forces behind the current average student’s inclination to purchase other goods online b..This would require knowing how willing students would be to order their groceries online given a varying set of features in the OGS service. convenience.. etc. we aim to determine how best an online grocery service could add value for student customers specifically and which features (superior prices. These sub-groups could be stratified along a specific demographic such as the students’ neighbourhood of residence which could influence their online grocery shopping trends because of different schedules. This information is necessary to quantify the overall profitability of the suggested OGS service. diverse income ranges. broader assortments. etc.Identify and prioritize the key decision criteria that make shopping online attractive to students. Determine which facets of the grocery-shopping experience would need to be accurately replicated in order for a student to feel comfortable shopping for groceries online.Quantify the costs of implementing services that students would seriously consider adopting (primarily through secondary research).
1. We conducted an online survey among Montreal university students who attend Concordia. McGill. Our sample unit is a single student who does not live with his or her parents and who shops for groceries on a regular basis (at least once a month). The students who took the survey are people we personally were invited through Facebook to an event that contained a link to complete the questionnaire. and they also have to be living on their own i. While this is not the most accurate method of sampling.1 Sampling Our research is aimed at assessing the responsiveness of students to online grocery shopping in The Greater Montreal Area.2 Bias and Data Collection Errors ! $! . they have to be enrolled at a post-secondary academic institution. This survey will help us gain a real-world understanding of what students think of online grocery shopping.2. The group specifies our three screening questions which consist in that the participants have to reside in Montreal and be between the ages of 18 and 24. the University of Montreal. as students it best meets our time and cost constraints. Our goal is to collect the quantitative data we need for our analysis. or UQAM. We insisted on pre-testing the questionnaire before launching it on Facebook.2 Methodology 1. away from their parents.e. We decided to adopt a non-probability sample in order to reduce the cost of sampling.2. The criteria that were just mentioned defined the three screening questions which gives a concrete idea of who the “target market” or “universe” is. which represents the research project’s sample frame to determine the qualified respondents. We want to understand what students can gain out of purchasing groceries online and how they would like this service to be conceived to best cater their needs.1.
and fatigue. however. neither intentional nor unintentional fieldwork errors apply to the research problem at hand. All completed questionnaires were screened for errors. Therefore. for the question about the time needed to get to the closest grocery store. The large number of respondents did. We doublechecked all labels. we had to compute an average for respondents who gave us amounts such as “5 to 10 minutes”—in such cases. and visual shapes and made sure all parts of the scales are represented. numbers. and bias will exist based on those willing to take the survey online. no one was pressured or forced to participate. a random sample could not be gained. attention loss. specifically Facebook messaging. as well as those that are acquainted with the group members through Facebook.2. The nonresponse errors are restricted to some item omissions which had to be corrected for the questionnaires to become “complete. distractions. Using this method. as a tactic ! %! . We also ensured that all our results are ethical visuals. we removed the words and computed an average [i.3 Research Ethics The respondents participated under normal contact efforts.The participants were informed of the nature of the survey before they clicked on the link and were assured of anonymity and confidentiality.e. in this case.e.” For instance. 7. Unintentional data collection errors include misunderstanding. i.5 minutes]. lead to diverse responses which we feel are representative of typical students residing in the Greater Montreal Area. We have a sample size of 184 respondents which we believe compensates for the fact that it is a non-random sample. We used anonymity and confidentiality in order to minimize intentional respondent error. We employed follow-up mailing. 1. Not a single face-to-face interview was conducted and all the questionnaires were answered online. guessing.
Let us compute it by dividing the number of respondents by all the people who were invited to take part in our questionnaire. We sent two follow-up messages after our initial Facebook event invitation to our online questionnaire.to increase the response rate.e. we will use the statistical software SPSS to compute the following input from our surveys and secondary research: "' The average monthly student expenditure on groceries #' Conservative estimates of the costs required for OGS services with varying features $' The average student willingness to purchase all or some groceries online given the presence of each set of features o This average as well as the previous cost estimates will be quantified for a variety of theoretical OGS services Following this analysis we hope to be able to determine the potential profitability of each possible OGS service and.31% (184/906*100=0. 1. ! &! . suggest or recommendations and advise the implementation of one or several services. We have 184 respondents out of 906 people that were originally invited. 1.20309051). if any meet our action standards of the 2:3 cost-revenue ratio. we invited a large amoung of people to compensate for the natural bias due to nonprobability sampling.4 Nonresponse Error The nonresponse error is measured by the calculation of the response rate. We adopted an oversampling strategy i. This corresponds to a response rate of 20.2. The relatively high number of respondents which corresponds to the sample size allows us to control sampling error.3 Proposed Analysis Procedures Based on the data we acquired.
2.2 Demographics of Respondents The 184 students surveyed demonstrate the following demographic characteristics: Gender: 67% of respondents are female and 33% of respondents are male.2c] ! "! . 37% of respondents are between 21 and 23 years.2.2a] Age: 60% of respondents are between 18 and 20 years. Demographic 2. 2. and the remaining 24% of respondents come from Montreal's remaining various boroughs. 17% of respondents reside in the Plateau. 2.1. [Fig. The purpose of question c) was to ensure that we spoke with students more likely to be responsible for their own food purchases and preparation. and 3% of respondents are between 24 and 25 years.1. 2.1.1. 10% reside in the Cote-desNeiges/Notre-Dame-de-Grace area.2b] Location: 49% of respondents reside in downtown Montreal.1 Screening Questions The screening questions on our questionnaire ensured that respondents were a) university students b) aged 18-25 and c) not living with their parents. [Fig. [Fig.1. Detailed Findings 2.1.
1] Key insight: 85% of students responded that they "sometimes" "often" or "always" cook their own ! "! . it is not surprising that the demographics of the respondents are not as evenly distributed across age and gender as a probability sample would yield. 2. these findings provide a very strong exploratory foundation for further.Occupation: 93% of respondents are fulltime students [Fig.1. 2.1. [Fig. Cooking Habits [Fig. by an average 60-40 split). 61% of respondents are unemployed. 2.1. more concrete and company-specific research into the viability of an OGS targeted at students. for instance.2.2d] and 7% are part-time students.2 Limitations of the findings Since ours was a convenience sampling.2.1.2e] 2. However. 2. given the high response rate from various boroughs across Montreal and the high concentration of full-time students among the respondents and given that a majority of university students are female (represented at McGill.2 Questionnaire Data 2.
2. followed by 1-2 times [34%] and more than 5 times [19%]. the majority [47%] shop 3-5 times a month.food. demonstrating that a majority of our respondents prepare their own meals and implying that the respondents would therefore be considerably interested in purchasing groceries. we would have discovered that students largely do not purchase food items and therefore that an online grocery shopping service would be better targeted at a different market. meaning that an OGS that raised student grocery shopping costs too significantly would meet considerable resistance. Average and ideal grocery expenditures Key insight: Most students grocery shop 35 times per month and over 70% of students are satisfied with the current monthly amount they spend on groceries [within $50 brackets]. Question 2 [Fig. for instance. The purpose of this question was to merely verify that grocery shopping is an important part of the student life—if a majority of students had answered “rarely”.2a] demonstrates simply the amount of trips that students make per month to the grocery store--by our findings.2. 2. 2.2.! ! "! .
2.2b] demonstrate that the majority of students surveyed [28%] spend between $150. This suggests that an OGS that actually saved students a significant amount of money might be most successful in the Plateau area. 2. this appears to demonstrate that a majority of students are spending more than their ideal budget--however. Question 4 [Fig. which on a student budget is somewhat significant.01 and $150.2c]. shows that the majority of respondents [33%] would prefer monthly grocery expenditure between $100. which asks for students' ideal budget.00 per month but would prefer to spend $100. Only 27.8% in total chose an ideal bracket that was below the amount they are currently spending. which demonstrates that a pronounced majority of students located in the Plateau Mont-Royal spend $150.00.01-$150.01-200. 2.! The limitations of Questions 3 and 4 come from their wide brackets--it is only safe to conclude that students are satisfied with their grocery expenditures within a fifty-dollar range. Taken separately. Further research might fine-tune these ! "! .01 and $200 per month on groceries. cross-tabulating Questions 3 and 4 [see Appendix B] demonstrates that the majority of students are in fact within their ideal budget range.The responses to Question 3 [Fig. This overwhelming satisfaction with current prices demonstrates that an online grocery system that significantly raised the costs of grocery shopping would meet considerable resistance. A final point of interest in Question 4 comes from filtering it by location.2.
2. PA alone offers online delivery services (though Provigo and Metro allow shoppers to choose their groceries in-store for home delivery). Second. suggesting that an OGS would save the average student very little travel time and to truly improve convenience. The responses to Question 5 [Fig. 2.78 minutes by foot to their grocery store. Metro. suggesting that these existing stores could leverage student loyalty into creating a successful student-targeted OGS. the majority of students shop at grocery stores where an online option is not currently available. 2. The purposes of Questions 6 [Fig 2.3 Typical grocery habits Key Insight: First.3b] ! "#! .2. either of these two grocery stores might have more success in implementing an online grocery delivery system for their current brand-loyal student market than PA has. Of these four. Provigo. the OGS would have to expedite the actual shopping experience.3a] demonstrate that among respondents the most popular grocery stores are. IGA. the overwhelming majority of students travel an average of 8.brackets or merely ask students to provide dollar amounts to determine on average how far students are from their ideal monthly grocery budget and how much "wiggle room" an OGS would have to apply additional fees without removing customer value. Since only 5% of respondents shopped mainly at PA compared with 32% at Provigo and 26% at Metro. in order.2. and Marche PA.
5%] or in students who travel less than 3 times a month [47.6%].9%] than in students who travel 3-5 times per month [42.4 General online habits Key insight: Almost all [98%] of the students surveyed are comfortable. 98. this majority is significantly higher in students who make 5 trips a month or more [62. Cross-tabulating Question 7 with Question 3 [see Appendix B] demonstrates that the majority of students in all three categories of shopping frequency travel less than 5 minutes to the grocery store. habitual Internet users.2. and 74.and Question 7 [which asks for the amount of time it takes a student to travel one way to this grocery store] were to determine how much effort an OGS would save students in terms of actual transit between their homes and the grocery stores. and thus in order to convincingly emphasize its convenience.7% of students with home-access and 98% of all students surveyed use ! ""! .78 minutes. and the results were underwhelming.1% of respondents travel less than 10 minutes to the grocery store. however. an OGS would need to significantly expedite the actual process of choosing groceries. and we determined that 99% of students have home access to the Internet. 2. The average student trip to the grocery store lasts 8. The transit time savings of an OGS would therefore be on average less than 20 minutes for a student. The purpose of these questions was to verify our respondents’ familiarity with the Internet.
b.5 Online purchasing habits Key insight: 85% of students have made online purchases in the past year and a majority chose to do so for the convenience and price of the item. security of billing information was the primary concern.5a. the most common were travel and vacation transactions [49%]. demonstrating that convenience. 2. demonstrating that while students are largely familiar and comfortable with online purchases [only 15% had not made any online purchases in the past year] very few are familiar with purchasing food online. and security would be pillars of a successful OGS. ! "#! . These products are a far cry from edible goods—indeed. Of the 15% who did not. 11.2. This overwhelming (and unsurprising) degree of familiarity with the Internet demonstrates that an OGS would not meet student resistance simply because it was online. and clothing [28%]. only 8% of respondents checked off nongrocery food and drink and 4% checked off groceries. and 12 [Figs. Question 10 demonstrates that of the goods purchased online. and c. price. Questions 10. 2. followed by books [42%]. respectively] were designed to establish a pattern of student Internet purchases.2.the Internet every day. electronics [32%].
a successful OGS needs to both emphasize and guarantee the freshness of its deliveries. and since an OGS that relied on purchases of non-perishables would be unlikely to succeed. pricing. chicken. fruits. Students are. bread. and vegetables. 2.6. Cross-tabulating Question 12 with Question 10 demonstrates that of the 15% of students who did not make any online purchases in the past year. Student comfort with groceries Key insight: Students are largely uncomfortable purchasing perishable items online.2. deli items.2. seafood. it seems unlikely that an OGS would succeed if students used the OGS to ! "#! .The responses to Question 11 demonstrate that agreeable price and convenience are the primary drivers of online purchases.4% did not do so because they were uncomfortable submitting personal billing information over the Internet. 46. comfortable with purchasing most non-perishables.6 shows a sharp trend of student discomfort with purchasing grocery items whose quality is generally associated with their freshness—specifically beef. pork. and the security of its transactions. These findings show that a successful online grocery shopping system will need to emphasize convenience. on the other hand. but given the busy lives led by most students. The bar chart in Figure 2. dairy items.
This means that a successful OGS will need to both emphasize and guarantee the freshness of homedelivered perishables. However. since many standalone pharmacies exist to dissociate medication and groceries in the customer’s mind and since purchasing prescription medication online would present an entirely different set of challenges for both parties in the transaction.7. a majority of respondents [34.1 Payment The majority of students demonstrated that they would be willing to pay a delivery fee of up to $5.7 Service Parameters 2.00.purchase non-perishables and walked to the store to purchase perishables rather than make one simple transaction.2.2. Of the “very likely” group [representing 14% of the sample]. Students discomfort with surveyed also show medicine purchasing online—however. 46% of students would be “somewhat likely” or “very likely” to purchase groceries online if there were an annual membership fee but not individual delivery fees. we do not feel that the lack of ability to purchase medication through an OGS would hinder the system itself. 2.6%] would ! "#! .
pay up to $30.8% would pay up to $40. Both men and women responded with the same distribution to the above options except when asked how likely they would be to purchase groceries online if there was a delivery fee.2% would pay up to $20. ! "#! .4% would pay up to $30. 32. A majority of men would be “likely” to do so while a majority of women felt “neutral”.00 Of the larger “somewhat likely” group [32% of respondents].00 and 25.00.00 for membership and 30.
In Question 25. a majority of students preferred 1-2 hour delivery.2.7.2. 26% of students would not accept longer than an hour and 18% of students would not accept longer than two hours.2. As evidenced by the below bar graphs.7. Interestingly enough. most students were “very unlikely” to use an OGS if prices were higher. however. online grocery prices would need to be at par with or below current grocery store prices.3 Price Importance Respondents were asked a series of questions regarding the pricing of online groceries. Given that the current homedelivery options offered by Provigo and Metro guarantee same-day delivery. this appears to be the absolute outside limit of delivery times accepted by Montreal consumers in general. and unsurprisingly. “neutral” if the prices were at par.2 Delivery Times Asked for the maximum delivery time they would accept. and “likely” to use an OGS if ! "#! . 2. however. 54% of respondents indicated that same-day delivery would be a very important factor in their decision to purchase groceries online. the third greatest response group was to “N/A – I am not usually in a rush” which 16% of respondents selected.
! "#! . These distributions were identical between males and females.prices were lower than in-store prices.
convenience. This is. The advantages of shopping online as time saving for the supermarket nearest them would be minimal. then online grocery shopping would be the way to do this. we identified a number of issues that an online grocery shopping service needs to keep in mind: price. but by themselves they are not indicative of unwillingness to shop for groceries online. The cooking means that they grocery shop fairly often. Students will go to the nearest store on foot. and shop online. respondents still answered positively to membership fees. Online grocery shopping here provides an untapped competitive potential. Other stores. however. If a supermarket thought they could provide different products for their customers than a competing chain. Perhaps the largest problem is an indication of quality of freshness. such as Costco have found success in employing memberships. Most of the students interviewed live within close walking distance to a supermarket. or specific set of circumstances. but not all supermarkets are made equally. so along with their comfort with the internet it should make sense that they would want to shop online for groceries. Despite reluctance to purchase groceries online due to the issues of quality and security. not the case. security. just for an unwillingness to shop from a specific store. More research would need to be done in this area to find to what extent having a membership has on purchasing actions. The freshness of produce meanwhile is indicative of an issue with online grocery shopping in general. or they just find the idea of memberships attractive. security.3. and convenience are all important aspects that were discussed in the detailed findings. 4. use the internet. and freshness of perishables. but online there is no such necessity. For our recommendations we address these issues along with some brought up in the open ended questions from the survey. This may be because they were considering membership fees from a third person perspective of someone that would buy groceries online. so this attraction form participants could just be the membership effect. ! "#! . Recommendations In the detailed findings. Conclusions The majority of students surveyed cook. Price.
and then give approximate sizes and weights for the products that the customer will receive. most of the time it would be same day delivery by a person with a vehicle.Our first recommendation has to do with the way the website should be designed. the website needs to have search features and display all products that would exist in the physical store. and those products purchased from physical stores must ! "#! . One of the big drawbacks to shopping online is guarantee of freshness of perishables. they did not go into the store thinking they would buy these products. By doing these two things. then the website can be customized to participants to account for this. the store can build trust with customers over time. In actuality. if an optional online membership exists. there would be less reason to shop online. This creates trust with the customer if delivered. The second is to give approximate expiration dates online for perishable products. Some participants mentioned that going to a physical store they sometimes buy products by browsing. and gives them a good approximation of what they are paying for. Looking at the open ended questions. The website can recommend products based on past purchases and relevant statistical data. For the convenience of the shopper. i. which will be important in tackling the issue of online security. This is not the case. Some participants felt that having products delivered would not be hygienic. Some thought that buying groceries would be similar to buying electronics or books: the item would be shipped in a few days and will arrive in a box like regular mail.e. many participants were confused about the certain aspects of shopping for groceries online. If products are missing or too difficult to find on the website. as the stores do not keep the fruits and vegetables perfectly clean. and always ensure that products sold online will have the latest possible expiration dates. They see this is a detriment to buying online. There are two things that can be done with the website to account for this. The first is to guarantee fresh vegetables. Another aspect that needs to be explained is hygiene. This will allay some fears of the preservation of freshness for perishables. similar to purchasing fast food over the phone or online. however. The website should have provisions to educate customers on this so that they know they will be receiving the products the same day.
that would alleviate customer dissatisfaction if an order were processed incorrectly and the wrong products were delivered. along with the provisions in the website. This. having them delivered should not change the status of the products. but allow customers to choose a specific time that the products should arrive at with a thirty minute wiggle room. Another recommendation is to not only provide same day delivery. ! "#! .be washed as well. such as $50. which creates value in a different way. this as well should be included on the website. Thus. either for store points or money back. Some participants were considered that they would not be able to wait an hour or two for groceries to arrive. To avoid this misunderstanding. The first is to allow free deliveries for purchases above a set amount. so an explanation of the benefits would have to be made clear on the website as well. The second would be to create a membership program that would allow prices to be lowered for certain items. while adding value to customers. should allay all fears about the freshness of perishables and would allow the store to be competitive in all product categories. there should be a guarantee. Lastly. There are some additional recommendations from the comments that we would like to address. One would be to include a cooling chamber in the vehicle that transports the groceries. This would allow the store to keep prices and margins the same. This would again protect the trust of the customers in the store and also alleviate any inconvenience they might suffer. so asking for a specific time would be very helpful for them and doable for the store. Some participants of the survey found the idea of a membership attractive but were unsure exactly what they would be getting from using it. When tackling the issue of price there are two solutions. as this would allow perishables to be kept fresh during transit.
Appendix A Questionnaire .
01-$150.00 More than $200..01-$100. Please answer all questions as truthfully as possible. Grocery Shopping Habits Survey Please be kind enough to fill out this short survey to help us determine your opinions regarding online grocery shopping services (which includes home delivery) for students in the Greater Montreal Area.01-$200.00 More than $200.00 $150..00 $150.00 $50.00 What is your ideal monthly budget for groceries? * Less than $50.Grocery Shopping Habits Survey http://spreadsheets.00 Where do you perform the majority of your grocery shopping? * Provigo Metro IGA Loblaw's 1 of 4 4/7/10 12:23 AM . This survey should take no more than 5 minutes.01-$100.01-$200.00 $100.google.00 $100.01-$150.00 $50.com/viewform?hl=en&formkey=dE. Thank you for your time! * Required Do you cook your own food? * Always Often Sometimes Rarely Never How many times per month do you purchase groceries? * 1-2 times per month 3-5 times per month More than 5 times per month Approximately how much per month do you spend on groceries? * Less than $50.
Grocery Shopping Habits Survey http://spreadsheets. have you purchased online in the past year? * Art Books/Magazines Clothing Cosmetics and Beauty Products 2 of 4 4/7/10 12:23 AM .google.com/viewform?hl=en&formkey=dE. PA Quatre Frères Mourelatos Other: How do you usually travel to this grocery store? * On foot Car Bus Metro Bicycle Other: How long does a one-way trip between your residence and this grocery store usually take? [in minutes] * Where do you have access to the Internet? * Home School Work In transit Other: How many times per week do you go online? * Less than once per week 1-2 times 3-4 times 5-6 times I go online everyday Which of the following goods.. if any..
com/viewform?hl=en&formkey=dE. Electronics Flowers/Plants Food/Drink [non-groceries] Furniture Groceries Home Products Internet Products Jewelry and Accessories Medical/Health Products Physical CDs/DVDs Sports Equipment Toys/Games Travel/Vacations I have not made any online purchases in the past year Other: For your most recent online purchase... what hindered you from doing so? (Check all that apply) * It was too difficult for me to find what I was looking for I did not want to submit my personal billing information over the Internet I was afraid my order might be lost I find online shopping impersonal N/A Other: 3 of 4 4/7/10 12:23 AM . not the product itself)? * The product was visually well-presented Agreeable price Proper explanation of product features Overall website quality Convenience of online shopping Ease of browsing available items on website Payment method acceptable for item purchase N/A Other: If you have not purchased any goods online in the past year. what was the primary factor influencing your decision to purchase this product (relevant to presentation.google.Grocery Shopping Habits Survey http://spreadsheets.
.. please briefly explain why: If you were to use an Online Grocery Shopping (OGS) service.com/formResponse?formkey=dER. Grocery Shopping Habits Survey * Required Which of the following groceries would you NOT feel comfortable purchasing online? * Beef Beverages Bread Cereals Chicken Condiments Dairy items Deli meat and cheese Dessert mixes Fruits Household cleaners Medicine Pet items Pork Seafood Seasonings Snacks Soups Toiletries Vegetables I am comfortable purchasing all groceries online Other: If you checked any groceries above. what is the maximum delivery time you would 1 of 5 4/7/10 12:23 AM .google.Grocery Shopping Habits Survey http://spreadsheets.
.google.Grocery Shopping Habits Survey http://spreadsheets. what is the maximum delivery fee you would be willing to pay? * I would want the service to be free of charge $5.00 How likely would you be to buy groceries online and have them delivered if there were an annual membership fee but not delivery charges? * Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely What is the maximum annual membership fee you would be willing to pay? * I would not want to pay any membership fee $10.00 $10. * Very likely Likely Neutral Unlikely Very unlikely 2 of 5 4/7/10 12:23 AM .00 $30..00 $20.00 $15.00 $50.00 $40..00 $20. accept? * Less than 30 minutes 30 minutes 45 minutes 1 hour 90 minutes 2 hours 3 hours More than 3 hours N/A I am usually not in a rush If you were to use an Online Grocery Shopping (OGS) service.com/formResponse?formkey=dER.00 I would be willing to pay more than $20..00 or more How likely would you be to buy groceries online and have them delivered if.
Grocery Shopping Habits Survey http://spreadsheets.com/formResponse?formkey=dER. Very likely Costs were slightly HIGHER than regular grocery store prices? Costs were slightly LOWER than regular grocery store prices? Costs were the SAME as a regular grocery store prices? There was a service delivery fee per order? Likely Neutral Unlikely Very unlikely How important are each of the following factors relative to your consideration of purchasing groceries online instead of going to the store? * Very important Somewhat important Neither important nor unimportant Somewhat unimportant Very unimportant Better prices Time Saving Easier to navigate Same-day delivery What is your gender? * Male Female What is your age range? * 18-20 21-23 24-25 In which area/neighborhood do you reside? * Ahuntsic-Cartierville Anjou Côte-des-Neiges/Notre-Dame-de-Grâce (NDG) Downtown Montreal Lachine LaSalle Laval 3 of 5 4/7/10 12:23 AM .google...
what is your monthly income? * Less than $100 $100-200 $200-300 $300-400 More than $400 I do not have a job Feel free to add any comments or suggestions that you feel may be relevant to the Online Grocery Shopping (OGS) services: 4 of 5 4/7/10 12:23 AM .Grocery Shopping Habits Survey http://spreadsheets.. Plateau Mont-Royal Le Sud-Ouest L'Île-Bizard-Sainte-Geneviève Mercier/Hochelaga-Maisonneuve Montréal-Nord Outremont Pierrefonds-Roxboro Rivière-des-Prairies--Pointe-aux-Trembles Rosemont--La Petite-Patrie Sainte-Anne-De-Bellevue Saint-Léonard Verdun Ville-Marie Ville Saint-Laurent Villeray/Saint-Michel .Parc-Extension Westmount Other: Are you a part-time or full-time student? * Part-time Full-time If you have a job.google..com/formResponse?formkey=dER.
Thank you! Thank you for participating in our survey.google.Terms of Service . We appreciate your patience..Additional Terms 5 of 5 4/7/10 12:23 AM . Enjoy your day! « Back Submit Powered by Google Docs Report Abuse ..Grocery Shopping Habits Survey http://spreadsheets.com/formResponse?formkey=dER.
Appendix B SPSS Cross-tabulations .
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