BUSINESS RESEARCH & QUANTITATIVE METHODS

Name:Nikit Dhuppad
Roll no: 020

Case: The success of online shopping store in India has seen venture capital of over Rs
10,000 Cr injected into the industry in the last three to four years, with the graph of
growth estimated to keep on the rising side in the coming years as well. For an online
grocery store company, there are multiple factors/ variables involved to convert a
lead into a customer.

Theoretical Framework:
• The Sales of the online grocery store will act as the variable of its success. Thus, this will
be the dependent variable.
• The factors upon which the success of online grocery store depends must be initially
narrowed down to those directly involving customers. Customer preference will be the
variable, that involves an average customer’s preference or choice to avail the, due to
multiple reasons like time constraint to visit the market and shop from brick and mortar
stores, unhygienic attributes of products, or availability of products required. This is an
independent variable for the cab company.
• The product width and depth of the online grocery store will also be a factor to attract
more customers and add to sales. A hygienic, healthy and fresh product will provide
more satisfaction to the consumer. Thus, food quality is an independent variable.
• The website or application UI/UX provided by the company is a catalyst to help a
customer order grocery, and this will serve as an independent variable.
• The customer experience during ordering, based on the quality of product, delivery,
duration under which store is delivering the order, will constitute the Service variable,
which is an independent variable. The product quality can also influence this variable.
• The pricing of the grocery products, discounts and rates compare to brick-
and-mortar stores will account to being an independent variable.
Incorporating all the variables, following is the schematic diagram developed: