With increase in number of smartphones users and growing internet accessibility, the online retail is poised to become the future of shopping. As the middle income group is increasing in India they are continuously facing lack of time to go to brick and mortar stores. Convenience coupled with lack of time is the major driver for increase in number of online grocery stores. The scope of study was restricted to Ahmedabad. For this purpose a well structured questionnaire was prepared. The questionnaire comprise two parts, in the first part there was demographic details of population and the second part contained questions regarding consumer segment to be targeted in online grocery. Only 57 questionnaires are capable of analysis. Three customer segments, namely Students, Married Professionals and Single Professionals were identified. Considering various parameters such as average number of family members and family income, frequency and size of grocery purchases and willingness to buy groceries from an online medium Students and Single Professionals were chosen as the target set of customers.
Onlinegrocery, Customersegment
