Journal of Advanced Research in Economics and Business Management

Volume 7, Print Issue 1 - 2024, Pg. No. 12-21

Peer Reviewed Journal
Review Article

Survey on Comparative Study of Online vs.

Offline Buying Behavior of Consumer for Grocery
Product in Surat
Mohit Rakholiya1, Rensi Ramani2, Jignesh Vidani3
MBA, L.J. Institute of Management Studies, LJ University.
1,2

3
Assistant Professor, L.J. University.

I N F O A B S T R A C T

Corresponding Author: This research delves into the multifaceted dynamics of consumer
Rensi Ramani, L.J. Institute of Management behavior in the grocery shopping landscape of Surat, Gujarat, where
Studies, LJ University. traditional brick-and-mortar stores coexist with the burgeoning realm
E-mail Id: of online platforms. The study investigates the preferences of differ-
rensiramni04@gmail.com ent age groups, exploring factors such as proximity to home, product
Orcid Id: https://orcid.org/0009-0000-5376-5080 quality, personal interactions with store staff, the ability to inspect
How to cite this article: products, and the allure of special discounts. Focusing on two promi-
Rakholiya M, Ramani R, Vidani J. Survey on nent players, JioMart and DMart, the research aims to provide a com-
Comparative Study of Online vs. Offline Buying prehensive understanding of the factors shaping consumer choices in
Behavior of Consumer for Grocery Product in this dynamic market. The literature review explores previous studies
Surat. J Adv Res Eco Busi Mgmt 2024; 7(1): 12-21. on online shopping intentions, the impact of demographic variables
on online shopping in India, and the influence of factors like monthly
Date of Submission: 2024-01-13
income, gender, and peer influence on consumer behavior for apparel.
Date of Acceptance: 2024-02-17
Highlighting the younger population’s central role in online shopping,
the review emphasizes the need for a nuanced understanding of
consumer behavior, considering various demographic factors. The
research objectives center around conducting a comparative study of
online vs. offline buying behavior for grocery products in Surat. The
research design involves a descriptive approach with non-probability
convenient sampling, encompassing 156 respondents in the Surat
area. Primary data is collected through a Google Form questionnaire,
and the analysis is performed using MS Excel and SPSS. The research
identifies a notable gap in existing studies, emphasizing the need to
explore factors beyond convenience and digital marketing impact, such
as cultural influences, trust dynamics, and specific preferences of urban
versus suburban consumers in the grocery retail context.
Keyword: Grocery, Online shopping, Offline shopping, Consumer
Behaviour

Journal of Advanced Research in Economics and Business Management

Copyright (c) 2024: Author(s). Published by Advanced Research Publications
 Rakholiya M et al.
13 J. Adv. Res. Eco. Busi. Mgmt. 2024; 7(1)

Introduction Dmart
In the ever-changing landscape of retail, the advent of DMart is a one-stop supermarket chain that aims to of-
digital technologies has revolutionized the way consumers fer customers a wide range of basic home and personal
engage in everyday shopping, particularly for groceries. This products under one roof. Each DMart store stocks home
study investigates the intricate dynamics of consumer be- utility products - including food, toiletries, beauty prod-
havior in Surat, a dynamic city in Gujarat, where traditional ucts, garments, kitchenware, bed and bath linen, home
brick- and-mortar stores coexist with the burgeoning realm appliances and more - available at competitive prices that
of online platforms. As Surat encapsulates a rich blend of our customers appreciate. Our core objective is to offer
cultural heritage and economic dynamism, it serves as a customers good products at great value.
compelling setting for this comparative analysis. Navigating DMart was started by Mr. Radhakrishna Damani and his
a plethora of options, consumers’ choices between online family to address the growing needs of the Indian family.
and offline grocery shopping are influenced by multifac- From the launch of its first store in Powai in 2002, DMart
eted factors. This research delves into the preferences of today has a well-established presence in 338 locations
different age groups, exploring opinions on proximity to across Maharashtra, Gujarat, Andhra Pradesh, Madhya
home, product quality, personal interactions with store Pradesh, Karnataka, Telangana, Chhattisgarh, NCR, Tam-
staff, the ability to inspect products, and the allure of il Nadu, Punjab and Rajasthan. With our mission to be
special discounts. Through a meticulous examination of the lowest priced retailer in the regions we operate, our
survey data from Surat residents, the study contributes business continues to grow with new locations planned
valuable insights to the broader discourse on consumer in more cities. The supermarket chain of DMart stores is
behavior in the grocery shopping context. By dissecting the owned and operated by Avenue Supermarts Ltd. (ASL). The
nuances of both online and offline buying behavior, the company has its headquarters in Mumbai. The brands D
research aims to provide a comprehensive understanding Mart, D Mart Minimax, D Mart Premia, D Homes, Dutch
of the factors shaping consumer choices in this dynamic Harbour, etc. are brands owned by ASL.
market, offering relevance not only to local businesses and
policymakers in Surat but also contributing to the broader Literature Review
academic and business community seeking to navigate the The thesis of, found that the level of online shopping inten-
evolving retail landscape in the digital age. tion was relatively high and direction of attitude towards
Jio Mart online shopping was positive among the postgraduate
students. Moreover, it was found that different orienta-
At JioMart, our goal is to make shopping easier, faster, and tion, perceived benefits and demographic characteristics
more convenient than ever before for our customers. We (gender, age, and income) were significantly and positively
are committed in our mission to build a trustworthy online correlated with the attitude towards online shopping. In
marketplace which offers the widest range of products addition, the result revealed that the perceived behavioral
across the country. With our proven user experience and control and attitude were significantly and positively cor-
reliable services, we are committed to provide customers related with online shopping intention. (Delafrooz, 2009)
in India with a trusted and hassle-free one-stop- shop for
all their shopping needs across various categories such as studied the growth of online markets in India and identi-
Electronics, Grocery, Fashion, Home & For over 17 years fied the impact of demographic variables on consumers’
of operations with Reliance Retail, we have built most online shopping in India. The variables are: satisfaction with
reliable retail presence that caters to the unique needs online shopping, future purchase intention and frequency
of customers in India, and we are committed to bring a of online shopping, number of items purchased online and
similar experience online with JioMart. Our vast excep- overall spend on online shopping. All the demographic
tional selection of products makes our online portal the factors significantly affect consumers’ online shopping,
preferred shopping destination for all kinds of customers. but the frequency of purchase variable is significantly less
With our convenient payment options, on time delivery important in Indians online shopping. (Nagra and Gopal)
services, dependable customer service, and secure online the purpose is also to study how consumer behavior for
transactions, you can now shop smarter, faster and more apparel is influenced by factors like monthly income, gen-
seamlessly within a few clicks. Our commitment to excel- der and peer influence. The survey conducted on Delhi
lence has been recognized worldwide, and we look forward shows that the consumers prefer shopping mostly with
to offering our customers a delightful shopping experience their friends and family members. They are influenced by
online with JioMart. #Happy Shopping with JioMart. their choices of their friends, family members, celebrities,
Rakholiya M et al.
J. Adv. Res. Eco. Busi. Mgmt. 2024; 7(1) 14

magazines etc. Quality, comfort, brand are the main crite- Data Analysis
ria’s which impact their buying behavior towards fashion
Demographic Summary
apparels. The study shows that the age, gender, education
and occupation do not have any impact on buying behavior Gender
of consumers. Finally, the survey shows that Delhi consum- The data set includes 156 respondents.
ers have positive attitude towards fashion apparel brands
(Deepali Saluja (2016)) 47.4% of respondents are male, followed closely by females
(52.6%).
The younger population is at the center of online shopping
and hence, remains the focal point of studying consumer Age
behaviour. One key aspect is how long they have been Most respondents belong to the age group 20-25 (42.9%),
internet users, as more technically sound people would be 26-30 (25.3%),
more ardent e-shoppers (VA Sumathi et al., 2016).
31-35 (22.7%), 36-40 (7.1%)
IAMAI, 2019 reported that more than 50% of internet users
While 1.9% of respondents belong to the age group of 41
belong to 20-40 years. This group belongs to the working
and above
class, which an essential factor for an e-grocery shopper.
Even though the younger population is more likely to go Educational Background
for online shopping, in the current scenario, people from The majority of the respondents hold a high school (7.1%),
all age groups are indulging in it because of changing cus- Bachelor’s Degree (39.6%) followed by a Master’s degree
tomer mindsets (35.7%).
(Mitra, 2018) Around 17.5% of respondents are businessman and there
Research Objective are small percentages of respondents are housewife, CA,
diamond worker.
A Comparative Study of “Online vs. Offline Buying Behavior
of Consumer for Grocery Product in Surat”. Cronbach Alpha
Research Methodology Table 1.Reliability Statistics

Research Design – Descriptive Research Cronbach’s Alpha N of Items

Method of Sampling – Non-Probability Convenient .812 17
Number of Respondents - 156 *Source:SPSS Software
As the alpha value is more than 0.07 i.e. 0.812 the data is reliable.
Area of Survey – Surat Primary
Type of Research - Questionnaire
Hypothesis Testing
(H1): There is a significant association between age and the
Data collection method – Google Form
choice of shopping for groceries offline based on proximity
Data Analysis – Charts & Tables to home.
Tools – MS Excel, SPSS (H2): There is a significant association between age and the
Types of QuestionS – Close Ended choice of shopping for groceries offline based on quality
and freshness of products.
Research Gap
(H3): There is a significant association between age and the
Despite the growing popularity of online grocery shopping choice of shopping for groceries offline based on personal
in Surat, there is a notable dearth of studies that compre- interaction with store staff.
hensively investigate the nuanced factors influencing the
consumer decision- making process between online and (H4): There is a significant association between age and
offline channels. Current research tends to focus predomi- the choice of shopping for groceries offline based on the
nantly on convenience and digital marketing impact, leaving ability to inspect products before purchase.
unexplored areas such as the role of cultural influences, (H5): There is a significant association between age and
trust dynamics, and the specific preferences of urban ver- the factors influencing the choice of shopping for groceries
sus suburban consumers in the context of grocery product online based on convenience and time-saving.
choices. Closing this research gap is imperative for a more
(H6): There is a significant association between age and
holistic understanding of the factors shaping consumer
the factors influencing the choice of shopping for groceries
behavior in the evolving landscape of grocery retail in Surat.
online based on a wider product variety.
 Rakholiya M et al.
15 J. Adv. Res. Eco. Busi. Mgmt. 2024; 7(1)

(H7): There is a significant association between age and Chi-Square Analysis

the factors influencing the choice of shopping for groceries
(H1): There is a significant association between age and
online based on special discounts and offers.
the choice of shopping for groceries offline based on prox-
(H8): There is a significant association between age and imity to home.
the factors influencing the choice of shopping for groceries
Interpretation: As the p value is greater than 0.05, hence
online based on contactless shopping.
we reject H1. This shows that there is no relationship be-
(H9): There is a significant association between age and tween age of respondents and the effect of
the opinion on the cost-effectiveness of offline grocery
Age on what factor influence consumer choice of shopping
shopping.
for groceries offline Proximity to home.
(H10): There is a significant association between age and
(H2): There is a significant association between age and the
the opinion on the cost-effectiveness of online grocery
choice of shopping for groceries offline based on quality
shopping.
and freshness of products.
Table2.What factor influence your choice of shopping for groceries offline? [Proximity to home]

- 1 2 3 4 5 Total
20-25 10 7 12 19 18 66
26-30 4 1 7 7 20 39
31-35 3 2 4 8 18 35
36-40 0 3 0 4 4 11
Age
41 and above 0 0 0 1 2 3
Total 17 13 23 39 62 154
*Source from Spss Software
Table 3.Chi-Square Tests

- Value df Asymp. Sig. (2- sided)

Pearson Chi-Square 20.425a 16 .202
Likelihood Ratio 23.200 16 .108
Linear-by-Linear Association 5.329 1 .021
N of Valid Cases 154 - -
*Source from Spss Software
Table 4.What factor influence your choice of shopping for groceries offline? [Quality and freshness of
product]

- 1 2 3 4 5 Total
20-25 3 10 16 18 19 66
26-30 0 5 3 11 20 39
31-35 1 4 2 9 19 35
Age
36-40 0 2 1 5 3 11
41 and above 0 0 1 2 0 3
Total 4 21 23 45 61 154
*Source from Spss Software
Rakholiya M et al.
J. Adv. Res. Eco. Busi. Mgmt. 2024; 7(1) 16

Interpretation: As the p value is greater than 0.05, hence we Interpretation: As the p value is greater than 0.05, hence we
reject H2. This shows that there is no relationship between reject H3. This shows that there is no relationship between
age of respondents and the effect of age of respondents and the effect of
Age on what factor influence your choice of shopping for Age what factors influence your choice of shopping for
groceries offline Quality and freshness of product. groceries offline Personal interaction with store staff.
(H3): There is a significant association between age and (H4): There is a significant association between age and
the choice of shopping for groceries based on personal the choice of shopping for groceries based on the ability
interaction with store staff. to inspect products before purchase.
Table 5.Chi-Square Tests

- Value df Asymp. Sig. (2- sided)

Pearson Chi-Square 20.788a 16 .187
Likelihood Ratio 23.160 16 .110
Linear-by-Linear Association 2.748 1 .097
N of Valid Cases 154 - -
*Source from Spss Software
14 cells (56.0%) have expected count less than 5. The minimum expected count is .08.
Table 6.What factor influence your choice of shopping for groceries offline? [Personal interaction with store
staff]

- 1 2 3 4 5 Total

20-25 4 9 13 23 17 66

26-30 4 5 8 10 12 39

31-35 2 2 9 8 14 35
Age 36-40 2 2 2 4 1 11

41 and above 0 0 1 2 0 3

Total 12 18 33 47 44 154
*Source from Spss Software
Tabel 7.Chi-Square Tests

- Value df Asymp. Sig. (2- sided)

Pearson Chi-Square 12.200a 16 .730
Likelihood Ratio 13.463 16 .639
Linear-by-Linear Association .061 1 .805
N of Valid Cases 154
*Source from Spss Software
14 cells (56.0%) have expected count less than 5. The minimum expected count is .23.
 Rakholiya M et al.
17 J. Adv. Res. Eco. Busi. Mgmt. 2024; 7(1)

Interpretation: As the p value is larger than 0.05, hence we (H5): There is a significant association between age and
reject H4.This shows that there no is a relation between the choice of shopping for groceries online based on con-
age of respondent and What factor influence consumer’s venience and time saving
choice of shopping for groceries offline Ability to inspect
products before purchase.
Table 8.What factor influence your choice of shopping for groceries offline? [Ability to inspect products
before purchase]

- 1 2 3 4 5 Total
20-25 2 8 12 18 26 66
26-30 1 3 3 10 22 39
Age 31-35 0 6 3 5 21 35
36-40 0 3 0 3 5 11
41 and above 0 0 0 2 1 3
Total 3 20 18 38 75 154
*Source from Spss Software
Table 9.Chi-Square Tests

- Value df Asymp. Sig. (2- sided)

Pearson Chi-Square 16.369a 16 .428
Likelihood Ratio 18.319 16 .306
Linear-by-Linear Association 1.003 1 .317
N of Valid Cases 154 - -
*Source from Spss Software
15 cells (60.0%) have expected count less than 5. The minimum Expected count is .06.
Table 10.what factors influence your choice of shopping for groceries online? [Convenience and time saving

- 1 2 3 4 5 Total
20-25 14 7 7 8 30 66
26-30 3 3 7 4 22 39
31-35 3 3 3 7 19 35
Age 36-40 1 2 2 1 5 11
41 and above 0 0 1 1 1 3
Total 21 15 20 21 77 154
*Source from Spss Software
Table 11.Chi-Square Tests

- Value df Asymp. Sig. (2- sided)

Pearson Chi-Square 12.556a 16 .705
Likelihood Ratio 12.403 16 .716
Linear-by-Linear Association 1.781 1 .182
N of Valid Cases 154
*Source from Spss Software
14 cells (56.0%) have expected count less than 5. The minimum expected count is .29.
Rakholiya M et al.
J. Adv. Res. Eco. Busi. Mgmt. 2024; 7(1) 18

Interpretation: As the p value is larger than 0.05, hence we Interpretation: As the p value is larger than 0.05, hence we
reject H5.This shows that there is no a relation between age reject H6. This shows that there is no a relation between age
of respondent what factors influence consumer’s choice of respondent and what factors influence consumer’s choice
of shopping for groceries online (Convenience and time of shopping for groceries online [Wider product variety].
saving.) (H7): There is a significant association between age and the
(H6): There is a significant association between age and the choice of shopping for groceries online based on special
choice of shopping for groceries online based on a wider discounts and offers.
product variety.
Table 12.What factors influence your choice of shopping for groceries online? [wider product variety]

Number of Products 1 2 3 4 5 Total

20-25 4 15 12 14 21 66
26-30 1 4 8 12 14 39
Age
31-35 1 5 5 13 11 35
Total
36-40 1 1 4 0 5 11
41 and above 0 0 0 2 1 3
*Source from Spss Software
Table 13.Chi-Square Tests

- Value df Asymp. Sig. (2- sided)

Pearson Chi-Square 15.627a 16 .479
Likelihood Ratio 18.652 16 .287
Linear-by-Linear Association 1.713 1 .191
N of Valid Cases 154
*Source from Spss Software
13 cells (52.0%) have expected count less than 5. The minimum expected count is .14.
Table 14.What factors influence your choice of shopping for groceries online? [special discount and offers]
- 1 2 3 4 5 Total
20-25 9 6 16 11 24 66
26-30 1 3 7 11 17 39
31-35 0 7 11 4 13 35
Age 36-40 0 2 3 0 6 11
41 and above 0 0 0 2 1 3
Total 10 18 37 28 61 154
*Source from Spss Software
Table 15.Chi-Square Tests

- Value df Asymp. Sig. (2- sided)

Pearson Chi-Square 25.223a 16 .066
Likelihood Ratio 28.331 16 .029
Linear-by-Linear Association 1.432 1 .232
N of Valid Cases 154 - -
*Source from Spss Software
15 cells (60.0%) have expected count less than 5. The minimum expected count is .19.
 Rakholiya M et al.
19 J. Adv. Res. Eco. Busi. Mgmt. 2024; 7(1)

Interpretation: As the p value is larger than 0.05, hence we of shopping for groceries online? [Contactless shopping]
reject H7. This shows that there is no a relation between (H9): There is a significant association between age and
age of respondent and what factors influence consumer’s the opinion on the cost- effectiveness of offline grocery
choice of shopping for groceries online [special discount shopping.
and offers].
Interpretation: As the p value is larger than 0.05, hence we
(H8): There is a significant association between age and the reject H9.This shows that there is no a relation between
choice of shopping for groceries online based on contact age of respondent and offline method of grocery shopping
less shopping is more cost-effective.
Interpretation: As the p value is smaller than 0.05, hence we
(H10): There is a significant association between age and
reject H8. This shows that there is a relation between age of
the opinion on the cost- effectiveness of online grocery
respondent and What factors influence consumer’s choice shopping.
Table 16.What factors influence your choice of shopping for groceries online? [Contactless shopping]
Number of Products 1 2 3 4 5 Total
20-25 6 12 15 13 20 66
26-30 4 6 6 6 17 39
Age 31-35 1 11 7 4 12 35
36-40 1 2 5 0 3 11
41 and above 0 0 0 3 0 3
Total 12 31 33 26 52 154
*Source from Spss Software
Table 17.Chi-Square Tests
- Value df Asymp. Sig. (2- sided)
Pearson Chi-Square 27.173 a
16 .040
Likelihood Ratio 24.301 16 .083
Linear-by-Linear Association .003 1 .955
N of Valid Cases 154 - -
*Source from Spss Software
12 cells (48.0%) have expected count less than 5. The minimum expected count is .23.
Table 18.In your opinion, which method of grocery shopping is more cost-effective? [Offline]
- 0 always sometimes rarely Never Total
20-25 1 22 24 12 7 66
26-30 0 13 11 12 3 39
Age 31-35 0 5 12 14 4 35
36-40 0 2 5 4 0 11
41 and above 0 0 1 1 1 3
Total 1 42 53 43 15 154
*Source from Spss Software
Table 19.Chi-Square Tests

- Value df Asymp. Sig. (2- sided)

Pearson Chi-Square 14.568a 16 .557
Likelihood Ratio 16.628 16 .410
Linear-by-Linear Association 4.859 1 .028
N of Valid Cases 154 - -
*Source from Spss Software
Rakholiya M et al.
J. Adv. Res. Eco. Busi. Mgmt. 2024; 7(1) 20

Table 20.In your opinion, which method of grocery shopping is more cost-effective? [Online]
0 always sometimes rerely Never Total
20-25 1 18 35 8 4 66
26-30 0 9 22 8 0 39
Age 31-35 0 9 18 4 4 35
36-40 0 5 5 1 0 11
41 and above 0 0 3 0 0 3
Total 1 41 83 21 8 154
*Source from Spss Software
Table 21.Chi-Square Tests

- Value df Asymp. Sig. (2- sided)

Pearson Chi-Square 12.857a 16 .683
Likelihood Ratio 15.869 16 .462
Linear-by-Linear Association .009 1 .924
N of Valid Cases 154
*Source from Spss Software
16 cells (64.0%) have expected count less than 5. The minimum expected count is .02.

Interpretation: As the p value is larger than 0.05, hence we However, there is a significant association between age
reject H10.This shows that there is no a relation between and the choice of shopping for groceries online based on
age of respondent Online method of grocery shopping is contactless shopping, indicating that different age groups
more cost-effective. may have varying preferences for this feature.
Discussion Regarding opinions on cost-effectiveness, there is no signif-
icant association between age and the opinion that offline
The demographic profile of the respondents in the study re-
grocery shopping is more cost-effective. Similarly, there is
veals a balanced distribution between genders, with 47.4%
no significant association between age and the opinion that
male and 52.6% female participants. The age distribution
online grocery shopping is more cost-effective.
indicates that the majority fall within the 20-25 age group
(42.9%), followed by 26-30 (25.3%), 31-35 (22.7%), 36-40 In conclusion, the study provides valuable insights into the
(7.1%), and 41 and above (1.9%). In terms of educational complex dynamics of consumer behavior in the context of
background, the majority have a Bachelor’s degree (39.6%), grocery shopping in Surat. While certain factors may not
followed by a Master’s degree (35.7%), and a smaller per- exhibit a significant association with age, the variation in
centage with a High school education (7.1%). preferences for contactless shopping among different age
groups highlights the need for retailers to cater to diverse
The reliability test, measured by Cronbach’s Alpha, yields a
consumer needs. The research contributes to bridging
satisfactory result of 0.812, indicating the reliability of the
the existing gap in understanding the nuanced factors
survey data. The chi-square analysis investigates various
influencing the choice between online and offline grocery
hypotheses related to the factors influencing consumers’
shopping in the dynamic market of Surat.
choices between online and offline grocery shopping based
on age. The results indicate that there is no significant Conclusion
association between age and the choice of shopping for In conclusion, this study sheds light on the intricate dynam-
groceries offline based on proximity to home, quality and ics of consumer behavior in the Surat grocery shopping
freshness of products, and personal interaction with store landscape. While age does not emerge as a significant factor
staff. Similarly, there is no significant association between in influencing choices related to proximity, quality, personal
age and the factors influencing the choice of shopping for interaction, convenience, product variety, discounts, and
groceries online based on convenience and time-saving, cost-effectiveness, it does reveal a noteworthy association
a wider product variety, special discounts and offers, and between age and the preference for contactless shopping
contactless shopping. in the online grocery domain. These findings underscore
 Rakholiya M et al.
21 J. Adv. Res. Eco. Busi. Mgmt. 2024; 7(1)

the importance of retailers catering to diverse age groups

and preferences in the dynamic market of Surat, offering
insights for both local businesses and policymakers navi-
gating the evolving retail landscape.
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