This project sought to understand the various economical, socio-cultural, and buying parameters of grocery buyers belonging to SECC A3, B1, and B2 segment in the major metropolitan cities in India and therefore understand the OPP (Operating Price Point) market from the customer’s perspective. The student conducted secondary research in order to arrive at hypotheses in strengthening the way forward for qualitative research. Foundational research was then carried out with the purpose of gaining an in-depth understanding of consumers' online grocery shopping behaviour. Thereafter, quantitative research was done to extend the findings from the qualitative research. It was observed that there was more trust in the local kiranawalas than in such online platforms due to no evidence in quality parameters which are either regional derivations or based on customs and beliefs. The project helps to solve such trust issues on the platform’s services.
Keywords: e-grocery, ethnography, Opening Price Points, price-conscious consumer, solve for trust