THE STUDY OF KEY FACTORS SHIFTING CONSUMERS FROM BUYING GROCERY PRODUCTS IN STORE TO ONLINE
BY
MISS DUANGHATAI TECHATANACHAI
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE PROGRAM IN MARKETING (INTERNATIONAL PROGRAM) FACULTY OF COMMERCE AND ACCOUNTANCY THAMMASAT UNIVERSITY ACADEMIC YEAR 2017 COPYRIGHT OF THAMMASAT UNIVERSITY
Ref. code: 25605902040673CFM THE STUDY OF KEY FACTORS SHIFTING CONSUMERS FROM BUYING GROCERY PRODUCTS IN STORE TO ONLINE
BY
MISS DUANGHATAI TECHATANACHAI
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE PROGRAM IN MARKETING (INTERNATIONAL PROGRAM) FACULTY OF COMMERCE AND ACCOUNTANCY THAMMASAT UNIVERSITY ACADEMIC YEAR 2017 COPYRIGHT OF THAMMASAT UNIVERSITY
Ref. code: 25605902040673CFM
(1)
Independent Study Title THE STUDY OF KEY FACTORS SHIFTING CONSUMERS FROM BUYING GROCERY PRODUCTS IN STORE TO ONLINE Author Miss Duanghatai Techatanachai Degree Master of Science Program in Marketing (International Program) Major Field/Faculty/University Faculty of Commerce and Accountancy Thammasat University Independent Study Advisor Professor K. Douglas Hoffman, Ph.D. Academic Year 2017
ABSTRACT
People in Thailand have spent a lot of money each year on food and grocery products. Moreover, the amount of spending is growing each year but the direction that seems to change is how and where people shop for grocery products. The change in this industry can be witnessed by looking at big players in the market. One of the reasons why Big C, Tesco Lotus, or even Makro launched an online shopping platform was because the number of Thai people using a smartphone was growing and the rate of
Thai people buying different kinds of products online was also increasing each year. As this market is so attractive; therefore, it has invited competition. As a result, new players in online grocery shopping such as HappyFresh has arrived in Thailand. Apart from direct competitors in the market, there are also indirect competitors; for example,
Lazada and Shopee, who sell various kinds of products online including groceries.
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This research is a contemporary topic in applied marketing focusing mainly on social aspect. The purpose of this research is to explore key drivers that have an impact on changing consumer behaviors from purchasing grocery products in store to online.
Furthermore, consumer behaviors will be studied so as to divide them into segments and to also find out success factors in capturing consumers’ attention when purchasing grocery products online.
The research was conducted by using two research methodologies: exploratory and descriptive approach. Secondary data from various sources had been explored and seven in-depth interviews were implemented. After that the online questionnaire was designed, reviewed, and distributed to the total of 170 respondents. Statistical methods including frequency, mean values, ANOVA, and custom tables were in SPSS to analyze the data.
The result shows that fast delivery, convenience, and time saving are the three keys factors indicating why people buy grocery products online. The products the respondents mostly buy online are stuffs that are heavy to carry ranking from household
& cleaning products such as shower cream, followed by cleaning & laundry products such as detergents, and lastly followed by water & beverages. For this reason, the things the respondents buy are related to lifestyle and what they need from online grocery shopping.
Keywords: Grocery Products, Shopping, Store, Online, Consumer Behavior
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ACKNOWLEDGEMENTS
I would like to thank my advisor, Professor. Dr. K. Douglas Hoffman, for every piece of advice and support that he has given me throughout the independent study period. His guidance has supported me since the stage of developing research topic, collecting and analyzing data. His time and effort are much appreciated and without his guideline, I might not be able to make my independent study this meaningful.
Furthermore, I would like to thank my family and friends for all the support in the past two years. They have been so helpful in many aspects.
Last but not least, I would like to express my appreciation to all of the respondents, who were in the in-depth interview and those who did the questionnaire.
Every respondent is the main contributor to my independent study and I would like to thank them for making my independent study successful.
Miss Duanghatai Techatanachai
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TABLE OF CONTENTS
Page ABSTRACT (1)
ACKNOWLEDGEMENTS (3)
LIST OF TABLES (6)
LIST OF FIGURES (7)
CHAPTER 1 INTRODUCTION 1 1.1 Problem Statement and Research Purpose 1 1.2 Research Objectives 2
CHAPTER 2 REVIEW OF LITERATURE 3 2.1 Modern Trade in Thailand 3
2.2 What to Expect in Thailand E-Commerce Market in 2017 3
2.3 Online Grocers vs. Supermarkets 5
2.4 More Than Half of Global Consumers Are Willing to Buy Groceries Online 6 2.5 The Future for Online Grocery Shopping 6
CHAPTER 3 RESEARCH METHODOLOGY 8 3.1 Research Methodology 8
3.2 Sampling Plan 9
3.3 Data Collection 9 CHAPTER 4 RESULTS AND DISCUSSION 10 4.1 Results from In-Depth Interviews 10
4.2 Results from Descriptive Research 10
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4.2.1 Key Drivers Shifting Consumers from Buying Grocery Grocery Products in Store to Online 12 4.2.2 Consumer Segments and Their Behaviors When Buying Grocery Products 15 4.2.3 Success Factors in Capturing Consumers’ Attention to Buy Groceries Online 21
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 24 5.1 Conclusion 24
5.2 Recommendations 25
REFERENCES 26
APPENDICES APPENDIX A: SCREENING QUESTIONS 29 APPENDIX B: QUESTIONNAIRE 30
BIOGRAPHY 45
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LIST OF TABLES
Tables Page 4.0 Frequencies and Percentage of the Total Respondents 11 4.1 Factors Why Respondents Buy Grocery Products Online 12 4.2 Factors Why Respondents Do Not Buy Grocery Products Online 13 4.3 Factors Why Respondents Would Consider Buying Grocery Products Online in The Future 14 4.4 Rotated Component Matrixa 16 4.5 KMO and Bartlett's Test 16 4.7 Cluster Behavior – Spending on Grocery Products in Store 18 4.8 Cluster Behavior – Grocery Products Being Bought in Store 19 4.9 Cluster Behavior – Grocery Products Being Bought Online 20 5.0 Mean Values of 4 Factors 20 5.1 Multiple Comparisons 21 5.3 Channel of Advertisement 22
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LIST OF FIGURES
Figures Page 4.6 Cluster Analysis 17 5.2 Awareness and Usage of Online Grocery Shopping 22
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CHAPTER 1 INTRODUCTION
1.1 Problem Statement and Research Purpose
Online shopping is no longer a word, but it has become an act that more people in
Thailand have adopted. Thailand is expected to have over 12 million online purchasers by the end of 2017 (Kinasih, 2017). Online shopping is one of the most promising aspects in Thailand. Small to large scale brick-and-mortar stores are moving towards online channels. At present, the value of the whole retail sales in Thailand alone accounts for 980,000 million baht (Government Savings Bank, 2017).
In the past, traditional retailers in Thailand were family-owned business. Middle man was a key player in this supply chain. As time went by, the country faced economic crisis; therefore, rules and regulations in running a business were changed. As a result, foreign investors had more influence and owned more shares in big retail stores, namely
Big C, Tesco Lotus, and Makro. In 2016, the expansion of big department stores was around 9%. However, the increase in sales was less than 3% (Krungsri Bank, 2017). On the hypermarket side, Big C and Tesco Lotus were in a head-to-head competition fighting for market share. Convenience stores was another attractive segment mainly owned by 7-11. Nevertheless, big players in hypermarkets even launched their shops; for example, Lotus Express and Mini Big C, in different locations to serve new groups of customers. In the next 3 years, the modern trade industry in Thailand is anticipated to continue to grow between 3-4% (Krungsri Bank, 2017) and more competition will
Ref. code: 25605902040673CFM 2 soon arrive. Another trend that can be foreseen is, of course, online shopping. Regardless of scale, more players will come into play in online channel which is expected to grow by 20% each year (Krungsri Bank, 2017).
In summary, online grocery shopping in Thailand is expected to grow step by step.
Retailers are now making themselves ready for the new channel and the competition as well. The challenge right now is how to get more potential buyers to know about the online platform. Furthermore, inviting them to get a first trial might be even harder if they do not notice any distinctive advantages.
For this reason, a contemporary topic of “The Study of Key Factors Shifting
Consumers from Buying Grocery Products in Store to Online” in applied marketing in the area of social aspect has been chosen for my independent study topic.
1.2 Research Objectives
Objectives of the study include:
1) To study key drivers shifting consumers from buying grocery products in store
to online
2) To differentiate consumer segments and their behaviors of those who buy
grocery products in store and those who buy online
3) To discover underlying success factors in capturing consumers’ attention and
sustaining their behaviors to buy grocery products online
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CHAPTER 2
REVIEW OF LITERATURE
2.1 Modern Trade in Thailand
In the next 3 years, the modern trade industry in Thailand is anticipated to continue to grow between 3-4% (Krungsri Bank, 2017) and more competition will soon arrive. Another trend that can be foreseen is, of course, online shopping. Regardless of scale, more players will come into play in online channel which is expected to grow by
20% each year (Krungsri Bank, 2017). Modern trade in Thailand has seen an upward trend in the past few years. New branches of supermarkets and hypermarkets have been opened all over Thailand. In addition, they also try to earn more revenues by introducing small stores in convenience industry where customers can find those shops at gas stations or different locations in town. The other important channel everybody is jumping into is, of course, the online store. All the big players in this industry, namely
Tops Supermarket, Tesco Lotus, Big C, or even a wholesaler like Makro, are keeping up with the competition. Although selling the consumer goods online which also known as online grocery shopping seems to be new for them, they are all forming a strategy to compete in this channel in order to make their presence and also increase their sales.
2.2 What to Expect in Thailand E-Commerce Market in 2017
A key factor that will help fulfill digital food shopping in Thailand is e- commerce. In 2017, the e-commerce market in Thailand is expected to reach 2,945 million dollars in revenue (Malabuppha, 2017). Three important aspects which players
Ref. code: 25605902040673CFM 4 in digital market should keep an eye on consist of potential growth in e-commerce market, advanced technology, and better logistic infrastructure and Thailand has become a country to watch in these recent trends. The use of the Internet has spread all over the country and the income of the population is getting higher. As a result, these tools will help boost Thailand’s growth. As Thailand is heading towards online payment platform, brands need to adapt themselves to catch up with changing consumer behaviors as well. Thus, the consumer can anticipate to see new launches of online channel offering exceptional shopping experience that meets or even goes beyond consumer expectation. E-commerce will not be complete if the goods have not been delivered to customer’s hand. For this reason, logistic will take place to fulfill the whole cycle. The logistic infrastructure in Thailand has been improved over a period of time because Thai people are now getting used to fast delivery or even same-day delivery. A big online retailer such as Lazada now has logistics division to manage their own delivery service (Malabuppha, 2017). This trend might eventually lead to a big investment from domestic and international logistics companies to improve the delivery service in Thailand.
It cannot be denied that the economy in Thailand has gone up steadily. One trend that can be clearly observed lately is a larger number of people living in Thailand use their smartphones to make a purchase online, especially for those who live in the outskirts. Nevertheless, the most common way that the majority of Thai people use when making an online payment is either cash on delivery or direct bank transfer. Even though they have a credit card, they are still worried about the safety when making a
Ref. code: 25605902040673CFM 5 transaction online. Thanks to the government, e-payment system has been developed and introduced. Soon the development in payment gateway will propel Thailand to see a surge in online transaction due to a decline in cash on delivery and bank transfer.
2.3 Online Grocers vs. Supermarkets
In the US, competition in online grocery shopping is growing which further leads to consumer saving. It was found in an experiment that online groceries inclusive of delivery change was roughly 10% cheaper than or equivalent to going to a supermarket. Amazon, the world’s biggest online shopping store, also expanded its existence in grocery category called AmazonFresh, while Watlmart was doing some experiment on this subject (Fowler, 2014). Carroll Hannon, a mother of five children who was asked to do a grocery online said that surprisingly 90% of what she usually bought in store for her family could be found online and it was even better to have someone carry a big basket of her grocery and deliver it to her door even if it might cost
$7-$10 for delivery charge (Fowler, 2014). Online groceries normally have a minimum purchase, membership fee, and delivery charge. For example, AmazonFresh charges
$299 annual fee in exchange for free delivery on order over $35. At first it might seem a lot but if a customer orders more than 50 times a year, then the delivery cost per time will go down to only at $6 per delivery which is one of the lowest providers a customer can ever find. This article talks about a few disadvantages users found when surfing on online grocery stores. They had to go through quite a number of pages to find what they wanted to purchase online but in store, they knew exactly where the products were located. On the other hand, online grocery shopping has some advantages as well. One
Ref. code: 25605902040673CFM 6 of the key benefits customers might not notice is price comparison. They can easily compare price from one site to another in just a few clicks.
2.4 More Than Half of Global Consumers Are Willing to Buy Groceries Online
The survey conducted by Nielsen (conducted between August and September,
2014) illustrated how retailers could improve shopping experience and generate sales across different channels. Asia-Pacific region was taking the lead in willingness to use digital platform for grocery shopping (McCaskill, 2015). A growth in mobile users and
Internet penetration would speed up the online grocery sales as well. A day out with family in a supermarket was enjoyable but the research pointed out that online led offline. For this reason, retailers should engage with customers in every tour point in order to keep them close no matter where they went. Millennials and Generation Z
(McCaskill, 2015) were thought to be early adopters because both of them showed a high intensity of the willingness to use all available e-commerce platforms.
2.5 The Future for Online Grocery Shopping
The changes in digital age are disrupting the way consumers behave (Group,
2015). Food and beverage brands are seeking for a room to grow including a way to go directly to end consumers. Early adopters in online grocery are those who can easily let go of traditional stores but this group of people is a minority of food shoppers. The
Hartman Group found that the core strategy used to tackle digital food shoppers was all about the convenience. Consumers shopped online so that they could save time, money, and gas at the rate of 39%, 36%, and 27%, respectively (Group, 2015). The other reason
Ref. code: 25605902040673CFM 7 people adopted online purchase was because they bought goods in bulk, hence they needed a delivery service. Key insights found in this article are mainly about consumer concerns which can further be used to analyze customer characteristics. The more retailers know about the consumer behavior, the right message they are more likely to have to communicate with their target. Nevertheless, just knowing might not be enough in today’s competition. Retailers should foresee what consumers will act or where they will move tomorrow in order to meet them in every touch point no matter where they will be.
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CHAPTER 3
RESEARCH METHODOLOGY 3.1 Exploratory Research
This study collected data from both quantitative and qualitative methods. Secondary data was explored from various sources in order to see the trend of online grocery shopping. In-depth interviews were also implemented in the initial stage and all the insights from in-depth interviews were further used in building an online questionnaire.
At first, around 4 women were asked about how to shop groceries in their daily life.
Nevertheless, 3 men were later interviewed in order to get an idea and see how different women and men bought things. The duration of each in-depth interview took around
20-30 minutes.
Key findings from secondary data, plus literature reviews and insights from one-on- one interviews were the key elements being used in building questionnaire. The questionnaire consisted of 4 main parts: screening section, purchasing behaviors, online purchase intention towards grocery shopping, and ideal characteristics of online grocers.
Key Variables of This Study:
Key variables of this study included consumers’ demographic such as age, gender, income, occupation, and place of residence. Other important variables that will be examined are attitudes and concerns the consumers had towards buying consumer goods online. These two important variables could further lead to purchase decision. It was necessary to know what kind of products the consumers were highly responsive to
Ref. code: 25605902040673CFM 9 in online shopping platform. All of the key variables would have an impact on a dependent variable which was the amount of spending. Furthermore, methods of payment would be identified in order to understand more about customer characteristics.
3.2 Sampling Plan
The in-depth interview was meant to collect insights and explore how consumers shopped for grocery products which would be further used in the questionnaire. After the data was collected from the questionnaire, it was cleaned, coded, and put in SPSS for analysis. The data was interpreted in terms of frequencies, mean values, ANOVA, and other appropriate analysis.
3.3 Data Collection
The in-depth interview was meant to collect insights and explore how consumers shopped for grocery products which would be further used in the questionnaire. After the data was collected from the questionnaire, it was cleaned, coded, and put in SPSS for analysis. The data was interpreted in terms of frequencies, mean values, ANOVA, and other appropriate analysis.
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CHAPTER 4
RESULTS AND DISCUSSION
4.1 Results from In-Depth Interviews The total of 7 in-depth interviews have been conducted. 4 females and 3 males were interviewed about their purchasing behavior of grocery products. All of the 7 interviewees were those who had purchased grocery products in the past 3 months.
The result showed that men shopped for grocery products less than women in terms of both basket size and spending. The purchasing behavior of each interviewee depended on their living condition such as living alone or living with family. Moreover, it also depended on their lifestyle and how much they liked the convenience.
All of the interviewees were familiar with online shopping including online grocery shopping. More than 2 interviewees used to order grocery products online.
Nevertheless, one of the two stopped doing so because of several reasons such as unreliable stock update. For those who were aware of online grocery shopping but had never had a chance to try mentioned that some key factors influencing them to switch or at least try ordering online. All of the information and key attributes every interviewee mentioned were collected and applied in the questionnaire.
4.2 Results from Descriptive Research
The online questionnaire was distributed to more than 250 people but only 170 people passed the screening criteria. 54 males and 116 females passed the screening questions. Most of them are 31-40 years old the highest household size is between 2-5
Ref. code: 25605902040673CFM 11 persons. When comparing between personal and household income, Table 4.0 indicates that 35,0001-50,000 THB is the highest range, 24.7%, for personal income, while the
38.2% of the total respondents said that their household income was more than 160,000
THB per month.
Table 4.0: Frequencies and Percentage of the Total Respondents (N=170) Demographic Characteristics N Valid Percent 25-30 58 34.1 Age 31-40 85 50 41-50 27 15.9 Male 54 31.8 Gender Female 116 68.2 Single 111 65.3 Married / Live together / Divorced / 32 18.8 Marital Status Widow - with Kids Married / Live together / Divorced / 27 15.9 Widow - without Kids Junior middle school 1 0.6 Senior middle school 1 0.6 Technical / vocational / Education 5 2.9 professional school Bachelor's degree 95 55.9 Master’s degree or above 68 40 10,001-18,000 Baht 8 4.7 18,001-24,000 Baht 12 7.1 24,001-35,000 Baht 31 18.2 Personal Income 35,001-50,000 Baht 42 24.7 50,001-70,000 Baht 31 18.2 70,001-160,000 Baht 34 20 More than 160,000 Baht 12 7.1 1 14 8.2 Household Size 2 - 5 138 81.2 6 - 10 18 10.6 10,001-18,000 Baht 2 1.2 18,001-24,000 Baht 2 1.2 24,001-35,000 Baht 9 5.3 Household Income 35,001-50,000 Baht 13 7.6 50,001-70,000 Baht 25 14.7 70,001-160,000 Baht 54 31.8 More than 160,000 Baht 65 38.2
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4.2.1 Key Drivers Shifting Consumers from Buying Grocery Products in Store to Online From the total respondents of 170, 148 people were aware of online grocery shopping. When further asked about their previous behavior, 96 respondents accounting for 65% of those who knew about online grocery shopping had ever made an online grocery purchase in the past. Table 4.1 illustrates their key factors influencing them to make a purchase online. 69.8% of the total respondents said that they make a grocery purchase online because of the convenience and fast delivery followed by promotions and better price at 55.2% and 52.1% respectively.
Table 4.1: Factors Why Respondents Buy Grocery Products Online
Have you ever bought grocery products online? Why do you buy grocery products online? Yes
Count Column N %
Easy-To-Use Website 29 30.20%
Better Price 50 52.10%
More Promotions Online 53 55.20%
Wider Product Range 11 11.50%
Easy / Convenience 67 69.80%
Don't have to carry heavy stuffs 33 34.40%
Save Time 46 47.90%
Fast Delivery 67 69.80%
Save Cost / Save Gas 39 40.60%
Comparison of Price 40 41.70%
Unavailable in Store 6 6.30%
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One hundred and forty-eight respondents were those who were aware of online grocery shopping. Fifty-two people in this group or 35% of the total respondents said that they never bought a product online. They were further asked about reasons for not buying grocery products online and the results are shown in Table 4.2. There are only 2 main reasons out of the 9 reasons given that show why this group of respondents did not buy anything online. Almost 77% of those who never bought a product online said that they loved spending time in store browsing different kind of stuffs. The other reason is because they could not touch or try the products.
Table 4.2: Factors Why Respondents Do Not Buy Grocery Products Online
Have you ever bought grocery products online? Why don't you buy grocery products online? No
Count Column N %
Website is not friendly 3 5.80%
Requires too many steps 5 9.60%
Cannot touch or try the products 29 55.80%
Don't count on the shopper 7 13.50%
More expensive 0 0.00%
Have to wait for the product 7 13.50%
Inconvenient payment method 3 5.80%
Takes more time to find products online 5 9.60%
More fun in store 40 76.90%
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After knowing why 52 people of the total respondents did not purchase grocery
products online, they were further asked whether they would consider buying grocery
products online in the further or not. The outcome from this question can be divided
into 2 groups: 33 people said they would consider buying online grocery products, while
the other 19 said they would not. Table 4.3 illustrated main reasons why they would
consider. 78.8% of 33 people would consider buy grocery products online in the future
because of fast delivery followed by convenience and time saving at 66.7% and 54.5%,
respectively.
Since the questionnaire was logically set to capture those who have and/or are
willing to make an online purchase on grocery products; for this reason, those who did
not wish to make an online purchase in the future or even consider about it were not
further asked why they would not consider again. This group of respondents who have
never bought grocery products online and would not consider about it accounts for 19
people out of 52 of those who have never bought grocery products online.
Table 4.3: Factors Why Respondents Would Consider Buying Grocery Products Online in the Future
You said that you have never bought a product online. Would you consider to buy a product online or not in Why would you consider to buy grocery the future? products online in the future? Yes
Count Column N %
Easy-To-Use Website 6 18.20%
Better Price 6 18.20%
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More Promotions Online 12 36.40%
Wider Product Range 2 6.10%
Easy / Convenience 22 66.70%
Don't have to carry heavy stuffs 15 45.50%
Save Time 18 54.50%
Fast Delivery 26 78.80%
Save Cost / Save Gas 14 42.40%
Comparison of Price 6 18.20%
Unavailable in Store 4 12.10%
4.2.2 Consumer Segments and Their Behaviors When Buying Grocery Products
In order to elaborate on this objective, several statistic methods are needed to
explain different consumer segments and their behaviors towards buying grocery
products both online and offline.
Table 4.4 talks about 16 attributes that can be grouped into 4 components by
using the Eigenvalue at 1.0 and the Varimax rotation. The components can represent
67.4% of the original data. Kaiser-Meyer-Olkin score is 0.834 which is significant as per
the Bartlett's Test of Sphericity shown in Table 4.5.
The 4 factors are convenience, price, technology, and review. The convenience
component contains 6 attributes related to the convenience of online grocery shopping
such as time saving and not carrying heavy stuff by themselves. The next factor is about
price. Every attribute that fell into this factor are associated with price and promotion.
Technology is another important factor derived from 4 attributes that talked about
website and how easy it is to use, and also how the stock is updated in the real time or
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not. The last factor is about product review. Three attributes that fell into this factor were
all related to product information, return policy, and customer reviews
Table 4.4: Rotated Component Matrixa
Component IDEAL ATTRIBUTES of online grocery shopping Convenience Price Technology Review
Save Time 0.844 -0.101 0.089 0.008
Don't have to carry heavy stuffs by yourself 0.828 -0.067 0.228 0.065 Quicker than visiting stores 0.782 0.23 0.107 0.167
Save Cost / Save Gas 0.773 0.14 0.024 0.18
Fast Delivery 0.675 -0.114 0.221 0.204 Easy / Convenience 0.606 -0.016 0.403 0.235
Better price -0.096 0.901 0.089 0.039 Lots of promotions 0.093 0.871 0.163 0.149
Comparison of Price and Product 0.06 0.647 0.035 0.53
Updated stock 0.062 0.009 0.802 0.223 More variety 0.143 0.314 0.781 0.014
Website is user-friendly 0.431 0.022 0.625 -0.077
Easier to find products online 0.39 0.106 0.447 0.325 Have Customer Reviews 0.002 0.254 0.013 0.789
Better product information 0.32 -0.013 0.146 0.772 Return Policy 0.426 0.138 0.231 0.563
Table 4.5: KMO and Bartlett's Test KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling 0.834 Adequacy.
Approx. Chi-Square 995.119 Bartlett's Test of df 120 Sphericity Sig. 0.000
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Another method after factor analysis is cluster analysis. From the 4 factors of convenience, price, technology, and review, they can be divided into 3 clusters shown in Figure 4.6.
The 3 clusters are called the Selector, Non-Price Conscious, and Price Sensitive.
1.Selector (N=75, 58% of total respondents) This group of respondents concerns most about product reviews followed by price. Additionally, they care about convenience but not as much as other aspects. For this reason, it can be said that this group of respondents is selective about the products they buy and this group of people accounts for the highest weight of the total respondents.
2.Non-Price Conscious (N=31, 24% of total respondents) This group of respondents is called non-price conscious because price factor heads down below in the negative side.
The other 3 factors are in negative values as well but not as much as price.
3. Price Sensitive (N=23, 18% of total respondents) This group of respondents associates mostly price factor when comparing to the other 3 factors.
Figure 4.6: Cluster Analysis
Selector Non-Price Price Sensitive Conscious
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All of the 3 clusters can be further discussed about their behaviors towards grocery shopping. For instance, Table 4.7 illustrates the amount of spending by cluster.
The outcomes show that the Selector and Non-Price Sensitive spent more money on grocery products than Price Conscious. 28 respondents of the total population in the
Selector mostly spent around 501-1,000 Baht for grocery shopping each time, while the highest number of respondents in Non-Price Sensitive spent a little bit more each time at 1,001-1,500 Baht. As expected for the Price Conscious group, they spent the least for grocery shopping each time.
Table 4.7: Cluster Behavior – Spending on Grocery Products in Store
Cluster Number of Case
How much do you normally Selector Non-Price Sensitive Price Conscious spend on grocery products?
Count Column N % Count Column N % Count Column N %
Less than 300 THB 7 9.30% 2 6.50% 2 8.70%
301 – 500 THB 7 9.30% 7 22.60% 6 26.10%
501 – 1,000 THB 28 37.30% 8 25.80% 3 13.00%
1,001 – 1,500 THB 17 22.70% 9 29.00% 4 17.40%
1,501 – 2,000 THB 8 10.70% 2 6.50% 4 17.40%
More than 2,000 THB 8 10.70% 3 9.70% 4 17.40%
8 product categories were listed for the respondents to select what kind of products they normally bought in store. The results from Table 4.8 displays that 85.3% of the total respondents in the Selector bought household and cleaning products such toothpaste, shampoo, and shower cream followed by cleaning and laundry products such as detergent and floor cleaner. For the respondents in Non-Price Sensitive group,
87.1% of them bought household and cleaning products followed by water and
Ref. code: 25605902040673CFM 19 beverages at 74.2%, while the most of the respondents in the last cluster which is the
Price Conscious purchased household and cleaning products at 82.6% followed by cleaning and laundry products at 69.6%.
Table 4.8: Cluster Behavior – Grocery Products Being Bought in Store
Cluster Number of Case
What kind of products do you buy? Selector Non-Price Sensitive Price Conscious
Count Column N % Count Column N % Count Column N %
Vegetables & Fruits 38 50.70% 18 58.10% 10 43.50%
Canned & Packaged Foods 46 61.30% 21 67.70% 13 56.50%
Water & Beverages 52 69.30% 23 74.20% 11 47.80%
Snacks & Candy 26 34.70% 13 41.90% 9 39.10%
Household & Cleaning 64 85.30% 27 87.10% 19 82.60%
Baby & Toddler 7 9.30% 4 12.90% 3 13.00%
Pet Food 11 14.70% 4 12.90% 2 8.70%
Cleaning & Laundry Products 58 77.30% 22 71.00% 16 69.60%
When asking about products the respondents normally buy online, the results from Table 4.9 show in the same direction for every cluster that most of the respondents bought household and cleaning products the most followed by cleaning and laundry products. 84.7% of the total respondents in the Selector, 85.7% of the respondents in
Non-Price Sensitive and 68.8% of the total respondents in Price Conscious purchased household and cleaning products. The second highest product that 37.3% of the respondents in the Selector, 42.9% in Non-Price Sensitive, and 43.8% in Price Conscious bought was cleaning and laundry products.
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Table 4.9: Cluster Behavior – Grocery Products Being Bought Online
Cluster Number of Case
What kind of products do you buy Selector Non-Price Sensitive Price Conscious online?
Count Column N % Count Column N % Count Column N %
Vegetables & Fruits 12 20.30% 4 19.00% 1 6.30%
Canned & Packaged Foods 14 23.70% 7 33.30% 0 0.00%
Water & Beverages 14 23.70% 6 28.60% 1 6.30%
Snacks & Candy 8 13.60% 2 9.50% 0 0.00%
Household & Cleaning 50 84.70% 18 85.70% 11 68.80%
Baby & Toddler 8 13.60% 3 14.30% 3 18.80%
Pet Food 4 6.80% 2 9.50% 2 12.50%
Cleaning & Laundry Products 22 37.30% 9 42.90% 7 43.80%
Table 5.0 illustrates that the mean value of technology has the highest amount
at 4.18 among the 4 factors. When looking by cluster, the highest mean value for the
Selector and Price Conscious is in price, while the highest mean values for the Non-
Price Sensitive fall in convenience and technology. Nevertheless, the significance test
shows that there are at least one pair that is significantly different in terms of price and
review.
Table 5.0: Mean Values of 4 Factors
Subgroup
Factors Total Non Price Price Selector F Sig. Sensitive Conscious
Price 4.14 4.53 3.03 4.39 107.350 0.000
Convenience 4.09 4.24 3.94 3.83 1.307 0.274 Technology 4.18 4.27 3.93 4.25 2.040 0.134 Review 4.02 4.44 3.59 3.22 68.458 0.000
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From the mean comparisons in Table 5.1 among the 3 segments: Selector, Non-
Price Sensitive, and Price Conscious, still, price and review are the 2 factors that show
statistically significance. When comparing cluster by cluster, the results show that the
mean values across every cluster is significantly different.
Table 5.1: Multiple Comparisons
Mean Difference Dependent Variable Std. Error Sig. (I-J) Non Price Selector 1.73405790* 0.13087603 0 Sensitive
Price Selector Price Conscious -.37503736* 0.1460956 0.03
Non Price Price Conscious -2.10909526* 0.16868279 0 Sensitive Non Price Selector .81081583* 0.14898343 0 Sensitive
Review Selector Price Conscious 1.89965144* 0.16630872 0
Non Price Price Conscious 1.08883561* 0.19202096 0 Sensitive
4.2.3 Success Factors in Capturing Consumers’ Attention to Buy
Groceries Online The result in Figure 5.2 points out that from the total respondents of 170, 87%
of them or 148 people know that there are several platforms in Thailand selling grocery
products online. When further asked about their behaviors towards online grocery
shopping, only 96 people accounting for 56% of the total respondents purchase grocery
products online.
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Figure 5.2: Awareness and Usage of Online Grocery Shopping
Total Respondents: 170
Know about Online
Grocery Shopping Platforms: 148 (87%)
Respondents Who Buy Grocery Products Online: 96 (56%)
Since there are more than 80% of the respondents know about online grocery shopping and their platforms, the data from advertisement channels was further analyzed in order to know where they mostly heard about online grocery shopping. The results show that 71.6% of the total respondent knew about online grocery shopping from
Facebook advertisement following by 54.1% knew from other online advertisement channels such as banners on a website
Table 5.3: Channels of Advertisement
Channels Frequency Valid Percent
TV Commercial 40 27
Billboard 33 22.3
Magazines 29 19.6
Online Advertisement 80 54.1
Advertisement on Facebook 106 71.6 Advertisement on Line Application 55 37.2
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The data about the awareness and advertisement channels can be linked together with the factors why respondents buy and would buy online. For this reason, player in this market would be able to know how and where to communicate to the target customers because they already know the key factors of why people are willing and maintaining their grocery purchase online.
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CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
5.1 Conclusion
This study finds that Thai people normally buy grocery products in their daily life and they are also aware of the online grocery shopping platforms launched by supermarkets and online shopping platforms. The reasons why people decided to buy grocery products online are because of three main reason: convenience, time saving, and fast delivery. These are the three keys to see the consumers’ journey in their daily life. When combining all of these three factors, it can be said that what the consumers are looking for is time to do something else. If their time in grocery shopping can be saved to do more work, take care of their loved ones, or just relax, they are also likely to do it online. Price is another factor to play around in order to capture attention but when consumer’s attention is captured, the seller also needs to make sure that other elements along the customer’s journey in the seller’s platform or mobile application is smooth, updated, and not too complicated for the first-time user to use and understand.
Another important key finding from the study is about the point where consumers notice about online grocery shopping platform. When it is about online grocery shopping, of course, people are mostly likely to find the advertisements online. As Thailand is one of the highest Facebook users, people are also familiar with Facebook advertisements.
Web banner is also a good plug-in for the consumers to keep seeing the ads.
Communication message is as important as the strategy. If the customer is hit at the
Ref. code: 25605902040673CFM 25 right but not with the right message, the result is yet negative. However, since the factors of why they buy and what they buy are captures, these can be tools to tackle the right target groups with the right messages. All of the results from this study will help companies that are entering the online grocery market to know more about consumer behaviors and factors that are mostly important to them when deciding to buy grocery products online.
5.2 Recommendations
To recommend, companies that are entering to online grocery shopping industry should analyze carefully of what the consumers are looking for. Different groups of customers are searching for different things. Not only their need is important, another factor such as their household size also matters. Thus, the right communication message in the right channel for each and every segment is extremely important because profits is expected in every investment.
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REFERENCES
(2017), "Modern Trade," Krungsri Bank, accessed November 18, 2017 at
https://www.krungsri.com/bank/getmedia/196c78b6-3b76-4c6e-9917-
6f1e7bd09899/IO_Modern_Trade_2017_EN.aspxhttps://www.krungsri.com/bank/getme
dia/196c78b6-3b76-4c6e-9917-6f1e7bd09899/IO_Modern_Trade_2017_EN.aspx
Fowler, G. A. (2014), "Do Online Grocers Beat Supermarkets?," The Wall Street Journal,
accessed April 12, 2017 at https://www.wsj.com/articles/do-online-grocers-beat-
supermarkets-1389140484
Group, T. H. (2015), "What's the Future for Online Grocery Shopping?," Forbes, accessed
December 4, 2017 at https://www.forbes.com/sites/thehartmangroup/2015/06/17/whats-
the-future-for-online-grocery-shopping/#6ed8d3d5230e
Malabuppha, T. (2017), "Thailand E-Commerce Market: What to Expect in 2017,"
PricezaGroup, accessed December 4, 2017 at
https://www.pricezagroup.com/2017/thailand-e-commerce-market-expect/
McCaskill, A. (2015), "More than Half of Global Consumers Are Willing to Buy Groceries
Online," Nielsen, accessed December 4, 2017 at http://www.nielsen.com/hu/hu/press-
room/2015/more-than-half-of-global-consumers-are-willing-to-buy-groceries-online.html
Kanasih, R. (2017), "Online Shoppers Thailand," accessed November 8, 2017 at
https://ecommerceiq.asia/online-shoppers-thailand/
Ref. code: 25605902040673CFM 27
(2017), "Industry Update," Government Savings Bank, accessed November 27, 2017 at
https://www.gsb.or.th/getattachment/ee3d2ae2-45b2-4bbd-879f-
3ac5a466fd78/Report_%E0%B8%98%E0%B8%A3%E0%B8%81%E0%B8%88%E0%B8%84%
E0%B8%B2%E0%B8%9B%E0%B8%A5%E0%B8%81%E0%B8%AA%E0%B8%A1%E0%B8%
A2%E0%B9%83%E0%B8%AB%E0%B8%A1-(internet).aspx
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APPENDICES
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APPENDIX A SCREENING QUESTIONS S1. Are you or any of your family members working in any of these businesses?*
[Multiple Answer]
• Market / Marketing Research (End of Questionnaire)
• Supermarket / convenience store e.g. 7-11 (End of Questionnaire)
• Retail, wholesale or manufacturer of food and beverage products (End of Questionnaire)
• None of above (Continue)
S2. In the past 6 months, have you or any of your family members participated in marketing research project, for example, giving an interview, participating in a group discussion or testing a product concept?* [Single Answer]
• Yes (End of Questionnaire)
• No (Continue)
We are interested in learning more about you as a person. The purpose of asking your personal detail is to avoid disturbing you in case that you are not considered in the scope of the research.
S3. How old are you?* [Single Answer]
Terminate if age below 20 and over 50 years old
S4. In the future, will you consider buying grocery products?* [Single Answer]
• Yes (Continue)
• No (End of Questionnaire)
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APPENDIX B QUESTIONNAIRE Master’s Degree Program in Marketing (International Program)
Faculty of Commerce and Accountancy Thammasat University ------
Questionnaire Welcome to the online grocery shopping survey. I am a graduate student from the Master Degree in Marketing Program (MIM), Thammasat University. The purpose of this survey is purely for academic purpose for independent study subject. The main objectives of this survey are to identify current and potential online grocery shoppers’ perception and behavior towards online grocery shopping and to discover key factors leading to purchasing groceries online. Findings will help me to have a better understanding of different factors associated with online grocery purchasers. Importantly, respondents’ personal information and responses will be strictly kept confidential and anonymous. Respondent can only take the survey once and it should take approximately 15 minutes. Questions marked with an asterisk (*) are required.
If you have any questions about the survey, please email me: [email protected]
I really appreciate your input and kind support.
Objectives
1. To study key drivers shifting consumers from buying groceries in store to online
2. To differentiate consumer segments and their behaviors of those who buy groceries
in store and online
3. To discover underlying success factors in capturing consumers’ attention and
sustaining their behaviors to buy groceries online
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Definition of Grocery
In this case, grocery product includes vegetables, fruits, food, snacks, personal care products such as soap, shampoo, toothpaste, and so on, and household products such as detergent, tissue paper, and so on.
Section 1: Purchasing Behavior
This section consists of questions about your purchasing behavior for groceries that you are actually a buyer.
Section 1.1: Offline Purchasing Behavior
Q1. Which of the following statements best describes your purchase decision for groceries?*
[Single Answer]
• I decide what and where I want to buy groceries
• I do not decide what and where I want to buy groceries (End of Questionnaire)
Q2. How often do you buy grocery products?* [Single Answer]
• Once a week
• More than once a week
• Once a month
• More than once a month
• Once every 2 months
• Once every 3 months
Q3. How much do you normally spend on grocery products?* [Single Answer]
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• Less than 300 THB
• 301 – 500 THB
• 501 – 1,000 THB
• 1,001 – 1,500 THB
• 1,501 – 2,000 THB
• More than 2,000 THB
Q4. What kind of products do you buy?* [Multiple Answer]
• Vegetables & Fruits
• Water & Beverages
• Breakfast
• Snacks & Candy
• Household & Cleaning
• Canned & Packaged Foods
• Pet Food
• Personal Care & Beauty
• Cleaning & Laundry Products
• Others
Q5. Whom do you buy grocery products with?* [Multiple Answer]
• Yourself
• Your family
• Your friends
• Your pets
Q6. Whom do you buy grocery products for?* [Multiple Answer]
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• Yourself
• Your family
• Your friends
• Your pets
Q7. When do you usually go grocery shopping?* [Multiple Answer]
• Weekend
• Weekday
Q8. Do you plan ahead before going grocery shopping?* [Multiple Answer]
• Yes
• No
Q9. How much time do you spend in store for grocery shopping?* [Multiple Answer]
• Less than 30 minutes
• 30 minutes – 1 hour
• More than 1 hour
• More than 2 hours
Section 2: Awareness of Online Grocery Shopping
Q10. Do you know that there are websites and online platforms that sell groceries (fresh fruits, vegetables, food, and household products) online? [Single Answer]
• Yes (Continue)
• No (End of Questionnaire)
Q11. When thinking about online grocery shopping, what online platform first comes to your mind? [Single Answer]
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Q12. What other online grocery shopping platforms are you aware of from the list below?
[Multiple Answer]
• Website/Application: Tops Supermarket
• Website/Application: Big C
• Website/Application: Tesco Lotus
• Website/Application: Makro
• Website/Application: HappyFresh
• Website/Application: honestbee
• Website: Delishop
• Website/Application: Lazada
• Website/Application: Shopee
• Website/Application: Facebook
• Application: Line
• Others (Write in)
Q13. Where did you hear about online grocery platform?* [Multiple Answer]
• TV Commercial
• Online Advertisement
• Billboard
• Advertisement on Facebook
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• Advertisement on Line Application
• Others (Write in)
Section 3: Online Purchasing Behavior
Q14. Have you ever bought grocery products online?* [Single Answer]
• Yes (Continue)
• No (Proceed to Section 4: Reasons for Not Buying Grocery Products Online)
Q15. Why do you buy grocery products online?* [Multiple Answer]
• Better price
• Promotions
• Wider product range
• Fast delivery
• Easy / convenience
• Save time
• Comparison of price
• Save cost / save gas
• Unavailable in store
• Other (Write in)
Q16. From where do you buy grocery products online?* [Multiple Answer]
• Website/Application: Tops Supermarket
• Website/Application: Big C
• Website/Application: Tesco Lotus
• Website/Application: Makro
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• Website/Application: HappyFresh
• Website/Application: honestbee
• Website: Delishop
• Website/Application: Lazada
• Website/Application: Shopee
• Website/Application: Facebook
• Application: Line
• Others (Write in)
Q17. How much do you normally spend on grocery products online?* [Single Answer]
• Less than 300 THB
• 301 – 500 THB
• 501 – 1,000 THB
• 1,001 – 1,500 THB
• 1,501 – 2,000 THB
• More than 2,000 THB
Q18. What kind of products do you buy online?* [Multiple Answer]
• Vegetables & Fruits
• Water & Beverages
• Breakfast
• Snacks & Candy
• Household & Cleaning
• Canned & Packaged Foods
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• Pet Food
• Personal Care & Beauty
• Cleaning & Laundry Products
• Others
Q19. Whom do you buy grocery products online for?* [Multiple Answer]
• Yourself
• Your family
• Your friends
• Your pets
Q20. Whom do you buy grocery products online with?* [Multiple Answer]
• Yourself
• Your family
• Your friends
• Your pets
Q21. When do you usually shop for grocery products online?* [Multiple Answer]
• Weekend
• Weekday
Q22. Do you plan ahead before shopping grocery products online?* [Multiple Answer]
• Yes
• No
Q23. How much time do you spend shopping for grocery products online?* [Multiple Answer]
• Less than 30 minutes
• 30 minutes – 1 hour
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• More than 1 hour
• More than 2 hours
Q24. Do you compare products and price between websites?* [Multiple Answer]
• Yes
• No
Q25. What kind of payment method do you normally use for online purchase?* [Multiple
Answer]
• Credit card
• Cash on delivery
• Bank transfer
• Online banking
• PayPal
Section 4: Reasons for Not Buying Grocery Online
For those who have never bought grocery online
Q26. Why don’t you buy grocery products online?* [Multiple Answer]
• Cannot touch or try the products
• Not count on the shopper
• More expensive
• Website is not friendly
• Payment method
• Takes time to find products online
• More fund in store
• Other (Write in)
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Every answer continues to Section 5: Consideration to Buy Grocery Products Online in the
Future
Section 5: Consideration to Buy Grocery Products Online in the Future
You said that you have never bought a product online.
Q27. Would you consider to buy a product online or not in the future? [Single Answer]
• Yes
• No
Q28. Why would you consider to buy grocery products online in the future?* [Multiple Answer]
• Better price
• Promotions
• Wider product range
• Fast delivery
• Easy / convenience
• Save time
• Comparison of price
• Save cost / save gas
• Unavailable in store
• Other (Write in)
Q29. From where would you consider to buy grocery products online in the future?* [Multiple
Answer]
• Website/Application: Tops Supermarket
• Website/Application: Big C
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• Website/Application: Tesco Lotus
• Website/Application: Makro
• Website/Application: HappyFresh
• Website/Application: honestbee
• Website: Delishop
• Website/Application: Lazada
• Website/Application: Shopee
• Website/Application: Facebook
• Application: Line
• Others (Write in)
Q30. What kind of products would you consider buy online in the future?* [Multiple Answer]
• Vegetables & Fruits
• Water & Beverages
• Breakfast
• Snacks & Candy
• Household & Cleaning
• Canned & Packaged Foods
• Pet Food
• Personal Care & Beauty
• Cleaning & Laundry Products
• Others
Q31. How much you would consider to spend on grocery products online in the future?* [Single
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Answer]
• Less than 300 THB
• 301 – 500 THB
• 501 – 1,000 THB
• 1,001 – 1,500 THB
• 1,501 – 2,000 THB
• More than 2,000 THB
Section 6: Ideal Attributes of Online Grocery Shopping
This section is entirely about the ideal attributes of online grocery shopping that you would
seek for. I would like to know what attributes are really important to you when deciding to buy
grocery products online.
Please keep in mind that every attribute cannot be equally important to you. Therefore, you
should avoid rating the same scale point for all/most benefits. Considering all response choices
before rating on each attribute will provide me very useful information.
Q29. Considering your IDEAL ATTRIBUTES of online grocery shopping, to what extent do
you think each attribute is important?* [Single Answer for Each Statement]
List of Ideal Online Grocery Extremely Very Fairly Slightly Not at all
Shopping Attributes important important important importan important
t
Website is user-friendly 5 4 3 2 1
Updated stock 5 4 3 2 1
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More variety 5 4 3 2 1
Better price 5 4 3 2 1
Lots of promotions 5 4 3 2 1
Fast delivery 5 4 3 2 1
Return policy 5 4 3 2 1
Free delivery 5 4 3 2 1
Reviews 5 4 3 2 1
Time saving 5 4 3 2 1
Quicker than visiting stores 5 4 3 2 1
Easier than visiting stores 5 4 3 2 1
Better product information 5 4 3 2 1
Price and product comparison 5 4 3 2 1
Easier to find products 5 4 3 2 1
Spend less on gas 5 4 3 2 1
Section 7: Respondent General Information
Before ending the survey, I would like to ask a few questions in order for research purpose only.
Your personal information and responses will be strictly kept anonymous and confidential.
D1. Gender?* [Single Answer]
• Male
• Female
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D2. Province of residence?* [Single Answer]
• Bangkok
• Nonthaburi
• Prathumthani
• Samutprakarn
• Others
D3. Which of these categories does your average monthly household income fall into, including income from all sources and all household members. Household income is a total of all earnings of all members of your household who sleep at least 5 nights a week.* [Single
Answer]
• 10,000 Baht or less
• 10,001-18,000 Baht
• 18,001-24,000 Baht
• 24,001-35,000 Baht
• 35,001-50,000 Baht
• 50,001-70,000 Baht
• 70,001-160,000 Baht
• More than 160,00 Baht
D4. What is your marital status?* [Single Answer]
• Married / Live together / Divorced / Widow - with Kids
• Married / Live together - without Kids
• Single
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• Separated / Divorced / Widow - without Kids
D5. Please indicate how many member in your household?* [Single Answer]
D6. Which of the following best describes your highest education?* [Single Answer]
• No education at all / some primary
• Primary school
• Junior middle school
• Senior middle school
• Technical / vocational / professional school
• Bachelor's degree
• Master’s degree or above
D7. What is your current employment status?* [Single Answer]
• Full time
• Part-time/Freelance
• Unemployed/Jobless
• Unemployed but have income (not including government subsidy)
• Full-time housewife
• Students
• Others (Write in)
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BIOGRAPHY
Name Miss Duanghatai Techatanachai Date of Birth October 31, 1988 Educational Attainment 2011: Bachelor Degree of Arts, Srinakharinwirot University, International College for Sustainability Studies
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