Online grocery players to ramp up delivery systems: IIM-A

The study found that 83% of customer reviews mention delivery of products are likely to be 'happy'

Offering a cue to online grocery players to ramp up delivery systems, a study by the Indian Institute of Management, Ahmedabad (IIM-A) has found that 83.3 per cent of customer reviews that mention delivery of products are likely to be 'happy'.

Titled 'Web Content Analysis of Online Grocery Shopping Web Sites in India', the working paper has been co-authored by Arindam Banerjee and Tanushri Banerjee of IIM-A.The paper evaluates 10 online grocery shopping sites in India including Bigbasket.com, Aaramshop.com, Reliancefreshdirect.com, Askmegrocery.com, Zopnow.com, Fabgrocery.com, Bazaarcart.com, Grocermax.com, Naturebasket.com, and SaltnSoap.com.

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Conducted in three parts, all based on secondary data collected from public web sites, the paper compares the content on their homepages, customer reviews and also analyses their business performance as summarized on public websites that use search optimization tools and analytical processes.

The paper aimed to study attributes from structured and unstructured data that lead to success of online grocery business in India."Analysing the 'support', 'confidence' and 'lift' values from association rule for conclusion word 'happy' identifies the words to which happiness of a customer is associated.

The 'support' value is 35.7 per cent, meaning 35.7 per cent times of the customer reviews, the word 'happy' exists together with the words 'delivery' and 'products'. This indicates that the mention of happiness due to delivery of products has been made only in 35.7 per cent of the total number of reviews," the paper observed.

The authors further noted that there is an 83.3 per cent chance of “happy” existing in customer reviews that mention delivery of products indicating a 'confidence' value of 83.3 per cent. "This indicates that the if the customer mentions about delivery of products, there is 83.3 per cent chance of them mentioning happiness," the paper further states.

In other findings, the paper states that the maximum similarity between the homepage content of online grocery shopping websites was around 8.1 per cent while minimum similarity came to around 0.28 per cent. "The most common keywords appearing across all the 10 web sites are 'online grocery shopping', 'home delivery' and 'supermarket'," it states.