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You searched Library Catalogue - Author: Paul , Kevin
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Call Number (WOU)
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SP CEMBA 2015 80
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Author
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Ng, Kuo Hong
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Title
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The study of potential online marketing grocery in Johor Bahru / Ng Kuo Hong
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Abstract
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Since the introduction of the Internet, the marketing concept of online grocery has experienced tremendous growth from the past few years especially in major cities of Malaysia, not to mention Johor Bahru. In conjunction with changing lifestyle of people nowadays, there are more and more online grocery stores can be found in Johor Bahru compared with last few years. From international hypermarkets or supermarkets to local owned small and medium sized grocery stores, it has seemed an increasingly stringent market competition in this segment also, especially during these few years.
This study will focus on potential consumers in Johor Bahru as to examine their acceptances, tendencies and preferences of online marketing grocery concept. It helps the researcher to identify and obtain potential online marketing grocery market intelligence. At the same time, the researcher can benefit from know-how of set-up, manage and sustain an online marketing business. Besides this, it is a transfer learning for company to market their goods or services online, also. The company can benefit from this study as to examine and identify one’s own market position as well as competitive or comparative advantages in the competition. This study is crucial to inform both researcher and company whether venture into online marketing grocery or not, having a reference. Due to the perceptions of increasing numbers of work force that working in Singapore, higher rate of literacy, higher incomes, lacking of free time and changing of lifestyles.
A questionnaire was generated in the form of 20 close and open ended questions as to identify potential market of online marketing grocery. The questions were designed via a range of selections mainly focusing demographics, psychological and other significant factors. There are in total 100 questionnaires were distributed out to selected and targeted sampling population group as described in Research Objectives. And, there were 90 respondents had responded to the survey, completely. Whereby, the other 10 respondents did not answer or respond to the survey after dateline set by the researcher.
This research study provides the evidence that generally Johor Bahru’s demographic profiles and chosen target group with relatively or comparative higher income, higher education background and household or ladies are tend to adopt online buying. The various factors of the online marketing grocery promoted and motivated the online buyers choosing online stores than conventional stores.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2015
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Subject
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Grocery shopping.
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Subject
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Marketing (Home economics).
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