A CRITICAL ANALYSIS ON E-COMMERCE APPS OF MEAT PRODUCTS IN BENGALURU URBAN DISTRICT
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Date
2023-03-30
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University of Agricultural Sciences, Bangalore
Abstract
The present study was carried out in Bengaluru urban district of Karnataka state to analyze the consumer behavior, perception and preference of meat purchasers through e-commerce apps. Descriptive analysis and Garret’s ranking were used to analyze the meat consumption behavior of 60 consumers in six selected areas of Bengaluru urban district.Most of the consumers were women working in private sector and belonged to nuclear families with average income of 4 to 8 lakhs per year. As majority of consumers got into online ordering of meat from past 6 months due to covid said that Licious was the most preferred compared to other apps. With regard to overall perception level of consumers 37 per cent of them were belonging to high perception level about e-commerce apps of meat products, whereas 43 and 20 per cent of the consumers were falling under the medium and low category of perception level respectively. Accordingly, e-purchasers, ‘High price of the product’ was first with a score (63.4) and least rank was given to ‘Lesser Area coverage or location’ with the score (39.5). The consumers expectation towards e-purchasing was also analyzed and the results showed that ‘Faster processing and delivery’ was ranked first with a score of (70.13) followed by ‘Simplicity of app and ease of ordering’ with (63.81) score and least rank to ‘More Products and varieties in it.’ with the score (30.35). In this backdrop the study could be helpful to business managers for reorienting e-commerce business of meat and other related products.