Apna Store and E-commerce: Meeting Consumer Needs During COVID-19

被引:0
|
作者
Kapoor, Sheetal [1 ,3 ]
Sivadas, Eugene [2 ]
机构
[1] Univ Delhi, Kamala Nehru Coll, Dept Commerce, New Delhi, India
[2] San Francisco State Univ, Lam Family Coll Business, San Francisco, CA USA
[3] Univ Delhi, Kamala Nehru Coll, Dept Commerce, New Delhi 110049, India
关键词
COVID-19; e-commerce; family business; Indian retailing; kirana store; relationship marketing;
D O I
10.1177/09728201231204115
中图分类号
C93 [管理学];
学科分类号
12 ; 1201 ; 1202 ; 120202 ;
摘要
Apna Store, a family-owned 'kirana' neighbourhood grocery store in suburban New Delhi, India, offers a diverse selection of 15,000 products. This case revolves around its owner, Mr Jagmohan Trehan, who faces a pivotal decision due to the ongoing COVID-19 pandemic: whether to revamp the store's product range and venture into e-commerce.The pandemic has dramatically altered consumer behaviour, with a surge in online grocery shopping. E-commerce vendors' enticing promotions and the entry of Reliance Jio with a unique business model have presented opportunities and challenges to Mr Trehan and the kirana store industry, the backbone of India's retail sector. In March 2020, the pandemic prompted panic buying and shifts in consumer preferences, compelling Apna Store to adapt during the lockdown. As online grocery shopping gained traction, the idea of entering e-commerce emerged, but with reservations. In April 2021, as India faced another pandemic wave, consumers became more comfortable with online grocery shopping, and e-commerce operators improved supply chains and delivery. This case centres on whether Apna Store should embrace e-commerce and the associated costs and benefits.
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页数:13
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