UNDERSTANDING ADOPTION READINESS AMONG E-GROCERY RETAILERS IN TELANGANA: THE ROLES OF AWARENESS AND PERCEPTIONS OF LEAN MARKETING

Authors:

Mrs. Ashita, Dr. Saumendra Das, Prof. Shehbaz Ahmed

Keywords:

Lean Marketing; Adoption Readiness; Organizational Readiness; Awareness; Perception; E Grocery Retailing; Digital Retail Ecosystem; Structural Equation Modelling (SEM).

Abstract:

The accelerated expansion of the e-grocery retail sector has intensified market competition and heightened the demand for efficient, customer-centric marketing strategies. Lean marketing, grounded in the principles of value optimization, waste minimization, continuous improvement, and process efficiency, has emerged as a strategic paradigm for enhancing marketing performance in digitally enabled retail environments. Despite its growing relevance, the organizational readiness of e-grocery retailers to embrace lean marketing practices remains insufficiently investigated, particularly within emerging economies such as India. This study explores the impact of awareness and perceptions of lean marketing on adoption readiness among e-grocery retailers in Telangana. Adopting a quantitative research approach, primary data were collected through a structured questionnaire administered to 394 e-grocery retailers across the state. The study proposes the application of descriptive statistics, reliability and validity assessment, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Pearson correlation, and Structural Equation Modelling (SEM) to examine the causal relationships among awareness, perceptions, and adoption readiness. Drawing upon innovation adoption and organizational readiness perspectives, the study contributes to the evolving discourse on lean marketing implementation in digital retail ecosystems. The findings are expected to provide theoretical insights and managerial implications for retailers, policymakers, and marketing professionals seeking to foster sustainable competitive advantage, operational agility, and marketing excellence within the e-grocery industry. Telangana

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