A Study on the Factors Influencing Lead Conversion of Grocery Products through E-commerce Applications using Social Media Marketing

Abstract

Background: The fast growth of e-commerce businesses in the grocery retail sector has changed how consumers shop and increased the importance of lead conversion. As online grocery shopping expands, it is crucial for retailers in the digital market to understand what turns a browsing user into a buying customer.

Objective: This study aims to identify the main factors that affect lead conversion in the grocery segment of e-commerce. It looks at the effects of variables like pricing strategy, product quality, user experience, promotional offers, customer reviews, and delivery efficiency. The research also examines how digital marketing tools, social media, personalized recommendations, and trust-building methods influence consumer purchase decisions.

Methods: A descriptive research design was used. Data collection involved a questionnaire created with Google Forms, targeting mobile users of e-commerce grocery apps. The survey was distributed to 200 individuals through purposive sampling and 170 complete responses were used for analysis. The data were processed with IBM SPSS 25 software. Both primary data from the survey and secondary data from existing literature and reports were analyzed to understand consumer behavior and preferences.

Findings: The analysis shows that easy app navigation, competitive pricing, and fast delivery greatly improve lead conversion rates in the online grocery sector. These factors, along with personalized digital engagement and trust-building efforts, are crucial for successfully converting consumers.