International Journal of Science, Engineering and TechnologyAuthors: Mrs. Ashita, Dr. Saumendra Das, Prof. Shehbaz Ahmed
Abstract: The rapid digitalization of retail and the growth of e-grocery platforms have increased the need for efficient and innovation-driven marketing practices. Lean Marketing focuses on value creation, process efficiency, waste reduction, and continuous improvement to enhance competitiveness (Womack & Jones, 2003; Kotler et al., 2017). Organizational readiness for Lean Marketing is influenced by awareness and perceptions, which shape adoption behavior (Rogers, 2003; Ajzen, 1991). This study examines Lean Marketing Readiness among e-grocery stores in Telangana using a descriptive and analytical design. Primary data were collected from 500 respondents using a structured questionnaire, and a pilot study of 135 respondents ensured instrument validity. Chi-square analysis was used to test associations between awareness, perceptions, and readiness. The study highlights that awareness and perceptions are key determinants of Lean Marketing Readiness and provides insights for improving digital retail competitiveness in emerging markets.
DOI: http://doi.org/10.5281/zenodo.20692061
