INFLUENTIAL FACTORS IDENTIFICATION AND ANALYSIS ON SELECTIVE LEAN MARKETING COMPONENTS OF E GROCERY RETAILERS IN TELANGANA

Abstract

Lean marketing emphasizes efficiency, agility, and continuous improvement within the marketing process. This approach is particularly relevant in today’s fast-paced, data-driven marketplace, where businesses must adapt quickly to meet changing consumer demands. The study focuses on the key factors which are influencing the Lean marketing and measures weights of their individual variables to recognize, what is leading to a successful decision making in terms of awareness and perception. The researcher has adopted the CFA model by defining the exploratory factor analysis to identify the communalies of each variable as a good indicator, measured the Eigen values, used rotated component matrix which displays the factor loadings to represent how strongly each variable correlates to the components in Lean marketing to assess and measure the impact of variables on Retailers awareness and perception on E groceries from the five components. To assess and explore the more potential factors, through composite, convergent and Discriminant validity. The research been led to many of the worthful insights. Perceptions and awareness is crucial when E grocery retailers takes decision on lean readiness and Implementation. From the 30 sub-factors in the selected fives criteria’s, the most important factors include study on Internal, External influences, Awareness, Perception and Readiness of E grocery retailers, clearly defined the importance and benefits of lean marketing practices, organizational readiness and commitment, to internal support and preparedness for lean marketing, Measures the level of awareness and understanding, Captures external pressures. The results could be utilized by the E grocery retailers to improve their awareness and knowledge when implementing the Lean marketing practices.