Authors: Mrs. Ashita, Dr. Saumendra Das, Prof. Shehbaz Ahmed
Abstract: The rapid expansion of electronic grocery (e-grocery) retailing has increased the need for operational efficiency and customer-centric marketing strategies (Verhoef et al., 2021). Lean Marketing has emerged as a strategic approach that emphasizes value creation, waste elimination, continuous improvement, and data-driven decision-making (Womack & Jones, 2003). Despite its potential to improve marketing effectiveness and organizational performance, its adoption among digital retailers remains underexplored in emerging economies. This study investigates the influence of awareness and perceptions on Lean Marketing adoption readiness among e-grocery retailers in Telangana, India. Data were collected from 260 retailers using a structured questionnaire and analyzed through Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) (Hair et al., 2022). The findings reveal that awareness and favorable perceptions significantly influence organizational readiness for Lean Marketing adoption. The study extends organizational readiness and innovation adoption literature while offering practical insights for enhancing marketing efficiency and competitiveness in the digital retail sector.
DOI: http://doi.org/10.5281/zenodo.20561184
