ADOPTION INTENTION OF ONLINE GROCERY APPS AMONGST INDIAN CONSUMERS

Abstract

With India’s introduction to e-commerce about a decade ago with websites like eBay and Rediff Shopping, nobody had imagined that India could be one of the fastest growing Ecommerce markets in the World. With the introduction as B2C E-commerce websites in India, various other forms of e-commerce have now been introduced in the country, which include B2B, B2G, and C2C. More recently the advent of M-Commerce and Hyperlocal forms of E-commerce have outpaced the growth estimates in India. This study has been carried out to understand the purchasing behaviour of the customers when they are shopping from the newly introduced concept of shopping for groceries online. The study aims to find out the factors that are most influencing for Indian consumers for their online shopping decisions. The type of research design used in this study is Exploratory cum Descriptive, in order to signify the most influencing factors affecting people’s online shopping behaviour, for which One-Way Anova test was performed to verify the acceptance or rejection of the hypothesis framed, in order to check the impact of different demographic factors on influencing buying behaviour of the people when they are shopping for groceries online.