CONSUMER BEHAVIOUR TOWARDS ONLINE GROCERY SHOPPING

Abstract

“Consumer’s behaviour play an important role in online shopping. The increasing use of Internet by the younger generation in India provides an emerging prospect for online retailers. If online retailers know the factors affecting Indian consumers’ buying behavior, and the associations between these factors and type of online buyers, then they can further develop their marketing strategies to convert potential customers into active ones. The main objective of the study is to determine the customer perception towards online grocery shopping. To determine the factors that leads an individual to buy groceries online and analyze their consumption pattern. The sources of data used in this project report are both primary and secondary data. Descriptive as well as quantitative research type is used for this research. Primary data consists of original information gathered from sample size of 53 respondents residing at different geographic location, through Google forms, which is circulated through mail and on social media platform. Survey method is used to collect the primary data. Secondary data was collected through research paper and articles using the internet. The major findings of the study are majority of respondents quoted the reason for choosing the online grocery shopping are convenience and time saving. The demographic factors like age, income, occupation, education and ability to use the internet is having a significant association with online grocery shopping. There is a positive relationship between occupation, education with online grocery shopping. The major drawback for consumers involve the risk of incorrectly valuating some products and apprehension about the selection and handling of perishables, such as vegetables, eggs, and meat products. In India, still people are averse to online grocery shopping because of various reasons like product delivery, see and touch before buy, online frauds, shipping charges, difficulty in returning stale products, bargaining reasons etc.”