A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS ONLINE GROCERY SHOPPING

Abstract

Consumer behavior has an important influence on online shopping. Increased Internet penetration in the younger Indian population offers a customer base to online retailers. Understanding the determinants of buying behavior of Indian buyers and the link between these factors and different types of online shoppers can help firms to improve their marketing strategies and convert potential buyers to customers. This study seeks to assess customer perceptions of online grocery shopping, find the determinants that encourage a person to order groceries online, and the behavior. The researcher employed both primary and secondary data through descriptive and quantitative research methodology. Many factors impact consumer preferences such as likes, dislikes, motivations, and dispositions. These preferences and needs affect customer buying behavior. In the last decade, customer behavior has significantly changed due to the influence of digital technologies that created disruption with their fostering e-commerce. In general, e-commerce has become a new platform that provides new, more effective, efficient, and customer-centric opportunities for the exchange of goods and services. Therefore, for the development of relevant marketing strategies in the digital and physical retail sphere, it is essential to understand the impact of these technologies on customer preferences. For example, in the case of this study, some target respondents may tend to use online grocery shopping but not rely on it entirely. This factor is considerable influenced by demographic factors, as well as the perceived quality of products, ease of return and instant replacement, and timely delivery that also impact the use of online grocery shopping. The lack of detailed specifications for farm produce that are perceived via associated sample images also influenced the use of online grocery shopping. Finally, the factor of user-friendliness of e-Grocers’ websites and mobile. Data for this project was collected from primary sources through surveys of 206 respondents via Google forms distributed by email and social media, and secondary sources through research papers and articles. The main findings reveal that the majority of respondents prefer online grocery shopping for its convenience and time-saving benefits. Demographic factors such as age, income, occupation, and education significantly impact their decision. However, consumers face drawbacks such as the risk of incorrect product evaluation and concerns about the freshness of perishable items like fruits and vegetables. In India, reluctance towards online grocery shopping persists due to various reasons, including product delivery issues, the inability to feel the product, frauds during online transaction, delivery charges, stringent return policies and inability to bargain.