AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS ONLINE GROCERY PLATFORMS

Abstract

This study is concerned with online grocery consumption behavior and analyses the predictors of consumer preference and satisfaction of online grocery platforms. Data for the study was gathered through primary research where data was collected via structured questionnaire distributed via Google Forms. 50 responses were received, of which 42 responses were valid for the study.

The acquired data was analyzed via JASP. Data analysis using descriptive analysis, reliability analysis, correlation analysis and regression analysis was conducted to address the aims of the study.

The study found that there are significant consumer determinants in preference to online grocery platforms which include ease of access to service, quick delivery system, reasonable offers and an easy to use interface. It was observed that customer satisfaction is positively correlated with delivery quality, trust and product freshness. Despite positive consumer perception towards the concept of online groceries, concerns about product quality and delivery delay remain an issue. Online grocery companies need to improve their service quality, delivery and customer support if they want to attain high level of customer satisfaction and customer loyalty.

It seems that online groceries has occupied a significant place in lifestyle of consumers and is on continuous up-rising.