Consumer Perception And Online Grocery Shopping: (An Empirical Study)

Abstract

The majority of the significant marketing domains are now covered by the quickly expanding online retail industry. It has been highlighted that online grocery buying is a relatively new yet promising field of internet commerce. Only a small number of research, meanwhile, have focused on customers' attitudes on online grocery shopping. This work aims “to understand the consumer’s attitude towards online grocery shopping and to identify some factors that may foster or hinder its acceptance. Through the use of random sample techniques, responses to a self-administered questionnaire were gathered from the 171 online shoppers in Delhi/NCR. The findings indicate that, the relationship and dependency of consumers’ attitude with various demographic determinants of consumers results indicates that there is a highly significant relationship between demographic variables and the customer preference towards online grocery shopping. Further, results show a significant relationship between online grocery merchant return policies and customer preference for online grocery shopping. However, consumers are also more concerned about the quality of products among the Perceived Risks factors related to online grocery shopping. In terms of Technical Barrier ease of use of online grocery merchants' websites and versatile applications was the significant factor. Additionally, the findings show that users want to start using or keep using the service even when they are hesitant to buy groceries online”.