A Descriptive Analysis of Consumer Perception on Online Grocery Shopping

International Journal of Research and Scientific Innovation (IJRSI) | Volume V, Issue III, March 2018 | ISSN 2321–2705

A Descriptive Analysis of Consumer Perception on Online Grocery Shopping

Sabari Shankar R*, Nareshkkumar S**

 *Academic Associate, Marketing Management Area, Indian Institute of Management Kozhikode, Kerala, India
**Academic Associate, Humanities and Liberal Arts, Indian Institute of Management Kozhikode, Kerala, India

Abstract- Online shopping has been intruding in all sector and walks of life. As businesses are expanding it brick to click, it is highly relevant for consumers and businesses to understand the consumer perception. India has witnessed new changes in evolving grocery shopping styles such as online grocery shopping which is constructed by retailers to attract the consumers. This paper intends to understand the consumer perception of online grocery shopping and the impact of demographic factors on the same. To find out the facts, 200 respondents were considered as sample size and data was collected through structured questionnaire. SPSS was used to analyse data and findings were interpreted. The major findings are there is impact of demographics on consumer perception on online grocery shopping and monthly saving and budget control are possible. The important dimensions considered for online grocery shopping are listed. This paper would be relevant for the people and businesses that are interested and impacted by online grocery shopping.

Keywords – Online shopping, grocery, consumer perception, demographics, retail businesses

I. INTRODUCTION

Online shopping has become an integral part of consumers. Innovation of technology in the business world and its impact on consumers resulted in increase in the frequency of shopping online. Groceries sell irrespective of the state of the economy. One cannot live without toothpaste, soap, vegetables and groceries. Fast phased city life, constrains due to time and place, consumers prefer online shopping. The availability of options, convenience of payment facilities, offers and discounts are the indicating factors for online shopping. Delivery at doorsteps and convenience at many factors lead as important influencers. Groceries are bought at times according to consumers requirements. Online grocery shopping refers to the process where consumers shop grocery online through retailers website or online grocery stores which results in delivery of grocery at the doorsteps of consumers (Choi, 2013).

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