1Assistant Professor, Amity Institute of Organic Agriculture, Amity University, Uttar Pradesh, India
2Student, Melbourne Business School, University of Melbourne, Victoria, Australia
Online published on 6 April, 2019.
Lifestyle and work life in present scenario demands and sees an increased usage of internet for grocery purchase. This paper discusses the perceived role of benefits and risks of shopping grocery online. It also aims to explore the consumer's purchase behaviour intention and its influence on attitude-behaviour towards online grocery shopping (OGS).
To determine the relationship between the perceived values like convenience, past experience/perceived risks of OGS and purchase intention. Secondly to explore how these benefits and risk vary amongst the working and non-working class of the respondents.
Descriptive study using a pre-tested and structured questionnaire was carried out on 200 respondents across Delhi-NCR out of which 100 were working and 100 were non-working. Data was analyzed using Descriptive statistics, Correlation Technique and Multivariate Linear Regression analysis.
The results showed differences in opinion of consumers which are strongly influenced by convenience, ease of purchase and past experience and economic benefits.
Differences were observed amongst working & non-working in perception of barriers associated including inability to physically examine the product, difficulty in returning products and high delivery charge and time and lack of social contact with other shoppers. The paper provides an empirical insight about how the e-retailers and advertisers can cater to the needs of consumers of online grocery within different segments.
Purchase intention, online grocery shopping (OGS), perceived benefits, perceived risks, correlation and regression
