Exploring Consumer Behaviour in Online Grocery Shopping: A Comprehensive Survey Analysis in the Indian Context

Abstract

Abstract: This research paper delves into the realm of online grocery shopping in the Indian context, aiming to explore and understand consumer behaviour within this dynamic and evolving landscape. The study investigates the factors that drive consumer choices and preferences, filling a significant literature gap in the field. The research objectives encompassed the examination of demographic profiles of online grocery shoppers, the identification of key factors influencing their purchase decisions, and an analysis of trust and brand loyalty in this digital shopping environment. Methodologically, the study employed a structured online questionnaire, collecting data from a diverse sample of 1,500 respondents through stratified random sampling. Data analysis was conducted using SPSS, encompassing descriptive and inferential statistics.