Paper Contents
Abstract
The advent of digital technology has ushered in a new era of shopping, revolutionizing traditional retail industries including the grocery sector. This study aims to explore and analyze consumer perceptions towards online grocery buying, focusing on the factors influencing their preferences, challenges faced, and overall satisfaction with the online grocery shopping experience. The research employs a mixed-methods approach, combining quantitative survey data with qualitative insights gathered through interviews and focus group discussions. A structured questionnaire was distributed to a diverse sample of consumers who have engaged in online grocery shopping. The survey encompassed aspects such as demographic information, frequency of online grocery purchases, reasons for choosing online platforms, perceived benefits and drawbacks, concerns related to product quality and freshness, delivery efficiency, and user interface experience. The findings reveal that convenience, time-saving, and a wider product selection are the primary motivators for consumers to opt for online grocery shopping. Moreover, factors such as perceived product quality, delivery reliability, and user-friendly interfaces emerge as crucial determinants of consumer satisfaction. However, concerns related to product freshness, accurate order fulfillment, and potential privacy and security issues still loom as barriers to widespread adoption. Through qualitative analysis, this study delves deeper into the nuanced consumer perceptions, providing valuable insights into the emotional and psychological aspects underlying online grocery buying decisions. Focus group discussions shed light on emerging trends, such as the impact of sustainability considerations and the role of social influence on consumer choices.
Copyright
Copyright © 2023 SAI SUDHARSHAN R. This is an open access article distributed under the Creative Commons Attribution License.
