Consumer’s Attitude for Acceptance of Online Grocery Shopping in India

Shopping on the internet has been developing rapidly, covering most of the important spheres of marketing. Online grocery shopping has been noted of being a relatively young but promising area of electronic commerce. However, only a sparse number of studies have been focusing on consumers’ attitude to purchase grocery products through online. This paper seeks to understand the consumer’s attitude towards online grocery shopping and to identify some factors and technical barriers that may foster or hinder the acceptance of OGS in India. A Questionnaire was developed and distributed to the online shoppers in Delhi city through snowballing techniques and then collected data was analysed by using ANOVA, Mean and Standard Deviation. The results suggest that among demographic variables family income and age is one of the significant factors while understanding behavior dimension related to education level or working members in the family can also help online marketers to develop positive tendency to online grocery shopping. Moreover results indicate that time slot option among product delivery factors and user friendly website among website designing factors are the most important variables for the respondents. However, Consumers are also more concerned about the quality of products among the various fear factors related to online grocery shopping. Social influence factors have least importance, albeit customer review has moderate weightage. Speed of the internet and unfamiliarity of OGS websites are the technical barriers perceived by respondents.