Author(s): Richa Pandey, Kavitha R Gowda, Gautam S. Bapat, Satish Kumar and Chitra Shashidhar
Consumers have always been important in internet shopping. Because of technical improvements in the business sector and their influence on consumers, online purchase has grown in popularity. Groceries sell regardless of the situation of the economy. Without toothpaste, soap, vegetables, and foods, one cannot subsist. Due to time and geographical restrictions, consumers prefer online shopping over the fast-paced city life. The accessibility of payment options, as well as the availability of offers and discounts, are all suggestive features for online purchase. Several characteristics are heavily influenced by distribution at the door and convenience. When buying groceries, customers' demands are sometimes obeyed. Customers order groceries online from the retailer's website or through online grocery shops, and the food is delivered to their door.
Purpose – This study sought to identify and compare customer preferences across leading online grocery shopping websites as well as common categories that influence online purchasing behaviour. The goal is to learn more about the elements that influence the consumer's choice to go grocery shopping on Amazon, Big Basket, or Grofers.
Design/Methodology/Approach – Customers who have purchased groceries online were requested to answer the survey questionnaire using Google forms. The The convenience sampling method was utilised to collect 311 responses for data analysis..
Findings – The study found that a customer purchase decision and loyalty towards a single online shop highly depends on the factors which gives a positive experience to the customer. It was found that any factor which leads to a dissatisfied online experience makes the customer to switch to other online grocery selling website immediately.
Research Limitations/Implications - This research looked at customer feedback and concluded based on a small number of elements that influence the online consumer experience. There might be a few other elements that influence customers' online grocery shopping behaviour.
Originality/Value – This research will benefit both the scholars and the e-commerce players in understanding the reasons which would lead to a change in behaviour of a customer while buying grocery online. This will help the grocery selling websites to focus on the important factors which may lead to a negative online customer experience and work on it.