Buying Inclination towards Online Food and Grocery Shopping from Organized Retailers of South Gujarat

Description

Page: 460-464

Swati Sharma¹, Daya Suvagiya², and Parth Shah³ (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Gujarat^1,2 and Department of Agricultural Economics, NMCA, Navsari Agricultural University, Gujarat³)

In India, retail plays a crucial role in contributing to the Gross Domestic Product (GDP) and is also one of the largest employers in the country. The rapid rise of online shopping, particularly in the grocery sector, indicates significant growth potential driven by increased internet connectivity and smartphone usage. As mobile shopping gains popularity and daily consumer goods become more accessible online, grocery e-stores are poised for expansion. This paper examines consumer preferences for online food and grocery shopping from organized retailers in the cities of Navsari, Surat, and Bharuch in South Gujarat. For this study, a sample of 300 respondents was selected, and data was collected using a structured questionnaire. The key findings revealed that a significant majority (65%) of consumers favored online shopping due to its convenience. Additionally, 35 percent of respondents prefer to make monthly purchases of food and groceries from online organized retailers. The factors influencing their shopping choices include free home delivery, brand selection, and the convenience of finding all products in one place. Consumer satisfaction is primarily driven by factors such as the security of personal information, the ability to track orders, and user-friendly website and mobile app designs. However, consumers also face challenges, including security concerns, technical difficulties, and issues with delivery times. To address these challenges, online retailers need to develop effective strategies to enhance the shopping experience and mitigate the constraints faced by consumers.