Consumer Awareness and Buying Behaviour towards Online Purchasing of Value-added Fruits and Vegetables Products in Navsari City

Description

Page: 356-358

Gundala Vijay Kumar, Choudhary Kuldeep, and Swati Sharma (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Gujarat)

The growth of internet usage has provided a new way of marketing and distribution of goods and services. Consumers have been seen to exhibit different buying behaviours when shopping online than when they are shopping in a physical store. As a result, this research work aims to examine the online shopping consumers’ level of awareness, buying behaviour and factors influencing online shopping. The study was carried out on online consumers of Navsari City, with a respondent’s size of 150. From the study, it was found that the majority of respondents had awareness about online products through friends and family, company website, Search engine – Google, Yahoo, and advertisements. The majority of the respondents liked online shopping and felt safe and secure while shopping online. The study suggests that building a user-friendly online platform that offers a wide range of value-added products, attractive discounts, secure payment options, detailed product information and customer service support will help in achieving the target audience. It can be concluded that measures taken by online marketers to enhance the level of awareness and buying behaviour of consumers towards online shopping will definitely help marketers to increase their sales and attract more potential customers towards online shopping.