INTRODUCTION

Consumer behavior towards online grocery shopping is strongly influenced by the availability, price and
quality of the products offered. Consumers are increasingly choosing to buy groceries online due to the
ease and convenience of shopping from their homes and the ability to compare prices and products in
different online stores. In addition, online grocery shopping offers a wide variety of products such as
fresh fruits and vegetables, meat, dairy and other items that are difficult to find in traditional brick and
mortar stores. The availability of more shipping options and discounts, such as free shipping and cash
back offers, makes online grocery shopping more attractive.

To satisfy consumer behavior for online grocery shopping, e-commerce stores must focus on providing a
safe and user-friendly shopping experience. This includes ensuring that payment methods are secure and
that product descriptions are accurate and up-to-date. Additionally, customer service should be available
to address any concerns or questions about your shopping experience. Stores should also communicate
clearly about delivery dates and times to ensure that the delivery process is seamless and efficient.

Finally, consumer behavior towards online grocery shopping is also influenced by product quality. Not
only must stores ensure that products are fresh and safe to consume, but they must also provide clear
information about expiration dates, nutritional information, and country of origin. By focusing on all
these elements, online stores can provide the best online shopping experience for their customers.

Customer satisfaction with online grocery shopping is generally high. Consumers appreciate the
convenience and variety online grocery shopping offers, as well as the ability to compare prices and read
product reviews. Additionally, many online grocery stores offer delivery and subscription services,
making grocery shopping even easier. Most consumers report that they are satisfied with their online
grocery shopping experiences, citing convenience, ease of use and cost savings as the primary reasons
for their satisfaction.
Grocery shopping is the act of purchasing food and household items from a grocery store or
supermarket. It typically involves creating a shopping list of the items you need, traveling to the store,
selecting the items from the shelves or displays, and then paying for them at the checkout.

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Before going grocery shopping, it's a good idea to plan out your meals for the week and create a
shopping list based on the ingredients you'll need. This can help you save time and money by avoiding
impulse purchases and ensuring that you have everything you need to prepare your meals.

When shopping, it's important to compare prices and read labels to make sure you're getting the best
value and the healthiest options. It's also a good idea to bring your own reusable bags or containers to
reduce waste and help the environment.

Once you've selected your items, you'll typically go to the checkout to pay. Some stores offer self-
checkout options, while others have cashiers who will scan your items and bag them for you.

Overall, grocery shopping is a necessary task for most people, but with a bit of planning and
mindfulness, it can be an efficient and enjoyable experience.
Online grocery shopping refers to the process of purchasing groceries through an online platform, such
as a website or mobile application, and having them delivered to your home or picked up at a designated
location. Online grocery shopping has become increasingly popular in recent years due to the
convenience and time-saving benefits it offers.

To shop for groceries online, customers can visit the website or mobile application of a grocery retailer,
select the items they wish to purchase, and add them to their virtual shopping cart. Payment is usually
made online through a secure payment gateway. The customer can then choose to have the groceries
delivered to their home or arrange for a pickup at a designated location.

Some grocery retailers offer subscription services for regular customers, which may provide additional
discounts or other benefits. Online grocery shopping has also become popular during the COVID-19
pandemic, as many people have opted to avoid crowded stores and minimize their exposure to others.

While online grocery shopping can be convenient, it is important to ensure that the retailer is reputable
and that the website or application is secure. Additionally, customers should carefully review their order
before submitting it to ensure that they have selected the correct items and quantities.

Online grocery shopping offers several benefits, including:

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Convenience: With online grocery shopping, you can shop for groceries from the comfort of your home,
without having to go to the store. You can browse through a wide range of products, select the items you
need, and have them delivered to your doorstep.

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 REVIEW OF LITERATURE

R. L. Andrews and I. S. Currim (2004). Consumers drawn to traditional supermarkets versus internet retailers
behave differently, with ramifications for business planning and marketing tactics. International Journal of
Online Marketing and Advertising, 1(1), 38–61 A REVIEW OF THE WORKS

This review of the literature focuses on studies comparing consumers drawn to traditional supermarkets versus
internet retailers. An summary of the study looking at the distinctions between online and traditional shoppers
follows a discussion of the development of online commerce in the review. The review then focuses on how
these distinctions may affect business strategy and marketing tactics.

The Rise of Online Shopping Online retailing has experienced a recent surge in growth as a result of the
internet's invention. Consequences for Business Design and Marketing Plans

The distinctions between online and offline consumers have a significant impact on business planning and
marketing tactics. Online merchants, for instance, should concentrate on offering convenience and lower pricing
to draw customers, whereas traditional supermarkets should concentrate on offering a largeselection of products
and a more individualised shopping experience. Additionally, traditional supermarkets should target older, more
traditional consumers while online retailers should focus on younger, tech-savvy consumers. Finally, in order to
stay competitive in the market, retailers—both online and offline—should concentrate on offering value to their
clients.Due to the creation of the internet, online retailing has recently seen a boom in growth.

Consequences for Business Design and Marketing Plans-This review analyses the research on the effectsof risk
and trust on Chilean consumers' online shopping behaviour. Four major topics in the literature are cited by
Bianchi and Andrews (2012): (1) How risk perception affects online purchasing behaviour; (2) How trust
affects online purchasing behaviour; (3) How online reviews affect online purchasing behaviour; and (4)
Particular cultural and national factors that may affect online purchasing behaviour in Chile.

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The impact of risk perception on online purchase behaviour is covered by the writers first. In their review, they
found proof that consumers' perceptions of risk have a big impact on their purchase decisions and that
perceived risk is a big component in shaping consumer behaviour.

The discussion of trust's influence in online purchase behaviour is then continued by the authors. They point out
that trust plays a big role in influencing customer behaviour, especially when it comes to making purchases
online. A number of strategies can be used to build trust, such as providing clear information about the product
and the company's policies, using safe payment methods, and utilising internet reviews and ratings.

The authors also look at how online reviews affect consumers' purchasing decisions. They point out that online
reviews offer consumers useful information that might aid in making informed decisions. They also contend
that customer trust can be increased online and perceived risk can be diminished.

Finally, the authors talk about how Chilean online shopping habits are influenced by national and cultural
issues. When developing online shopping platforms for the Chilean market, they point out that certain cultural
beliefs and attitudes can have an impact on consumer behaviour.

Finally, Bianchi and Andrews (2012) offer a thorough analysis of the research on the influence of risk and trust
on Chilean consumers' online shopping activity. They point out four major themes in the literature and talk
about how these affect internet shopping in the Chilean market.

Finally, the authors discuss how cultural and national concerns affect Chileans' online shopping behaviours.
They make the argument that certain cultural beliefs and attitudes can have an impact on customer behaviour
while creating online shopping platforms for the Chilean market.

A full examination of the studies on the impact of risk and trust on Chilean consumers' online buying behaviour
is provided by Bianchi and Andrews (2012). They identify four important themes in the writing and discuss
how these have an impact on online purchasing in the Chilean market.

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Finally, she offers a number of study ideas that might be used to better analyse consumers' online grocery
shopping patterns. For those who are interested in researching consumer behaviour in the context of online
grocery shopping, the article offers a thorough summary of the state of the research on this subject.

The idea of online purchasing convenience and the numerous ways consumers perceive it are examined in this
review of the literature. The role of trust, website design, payment methods, and delivery speed are all
discussed in the authors' evaluation of the literature on the convenience of online buying and its effects on
consumer behaviour. They also talk about how different demographics, such as gender, age, and income level,
perceive internet buying differently. The authors draw the conclusion that more research is necessary to
comprehend the variables influencing consumers' perceptions of the convenienceof online purchasing and how
this perception affects consumer behavior

The consumer reaction to grocery buying online is summarized in this report. It explores customer attitudes and
behaviors research as well as the ramifications for merchants. The writers offer a thorough examination of the
market's current status, identifying significant trends and difficulties. They also provide advice for merchants
wishing to capitalize on the expanding trend of online food buying.

The paper finishes with some suggestions for additional study in the field. For shops wishing tocapitalize on
this new trend, the authors give a great analysis of the literature and insightful advice.

The literature review for this subject examines the body of knowledge on consumers' online shopping habits.
Convenience and time savings were the main drivers for utilizing online retailers, according to Rybowska's
(2010) study of the preferences and motivations of online shoppers. Solomon (2013) looked into how online
customers make decisions, concentrating on how emotions play a part and how technology affects the shopping
experience.

Both papers emphasized that in order for retailers to succeed in the internet market, they must comprehend the
needs of their target clients. In conclusion, both publications offer insightful information

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about how internet buyers behave and make recommendations for businesses looking to improve their
marketing and customer care efforts.

An overview of the present state of research into consumer perceptions of and attitudes towards online grocery
shopping in the UK is given in this review of the literature. The advantages of online grocery shopping for
consumers, such as convenience and cost savings, are first discussed. The empirical study already done on the
subject is then reviewed, concentrating on publications released within the recent five years. The assessment
looks at what motivates people to buy for groceries online, what prevents them from doing so, and how satisfied
they are with their whole experience. The results' consequences for retailers and other stakeholders are also
taken into account. The review comes to a close with a discussion of the implications for further study.

This article looks at the several factors that could influence Dutch consumers' adoption of electronic grocery
shopping. The writers consult a range of literature sources, such as consumer behaviour, market research, and
technological adoption. They go over the benefits and drawbacks of online grocery shopping as well as the
variables that may affect consumer acceptance. The authors also go over previous research that looked at
elements like pricing, technology, trust, and privacy that may have an impact on adoption. The authors suggest
more research be done to better understand the elements that affect consumers' adoption of electronic grocery
shopping. Finally, the authors identify a number of potential study fields

This essay offers a summary of the adoption of online grocery buying, a relatively recent e-commerce trend. It
lists the numerous aspects of this sort of purchasing that influence its adoption, including convenience, cost,
time savings, and consumer happiness. The writers also go over the ramifications of this technology for stores,
such as the possibility of bettering customer service and increasing consumer loyalty. The document offers
suggestions for retailers looking to take advantage of the possibilities of online food shopping in its final section.

According to the authors, merchants should prioritise improving customer service, interacting with customers
on social media, and offering promotions or free delivery in addition to putting the needs of

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the client first. Overall, this paper presents a thoughtful analysis of the acceptance of grocery shoppingonline and
offers practical guidance for businesses looking to get into this expanding sector.

The literature on the effects of the COVID-19 epidemic on retail grocery management is reviewed in thisessay
from the standpoint of consumers. Four key areas of concern were found after an extensive consumer survey
was undertaken by the authors.

The majority of respondents stated that they felt stressed, uncomfortable, and worried about their safety when
doing their grocery shopping. Second, the authors noted that while some consumers saw higher pricing as a
result of greater demand, others had trouble obtaining particular products owing to supply chain disruptions.
Due to the COVID-19 epidemic, consumer behaviour has altered, with more consumers opting to online
grocery shopping, spending more on certain items, and favouring contactless delivery. Additionally, the usage
of mobile applications and other digital technologies to simplify grocery shopping has grown.

In reaction to the pandemic, store operations have also changed with the introduction of additional safety
measures like social seclusion, contactless delivery, and the use of gloves and face masks. The usage of digital
technologies for order administration, inventory management, and customer support has also increased.

In order to protect the security of both clients and employees, safety precautions have lastly been put in place.
Face masks and gloves are a few of these precautions to the COVID-19 epidemic, consumer behaviour has
altered, with more consumers opting to online grocery shopping, spending more on certainitems, and favouring
contactless delivery. Additionally, the usage of mobile applications and other digital technologies to simplify
grocery shopping has grown.

In reaction to the pandemic, store operations have also changed with the introduction of additional safety
measures like social seclusion, contactless delivery, and the use of gloves and face masks. The usage of digital
technologies for order administration, inventory management, and customer support has also increased.

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In order to protect the security of both clients and employees, safety precautions have lastly been put in place.
Face masks and gloves are a few of these precautions.social exclusion's implementation, and the There is a tone
of research on the effects of frequency of shopping on perceived risk and online grocery buying. In a study by
Mortimer et al. (2016), the researchers looked into how frequently people shop affects how risky they believe
grocery shopping online to be. They discovered that frequent versus occasional online grocery buyers
experienced greater levels of risk. This was explained by the lack of control over the ordering procedure, the
ignorance of the products, and the anonymity of online store employees.

Fazal et al. (2015) looked at the variables that affect consumers' perceptions of risk when they buy for groceries
online in a different study. The findings showed that convenience, product accessibility, and delivery time were
the three most crucial elements for customers to consider when evaluating risk. The study also discovered that
when the frequency of online grocery shopping increased, the perceived danger dropped.

Additionally, Andrews and Martin (2014) looked at how store image affected how risky consumers regarded
their online grocery purchasing to be. The findings showed that store reputation and dependability were crucial
elements in affecting the perceived risk of online food purchasing. The study discovered that as the online
store's credibility rose, the perceived danger shrank.

The literature on online grocery shopping and the effect of frequency of buying on perceived risk is
considerable, to sum up. According to studies, as shopping frequency, convenience, product availability,
delivery time, and store image/trustworthiness increase, so does the perceived risk of ordering groceries online.

This assessment of the literature focuses on how Chennai consumers feel about online grocery retailers. The
primary source for this review is the study done by SathiyaRaj, Kumar, and Subramani (2015). 400 people
participated in a survey that the writers used to perform an in-depth analysis of how they felt about Chennai's
online grocery stores. Both open-ended and closed-ended questions were included in thepoll.

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The majority of respondents favoured utilising conventional grocery stores to online grocery stores, according
to the authors' research. Convenience, trust, quality, and lack of expertise were some of the reasons given by
respondents for not choosing online grocery stores. The authors came to the conclusion that consumers need to
be made more aware of the advantages of online grocery stores. The study's findings can be utilised as a guide
for future research and offer insightful information about how consumers view online grocery stores.

To further understand how consumer behaviours have altered since the COVID-19 pandemic began, Grashuis et
al. (2020) studied grocery shopping preferences during the epidemic. The authors concentrated particularly on
the changes in customer preferences for food shopping. In order to do this, the authors polled 500 participants
from the United States and Europe about their preferences and buyinghabits.

The pandemic, according to the authors, has led to a change in consumer habits, with more people choosing to
shop for groceries online. Additionally, it was shown that customers favour shopping at supermarkets with a
large selection of goods as well as those that provide promotions and loyalty programmes. The authors also
discovered that customers are more likely to shop at establishments with a positive reputation for health and
safety.

According to the authors, the pandemic has caused a change in consumer behaviour, with individuals
increasingly favouring to buy at establishments that have a broad variety of goods and deals as well as a high
reputation for health and safety. This study offers insightful information about how consumer preferences
changed throughout the pandemic and can be used to guide market-adaptation efforts.

Derrer-Rendall and Attrill's (2016) chapter gives a general overview of consumer behaviour in the context of
online shopping. It starts off by highlighting the significance of customer behaviour in the digital age and how
understanding consumer behaviour is crucial for businesses to succeed.

Next, the writers define the term "consumer behaviour" and go over the many categories, including "decision
making," "online search," "online comparison shopping," and "online purchasing." They also

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shed light on how variables like culture, gender, and age can affect consumer behaviour. Finally, the writers talk
about the difficulties that internet retailers have in comprehending consumer behaviour and how to solve these
problems.

The chapter offers a thorough review of the area of online consumer behaviour as a whole. It includes
information on various facets of consumer behaviour in the digital age and serves as a useful starting place for
individuals who want to learn more about the subject. The writers present a helpful explanationof the major
issues in the area and give helpful suggestions on how companies might take advantage of consumer behaviour.

The study by Lim et al. (2016) investigates the variables affecting consumers' online shopping decisions,
focusing on the mediating impact of purchase intention. To examine the connections between trust, perceived
convenience, perceived risk, and purchase intention, the authors performed a study with Malaysian consumers.
The findings indicated that while perceived risk has a negative impact on purchase intention, perceived trust
and convenience have a positive impact.

The authors discovered that the influence of trust, perceived ease, and perceived risk on online shopping
behaviour is moderated by purchase intention. This study offers more information about the variables that
affect online purchasing behaviour and highlights the significance of purchase intention in this situation.

The authors discovered that the influence of trust, perceived ease, and perceived risk on online shopping
behaviour is moderated by purchase intention. This study offers more information about the variables that
affect online purchasing behaviour and highlights the significance of purchase intention in this situation.

This review's thorough scope is its primary strength. The authors give a complete analysis of consumer
behaviour and beliefs on the hazards related to online purchases by referencing a range of sources. The authors
also do a great job of examining how their findings might affect both marketers and consumers. For anyone
researching consumer behaviour and internet shopping, this review is an invaluable resource.

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In their 2015 study, Bahati and Kaushal looked at Indian consumers' perceptions of online grocery shopping. To
analyse the data, the writers combined qualitative and quantitative research using a mixed method technique.
The authors discovered that consumers had favourable opinions regarding online grocery shopping, with
convenience, cost savings, and the accessibility of a large variety of products serving as the primary drivers.

The authors also noted a number of issues that must be resolved in order to boost consumer acceptance of
online grocery shopping, including a lack of confidence in the safety of online payments and the demand for
improved product details. The survey offers helpful information about consumer perceptionsof online grocery
shopping in India and may be

The reasons, obstacles, and opportunities associated with this novel form of shopping were mainly the focus of
this study of the evidence of the acceptability of online grocery shopping. To learn more about Malaysian
consumers' views and behaviours regarding online grocery shopping, the authors conducted a survey of
consumers there.

According to the survey's findings, insufficient trust and technical challenges were the biggest deterrents to
adopting online grocery shopping, while convenience, security, and cost were the key drivers. The authors came
to the conclusion that consumers' ability to shop for groceries conveniently and effectively online has
tremendous growth potential.

Consumer preferences have changed away from traditional brick-and-mortar establishments and towards
internet retailers as a result of the epidemic and lockdown regulations. This change has been most noticeable in
the supermarket sector, where online grocery shopping is growing in popularity. Accordingto studies, there has
been a noticeable rise in online food shopping since the epidemic began, with shoppers claiming convenience
and safety as their main motivations.

The majority of consumers have switched to online grocery shopping because of its convenience and security,
according to research by Yadav (2021). This is especially true for urban consumers who depend

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largely on online grocery shopping due to their limited access to stores and markets. Customers are more
inclined to buy things online if discounts, free shipping, and/or same-day delivery are provided, according to
Yadav's research.

Overall, the epidemic has caused a change in consumer preferences, with an increase in the number of people
choosing to buy their food online. Convenience, safety, and savings have been the driving forces for this change.
Retailers must continue to offer discounts, free shipping, and same-day delivery alternatives to customers as
more people buy for groceries online if they want to keep them coming back.
Researchers have grown increasingly interested in the investigation of variables influencing preferences for
grocery shopping in the post-Covid era. Studies have looked at how the pandemic has affectedconsumer
behaviour, including convenience and health considerations, as well as elements like price andconvenience that
affect where people buy their goods.

Prior research has shown that convenience is a key element influencing consumers' preferences for grocery
stores, with shoppers seeking out establishments that can offer a quick and simple shopping experience (Mittal
et al., 2020; Trivedi & Chandani, 2021). As significant influencers of customer behaviour, other elements like
price and quality have also been discovered (Hoover et al., 2020; Trivedi & Chandani, 2021). The epidemic has
also brought attention to the heightened significance of health and safety procedures in grocery stores, with
customers seeking out establishments that place a priority on their safety and well-being (Göksoy et al., 2020;
Mittal et al., 2020).

According to previous research' findings, consumers' preferences for grocery shopping are influenced by a
variety of criteria, including price, quality, safety standards, and convenience. Additionally, research have
shown that as a result of the pandemic, consumers may be turning more frequently to online food stores and
delivery services (Göksoy et al., 2020; Mittal et al., 2020).

The rising market share of online grocery retailers in India, which has climbed dramatically since 2019 (Statista,
2020), has further reinforced this trend. The research findings reveal that convenience, cost, quality, and safety
standards are all significant determinants of consumer choices for grocery shopping. The pandemic has also
brought to light the growing popularity of online grocery stores and delivery

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services, as well as the necessity for customers to put their health and safety first when doing their food
shopping.

In India, a recent innovation called Amazon Pantry is gaining popularity. Customers can acquire a huge
selection of groceries and household goods through the service online. Amazon stated in July 2020 that 300
cities in India now have access to Amazon Pantry. With this expansion, Amazon Pantry will rank among the top
online grocery delivery businesses in India.

Amazon announced the expansion of Amazon Pantry as well as the removal of the Prime Now app. Customers
had a two-hour window in which to order food and other things via the Prime Now app. The app's removal is
most likely a result of the market for online groceries becoming more competitive.

The growth of Amazon Pantry is a component of Amazon's overarching plan to dominate the Indian online
grocery market. It's likely that the business will keep growing its online selection and simplify the online
purchasing process for clients. Since Amazon has already made significant investments in the Indian market,
this expansion is probably going to play a significant role in the company's future ambitions.

Overall, the growth of Amazon Pantry is a significant milestone for the Indian online food industry. More
clients will be able to access the service thanks to the expansion, which may result in more competition on the
market. In the upcoming years, Amazon is probably going to keep spending money in India and increase its
online product selection.

The effective business strategy of the Indian e-commerce platform is the topic of Shubham's JioMart Revenue
Model (JioMart Case Study 2021). JioMart's income models, which include an advertising- based model, a
commission-based model, and a subscription-based approach, are described by the author. The case study also
looks at the different tactics JioMart uses to grow its customer base, including its collaboration with WhatsApp,
as well as its tactics to enhance sales and foster customer loyalty.

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To boost client involvement and boost sales, the business also employs digital marketing strategies like
customised advertising, promotions, and loyalty schemes.The success of the business in the Indian market is
also highlighted in the literature analysis on JioMart's revenue model. Since its launch in 2019, the business has
expanded quickly and is now among the biggest e-commerce firms in India.

The success of the business in the Indian market is also highlighted in the literature analysis on JioMart's
revenue model. Since its launch in 2019, the business has expanded quickly and is now among the biggest e-
commerce firms in India. talize on the infrastructure already in place at its parent company and provide a
variety of services and goods to give clients a simple and successful online shopping experience.

The research on online grocery shopping and consumer perception in Pakistan's Karachi market is examined in
this review of the literature. It examines the drivers of consumer behaviour and the elements that affect how
people buy for groceries online. It also looks at the advantages and disadvantages of using this specific method
of grocery shopping. The research then looks at how the findings might affect marketers and merchants in the
Pakistani grocery market

Most of the research on this subject has been done globally, with industrialised nations as its primary focus. The
analysis does discover that there is an increasing interest in learning about the specifics of online grocery
shopping in emerging nations like Pakistan. The evaluation emphasises the necessity for additional study in this
field to comprehend the drivers behind and difficulties faced by online grocery shopping in this particular
industry.

According to the analysis, there are a variety of factors that motivate people to buy for groceries online. These
include access to a larger variety of goods, convenience, cost and time savings, and convenience. The analysis
also identifies a number of difficulties with online grocery purchasing, including payment security concerns,
problems with delivery, and a lack of faith in online retailers.

Overall, the analysis of the literature reveals a need for additional investigation of Pakistan's online grocery
purchasing. It also concludes that a variety of incentives and difficulties need to be resolved in

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order to guarantee that customers enjoy this style of food shopping. The results of this study have ramifications
for marketers and retailers in the Pakistani grocery market since they must be aware of the drivers and
difficulties of online grocery shopping in order to more effectively serve their clients' demands.

In-depth analysis of the effects of online grocery shopping in Mumbai is provided in Rajesh's research paper.
The paper starts out by giving a general review of the situation of the Indian online grocery shopping market
and its recent rise in Mumbai. After that, it evaluates the influence the industry has had on the city using
qualitative and quantitative research techniques.

The paper offers a thorough analysis of the major industry players and their respective positions. Additionally,
it covers the many difficulties that online grocery consumers encounter and how to solve them. The study also
looks at the opportunities provided by online grocery shopping and how they mightbe used to the advantage of
both consumers and retailers.

In-depth analysis of the effects of online grocery shopping in Mumbai is provided in Rajesh's research paper.
The paper starts out by giving a general review of the situation of the Indian online grocery shopping market
and its recent rise in Mumbai. After that, it evaluates the influence the industry has had on the city using
qualitative and quantitative research techniques.

The paper offers a thorough analysis of the major industry players and their respective positions. Additionally,
it covers the many difficulties that online grocery consumers encounter and how to solve them. The study also
looks at the opportunities provided by online grocery shopping and how they mightbe used to the advantage of
both consumers and retailers.

The paper offers a thorough analysis of the major industry players and their respective positions. Additionally,
it covers the many difficulties that online grocery consumers encounter and how to solve them. The study also
looks at the opportunities provided by online grocery shopping and how they mightbe used to the advantage of
both consumers and retailers.

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Rajesh's article provides a thorough analysis of the effects of online grocery purchasing in Mumbai. It offers a
thorough analysis of the market, its participants, possibilities, and challenges. Both researchers and practitioners
will benefit from this paper's significant addition to the field of online grocery shopping.

The food retail sector has been significantly impacted by the COVID-19 outbreak, especially in India. There are
already shortages of food products and higher prices as a result of the virus's rapid spread through supply
systems. Due to the Indian government's response to this situation, there has been a significant increase in
online food purchases.

This USDA paper analyses the COVID-19 crisis' effects on India's online grocery business. For an overview of
the market's size and developments, the report uses data from industry sources, such as market research firm
Nielsen. Additionally, it offers information on alterations in consumer spending as well as consumer behaviour
and preferences.

The COVID-19 situation, according to the survey, has significantly increased the number of Indians who
purchase for groceries online. It also reveals that metropolitan areas have seen a greater movement towards
online food buying than rural ones, with city dwellers more inclined to adopt digital shopping habits. The
survey also identifies a rise in demand for organic and health food products as a result of the epidemic.

The report offers a thorough review of the Indian online grocery market's development over the previousyear. It
emphasises the main consumer behaviour trends as well as the chances for retailers to profit fromthis change in
customer behaviour. The research offers insightful information on the possibilities for continued expansion of
the Indian online grocery business.

The Indian supermarket e-commerce platform BigBasket has implemented a new plan to offer one-hour
delivery with more products available, according to a study by Jain et al. (2019). The survey also highlighted
BigBasket's potential to dominate the Indian online grocery market. The study also revealed that BigBasket's
one-hour delivery schedule may be able to draw in more clients than other online grocery delivery services.

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Mishra and Balakrishnan (2020) looked into the effect of BigBasket's one-hour delivery promise on customer
satisfaction in a different study. The one-hour delivery strategy increased customer satisfaction and loyalty,
according to the study's findings.

The study also discovered that the one-hour delivery schedule was advantageous for both customers and the
company, enabling clients to place orders swiftly and effectively while also assisting the latter to grow its
market share.

According to the results of these research, BigBasket's one-hour delivery plan might completely change the
Indian online grocery industry. The one-hour delivery schedule has the potential to boost customer satisfaction
and draw in more clients. Additionally, it might assist the company in gaining a larger part of the market.
Therefore, it is advised that businesses in India's online grocery market take into account implementing one-
hour delivery schedules in order to acquire a competitive edge and boost consumer satisfaction.

Li and Ohlsson's (2017) thesis offers a thorough examination of the critical variables affecting consumers'
purchasing intentions when it comes to online grocery shopping. On the basis of in-depth interviews with 30
participants who had previously made online grocery purchases, the authors performed a qualitative study. The
study discovered that convenience, pricing, product variety and selection, security, and customer service were
the main variables influencing purchase intention.

The authors then evaluated these results in light of the prior literature, offering suggestions for ways to enhance
online grocery shopping even further. Anyone interested in learning more about the effects of online grocery
shopping on customer behaviour might use this thesis as a great resource.

H. Kaur and R.K. Shukla's study of Indian customers' attitudes towards online grocery buying. To determine the
extent of acceptance of online grocery shopping in India, the authors conducted a poll. The survey's primary
focus was on the respondents' perceptions of the convenience and affordability of online grocery shopping as
well as other aspects that affect their decision.

The survey's findings showed that people in India have a favourable view towards online grocery
shopping, which is growing in popularity. The authors draw the conclusion that online grocery shopping

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can be a successful business in India with the use of effective marketing techniques.

The report offers a thorough analysis of Indian consumers' attitudes towards online grocery purchasing. The
authors provide a thorough review of both the existing situation and future prospects for online grocery
shopping in India. The report also offers a helpful perspective on anticipated future difficulties, such as the need
for better customer service and the difficulties in satisfying the requirements of various consumer types.
Additionally, the writers offer some insightful advice for businesses looking to enter India's online grocery
sector.

Overall, this article offers a thorough assessment of Indian consumers' attitudes regarding online grocery buying
and how they are changing. Anyone who is curious about the potential of this developing sectorin India should
check it out.

The recent COVID-19 outbreak has significantly altered how individuals go grocery shopping. More andmore
people are using online grocery shopping to meet their daily necessities as more physical stores close or operate
under severe regulations. In this essay, Kashyap (2020) seeks to comprehend the prevalent patterns of online
food purchasing in India and speculate on potential post-pandemic tendencies.

Kashyap (2020) begins by analysing the environment for Indian online grocery buying at the moment. The
author surveyed online grocery buyers in India to better understand the current trends in online food shopping.
According to the report, millennials made up the bulk of those who purchased their groceries online because
they valued convenience and affordability. The survey's findings also revealed that nearly all online grocery
customers favour food delivery services over other types of online grocery purchasing.

The anticipated post-pandemic developments in Indian online food buying are then covered by Kashyap (2020).
According to the author, more customization and personalization will be the post-pandemic trend in online
grocery buying. Order customization, delivery date and time selection, and personalised offers and discounts are
all included in this. The author also contends that in order to compete successfully in the online grocery
shopping business, post-pandemic grocery stores will need to increase their customer

19
service and delivery capabilities.

The author concludes by offering a few recommendations for enhancing India's online grocery purchasing
experience. These include emphasising client satisfaction and delivery, making investments in digital
marketing, and providing more specialised services and deals.

Overall, Kashyap (2020) gives an in-depth analysis of the most recent developments in Indian online grocery
shopping as well as perceptive forecasts for the post-pandemic sector. The author offers a priceless resource for
individuals wishing to comprehend and profit from the current trend of online grocery shopping by delivering a
thorough analysis of the market and recommendations for improvement.
An overview of Indian customer behaviour regarding online grocery buying is given in this paper by Jayasree
(2017). The history of online grocery shopping and the expansion of the sector in India are covered from the
outset. The following section of the essay looks at the elements that have helped online grocery shopping
become more popular in India, including the advent of online shopping portals, the accessibility of electronic
payment methods, and shifting customer tastes.

The literature on consumer behaviour in relation to online grocery shopping is then reviewed in the study. It
talks about the things like price, convenience, choice, and trust that affect what people buy.

Overall, this article offers a comprehensive review of Indian consumers' online grocery shopping behaviour. It
offers information on the elements that affect consumer purchasing choices and the difficulties faced by online
food vendors. It makes a significant contribution to the body of knowledge on Indian consumers' shopping
habits online.

Consumers are increasingly turning away from traditional grocery stores in favour of online grocery shopping,
according to a survey of the literature on the Indian online grocery sector. The expansion of the online grocery
business in India has been attributed to an increase in the need for convenience and convenience-oriented
services, as well as the availability of a variety of goods at affordable rates and attractive discounts.
Additionally, studies have shown that the market for online groceries is predicted to

20
grow at a CAGR of over 20% between 2022 and 2027.

Research has also emphasised a variety of market growth drivers, including an increase in internet users, rising
consumer discretionary incomes, and a growing adoption of smartphones. Additionally, the entry of new
startups and major companies into the market is projected to create enormous growth potential for the industry.

On the other hand, the market is faced with many difficulties, including the high cost of delivery, delivery
delays, and the absence of infrastructure in the nation. However, the advent of new technologieslike machine
learning and artificial intelligence is anticipated to overcome these obstacles and present the market with fresh
prospects in the future.

Numerous research that have been carried out in the past are revealed by the literature analysis of the Indian
online grocery sector. According to a 2013 survey by Technopak Advisors, online grocery shopping is
becoming more popular in India because of the convenience it offers and the growing use of mobile phones and
the internet. The study also discovered that larger supermarkets and retailers, who have a better understanding
of the business and are able to take advantage of their existing customer base, dominate the online grocery
sector in India. A potential opportunity for small and medium-sized merchants to enter the Indian online grocery
sector was also noted by the study.

According to a 2015 RedSeer Consulting analysis, the Indian online grocery sector has risen dramatically over
the past five years, with a CAGR of more than 50%. According to the survey, changing lifestyles, increased
internet and smartphone penetration, and rising consumer discretionary income in India are the main drivers of
development. The survey also noted the main issues that India's online grocery business was facing, including a
lack of awareness and trust, poor infrastructure, and a small range of available products.

In a 2016 report, Technopak Advisors analysed the health of the Indian online grocery business and identified
the major participants. BigBasket, Grofers, and Amazon are among the market's top competitors, according to
the report. A potential opportunity for small and medium-sized merchants to enter the Indian online grocery
sector was also noted by the study.

21
 RESEARCH OBJECTIVES

 To understand the consumer perception towards online grocery shopping.

 To determine the factors influencing consumer to purchase in online grocery shop.
 To identify the problems faced by the consumer while online shopping.
 To find out the preferences of the consumer regarding the attributes of online shopping
website.

22
 RESEARCH METHODOLOGY

All other types of research may employ one or more of the above approaches, based on the
purpose of the research or the time required to conduct the research, the environment in which
the research is conducted, or other similar underlying factors. I changed it. In terms of time, a
study can be considered either a single-shot study or a longitudinal study. In the former case,
research is limited to one period, while in the latter case, research is conducted over multiple
periods. Studies can be field studies, laboratory studies, or simulation studies, depending on the
setting in which they are conducted. Research can also be understood as clinical research or
diagnostic research. Such studies follow a case-study method or an in-depth approach to arrive at
basic cause-and-effect relationships. Such studies typically use very small samples and very deep
data collection devices to dig deeper into what interests us or what causes events. Research can
be exploratory or formalized. The goal of exploratory research is not to test hypotheses, but to
formulate hypotheses. Formal research, on the other hand, has substantive structure and tests
certain hypotheses. Historical research is the study of historical materials such as documents and
relics. The study of past events and ideas, including individual and group philosophies, at a
distant point in time. Research can also be classified as conclusion-oriented and decision-
oriented.
oriented. While reasoning, the researcher is free to take issues, reconstruct the investigation in
practice, and conceptualize at will. Decision-oriented research is always a need for decision
makers. In this case, the hymn researcher is not free to study according to his own inclinations.
Operations research is an example of decision-oriented research. It is a scientific method that
provides executives with a quantitative basis for making decisions about operations managed by
management.

Objectives of Research:
All other types of research may employ one or more of the above approaches, based on the purpose of
the research or the time required to conduct the research, the environment in which the research is
conducted, or other similar underlying factors. I changed it. In terms of time, a study can be considered
either a single-shot study or a longitudinal study. In the former case, research is limited to one period,
while in the latter case, research is conducted over multiple periods. Studies can be field studies,
laboratory studies, or simulation studies, depending on the setting in which they are conducted.
23
 Research can also be understood as clinical research or diagnostic research. Such studies follow a
case-study method or an in-depth approach to arrive at basic cause-and-effect relationships. Such
studies typically use very small samples and very deep data collection devices to dig deeper into what
interests us or what causes events. Research can be exploratory or formalized. The goal of exploratory
research is not to test hypotheses, but to formulate hypotheses. Formal research, on the other hand, has
substantive structure and tests certain hypotheses. Historical research is the study of historical
materials such as documents and relics. The study of past events and ideas, including individual and
group philosophies, at a distant point in time. Research can also be classified as conclusion-oriented
and decision-oriented.

oriented. While reasoning, the researcher is free to take issues, reconstruct the investigation in practice,
and conceptualize at will. Decision-oriented research is always a need for decision makers. In this case,
the hymn researcher is not free to study according to his own inclinations. Operations research is an
example of decision-oriented research. It is a scientific method that provides executives with a
quantitative basis for making decisions about operations managed by management.

Objectives of Research:
The purpose of research is to discover answers to questions through the application of scientific
procedures. The main aim of research is to find out the truth which is hidden and which has not
been discovered as yet. Though each research study has its own specific purpose, we may think
of research objectives as falling into a number of following broad groupings:

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this
object invitee are termed as exploratory or formulate research studies);

2. To portray accurately the characteristics of a particular individual, situation or a group

(studies’ith this object in view are known as descriptive research studies);

3. To determine the frequency with which something occurs or with which it is associated
with something else (studies with this object in view are known as diagnostic research
studies);

4. To test a hypothesis of a causal relationship between variables (such studies are

known ashhypothesis-testing research studies).

24
 Types of research

Types of research can be classified in many different ways. Some major ways of
classifyingsearch include the following.

1) Descriptive versus Analytical Research

2) Applied versus Fundamental Research

3) Qualitative versus Quantitative Research

4) Conceptual versus Empirical Research

Descriptive research concentrates on finding facts to ascertain the nature of something as it

exists. In contrast analytical research is concerned with determining validity of hypothesis based
on analysis of facts collected.
Applied research is carried out to find answers to practical problems to be solved and as an aid in
deco soon making in different areas including product design, process design and policy making.

Fundamental research is carried out as more to satisfy intellectual curiosity, than with the
intention of using the research findings for any immediate practical application.

Quantitative research studies such aspects of the research subject which are not quantifiable,
adhence not subject to measurement and quantitative analysis.

In contrast quantitative research makes substantial use of measurements and quantitative analysis
techniques.

Conceptual research is involves investigation of thoughts and ideas and developing new ideas or
interpreting the old ones based on logical reasoning.

25
In contrast empirical research is based on firm verifiable data collected by either
observation

Some Other Types of Research: All other types of research may employ one or more of the
above approaches, based on the purpose of the research or the time required to conduct the
research, the environment in which the research is conducted, or other similar underlying factors. I
changed it. In terms of time, a study can be considered either a single-shot study or a longitudinal
study. In the former case, research is limited to one period, while in the latter case, research is
conducted over multiple periods. Studies can be field studies, laboratory studies, or simulation
studies, depending on the setting in which they are conducted. Research can also be understood as
clinical research or diagnostic research. Such studies follow a case-study method or an in-depth
approach to arrive at basic cause-and-effect relationships. Such studies typically use very small
samples and very deep data collection devices to dig deeper into what interests us or what causes
events. Research can be exploratory or formalized. The goal of exploratory research is not to test
hypotheses, but to formulate hypotheses. Formal research, on the other hand, has substantive
structure and tests certain hypotheses. Historical research is the study of historical materials such as
documents and relics. The study of past events and ideas, including individual and group
philosophies, at a distant point in time. Research can also be classified as conclusion-oriented and
decision-oriented.
oriented. While reasoning, the researcher is free to take issues, reconstruct the investigation in
practice, and conceptualize at will. Decision-oriented research is always a need for decisionmakers.
In this case, the hymn researcher is not free to study according to his own inclinations. Operations
research is an example of decision-oriented research. It is a scientific method that provides
executives with a quantitative basis for making decisions about operations managed by
management.

SAMPLING

In statistical analysis, sampling is the process of selecting a predetermined number of observations from
a larger population. Depending on the sort of analysis being done, the method used to sample from a
broader population may or may not incorporate systematic or simple random sampling.

26
 SAMPLING DESIGN

Steps in Sampling Design: -

While developing a research design following items are taken into consideration:-

1) Type of universe: -

First and the foremost step is to clearly define the universe to be studied. As I have taken the area
of D ELHI, so for me here the universe is DELHI. No doubt it is a finite universe but the area is
very big and can’t be covered easily due to shortage of time.

2) Sampling unit: -
A decision has to be taken concerning a sampling unit before selecting sample. Here my sample
unit in clues individuals who prefer online shopping

3) Size of sample: -

This refers to the number of items to be selected from the universe to constitute a sample. Here I
have taken the sample of 52 respondents.

4) Parameters of interest: -

In determining the sample design, one must consider the question of the specific population
parameter s which are of interest.

5) Sampling procedure: -
The method of sample selection will then be discussed. This refers to the technique used to collect the
sample. There are numerous methods for choosing the sample. This comprises convenience sampling,
stratified sampling, stratified sampling, and random sampling. Here, I've used the straightforward
random sample approach to gather the data.

27
DATA COLLECTION METHOD

In the data collection method different methods are adopted for primary data collection

PRIMARY DATA COLLECTION

Primary data is the data which is collected through observation or direct communication with the
respondent in one form or another. These are several methods for primary data collection like
Observation method, Interview method, through schedule, through questionnaires and so on.

SECONDARY DATA COLLECTION

The past database is taken into reference to study the research.

DATA COLLECTION INSTRUMENTS

The following list includes the data collection tools utilized in the study:-

QUESTIONNAIRE
The technique of data gathering is quite well-liked. Knowing the various study objectives and taking into
account all the factors necessary for researching the dissertation topic, I created a questionnaire.

28
RESEARCH PLAN:

Data Source Primary Data

Research Approach Research Instrument

Survey Questionnaire

Method of Contact Personal

Sample Size 200 Respondents

29
 Data Analysis

QUESTION What is your Gender?*

Male
Female
Transgender

GENDER RESPONDENTS

MALE 57.10%

FEMALE 42.90%

TRANSGENDER 0

INTERPRETATION:
I n this research 57.1% people are male and rest of them are female.

30
QUESTION What is your Occupation?

*Student

Business

Job

Other

WHAT IS YOUR OCCUPATION RESPONDENTS

STUDENT 65.70%

BUSINEES 0.00%

JOB 31.40%

OTHER 2.90%

INTERPRETATION:
Most of the persons are student 65.7% and 31.4% people are job worker
31
QUESTION Get on time delivery by online grocery
shopping.
Age 1

Disagree
Get on time delivery by online grocery
shopping Respondents
1 48.60%
2 22.90%
3 20.00%
4 2.90%
5 5.70%

INTERPRETATION:

In this graph shows 48.6% people are agree and 5.7% people are disagree to get their delivery on time

32
QUESTION Detail information is available in online grocery
shopping.
1
2
3
4
5
Disagree
Detail information is available
in online grocery
shopping. Respondents
1 34.30%
2 17.10%
3 31.40%
4 11.40%
5 5.70%

INTERPRETATION:

In this graph shows 34.3% people are agree and 5.7% people are disagree to get the information about
theproduct is available on Application .

33
QUESTION How often do you purchase online.
1
2
3
4
5

How often do you purchase online. Respondents

1 42.90%
2 20.00%
3 22.90%
4 14.30%
5 0.00%

INTERPRETATION:

In this graph shows 42.9% people are agree and 14.3% people are disagree to buy grocery online.

34
QUESTION
can buy the products anytime 24 hours a day in online grocery shopping.
Agree1
2

Disagree

can buy the products anytime 24

hours a day in online grocery
shopping Respondents
1 48.60%
2 14.30%
3 8.60%
4 20.00%
5 8.60%

INTERPRETATION:
In this graph shows 48.6% people are agree and 8.6% people are disagree to get their delivery at anytime

35
QUESTION It is easy to choose and make comparison with other products in online grocery s
hopping.
1
2
3
4
5

It is easy to choose and make

comparison with other products in online
grocery s hopping. Respondents
1 48.60%
2 17.10%
3 17.10%
4 8.60%
5 8.60%

INTERPRETATION:
In this graph shows 48.6% people are agree and 8.6% people are disagree to says online purchasing is
easy and more convinent to compare with other product.

36
QUESTION The website design helps in searching the products easily.
1
2
3
4
5

The website design helps in searching

the products easily Respondents
1 40.00%
2 34.30%
3 8.60%
4 11.40%
5 5.70%

INTERPRETATION:
In this graph shows 40% people are agree and 5.7% people are disagree to says easy to use website is
more reliable to purchase grocery online.

37
QUESTION While online grocery shopping, prefer to purchase from a website that provides
safety an d ease of navigation and order.
1
2
3
4
5

While online grocery shopping, prefer to

purchase from a website that provides
safety an d ease of navigation and order. Respondents
1 42.00%
2 22.90%
3 25.70%
4 2.90%
5 5.70%

INTERPRETATION:
In this graph shows 42.9% people are agree and 5.7% people are disagree to says purchasing via online
have more safe .

38
QUESTION The website layout helps in searching and selecting the right product while shopping
grocery online.
1
2
3
4
5

The website layout helps in searching and

selecting the right product while shopping
grocery online Respondents
1 25.70%
2 42.90%
3 11.40%
4 11.40%
5 8.60%

INTERPRETATION:
In this graph shows 42.9% people are agree and 8.6% people are disagree to
website layout helps in searching and selecting the right product while shopping
grocery online

39
QUESTION the familiarity with the website before making actual purchase reduce the risk of online
grocery shopping.
1
2
3
4
5

the familiarity with the website before

making actual purchase reduce the risk of
online grocery shopping. Respondents
1 31.40%
2 17.10%
3 37.10%
4 8.60%
5 5.70%

INTERPRETATION:
In this graph shows 31.4% people are agree and 5.7% people are disagree to website before making
actual purchase reduce the risk of online grocery shopping

40
QUESTION prefer to buy from website that provides with quality
information.
1
2
3
4
5

prefer to buy from website that provides

with quality of information. Respondents
1 45.70%
2 20.00%
3 5.70%
4 20.00%
5 8.60%

INTERPRETATION:
In this graph shows 45.7% people are agree and 8.6% people are disagree to prefer

41
 FINDINGS
1. I n this research 57.1% people are male and rest of them are female.
2. Most of the persons are student 65.7% and 31.4% people are job worker
3. In this graph shows 48.6% people are agree and 5.7% people are disagree to get their delivery on
time
4. In this graph shows 34.3% people are agree and 5.7% people are disagree to get the information
about theproduct is available on Application .
5. In this graph shows 42.9% people are agree and 14.3% people are disagree to buy grocery
online.
6. In this graph shows 48.6% people are agree and 8.6% people are disagree to get their delivery at
anytime
7. In this graph shows 48.6% people are agree and 8.6% people are disagree to says online
purchasing iseasy and more convenient to compare with other product.
8. In this graph shows 40% people are agree and 5.7% people are disagree to says easy to use
website ismore reliable to purchase grocery online.
9. In this graph shows 42.9% people are agree and 5.7% people are disagree to says purchasing via
onlinehave more safe .
10. In this graph shows 42.9% people are agree and 8.6% people are disagree to
11. website layout helps in searching and selecting the right product while shopping
grocery online
12. In this graph shows 31.4% people are agree and 5.7% people are disagree to website before
making actual purchase reduce the risk of online grocery shopping
13. In this graph shows 45.7% people are agree and 8.6% people are disagree to prefer

42
 SUGGESTION

 Create awareness and manage home delivery services properly.

 Advertise the product to reach mostly female consumers above 30 years of age
 People are finding it difficult to find/order the product they need.
 So it is suggested that the website should provide some more features to get their products.
 A major hurdle in the process of online shopping is the issue of security 24/7 shopping facility
may be preferred by companies for sophisticated shopping by consumers.
 An online grocery store (Big Basket) suggests that customers be allowed to place their orders
over the telephone.
 An online grocery store should develop the quality of packaged juices and beverages.
 People are suggesting that product variety should be increased.

43
 CONCLUSION

• Produce mindfulness and manage home delivery services duly.

• Announce the product to reach substantially womanish consumers above 30 times of age
• People are chancing it delicate to find order the product they need. • So it's suggested that the website
should give some further features to get their products.
• A major chain in the process of online shopping is the issue of security24/7 shopping installation may
be preferred by companies for sophisticated shopping by consumers.
• An online grocery store( Big Basket) suggests that guests be allowed to place their orders over the
telephone.
• An online grocery store should develop the quality of packaged authorities and potables.
• People are suggesting that product variety should be increased.

44
 LIMITATIONS

o A questionnaire was used to gather the information.

o It's possible that the respondents' responses are not accurate.
o The study's sample size was limited to 50 participants, which adds additional barrier to data
collection since the organization may not have strict control over the outcomes.
o The project's extremely constrained time frame presented another challenge.
o A lack of research experience.
o The respondents' biased actions may lead to inaccurate statistics.

45
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48
 QUESTIONNAIRE
1. Name
2. Email ID

3. Phone No.

4. What is your Age?

5. What is your Gender?

Male
Female
Trans

6. What is your Occupation?

Student
Business
Job
Other

7. Get on time delivery by online grocery shopping.

Agree
1
2
3
4
5
Disagree

49
8. Detail information is available in online grocery shopping.

Agree
1
2
3
4
5
Disagree

9. How often do you purchase online.

Agree
1
2
3
4
5
Disagree

10. Can buy the products anytime 24 hours a day in online grocery shopping.
Agree
1
2
3
4
5
Disagree

50
11. It is easy to choose and make comparison with other products in online groceryshopping.
Agree
1
2
3
4
5
Disagree

12. The website design helps in searching the products easily.

Agree
1
2
3
4
5
Disagree

13. While online grocery shopping, prefer to purchase from a website that provides safety and ease
of navigation and order.
Agree
1
2
3
4
5
Disagree

51
14. The website layout helps in searching and selecting the right product while shoppinggrocery online.
Agree
\1
2
3
4
5
Disagree

15. The familiarity with the website before making actual purchase reduce the risk of online
grocery shopping.
Agree
1
2
3
4
5
Disagree

16. Prefer to buy from website that provides with quality of information.
Agree
1
2
3
4
5
Disagree

52