Grocery Shopping Behavior in Web Environment: A comparative analysis between working and non-working consumers

Sneha Ghai, Somya Tripathi


This paper aims to explore the consumer’s purchase behaviour intention and its influence on attitude-behaviour towards online grocery shopping (OGS). Also, to determine whether there were differences based on employment status (working v/s non-working), perceived values like convenience, variety, past experience and perceived barriers or risks associated with OGS. A survey was carried out on 200 respondents across Delhi-NCR out of which 100 were working and 100 were non-working. Data was analyzed using Descriptive statistics, Correlation Technique and Linear Regression analysis. The results showed differences in opinion of consumers which are strongly influenced by convenience, ease of purchase and past experience and economic benefits. Differences observed amongst working & non-working in perception of risks & barriers associated included inability to physically examine and evaluate the product, difficulty in returning products and high delivery charge and time and lack of social contact with other shoppers. Research opportunities in future lies in taking a different sampling technique with few more segments and traits of consumers. The paper provides an empirical insight about how the e-retailers and advertisers can cater to the needs of consumers of online grocery within different segments.



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ISSN : 2251-1563