“The impact of Stimulating & Restraining factors on Behaviour of Customers in selecting Grocery Online in Bengaluru City”

Abstract

Online Grocer refers to a grocery store that allows private individuals and businesses to purchase groceries and grocery products online. Despite the growth and importance of online grocery, little is known about how people shop online for groceries. Previous studies identified factors influencing on-line buying behavior; challenges faced by on-line retailers but could not identify the purchase behavior of Indian grocery consumers. In order to study the online grocery retailing influence on customer buying behavior in a systematic manner a model is developed with simulating & restraining factors with an objective to investigate the effect of stimulating and restraining factors on perceived value towards purchasing grocery online in Bengaluru City. Data collected from 100 respondents (online grocery purchasers) through questionnaire as research instrument, the data has been analyzed with the help of tabular statement and hypothesis test, at last it is concluded stating both the stimulating and restraining factors have a significant impact on perceived value of customers towards online grocery purchase.