A Study on Consumers' Online Purchase Intensions of Groceries through Mobile Applications

Online shopping is a revolution in consumer markets as it can provide a convenient shopping experience to the customers. It offers lot of benefits to the customers in the form of time, cost and utility. It has extended its presence from offering electronic products to daily necessities. One of such offerings are groceries. As the groceries are daily necessities to the customers, they have many questions in their mind about buying groceries online. In the changing world of buyer’s market, identifying the needs and wants of the customers and understanding the consumer attitude is the challenging task. Online grocery shopping has been noted of being a relatively young but promising area of electronic commerce. However, only a sparse number of studies have been focusing on consumers’ intentions to purchase grocery products online in the cross-cultural context. There is a need to explore the buying intentions of customers to buy groceries online. The present study will explore the purchase intentions of customers while they purchase groceries online. The present study was based on available literature on online shopping of groceries and understanding customer attitude towards it. The main objective of the study is to determine the customer perception towards online grocery shoppin