Based on a survey of 100 online shoppers in Delhi, the study tries to capture the main drivers and obstacles for online grocery shopping. (Illustration: C R Sasikumar)
Convenience, flexibility and not having to stand in a queue at billing counters are the main reasons for people preferring to shop for groceries online in Delhi, according to a study by two academics — Harjinder Kaur and Rakesh K Shukla — from Solan’s Shoolini University. Based on a survey of 100 online shoppers in Delhi, the study tries to capture the main drivers and obstacles for online grocery shopping.
The study takes note of the fact that globally, internet grocery purchases are very low compared to overall online sales. It is no different in India. But the drivers and hurdles, and their impact on shopping behaviour, are different in India compared to other markets. This is what the study wants to capture.
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The results are not very surprising. Middle-aged people (25-34 years) are more likely to buy their groceries online compared to those between 14-24 years of age and in the 35-44 year age bracket. Graduates and post-graduates were found to be more inclined towards internet grocery shopping compared to undergraduates and professional degree holders.
Occupation and marital status were not found to have any significant impact on online grocery shopping behaviour. Among the main reasons for shopping online was convenience and flexibility of time. The line at billing counters, and lack of time to visit grocery stores were the other reasons. Situational events, such as health problems or having a baby, can make people opt for online shopping, suggested the study.
Respondents also said the ease of navigating the website was an important factor on deciding whether they would shop online or not. Convenient delivery times were considered more important than the free delivery option. In fact, respondents were found to be willing to pay more to ensure convenient delivery times.
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