Consumer Perception of Purchasing Fruits and Vegetables through E-Commerce in Hyderabad

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N Deepthi, I Gopi Naik, Rangappa Yaraddi, Y Purna Chandu

Abstract

The present study aimed to understand consumer purchasing patterns, preferences for specific types of fruits and vegetables, and future expectations of consumers while purchasing them online. The E-commerce industry is experiencing rapid growth, particularly in the quick commerce sector, which has gained significant momentum in metropolitan cities. Various platforms such as Big Basket, Zepto, Country Delight, Blinkit, Swiggy Instamart, and Reliance Fresh have been instrumental in meeting the growing demand for online fruits and vegetables.


For the purpose of this study, a representative sample of 100 individuals from Hyderabad city was selected using purposive sampling techniques. Both qualitative and quantitative methods were employed to gather and analyze data effectively. The collected data were systematically tabulated and analyzed using statistical tools like percentage analysis and Garret’s Ranking method, among others.


The findings of the study revealed key insights into consumer behavior and expectations. A significant observation was that online stores need to prioritize better quality control measures to ensure customer satisfaction. Additionally, there is a demand for a wider variety of fruits and vegetables, including organic options. Consumers expressed their willingness to pay a premium for high-quality products and services, highlighting the importance of maintaining high standards in online offerings. The study further indicates that the E-commerce sector is expected to witness substantial growth in the coming years as consumers increasingly rely on online platforms for their daily needs. By addressing these concerns and expectations, E-commerce companies can enhance their service offerings and build long-term customer loyalty.

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How to Cite
N Deepthi, I Gopi Naik, Rangappa Yaraddi, Y Purna Chandu. (2025). Consumer Perception of Purchasing Fruits and Vegetables through E-Commerce in Hyderabad. European Economic Letters (EEL), 15(1), 1184–1194. https://doi.org/10.52783/eel.v15i1.2495
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