Consumer Intention of Online Food Shopping in India: An Empirical Approach

Abstract

Consumers in the recent days utilizes the internet facilities to acquire information for products and services and makes purchase decision. By enhancing the recent advancements in technology on customer interactions, online marketers should grasp the value customers based on their buying behaviour in online. With the existing technology, firms involved in online marketing sells the customers, their respective products and services regularly. The purpose of this paper is to examine the impacts of consumer adoption characteristics towards online food shopping in India. The study also explores the purchase intention of Indian consumers for shopping online food based on consumer segments. A total of 340 participants from Chennai and Trichy were included in the study and data were analysed through Factor analysis and SEM. The two consumer segments on 10 specified food categories: consumer segment 1(online-food-conservative) have weak purchase intention on online food shopping and consumer segment 2 (online-food-pioneer) have strong intention towards online food shopping. The study’s findings can provide the marketers to understand the needs and demands of the Indian consumers to have further success in the online retail market in India.