Online Grocery Shopping: Factors Influencing Customer Satisfaction

Online Grocery Shopping, Risk, Perceived Value, Customer Satisfaction

Online grocery shopping is growing significantly in India. Several players have entered in the Indian grocery market to capitalize the potential of this market. Young consumers are purchasing more on online market places as compared to the aged population. Rapid smart-phones and mobile internet adoption will facilitate to the growth of online grocery shopping in India. However, intensity of competition among online grocery store is likely to increase like never before. This study is intended to explore the various determinants of customer satisfaction with respect to online grocery shopping. In this study, researcher has taken eight independent variables and one dependent variable and these factors were tested empirically. A total of 400 questionnaires were distributed among the respondents. Many of the collected questionnaires were incomplete. Thus, only 362 questionnaires were considered appropriate for the present study. Correlation and multiple regression were used only for this study.