A STUDY ON ONLINE SHOPPING BEHAVIOUR: EVIDENCE FROM KOLKATA IN THE CONTEXT OF GROCERY ITEMS

Abstract

With the onset of Covid-19, the surge in demand for online grocery buying has increased by leaps and bounds. The lockdown and the prevalent fear of the coronavirus meant people were not willing to venture out of their homes unless there is an emergency. In such a situation, the procurement of groceries, which was traditionally done by a visit to the local store, completely shifted to online mode. The objectives is to understand the consumer behavior regarding purchase of groceries and the preferred mode of payment in terms of Demographic profile of the respondents. The study also aims to find out what factors affect a consumer’s mind when he/she is making any purchase of groceries online. The research methodology in our study includes primary and secondary research on the basis of cross-sectional research design on a sample size of 210 respondents using convenience sampling techniques with the help of a structured questionnaire. The data was analyzed on SPSS with ANOVA and also by direct interpretation of the respondent’s data.