E-Grocery: The Driving Forces Of Consumer Behaviour

Abstract

The Changes İn Life Style Of People İn Major Cities Of The Country Have Brought Many Changes İn Their Behaviour Towards Traditional Retail Formats. People Started Looking At Technology Driven Formats To Make Their Wants Satisfied İn A Better Way. Grocery İs Considered To Be The Most Commonly Purchased Products And The Customers Are Looking For Convenience And Price Benefit While Buying Grocery. E-Grocery Has Become One Of The Best Choice Due To Merits Like Greater Convenience, Price Comparison, Door Delivery And Scheduled Purchases.  The Present Study İs Focused On Understanding The Driving Forces Of Consumer Behaviour Towards Buying Grocery Electronically And Exploring The İmplications Of Those Forces On Favourable Or Unfavourable Behaviour Of Consumers.