An Empirical Study on Online Grocery Shopping Intentions of Consumers in Ahmedabad City

ABSTRACT This growing competition in the online grocery segment has led to an almost oligopolistic market with a very few players in this segment in India. The growth in the online retail industry is propelled by the fact that the better and faster a company understands the grocery consumer's intent and attitude in this respect, the more will this understanding contribute to the company's success. This study focuses on measuring the consumer's shopping intention towards online grocery services in the city of Ahmedabad. The study utilizes one of the most popular consumer behavioural model and its underlying theories and constructs to gauge the consumer's intention. The study also suggests some amicable marketing strategies for the online grocers to succeed in this highly competitive online retailing market.