Consumer’s Perception Towards online Shopping of food Products: An Empirical Research

Shopping on the Internet has been developing rapidly, covering most of the important spheres of marketing. Online food shopping has been noted of being a relatively young but promising area of electronic commerce. However, only a sparse number of studies have been focusing on consumers' perception to purchase food products online in the cultural context. The purpose of this study is to investigate the consumer perception of e-shopping of food in Varanasi district of Uttar Pradesh. The data were collected from 80 respondents located in Banaras Hindu University Campus, Varanasi through simple random sampling. Data were analyzed with the help of Likert scale technique. The results revealed that youngsters have the highest perception and would prefer online shopping of food products than the respondents of age group above 45 years. The most important reason that most of the shopping sites are offering products which appeals and lures the youngsters.