Consumer Buying Behavior of Selected Vegetables through Online Purchase – A Case Study

In India organized retail was growing rapidly throughout this era, because of the socio-economic status, so that the e-commerce sector improving fast. Development of technologies and the lifestyles lead to a different dimension of shopping at their doorsteps. Globalization, reach of the internet and smartphones made it positive. Vegetables were purchased through online was developing in metro and some of the non-metro cities in India. The study focuses on the consumer buying behavior towards online purchasing of vegetables and various factors influencing it. The result showed that education, income level, and some other factors were the major driving aspects of the online purchase of vegetables. Majority of the sample respondents were female, middle-aged (20-30), graduated and employed as professional workers and business. Two members were working nuclear families respondents purchasing at a convenient time with monthly expenditure of above 1000 rupees.