Can Indian Online Fruits and Vegetables Companies Break the Jinx of Orthodox Shopping?

Can Indian Online Fruits and Vegetables Companies Break the Jinx of Orthodox Shopping?

Deepak Verma (Jaypee Institute of Information & Technology, Noida, India) and Harish Kumar Singla (National Institute of Construction Management and Research, Pune, India)
Copyright: © 2019 |Pages: 14
DOI: 10.4018/IJOM.2019100103

Abstract

The authors attempted to understand the consumer behavior of fruit and vegetable shoppers in India and identify whether companies offering convenience can break the jinx of orthodox/habitual shopping. The important motivators for online shoppers and orthodox shoppers are identified which was followed by a survey from India's two major cities, Delhi NCR and Pune. The authors observe that online shoppers are mostly driven by convenience in terms of travel time savings, to avoid crowds, queuing, home delivery, avoiding driving/ traffic situations, whereas orthodox shoppers are driven by freshness and quality of fruits and vegetables and give more importance in having a personal touch while purchasing. Orthodox shoppers do get hassled with crowding, queuing, but still they stick to their habitual buying behavior and do not go to the option of online shopping.
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Purpose Of The Study

In the context established above, it is very important for companies dealing in online shopping of fruits and vegetables to understand the behavior of consumers and find what motivates a orthodox/habitual shopper to physically visit the weekly market/ shopping mart to buy and what are the key drivers that are motivating online shoppers to buy fruits and vegetables from online portals. The orthodox/habitual shoppers in defined as someone who visits a shop or store or vegetable market or mandi to buy fruits and vegetables in person. The study is also an attempt to understand, what satisfactions online shoppers and orthodox shoppers are deriving when they buy fruits and vegetables and what sacrifices they are making in the process of their shopping. This may help the online companies to understand the consumer behavior of shoppers of fruits and vegetables and identify how they can break the jinx of orthodox shopping behavior by offering convenience to Indian consumers.

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