A MINOR PROJECT REPORT ON

A STUDY ON IMPACT OF E-COMMERCE ON CONSUMER BUYING

BEHAVIOUR

Faculty of Commerce
Shri Jai Narain Misra PG College (KKC), Lucknow
(Accredited ‘A’ Grade by NAAC)
(An Associated College of University of Lucknow, Lucknow)

SUPERVISED BY: SUBMITTED BY:

DR. ANIKESH PRAKASH IPSHITA SRIVASTAVA

B.COM [SEMESTER: VI]

ROLL NO: 2110402010398

 CERTIFICATE

It is certified that the work contained in the project report titled A Study On Impact Of
Ecommerce On Consumer Buying Behaviour, by Ipshita Srivastava, has been carried out
under my/our supervision and that this work has not been submitted elsewhere for a degree.

Signature of Supervisor: …………….

Name: Dr. Anikesh Prakash, Assistant Professor

Department: Commerce

(I)

DECLARATION
I hereby declare that this project report entitled A Study On Imact Of E-commerce On
Consumer Buying Behaviour was carried out by me for the degree of B.COM Honours under
the guidance and supervision of Dr. Anikesh Prakash, Assistant Professor of Department of
Commerce, BSSS College. The interpretations put forth are based on my reading and
understanding of the original texts and they are not published anywhere in any form. The other
books, articles and websites, which I have made use of are acknowledged at the respective place
in the text. This research report is not submitted for any other degree or diploma in any other
University.

Place: Lucknow

Name: IPSHITA SRIVASTAVA

Class & Section: B.Com Final Year

Date:

(II)
 ACKNOWLEDGEMENT

We wish to extend our sincere gratitude to all those who have contributed to the completion of
this research project during our time at Shri Jai Narayan P.G Narayan College. First and
foremost, we express our deepest appreciation to our esteemed faculty advisors, Dr. Anikesh
Prakash for their invaluable guidance, unwavering support, and profound expertise throughout
every stage of this endeavour. Their mentorship has been instrumental in shaping the direction
and quality of our research.
We also extend our heartfelt thanks to the staff and administrators of Jai Narayan P.G College
for providing us with a conducive environment and necessary resources for conducting our
research. Their assistance and support have been indispensable to the success of this project.

Lastly, but certainly not least, we want to thank our families and friends for their unwavering
support, understanding, and encouragement throughout this academic pursuit. Their love and
encouragement have been a constant source of strength and motivation for us.

In conclusion, we acknowledge with deep appreciation the collective efforts of all individuals
and entities who have contributed to the successful completion of this research project. Your
support and contributions have been invaluable, and we are truly grateful for your involvement.

Ipshita Srivastava

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 TABLE OF CONTENTS

Chapter 1: Introduction Of The Topic 1

1.1 Rationale of the Study 2
1.1.1 Definitions 3
1.2 Introduction to Industry 4
1.2.1 History of E-commerce 4
1.2.2 Timeline of E-commerce 5
1.2.3 Models of E-commerce 6
1.2.4 Online Shopping in India 7
1.3 Introduction to Company 8
1.3.1 Advantages of Online Grocery Shopping 8
1.3.2 Disadvantages of Online Grocery Shopping 8
1.3.3 Short Introduction of Online Grocery Company in India 9
1.4 Justification of the Study 9-10
Chapter 2: Review Of Literature 11
2.1 International Review 11-14
2.2 National Review 14-16
Chapter 3: Research Methodology 18
3.1 Research Objective 18
3.2 Research Hypothesis 19
3.3 Scope of the Study 19
3.4 Research Design and Methodology 19
3.4.1 Sample Design 20
3.4.2 Sampling Method 20
3.4.3 Data Collection Tool 20
3.4.4 Analysis of Data 20
3.4.5 Limtation of the Study 21
Chapter 4: Data representation and Analysis 22
4.1 Data Representation and Interpretation 22-43
4.2 Hypothesis Testing 43-45
Chapter 5: Results and Discussios 47
5.1 Major Findings 47
5.2 Discussions and Suggestions 47
5.3 Conclusion 48
6. References 49-51

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 CHAPTER 1

INTRODUCTION TO THE
TOPIC
1.1 Rationale of the Study

1.1.1 Definitions

1.2 Introduction to Industry

1.2.1 History of E-commerce

1.2.2 Timeline of E-commerce

1.2.3 Models of E-commerce

1.2.4 Online Shopping in India

1.3 Introduction to Company

1.3.1 Advantages of Online Grocery Shopping

1.3.2 Disadvantages of Online Grocery Shopping

1.3.3 Short Introduction of Online Grocery Company in India

1.4 Justification of the Study

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 CHAPTER 1

INTRODUCTION
1.1 Rationale of the Study:

The term internet refers to a vast communication network that connects a network across the
world. It allows people to share information, thoughts, reviews, etcetera. The Internet not only
changes our day to day lifestyle but also completely changes the business world. Internet not
only changes the way the businessman conduct their business but also the way consumers make a
purchase decision. Many companies started e-commerce to reduce market cost, which results in a
reduction in the price of products and services. It assists a businessperson in understanding
customers taste, choices, and needs in terms of goods and services. Internet helps consumers, to
know more about products and services, and it also tells the positive and negative experience of
other consumers. Many experts are hopeful about the likelihood of online business.

E-commerce is one of the enormous sectors of today era. The adoption of e-commerce growing
every day. In today almost 90% of companies have a website or even companies that don’t offer
e-commerce services,(Chadwick, 2011).E-commerce is one of the leading sectors. Several kinds
of research have done on the impact of e-commerce on consumer behaviour.

With the change in technology consumers lifestyle, the standard of living, preferences, choice,
need and buying habit of consumers also changes. This study is conducted to understand
consumers buying behaviour with technology change. This study tried to fill the time gap
between existing literature and the current literature. This study will help e-commerce firms to
understand the need and wants of consumers, and it also helps to follow current market trends. It
aids firms to respond very quickly to change in technology, needs and wants of consumers.

This study studied both the positive and negative of consumers because both behaviours have an
equal impact on consumers buying behaviour. This study aid e-commerce firms to well
understand preferences, choices, needs, and the desire of consumers. It also aids firms in
identifying, what are the liking and disliking of consumers regarding online shopping.

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1.1.1 Definitions

1. Internet:Internet is a network connection that connects the entire world. Internet is a

mode of sharing an idea, thoughts, information, etcetera, from one place to another. It allows
people to share anything from any corner of the world at any time.

2. E-commerce: E-commerce stands for electronic commerce, It's a kind of business that
offered products and services. E-commerce not only means buying and selling goods, but it also
included services like online bill payment, online movie watching, online song listening, e-
learning, social media, net banking, etcetera.

Electronic commerce is a branch of electronic business. It deals exclusively in the distribution

of goods and services,(Gandhi, 2018-19).

3. Consumer Buying Behaviour:According to (Solomon, 1995), consumer buying

behaviour is a process of choosing, purchasing, using and disposing of products and services by
individuals and groups to satisfy their needs and wants.

4. Online Grocery Shopping:As per this research, online grocery shopping is the art of
buying grocery products via an internet connection. It's similar to buying any other goods online.

5. Bhopal City:Bhopal is the capital of Madhya Pradesh. Bhopal located in central India.
Bhopal is well known as a city of lake. Bhopal city has uneven elevation and has small hills.
Bhopal is a beautiful tourist spot, and it is full of natural resources. Bhopal city is one of India’s
greenest city.

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1.2 Introduction to Industry:

The advanced internet technology is attracting people for the last two decades, and it not only
changes the day to day lifestyle of people, but it also transformed the way the organisation has
done its business to survive in a competitive globalised market. Development in internet
technology makes life innovative. Now, people are doing business online innovatively. It gives
birth to electronic commerce. The Internet era largely contributes to the growth of E-commerce.
E-commerce completely changes the business world.

1.2.1 History of E-commerce :

In 1970 e-commerce was introduced by using EDI ( Electronic Data Inter-Channel).

(Miva, 2011), E-commerce is the process of buying and selling goods with an internet
connection. E-commerce doesn't only mean buying and selling goods with an internet
connection, but it also includes services like online bill payment, online ticket booking, mobile
recharge, ordering food, etcetera, are the example of e-commerce. Online shopping was inverted
in 1979 by Michael Aldrich in the UK. The first World Wide Web server created by Tim
Berners-Leein in 1990 and 1991 opened for commercial use. Amazon started in 1995 in the US
market who start selling products. Many companies come after Amazon, which started e-
commerce.

(Morrish, 2020), E-commerce achieving success since its beginnings, with its sales projected to
grow to 599.2 billion USD by 2024. The Covid-19 outbreak increases e-commerce sales by 25%
in March 2020 alone.

1.2.2 TIMELINE OF E-COMMERCE :

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1. In the year 1969, CompuServe is invented, and it founded by Dr John R. Goltz and Jeffrey
Wilkin. CompuServe built utilizing dial-up-connection.
2. In 1979, Michael Aldrich invented online shopping by connecting modified TV to the
transaction-processing computer via a telephone line. Michael Aldrich is also known as the
father of e-commerce.
3. In 1982, the Bonston Computer exchange invernted. It was a world-first e-commerce
company. It allowed people to sell their used computers.
4. In 1992, Charles M.Stack founded Book Stacks Limited. It was the first online book shop. In
1994 switched to the internet and operated from the Books.com domain.
5. In 1994, Netscape Navigator launches, Marc Andreessen and Jim Clarl co-created it as a web
browser.
6. In 1995, Amazon inverted. Jeff Bezos is the founder of Amazon. Primarily Amazon is an
ecommerce platform for books.
7. In 1998, Paypal inverted as the e-commerce payment system. In 2000, it merged with Elon
Musk’s online banking company.
8. In 1999, Alibaba inverted as an online marketplace.
9. In 2000, Google launches Google AdWords as an online advertising tool for business.
10. In 2004, Shopify launches. It is subscription-based software that allows anyone to start their
business online.
11. In 2005, Amazon launches Amazon Prime Membership. In 2005, Etsy inverted. It is an
American e-commerce website which allows crafters, and small seller to sell their goods.
12. In 2009, BigCommerce was invented. It founded by Eddie Machaalani and Mitchell Harper.
It headquartered in Austin, San, Fransico.
13. In 2011, Google Wallet launches as an online payment method, now knows as Google pay. In
2011 Stripe launches founded by John and Patrick Collison.
14. In 2014, Apple pay invented as a mobile payment method. In 2014, Jet.com introduced. It
founded by Marc Lore.
15. In 2017, Shoppable Instagram is introduced.
16. In 2020, the growth of e-commerce rises because of covid-19 people switch to online
shopping, especially for grocery, entertainment, etcetera.

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E-commerce not only means conducting business on the internet. In the era of internet
technology, e-commerce completely changes our lifestyle. E-commerce continuously achieving
success, and its become more important for businessman to follow the current trends because as
technology changes, consumer behaviour also changes. Consumer behaviour has a tremendous
impact on e-commerce.Electronic commerce is far more than just transacting business over the
internet. It will have a far-reaching and more significant effect than we presently realise. This is
since the information technology revolution is occurring at the same time as other trends, most
notably the globalisation of business. The new era of global e-commerce is spawning an entirely
new economy, which will profoundly influence our lives, reshape competition in multiple
sectors, and change the world economy.

1.2.3Models of E-commerce :

1. Business to Business e-commerce (B2B): Business to Business electronic commerce is a

model of e-commerce, which electronically sells goods and services to wholesaler then
wholesaler sells them to final consumers.

2. Business to Consumer (B2C) e-commerce: Business to consumer electronic commerce

is a model of e-commerce model. There is a direct relationship between business and consumer.
It directly sells goods and services to its customers by using its website.

3.Consumer to Business (C2B) e-commerce: Consumer to business electronic-commerce is a

model of e-commerce, where the consumer provides products or services to the business.

4. Consumer to Consumer (C2C) e-commerce: Consumer to consumer is a kind of electronic

commerce model where both buyer and seller are consumers.( OLX app is an example of C2C
ecommerce where consumers sell their old goods to another consumer).

5.Business to Government (B2G) e-commerce: Business to government electronic commerce

is a type of e-commerce model where the business has a business relationship with the
government.

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1.2.4 Online Shopping in India :

With the advent of the internet in India in 1995, online shopping was born. In the years
19992000, it becomes popular. K.Vaitheeswaran introduced the first e-commerce website in
India. India online market categorized into different sectors like Net banking, Travel and
Tourism. In India, online shopping sites include Amazon, Bigbasket, Myntra, Flipkart, Snapdeal,
etcetera. Online shopping plays an enormous role in the development of the country

(Rebekah, 2020), According to the survey, India ranked 7th in 2019 based on the CAGR of
online retail penetration in e-retail industries across the world, it increases at a rate of 36% per

year. With a steep drop in data rates in recent years. India's e-retail industry is at an inflexion.
The Indian online retail market is, expected to expand at a 30% CAGR over the next five years.
According to FY2025 estimates, it serves 300 to 350 million shoppers. In India due to the
outbreak of the covid-19, the use of online shopping increases. Due to covid-19 shops are shut
down and only a few shops like Big basket, Ondoor, etcetera delivering online services.
Consumers find that online shopping is better than offline shopping. Every day the numbers of
online shoppers increase in India.

1.3 Introduction to Company :

It becomes difficult for grocery stores to survive in this era of modernization without having an
online shopping site. Online grocery shopping is the process of buying grocery products online.
It is similar to ordering any other product online. In the earlier 1990s, online grocery shopping
started. HomeGrocer.com was the first online grocery shopping website, which was started
in1997 in Washington. In Today’s era, almost 80% of the population used online grocery
shopping. Online grocery shopping has some advantages and some disadvantages.

1.3.1 Advantages of Online Grocery Shopping :

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 • Online grocery shopping save time consumers does not need to go to different stores.
• Online grocery shopping offered 24*7services.
• Online shopping provides several choices for products and services.
• A most important advantage is that online grocery shopping is convenient.
• Online shopping gives complete information about products like quality, demerits,
characteristics.
• It also provides the positive and negative experience of other consumers so the buyer can
easily decide whether to purchase or not.

1.3.2 Disadvantage of Online Grocery Shopping :

• One of the disadvantages of online grocery shopping is that you can not touch the
products.
• Sometimes because of some reason, there can be a delay in delivery  In online
grocery shopping, there are chances of fraud.
• In online grocery shopping, there are chances of wrong delivery of products.
• Online grocery mainly depends on the internet, if a consumer doesn’t have an internet
connection he is unable to buy e-grocery.

1.3.3 Short Introduction of Online Grocery Companies in India :

1. Big Basket: Big basket was incorporated in December 2011 and headquartered in Bangalore.
It is an Indian Online grocery store that plays an enormous role in India's online grocery market.
They have a website and an app that allows consumers to shop for groceries online Big
Basketalso has partnerships with local merchants. They pick goods from the closest suppliers
and deliver them quickly.

2. Amazon pantry:Amazon Pantry started in 2014 in India. Amazon pantry offered its services
in almost 300 cities in India. Amazon Pantry is well known online grocery store in the world.
As its name implies that, it is an Amazon brand. While selecting the Amazon Pantry option on

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 their website or app, consumers can buy groceries. It offered a different variety of grocery
products. It offered services to only those consumers who are members of Amazon Prime.

3. D-Mart Online:D-mart is an Indian company. RadhakishanDamani is the owner of the

Dmart. D-mart headquartered in Powai, Mumbai, India. It offered offline and online services.

4. Flipkart Grocery: Flipkart started in 2007. It has its headquarters in Banglore, Karnataka,
and registered in India. Flipkart is one of the leading online stores, Flipkart also started selling
grocery. It offered the best quality of grocery products. It also offers clothes, footwear,
electronic goods, stationery products, books, etcetera.

5. Nature’s Basket:It was started in 2005, headquartered in Mumbai. Devendra Chawla is the
CEO1 of Nature’s Basket, Tanmay Kumar is the CFO 2 of Nature’s Basket. It has multiple stores
in India. It offers dairy products, fruits, vegetables, snacks, nutrition products, etcetera.

1.4 Justification of the Study :

The purpose of conducting this study is to know the impact of e-commerce on consumer buying
behaviour in Bhopal city, to understand what factors influence consumers in buying online
grocery products in Bhopal city. This research studied both the positive and negative behaviour
of consumers while making a purchase decision. Positive and negative attitude have an equal
impact while making a purchase decision. This study also tries to know which is the most
preferred e-commerce website in Bhopal District.

E-commerce has been very successful in the Indian market because of its straightforward and
consumer-friendly business model. If consumers adopt innovative technology into their daily
lives, the market's need and appetite are shifting. Consumers are becoming more sophisticated
as a result of e-commerce and its smooth incorporation into everyday life, and their habits and

1 CEO – Chief Executive Officer

2 CFO – Chief Financial Officer

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standards of living are changing. Consumer perceptions in e-commerce are changing as life
shifts at a quick rate. While reviewing the existing study, it was found that there is a huge time
gap between existing literature and current research. Hence, there is a need to study consumers
buying behaviour because, with the change in time, technology, standard of living, consumers
behaviour also changes. This study is conducted to study consumers buying behaviour with
change in technology or other factors. This study also aimed to fill the time gap between
existing research and current research.

CHAPTER 2

REVIEW OF LITERATURE
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 2.1 International Review

2.2 National Review

CHAPTER 2 REVIEW OF

LITERATURE
2.1 International Review :

(Bhatiasevi, 2018),This study investigated factors that influence consumers buying choices
while online grocery shopping in Thailand. This research conducted as a quantitative online
selfadministered survey of Thailand consumers who purchased groceries online. Females were
the primary group of the sample size, the youngster and then population under the age group of
40 or lastly those who are highly educated. According to this study, the maximum number of
buyers rarely buy groceries online. This study examined that factors like technology acceptance,
model variable had an influential impact on consumers online shopping behaviour. This research
indicated that both technology and consumer behaviour influenced online purchasing decisions
and that this needs to examined further.

(Chris Hand, 2009) , This study aimed to identify the factors that affect the consumer's attitude
in acceptance and abandonment of online grocery shopping. This study goal was to determine
the involvement of situational factors in the adoption of online grocery shopping. A two-step
research methodology was employed. The first step was to conduct exploratory qualitative
research to achieve a better understanding of consumers' online grocery shopping habits, results
of the qualitative research confirmed by a largescale quantitative survey, which extends the
findings of the qualitative research and verifies the role of situational factors in provoking the
start and stop of online grocery shopping. Cluster analysis used for customer segmentation,
based on a significant type of circumstances. The impact of situational factors, such as having a
child or developing health issues, are factors for starting to buy groceries online is demonstrated

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by both qualitative and quantitative findings. The researcher said that once the initial cause
faded or they faced a problem with the service, many shoppers abanded online grocery
shopping.

(Yang Huang, 2006), The purpose of this study, to know if or how shipping charges and other
three contextual factors influence shoppers' grocery shopping channel preference. A sample size
of 152 Supermarket buyers in South England, was evaluated. Two hypothetical grocery
shopping cases, with four situational factors, were presented to each participant. In each case,
respondents asked whether they preferred to shop online or offline. They also revealed details
about theirmost recent grocery shopping trip. The finding found that consumers' shopping
choices are affected by all four situational factors. This study discovered that, although delivery
charges influence consumer behaviour, delivery charges are not that important factor. A fifteen-
minute distinction in grocery store travel time had an enormous impact on whether people
preferred to shop online or in stores than a £5 delivery fee.

(Hanus, 2016), The purpose of this paper was to present the circumstances of online grocery
shopping and understand the attitude of the customer regarding purchasing food on the internet
connection. This research based on secondary data. The researcher found that there were no
restrictions on location or work hours with online grocery retailers, and customers can shop
from a wide range of stores and brands from around the country. He discussed that the most
significant benefits of online shopping are convenience and time savings, although the most
significant drawbacks for customers are the risk of wrongly evaluating certain goods and
concerns about the selection and handling of perishable food like vegetables, eggs, and meat
products.

(George Adamides, 2006), The authors of this paper explored a particular aspect of online
grocery shopping. The purpose of this study is to examine and understand how Cypriot
consumers feel about online grocery shopping. The study was held in Nicosia, the capital of
Cyprus. This study employed a self-administered questionnaire to gather data from respondents.
Consumers in Cyprus, still hesitate to consider e-grocery shopping as a viable alternative to
conventional grocery shopping. According to the results of this study, e-grocers should choose
between "good quality of the goods offered" and "a money-back guarantee" as the best risk

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relievers. Furthermore, "competitive product pricing," "secure Online transaction," and "loyalty
to well-known products" may be extremely effective rewards to increase the number of online
shoppers.

(Vijayasarathy, 2004),In this study, the researcher used a sample of 281 consumers in his survey.
To test the role of consumer behaviour to shop online. This study finds that Compatibility,
utility, convenience, and security are important factors of online shopping attitudes. This study
also revealed that perceptions toward online shopping, normative beliefs, and self-efficacy
impacted willingness to use online shopping.

(Ling ( Alice ) Jiang, 2013), This paper aims to define the key convenience dimensions of online
shopping, as convenience is one of the primary drivers of customer adoption of online shopping.
The researchers use in-depth focus group interviews with online shoppers to determine the
characteristics of online shopping convenience, and then use data from a Web-based
questionnaire survey to devise and evaluate a five-dimension to measure online shopping
convenience. This research finds that access, search, evaluation, transaction, and
possession/post-purchase convenience are the five dimensions of online shopping convenience.

(Mariam Saleem, 2018), This study aimed to know about Pakistani shoppers' attitudes and
behaviours for e-grocery shopping. The researcher discussed that consumers might be to switch
e- grocery shopping and adopt online shopping as their primary mode of purchasing by the
factors described in this research study (product quality, service quality, assurance on goods, the
comfort of consumers, price of products and services, variety of products and services,
perceived risk, social rules, and styling or interface of the online platform). While comparing all
the factors, the researcher found that high perceived risk was the most important and relevant
factor in the case of e- grocery shopping. Questionnaires were employed to gather data using
purposeful and snowball sampling approaches. This study showed that a lack of variety and
overpriced goods were also big factors in selecting online grocery as a primary shopping source.
This study examined current online shopping patterns as well as consumers attitudes toward e-
grocery shopping. Besides, this research sheds light on the future of online grocery shopping
patterns in Karachi, Pakistan.

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(Guo Jun, 2011), The researcher was considered the following factors in this study: perceived
accessibility, perceived intelligence, perceived privacy, perceived after-sales service, perceived
marketing mix, and perceived credibility. Primary and secondary sources of data used in this
study to collect the data. The perceived accessibility, perceived security, perceived privacy,
perceived after-sales service, perceived marketing mix, perceived credibility, and customers'
attitudes toward embracing online shopping in China were all found to be related in this study.
In this study, only the marketing mix and credibility, were found to have an enormous impact on
consumers' willingness to accept online shopping. The researcher said that results aid in
understanding consumers' online shopping habits.

(Michelle A. Morganosky, 2000), A preliminary evaluation of consumer reaction to and demand

for online food retail channels was presented in this article. Primary data was gathered from 243
online grocery shoppers in the United States. The maximum number of e-shopping users were
female and under 55 years old, with annual wages of $70,000 or more. Over 70% cited
convenience and time savings as the main reasons for purchasing groceries online, while 15%
cited physical or constraint concerns that made shopping at Kirana stores difficult. 19% of those
polled said they bought all of their groceries online. Demographic and online shopping factors
that are linked to the main reason for shopping online, ability to purchase all grocery products
online, perception of time spent shopping online vs. in-store, and experience with online grocery
shopping.

2.2 National Review :

(Singh, 2012), The researcher started the study in NiralaImex Inc. in the Taiwanese market,
distributing Indian grocery products to local retailers and wholesalers. This study began with
understanding consumers behaviour toward online shopping and the factors that influence a
consumer's decision to buy goods and services. Part 2 of this project focused on the
characteristics of e-shopping that affected the respondent's buying decision. It also figured out
the problems facing online shopping. The third section of this study identified the supermarket
buying decision. It identified how people choose to shop for groceries based on price, quality,

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variety, proximity, and special offers/discounts. The project also proposed a company operating
strategy that works with local grocery stores to contract dealerships.

(Shrma, 2015), The primary motive of this research was to study consumers behaviour towards
online shopping, he also tried to understand customer choices towards the attribute of the
eshopping app. The secondary objective of this study is to identified parameters for choosing a
specific shopping channel for buying grocery products, he also tried to understand whether
online shopping is good and on what factor. This research used secondary and primary data, a
sample size of 200 respondents selected in Bikaner. The finding of this study found that the
majority of respondents agree to shop online. This study also found that factors like quality,
convenience, save-time, variety of choices are beneficial for the consumer to shop online.
(S.Sathiyaraj, 2015), This study aimed to identify consumer choices for online grocery shopping
in Chennai. The researcher used primary and secondary data as a source of research. The survey
method is employed to collect primary data, the sample size to collect primary data is 200
respondent in Chennai. The study found that 29% of respondents said they shop online because
they want to find the best price for unique and special items. This study also found that
demographic factors, such as gender and age group, did not affect customer satisfaction.

(Rajesh, 2019), This study aimed to identify the factors that influence e-grocery consumer
shopping behaviour. It also aimed to identify demographic factors that influence consumers
decisions to purchase groceries online. This study had held in the Mumbai vicinity. The
technique of exploratory research was employed. For data collection, an online survey had
conducted. Customers' demographic profiles, such as gender, age, and monthly income, as well
as the frequency of shopping and shopping sites used, had all been analysed using a structured
questionnaire. A total of 117 people who shop for groceries online in Mumbai included in the
sampling. The technique of convenience sampling was employed. The findings of the study
found that e-grocery shopping factors such as product selection, availability, and delivery time
choices had an impact on both male and female shoppers. The researcher suggested that
marketers should concentrate on three factors: product descriptions, online grocery delivery and
replacement, and product choice and availability.

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(Rajagopalan, 2017),This research aimed to understand e-grocery shopping was salutary and, if
so, what factors influenced it. To identify shoppers who were aware of the existence of e-
grocery shopping sites. And to study whether the quality of a product or service affects a
customers attitude toward online shopping. To learn more about how people feel about paying
for groceries online. The purpose of the survey was to find out how shoppers in Coimbatore felt
about online grocery shopping. To collect the needed data an online questionnaire method is
employed. The research showed that a consumers perception when purchasing groceries online
and in an offline store were different. According to this study, the primary factor that influenced
consumers for buying groceries online is to save time and effort, and there are no time
constraints on online shopping.

(Ranadive, 2015), He has conducted a study to determine the level of acceptance of online
grocery shopping among Vadodara city's customers. He examined the variables that influence a
consumer's purchasing intentions and preferences. The finding of this research confirmed that
the Theory of Planned Behaviour (TPB) framework can be used to measure consumer
behavioural intentions during purchasing e-grocery. This research provides significant empirical
support for Ajzen's TPB model's applicability to online shopping behaviour. As a result, the
study showed that the TPB's predictive effectiveness in predicting online shopping behaviour,
particularly for grocery shopping in the city of Vadodara, using all three TPB factors.

(Dr. Kanjer Hanif, 2015), This research aimed to quantify the average consumer spending on
online grocery platforms. The researcher used primary and secondary data. The questionnaire
method was employed. This study found that consumer spending on online portals was less than
Rs. 2700/-, indicating that consumers spend a relatively low amount on online shopping. This
might4 be due to concerns such as a lack of confidence or unfamiliarity with the platform. This
research also tried to determine the average monthly number of visits to online grocery websites.
The maximum time's respondents visited the portals was 3.34 per month, which was a lower
figure. The majority of consumers who prefer to shop online were between the age group of 20
and 40, according to this study. The researcher suggested that considering these two
considerations, the marketing department should use online ads to increase the number of
visitors to the portals. The researchers also wanted to know how online grocery shopping

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spending is affected by the consumer's income level, the researcher found that spending was
unaffected by income group, implying that online grocery platforms would target customers
from all income groups, indicating that there is a large market for online grocery portals. As a
result, there is a lot of growth.

(Mohammad Anisur Rahman, 2018), To better understanding consumer behaviour. A

selfconstructed questionnaire of 160 respondents in Dhaka city. This study found that consumers
shop online to save time and to access a wide range of goods and services. This study found that
both men and women behave in the same way when it comes to preferring and despising factors;
they prefer door delivery and hate the lack of personal presence of products not there. They
gather electronic shopping information from websites, social media sites, and buy clothing and
accessories primarily using the cash-on-delivery payment method. The majority of customers
areconcerned about the payment system's security, and their satisfaction level with online
shopping is combined.

(Mittal, 2013),This study aimed to collect quantitative data on the reality of online shopping in
India and to clarify the growth of the industry and its effects on customer behaviour. This study
based on existing related literature and this research also examined consumer behaviour through
questionnaires. Additionally, the future growth of online shopping was assessed, as well as a
thorough comparison of consumer behaviour across countries. This study found that customer
confidence and perceived risk have a significant effect on their buying decisions on the internet
shopping. Consumer confidence, privacy issues, and security issues are the main factors that
impact a consumer's buying decision when using the internet for shopping.

(Himanshu Budhiraja), The Indian online grocery industry was strategically evaluated in this
paper. This study found that online grocery shopping was more effective for working women,
followed by men. The research also revealed that the primary motivation for buying groceries
online is to save time and effort; on average, consumers who use this model are pleased with the
quality of the goods they receive, and vendors provide substitution options. The research also
showed that customers expectations when purchasing groceries online and in a physical store are
vastly different.

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 CHAPTER 3

RESEARCH METHODOLOGY
3.1 Objective of the study

3.2 Research Hypothesis

3.3 Scope of the Study

3.4 Research Design and Methodology

3.4.1 Sample Design

3.4.2 Sampling Method

3.4.3 Data Collection Tool

3.4.4 Analysis of Data

3.5 Limitation of the Study

CHAPTER 3 RESEARCH

METHODOLOGY
3.1 Objective of the study :

• To study the impact of e-commerce on consumers buying behaviour in Bhopal City.

• To understand what factors influence consumers buying behaviour to shop grocery
products online in Bhopal City.
• To identify the most preferred e-commerce website or app in Bhopal City.
• To identify which model of payment consumers prefers more for online shopping or
eshopping provided payment security or not.

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3.2 Research Hypothesis:

Following hypothesis framed to achieve research objective:

H0: There is no impact of e-commerce on consumers buying behaviour.

H1: There is significant impact of e-commerce on consumers buying behaviour.

3.3 Scope of the Study :

E-grocery is becoming increasingly popular in India. In the future, e-shopping will supplant
offline shopping. Though offline shopping will continue to exist, online shopping has the
potential to change consumers buying behaviour. This study conducted to understand the
behaviour of consumers towards online shopping and to examine which factors
influenceconsumers to shop grocery online. This study is an attempt to find out which
characteristics of e-shopping consumers don’t like, and which quality of e-shopping they like .
This study limited to Bhopal City with sample size of 95 respondents.

3.4 Research Design and Methodology :

In this research project report, both primary and secondary data is used.

1. Primary Data:These are the data or information that are collected from other primary
sources, i.e., the data's source of origin. In this project report primary data collected from a
sample size of 95 respondents residing in Bhopal.

2. Secondary Data:Secondary data is a kind of data that already exist. In this project report,
secondary data collected from existing literature, the internet, books.

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3.4.1 Sample Design:

• Population: A population is a whole group regarding which you want to conclude about,
is known as population. The population of this study is residents of Bhopal city.

• Sample Size: The sample size chooses for this study are 95 in Bhopal City.

3.4.2 Sampling Method:StratifiedRandom sampling method employed in this study.

 Stratified Random Sampling Method :(Hayes, 2020),Stratified random sampling refers

to a sampling method that involves the division of the population into smaller sub-group
known as strata.

3.4.3 Data Collection Tool:To collect the primary data Questionnary tool is used for the
empirical research on the impact of e-commerce on consumer buying behaviour
with special reference to grocery product in Bhopal.

3.4.4 Analysis of Data:The following tools are employed for the analysis of data in this
study:

• Descriptive and inferential data analysis used.

• Percentage Analysis3:Percentage Analysis is employed to determine the relationship
between the two or more series.
• Chi Square test is employed for hypothesis testing.

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3.5 Limitation of the Study :

• This study mainly focuses on online consumers buying behaviour.

• The survey is limited to Bhopal City.
• In this study, the questionnaire based on google form, so personal presence was not there.
• Another limitation of this study was that most of the respondents filled the questionnaire
very poorly.
• Another disadvantage of this study is that at the time collecting primary data it was
difficult to find out the respondents who shop online.

3
Percentage Analysis = No. of respondents/Total no. of respondents*100

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 CHAPTER 4
DATA REPRESENTATION AND ANALYSIS

4.1 Data representation and Interpretation

1.2 Hypothesis Testing

CHAPTER 4

DATA REPRESENTATION AND ANALYSIS

4.1 Data representation and Interpretation:

Percentage= No.of Respondents / Total no.of Respondents*100

Personal information :

Question 1 Gender:

Table 4.1.1
Table showing the Gender of Respondents

Gender Respondents Percentage

Male 44 46.32%
Female 51 53.68%
Total 95 100%

Pie Chart 4.1.1

Pie Chart showing the Gender % of Respondents

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Interpretation :

The above Table and Diagram shows that out of the total 95 respondents, 53.68% of the
participants were women and 46.32% were male.

Question 2 Age:

Table 4.1.2
Table showing Age of the Respondents

Age Respondents Percentage

20-30 86 90.53%
30-40 5 5.26%
40-50 3 3.16%
50 above 1 1.05%
Total 95 100%

Bar Chart 4.1.2

Bar chart showing Age% of the Respondents

Age of Respondent
100
90 86
80
70
60
50
Respondents
40
30
20
10 5 3 1
0
20-30 30-40 40-50 50 above

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Interpretation :

The above table and diagram show that out of the total respondents, 90.53% were between 2030,
and 5.26% were between 5.26%, 3.16% were between 40-50, and only 1.05% were 50 above
respondents were participated in the survey.

It means that the majority of respondent who were participatedin survey between the age group
of 20-30.

Question 3 Preference for online shopping :

Table 4.1.3

Table showing the preference for online shopping

Preference of E -shopping Respondents Percentage
Yes 90 94.74%
No 5 5.26%
Total 100 100%

Pie Chart 4.1.3

Pie chart showing the preference % of E-shopping

Preference for E-shopping

5.26%

Yes
No
94.74%

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Interpretation :

The above table and diagram show that out of the total respondents, 94.74% preferred online
shopping, or only 5.26% don't prefer it.
It means that the majority of respondents preferred online shopping.

Question 4 Products Preferred in Online Shopping :( In this question people select more than
one checkbox, so % are more than 100 and respondents are more than 95.)

Table 4.1.4

Table showing products preferred in E-shopping

Products Respondents Percentage
Grocery 36 37.9%
Electronic Goods 50 52.6%
Cloths 75 78.9%
Footwear 46 48.4%
Accessories 48 50.5%
Cosmetic Products 32 33.7%
Other ( Bags and Furnitures) 2 2.2%

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 Bar Chart 4.1.4

Bar Chart showing products preferred in E-shopping

Products prefer in e-shopping

(Other) Bags and Furniture 2

Cosmetic Products 32
Accessories 48
Footwear 46
Responde…
Cloths 75
Electronic Goods 50
Grocery 36

Interpretation :

• The above table and diagram revealed that the majority of respondents purchase Clothes.
• Electronic goods, Accessories, and Footwear are the second most preferred Products.
• It also shows that the majority of women buy Grocery and Cosmetic products.
• The other items that are sold in e-shopping are bags and furnitures.

Question 5 Most preferred E-shopping App and Sites :( In this question respondents select
more than one checkbox, that’s why % are more than 100 and total respondents more than 95)

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 Table 4.1.5

Table showing most preferred E-shopping App and Sites

E-shooping Sites Respondents Percentage
Amazon 80 84.2%
Big Bazzar 16 16.8%
Walmart Grocery 5 5.3%
Flipkart 79 83.2%
Big Basket 14 14.7%
Other ( Mynta) 14 14.7%
(Nykaa and Purple) 4 4.21%
(Ondoor and Grofer) 3 3.15%
(Ajio) 2 2.2%
(Koovs and Symtten) 2 2.2%

Bar Chart 4.1.5

Bar chart showing most preferred E-shopping App and Sites

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Interpretation :

The above diagram depicts that the majority of respondents purchase product and services from
Amazon and Flipkart. It means that Amazon and Flipkart are the most trustable brands.

Big Bazaar, Big Basket, Myntra are the second-most usable sites and app.

Question 6 How often respondents buy grocery products online?

Table 4.1.6

Table showing the frequency of e- grocery purchase

Options Respondents Percentage
Always 7 7.37%
Often 15 15.79%
Sometime 39 41.05%
Rarely 19 20.00%
Never 15 15.79%
Total 95 100%
Bar Chart 4.1.6

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 Bar Chart showing the frequency of e-grocery purchase

Frequency of E-grocery Purchase

Never 15

Rarely 19

Sometime 39
Respondents

Often 15

Always 7

0 5 10 15 20 25 30 35 40 45

Interpretation :

The above table and diagram depict that out of total respondents, 41.05% sometimes bought
egrocery, and only 7.37% of respondents were always buying e-grocery.

It means that out of the total respondents, the majority of respondents sometimes buy online
grocery.

Question 7 Buying grocery online is beneficial or not?

Table 4.1.7

Table showing buying grocery online is beneficial or not

Options Respondents Percentage
Yes 64 67.37%
No 31 32.63%
Total 95 100%

Pie Chart 4.1.7

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 Pie Chart showing buying grocery online is beneficial or not

Buying e-grocery beneficial or not

32.63%

yes
67.37%
No

Interpretation :

The above table and diagram revealed that out of the total respondents, 67.37% agree with the
statement that buying grocery online is beneficial, and 32.63% did not agree.

It means that the majority of respondents think that buying grocery online is beneficial.

The remaining respondent thinks buying grocery online is not beneficial because of factors like
high price, wrong delivery, inability to touch and feel products.

Question 8 Which factors are most important to consumers while buying grocery online: (
In this question respondent, select more than one checkbox, that’s why % are more than 100 and
respondents are more than 95.

Table 4.1.8

Table showing which factors important to customers while buying e-grocery

Fators Respondent Percentage
Price 63 66.3%
Delivery Time 54 56.8%
Customer Service 36 37.9%
Speed 24 25.3%

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 Freshness 61 64.2%
Other( Time saving and 2 2.2%
quality)

Bar Chart 4.1.8

Bar chart showing the most important factors while buying e-grocery

Factors important for e-grocery

Other ( Time saving and
2
Quality)

Freshness 61

Speed 24

Customer Service 36 Respon

dents
Delivery Time 54

Price 63

0 10 20 30 40 50 60 70

Interpretation :

The above table and diagram show that freshness and price are the most significant factors for
customers while making an e-grocery purchase decision. Delivery time is the second important
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factor after customer service and speed. It means that all the above factors are important while
making an e-grocery purchase decision.

Question 9 How likely would you be to buy e-groceries and have delivered if there were
annual membership fee but not delivery charges?

Table 4.1.9

Table showing how likely consumers buy e-grocery if there were annual membership fee
but not delivery charges.

Options Respondents Percentage

Very likely 12 12.63%
Likely 41 43.16%
Neither likely nor Unlikely 23 24.21%
Unlikely 16 16.84%
Very Unlikely 3 3.16%
Total 95 100%

Bar Chart 4.1.9

Bar chart showing how likely consumers buy e-grocery if there were annual membership
fee but not delivery charges.

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 Very
3
Unlikely

Unlikely 16

Neither
23
likely nor… Respondents

Likely 41

Very likely 12

0 10 20 30 40 50

Interpretation :

The above table and diagram show that the majority of consumers likely to purchase grocery if
there were annual membership but not delivery charges.

Question 10 Is online grocery shopping is costly than offline shopping?

Table 4.1.10

Table showing e-grocery shopping costly than offline shopping or not

Options Respondents Percentage
Yes 35 36.84%
No 60 63.16%
Total 95 100%
Pie Chart 4.1.10

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 Pie Chart showing e-grocery shopping costly than offline shopping or not

E-grocery buying costly than offline shopping or not

36.84%

Yes
63.16%
No

Interpretation :

The above table and diagram depict that the majority of the respondents agree that buying
grocery is not costly.

It means that out of the total respondents the most of the respondents believe that buying grocery
online is cheaper than offline grocery shopping.

Question 11 Online shopping offers great discount and rewards :

Table 4.1.11

Table showing online shopping offers great discount and rewards

Options Respondents Percentage
Strongly Disagree 1 1.1%
Disagree 3 3.1%
Neutral 36 37.9%
Strongly Agree 8 8.4%
Agree 47 49.5%
Total 95 100%

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 Pie Chart 4.1.11

Pie chart online shopping offers great discount and rewards

1.10% 3.10%

49.50% 37.90% Strongly Disagree

Disagree
Neutral
Strongly Agree
8.40%
Agree

Interpretation :

The above table and diagram depict that the majority of the respondents agree with the statement
that E-shopping offers discount and reward.

Out of the total respondents, 37.90% neither agreed with the statement nor disagree.

And, only 1.10%and 3.10% did not agree with the statement.

Question 12 Online shopping tells the positive and negative experience of people :

Table 4.1.12

Table showing online shopping tells the positive and negative experience of people
Options Respondents Percentage
Stongly Disagree 1 1.1%

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Disagree 5 5.2%
Neutral 37 38.9%
Strongly Agree 7 7.4%
Agree 45 47.4%
Total 95 100%

Pie Chart 4.1.12

Pie chartshowing online shopping tells the positive and negative experience of people

1.10% 5.20%

47.40% Stongly Disagree

38.90%
Disagree
Neutral
Strongly Agree
7.40%
Agree

Interpretation :

The above table and diagram show that the majority of the respondents agree with the statement
that E-shopping tells the positive and negative experience of the consumers.

Out of the total respondents, 38.90% neither agreed with the statement nor disagree.

And, only 1.10% and 5.20% disagreed with the statement.

Question 13 Do you avoid certain items because you are unable to determine their
ingredients or nutritional information?

Table 4.1.13

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 Table showing consumer avoid certain items or not if he/she not able to determine its
information
Options Respondents Percentage
Yes 82 86.3%
No 13 13.7%
Total 95 100%

Pie Chart 4.1.13

Pie Chart showing consumer avoid certain items or not if he/she not able to determine its
information

13.70%

Yes
No
86.30%

Interpretation :
The above table and diagram depict that the majority of the respondents avoid certain items
because they are unable to determine their information.

The Reason behind avoiding certain items may be the delivery of an expired product, etcetera.

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Question 14 Do you avoid certain purchases because of unspecified production practices of
the specific item, fear of cross-contamination, or potentially unsafe handling during
delivery?

Table 4.1.14

Table showing consumers avoid certain buying or not due to unspecified prosuction
practice of cetain items.
Options Respondents Percentage
Yes 81 85.3%
No 14 14.7%
Total 95 100%
Pie Chart 4.1.14 Pie Chart showing consumers avoid certain buying or not due to
unspecified prosuction practice of cetain items

14.70%

Yes
No
85.30%

Interpretation :

The above table and diagram show that out of the total respondents the majority of respondents
avoid specific items because of unspecified production practice, fear of cross-contamination, or
unsafe handling during delivery.

Question 15 Which mode of payment due use in E-shopping?( In this question respondents
may select more than one checkbox, so % may more than 100 or a total of respondents more than
95)

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 Table 4.1.15

Table showing which mode of payment consumers prefer in E-shopping

Mode of payment Respondents Percentage
Cash on Delivery 81 85.3%
Debit Card 31 32.6%
Credit Card 12 12.6%
ATM 9 9.5%
Net Banking 21 22.1%
Other ( UPI, Gpay) 6 6.3%
Bar Char 4.1.15 Bar Chart showing which mode of payment consumers prefer in E-
shopping

Other ( UPI, Gpay) 6

Net Banking 21

ATM 9
Respondents
Credit Card 12

Debit Card 31

Cash on Delivery 81

0 20 40 60 80 100

Interpretation :

• The above table and diagram depict that majority of respondents prefer cash on
delivery as a mode of payment.
• Debit card, Net Banking are the second most preferred mode of payment.
• Credit cards, UPI, GooglePay are the least preferred mode of payment.

Question 16 Online shopping provide payment security :

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 Table 4.1.16

Table showing e-shopping provide payment security

Option Respondents Percentage
Strongly Disagree 0 0.00%
Disagree 6 6.3%
Neutral 24 25.3%
Strongly Agree 9 9.5%
Agree 56 58.9%
Total 95 100%
Pie chart 4.1.16
Pie Chart Showing e-shopping provide payment security

Payment security
0.00%

6.30%

25.30% Strongly Disagree

Disagree
58.90% Neutral
9.50% Strongly Agree
Agree

Interpreatation :

• The above table and diagram show that out of the total respondents the majority of
respondents agree with the statement that e-shopping provide payment security.
• 25.30% of respondents neither agree with the statement nor disagree.
• And only, 6.30% of respondents disagreed with the statement.

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 Question 17 What characterstics of e-shopping you don’t like ?( In this question
respondents may select more than one checkbox, so % may more than 100 or total of
respondents more than 95)

Table 4.1.17

Table showing characterstics of e-shopping consumers don’t like

Characterstics Respondents Percentage

High Price 15 16.1%
Poor return policy 46 49.5%
Inability to touch and feel 53 57%
Lack of after sale service 21 22.6%
Wrong delivery of products 32 34.4%
Other (Quality of product) 1 1.1%
(Sizes mostly out of Stock) 1 1.1%

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 Bar Chart 4.1.17 Bar Chart showing characterstics of e-shopping consumers don’t like

(Sizes mostly out of Stock)

Other (Quality of product)

Wrong delivery of products

Lack of after sale service

Respondents
Inability to touch and feel

Poor return policy

High Price

0 10 20 30 40 50 60

Interpretation :

The above table and diagram revealed that the majority of the respondents don't like the inability
to touch and feel products, it's one of the enormous disadvantages of E-shopping.

Poor return policy is the second major disadvantage of E-shopping.

It also revealed that wrong delivery of products, lack of after-sale services, quality of the
products, unavailability of stocks consumers also suffer this kind of disadvantages.

4.1.18 Conclusion of data analysis and interpretation :

E-commerce is one of the growing sectors in India. E-commerce is most common among people
in the service sector, followed by business class. The E-grocery shopping behaviour of
consumers was primarily studied in this study. The result of this study depicts that e-commerce is
more popular among youngster and woman. It also revealed that products quality, freshness,
speed, time-saving, customer services are the most significant factors for consumers
whilemaking an e-grocery purchasing decision. The major disadvantage of this model inability to
touch and feel products, poor return policy, in most of the cases bought items, not the same as
showing in pictures, delivery of expired items, etcetera. Some of the respondents suggest that the

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e-grocery platform should provide grocery products in refrigerator cool box, they should provide
fast delivery of grocery products, they should provide discounts, they should improve their
customer service, and lastly, keep grocery products fresh.

4.2 Hypothesis Testing :

Chi Square test is selected for hypothesis testing in this study.

Formula of chi square test:

where,

X2c: Value of chi square Oi:

Observed Variables Ei:Expected
Variables i:No. of position of the
Variables Table of Observed
Variable:

Satisfied Male Female Total

Yes 42 48 90
No 2 3 5
Total 44 51 95

Formula to Calculated Expected Variable: ( Row Total*Column Total )/ Grand Total Expected
value of 42 will be

Ei = ( Row Total*Column Total )/ Grand Total

= ( 44*90 )/ 95

= 41.69

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Table of Expected Variable
Satisfied Male Female Total
Yes 41.68 48.32 90
No 2.32 2.68 5
Total 44 51 95

After calculating both observed and expected value chi sqare value calculated:

Formual: X2c: ( Observed Value – Expected Value )2/ Expected Value

Calculation of X2c
Observed Value Expected Value ( Oi-Ei ) ( Oi-Ei )2 ( O-E )2/ Ei
(Oi) (Ei)
42 41.68 0.32 0.1024 0.0024
48 48.32 -0.32 0.1024 0.0022
2 2.32 -0.32 0.1042 0.044
3 2.68 0.32 0.1042 0.038

X2c = ∑ ( Oi-Ei )2 / Ei =0.0866

Calculating the degree of freedom = (No.of columns-1)*( No.of rows-1)

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 = ( 2-1)*(2-1)

= 1*1 = 1

As per Chi square distribution tablecritical or tabular ofX2c is 3.84

Interpretation :

The calculated chi square (0.0866) value is less than critical value (3.84) of chi square. So, null
hypothesis that is there is no impact of e-commerce on consumers buying behaviour is not
rejected. Therefore, the alternative hypothesis that is there is significant impact of e-commerce
on consumers buying behaviour is rejected.

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 CHAPTER 5 RESULTS AND
DISCUSSION

5.1 Major Findings

5.2 Discussions and suggestions

5.3 Conclusion

CHAPTER 5 RESULTS AND

DISCUSSION

5.1 Major Findings :

This study has conducted in Bhopal City among 95 respondent. The above-collected data, in this
study, observes that young people falling between the age group of 20-30 years are more likely to
purchase online.

This study finds that the majority of respondents prefer Amazon and Flipkart as a primary
platform for online shopping.

This study also finds that the majority of respondent think buying groceries online is beneficial
than buying groceries from the offline store, and it is also cheaper than offline shopping.

The above-collected data also revealed that price, delivery time, freshness, quality of products,
speed, time-saving, etcetera are the most significant factors for consumers while making an
online grocery purchase decision.

In the above-collected data, one condition is given to the respondent ( If there were annual
membership fee but not delivery charges, how likely would you be to buy groceries online )
majority of respondents likely to accept the situation.

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This study also shows that the majority of the respondent avoid items if they didn’t get
information of items or due to unspecified production practice of items, unsafe handling during
delivery.

This study finds that the e-shopping platform offers discount and reward.

It also revealed that the majority of respondent prefers, cash on delivery as a mode of payment
for online shopping.

The above-collected data also finds that majority of respondent think e-shopping platform
provide payment security.

This study also depicts that inability to touch and feel products, poor return policy, wrong delivery
of products, lack of after-sale services, etcetera, are enormous disadvantages of eshopping.

5.2 Discussions and Suggestions :

From the above analysis, it is clear that time-saving, convenience, variety of products, quality,
speed, etcetera, are the factors that influence consumers to shop grocery online. It also finds that
if consumers are unable to find information about specific products or services they deny the
purchase decision, so the e-commerce platform should design in such a way so that consumers
can easily find information that they are looking for regarding specific products and services.
The firm should create awareness by adopting different advertising mediums regarding shopping
stores or products and services.

Freshness and quality are two important factors while making an e-grocery purchase decision, so
the firm should provide grocery products in refrigerator cool box to keep them fresh.

Inability to touch and feel products is one of the major disadvantages of online shopping. Many
consumers still wish to see products before purchasing them; however, an attempt should be
made to change this attitude of consumers by educating them about the advantages of grocery
shopping.

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The above-collected data also find that out of the total respondent 37.9%, were neither agreed
nor disagreed that the e-shopping platform offer discounts and rewards. To attract new
consumers firm should offer various schemes and festive deals, as well as cash discounts on bulk
purchases, etcetera. It also helps e-commerce businesses in increasing their productivity.

Rather than going the traditional e-commerce path, the company could begin by getting an
established retailer online. The firm should educate its consumers about e-commerce, including
safety tips such as reading the item listing, checking for the seller's feedback ratings, asking
questions, spotting spoof emails, and being informed about new online crimes that occur
regularly.

In an era of the fastest-growing technology with changes in technology, consumers behaviour

also changes continuously. For a better understanding of consumers preference, wants, needs,
choices, etcetera, the firm should continuously evaluate consumers behaviour by taking the
survey, feedback.

5.3 Conclusion :

The Indian electronic commerce market has experienced significant growth over the last two
decades. The two key causes of this are increased use of internet access and cell phone
penetration. Furthermore, the increase in acceptance of internet purchases, as well as favourable
demographics, have altered how businesses connect, engage, and conduct business with
consumers. It has changed the way India's e-commerce industry operates. As the Internet
continues to play a significant role in connecting information and individuals, the demand on
markets that have already adopted online services, especially markets where selling goods online
is new, has increased.

This study mainly focused on understanding what factors influence consumers buying behaviour
to shop groceries online. This study also tried to determine the most preferred e-commerce app
and sites. It also studies the impact of e-commerce on consumer buying behaviour. This study

48 | P a g e
also determines online grocery shopping is beneficial or not. The last objective of this study is to
identify which model of payment prefers more for online shopping.

In this study, to collect primary data, a questionnaire method was, employed in Bhopal City
among 95 respondents. The findings of this study found that factors like time-saving, quality,
speed, customer services, variety of products are the factors that influence consumers to shop
grocery online. It also revealed that the majority of respondent think that buying grocery online
is beneficial. This study found that Amazon and Flipkart are the most preferred e-shopping sites.
The above-collected data depict that majority of respondents preferred cash on delivery as a
mode of payment for online shopping, most of the consumers think e-commerce platform
provides payment security. This study also finds that inability to touch products, poor return

policy, wrong delivery of products, etcetera are the prime disadvantages of online shopping, may
this are the reasons that most of the consumers hesitate to shop online.

Consumer buying behaviour should continuously be studied because with the change in
technology consumers behaviour also changes. It also helps the firm to understand consumers
behaviour in a better way.

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REFERENCES :

Works Cited
Bhalla, P. (2021). The History of e-commerce and its evolution-Atimeline.

Bhatiasevi, P. L. (2018, oct 26). Elucidating the Behavior of Consumers toward Online Grocery
Shopping: The Role of Shopping Orientation. Journal of Internet Commerce, Volume 17, 2018 -
Issue 4 , 418-455.

Chadwick, E. (2011).

Chris Hand, F. D. (2009). Online grocery shopping;the influence of suitational factorin .

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