A STUDY ON FEMALE CONSUMERS’ PERCEPTION TOWARDS ONLINE GROCERY SHOPPING WITH SPECIAL REFERENCE TO KALYAN-DOMBIVLI CITY

Abstract

Grocery shopping is primarily dominated by the female consumers in the Indian market. Couple of decades ago, Indian consumers had the only option of neighbourhood grocery and kirana shops to purchase the grocery from, with limited variety. However, today the scenario has changed completely. Now, consumers have multiple options like Supermarkets, Mini-marts, Specialty stores and even E- Grocers, which have added more comfort and convenience to their lives. Change in lifestyles, growth of internet and rising number of smartphone owners have opened the doors of online market for many entrepreneurs. Bigbasket.com, Grofers.com, Localbanya.com, Zopnow.com are the few names, who have grabbed this opportunity by launching online grocery platforms. This paper aims to analyse the perception of female consumers towards shopping groceries through online platforms. A questionnaire has been developed and primary data of 110 female respondents were collected. This survey was carried out in Kalyan & Dombivli area situated in Maharashtra, India.