Study on Consumer Buying Behaviour Towards The Online Grocery App's

The rapid growth of e-commerce and increasing
internet penetration have led to a significant shift in consumer
shopping habits, with a notable rise in online grocery
shopping. The research was conducted to understand the key
drivers and challenges that shape a consumer's decisionmaking process when purchasing groceries through digital
platforms. The findings revealed that convenience and timesaving are the most significant motivators for consumers to
switch to online grocery shopping. The availability of a wide
range of products and attractive discounts also play a crucial
role in influencing purchase decisions However, concerns
regarding the quality and freshness of perishable goods and a
lack of trust in the selection process were identified as major
barriers. The study also found that demographic factors such
as age and occupation have a considerable impact on the
frequency of online grocery app usage. This research provides
valuable insights for online grocery app companies to develop
effective marketing strategies, improve service quality, and
address consumer concerns to build trust and loyalty