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Hesitation to adoption in the e-grocery retailing in an emerging market

Author

Listed:
  • Bikramjit Rishi
  • H. Pradeep
  • Manaswini Vishwanathan

Abstract

The study aims to identify the various factors influencing adoption of e-grocery in India. The factors which have been analysed in this study include guidance for shopping, transaction security, sensory perception while shopping and product assortment and availability. The impact of these factors has been studied on perceived risk, perceived communicability, perceived compatibility and perceived complexity. The interactions have been hypothesised to influence customer's choice of shopping for groceries online. The sample has been selected from the MBA graduates from a leading business school in India as these MBA graduates have joined the program after the work experience and majority of them are married and they are the prospective innovators which will contribute hugely in the success of e-retailing in India. Questionnaire has been administered to 500 respondents and 440 responded. Multiple regression analysis has been used to analyse the data. A thorough understanding of the factors influencing online grocery purchase adoption could lead to the designing effective marketing mix by online retailers to grow their business.

Suggested Citation

  • Bikramjit Rishi & H. Pradeep & Manaswini Vishwanathan, 2018. "Hesitation to adoption in the e-grocery retailing in an emerging market," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 15(1), pages 99-118.
    • Handle: RePEc:ids:ijbire:v:15:y:2018:i:1:p:99-118
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    Cited by:

    1. Maltese, Ila & Le Pira, Michela & Marcucci, Edoardo & Gatta, Valerio & Evangelinos, Christos, 2021. "Grocery or @grocery: A stated preference investigation in Rome and Milan," Research in Transportation Economics, Elsevier, vol. 87(C).

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