A Study on the Awareness and Acceptance of Online Grocery Apps among Working Community

Abstract

The e-commerce adoption is constantly growing. The rapid growth of e-commerce can be derived from the new consumer need for convenience and comfort in their purchasing process (Seybert,2012).   Within e-commerce, one of the markets that still experience this struggle is the online grocery market.  Online shopping has become a highly profitable retail format, achieving high sales values across much of the developed world. Although yet far from reaching its full potential in several markets, the current percentage of online grocery sales is certainly something to follow closely.  The objectives of the study are to analyse the level of awareness and acceptance of online grocery apps among working community, to identify the value drivers on convenience, price and quality of products (expectations/attitude), to understand the desire and willingness to use the online grocery apps and to estimate the preference of Mobile Apps.