Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


A Study on Consumers attitude towards Online Grocery Shopping In Covid19 Pandemic

Author(s): Ramkishen Yelamanchili, Bharati Wukadada, Aparna Jain, Poorvi Pathak

The COVID19 pandemic has thrown challenges across the world, which were unprecedented. Sudden lockdowns forced people to stay indoors due to the spread of the virus. Customers were looking for innovative options to shop, staying in the comfort of their homes. OGS, through the e-commerce platforms, took advantage of this situation. This research paper attempts to bridge the gap to identify the critical factors influencing the purchase of groceries through online portals. The paper seeks to understand the triggers which influence the adoption of OGS. The findings of the study have implications for the Indian retail industry. Limitations and future research are also discussed. The research gap identified by the researchers was that no studies were conducted to gauge the impact of the pandemic on OGS. The authors tested the proposed framework by using regression analysis in SPSS 25 and collected a sample of 380 using convenience sampling.
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