Can Indian Online Fruits and Vegetables Companies Break the Jinx of Orthodox Shopping?

Deepak Verma and Harish Kumar Singla
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Deepak Verma: Jaypee Institute of Information & Technology, Noida, India
Harish Kumar Singla: National Institute of Construction Management and Research, Pune, India

International Journal of Online Marketing (IJOM), 2019, vol. 9, issue 4, 33-46

Abstract: The authors attempted to understand the consumer behavior of fruit and vegetable shoppers in India and identify whether companies offering convenience can break the jinx of orthodox/habitual shopping. The important motivators for online shoppers and orthodox shoppers are identified which was followed by a survey from India's two major cities, Delhi NCR and Pune. The authors observe that online shoppers are mostly driven by convenience in terms of travel time savings, to avoid crowds, queuing, home delivery, avoiding driving/ traffic situations, whereas orthodox shoppers are driven by freshness and quality of fruits and vegetables and give more importance in having a personal touch while purchasing. Orthodox shoppers do get hassled with crowding, queuing, but still they stick to their habitual buying behavior and do not go to the option of online shopping.

Date: 2019
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