Abstract:
This growing competition in the online grocery segment has led to an almost oligopolistic market with a very few players in this
segment in India. The growth in the online retail industry is propelled by the fact that the better and faster a company
understands the grocery consumer’s intent and attitude in this respect, the more will this understanding contribute to the
company’s success. This study focuses on measuring the consumer’s shopping intention towards online grocery services in the
city of Ahmedabad. The study utilizes one of the most popular consumer behavioural model and its underlying theories and
constructs to gauge the consumer’s intention. The study also sugges
Description:
IPASJ International Journal of Computer Science (IIJCS), Volume 5, Issue 8, August 2017, P.12-23