Understanding the Factors Driving Indian Youth Engagement with Online grocery shopping motivations: An Empirical Study

In the digital marketing environment, the concepts of consumer shopping have undergone remarkable transformations. Online grocery buying is the newest trend among young people in India. The contemporary market-oriented lifestyle has changed as a result of the culture of internet purchasing. Online marketers now have an even greater task in trying to understand how the new generation of customers is changing their lifestyles. In order to ensure customer retention, this helps internet marketers provide higher customer value together with enhanced service. With the use of a suggested model, this study investigates the relationship between functional attributes, emotional bonds, and economic values in the development of brand engagement in the online retail marketplace. Three Indian cities, Bangalore, Visakhapatnam, and Hyderabad were the sites of a sample survey of young online shoppers. The present study's findings will clarify the possibility of developing an efficient online grocery retail platform for young Indian consumers, one that would improve consumer value and increase their inclination to purchase online.