Effect/Role/ Influence of e-commerce on Grocery Buying Behavior of respondents: An Empirical Study in Phagwara

The evolution of e-commerce has significantly transformed consumer behavior in the retail sector, particularly in grocery shopping. This study investigates the influence of online platforms on grocery buying preferences in Phagwara, India. It aims to explore the role of convenience, pricing strategies, digital trust, and technological familiarity in shaping consumer decisions. A structured questionnaire was employed to collect primary data from 205 respondents across diverse demographic segments. The analysis utilized descriptive statistics, Chi-square tests, correlation, and regression models to examine the relationships between demographic variables, shopping frequency, and trust factors. Findings indicate a growing acceptance of online grocery platforms, primarily driven by time efficiency, home delivery, and promotional offers. However, challenges such as delayed deliveries, trust issues, and limited access to fresh produce continue to act as barriers. The study concludes that while trust in digital transactions remains important, consumers are more influenced by practical factors like affordability, accessibility, and service reliability. The research offers actionable recommendations for e-commerce platforms and local retailers to optimize user experience, enhance trust, and adapt to the evolving needs of semi-urban consumers. Keywords—E-Commerce, Grocery Shopping Behavior, Online Retail, Consumer Trust, Digital Transactions