A Study on Factors Influencing Consumer Purchasing Behaviour Towards Big Basket with Special Reference to Shankar Nagar Region.

Abstract: This study helps to explore and analyse the various factors influencing consumer purchasing behaviour towards Big Basket. Important factors examined include product variety, pricing strategies, delivery efficiency, promotional offers, digital user experience, and customer trust. A mixed-method approach was adopted, combining quantitative data from structured questionnaires and qualitative insights from consumer interviews. The findings reveal that convenience, competitive pricing, flexible delivery schedules, and trust in product quality are the most influential factors driving consumer preference. Additionally, digital literacy and previous online shopping experiences play a moderating role in shaping consumer choices. This study provides valuable inputs for e-grocery businesses, marketers, and stakeholders to better understand consumer expectations and to formulate strategies that enhance customer satisfaction and loyalty in a highly competitive market condition.