Fresh picks online: Exploring consumer perception and purchase behaviour of fruits and vegetables on e-commerce platforms in Bangalore

This study examines consumer behavior and perceptions towards purchasing fruits and vegetables online in Bengaluru. The findings reveal that middle-aged consumers and young adults are the most engaged in online grocery shopping. Education level is a significant factor, with postgraduates and undergraduates being the most active online shoppers. Digital literacy confidence is a major concern, with nearly half of the respondents expressing uncertainty or lack of confidence. Time-saving is the most significant motivation for online shopping, followed by variety, competitive pricing, and discounts. The study also highlights the primary reasons for non-adoption, including lack of trust in quality, digital literacy issues, and preference for traditional shopping. Barriers hindering e-commerce usage include difficulty in understanding product descriptions, trouble locating customer support, and concerns about payment security. Quality issues, such as incorrect ripeness levels, spoiled items, short shelf-life, and bruising or damage, are also significant concerns. The study suggests that e-commerce platforms should focus on improving delivery efficiency, expanding product variety, maintaining competitive prices, offering attractive discounts, and ensuring a seamless shopping experience. Additionally, digital literacy initiatives and user-friendly interfaces can encourage broader adoption. The findings provide insights for e-commerce platforms to develop targeted strategies to enhance consumer experience and increase adoption. Overall, the study contributes to the understanding of consumer behavior and perceptions in the online grocery shopping market. The results have implications for e-commerce platforms, policymakers, and stakeholders seeking to promote online grocery shopping. By addressing the concerns and challenges identified in the study, e-commerce platforms can improve customer satisfaction and trust. The study's findings can inform the development of effective marketing strategies and initiatives to promote online grocery shopping.