A study on factors that influence the preference of customers to buy from Bigbasket over other online grocery platforms

Bigbasket is pioneer in providing online grocery delivery service. This research is conducted to find out the factors that influences the buying decision of the customer from Bigbasket. The questionnaire was circulated among 64 people who are or were the customers of it. The question included various factors like wider variety, competitive prices, discounts and offers etc. Logistic Regression (Binary) tool is used, as the dependent variable is in binary scale (Yes/No), to find out which factors are significant and impacting the buying decision of the customers. This research also covers the digital marketing strategies of it like SEO, SEM & social media marketing.