Study on Consumer Buying Behaviour Towards The Online Grocery App's

The rapid growth of e-commerce and increasinginternet penetration have led to a significant shift in consumershopping habits, with a notable rise in online groceryshopping. The research was conducted to understand the keydrivers and challenges that shape a consumer's decisionmaking process when purchasing groceries through digitalplatforms. The findings revealed that convenience and timesaving are the most significant motivators for consumers toswitch to online grocery shopping. The availability of a widerange of products and attractive discounts also play a crucialrole in influencing purchase decisions However, concernsregarding the quality and freshness of perishable goods and alack of trust in the selection process were identified as majorbarriers. The study also found that demographic factors suchas age and occupation have a considerable impact on thefrequency of online grocery app usage. This research providesvaluable insights for online grocery app companies to developeffective marketing strategies, improve service quality, andaddress consumer concerns to build trust and loyalty