Title: Hesitation to adoption in the e-grocery retailing in an emerging market

Authors: Bikramjit Rishi; H. Pradeep; Manaswini Vishwanathan

Addresses: Institute of Management Technology, Raj Nagar, Hapur Road, Ghaziabad, U.P. – 201001, India ' ZS Associates India Private Ltd., Magarpatta Cybercity, Tower 12, Level 6, Hadapsar, Pune 411013, Maharashtra, India ' 3B, Sivasakthi Towers 5A, North Andar Street, Trichy, 620002, India

Abstract: The study aims to identify the various factors influencing adoption of e-grocery in India. The factors which have been analysed in this study include guidance for shopping, transaction security, sensory perception while shopping and product assortment and availability. The impact of these factors has been studied on perceived risk, perceived communicability, perceived compatibility and perceived complexity. The interactions have been hypothesised to influence customer's choice of shopping for groceries online. The sample has been selected from the MBA graduates from a leading business school in India as these MBA graduates have joined the program after the work experience and majority of them are married and they are the prospective innovators which will contribute hugely in the success of e-retailing in India. Questionnaire has been administered to 500 respondents and 440 responded. Multiple regression analysis has been used to analyse the data. A thorough understanding of the factors influencing online grocery purchase adoption could lead to the designing effective marketing mix by online retailers to grow their business.

Keywords: e-grocery; perceived risk; perceived communicability; perceived compatibility; perceived complexity.

DOI: 10.1504/IJBIR.2018.088476

International Journal of Business Innovation and Research, 2018 Vol.15 No.1, pp.99 - 118

Received: 23 Dec 2015
Accepted: 15 Apr 2016

Published online: 11 Dec 2017 *

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