Navigating the Digital Grocery Marketplace: An Analysis of Consumer Challenges and Shopping Experiences

Author

B Karthikeyan, S Saravanan, P Bharath

Abstract

The rapid advancement of digital technology and the expansion of e-commerce have significantly reshaped consumer purchasing patterns, particularly in the grocery retail sector. This study investigates the challenges faced by consumers in online grocery shopping with special reference to Coimbatore City. A descriptive research design was adopted, and both primary and secondary data were utilized. Primary data were collected from 100 respondents through structured questionnaires, while secondary data were obtained from academic journals, books, and digital sources. Statistical tools such as percentage analysis, Analysis of Variance (ANOVA), and Garrett Ranking were applied to analyse the data.

The findings indicate that despite the benefits of convenience, time efficiency, and wide product availability, consumers encounter multiple challenges. Key issues identified include technical problems in applications and websites, poor product quality, and delays in delivery. Additional concerns such as high delivery charges, limited delivery time slots, and order cancellation further influence customer satisfaction. The study also reveals that demographic variables do not significantly affect the perception of these challenges.

The study concludes that enhancing technological efficiency, logistics management, and customer service is essential. From a critical standpoint, strengthening trust and ensuring service reliability are fundamental for sustainable growth in online grocery platforms.

Keywords

Online Grocery Shopping; Consumer Behaviour; Customer Satisfaction; E-commerce Challenges; Delivery Efficiency; Service Quality

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