Author(s): Swati Sharma and Anjoo Chauhan

Abstract: This descriptive study provides an in-depth analysis of consumer behavior and socio-economic profiles related to the online purchase of fruits and vegetables in Jaipur, a prominent tier-2 city in Rajasthan. Utilizing a structured questionnaire, primary data were collected through personal interviews with 200 purposively selected respondents. The findings paint a clear picture of the modern online grocery shopper. The typical consumer is a married female employee, aged 28-38, with a postgraduate education and a middle-to-high household income. This demographic demonstrates mature purchasing habits, with a significant majority shopping 2-3 times per week and showing sustained trust in online platforms. Their high level of digital literacy is reflected in a strong preference for mobile applications and UPI payments, though a substantial segment still relies on Cash on Delivery. Retailers should note that social media and word-of-mouth are the key drivers of consumer awareness. For promotions, direct discounts and festive sales are the most effective strategies to influence purchasing decisions. Overall, the study confirms a high degree of consumer satisfaction and confidence in the security and quality of online grocery services, suggesting a well-established and expanding market ready for targeted growth initiatives.

Pages: 78-83 | Views: 732 | Downloads: 4

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