Author(s): Swati Sharma and Anjoo Chauhan

Abstract: This study explores the key factors that influence consumer purchasing decisions and the constraints they face when buying fruits and vegetables (F&V) from online retailers in Jaipur, Rajasthan. With the rapid growth of e-commerce in India, especially in the grocery segment, understanding consumer behavior in this context has become increasingly important. A descriptive research design was adopted, using both primary and secondary data sources. Primary data were collected from 200 purposively selected respondents who actively engage in online grocery shopping, through structured questionnaires administered via personal interviews. Secondary data were obtained from research articles, company reports, books, and verified digital sources. The results indicate that product quality, the ability to save time and energy, and the availability of products are the most significant motivators influencing consumer preference for online platforms. These factors reflect the growing consumer demand for convenience, hygiene, and reliability. However, the study also identifies several critical constraints that hinder consumer satisfaction, including price fluctuations, poor product quality, extra delivery charges, and challenges in returning perishable items. While digital convenience remains a key driver of online F&V purchases, issues related to operational inefficiencies and lack of trust reduce overall satisfaction and repeat buying behavior. Based on these insights, the study suggests several strategic measures for online retailers, such as ensuring consistent product quality, maintaining stable pricing, offering flexible delivery options, strengthening customer service, and enhancing transparency and reliability. These steps can significantly improve the consumer experience and promote long-term loyalty in the competitive online grocery market.

Pages: 21-24 | Views: 818 | Downloads: 7

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