Online Grocery Shopping and Consumer Perception : A Case of Karachi Market in Pakistan

This research study aims to comprehend the attitude and behavior of Pakistani consumers towards online grocery shopping. Factors identified (quality of product, service quality, guarantee on products, convenience or consumers, cost of services and products, range of products and varieties, perceived risk, social norms and design or interface of the online platform/website) in this research study can influence customers to switch to online grocery shopping and adopt online shopping as their prime mode of purchase. High perceived risk was observed to be the most important and significant factor in case of online grocery shopping as compared to all other factors. Consumers who are less familiar with technological devices find it difficult to trust today’s technology; these include, domestic housewives. Whereas young generation is relatively excited about the emerging medium. Purposive and snowball sampling techniques were used to collect the data using questionnaires. The results show that lack of variety and overpriced products also appeared to be the major factor when choosing online grocery as the prime source of shopping. This research study provides the existing online shopping trends and perception of people towards online grocery shopping. Furthermore, this study provides insights into the future scope of online grocery shopping trends in Karachi, Pakistan