Selling Online Grocery Possibilities in a Pakistani Setup: A Consumers’ Perspective

Abstract

Rapid change in technology and internet penetration have helped to grow the e-shopping trend in Pakistan, but still, the majority of the population prefers purchasing from physical stores. This research is an effort to determine the factors and its influences on the consumers’ online groceries purchase intentions in a Pakistani setup. Web-based survey of data collection from 307 respondents coupled with correlation & regression analysis techniques reveals that convenience, price, information quality and perceived risk factors have varying impact on consumer’s online purchase intentions. Findings may help the online grocery marketers to consider the mentioned factors seriously in order to attract consumers flow towards online purchase in a rapidly changing technological landscape.