Abstract

This research paper aims at understanding the online impulse buying behaviour of consumers with specific reference to grocery products. The objective was to understand and investigate factors that lead to purchase of grocery products online with the sole objective of unearthing the unplanned purchase phenomenon. A two phased market research study was carried out in the suburbs of Mumbai to understand what influences consumers to buy groceries on impulse online. A quantitative research where 1000 consumers were sent a link to the online survey for online grocery shopping. About 150 consumers responded back saying they do not shop for groceries online. 265 completed the exercise of which 15 rejected as shopped less frequently than once in 2 months. The survey was sent randomly to consumers without any prefixed quota. A qualitative research in form of mini group discussions was carried out to gain insights into the buying behaviour. Some of the main reasons that emerged during the group discussions and confirmed during the quantitative exercise were around offers – discounts / offers such as 1+1, availability of exotic / premium products on offer, combo offers, notifications of price drop as also tempting packaging or pictures of dishes

Key words: Online Impulse Buying, Online Grocery, Consumer Behaviour, Market research, Consumer Insights