Consumer Perception of Online Grocery Shopping in Karachi, Pakistan

This research plays a role to comprehend the attitude and behavior of Pakistani consumers towards online grocery shopping. It helps to identify factors (Product/service quality, Product guarantee, Convenience, Product/service cost, Product varieties, Perceived risk, Social norms and Website design) that can influence customers to switch to online grocery shopping and adopt online shopping as their prime mode of purchase. Findings indicate that high perceived risk is the most important and significant factor as compared to all other factors. Consumers who are less familiar with technological devices, find it difficult to trust today's technology, which includes, domestic housewives. Whereas young generation is relatively excited about the emerging medium. Purposive and snowball sampling techniques were used 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 not only finds out the existing online shopping trends and perception of people towards online grocery but also provides an insight into the future scope of online grocery shopping in Pakistan.