Exploratory Studies on Online Grocery Shopping

Grocery shopping has been regarded as stressful an as a chore that most people's engage it daily. Meanwhile it counterparts the online shopping has somehow or rather are gaining popularity. But consumer uptake on the online grocery service has been slower than anticipated. There were some aspects and factors that need to be looked into by the online grocer in order for them to take the opportunity of the underserved online grocery shopping in Malaysia. This study examines the perceptions and preferences of Malaysian consumer toward this online grocery shopping (OGS). It examines the time availability and convenience of OGS. Consumers who have experience in online food retail, particularly online grocery shopping and those who have used internet to purchase product or services were the, targeted sample. The study took consideration of the ethnic breakdown in Malaysia consisted the three main races Malay, Chinese and Indian with a ratio of 50:40:10. Data were gathered through a self-administered questionnaire. Result shows that Malaysian consumers were concerned with the time availability to navigate the online pages. The online grocers can use the findings of this study to understand and take the opportunity of this interesting online market.