CONSUMERS’ INTENTION AND ATTITUDE TOWARDS ONLINE SHOPPING OF FRESH VEGETABLES AND FRUITS IN SELECTED DISTRICTS OF TAMIL NADU
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Date
2023-08-22
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UHF Nauni
Abstract
The present study focuses on Consumers’ Intention and Attitude towards Online
Shopping of Fresh Vegetables and Fruits in selected districts of Tamil Nadu. Exploratory
cum descriptive design was adopted in the study. Coimbatore district of Tamil Nadu state
was selected purposely for the study. A total of 100 respondents were constituted as a sample
for the survey. The study examined the awareness of the consumers on online shopping of
fresh vegetables and fruits, which will help businesses and researchers understand the current
state of the market, identify barriers to adoption and develop effective strategies to promote
and enhance the online shopping experience for fresh produce. The study shows how socioeconomic
and demographic factors, including age, gender, education, income, employment
status and family type influence consumers’ preferences for online shopping of fresh
vegetables and fruits. The findings reveal that individuals within the age range of 25-50
years, females, those with higher income levels and individuals with higher educational
qualifications exhibit a stronger inclination to choose online stores for purchasing fresh
vegetables and fruits compared to other respondents. The main findings of the study indicated
that free home delivery was the most valued factor considered by consumers for making
online purchases. In addition, it was found that the majority of the respondents showed a
negative attitude towards online shopping of fresh vegetables and fruits.