A Study of Consumer Perception and Purchasing Behaviour towards Online Grocery Stores in Jharkhand - A Case Study of Ranchi District

Abstract

The increase of e-commerce has led to a change in the way consumers conduct their buying decisions, especially in the online grocery market. The main focus is on the consumer perception and buying behaviour regarding online grocery shopping in Ranchi District. The objective of the research is to examine the effect of the quality of goods and services on online grocery purchases, determine the level of consumer awareness regarding online grocery sites, and find the highly popular online grocery apps with reasons for their popularity. The descriptive research design was adopted for this study, and both the data, which include primary and secondary sources, were used. The primary data were collected through a structured survey from 152 consumers attempting this survey using the convenience sampling method. Percentage analysis, descriptive and regression analysis are used using MS-Excel software to test the hypothesis proposed. The findings indicate that consumer perception affects online grocery shopping attitude. Consumer perceptions of features like quality of the product, delivery on time, easy ordering procedures, information available, refund policies, and saving time influence their likelihood of buying online productsRegression results have also supported the alternative hypothesis by indicating that there exists a significant relationship between consumer perception and online grocery purchasing behaviour. It is therefore recommended that services be concentrated on providing high-quality services in order to enhance consumer satisfaction and loyalty.

Introduction

This study examines consumer perception, awareness, and purchasing behavior toward Online Grocery Shopping (OGS) in Ranchi, Jharkhand. The rapid growth of e-commerce, smartphone usage, and internet accessibility has transformed retail shopping in India, making online grocery shopping one of the fastest-growing sectors. Factors such as convenience, time savings, doorstep delivery, product variety, competitive pricing, and digital payment options have encouraged consumers to adopt online grocery platforms. The COVID-19 pandemic further accelerated this shift by increasing demand for safe and contactless shopping experiences.

Despite the growth of OGS, adoption in Ranchi remains at a developing stage due to varying levels of digital literacy, awareness, trust, and consumer preferences. The study aims to understand how consumers perceive online grocery services compared to traditional retail stores and identify factors influencing their purchase decisions.

Problem Statement

Although online grocery platforms offer numerous benefits, many consumers in Ranchi still prefer traditional shopping because of:

• Trust in physically examining products before purchase.
• Habitual preference for offline shopping.
• Cost considerations.
• Limited awareness of online grocery services.
• Concerns regarding online payments and delivery reliability.

As a result, consumers are hesitant to completely switch from offline to online grocery shopping.

Significance of the Study

The study is important because it:

• Assesses the level of digital inclusion among consumers in Ranchi.
• Identifies barriers such as:
  • Limited internet connectivity.
  • Low digital literacy.
  • Fear of online fraud.
  • Reluctance to use digital payment methods.
• Provides insights for:
  • Online grocery companies.
  • Marketers.
  • Policymakers.
  • Researchers.

The findings can help improve customer experience, develop user-friendly applications, strengthen payment security, and promote wider adoption of e-commerce services.

Scope of the Study

The research focuses on:

• Consumer awareness and perception of online grocery shopping.
• Buying behavior and preferences toward online grocery platforms.
• Factors influencing purchasing decisions, including:
  • Convenience.
  • Time savings.
  • Pricing.
  • Product quality.
  • Delivery services.
  • Payment options.
  • Return policies.

Data was collected from 152 respondents in Ranchi using structured questionnaires and analyzed through percentage analysis, graphical representation, and regression analysis.

Literature Review Highlights

Previous studies have identified several factors affecting online grocery adoption:

Key Positive Factors

• Convenience and time-saving.
• Competitive pricing and discounts.
• Home delivery services.
• Product variety and availability.
• Ease of website/app usage.
• Secure payment systems.
• Positive customer reviews and ratings.
• Entertainment and economic value.

Factors Influencing Consumer Satisfaction

• Product quality.
• Delivery reliability.
• Customer support.
• Website design and aesthetics.
• Trust and perceived security.

Demographic Insights

• Younger consumers are generally more inclined toward online shopping.
• Income, occupation, and purchasing power influence shopping frequency.
• Consumer preferences vary based on digital exposure and technological awareness.

Several studies also emphasize that trust, convenience, and economic benefits are major determinants of online grocery adoption.

Research Gap

Most previous studies have focused on:

• Metropolitan cities.
• Tier-1 urban markets.
• Highly developed e-commerce regions.

Limited research has been conducted in Jharkhand, particularly in emerging urban centers like Ranchi. Existing studies often overlook:

• Challenges faced by semi-urban consumers.
• Digital literacy issues.
• Regional differences in awareness and adoption.

This study addresses these gaps by focusing specifically on Ranchi's evolving e-commerce environment.

Research Questions

The study seeks to answer:

1. How does the perceived quality of goods and services influence online grocery purchasing decisions?
2. How aware are consumers in Ranchi of available online grocery services?
3. Which online grocery application is most preferred and why?

Research Objectives

The objectives are:

1. To determine the impact of product and service quality on online grocery purchasing behavior.
2. To identify the most preferred online grocery applications and the reasons for their preference.
3. To assess consumer awareness of online grocery shopping services in Ranchi.

Hypothesis

• H? (Null Hypothesis): There is no significant relationship between consumer perception and online grocery purchasing behavior.
• H? (Alternative Hypothesis): There is a significant relationship between consumer perception and online grocery purchasing behavior.

Research Methodology

Research Design

• Descriptive research design.
• Focuses on analyzing consumer opinions, awareness, and behavior toward online grocery shopping.

Data Source

• Primary data collected directly from consumers in Ranchi.
• Structured questionnaire used to gather demographic and behavioral information.

Sample

• 152 respondents from Ranchi district.
• Consumers with awareness or experience of online grocery shopping platforms.

Conclusion

This paper has been written for the purpose of analysing the perception of consumers and their buying behaviour regarding OGS (Online Grocery Shopping) in the Ranchi district. Primary data have been used in this study. A structured questionnaire was prepared for obtaining data from the 152 respondents of the study. Suitable techniques like percentage analysis, Likert scale analysis, and regression analysis have been used for interpreting the data. Results of the study suggest that OGS is widely accepted by consumers in the Ranchi district. It is found that the maximum number of respondents know about the OG platforms and are comfortable with the purchase of groceries from this medium. Convenient shopping, time-saving features, availability of a wide range of products, and easy orderliness have been found to be the main features affecting the buying decision of consumers.

References

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Copyright

Copyright © 2026 Kusum Lata Minj, Fr. Dr. Robert Pradeep Kujur S. J., Dr. Ajay Kumar. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.