Analyzing The Impact of COVID-19 On e-Grocery in India

Abstract

Purpose: The COVID-19 pandemic has brought about several changes in the regular life of consumers. One such field is eGrocery, where a surge in online grocery orders were seen when the nation was on lockdown. The purpose of this study is to study the impact of COVID-19 on eGrocery and to find a relation between consumer’s demographic characteristics and the satisfaction level of ordering groceries online. Design/methodology/approach: The author has conducted primary research by doing a survey online. One hundred sixty diverse responses were received, which were further analyzed using SPSS software and visually represented through Tableau. Findings: The paper finds that demographic variables, especially gender and age, affect consumers’ behavior while making online grocery purchases. Findings also reveal there is a difference among the five recognized attributes, Convenient Delivery Slots, Better Deals/Discounts, Cash free transactions, Return policy, and social distancing, before and during the lockdown. We also find that respondents leaned towards brick and mortar stores for their grocery shopping before the outbreak and more towards eGrocery platforms such as BigBasket (45%), Zomato (25%) during the pandemic. Originality/value: The main contribution of this paper is to analyze the behavior of consumers during the pandemic of 2020. Currently, not many relevant papers are there for reference. This paper can serve as a reference for the students who opt for a similar topic, want to study, and write on the COVID-19 outbreak.