Predicting Consumers' Online Grocery Purchase Intention Within Middle-Class Families

Abstract

The goal of this study was to explore the factors that affect Generation Y's purchasing intentions to the fast-food industry in India. In the fast-food sector, purchasing intentions today are a significant component of long-term corporate sustainability. In addition, in comparison with other competitive markets, buying intentions are critical; thus, the fast-food industry must resolve this problem. In this report, the main determinants for the purchasing of Generation Y students in the Fast Food Industry in India were established. A total of 313 surveys were distributed with a response rate of 91 percent using the quantitative approach in this sample. Another goal of this study was to provide fast-food restaurants with valuable insights into how to perceive customers' purchasing intentions. By knowing the main buying determinants in the fast-food industry, leaders and managers from local fast-food restaurants in India will boost customers' experiences, overcome their problems and eventually achieve a high-quality market.