Socio-Economic Factors Influencing Consumers Online Purchase Behavior of Food Products in Bangalore City

Abstract

Background: Online purchase has a very important role to play in creating consistent demand for farmers’ products and linking them directly to final consumers. Preferences of consumers are the most important driver of online purchases that prosper the linkage between farmers and the final consumers and these preferences are vastly influenced by consumers’ socio-economic characteristics. The current study was conducted to analyse the influence of socio-economic factors on the online purchase of food products in Bangalore city. Methods: Individual cross-sectional data were collected using a pre-tested questionnaire from 105 consumers of randomly selected areas of Bangalore city namely, Sahakarnagar, Judicial Layout, Yelahanka, Canara bank layout, Mahadevapura, Sanjaynagar and Jayanagar. Binary logistic regression was applied as the research method to examine the influence of socio-economic characteristics like gender, age, occupation, education, number of family members with income and income (as predictor variables) towards the online purchase of food products (as dependent variable). Result: Results indicated that age (negatively), number of family members earning income and monthly income (positively) significantly influenced the online purchase of food products. Other variables like education, gender (in favour of men) and occupation also influenced (positively) the outcome variable but, statistically were not significant.