Abstract
This research explores the intricate landscape of online grocery shopping, drawing insights from a sample of 100 respondents with diverse demographic characteristics. Through a Likert scale analysis, the study delves into the attitudes, preferences, and concerns that shape individuals' decisions to abstain from online grocery purchases. Findings reveal a nuanced landscape, with respondents expressing strong preferences for hands-on grocery selection and enjoyment of traditional shopping experiences. Trust issues with online vendors and apprehensions about privacy and security emerge as key considerations. The study uncovers the top five drivers of grocery shopping preferences and underscores the robust reliability of the Likert scale employed. In sum, this research contributes valuable insights for both academic research and practical decision-making in the realm of online grocery shopping. KEYWORDS: Online shopping, ecommerce, Factors, barriers, influencing, grocery, Vijayawada.
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