Why do Consumers Shop Online? An Analytical Study on Food and Grocery Segment in West Bengal

Due to the Internet's proliferation and the globalisation of trade, retail has become a highly competitive and fast-paced industry. The expansion of the Internet has made it possible for a new kind of store to open, and it has also compelled traditional stores to think about adopting an online-only strategy. Due to the radical nature of the shift from brick-and-mortar to online retail, stores should think twice before committing to a new e-commerce strategy. The business model of online retail is not limited by traditional store hours or geographic location, and it may serve markets across an entire country for a relatively low outlay of resources. For these and other reasons, online shopping has quickly become an alternative to traditional brick-and-mortar stores. The present paper seeks to demystify the factors, influencing consumer online shopping behaviour in the food and grocery segment, in the state of West Bengal. Availability and Affordability, Convenience and Trust, Quality of Service, Motivation to Buy, Flexibility and Responsiveness, Perceived Risk, Product Attributes, have been identified as the key factors, influencing adoption of online food and grocery shopping.