CONSUMER PREFERENCES TOWARDS ONLINE GROCERY RETAIL STORES – A STUDY
Abstract
Purpose: This study investigates "Consumer Preferences Towards Online Retail Stores" with the aim of gaining insights into the factors influencing consumer preferences in the online retail environment. The research seeks to identify key challenges and opportunities in this domain to enhance the overall consumer experience. Methodology: A convenient sampling approach was employed to collect data from 120 respondents, utilizing both Linear Regression and Exploratory Factor Analysis. These quantitative research methods provided a comprehensive understanding of the various aspects impacting consumer preferences in online retail. Findings: The study reveals those factors such as "Local and Global Shipping Options" significantly influence consumer preferences, highlighting the importance of offering diversified shipping choices. Additionally, challenges related to "Product Customization" and "Product Authenticity" were identified, emphasizing the need for tailored strategies to address these issues effectively. The study also highlights issues surrounding "Incorrect Product Shipment" and "High Delivery Charges," which have a negative impact on customer purchase intent. This underscores the urgency of improving inventory management and feedback mechanisms. "Quantity Discrepancies" were found to correlate with delivery-related challenges, emphasizing the need for swift resolutions and streamlined inventory management processes. Implications: To enhance consumer preferences for online retail, a dual strategy is recommended. First, it is imperative to diversify and optimize shipping options while strengthening product authenticity to build trust and enhance customer satisfaction. Second, a focus on inventory management improvements, accurate shipments, and offering cost-effective choices like in-store pickups is essential. This proactive approach aims to foster more effective consumer preferences for online retail stores, ultimately driving increased customer satisfaction and loyalty in this dynamic and competitive market.
