Prospects for Online Grocery Shopping in Pakistan

Abstract

Online grocery shopping is an emerging trend in Pakistan. With an increase in adoption of ecommerce technologies, grocery shopping is also experiencing new trends and opportunities. This study explores the prospects for online grocery shopping in Pakistan in the light of five key variables that according to literature are important factors that may affect online shopping trends. Prospects for online grocery shopping in Pakistan are being evaluated through the idea of perceived cost, perceived convenience, perceived risk, entertainment and law and order. For that matter, following a quantitative research approach, a questionnaire was adopted and put to reliability and validity tests. In order to collect data, convenient sampling strategy was opted for collecting data from 298 respondents. SPSS was used to analyze data using correlation and regression. The questionnaire was based on two scenarios, one was related to in-store grocery shopping and the other was related to online grocery shopping. On comparing the results of both scenarios, it was found that most people are doing in-store grocery shopping but are willing to do online grocery shopping, if certain factors such as cost of online shopping and risk of getting desired product are minimized. Moreover, entertainment has a negative relation with online grocery shopping while a positive relation with in-store grocery shopping. Lastly, perceived convenience also has a positive impact on online grocery shopping.