TO GAUGE THE PRICES THE CUSTOMERS ARE WILLING TO PAY AND THEIR SERVICE EXPECTATIONS IN ONLINE GROCERY.

There was a time when the Indian retail consumers had the “can’t touch, wont’ buy” type of mentality. However, the consumer mentality and shopping patterns are changing very fast. According to a Forbes’ report, dozens of online grocery stores have opened up in the past few years. Some of these include Big Basket, LocalBanya, Veggie Bazaar, Fresh N Daily etc. Many of these stores currently cater to either single cities or a few metropolitan cities in restricted neighborhoods. Primary study was conducted by taking a sample size of 150.Conveineince sampling was used, out of 150 results was captured and analyzed for 147 questionnaires The willingness to pay is high at around 70% with around 53% not willing to pay any premium for the convenience. The maximum amount of premium that customers are willing to pay is 10% of product price. With regards to mode of payment, the respondents are almost equally divided among the On-Delivery payment option and Pre-Delivery payment option.