Comparative Analysis of Blinkit and Offline Supermarkets in Ahmedabad
DOI:
https://doi.org/10.55927/kalpari.v1i2.12485Keywords:
Online Grocery Shopping, Age Demographics, Consumer Behaviour, Trust In E-Commerce byAbstract
This study examines the influence of age on grocery shopping behaviours, focusing on the preference for online versus offline shopping platforms. With the growing prominence of online grocery shopping, particularly platforms like Blinkit, BigBasket, and Amazon, understanding the factors that drive consumer choice is essential. A survey was carried out to investigate the ways in which various age groups engage with both traditional shopping outlets like offline supermarkets and local kirana stores, as well as digital platforms such as online grocery websites. On the other hand, older shoppers tended to favor traditional in-person grocery shopping at supermarkets and local kirana stores, showcasing a generation gap in shopping habits. Trust in online platforms also varied by age, with younger consumers displaying higher levels of trust in e-commerce platforms than older consumers. The study underscores the importance of age-based segmentation in marketing strategies and highlights the need for retailers to adopt omnichannel approaches to cater to diverse consumer preferences. It also emphasizes the critical role of trust in online shopping adoption, particularly for older demographics. The findings suggest that personalized experiences, transparent communication, and robust customer support can help bridge the gap in trust and facilitate the adoption of online grocery shopping among older consumers. The study offers valuable implications for marketers, e-commerce platforms, and retailers seeking to optimize their strategies in the evolving grocery retail landscape
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