IJSART - Volume 11 Issue 9 – SEPTEMBER 2025 ISSN [ONLINE]: 2395-1052
Page | 188 www.ijsa .com
A S udy on Consume Buying Beha iou Towa ds The
Online G oce y App’s
D W Sa anya1, M S Venka esh2
1Associa e P o esso ,Dep o Comme ce wi h P o essional Accoun ing
2Dep o Comme ce wi h P o essional Accoun ing
1, 2S i Ramak ishna College o A s and Science
Abs ac - The apid g ow h o e-comme ce and inc easing
in e ne pene a ion ha e led o a signi ican shi in consume
shopping habi s, wi h a no able ise in online g oce y
shopping. The esea ch was conduc ed o unde s and he key
d i e s and challenges ha shape a consume 's decision-
making p ocess when pu chasing g oce ies h ough digi al
pla o ms. The indings e ealed ha con enience and ime-
sa ing a e he mos signi ican mo i a o s o consume s o
swi ch o online g oce y shopping. The a ailabili y o a wide
ange o p oduc s and a ac i e discoun s also play a c ucial
ole in in luencing pu chase decisions Howe e , conce ns
ega ding he quali y and eshness o pe ishable goods and a
lack o us in he selec ion p ocess we e iden i ied as majo
ba ie s. The s udy also ound ha demog aphic ac o s such
as age and occupa ion ha e a conside able impac on he
equency o online g oce y app usage. This esea ch p o ides
aluable insigh s o online g oce y app companies o de elop
e ec i e ma ke ing s a egies, imp o e se ice quali y, and
add ess consume conce ns o build us and loyal y
Keywo ds- PCB De ec De ec ion, YOLO 8, Deep Lea ning,
Real-Time Inspec ion, Compu e Vision, Flask Web
Applica ion, Au oma ed Op ical Inspec ion (AOI), Su ace
De ec Classi ica ion, Indus ial Au oma ion, Sma
Manu ac u ing.
I. INTRODUCTION
The online g oce y ma ke in India, in pa icula , has
wi nessed exponen ial g ow h, wi h majo playe s like
BigBaske , G o e s, Amazon F esh, and newe quick-
comme ce s a ups like Zep oand Blinki compe ing ie cely
o ma ke sha e .The e ail landscape has unde gone a
d ama ic ans o ma ion in ecen yea s, la gely d i en by he
pe asi e g ow h o e-comme ce and he inc easing digi al
connec i i y o consume s. While adi ional b ick-and-mo a
s o es ha e long domina ed he g oce y sec o , he eme gence
o online g oce y apps has in oduced a new and con enien
al e na i e o shoppe s. This shi has been accele a ed by
mode n li es yles cha ac e ized by busy schedules,
u baniza ion, and a g owingp e e ence o ime-sa ing
solu ions The need o social dis ancing and con ac less
shopping ins illed a new habi in consume s, pushing hem
owa ds digi al pla o ms o hei daily essen ials. This shi
has led o a bu geoning ma ke wi h nume ous playe s, om
es ablished e-comme ce gian s o specialized s a -ups, all
buying o a sha e o his g owing pie. The s udy will explo e
a ious aspec s, including he pe cei ed bene i s such as
con enience and ime-sa ing, as well as he challenges and
isks, such as conce ns abou p oduc quali y, deli e y issues,
and use us .
OBJECTIVES
To analyse he ac o s in luencing consume
p e e ence owa ds online g oce y shopping
To examine consume buying beha iou pa e ns
such as equency o pu chase a e age spending and
p oduc ca ego ies mos pu chased online.
To assess he ole o p omo ion o e s discoun s and
ad e isemen in in luencing consume buying
beha iou
STATEMENT OF PROBLEM
The apid g ow h o Ins ag am as a ma ke ing
Pla o m has signi ican ly ans o med how b ands in e ac
wi h you h consume s. Howe e , a c i ical P oblem a ises in
unde s anding how Ins ag am's Visually d i en con en
in luences he pe cep ions and emo ional connec ions ha
young use s o m wi h he b ands. while hese isual pos s con
enhance b and ecogni ion and appeal, i emains unclea how
deeply hey shape You h buying beha io and Loyal y.
Fu he mo e, he e is a lack o cla i y on how he Ins ag am
ma ke ing impac s indi iduals and you hs di e en ly ac oss
di e se loca ions and he Cul u al backg ounds. The
pla o m’s global each means ha ma ke ing s a egies ha
esona e in one cul u al con ex may no be e ec i e in
ano he leading o he inconsis encies in engagemen and
you h esponse. I poses a signi ican challenge o ma ke e s
ying o c a uni e sally e ec i e Ins ag am campaigns while
espec ing egional and cul u al sensi i i ies
LIMITATIONS OF THE STUDY
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The s udy may be limi ed o a speci ic ci y o egion
whe e a pa icula app is popula . The indings may
no be gene alizable o o he a eas wi h di e en
demog aphics, in e ne pene a ion, o cul u al habi s
The esea ch may inad e en ly ocus on a pa icula
demog aphic, such as young, u ban, ech-sa y
p o essionals, and may no ully cap u e he
beha io s o o he g oups, like olde adul s o hose
in u al a eas.
Online g oce y shopping is undamen ally di e en
om in-s o e shopping. The s udy may s uggle o
ully accoun o he senso y expe ience o in-s o e
shopping, such as he abili y o see, ouch, o smell
esh p oduce, which is a key d i e o many
consume s.
A s udy cen e ed on a single app migh no e lec
gene al consume beha io ac oss he en i e online
g oce y ma ke . The use expe ience, in e ace
design, and ea u es o a speci ic app can hea ily
in luence a consume 's beha io .
II. REVIEW OF LITERATURE
Salamzadeh, A., Eb ahimi, P., Soleimani, M., & Feke e-
Fa kas, M. (2022). A s udy compa ing g oce y apps in
Hunga y and I an used Gaussian Mix u e Model (GMM) o
clus e ing and Mul i-Laye Pe cep on (MLP) o p edic ion.
Resul s showed Wol as mos popula in Hunga y and
Snapp ood in I an, wi h GMM achie ing up o 96% accu acy
and MLP showing minimal e o (MSE < 0.1). The esea ch
emphasizes demog aphic segmen a ion and cus omiza ion in
unde s anding consume beha io .
Akh a , M. A., & Fa ooqi, M. R. (2022). S udies no e a shi
in India om o line o app-based g oce y shopping, d i en by
echnology, con enience, and COVID-19. Fac o s such as
ime sa ings, p icing, and a ie y s ongly in luence his
change.
Van D oogenb oeck, E., & Van Ho e, L. (2017). A
compa a i e analysis o g oce y apps in Hunga y and I an
applied GMM o clus e ing and MLP o p edic ion. The
indings iden i ied Wol and Snapp ood as he leading apps,
wi h high model accu acy and low e o a es, highligh ing he
impo ance o demog aphics and ma ke segmen a ion in
consume beha io .
Kim, H. (2024). S udies show ha uses and g a i ica ions
s ongly in luence use a achmen and expe ience wi h
g oce y apps, while inno a ion ac o s mainly a ec
a achmen . Use s also pe cei e hese apps as mo e simple,
bene icial, and engaging han non-use s.
Shukla, A., & Sha ma, S. K. (2018). Using TAM, esea ch
ound Indian consume s accep mobile apps o shopping, bu
adop ion in g oce ies is limi ed, sugges ing ac o s beyond
echnology in luence usage.
III. RESEARCH METHODOLOGY
Resea ch Design :
The s udy ollows a desc ip i e esea ch design o
explo e he A S udy on conusume buying beha iou owa ds
he online g oce y apps
Sampling Technique
A andom sampling echnique was used o selec
esponden s o he s udy.
Sampling Size
The s udy included a o al o 113 esponden s om
di e en demog aphic g oups.
Sampling Tools
S uc u ed ques ionnai es and su ey o ms we e
used as he p ima y ools o da a collec ion. The collec ed
da a we e analyzed using pe cen age analysis o in e p e he
esponses and iden i y ends in consume beha io ela ed o
online g oce y apps
A ea o he S udy
The esea ch was conduc ed in O e all, Coimba o e ci y.
Pe iod o he S udy
The s udy was ca ied ou o e a pe iod o one mon hs.
Da a Collec ion
Da a collec ion in ol es ga he ing in o ma ion o
obse a ions om a ious sou ces such as su eys, in e iews,
o obse a ions. This p ocess is c ucial o ob aining empi ical
e idence o suppo esea ch objec i es and analyze ends o
pa e ns.
Me hods o Da a Collec ion
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P ima y Da a
P ima y da a is i s hand in o ma ion collec ed
di ec ly by he esea che using ools such as su eys and
ques ionnai es. Responses om consume s ega ding online
g oce y apps in Tamil Nadu .
Seconda y Da a
Seconda y da a is in o ma ion collec ed p e iously
by o he sou ces and is a ailable in published o ma s. The
seconda y da a collec ed o he s udy om a ious Jou nals,
magazines, books, newspape s, epo s, and online a icles.
Pe cen age Analysis :
TABLE 1 :
Va iable
Response
Responden s
Pe cen age
Age
10 -20
60
53.1%
21 -30
42
37.2%
31 -40
6
5.3%
41 and
abo e
5
4.4%
No o
membe s
in he
amily
2-4
74
65.5%
4-6
30
26.5%
6 and
abo e
9
8%
P o ession
S uden
76
67.3%
Business
9
8%
Employee
21
18.6%
Home
Make
7
6.2%
INTERPRETATION
The able shows ha mos esponden s a e young
(10–30 yea s), belong o small amilies wi h 2–4 membe s,
and a e p edominan ly s uden s, indica ing he s udy mainly
e lec s he iews o a you h ul s uden popula ion wi h limi ed
ep esen a ion om o he g oups.
TABLE 2 :
Va iable
Response
Responden s
Pe cen age
Online
g oce y apps
Big Baske
15
13.3%
Jio Ma
10
8.8%
Zep o
23
20.4%
Flipka
28
24.8%
Amazon
12
10.6%
F esh
O he s
25
22.1
Pu chase
Con enience
Con enience
o
Shopping
any ime
43
38.1%
Wide a ie y
o
p oduc
19
16.8%
Home
deli e y
42
37.2%
Compe i i e
p icing
9
8%
P e e ence
Ease o use
(app
design&
na iga ion)
25
22.1%
Deli e y
speed &
accu acy
49
43.4%
P oduc
A ailabili y
& quali y
31
27.4%
Re u ns /
e und
Policies
8
7.1%
Challenges
La e
Deli e y
27
23.9%
Poo
P oduc
quali y
27
23.9%
Apps
C ashes
/Technical
issues
32
28.3%
Lack o
Desi ed
P oduc
27
23.9%
INTERPRETATION
The able shows ha Flipka and Zep o a e he mos
p e e ed g oce y apps, wi h con enience and home deli e y
as he main easons o usage. Cus ome s alue deli e y
speed, accu acy, and p oduc quali y o e p ice, while
common challenges include app c ashes, la e deli e y, poo
p oduc quali y, and una ailabili y o desi ed p oduc s.
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TABLE 3 :
Va iable
Response
Responden s
Pe cen age
F equency
o pu chase
Daily
11
9.7%
Weekly
27
23.9%
Mon hly
39
34.5%
Ra ely
36
31.9%
A e age
spend pe
o de
Less han 500
44
38.9%
500 -1000
35
31%
1000 - 2000
21
18.6%
Mo e han
2000
13
11.5 %
Mos
pu chased
ca ego y
F ui s &
Vege able
21
18.6%
Packaged
oods &
Snacks
41
36.3%
House hold
essen ials
39
34.5%
Daily &
Be e ages
12
10.6%
O de s yle
Always plan
in ad ance
23
20.4%
Some imes
plan
,Some ime
Spon aneous
50
44.2%
Mos ly
Spon aneous
22
19.5
Ne e plan
18
15.9%
INTERPRETATION
Mos esponden s end o shop ei he mon hly (34.5%) o
a ely (31.9%), wi h e y ew making daily pu chases (9.7%).
In e ms o spending habi s, he majo i y spend unde ₹500 pe
o de (38.9%), while only a small po ion (11.5%) spend mo e
han ₹2000. When i comes o p oduc p e e ences, packaged
oods and snacks (36.3%) along wi h household essen ials
(34.5%) a e he mos commonly pu chased ca ego ies.
Rega ding o de s yle, 44.2% o consume s some imes plan
hei pu chases, whe eas 19.5% shop mos ly on a
spon aneous basis.
TABLE 4 :
Va iable
Response
Responden s
Pe cen age
F equeny o
pu chase
Only 1
22
19.5
2 Apps
49
43.4%
3 o mo e
apps
25
22.1%
None
egula ly
17
15%
Pu chase
equency
Always
19
16.8%
O en
24
21.2%
Some imes
49
43.4%
Ra ely
12
10.6%
Ne e
9
8%
P omo ions
Discoun s
& cashback
41
36.3%
Buy 1 ge 1
ee
43
38.1%
F ee
deli e y
o e s
21
18.6%
Loyal y
ewa ds /
poin s
8
7.1%
P e e ence
o pu chase
Discoun s
a e much
mo e
impo an
26
23%
Discoun s
sligh ly
mo e
impo an
25
22.1%
Bo h
equally
impo an
40
35.4%
P oduc
quali y
mo e
impo an
22
19.5%
INTERPRETATION
Mos esponden s use wo apps (43.4%) and engage
wi h hem casually, mainly “some imes” (43.4%). Di ec
o e s like Buy 1 Ge 1 (38.1%) and cashback (36.3%) a e
mos a ac i e, while loyal y ewa ds a e leas alued (7.1%).
In choosing be ween quali y and discoun s, many balance bo h
(35.4%), hough discoun s a e o e all p io i ized mo e han
p oduc quali y.
IV. FINDINGS OF THE STUDY
Majo i y o he esponden s epo ed using wo g oce y
apps (43.4%) and engaging wi h hem only casually
(43.4%).
Majo i y o he esponden s p e e ed Flipka and Zeppa
as hei g oce y apps, ollowed by Big Baske and
Amazon F esh.
Majo i y o he esponden s we e s uden s (87.3%),
p edominan ly belonging o he 10–20 yea s age g oup
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Page | 192 www.ijsa .com
(53.1%), and li ing in small amilies o 2–4 membe s
(65.5%).
Majo i y o he esponden s pu chased g oce ies on a
mon hly basis (31.9%), ollowed by weekly pu chases
(23.9%), while daily pu chases (9.7%) we e leas
common.
Majo i y o he esponden s spen be ween ₹500–₹1000
(31.8%), ollowed by ₹1000–₹2000 (23.8%), while only a
small p opo ion (11.5%) spen abo e ₹2000.
Majo i y o he esponden s equen ly pu chased ui s
and ege ables (36.6%) and household essen ials (34.5%),
while be e ages we e he leas pu chased ca ego y.
Majo i y o he esponden s we e mos a ac ed o di ec
o e s such as Buy 1 Ge 1 (38.1%) and cashback
(36.3%).
Majo i y o he esponden s conside ed loyal y ewa ds
(7.1%) as he leas alued p omo ional s a egy.
Majo i y o he esponden s (35.4%) alued bo h quali y
and discoun s equally, hough o e all, discoun s we e
p io i ized mo e han p oduc quali y.
Majo i y o he esponden s highligh ed deli e y speed
and accu acy (43.4%) and home deli e y (37.2%) as he
key d i e s, ollowed by compe i i e p icing (22.1%).
Majo i y o he esponden s also alued wide p oduc
a ie y (16.8%) and ease o na iga ion (19.5%) as
suppo i e ac o s.
Majo i y o he esponden s aced app c ashes and
gli ches (28.3%) as he bigges issue in g oce y app usage.
Majo i y o he esponden s also epo ed p oduc
una ailabili y (27.4%), la e deli e y (23.9%), and high
deli e y cha ges (23.9%) as majo challenges.
Majo i y o he esponden s conside ed e u ns and
e unds (7.1%) as he leas p oblema ic conce n.
V. SUGGESTION
Online g oce y apps should imp o e deli e y speed,
app s abili y, and p oduc a ailabili y, while o e ing di ec
p omo ions like BOGO and cashback o a ac he la gely
s uden use base. Balancing quali y wi h discoun s, ensu ing
a o dable p icing, and educing deli e y cha ges will help
inc ease sa is ac ion and loyal y.
VI. CONCLUSION
The s udy clea ly highligh s ha he g ow h and
sus ainabili y o online g oce y apps lie in hei abili y o align
wi h he e ol ing expec a ions o consume s, especially he
you h-d i en ma ke domina ed by s uden s. Cus ome s
p ima ily seek speed, con enience, and eliabili y, and hence,
imp o ing deli e y accu acy and imeliness should be a op
p io i y. Add essing pe sis en challenges such as app gli ches,
p oduc una ailabili y, and high deli e y cha ges will u he
s eng hen use con idence and encou age epea ed usage. A
he same ime, a ac i e and s aigh o wa d p omo ional
s a egies like Buy One Ge One o e s and cashback schemes
emain essen ial o cap u e he a en ion o p ice-sensi i e
young buye s, whe eas less- alued loyal y ewa ds should be
gi en lowe emphasis. Howe e , while discoun s a e a s ong
d i e , he impo ance o main aining p oduc quali y canno
be o e looked, as use s expec eshness and eliabili y
alongside a o dabili y.
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Page | 193 www.ijsa .com
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