Understanding the Effect of Various Factors on Impulse Buying Behaviour in Grocery Shopping on E-Commerce Platforms during the COVID-19 Pandemic Situation in Indian Context

Abstract

In this study impulse buying behaviour for grocery shopping in various e-commerce platform during the COVID-19 Pandemic is examined across Indian states. COVID-19 pandemic has caused people to buy grocery items more than their need because of lockdown and fear of the virus. Data is collected for more than 300 respondents. Based on the statistical analysis with the current responses it is found out that scarcity and limited supply of grocery have strong relation with impulse buying behaviour in during COVID-19 pandemic. Peer buying is also an important factor which leads to impulse buying. Adding to these the various social media promotions, offers and discounts, well-categorized products all these are contributing factor to impulse buying. Many a time it is seen that people make unplanned purchases to make the cart eligible for free delivery and end up being spent more. This study also confirms this particular behaviour, i.e., making the cart eligible for free delivery has a strong impact on impulse buying. From this study marketers and brand managers will get an idea that how they can formulate winning strategies to keep their market share intact, if not better in such pandemic afterwards. The findings of the study will help to understand the fluctuations in grocery buying behaviour of the Indian consumers.

Keywords: Impulse Buying Behaviour, Online Grocery Shopping, COVID-19 Pandemic, E-Commerce

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