SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES VOL. 20 NO. 1 PAPER 1
10.5958/2321- 2012.2024.00001.0
WILL INDIAN CONSUMERS ACCEPT CLICK AND COLLECT SERVICE FOR E-GROCERY SHOPPING?
 
Priyadharshini. R*, Sunitha. T**
*    Assistant Professor, Vels Institute of Science,Technology & Advanced Studies, Pallavaram, Chennai, Tamil Nadu, India
*    Assistant Professor, Department of Business Administration, Government Arts College for Women (AU), Pudukkottai, Tamil Nadu, India
 
Click and Collect Service is an effective alternative to home delivery through online shopping but it is still emerging and not widely adopted in India, especially for e-grocery purchase. This study aims to explore the potential of Click and Collect (CC) service as a delivery mode for e-grocery shopping and identify the factors influencing consumersí intention to use the CC service in Chennai City, India. An email survey, used to collect data from regular e-grocery shoppers, yielded 256 responses. The results showed that 64.1 percent of the respondents would like to use the CC service, but not pay for it. Logistic regression estimation results revealed that consumer characteristics (age, gender, working nature, personal vehicle use), e-grocery shopping frequency, satisfaction with e-grocery delivery (quality of products delivered, delivery speed, returns policy, perception of delivery charges) and COVID pandemic fear, did have significant effect on the respondentsí intention to use CC service. Based on the study findings, appropriate recommendations are suggested for effective CC design and implementation by retailers, to boost consumer awareness and adoption of the CC delivery service.
 
KEYWORDS: Click and Collect, E-grocery Shopping, Delivery Service and Consumer Acceptance JEL CLASSIFICATIONS: L87 & D12 FULL TEXT