The Shift from Physical to Digital: Consumer Experience in Grocery Shopping in Vijayawada and Guntur

DOI

10.2991/978-94-6463-872-1_34How to use a DOI?

Keywords

Consumer Experience; Functional Value; Emotional Trust-Based Value; Online Grocery Apps; Offline Retail Stores

Abstract

The rapid shift from physical to digital grocery shopping has resulted in a transformation in consumer behavior, prompting a comparative analysis of experiences that consumers have with online grocery apps compared to those in offline retail stores. This research examines the consumer experiences in Vijayawada and Guntur, two rapidly evolving cities that are witnessing a notable increase in digital technology usage. The consumer experience is evaluated across two important factors: Functional Value and Emotional Trust-Based Value. Functional Value included sub-factors such as Convenience & Accessibility, Pricing, Discounts & Payment Experience, and Product/Service Quality, while Emotional Trust-Based Value was assessed through Trust & Security and Shopping Experience & Satisfaction. Data was gathered using a well-organized questionnaire, which guarantees high reliability, reflected in a Cronbach’s Alpha value greater than 0.7. A sample of 384 respondents was selected from each city using a convenience sampling technique, enabling a thorough evaluation. Descriptive statistics, including percentages and mean values, are utilized to analyze consumer preferences. At the same time, MANOVA is employed to compare the mean differences between experiences in online and offline grocery shopping. The findings show that significant differences exist in consumer experience. Online grocery apps are found to excel in convenience and pricing benefits, while offline retail stores are noted for better performance in product quality and trust factors. This research provides important perspectives that can assist retailers and online platforms in improving customer experiences and closing the divide between in-store and online grocery shopping.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Teki Yaswanth Kumar
AU  - Battula Vijay Kiran
AU  - Kumpatla Jayasurya
AU  - N. Kishore Babu
PY  - 2025
DA  - 2025/11/04
TI  - The Shift from Physical to Digital: Consumer Experience in Grocery Shopping in Vijayawada and Guntur
BT  - Proceedings of the 2nd International Conference on Sustainable Business Practices and Innovative Models (ICSBPIM-2025)
PB  - Atlantis Press
SP  - 530
EP  - 550
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-872-1_34
DO  - 10.2991/978-94-6463-872-1_34
ID  - Kumar2025
ER  -