Published Online:February 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM010225
DOI:10.71329/IUPJMM/2025.24.1.5-30
Author Name:Tamanna and Ankush Wadhwa
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:5-30
The increasing popularity of online grocery shopping has brought into focus the importance of understanding consumer attitudes and behaviors for business growth. The paper intends to develop and validate a measurement scale for customer attitude, incorporating three key dimensions. The items were generated through a systematic scale development process. The scale was tested using questionnaire responses from 135 online grocery shoppers of tier-3 cities of Haryana, a geographical area that has not been previously investigated in this context, and analyzed using SPSS 22 and AMOS 26. This paper provides empirical evidence, demonstrating how each component (cognitive, affective, and behavior) exhibits positive and significant relationship with overall attitude in the context of online grocery shopping. By emphasizing the interconnectedness of dimensions in shaping consumer attitudes, the findings offer valuable insights for businesses aiming to enhance their online grocery platforms and marketing strategies to better cater to the preferences of digital consumers.
The retail sector in India is a vital pillar of the economy and is among the fastestgrowing sectors globally. The retail sector has evolved over the past few years from brick- -and-mortar to the virtual world (Jones, 2013), surpassing its traditional definition. This is a result of the Internet’s rapid expansion, which has fueled the growth of ecommerce and online retailing (Burt and Sparks, 2003; Bressolles et al., 2014; and Faqih and Jaradat, 2015).