Impact of Digital Convenience on Grocery Purchase Decisions of Working Women in Coimbatore District

Abstract

The emergence of digital technologies has transformed grocery shopping, offering convenience, flexibility, and time-saving solutions. This study examines the impact of digital convenience on online grocery purchase decisions of working women in Coimbatore District. Using a quantitative research approach, data were collected from 150 working women through structured questionnaires measuring digital convenience factors—such as app usability, secure payment, delivery efficiency, personalized services—and purchase behavior indicators like frequency, satisfaction, and loyalty. Statistical analyses, including descriptive statistics, t-tests, ANOVA, and regression, were employed to identify relationships and differences across demographic variables. Findings indicate that digital convenience significantly influences online grocery behavior, with family type affecting perceived risk and age moderating consumer behavior, attitude, and purchase intentions. Website and market factors showed no significant variation. The study highlights that enhancing digital convenience while considering demographic differences can improve satisfaction, trust, and repeated use of online grocery platforms.