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Abstract
India’s online grocery space has gone through a significant evolution in last few years- from explosive growth and funding in CY18 to growth challenges and funding winter in CY19 and then kick start and accelerated growth 2019 onwards. In this stop-start journey, many new business models have evolved, and many themes have been proven and disproven.BigBasket, India's largest online grocer, has crossed Rs 3200 crore in sales by growing over 60% during the year ended March 2019, indicating an increasing preference for online grocery shopping in the country. This study investigates to determine the attitude and buying behaviours which influence the customer to purchase groceries using online platform. The empirical study has been conducted with a well-structured questionnaire related to the various attitude and behavioral factors. The data has been collected randomly from 280 customers of big basket in Bangalore. Inferential analysis was made by using various tools like ANOVA, t-test, Cross tabulation, and regression analysis.The result reveals the importance of critical factors such as product information, reliability, prompt delivery, product safety, lower delivery costs to start buying groceries on big basket. Such critical factors are beyond market control so that online grocery retailers can sell new product information to new customers using specific marketing methods.