Author(s):

RN Vaghasiya and MG Thakkar

Abstract: Retail sector is the most booming sector in Indian economy and it is presently largest employer sector after agriculture. Some economists say that retailing is one of the pillars of the economy in India. With over 18,000 products and over a 1000 brands in our catalogue you will find everything you are looking for. Right from fresh fruits and vegetables, rice, spices and seasoning to packaged product, beverages, personal care products, meat and many products are available. Nowadays consumers want the cheapest, biggest and quickest product from their retailer. They are moving towards the eastern model retailing revolution. Day by day consumers buying behaviour are changed due to the increasing income is affecting the purchasing of the product. The survey intends to analyze the factors which are influencing online customer buying behaviour in fruits and vegetables sector, another part is why the customer attrition in big basket retail industry. The study was done under the title of “customer buying behaviour and factors influencing in online shopping of fruits and vegetables in Surat city” based on survey done by customers of big basket. Big basket is a new type of market which came into existence in India since 2011. It is the type of market where various kinds of products are available under one roof. The present study focuses on the consumer buying behaviour towards the purchasing of fruits and vegetables in big basket online retailing company. It also focuses on the customer attrition towards online shopping of fruits and vegetables in the study area. It also focuses on the customer complaints analysis in the study region. For the purpose of this project, Descriptive cross sectional research design has been followed. A Descriptive research design is the one which is description of the state of affairs as it exist at present. It includes survey and fact finding enquires of different kind. The researcher has no control over the variables. The researcher used this research design to find out the respondents opinion. Sometimes these are referred to as “co relational” or “observational” studies. Descriptive studies can involve a one-time interaction with groups of people (cross-sectional study) Descriptive studies, in which the researcher interacts with the participant, may involve surveys or interviews to collect the necessary information. This study describes the customer buying behaviour and the reasons of customer attrition at a particular point of time during study period. Data have been collected only once from the respondents, so it is descriptive cross sectional research designThe project involves main objective is customer attrition in online shopping of fruits and vegetables in Surat city and we can find that the majority of the customers are complaints of the quality of the fruits and vegetables and price of the fruits and vegetables is higher compare to the other competitor. We finally conclude that the big basket required more attention on the customer given importance factor for purchasing fruits and vegetables and try to maintain the existing customers as long possible for better sale and decreasing customer attrition; if the one customers are dissatisfied they drop the other customers, if the customers are satisfied so they talk to positive things to their friends and relatives.

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