Chapter I

Introduction

1.1 General Background

With the growth of the market, the role of consumers is evolving. The word "consumer" is
derived from the Latin word "consumens," which means "to buy (goods or services) for
immediate use or possession" (Rybowska, 2010). Particular focus is placed on "consumer
behavior" and its determinants in the discipline of consumption theory and practice study.
According to Salomon (2013), consumer behavior is a process that encompasses pre-, during-,
and post-consumption phases. Along with exchange, consumption, and disposition that
acquisition is one of the crucial parts of consumer behavior to be researched since it represents
the contexts, influences, and preferences that lead consumers to choose one product over another
(Mowen and Minor, 1998). Consumers select, purchase, and use products, services, and
experiences in a variety of ways. E-commerce is growing in popularity among customers looking
for the best ways to acquire products and have access to information about them as well as
among businesses interested in expanding their market share (Karpiska-Krakowiak, 2014).
Online shopping is among the most popular e-commerce activities globally, and in 2019 it is
anticipated that global e-commerce sales would top 3.5 trillion dollars. In 2020, more than two
billion consumers will have made transactions online, with global e-commerce sales topping $4.2
trillion (Chevalier,2014). As a result, internet retail sales have been catching up with those of
foreign businesses. The food industry is one of the internet markets that has been attempting to
expand by offering online grocery.

Kotler and Armstrong (2018) stated that there are four categories into which we can divide the
factors that affect consumers' purchasing decisions: cultural (including culture, subculture, and
social classes), social (which incorporates reference groups, families, roles, and social positions),
personal (including age, occupation, consolidation, economic aspects, lifestyle, and personality),
and psychological (motivation, perception, learning, beliefs, and attitudes). According to Horner
and Swarbrooke (2016), the following elements are taken into account when making a decision:
the consumer's lifestyle, the cost of the good or service, its value, the locations where it is sold,
and its after-sale support. The impact of particular variables on consuming habits is discussed.
Larentis (2009) found that aspects including culture, subculture, reference groups, lifestyles, and
fashion have a tendency to influence a consumer's state of desire. Additionally, psychological
factors including price, stress, and emotion have a direct impact on consumer behavior.

In addition to the aforementioned factors, situational factors may also influence customers'
online purchase intentions. These characteristics can be identified by the fact that customers start
to purchase groceries online when a situation calls for them. It was discovered that triggers for
beginning to buy food online include situational considerations like having a baby or
experiencing health issues (Harris et al., 2009). The current situational aspect that is most readily
apparent is the Covid-19 pandemic, which has affected all customers worldwide. Recent research
demonstrates that the coronavirus pandemic has a favorable impact on the proportion of food that
customers purchase online (Neuninger and Ruby, 2020). This change might be a result of people
thinking that doing their grocery shopping online is a good strategy to stop the virus from
spreading (Neuninger and Ruby, 2020). In the area of online food purchasing, these
modifications are largely favorable. However, it has also been discovered that this contextual
component triggers stock panic behavior both offline and online (Hao et al., 2020). Businesses
struggle to change ingrained business strategies and solve logistics (Dannenberg et al., 2020).
Although the situational factor has these unfavorable impacts, many retailers are increasing their
online capabilities to meet the rising demand in the online grocery sector (Neuninger and Ruby,
2020).

Demographic factors make up the last set of factors. It was discovered that households with
greater incomes are more likely to shop for groceries online (Maat and Konings, 2018). They
said that this conclusion is significant because higher-income households are less sensitive to the
fact that grocery delivery to the home is subject to a delivery cost. Age is a demographic variable
that has been studied from the perspective of generations. Bauerová and Klepek (2018) examined
shoppers’ motivations for shopping and opinions toward grocery store digitization, they
discovered disparities between customer generations. The following study separated online
grocery shoppers into five groups based on individual traits such as working mothers, young
professionals, and other characteristics, as well as the groups themselves (Seitz et al., 2017).
Bauerová and Klepek (2018) discovered distinctions between research groups and online grocery
shopping motivations. Young professionals and mothers who work benefit greatly from time
savings. Generation Y who are seen as the most numerous and valuable take center stage (Kumar
and Sadarangani, 2018). According to studies on intergenerational disparities, there are
generational differences between how people perceive online grocery shopping and their
intention to do so, as well as between how people perceive gender roles (Droogenbroeck and
Hove, 2020).
A wide range of OGS services has arisen in recent years. The most popular services are the
following: (1) pick-up services, where customers place online orders and pick them up in a store
or warehouse; (2) home deliveries made by professional couriers coordinated by a retailer (e.g.,
Amazon Fresh/Whole Foods home delivery); and (3) home deliveries made by amateur couriers
(crowd shipping) (Lien, 2017). There have been hints that internet users are more financially
successful than non-users, less risk-averse, and more inventive and impulsive. These customers
prefer that online stores are available 24/7 and think that doing their shopping from home is
enjoyable, simple, and time-saving (Ramus and Nielsen, 2005).

According to Alaimo (2020), the COVID-19 pandemic boosted food hoarding and food shopping
over the internet. The pandemic led people to purchase items and food online to follow
government-implemented rules such as social distancing and lockdowns, which led to the
increase of e-commerce. According to Dannenberg et al. (2020), the coronavirus pandemic has
had a favorable impact on the proportion of groceries individuals purchase online This shift
might be a result of people thinking that doing their grocery shopping online is a good strategy to
stop the virus from spreading (Neuninger and Ruby, 2020). In the area of online food purchasing,
these modifications are largely favorable. Hao et al. (2020) discovered that contextual
component triggers stock panic behavior both offline and while making food purchases online,
and businesses struggle to resolve logistical issues and adapt to new business models. Although
the situational factor has these unfavorable impacts, many retailers are increasing their online
capabilities to meet the rising demand in the online grocery sector (Neuninger and Ruby, 2020).
Instead of taking a chance on getting COVID-19 at the point of sale, customers purchase online
to ensure they will receive the needs they desire. The COVID-19 outbreak has made online
shopping a necessity for the community. Saunders (2018) discovered that by 2022, online
purchases would probably make up more than 10% of all grocery sales, driving the market's
future expansion.

According to Redman (2020), the paradigm shift towards online grocery stores is primarily
because with online grocery supermarkets there are no limitations connected with localization
and opening hours, and consumers have access to a large range of stores and products online
across the world. According to Mehta (2020), the online grocery retail sector is one of the areas
where IOT (internet of things) is set to change grocery retail. Initially, there were apprehensions
regarding grocery shopping from the consumer’s point of view; later on, with the emerging
digitalization consumer adoption in the enterprise is currently experiencing a boom as consumers
are able to analyze the benefits of online grocery shopping. According to Borsellino et al. (2020),
a large share of customers started purchasing healthier and more sustainable meals despite price
volatility and worries about future family finances. Hao et al. (2020) stated that the pandemic has
had a significant impact on current civilization at many different levels, including public health,
quality of life, food, and economic and financial stability. The pandemic outbreak and the
adoption of stay-at-home ordering have increased interest in the online operation model among
grocery stores. Online food sales have increased dramatically as a result of social distance, which
might be seen as a turning point in the adoption of online grocery shopping (Richards and
Rickard, 2020).

As per Erickson (2020), the increased sensitivity toward the shopping environment led to new
shopping procedures. Special online delivery offers and free home delivery services became
popular to attract customers. Koirala et al. (2021) stated that due to cheaper internet access
during the COVID-19 pandemic period, online shopping has flourished in Nepal. It is accurate to
say that COVID-19 is changing the way that consumers make purchases and respondents have
mixed opinions on making purchases online. Wee (2014) found that a consumer's opinion of the
product’s safety, health, environmental impact, and animal welfare had a substantial impact on
their decision to buy organic food. According to Patnaik (2015), customers still value the sensory
stimulation, human interaction, and sense of atmosphere that traditional retailers provide.
The above discussion shows that the studies dealing with customer behavior in buying groceries
online after the global pandemic in Nepal are of greater significance. Hence, this study focuses
on examining the consumer behavior in buying groceries online after the global pandemic in
Nepal.

1.2 Statement of problem:

Due to the perishability, variety, and frequency of the goods, shopping for food and groceries
online is fundamentally different from other types of online purchasing. Hansen (2006)
discovered that certain consumers particularly associated online grocery shopping with more
complexity and worse relative advantage. Contrary to normal online buying, where users
frequently cite expediency and usability as motivating factors for adoption (Sin and Tse, 2002).
Unlike other online consumers who visit several e-retailers and make irregular purchases based
on their disposable incomes, online grocery shoppers regularly spend a far bigger amount of their
income on groceries (Ramus and Nielsen, 2005). According to Citrin et al. (2003), fresh food
items, baked goods, and meat generally fall under the "see, touch, and smell" category, which
makes them difficult to sell online Even if higher freshness and quality can be advertised online,
a customer must deal with the possibility that the item they have ordered may degrade before it is
delivered (Tsiros and Heilman, 2005). Because grocery shopping is habitual, it is repetitive, and
thus, online grocery shopping tends to be more common than general internet shopping
(Opreana, 2013).

Gomes and Lopes (2022) found that age, education, and income are some sociodemographic
factors that affected people's propensity to shop online during the pandemic. Particularly, the
findings of this study show that young male consumers with higher levels of education and
income have a favorable impact on the experience of shopping for groceries online. According to
Vaidya (2019), the primary factors for consumers to choose online buying were time savings,
deals, an easy ordering process, and information available at the online shopping portal.
Nepalese customers prefer online buying because of the service quality offered by online
retailers.

Bauerová (2021) found that consumers of practically all studied age groups (millennials and
Baby Boomers) accepted online grocery shopping more quickly, indicating that the situational
component under study did not only affect millennials. This shows ongoing changes in the
makeup of online grocery shoppers. Due to generational differences in attitudes toward the
advantages of grocery shopping online or in the reasons behind their purchases, these shifts may
have an impact on consumer behavior in the sector. Rout et al. (2022) concluded that factors
such as self-isolation intention, perceived ease of use, perceived usefulness, and customer
perceived value, have positively and significantly predicted online grocery shopping intention.
Further, the perceived usefulness and self-isolation intention positively and greatly influence the
customer perceived value. Kim Dang et al. (2018) found consumer preferences and attitudes
regarding online food products and examined how the Internet has changed people’s food-buying
behaviors. The study is significant because it establishes the underlying consumers’ concerns
with regard to food safety information, especially for online food products. Compared to other
products, consumer preferences and attitudes toward buying food online differs in that the
perceived risks and information quality do not play major roles in influencing their buying
behavior.

Malla (2018) concluded that customers anticipate accurate product representation on the website,
as well as efficient customer and post-purchase support. Their purchasing decisions are directly
influenced by the opinions of friends and family members and the company's ranking. The
clients place great value on flexible payment methods. Driediger and Bhatiasevi (2019) found a
significant relationship between perceived ease of use, perceived usefulness, intention to use,
subjective norm, and perceived enjoyment, all of which are factors in Thailand consumers'
acceptance of online grocery shopping. On the other hand, it was discovered that neither
perceived danger nor visibility had any real influence on how useful people thought online
grocery shopping was. According to Mortimer et al. (2016), while perceived risk completely
mediates the effect of trust on repurchase intentions for infrequent online grocery buyers,
customer satisfaction predicts trust for both frequent and infrequent users of the service. Oliveira
et al. (2021) found that throughout the pandemic, consumers changed their buying habits,
particularly regarding frequency, mode of transportation utilized for purchases, amount of funds
set aside for such purchases, and channels used.

Gomes and Lopes (2022) concluded that healthier consumer behavior towards food and
beverages during the pandemic, compared to before the pandemic, may influence a greater
propensity for online grocery shopping. Sociodemographic characteristics (age, education,
income) were also determinants of the propensity to shop online during the pandemic. Fatima et
al. (2022) found that brand equity acts as a mediator between social media involvement and both
online and offline purchasing intentions. Results also show that during COVID-19 19 trust in
online purchases reduces the association between social media activity and intentions for
physical purchases but strengthens the relationship with those for online purchases. Younes et al.
(2022) found that in-person grocery shopping will resume its pre-pandemic levels, we also
discovered that post-COVID, respondents reported a slight rise in their online grocery
purchasing tenacity. Adibfar et al. (2022) concluded that in-person buying will maintain a
healthy balance after the pandemic and would follow their pre-pandemic trends.

AL-Hawari et al. (2021) stated that there is a bright future for electronic grocers in Oman,
especially with the rise in internet shoppers brought on by Covid-19. The pandemic had altered
consumers' purchasing habits. In the case of Nepal, Vaidya (2019) concluded that the
competition has been rapidly increasing day-by-day since there is an increasing number of online
stores in Nepal, which `ultimately will benefit the future of e-commerce in Nepal. Gomes and
Lopes (2022) found that a positive online buying experience during the pandemic can have a
significant impact on future online shopping aspirations. It is projected that in the next decade,
online platforms will transform people’s purchasing behaviors, especially with regard to
acquiring food items (Hua and Shaw, 2020)

Though there are the above-mentioned evidences in the context of other countries and Nepal, no
such evidence using more recent data exist. Thus, this study deals with the following issues
regarding customer behavior in buying groceries online after the global pandemic in Nepal:
 1. What is the perception of respondents on perceived ease of use, perceived service quality,
perceived security, online payment process, trust and interest and consumer purchase
behavior of online grocery shoppers in Nepal?
2. Is there any correlation between perceived ease of use, perceived service quality,
perceived security, online payment process, trust and interest, consumer purchase
behavior with customer satisfaction/decision in buying groceries online after the global
pandemic in Nepal?
3. Does perceived ease of use, perceived service quality, perceived security, online payment
process, trust and interest, consumer purchase behavior have significant impact on with
customer satisfaction/decision in buying groceries online after the global pandemic in
Nepal?
4. Whether perceived ease of use, perceived service quality, perceived security, online
payment process, trust and interest and consumer purchase behavior are correlated with
customer satisfaction/decision in buying groceries online?
5. What is the relationship between perceived ease of use, perceived service quality,
perceived security, online payment process, trust and interest and consumer purchase
behavior with customer satisfaction/decision in buying groceries online?
6. Which factors among perceived ease of use, perceived service quality, perceived security,
online payment process, trust and interest and consumer purchase behavior need to be
improved to enhance customer satisfaction/decision in buying groceries online?
7. Which is the most significant factor that affects customer behavior in buying groceries
online after the global pandemic in Nepal?
8. Which is the most significant factor that affects customer satisfaction/decision in buying
groceries online?

1.3 Objectives of the study

The major objective of the study is to examine the impact of work-life balance on employee
retention in Nepalese commercial Banks. The specific objectives are as follows:
 1. To assess the perception of customer satisfaction/decision regarding perceived ease of
use, perceived service quality, perceived security, online payment process, trust and
interest and consumer purchase behavior
2. To examine the relationship between perceived ease of use, perceived service quality,
perceived security, online payment process, trust and interest and consumer purchase
behavior with customer satisfaction/decision in buying groceries online after the global
pandemic in Nepal.
3. To examine the impact of perceived ease of use, perceived service quality, perceived
security, online payment process, trust and interest and consumer purchase behavior on
customer satisfaction/decision in buying groceries online.
4. To determine the most influencing factor of online grocery shopping that affects
customer satisfaction/decision in buying groceries online.

1.4 Significance of the study

The study will focus on understanding the paradigm shift of customers from offline to online
grocery shopping. With this knowledge as many online e-commerce platforms are already
booming in Nepal, more intel could be extracted about the buying behavioral pattern and how
Nepalese society shifted more towards online shopping after the global covid outbreak and if this
is not just a one-time trend but is a new milestone to digitalized shopping. This study will be
helpful for retailers and online grocery selling platforms, or enthusiasts who would like the study
the paradigm shift of buying behavioral patterns in the digitalized food industry.

The findings of this study will be helpful in determining the factors that influence the online food
purchasing experience, which will help retail food companies who wish to position themselves in
e-commerce plan and execute their strategic marketing. This study also advances and expands
the body of knowledge about food shopping online before, during, and after the COVID-19
epidemic. 

Additionally, the study intends to outline the circumstances around online grocery purchasing
and consumer attitudes regarding doing so. Therefore, particular differences between online and
traditional food shopping are discussed in this study, along with the advantages and pitfalls of
doing so from the perspective of the consumer.

1.5 Literature review

The review of literature has been organized as follows:
1.5.1 Review of major literature
1.5.2 Review of recent literature
1.5.3 Review of Nepalese literature

1.5.1 Review of major literature

The major literature reviewed in this study is shown in Table 1.1.
Table 1.1: Review of major literature

Study Major findings

Oliveira et al. (2021) The consumers changed their behavior patterns,
specifically: in the frequency of shopping; the use of
transport to carry out the purchases; the amount of the
budget allocated for this purpose; and the channels used
to purchase.
Ericksson and Stenius (2020) Consumers are shifting to online grocery shopping,
which may induce more fundamental and enduring
changes in grocery retail.
Grashuis et al. (2020) In situations where COVID-19 was spreading at an
increasing rate, consumers were generally less willing to
shop inside the grocery store.
Mehta et al. (2020) Due to emerging digitalization consumer adoption in the
enterprise is currently experiencing a boom as consumers
are able to analyze the benefits of online grocery
shopping
Shen et al. (2022) The findings show a significant shift from physical
grocery shopping to online grocery shopping due to the
 pandemic, which is also extended beyond COVID-19
Gruntkowski and Martinez (2022) Perceived usefulness, perceived ease of use, perceived
trust, convenience, as well as situational factors were
found to have a positive relationship with purchase
intention, both before the COVID-19 crisis and since
then.
Driediger and Bhatiasevi (2019) The perceived ease of use, perceived usefulness,
intention to use, subjective norm, and perceived
enjoyment have a statistically significant relationship
with the acceptance of online grocery shopping in
Thailand. By contrast, visibility and perceived risk were
found to have no significant impact on the perceived
usefulness of online grocery shopping.
Mortimer et al. (2016) While the perceived risk completely mediates the effect
of trust on repurchase intentions for infrequent online
grocery buyers, customer satisfaction predicts trust for
both frequent and infrequent users of the service.
Kesharwani and Desai (2017) Product assortment was found to have a significant
impact on both perceived ease of use and perceived
usefulness, it supports the notion of a one-stop solution
as a major driver to attract buyers to buy groceries
online.
Hao et al. (2020) fresh food e-commerce channels are more likely to be
associated with panic stockpile behaviors due to the
higher likelihood of supply shortages than offline
channels with government assistance in logistic
management.
Bauerová (2021) It was found that there is faster acceptance of online
grocery shopping by customers across almost all age
surveyed categories (millennials and Baby Boomers),
therefore the examined situational factor not affected
only millennials. This finding points to ongoing changes
in the structure of customers purchasing groceries online.
Sharma et al. (2020) Some of the companies managed to operate through
 social commerce that is marketing by using e-commerce
and social media. Forty-six percent of users admitted that
social networks are important for information sharing
and for making product choices
Gomes and Lopes (2022) Healthier consumer behavior towards food and
beverages during the pandemic, compared to before the
pandemic, may influence a greater propensity for online
grocery shopping. Sociodemographic characteristics
(age, education, income) were also determinants of the
propensity to shop online during the pandemic.

Oliveira et al. (2021) studied the alterations in consumer behavior regarding food purchases the
during COVID-19 pandemic. The study's goal is to determine how the COVID-19 outbreak has
affected Portuguese consumers' food-purchasing habits. Quantitative analysis with a sample of
741 Portuguese consumers was conducted for this reason. The study was conducted between
November 2020 and February 2021, when the Portuguese government had implemented its most
stringent social isolation policies since the pandemic's start in March 2020. The findings indicate
that throughout the pandemic, consumers changed their buying habits, particularly regarding
frequency, mode of transportation utilized for purchases, amount of funds set aside for such
purchases, and channels used. Based on these findings, managers and decision-makers will be
able to modify or redefine their strategies in order to take into account the changing customer
preferences and advance both individual well-being and economic success. The study is unique
since it is centered on the Portuguese setting at a particular moment and was inspired by outside
forces brought on by the spread of the COVID-19 pandemic, which in turn affected consumer
behavior toward food purchases.

Ericksson and Stenius (2020) concluded that the increase in sensitivity toward the shopping
environment led to new shopping procedures. Special online delivery offers and free home
delivery services became popular to attract customers. Also, the monetary value of a contactless
payment increased. Consumers created an enormous increase in online grocery shopping. Bigger
one-time shopping quantities compared to one–time purchased brick and mortgage storage.
Covid-19, as both a health and an economic crisis, has substantially affected consumers,
businesses, industries, a nation in all parts of the world. consumers’ changing behavioural
patterns in grocery shopping in the initial phase of the Covid-19 crisis were studied in Finland.
Six thematic consumer reactions were identified: 1) Panic-buying, 2) Changes in cooking 3)
Increased sensitivity towards the shopping environment, 4) Switch to online grocery shopping, 5)
Increased newer services and 6) Careless in-store behavior. The study showed that initially,
consumers expressed some extreme behaviors, which, however, subsided relatively fast.
Importantly, the study gave clear indications that consumers are shifting to online grocery
shopping, which may induce more fundamental and enduring changes in grocery retail.

Similarly, according to Grashuis et al. (2020), during the COVID-19 epidemic, consumer
spending on groceries has soared. Although grocery shopping is a necessity, little is known about
the dynamic interaction between the COVID-19 epidemic and consumer behavior. The
researcher conducted an online framed choice experiment to elicit preferences for purchase
methods, time windows, minimum order requirements, and fees with the purpose of informing
heterogeneity in the behavior of grocery buyers under various scenarios of the COVID-19
pandemic. The altering factor has to do with the COVID-19 pandemic trend, where they take
into account one of three possibilities: an increase, a decrease, or a constant number of new cases
over the previous two weeks. They came to the conclusion that the trend in the COVID-19
epidemic caused significant changes in supermarket shopping preferences using 32,400 choice
selections from a representative sample of 900 grocery buyers in the United States. Customers
are typically less likely to shop inside the grocery store when COVID-19 is spreading at an
increasing rate. The proportional importance of the purchase method feature is lower overall
when COVID-19 is spreading at a decreasing rate.

Mehta (2020) stated that the online grocery retail sector is one of the areas where IOT (internet
of things) is set to change grocery retail. Initially there were apprehensions regarding online
grocery shopping from the consumer point of view; later on, with the emerging digitalization
consumer adoption in the enterprise is currently experiencing a boom as consumers are able to
analyze benefits of online grocery shopping. The fast-growing trend of online shopping retail
highlights a rapid growth ahead for online grocery shopping while it simultaneously saves time
and worries and offers them plethora of innovative offerings.

Redman (2020) stated that e-commerce is one of the most dynamically growing forms of trade.
Consumers can buy almost anything through the Internet. Several studies show that there is a
significantly increasing popularity of online grocery shopping. There are numerous differences
between online and traditional shopping. In grocery e-shops, consumers avoid the limitations
associated with localization or opening hours. Today customers can buy products more
conveniently and faster. However, the most important advantage of online grocery shopping in
the consumers’ opinion is the possibility of saving time (they do not have to leave home and wait
in long queues).

Shen et al. (2022) studied the effect of COVID-19 on grocery shopping (GS) modes, such as
physical grocery shopping (PGS) and online grocery shopping (OGS), by conducting an online
survey that includes questions about social-economic characteristics, GS choices and reasons
before, during, and after the COVID-19, as well as adoption attitudes about automated delivery
services. The effects of various variables on the OGS under the impact of COVID-19 are
examined using a number of binary logit models. The findings reveal a sizable change from PGS
to OGS as a result of the pandemic, which extends beyond COVID-19. People who are more
likely to adopt OGS as their primary mode during COVID-19 and stick with it after COVID-19
are those who are female, have more available vehicles, a higher income, health restrictions, or
worry about the virus. More people are more likely to experience OGS after COVID-19 if they
are elderly, frequently go shopping in person and by automobile before the pandemic, and view
the OGS as either a major or supplementary method.

Gruntkowski and Martinez (2022) assessed the impact of COVID-19 on online grocery shopping
in Germany where 402n valid questionnaires were collected. The findings show that perceived
risk is still significant in online grocery buying and continues to have a negative impact on
purchase intentions. However, compared to the pre-COVID-19 situation, the perceived risk by
consumers is thought to be smaller. Additionally, both before and after the COVID-19 crisis, it
was discovered that perceived utility, considered simplicity of use, perceived trust, convenience,
as well as situational circumstances, had a favorable link with purchase intention. The perceived
danger of the COVID-19 pandemic is significantly lower, whereas the other features gradually
get worse. The findings of this study could be used by online grocery retailers to successfully
lower perceived risks and promote the advantages of online shopping to customers.

Driediger and Bhatiasevi (2019) studied the ways online grocery shopping is accepted and used
in Thailand. To better understand the characteristics and the amount to which they influence
whether or not online grocery shopping is accepted or rejected, it suggests extending the
technological acceptance model to include subjective norm, visibility, perceived risk, and
perceived enjoyment. A questionnaire was created and given to 450 residents of the Bangkok
area in order to accurately test the variables and relationships of the suggested research model.
263 valid replies were given back to the researcher. In order to build the instruments, items from
the most recent literature on technology acceptability were combined with pre-existing scales.
This study employed partial least squares structural equation modeling (PLS-SEM), with the
findings emphasizing a statistically significant relationship between perceived ease of use,
perceived usefulness, intention to use, subjective norm, and perceived enjoyment, all of which
are factors in Thailand consumers' acceptance of online grocery shopping. On the other hand, it
was discovered that neither perceived danger nor visibility had any real influence on how useful
people thought online grocery shopping was.

According to Mortimer et al. (2016), online grocery shopping has experienced rapid
development, and it is expected that this trend will continue in the years to come. While there has
been a lot of academic interest in online buying, analyses of online food purchasing behavior are
still in their infancy. Due to the perishability, variety, and frequency of the purchases, grocery
buying online differs significantly from normal internet shopping. The foundation of our study
on online food buying is two obvious gaps. This study is a response to requests to look into the
experience of online shoppers in the context of how often people make purchases online. The
study also looks at the role that perceived risk plays in mediating the relationship between trust
and the propensity to repurchase groceries online. Data from shoppers who were selected from a
database of a multi-channel food online store was gathered through an online poll. 555 regular
and irregular online grocery buyers were sent the 16 reflective validated scale item online
survey. According to the findings, while perceived risk completely mediates the effect of trust on
repurchase intentions for infrequent online grocery buyers, customer satisfaction predicts trust
for both frequent and infrequent users of the service. The created behavioral model is also
different for both groups of shoppers, according to route analysis.

Kesharwani and Desai (2017) examined factors affecting satisfaction and loyalty in online
grocery shopping. The purpose of this study is to conceptualize and test an integrated model of
online grocery shopping intention by extending the technology acceptance model and including
several antecedents of online grocery shopping behavior, such as physical effort, time
constraints, entertainment value, product variety, economic values, website design aesthetics, etc.
The primary dependent variable was consumer satisfaction with the online grocery shopping
process. The model was evaluated using a structural equation modeling approach among online
grocery buyers. Both common method bias and social desirability bias were evaluated in order to
strengthen the validity of the conclusion. As product selection was found to have a big impact on
perceived usefulness and simplicity of use, it supports the idea that a one-stop shop is a big factor
in getting people to buy food online. The findings also emphasize the significance of
entertainment value and economic value as significant factors that influence consumer happiness
and purchase loyalty. The findings all concur with the suggested model.

Hao et al. (2020) examined the impact of online channels on food stockpile behavior. In this
study the researcher experimentally evaluates the effect of internet shopping channels on Chinese
urban consumer food hoarding habits using random survey samples and bivariate probit models.
The findings indicate that fresh food e-commerce channels are more likely than offline channels
with government logistic management help to be linked with panic hoarding behaviors because
supply shortages are more likely to occur. Community group buy, a different type of e-
commerce, appears to be superior in terms of meeting consumer wants and reducing the
impression of panic buying. It implies that different online outlets may have different effects on
how consumers behave in panicky stockpiling circumstances. The government must take into
account the growing share of online channels alongside traditional offline channels when
creating supporting laws. Online channels must create effective supply chains to be more robust
to harsh events.
According to the Bauerová (2021), online grocery shopping (OGS) has been a perk for
millennials, who enjoy buying online for all kinds of goods. This study also focuses on the
evolution of consumer behavior in other generations. The purpose of the study is to determine
whether Covid-19 has an impact on the frequency and proportion of certain generations of
customers who made supermarket purchases online. Findings from three polls on online grocery
shopping in the Czech Republic are utilized to determine outcomes that are pertinent. As a result,
although the research was conducted on a variety of respondents, it had the characteristics of a
longitudinal study. Individual surveys were carried out in June 2020, 2020, and 2017. (After the
outbreak of the Covid-19 pandemic). The findings indicate that consumers of practically all
studied age groups (millennials and Baby Boomers) accepted online grocery shopping more
quickly, indicating that the situational component under study did not only affect millennials.
This research indicates ongoing changes in the makeup of online grocery shoppers. Due to
generational differences in attitudes on the advantages of grocery shopping online or in the
reasons behind their purchases, these shifts may have an impact on consumer behavior in the
sector. The study's findings support other studies that found Covid-19 changed the proportion of
people who buy groceries online relatively quickly and had an impact on elder households'
online grocery purchasing. The study's findings can be applied to the strategic management of
businesses in this market to identify shifts in consumer behavior and forecast the growth of OGS
within specific generations.

Sharma et al. (2020) studied the changing consumer behaviors toward online shopping. This
study is aimed to offer business executives a perspective on the evolving situation and any
ramifications for consumers. The epidemic has an impact on all areas of life. Working from
home before the lockdown changed the trend of online buying for the better. But this couldn't
last for very long. The unexpected 21-day shutdown had a significant impact on Indian online
purchasing and marketing patterns. The impact of Coronavirus on consumer purchasing habits,
brand loyalty, and use of online resources was mostly unknown at first. Due to COVID-19, this
essay seeks to consider many challenges and views related to internet marketing. There is still a
great deal of unknowns regarding how the sale will affect the world community over the next
months, both personally and professionally. This study investigates how the epidemic has
affected many different everyday necessities, including baby gear, pet food, and toilet paper.
Even so, some businesses have been successful at marketing using social commerce, which
combines e-commerce and social media. Social networks are crucial for information sharing and
for deciding which products to buy, according to 46% of users. However, although the data show
that online marketing and shopping will soon return to normal, the losses and downturn brought
on by this pandemic cannot be ignored.

According to Gomes and Lopes (2022), over the past ten years, online buying has increased.
Online grocery shopping has increased as a result of the COVID-19 pandemic's restrictions on
consumer activity and circulation due to fears of getting the virus. The purpose of this study is to
evaluate the association between the experience of pandemic-related online food purchases and
post-pandemic online food purchase intentions. 358 Portuguese shoppers who ordered groceries
online during the pandemic made up the sample for this quantitative study, which was compiled
using an online questionnaire. This sample was subjected to a cross-sectional description of the
variables before an analytical cross-sectional survey using the partial least squares method was
conducted. Food and beverage consumption patterns improved during the pandemic compared to
before due to health concerns. A larger inclination for online grocery shopping may be
influenced by healthier consumer behavior toward food and beverages during the pandemic
compared to before the epidemic. Age, education, and income are some sociodemographic
factors that affected people's propensity to shop online during the pandemic. Particularly, the
findings of this study show that young male consumers with higher levels of education and
income have a favorable impact on the experience of shopping for groceries online. The findings
also show that a positive online buying experience during the pandemic can have a significant
impact on future online shopping aspirations. This study allows for the identification of factors
that influence the online food shopping experience, providing direction and planning for strategic
marketing for retail grocery businesses looking to establish their online presence. Additionally, it
aids policymakers and marketers in comprehending the potential impact of sociodemographic
factors like age, income, and education on forging relationships with customers. Finally, this
study fills a gap in the literature regarding the relationship between individual characteristics and
the experience of shopping for groceries online.
1.5.2 Review of recent literature
The review of recent literature undertaken in this section is presented in Table 1.2.

Table 1.2: Review of recent literature

Study Major Findings
Hallsworth and Coca‐Stefaniak (2020) the Covid-19 outbreak triggered considerable levels of
switching behaviors among customers, with farmers’ markets
losing most of their customers, while local small independent
retailers experienced the highest levels of resilience in terms
of customer retention.
Shamim et al. (2021) Covid-19 pandemic has affected both the structure of
customers in the online grocery market and the frequency of
their purchases across generations.
Adibfar et al (2022) Online and in-store shopping would be balanced after the
pandemic and would pursue their normal trends as they were
before the pandemic
Alaimo et al. (2020) People having familiarity with buying food online, that have
a higher educational level and consider food online channels
easy to use, appear more satisfied for the food online
shopping experience.
Gopinath (2020) People are satisfied with online shopping due to various
facilities like convenience, less procedure, timely delivery,
safety, product offers, low cost, convenience etc. during
covid pandemic
AL-Hawari et al. (2021) Covid-19 pandemic contributed to a change in consumer
behavior where it encouraged many people to shift their
grocery shopping lifestyle from traditional to online
\Chang and Meyerhoefer (2021) The COVID-19 increased revenue by 5.7% of online food
buying business and customer count by 4.9%. More so than
agribusinesses, small farms benefited from the growth in
demand for grains, fresh fruit and vegetables, and frozen
foods.
Fatima et al. (2022) Brand equity mediates the relationship of social media
 engagement with both online and physical purchase
intentions. Further, results confirm that trust in online
purchases during COVID-19 19 weakens the relationship of
social media engagement with physical purchase intentions
but strengthens with online purchase intentions.
Rout et al. (2022)  Factors such as self-isolation intention, perceived ease of
use, perceived usefulness, and customer perceived value,
have positively and significantly found the online grocery
shopping intention. Further, the perceived usefulness and
self-isolation intention positively and greatly influence the
customer perceived value.
Tyrväinen and Karjaluoto (2022) The mechanisms behind the increase in online grocery
shopping during the pandemic by presenting a decrease in
the importance of its strongest determinants (i.e., perceived
usefulness and attitude)
Baarsma and Groenewegen (2021) It was found that additional hospital admission increased app
traffic by 7.3 percent and sales per order by 0.31 percent.
Local hospital admissions do not correlate with the variety of
groceries ordered, but online search behavior does,
suggesting that hoarding behavior is driven by the general
perception and impact of the virus rather than local
conditions.
Younes et al. (2022) It was found that the factors like Age, gender, ethnicity,
educational level, having children at home, and views toward
the COVID-19, are likely to have an impact on how
frequently people buy for groceries in person and online.
Particularly, online grocery buying is connected negatively
with being 50 years or older.

Hallsworth and Coca‐Stefaniak (2020) studied changing grocery shopping behavior among
Chinese consumers at the outset of the COVID‐19 outbreak. The pandemic resulted in significant
disruptions to one of the most typical market processes in retail: food retailing. In order to give
early empirical insights into changes in consumer behavior related to food purchases during the
early phases of the COVID-19 outbreak in China, the study employs the theory of planned
behavior. Farmers' markets lost the majority of their consumers as a result of the outbreak,
according to data from the online survey that was conducted, whereas local small independent
retailers showed the highest levels of resilience in terms of customer retention. This study points
to potential directions for future academic study and policy development in relation to the
potential effects that this behavior may be having globally on society's most vulnerable
segments, particularly the elderly.

According to Shamim et al. (2021), the Covid-19 pandemic epidemic has caused a substantial
acceleration in the market for online groceries. This contextual aspect has hastened the
acceptability of grocery shopping in this fashion, but it is unclear whether it also affected the
demographics of people who make supermarket purchases online. Online grocery shopping
(OGS) has long been a perk for millennials, who enjoy buying online for all kinds of goods. This
essay also focuses on the evolution of consumer behavior in other generations. The purpose of
the study is to determine whether Covid-19 has an impact on the frequency and proportion of
certain generations of customers who made supermarket purchases online. Findings from surveys
on online grocery shopping in the Czech Republic are utilized to determine outcomes that are
relevant. As a result, although the research was conducted on a variety of respondents, it had the
characteristics of a longitudinal study. Individual surveys were carried out in June 2020, 2020,
and 2017. (After the outbreak of the Covid-19 pandemic). The findings imply that both the
demographic makeup of clients in the online grocery sector and the frequency of their
transactions across generations have been impacted by the Covid-19 outbreak. Millennial
consumers still enjoy the privilege of online grocery shopping. The study's findings can be
applied to the strategic management of businesses in this industry to identify shifts in customer
behavior and forecast the growth of OGS within specific generations.

Adibfar et al. (2022) analyzed the changes in online shopping behavior due to COVID-19
pandemic in Florida, US. To determine the most important factors influencing users' online
buying behavior, responses to 206 records of data are analyzed using descriptive analysis and
discrete choice modeling. Descriptive analysis and discrete choice modeling results confirm that
following a pandemic, customers frequently return to stores. The results of this analysis
demonstrate that online and in-person buying will maintain a healthy balance after the pandemic
and would follow their pre-pandemic trends. It is difficult to conclude from the results of this
study that Covid-19 would cause in-store shopping to disappear in favor of online buying. People
still need to visit stores in order to satisfy their desires for the pleasure of shopping, social
connections, and feeling the goods they intend to purchase.

Alaimo et al. (2020) examined the factors that may influence a consumer's decision to buy food
online in Italy during the pandemic emergency. The study specifically attempts to investigate the
effects of a group of explanatory variables on the degree of satisfaction for the experience of
purchasing food online. The cumulative logit model's proportional odds version is used to
accomplish this goal. Data came from a 248-person anonymous online survey that was
administered during the early months of the pandemic. The findings of this study show that
persons who are accustomed to purchasing food online, who have greater levels of education,
and who find food-related online channels easy to use, seem to be more satisfied with their food
online shopping experiences.

Similarly, according to Gopinath (2020), analyzing consumer behavior is challenging and

intriguing since preferences change over time. Due to the temporary closure of many restaurants
and other connected businesses, consumers spent more money on groceries during the COVID-
19 pandemic. One of the most important activities is grocery shopping. To better understand the
variation in consumer behavior during different COVID-19 pandemic scenarios, the researcher
conducted an online formulated experiment to identify preferences for purchasing strategies,
product requirements, time windows, minimum order requirements, and delivery fees. the
researcher draws the conclusion that the trend in the COVID19 epidemic produces significant
disparities in food buying inclinations using a sample of 100 Indian consumers' diverse option
decisions. The online shopping consumers at Kerala in both Ernakulum and Trivandrum are
satisfied with the online shopping process. They are benefited with various facilities like
convenience, less procedure, timely delivery, safety during covid pandemic, product offers, low
cost, convenience etc. To maintain isolation, nowadays consumers preferring digital medium to
connect, learn and work and they will continue to.
AL-Hawari et al. (2021) analyzed how COVID-19 affected consumer purchase habits and made
predictions about how logistics will change for online grocery shopping in Oman. The purpose
of this article is to examine the influence of COVID-19 on electronic grocery and the purchasing
habits of online shoppers. To assess customers' shopping habits and satisfaction with online
grocery shopping in Oman, the study used an online qualitative survey that was directed at both
citizens and residents of the country. In addition to the survey, interviews were conducted with
three consumers, one provider of logistics services, two CEOs of regional electronic grocery
stores, and one company to examine the future of logistical movements in online grocers in
Oman. The findings showed that the COVID-19 pandemic played a role in altering consumer
behavior by motivating a large number of people to switch from traditional to online grocery
shopping. Due to the current conditions of the COVID-19 and the way of life of Omani residents,
the future of electronic food logistics movements in Oman is still uncertain. However, there is a
bright future for electronic grocers in Oman, especially with the rise in internet shoppers brought
on by the Covid-19. Results showed that COVID-19 had altered consumers' purchasing habits. 

Chang and Meyerhoefer (2021) examined data from Taiwan's biggest agri-food e-commerce
platform, the researcher examines how the coronavirus pandemic affected the demand for online
food buying services. According to the research, an additional verified COVID-19 case increased
revenue by 5.7% and customer count by 4.9%. More so than agribusinesses, small farms
benefited from the growth in demand for grains, fresh fruit and vegetables, and frozen foods.
Since there was an increase in the diversity of goods offered on the online marketplace during
the pandemic, it is possible that as more people turn to online shopping, the concentration of
sales on niche goods would also rise. Our analysis of the factors influencing the shift to online
food buying shows that COVID-19 media coverage and online content had a significant impact
on sales.

Fatima et al. (2022) studied the differences between the effects of social media brand
engagement on two separate purchase intentions, namely online and physical purchases, in the
unique context of Pakistan's post-COVID-19 environment. It has illuminated the element (trust
in online transactions during COVID-19) that has influenced post-pandemic consumer behavior.
Due to brand equity's mediating function, the aforementioned association can be unlocked. The
target population comprised of users who followed the social media accounts of Pakistan's top
retailers of clothing, groceries, food, and medical supplies. 308 people responded to a time-
lagged web survey that was used to gather primary data. Using SPSS 26.0, quantitative data were
evaluated. The findings indicate that brand equity acts as a mediator between social media
involvement and both online and offline purchasing intentions. Results also show that during
COVID-19 19 trust in online purchases reduces the association between social media activity
and intentions for physical purchases but strengthens the relationship with those for online
purchases.

Rout et al. (2022) studied customers' online food and grocery shopping behavior during a
pandemic by taking into account perception- and health threat-related aspects that have been
overlooked in previous research. The Protection Motivation Theory (PMT) and Technology
Acceptance Model (TAM) were used in the current study as theoretical frameworks to describe
Indian consumers' intention to purchase groceries online in the event of a COVID-19 pandemic.
To test the suggested model, data from 133 online grocery shoppers were collected and analyzed
using Smart-PLS 3. The study found that several variables, including the goal to isolate oneself,
perceived ease of use, perceived usefulness, and customer perceived value, positively and
significantly influenced the intention to purchase for groceries online. Furthermore, the
perceived utility and aim to isolate oneself have a positive and significant impact on the
customer's perception of value. The study's main limitation is cited as having a limited sample
size. This study offers managerial and theoretical consequences.

According to Tyrväinen and Karjaluoto (2022), in order to develop a conceptual framework

about online grocery purchase intentions and their determinants, the mediation effects of
consumer attitudes, the moderating effects of COVID-19, and control variables, the current study
will synthesize research on online grocery shopping published before and during the COVID-19
pandemic. The meta-analysis contains information gathered from 20,538 respondents in 50
separate samples. Selected determinants were found to be the catalysts for intentions to buy
groceries online, and perceived utility and consumer attitude were found to be significant
mediating factors between determinants and intents. The results show a decline in the
significance of its greatest variables, which sheds light on the mechanisms underlying the rise in
online grocery purchasing during the epidemic (i.e., perceived usefulness and attitude). We
provide contributions to theory, management ramifications, and future research directions based
on these findings.

Baarsma and Groenewegen (2021) examined the impact of the pandemic on demand for online
food shopping using municipality-level data from a Dutch online supermarket to. They found
that a second hospital admission raised app traffic by 7.3% and sales per purchase by 0.31. The
type of groceries ordered does not connect with local hospital admissions, but internet search
activity does, showing that hoarding behavior is motivated more by the widespread perception
and impact of the illness than by local circumstances. Local hospital admissions increase app
traffic in urban areas but decrease sales per order compared to non-urban areas, showing that
local COVID-19 circumstances have different effects in urban and non-urban municipalities.

Younes et al. (2022) examined information gathered from a representative online Qualtrics panel
in the State of New Jersey (N = 1,419) to assess factors related to the decision to buy for
groceries online and if this will sustain post-COVID. About half of the respondents reduced their
in-person buying, increased their online shopping, or did both. The researcher broke out
sentiments toward the epidemic using factor analysis into three categories: "fearful," "believers,"
and "deniers." To examine trends in the frequency of food shopping during the pandemic and
behavioral changes during the pandemic, binomial regressions were utilized. Age, gender,
ethnicity, educational level, having children at home, and views toward the COVID-19,
according to the findings, are likely to have an impact on how frequently people buy for
groceries in person and online. Particularly, online grocery buying is connected negatively with
being 50 years or older. The likelihood of decreasing in-person food shopping was lower for
those who denied COVID-19. During the pandemic, those with children at home, advanced
degrees, and those of Hispanic descent were more likely to increase their internet purchasing and
decrease their in-person shopping. While our findings imply that in-person grocery shopping will
resume its pre-pandemic levels, we also discovered that post-COVID, respondents reported a
slight rise in their online grocery purchasing tenacity.
1.5.3 Review of Nepalese literature
The Nepalese literature on customer behavior in buying groceries online after global pandemic is
shown in Table 1.3.

Table 1.3: Review of Nepalese literature

Study Major Findings

KC and Timalsina (2016) Majority respondents i.e., 86% were found to be aware about
online shopping. Advantage of online shopping were easy to
order, variety at one shop and time saving. Mobile application was
viewed to be better and convenient option than websites and
phone calls. Similarly, 89% of the respondents were positive about
online shopping of grocery items whereas rest were negative.

Vaidya (2019) The primary factors for consumers to choose online buying were
time savings, deals, an easy ordering process, and information
available at the online shopping portal. Nepalese customers prefer
online buying because of the service quality offered by the online
retailer.
Tamang et al. (2021) The finding showed the increase in the number of users of digital
payment because of various factors like COVID-19 risk,
perceived usefulness and ease of use of the digital payment
Koirala et al. (2021) It was found that although customers prefer to buy via online
system, they are not happy with it because of poor service, lack of
timelines etc.  If problems and issues related to online purchase is
not solved immediately then some drastic changes will not happen
in E-commerce industry. 
Parajuli et al. (2022) The people out of major cities in Nepal have started understanding
and gaining trust of e-commerce platforms by practicing it and are
aware with its pros and cons due to practices in pandemic times.
Malla (2018) The existing online shoppers in Kathmandu are found to be price
 sensitive. Customers are expecting the product to be precisely as
descripted in the web-site along with smooth customer and after
sale service. Opinions from friends and families and the
company’s rating directly influence their buying behavior.
Flexible payment systems are also highly expected by the
customers. 

KC and Timalsina (2016) evaluated several current problems and consumer attitudes about
online food purchasing in Kathmandu through quantitative examination of the responses to the
multi-choice questionnaire from the viewpoint of the customers, it was discovered that 86% of
respondents, or the majority, were aware of online shopping. Customers viewed the convenience
of ordering, variety in one store, and time savings as important benefits of internet buying. The
use of mobile applications was thought to be more advantageous and practical than using
websites or phone conversations. Similarly, 89% of respondents had great experiences buying
groceries online, while the remaining respondents had bad ones. Additionally, the results showed
that 52% of respondents were aware of the existence of internet portals. When purchasing
groceries online, the freshness and delivery date were given more weight than the payment
method and cost.

According to Vaidya (2019), the status of e-commerce in Nepal seems promisingly good. Today,
users are attracted to online shopping and using online services. Many online portals as well as
shopping portals are launched. The competition has been rapidly increasing day-by-day since
there is an increasing number of online stores in Nepal, which `ultimately will benefit the future
of e-commerce in Nepal. The study used 300 respondents as a sample who had at least two
online purchasing experiences from one particular retailer. While conducting internet shopping
in Nepal, multiple-choice questions and open-ended inquiries on preferences and issues were
posed. In relation to Nepal, the primary factors for consumers to choose online buying were time
savings, deals, an easy ordering process, and information available at the online shopping portal.
Nepalese customers prefer online buying because of the service quality offered by the online
retailer. The main issue with internet buying in Nepal was thought to be the quality of the
product supplied to the buyer. One issue with internet buying in Nepal was the delivery of the
wrong item.

Tamang et al. (2021) studied the acceleration of digital payment adoption during Covid-19
pandemic. Due to Covid-19, the World Health Organization encouraged all governments
throughout the world to restrict public gatherings and encourage less physical contact; many of
these nations responded by enacting a nationwide lockdown. These governments additionally
pushed the usage of digital payments due to the impossibility of accessing banks. Global
adoption of digital payments has increased as a result of this. The study identified the main
driving forces behind the rapid adoption of digital payments in Nepal during the pandemic. The
study needs to identify the true cause of the acceleration and change in the adoption of digital
payments. The survey was performed among a diverse sample population drawn from different
regions of the nation. Various statistical methods, such as Standard Deviation, Mean, Median,
Mode, as well as other bar and graphs, have been used in this study. The results demonstrated a
rise in the use of digital payments due to a number of reasons, including COVID-19 risk,
perceived utility, and simplicity of use.

Koirala et al. (2021) stated that due to cheaper internet access during the COVID-19 pandemic
period, online shopping has flourished in Nepal. It is accurate to say that COVID-19 is changing
the way that consumers make purchases. According to the study, respondents have a mixed
opinion on making purchases online. However, the customer considers that there are still a lot of
concerns and challenges with online shopping in Nepal, such as the legitimacy of the products,
quality control, brand configuration, etc. Although clients prefer to purchase products online,
they are not satisfied with the system due to bad service, missed deadlines, etc. Online trading is
a growing industry, and as it grows, policies, laws, and other best practices should be released
and put into place. If problems and issues relating to online purchases are not resolved right now,
the e-commerce industry won't undergo any significant improvements. People will resume
visiting showrooms after the pandemic is finished and life is back to normal.

Parajuli et al. (2022) analyzed the findings of a study undertaken to determine the problems and
difficulties associated with e-commerce activities and the effect of COVID-19 in Nepal. The
study only uses data from famous Nepali e-commerce sites like Daraz and Sasto Deal.
Investigations have been done into the connections between the COVID-19 pandemic's mobility
restrictions, limited dollar payments, customer preferences, and e-commerce practices. The
quantitative and descriptive framework underlies the research analysis. The main sources of
information are the study subjects. People were persuaded to participate in the survey by offering
their responses, and when 300 samples were collected, analysis was conducted using those
samples. According to the study's findings, consumers prefer online shopping over going to a
physical store in person. This indicates that consumers were aware of the perceived health risks
associated with the pandemic and that, as a result of pandemic procedure, they had to start
looking for alternatives. Ecommerce was the greatest way to solve those issues, therefore people
adapted and carried on with their practices despite the harsh conditions of pandemic times. The
majority of people in Nepal's large cities are familiar with e-commerce practices, and because of
pandemic-era patterns, individuals outside of major cities have started to comprehend and
acquire trust in it by using it. They are also aware of its benefits and drawbacks.

Malla (2018) studied online shopping experiences and motivating factors for young consumers in
Kathmandu, Nepal. Through this research, an exclusive scenario of the young consumer's online
shopping status was derived, which helped the existing online businesses understand their
strengths and weaknesses. Additionally, an assessment of the impact of foreign corporations on
domestic corporations was conducted. The study also made an effort to inspire young
businesspeople, including the author, to launch their ventures in Kathmandu, Nepal, in the area
of e-commerce. An online survey was used as the quantitative research approach for the
empirical portion of the thesis. Survey questionnaires were used to acquire the data. The data
were gathered via a website for a free online survey, and they were then converted into an Excel
spreadsheet for simple analysis. The study found that Kathmandu's current internet buyers are
price conscious. Customers anticipate accurate product representation on the website, as well as
efficient customer and post-purchase support. Their purchasing decisions are directly influenced
by the opinions of friends and family members and the company's ranking. The clients place a
great value on flexible payment methods. When purchasing a product from an online retailer,
people also tend to favor domestic companies over foreign ones. In addition, the key chances to
begin an online business venture with potential future trends were also found to invest in and
succeed in Nepal's e-commerce industry.

1.6 Conceptual framework

The conceptual framework is the basis or foundation upon which the study is established. It is
within the framework of this theory that entire study proceeds. The preliminary survey of
literature and information provides a solid foundation for developing a theoretical framework.
Since the general purpose of the study is to develop theories about the problems and questions, it
is important that the conceptual framework be carefully developed and presented.

In other words, conceptual framework is a basic conceptual structure organized around a theory.
It defines the kind of variables that are ongoing to be used in the analysis. Conceptual framework
is a type of intermediate theory that attempts to connect to all aspects of inquiry within problem
definition, purpose, literature review, methodology, data collection and analysis. Conceptual
framework can act like maps that give coherence to empirical inquiry as the conceptual
framework are potentially so close to empirical inquiry, taking different forms depending upon
the research question or problem. This study has taken customer satisfaction/decision as
dependent variable whereas perceived ease of use, perceived service quality, perceived security,
online payment process, trust and interest and consumer purchase behavior as independent
variables in order to study the customer behavior in buying groceries online after global
pandemic in Nepal.

Figure 1.1 presents the schematic diagram showing the relationship between selected dependent
and independent variables.
Figure 1.1: Conceptual framework
 (The conceptual framework shown in figure 1.1 elaborates the impact among dependent variable
and independent variables. Six variables are used as independent variables. The independent
variables are perceived ease of use, perceived service quality, perceived security, online
payment process, trust and interest and consumer purchase behavior. Similarly, the dependent
variable is customer satisfaction/decision.)

Independent variables
 Perceived ease of use
 Perceived service quality
Dependent variable
 Perceived security  Customer
 Online payment process satisfaction/decision

 Trust and interest

\  Consumer purchase behavior

1.7 Operational definitions and hypothesis

The brief discussion on how the dependent and independent variables have been used or
interpreted in this study is presented below;

1.7.1 Dependent variable

Customer satisfaction/decision
Li and Zhang (2002) stated that consumer satisfaction as the degree to which consumers'
perceptions of the online buying experience confirm their expectations. Consumer satisfaction is
the end result of a product performing to a consumer's expectations. If a product achieves their
expectations in terms of performance, the majority of happy customers usually plan to
repurchase it (Syed and Norjaya, 2010). Online merchants should be aware of and have a
thorough awareness of the factors that contribute to consumer satisfaction in the online
environment if they want to improve business performance and raise customer satisfaction levels
(Merli and Renzi, 2011). Before buying more products and services online, customers must be
happy with their online purchasing experience. Consumer attitudes and opinions surrounding
convenience and security issues are discovered to have a substantial impact on consumers' desire
to make an online purchase (Limayen et al., 2000). According to Shanker et al. (2003), service
delivered both during and after the purchase is crucial for e-consumers' repeated purchases.
Three categories of factors that may influence consumer satisfaction with online purchasing are
shopping elements like convenience, trust and trustworthiness, and delivery; technological
considerations like security, usability and site design; privacy; and product factors like
merchandising product value, and product customization (Christian and France, 2005). A
service-focused strategy is essential for surviving in a highly competitive online world.
Customers must receive exceptional service from a business if they are to return and remain
devoted to it (Gounaris et al., 2010). High service quality is necessary to achieve high customer
satisfaction levels, which frequently results in positive behavioral intentions (Brady and
Robertson, 2001). The secret to success in the -commerce is a website with good system quality,
information quality, and electronic service quality (Sharma and Lijuan, 2015). Kotler and Keller
(2009) stated that a purchase decision as the stage of evaluation during which a customer decides
which of a group of options they prefer. Consumers go through five steps to decide what to buy:
(1) identifying their wants, (2) gathering information, (3) evaluating their options, (4) making a
decision, and (5) following up with their purchases (Sangadji and Sopiah, 2013). When a buyer
purchases a product, the marketer's job is not finished. Customers may be pleased or unsatisfied
with the goods after buying it, and either way, they will engage in post-purchase behavior that
marketers continue to find appealing.

1.7.2 Independent variables

Perceived ease of use

According to Davis (1989), perceived ease of use is the degree to which the user perceives that
the technology or system can be utilized simply and without issues. The system's usability can
also be determined by how frequently it is used and how the users interact with it. The more
widely used method demonstrates that it is better known, simpler to use, and more user-friendly.
Perceived ease of use could be understood as the extent in which whether or not using a specific
system is easy (Dong et al., 2017). Additionally, it was proposed by Nguyen (2020) that a
product's or service's perceived ease of use could boost user approval. According to Suleman
(2018), the decision to shop online is influenced by perceived ease of use. Suyadi and Riyadi's
(2014) stated that perceived ease of use has a partial but considerable impact on consumers'
decisions to shop online. Wahyuningtyas and Widiastuti's (2015) stated that perceived ease of
use has a favorable and significant impact on consumers' decisions to shop online. Even while
online purchasing has its benefits, not all consumers use it. Perceived usefulness is related to the
outcome of the shopping experience (Monsuwe et al., 2004). Detailed information, accessibility,
and speed, as well as availability of inexpensive and convenient purchases, have often been
mentioned as the main benefits of online shopping (Nottingham, 2002). According to Mandilas
et al. (2013), perceived usefulness has a bigger impact on consumers' decisions to shop online
than perceived ease of use. Additionally, the following indicators are used to gauge perceived
usability: ease of learning, controllability, clarity and understanding, flexibility, easy to become
skilled with, and ease of use (Ha and Stoel, 2009). Perceived ease of use is especially important
as ways of measuring user satisfaction (Venkatesh and Davis, 1996). Mawhinney and Lederer
(1990) stated that the user satisfaction is strongly related to the perceived usefulness. Based on it,
this study develops the following hypothesis:

H1: There is a positive relationship between perceived ease of use and customer
satisfaction/decision in OGS.

Perceived service quality

The capability of the company to deliver services to clients is one of the criteria that determines
the level of success and quality of the organization (Lupiyoadi, 2013). The company's success is
based on its ability to deliver high-quality services to its clients, win large market shares, and
raise profits. The definition of service quality is the customer's evaluation of the thorough
superiority or privilege of a good or service (Kuswanto, 2009). According to Lupiyoadi (2013),
information systems are used to develop effective service quality. To accomplish this, perform
these five instructions: calculate the degree to which customers are expecting the service,
assessing the information's overall quality, being aware of client feedback, establishing a
connection between service quality and business output and speaking with every worker. Griffin
(2005) stated the following five essential services for buyers: (1) Reliability: The capacity to
fulfill promises in a timely, suitable, and reliable manner; (2) Embodiment: physical facilities,
equipment, and personnel appearance; (3) Empathy: level of care and individual attention given
to customers; (4) Responsiveness: willingness to assist customers and provide prompt service.
(5) Guarantees: knowledge and courtesy of employees and their ability to instill trust and
confidence. The level of service provided by an e-commerce site that can be evaluated by work
performance and is dependent on ability, response, placement availability, and site services that
strive to satisfy consumer expectations is referred to as the quality of online services (Chaffey et
al., 2009). Tjiptono and Chandra (2011) stated that the seven components of efficiency,
reliability, fulfilment, privacy, responsiveness, compensation, and contact make up the quality of
online services. Additionally influencing factors for purchasing decisions include service and
website quality. Firdausy and Idawati (2017) found that the service quality influences buying
decisions favorably. Saling et al. (2016) found that the service quality influences purchases in a
positive and significant way. Indiani et al. (2015) stated that the effectiveness of websites
influences customers' online impulse purchases positively. Based on it, this study develops the
following hypothesis:

H2: There is a positive relationship between perceived service quality of use and customer
satisfaction/decision in OGS.

Perceived security

Security involves overseeing personal information, safety, and payment security (Maditinos and
Theordoridis, 2010). It is acknowledged as one of the crucial variables that internet shoppers take
into account. In order to create a secure online purchasing environment, online retailers must pay
special attention (Liu et al., 2008). Several factors that affect online security include the security
credentials offered by the online retailer, privacy policies, and trust (Maditinos and Theordoridis,
2010). According to Trong et al. (2014), the following factors are also important determinants of
online customer satisfaction: transaction capacity, security/privacy, payment, and customer
service. Park and Kim (2003) stated that customers expect comprehensive information on how
their personal and transaction data are secured before disclosing any personal information and
making a purchase from an online retailer. One of the main barriers to online shopping,
according to potential customers, is a perceived lack of security. Customers are reluctant to
engage in online buying activities, mostly because of the risk associated in communicating
sensitive information like credit card information. Customers who divulge this information think
that online actions may jeopardize their security (Chang and Chen, 2009). More security
elements added to e-retailers' websites lead to higher levels of customer satisfaction (Maditinos
and Theordoridis, 2010). Security has a considerable and advantageous impact on consumer
happiness (Thilakarathne and Abeysekara, 2015). Viswanathan (2011) stated a positive and
substantial association between security variables and online purchase decisions. customers
won't buy anything if there are no security guarantees. Because if there are insufficient security
guarantees, consumers will undoubtedly become concerned, which eventually inhibits them from
completing a purchase. Based on it, this study develops the following hypothesis:

H3: There is a positive relationship between perceived security and customer

satisfaction/decision in OGS.

Online payment process

Online payments are the exchange of monetary funds between buyers and sellers via the internet-
money is the tool utilized in the e-payment or online payment system. E-money offers a number
of benefits over non-cash payment methods, including speed, convenience, and efficiency
(Priambodo and Prabawani, 2016). The quality of the service is one of the aspects that affects the
decision to purchase (Kotler and Keller, 2012). Services have an impact on whether or not
consumers decide to make a purchase of a product. Customers can use the digital payment
system to make the e-payment service one of the steps they must complete before deciding to
buy a goods. According to Firdaus (2019), e-payment influences consumers' purchasing
decisions. Online payments have advantages and disadvantages when compared to traditional
payment instruments (Mallat, 2007). Hayashi (2012) stated four key comparison criteria: 1) cost,
2) security, 3) merchant acceptance, and 4) convenience. flexibility, speed, portability, and
simplicity of use are all examples of convenience. In general, contactless payments give
customers a great deal of freedom when it comes to time and place and remove the need to carry
additional physical tokens like cash or credit cards, and cut payment time by an average of 15 to
30 seconds (Hayashi, 2012).  Overall, online payments provide secure transactions thanks to
appropriate technologies, including encryption and lower the risk of theft (Wenner et al., 2017).
Based on it, this study develops the following hypothesis:

H4: There is a positive relationship between online payment process and customer
satisfaction/decision in OGS.

Trust and interest

Trust is related to someone paying attention to what they value, and it is crucial to the decision-
making process (Comegys et al., 2009). Depending on the context, the word "trust" can indicate
many various things. In this instance, it refers to the confidence that customers have in a
company's products (Krystallis and Chryssohoidis, 2005). Consumer behavior in the market is
significantly impacted by consumer trust (Goedde-Menke et al., 2014). Consumer trust
ultimately conveys indications about the reliability of the businesses it evaluates (Hartmann et
al., 2015). There are a number of issues that have been researched from the perspective of
customer trust, and they must fit the following requirements: reputation, reliability,
trustworthiness, meeting expectations, and promises (Chen and Chang, 2012). Consumer
purchasing decisions, especially those made online, have a relationship with consumer trust
(Comegys et al., 2009). Online purchase decisions progress well when they are backed by
consumer internal trust. Consumer trust governs online purchasing behavior in the food and
beverage sector. The level of consumer decisions is ultimately explained by the degree of
customer trust. Some of the signs used to gauge customer willingness to use or repurchase
products include trust and experience. According to Putra and Pramudana (2021), trust is a
perfect mediating variable in online buying experience and intention. Aurelia and Nawawi
(2021) stated that customer trust significantly affects the likelihood that they will make another
transaction. The possibility that customers will intend to shop on a website increases with the
level of customer trust in that website. Customers' interest in making purchases on these sites
may rise as a result of developing trust and confidence in sellers and online marketplaces. Based
on it, this study develops the following hypothesis:

H5: There is a positive relationship between trust and interest and customer satisfaction/decision
in OGS.

Consumer purchase behavior

According to Lee et al. (2016), a variety of things serve as the motivating factors for purchase
decisions for instance, the theoretical implications of the moderating function of positive
informational social influence utilizing a reasoned action theory method between positive
informational links to purchasing decisions in online shopping. Sharma (2014) found some of the
elements that influence consumers' decision-making when making purchases, particularly for
urban consumers of consumer goods. Among them are things like family status, religious views,
values, and traditions. In addition to these findings, those who prioritize packaging in consumer
purchase decisions. Ahmed et al. (2014) concluded that customers place a greater emphasis on
packaging components including color, packaging material, packaging design, and innovation.
Impulse buying refers to a decision that is taken hastily without careful thought, consideration of
all the information, and other options (Bhakat and Muruganantham, 2017). As a result of the
epidemic, more people are using e-commerce to fulfill their grocery needs, and this trend is
expected to last after the outbreak (Altay et al., 2022). Consumer decision-making is reflected in
their mobile grocery shopping behavior, which ranges from exposure to attitude to buy intention
(Kim, 2021). Convenience, aggressive pricing, app service quality, delivery, and a variety of
payment choices are the things considered by the people while making payments (Pandey et al.,
2021). Tandon et al. (2021) found the attitude of consumers directly affects the desire to buy
through food delivery apps. According to Kim (2021), South Korean consumers have positive
sentiments toward mobile grocery shopping and other people’s opinions may affect their
decision to utilize the services. Based on it, this study develops the following hypothesis:

H6: There is a positive relationship between consumer purchase behavior and customer
satisfaction/decision in OGS.

1.8 Research methodology

Research methodology provides an overall plan for the activities undertaken during the action. It
is a collective method in a detailed and organized manner for conducting research. This chapter
describes the methods and approaches that were adopted in conducting this study. It includes the
research design, the study population, sampling size procedure, pilot study, and data analysis.
The type and sources of data, the methods of data collection, and how reliability and validity
were tested. The study examining determinants of the customer satisfaction/decision in buying
groceries online made use of primary data.

1.8.1 Research design

The study has employed a descriptive and casual-comparative research design to deal with the
fundamental issues associated with the relationship between consumer behavior and online
grocery shopping in Nepal. The descriptive research design has been adopted for fact-finding and
searching for adequate information about online grocery shopping in Nepal. It attempts to
determine and describe the variables. It uses description, classification, measurement, and
comparison to describe a situation. The descriptive research design is also employed in this study
to learn the profile respondents, presentation, and description of the data collection and express
the characteristics of online grocery shopping in Nepal.

This study has also used a casual-comparative research design to determine direction,
magnitudes, and relationships between dependent variables and different independent variables.
Casual-comparative research design is used to find the cause-and-effect relationship among in
this study of customer behavior in buying groceries online after global pandemic in Nepal.
1.8.2 Nature and sources of data

This study is based on primary data. The primary data and information are collected on various
aspects of perceived ease of use, perceived service quality, perceived security, online payment
process, trust and interest and consumer purchase behavior on online grocery shopping in Nepal.
This study collects data from structured questionnaire. The questionnaire contains the questions
on respondent’s profile, rank type questions and 5-point scale questions.

1.8.3 Data collection instruments

To collect the data, a survey was carried by distributing a set of structured questionnaires to the
customer satisfaction/decision regarding online grocery shopping in Nepal. The primary source
of data was used to extract the information on the consumer behavior on online grocery
shopping. The data obtained from the questionnaire survey are analyzed through SPSS. The
instruments are descriptive statistics and inferential statistics. The questionnaire is divided into
two sections. The first section ‘A’ contains questions on profile of the respondents. Section ‘B’
contains Likert-type questions of dependent variable and independent variables on the impact of
micro finance institutions on the growth of SMEs in Nepal which scale ranges from 1 (Strongly
agree) to 5 (Strongly disagree).

1.8.4 Population and sample

The sample enterprises that have been used for the study purpose are selected based on the
availability of required information and data as per the requirements. The population of this
study consists of people who use online platform for shopping grocery items. This study is
conducted to gather the information from the consumers and variables in order to study the
customer behavior in buying groceries online after global pandemic in Nepal. The study is based
on 122 respondents.

1.8.5 Model specification

The econometric models used in this study tries to explain the relationship between selected
variables and customer satisfaction/decision regarding online grocery shopping. This study uses
least square regression model to test which of the hypothesis are consistent with data. As each
hypothesis in this study imply signed relationship, regression model may help to indicate which
of the hypotheses are generally consistent or inconsistent with the data.

In this model, the dependent variable is S indicated by customer satisfaction/decision. The

independent variables are perceived ease of use, perceived service quality, perceived security,
online payment process, trust and interest and consumer purchase behavior. The model is
presented as:

S = β0 + β1 EU + β2 SQ + β3 PS + β4 OP + β5 TI + β6 PB + ε

Where,

β0 = Intercept of the dependent variable

β1, β2, β3, β4, β5 and β6 = Coefficient of the variables

S = Customer satisfaction/decision

EU = Perceived ease of use

SQ = Perceived service quality

PS= Perceived security

OP = Online payment process

TI = Trust and interest

PB= Consumer purchase behavior

1.8.6 Validity and reliability

Validity refers to the truthfulness of findings. It determines whether the study truly measures
what it was intended to measure or how truthful the study results are. It refers to the accuracy of
a measure and a measurement is valid when it measures and performs the functions that it
supports. It is the degree to which a measure accurately represents what is it supposed to
measure.

Reliability, on the other hand refers to the credibility of the test and it mainly tests measurement
results and measurement tools. The extent to which results are consistent overtime and an
accurate representation of the total population under study is referred to as reliability and if the
results of a study can be reproduced under a smaller methodology, then the study instrument is
considered to be reliable.

In this study, Cronbach’s alpha is used to test reliability of the primary data. It allows us to
measure the reliability of the different categories. It is a function of the number of test items and
the average inter correlation among the items. Cronbach’s alpha consists of estimates of how
much variation in scores of different variables is attributable to chance or random errors. As a
general rule, a coefficient greater than or equal to 0.7 is considered acceptable and is a good
indication of construct reliability. Table 1.4 shows the coefficient of Cronbach’s alpha.
Table 1.4: Coefficient of Cronbach’s alpha
Variables Number of questions Cronbach’s alpha
Customer satisfaction/decision 5 0.877
Perceived ease of use 5 0.875
Perceived service quality 5 0.781
Perceived security 5 0.768
Online payment process 5 0.773
Trust and interest 5 0.875
Consumer purchase behavior 5 0.864
Overall 35 0.929

Source: Responses on Survey Likert Questionnaire

Table 1.4 shows the reliability test for all the components of questionnaire regarding the study
the customer behavior in buying groceries online after global pandemic in Nepal which were
computed by using SPSS. Cronbach’s alpha greater than 0.7 is considered as reliable data. The
overall Cronbach’s alpha is 0.929, which means 92.9 percent of the data taken for the study is
reliable.

1.9 Limitations of the study

Despite of the continuous efforts made for arriving at meaningful conclusion, the study suffers
from the following major limitations:
1. The study is completely based on primary source of data regarding the to study the
customer behavior in buying groceries online after global pandemic in Nepal.
Therefore, the reliability of conclusions of the study depends upon the accuracy of the
information provided by the respondents.
2. The study is based on the assumption of linear regression between the dependent and
independent variables. The study excluded the non-linear regression assumptions.
3. Some of the findings of this study are not consistent with earlier studies. Therefore, it
is worthwhile to note that nature of data and specification of the models may
themselves be responsible for the difference in results.
4. The data have been gathered by using a questionnaire. A series of interview should
have been carried out to verify the information. However, it has not been undertaken
in this study.
5. The study is based on six independent variables only which were considered as major
ones as per the literature review.
6. The study is based on the survey of 122 respondents only.
7. The study has collected data from selective consumers only.

1.10 Organization of the study

The study has been organized into a total of three chapters. The first chapter is the introduction
which covers the background of the study, statement of the problem, objective of the study,
significance, literature review, research hypothesis and operational definition and assumptions.
This is followed by Chapter Two which contains the data analysis and major findings and the last
chapter, that is, Chapter Three offers the summary and conclusion. This chapter also includes a
separate section for recommendations based on the major findings of the study.
 Chapter II

Data analysis and major findings

This chapter provides systematic presentation, interpretation and analysis of primary data to deal
with various issues associated with study of the customer behavior in buying groceries online
after global pandemic in Nepal. The purpose of this chapter is to analyze and interpret the data
collected during the study and present the results of the questionnaire survey. This chapter is
divided into three sections. The first section deals with the presentation and analysis of primary
data. The second section covers the analysis of regression model including correlation analysis.
The third section of this chapter deals with concluding remarks associated on the basis of results
derived from the primary data.

2.1 Presentation and analysis of data

This study is based on primary data analysis, which mainly deals with perceived ease of use,
perceived service quality, perceived security, online payment process, trust and interest,
consumer purchase behavior with customer satisfaction/decision regarding OGS after global
pandemic in Nepal. This section also reports the results of questionnaire survey conducted
among online shoppers.

Questionnaire survey was designed to understand the views of the respondents regarding the
study of the customer behavior in buying groceries online after global pandemic in Nepal. A
questionnaire including Likert scale questions was provided. The respondents’ profile along with
their personal characteristics and result of the survey are presented in the following sections.

2.1.1 Profile of respondents

The respondents’ profile along with their characteristics and results of the survey are presented in
the section below. The general information of the respondents is evaluated in five major
parameters such as gender, age, academic qualifications, turnover per year and their work
experience. Table 2.1 reports the profile of respondents.
 Table 2.1: Demographic characteristics of respondents

(There were five demographic categories that the respondents were asked to complete in order
to fill out the demographic profile of them. These were gender, age, academic qualification,
monthly income and their online shopping frequency. The distribution of collected sample based
on these demographic profiles is presented as follows. The characteristics of the respondents
influence the results.)
Respondent’s details No. of respondents Percentage (%)
Gender
Male 66 54.1
Female 56 45.9
Total 122 100.00
Age (in years)
Under 30 55 45.1
30-35 34 27.8
35-40 17 13.9
Above 40 16 13.2
Total 122 100.00
Academic qualification
Bachelor degree and below 76 62.3
Master degree 40 32.8
M. Phil/ Ph. D Degree 6 4.9
Total 122 100.00
Monthly income
Less than 20 thousand 44 36.1
20-50 thousand 38 31.1
50-80 thousand 22 18
More than 80 thousand 18 14.8
Total 122 100.00
Online shopping frequency
Everyday 10 8.2
Few times a week 46 37.7
Few times a month 49 40.2
Rarely 17 13.9
Total 122 100.00

Source: Field survey, 2022

Table 2.1 shows the personal profile of the respondents. Out of 122 respondents surveyed, the
majority of the respondents (54.1 percent) are male followed by (45.9 percent) are the female.
The age of the respondents is divided into four groups. The majority of the respondents (45.1
percent) are in the age group of under 30 years while (27.8 percent) of respondents are in the age
group of 30 to 35 years. Besides, (13.9 percent) of respondents are in the age group between 35
to 40 years and (13.2 percent) of respondents are in the age group of above 40 years. On
academic qualification, the majority of the respondents (62.3 percent) have a Bachelor degree
and below while (32.8 percent) have a Master degree and the rest (4.9 percent) have M. Phil/ Ph.
D degree. Regarding the monthly income of the respondents, majority of the respondents (36.1
percent) have a monthly income below 20 thousand while (31.1 percent) of the respondents have
a monthly income of 20 to 50 thousand. Likewise, (18 percent) of the respondents have a
monthly income of 50 to 80 thousand and (14.8 percent) of the respondents have monthly
income of above 80 thousand. Regarding online shopping experience of the respondents,
majority of the respondents (40.2 percent) shop online few times a month while (37.7 percent) of
the respondents hop few times a week. Likewise, (13.9 percent) of the respondents shop online
rarely and (8.2 percent) of the respondents shop online every day.

Gender

Gender is an important variable in expressing and giving the responses about the problem.
Hence, the variable gender was investigated for this study. Data related to gender of the
respondents is presented in Figure 2.1.
 Figure 2.1: Classification of respondents by gender

Gender
Male Female

45.9%

54%

The above figure shows that the majority of the respondents (54 percent) are the male followed
by (45.9 percent) are the female.

Age

Age of the respondents is one of the most important characteristics in understanding the views
about the particular problems. The age of the respondents is categorized into four groups i.e.,
under 30 years, 30 to 35 years, 35 to 40 years and above 40 years. The classification of
respondents by age in terms of percentage is shown in Figure 2.2.
 Figure 2.2: Classification of respondents by age

60
55

50
45.1

40
34

30 27.8

20 17 16
13.9 13.2

10

0
Under 30 30-35 35-40 Above 40

Number of respondents Percentage

Figure 2.2 shows that the majority of the respondents, 55 out of 122 respondents are in the age
group under 30 years constituting (45.1 percent) of total respondents. Similarly, 34 respondents
constituting (27.8 percent) of total respondents are in the age group of 30 to 35 years. Besides, 17
out of 122 respondents are in the age group between 35 and 40 years constituting (13.9 percent)
of total respondents and (13.2 percent) of respondents are in the age group of above 40 years.

Academic qualification

Education is one of the most important characteristics that might affect the person’s attitudes and
the way of looking and understanding any particular social phenomena therefore it becomes
imperative to know the educational background of the respondents. The classification of
respondents by academic qualification is presented in Figure 2.3.

Figure 2.3: Academic qualification of respondents

 80 76

70
62.3
60

50
40
40
32.8
30

20

9
10 6

0
Bachelor degree and be- Master degree M.Phil/ Ph.Degree
low

Number of respondents Percentage

Figure 2.3 shows that the majority of the respondents (62.3 percent) have a Bachelor degree
while (32.8 percent) have a Master degree and the rest (9 percent) have M. Phil/ Ph. D degree.

Monthly Income

Monthly income is one of the most important characteristics in understanding the views about
the particular study. The turnover per year of the respondents is categorized into four groups i.e.,
less than 20 thousand, 20 to 50 thousand, 50 to 80 thousand and more than 80 thousand shown in
Figure 2.4.

Figure 2.4: Monthly income of respondents

 50

45 44

40 38
36.1
35
31.1
30

25
22
20 18 18
14.8
15

10

0
Less than 20 thousand 20-50 thousand 50-80 thousand More than 80 thousand

Number of respondents Percentage

Figure 2.4 shows that the majority of the respondents (36.1 percent) have monthly income of less
than Rs. 20 thousand. Similarly, out of total respondents’ (31.1 percent) of the respondents have
monthly income of Rs. 20 to 50 thousand while (18 percent) of the respondents have monthly
income of Rs. 50 to 80 thousand. And, (14.8 percent) of the respondents have monthly income of
more than 80 thousand.

Online shopping frequency

Online shopping frequency is any frequency that person shops online using various social media
or e-commerce platforms. The online shopping frequency of the respondents is categorized into
four levels i.e., every day, few times a week, few times a month and rarely. The classification of
respondents according to their online shopping frequency is shown in the Figure 2.5.
 Figure 2.5: Online shopping frequency of respondents

60

50 49
46

40.2
40 37.7

30

20 17
13.9
10
10 8.2

0
Everyday Few times a week Few times a month Rarely

Number of respondents Percentage

Figure 2.5 shows that the majority of the respondents (40.2 percent) shop online few times a
month while (37.7 percent) of the respondents shop online few times a week. Likewise, (13.9
percent) of the respondents shop online rarely and (8.2 percent) of the respondents shop online
every day.

2.1.2 Respondents’ perception on perceived ease of use, perceived service quality, perceived
security, online payment process, trust and interest, consumer purchase behavior with
customer satisfaction/decision regarding OGS after global pandemic in Nepal

This section provides the information on the customer’s satisfaction/decision on the level of
selected factors. The respondents were asked question regarding their view on perceived ease of
use, perceived service quality, perceived security, online payment process, trust and interest and
consumer purchase behavior.
Respondents’ perception on perceived ease of use

Table 2.2 presents the opinions of respondents regarding the perceived ease of use provided by
OGS in Nepal.

Table 2.2: Respondents’ perception on perceived ease of use

(This table shows the percentage, frequency and mean of the respondents’ perception regarding
perceived ease of use provided by OGS. This statement is measured in a five-point Likert scales:
1 as strongly disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly agree.)
Statement 5 4 3 2 1 N Mean
The grocery items are easy F 29 51 31 9 2 122 3.78
to order online. % 23.7 41.8 25.4 7.4 1.7 100
A% 65.5 25.4 9.1
I find every grocery item F 22 50 34 14 2 122 3.62
online. % 18 41 27.9 11.5 1.6 100
A% 59 27.9 13.1
Learning to use online F 33 58 25 4 2 122 3.95
grocery shopping through % 27.04 47.54 20.50 3.28 1.64 100
the website was easy to A% 74.58 20.50 4.92
me.
It is easy for me to F 39 41 30 10 2 122 3.86
remember how to perform % 31.96 33.60 24.59 8.19 1.63 100
tasks needed for grocery A% 65.56 20.31 9.82
shopping using the
website.
Ordering groceries online F 54 39 25 2 2 122 4.15
is possible 24/7 which % 44.26 31.96 20.49 1.63 1.63 100
makes life comfortable. A% 76.22 20.59 3.26
Weighted Average Mean 3.87

The table shows that majority of respondents (65.5 percent) agreed that the grocery items are
easy to order online. Some respondents (9.1 percent) disagreed that the grocery items are easy to
order online same. However, rest of the respondents (25.4 percent) were neutral on the statement.

Regarding the statement “I find every grocery item online”, majority of the respondents (59
percent) agreed that they find every grocery item online. Some respondents (13.1 percent)
disagreed that they find every grocery item online. However, the rest of the respondents (27.9
percent) were neutral on the statement.

Likewise, the table shows that majority of respondents (74.58 percent) agreed that learning to use
online grocery shopping through the website was easy to them. Some respondents (4.92 percent)
disagreed that learning to use online grocery shopping through the website was easy to them.
However, rest of the respondents (20.50 percent) were neutral on the statement.

Similarly, the table shows that majority of respondents (65.56 percent) agreed it is easier for
them to remember how to perform tasks needed for grocery shopping using the website. Some
respondents (9.82 percent) disagreed that it is easier for them to remember how to perform tasks
needed for grocery shopping using the website. However, rest of the respondents (20.31 percent)
were neutral on the statement.

Likewise, the table shows that majority of respondents (76.22 percent) agreed that ordering
groceries online is possible 24/7 which makes life comfortable. Some respondents (3.26 percent)
disagreed that ordering groceries online is possible 24/7 which makes life comfortable. However,
rest of the respondents (20.59 percent) were neutral on the statement.

The mean of training need assessment ranges from a minimum value of 3.62 to maximum value
of 4.15. Among them, the statement regarding, “Ordering groceries online is possible 24/7 which
makes life comfortable,” has the maximum mean value of 4.15. However, the statement
regarding, “I find every grocery item online.,” has lowest mean value of 3.62.

The weighted average mean scale for perceived ease of use is 3.87. It indicates that perceived
ease of use plays important role on customer satisfaction/decision. It means that online grocery
shoppers agree that the perceived ease of OGS affects customer’s satisfaction/decision in using
OGS.
Respondents’ perception on perceived service quality

Table 2.3 presents the opinions of respondents regarding the perceived service quality provided
by OGS in Nepal.

Table 2.3: Respondents’ perception on perceived service quality

(This table shows the percentage, frequency and mean of the respondents’ perception regarding
perceived service quality provided by OGS. This statement is measured in five-point Likert
scales: 1 as strongly disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly agree.)
Statement 5 4 3 2 1 N Mean
I am happy with the F 2 32 43 45 0 122 2.93
delivery time % 1.63 26.23 35.24 36.89 0 100
A% 27.86 35.24 36.89
The grocery items I F 7 25 55 35 0 122 3.03
purchase online is fresh. % 5.74 20.49 45.1 28.68 0 100
A% 26.23 45.1 28.68
The order arrives as F 5 41 50 24 2 122 3.18
requested. % 4.09 33.60 40.98 19.67 1.63 100
A% 37.69 40.98 21.3
The pricing of the food F 6 47 41 27 1 122 3.24
items is reasonable. % 4.91 38.52 33.60 22.13 0.81 100
A% 43.43 33.60 22.94
The website gives me F 8 60 40 14 0 122 3.51
timely updates on when I % 6.55 49.18 32.78 11.47 0 100
will receive the product. A% 55.73 32.78 11.47
Weighted Average Mean 3.18

The table shows that majority of respondents (36.89 percent) disagreed that they are happy with
the delivery time. Some respondents (27.86 percent) agreed that the they are happy with the
delivery time. However, rest of the respondents (35.24 percent) were neutral on the statement.

Regarding the statement “The grocery items I purchase online is fresh.”, majority of the
respondents (45.1 percent) were neutral on the statement. Some respondents (26.23 percent)
agreed that the grocery items they purchase online is fresh. However, the rest of the respondents
(28.68 percent) disagreed that the grocery items they purchase online is fresh.

Likewise, the table shows that majority of respondents (40.98 percent) were neutral on the
statement that the order arrived as requested. Some respondents (37.69 percent) agreed that the
order arrived as requested. However, rest of the respondents (21.3 percent) disagreed on the
statement.

Similarly, the table shows that majority of respondents (43.43 percent) agreed the pricing of the
food items is reasonable. Some respondents (22.94 percent) disagreed that the pricing of the food
items is reasonable. However, rest of the respondents (33.60 percent) were neutral on the
statement.

Likewise, the table shows that majority of respondents (55.60 percent) agreed that the website
gives them timely updates on when they will receive the product. Some respondents (11.47
percent) disagreed that the website gives them timely updates on when they will receive the
product. However, rest of the respondents (32.78 percent) were neutral on the statement.

The mean of training need assessment ranges from a minimum value of 2.93 to maximum value
of 3.51. Among them, the statement regarding, “The website gives me timely updates on when I
will receive the product,” has the maximum mean value of 3.51. However, the statement
regarding, “I am happy with the delivery time,” has lowest mean value of 3.62.

The weighted average mean scale for perceived service quality of use is 3.18. It indicates that
perceived service quality of OGS plays important role on customer satisfaction/decision. It
means that online grocery shoppers agree that the perceived service quality affects customer’s
satisfaction/decision in using OGS.

Respondents’ perception on perceived security

Table 2.4 presents the opinions of respondents regarding the perceived security provided OGS in
Nepal.
 Table 2.4: Respondents’ perception on perceived security
(This table shows the percentage, frequency and mean of the respondents’ perception regarding
perceived security provided by OGS in Nepal. This statement is measured in five-point Likert
scales: 1 as strongly disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly agree.)

Statement 5 4 3 2 1 N Mean
One risk of buying F 55 55 10 1 1 122 4.33
groceries online is % 45.08 45.08 8.19 0.82 0.82 100
receiving low quality A% 90.16 8.19 1.64
products or incorrect items.
Security around payment F 48 61 11 1 1 122 4.27
and personal data on the % 39.34 50 9.01 0.82 0.82 100
internet is not good A% 89.44 9.01 1.64
enough.
Return and exchange F 55 51 11 3 2 122 4.26
opportunities are not as % 45.08 41.80 9.01 2.46 1.62 100
good on the internet as in A% 86.88 9.01 4.1
the supermarket.
One risk when buying F 58 55 4 3 2 122 4.34
groceries online is % 47.54 45.08 3.37 2.46 1.64 100
receiving products with an A% 92.62 3.37 4.1
undesirable expiration
date.
Buying fresh produce can F 77 41 3 1 0 122 4.59
be a challenge since I am % 63.11 33.60 2.46 0.82 0 100
unable to see the quality of A% 96.71 2.46 0.82
the item before I buy it.
(i.e., I cannot handpick the
items).
Weighted Average Mean 4.36

The table shows that majority of respondents (90.16 percent) agreed that the risk of buying
groceries online is receiving low quality products or incorrect items. Some respondents (1.64
percent) disagreed that the risk of buying groceries online is receiving low quality products or
incorrect items. However, rest of the respondents (8.19 percent) were neutral on the statement.

Regarding the statement “Security around payment and personal data on the internet is not good
enough.”, majority of the respondents (89.44 percent) agreed that security around payment and
personal data on the internet is not good enough. Some respondents (1.64 percent) disagreed that
security around payment and personal data on the internet is not good enough. However, the rest
of the respondents (9.10 percent) were neutral on the statement.
Likewise, the table shows that majority of respondents (86.88 percent) agreed that return and
exchange opportunities are not as good on the internet as in the supermarket. Some respondents
(4.1 percent) disagreed that Return and exchange opportunities are not as good on the internet as
in the supermarket. However, rest of the respondents (9.10 percent) were neutral on the
statement.

Similarly, the table shows that majority of respondents (65.56 percent) agreed it is easier for
them to remember how to perform tasks needed for grocery shopping using the website. Some
respondents (9.82 percent) disagreed that it is easier for them to remember how to perform tasks
needed for grocery shopping using the website. However, rest of the respondents (20.31 percent)
were neutral on the statement.

Likewise, the table shows that majority of respondents (96.01 percent) agreed that buying fresh
produce can be a challenge since they are unable to see the quality of the item before they buy it.
Some respondents (0.82 percent) disagreed that buying fresh produce can be a challenge since
they are unable to see the quality of the item before they buy it. However, rest of the respondents
(2.46 percent) were neutral on the statement.

The mean of training need assessment ranges from a minimum value of 4.26 to maximum value
of 4.59. Among them, the statement regarding, “Buying fresh produce can be a challenge since I
am unable to see the quality of the item before I buy it,” has the maximum mean value of 4.59.
However, the statement regarding, “Return and exchange opportunities are not as good on the
internet as in the supermarket,” has lowest mean value of 4.26.

The weighted average mean scale for perceived security is 4.36. It indicates that perceived
security of OGS use plays important role on customer satisfaction/decision. It means that online
grocery shoppers agree that the perceived security affects customer’s satisfaction/decision in
using OGS.
Respondents’ perception on online payment process

Table 2.5 presents the opinions of respondents regarding the online payment process provided
OGS in Nepal.

Table 2.5: Respondents’ perception on online payment process

(This table shows the percentage, frequency and mean of the respondents’ perception regarding
online payment process provided by OGS in Nepal. This statement is measured in five-point
Likert scales: 1 as strongly disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly
agree.)

Statement 5 4 3 2 1 N Mean
I am aware about different F 28 54 29 11 0 122 3.81
online payment portals in % 22.95 44.26 23.77 9.10 0 100
Nepal. A% 67.21 23.77 9.01
I am well adept in online F 41 49 21 9 2 122 3.96
payment procedure. % 33.60 40.16 17.21 7.37 1.64 100
A% 73.76 17.21 9.01
The payment process F 32 57 26 7 0 122 3.93
while shopping online is % 26.22 46.72 21.31 5.73 0 100
easy. A% 72.94 21.31 5.73
The response time after the F 13 37 32 39 1 122 3.18
payment is made is quick. % 10.65 30.32 26.22 31.96 0.82 100
A% 40.97 26.22 32.78
I prefer online payment to F 47 44 24 7 0 122 3.73
cash on delivery. % 38.52 36.06 19.67 5.73 0 100
A% 74.58 19.67 5.73
Weighted Average Mean 3.72

The table shows that majority of respondents (67.21 percent) agreed that they are aware about
different online payment portals in Nepal. Some respondents (9.01 percent) disagreed that they
are aware about different online payment portals in Nepal. However, rest of the respondents
(23.77 percent) were neutral on the statement.

Regarding the statement “I am well adept in online payment procedure.”, majority of the
respondents (73.6 percent) agreed that they are well adept in online payment procedure. Some
respondents (9.01 percent) disagreed that they are well adept in online payment procedure.
However, the rest of the respondents (17.21 percent) were neutral on the statement.
Likewise, the table shows that majority of respondents (72.94 percent) agreed that the payment
process while shopping online is easy. Some respondents (5.73 percent) disagreed that the
payment process while shopping online is easy. However, rest of the respondents (21.31 percent)
were neutral on the statement.

Similarly, the table shows that majority of respondents (40.97 percent) agreed that the response
time after the payment is made is quick. Some respondents (32.78 percent) disagreed that it is
easier for them to remember how to perform tasks needed for grocery shopping using the
website. However, rest of the respondents (26.22 percent) were neutral on the statement.

Likewise, the table shows that majority of respondents (74.58 percent) agreed that they prefer
online payment to cash on delivery. Some respondents (5.73 percent) disagreed that they prefer
online payment to cash on delivery. However, rest of the respondents (19.67 percent) were
neutral on the statement.

The mean of training need assessment ranges from a minimum value of 3.18 to maximum value
of 3.96. Among them, the statement regarding, “I am well adept in online payment procedure,”
has the maximum mean value of 3.96. However, the statement regarding, “The response time
after the payment is made is quick,” has lowest mean value of 3.18.

The weighted average mean scale for online payment process is 3.72. It indicates that online
payment process in OGS plays an important role on customer satisfaction/decision. It means that
online grocery shoppers agree that the online payment process affects customer’s
satisfaction/decision in using OGS.
Respondents’ perception on trust and interest

Table 2.6 presents the opinions of respondents regarding the trust and interest provided by OGS
in Nepal

Table 2.6: Respondents’ perception on trust and interest

(This table shows the percentage, frequency and mean of the respondents’ perception regarding
trust and interest provided by OGS in Nepal. This statement is measured in five-point Likert
scales: 1 as strongly disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly agree.)

Statement 5 4 3 2 1 N Mean
I believe in the information F 10 27 57 24 4 122 3.12
that OGS website provides % 8.19 22.13 46.72 19.67 3.27 100
me. A% 30.32 46.72 22.94
I believe the OGS website F 4 37 54 22 5 122 3.10
would keep its % 3.27 30.32 44.26 18.03 4.09 100
commitments. A% 33.59 44.26 22.12
I am prepared to give F 5 10 21 47 39 122 2.13
private information to the % 4.09 8.19 17.21 38.52 31.96 100
OGS website. A% 12.28 17.21 70.58
I am willing to give my F 3 15 12 53 39 122 2.05
bank information to the % 2.46 12.29 9.83 43.44 31.96 100
OGS website. A% 14.75 9.83 75.4
I believe that the OGS F 5 38 59 19 0 122 3.25
website would act in my % 4.92 31.14 48.36 15.57 0 100
best interest. A% 36.06 48.36 15.57
Weighted Average Mean 2.73

The table shows that majority of respondents (46.72 percent) were neutral on the statement that
they believe in the information that OGS website provides them. Some respondents (30.32
percent) agreed that they believe in the information that OGS website provides them. However,
rest of the respondents (22.94 percent) disagreed on the statement.

Regarding the statement “I believe the OGS website would keep its commitments.”, majority of
the respondents (44.26 percent) were neutral on the statement that they believe OGS website
would keep its commitments. Some respondents (33.59 percent) agreed OGS website would
keep its commitments. However, the rest of the respondents (22.12 percent) were disagreed on
the statement.

Likewise, the table shows that majority of respondents (74.58 percent) disagreed that they are
prepared to give private information to the OGS website. Some respondents (12.28 percent)
agreed that they are prepared to give private information to the OGS website. However, rest of
the respondents (17.21 percent) were neutral on the statement.

Similarly, the table shows that majority of respondents (75.4 percent) disagreed that they are
willing to give their bank information to the OGS website. Some respondents (14.75 percent)
agreed that they are willing to give their bank information to the OGS website. However, rest of
the respondents (9.83 percent) were neutral on the statement.

Likewise, the table shows that majority of respondents (48.36 percent) are neutral on the
statement that believe that the OGS website would act in their best interest. Some respondents
(36.06 percent) agreed that the OGS website would act in their best interest. However, rest of the
respondents (15.57 percent) were disagreed on the statement.

The mean of training need assessment ranges from a minimum value of 2.05 to maximum value
of 3.25. Among them, the statement regarding, “I believe that the OGS website would act in my
best interest,” has the maximum mean value of 3.25. However, the statement regarding, “I am
willing to give my bank information to the OGS website” has lowest mean value of 2.05.

The weighted average mean scale for trust and interest is 2.73. It indicates that trust and interest
of OGS plays an important role on customer satisfaction/decision. It means that online grocery
shoppers agree that the trust and interest of OGS affects customer’s satisfaction/decision in using
OGS.
Respondents’ perception on consumer purchase behavior

Table 2.7 presents the opinions of respondents regarding the consumer purchase behavior of
OGS in Nepal.

Table 2.7: Respondents’ perception on consumer purchase behavior

(This table shows the percentage, frequency and mean of the respondents’ perception regarding
consumer purchase behavior of OGS in Nepal. This statement is measured in five-point Likert
scales: 1 as strongly disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly agree.)
Statement 5 4 3 2 1 N Mean
I tend to buy groceries F 8 48 8 22 36 122 2.75
online without thinking % 6.56 39.34 6.56 18.09 29.50 100
and planning. A% 45.9 6.56 47.53
I buy groceries online F 33 38 12 15 24 122 3.34
based on review and % 27.04 31.14 9.84 12.29 19.67 100
recommendations. A% 58.18 9.84 31.96
I prefer quality over F 54 36 29 2 1 122 4.15
quantity while shopping % 44.26 29.50 23.77 1.64 0.82 100
grocery items. A% 53.27 23.77 2.46
I buy groceries without F 20 27 12 32 31 122 2.78
considering the price. % 16.34 22.13 9.84 26.22 25.40 100
A% 38.47 9.84 51.62
I started buying groceries F 58 41 18 4 1 122 3.61
online after the COVID-19 % 47.54 33.60 14.75 3.28 0.82 100
pandemic A% 81.84 14.75 4.1
Weighted Average Mean 3.33

The table shows that majority of respondents (47.53 percent) disagreed that they tend to buy
groceries online without thinking and planning. Some respondents (45.9 percent) agreed that
they tend to buy groceries online without thinking and planning. However, rest of the
respondents (6.56 percent) were neutral on the statement.

Regarding the statement “I buy groceries online based on review and recommendations.”,
majority of the respondents (58.18 percent) agreed that they buy groceries online based on
review and recommendations. Some respondents (31.96 percent) disagreed that they buy
groceries online based on review and recommendations. However, the rest of the respondents
(9.84 percent) were neutral on the statement.

Likewise, the table shows that majority of respondents (53.27 percent) agreed that they prefer
quality over quantity while shopping grocery items. Some respondents (2.46 percent) disagreed
that they prefer quality over quantity while shopping grocery items. However, rest of the
respondents (23.77 percent) were neutral on the statement.

Similarly, the table shows that majority of respondents (51.62 percent) disagreed that they buy
groceries without considering the price. Some respondents (38.47 percent) agreed that they buy
groceries without considering the price. However, rest of the respondents (9.84 percent) were
neutral on the statement.

Likewise, the table shows that majority of respondents (81.84 percent) agreed that they started
buying groceries online after the COVID-19 pandemic. Some respondents (4.1 percent)
disagreed that they started buying groceries online after the COVID-19 pandemic. However, rest
of the respondents (14.75 percent) were neutral on the statement.

The mean of training need assessment ranges from a minimum value of 2.75 to maximum value
of 4.15. Among them, the statement regarding, “I prefer quality over quantity while shopping
grocery items,” has the maximum mean value of 4.15. However, the statement regarding, “I tend
to buy groceries online without thinking and planning,” has lowest mean value of 2.75.

The weighted average mean scale for customer purchase behavior is 3.33. It indicates that
consumer purchase behavior regarding OGS plays important role on customer
satisfaction/decision. It means that online grocery shoppers agree that the consumer purchase
behavior affects customer’s satisfaction/decision in using OGS.

Respondents’ perception on customer satisfaction/decision

Table 2.8 presents the opinions of respondents regarding customer satisfaction/decision for OGS
in Nepal.
 Table 2.8: Respondents’ perception on growth of customer satisfaction/decision
(This table shows the percentage, frequency and mean of the respondents’ perception regarding
customer satisfaction/decision for OGS in Nepal. This statement is measured in five-point Likert
scales: 1 as strongly disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly agree.)
Statement 5 4 3 2 1 N Mean
I prefer shopping groceries F 14 50 30 21 7 122 3.35
online than shopping in % 11.47 40.98 24.6 17.21 5.73 100
physical stores. A% 52.45 24.6 22.94
I am able to save my time F 28 49 31 11 3 122 3.72
by OGS. % 22.95 40.16 25.40 9.10 2.46 100
A% 63.11 25.50 11.47
OGS is convenient for me F 29 52 32 8 1 122 3.82
to use. % 23.77 42.62 26.22 6.56 0.82 100
A% 66.39 26.22 7.38
Being able to buy F 58 35 24 3 2 122 4.18
groceries online was % 47.54 28.68 19.67 2.46 1.64 100
helpful during the COVID- A% 76.22 19.67 4.1
19 pandemic.
OGS has improved the F 40 57 25 0 0 122 4.12
quality of my shopping. % 32.78 46.72 20.49 0 0 100
A% 79.5 20.49 0
Weighted Average Mean 3.84

The table shows that majority of respondents (53.45 percent) agreed that they prefer shopping
groceries online than shopping in physical stores. Some respondents (22.94 percent) disagreed
that they prefer shopping groceries online than shopping in physical stores. However, rest of the
respondents (24.46 percent) were neutral on the statement.

Regarding the statement “I am able to save my time by OGS”, majority of the respondents (63.11
percent) agreed that they are able to save their time by OGS. Some respondents (11.47 percent)
disagreed that they are able to save their time by OGS. However, the rest of the respondents
(25.50 percent) were neutral on the statement.
Likewise, the table shows that majority of respondents (66.39 percent) agreed that OGS is
convenient for them to use. Some respondents (7.38 percent) disagreed that OGS is convenient
for them to use. However, rest of the respondents (26.22 percent) were neutral on the statement.

Similarly, the table shows that majority of respondents (76.22 percent) agreed that being able to
buy groceries online was helpful to them during the COVID-19 pandemic. Some respondents
(4.1 percent) disagreed that being able to buy groceries online was helpful to them during the
COVID-19 pandemic. However, rest of the respondents (19.67 percent) were neutral on the
statement.

Likewise, the table shows that majority of respondents (79.5 percent) agreed that OGS has
improved the quality of their shopping. None of the respondents (0 percent) disagreed that OGS
has improved the quality of their shopping. However, rest of the respondents (20.49 percent)
were neutral on the statement.

The mean of training need assessment ranges from a minimum value of 3.35 to maximum value
of 4.18. Among them, the statement regarding, “Being able to buy groceries online was helpful
during the COVID-19 pandemic,” has the maximum mean value of 4.18. However, the statement
regarding, “I prefer shopping groceries online than shopping in physical stores,” has lowest mean
value of 3.35.

The weighted average mean scale for customer satisfaction/decision 3.84. It indicates that
Online Grocery shopping plays an important role on customer satisfaction/decision. It means that
online grocery shoppers agree that the customer’s satisfaction/decision is high regarding OGS.

2.2 Correlation analysis

Correlation is a term that refers to the strength of a relationship between two variables. A strong
or high correlation means that two or more variables have strong relationship with each other,
while a weak or low correlation means that the variables are hardly related. This section of the
study presents the results and discussions of the correlation analysis. The correlation measures
the strength of the linear relationship between variables. The strength of linear association
between two numerical variables in a sample of population is determined by the correlation
coefficient.

Table 2.9 shows the computation of Kendall’s Tau correlation coefficients matrix of the impact
of microfinance institutions on the customer satisfaction/decision in OGS in Nepal.

Table 2.9: Kendall’s correlation coefficients matrix

This table presents Kendall’s Tau coefficients between dependent and independent variables.
The correlation coefficients are based on 122 observations. The dependent variable is (EU)
perceived ease of use, (SQ) perceived service quality, (PS) perceived security, (OP) online
payment process, (TI) trust and interest and (PB) consumer purchase behavior

Variables Mean S.D. EU SQ PS OP TI PB S

EU 3.678 0.782 1            
SQ 3.722 0.740 0.289 **
1          
PS 3.578 0.828 -0.12 -0.177* 1        
OP 3.638 0.793 0.435** 0.342 **
-0.24 *
1      
TI 3.741 0.790 0.189** 0.382 **
0.155 0.341
* **
1    
PB 3.659 0.748 0.551** 0.549** 0.25 0.633** 0.516** 1  
S 3.714 0.773 0.568** 0.245** 0.124 0.535** 0.320** 0.574** 1
Note: The asterisk signs (**) and (*) indicate that the results are significant at one percent and five percent levels
respectively.

Table 2.9 shows the Kendall’s correlation coefficients of dependent and independent variables
for OGS. The study indicates that perceived ease of use is positively correlated to customer
satisfaction/decision indicating that ease of use leads to customer satisfaction/decision in OGS.
Likewise, perceived service quality is positively correlated to customer satisfaction/decision.
This implies that quality of service provided by OGS leads to the customer satisfaction/decision
in OGS. Similarly, perceived security is positively correlated to customer satisfaction/decision. It
indicates that the security provided by OGS website would result in customer
satisfaction/decision. Likewise, online payment process is also positively correlated to customer
satisfaction/decision indicating that good online payment process leads to the customer
satisfaction/decision in OGS. Similarly, trust and interest are positively correlated to customer
satisfaction/decision which indicates that trust and interest on OGS service provider would result
in customer satisfaction/decision. Further, consumer purchase behavior is also positively
correlated to customer satisfaction/decision. It shows that positive consumer purchase behavior
leads to customer satisfaction/decision in OGS.

2.3 Regression analysis

Regression analysis is a statistical process for estimating the relationships among variables. The
regression results were estimated where perceived ease of use, perceived service quality,
perceived security, online payment process, trust and interest and consumer purchase behavior
are used as independent variables and dependent customer satisfaction/decision regarding OGS.

The regression result of perceived ease of use, perceived service quality, perceived security,
online payment process, trust and interest and consumer purchase behavior provided by OGS in
Nepal is shown in table 2.10.

Table 2.10: Estimated regression result of perceived ease of use, perceived service quality,
perceived security, online payment process, trust and interest and consumer purchase
behavior on customer satisfaction/decision regarding OGS.

The results are based on 122 observations using linear regression model. The model is S = β0 + β1 EU + β2
SQ + β3 PS + β4 OP + β5 TI + β6 PB + ε where the dependent variable is S (customer
satisfaction/decisions). The independent variables are is (EU) perceived ease of use, (SQ) perceived
service quality, (PS) perceived security, (OP) online payment process, (TI) trust and interest and
(PB) consumer purchase behavior
Model Intercept Regression coefficients of Adj. SEE F- Value
EU SQ PS OP TI PB R_bar2
1 1.215 0.680 0.479 0.5357 112.076
(4.776) ** (10.58) **
2 2.324 0.482 0.151 0.6836 22.51
(7.060) ** (4.77) **
3 3.029 0.789 0.008 0.7384 1.969
(4.150) ** (1.403) **
4 0.760 0.815 0.526 0.5108 135.203
(2.812) ** (11.64) **
5 2.673 0.432 0.195 0.6656 30.317
(11.970) ** (5.51) **
6 -1.024 1.357 0.605 0.4644 186.101
(-2.843) ** (13.642) **
7 0.967 0.631 0.137 0.485 0.5325 57.917
(3.241) * (8.784) ** (1.557) **
8 -0.208 0.624 0.172 0.250 0.508 0.5201 42.725
(-0.386) (8.969) ** (1.997) (2.598) **
9 -0.853 0.400 -0.003 0.241 0.555 0.653 0.4369 57.967
(-1.849) (6.029) ** (-0.034) (2.982) ** (7.087) **
10 -1.172 0.4444 -0.107 0.303 0.439 0.237 0.689 0.4134 54.732
(-2.638) (6.952) * (-1.377) (3.877) ** (5.497) (3.83) **
11 -1.172 -0.003 -0.551 -0.141 -0.004 -0.207 2.219 0.690 0.4150 64.782
 (-2.638) (-0.43) (-4.878) (-1.404) (-0.36) (-2.563) (6.952) **

Notes:
i. Figures in parenthesis are t-values.
ii. The asterisk signs (**) and (*) indicate that the results are significant at 1 percent and 5
percent level respectively.
iii. Customer satisfaction/decision is a dependent variable.

The regression results show that the beta coefficients for perceived ease of use are positive with
the customer satisfaction/decision. It indicates that perceived ease of use has positive impact on
the customer satisfaction/decision in OGS. This finding is consistent with the findings of Rout et
al. (2022). Likewise, the beta coefficients for perceived service quality are positive with the the
customer satisfaction/decision. It indicates that perceived service quality has positive impact on
the customer satisfaction/decision. This finding is consistent with the findings of to Vaidya
(2019). In addition, the beta coefficients for perceived security are positive with customer
satisfaction/decision. It indicates that perceived security has a positive impact on customer
satisfaction/decision. This result is consistent with the findings of Trong et al. (2014), Further,
the beta coefficients for online payment process are positively related with the customer
satisfaction/decision. It indicates that online payment process has a positive impact on customer
satisfaction/decision. This finding is consistent with the findings of Kotler and Keller (2012). In
addition, the beta coefficients for trust and interest are positive with the customer
satisfaction/decision. It indicates that trust and interest have positive impact on customer
satisfaction/decision. This finding is similar to the findings of Putra and Pramudana (2021). The
beta coefficients for consumer purchase behavior are positively related with the customer
satisfaction/decision. It indicates that consumer purchase behavior has a positive impact on the
customer satisfaction/decision. This finding is consistent with the finding of Lee et al. (2016).

2.4 Major findings

Based on the analysis of data, the major findings of the study are summarized as follows:
1. Out of 122 respondents surveyed, the majority of the respondents (54.1 percent) are male
followed by 45.9 percent of the female.
2. The majority of the respondents are of the age group under 30 years (45.1 percent) followed
by the age group 30 to 35 years (27.8 percent), between 35 and 40 years (13.9 percent) and
above 40 years (13.2 percent).
3. The majority of the respondents (62.3 percent) have Bachelor degree and below followed by
Master degree (32.8 percent) and M. Phil/ Ph. D degree (4.9 percent).

4. The majority of the respondents (36.1 percent) have a monthly salary below 20 thousand
followed by monthly salary between 20 and 50 thousand (31.1 percent), between 50 and 80
thousand (18 percent) and above 80 thousand (14.8 percent).

5. Regarding the online shopping frequency of respondents, the majority of the respondents
shop online few times a month (40.2 percent) followed by online shopping frequency of few
times a week (37.7 percent), everyday 8.2 percent) and rarely (13.9 percent).
6. The majority of respondents (65.5 percent) agreed that the grocery items are easy to order
online. Some respondents (9.1 percent) disagreed that the grocery items are easy to order
online same. However, rest of the respondents (25.4 percent) were neutral on the statement.
7. Similarly, the majority of the respondents (59 percent) agreed that they find every grocery
item online. Some respondents (13.1 percent) disagreed that they find every grocery item
online. However, the rest of the respondents (27.9 percent) were neutral on the statement.
8. Likewise, the majority of respondents (74.58 percent) agreed that learning to use online
grocery shopping through the website was easy to them. Some respondents (4.92 percent)
disagreed that learning to use online grocery shopping through the website was easy to them.
However, rest of the respondents (20.50 percent) were neutral on the statement.
9. Similarly, the majority of respondents (65.56 percent) agreed it is easier for them to
remember how to perform tasks needed for grocery shopping using the website. Some
respondents (9.82 percent) disagreed that it is easier for them to remember how to perform
tasks needed for grocery shopping using the website. However, rest of the respondents
(20.31 percent) were neutral on the statement.
10. Similarly, the majority of respondents (76.22 percent) agreed that ordering groceries online
is possible 24/7 which makes life comfortable. Some respondents (3.26 percent) disagreed
that ordering groceries online is possible 24/7 which makes life comfortable. However, rest
of the respondents (20.59 percent) were neutral on the statement.
11. The mean of training need assessment ranges from a minimum value of 3.62 to maximum
value of 4.15. Among them, the statement regarding, “Ordering groceries online is possible
24/7 which makes life comfortable,” has the maximum mean value of 4.15. However, the
statement regarding, “I find every grocery item online.,” has lowest mean value of 3.62.
12. The weighted average mean value for perceived ease of use is 3.87, the respondents agreed
that the perceived ease of OGS affects customer’s satisfaction/decision in using OGS in
Nepal.
13. The Majority of respondents (36.89 percent) disagreed that they are happy with the delivery
time. Some respondents (27.86 percent) agreed that the they are happy with the delivery
time. However, rest of the respondents (35.24 percent) were neutral on the statement.
14. Similarly, the majority of the respondents (45.1 percent) were neutral on the statement.
Some respondents (26.23 percent) agreed that the grocery items they purchase online is
fresh. However, the rest of the respondents (28.68 percent) disagreed that the grocery items
they purchase online is fresh.
15. Likewise, the majority of respondents (40.98 percent) were neutral on the statement that the
order arrived as requested. Some respondents (37.69 percent) agreed that the order arrived as
requested. However, rest of the respondents (21.3 percent) disagreed on the statement.
16. Similarly, the majority of respondents (43.43 percent) agreed the pricing of the food items is
reasonable. Some respondents (22.94 percent) disagreed that the pricing of the food items is
reasonable. However, rest of the respondents (33.60 percent) were neutral on the statement.
17. Likewise, the majority of respondents (55.60 percent) agreed that the website gives them
timely updates on when they will receive the product. Some respondents (11.47 percent)
disagreed that the website gives them timely updates on when they will receive the product.
However, rest of the respondents (32.78 percent) were neutral on the statement.
18. The mean of training need assessment ranges from a minimum value of 2.93 to maximum
value of 3.51. Among them, the statement regarding, “The website gives me timely updates
on when I will receive the product,” has the maximum mean value of 3.51. However, the
statement regarding, “I am happy with the delivery time,” has lowest mean value of 3.62.
19. The respondents agreed that the perceived service quality affects customer’s
satisfaction/decision in using OGS in Nepal as the weighted average mean scale for
perceived service quality of use is 3.18
20. The majority of respondents (90.16 percent) agreed that the risk of buying groceries online
is receiving low quality products or incorrect items. Some respondents (1.64 percent)
disagreed that the risk of buying groceries online is receiving low quality products or
incorrect items. However, rest of the respondents (8.19 percent) were neutral on the
statement.
21. Similarly, the majority of the respondents (89.44 percent) agreed that security around
payment and personal data on the internet is not good enough. Some respondents (1.64
percent) disagreed that security around payment and personal data on the internet is not good
enough. However, the rest of the respondents (9.10 percent) were neutral on the statement.
22. Likewise, the majority of respondents (86.88 percent) agreed that return and exchange
opportunities are not as good on the internet as in the supermarket. Some respondents (4.1
percent) disagreed that Return and exchange opportunities are not as good on the internet as
in the supermarket. However, rest of the respondents (9.10 percent) were neutral on the
statement.
23. Similarly, the majority of respondents (65.56 percent) agreed it is easier for them to
remember how to perform tasks needed for grocery shopping using the website. Some
respondents (9.82 percent) disagreed that it is easier for them to remember how to perform
tasks needed for grocery shopping using the website. However, rest of the respondents
(20.31 percent) were neutral on the statement.
24. Likewise, the majority of respondents (96.01 percent) agreed that buying fresh produce can
be a challenge since they are unable to see the quality of the item before they buy it. Some
respondents (0.82 percent) disagreed that buying fresh produce can be a challenge since they
are unable to see the quality of the item before they buy it. However, rest of the respondents
(2.46 percent) were neutral on the statement.
25. The mean of training need assessment ranges from a minimum value of 4.26 to maximum
value of 4.59. Among them, the statement regarding, “Buying fresh produce can be a
challenge since I am unable to see the quality of the item before I buy it,” has the maximum
mean value of 4.59. However, the statement regarding, “Return and exchange opportunities
are not as good on the internet as in the supermarket,” has lowest mean value of 4.26.
26. The weighted average mean value for perceived security is 4.36, the respondents agree that
the perceived security affects customer’s satisfaction/decision in using OGS in Nepal.
27. Majority of respondents (67.21 percent) agreed that they are aware about different online
payment portals in Nepal. Some respondents (9.01 percent) disagreed that they are aware
about different online payment portals in Nepal. However, rest of the respondents (23.77
percent) were neutral on the statement.
28. Similarly, the majority of the respondents (73.6 percent) agreed that they are well adept in
online payment procedure. Some respondents (9.01 percent) disagreed that they are well
adept in online payment procedure. However, the rest of the respondents (17.21 percent)
were neutral on the statement.
29. Likewise, the majority of respondents (72.94 percent) agreed that the payment process while
shopping online is easy. Some respondents (5.73 percent) disagreed that the payment
process while shopping online is easy. However, rest of the respondents (21.31 percent)
were neutral on the statement.
30. Similarly, the majority of respondents (40.97 percent) agreed that the response time after the
payment is made is quick. Some respondents (32.78 percent) disagreed that it is easier for
them to remember how to perform tasks needed for grocery shopping using the website.
However, rest of the respondents (26.22 percent) were neutral on the statement.
31. Likewise, majority of respondents (74.58 percent) agreed that they prefer online payment to
cash on delivery. Some respondents (5.73 percent) disagreed that they prefer online payment
to cash on delivery. However, rest of the respondents (19.67 percent) were neutral on the
statement.
32. The mean of training need assessment ranges from a minimum value of 3.18 to maximum
value of 3.96. Among them, the statement regarding, “I am well adept in online payment
procedure,” has the maximum mean value of 3.96. However, the statement regarding, “The
response time after the payment is made is quick,” has lowest mean value of 3.18.
33. The respondents agreed that the online payment process affects customer’s
satisfaction/decision in using OGS in Nepal as the weighted average mean scale for online
payment process is 3.72.
34. Majority of respondents (46.72 percent) were neutral on the statement that they believe in
the information that OGS website provides them. Some respondents (30.32 percent) agreed
that they believe in the information that OGS website provides them. However, rest of the
respondents (22.94 percent) disagreed on the statement.
35. Similarly, the majority of the respondents (44.26 percent) were neutral on the statement that
they believe OGS website would keep its commitments. Some respondents (33.59 percent)
agreed OGS website would keep its commitments. However, the rest of the respondents
(22.12 percent) were disagreed on the statement.
36. Likewise, the majority of respondents (74.58 percent) disagreed that they are prepared to
give private information to the OGS website. Some respondents (12.28 percent) agreed that
they are prepared to give private information to the OGS website. However, rest of the
respondents (17.21 percent) were neutral on the statement.
37. Similarly, the majority of respondents (75.4 percent) disagreed that they are willing to give
their bank information to the OGS website. Some respondents (14.75 percent) agreed that
they are willing to give their bank information to the OGS website. However, rest of the
respondents (9.83 percent) were neutral on the statement.
38. Likewise, the majority of respondents (48.36 percent) are neutral on the statement that
believe that the OGS website would act in their best interest. Some respondents (36.06
percent) agreed that the OGS website would act in their best interest. However, rest of the
respondents (15.57 percent) were disagreed on the statement.
39. The mean of training need assessment ranges from a minimum value of 2.05 to maximum
value of 3.25. Among them, the statement regarding, “I believe that the OGS website would
act in my best interest,” has the maximum mean value of 3.25. However, the statement
regarding, “I am willing to give my bank information to the OGS website” has lowest mean
value of 2.05.
40. The weighted average mean scale for trust and interest is 2.73, the respondents agree that the
trust and interest of OGS in Nepal affects customer’s satisfaction/decision in using OGS in
Nepal.
41. Majority of respondents (47.53 percent) disagreed that they tend to buy groceries online
without thinking and planning. Some respondents (45.9 percent) agreed that they tend to buy
groceries online without thinking and planning. However, rest of the respondents (6.56
percent) were neutral on the statement.
42. Similarly, the majority of the respondents (58.18 percent) agreed that they buy groceries
online based on review and recommendations. Some respondents (31.96 percent) disagreed
 that they buy groceries online based on review and recommendations. However, the rest of
the respondents (9.84 percent) were neutral on the statement.
43. Likewise, the majority of respondents (53.27 percent) agreed that they prefer quality over
quantity while shopping grocery items. Some respondents (2.46 percent) disagreed that they
prefer quality over quantity while shopping grocery items. However, rest of the respondents
(23.77 percent) were neutral on the statement.
44. Similarly, the majority of respondents (51.62 percent) disagreed that they buy groceries
without considering the price. Some respondents (38.47 percent) agreed that they buy
groceries without considering the price. However, rest of the respondents (9.84 percent)
were neutral on the statement.
45. Likewise, the majority of respondents (81.84 percent) agreed that they started buying
groceries online after the COVID-19 pandemic. Some respondents (4.1 percent) disagreed
that they started buying groceries online after the COVID-19 pandemic. However, rest of the
respondents (14.75 percent) were neutral on the statement.
46. The mean of training need assessment ranges from a minimum value of 2.75 to maximum
value of 4.15. Among them, the statement regarding, “I prefer quality over quantity while
shopping grocery items,” has the maximum mean value of 4.15. However, the statement
regarding, “I tend to buy groceries online without thinking and planning,” has lowest mean
value of 2.75.
47. The respondents agreed that the consumer purchase behavior affects customer’s
satisfaction/decision in using OGS in Nepal as the weighted average mean scale for
consumer purchase behavior is 3.33.
48. Majority of respondents (53.45 percent) agreed that they prefer shopping groceries online
than shopping in physical stores. Some respondents (22.94 percent) disagreed that they
prefer shopping groceries online than shopping in physical stores. However, rest of the
respondents (24.46 percent) were neutral on the statement.
49. Similarly, the majority of respondents (63.11 percent) agreed that they are able to save their
time by OGS. Some respondents (11.47 percent) disagreed that they are able to save their
time by OGS. However, the rest of the respondents (25.50 percent) were neutral on the
statement.
50. Likewise, the majority of respondents (66.39 percent) agreed that OGS is convenient for
them to use. Some respondents (7.38 percent) disagreed that OGS is convenient for them to
use. However, rest of the respondents (26.22 percent) were neutral on the statement.
51. Similarly, the majority of respondents (76.22 percent) agreed that being able to buy
groceries online was helpful to them during the COVID-19 pandemic. Some respondents
(4.1 percent) disagreed that being able to buy groceries online was helpful to them during
the COVID-19 pandemic. However, rest of the respondents (19.67 percent) were neutral on
the statement.
52. Likewise, the majority of respondents (79.5 percent) agreed that OGS has improved the
quality of their shopping. None of the respondents (0 percent) disagreed that OGS has
improved the quality of their shopping. However, rest of the respondents (20.49 percent)
were neutral on the statement.
53. The mean of training need assessment ranges from a minimum value of 3.35 to maximum
value of 4.18. Among them, the statement regarding, “Being able to buy groceries online
was helpful during the COVID-19 pandemic,” has the maximum mean value of 4.18.
However, the statement regarding, “I prefer shopping groceries online than shopping in
physical stores,” has lowest mean value of 3.35.
54. The weighted average mean scale for customer satisfaction/decision 3.84, the respondents
agreed that the customer’s satisfaction/decision is high regarding OGS in Nepal.
55. The correlation analysis indicates that, perceived service quality is positively correlated to
customer satisfaction/decision which reveals that quality of service provided by OGS leads
to the customer satisfaction/decision in OGS.

56. Similarly, perceived security is positively correlated to customer satisfaction/decision which

implies that the security provided by OGS website would result in customer
satisfaction/decision regarding OGS.

57. Likewise, perceived security is positively correlated to customer satisfaction/decision which

indicates that the security provided by OGS website would result in customer
satisfaction/decision regarding OGS
58. Moreover, online payment process is positively correlated to customer satisfaction/decision
indicating that good online payment process leads to the customer satisfaction/decision in
OGS.

59. In addition, trust and interest are positively correlated to customer satisfaction/decision
which indicating that trust and interest on OGS service provider would result in customer
satisfaction/decision regarding OGS.

60. Similarly, consumer purchase behavior is also positively correlated to customer

satisfaction/decision indicating positive consumer purchase behavior leads to customer
satisfaction/decision in OGS.

61. The regression result reveals that the beta coefficients for perceived ease of use are positive
with the customer satisfaction/decision which indicates that perceived ease of use has
positive impact on the customer satisfaction/decision in OGS.

62. Likewise, the beta coefficients for perceived service quality are positive with the customer
satisfaction/decision which reveals that perceived service quality has positive impact on the
customer satisfaction/decision in OGS.

63. In addition, the beta coefficients for perceived security are positive with customer
satisfaction/decision which indicates that perceived security has a positive impact on
customer satisfaction/decision in OGS.

64. Further, the beta coefficients for online payment process are positively related with the
customer satisfaction/decision which indicates that online payment process has a positive
impact on customer satisfaction/decision in OGS.

65. Likewise, the beta coefficients for trust and interest are positive with the customer
satisfaction/decision which reveals that trust and interest have positive impact on customer
satisfaction/decision in OGS.

66. In addition, the beta coefficients for consumer purchase behavior are positively related with
the customer satisfaction/decision which indicates that consumer purchase behavior has a
positive impact on the customer satisfaction/decision in OGS.
 Chapter III

Summary and conclusion

This chapter deals with the summary of the highlight the major findings of the study. In addition,
the major conclusions are discussed in another section of this chapter. Likewise,
recommendations regarding the study are also presented in separate section of this chapter.
Finally, this chapter ends with the scope of the future study in the same field.

3.1 Summary

Due of the perishability, variety, and frequency of the goods, shopping for food and groceries
online is fundamentally different from other types of online purchasing. Hansen (2006)
discovered that certain consumers particularly associated online grocery shopping with more
complexity and worse relative advantage. Contrary to normal online buying, where users
frequently cite expediency and usability as motivating factors for adoption (Sin and Tse, 2002).
Unlike other online consumers who visit several e-retailers and make irregular purchases based
on their disposable incomes, online grocery shoppers regularly spend a far bigger amount of their
income on groceries (Ramus and Nielsen, 2005). According to Citrin et al. (2003), fresh food
items, baked goods, and meat generally fall under the "see, touch, and smell" category, which
makes them difficult to sell online Even if higher freshness and quality can be advertised online,
a customer must deal with the possibility that the item they have ordered may degrade before it is
delivered (Tsiros and Heilman, 2005). Because grocery shopping is habitual, it is repetitive, and
thus, online grocery shopping tends to be more common than general internet shopping
(Opreana, 2013).

Gomes and Lopes (2022) found that age, education, and income are some sociodemographic
factors that affected people's propensity to shop online during the pandemic. Particularly, the
findings of this study show that young male consumers with higher levels of education and
income have a favorable impact on the experience of shopping for groceries online. According to
Vaidya (2019), the primary factors for consumers to choose online buying were time savings,
deals, an easy ordering process, and information available at the online shopping portal.
Nepalese customers prefer online buying because of the service quality offered by online retailer.
With the growth of the market, the role of consumers is evolving. The word "consumer" is
derived from the Latin word "consumens," which meaning "to buy (goods or services) for
immediate use or possession" (Rybowska, 2010). Particular focus is placed on "consumer
behavior" and its determinants in the discipline of consumption theory and practice study.
According to Salomon (2013), consumer behavior is a process that encompasses pre-, during-,
and post-consumption phases. Along with exchange, consumption, and disposition that
acquisition is one of the crucial parts of consumer behavior to be researched since it represents
the contexts, influences, and preferences that lead consumers to choose one product over another
(Mowen and Minor, 1998). Consumers select, purchase, and use products, services, and
experiences in a variety of ways. E-commerce is growing in popularity among customers looking
for the best ways to acquire products and have access to information about them as well as
among businesses interested in expanding their market share (Karpiska-Krakowiak, 2014). As a
result, internet retail sales have been catching up with those of foreign businesses. The food
industry is one of the internet markets that has been attempting to expand by offering online
grocery.

Kotler and Armstrong (2018) stated that there are four categories into which we can divide the
factors that affect consumers' purchasing decisions: cultural (including culture, subculture, and
social classes), social (which incorporates reference groups, families, roles, and social positions),
personal (including age, occupation, consolidation, economic aspects, lifestyle, and personality),
and psychological (motivation, perception, learning, beliefs, and attitudes). According to Horner
and Swarbrooke (2016), the following elements are taken into account when making a decision:
the consumer's lifestyle, the cost of the good or service, its value, the locations where it is sold,
and its after-sale support. The impact of particular variables on consuming habits is discussed.
Larentis (2009) found that aspects including culture, subculture, reference groups, lifestyles, and
fashion have a tendency to influence a consumer's state of desire. Additionally, psychological
factors including price, stress, and emotion have a direct impact on consumer behavior.

In addition to the aforementioned factors, situational factors may also influence customers'
online purchase intentions. These characteristics can be identified by the fact that customers start
to purchase groceries online when a situation calls for it. It was discovered that triggers for
beginning to buy food online include situational considerations like having a baby or
experiencing health issues (Harris et al., 2009). The current situational aspect that is most readily
apparent is the Covid-19 pandemic, which has affected all customers worldwide. Recent research
demonstrates that the coronavirus pandemic has a favorable impact on the proportion of food that
customers purchase online (Neuninger and Ruby, 2020). This change might be a result of people
thinking that doing their grocery shopping online is a good strategy to stop the virus from
spreading (Neuninger and Ruby, 2020). In the area of online food purchasing, these
modifications are largely favorable. However, it has also been discovered that this contextual
component triggers stock panic behavior both offline and online (Hao et al., 2020).

3.2 Conclusion

The major conclusion of this study is that the perceived ease of use, perceived service quality,
perceived security, online payment process, trust and interest and consumer purchase behavior
higher wouldbe customer satisfaction/decision in buying groceries online after the global
pandemic in Nepal. The result shows that perceived ease of use, perceived service quality,
perceived security, online payment process, trust and interest and consumer purchase behavior
are positively correlated to customer satisfaction/decision. This indicates that the perceived ease
of use, perceived service quality, perceived security, online payment process, trust and interest,
consumer purchase behavior provided by online grocery buying websites lead to an increase in
customer satisfaction/decision.
The study also concludes that the most influencing factor is perceived security followed by
perceived ease of use and the online payment process that explains customer satisfaction/decision
in buying groceries online.

3.3 Recommendations

On the basis of the findings of the study, the following recommendations are made for further
improvement of the factors influencing customer satisfaction/decision in buying groceries online.
1. The study observed a positive impact of perceived ease of use on customer
satisfaction/decision. Hence, OGS websites willing to enhance customer satisfaction/
decision hence, OGS service providers should focus on making the OGS website easy
to use.

2. The study showed a positive impact of perceived service quality on customer

satisfaction/decision. Hence, OGS service providers willing to enhance customer
satisfaction/ decision should focus on providing a higher quality of services to the
customers.
3. The study showed a positive impact of perceived security on customer
satisfaction/decision. Hence, OGS service providers willing to enhance employee
retention should focus on better security while accessing the website and making
purchase.

4. The study also showed a positive impact of online payment process style on customer
satisfaction/decision. Hence, OGS service providers willing to enhance customer
satisfaction/decision. should focus on easy and fast online payment process.
5. The study showed a positive impact of trust and interest on customer
satisfaction/decision. Hence, OGS service providers willing to increase customer
satisfaction/decision should focus more on building trust and interest with the
customers.
6. The study showed a positive impact of consumer purchase behavior on customer
satisfaction/decision. Hence, OGS service providers willing to increase customer
satisfaction/decision should focus more on understanding the purchase behaviors of
the customers.
3.4 Scope for future research

This study can be regarded as the preliminary step in investigating customer behavior in buying
groceries online after the global pandemic in Nepal. The study leaves enough ground for future
research which is listed below:

1. This study has mainly considered six variables of factors influencing customer
satisfaction/decision. So, in future the study can be conducted by including other
variables like perceived usefulness, intent to use, acceptance of OGS and so on.
2. This study has been taken only 122 sample size. Academicians are suggested to take
larger sample for more convenient result.
3. The model used in this study is limited to simple linear regression models. Thus, other
models and some advance statistical tools can be used to examine the factors influencing
customer satisfaction/decision in buying groceries online.
4. Only limited statistical and financial tools have been used in the study. Hence, the future
studies can be carried out by including more statistical and switching measurement tools.
5. This study has taken only primary data as sample. Academicians are suggested to take
secondary data as a sample for more convenient result.
6. This study is based on the selected online shoppers only. Similar studies can be
conducted for non-online shoppers.
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