Understanding E-Commerce Shopper Behavior For Confectionery Items In India

Abstract

Purpose:  Confectionery items, majorly driven by low-involvement impulse purchases, have been traditionally bought from the nearest physical stores. Attractive aisles and shelves, check-out counter space, and add-ons have been driving the sales of confectionery through the traditional and modern trade channels, but, with an increase in e-commerce customers, the opportunity to tap into the impulse buying has been limited. The purpose of this research is to understand the e-commerce shopper behavior for confectionery items in India.

Design/Methodology/Approach: The source of primary data is a structured qualitative questionnaire which covered various dimensions of research questions. The findings to be validated through quantitative research. This approach allowed for a more holistic understanding of the e-commerce shopper behavior towards confectionery.

Practical Implications: The implications of the research findings can be used to curate different offerings, to formulate e-commerce shopper strategy, and to efficiently utilise the visibility assets on an e-commerce site. The theoretical implications of the findings can be further explored for adjacent category like snacks and other packaged food items.

Originality/Value: There has been research on e-commerce consumer behavior but, the e-commerce shopper behavior for confectionery items remain largely unexplored. The research will fill this gap and explain behavior patterns, preferences and attitudes of e-commerce shoppers of confectionery in India