E retailing of fruits and vegetables in urban eco system the multi stakeholders perspectives

Abstract

The rapid advancement of digital technologies and changing consumer lifestyles have significantly transformed the landscape of grocery shopping in urban India. E-Retailing of fruits and vegetables, has emerged as a pivotal component of the urban ecosystem, driven by the proliferation of Grocery E-Commerce companies. This study explores the dynamics of online retailing of perishable goods, fruits, and vegetables focusing on twin perspectives of farmers and consumers. The study looks at the producers of Fruits and Vegetables i.e. the Farmers on one hand and the customers, on the other. The study aims at understanding the factors that give the farmers satisfaction by selling their produce to the Grocery E-Commerce Companies and factors that hinder them in this process of obtaining satisfaction. The study also looks at customers, to understand the factors that hinder them in this process of obtaining satisfaction. The study also looks at customers, to understand the factors that encourages them in purchasing fruits and vegetables from Grocery E-Commerce companies instead of traditional grocery markets. The study underscores the importance of farmers in this whole process and efforts which can sustain them in providing quality produce to Grocery E-Commerce Companies. The study also emphasises the importance of trust in improving the level of satisfaction in purchasing from Grocery E-Commerce companies. In conclusion, there is need to look at the problems faced by farmers and customers to increase their level of satisfaction by selling to and purchasing from Grocery E-Commerce Companies.