International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 11, Issue 12 (December 2024), Pages: 66-74

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 Original Research Paper

Determinants of e-grocery purchase retention and buyer profiling: A developing country perspective

 Author(s): 

 Jayanty Kuppusamy *, Ajitha Angusamy, Kavitha Raman

 Affiliation(s):

 Faculty of Business, Multimedia University, Cyberjaya, Malaysia

 Full text

  Full Text - PDF

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0003-4782-9441

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.12.008

 Abstract

The COVID-19 pandemic has accelerated the growth of e-grocery, leading to a steady increase in e-grocery shoppers worldwide. E-grocery businesses, having invested in their operations, rely on continuous sales growth. However, few studies focus on purchase retention or shopper profiles within Malaysia's e-grocery sector. This study aims to address these gaps. Its objectives are to identify factors that influence e-grocery purchase retention and to profile e-grocery buyers. A total of 200 responses were gathered using convenience sampling. Data analysis was conducted using SPSS software (version 28), employing independent t-tests, ANOVA, and correlation analysis. Factors such as convenience, product availability, perceived security, efficiency, fulfillment, system availability, and privacy were found to impact purchase retention. Additionally, demographic factors like spending level and prior e-grocery experience showed a significant positive relationship with purchase retention. Gender differences in retention were also noted, and spending and e-grocery experience positively correlated with convenience, perceived security, efficiency, fulfillment, system availability, and privacy. Age, however, was negatively correlated with product availability. This research offers valuable insights for e-grocery retailers aiming to enhance their operations and provides a foundation for future research on this topic.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 E-grocery, Purchase retention, Shopper profiling, Consumer behavior, Market analysis

 Article history

 Received 26 June 2024, Received in revised form 28 October 2024, Accepted 18 November 2024

 Acknowledgment

This research is supported by Multimedia University’s Internal Research Funding.

 Compliance with ethical standards

 Ethical considerations

All participants provided informed consent, and their confidentiality was safeguarded throughout the study.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Kuppusamy J, Angusamy A, and Raman K (2024). Determinants of e-grocery purchase retention and buyer profiling: A developing country perspective. International Journal of Advanced and Applied Sciences, 11(12): 66-74

 Permanent Link to this page

 Figures

 Fig. 1 Fig. 2 Fig. 3 Fig. 4 Fig. 5 Fig. 6 

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 

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