Online grocery retailing – exploring local grocers beliefs

摘要: The purpose of this paper is to understand the beliefs local grocery retailers about online retailing. Using theory planned behavior (TPB), study explores outcome, normative and control held by grocers retailing which would eventually translate into behavior. Factors influencing intention participate or refusing in was investigated.,In total, 20 in-depth interviews with were conducted ranging from small large sized retail stores a city western part India. sample included two groups – first, who partnered as suppliers. This group those had but discontinued later second, not retailers. In-depth using TPB basis uncover grocers’ toward predict their behavior.,The outcome classified five broad heads business expansion; gaining visibility reputation; customer expectations; inventory management; margins, costs technical issues. belief that actions response be governed referent consumers. main partnering result loss regarding operations.,The results indicated country like India especially medium size towns, have think creative ways involve grow business. due able adapt requirements consumers without any additional cost. They unlikely give up how they run limitation exploratory nature makes it difficult prioritize importance given each belief. restricted one India, future studies could include other cities.,The findings practical implications for wish expand emerging markets It provides understanding major competitors direction integrate partner utilize them mutual benefits.,Given absence academic literature public domain, platform area. systematic attempt underlying key players