A COMPREHENSIVE REVIEW ON THE ORDER FULFILMENT STRATEGIES AFFECTING THE CONSUMER BEHAVIOUR IN ONLINE GROCERY RETAILING

Abstract

The study offers a comprehensive analysis of consumer behaviour and order fulfilment in the e commerce scenario. A critical review of the literature into the order fulfillment strategies and their influence on consumer behaviour in online grocery retailing is discovered and presented. The primary emphasis is on the recent innovations in the technology with the intention of improving the quality of customer service standards. The study concluded that online grocery retailing merchants must be aware of each customer's unique needs and provide services in line with those needs. Online grocery retailers are required to provide high-quality goods throughout their convenient time windows. To entice customers and keep all possible routes open to deliver the orders at the stipulated time frame. It's interesting to note that the challenges in the implementation of online grocery shopping have been overcome with the advent of the latest technologies to capture the Indian market.

Keywords: Online Grocery Retailing, Consumer Behaviour, Order fulfillment strategies