To assess the socio-economic profile, consumer experience towards online shopping, and identifies important issues affecting consumer preferences to buy groceries online in Surat city in India. The present study is based on primary data collected from 150 respondents of the Surat city of Gujarat state. This study regarding consumers’ attitude towards online shopping is descriptive research. Considering the nature of the study, the primary data were collected with the help of a structured questionnaire. The questions are taken from previous literature on consumers’ attitudes towards online shopping with a view to validate the research. The questionnaire consists of two main parts and one subpart, the first part is mainly focused on socioeconomic profile and online buying experience of online shoppers and the second part of the questionnaire will cover factors and issues that influence consumers to shop online. For data analysis, percentage analysis, simple and tabulation tools are used to understand the Attitude of the respondents for online shopping. Result of the studies shows that the majority of the Respondents who shop online are male in Surat city. Age indicates that there is a relatively strong negative correlation between age and attitude to online shopping, i.e. elderly people are not so keen to shop online. Maximum respondents are married and live in a nuclear family.  Correlation is also done on Education to see the trend of online shoppers with different education levels. The result showed that which is a very high positive correlation between education and attitudes towards online shopping and would indicate that higher education makes online shopping more attractive. The majority of respondents under the service professional and income found Rs. 20,000 to 40,000. Household items are the major products purchased by respondents. the Customer has not shown much interest in dairy products, vegetables, and fruits, meat, and poultry, which indicates that the Customer does not have the confidence to buy perishable products through online grocery shopping.  A high level of internet usage frequency indicates the potential of Online Grocery Shopping in India. The majority of the respondents prefer cash on delivery as a payment mode in online shopping. Among the various variables of perceived risk towards online grocery shopping, it is observed that the quality of the products delivered and slow website or application are the main obstacles to prefer online grocery shopping. This study is one of the very few attempts that examined attitudes toward online shopping in Surat city (Gujarat). Importantly, it revealed the drivers of online shoppers’ attitudes in Surat. National and international online retailers planning to expand their operations to Surat Region have now valuable empirical evidence concerning the determinants of online shopping attitudes and online shoppers’ behavior in Surat upon which e-marketing strategies can be formulated and implemented.

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