An analysis of consumer perception towards supermarket and online shopping: a systematic review Online publication date: Fri, 01-Mar-2024
by Shagun Jain; Tina Shivnani; Jampala Maheshchandra Babu
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 15, No. 2, 2024
Abstract: The study's primary purpose here is to identify the perception held by consumers toward the supermarkets and online shopping platforms. The traditional organised retail stores (supermarkets) gained popularity for shopping, however, with the advent of technology, online shopping channels have been highly preferred by consumers in recent times. Although the past literature is abundant, with studies affecting consumers' perception of the two modes of shopping, a comparative analysis based on them is lacking. This study addresses this gap and conducts a systematic review followed by the PRISMA method. The study identifies three sets of factors for consumer perception towards supermarkets includes ambience, quality and price and online shopping includes perceived risk and trust, word-of-mouth effectiveness and the website design. The study overall is able to put forward the key factors that have been established to cause a significant impact on consumer perception and can be used for future research.
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