Browsing by Author "MOHAN.N-1NH23BA088"

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    A Study on The Consumer Behavior and Impulse Buying Patterns at Big Basket
    (NHCE, 2025) MOHAN.N-1NH23BA088
    In today’s fast-paced digital world, understanding how consumers behave—especially in the online grocery segment—has become more important than ever. This study takes a deep dive into consumer behavior and impulse buying patterns specifically within Big Basket, India’s leading online grocery platform. With the rise of e-commerce and changing lifestyles, customers are now more inclined toward convenience-driven shopping, and this shift has profoundly influenced their buying decisions. Big Basket, being a pioneer in the Indian e-grocery market, offers the perfect case to explore how digital touchpoints, user experience, promotions, and personal factors impact consumer decisions, particularly unplanned or impulse purchases. The project is driven by the need to decode the motivations behind why and how consumers make online purchases—especially those that are not pre-planned. It addresses a critical question in today’s marketing landscape: what encourages a customer to move from intention to action in an online cart, especially when it comes to buying groceries, which are often perceived as need-based items? The study sets out with clear objectives—to identify patterns in consumer behavior, examine the factors influencing impulse buying, and suggest strategies Big Basket could employ to enhance customer engagement and sales.