Understanding Consumers Online Impulse Grocery Shopping: A Stimulus Organism Response Framework Approach

This study lays emphasis on the theoretical S-O-R framework also known as the Stimuli-Organism-Response framework to understand the reasons as to why consumers buy grocery products impulsively in the online milieu. The research review throws light on certain environmental cues to know the motives behind impulse buying. The website stimuli being one of the prime factors that govern the attitude of the consumers towards online grocery shopping, their ability to manoeuvre and regulate their emotions and state of mind before indulging in shopping impulsively. There are certain hedonic motives which influences the consumers to shop inadvertently resulting in a positive outcome. Consumer's mood states also define the way in which they assess the buying process subconsciously which urges them to buy on impulse. The paper seeks to understand the utilitarian shopping value and its impact on consumers overall buying tendency. The researcher to better this framework conducted focus group to identify the qualitative parameters which drives impulsiveness and hence the purchase. The environmental cues act a major force and thus creates an overall positive influence toward online shopping. The study unravels startling revelations such as Mood States, Discounts on Premium Brands, Security, Offers, Time, Convenience as the means to buy impulsively.