Understanding Consumer Attitude and Behavior About E-Commerce Platforms for Agricultural Products in India

India is primarily an agricultural land, but the concept of E-agribusiness is not very popular in the country. However, with the growing popularity of E-commerce, people are now shifting towards E-agriculture for purchase of Agri-inputs like fertilizer, seed, plant protection chemicals etc. Online purchase of agriculture machinery and equipment has also gained momentum in the last few years. The research focuses on the profile of customers who shop the Agri-products based on various dimensions of online shopping as well as their demographic characteristics. The data collected has been analyzed based on stepwise cluster analysis and their profiles have been identified based on the results. Basically, four clusters of shoppers which are identified namely surgical shoppers-giving more importance to merchandise information and reliability attributes of online shopping; digitally driven shoppers-concerned about convenience and interactivity attributes; power shoppers-have more inclination towards navigation attribute; and reluctant shoppers- more affected by navigation and reliability attributes. Other than this promotions attribute which includes discounts, free gifts, attractive packaging, and combo packs is equally important for all the customers expect reluctant shoppers. Similarly design attributes which include colors, borders, graphics, pictures, styles, and fonts are also equally preferred by all shoppers except shoppers who belong to the reluctant shoppers. The present study aims to understand online consumer shopping behavior patterns for agriculture products to make the E-agribusiness stronger and more prominent in the country.