Online grocery shopping has become an integral part of consumers\\\' daily lives due to increasing internet penetration, smartphone usage, and convenience. Festival seasons play a vital role in boosting online grocery sales, as retailers provide attractive discounts, cashback offers, bundle deals, and free delivery services. These promotional strategies significantly influence consumers\\\' buying behavior and purchase decisions. This study aims to analyze the impact of festival offers on consumers\\\' buying behavior towards online grocery shopping. The study adopts descriptive research design and collects data using structured questionnaires from 150 respondents. The collected data were analyzed using descriptive statistics and correlation analysis. The findings reveal that festival offers significantly influence consumers' purchase decisions, increase spending behavior, and encourage brand switching. The study suggests that online grocery platforms should improve delivery efficiency, personalized offers, and customer service during festival periods.
Kumar et al. (Thu,) studied this question.