DIGITAL ADOPTION DRIVERS INFLUENCING OVERALL PERFORMANCE OF GROCERY RETAILERS SELLING ONLINE IN THE NORTHERN DISTRICTS OF KERALA

Abstract: The rapid growth of digital platforms has considerably renovated the grocery retail promotions, specifically facilitating the grocery retailers to operate and reach beyond the boundaries of physical stores. This work explores the adoption of digital drivers influencing the overall strategic performance of grocery retail outlets selling online in the district of North Kerala. The objective is to study the digital adoption drivers influencing overall performance of grocery retailers selling online. The researcher obtained 480 grocery retailers from the study area. The grocery retailers selling online were selected by using convenient sampling method. Statistical Tools such as Percentage Analysis, Descriptive Statistics, Correlation and Regression are used for the study. Result shows digital adoption drivers fluctuate in their effects on performance outcomes. Significant association was found positive with digital readiness and perceived benefits demonstrating that adequate infrastructure and acceptance of digital world offers more vital support to strategic performance. In conclusion, the result highlights that a consistent digital initiative turns the online grocery retail business into strategic, sustainable and profitable.

Keywords: Grocery Retailers, Digital adoption, Online Selling, Strategy, Performance, etc.