Decision Fatigue for the Online/Digital Shoppers: A Challenge for Survival in the E-Marketplace for the Grocery Brands in India

Abstract

Exploring the e-market place has become a part and parcel for our routine lifestyle for meeting our everyday needs. From purchasing online groceries to placing online orders for our other necessities, emarket place has become a one stop solution for our day-to-day requirements. In such a milieu, where online shoppers used to be highly active over the e-market places and platforms, there are a lot of challenges exists for both the online/digital buyers in general and the brands surviving & competing over the e-market places in particular. Right from the choice of an appropriate e-commerce application, to making decision about the best product to be placed order for, or even the choice of payment options altogether- even a single online buying act involved so many decisions for one case itself. The decision fatigue which originated from the psychological and mental end of the online buyers, ends up as an economic challenge and fatigue for the brands who are competing hard among each other over e-market place. This research paper has taken online grocery shopping as its segment of study. This study aim to explore the impact of decision fatigue on the online shoppers while they used to navigate over the e-market place platforms online. And how the decision fatigue of the online shoppers ends up as a challenge for the online grocery brands of the e-market place. To achieve the purpose of the study, secondary data sources was collected and used, including citation of quality research work from the reputed scholars and academicians. The study reached a set of results including some possible findings and conclusions, which can be helpful for the online shoppers, online grocery brands as well as the future researchers in avoiding such decision fatigue and assist them to make hassle free shopping experience over e-market place while doing shopping for their grocery needs, without creating any economic hardship for the e-market place brands as well.