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The authors observe that online shoppers are mostly driven by convenience in terms of travel time savings, to avoid crowds, queuing, home delivery, avoiding driving\/ traffic situations, whereas orthodox shoppers are driven by freshness and quality of fruits and vegetables and give more importance in having a personal touch while purchasing. Orthodox shoppers do get hassled with crowding, queuing, but still they stick to their habitual buying behavior and do not go to the option of online shopping.<\/jats:p>","DOI":"10.4018\/ijom.2019100103","type":"journal-article","created":{"date-parts":[[2019,8,23]],"date-time":"2019-08-23T09:55:26Z","timestamp":1566554126000},"page":"33-46","source":"Crossref","is-referenced-by-count":0,"title":["Can Indian Online Fruits and Vegetables Companies Break the Jinx of Orthodox Shopping?"],"prefix":"10.4018","volume":"9","author":[{"given":"Deepak","family":"Verma","sequence":"first","affiliation":[{"name":"Jaypee Institute of Information & Technology, Noida, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0180-1515","authenticated-orcid":true,"given":"Harish Kumar","family":"Singla","sequence":"additional","affiliation":[{"name":"National Institute of Construction Management and Research, Pune, India"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJOM.2019100103-0","doi-asserted-by":"publisher","DOI":"10.1016\/S0022-4359(03)00007-1"},{"issue":"9","key":"IJOM.2019100103-1","first-page":"683","article-title":"An exploratory study of grocery shopping stressors.","volume":"101","author":"R.Aylott","year":"1998","journal-title":"British Food Journal"},{"key":"IJOM.2019100103-2","doi-asserted-by":"publisher","DOI":"10.1086\/209376"},{"key":"IJOM.2019100103-3","doi-asserted-by":"publisher","DOI":"10.1177\/2319510X13483515"},{"key":"IJOM.2019100103-4","first-page":"36","article-title":"The analysis of consumers\u2019 attitudes towards online grocery shopping - A case study in Indian context.","volume":"5","author":"V.Baheti","year":"2015","journal-title":"Research Journal of Social Science and Management"},{"key":"IJOM.2019100103-5","unstructured":"Chetty, P. 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