India is the world's largest producer and consumer of milk where milk and milk products are used in Indian kitchens almost every day. Milk purchase behaviour is a routine purchasing behaviour where convenience is crucial since milk is perishable in nature. As smart phones and internet connectivity become more widely used, e-commerce has grown dramatically and is now a normal aspect of daily living, including grocery shopping. Smartphone became handy tool for shopping. In this regard, the present study was carried out to understand factors affecting adoption of mobile app for online milk purchase. The descriptive research design was adopted and data were collected using structured questionnaire. The primary data from 150 respondents were collected and analyzed with descriptive statistics and multivariate data analysis techniques. The exploratory factor analysis has awarded 4 factors which explained 77.916 percent of total variance. The factors were Attitude towards mobile app usage, subjective norms, perceived ease of use and perceived usefulness. In literature very less study was observed for the milk delivery apps. The present study tried to investigate that consumer preference for home delivery of milk and factors affecting on adoption of milk app for the online milk purchase. The study outcome may be helpful to the stakeholders in developing and increasing adoption of mobile app for milk purchase.

Mobile Apps, E-Commerce, Online Milk purchase, online grocery purchase, Online consumer behaviour

The present study attempts to understand factors influencing the mobile app adoption for online milk purchase and the study found that the preferred time for purchase of milk was morning time and preferred place for the purchase of milk was milk parlour followed Kirana store. The 57.3 percent respondents prefer online mode for the purchase of grocery items. The 82 percent respondents of total respondents prefer the home delivery of milk and 32 percent respondents actually get the home delivery. The 50 percent respondents do not get home delivery of milk who prefer the home delivery of milk. Attitude towards mobile app usage, subjective norms, perceived ease of use and perceived usefulness are the major factors influencing mobile app adoption for online milk purchase. The study outcome may helpful to the stakeholders in developing and increasing adoption of mobile app for milk purchase.

The present study attempts to understand factors influencing the mobile app adoption for online milk purchase and the study found that the preferred time for purchase of milk was morning time and preferred place for the purchase of milk was milk parlour followed Kirana store. The 57.3 percent respondents prefer online mode for the purchase of grocery items. The 82 percent respondents of total respondents prefer the home delivery of milk and 32 percent respondents actually get the home delivery. The 50 percent respondents do not get home delivery of milk who prefer the home delivery of milk. Attitude towards mobile app usage, subjective norms, perceived ease of use and perceived usefulness are the major factors influencing mobile app adoption for online milk purchase. The study outcome may helpful to the stakeholders in developing and increasing adoption of mobile app for milk purchase.