This empirical comparative study investigates online grocery buying behavior between working and non-working women in urban India. Using mixed-method design with 600 survey respondents (300 per group) across Tamil Nadu districts (Erode, Coimbatore, Tiruvallur) and 40 supplementary interviews, the study reveals significant behavioral differences. Working women prioritize convenience (β=0.48, p<0.001) and trust (β=0.41, p<0.001), while non-working women prioritize product variety (β=0.40, p<0.001). Employment status moderates time-saving effects, with working women purchasing 4.1 times weekly compared to 2.8 times for non-working women. Demographic analysis via ANOVA and Chi-square tests confirms significant differences in platform adoption and decision-making factors. The findings provide actionable insights for e-grocer segmentation strategies and targeted marketing in emerging market contexts.
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