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Consumers’ perception of channel efficiency for grocery retailing: online and offline
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Introduction: The developments of the Internet and E-commerce have changed many aspects of traditional business. The grocery retail market is also affected as consumers can choose from which channel to buy groceries: online or offline. Grocery retail is a specific market where the consumers have different needs and attributes when buying groceries in online and offline channels as both of them have various advantages and disadvantages. Hence, the research of which channel of grocery retail consumers perceive as more efficient is needed to be done.

Purpose: The purpose of this thesis is to study customers` perception of channel efficiency of grocery retailing online and offline.

Methodology: This thesis employs a qualitative research method where the primary data is collected through four focus groups and a questionnaire of 183 respondents who currently live and study in Växjö city.

Conclusion: The conclusion was done after the analysis of grocery shopping different aspects such as quickness, better accessibility, convenience, price, search, payment procedures, enjoyment, and website or store design. Although there is an increase in internet users and significant influence of E-commerce but grocery items are still mostly distributed through offline traditional grocery stores because consumer is more comfortable and perceive offline grocery shopping as more efficient compared to online grocery shopping.

Place, publisher, year, edition, pages
2012. , p. 72
Keywords [en]
online grocery, offline grocery, in-store grocery, grocery shopping, grocery channel efficiency
National Category
Social Sciences Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-19467OAI: oai:DiVA.org:lnu-19467DiVA, id: diva2:530799
Educational program
Marketing, Master Programme, 60 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-13 Created: 2012-06-04 Last updated: 2012-06-14Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf