Consumer's behaviour towards online grocery shopping : case study: Helsinki Region.
Magah, Clarence (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022051810300
https://urn.fi/URN:NBN:fi:amk-2022051810300
Tiivistelmä
Digitalization and technological events have transformed the grocery sector and the way retailers do business online. Consumers are an asset to the success of businesses so understanding their behaviour and how they make a purchase decision is important for retailers. More people turn to shop online nowadays from the convenience of their home as compared back in the ninety’s, hence online sales have increased in almost every sector with the grocery industry inclusive. This accelerated increase in e-commerce shopping especially during the covid era has forced many industrial sectors not doing business online to join the trend to meet consumer’s demand.
This thesis aims to understand if consumers have a positive attitude towards online grocery shopping. The deductive approach was used to confirm the theories. Both primary and secondary data collection methods were used to analysed consumers' shopping habits. In the theoretical part, online business models utilized by companies to reach out to their customers were examined, the consumer purchase cycle was also analyzed and an overview of the Finnish grocery sector. Primary data was collected from the respondents in the form of a survey, which included both qualitative and quantitative questions.
The results of the study show that consumers have an affirmative mind set towards online grocery shopping. Many individuals find the online channel safe and easy to use to shop for groceries at the convenience of their home although certain factors such as quality of the products, list of ingredients, higher online prices, and product availability were a major concern posed. Consequently, there is a continuous need to improve this sector as it has great potential to maximize sales for retailers and improve customer loyalty.
This thesis aims to understand if consumers have a positive attitude towards online grocery shopping. The deductive approach was used to confirm the theories. Both primary and secondary data collection methods were used to analysed consumers' shopping habits. In the theoretical part, online business models utilized by companies to reach out to their customers were examined, the consumer purchase cycle was also analyzed and an overview of the Finnish grocery sector. Primary data was collected from the respondents in the form of a survey, which included both qualitative and quantitative questions.
The results of the study show that consumers have an affirmative mind set towards online grocery shopping. Many individuals find the online channel safe and easy to use to shop for groceries at the convenience of their home although certain factors such as quality of the products, list of ingredients, higher online prices, and product availability were a major concern posed. Consequently, there is a continuous need to improve this sector as it has great potential to maximize sales for retailers and improve customer loyalty.