Consumer behaviour of multi-channel grocery shopping : Case Helsinki, Finland
Odusanya, Olabisi (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112123277
https://urn.fi/URN:NBN:fi:amk-2022112123277
Tiivistelmä
The rapid growth of revenue in the online shopping industry has made it necessary for retailers and manufacturers to monitor and understand consumer behaviour while shopping online in comparison to brick-and-mortar stores.
Online grocery shopping differs from other forms of online shopping because of the variability and perishability of the product which poses major questions like: the extent to which the online mode attracts buyers as opposed to in-store shopping, if online shopping has created more cross-purchasing consumers, does brand-loyalty differ across both platforms and how well private branded products fare online compared to in-store.
For the purpose of this thesis, an online survey was distributed on various social media channels which comprised of frequent and infrequent online shoppers to understand the consumer motive for shopping groceries online, the perceived risk and the effect of trust in guiding repurchase intentions for infrequent online grocery shoppers.
The goal of this research is to gather data on the attitudes and behavioural characteristics of both multi-channel grocery shoppers in Helsinki, Finland and understand what drives consumers to either channel. The primary data was gathered through quantitative research approach and analysis of an online survey which the author conducted.
Online grocery shopping differs from other forms of online shopping because of the variability and perishability of the product which poses major questions like: the extent to which the online mode attracts buyers as opposed to in-store shopping, if online shopping has created more cross-purchasing consumers, does brand-loyalty differ across both platforms and how well private branded products fare online compared to in-store.
For the purpose of this thesis, an online survey was distributed on various social media channels which comprised of frequent and infrequent online shoppers to understand the consumer motive for shopping groceries online, the perceived risk and the effect of trust in guiding repurchase intentions for infrequent online grocery shoppers.
The goal of this research is to gather data on the attitudes and behavioural characteristics of both multi-channel grocery shoppers in Helsinki, Finland and understand what drives consumers to either channel. The primary data was gathered through quantitative research approach and analysis of an online survey which the author conducted.