Digitalization has forced retailers to reevaluate their business models and channel strategies. Traditional brick-and-mortar retailers are no longer the standard and most of today’s retailers offer customers multiple sales channels to purchase from. The present study focusses on the grocery retail industry, which is rapidly shifting towards a more online purchasing setting. There is a need for further research regarding customer experience and customer loyalty, in an online grocery setting, with the aim to identifyimportant online attributes. Previous studies on online grocery and purchasing behavior have neglected to consider customers’ shift from the physical to the online store. Therefore, this study contributes to explain how factors of Brand Equity, Online Customer Experience (OCE) and E-loyalty affect customers’ willingness to stay with same grocery retailer while moving from offline to online. The study used a quantitative research approach by distributing a questionnaire on social media, resulting in 128 useful responds. The result demonstrated a positive relationship between the three concepts and customers’ willingness to choose the same online grocery retailer as offline. Brand was a significant factor in both offline and online. An online grocery retailer’s Website, Products, Interaction and Convenience wereshown to be important online attributes. Feeling secure with providing personal information and using acredit card online, was important. Lastly, maintaining a relationship with their online grocery retailer andfeeling emotionally satisfied after their online purchase was essential. Future research couldcomplement with other concepts that further explain grocery customers’ shift from the physical store to online.

This thesis aims to conduct a market analysis of the Swedish grocery retail market, with a primary focus on the current market competition and strategic choices. The market analysis is done in order to investigate whether insufficient competition is a contributing factor to the high food prices today. Furthermore, the essay aims to identify and evaluate the strategies used by market players. The market analysis has been conducted by using the Structure-Conduct-Performance model as a theoretical framework to map out and analyse the market's structure, strategy, and outcomes. Over the past year, the prices of groceries have increased drastically, resulting in significant media coverage of the market. The high prices, combined with the timeliness of the topic, justifies the choice of the essay’s subject. The methodology used in the essay is a combination of qualitative and quantitative methods. The market structure is analysed for two different years, 2012 and 2021, in order to enable the evaluation of the firms’ strategic choices. In the thesis’ conclusion, it is stated that the Swedish grocery retail sector is an oligopoly market with high market concentration, where the three largest firms account for 90 percent of the market shares. The market structure is a result of the underlying demand and the barriers of entry identified in the thesis. The strategies processed in the thesis are vertical integration, customer bonus systems, mergers and acquisitions, and price strategies. The evaluated strategic choices of the companies are deemed effective for increasing their market power, while also inhibiting competition and making market entry difficult. Because of this, the market outcome is considered not to be fully functional from a welfare perspective. Furthermore this study allows the assumption to be made that the current competitive situation is a contributing factor to today's high food prices. / Uppsatsen syftar till att göra en marknadsanalys av svensk dagligvaruhandel, med stort fokus på den rådande konkurrenssituationen. Detta görs för att utreda huruvida bristfällig konkurrens är en bidragande orsak till dagens höga matpriser eller inte. Vidare syftar uppsatsen till att kartlägga samt utvärdera de strategier som marknadens aktörer använder sig av. Marknadsanalysen har genomförts med Structure-Conduct-Performance-modellen som teoretisk grund för att kartlägga samt analysera marknadens struktur, strategi och utfall. Priserna på dagligvaror har under det senaste året ökat drastiskt, vilket har resulterat i att marknaden har getts stort medialt utrymme. De höga priserna i kombination med ämnets aktualitet motiverar valet av uppsatsämne. Metodvalet i uppsatsen är en kombination av kvalitativ och kvantitativ metod. Marknadsstrukturen undersöks för två olika år, 2012 och 2021, med anledning att möjliggöra utvärdering av aktörernas strategival. I uppsatsens slutsats konstateras det att den svenska dagligvaruhandeln är en oligopolmarknad med hög marknadskoncentration där de tre största aktörerna står för 90 procent av andelarna på marknaden. Marknadsstrukturen är ett resultat av den grundläggande efterfrågan som finns, samt de etableringshinder som identifierats i uppsatsen. De strategier som behandlas i uppsatsen är vertikal integration, kundbonussystem, fusioner och förvärv samt prissättningsstrategi. Dessa strategival utvärderas som effektiva vad gäller utökandet av aktörernas marknadsmakt, samtidigt som de hämmar konkurrens och försvårar för nyetablering på marknaden. Detta leder till att marknadens utfall inte ses vara helt välfungerande utifrån ett välfärdsperspektiv. Efter genomförandet av denna studie görs dessutom antagandet att den rådande konkurrenssituationen är en bidragande orsak till dagens höga matpriser.