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by Poon Kai-tik. / Bibliography: leave 164-165 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1982

There has been a significant increase in e-commerce over the past years and to which extent consumers use it. During the past year, when the Covid-19 pandemic has ravaged among us, food consumption has also become a fact. Grocery stores have had the opportunity to develop their e-commerce and offer their customers a chance to purchase products at any time suitable. As the market is evolving, the concept of consumer behavior and impulse buying behavior has become more relevant and exciting in research. Still, little research has been done regarding how grocery stores influence consumers’ impulse buying behavior when shopping for groceries online.  The purpose of this research, from a business perspective, is to investigate how grocery companies influence consumers' impulse buying behavior online and to identify if there are any contributing factors to influencing this behavior. The aim is to develop a more profound knowledge within this topic due to the lack of previous research on impulse buying behavior when shopping for groceries online.  The conclusion of this thesis shows that impulse purchases increase the additional sales to the store and that there are clear strategies for how the grocery stores do to influence the impulse buying behavior in the physical store. However, the study showed that grocery stores do not actively work to influence consumers' impulse buying behavior when shopping for groceries online as they do not have the power to implement them. This is because the head offices control their e-commerce.

Introduction: E-commerce has shown a large increase in the last years and constitutes a great portion of the market. This has led to a digital shift and more people choose to e-shop. This has affected the retail business, since there are new, more comfortable ways to buy your groceries. Furthermore, the food e-commerce differentiates from the general e-commence, since customers feel comfortable being able to smell, touch and see the groceries they are buying. Purpose: The purpose of this study is to achieve a higher and deeper knowledge of how the e-service quality affects the customers purchasing behavior in a digital food commence. Furthermore, the purpose is to identify notable factors within e-service quality which affects the customers purchasing behavior. Method: This is a qualitative study which has had an abductive approach. It is a combination between an inductive and a deductive attempt. The empirical material has been collected through six semi-structured interviews with Zeithaml, Parasuraman & Malhotra (2002) e-service quality dimensions for basis. Thereafter the empirical results were analyzed with the different steps of the buying process. Conclusion: Through this study, we noticed no significant difference between the interviewees which probably is a result of a high "internet habit". Thanks to the study, we were able to conclude that there are a number of distinct factors within the e-service quality dimensions that affects the customers purchasing behavior. Seeing that this is a subject going through constant development in contemporary with the digital evolution we find it useful to study, because the old barriers are replaced with new ones. / Bakgrund: E-handel växer drastiskt och utgör idag en större del av marknaden. Detta har lett till ett digitalt skifte och fler väljer att e-handla. Det har sin påverkan på dagligvaruhandeln eftersom det finns nya och bekväma sätt att e-handla mat på. Vidare skiljer sig e-handel av livsmedel från den generella e-handeln, vilket kan förklaras genom att livsmedel blir problematiskt att uppfatta i onlinemiljö eftersom beröring, syn och lukt ofta krävs. Syfte: Syftet med studien är att få en ökad och djupare förståelse hur e-service quality påverkar kundernas köpbeteende inom digital mathandel. Vidare är syftet att identifiera märkbara faktorer inom e-service quality som påverkar kundens köpbeteende. Metod: Detta är en kvalitativ studie som har haft ett abduktivt angreppsätt, vilket är en kombination av en induktiv och deduktiv ansats. Det empiriska materialet har samlats in genom sex semi-strukturerade intervjuer med Zeithaml, Parasuraman & Malhotra (2002) e-service quality dimensioner som grund. Därefter analyserades det empiriska resultatet med köpprocessens olika steg. Slutsats: Genom studien kan vi se att det inte fanns några markanta skillnader bland de intervjuade personerna vilket vi tror kan bero på hög internetvana. Tack vare studien så kan vise att det finns ett flertal tydliga faktorer inom e-service quality dimensionerna som påverkar kundens köpprocess. Eftersom detta är ett ämne som ständigt uppdateras i samtid med den digitaliserade utvecklingen så är det nyttigt att studera just för att de gamla barriärerna ersätts av nya.

The purpose of this study is to identify how Covid-19 has impacted the behaviour of baby boomers when grocery shopping. While most countries in the world went on lockdown, the Swedes decided otherwise. Covid-19 has caused unprecedented behavioural changes amongst Swedish consumers, to avoid risks affiliated with the virus. This has led to the largest increase in usage of online grocery services among all industries. Baby boomers increased their online presence during the pandemic, more so than any other generation. Therefore, identifying and elaborating on these behavioural changes could help predict whether these are temporary or here to stay.  Researchers applied the exploratory design with a qualitative approach which allowed for extensive investigation of the baby boomers' experience and presented rich details of the topic from various perspectives. Through a deductive approach, the authors reached a conclusion that is in line with a predetermined proposition based on logic in theory and applying it. Therefore, existing literature was first reviewed to provide the authors with a theoretical framework.  Next, primary data was collected through semi-structured in-depth interviews with participants that were gathered with the snowball sampling technique. The data was organised according to three global themes: Objects, Doings and Meanings. It was later compiled in a codebook, providing a general overview for comparison and analysis.  The study showed that during the pandemic the frequency and shopping schedule changed. Participants modified this behaviour to avoid crowding. In-store grocery shopping was preferred due to the generation’s desire to test the quality of products before purchase. After the pandemic, the majority of participants were eager to utilise digital tools in-store to a greater extent, as a means of convenience and efficiency. In addition, online grocery shopping is viewed to be complicated and it inhibits their ability to test the quality of products.

Call number: LD2668 .T4 1979 B37 / Master of Science

Mobile commerce is becoming an important component of modern business especially in the retail sector thanks to the fast diffusion of smartphones. This new shopping technique enables consumers to shop wherever and whenever they choose. It also helps retailers to grow their business in omni-channel – many major UK retailers including the “Big Four Grocers” (Tesco, Asda, Sainsbury’s and Morrisons) have adjusted their digital and category strategies in response to mobile customers. Despite the growing body of literature on mobile commerce, little research has been conducted to provide a comprehensive list of factors that affect the mobile grocery shoppers’ decision-making and their loyalty. In addition, some of the studies had issues relating to inappropriate sampling techniques, which led to unrepresentative findings. This thesis will explore the factors that drive consumers’ intention to use smartphones for grocery shopping, and to identify the key elements that drive consumer loyalty to the mobile grocery provider. Building on an extensive literature review, the key determinants of mobile commerce adoption were analysed with a consideration of issues around online grocery shopping, diffusion of innovation, and customer satisfaction. The key research methods and approaches were compared along with an analysis of the research methods used by the existing literatures, and concluded that a mixed-method approach was the most appropriate way to meet the aim and objectives of this study. Following the research design, the author undertook 32 interviews with shoppers from various backgrounds, 12 of which had previous experience of using a smartphone for grocery shopping. Content analysis was carried out to produce 13 themes relating to the mobile grocery shopping acceptance. Based on the result from the thematic analysis and existing literature, a questionnaire was designed and launched. Three hundred valid responses were collected, including 150 purchasers and 150 non-purchasers. Statistical techniques such as factor analysis and multiple-regression analysis were used to analyse the survey data. Results from the quantitative study suggested there were 7 factors affecting shoppers’ decision to use smartphones for grocery shopping, while purchaser and non-purchaser models showed a different pattern. In parallel, the study also identified factors affecting mobile grocery shopping satisfaction and customer loyalty. Drawing together these findings, the thesis helps grocers to understand their mobile channel customer in a wider angle. It also provides managerial applications to improve both customer experience and digital strategy.

Most literature on consumer decision-making concentrate on which attributes a certain brand evokes, how a brand is evaluated, or how well a brand can stand the competition of another brand. This is a bit funny since one of the most obvious aspects of decision-making for fast moving consumer goods (FMCGs) is that most products are never considered. Recalling a typical trip to a grocery store one probably realizes that most of the products simply were given no conscious attention. Chances are that a consumer notices less than 1% (of the perhaps close to 10.000 items in a regular grocery store) enough to consider if the item is of any interest. Therefore, in the present thesis the focus is on the influences that enhance, inhibit, or affect the processing of brands, brand associations, ads, or decision criteria, prior to reaching the level of conscious decision-making. These influences are regarded as non-conscious filters, making consumer decision-making as simple and flexible as required by many situations. The filters allow consumers to notice what they search for or what they normally pay attention to, and to ignore complex, disturbing, or unfamiliar stimuli. The thesis consists of an introduction chapter and five articles. The introduction chapter provides a comprehensive picture of the common theme of the articles, namely non-conscious influences on decision-making. The articles cover non-conscious influences during each of the five steps commonly included in the consumer decision-making process. Examples of questions that are elaborated on are: Which criteria influence the degree to which people behave habitually versus respond to marketing stimuli? What is influencing the choice of decision strategy? For example, what influences people to be more loyal versus more deal prone? And what makes people learn something new from an ad instead of just rehearsing what they already new? One aim of the present thesis is to answer questions like the ones stated above. Furthermore, it is argued that these influences are active at a stage before what could be defined as full conscious control. / Diss. Stockholm : Handelshögskolan, 2005 S. 1-112: sammanfattning, s. 113-228, [5] s.: 5 uppsater

Thesis (M.B.A.)--University of Hong Kong, 1982.

Thesis (M.B.A.)--University of Hong Kong, 1981.