Understanding shoppers' expectations of online grocery retailing

Abstract

Purpose

The purpose of this paper is to analyse the online preference structures of consumers.

Design/methodology/approach

Novel choice‐based conjoint experiments are used and are administered online. A select group of high net worth online grocery shoppers are examined. Both qualitative and quantitative procedures are used to determine the most frequently cited attributes affecting online patronage.

Findings

Whilst there is no single attribute on which a retailer could develop a competitive edge, a significant market advantage can be gained by being simultaneously “best in class” on the top four attributes.

Practical implications

This research approach has significant practical application to a wide range of strategic marketing questions.

Originality/value

These findings give focus to the management task facing marketing executives in the UK multichannel grocery market. How these findings might be used within a marketing plan is illustrated.

Citation

Wilson‐Jeanselme, M. and Reynolds, J. (2006), "Understanding shoppers' expectations of online grocery retailing", International Journal of Retail & Distribution Management, Vol. 34 No. 7, pp. 529-540. https://doi.org/10.1108/09590550610673608