Understanding shoppers' expectations of online grocery retailing
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 July 2006
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.
Keywords
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
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited