What Factors Contribute to Sales of Groceries Online? - A quantitative study of Swedish urban consumers

Abstract: Title What Factors Contribute to Sales of Groceries Online? – A quantitative study of Swedish urban customers. Date of seminar 2014-06-02 Course BUSN39 Business Administration: Global Marketing Authors Kristina Carlsson & Amanda Larsson Advisor Jens Hultman Purpose The aim with this study is to investigate what factors contribute to Actual Purchases of online groceries. Methodology The study is based on a quantitative research strategy and a deductive process, which allowed the creation of hypotheses. The data was collected through a web survey, where the respondents answered questions according to a five-point Likert scale. The web survey was distributed to 7597 customers of Coop Online, whereof 896 responses were collected. This provided a response rate of 11,8%. Theoretical perspective The study is based on the theories of Marimon et al. (2009) and Boyer & Hult (2005). The study aims at finding relevant aspects that consumers regard as important, influencing their Perceived Value of an online grocery store and further their Actual Purchases from that store. The theory is complemented with a review of two additional concepts adopted from Boyer & Hult (2005), Service Quality and Product Quality. Empirical foundation Our empirical data are based on structured web surveys. The questionnaire was answered by respondents who were customers of the Swedish online grocery store, Coop Online. Conclusions We found that the model by Marimon et al. (2009) should be complemented with two concepts from Boyer & Hult (2005). When adding the concepts Service Quality and Product Quality to the model by Marimon et al. (2009), the model could better explain customers Perceived Value. Furthermore, we found a positive correlation between Perceived Value and Loyalty and between Loyalty and Actual Purchases.