Discriminating behaviors through value added premium online grocery offering

Ronan De Kervenoael, Seda Uğurlu, İpek Koçoğlu, Burçin Bozkaya

Research output: Contribution to conferencePaper

Abstract

Despite many interest in e-grocery, little has changed, over the years, in the offering that is often geared only towards low value staple products. Yet, from an e-supermarket perspective, the number of sourcing stores is increasing regularly providing an illusion of service improvement. This situation, we argue is leading e-grocery providers to forego profits as consumers need to look both at the competition online and offline to satisfy their overall regular grocery needs. Expansion of e-grocery operations could be better achieved, we argue, by serving diverse and premium priced products (e.g. organic, limited production, regional items; special occasions items and products related to health e.g. allergies, diabetes) and utilizing more efficiently modern logistic techniques. A framework is offered presenting a model including the delivery of premium products from various suppliers and providing an integrated service solution to e-grocery customers that complete traditional supermarket ranges, creating potential high value added products niches. In this context, the objective was to understand the consumer discrimination factors (ie: range of product, delivery timing, location, service quality) leading to intentions towards purchasing more items from e-grocery retailers. Data are derived from a survey of 356 respondents in Turkey’s three biggest metropolitan areas. The relationship between consumer attitudes and demographic characteristics are also analyzed. Factor and SEM analyses are used to discriminate within the sample (n=356, no of items=150). Results, future research and policy implications are discussed.
Original languageEnglish
Publication statusUnpublished - 2010
Event34th Annual Conference of the Gesellschaft für Klassifikation (GfKL 2010) - Karlsruhe, Germany
Duration: 21 Jul 201023 Jul 2010
http://gfkl2010.wiwi.uni-karlsruhe.de/gfkl2010/

Conference

Conference34th Annual Conference of the Gesellschaft für Klassifikation (GfKL 2010)
Abbreviated titleGfKL 2010
CountryGermany
CityKarlsruhe
Period21/07/1023/07/10
OtherAs example for the range of relevant topics to be addressed at the conference see the following list of intended sections. Contributed papers from scholars and
practitioners are invited on any of these topics as well as on related ones. Suggestions for (the organization of) additional topics are welcome.

Internet address

Fingerprint

Premium
Grocery
Value added
Factors
Supermarkets
Premium products
Demographic characteristics
Diabetes
Service quality
Suppliers
Policy implications
Logistics
Health
Special items
Service improvement
Allergy
Purchasing
Discrimination
Consumer attitudes
Metropolitan areas

Keywords

  • e-grocery
  • premium goods
  • behavior
  • logistic delivery

Cite this

De Kervenoael, R., Uğurlu, S., Koçoğlu, İ., & Bozkaya, B. (2010). Discriminating behaviors through value added premium online grocery offering. Paper presented at 34th Annual Conference of the Gesellschaft für Klassifikation (GfKL 2010), Karlsruhe, Germany.
De Kervenoael, Ronan ; Uğurlu, Seda ; Koçoğlu, İpek ; Bozkaya, Burçin. / Discriminating behaviors through value added premium online grocery offering. Paper presented at 34th Annual Conference of the Gesellschaft für Klassifikation (GfKL 2010), Karlsruhe, Germany.
@conference{7da52223a26d4d92bd8e802bf53ea826,
title = "Discriminating behaviors through value added premium online grocery offering",
abstract = "Despite many interest in e-grocery, little has changed, over the years, in the offering that is often geared only towards low value staple products. Yet, from an e-supermarket perspective, the number of sourcing stores is increasing regularly providing an illusion of service improvement. This situation, we argue is leading e-grocery providers to forego profits as consumers need to look both at the competition online and offline to satisfy their overall regular grocery needs. Expansion of e-grocery operations could be better achieved, we argue, by serving diverse and premium priced products (e.g. organic, limited production, regional items; special occasions items and products related to health e.g. allergies, diabetes) and utilizing more efficiently modern logistic techniques. A framework is offered presenting a model including the delivery of premium products from various suppliers and providing an integrated service solution to e-grocery customers that complete traditional supermarket ranges, creating potential high value added products niches. In this context, the objective was to understand the consumer discrimination factors (ie: range of product, delivery timing, location, service quality) leading to intentions towards purchasing more items from e-grocery retailers. Data are derived from a survey of 356 respondents in Turkey’s three biggest metropolitan areas. The relationship between consumer attitudes and demographic characteristics are also analyzed. Factor and SEM analyses are used to discriminate within the sample (n=356, no of items=150). Results, future research and policy implications are discussed.",
keywords = "e-grocery, premium goods, behavior, logistic delivery",
author = "{De Kervenoael}, Ronan and Seda Uğurlu and İpek Ko{\cc}oğlu and Bur{\cc}in Bozkaya",
year = "2010",
language = "English",
note = "34th Annual Conference of the Gesellschaft f{\"u}r Klassifikation (GfKL 2010), GfKL 2010 ; Conference date: 21-07-2010 Through 23-07-2010",
url = "http://gfkl2010.wiwi.uni-karlsruhe.de/gfkl2010/",

}

De Kervenoael, R, Uğurlu, S, Koçoğlu, İ & Bozkaya, B 2010, 'Discriminating behaviors through value added premium online grocery offering' Paper presented at 34th Annual Conference of the Gesellschaft für Klassifikation (GfKL 2010), Karlsruhe, Germany, 21/07/10 - 23/07/10, .

Discriminating behaviors through value added premium online grocery offering. / De Kervenoael, Ronan; Uğurlu, Seda; Koçoğlu, İpek; Bozkaya, Burçin.

2010. Paper presented at 34th Annual Conference of the Gesellschaft für Klassifikation (GfKL 2010), Karlsruhe, Germany.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Discriminating behaviors through value added premium online grocery offering

AU - De Kervenoael, Ronan

AU - Uğurlu, Seda

AU - Koçoğlu, İpek

AU - Bozkaya, Burçin

PY - 2010

Y1 - 2010

N2 - Despite many interest in e-grocery, little has changed, over the years, in the offering that is often geared only towards low value staple products. Yet, from an e-supermarket perspective, the number of sourcing stores is increasing regularly providing an illusion of service improvement. This situation, we argue is leading e-grocery providers to forego profits as consumers need to look both at the competition online and offline to satisfy their overall regular grocery needs. Expansion of e-grocery operations could be better achieved, we argue, by serving diverse and premium priced products (e.g. organic, limited production, regional items; special occasions items and products related to health e.g. allergies, diabetes) and utilizing more efficiently modern logistic techniques. A framework is offered presenting a model including the delivery of premium products from various suppliers and providing an integrated service solution to e-grocery customers that complete traditional supermarket ranges, creating potential high value added products niches. In this context, the objective was to understand the consumer discrimination factors (ie: range of product, delivery timing, location, service quality) leading to intentions towards purchasing more items from e-grocery retailers. Data are derived from a survey of 356 respondents in Turkey’s three biggest metropolitan areas. The relationship between consumer attitudes and demographic characteristics are also analyzed. Factor and SEM analyses are used to discriminate within the sample (n=356, no of items=150). Results, future research and policy implications are discussed.

AB - Despite many interest in e-grocery, little has changed, over the years, in the offering that is often geared only towards low value staple products. Yet, from an e-supermarket perspective, the number of sourcing stores is increasing regularly providing an illusion of service improvement. This situation, we argue is leading e-grocery providers to forego profits as consumers need to look both at the competition online and offline to satisfy their overall regular grocery needs. Expansion of e-grocery operations could be better achieved, we argue, by serving diverse and premium priced products (e.g. organic, limited production, regional items; special occasions items and products related to health e.g. allergies, diabetes) and utilizing more efficiently modern logistic techniques. A framework is offered presenting a model including the delivery of premium products from various suppliers and providing an integrated service solution to e-grocery customers that complete traditional supermarket ranges, creating potential high value added products niches. In this context, the objective was to understand the consumer discrimination factors (ie: range of product, delivery timing, location, service quality) leading to intentions towards purchasing more items from e-grocery retailers. Data are derived from a survey of 356 respondents in Turkey’s three biggest metropolitan areas. The relationship between consumer attitudes and demographic characteristics are also analyzed. Factor and SEM analyses are used to discriminate within the sample (n=356, no of items=150). Results, future research and policy implications are discussed.

KW - e-grocery

KW - premium goods

KW - behavior

KW - logistic delivery

M3 - Paper

ER -

De Kervenoael R, Uğurlu S, Koçoğlu İ, Bozkaya B. Discriminating behaviors through value added premium online grocery offering. 2010. Paper presented at 34th Annual Conference of the Gesellschaft für Klassifikation (GfKL 2010), Karlsruhe, Germany.