Discriminating behaviors through value added premium online grocery offering

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

Research output: Unpublished contribution to conferenceUnpublished Conference Paper


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


Conference34th Annual Conference of the Gesellschaft für Klassifikation (GfKL 2010)
Abbreviated titleGfKL 2010
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


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


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