Consumer motivation to shop groceries online - a focus group study
Pradhan, Rubina (2022)
Pradhan, Rubina
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204185308
https://urn.fi/URN:NBN:fi:amk-202204185308
Tiivistelmä
The main purpose of this study is to explore Finnish consumers’ motivations to shop groceries online. The Covid-19 pandemic has pushed many consumers to buy groceries online, which has resulted in an increased adoption of online grocery services in Finland. The theoretical framework discusses previous studies on the topic and the MOA (Motivators Opportunities Abilities) model, which is used as a research lens in this study. A qualitative method, semi-structured focus group interviews, is used in this study to collect data. The data are analyzed through thematic analysis, where possible factors affecting consumers’ online grocery buying decision are identified and presented within different themes according to the MOA model.
The study found time-saving, convenience, wide product variety and economic advantage as important factors that are motivating consumers towards online grocery shopping. The most crucial factors to continue to shop groceries online in the future seem to be time-saving and convenience, especially for full-time working consumers, big households and households with young children.
The study found time-saving, convenience, wide product variety and economic advantage as important factors that are motivating consumers towards online grocery shopping. The most crucial factors to continue to shop groceries online in the future seem to be time-saving and convenience, especially for full-time working consumers, big households and households with young children.