The consumer's shopping behaviour in electronic grocery shopping

Elodie Huré
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Elodie Huré: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: The grocery sector specificities do not allow us to generalize previous findings on Internet research to the electronic grocery shopping. Therefore, understanding consumer's shopping behaviour in the cybermarkets is of academic concern, but it could also give cues to managers as today, retailers face many difficulties with this channel. This paper presents an exploratory research based on observations in both physical and virtual channels. The specificity of our study is our collaborative work with two ethologist students who offer us very precise pre-coded grids of physical behaviours. A questionnaire also underlines disparities between "what the consumer says" and "what the consumer does" which suggest us that we will need to triangulate different methods in order to have the best understanding of consumer's shopping behaviour in electronic grocery shopping

Keywords: behaviour; electronic grocery shopping; observation; ethology (search for similar items in EconPapers)
Date: 2010-01
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Published in 9th International Congress Marketing Trends, Jan 2010, Venise, Italy. 14 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00471694

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