Trading-up on unmet expectations? Evaluating consumers’ expectations in online premium grocery shopping logistics

Ronan De Kervenoael, Seda Yanık, Burcin Bozkaya, Mark Palmer, Alan Hallsworth

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    Abstract

    Geography and retail store locations are inherently bound together; this study links food retail changes to systemic logistics changes in an emerging market. Current logistic practices underplay demand-led models and online market evolution in large metropolises such as Istanbul, Rio de Janeiro, and Delhi. The later include raising income and education, access to a wide range of technologies, traffic and transport difficulties, lagging retail provision, changing family structure and roles, as well as changing food culture and taste. The study incorporates demand for premium products defined by Kapferer and Bastien, (2009b) as comprising a broad variety of higher quality and unique or distinctive products and brands including in grocery organic ranges, healthy options, allergy free selections, and international and gourmet/specialty products through an online grocery model (n=356) that integrates a novel view of home delivery (HD) in Istanbul. More importantly from a logistic perspective our model incorporates any products from any online vendors broadening the range beyond listed items found in any traditional online supermarkets. Data collected via phone survey and analysed via structural equation modelling (SEM) suggest that the offer of online premium products significantly affects consumers’ delivery logistics expectations. We discuss logistics operations and business management implications, identifying the emerging geography of logistic models which respond to consumers’ unmet expectations using multiple sourcing and consolidation points.
    Original languageEnglish
    Pages (from-to)83-104
    JournalInternational Journal of Logistics Research and Applications
    Volume19
    Issue number2
    Early online date27 Mar 2015
    DOIs
    Publication statusPublished - 1 Mar 2016

    Keywords

    • emergent markets
    • logistics
    • premium products
    • e-shopping
    • retail geography

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