This research is based on the Blue Ocean concept, by W. Chan Kim & Renée Mauborgne, an approach that supports the strategic reflection on how to create and capture unexplored markets with potential. Thus, this analysis aims to analyse the reasons why consumers are more hesitant to buy fresh products in online shops, and to identify, through the results obtained, a strategic market space, a viable Blue Ocean for this business. To this end, a contextualization of the online food retail in general is carried out, since the specific literature for the study segment, that is, fresh products in online format, is still scarce. With the aim of understanding the consumer's point of view, 503 questionnaires were administered that study the retail market with a focus on the evaluation of fresh purchase behaviour. To analyse the data, this study used descriptive statistical analysis, extracting information such as the most valued attributes when buying fresh products, comparing what is most valued in physical shop and online. Furthermore, the respective obstacles and possible incentives for buying these products in the online format were addressed. This analysis enabled the identification of blue oceans in terms of online fresh products in order to support the strategy to be adopted by players in this segment.
Date of Award | 13 Jul 2021 |
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Original language | Portuguese |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Luis Rebelo (Supervisor) |
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- Online consumer
- District of Porto
- Fresh products
- Need-for-touch
- Blue ocean strategy
Identificação de atributos Blue Ocean na venda de produtos frescos em loja online no distrito do Porto
Koehler, M. V. (Student). 13 Jul 2021
Student thesis: Master's Thesis