On-demand grocery delivery in Germany
: an empirical analysis of determinants affecting customers' purchase intentions

  • Maria Katharina Groß (Student)

Student thesis: Master's Thesis

Abstract

On-demand grocery delivery services (ODGDS) are proposed as a new way of last-mile experience and a step towards the next level of (e-)commerce. Even though the topic has gained a great interest among researchers and practitioners, empirical research on consumer behavior in quick commerce is scarce. Thus, the purpose of this study conducted is to enrich existing findings on purchase behavior by providing an overview of drivers and barriers to adopting to ultra-fast grocery delivery of German consumers. A twofold analysis is performed; qualitative data were collected through semi-structured expert interviews and quantitative data was gathered through an online survey with 186 participants. Evidently, the intention of consumers to use ODGDS is mainly driven by convenience and peer group behavior, followed by general perception, good assortment, and curiosity. Meanwhile, the main barriers are found among on-site factors, personal value motives, and missing use instances. Demographic characteristics that identify users are gender and place of residence; however, income and age are not determinative factors when it comes to the usage of ODGDS. This research has practical implications as it attempts to use a constructed model to make predictions for imaginary personas and predict their purchase intention based on distinct demographic and personal characteristics. Managerial implications are assured as learnings can serve as guidance for ultra-fast delivery start-ups to develop targeted customer acquisition strategies.
Date of Award31 Jan 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorMiguel Rita (Supervisor)

Keywords

  • On-demand grocery
  • Ultra-fast delivery
  • Customer adoption
  • Quick-commerce
  • Consumer behavior

Designation

  • Mestrado em Gestão e Administração de Empresas

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