Smart Voice Assistants
: an analysis of the opportunities for dutch grocery players from a consumer behavior perspective

  • Robbert Jan Blaauw (Student)

Student thesis: Master's Thesis


This thesis dissertation presents an analysis of the opportunities for Smart Voice Assistants inthe grocery retailing industry. Consumers are facing several costs in their grocery shoppingactivities which SVAs might alleviate while at the same time improving the overall groceryshopping experience for consumers. Grocery retailers count as the largest industry in the worldand most of us deal with grocery shopping in our daily lives. The role of intermediaries forretailers between consumers and their products might present new challenges due to the rise ofSmart Voice Assistants. Thus, it is necessary to analyze consumers' attitudes towards groceryshopping, as well as analyzing SVAs and what opportunities it may provide in the context ofgrocery shopping. A mixed-method approach of qualitative data from industry experts and aquantitative consumer study (n=169) was used. In addition, five potential features for SVAhave been identified and tested among Dutch consumers. The attitudes of consumers in thisstudy towards grocery shopping are negative, at the same time consumers recognize thebenefits of SVAs for their shopping experience, as well as the identified features. However,SVA is not perceived as a technology that would make consumers switch to retailers that useSVA.
Date of Award28 Jan 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorKyryl Lakishyk (Supervisor) & André de Almeida Pinho (Co-Supervisor)


  • Retailing
  • Grocery retailing
  • POS
  • Grocery retailing industry
  • Smart Voice Assistants


  • Mestrado em Finanças

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