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

Jouan de Kervenoael, Ronan and Yanık, Seda and Bozkaya, Burçin and Palmer, Mark and Hallsworth, Alan (2016) Trading-up on unmet expectations? Evaluating consumers' expectations in online premium grocery shopping logistics. International Journal of Logistics Research and Applications, 19 (2). pp. 83-104. ISSN 1367-5567 (Print) 1469-848X (Online)

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Official URL: http://dx.doi.org/10.1080/13675567.2015.1023186

Abstract

Geography and retail store locations are inherently bound together; this study links food retail changes to systemic logistics changes in an emerging market. 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. The Luxury Strategy. London: Kogan Page] 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 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 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.

Item Type:Article
Uncontrolled Keywords:retail geography; logistics; premium products; emergent markets; e-shopping
Subjects:UNSPECIFIED
ID Code:30640
Deposited By:Burçin Bozkaya
Deposited On:08 Nov 2016 15:24
Last Modified:08 Nov 2016 15:24

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