Consumer choice and the spatially disadvantaged shopper: the role of internet provisions

Developments and changes in the geographies of corporate retail provision constantly impact consumer welfare and the experiences of consumers in a differential and relative manner. Little, however, is known about how consumers use multiple provisions (Internet and store) interchangeably and how and to what extent Internet provisions impact on the choices of different consumer groups. This paper seeks to explore how retail grocery provisions are perceived and experienced by the spatially disadvantaged consumer and employs an ethnographic approach to establish strategies used by ‘Danni’ to manage her grocery shopping requirements as well as her disability. The findings, compiled using data from interviews, accompanied shopping trips, kitchen visits and diaries illustrate that whilst the Internet as well as in-store offerings have the potential to afford greater social inclusion a number of managerial implications including consumer trust, brand promise and access need to be more fully addressed. Keywords Consumer Choice, Spatial Disadvantage, Internet, Grocery Shopping, Ethnography