Browsing by Subject "kuluttajan ostopäätös"

Aims: New forms of food services appear in the food market constantly as consumers are looking for new ways to ease their everyday lives. One new form of food services is a grocery bag service. With one delivery consumers may receive recipes and groceries to use for meals for several days. The aim of this study was to find out the impact of Anton & Anton's grocery bag service on the everyday life of its users. Another goal of this study was to explore the themes that lead to the choice to use of the service. The research questions are as follows 1) Why do consumers use grocery bag services, and 2) How does the grocery bag service affect to the everyday life management of the household. The theoretical framework of this study is based on earlier studies of consumer's food choice, and the concept of everyday life management by Liisa Haverinen (1996) Data and methods: The study was conducted with qualitative research. The data was collected with a questionnaire utilizing Typeform Internet application in March 2016. The participants were regular customers of Anton & Anton's grocery bag service. 109 answers were received to the questionnaire. 93% of respondents were female and only 7% male. The largest group of respondents (57) were between age of 30 to 45, the second largest were 45-65 year olds with 31 responses and the next were the 18-30 year olds with 15 responses. There were only six respondents aged over 65. Almost 60% of the respondents lived in a household with one or several children. The analysis of the data was conducted by content analysis and thematic analysis. Results and discussion: The results of the study suggest that the use of grocery bag services had many types of effects on the everyday lives of its users. The effects were perceived as mainly positive. According to the experiences of the users, the grocery bag service made their everyday life easier. The service developed the users' cooking skills and encouraged them to try new experiments in the kitchen. The users told that the use of the grocery bag service developed their diet to be more healthy and diverse. The service also made their grocery shopping more economical and systematic, and the shopping experience became more pleasant. The service directed the users to voluntarily make time and effort towards cooking. On the other hand the service decreased shopping time, which freed plenty of time in the users' everyday lives. The quality of the users' lives seemed to improve with successful cooking experiences as well as with distinguishing their own values in their food choices. According to the users, positive aspects of the grocery bag service also include decrease of food waste, increase of the use of vegetables and fish and decrease in unnecessary purchases, which save money.