Browsing by Subject "perhearki"

Grocery shopping is considered by many to be an unpleasant chore, with many annoying factors such as long checkout lines, reluctant children and melting frozen foods. Online grocery store as a service has been available in Finland for several years. Even though Finns are active e-commerce users, it has not gained much popularity. This study examines how families with children perceive attractive and suspicious factors of online grocery stores as well as the impact of the service on families' everyday life. There is a lot of Finnish and international research discussing online grocery stores from an economic or marketing point of view, but the impact of the service on families has not been studied much. According to previous research, families with children are also the most significant user group for online grocery business with most growth potential. This study was conducted using qualitative methods. The research material consisted of eight theme interviews with parents from the Helsinki metropolitan area, who either had used the online grocery store or were interested in trying it. The data collected from the interviews was analyzed using qualitative content analysis and thematic analysis. According to the results, the most attractive factors in using online grocery stores are convenience and time savings. Doubts about product quality and freshness emerged as suspicious factors. The time saved by using online grocery stores could be spent with the family, which was considered as an attractive factor for families with children. Reduced stress and easier commuting with children were also mentioned in the interviews several times as positive outcomes following online grocery shopping.