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Dagligvaruhandeln online: En kvalitativ studie om positiva och negativa upplevelser i de digitala skiftet
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2022 (Swedish)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesisAlternative title
E-grocery : A qualitative research about positive and negative experiences within the digital transformation. (English)
Abstract [sv]

E-handeln har efter pandemins utbrott genomgått en starkt framträdande förändring inom den svenska dagligvaruhandeln. Livsmedel har i motsats till andra branschorganisationer inom detaljhandeln inte uppnått samma tillväxt och det påvisas ett tydligt mönster att dagligvaruhandeln är på väg mot samma förändring. Studiens syfte är att undersöka hur konsumenternas upplevelser och beteendemönster har förändrats inom dagligvaruhandeln i Sverige. Restriktionerna uppmuntrade konsumenterna att tänka om och få dem att använda digitala plattformar. Studien grundar sig i en kvalitativ intervjustudie med respondenter som utför sin livsmedelshandel online. Litteraturöversikten bygger på litteratur som relaterar till ämnet samt begrepp som är relevanta till studien. Empirin har sedan analyserats med hjälp av en tematisk analysmetod. Målet är att undersöka konsumenternas positiva och negativa upplevelser sedan de började handla dagligvaror online. Från den insamlade empirin går det utläsa hur respondenterna har upplevt att byta från traditionella fysiska butiker till att handla online. Empirin påvisar att många av de tillfrågade tycker att det är smidigt, bekvämt, tidssparande med e-handel men även hur stor påverkan pandemin har haft på respondenternas konsumtionsmönster. 

Abstract [en]

E-commerce has during the pandemic undergone a noticeable change in the Swedish grocery trade. In contrast to other industry organizations in the retail trade, groceries has not achieved the same growth and there is a clear pattern that the grocery trade is heading for the same change. The purpose of the study is to investigate how consumers' experiences and behavior patterns have changed within the grocery trade in Sweden. The restrictions encouraged consumers to rethink and make them use digital platforms. The study is based on a qualitative interview study with respondents who do their grocery trade online. The literature review is based on literature that relates to the subject as well as concepts that are relevant to the study. The experience has then been analyzed using a thematic analysis method. The aim is to investigate consumers' positive and negative experiences since they started shopping groceries online. From the collected empirical data, it is possible to deduce how the respondents have experienced switching from traditional physical stores to shopping online. The experience shows that many of the respondents think that e-commerce is smooth, convenient, time-saving, but also how much of an impact the pandemic has had on the respondents' consumption patterns.

Place, publisher, year, edition, pages
2022.
Keywords [en]
E-grocery, Consumer behavior, Pandemic
Keywords [sv]
E-handel, Dagligvaruhandel, Konsumentbeteende, Pandemin
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-28823OAI: oai:DiVA.org:hb-28823DiVA, id: diva2:1706963
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2022-10-28 Created: 2022-10-28 Last updated: 2022-10-28Bibliographically approved

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VT2022KF21(444 kB)260 downloads
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CiteExportLink to record
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Citation style
  • harvard-cite-them-right
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More styles
Language
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  • Other locale
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Output format
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