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Peabody Online Grocery

In: Business and Management

Submitted By hcmarlatt
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What behaviors are involved in online grocery shopping? How does online grocery shopping compare with traditional shopping in terms of behavioral effort? There are several behaviors involved in online grocery shopping. For peapod grocery, the order were filled at affiliated stores and delivered to the customer’s home in a ninety minute time period; this save the customers time and reduced the stress that grocery shopping often causes due to lack of time and overcrowding. For these conveniences, the consumers were willing to pay a monthly fee as well as a fee per order that included the services of packaging, transporting, and delivering. Most of the items available for this service are brand name goods, which caused little risk in the consumers mind in purchasing their products and their goods ending up not being quality. Even produce and meat are able to be ordered without much concern. Online grocery shopping has many advantages over traditional grocery shopping, but there are a few downsides to the online experience as well, in terms of behavioral effort. The convenience of online grocery shopping cannot be beat. It is a no pressure experience and ultimately saves the average female consumer four hours per week and the average man two (Krantz-Kent, 2009). Additionally, there is no question about prices of goods. The prices on the site are clearly marked and are consistent. There is no driving to the store and looking for a parking spot, which saves gas and frustration. Furthermore, there is 24/7 shopping and you can schedule the delivery around your own time schedule. Oftentimes when shopping at a large, well-organized online grocery company the tracking number for your order is available as well as site to store comparison. Meats, produce, frozen foods, and dairy are also readily available for delivery. The prices for the online groceries are competitive when compared with those in traditional stores. Also, this convenience offers independence for the elderly, disabled, people who are ill or bedridden, or people who do not have any mode of transportation. While there are multiple advantages, there are some great differences that cause some people to be hesitant to try the online experience. Some people enjoy getting out of the house and the social interaction involved in going to the grocery store. When shopping online, it is hard to compare nutrition labels, which is easy to do in the store. While the quality of online food is overall good, sometimes people like to inspect their produce and meat closer than the average consumer to ensure quality. There is also the increased chance when shopping online that the wrong item is ordered, for some, this is not worth the risk. While these are all valid reasons to use traditional shopping, one of the most significant reasons people prefer traditional grocery shopping is because there is always the chance of fraud and credit card theft. Some consumers do not trust their credit card information being transferred over the internet, which is a valid concern.
What types of consumers are likely to value online grocery shopping from Peapod? There are several types of consumers that are likely to value online grocery shopping. The targeted consumer would be highly convenience oriented and had very little time for shopping. Also, some consumers only need a couple items, which isn’t worth the trip to the store. A consumer that would value this would be interested in exploring alternative methods of doing routine things, open to new experiences, and easy to please. The consumer that would be likely to shop online would generally be American, rather than another culture based on the value Americans place on convenience. People who are not able to leave the house easily would also value online grocery shopping from Peapod.
Overall, what do you think about the idea of online grocery shopping? How does it compare with simply eating in restaurants and avoiding grocery shopping and cooking altogether? Online grocery shopping is a great idea; however there will always be people who will prefer the idea of traditional grocery shopping. The luxury of online shopping is a great opportunity for people who value convenience over money. It would be essential for online grocery shopping to be marketed to the upper middle class and upper class, as these consumers have a great deal of money, but are generally short on time. Additionally, online grocery shopping would help the urge to buy groceries based on what “looks good” or other impulsive choices due to hunger. The best part about online grocery shopping is the time that would be saved driving, shopping, and hauling the groceries. To me, shopping online would be a much better option that continuously eating in restaurants and avoiding cooking altogether. Oftentimes restaurant food is not extremely healthy and you cannot pick and choose which ingredients to substitute and which to leave off altogether, like you can when you are doing your own cooking. Furthermore, eating out all the time would become extremely expensive and although money might not be an issue for some, there is still the time to get to the restraint and the time that it takes to wait for the food to be prepared.

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