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Forbrugeradfærd i et stats- og livsformsteoretisk perspektiv

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E-business is marching on in several markets, but not in one important one: the grocery market. Thelesson learned in the last ten, fifteen years, from brick-and-mortar supermarkets going online, is,that it is very difficult to profit from digitalizing the daily buying of groceries.All consumption research shows that online grocery business still has a lot offunctional, e.g. technical and sensory, disadvantages to offline ditto. Apparently it is not mucheasier to plan, choose and buy groceries online than in the traditional retailer/supermarket. Some ofthe relative few experienced grocery consumers supports the theory that one may save some timeand effort getting ones groceries packed and delivered, but to the majority this is obviously just notgood enough, especially when accounting the delivery fee.However, the functional disadvantage explanation cannot stand alone as an answer towhy online grocery business is not more of a success - and it may even be overrated. New saleschannels have always had the "disadvantage" of not functioning like/as good as the old ones. Tome, another interesting issue to the subject seems to be about consumer values and how theirpractising is not supported in this new sales channel....

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Christine Sestoft

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