Online Grocery Shopping - UCP：网上购物- UCP.pdf

Master in Business Administration -Major in Marketing Online Grocery Shopping: An exploratory study of consumer decision making processes JOANA MARGARIDA CALDAS DA SILVA PENIM ADVISOR: ANA ISABEL DE ALMEIDA COSTA Dissertation submitted in partial fulfillment of the requirements for the degree of MSc in Business Administration at Católica Lisbon School of Business & Economics March2013 1 ACKNOLEDGEMENTS First and foremost,I would like to thank all of those who collaborated in the data collection phase, either by helping in reaching possible participants and/or actively serving as study subjects. Without them, this dissertation would not have been possible. Secondly, I would like to thankmy academic supervisor Doutora Ana Isabel Costa, as herexpertise helped contributeto the final quality of this project. Last, but most definitely, not least, I would like to show my gratitude to all my friends and family, for all the love andsupport they have given me during this period. Particularly, Iwould like to thank my parents for all the effort and support they have given towards my academic and professional ess, and to whom I would like to dedicate this dissertation. 2 ABSTRACT Online Grocery Shopping: An exploratory study of consumer decision making processes Joana Penim Onlineshopping has beenknown as a rapidly growing business, and although online grocery shopping has not followed thesesame growth patternsin the past, it is now being recognized for its potential. As such, the focus ofpreviousonline shopping research has seldom passed this specific retail market, with the existing studies focusing essentially on consumers’ motivations and attitudes, rather than how consumers actually shop for groceries online. Therefore, this dissertation has the objective of uncovering some of the details of consumer decision making processes for this specific online retail