The Emergence of Ecommerce into the Grocery Industry: A Case Study of Amazon’s Acquisition of Whole Foods Market and Its Effects on Consumer Behavior
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Date
2019
Authors
Adkisson, Kat Muriel
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
The purpose of this thesis is to examine how consumer behavior has changed since the emergence of ecommerce into the grocery industry. Information used to inform the conclusions of this thesis were gathered from short, informal interviews with consumers who had time to share their experiences with grocery shopping, different grocery stores, including Whole Foods Market and Amazon, and the evolving channels that allow consumers to grocery shop. A total of nine interviews were conducted, transcribed, and analyzed to draw conclusions as to what consumer behavior trends have shifted or changed with the emergence of ecommerce into grocery shopping. The consumer thought process of what to eat, how to attain the desired foods, and how to buy those products are the main findings of this study, and they can be used to better understand the ever-changing needs of consumers and their preferred shopping methods. Although this study is grounded in Whole Foods Market being acquired by Amazon, ecommerce’s appearance in grocery shopping is something that is catching the attention of other industry players. Major corporations such as Kroger, Walmart, Albertsons, Target, and Costco are all taking note of the role that ecommerce is beginning to play in the grocery industry. Therefore, the conclusions that are drawn about consumer behavior can be applicable to many grocery shopping models and lend itself to better understanding how grocery shopping may continue to evolve.
Description
169 pages
Keywords
Business Administration, Ecommerce, Grocery, Amazon, Whole Foods Market, Marketing