Dimensionalizing E-Grocery Shopping 'in Practice': An Illustration Through Turkish Consumers' Front-Loading Activities

Abstract

Two supermarkets in Turkey offer mechanisms to encourage consumers to shop online. Little is, however, available to comprehend Turkish household purchasing arrangements, processes and practices for tangible goods such as groceries. Our theoretical perspective draws on body of research covering areas such as intra-household economy and relationships, consumer decision making process, and e-tailing. We surmise that, due to the nature of the products/services, e-grocery shopping is bringing new complexities for consumers. These socially embedded practices should also be understood within the domestic/household context. We present the case for a re-conceptualisation of the practices that surround e-grocery in an emerging country situation. Technology mediated household organisation is reviewed in the context of diverse technological generations and access types. Household internal dynamics, coping mechanisms, the need for ever changing experiences are explored. Critical thresholds in information processing, and household organization are identified. Strategic recommendations are then formulated and plans for future research presented.

Keywords: e-Grocery,Decision making, Pre-purchase activities

JEL Classification: M30