Internet or store? An ethnographic study of consumers' internet and store-based grocery shopping practices |
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| Institution: | 1. Massey Business School, Massey University, Albany, Auckland 0745, New Zealand;2. Sabanci University, School of Management, Orhanli, Tuzla, 34956 Istanbul, Turkey;3. Portsmouth Business School, University of Portsmouth, Richmond Building, Portland Street, Portsmouth P01 3DE, United Kingdom;1. Université de Bourgogne – IUT de Dijon, Boulevard Dr Petitjean, 21000 Dijon, France;2. Marketing Department, Groupe ESC Troyes, 217 Avenue Pierre Brossolette, BP 710, 10002 TROYES Cedex, France;3. Université Paris-Est Marne-la-Vallée, 5 boulevard Descartes - Champs-sur-Marne, 77454 Marne-la-Vallée Cedex2, France;1. Deakin University, Australia;2. Curtin University, Australia;1. School of Business Administration, Pontificia Universidad Javeriana Cali, Cali, Colombia;2. Massey Business School, Massey University, North Shore, Auckland 0745 New Zealand;3. Institute for Retail Studies, Stirling Management School, Stirling University, Stirling FK9 4LA, United Kingdom;1. Department of Business Administration, I-Shou University No.1, Sec. 1, Syuecheng Rd., Dashu District, Kaohsiung City 84001, Taiwan;2. Associate Professor of Marketing, College of Management, Yuan Ze University, 135 Yuan-Tung Road, Zhongli Dist., Taoyuan City 32003, Taiwan |
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| Abstract: | Drawing on practice theory, this paper develops an understanding of the interrelationships between where and when consumers shop (the internet, stores, and their preferred retailers), and what they purchase (via the internet and in-store). Ethnographic case studies are presented of two consumers’ internet and store-based shopping practices, and how these intersect with their everyday lives, using data generated from multiple, complementary methods over an eighteen-month period. To this end, the paper contributes to the extant internet grocery shopping literature by offering a wider understanding of internet usage, as well as to broader debates surrounding retail change and shopping practices. The managerial implications of internet shopping on the contemporary retail grocery environment are also described and discussed. |
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| Keywords: | Grocery shopping Practice Internet Ethnography |
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