Masters Theses

Date of Award

5-2024

Degree Type

Thesis

Degree Name

Master of Science

Major

Agricultural and Resource Economics

Major Professor

Xuqi Y. Chen

Committee Members

Jacqueline Yenerall, Andrew Muhammad

Abstract

Online grocery shopping has exploded in prevalence since the COVID-19 pandemic, and literature has come out about best practices for marketing generally to the population to incentivize additional usage and investigate the attitudes that consumers hold towards online grocery shopping. In this study, we focus on not just general marketing but targeted online marketing strategies that will support the goals of firms within the online grocery store sector, by completing a detailed clustering analysis, followed by regression analysis to determine how the segmentation of consumers affected their willingness to use online grocery stores in the past six months and their expenditures both online and in-person. By analyzing these, we deepen our understanding of the current barrier of online grocery shopping, provide insights into consumer behavior online, and provide reference information to retailers in their mission to better set up consumer target group and optimize their goals.

Download
Files over 3MB may be slow to open. For best results, right-click and select "save as..."

Share

COinS