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Key factors in successful online grocery retailing: empirical evidence from Tokyo, Japan

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  • Mitsunori Hirogaki

Abstract

Recently, Japan has seen a proliferation of online grocery retailers. This study identifies the key attributes determining Japanese consumers' preferences when choosing an online grocery retailer. To identify the factors attracting consumers, we conducted an online consumer survey in the area including the Tokyo Metropolitan district (Tokyo Metropolis, Yokohama, Saitama and Chiba City), with over 400 respondents. We then employed conjoint analysis to estimate the relative importance of selected service characteristics on consumer preferences in online grocery retailing. The results indicate that consumers attached highest value to shipping charges, followed by availability of delivery time window ranges and receiving methods. The final is expedited shipment. We also found that these preference rankings support central warehouse model development, rather than ship-from-store model. These findings provide implications to be considered by online grocery retailers when devising their marketing activities to build a competitive advantage over large and small- and medium-sized enterprise retailers.

Suggested Citation

  • Mitsunori Hirogaki, 2015. "Key factors in successful online grocery retailing: empirical evidence from Tokyo, Japan," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 26(2), pages 139-153.
    • Handle: RePEc:ids:ijesbu:v:26:y:2015:i:2:p:139-153
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    Cited by:

    1. Maltese, Ila & Le Pira, Michela & Marcucci, Edoardo & Gatta, Valerio & Evangelinos, Christos, 2021. "Grocery or @grocery: A stated preference investigation in Rome and Milan," Research in Transportation Economics, Elsevier, vol. 87(C).
    2. Mar Vazquez-Noguerol & Jose A. Comesaña-Benavides & Sara Riveiro-Sanroman & J. Carlos Prado-Prado, 2022. "A mixed integer linear programming model to support e-fulfillment strategies in warehouse-based supermarket chains," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 30(4), pages 1369-1402, December.

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