Online grocery shopping: A research on customers' expectations and structure of supermarket websites

This study aims to determine customers' perceptions about online shopping and how much importance they give to the features given in web sites of online grocery shops. In the line with data obtained from customers, to determine to what extent of important features are placed in online websites of online grocery markets is another aim of this study. Sample of the research is formed by the instructors and students of Çağ University, Çukurova University and Adana Science and Technology University. In the questionnaire form, questions which are directed to determine demographic features of participants, their online shopping experiences and their product preferences are given. In the second part of questionnaire, propositions which are directed to specify perceived advantages/ disadvantages of online shopping and elements which are given importance in virtual market websites are placed. Questionnaire forms have been filled in by 370 participants and obtained data ha been used in analysis. Within the scope of the research, websites of Migros and Grocery markets which are in service in Adana and which have virtual market applications have been analysed in terms of design, product, price, delivery, security and after-sale services. This research provides information about customer profiles and the relationship between demographic features of customers, their online shopping experiences and their product preferences have been analysed with the results of comparative analysis. It is determined that customers' general approach to online shopping is positive. It is ascertained that online grocery shops have not met the expectations of customers yet.