Consumer Behaviour Towards Grocery Online Shopping During Pandemic: Case Study in Sayurbox

Authors

  • Desyra Sukma Dewanthi Bina Nusantara University

DOI:

https://doi.org/10.21512/becossjournal.v5i1.8750

Keywords:

Consumer Behavior toward Groceries Shopping, Groceries Shopping Behavior During Pandemic, Sayurbox

Abstract

The use of online groceries is increasing during the pandemic. In America, the increase reached 52% with 20% of shoppers being new users. Based on the survey conducted, it has shown that the Sayurbox is one of the online shops favored by the public to shop for vegetables and other necessities. As many as 24% of the sample used Sayurbox and Happyfresh, 19% used Shopee, 14% used Go-Mart, 9% chose Tokopedia, and 5% used Tanihub and Hypermart. During the pandemic, the trend of cooking the own food began to increase. This has resulted in increased demand for staple food. People are turning to buying healthier and more sustainable food. This research used a qualitative method. It is used to examine the condition of the object naturally with a combined data collection technique. According to this approach, the researcher begins with specific observations to produce a general theory and conclusions drawn from the research. The reason for using an inductive approach is that it considers the context in which the research effort is active, while it is also most appropriate for small samples that produce qualitative data. Data collected by observation, in-depth interviews, and literature study. The object of this research is that people often use online grocery shopping during this pandemic. Samples that has been taken as respondents are those aged 21 to 35 years. Demographic segmentation of Sayurbox are those who is in age of 18 until 50 years. They are a technology literate society with access to the internet. This community is a society that has the economic capacity to make purchases so that the closest people to this segment are workers who have not been or are already married. Potential area are Jakarta, Tangerang, Bekasi, and Depok. Sayurbox refers to the market segment of people who choose an instant lifestyle. Their life is full of busy so, they have no time to shop. They will more comfortable and easier to use services such as Sayurbox to provide food and basic necessities. This behavioral segment is aimed at people who have a tendency to be willing to pay postage and services for someone who has helped them get the goods they need. The motive of someone making a purchase at Sayurbox was most influenced by pandemic conditions. This platform provides a variety of vegetables, fruit, side dishes, beverage ingredients, dairy, package menus, and others to full household necessities in food. Some people use this platform to reduce the risk of being infected with Covid-19. In addition, consumers are also given the convenience and several discounts hitch make them even more diligent in using this platform. Those who use the services from Sayurbox are 21 - 35 years old consumers with a variety of professions. Based on the sample interviewed, it can be concluded that students, workers, and housewives use this platform to full their needs.

Dimensions

Plum Analytics

Author Biography

Desyra Sukma Dewanthi, Bina Nusantara University

Management Department, BINUS Business School Undergraduate Program

References

Alaimo, L. S., Fiore, M., & Galati, A. (2020). How the COVID-19 pandemic is changing online food shopping human behaviour in Italy. Sustainability (Switzerland), 12(22), 1–18. https://doi.org/10.3390/su12229594

Borsellino, V., Kaliji, S. A., & Schimmenti, E. (2020). COVID-19 drives consumer behaviour and agro-food markets towards healthier and more sustainable patterns. Sustainability (Switzerland), 12(20), 1–26. https://doi.org/10.3390/su12208366

Brown, A., & Deaton, A. (2004). Models of Consumer Behaviour. Surveys of Applied Economics, November 2004, 177–268. https://doi.org/10.1007/978-1-349-01860-4_4

De’, R., Pandey, N., & Pal, A. (2020). Impact of digital surge during Covid-19 pandemic: A viewpoint on research and practice. International Journal of Information Management, 55, 1–12. https://doi.org/10.1016/j.ijinfomgt.2020.102171

Do, T., Nguyen, T., & Nguyen, C. (2019). Online Shopping in an Emerging Market. Journal of Economics and Management Sciences, 2(2), p1. https://doi.org/10.30560/jems.v2n2p1

Fabric. (2020). The Impact of Covid-19 on Online Grocery. April.

FOXAL, G., & CASTRO, J. O. (2011). Consumer Behaviour Analysis And The Behavioural Perspective Model. Durham Research Online Deposited in DRO. Management Online Review, April 2014.

Li, J., Hallsworth, A. G., & Coca-Stefaniak, J. A. (2020). The changing grocery shopping behavior of Chinese consumers at the outset of the COVID-19 outbreak. Tijdschrift Voor Economische En Sociale Geografie. https://doi.org/https://doi.org/10.1111/tesg.12420

Muhammad, N. S., Sujak, H., & Rahman, S. A. (2016). Buying Groceries Online: The Influences of Electronic Service Quality (eServQual) and Situational Factors. Procedia Economics and Finance, 37(16), 379–385. https://doi.org/10.1016/s2212-5671(16)30140-x

Poh Phaik See. (2013). Understanding Consumer Behaviour:Their Consumtion Chain. Journal of Business and Mgt Studies, Vol5 No2(ISSN1309-8047).

Renner, B., Baker, B., Cook, J., & Mellinger, J. (2020). The future of fresh Patterns from the pandemic.

Sahney, S. (2013). Consumer behaviour their implication for marketers. Consumer Behaviour, 1–24. sahney@vgsom.iitkgp.emit.in

Sam, G. (2012). Chapter 3 – Research Methodology and Research Method. Research Methodology and Research Method, March 2012.

Sarkar, R. (2015). the Role of Gender in Online Shopping-a Literature Review. August, 3–7. www.gjesss.co.in

Shah, A. K., Ravichandran, P., & Ravichandran, P. (2020). COVID-19 pandemic: insights into human behaviour. International Journal Of Community Medicine And Public Health, 7(10), 4213. https://doi.org/10.18203/2394-6040.ijcmph20204399

Snapcart. (2020). Indonesians ’ Online Grocery Habit During Psbb. May.

Spyros Langos. (2018). M . Sc in Marketing Management. 2018(September 2014). https://doi.org/10.13140/2.1.3023.1369

Trail, G. T. (2019). Theories of Consumer Behavior. Sport Consumer Behavior, August, 51–83.

Yılmaz, H. Ö., Aslan, R., & Unal, C. (2020). Effect of the COVID-19 pandemic on eating habits and food purchasing behaviors of university students. Kesmas, 15(3), 154–159. https://doi.org/10.21109/KESMAS.V15I3.3897

Downloads

Published

2023-01-31

Issue

Section

Articles
Abstract 514  .
PDF downloaded 758  .