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Based on the results generated from our research work, there are a number of criteria that affect consumers experience and results in their final purchase behavior. The primary data was collected through the survey procedures conducted among the general public through the Survey Monkey online service. We collected responses and analyzed the final results in order to identify consumers opinions regarding the overall online grocery services and the Farm Boy brand awareness. The further analysis was directed towards the factors that influence purchase behavior, future opportunities, and differentiation strategy for Farm Boy company. The survey questions were specifically directed towards the research objectives in order to get sufficient results for further analysis.
The findings have shown that the majority of respondents choose in-store purchases rather than online services. At the same time, the Farm Boy brand has a high awareness among the public and promising potential opportunities for future development. Some delivery fee specifications were also developed according to respondents preferences. We also found that freshness, cleanliness, and the range of goods are crucial factors for consumers in choosing a grocery store. In addition, the delivery fee range may be equally important to consumers purchase behavior. It is essential to differentiate the brand from the rest of the competitors in the market, especially in comparison to bigger companies that have advantages in front of small and medium businesses. Referring to Bauerova (2019), the quality of services provided by online grocery stores, such as product range and delivery options, can be regulated directly by the company, making it easier to create a positive image of a brand. In conclusion, we recommend Farm Boy follow the outlined criteria since it has a significant impact on consumers decision-making process regarding online purchases and store preferences.
Reference
Bauerova, R. (2019). Online grocery shopping acceptance: The impact on the perception of new technologies and loyalty in retailing. Central European Business Review 8(3), 18-34. Web.
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