Navigating the Grocery Supply Chain in Sweden - Insights from Consumer Behavior and Service Provision amidst the COVID-19 Pandemic

Abstract

Abstract This thesis aims to analyze the impact of COVID-19 on service provision across the grocery supply chain. Through qualitative analysis of interviews with Swedish grocery shoppers, coupled with an extensive review of existing literature, the study uncovers several key insights. Firstly, the pandemic prompted a significant shift towards online grocery shopping out of necessity for safety, with consumers embracing digital platforms for their shopping needs. Despite the easing of restrictions post-pandemic, a substantial portion of consumers continued to utilize online services, indicating a lasting impact on consumer behavior. Safety and health concerns emerged as paramount factors influencing shopping decisions, underscoring the need for retailers to prioritize safety measures and reassure customers of their commitment to health and well-being. Additionally, incentives such as promotional offers and free deliveries played a significant role in influencing consumer behavior, highlighting the importance of value-added services in enhancing the overall shopping experience. However, challenges such as supply chain disruptions and logistical constraints were encountered, emphasizing the need for robust logistics systems and efficient order fulfillment processes. The results of this research study have some practical implications for grocery retailers and supply chain managers in efficiently managing the post-pandemic scenario. It is key for all stakeholders to understand the drivers of change in consumer behavior and adjust their provision of services accordingly to put themselves in a winning position as part of a digital, dynamic marketplace. Finally, the study has pointed out future research directions for longitudinal studies able to monitor consumer preference in time and further investigation concerning sustainability and increasing reliance on services of home delivery.