Targeting tourists: An exploratory study of a proposed online grocery delivery service

Abstract

While the Internet and the Web continue to grow in importance, marketers are becoming more realistic about the difficulties associated with generating profits online. The online grocery market is a prime example of such struggles. There is a need to examine the viability of online grocers targeting their marketing efforts to specific consumer segments and to smaller niche markets. A concept test among 141 target consumers is used here to provide a preliminary evaluation of a proposed online grocery delivery service designed exclusively for Alabama Gulf Coast tourists. The findings indicate that the service concept is appealing only to a small subsegment of consumers. Concept refinement may broaden its appeal. Nevertheless, niche marketing may be an appropriate strategy for the proposed service, as well as for many online businesses.