Consumers’ Perceptions of Online Grocery Applications: ‘Getir’ a case study in Turkey

Year 2021, Volume: 8 Issue: 2, 206 - 228, 07.02.2022

Ayşe Barış , Tuğçe Yılmaz

Abstract

With growing numbers of people using mobile applications, consumers can buy almost everything online. Time sensitivity has become a crucial aspect of individuals’ lives; working hours, commuting, education, and other resource constraints have made online grocery shopping more important than ever and online shopping platforms increasingly competitive. One such growing mobile application in Turkey is ‘Getir’. Although there are other online grocery applications, Getir has become more commonly used and effective. In this study, we analyze the Getir application and the perceptions of its Turkish users. An online survey based on snowball sampling was conducted to evaluate Getir’s convenience, design, trustworthiness, price, and food choices. The descriptive analysis of the results indicates that, although users find the application satisfactory in terms of convenience, trustworthiness and design, they believe it should develop itself further to compete with other rivals in terms of price and variety of food choices.

Keywords

online grocery shopping, delivery applications, e-commerce, time sensitivity

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