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What key factors influence the likelihood of consumers to engage in online and offline shopping or buying activities for food related products at online supermarkets in Hong Kong?

In reference to the phenomenon known as "Impact of COVID-19 on Hong Kong Consumers' Behaviours," numerous retail businesses expressed their opinions regarding the impact of COVID-19 on customer needs, behaviours, and sales preferences in order to gain a better understanding of the effects of changes in Hong Kong consumers' spending patterns following the COVID-19's resumption.
Obviously, it was noted that with the increasingly fierce competition in the business environment of Hong Kong previously and especially in 2023, most likely the changes of consumers’ behaviour were one of the critical success factors for food provide servicing industries. This factor was especially important in the rapidly expanding grocery giant market – supermarkets. However, there was a lack of in-depth study on the evaluation on performance of online and offline purchasing food in the supermarkets. Furthermore, the online and offline shopping behaviour of customers and their changes affecting the overall sales performance were required to further review. Without these kinds of review and analysis, the investor of supermarket might be incapable of satisfying all customers with unique marketing management and selling strategies. As such, resources utilization and profit maximization cannot not be completed. In this research, the evaluation for measuring the online and offline performance are identified. The relationship between the expense’s profiles of customers and their decision criteria in store choice was investigated. The critical factors of online and offline purchasing were compared across different clusters.

Besides that, based on the above evaluation on the primer supermarket to see the levels of sales performance and importance of customers towards online and offline sales performance in Hong Kong. By following the changes and developing the long-term business strategies, it has a great hope that the investor of supermarket could re-model and concentrate on the online and offline business strategies and its criteria of customers to boost up the sales performance. Findings from this research were also particularly useful for new market entrants to identify the clusters that their potential customers belong to.

A dissertation (or thesis) submitted in partial satisfaction of the requirements for the Doctorate degree
In Doctor of Business Administration
By
Chan Ka Tat
Committee in charge:
DR. EDWARD ROY KRISHNAN