Zona Sul was the first supermarket chain in Rio de Janeiro to provide online sales purchases services and it is the leader in its segment in the city. Therefore, it was chosen as the object of this study, which attempts to describe and analyze the decision-making process of consumers who use the Internet to shop for groceries. Twenty in-depth interviews were conducted with these consumers. The interviews were held at the moment they were shopping and the interviewees' navigation was recorded by means of a software. The results showed that the interviewees search for convenience, speed and ease to purchase. Aspects from the website that partially compromise these objectives were identified. The conclusions bring suggestions to make the shopping process easier and faster.
Decision to Purchase; Online Shopping; Supermarket; Zona Sul; Consumer
