Background: Recently, the Swedish food culture has expanded by leaps and bounds. Interest in food and cooking has taken more space in the Swedish welfare state. Products and icons, such as organic free range chicken or Per Moberg have had greater impact on the way we consume food. Consumers have become increasingly aware of what they should and should not be eating. With an increased interest in food, supply and distribution channels have become increasingly important for the major grocery retailers (Board of Agriculture 2011). A new way to buy food has taken shape over the net. Several companies launch various food concepts, and shopping over the Internet has become a popular way to buy food. (www.hui.se/arets-julklapp).

Problem: Will consumer's loyalty keep up towards the physical store on the web or will the consumer switch to competitors? With the continuing development in the grocery stores on the web, how will the future physical store be affected by the new form of grocery shopping?

Purpose: To find out how loyal consumers are towards COOP Konsums webbservices.

Method: By finding out where the consumer would consider shopping over the web, will prove how loyal they are towards the physical store. The essay is based on quantitative data in the form of surveys of customers at the COOP Konsum Bondegatan.

Theory: The essay will rely on theories about loyalty, e-loyalty and purchasing decision process.