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.