An AmazonFresh Pickup location in Seattle.
An AmazonFresh Pickup location in Seattle.

According to a survey of 2,900 U.S. grocery shoppers conducted by Morgan Stanley AlphaWise, tales of traditional grocers’ impending doom might be overblown. Amazon.com has a dominant position in online retail, and has been making moves to disrupt the food retail industry.

The survey–which was conducted in April, before Amazon’s announced purchase of Whole Foods–found that the top driver of grocery shopping behavior was “convenient location,” with 70% of consumers citing it as a reason, followed by “lowest/best price” with 54%. Lower prices and more convenience were also the top two reasons for customers to switch to a new grocery store, with Kroger the top ranked store for convenience and Trader Joe’s for price according to consumers.

Respondents ranked Whole Foods highly on quality, selection, and trust. But a whopping 70% of consumers who don’t shop at Whole Foods cited “lower prices elsewhere” as a reason. Whole Foods was last among the 14 grocers mentioned in the survey on location convenience. It’s an interesting contrast to Amazon,…