I am writing a Bachelor's thesis and I have collected data through qualitative interviews with 12 customers: 6 who prefer to buy groceries online and 6 who prefer to buy groceries in the physical store.

I am planning to undertake a thematic analysis of this data, I have already sorted the customers' answers into themes:

Buying experience

Future outlook

Thoughts on improvement

Factors that motivate their preference

What THEORIES are appropriate to use to analyze their answers?

One theory I thought about is to use hedonic value/utilitarian value, is it a good idea?

Any other theories I could use?

Any studies I should include in my literature review?