WHO ARE ONLINE GROCERY SHOPPERS?

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dc.contributor.authorBauerová, Radka
dc.contributor.authorStarzyczná, Halina
dc.contributor.authorZapletalová, Šárka
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2023-03-01T08:42:13Z
dc.date.available2023-03-01T08:42:13Z
dc.description.abstractThe acceleration of the digitalisation of grocery shopping is an important trend that shows that this way of sourcing groceries is increasingly accepted by customers. Uncovering, understanding, and describing the differences between online grocery shoppers is interesting from a scientific point of view and a practical one. Correctly targeting a specific customer segment increases the very effectiveness of marketing communication by spending the cost of communicating with those correctly targeted customers that are valuable to the company. Therefore, this paper explores the behaviour of customers when shopping online and tries to find similarities in this behaviour. The aim of the paper is to generate customer segments of online grocery shoppers that provide a more comprehensive insight by reflecting on their shopping behaviour, personality traits and characteristics, loyalty, overall satisfaction with online grocery shopping in the current retailer, and frequency of social media usage. An online questionnaire survey was conducted with a panel of respondents from the IPSOS research agency to obtain primary data. Data were analysed using factor and cluster analysis. These analyses resulted in the creation of a segmentation that identified five main segments of online grocery shoppers. The constructed combined segmentation divides shoppers into five segments: quality-oriented shoppers (18.9%), influential utilitarians (21.7%), loyal traditionalists (16.4%), satisfied conditional loyalists (14.9%), and movable eco-sympathizers (28.1%). Then these category types are characterised in terms of their most salient characteristics. The results of this study show the variables that influence customers in their decision-making process. Outcomes increase knowledge about online grocery shopping behaviour, motives, and purchase requirements. These are also beneficial for grocery retailers for better targeting or fostering loyalty.en
dc.formattext
dc.identifier.doi10.15240/tul/001/2023-1-011
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/167107
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectcluster analysisen
dc.subjectconsumer segmentationen
dc.subjecte-tailingen
dc.subjectfactor analysisen
dc.subjectonline grocery shoppingen
dc.subjectsegment profileen
dc.subject.classificationM30
dc.subject.classificationM31
dc.subject.classificationC83
dc.titleWHO ARE ONLINE GROCERY SHOPPERS?en
dc.typeArticleen
local.accessopen
local.citation.epage205
local.citation.spage186
local.facultyFaculty of Economics
local.filenameEM_1_2023_11
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue1
local.relation.volume26
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