WHO ARE ONLINE GROCERY SHOPPERS?

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F23%3AA0000378" target="_blank" >RIV/47813059:19520/23:A0000378 - isvavai.cz</a>

Výsledek na webu

<a href="https://dspace.tul.cz/bitstream/handle/15240/167107/EM_1_2023_11.pdf?sequence=1&isAllowed=y" target="_blank" >https://dspace.tul.cz/bitstream/handle/15240/167107/EM_1_2023_11.pdf?sequence=1&isAllowed=y</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15240/tul/001/2023-1-011" target="_blank" >10.15240/tul/001/2023-1-011</a>

Jazyk výsledku

angličtina

Název v původním jazyce

WHO ARE ONLINE GROCERY SHOPPERS?

Popis výsledku v původním jazyce

The 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.

Název v anglickém jazyce

WHO ARE ONLINE GROCERY SHOPPERS?

Popis výsledku anglicky

The 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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

E+M Ekonomie a Management

ISSN

2336-5064

e-ISSN

—

Svazek periodika

26

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

20

Strana od-do

186-205

Kód UT WoS článku

000946012800011

EID výsledku v databázi Scopus

—