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@inproceedings{33795, author = {Bauerová, Radka and Klepek, Martin}, address = {Trnava}, booktitle = {Proceedings of the Annual International Scientific Conference Marketing Identity 2018: Digital Mirrors.}, editor = {L. CABYOVA, R. RYBANSKY and Z. BEZAKOVA,}, keywords = {Baby Boomers; Consumer Behaviour; Digitalization of Grocery Sales; Generation X; Generation Y; Generations; Online Grocery Shopping; Retail.}, howpublished = {tištěná verze "print"}, language = {eng}, location = {Trnava}, isbn = {978-80-8105-985-8}, pages = {243-255}, publisher = {Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava}, title = {The Digitalization of a Grocery Shopping from a Generation Perspective.}, url = {https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-I.pdf}, year = {2018} }
TY - JOUR ID - 33795 AU - Bauerová, Radka - Klepek, Martin PY - 2018 TI - The Digitalization of a Grocery Shopping from a Generation Perspective. PB - Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava CY - Trnava SN - 9788081059858 KW - Baby Boomers KW - Consumer Behaviour KW - Digitalization of Grocery Sales KW - Generation X KW - Generation Y KW - Generations KW - Online Grocery Shopping KW - Retail. UR - https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-I.pdf N2 - Customer pressure on globalization-driven innovation has also evolved into food purchases and therefore business organizations innovate processes and services not only to meet the needs and wishes of their customers but also to increase their satisfaction and loyalty. This article deals with grocery shopping digitization as one of the possible innovations that business organizations can use to increase customer satisfaction, as the number of individuals using the online shopping channel is steadily growing. Considering that customers purchasing online food fall into several different generations, research results will also be geared to generational differences in the perception of food digitization. The aim of the paper is to examine whether there is any difference between online grocery shopping behaviour by generation’s perspective. ER -
BAUEROVÁ, Radka a Martin KLEPEK. The Digitalization of a Grocery Shopping from a Generation Perspective. In L. CABYOVA, R. RYBANSKY and Z. BEZAKOVA,. \textit{Proceedings of the Annual International Scientific Conference Marketing Identity 2018: Digital Mirrors.}. Trnava: Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, 2018, s.~243-255. ISBN~978-80-8105-985-8.
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