Detailed Information on Publication Record
2018
The Digitalization of a Grocery Shopping from a Generation Perspective.
BAUEROVÁ, Radka and Martin KLEPEKBasic information
Original name
The Digitalization of a Grocery Shopping from a Generation Perspective.
Authors
Edition
Trnava, Proceedings of the Annual International Scientific Conference Marketing Identity 2018: Digital Mirrors. p. 243-255, 13 pp. 2018
Publisher
Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava
Other information
Language
English
Type of outcome
Stať ve sborníku
Field of Study
50204 Business and management
Country of publisher
Czech Republic
Confidentiality degree
není předmětem státního či obchodního tajemství
Publication form
printed version "print"
References:
Organization unit
School of Business Administration in Karvina
ISBN
978-80-8105-985-8
UT WoS
000467818300023
Keywords in English
Baby Boomers; Consumer Behaviour; Digitalization of Grocery Sales; Generation X; Generation Y; Generations; Online Grocery Shopping; Retail.
Tags
Reviewed
Změněno: 9/1/2020 14:55, Ing. Radka Bauerová, Ph.D.
Abstract
V originále
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.