2018
The Digitalization of a Grocery Shopping from a Generation Perspective.
BAUEROVÁ, Radka a Martin KLEPEKZákladní údaje
Originální název
The Digitalization of a Grocery Shopping from a Generation Perspective.
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Vydání
Trnava, Proceedings of the Annual International Scientific Conference Marketing Identity 2018: Digital Mirrors. od s. 243-255, 13 s. 2018
Nakladatel
Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava
Další údaje
Jazyk
angličtina
Typ výsledku
Stať ve sborníku
Obor
50204 Business and management
Stát vydavatele
Česká republika
Utajení
není předmětem státního či obchodního tajemství
Forma vydání
tištěná verze "print"
Organizační jednotka
Obchodně podnikatelská fakulta v Karviné
ISBN
978-80-8105-985-8
UT WoS
000467818300023
Klíčová slova anglicky
Baby Boomers; Consumer Behaviour; Digitalization of Grocery Sales; Generation X; Generation Y; Generations; Online Grocery Shopping; Retail.
Příznaky
Recenzováno
Změněno: 9. 1. 2020 14:55, Ing. Radka Bauerová, Ph.D.
Anotace
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.