BAUEROVÁ, Radka and Martin KLEPEK. The Digitalization of a Grocery Shopping from a Generation Perspective. In L. CABYOVA, R. RYBANSKY and Z. BEZAKOVA,. 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, p. 243-255. ISBN 978-80-8105-985-8.
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Basic information
Original name The Digitalization of a Grocery Shopping from a Generation Perspective.
Authors BAUEROVÁ, Radka and Martin KLEPEK.
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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
Publication form printed version "print"
WWW Webový odkaz na sborník z konference
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
Changed by Changed by: Ing. Radka Bauerová, Ph.D., učo 32908. Changed: 9/1/2020 14:55.
Abstract
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.
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