BAUEROVÁ, Radka and Šárka ZAPLETALOVÁ. CUSTOMERS´ SHOPPING BEHAVIOUR IN OGS: CHENGES CAUSED BY COVID-19. Online. In Ing. Pavel Ondra. DOKBAT 2020 - 16th Annual International Bata Conference for Ph.D. Students and Young Researchers (Vol. 16). 16th. Zlín: Tomas Bata University in Zlín, Faculty of Management and Economics, 2020, p. 34-48. ISBN 978-80-7454-935-9. Available from: https://dx.doi.org/10.7441/dokbat.2020.
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Basic information
Original name CUSTOMERS´ SHOPPING BEHAVIOUR IN OGS: CHENGES CAUSED BY COVID-19
Authors BAUEROVÁ, Radka and Šárka ZAPLETALOVÁ.
Edition 16th. Zlín, DOKBAT 2020 - 16th Annual International Bata Conference for Ph.D. Students and Young Researchers (Vol. 16), p. 34-48, 15 pp. 2020.
Publisher Tomas Bata University in Zlín, Faculty of Management and Economics
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 electronic version available online
Organization unit School of Business Administration in Karvina
ISBN 978-80-7454-935-9
Doi http://dx.doi.org/10.7441/dokbat.2020
Keywords in English online grocery shopping; customers; behaviour; customers’ satisfaction; service quality; stockpiling
Tags Reviewed
Links SGS/17/2020, research and development project.
Changed by Changed by: Ing. Radka Bauerová, Ph.D., učo 32908. Changed: 13/1/2021 18:25.
Abstract
We can consider the COVID-19 pandemic to be the latest and most significant situational factor influencing customers’ behaviour when purchasing grocery online. The question is how this factor influenced these customers. Therefore, the paper aims to determine the impact of the COVID-19 pandemic on customers’ shopping behaviour and perceptions of online grocery satisfaction. Comparative research using an online questionnaire was chosen to obtain relevant data. One of the main results of the research is the finding that every second respondent has changed the shopping behaviour in connection with the pandemic directly. A total of 16% of customers began to prefer OGS as a way to avoid the risk of infection they felt offline. It was found that the trend of grocery stockpiling was also reflected in the online environment, where 5% of customers started buying much more grocery than they were used to. Based on the results it is evident that OGS will become new-normal, because "after pandemic’ customers" decide to continue shopping even after the pandemic mitigation. It can be estimated that up to 63% of individuals in the Czechia will buy grocery online in 2020, which shows a much faster acceptance of this shopping channel than predicted. The identified structural changes suggest that another stage of development - digitalization, has already taken place in grocery retail.
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