J 2021

ONLINE GROCERY SHOPPING IS A PRIVILEGE OF MILLENNIAL CUSTOMERS. STILL TRUTH IN COVID-19 PANDEMIC?

BAUEROVÁ, Radka

Basic information

Original name

ONLINE GROCERY SHOPPING IS A PRIVILEGE OF MILLENNIAL CUSTOMERS. STILL TRUTH IN COVID-19 PANDEMIC?

Authors

BAUEROVÁ, Radka (203 Czech Republic, guarantor, belonging to the institution)

Edition

Acta academica karviniensia, Karviná, 2021, 2533-7610

Other information

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

50204 Business and management

Country of publisher

Czech Republic

Confidentiality degree

není předmětem státního či obchodního tajemství

RIV identification code

RIV/47813059:19520/21:A0000204

Organization unit

School of Business Administration in Karvina

Keywords in English

customer behaviour; customer profile; development of online grocery shopping; millennials; online grocery shopping
Změněno: 12/4/2022 20:42, Miroslava Snopková

Abstract

V originále

There has been a significant acceleration in the online grocery market due to the outbreak of the Covid-19 pandemic. This situational factor has accelerated the acceptance of grocery purchases in this way, but the question remains whether it also had an impact on the structure of customers buying grocery online. For a long time, online grocery shopping (OGS) has been the privilege of millennials, who like to shop online in all product categories. However, this paper also focuses on other generations and their development in consumer behaviour. The aim of the paper is to find out how Covid-19 influenced the proportion of selected generations of customers purchasing grocery online and whether it also affected their purchasing frequency. The findings from three surveys focused on online grocery purchases in the Czech Republic are used to find relevant results. Therefore, the research has the character of longitudinal research, but of tendency carried out on various respondents. Individual surveys were conducted in 2017, 2020 and June 2020 (after the outbreak of the Covid-19 pandemic). The results of the research can be useful for detecting changes in consumer behaviour and predicting the development of OGS within individual generations, usable for the strategic management of companies in this market.