BAUEROVÁ, Radka. ONLINE GROCERY SHOPPING IS A PRIVILEGE OF MILLENNIAL CUSTOMERS. STILL TRUTH IN COVID-19 PANDEMIC? Acta academica karviniensia. Karviná, 2021, vol. 21, No 1, p. 15-28. ISSN 2533-7610. Available from: https://dx.doi.org/10.25142/aak.2021.002.
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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
Original language English
Type of outcome Article in a journal
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
WWW Domovská stránka příspěvku
RIV identification code RIV/47813059:19520/21:A0000204
Organization unit School of Business Administration in Karvina
Doi http://dx.doi.org/10.25142/aak.2021.002
Keywords in English customer behaviour; customer profile; development of online grocery shopping; millennials; online grocery shopping
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 12/4/2022 20:42.
Abstract
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.
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