WHO ARE ONLINE GROCERY SHOPPERS?

@article{67641,
   author = {Bauerová, Radka and Starzyczná, Halina and Zapletalová, Šárka},
   article_location = {Technická univerzita v Liberci},
   article_number = {1},
   doi = {http://dx.doi.org/10.15240/tul/001/2023-1-011},
   keywords = {cluster analysis; consumer segmentation; e-tailing; factor analysis; online grocery shopping; segment profile},
   language = {eng},
   issn = {2336-5064},
   journal = {E+M Ekonomie a Management},
   title = {WHO ARE ONLINE GROCERY SHOPPERS?},
   url = {https://dspace.tul.cz/bitstream/handle/15240/167107/EM_1_2023_11.pdf?sequence=1&isAllowed=y},
   volume = {26},
   year = {2023}
}

TY  - JOUR
ID  - 67641
AU  - Bauerová, Radka - Starzyczná, Halina - Zapletalová, Šárka
PY  - 2023
TI  - WHO ARE ONLINE GROCERY SHOPPERS?
JF  - E+M Ekonomie a Management
VL  - 26
IS  - 1
SP  - 186-205
EP  - 186-205
PB  - Wolters Kluwer ČR, a. s.
SN  - 23365064
KW  - cluster analysis
KW  - consumer segmentation
KW  - e-tailing
KW  - factor analysis
KW  - online grocery shopping
KW  - segment profile
UR  - https://dspace.tul.cz/bitstream/handle/15240/167107/EM_1_2023_11.pdf?sequence=1&isAllowed=y
N2  - The acceleration of the digitalisation of grocery shopping is an important trend that shows that this way of sourcing groceries is increasingly accepted by customers. Uncovering, understanding, and describing the differences between online grocery shoppers is interesting from a scientific point of view and a practical one. Correctly targeting a specific customer segment increases the very effectiveness of marketing communication by spending the cost of communicating with those correctly targeted customers that are valuable to the company. Therefore, this paper explores the behaviour of customers when shopping online and tries to find similarities in this behaviour. The aim of the paper is to generate customer segments of online grocery shoppers that provide a more comprehensive insight by reflecting on their shopping behaviour, personality traits and characteristics, loyalty, overall satisfaction with online grocery shopping in the current retailer, and frequency of social media usage. An online questionnaire survey was conducted with a panel of respondents from the IPSOS research agency to obtain primary data. Data were analysed using factor and cluster analysis. These analyses resulted in the creation of a segmentation that identified five main segments of online grocery shoppers.
ER  - 

BAUEROVÁ, Radka, Halina STARZYCZNÁ and Šárka ZAPLETALOVÁ. WHO ARE ONLINE GROCERY SHOPPERS? \textit{E+M Ekonomie a Management}. Technická univerzita v Liberci: Wolters Kluwer ČR, a. s., 2023, vol.~26, No~1, p.~186-205. ISSN~2336-5064. Available from: https://dx.doi.org/10.15240/tul/001/2023-1-011.