IDEAS home Printed from https://ideas.repec.org/a/bbl/journl/v26y2023i1p186-205.html
   My bibliography  Save this article

Who Are Online Grocery Shoppers?

Author

Listed:
  • Radka Bauerova

    (Silesian University in Opava)

  • Halina Starzyczna

    (Silesian University in Opava)

  • Šárka Zapletalova

    (Silesian University in Opava)

Abstract

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. The constructed combined segmentation divides shoppers into five segments: quality-oriented shoppers (18.9%), influential utilitarians (21.7%), loyal traditionalists (16.4%), satisfied conditional loyalists (14.9%), and movable eco-sympathizers (28.1%). Then these category types are characterised in terms of their most salient characteristics. The results of this study show the variables that influence customers in their decision-making process. Outcomes increase knowledge about online grocery shopping behaviour, motives, and purchase requirements. These are also beneficial for grocery retailers for better targeting or fostering loyalty.

Suggested Citation

  • Radka Bauerova & Halina Starzyczna & Šárka Zapletalova, 2023. "Who Are Online Grocery Shoppers?," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, vol. 26(1), pages 186-205, March.
  • Handle: RePEc:bbl:journl:v:26:y:2023:i:1:p:186-205
    DOI: 10.15240/tul/001/2023-1-011
    as

    Download full text from publisher

    File URL: https://doi.org/10.15240/tul/001/2023-1-011
    Download Restriction: no

    File URL: https://libkey.io/10.15240/tul/001/2023-1-011?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Christian Seitz & Ján Pokrivčák & Marián Tóth & Miroslav Plevný, 2017. "Online grocery retailing in Germany: an explorative analysis," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(6), pages 1243-1263, November.
    2. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    3. Brand, Christian & Schwanen, Tim & Anable, Jillian, 2020. "‘Online Omnivores’ or ‘Willing but struggling’? Identifying online grocery shopping behavior segments using attitude theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jaiswal, Deepak & Deshmukh, Arun Kumar & Thaichon, Park, 2022. "Who will adopt electric vehicles? Segmenting and exemplifying potential buyer heterogeneity and forthcoming research," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Benjamin T. Hazen & Robert E. Overstreet & Yacan Wang, 2015. "Predicting Public Bicycle Adoption Using the Technology Acceptance Model," Sustainability, MDPI, vol. 7(11), pages 1-16, October.
    3. Wesam Fallatah & Joakim Kävrestad & Steven Furnell, 2024. "Establishing a Model for the User Acceptance of Cybersecurity Training," Future Internet, MDPI, vol. 16(8), pages 1-12, August.
    4. Saeideh Sharifi fard & Ezhar Tamam & Md Salleh Hj Hassan & Moniza Waheed & Zeinab Zaremohzzabieh, 2016. "Factors affecting Malaysian university students’ purchase intention in social networking sites," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1182612-118, December.
    5. Marjan Shamsi & Tatiana Iakovleva & Espen Olsen & Richard P. Bagozzi, 2021. "Employees’ Work-Related Well-Being during COVID-19 Pandemic: An Integrated Perspective of Technology Acceptance Model and JD-R Theory," IJERPH, MDPI, vol. 18(22), pages 1-22, November.
    6. Chou, Jui-Sheng & Gusti Ayu Novi Yutami, I, 2014. "Smart meter adoption and deployment strategy for residential buildings in Indonesia," Applied Energy, Elsevier, vol. 128(C), pages 336-349.
    7. Philippe Cohard, 2020. "Information Systems Values: A Study of the Intranet in Three French Higher Education Institutions," Post-Print hal-02987225, HAL.
    8. Sindhu Singh & R. K. Srivastava, 2020. "Understanding the intention to use mobile banking by existing online banking customers: an empirical study," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 25(3), pages 86-96, December.
    9. Paul Stefan MARKOVITS, 2024. "Assesing Romanian Farmers’ Motivation For Digitalization: A Unified Theory Of Acceptance And Usage Of Technology (Utaut) Based Research Model," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 9(1), pages 98-112, March.
    10. Ladhari, Riadh & Massa, Elodie & Skandrani, Hamida, 2020. "YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    11. Alex Mari & Andreina Mandelli & René Algesheimer, 2023. "Shopping with Voice Assistants: How Empathy Affects Individual and Family Decision-Making Outcomes," Working Papers 399, University of Zurich, Department of Business Administration (IBW).
    12. Hoffmann, Christa & Doluschitz, Reiner, 2010. "Management Von Qualitätsdaten - Eine Empirische Analyse In Wertschöpfungsketten Der Ökologisch Wirtschaftenden Schweinebetriebe In Deutschland," 50th Annual Conference, Braunschweig, Germany, September 29-October 1, 2010 93933, German Association of Agricultural Economists (GEWISOLA).
    13. Casaló, Luis V. & Flavián, Carlos & Guinalíu, Miguel, 2010. "Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions," Tourism Management, Elsevier, vol. 31(6), pages 898-911.
    14. Dahlberg, Tomi & Öörni, Anssi, 2006. "Finnish consumers' expectations on developments and changes in payment habits: survey in connection with the research project "Finnish payment habits 2010"," Bank of Finland Research Discussion Papers 32/2006, Bank of Finland.
    15. Frishammar, Johan & Essén, Anna & Bergström, Frida & Ekman, Tilda, 2023. "Digital health platforms for the elderly? Key adoption and usage barriers and ways to address them," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    16. Escobar-Rodríguez, Tomás & Bartual-Sopena, Lourdes, 2015. "Impact of cultural factors on attitude toward using ERP systems in public hospitals," Revista de Contabilidad - Spanish Accounting Review, Elsevier, vol. 18(2), pages 127-137.
    17. Melih Engin & Fatih Gürses, 2019. "Adoption of Hospital Information Systems in Public Hospitals in Turkey: An Analysis with the Unified Theory of Acceptance and Use of Technology Model," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-19, October.
    18. Konstantin Fursov & Alina Kadyrova, 2017. "How the analysis of transitionary references in knowledge networks and their centrality characteristics helps in understanding the genesis of growing technology areas," Scientometrics, Springer;Akadémiai Kiadó, vol. 111(3), pages 1947-1963, June.
    19. Elizabeth Yakel & Ixchel M. Faniel & Lionel P. Robert, 2024. "An empirical examination of data reuser trust in a digital repository," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 75(8), pages 898-915, August.
    20. Dash, Ganesh & Sharma, Kiran & Yadav, Neha, 2023. "The diffusion of mobile payments: Profiling the adopters and non-adopters, Roger's way," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

    More about this item

    Keywords

    Cluster analysis; consumer segmentation; e-tailing; factor analysis; online grocery shopping; segment profile;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bbl:journl:v:26:y:2023:i:1:p:186-205. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vendula Pospisilova (email available below). General contact details of provider: https://edirc.repec.org/data/hflibcz.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.