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Customer Behaviour

In: Customer Behaviour in eCommerce

Author

Listed:
  • Radka Bauerová

    (School of Business Administration in Karviná, Silesian University in Opava)

Abstract

Customer behaviour is influenced by many factors. Although some remain hidden, there are also many that we can define and describe their direct or indirect influence on the customer’s decision-making process. Knowledge of these factors is a useful input for performing customer segmentation. Describing the different customer segments is an important part of the marketing strategy and helps the company, for example, in customer relationship management or marketing communication. This research seeks to clarify what factors influence customer behaviour in online grocery shopping and define customer segments. An online panel of respondents from the Ipsos Research Agency was used to obtain primary data. The research is based on responses from 773 Czech online grocery shoppers. Factor and cluster analyses were used to test the data, which contributed to the creation of a typology of Czech online grocery shoppers. Within the typology, five customer type categories were defined: quality-oriented customers, suggestible utilitarians, loyal traditionalists, satisfied conditional loyalists and well-off eco-sympathizers. Research results can be used in the practical sphere by retailers already doing business in the online grocery market, as well as by established retailers, as a basis and possible reason for switching to hybrid companies.

Suggested Citation

  • Radka Bauerová, 2023. "Customer Behaviour," SpringerBriefs in Business, in: Šárka Zapletalová & Halina Starzyczná (ed.), Customer Behaviour in eCommerce, chapter 0, pages 19-48, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-031-23574-0_2
    DOI: 10.1007/978-3-031-23574-0_2
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