Acta academica karviniensia 2021, 21(1):15-28 | DOI: 10.25142/aak.2021.002

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

Radka Bauerová
Silesian University, School of Business Administration, Univerzitní nám. 1934/3, 733 40 Karviná

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.

Keywords: customer behaviour, customer profile, development of online grocery shopping, millennials, online grocery shopping.
JEL classification: M30, M31, M39

Received: September 30, 2020; Revised: January 10, 2021; Accepted: May 19, 2021; Published: May 27, 2021  Show citation

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Bauerová R. ONLINE GROCERY SHOPPING IS A PRIVILEGE OF MILLENNIAL CUSTOMERS. STILL TRUTH IN COVID-19 PANDEMIC? Acta academica karviniensia. 2021;21(1):15-28. doi: 10.25142/aak.2021.002.
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