The research’s aim was to contrast the retailers’ market approach and consumer perception of online food shopping in the markets Germany and UK.
The first part of the research project was the review of existing literature to build up knowledge about the history and definition of the Internet and to give a market overview of Germany and the UK. The next areas investigated within the literature review were consumers’ online shopping behaviour and the food retail market. The last part was concerned with specific companies from both countries and their market approach.
Research questions developed in the literature review were concerned with the food shopping behaviour and the perception of online food shopping. Additional questions were if payment security has an influence on online shopping and what other market sectors are of interest.
The first part of the survey collecting quantitative data was carried out within a sample of 100 food shoppers from the UK and 100 from Germany. Questionnaires were distributed using the snowball sampling method – a method where each respondent passes the questionnaire to a number of further contacts. Interviews built the second survey part where two participants from each country were questioned in-depth about their food shopping behaviour and perceptions. The interviews backed findings from the questionnaire survey and gave further information.
Quantitative data was gained and analysed by using the program SPSS. SPSS is a tool that provides the possibility to run statistical correlations between variables and provides graphical outputs to illustrate the findings.
The findings show great differences in consumer perception and retailers’ market approach between Germany and the UK.
While in the UK online food shopping is popular with consumers and some retailers found a way of establishing themselves in this market, German companies do not offer the service nationwide and consumers seem to have limited interest. Main reasons identified in the research lie in the differences within the economical markets and culture of the countries.
The outlook in the future shows an ongoing increase in online food shopping in the UK but less activities in Germany.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Background
- Topic choice and justification
- Research aim and objectives
- Limitations of the research
- Report outline
- Literature Review
- General definition and historic overview of the Internet
- General definition of electronic commerce
- Market overview Germany and UK
- Consumer's online shopping behaviour
- Online shopping population
- Increasing online shopping
- Reasons for online shopping
- Security concerns of online payments
- Overview food retail market
- Market approaches, business models
- Food online shopping
- UK and German Companies
- UK Companies
- German Companies
- Summary of the Literature Review and Research Questions
- Methodology
- Research Perspective
- Research Approach
- Reliability
- Validity
- Generalisability
- Research Design
- Snowball sampling
- Purposive Sampling
- Research Strategy
- Survey
- Interviews
- Data collection
- Survey
- Interviews
- Method of Data Analysis
- Data Analysis
- What population is interested in online food shopping?
- How is the food shopping behaviour in general?
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research aims to compare the market approach of retailers and consumer perception of online food shopping in the UK and Germany. The dissertation investigates the historical development of the internet and its impact on online shopping, specifically in the food retail market. It further explores the online shopping behaviors of consumers in both countries, focusing on factors like security concerns, payment methods, and their overall perception of online food shopping.
- Consumer Perception of Online Food Shopping
- Retailer Market Approach in Online Food Shopping
- Comparison of UK and German Markets
- Impact of Internet Development on Online Shopping
- Consumer Behavior and Security Concerns in Online Transactions
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the research project and outlines its background, topic choice, research objectives, limitations, and the structure of the report. Chapter two delves into the literature review, providing a comprehensive overview of the Internet's historical development and definition, electronic commerce, market overviews of Germany and the UK, and a detailed examination of online shopping behavior, including security concerns related to online payments. The chapter also explores the food retail market in both countries, including market approaches and business models. Lastly, it focuses on specific UK and German companies involved in online food shopping.
Chapter three delves into the methodology employed in the research, outlining the research perspective, approach, design, and strategy. It also details the data collection methods, including the use of questionnaires and interviews, and explains the method of data analysis.
Chapter four begins the process of data analysis, focusing on the demographics of consumers interested in online food shopping and general food shopping behaviors.
Schlüsselwörter (Keywords)
This dissertation explores the key themes of online food shopping, consumer perception, retailer market approach, UK and German markets, internet development, online shopping behavior, security concerns, payment methods, food retail market, market approaches, business models, and data analysis. The study utilizes research methods like questionnaires, interviews, and statistical analysis to examine these themes and draw conclusions regarding the contrasting approaches to online food shopping in the UK and Germany.
- Quote paper
- Marie von Breitenbuch (Author), 2004, Online Food Shopping: Consumer perception and retailers market approach, contrasting the markets UK and Germany, Munich, GRIN Verlag, https://www.grin.com/document/32502
