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)
- 1 Introduction
- 1.1 Background
- 1.2 Topic choice and justification
- 1.3 Research aim and objectives
- 1.4 Limitations of the research
- 1.5 Report outline
- 2 Literature Review
- 2.1 General definition and historic overview of the Internet
- 2.2 General definition of electronic commerce
- 2.3 Market overview Germany and UK
- 2.4 Consumer's online shopping behaviour
- 2.4.1 Online shopping population
- 2.4.2 Increasing online shopping
- 2.4.3 Reasons for online shopping
- 2.4.4 Security concerns of online payments
- 2.5 Overview food retail market
- 2.5.1 Market approaches, business models
- 2.5.2 Food online shopping
- 2.6 UK and German Companies
- 2.6.1 UK Companies
- 2.6.2 German Companies
- 2.7 Summary of the Literature Review and Research Questions
- 3 Methodology
- 3.1 Research Perspective
- 3.2 Research Approach
- 3.2.1 Reliability
- 3.2.2 Validity
- 3.2.3 Generalisability
- 3.3 Research Design
- 3.3.1 Snowball sampling
- 3.3.2 Purposive Sampling
- 3.4 Research Strategy
- 3.4.1 Survey
- 3.4.2 Interviews
- 3.5 Data collection
- 3.5.1 Survey
- 3.5.2 Interviews
- 3.6 Method of Data Analysis
- 4 Data Analysis
- 4.1 What population is interested in online food shopping?
- 4.2 How is the food shopping behaviour in general?
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research aims to compare and contrast the market approaches of retailers and the consumer perception of online food shopping in the UK and Germany. The study uses a mixed-methods approach, combining quantitative data from surveys and qualitative data from interviews.
- Consumer behavior in online food shopping
- Comparison of online food retail markets in the UK and Germany
- Influence of payment security on online shopping habits
- Cultural and economic factors impacting online food shopping adoption
- Retailer strategies and market approaches in online food retail
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This chapter sets the stage for the dissertation, introducing the topic of online food shopping and its contrasting realities in the UK and German markets. It establishes the research aim, objectives, and limitations, outlining the structure of the report and providing context for the subsequent chapters. The justification for choosing this specific topic highlights the gap in understanding concerning the cross-cultural differences in online food shopping adoption.
2 Literature Review: This chapter provides a comprehensive review of existing literature, exploring the history and definition of the internet and e-commerce. It offers an overview of the food retail markets in both the UK and Germany, delving into consumer online shopping behavior, including factors like online shopping population growth, reasons for adopting online shopping, and security concerns related to online payments. The chapter also examines different market approaches and business models within the food retail sector and profiles specific companies operating in both countries. This review culminates in a summary that outlines the key research questions that will guide the empirical investigation.
3 Methodology: This chapter details the research design and methodology employed in the study. It clearly articulates the chosen research perspective and approach, emphasizing reliability, validity, and generalizability. The chapter explains the use of both quantitative (survey) and qualitative (interviews) methods, outlining the sampling techniques (snowball and purposive sampling) used to select participants from both the UK and Germany. A thorough description of data collection methods, including the questionnaire design and interview protocols, is provided. The chapter concludes by outlining the chosen method of data analysis using SPSS.
4 Data Analysis: This chapter presents the analysis of the collected data. It focuses on exploring the characteristics of the population interested in online food shopping and analyzing overall food shopping behavior. The chapter likely uses statistical analyses performed with SPSS to present key findings regarding the differences in online food shopping adoption and behavior between UK and German consumers. This section might include graphical representations of the data to aid in understanding the findings.
Schlüsselwörter (Keywords)
Online food shopping, consumer behavior, e-commerce, UK, Germany, market comparison, cross-cultural analysis, payment security, retail strategies, quantitative research, qualitative research, SPSS.
Frequently Asked Questions: Comprehensive Language Preview of Online Food Shopping in the UK and Germany
What is the overall focus of this research?
This research compares and contrasts the market approaches of online food retailers and consumer perceptions of online food shopping in the UK and Germany. It uses a mixed-methods approach, combining quantitative data from surveys and qualitative data from interviews to analyze consumer behavior, market comparisons, and the influence of cultural and economic factors.
What are the key research objectives?
The main objectives include examining consumer behavior in online food shopping, comparing online food retail markets in the UK and Germany, analyzing the influence of payment security on shopping habits, investigating cultural and economic factors impacting online food shopping adoption, and exploring retailer strategies and market approaches.
What methodology was used in this research?
The study employed a mixed-methods approach, combining quantitative and qualitative research methods. Quantitative data was collected through surveys, while qualitative data was gathered via interviews. Sampling techniques included snowball and purposive sampling to select participants from both the UK and Germany. Data analysis was performed using SPSS.
What topics are covered in the Literature Review chapter?
The Literature Review comprehensively explores the history and definition of the internet and e-commerce. It provides an overview of the food retail markets in the UK and Germany, analyzing consumer online shopping behavior (including security concerns), various market approaches and business models, and profiles of key companies in both countries. It concludes by outlining the key research questions.
What is covered in the Data Analysis chapter?
The Data Analysis chapter presents the findings from the collected data, focusing on the characteristics of the population interested in online food shopping and their overall food shopping behavior. Statistical analyses (using SPSS) are used to identify key differences in online food shopping adoption and behavior between UK and German consumers. Graphical representations of the data are likely included.
What are the key chapters included in this research?
The research includes chapters on Introduction (providing background, objectives, and limitations), Literature Review (examining existing research), Methodology (detailing the research design and methods), and Data Analysis (presenting the findings).
What types of data were collected and how?
Both quantitative data (through surveys) and qualitative data (through interviews) were collected. The chapter on Methodology details the survey design and interview protocols, as well as the sampling methods used (snowball and purposive sampling).
What software was used for data analysis?
SPSS statistical software was used for data analysis.
What are the key themes explored in this research?
Key themes include consumer behavior in online food shopping, a comparison of online food retail markets in the UK and Germany, the influence of payment security on online shopping habits, cultural and economic factors impacting online food shopping adoption, and retailer strategies and market approaches in online food retail.
What are the keywords associated with this research?
Keywords include: Online food shopping, consumer behavior, e-commerce, UK, Germany, market comparison, cross-cultural analysis, payment security, retail strategies, quantitative research, qualitative research, SPSS.
- Citation du texte
- Marie von Breitenbuch (Auteur), 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
