Opportunities and Drawbacks of Extended Opening Hours versus Online Shopping in the German Food Trade
On the Basis of a Consumer Behaviour Analysis
- Art: Diplomarbeit
- Autor: Martina Schäfer
- Abgabedatum: Oktober 2003
- Umfang: 123 Seiten
- Dateigröße: 679,7 KB
- Note: 2,0
- Institution / Hochschule: Hochschule Bremen, University of Applied Sciences Deutschland
- ISBN (eBook): 978-3-8324-8360-9
-
ISBN (Paperback) :
978-3-8324-8360-9 P - ISBN (CD) :978-3-8324-8360-9 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Schäfer, Martina Oktober 2003: Opportunities and Drawbacks of Extended Opening Hours versus Online Shopping in the German Food Trade, Hamburg: Diplomica Verlag
- Schlagworte: Lebensmittelhandel, Ladenöffnungszeiten, Supermärkte, e-commerce, Konsumentenverhalten
In den Warenkorb
74,00 €
Diplomarbeit von Martina Schäfer
Abstract:
This report analyses whether the German market is ripe for online grocery shopping or whether German food retailers should continue fighting for their right to extend the opening hours. The research question of this project is:
Opportunities and drawbacks of extended opening hours versus online shopping in the German food trade on the basis of a consumer behaviour analysis Both secondary and primary data have been collected. Secondary data has been essential in providing background information for this project. The literature mainly gives information about research methods, concepts of market analysis and consumer behaviour, the German market and e-business.
Primary quantitative data has been collected implementing the concept of judgement sampling to give indications of trends and attitudes in the German population. 152 German supermarket customers have been interviewed face to face. In addition primary qualitative research has been undertaken with the help of four in-depth interviews with experts from the supermarket industry.
Table of Contents:
| 1. | Introduction | 6 |
| 1.1 | Objectives | 8 |
| 2. | Research Methodology | 10 |
| 2.1 | Primary Data | 10 |
| 2.2 | Secondary Data | 11 |
| 3. | Scenario Analysis | 12 |
| 4. | The German Market | 15 |
| 4.1 | The German Law of Opening Hours | 15 |
| 4.2 | Definitions | 16 |
| 4.3 | Extension of Opening Hours | 17 |
| 4.4 | Porter’s Five Forces Analysis | 19 |
| 4.4.1 | Threat of Entry | 19 |
| 4.4.2 | Bargaining Power of Suppliers | 20 |
| 4.4.3 | Bargaining Power of Buyers | 20 |
| 4.4.4 | Threat of Substitutes | 21 |
| 4.4.5 | Rivalry among Participants | 21 |
| 4.5 | SWOT Analysis of German Market for E-grocers | 22 |
| 4.5.1 | Strengths | 22 |
| 4.5.2 | Weaknesses | 24 |
| 4.5.3 | Opportunities | 26 |
| 4.5.4 | Threats | 27 |
| 5. | Online Issues | 28 |
| 5.1 | General Advantages and Disadvantages of Online Shopping | 28 |
| 5.1.1 | Benefits of e-commerce | 28 |
| 5.1.2 | Problems of e-commerce | 28 |
| 5.2 | Factors influencing Online Shopping in Germany | 29 |
| 5.2.1 | Internet Familiarity | 30 |
| 5.2.2 | Credit Card Use | 31 |
| 5.2.3 | At Home Access | 31 |
| 5.2.4 | Convenience | 32 |
| 5.3 | Requirements for becoming an e-grocer | 33 |
| 6. | Primary Research Findings | 36 |
| 6.1 | Quantitative Survey | 36 |
| 6.1.1 | Frequency of Grocery shopping | 37 |
| 6.1.2 | Preferred Shopping Time | 37 |
| 6.1.3 | Frequency of Internet Usage | 38 |
| 6.1.4 | Amount of Internet Usage | 38 |
| 6.1.5 | Types of Internet Usage | 39 |
| 6.1.6 | Items Bought Online | 39 |
| 6.1.7 | Non-Online Groceries | 40 |
| 6.1.8 | Major Reasons for and against the Extension of Opening Hours | 41 |
| 6.1.9 | Major Reasons for and against Online Grocery Shopping | 41 |
| 6.2 | In-depth Interviews | 42 |
| 7. | Consumer Behaviour Analysis | 45 |
| 7.1 | Decision Making Process | 45 |
| 7.2 | Sociocultural Environment | 48 |
| 7.2.1 | Reference Groups and Family Influences | 48 |
| 7.2.2 | Social class | 50 |
| 7.2.3 | Culture | 54 |
| 7.2.4 | Subcultures | 58 |
| 7.3 | Psychological Field | 60 |
| 7.3.1 | Consumer Motivation | 60 |
| 7.3.2 | Consumer Perception | 66 |
| 7.3.3 | Consumer Learning | 70 |
| 7.3.4 | Consumer Personality | 75 |
| 7.3.5 | Consumer Attitude Formation and Change | 78 |
| 7.3.6 | Communication and Consumer Behaviour | 81 |
| 7.4 | Involvement | 86 |
| 8. | Conclusion | 88 |
| 8.1 | Strategic Implications | 92 |
| 8.2 | Limitations | 94 |
| 9. | Reference List | 96 |
| 10. | Bibliography | 103 |
| 11. | Appendix | 105 |
| 11.1 | Appendix 1: Shopping on Saturday | 105 |
| 11.2.a | Appendix 2a: Questionnaire in English | 106 |
| 11.2.b | Appendix 2b: Questionnaire in German | 107 |
| 11.3.a | Appendix 3a: Discussion Guide in English | 108 |
| 11.3.b | Appendix 3b: Discussion Guide in German | 109 |
| 11.4 | Appendix 4: Porter’s Five Forces Model | 110 |
| 11.5 | Appendix 5: Potential of Products Being Bought Online | 111 |
| 11.6 | Appendix 6: Analysis of Questionnaire according to Age | 112 |
| 11.7 | Appendix 7: Analysis of Questionnaire according to Profession | 116 |
| 11.8.a | Appendix 8a: Reasons For The Extension Of Opening Hours | 120 |
| 11.8.b | Appendix 8b: Reasons Against The Extension Of Opening Hours | 120 |
| 11.8.c | Appendix 8c: Reasons For Online Shopping | 121 |
| 11.8.d | Appendix 8d: Reasons Against Online Shopping | 121 |
In den Warenkorb
74,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832483609
Arbeit zitieren:
Schäfer, Martina Oktober 2003: Opportunities and Drawbacks of Extended Opening Hours versus Online Shopping in the German Food Trade, Hamburg: Diplomica Verlag
Schlagworte:
Lebensmittelhandel, Ladenöffnungszeiten, Supermärkte, e-commerce, Konsumentenverhalten
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