The Digitalization of a Grocery Shopping from a Generation Perspective
The Digitalization of a Grocery Shopping from a Generation Perspective

Summary/Abstract: Customer pressure on globalization-driven innovation has also evolved into food purchases and therefore business organizations innovate processes and services not only to meet the needs and wishes of their customers but also to increase their satisfaction and loyalty. This article deals with grocery shopping digitization as one of the possible innovations that business organizations can use to increase customer satisfaction, as the number of individuals using the online shopping channel is steadily growing. Considering that customers purchasing online food fall into several different generations, research results will also be geared to generational differences in the perception of food digitization. The aim of the paper is to examine whether there is any difference between online grocery shopping behaviour by generation’s perspective. Open ended questions form survey of 1050 respondents were subjected to quantification through content analysis. Consequently, responses from 916 respondents on the primary reason for buying food online and responses from 428 respondents examining attitudes associated with digitization of food at established retail chains were analysed. The results of the survey confirmed the differences between generations that can be used to set up, modify and improve the business processes of both dot.com companies and companies considering the digital form of food sales.

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