Purchasing Behaviour of Online Supermarket Customers

The aim of the thesis was to analyze shopping behaviour of online supermarket customers in South Bohemia region and to suggests, which strategies could help the company improve its marketing communication. For this thesis was chosen an e-shop with grocery Plná taška ltd. Plná taška is the first e-shop with grocery in South Bohemia. The whole thesis is divided into a theoretical and a practical part. Theoretical part is based on study of scientific literature and especially on more recent internet resources. In theoretical part are described terms such as consumer behaviour, specifics of retailing, e-commerce and details of online sale of food are defined. The practical part includes analyses of buying behaviour in the field of the purchasing grocery online. The analyses are based on results of questionnaire survey with data collection from 404 respondents. Based on the results of research three target groups were defined. For these groups more specific consumer behaviour was determined. Based on this consumer behaviour personas and recommendations for marketing communication for them were defined. The thesis includes proposals of banner, which can be used on social network Facebook