Consumer Behaviour in Online Grocery Retailing in Germany

Table of Contents

• 1. INTRODUCTION
• 1.1 Research Context and Rationale
• 1.2 Research Aim and Objectives
• 1.3 Research Questions
• 1.4 Research Design
• 1.5 Dissertation Structure
• 2. LITERATURE REVIEW
• 2.1 Introduction
• 2.2 Theoretical Framework
• 2.3 Structural Factors Affecting Online Retail Use
• 2.4 Demographic Factors Affecting Online Retail Use
• 2.5 Barriers to Grocery Food Retail - A Gap in the State of Knowledge
• 2.6 Conceptual Framework
• 2.7 Chapter Conclusion
• 3. METHODOLOGY
• 3.1 Research Methodology
• 3.2 Research Design
• 3.3 Data Collection
• 3.3.1 Semi-Structured Interviews
• 3.3.2 Population and Sample
• 3.3.3 Research Ethics
• 3.3.4 Pilot Studies
• 3.3.5 Credibility and Dependability
• 3.4 Data Analysis
• 3.4.1 Thematic Analysis
• 3.4.2 Limitations and Delimitations
• 4. RESULTS AND DISCUSSION
• 4.1 Introduction
• 4.2 Results
• 4.2.1 Grocery Purchasing Behaviour
• 4.2.2 Motivating Drivers when buying Groceries
• 4.2.3 Demotivating Drivers when buying Groceries
• 4.2.4 Overall Impression of Online Grocery Retailing
• 4.2.5 Motivating and Demotivating Factors of Online Grocery Retailing
• 4.2.6 Explanation of the low demand situation in Germany
• 4.2.7 Assessment of Practical Aspects of the Online Grocery Trade
• 4.2.8 Decisive Factor for using the Online Grocery Channel
• 4.3 Discussion
• 4.3.1 Findings in Support of Literature
• 4.3.2 Findings which Vary from Literature
• 4.3.3 Addressing RQs Aim and Objectives
• 4.4 Chapter Summary
• 5. CONCLUSIONS AND RECOMMENDATIONS
• 5.1 Conclusions
• 5.2 Recommendations
• 5.2.1 Practical Recommendations
• 5.2.2 Limitations and Further Research

Objectives and Key Themes

This study aims to determine the factors influencing German consumers' adoption of online grocery shopping, exploring why, despite its popularity in other European countries, online grocery retailing remains relatively underdeveloped in Germany. The study investigates the factors encouraging or discouraging German consumers from purchasing groceries online, with a particular focus on cultural and technological influences.

• Consumer behaviour in online grocery retailing
• The Technology Acceptance Model and its application to online grocery shopping
• Cultural factors influencing consumer preferences in Germany
• The role of technology in shaping consumer behaviour
• The impact of demographic factors on online grocery adoption

Chapter Summaries

The dissertation begins with an introduction to the research context and rationale, outlining the research aim and objectives, research questions, design, and dissertation structure. The second chapter provides a comprehensive review of the relevant literature, including the theoretical framework, structural and demographic factors affecting online retail use, barriers to grocery food retail, and the conceptual framework. The methodology chapter details the research design, data collection methods, including semi-structured interviews, and data analysis techniques, including thematic analysis. The fourth chapter presents the findings and discussions, focusing on the results of the interviews and their implications for the research questions and objectives. This chapter explores grocery purchasing behaviour, motivating and demotivating drivers, and the overall impression of online grocery retailing in Germany.

Keywords

The research focuses on online grocery retail, consumer behaviour, and the Technology Acceptance Model. Key themes include cultural influences, demographic factors, and the role of technology in shaping consumer preferences in Germany. The dissertation also investigates the barriers to online grocery adoption and explores practical implications for retailers aiming to promote this shopping channel in the German market.