Analýza spotřebitelského chování při online nákupech potravin

Abstract

This diploma thesis is focused on a new trend of buying food over the Internet. The aim of this thesis is to analyze consumer behavior in online food purchases. Determine their attitudes, concerns and the importance of individual factors when buying food online. A partial goal of the work is also to find out what impact the Covid-19 pandemic had on this sector. The theoretical part of the thesis contains a description of consumer behavior in general and in the online environment. The online food market in the Czech Republic is also characterized. The practical part of the work was realized on the basis of primary data obtained by means of an electronic questionnaire survey. The primary data was processed in IBM SPSS Statistics by sorting the first and second tier data. Using statistical tests and appropriate correlation coefficients, possible dependencies between variables were determined. In the practical part of the work is also used factor and cluster analysis. The results of the research showed that people have a positive attitude towards buying food online and plan to use this type of shopping in the future.