Opportunities and Drawbacks of Extended Opening Hours versus Online Shopping in the German Food Trade

Inhaltsangabe: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 analysisBoth 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.Inhaltsverzeichnis:Table of Contents:1.Introduction61.1Objectives82.Research Methodology102.1Primary Data102.2Secondary Data113.Scenario Analysis124.The German Market154.1The German Law of Opening Hours154.2Definitions164.3Extension of Opening Hours174.4Porter?s Five Forces Analysis194.4.1Threat of Entry194.4.2Bargaining Power of Suppliers204.4.3Bargaining Power of Buyers204.4.4Threat of Substitutes214.4.5Rivalry among Participants214.5SWOT Analysis of German Market for E-grocers224.5.1Strengths224.5.2Weaknesses244.5.3Opportunities264.5.4Threats275.Online Issues285.1General Advantages and Disadvantages of Online Shopping285.1.1Benefits of e-commerce285.1.2Problems of e-commerce285.2Factors influencing Online Shopping in Germany295.2.1Internet Familiarity305.2.2Credit Card Use315.2.3At Home Access315.2.4Convenience325.3Requirements for becoming an e-grocer336.Primary Research Findings366.1Quantitative Survey366.1.1Frequency of Grocery shopping376.1.2Preferred Shopping Time376.1.3Frequency of Internet Usage386.1.4Amount of Internet Usage386.1.5Types of Internet Usage396.1.6Items Bought Online396.1.7Non-Online Groceries406.1.8Major Reasons for and against the Extension of Opening Hours416.1.9Major Reasons for and against Online Grocery Shopping416.2In-depth Interviews427.Consumer Behaviour […]