Customer satisfaction through omni-channel retailing: an analysis of consumer grocery shopping experiences in Hungary
Abstract
In this research, a qualitative approach is utilized, employing a semi-structured questionnaire to gather comprehensive insights from a sample of 12 respondents. The study aims to delve into the grocery shopping behaviors and experiences of Hungarian consumers, focusing on their familiarity with diverse retail channels, levels of satisfaction, preferences concerning product distribution in retail spaces, and expectations from retailer channels. The qualitative data is precisely analyzed to discern prevalent themes and construct a consumer journey-based framework.
The outcomes of the study shed light on the pivotal factors influencing consumers' selection of grocery stores. Proximity to their residence, familiarity with the retail outlet, and the availability of high-quality products at reasonable prices emerge as key determinants. Furthermore, the research reveals distinct spending patterns correlated with household sizes, elucidating a segmentation of shoppers based on their respective household dimensions. Notably, the study observes a generational divergence in purchasing behavior. Younger demographics display a propensity for online food purchases, despite enduring longer delivery durations. Conversely, older generations exhibit a strong inclination towards traditional offline shopping experiences.
In summary, this study presents valuable insights into the intricate dynamics of grocery shopping behaviors among Hungarian consumers. By unraveling the preferences, tendencies, and expectations of shoppers, the findings contribute to a deeper understanding of the retail landscape, potentially informing retailers, and policymakers on strategies to enhance customer satisfaction and tailor offerings to diverse consumer demographics. This research provides a foundation for developing effective retail strategies that align with the distinct shopping inclinations of various consumer segments within the Hungarian market.
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