Opportunities and Drawbacks of Extended Opening Hours versus Online Shopping in the German Food Trade: On the Basis of a Consumer Behaviour Analysis

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 analysis
Both 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. Introduction6
2. 1Objectives8
3. Research Methodology10
4. 1Primary Data10
5. 2Secondary Data11
6. Scenario Analysis12
7. The German Market15
8. 1The German Law of Opening Hours15
9. 2Definitions16
10. 3Extension of Opening Hours17
11. 4Porter"s Five Forces Analysis19
12. 4.1Threat of Entry19
13. 4.2Bargaining Power of Suppliers20
14. 4.3Bargaining Power of Buyers20
15. 4.4Threat of Substitutes21
16. 4.5Rivalry among Participants21
17. 5SWOT Analysis of German Market for E-grocers22
18. 5.1Strengths22
19. 5.2Weaknesses24
20. 5.3Opportunities26
21. 5.4Threats27
22. Online Issues28
23. 1General Advantages and Disadvantages of Online Shopping28
24. 1.1Benefits of e-commerce28
25. 1.2Problems of e-commerce28
26. 2Factors influencing Online Shopping in Germany29
27. 2.1Internet Familiarity30
28. 2.2Credit Card Use31
29. 2.3At Home Access31
30. 2.4Convenience32
31. 3Requirements for becoming an e-grocer33
32. Primary Research Findings36
33. 1Quantitative Survey36
34. 1.1Frequency of Grocery shopping37
35. 1.2Preferred Shopping Time37
36. 1.3Frequency of Internet Usage38
37. 1.4Amount of Internet Usage38
38. 1.5Types of Internet Usage39
39. 1.6Items Bought Online39
40. 1.7Non-Online Groceries40
41. 1.8Major Reasons for and against the Extension of Opening Hours41
42. 1.9Major Reasons for and against Online Grocery Shopping41
43. 2In-depth Interviews42