P/EI/46. Master's Dissertation. Online Shopping for Groceries

The dissertation addresses the problems of Internet marketing concentrating on the UK grocery retail e-trade. The objective of the author is to compare buying behaviour and attitudes of males and females to online grocery shopping. Literature review provides general information on consumer behaviour covering the issues of total customer value and total customer cost; factors affecting consumer's choice, etc. An overview of online grocery shopping in the UK is presented. The author uses a combination of research methods including secondary data (based on the print and online sources interpretation) and primary data collection (designing a survey, questionnaire, and performing statistic analysis). The research findings explain the reasons for the low level of online grocery shopping service and provide information for managerial decisions.