WHO ARE ONLINE GROCERY SHOPPERS?

The acceleration of the digitalisation grocery shopping is an important trend that shows this way sourcing groceries increasingly accepted by customers. Uncovering, understanding, and describing differences between online shoppers interesting from a scientific point view practical one. Correctly targeting specific customer segment increases very effectiveness marketing communication spending cost communicating with those correctly targeted customers are valuable to company. Therefore, paper explores behaviour when tries find similarities in behaviour. aim generate segments provide more comprehensive insight reflecting on their behaviour, personality traits characteristics, loyalty, overall satisfaction current retailer, frequency social media usage. An questionnaire survey was conducted panel respondents IPSOS research agency obtain primary data. Data were analysed using factor cluster analysis. These analyses resulted creation segmentation identified five main shoppers. constructed combined divides into segments: quality-oriented (18.9%), influential utilitarians (21.7%), loyal traditionalists (16.4%), satisfied conditional loyalists (14.9%), movable eco-sympathizers (28.1%). Then these category types characterised terms most salient characteristics. results study show variables influence decision-making process. Outcomes increase knowledge about motives, purchase requirements. also beneficial for retailers better or fostering loyalty.