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

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Diplomarbeit, die am 04.10.2003 erfolgreich an einer Fachhochschule in Deutschland im Fachbereich Wirtschaftswissenschaften eingereicht wurde. 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 superma

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