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Master’s thesis about Online Buying Habits in Food Retailing during the Corona Crisis

June 4, 2020

In his master’s thesis Jakob Staudinger dealt with online buying habits in food retailing during the COVID 19 pandemic. The results have now been published in RETAIL.

Jakob Staudinger MA-Studierender der FHWien der WKW
© Jakob Staudinger

Jakob Staudinger is about to complete his Master’s degree in Marketing & Sales Management at FHWien der WKW. In his thesis he dealt with online buying habits in the food retail trade industry during the COVID-19 pandemic. The results of his study have now been published in the RETAIL Magazin für den österreichischen Handel (magazine for the Austrian retail industry).

The current results of his study show that 5 % of the surveyed consumers (sample size: 430 persons) switched to online food retailing during the Corona crisis. Almost half of the respondents would consider to buy in an online shop from a discount supermarket.

The pioneers in online shopping are the supermarket giants REWE and Spar. The discounters still have a lot of catching up to do in e-business. Staudinger cites shipping costs and high margin pressure as the main obstacles. He recommends Hofer, Lidl & Co to limit the online offer to non-perishable food in addition to non-food and to act quickly to keep up with the competition.

>> You can read the entire article here