In practice, we usually buy groceries in physical stores, where we as consumers can see the suitability of the product we are looking for before purchasing. In the last period, however, we have the possibility to buy groceries online. The literature reviews show that there are quite a few key reasons why consumers choose to shop online, including online grocery shopping, but studies that provide insights into the different segments of online shoppers are rarer. In my master's thesis, I therefore want to answer the following research question: who are the Slovenian consumers that buy food online and what should the merchants pay attention to in the field of online shopping when designing the consumer segments, they want to address. To examine the research question, I carried out descriptive research characterized by quantitative research approaches. To make it easier to create questions for the survey, I also conducted a focus group with individuals who have already practiced at least one form of online shopping. The analysis of the research results showed that there are three consumer segments – neutrals, online enthusiasts, traditional buyers.
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