The following project is a collaboration with HRI Teknik and Robomatic AB, that found a possible market for improving cleanliness in grocery stores by improving the hygiene of costumer baskets. Bacteria and left over items in the basket builds up a health risk for the costumers, if not properly cleaned regularly. The dirt and bacteria from the basket is broth home thru the groceries coming in contact during shopping. The need has been strengthened by surveys for the two store managers and the customers of the grocery store. To reduce the spreads of diseases, the baskets should be cleaned better and more frequently by having the proper detergent and cleaning system. The aim of the study is to develop a concept of a cleaning machine for baskets used in grocery stores. This is done by a well- defined technical driven development process, considering all six steps. The supportive research concerning framework has laid as a foundation for the construction of the cleaning machine. Research proves that framework creates a robust and safe construction, absorbing tensile and compressive forces in the longitudinal direction. The outcome from the technical driven process and the theoretical study is a visual, three dimensional model of concept. The concepts main function is to be driven by a belt with hooks, which is hanging on the machine. The baskets are then hanged on the movable belt in order to get cleaned. During the project, resources as material, working place and expertise is provided to sufficient degree so a concept can be developed. Since the project has a limited period of time, it was recognized the project would not be able to get to the production stages. The concept and function need to be tested and investigated to solve the remaining details. This is left for further development beyond the project, and is laying at HRI Teknik and Robomatic AB.

The role of internet and the digitalized world are more relevant than ever before. The new phenomena of digital marketing has created a paradigm shift of existing marketing with new ways to market. Social media plays a significant role in this change, since it allows businesses to easily engage with its customers and to maintain relationships. For small and local businesses, this change has created great opportunities to interact more with the local audience. However, not all such businesses have the sufficient knowledge to optimize the usage of social media. The focus of the study is to explore the current usage of social media in local businesses context. Furthermore, we will suggest social media marketing strategies that will help local business to improve its customer relations. The qualitative approach is applied in this study by using interviews and observations, which is the main source of primary data collection. The conclusion was that local grocery stores still rely much more on traditional marketing methods. However, local grocery stores still use and value social media, but most are unclear of the true benefits and strategies when using social media. Lacking strategies consist of planning the social media marketing strategies, but also lacks the formal management of critical situations on social media. Overall, local stores perform well in building relations with its customers using social media however, there is a scope of further improvements.

This Masters thesis deals with the topic of marketing communication. The first part of this thesis is devoted to the theory of marketing, marketing tools, marketing and promotion mix, marketing communication, e-commerce and STDC framework. In the following part of thesis are used the tools and analysis described in the theoretical part and applied on online grocery store Košík.cz. At first there is the application of situation analysis, then application of analysis of marketing mix, current marketing communication analysis and application of SWOT analysis. All points recognized in previous analysis are reconsidered and confirmed through survey and used in proposal of marketing communication based on marketing framework STDC.

The main objective of this thesis is to analyze the attitude of Czech consumers to online grocery shopping and to confirm or refute expected interest in this service. To accomplish this goal, I used the following methods - collection of secondary data (especially statistics related to Czech e-commerce and information about current food e-shops in the Czech Republic) and the results of a questionnaire survey. The thesis is divided into two parts - theoretical and practical. In the first chapter of the theoretical part I describe the development of electronic commerce in the world and in the Czech Republic as well, including basic models of e-commerce, its advantages and disadvantages or current trends. The second chapter is focused on customer behavior, customer segmentation and characteristic of Czech online customers. The practical part provides detailed information about the grocery e-shops in the Czech Republic (such as information concerning range of products, design of websites, registration of new customers or availability of services), the results of the questionnaire survey and recommendation for online grocery shops.

This thesis deals with shopping and sale of grocery online focusing on Tesco Stores CR,a.s. The aim of the study is to evaluate the Tesco e-shop from user's perspective, compare it with the competition and to propose steps towards optimization. The first part of thesis describes general information about the Internet and e-commerce, online grocery market and its specifics. Following part includes analyzeds of grocery e-shops based on multi-criteria evaluation and comparison with the Tesco service. This thesis should help the company Tesco optimize their web and activities.

This diploma thesis deals with the analysis of the actual situation of cereal drinks category, focusing on the Caro brand, and uses marketing research oriented to public and their perception to cereal drinks category and Caro brand. Based on this, it formulates results and recommendations that can be useful for potential help in the area of the brand marketing activities. The diploma thesis is divided into two parts. First part focuses on theoretical and methodic fundamentals, such as marketing and its specific characteristics related to the grocery, marketing environment, marketing mix and the concept of marketing research. Second part deals with the Caro brand marketing, cereal drinks category, analysis of the actual offer situation and marketing research, which is focused on the public perception of cereal drinks category and brand awareness. Based on the ascertained results of analysis and marketing research, recommendations are formulated with respect to brand marketing activities.

Purpose of the thesis was to find out and describe associations that are linked to the category of healthy food by consumers. Above all the aim was to identify, what represents healthy food for them and what other thoughts and themes are associated with healthy food by consumers. In-depth ZMET interviews were conducted to determine these associations. The findings and other issues related to the topic such as broader context and specifics of healthy food marketing are presented. The information mentioned can be used for marketing mix planning of companies in food industry. The research found out that healthy food is not perceived as special food category, but approach to the food consumption. Approach that takes into consideration what is good for the person in terms of health. For respondents healthy food represented mainly homemade dishes consisting quality, fresh, natural ingredients. According the respondents healthy eating is a way of eating respecting sum of principles. Main principles are variety and balance in the consumers diet.

The physical store frontline employees are the link between the organization and the customers. During 2020 the COVID-19 pandemic has had different effect on different retail sectors, some have had their worst results while ICA Maxi stores have increased their sales. This dissertation aimed to explore challenges the frontline employees and their store managers perceive they face during the COVID-19 pandemic in the retail store context. In order to explore these challenges semi structured interviews were conducted at an ICA Maxi store in the south of Sweden. The study found that the frontline employees are not involved in the decision-making process, that the leaders support is important for initiatives to be successful, and that there was no additional training for the frontline employees due to the COVID-19 pandemic. We draw the conclusion that while frontline employees are not included in the formal decision-making, they are still able to raise their concerns with their managers. We also draw the conclusion that managerial support is important when implementing initiatives for the frontline employees. Finally, we draw the conclusion that none of the frontline employees felt the need for any additional training. This study contributes to the scarce amount of research from the frontline employee perspective in the context of the COVID-19 pandemic. Practically, this study could be of value for store managers in order to enhance the customer interaction from a frontline employee point of view.

Digitalization has forced retailers to reevaluate their business models and channel strategies. Traditional brick-and-mortar retailers are no longer the standard and most of today’s retailers offer customers multiple sales channels to purchase from. The present study focusses on the grocery retail industry, which is rapidly shifting towards a more online purchasing setting. There is a need for further research regarding customer experience and customer loyalty, in an online grocery setting, with the aim to identifyimportant online attributes. Previous studies on online grocery and purchasing behavior have neglected to consider customers’ shift from the physical to the online store. Therefore, this study contributes to explain how factors of Brand Equity, Online Customer Experience (OCE) and E-loyalty affect customers’ willingness to stay with same grocery retailer while moving from offline to online. The study used a quantitative research approach by distributing a questionnaire on social media, resulting in 128 useful responds. The result demonstrated a positive relationship between the three concepts and customers’ willingness to choose the same online grocery retailer as offline. Brand was a significant factor in both offline and online. An online grocery retailer’s Website, Products, Interaction and Convenience wereshown to be important online attributes. Feeling secure with providing personal information and using acredit card online, was important. Lastly, maintaining a relationship with their online grocery retailer andfeeling emotionally satisfied after their online purchase was essential. Future research couldcomplement with other concepts that further explain grocery customers’ shift from the physical store to online.

Syftet med denna uppsats är att studera hur livsmedelsföretag hanterar sin marknadsföring samt undersöka vilken påverkan som sker på kundernas köpbeteende under en pandemi. Vidare vill undersöka vilka som tar beslut om åtgärder och förändringar under en pandemi. Studien kommer att bidra till att uppfylla ett enligt oss outforskat område inom marknadsföring kring hur livsmedelsföretag agerar på beslut från myndigheter vid en pandemi.   Forskningsfrågor:  -       Hur anpassar livsmedelsbutiker marknadsföringen vid en pandemi?  -       Hur påverkar en pandemi kundernas köpbeteende? -       Vilka beslutfattare styr livsmedelsbutikernas agerande vid en pandemi? / The purpose of this research is to study how grocery stores handle their marketing and to investigate the impact on customers buying behavior during a pandemic. Furthermore, we want to investigate who decides on actions and changes during a pandemic. The study will help to fulfill an unexplored area of marketing in our view of how grocery stores act on government decisions in a pandemic.   Research questions:  -       How do grocery stores adapt their marketing to a pandemic? -       How does a pandemic affect customer buying behavior? -       Which decision-makers control the behavior of grocery stores in the event of a pandemic?