Challenges that consumers face when buing food/drink products online

Abstract

The thesis allows its theoretical and practical application in further research by the academic public. At the same time, the thesis represents a database of relevant information regarding to the e-commerce (with particular focus to the online grocery) that can be useful for customers but for companies and society in whole. This research aims at identifying online sales of food and beverages in the Balkans, as well as analyzing the challenges that consumers face with. Primary data of the thesis is based on a comparative research among Greece and North Macedonia, provided by a survey with completed online and in-person questionnaire.All finding results are presented in numerical form including tools such as SPSS and Excel, through a range of charts and graphs with perceived an overall correlation, ratio, interval and value based on its quantitative analysis. As a secondary source in this research, data obtained through a range of international organizations, agencies, bodies, authorities is presented in a form of specific technical and trade reports, analyzes, publications and articles. The attitudes of the academic public dealing with digital marketing worldwide have also been taken into consideration. Hence, the originality of the thesis is reflected in updated and relevant data gained through the survey, regarding Balkans consumers' experiences, towards online grocery.