E-commerce Grocery Retailers in the Czech Market

This bachelor thesis deals with an analysis of online grocery retailers in the Czech market - Tesco Potraviny online, Rohlik.cz, Košík.cz. The thesis is divided into the theoretical and practical part. The theoretical part focuses on the latest trends in e-commerce, e-grocery, buying behaviour of Czech customers on the Internet and marketing strategies. The practical part of the thesis is based on qualitative research in the form of interviews with experts and findings from expert conferences. Results from the information acquired - the purchasing process from a customer and seller, marketing strategies of companies and customer care. Then, through mystery shopping, it was found out which of the grocery retailers best satisfies customer requirements. Mystery shopping results are the source of suggestions and recommendations for monitored e-shops.