A Comparative Analysis of Online and Offline Customer Preferences for Meat and Seafood in Kerala

Ing. Vishnu Vijayan

Diplomová práce

Abstract:

This thesis aims to investigate the customer preferences of two companies, one engaged in online operations and the other in offline operations, within Kerala’s meat and seafood sector. Through this individual analysis, we seek to identify the reasons behind customers’ inclination towards a particular medium. Consequently, we can provide insightful recommendations to existing and blooming businesses that employ online and offline channels in their business endeavours. The study’s theoretical framework will examine concepts on consumer behaviour, marketing strategies, and the influence of digitalization on retail industries. It will investigate theories and models that explain the decision-making process of consumers, along with the factors that shape their preferences for online or offline shopping experiences. The research approach adopted in this thesis will encompass a blend of quantitative and qualitative research techniques. Statistical analysis methods will be used to compare and examine the gathered data. The research is expected to provide significant knowledge regarding the developing consumer environment in Kerala’s meat and seafood industry. This research can serve as a valuable resource for entering the market aiding them to formulate effective sales strategies based on consumer preferences and behaviours. The findings of this thesis will help new and existing businesses to tailor their marketing efforts accordingly and meet the specific needs of their customers to improve profitability and gain a competitive edge.

Keywords

Customer Preferences, Online Operations, Offline Operations, Kerala Market, Meat and Seafood Sector, Consumer Behavior, Digitalization, Marketing Strategies, Decision-Making Process, Retail Industries, Quantitative Research, Qualitative Research, Statistical Analysis, Buying Preferences, Online Shopping, Offline Shopping, Hybrid Retail Channels, Customer Inclination, Business Recommendations, Emerging Businesses, Sales Strategies, Competitive Edge, Customer Needs, Consumer Environment, Profitability, Retail Development, Market Analysis, Consumer Decision Models, Digital Retail Trends, Purchase Behavior.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 6. 1. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 11. 2. 2025
• Vedoucí: doc. Ing. Martin Klepek, Ph.D.
• Oponent: Ing. Pavel Adámek, Ph.D.

Slezská univerzita v Opavě

Obchodně podnikatelská fakulta v Karviné

Magisterský studijní program / obor:
Economics and Management / Economics and Management