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Given the rate of growth in online grocery shopping revenues, retailers and manufacturers need to understand how consumers behave when shopping online (Anesbury et al., 2016). Thus, categorising customers into groups according to typical elements of their customer behaviour is important both in terms of increasing knowledge about customer behaviour from a scientific perspective and in the development of, for example, companies’ marketing strategies. In fact, by dividing customers according to an appropriate segmentation, a company can divide its market into several suitable segments in which customers have similar characteristics and needs and which it is effective to target. This paper focuses on the domain of customer segmentation and specifically on the field of online grocery shopping, which has been one of the fastest-growing online categories in recent years around the world.

In the modern world, one of the key factors of success of an organization is intellectual capital. A dynamically changing external environment exerts pressure on enterprises to implement innovative solutions, products and services. The value created to a lesser degree depends on the possessed tangible assets, compared to the value of intangible ones. Intellectual capital resources are established as the basis for the level of competitiveness of an organization in the 21st century by among others Bounfour and Edvinsson (2005), Cabrita and Vaz (2006). Currently, competitive advantage is determined by unique recourses, which are difficult to reproduce by the competition. Intellectual capital is thus more and more often perceived as a key resource of an enterprise. It is also one of the most valuable resources of an enterprise, which enables its sustainable development. It is critical base of organization’s innovative and strategic sustainability (Bontis, 2002; Bontis et al., 2000). It is comprised of human capital, structural capital and relational capital.

The World Health Organisation (WHO, 1946) defines health as ‘a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity’. Good health is not only of value to the individual as a major determinant of quality of life, well-being and social participation, but it also contributes to general social and economic growth. Good health is a key aspect of people’s well-being and enhances opportunities to participate in the labour market and to benefit from economic and employment growth. People with poor physical or mental health are less likely to work and more likely to be unemployed than people in better health. The relationship also works the other way around: people with higher level of education and higher income tend to be in better health and live longer than those with lower level of education and income (OECD, 2015).