In the past, the vendors used to know their customers knew consumers and their needs much better, namely due to the fact that the owners of small corner shops were daily in a direct contact with their customers. The growth in the size of companies and markets, which took place in the recent decades, has significantly disturbed, complicated and impersonalized these direct contacts between sellers and their clients. At present, changes in the size and structure of firms and markets force marketing managers to organise and carry out surveys enabling them to obtain the necessary data about the general situation in the market on the one hand and about the requirements, expectations and opinions of their customers on the other.In this context, it is also necessary to remember that each consumer has a different personality and that also their buying decisions are different (Foret 2005). His or her decisions are influenced above all by the concrete situations and concrete offers. However, in spite of the fact that the consumer behaviour represents only a part of the complex human behaviour, for marketing managers this component is a cardinal one.The consumer behaviour of people is very often much more complex than it could seem (Smith 2000). It is not easy to predict the behaviour of individuals but, in general, the behaviour of the groups of customers (i.e. their percentages in individual markets) can be estimated more easily. Key words: consumer behaviour, consumer units, marketing research, factor analysis, chi-quadrate Abstrakt: Článek analyzuje chování českých domácností na trhu potravin. Autoři prezentují faktory, které mohou toto chování ovlivňovat významně, např. cenu, značku, kvalitu, vlastnosti zboží, zvyklosti, snižování ceny, reklamu, inovaci a doporučení přátel a příbuzných. Výsledky byly získány šetřením souboru 1 074 českých domácností v rámci výzkumu prováděného ústavem marketingu a obchodu Mendlovy zemědělské a lesnické univerzity v Brně. Domácnosti byly tříděny za základě ročních příjmů, bydliště, sociální skupiny, věku a vzdělání. Factors influencing the consumer behaviour when buying foodKlíčová slova: chování spotřebitele, domácnost, marketingový výzkum, faktorová analýza, chí-kvadrát Supported by the Ministry of Education, Youth, and Sports of the Czech Republic (Grant No. ID 6215648904 "Czech Republic in the processes of integration and globalization and development of agricultural sector and sector of services under new conditions of European integrated market", thematic circle 03 "Development of business sphere relations related to changes of lifestyle and consumer behaviour of Czech inhabitants and changes in corporate environment in the processes of integration and globalization").
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