Our planet is faced with numerous social and ecological challenges that we have to resolve as soon as possible through a combination of innovative ideas implemented under local conditions. One of the biggest challenges for many startups, retail chains and consumers themselves is packaging waste reduction that involves activities mainly aimed at waste prevention. The targeted impact of sustainability information on consumers' purchase intentions plays a key role in shaping their future decision-making, and Slovak market is no exception in this regard. A relatively new concept of "zero waste" in relation to packaging waste prevention directly during shopping has been given the green light thanks to behavioural changes among many Slovak eco-conscious consumers. The main aim of presented paper is to determine the level of environmental awareness among Slovak consumers basing on the results of marketing research on their shopping habits. The present paper also focuses on the current situation with zero-waste stores as a newly developing concept for Slovak market. In order to meet the objectives of this paper, own marketing research has been conducted (covering 783 respondents from Slovak Republic). For statistical processing of the results, we have used Levene´s test, Bartlett´s test, Kolmogorov-Smirnov test and Chi-Square test of independence. The research findings confirm that consumers' experiences, awareness and sustainable shopping habits are at a good level but there are significant differences in attitudes across generations, genders and places of living.
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").
Knowing consumer's behaviour, his/her preferences and reactions provides company with better chance to establish itself in trade. While doing research, it is very important to analyse and search for answers to questions why customers do the shopping, what they buy, when, where and how often they do the shopping. The decision to buy a product or service is influenced by many factors, including not only cultural, social, psychological but also personal factors. Sensory marketing itself is coming to the foreground and more and more people are realising its position. This document is dedicated to issue which is useful not only for companies but also for consumer himself. It deals with involvement of sensory and tries to clarify their importance in business communication. The aim of research document was evaluation of senses and their influence on consumer's behaviour in shopping area. The comparison of generations and their buying habits during shopping behaviour was also important. Primary data were gained through a questionnaire which was realised on sample of 312 respondents. The impact of sensory marketing was generally aimed on factors which influence consumers while doing shopping. In questionnaire, respondents were divided into three groups/generations according to their age (young, middle aged and elder). The questionnaire research confirmed that sight was the most influenced sense when doing shopping (62%). Irrational consumer's behaviour was also confirmed. There were some differences shown among generation groups. Research confirmed that the sensory perception of these generations is different. More assumptions were formulated for a deeper analysis and their relations were verified by means of statistical test (Pearson Chi-kvadrat goodness-to-fit test). On the basis of required results was confirmed that most of customers do not realise the impact of individual senses on shopping behaviour.
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