The paper analyses the evolution of the retail network of the capital city of Slovakia Bratislava aff ecting buying behaviour and lifestyle of its consumers. From the marketing point of view, it characterizes the space behaviour of the consumers and presents the behaviour of consumers living in single districts of Bratislava. It shows, on the one hand, how the importance of consumer behaviour rises in the declining economic prosperity during last years, while on the other hand, the concentration in retail declines the chances for success of small independent food retail stores during last recent years. The authors used diff erent methods, e.g. GIS, cluster analysis, for testing they asses the signifi cance of market segments on the sample involving 11,389 respondents interviewed.
Objectives: The aim of the article is to present the behaviour of Slovak consumers in terms of consumption in the field of functional food. Methods: The survey was initiated in all regions of Slovakia. The sample involved 1,373 families which consisted of respondents aged 18-92 years. Friedman's test and subsequent post-hoc analysis were used to determine the reasons why people buy (or do not buy) a specific type of food. The survey deals with functional foods. Additionally, another classification method, namely a decision tree, was used.Results: Decision trees help to identify factors influencing the choice of food by buyers. Based on this method, it can be stated that Slovak households still do not trust the functional foods bought in shops and are not interested in purchasing these foods. Conclusion:In short, it could be assumed that the millennium generation would dominate households, and that they will probably prefer foods, in a higher degree of choice, as being pre-prepared foods. Therefore, food sales will move in this direction, although traditional patterns of behaviour, determined by the role of the mother in the family, still dominate. This trend can be reinforced by the lack of cooking skills and confidence among the younger generation, which will lead to reduced cooking and is considered barriers to healthy eating.
This study aimed to understand changes in the culture of consumption in the selected consumer seg-ments regarding COVID-19 during the lockdown. The empirical research was conducted with a sample of 534 households. To predict changes in consumer behavior, the two-step clustering method was used. We also use the decision-tree model. We created four selected segments with remarkable consumption changes on the basis of their opinions concerning three points of view, namely, behavior changes, de-mographic data, and self-beliefs. Consequently, we classified subject pertinence (i.e., single respon-dents) to single clusters by decision trees using various statistical calculations to place the chosen attri-bute within the node of the tree structure. The factors most statistically significant for inclusion in the cluster were willingness to give up personal freedom, conservatism, and preferring functionality to appearance/design, with the last significant factor being meeting deadlines. We find indications that the more people purchase online, the less they decrease expenses and support charities, or/and the more people solve things remotely, the less they restrict taking loans. The results will help in identifying future models in retail conditions.
PurposeHealth is an essential issue in the motivation to eat organic food. The aim of the study is to investigate the relationship if people who have a positive view of a healthy lifestyle (want to live healthy) have an influence on the tendency to buy organic food.Design/methodology/approachThe analysis of secondary data dealing with the issue was supplemented by primary data. In order to meet the main aim, a preliminary objective was set which was to determine the influence of socio-demographic factors on the recommended lifestyle. Specifically, the largest statistically significant difference in influence on healthy lifestyle was gender, followed by education and age. The survey was conducted in the period of January–May 2019 on a sample of 1,373 respondents from Slovakia.FindingsThe data was evaluated by means of selected specific statistical methods (Kruskal–Wallis test, Man-Whitney test and Decision tree methodology). The results of the research verified that the lifestyle of Slovak consumers has an influence on the consumption of organic products and that people who practise healthy eating buy organic food more often. Our research has shown that lifestyle is increasingly influencing consumer purchasing behaviour.Originality/valueThe results showed that today's healthy lifestyle increases the demand for healthy food among potential consumers. Furthermore, the presented results of our research in Slovakia could establish some basis for conducting similar research in other European countries.
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