NAGYOVÁ, Ľ., STÁVKOVÁ, J., TONKOVIČOVÁ, Z.: Selected characteristics of Slovak consumers purchasing behaviour. Acta univ. agric. et silvic. Mendel. Brun., 2008, LVI, No. 6, pp. 69-76 Objective of the paper is to point out selected patterns of Slovak consumers based on analysis of buying behaviour. Results of presented survey of consumer buying patterns and preferences have pointed out key characteristics of buying behaviour of Slovak consumers. We're able to confi rm that new business companies as hypermarket and supermarket became main place for food shopping. Totally 72% of respondents indicated them as the type of store where they spend largest share of food expen ses. The self-service shop, traditional business units, is still the shopping place for 14% of respon dents. The most important factors infl uencing selection of the type of store are closeness and location of the store, assortment and product quality, store personnel and price level. More than half of the respondents consider opening times the key service for choosing the place for shopping. 49.6% of respondents is using car to do shopping, 35.5% of respondents walk. 32.5% of respondents is using advertising leafl ets to plan what to buy. 14.6% of respondents answered that even though receiving leafl ets, they don't read them. 31.3% of respondents are holders of loyalty cards. Most visited retail chain is Tesco. Currently building of large-scale business formats slowed down and retail chains try to get closer towards customer not only by reducing fl oor space but above all by locating the stores in the centre of cities with lower population.consumer, purchasing behaviour, marketing research, trade, consumer decision factors Current situation within environment in which retail chains realize their activities is changing constantly under infl uence of competitive forces and varying customer buying behaviour. Buying behaviour and customer decision making comes from the needs he feels and his shopping opportunities. These are further infl uenced by off er representing whole marketing mix. Therefore when analysing buying behaviour and decision making it is important to pay attention what product is customer buying, the amount and the price and where, when and how is the product off ered (Stávková., 2006;Kretter;2007, Kotler; 2001, Solomon;2004). Planning and implementation of marketing strategies in the trade result from solid understanding of target market for purpose of optimizing trade assortment at maximum rate as well as sale techniques and shop ambience for customer demands. Retail chains should understand customer motives for shopping goods, what goods they buy frequently, favourite shopping time and style of shopping. Success and prosperity of retail chains depend on comprehending factors infl uencing customer buying behaviour and fulfi lling customer needs and demands in rapidly changing market environment.Lesáková (2003) brings attention to the new patterns in customer behaviour, to which may be included ambiguity and unpredictabili...
Abstract:The image of a shop is the perception of the attributes of trade chains which are stated by consumers or the target market. The part of the shop image can be the assortment, the production quality and price, services of the shop, organization, the location and atmosphere of the shop, advertising and the shop reputation. The basis for conceiving this paper was an assumption that the image of a shop is one of the determining factors of the shopping place choice. The individual attributes of a shop can affect the perception of a consumer and therefore affect his decision about the choice of a shop and buying goods. The image analysis of trade chains was processed on the basis of a 5-point scale which shows the respondents' attitude toward each and every of 29 attributes of the researched trade chains. The basic data were gained by the means of a questionnaire research in the field of Slovak consumers' behaviour and the results were analysed by the means of the semantic differential method. The shop image analysis hands out information which can be a starting point for understanding the importance of the attributes of the trade chains from the point of view of the consumer perception and attitude. Based on the image analysis of the foreign trade chains in the Slovak market, we can say that the consumers are satisfied with the opening hours, shops location, cleanliness and appearance of shops and the sufficient number of shopping trolleys. Minuses were noticed in the field of promotion activities and the waiting time at the registers.Key words: image analysis, multinational trade chains, retail, wholesale, questionnaire research, customer attitudes, customer perception Abstrakt: imidž predajne predstavuje vnímanie atribútov obchodných sietí, ktoré sú dané spotrebiteľom alebo cieľovým trhom. Súčasťou imidžu predajne môže byť sortiment, kvalita tovaru, jeho cena, služby predajne, usporiadanie a lokalizácia predajne, atmosféra predajne, reklama a tiež povesť predajne. základom pre koncipovanie príspevku bol predpoklad, že imidž predajne je jedným z rozhodujúcich faktorov výberu miesta nákupu. Jednotlivé atribúty predajne dokážu pôsobiť na vnímanie spotrebiteľa, a tým ovplyvniť jeho rozhodovanie nielen pri výbere predajne, ale aj jeho rozhodovanie pri kúpe tovaru. Analýza imidžu obchodných sietí bola vypracovaná na princípe 5-bodovej hodnotiacej škály, ktorá vyjadruje postoj respondentov ku každému z 29 atribútov skúmaných obchodných sietí. Podkladové údaje boli získané dotazníkovým prieskumom nákupného správania slovenských spotrebiteľov a výsledky prieskumu boli analyzované metódou sémantic-kého diferenciálu. Analýza imidžu predajne poskytuje informácie, ktoré môžu byť východiskom pre pochopenie významu jednotlivých atribútov obchodných sietí z hľadiska vnímania a postojov spotrebiteľov. na základe analýzy imidžu zahranič-ných obchodných sietí, pôsobiacich na slovenskom trhu, možno konštatovať spokojnosť respondentov s otváracou dobou predajní a dĺžkou predaja, lokalizácou predajní, čistotou a vzhľadom predajn...
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.