The main aim of the article is to understand the influence of factors biasing purchase decisions connected with measurement of consumers’ involvement. Consumption expenditures are purposefully subdivided according to the classification made by the Statistical Office of the European Communities. The performed survey showed that the most important factors biasing purchases of all commodity groups are products’ characteristics and the perceived quality. Together with these goes the factor price, nevertheless for example for the commodity group health price did not appear in the scale of the perceived importance at all. Factor necessity of need proved to be significant for decision making about the purchase of all commodities with the exception of alcoholic drinks and tobacco and recreation. Former experience compared to that is not crucial for clothing and footwear and housing equipment and contents. For alcoholic drinks and tobacco, there has notably approved also the factor brand. These analyses enable disclosure of rules of consumer decision making and thereby definition which factors for individual commodities should be targeted by the help of the marketing doyens or where the gradual changes should be achieved.
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").
The aim of the paper is consumer behaviour analysis when purchasing selected commodity groups concerning the effect of price, habit, discount and product characteristics. Analysis proceed from the Czech household marketing research, where 726 households were electronically questioned. As mentioned above, selected factors for the analysis were habit, products‘ characteristics, price and discount actions.Primary aim is to measure the correspondence of selected factors influence on consumer behaviour during purchase decision making process of selected commodity groups. Interpretation is based on two-tier evaluation. First level represents commodity groups distinction by the character of goods and subsequent evaluation of goods characteristics correspondence in accordance with each influencing factor. Second one represents behaviour of commodity group in cross-section of selected factors. For consumer behaviour analysis chi-square test was used. Before its application the data set (responses) was divided according to the ten-point scale into three interval’ groups.
The paper analyses buying behaviour of Czech households on the market with footwear and cloths. It aims at factors influ, encing this behaviour, e.g. price, brand, quality, product attributes, habits, price reductions, advertisement, innovation and word-of-mauth. Primary data were obtained via survey of 727 Czech households by staff of the Department of Marketing and Trade, Mendel University of Agriculture and Forestry Brno. The paper provides results of correlation analysis and factor analysis. When making purchase decisions, households identify attributes and parameters of clothes and footwear as the most important factor. Due to factor analysis, factors were reduced into four comprehensive groups.
TOUFAROVÁ Z., ONDRÁŠKOVÁ, K.: Development and changes in consumption expenditures of the population. Acta univ. agric. et silvic. Mendel. Brun., 2008, LVI, No. 6, pp. 167-176 The paper deals with development and changes in consumption expenditures of population. It uses secondary data to analyze consumption expenditures of EU-25 and the Czech Republic and concetrates on changes in the expenditure groups over the period of past years. Other part of this paper is devoted to primary data analysis. Primary data were obtained in a questionnaire survey. Primary data analysis is based on statistical methods and it investigates changes in the structure of consumption expenditures of households in relation to changes in household income. By using dependency analysis the paper verifi es dependency of surveyed groups of consumption expenditures and groups of households sorted by identifi cation characteristics. Additionally, also based on the primary research, the paper tries to fi nd out the way households allocate money surplus remaining a er covering all the adequate expenses.consumer, consumer behaviour, research, dependency analysis, consumption expenditures Consumer behaviour research enables better understanding and prognostication not only of subject of purchases but also of purchasing motives and purchasing frequency (Schiff man, Kanuk;2004).Except conventional conception of consumption being only instrument of satisfaction of basic needs, Solomon (2004) identifi es another four diff erent types of consumers' activities:consumption as an experience (emotive or es-• thetic reaction to product consumption), consumption as an instrument of integration • (usa ge and consumption of the product integrates us somehow to the society), consumption as a classifi cation scale (choice of • products infl uence the way how we are perceived by our environment and how we are ranged in society), consumption as a game. •Complex purchase process involves several decisions. A decision involves a choice between two or more alternative actions. The key process in consumer decision making is the integration process by which the knowledge is combined to evaluate two or more alternatives and select one. The outcome of the integration is a choice which is a decision plan to engage in one or more behaviours. Decision-making process occurs even for the impulsive purchases. This does not mean, however, that a conscious decision-making process occurs each time purchase behaviour is performed. Some be haviours become habitual. They are based on intentions stored in memory that were formed by some past decision-making process. When activated, these formerly stored intentions infl uence behaviour and additional decision-making process may not be neces sa ry. Some behaviours are not voluntary and are largely aff ected by environmental factors. For example, product displays or aisle placement determines how consumers move through stores.Consumer decision making is viewed as a problemsolving process. We focus on consumers' goals (desired ...
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