Analysis of consumer behaviour when purchasing selected commodity groups concerning the effect of price, habit, discount and product characteristics

Abstract

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.