Qualitative investigation into consumer motivations and attitudes towards research shopping in the Georgian market

Abstract

This study aims to discover different levels of research shopping behavior among Georgian consumers. It adopted a deductive approach by selecting the relevant models of customer behaviour from past papers and testing them in the Georgian market. In order to find the main themes associated with research shopping, five focus groups were held using exploratory and semi-structured questions. The responses were analyzed on the basis of two main customer motivations, utilitarian and hedonistic, in order to find the roots of each factor in consumer`s minds. The results indicate the important roles factors such as the retail sector, price, immediate product availability and staff training play in research shopping behaviour in the market. This research approaches the shopping motivations in a novel manner by connecting those roots to two other elements which are the retail sector and the nature of the retail outlet.

The Effect of Inter-Departmental Synergy on Consumer Purchasing Pattern in an Omni-Channel Retailing Environment in the Georgian Market

“…However, some papers discussed the customers and their purchasing patterns in the market which can shed more light on the effectiveness of interdepartmental synergy among the Georgian customers. Khoshtaria and Matin (2019) found that price, convenience and quality of products and services affect the switching behaviour among the Georgian customers. Their findings indicate a retailer with lower costs of operation or value added products and services are more successful to attract and retain customers in the country.…”

The Impact of e-services Quality on Consumer Satisfaction: Empirical Study of Georgian HEI

“…The reliability of the research model and constructs was tested using Cronbach`s alpha. The threshold for accepting the reliability was set at 0.7 (Khoshtaria 2016;Matin 2020;Matin et al 2020).…”