Abstract
In the current market environment, the actual dynamics of the application of internal corporate factors is differentiated. The company thus tries to influence customers’ shopping behavior as effectively as possible. Therefore, it is important for the company to be able to adapt to these changes as effectively as possible. The purpose of the article is to analyze the factors influencing consumer behavior in the market conditions of the Slovak Republic. We described the current situation by a survey, which we conducted in 2020–2021. Among the selected categorical variables, we verified the dependence in two hypotheses by the statistical method of Pearson’s Chi-Square test. Using the method, we pointed out the factors that influence consumer behavior and can be important for change management. We compared the results of the survey with the results of similar surveys conducted abroad. Accepting the results of the survey, we proposed a general model of change management in the discussion part of the article. The model is thus a practical implication for companies with a differentiated subject of business. It also takes into account the behavioral characteristics that the company should adapt to in the current situation in order to achieve its strategic goals.
Highlights
The evolution of consumer behavior has changed significantly since the beginning of the development of the neoclassical economy
To fulfill the main goal of our study, we defined two hypotheses in which we looked for the relationship between consumer behavior and gross monthly income of consumers
As we have stated in previous chapters, the aim of our research is to point out the current state of consumer shopping behavior
Summary
The evolution of consumer behavior has changed significantly since the beginning of the development of the neoclassical economy. Through research, Clore (2011) has shown that when people act in a way that is not in line with their beliefs, tension is created and emotions are created These can motivate customers to make emotional and intuitive decision-making processes (Clore, 2011). In an internal business environment, a business must make a number of changes These are necessary to adapt to innovative trends in purchasing behavior and customer decisions. The company must take into account various factors such as behavioral elements, the importance of the generation chain, the form of shopping behavior, lifestyle and the like.
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