Consumers’ motivation and purchasing behavior in selected shopping chain with grocery: a case study

Dana Országhová,Gabriela Petreková

doi:10.15414/meraa.2020.06.01.72-79

Abstract

Food products are among the most frequently purchased goods, because they are part of the basic life necessities of every individual. In this paper, we focused on the shopping behavior of consumers who buy products in the shopping chain COOP Jednota. The main goal was the analysis of motivational and purchasing behavior of consumers and statistical evaluation of independence between observed features. We obtained data for the analysis by the method of questionnaire and we evaluated the answers of the respondents focused on four research questions. We applied -test of independence to determine dependence between these statistical features: respondent's education, frequency of respondent's purchases, effect of advertising on purchasing of consumers, and amount of the monthly payment for the purchase. Results confirmed that there is dependence between the respondent's education and the frequency of purchases in the mentioned shopping chain. The dependence was not approved in the following three cases: between the respondent's education and the incentive effect of advertising on purchases; between the respondent's education and the monthly payment for the purchase, and between the frequency of purchases in the COOP Jednota chain and the motivational effect of advertising on the respondent's purchase.

Highlights

The four main marketing tools, product, price, place, and promotion, have become the basis of the marketing theory in examining consumer behavior and preferences when purchasing products and services
We focused on the shopping behavior of consumers who buy food in the COOP Jednota shopping chain
We see that women predominate in the research sample, which corresponds to the real situation that food purchases for the family are provided mainly by women and they have an overview of what food products and meals the family consumes almost every day

Summary

Introduction

The four main marketing tools, product, price, place, and promotion, have become the basis of the marketing theory in examining consumer behavior and preferences when purchasing products and services. Retailers need to consider very carefully what goods and to whom they will offer, what pricing policy they will use when selling a product, where and how they will. Sell, and how they will motivate and attract consumers' interest in shopping using various types of promotion. The food industry covers a wide area from the processing of agricultural products to the production of food products, which are offered to consumers in the required quantity, range and quality. The price is an important factor in the purchase and expresses how much the consumer is able or willing to pay for a certain tangible or intangible goods

Methods

Results

Conclusion