Izvorni znanstveni članak
https://doi.org/10.46672/aet.12.1.2
CONSUMER PREFERENCES AND PURCHASE LOCATION DECISIONS
Milan Puvača
orcid.org/0000-0003-0056-5290
; Ofir d. o. o
Sandra Mrvica Mađarac
; Veleučilište Lavoslav Ružička u Vukovaru
Martina Puškarić
Sažetak
Consumer behaviour refers to the processes
that individuals or groups undergo when selecting, pur
chasing, using, and disposing of products and services in
order to satisfy their needs and wants. Consumer behav
iour is influenced by a variety of factors. Demographic
factors are important for understanding consumer needs,
while psychological factors influence consumer attitudes
during the purchasing process. Understanding consumer
behaviour enables more effective market segmentation,
supports the development of products that meet actual
consumer needs, facilitates the creation of effective mar
keting strategies, and increases consumer satisfaction
and loyalty. The purpose of this study is to identify the
factors influencing consumer preferences when selecting
a purchase location, to identify purchase locations, and
to determine the relationship between demographic
characteristics and factors influencing purchasing deci
sions. For the purposes of the study, primary quantitative
research was conducted using an online questionnaire
administered through the Google Forms platform as
the research instrument, with the aim of identifying the
factors involved in the selection of purchase locations.
A total of 165 respondents participated in the study (N
= 165). The research methodology was based on the
application of descriptive statistics and analyses of the
relationships between respondents’ demographic charac
teristics and their preferences, using Spearman’s correla
tion coefficients, Welch’s t-test, and Welch’s analysis of
variance. The research findings indicate that consumers
prefer purchasing from retail locations offering favourable
prices, high-quality products, and attractive promotions. Based on the conducted research, it was concluded that
demographic characteristics have a statistically significant
influence on consumer preferences regarding certain fac
tors, that the majority of consumers still prefer traditional
shopping, and that product price is the most important
factor in the selection of a retail location.
Ključne riječi
consumer preferences, purchasing factors, purchase location, research
Hrčak ID:
347542
URI
Datum izdavanja:
1.6.2026.
Posjeta: 0 *