Original scientific paper

UNDERSTANDING COMPARISON BEHAVIOR OF GROCERY SHOPPERS IN CROATIA

Ivan-Damir Anić
Milivoj Marković
Rudolf Vouk

Abstract

The purpose of this study was to examine the comparison behavior of grocery shoppers. The study aimed to identify major characteristics of comparison shoppers. The hypotheses were tested with data collected from consumer survey carried out in Croatia. Data was analyzed using ANOVA, regression and cross tabulation analysis. The findings indicate that price consciousness positively affected comparison shopping. Prices were the most important store patronage motive for comparison shoppers. Therefore, they tend to patronize primarily price-oriented stores. However, comparison shoppers spent less on grocery shopping than non-comparison shoppers. The analysis provides information useful for the design of retailing strategy.

Keywords

comparison shopping; store patronage motives; price consciousness; store choice; purchasing outcomes; consumer shopping behavior

Hrčak ID:

38176

URI

https://hrcak.srce.hr/38176

Publication date:

15.9.2008.

Article data in other languages: croatian

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