Cechy usługi handlowej a czynniki wyboru wielkopowierzchniowego obiektu handlowego

• Autorzy: Jarosław Plichta

Warianty tytułu

Features of Commercial Service and Factors Influencing the Choice of a Large Format Store

• Języki publikacji: PL

Abstrakty

Kwestie związane z wyborem konsumenckim zazwyczaj skupiają się na cechach produktów oferowanych przez producentów. Metodologia zaproponowana w artykule składa się z identyfikacji czynników wpływających na decyzje konsumenckie, oraz identyfikacji relacji pomiędzy tymi czynnikami.

EN

Issues connected with customer choice on the market most frequently focus on the features of products offered by manufacturers. The dynamic growth in the number of service and commercial enterprises has meant that they have become an extremely important factor in this process, shaping the needs, attitudes and preferences of consumers. The process of shopping is a complex one, in which the features of the products that the consumer goes to a shop for play a significant role. However, increasingly frequently a key role in purchasing decisions is played by commercial companies designing their product ranges and providing their clients with additional benefits linked not only with the offered range. These include: level of service, atmosphere in the shop, additional services, convenience of shopping, accessibility, parking, forms of payment, etc. These are factors that the commercial firm can have an influence on. It can thus consciously design and organise elements that are accessible to it and which together combine to make up the usefulness of the given commercial service as perceived by the shopper-buyer. A number of factors in the shop surroundings also have an influence on the purchasing decision, which may determine the choice of a particular place for doing shopping and may also, consequently, have an influence on the choice of a given basket of goods and services. The methodology proposed in the article, consisting in identifying the factors influencing customer purchasing decisions and indicating relations between these factors, makes use of a number of statistical methods and information-gathering techniques. It enables the author to determine the links between large numbers of factors, to limit the number of factors to those which have a key meaning in the process of buying, as well as to identify hidden factors. To this end, questionnaire research was carried out among 152 customers of large format stores (supermarkets and hypermarkets). In the research process, factor analysis and cluster analysis were applied. The study resulted in the creation of a list of 5 factors outside shops and 6 factors inside shops that influence the purchasing decisions of consumers. (original abstract)

Słowa kluczowe

PL

Decyzje konsumenckie; Badania marketingowe; Użyteczność usług handlowych

EN

Consumer decision; Marketing research; Trade service utility

• Czasopismo: Zeszyty Naukowe / Uniwersytet Ekonomiczny w Krakowie
• Rocznik: 2008
• Numer: nr 757
• Strony: 61--71

Twórcy

autor

Jarosław Plichta

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