Qualitative Investigation Into Consumer Motivations and Attitudes Towards Research Shopping in the Georgian Market

• Autorzy: Tornike Khoshtaria , Arian Matin

Warianty tytułu

Jakościowe badanie motywacji i postaw konsumenckich wobec badań w zakresie zakupów na rynku gruzińskim

• Języki publikacji: EN

Abstrakty

EN

This study aims to discover different levels of research shopping behavior among Georgian consumers. It adopted a deductive approach by selecting the relevant models of customer behaviour from past papers and testing them in the Georgian market. In order to find the main themes associated with research shopping, five focus groups were held using exploratory and semi-structured questions. The responses were analyzed on the basis of two main customer motivations, utilitarian and hedonistic, in order to find the roots of each factor in consumer`s minds. The results indicate the important roles factors such as the retail sector, price, immediate product availability and staff training play in research shopping behaviour in the market. This research approaches the shopping motivations in a novel manner by connecting those roots to two other elements which are the retail sector and the nature of the retail outlet.(original abstract)

Opracowanie to ma na celu ukazanie różnych aspektów badań w zakresie zachowań zakupowych wśród gruzińskich konsumentów. W artykule przyjęto podejście dedukcyjne, wybierając odpowiednie modele zachowań klienta ze źródeł wtórnych i testowanie ich na rynku gruzińskim. W celu wyodrębnienia zagadnień związanych z tematem badania zorganizowano pięć grup fokusowych przy użyciu pytań eksploracyjnych i pytań częściowo ustrukturyzowanych. Odpowiedzi przeanalizowano na podstawie dwóch głównych przesłanek motywujących klientów do zakupów, tj. przesłanek utylitarnych i hedonistycznych, tak aby zidentyfikować motywy każdej z przesłanek u konsumenta. Wyniki wskazują iż czynniki, takie jak sektor detaliczny, cena, natychmiastowa dostępność produktów i szkolenie personelu odgrywają ważna rolę w zachowaniach zakupowych konsumentów. Badania podchodzą do zagadnienia motywacji zakupowych w nowatorski sposób, łącząc motywy do podjęcia przesłanek zakupowych z dwoma innymi elementami, takim jak sektor detaliczny i charakter punktu sprzedaży detalicznej.(abstrakt oryginalny)

Słowa kluczowe

EN

Consumer behaviour; Consumer; Quality

PL

Zachowania konsumenta; Konsument; Jakość

• Czasopismo: Zeszyty Naukowe Uniwersytetu Przyrodniczo-Humanistycznego w Siedlcach. Administracja i Zarządzanie
• Rocznik: 2019
• Tom: 48
• Numer: nr 121
• Strony: 41--51

Twórcy

autor

Tornike Khoshtaria

• Ivane Javakhishvili Tbilisi State University Tbilisi, Georgia

autor

Arian Matin

• European University

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Identyfikatory

DOI

https://doi.org/10.34739/zn.2019.48.04