engleski

Understanding comparison behavior of grocery shoppers in Croatia

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.

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

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