Determinanty wyboru konsumentów dotyczące miejsca zakupu. Raport z badań

• Published in: Nauki o zarządzaniu (Wrocław ) 2013 (16), p.133-153
• Main Authors: Urban, Stanisław, Michałowska, Mariola
• Format: Article
• Language: Polish
• Subjects: Economy
• ISSN: 2080-6000; 2449-9803

The main objective of this paper is to identify consumers’ behavior on the market by obtaining an opinion on the preferences in the choice of the shop as a place of purchase, the reasons for consumers to make purchases in retail chains and grocery stores, the factors affecting the choice of location as well as shopping areas which retail chains and grocery stores do not meet their expectations. The report contains the results of the conducted survey. The research concerned Lubuskie Voivodeship. The research sample was selected at random according to the age bracket. The minimum sample size for the study was set at 412 consumers. The total number of consumers was 531. The survey representativeness for Lubuskie Voivodeship has been statistically confirmed. The emergence of commercial networks influenced the changes in consumer behaviour, in terms of where and how purchases are made. The studies show that most respondents make purchases in trade networks because of the economic benefits: saving money and time. Commercial networks attract primarily customers with low prices and a wide range of goods. Grocery stores, however, located near the place of residence are rated as less cost-competitive, but customers of these shops notice other advantages in comparison with commercial networks.