Analysis of shopping behaviour based on factors influencing food choice and store selection

Abstract

THE AIMS OF THE PAPER

The aim of the study is to test the food shopping decisions of the Hungarian consumers based on factors that influence their food choice and store selection.

METHODOLOGY

To identify the features of the food shopping behaviour a representative nationwide research involving 1002 consumers was carried out. In each region and settlements the method of random walking was used to select the proper households. In each household birthday key method was used to identify the person who was suitable for the interview. The data collection was done with personal interviews using standard questionnaires in the respondents’ home. During data processing besides descriptive statistics factor- and cluster analyses were used to characterise the consumers’ way of thinking, or different segments were created based on the factors that influence the selection of the store.

MOST IMPORTANT RESULTS

For the majority of the consumers the most important factors influencing purchase are still the favourable price to value ratio, the outstanding sensory appeal, as well as the family traditions. It is the store selection viewpoints that adjust to these factors, complemented by the fast and wide purchasing possibilities. These preferred benefits can mainly be provided by the hypermarkets and discount stores, however, the multinational chain stores are more popular among the customers compared to the Hungarian ones, whose positions are weaker. During the research work four clusters were identified. They are the following: Ambitious and motivated shoppers (44.7%), Fast and convenient shoppers (22.1%), Sales and price sensitive shoppers (19.8%), Neutrals (13.4%). According to their analysis, the interest towards food-purchase is increasing and the grocery stores responded to this trend by modifying their product policies.

RECOMMENDATIONS

Although the shopping decisions are rather rational than emotional, in a real shopping situation the emotional factors also influence the shopping decision, which means that it is vital to build an emotional tie (brand, image, shopping atmosphere). From strategic view it means a great challenge to widen the consumer scope of the Hungarian chain stores. The conditions to ensure greater penetration are the comfortable and fast shopping facilities, reasonable prices, a wide range of the products, and within this, to increase the diversification of the private labels. The demands of the more conscious and involved consumers have to be met by increasing the range of environment friendly and health protective products.

Acknowledgement: The publication is supported by the EFOP-3.6.2-16-2017-00003 project. The project is co-financed by the European Union and the European Social Fund.