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Modelling and Analyzing Consumer Behaviour Employing Observational Data

Author

Listed:
  • Yuliia Kyrdoda

    (CIHEAM-MAICh, Chania, Greece)

  • A.Malek Hammami

    (University of Nebraska-Lincoln, Lincoln, USA)

  • Drakos Periklis

    (Department of Economics, University of Crete, Rethymno, Greece)

  • Panagiotis Kaldis

    (Department of Wine, Vitis and Beverage Sciences, School of Food Sciences, University of West Attica, Greece)

Abstract

The purpose of this article is to investigate and model retail consumer purchase behavior and determine factors affecting the purchasing decision. The following hypotheses were verified: H1 tests the influence of “Decision-making Time†over “Final Purchase†. H2 tests “Promotion†over “Final Purchase†. H3, H4 and H5 were established to test the influence of demographic characteristics (respectively: Age, Nationality, Gender) over “Final Purchase†. SPSS 23 was used to analyze the collected data from the observations completed in the supermarket. In order to identify the explanatory power of the variables, a Logistic Regression model was developed. Empirical findings indicated that demographic characteristics (Age, Nationality, Gender), as well as “Time†and “Promotion,†have a significant effect on “Purchase†and that “Time†has a greater impact on “Purchase.†These results could be used to design marketing strategies in order to increase sales. However, a few limitations occurred during the study such as observation timing, the unicity of location and observers' subjectivity.

Suggested Citation

  • Yuliia Kyrdoda & A.Malek Hammami & Drakos Periklis & Panagiotis Kaldis, 2018. "Modelling and Analyzing Consumer Behaviour Employing Observational Data," International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM), IGI Global, vol. 3(1), pages 42-57, January.
    • Handle: RePEc:igg:jfbmbm:v:3:y:2018:i:1:p:42-57
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