IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/actaun_2017065010293.html
   My bibliography  Save this article

Impact of Consumer Preferences on Food Chain Choice: An empirical study of consumers in Bratislava

Author

Listed:
  • Pavol Kita

    (Marketing department, Faculty of Commerce, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

  • Andrea Furková

    (Department of Operations Research and Econometrics, Faculty of Economic Informatics, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

  • Marian Reiff

    (Department of Operations Research and Econometrics, Faculty of Economic Informatics, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

  • Pavol Konštiak

    (Marketing department, Faculty of Commerce, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

  • Jana Sitášová

    (Marketing department, Faculty of Commerce, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

Abstract

The objective of this paper is to highlight the use of multiple criteria evaluation methods as a tool for the rating and selection of retail chains from the customers and suppliers perspective. We provide an assessment on the attractiveness of active retail chains on the Slovak market through multiple criteria methods used for the analysis of customer preferences.An analysis was conducted on a sample of consumers in Bratislava involving 11 389 respondents interviewed. The multi-attribute decision-making methods PROMETHEE II and V were used to assess the variants. In the first part of analysis the collected data uncover customers' preferences in the selection of retail chains. Findings suggest a ranking of evaluated retail chains and thus of customer preferences.Based on the obtained evaluation, in the second part of analysis, a set of retail chains was chosen under constraints concerning the effectiveness of advertising, market share of sales and the maximum number of chosen retail chains and a binary linear programming model was formulated as an outcome. Proposed procedure aims to assist the decision maker in selecting which retail chain to choose for distribution of supplier's products, and thus maximize benefits, which will result from consumer preferences and service satisfaction level in retail chain.

Suggested Citation

  • Pavol Kita & Andrea Furková & Marian Reiff & Pavol Konštiak & Jana Sitášová, 2017. "Impact of Consumer Preferences on Food Chain Choice: An empirical study of consumers in Bratislava," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(1), pages 293-298.
    • Handle: RePEc:mup:actaun:actaun_2017065010293
    DOI: 10.11118/actaun201765010293
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201765010293.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201765010293.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun201765010293?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. František KRIŽAN & Kristína BILKOVÁ & Pavol KITA, 2014. "Urban retail market in Bratislava (Slovakia): Consumers perception and classification of shopping centres," Management & Marketing, Economic Publishing House, vol. 9(4), Winter.
    2. Uncles, Mark D. & Ehrenberg, Andrew S. C. & Goodhardt, Gerald J., 2004. "Reply to commentary on "Understanding brand performance measures: using Dirichlet benchmarks"," Journal of Business Research, Elsevier, vol. 57(12), pages 1329-1330, December.
    3. Corrente, Salvatore & Greco, Salvatore & Słowiński, Roman, 2013. "Multiple Criteria Hierarchy Process with ELECTRE and PROMETHEE," Omega, Elsevier, vol. 41(5), pages 820-846.
    4. Siti Nuryanah & Sardar M. N. Islam, 2015. "The Context of the Case Study," Palgrave Macmillan Books, in: Corporate Governance and Financial Management, chapter 5, pages 145-156, Palgrave Macmillan.
    5. repec:prg:jnlpep:v:preprint:id:554:p:1-15 is not listed on IDEAS
    6. Ehrenberg, Andrew S. C. & Uncles, Mark D. & Goodhardt, Gerald J., 2004. "Understanding brand performance measures: using Dirichlet benchmarks," Journal of Business Research, Elsevier, vol. 57(12), pages 1307-1325, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rodolfo Bernabéu & Margarita Brugarolas & Laura Martínez-Carrasco & Roberto Nieto-Villegas & Adrián Rabadán, 2023. "The Price of Organic Foods as a Limiting Factor of the European Green Deal: The Case of Tomatoes in Spain," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    2. Novak, Ivan, 2019. "Contribution to the Methodology for Determining the Competitiveness of a Domestic Product (on Example of Geotextile)," 7th International OFEL Conference on Governance, Management and Entrepreneurship: Embracing Diversity in Organisations (Dubrovnik, 2019), in: 7th International OFEL Conference on Governance, Management and Entrepreneurship: Embracing Diversity in Organisations. April 5th - 6th, 2019, Dubrovn, pages 453-469, Governance Research and Development Centre (CIRU), Zagreb.
    3. Lukic RADOJKO, 2021. "Analysis Of Trade Efficiency In Serbia Based On The Promethee Method," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(4), pages 19-30, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nardi, Vinicius Antonio Machado & Jardim, William Carvalho & Ladeira, Wagner Júnior & Santini, Fernando, 2020. "A meta-analysis of the relationship between customer participation and brand outcomes," Journal of Business Research, Elsevier, vol. 117(C), pages 450-460.
    2. Anesbury, Zachary William & Talbot, Danielle & Day, Chanel Andrea & Bogomolov, Tim & Bogomolova, Svetlana, 2020. "The fallacy of the heavy buyer: Exploring purchasing frequencies of fresh fruit and vegetable categories," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Dawes, John, 2020. "The Natural Monopoly effect in brand purchasing: Do big brands really appeal to lighter category buyers?," Australasian marketing journal, Elsevier, vol. 28(2), pages 90-99.
    4. Trinh, Giang & Dawes, John, 2020. "A comparison of brand loyalty between on the go and take-home consumption purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Nenycz-Thiel, Magda & Sharp, Byron & Dawes, John & Romaniuk, Jenni, 2010. "Competition for memory retrieval between private label and national brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1142-1147, November.
    6. Trinh, Giang & Khan, Huda & Lockshin, Larry, 2020. "Purchasing behaviour of ethnicities: Are they different?," International Business Review, Elsevier, vol. 29(4).
    7. Vipul Pare & John Dawes, 2012. "The persistence of excess brand loyalty over multiple years," Marketing Letters, Springer, vol. 23(1), pages 163-175, March.
    8. Uncles, Mark D. & Kwok, Simon, 2009. "Patterns of store patronage in urban China," Journal of Business Research, Elsevier, vol. 62(1), pages 68-81, January.
    9. Giang Trinh & Jenni Romaniuk & Arry Tanusondjaja, 2016. "Benchmarking buyer behavior towards new brands," Marketing Letters, Springer, vol. 27(4), pages 743-752, December.
    10. Baker, Bradley J. & McDonald, Heath & Funk, Daniel C., 2016. "The uniqueness of sport: Testing against marketing's empirical laws," Sport Management Review, Elsevier, vol. 19(4), pages 378-390.
    11. Trinh, Giang & Corsi, Armando & Lockshin, Larry, 2019. "How country of origins of food products compete and grow," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 231-241.
    12. Rajeev Kohli & Raaj Sah, 2006. "Some Empirical Regularities in Market Shares," Management Science, INFORMS, vol. 52(11), pages 1792-1798, November.
    13. Rafael Barreiros Porto & Nolah Schutte da Rocha Lima, 2015. "Nonlinear Impact of the Marketing Mix on Brand Sales Performance," Brazilian Business Review, Fucape Business School, vol. 12(5), pages 57-77, September.
    14. Bennett, Dag, 2008. "Brand Loyalty Dynamics — China's Television brands come of age," Australasian marketing journal, Elsevier, vol. 16(2), pages 39-50.
    15. Zachary Anesbury & Maxwell Winchester & Rachel Kennedy, 2017. "Brand user profiles seldom change and seldom differ," Marketing Letters, Springer, vol. 28(4), pages 523-535, December.
    16. Ben Akpoyomare Oghojafor & Kunle Adeosun Ladipo Patrick & Ganiyu Rahim Ajao, 2016. "Airline Service Quality Dimensions and Customer Loyalty: Empirical Evidence from Air Passengers’ in Lagos State," Czech Journal of Tourism, Sciendo, vol. 5(2), pages 155-171, December.
    17. Uncles, Mark D. & East, Robert & Lomax, Wendy, 2010. "Market share is correlated with word-of-mouth volume," Australasian marketing journal, Elsevier, vol. 18(3), pages 145-150.
    18. Xinxue (Shawn) Qu & Aslan Lotfi & Dipak C. Jain & Zhengrui Jiang, 2022. "Predicting upgrade timing for successive product generations: An exponential‐decay proportional hazard model," Production and Operations Management, Production and Operations Management Society, vol. 31(5), pages 2067-2083, May.
    19. Giang Trinh & Cam Rungie & Malcolm Wright & Carl Driesener & John Dawes, 2014. "Predicting future purchases with the Poisson log-normal model," Marketing Letters, Springer, vol. 25(2), pages 219-234, June.
    20. Uncles, Mark D. & Kwok, Simon, 2013. "Designing research with in-built differentiated replication," Journal of Business Research, Elsevier, vol. 66(9), pages 1398-1405.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mup:actaun:actaun_2017065010293. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.