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Attitudes and purchasing behavior of consumers in domestic and foreign food retailers in Croatia


  • Ivan-Damir Anic

    () (The Institute of Economics, Zagreb, Croatia)


This paper aims to examine the differences in consumers’ attitudes towards domestic and foreign retailers in Croatia. It segments the consumers based on their attitudes, and examines the differences among the attitude segments relative to their retail patronage behaviour, consumer spending and consumer attitudes towards buying Croatian-made products. The empirical analysis is based on data obtained from consumer survey. The data were analyzed using t-test, chi-square test and ANOVA. The results show that consumers perceive domestic retailers as being similar to foreign retailers on three out of four store attribute factors. Cluster analysis produced three consumer segments: (1) consumers who prefer domestic retailers (28%); (2) consumers who prefer foreign retailers (17%); and (3) indifferent consumers (55%). The significant differences across segments exist in retail patronage, but not in consumer spending behaviour and the attitudes towards buying Croatian-made products. It may be concluded that consumers’ attitudes towards domestic and foreign retailers might predict retail patronage behaviour. When designing retail strategy, managers should take into consideration both consumer attitudes and consumer segments.

Suggested Citation

  • Ivan-Damir Anic, 2010. "Attitudes and purchasing behavior of consumers in domestic and foreign food retailers in Croatia," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics, vol. 28(1), pages 113-133.
  • Handle: RePEc:rfe:zbefri:v:28:y:2010:i:1:p:113-133

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    References listed on IDEAS

    1. Ekrem Tatoglu & Mehmet Demirbag & Gokhan Kaplan, 2003. "Motives for Retailer Internationalization to Central and Eastern Europe," Emerging Markets Finance and Trade, Taylor & Francis Journals, vol. 39(4), pages 40-57, July.
    2. Chaney, Isabella & Gamble, Jos, 2008. "Retail store ownership influences on Chinese consumers," International Business Review, Elsevier, vol. 17(2), pages 170-183, April.
    3. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    4. Dmitrovic, Tanja & Vida, Irena & Reardon, James, 2009. "Purchase behavior in favor of domestic products in the West Balkans," International Business Review, Elsevier, vol. 18(5), pages 523-535, October.
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    More about this item


    consumers’ attitudes; retail patronage; consumer spending; attitudes towards buying Croatian-made products;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General


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