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Geomarketing as an important element of a food retailer’s business model: A managerial view

Author

Listed:
  • Kita Pavol

    (Faculty of Arts, Comenius University, Bratislava, Slovakia)

  • Maciejewski Grzegorz

    (Faculty of Economics, University of Economics in Katowice, Katowice, Poland)

  • Žambochová Marta

    (Department of Mathematical and Informatic, Purkyně University, Ústí nad Labem, Czech Republic)

  • Križan František

    (Faculty of Natural Sciences, Comenius University, Bratislava, Slovakia)

Abstract

The aim of the study is to explore how geomarketing becomes a key element in managing the business model (BM) of an established retailer on the food market. The survey sample comprised 244 stores, whose managers were questioned by means of a semi-structured interview in 2021. Cluster analysis was used to assess 40 statements from the managers about the BMs of the current store. The resulting clusters indicate, among others, that large retailers devote more and more attention to the analysis of a territory, and their decision-making deepens even more due to the use of a multi-format strategy on the food market. The article contributes to the discussion about the market within geomarketing research in terms of both theory and practice at a time when the population’s income is expected to decrease due to several crises, for example, health-economic and energy, on the food market.

Suggested Citation

  • Kita Pavol & Maciejewski Grzegorz & Žambochová Marta & Križan František, 2024. "Geomarketing as an important element of a food retailer’s business model: A managerial view," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 60(1), pages 46-58, March.
    • Handle: RePEc:vrs:ijomae:v:60:y:2024:i:1:p:46-58:n:6
    DOI: 10.2478/ijme-2024-0005
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    More about this item

    Keywords

    the retail trade; food market; geomarketing research; cluster analysis;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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