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Consumer Preferences for Retail Format Choice: The Case of Polish Consumers

Author

Listed:
  • Radoslaw Macik

    (Maria Curie-Sklodowska University, Poland)

  • Dorota Macik

    (University of Finance and Management in Warsaw, Poland)

  • Monika Nalewajek

    (Maria Curie-Sklodowska University, Poland)

Abstract

Paper discusses on the background of literature on retail format choice Polish consumers behaviour and preferences for retail channel and format choice. Main results include comparison of perception maps created using multidimensional scaling with data coming from study conducted in 2009 and current research from 2012, giving possibility to assess changes at the economic slowdown time. During this period perception of discount stores substantially changed – previously perceived as similar to marketplace, now are treated as close to (larger) convenience stores. The second important change is differentiation between classical specialist stores and so called “category killers”. Still virtual channel formats are perceived as separate cluster in comparison to many physical retail formats, but online stores are connected with positive emotions even when are not used so frequently as physical shops. Additional data are provided to compare declared shopping frequency for 15 formats from both channels (5 for virtual and 10 for physical) with emotional attitudes toward them. Also multiple correspondence analysis (MCA) to find connections with shopping frequency and demographic variables has been performed, leading to conclusion that demographic factors other than age are not explaining format usage patterns, and consumer attitudes probably are more important factor in this case.

Suggested Citation

  • Radoslaw Macik & Dorota Macik & Monika Nalewajek, 2013. "Consumer Preferences for Retail Format Choice: The Case of Polish Consumers," Active Citizenship by Knowledge Management & Innovation: Proceedings of the Management, Knowledge and Learning International Conference 2013,, ToKnowPress.
    • Handle: RePEc:tkp:mklp13:935-943
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    References listed on IDEAS

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    3. Burke, Raymond R, et al, 1992. "Comparing Dynamic Consumer Choice in Real and Computer-Simulated Environments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 71-82, June.
    4. Arnold, Stephen J. & Handelman, Jay & Tigert, Douglas J., 1996. "Organizational legitimacy and retail store patronage," Journal of Business Research, Elsevier, vol. 35(3), pages 229-239, March.
    5. Mokhtarian, Patricia & Tang, Wei Laura, 2011. "Trivariate Probit Models of Pre-purchase/ Purchase Shopping Channel Choice: Clothing Purchases in Northern California," Institute of Transportation Studies, Working Paper Series qt03v2q5b7, Institute of Transportation Studies, UC Davis.
    6. Tang, Wei & Mokhtarian, Patricia L, 2009. "Accounting for Taste Heterogeneity in Purchase Channel Intention Modeling: An Example from Northern California for Book Purchases," Institute of Transportation Studies, Working Paper Series qt9mg5s5g8, Institute of Transportation Studies, UC Davis.
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