engleski

The Effect of Household Decision Behavior on Retailing Structure of the Transitional Country

Understanding customer needs, buying behavior and buying decisions is critical for effective retail business. However, customers are constantly changing as well as their habits (starting with demographic trends in population, age and household structures, etc.). The last 10-20 years has seen significant changes in food retailing (the introduction of new store formats with the growth of large retail formats, the large number of new products and services, new technological innovations, etc.) which were driven mainly by changing consumer characteristics This paper, using the results of the study, conducted on a representative nation wide sample of the Croatian population, examines role of marital status in the process of store choice as well as the effect of consumers behavior on the changes in the retailing structure.

retailing; store choice; household; consumer behavior

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