Naslov
Selection of Retail Chain for the Average Consumer by Using AHP Method

Autori
Fatović, Marin ; Perić, Tunjo

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
TAKE 2017 – Theory and Applications in the Knowledge Economy / Tome, Eduardo ; Neumann, Gaby ; Knežević, Blaženka - Zagreb, 2017, 197-209

ISBN
978-989-20-7714-7

Skup
The International Conference Theory and Applications in the Knowledge Economy TAKE 2017

Mjesto i datum
Zagreb, Hrvatska, 12.07.2017. - 14.07.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
selection of retail chain, consumer behavior, average consumer, consumer

Sažetak
From retailer’s perspective, knowing consumer habits, consumer preferences and what is their opinion and impression about specific retail store can be extremely important for their competitive advantage. From consumer’s point of view, in this difficult recession period, choosing a basket of basic groceries needed, for instance, while preparing for Easter feast can be of crucial importance. Of course, due to poor financial situation in which a large amount of consumers are currently in, one of the most important factors while choosing a store where they will make their purchase is, certainly, price of the product. However, many other various researches have shown a series of other factors which are important to consumers while shopping for food and groceries. Intent is, to explore what are these factors which consumerslist as main when shopping, how much do they participate in the consumer’s decision and in what amount do specific retail stores possess them. Based on these findings, a model will be made that can be described as “consumer’s mind” which purpose is to give insight to average consumer’s way of thinking. The main objective is to synthesize these thoughts into an optimal decision for an average consumer.

Izvorni jezik
Engleski

POVEZANOST RADA