Consumers’ motivation and purchasing behavior in selected shopping chain with grocery: a case study

Abstract

Food products are among the most frequently purchased goods, because they are part of the basic life necessities of every individual. In this paper, we focused on the shopping behavior of consumers who buy products in the shopping chain COOP Jednota. The main goal was the analysis of motivational and purchasing behavior of consumers and statistical evaluation of independence between observed features. We obtained data for the analysis by the method of questionnaire and we evaluated the answers of the respondents focused on four research questions. We applied -test of independence to determine dependence between these statistical features: respondent's education, frequency of respondent's purchases, effect of advertising on purchasing of consumers, and amount of the monthly payment for the purchase. Results confirmed that there is dependence between the respondent's education and the frequency of purchases in the mentioned shopping chain. The dependence was not approved in the following three cases: between the respondent's education and the incentive effect of advertising on purchases; between the respondent's education and the monthly payment for the purchase, and between the frequency of purchases in the COOP Jednota chain and the motivational effect of advertising on the respondent's purchase.