Image of the multinational trade chains functioning in the Slovak food market

Ľ. Nagyová and Z. Tonkovičová
Additional contact information
Ľ. Nagyová: Faculty of Economics and Management, Slovak Agricultural University, Nitra, Slovak Republic
Z. Tonkovičová: Faculty of Economics and Management, Slovak Agricultural University, Nitra, Slovak Republic

Agricultural Economics, 2008, vol. 54, issue 8, 384-391

Abstract: The image of a shop is the perception of the attributes of trade chains which are stated by consumers or the target market. The part of the shop image can be the assortment, the production quality and price, services of the shop, organization, the location and atmosphere of the shop, advertising and the shop reputation. The basis for conceiving this paper was an assumption that the image of a shop is one of the determining factors of the shopping place choice. The individual attributes of a shop can affect the perception of a consumer and therefore affect his decision about the choice of a shop and buying goods. The image analysis of trade chains was processed on the basis of a 5-point scale which shows the respondents' attitude toward each and every of 29 attributes of the researched trade chains. The basic data were gained by the means of a questionnaire research in the field of Slovak consumers' behaviour and the results were analysed by the means of the semantic differential method. The shop image analysis hands out information which can be a starting point for understanding the importance of the attributes of the trade chains from the point of view of the consumer perception and attitude. Based on the image analysis of the foreign trade chains in the Slovak market, we can say that the consumers are satisfied with the opening hours, shops location, cleanliness and appearance of shops and the sufficient number of shopping trolleys. Minuses were noticed in the field of promotion activities and the waiting time at the registers.

Keywords: image analysis; multinational trade chains; retail; wholesale; questionnaire research; customer attitudes; customer perception (search for similar items in EconPapers)
Date: 2008
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://agricecon.agriculturejournals.cz/doi/10.17221/298-AGRICECON.html (text/html)
http://agricecon.agriculturejournals.cz/doi/10.17221/298-AGRICECON.pdf (application/pdf)
free of charge

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:caa:jnlage:v:54:y:2008:i:8:id:298-agricecon

DOI: 10.17221/298-AGRICECON

Access Statistics for this article

Agricultural Economics is currently edited by Ing. Zdeňka Náglová, Ph.D.

More articles in Agricultural Economics from Czech Academy of Agricultural Sciences
Bibliographic data for series maintained by Ivo Andrle ().