BUYING HABITS OF MODERN CONSUMERS IN THE CITY OF VUKOVAR

Sandra Mrvica Madjarac () and Slobodan Stojanovic ()
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Sandra Mrvica Madjarac: Polytechnic "Lavoslav Ruzicka" in Vukovar
Slobodan Stojanovic: Polytechnic "Lavoslav Ruzicka" in Vukovar

Business Logistics in Modern Management, 2012, vol. 12, 185-195

Abstract: What are the buying habits of consumers in the city of Vukovar? This city was selected as a subject of research due to insufficiently developed retailing network and limited assortment of products that are offered. Consequently, this has resulted in customers shopping in neighboring cities, countries and states. For the purpose of this paper the research on consumer behavior in the city was conducted. The research was conducted on 100 subjects using questionnaire with structured questions. The results should indicate the factors that influence buying decision and if offered product assortment satisfies the demand in the city of Vukovar. This research will find the dominant motives for a particular group of consumers (according to sex, age, educational structure etc.). The research could help current and potential entrepreneurs as well as shopping centers when creating their retail assortment and in determining the need for existence of such centers in the market of city of Vukovar in general. Since consumers are becoming more educated and informed about the products, each market and company should adapt to customer requirements and demand in order to survive.

Keywords: consumer behavior; research; market; buying habits (search for similar items in EconPapers)
Date: 2012
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