The Effects of a Shop's Functional Features on Children's Store Preferences

Filipović Jelena and Djordjević Aleksandar
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Filipović Jelena: Faculty of Economics in Belgrade, Serbia
Djordjević Aleksandar: Faculty of Economics in Belgrade, Serbia

South East European Journal of Economics and Business, 2010, vol. 5, issue 2, 107-113

Abstract: The aim of this study is to examine how main store dimensions affect children's store preferences in Serbia. Four functional features of these marketplaces were investigated: price of merchandising in the store, the store's arrangement, the sales personnel's attitude towards children and the store's location. Findings suggest that different age cohorts of children react differently to each store's features. With only a few studies available that examine how the functional features of a store can affect children's store preferences in the most developed countries almost nothing is known about this topic in a country in transition such as Serbia. This paper should provide the basis for some future research in this field in the Serbian market and similar markets. Also, the managerial implications for retailers that are interested in the marketing positioning of their stores in the children's market are discussed.

Keywords: Serbian children market; store's features; store's preferences; favourite kids' shops; Serbian children market; store's features; store's preferences; favourite kids' shops (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:seejeb:v:5:y:2010:i:2:p:107-113:n:10

DOI: 10.2478/v10033-010-0020-5

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