Template-Type: ReDIF-Article 1.0
Author-Name: Eva Kalinová
Author-Workplace-Name: University of Žilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics
Author-Name: Adéla Vilímková
Author-Workplace-Name: Institute of Technology and Business in České Budějovice, School of Expertness and Valuation
Title: Customer manipulation during grocery shopping
Abstract: Psychological influencing is a common practice in commerce, so it is not surprising that it also happens during grocery shopping. It is important for everyone to realize whether they are shopping correctly during their daily grocery store trip. Using data on general information about the individual, household standard of living, common items when shopping and comparing selected supermarket chains, collected by CAWI (Computer Assisted Web Interviewing), we were able to penetrate the ideas of everyday customers and analyze the data mainly by induction. However, the CAWI method does not prove to be the most suitable. The results show that only some demographic factors influence the view of the price level and that despite the fact that customers are aware of most of the influencing factors, they let themselves be manipulated by them anyway. These results will serve for a greater overview of the general population regarding the psychology of purchasing, managers of individual stores and chains, as well as professionals dealing with similar issues.
Keywords: left-digit effect, prices ending in nine, food chain, trademarks, produce country of origin, psychological influence
Journal: Littera Scripta
Volume: 14
Issue: 1
Year: 2021
Month: September
Pages: 40-50
DOI: 10.36708/LS.2021.I01.004
File-URL: https://littera-scripta.com/articles/customer-manipulation-during-grocery-shopping-38b61690
File-Format: text/html
Handle: RePEc:rsg:littra:2021-004