VSTE
Littera Scripta

ISSN (online): 1805-9112

Research ArticleOpen access

Customer manipulation during grocery shopping

Eva Kalinová1, Adéla Vilímková2

  1. University of Žilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics
  2. Institute of Technology and Business in České Budějovice, School of Expertness and Valuation

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 effectprices ending in ninefood chaintrademarksproduce country of originpsychological influence

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