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.
Authors: Eva Kalinová, Adéla Vilímková
Keywords: left-digit effect, prices ending in nine, food chain, trademarks, produce country of origin, psychological influence