Profiling Hungarian hypermarket shoppers
ISSN: 0007-070X
Article publication date: 2 September 2021
Issue publication date: 23 February 2022
Abstract
Purpose
Hungarian economy went through substantial changes in the past few decades and hypermarkets gained high popularity among customers, therefore profiling Hungarian hypermarket shoppers is essential to understand their behavior.
Design/methodology/approach
The paper investigates the profile of Hungarian hypermarket shoppers based on a wide questionnaire survey. In the presented research, Computer-Aided Personal Interviewing questionnaires were analyzed using multidimensional scaling and k-means clustering.
Findings
Results showed that Hungarian hypermarket shoppers regularly plan their shopping but they buy 8–9 items instead of the planned 4–5 items. However, only 25% of respondents reported the use of shopping list and in spite of the wide digital possibilities, they do not use their mobile devices neither for creating shopping list nor for checking coupons online.
Originality/value
This study explores the profile of Hungarian hypermarket shoppers, which may give additional information for the players of the retail environment about the customers' behavior and preferences.
Keywords
Acknowledgements
The Project is supported by the European Union and co-financed by the European Social Fund (grant agreement no. EFOP-3.6.3-VEKOP-16-2017-00005). AG thanks the support of Premium Postdoctoral Program of Hungarian Academy of Sciences. DSz thanks the support of Doctoral School of Management and Business Administration, Hungarian University of Agriculture and Life Sciences.
Citation
Fehér, O., Gere, A., Csiby, Á., Szakál, D. and Dunay, A. (2022), "Profiling Hungarian hypermarket shoppers", British Food Journal, Vol. 124 No. 4, pp. 1204-1220. https://doi.org/10.1108/BFJ-03-2021-0210
Publisher
:Emerald Publishing Limited
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