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Impact of Consumer Preferences on Food Chain Choice: An empirical study of consumers in Bratislava

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  • Pavol Kita

    (Marketing department, Faculty of Commerce, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

  • Andrea Furková

    (Department of Operations Research and Econometrics, Faculty of Economic Informatics, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

  • Marian Reiff

    (Department of Operations Research and Econometrics, Faculty of Economic Informatics, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

  • Pavol Konštiak

    (Marketing department, Faculty of Commerce, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

  • Jana Sitášová

    (Marketing department, Faculty of Commerce, University of Economics in Bratislava, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia)

Abstract

The objective of this paper is to highlight the use of multiple criteria evaluation methods as a tool for the rating and selection of retail chains from the customers and suppliers perspective. We provide an assessment on the attractiveness of active retail chains on the Slovak market through multiple criteria methods used for the analysis of customer preferences.An analysis was conducted on a sample of consumers in Bratislava involving 11 389 respondents interviewed. The multi-attribute decision-making methods PROMETHEE II and V were used to assess the variants. In the first part of analysis the collected data uncover customers' preferences in the selection of retail chains. Findings suggest a ranking of evaluated retail chains and thus of customer preferences.Based on the obtained evaluation, in the second part of analysis, a set of retail chains was chosen under constraints concerning the effectiveness of advertising, market share of sales and the maximum number of chosen retail chains and a binary linear programming model was formulated as an outcome. Proposed procedure aims to assist the decision maker in selecting which retail chain to choose for distribution of supplier's products, and thus maximize benefits, which will result from consumer preferences and service satisfaction level in retail chain.

Suggested Citation

  • Pavol Kita & Andrea Furková & Marian Reiff & Pavol Konštiak & Jana Sitášová, 2017. "Impact of Consumer Preferences on Food Chain Choice: An empirical study of consumers in Bratislava," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(1), pages 293-298.
    • Handle: RePEc:mup:actaun:actaun_2017065010293
    DOI: 10.11118/actaun201765010293
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    References listed on IDEAS

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    1. Corrente, Salvatore & Greco, Salvatore & Słowiński, Roman, 2013. "Multiple Criteria Hierarchy Process with ELECTRE and PROMETHEE," Omega, Elsevier, vol. 41(5), pages 820-846.
    2. František KRIŽAN & Kristína BILKOVÁ & Pavol KITA, 2014. "Urban retail market in Bratislava (Slovakia): Consumers perception and classification of shopping centres," Management & Marketing, Economic Publishing House, vol. 9(4), Winter.
    3. Uncles, Mark D. & Ehrenberg, Andrew S. C. & Goodhardt, Gerald J., 2004. "Reply to commentary on "Understanding brand performance measures: using Dirichlet benchmarks"," Journal of Business Research, Elsevier, vol. 57(12), pages 1329-1330, December.
    4. Siti Nuryanah & Sardar M. N. Islam, 2015. "The Context of the Case Study," Palgrave Macmillan Books, in: Corporate Governance and Financial Management, chapter 5, pages 145-156, Palgrave Macmillan.
    5. repec:prg:jnlpep:v:preprint:id:554:p:1-15 is not listed on IDEAS
    6. Ehrenberg, Andrew S. C. & Uncles, Mark D. & Goodhardt, Gerald J., 2004. "Understanding brand performance measures: using Dirichlet benchmarks," Journal of Business Research, Elsevier, vol. 57(12), pages 1307-1325, December.
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    2. Novak, Ivan, 2019. "Contribution to the Methodology for Determining the Competitiveness of a Domestic Product (on Example of Geotextile)," 7th International OFEL Conference on Governance, Management and Entrepreneurship: Embracing Diversity in Organisations (Dubrovnik, 2019), in: 7th International OFEL Conference on Governance, Management and Entrepreneurship: Embracing Diversity in Organisations. April 5th - 6th, 2019, Dubrovn, pages 453-469, Governance Research and Development Centre (CIRU), Zagreb.
    3. Lukic RADOJKO, 2021. "Analysis Of Trade Efficiency In Serbia Based On The Promethee Method," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(4), pages 19-30, December.

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