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Segmentation of Consumers in the Context of their Space Behaviour: Case Study of Bratislava

Author

Listed:
  • Marta Grossmanová
  • Pavol Kita
  • Marta Žambochová

Abstract

The paper analyses the evolution of the retail network of the capital city of Slovakia Bratislava affecting buying behaviour and lifestyle of its consumers. From the marketing point of view, it characterizes the space behaviour of the consumers and presents the behaviour of consumers living in single districts of Bratislava. It shows, on the one hand, how the importance of consumer behaviour rises in the declining economic prosperity during last years, while on the other hand, the concentration in retail declines the chances for success of small independent food retail stores during last recent years. The authors used different methods, e.g. GIS, cluster analysis, for testing they asses the significance of market segments on the sample involving 11,389 respondents interviewed.

Suggested Citation

  • Marta Grossmanová & Pavol Kita & Marta Žambochová, 2016. "Segmentation of Consumers in the Context of their Space Behaviour: Case Study of Bratislava," Prague Economic Papers, Prague University of Economics and Business, vol. 2016(2), pages 189-202.
    • Handle: RePEc:prg:jnlpep:v:2016:y:2016:i:2:id:554:p:189-202
    DOI: 10.18267/j.pep.554
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    References listed on IDEAS

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    1. Andrea L. Sparks & Neil Bania & Laura Leete, 2011. "Comparative Approaches to Measuring Food Access in Urban Areas," Urban Studies, Urban Studies Journal Limited, vol. 48(8), pages 1715-1737, June.
    2. H C W L Williams & K S Kim, 1990. "Location-Spatial Interaction Models: 3. Competition between Organizations," Environment and Planning A, , vol. 22(10), pages 1281-1290, October.
    3. H C W L Williams & K S Kim, 1990. "Location-Spatial Interaction Models: 2. Competition between Independent Firms," Environment and Planning A, , vol. 22(9), pages 1155-1168, September.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Pavol Kita & Marta Žambochová & Ján Strelinger & Veronika Kitová Mazalánová, 2021. "Consumer Behaviour of Slovak Households in the Sphere of Organic Food in the Context of Sustainable Consumption," Central European Business Review, Prague University of Economics and Business, vol. 2021(1), pages 1-17.
    2. Michaela Jánská Patrícia Kollar Čeněk Celer, 2020. "Factors Influencing Purchases of Organic Food," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 23(1), pages 81-94, May.

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    More about this item

    Keywords

    space; segmentation of market; retail network; consumer behaviour;
    All these keywords.

    JEL classification:

    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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