Vásárlói szokások vizsgálata a hódmezővásárhelyi Interspar áruházban

Abstract

The topic of my research is the analysis of consumer behavior at a shopping mall in Hódmezővásárhely. In the research questionnaire survey I examined the turnover and consumption of the store and the store's own brand of products. Besides the above mentioned topics I have also examined the influence o f a discount strength and quality of the marketed products. The survey found that there is a significant difference in income and quality o f private label products. The store tends to be much more visited on weekends and Fridays by the consuming public than other days of the week. I did not find a relationship between the tendency of the quality perception and consumption of private label products. I would be able to conclude from the results that the store should increase the marketing activities on less frequented days, which would increase store sales and the popularity of their own branded products. The store marketing activities (special offers) have a significant impact on the consumer choice , therefore for the examined mall it would be worth increasing their marketing activity.