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Consumer behavior and the influence of personalized offers in supermarkets
Keywords
buying experience,consumer behavior,purchase decision process,supermarket
Abstract
During last decade, both scientists and companies began to create increasingly more models in order to analyze and predict consumer behavior. The goal of this paper is to identify the effects of offers on the purchase decision process (is the buying behavior changing according to the offers and do consumers buy products only according to their needs). For that a questionnaire was filled in by supermarket consumers. According to their answers, most of the consumers will not go to a specific supermarket driven by the offers they can find there (location and the products are more important factors), but they may pick a different product because of that. In conclusion, offers may change the buying behavior once the consumers are inside the supermarket, ultimately making them to choose products that they may not really need.