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Author(s): Renata Matysik-Pejas, Monika Szafrańska, Andrzej Krasnodębski

Title: Symptoms of Smart Shopping in Purchasing Behaviour of Food Products Consumers

Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings

ISBN: 978-80-7598-180-6


Publisher: Wolters Kluwer ČR, Prague

PY, pages: 2018, 407-420

Published on-line: 2018-11-09

Language: eng

Abstract: The aim of the research was an attempt to identify elements of consumer buying behaviour that are symptoms of smart shopping. Direct quantitative consumer research was conducted in 2017 in Poland using the CAWI method. 272 respondents participated in the study. Smart shopping is determined as clever, thoughtful shopping. Its rapid development could be observed at the beginning of the 21st century as a consumer response to the economic downturn of 2008-2009. The conditions of economic uncertainty of this period resulted in consumers starting to take activities, which aimed at reducing the expenditure for consumption. The results obtained during consumer surveys in Poland indicate that respondents have a varied attitude towards the possibility of using market opportunities while purchasing food products. The manner most often used by respondents to make clever shopping is to buy two products for the price of one, which significantly reduces the purchase price. Not less popular among respondents is the collection of points in loyalty programs, which can be exchanged for vouchers, prizes or consumers can pay for future purchases with these points. A characteristic feature of a smart consumer is active searching for information about products and their prices. According to respondents, printed leaflets and leaflets available on websites containing current shops promotions are particularly helpful in searching for information. Smart shopping is sometimes regarded as a trend associated with the sustainable consumption. It is confirmed by the fact that consumers prepare for shopping by making a list of products they need. The buying process does not end with the act of purchase. The last phase are the feelings the consumers have after purchasing the products. The respondents have declared that in the case of purchasing products that are on promotion, they most often have positive feelings.

Keywords: smart shopping, consumers, food products

JEL Classification: D10, D19, M31

Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
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Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence.