摘要：For years the Institute of Marketing at Szent István University has been conducting research in customer and consumer behaviour. This research project focuses on which food shops retail customers choose when it comes to traditional food. This paper briefly summarizes qualitative findings and offers a preliminary analysis of the project’s quantitative stage. Using six focus groups, the qualitative phase tried to identify factors that impact on how food retail shops were chosen. The goal was to pinpoint individual steps in the decision-making process. Shops selected for study were: hypermarkets, supermarkets, discount stores, small shops, markets, specialised stores and cash & carry stores. Following this, using data from the qualitative results, a national representative survey was conducted. The survey used a standardised questionnaire with 1,019 subjects. The survey concentrated on hypermarket customers, as well as identifying this customer group’s segments, and analysing their decision-making traits.
关键词：Kelly’s repertory grid technique;Qualitative research;Quantitative research;Monroe & Guiltinan’s store choice model;Donovan & Rossiter’s store atmosphere model;store characteristics;segments of hypermarket patrons
