Research projectsConsumer Society and Consumer Regions. Stratification of Post-Communist Society. (KONSPOREG)
Project ID: APVV-16-0232
Duration: 1.7.2017 – 30.6.2020
Principal investigator: doc. RNDr. František Križan, PhD.
Investigators from the Institute for Sociology: PhDr. Bohumil Búzik, PhD., Mgr. Milan Zeman
Investigators from the Comenius University in Bratislava - Faculty of Natural Sciences: doc. RNDr. Daniel Gurňák, PhD., Mgr. Gabriel Zubriczký, PhD., RNDr. Katarína Danielová, PhD., Mgr. Kristína Bilková, PhD., Mgr. Peter Barlík, PhD.
Investigators from the University of Economics in Bratislava - Faculty of Commerce: prof. Ing. Jaroslav Kita, CSc., Ing. Jamal Hasan, PhD., doc. Ing. Pavol Kita, PhD., Ing. Patrícia Kollár
Consumption and consumer behavior changes over time and space. It can conclude that the most significant changes occurred after 1989 in the context of post-socialist transformation of society influence of globalization trends in retail. The market can be defined as a set of customers (consumers) which affect the consumption in their surroundings (region). In this context, we can discuss the consumer society and consumer regions defined on the basis of consumption and consumers.
Consumption and consumers influence the process and trends acting on the decision-making process when shopping. The most important of these include population, social and economic trends upon which to stratify society. The analysis of these trends is an important marketing tool, since significant influence on the buying process. It is also necessary realize that the trends in consumer behavior are influenced by retailers and vice versa. The role of retailers is to adapt the behavior consumers on the one hand and on the other, to shape the consumer behavior. If a retailer does not understand the behavior of their consumers, can not fulfill the strategies.
For the purpose of better understanding of consumer behavior in order to determine trends in consumption leads to market segmentation as a place of consumption. Retailers use the market segmentation of consumers for breakdown heterogeneous consumer groups into homogenous groups based on their features. Such segmentation helps sellers obtain more detailed picture about consumers, their behavior, needs or the general trends in consumption. Understanding and realization of these trends leads to the satisfaction of consumer needs. On the other hand it provides sellers the competitive advantages and this retailer can identify trends for other retailers. If they do not capture the trends, respectively. are not their bearers, they are considered only as the successor to the primary seller whose market position is growing.