Store Choice Model – The Uniocoop Case in Hungary

Abstract

Intense competition in the retail sector in Hungary requires the better understanding of consumer store choice. Our objectives were to identify the significant influencers of consumer satisfaction and the purchasing power (basket size), and to analyze the potential relationship between repurchase intention and purchasing power in the case of UnioCoop customers. A store choice model was developed and tested. We found that satisfaction was mostly influenced by shop quality, prices, selection and service, while purchasing power is mostly influenced by marital status, occupation, age and sex. Satisfaction determines repurchase intention, which has weak direct and indirect influence on purchasing power.

Keywords: store choice model, satisfaction, loyalty, basket size

JEL Classification: M31, D12, L81