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Modelling and Analyzing Consumer Behaviour Employing Observational Data

Modelling and Analyzing Consumer Behaviour Employing Observational Data

Yuliia Kyrdoda, A.Malek Hammami, Drakos Periklis, Panagiotis Kaldis
Copyright: © 2018 |Volume: 3 |Issue: 1 |Pages: 16
ISSN: 2379-7509|EISSN: 2379-7495|EISBN13: 9781522547136|DOI: 10.4018/IJFBMBM.2018010103
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MLA

Kyrdoda, Yuliia, et al. "Modelling and Analyzing Consumer Behaviour Employing Observational Data." IJFBMBM vol.3, no.1 2018: pp.42-57. http://doi.org/10.4018/IJFBMBM.2018010103

APA

Kyrdoda, Y., Hammami, A., Periklis, D., & Kaldis, P. (2018). Modelling and Analyzing Consumer Behaviour Employing Observational Data. International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM), 3(1), 42-57. http://doi.org/10.4018/IJFBMBM.2018010103

Chicago

Kyrdoda, Yuliia, et al. "Modelling and Analyzing Consumer Behaviour Employing Observational Data," International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM) 3, no.1: 42-57. http://doi.org/10.4018/IJFBMBM.2018010103

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Abstract

The purpose of this article is to investigate and model retail consumer purchase behavior and determine factors affecting the purchasing decision. The following hypotheses were verified: H1 tests the influence of “Decision-making Time” over “Final Purchase”. H2 tests “Promotion” over “Final Purchase”. H3, H4 and H5 were established to test the influence of demographic characteristics (respectively: Age, Nationality, Gender) over “Final Purchase”. SPSS 23 was used to analyze the collected data from the observations completed in the supermarket. In order to identify the explanatory power of the variables, a Logistic Regression model was developed. Empirical findings indicated that demographic characteristics (Age, Nationality, Gender), as well as “Time” and “Promotion,” have a significant effect on “Purchase” and that “Time” has a greater impact on “Purchase.” These results could be used to design marketing strategies in order to increase sales. However, a few limitations occurred during the study such as observation timing, the unicity of location and observers' subjectivity.

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