Effects of Systematic Changes in Commodity Arrangement on the Satisfaction of Supermarket Customers

Anotace: Purpose: The paper investigates if relocation of goods at supermarkets, practised to boost sales, bothers customers and improves financial results of the stores. To explore this, a questionnaire-based poll was run, using questions, such as “Do you mind if commodity is not permanently in the same place?”, or “While searching, do you buy anything you did not indend to buy?”. Various relations are also observed. For instance, are opinions on product relocation related in any way to age of customers? The study suggests most customers are not satisfied with changes in product location, yet the practices lead to higher sales. It turns out the business principle – only satisfied customers spend more – may not be so true. In the study, some new questions also arose and were evaluated, such as the question “Which management activities have a positive effect on customers?”. Zobrazit více »