Effects of systematic changes in commodity arrangement on the satisfaction of supermarket customers

Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 16 E ec s o Sys ema ic Changes in Commodi y A angemen on he Sa is ac ion o Supe ma ke Cus ome s DOI: 10.12776/QIP.V25I1.1497 Jose Tošeno ský, Filip Tošeno ský, I ana Dočkalo á Recei ed: 2020-08-31 Accep ed: 2021-02-19 Published: 2021-03-31 ABSTRACT Pu pose: The pape in es iga es i eloca ion o goods a supe ma ke s, p ac ised o boos sales, bo he s cus ome s and imp o es inancial esul s o he s o es. To explo e his, a ques ionnai e-based poll was un, using ques ions, such as “Do you mind i commodi y is no pe manen ly in he same place?”, o “While sea ching, do you buy any hing you did no indend o buy?”. Va ious ela ions a e also obse ed. Fo ins ance, a e opinions on p oduc eloca ion ela ed in any way o age o cus ome s? The s udy sugges s mos cus ome s a e no sa is ied wi h changes in p oduc loca ion, ye he p ac ices lead o highe sales. I u ns ou he business p inciple – only sa is ied cus ome s spend mo e – may no be so ue. In he s udy, some new ques ions also a ose and we e e alua ed, such as he ques ion “Which managemen ac i i ies ha e a posi i e e ec on cus ome s?”. Me hodology/App oach: The pape elies on s a is ical es ing, speci ically on he chi-squa e es o independence and a es o di e ences in he ela i e equency o occu ence o di e se phenomena. Real, empi ical da a a e u ilized. Findings: The analysis showed ha mos cus ome s dislike looking o goods, and many o hem buy i ems ha hey did no in end o pu chase. Thus, a pa adox occu s when en ep eneu s dissa is y cus ome s, ye hey egis e highe p o i s. Resea ch Limi a ion/Implica ion: The esul s conce n a speci ic scien i ic ield – mic oeconomic beha iou al pa e ns a supe ma ke s. O iginali y/Value o pape : The esea ch p esen ed in his pape is ocused on he Czech Republic whe e i has no been unde aken o da e. Wo k o his kind is no ci ed in he scien i ic li e a u e, howe e . Ca ego y: Technical pape Keywo ds: commodi y loca ion; cus ome sa is ac ion; con ingency ables Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 17 1 INTRODUCTION I is a common p ac ice o many supe ma ke s o al e sys ema ically he placemen o hei p oduc s so ha cus ome s a e o ced o glance a o he i ems while going a e an o iginally planned pu chase. This p ac ice is expec ed o boos sales. The aim o he p esen ed esea ch, which gene ally conce ns human ac o s (HF) in quali y managemen , is o lea n whe he sea ching o goods discom o s cus ome s and whe he cus ome s eally buy i ems hey did no o iginally plan o buy. A con i ma ion o bo h he dissa is ac ion and highe expenses would mean ha he heo y abou sa is ied cus ome s spending mo e migh no be gene ally alid. F om a p ac ical poin o iew, one could also ask he ques ion o how a nega i ely pe cei ed business ac i i ies can go be o e cus ome s swi ch o compe i ion, o how such p ac ices can be compensa ed wi h o he ac i i ies. The e o e many o he ela ions o his so can also s udied. The esea ch p esen ed in his pape is ocused on he Czech Republic whe e i has no been unde aken o da e. Wo k o his kind is also no men ioned in he scien i ic li e a u e. Conclusions based on he esea ch may be o in e es when compa ed wi h expe ience om o eign supe ma ke s, especially when hei owne s and managemen un subsidia ies in Cen al and Eas e n Eu ope. In he pas , esea che s se di e se objec i es ocused on a ious business ields, ga he ed da a om di e en s a es and employed and compa ed a ious ma hema ical and s a is ical ools. A la ge po ion o he pape s is dedica ed o HF in business managemen (Hend ick, 1980). These a icles deal wi h a wide spec um o ques ions anging om mo e gene al ones, such as hose ela ed o unde s anding cus ome beha iou (Pe ugini and Conne , 2000; Taube , 1972), o special issues including con idence o cus ome s (Ge en, 2000), knowledge o ela ions and secu i y (Belange , Hille and Smi h, 2002; Ja enpaa, T ac insky and Vi ale, 2000; Kou a is, 2002). Some e y speci ic subjec s we e co e ed, as well – o example, pu chase o clo hes on he in e ne (Goldsmi h and Goldsmi h, 2002; Liang and Huang, 1998). Much a en ion is also paid o e- comme ce whe e he subjec o in e es a e measu ing sa is ac ion (Chang, To kzadeh and Dhillon, 2004), unde s anding cus ome s (Don hu and Ga cia, 1999; Limayem, Khali a and F ini, 2000), ela ions be ween e-comme ce and adi ional comme ce (Eas in, 2002; Fa ag, K izek and Dijs , 2006), speci ica ions o e-comme ce in selec ed coun ies (Sim and Koi, 2002), issues o buying goods on he in e ne (Ve hoe and Lange ak, 2001; Walczuch and Lundg en, 2004), e ec s o in e ne p omo ional ma e ial on sales (Vijayasa a hy and Jones, 2000; Pe e son, Balasub amanian and B onnenbe g, 1997) and many o he s. Va ious s a is ical me hods ha e been used in he esea ch, and he me hods we e compa ed o o he echniques (Fab iga e al., 1999; Hansen, Jensen and Solgaa d, 2004; Widaman, 1993). Since much o he wo k d aws on ques ionnai es, he ques ion o acqui ing da a samples and p ocessing hem is o impo ance oo (K izek, Li and Handy, 2005; O y and Mokh a ian, 2007), as is Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 18 he me hodology o composing ques ionnai es (Ella d and Roge s, 1993; Baumga ne and S eenkamp, 2001; Babbie, 1998). Theo e ical models o he explo ed ela ions ha e also been designed (Dijs , Fa ag and Schwanen, 2008). Pape s ai ly o en compa e di e en sales s a egies and easons why hey a e p e e ed (Chen, Gillenson and She ell, 2002; Childe s e al., 2001; Li, Kuo and Russell, 1999; Shang, Chen and Shen, 2005). A icles se ing as a compendium and p esen ing a complex o e iew o hese p oblems (Cao and Mokh a ian, 2005) a e also o p ac ical impo ance. 2 METHODOLOGY In a ela ed esea ch wo k (Dočkalo á, 2016) ca ied ou a he Depa men o Quali y Managemen o VŠB – Technical Uni e si y o Os a a, hund eds o andomly selec ed supe ma ke cus ome s we e polled. The selec ion consis ed o 36.7% o men and 63.3% o women. The e is gene ally a highe p obabili y o women being polled because hey isi supe ma ke s mo e equen ly, being usually he ones in cha ge o home economics. Rega ding educa ional le el, 28.3% o he polled cus ome s had no seconda y educa ion, 34.4% had a seconda y educa ion and 34.4% we e uni e si y g adua es. Six age ca ego ies we e also c ea ed: less han 20 yea s o age (3.9% o esponden s), 21-30 yea s o age (17.8%), 31-40 yea s old (27.9%), 41-50 yea s old (22.1%), 51-60 yea s old (16.9%) and 61 yea s o age o olde (11.4%). The mos populous g oup o all we e women aged 31-40 yea s (18.8%). In all bu one g oup – ha o he esponden s unde 20 yea s o age, women domina e, he mos s iking dominance being in he g oup o 50-61 yea s o age (25% men, 75% women). The esponden s illed ou a ques ionnai e con aining nine ques ions and o e ed answe s o he ype yes, no, I do no ca e. Subsequen ly, he ollowing was e alua ed using s a is ical me hods ha in ol e es ing signi icance o di e ences in ela i e equencies o esponses, analysis o means o p opo ions (Wludyka, Ka en and Copeland, 2005) and es ing independence in con ingency ables: • Do he esponse equencies di e signi ican ly, o a e hey he same? • Which esponses occu wi h an abo e-a e age equency, a e age equency and below-a e age equency? Is he ype o esponse ela ed o educa ion, age o sex o he esponden s? 3 POLL RESULTS The esul s o he analysis o ques ionnai es a e p esen ed in sec ion 3.1 in a uni ied manne : a ques ion is s a ed oge he wi h possible answe s, he esul o he es on signi ican di e ences in esponses (p- alue) is p esen ed a e wa ds, and an e alua ion o he esponses is done oge he wi h a commen . Sec ion 3.2 Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 19 p esen s he analysis o ela ions be ween he esponses and sex, educa ion and age. The e alua ion is desc ibed in a g ea e de ail o ques ions one and wo which a e he main objec i e o he esea ch. 3.1 Di e ences in Responses Each esponden ecei ed a ques ionnai e wi h nine ques ions so ha a s a is ical e alua ion o di e ences in opinions, o ela i e equencies o occu ence o gi en esponses, could be pe o med. The esul s a e con ained in his sec ion. Table 1 con ains equencies o p o ided esponses and he p- alue o he es o equali y o ela i e equencies. Ques ion 1: Do you mind i goods a e no pe manen ly loca ed in he same place? Possible answe s: yes/no/I do no ca e Resul : The hypo hesis o equal ela i e equencies o occu ence o he esponses was ejec ed (p- alue = 0.000). Compa ing he esponses o he ques ion, i was ob ious ha mos cus ome s a e bo he ed by con inuous eloca ion o commodi y (73.7% o hem said yes compa ed o 12.9% saying “no”, while 13.3% “did no ca e”). Compa isons o ela i e equencies can be pe o med in he S a g aphics so wa e using he op ion Compa e/Two Samples/Hypo hesis Tes s/Binomial P opo ions o he case o wo equencies o he op ion Compa e/Mul iple Samples/Compa ison o P opo ions o he case o mo e han wo ela i e equencies. The es ed s a emen is he hypo hesis Ho: π1 = π2 = …= πk, whe e πi is he ela i e equency o he i- h esponse in he co esponding popula ion. Fu he , he analysis-o -means g aph was exploi ed o ind ou which o he esponse equencies di e signi ican ly om he a e age. Signi ican ly di e en a e he esponses he p opo ion o which ei he exceeds he so-called uppe decision line UDL o is below he lowe decision line LDL (Nelson, Wludyka and Copeland, 2005). Rega ding his ques ion, he g aph shows ha he “yes” esponse has an abo e-a e age equency, whe eas he “no” and “I do no ca e” esponses ha e signi ican below-a e age equencies. This p ocedu e is used o all nine ques ions, al hough he g aph is depic ed only o he i s wo ques ions. Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 20 Figu e 1 – Analysis-o -Means Plo o Ques ion 1 Ques ion 2: Do you buy any hing you did no in end o buy while sea ching? Possible answe s: yes/no/some imes Resul : The hypo hesis o equal ela i e equencies o he esponses is ejec ed (p- alue = 0.0001). Al hough mos cus ome s a e bo he ed by he need o look o eloca ed commodi y (50.6%), hey also buy goods hey o iginally did no wan o pu chase. Only 11.6% o hem ollow s ic ly hei o iginal shopping plans, whe eas 37.6% shoppe s buy addi ional i ems only occasionally, depending on wha hey spo du ing he shopping p ocess. Using he g aphical me hod, he numbe o “yes” esponses is signi ican ly abo e a e age, he numbe o “no” esponses is loca ed signi ican ly below a e age and he “some imes” esponse is no signi ican ly di e en om he a e age numbe . Figu e 2 – Analysis-o -Means Plo o Ques ion 2 Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 21 Ques ion 3: Do you hink supe ma ke s change loca ion o goods in en ionally o inc ease sales? Possible answe s: yes/no/I do no know Resul : The hypo hesis o equal ela i e equencies o he esponses is ejec ed (p- alue=0.0001). O e all, 79.5% o cus ome s belie e ha eloca ion o goods is in en ional. Only 4.5% o hem does no hink so and 15.9% does no know. Ques ion 4: Do you e u n o such supe ma ke s? Possible answe s: yes/no/some imes Resul : The hypo hesis o equal ela i e equencies o he esponses is ejec ed (p- alue = 0.0). Al hough a majo i y o cus ome s is discon en wi h sea ching o goods, a high pe cen age o hem (73.7%) e u ns o he s o es. Only 3.8% o hem goes elsewhe e and 22.4% isi s occasionally a di e en supe ma ke . The p opo ion o hose who e u n is signi ican ly abo e a e age, whe eas he equency o he o he wo esponses is below a e age. While explo ing opinions on goods eloca ion, unplanned pu chases and po en ial mig a ion o compe i i e s o es, o he possible ac o s which migh a ec cus ome s posi i ely o nega i ely we e also obse ed. These ac o s a e aken in o accoun in ques ions 5-9. Ques ion 5: Do you mind inaccessibili y o shop assis an s a supe ma ke s? Possible answe s: yes/no/some imes Resul : The hypo hesis o equal ela i e equencies o he esponses is ejec ed (p- alue = 0.0013). I was explo ed whe he cus ome s mind i he e is nobody o ge ad ice om i need be while shopping. The inaccessibili y is iewed as a p oblem by 46.1% o cus ome s, while 19.4% do no mind and 34.4% o shoppe s only some imes ega d i as a p oblem. The g aphical e alua ion o he esponses shows ha he “yes” answe is well abo e a e age, he “some imes” esponse has an a e age occu ence and he “no” esponse is below a e age, ega ding he equency o hei occu ence. The e o e i is wo h conside ing an addi ional numbe o shop assis an s. Thei p esence is app ecia ed pa icula ly when hey a e well-in o med, kind o cus ome s and can e en emembe egula isi o s o hei supe ma ke . Ques ion 6: Do you isi supe ma ke s due o discoun s? Possible answe s: yes/no/some imes Resul : The hypo hesis o equal ela i e equencies o he esponses is ejec ed (p- alue = 0.0090). Discoun s egula ly bene i 43.1% o cus ome s, hey a e no exploi ed by 20.7% o cus ome s and hey a e some imes sough a e by 36% o cus ome s. The numbe o clien s who egula ly seek discoun s is no signi ican ly abo e a e age, e en hough hei numbe is he highes . The i s and hi d esponses a e a e age in numbe , based on he g aphical e alua ion. The numbe o hose who do no seek discoun s is signi ican ly below a e age. Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 22 Ques ion 7: A e you a ec ed by scen s a supe ma ke s? Possible answe s: yes/no/some imes Resul : The hypo hesis o equal ela i e equencies o he esponses is ejec ed (p- alue = 0.0). Pleasan scen s we e conside ed a ac o ha migh inc ease in e es in bake y p oduc s. The mos equen answe is no (55.5%) and his numbe is signi ican ly high, judged by he g aphical me hod. Scen s ha e a posi i e e ec on 25% o cus ome s only and some imes on 19.4% o hem. The las wo numbe s a e signi ican ly below a e age. Ques ion 8: A e you posi i ely a ec ed by music a supe ma ke s? Possible answe s: yes/no/some imes Resul : The hypo hesis o equal ela i e equencies o he esponses is ejec ed (p- alue = 0.0). As in he case o scen s, music does no in luence mos cus ome s (50.3%). I does ha e a posi i e e ec on 30.1%, which is an a e age numbe , some imes i has a posi i e e ec in 19.4% o cases, which is a below- a e age numbe . Ques ion 9: A e you con en wi h commodi y a angemen a supe ma ke s? Possible answe s: yes/no/I do no ca e Resul : The hypo hesis o equal ela i e equencies o he esponses is accep ed (p- alue = 0.091). The mos equen esponse is he “I do no ca e” esponse (40.5%), which howe e is an a e age numbe acco ding o he analysis-o - means g aph. An a e age numbe also conce ns he esponses yes and no. Thus, ques ion 9 is answe ed equally in all h ee esponse ca ego ies. As is shown in Table 1, his is he only case when he esponses a e equally ep esen ed, ega ding he popula ion numbe o hei occu ence. Table 1 summa izes he es s o equal occu ence o a ious esponses. Table 1 – Resul s o he Tes s o Equal Occu ence o Responses Ques ion Answe F equency Rela i e . % P- alue 1 Yes 227 0.737 73.70 0.00 No 40 0.1299 12.99 No ca e 41 0.1331 13.31 2 Yes 156 0.5065 50.65 0.00 No 36 0.1169 11.69 A imes 116 0.3766 37.66 3 Yes 245 0.7995 79.55 0.00 No 14 0.0455 4.55 I do no Know 49 0.159 15.90 Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 23 Ques ion Answe F equency Rela i e . % P- alue 4 Yes 227 0.737 73.70 0.00 No 12 0.0389 3.890 A imes 69 0.224 22.4 5 Yes 142 0.461 46.10 0.0013 No 60 0.1948 19.48 A imes 106 0.3441 34.41 6 Yes 133 0.4318 43.18 0.009 No 64 0.2078 20.78 A imes 111 0.3604 36.04 7 Yes 77 0.25 25 0.00 No 171 0.5552 55.52 A imes 60 0.1948 19.48 8 Yes 93 0.3019 30.19 0.00 No 155 0.5032 50.33 A imes 60 0.1948 19.48 9 Yes 104 0.3377 33.77 0.091 No 79 0.2565 25.65 No ca e 125 0.4058 40.58 3.2 Rela ion o Responses o Sex, Educa ion and Age Only di e ences in equencies o occu ence o he esponses ha e been e alua ed so a . Since he answe s may be di e en depending on sex, age and educa ion o he esponden s, an analysis has been ca ied ou on how he h ee ca ego ies a ec he opinions. The e ec s we e e alua ed using he chi-squa e es o independence. The es ed hypo hesis is: he wo obse ed a iables a e independen . The con ingency ables a e shown o he mos impo an ques ions one, wo and ou . Fo he o he ques ions, commen s on he es esul s a e p esen ed wi hou he ables. Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 24 Ques ion 1: Do you mind i goods a e no pe manen ly loca ed in he same place? Table 2 – Sex: Response Con ingency Table Yes No No ca e Male 73 18 22 Female 154 22 19 Since he p- alue = 0.0159 is less han he signi icance le el alpha o 0.05, we ejec he hypo hesis ha he ows and columns a e independen . The obse ed ows a e ela ed o he columns. Women seem o be bo he ed mo e han men when hey mus look o goods hey wan o buy. A he 0.01 signi icance le el, howe e , he dependence canno be con i med. Table 3 – Educa ion: Response Con ingency Table Yes No No ca e Elemen a y 59 13 15 Seconda y 79 13 14 Te ia y 89 14 12 Since he p- alue = 0.6068 is g ea e han alpha = 0.05, we canno ejec he hypo hesis ha he ows and columns a e independen a he 0.05 signi icance le el. The ow ca ego ies may bea no ela ion o he column ca ego ies. Educa ion seems o be un ela ed o he eloca ion o commodi y. Table 4 – Age: Response Con ingency Table Yes No No ca e < 20 4 4 4 21-30 38 11 6 31-40 60 12 14 41-50 57 5 6 51-60 41 5 6 > 60 27 3 5 The p- alue equals 0.0487. Since he p- alue is oughly a 0.05, and he e is no connec ion be ween he wo a iables a 0.01 signi icance le el, one canno conclude ha age is ela ed o he opinion on goods eloca ion. Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 31 Pe ugini, M. and Conne , M., 2000. 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Jou nal o Re ailing and Consume Se ices, [e-jou nal] 8(5), pp.275-285. DOI: 10.1016/S0969-6989(00)00033-3. Vijayasa a hy, L. and Jones, J., 2000. P in and In e ne Ca alog Shopping: Assessing A i udes and In en ions. In e ne Resea ch: Elec onic Ne wo king Applica ions and Policy, 10(3), pp.191-202. Walczuch, R. and Lundg en, H., 2004. Psychological An eceden s o Ins i u ion- based Consume T us in E- e ailing. In o ma ion and Managemen , [e-jou nal] 42(1), pp.159-177. DOI: 10.1016/j.im.2003.12.009. Widaman, K., 1993. Common Fac o Analysis e sus P incipal Componen Analysis: Di e en ial Bias in Rep esen ing Model Pa ame e s? Mul i a ia e Beha io al Resea ch, [e-jou nal] 28(3), pp.263-311. DOI: 10.1207/s15327906mb 2803_1. Wludyka, N., Ka en, A. and Copeland, K., 2005. The Analysis o Means: A G aphical Me hod o Compa ing Means, Ra es, and P opo ions. Philadelphia: SIAM. Q UALITY I NNOVATION P ROSPERITY / K VALITA I NOVÁCIA P ROSPERITA 25/1 – 2021 ISSN 1335-1745 (p in ) ISSN 1338-984X (online) 32 ABOUT AUTHORS Jose Tošeno ský0000-0003-4684-1369 (J.T.) – P o ., Depa men o Quali y Managemen , Facul y o Ma e ials Science and Technology, VSB-Technical Uni e si y o Os a a, Os a a, Czech Republic, e-mail: jose . oseno sky@ sb.cz. Filip Tošeno ský0000-0003-3946-7815 (F.T.) – Assis . P o ., Depa men o Quali y Managemen , Facul y o Ma e ials Science and Technology, VSB-Technical Uni e si y o Os a a, Os a a, Czech Republic, e-mail: ilip. oseno sky@ sb.cz. I ana Dočkalo á (I.D.) – Alumnus o VSB-Technical Uni e si y o Os a a, Os a a, Czech Republic. AUTHOR CONTRIBUTIONS Concep ualiza ion, J.T.; Me hodology, J.T.; So wa e, I.D.; Valida ion, J.T. and F.T.; Fo mal analysis, J.T., F.T. and I.D.; In es iga ion, I.D.; Resou ces, I.D.; Da a cu a ion, I.D.; O iginal d a p epa a ion, J.T. and F.T.; Re iew and edi ing, J.T. and F.T.; Visualiza ion, J.T and F.T.; Supe ision, F.T.; P ojec adminis a ion, J.T., F.T. and I.D.; Funding acquisi ion, J.T. and F.T. CONFLICTS OF INTEREST The au ho s decla e no con lic o in e es . The unde s had no ole in he design o he s udy; in he collec ion, analyses, o in e p e a ion o da a; in he w i ing o he manusc ip , o in he decision o publish he esul s. © 2021 by he au ho s. Submi ed o possible open access publica ion unde he e ms and condi ions o he C ea i e Commons A ibu ion (CC-BY) license (h p://c ea i ecommons.o g/licenses/by/4.0/).