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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
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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
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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
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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.
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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

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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.
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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
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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.
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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.
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Voli ions: The In e play Be ween Goals and Beha io s. Eu opean Jou nal o
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ISSN 1335-1745 (p in ) ISSN 1338-984X (online)
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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/).