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Identification of customers’ purchasing behaviour profiles in the context of corporate social responsibility

Kiliańska Katarzyna, Pajęcki Michał

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2022

z. 162

291--313

Purpose: The aim of the article is to identify customers' purchasing behaviour profiles on the basis of characterizing the process of making a decision to purchase a product from food industry companies’ indicators (observable variables) in the context of corporate social responsibility (CSR). Design/methodology/approach: The data for the research were collected from a survey concerning a group of 801 customers from the Świętokrzyskie Voivodeship. The resources were pre-explored and pre-processed to enable further studies. In order to obtain customers profiles, the latent class analysis (LCA) method was used. It enables identification of homogeneous groups (latent classes) of customers based on selected indicators. Findings: The impact on customers’ purchasing behaviour of 15 CSR activities undertaken by enterprises from several different groups (in relation to: environment, society, employees, contractors, and customers) was examined. Six profiles of customer purchasing behaviour were identified. They were labelled and subjected to descriptive characteristics. Research limitations/implications: The results point out the need to continue the research based on a broader countrywide data set. Practical implications: The research findings can contribute to improving the effectiveness of food industry companies in the range of CSR activities. Due to this, these companies will be able to take more effective steps to retain existing customers and acquire new ones. Social implications: Taking corporate social responsibility actions contributes to solve social and environmental problems. It can also affect the quality of life in a society. Nowadays, it is an important and developmental research area. Originality/value: The conducted study showed that latent class analysis is proper tool for analysing the qualitative data obtained in the questionnaire surveys. The work provides a vital information on the impact of corporate social responsibility activities by food industry companies on customers' purchasing behaviour.

Private labels – customer profile and changes in trade during pandemic

Slabá Marie

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2021

z. 154

291--303

Purpose: This article focuses on private labels, which play a crucial role in the retail market. This article aims to examine the market of private labels in the Czech Republic and reveal the customer profile of private labels in the Czech market. Design/methodology/approach: This article incorporates the results of the author's research devoted to various aspects of private labels and trade. The author used an online questionnaire for the research. This questionnaire was divided into several parts and prepared based on the literature search of statistics, reports, papers, and scientific studies. Findings: Large retail chains can achieve more than 30% of sales from private labels. The nature of the private label market is changing significantly. Therefore, the customer profile is changing too. The author's research revealed that the most critical segment for private labels is women, specifically single women with an income of up to 20,000 CZK, aged under 27-36, who live in medium-sized cities with up to 100,000 inhabitants. Research limitations/implications: In the current Covid-19 pandemic, the results can contribute to more effective collaboration with customers. In the future, it is intended to develop research on other aspects that affect the operation of private labels. Practical implications: It is clear from the research results that large retail chains should focus on certain specific segments, especially women with the above profile. According to research, this segment is the most crucial segment for retail chains and should focus on it. Originality/value: The article focuses on the changes during the Covid-19 pandemic. At this time, there were changes in shopping behavior, which are listed in the article.