Shoppers in the capital and the countryside – generational and gender investigation of consumer behavior and shopping location choice

Abstract

Investigating consumer behavior focused on lots of different topics and target groups since consumer behavior research exist. The aim of this study is to investigate if there is difference between those shoppers who live in Budapest and the others.

The approach of the problem starts with a short overview of the relevant literature. Then, the results of empirical researches are presented. One of the empirical researches is a face-to-face survey with 2001 respondents, which took place in Hungary, during the spring of 2018. The other method is an online survey with the participation of 4342 respondents. The focus of the research is the comparison of shoppers from Budapest and from the countryside, and to see the differences of gender and generations.

According to the results people from Budapest are more positive to shopping than people from other regions of Hungary. There are also differences in case of gender and generations. Young respondents and males like more types of shopping venues. Another result is that new types of shoppers appeared.