СИЛАТА НА НАГЛАСИТЕ И ТЯХНОТО ИЗМЕРВАНЕ С МУЛТИ-АТРИБУТИВНИ МОДЕЛИ (КАЗУС НА СУПЕРМАРКЕТИТЕ)
THE POWER OF ATTITUDES AND THEIR MEASUREMENT WITH MULTI-ATTRIBUTE MODELS (CASE STUDY FOR SUPERMARKETS)

Summary/Abstract: The main purpose of this paper is to present the theoretical knowledge about attitudes and their measurements and to apply that knowledge to the practical experience of buying in different supermarkets. Attitudes, as psychological factors that influence consumer buying process, are very important but not decisive for consumer buying. In other words, consumer might have a positive attitude about the product or service, but he/she has no intention to buy it. Consumer buying decision depends on many other factors, apart from the psychological ones. Those other factors are economic (income, family size, price, demand, inflation, economic situation), social (external social pressure, word-of-mouth, opinions of friends, relatives, colleagues, social class, reference groups, culture), demographic factors, marketing activities (product, price, promotion, distribution and availability) and others. However, positive attitudes lead to positive consumer behaviour. This paper uses several multi-attribute models (Fishbein model, Theory of reasoned action, Theory of planned behaviour, Ideal-point model of preferences) to research the process of buying of Macedonian consumers in different supermarkets (Vero, Ramstore, Tinex and Zito). The results of the research will confirm that positive attitudes towards the supermarkets (in terms of quality, variety, availability, security, convenience and promotion) does not mean that consumers will realize their procurements in them. The paper confirms that positive attitudes are different from customer intention to buy.

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