Retail and shopping behavior in small towns in Slovakia (example study of Zlaté Moravce town)
Retail and shopping behavior in small towns in Slovakia (example study of Zlaté Moravce town)

Author(s): Miroslava Trembošová, Alena Dubcova, Natália Horná
Subject(s): Business Economy / Management, Behaviorism, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: retail network in the town of Zlaté Moravce; shopping behavior; consumer typology;
Summary/Abstract: In the past 15 years we have been involved in the rapid development of retail in Slovakia. Its globalization trends, materialized in shopping malls, often built on a ‚green field‘ along major communication lines, have had a significant impact on commercial suburbanization. The „pulling“ of large-scale retail centers on the outskirts of the city significantly affects the state and further development in the central part of the city, with frequent consequences (deadening) of traditional retail zones, many times leading to their disappearance. The new shopping zones change the mode of the time fund and the adopted daily cycles of shopping life for both urban and rural populations and promote consumerism. A number of elements adapt to this phenomenon, e.g. transport networks and parking facilities, opening hours of shops, monitoring the convenience of purchases through prices in leaflets between the traditional and new zone, synergy of non-commercial services, spending leisure time. Nowadays we are witnessing the penetration of foreign retail companies into the medium-sized to small towns of Slovakia and its changes in concentration, integration and internationalization. The aim of the paper is a brief description of the retail network in the typically small Slovak town of Zlaté Moravce. The next section presents the results of a survey of consumer buying behavior and evaluation of its conclusions.

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