The Effects of a Shop's Functional Features on Children's Store Preferences

• Authors: Jelena Filipović , Aleksandar Djordjević
• Languages of publication: EN

Abstracts

EN

The aim of this study is to examine how main store dimensions affect children's store preferences in Serbia. Four functional features of these marketplaces were investigated: price of merchandising in the store, the store's arrangement, the sales personnel's attitude towards children and the store's location. Findings suggest that different age cohorts of children react differently to each store's features. With only a few studies available that examine how the functional features of a store can affect children's store preferences in the most developed countries almost nothing is known about this topic in a country in transition such as Serbia. This paper should provide the basis for some future research in this field in the Serbian market and similar markets. Also, the managerial implications for retailers that are interested in the marketing positioning of their stores in the children's market are discussed.

Keywords

EN

Serbian children market; store's features; store's preferences; favourite kids' shops

• Publisher: Sciendo
• Journal: South East European Journal of Economics and Business
• Year: 2010
• Volume: 5
• Issue: 2
• Pages: 107-113

Dates

published

2010-11-01

online

2011-06-03

Contributors

author

Jelena Filipović

• Faculty of Economics in Belgrade, Serbia

author

Aleksandar Djordjević

• Faculty of Economics in Belgrade, Serbia

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Identifiers

DOI

10.2478/v10033-010-0020-5