Abstract:

Consumer behaviour can be described as a way how the final consumer buys the product for his final consumption. The consumer is influenced by various factors (marketing, economic, technological, social or political). For each retailer it is necessary to know as much information about his consumers as possible to be able to ensure the increasing revenues and also to have loyal consumers. The main aim of this article is to discover factors influencing the consumer behaviour. From the survey it is clear that product quality, product composition in combination with product price belong to the most important factors while factors like refreshments possibility, additional consumers’ services or retail promotion are the less significant ones.