Abstract:

Every day, local and cultural aspects come into our lives and influence us, and this includes when we shop. The submitted study investigates which specific forms help us in making decisions in retail in connection with localisation, and how effective these forms are. On the basis of the theory of reasoned action, it seeks individual forms within the sales environment and their connection to purchase preference with the use of local aspects, connected to the specific retailer location. The model is tested using data from a representative sample of Czech customers (CAWI data collection) and analysed using a chi-squared test, Spearman’s rank correlation coefficient and Somers’ D. The results show that all the variables investigated have the ability to influence preference for a retailer through the use of local elements, with the strongest in terms of decision-making being elements related to the product and the retail environment.