CREATING OF DYNAMIC STORE CHOICE MODEL

The store choice process is the function of a set of consumer characteristics and store attributes. There is a wide range of attributes which are important to consumers when deciding where to shop. Those attributes interact between each other and with the store choice process as well. In order to make the process more understandable, various store choice models were developed. The main purpose of this paper is to identify the attributes of store choice which are the most important for the Croatian consumers. Also, the author tries to discover the manner and intensity by which specific attributes affect the process of decision making and to develop the model which consists of those attributes. Croatian retailers can use this model to create strategy which will help them to attract consumers better than their competitors and to obtain competitive advantage on the market.