Consumer’s Perception of Retail Formats: Case of Poland

摘要: Purpose: Purpose of this paper is to compare perceived characteristics different physical and virtual retail formats by consumers in Poland. There proposed that channel are not only substituting themselves but also there complementary each other. Analysis changes over time important goal the authors. Design/methodology/approach: Paper uses mainly quantitative approach. Main data source CAWI questionnaire administered nationwide 2012. Supplementary coming from study made 2009. Representative population Internet users Poland samples 1100 persons both cases were obtained. results focus groups (FGIs) performed 2012 2009 presented. Quantitative (from multidimensional scaling - MDS) projective FGIs) perception maps Findings: For points MDS revealed similarity differences patterns. Two dimensional solutions fitting very well allow describe compared following dimensions: 1) level personal interactions with salesperson particular format, 2) total cost for consumer. Virtual forming distinct group – signalizing feeling depersonalization contact customer. Standard forms internet sales (online stores auctions) similarly as still having high customer, despite lower price suggest delivery time, necessity return or sent repair, drawbacks such purchasing. Over visible substantial change discount they become accessible even small towns, because frequent location within/close residential areas, traditional local stores. Originality/value: presents wide range comparisons up 15 two periods. Authors establishing method further studies.