Consumer’s Perception of Retail Formats: Case of Poland

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