Formation of Consumer Preferences in the Process of Choosing the Regular Purchases Place

Nowadays e-com is gaining more and more popularity since consumers can make a purchase just with a few clicks. Trying to save valuable time people order clothes, household appliances and food being at work or at home. This context threatens traditional stores, which have to come up with new approaches to retain customers. That is why such questions as what factors play a key role for the consumer when choosing the place of purchase and what the traditional stores can offer to the buyer are more relevant today than ever. The study focuses on grocery chains. The empirical part of the study included a questionnaire based on the SERVQUAL model. The survey was taken by 184 respondents. After analyzing the data, the measuring model was changed, part of the hypotheses were confirmed, the structural model allowed to bring up new conclusions. In the end of the research practical recommendations for grocery chains in Moscow are given.