Marián Čvirik

The atmosphere of a brick-and-mortar store is gaining importance in the current digitalization and dynamic changes in consumer behaviour, with an emphasis on the young adult segment within retail research and practice. The theoretical basis brought the proposal of a model of store atmosphere containing sensory aspects, sales environment, and social environment. The key determinants of the perception of store atmosphere were identified as sex, region, household income, and frequency of use of loyalty programs. The model achieved a high level of validity and reliability. The primary research focused on young adults and identified key points of orientation of management practice in retail for generating a more favourable store atmosphere. We also identified and specified the effects of the studied determinants. It can be expected that women and low-income households will perceive the store atmosphere as a more important aspect of the shopping experience. Loyalty program users are prone to perceive sensory aspects of the store atmosphere. The results thus complement the retail-oriented knowledge base with the possibility of direct application and intervention in managerial and business practice.

The creation of business models reflects the transformation that retail is undergoing. The aim of the paper is to fill the gap in scientific discourse and practice with an orientation to the current state of business model creation in grocery retail based on a managerial perspective using a comprehensive approach to the perception of the micro- and macroenvironment. The results reflect the statements of 251 managerial retail grocery units in the capital of Slovakia. Using exploratory factor analysis, new elements of business models were identified, with the key ones being the retail ecosystem, strategic marketing, the economic and political situation, and cost orientation. The dimensions are interconnected and create a complex retail grocery business model. It can be stated that the method of applying these dimensions of business model creation is conditioned by the size of retail and the implementation of loyalty programmes. From an academic perspective, a shift in the theoretical basis of strategic management and business model innovation can be noted in terms of identifying the interrelatedness between business model components that not only capture the internal and external microenvironment but also reflect the dynamic macroenvironment. From a managerial practice perspective, the research creates a basis for supporting decision-making by top and middle management in the transformation of the retail business model.

Consumer ethnocentrism has become an increasingly important research topic in the era of digitalisation, which has accelerated globalisation, enhanced cultural openness, improved product traceability, and potentially reduced ethnocentric purchasing behaviour while reshaping its underlying determinants. This study aims to advance the understanding of consumer ethnocentrism, which, within an increasingly multicultural global society, represents an important area of research across marketing, business, sociology, psychology, and other social science disciplines. Specifically, the study investigates consumer ethnocentrism using the Consumer Ethnocentric Tendencies Scale (CETSCALE) and examines the effects of gender, generational cohort, and place of residence through ordinal logistic regression. Unlike conventional comparative approaches, ordinal logistic regression enables the estimation of response probabilities, thereby providing deeper insights into the relationships between socio-demographic characteristics and consumer ethnocentrism. In addition, the analysis is conducted at the level of individual CETSCALE statements rather than relying solely on aggregated scores, allowing for a more nuanced interpretation of respondents' attitudes. The empirical study is based on primary data collected from 491 respondents using a quota sampling design. The findings indicate that generational cohort and place of residence significantly influence selected dimensions of consumer ethnocentrism, whereas no statistically significant effect of gender was identified. Furthermore, several CETSCALE statements were evaluated almost identically across respondent groups, highlighting the importance of statement-level analysis. The findings have practical implications for marketing management, sociology, and consumer psychology. Keywords: consumer ethnocentrism, CETSCALE, ordinal logistic regression, factors of consumer ethnocentrism, globalization and digitalization barrier.

Background: Modern retail business models are based on the essence of generating customer value. The business model thus plays the role of an intermediary between companies and customers, effectively harmonising the degree of correspondence between what the company creates and offers and what the customer appreciates. Purpose: The aim of the presented article is to examine the potential determinants of the value bearer in business models from the perspective of young adults. Study design/methodology/approach: The paper is supported by a primary survey (n=504), which was conducted in the first half of 2025. The data were processed with an emphasis on exploration, primarily using frequency analysis, contingency tables, the x² test and its effect size, and Multiple Correspondence Analysis. Findings/conclusions: The results are focused on examining two retail chains. The results emphasise price as a purchase motivator and highlight how individual elements of customer value are interdependent. Additionally, they show that, from a market perspective, consumers perceive retailers differently based on their strategic positioning. Limitations/future research: It is worth noting that the study focuses on only one segment. However, in the future, it would be appropriate to expand the research to other segments. This study is limited to two retail chains, leaving opportunities for future research to investigate a wider range.

Background: Understanding consumer levels of ethnocentrism, patriotism, and worldmindedness is crucial for marketers, as these factors influence consumer preferences, purchasing decisions, brand loyalty, and ultimately the domestic economy. Objectives: This paper aims to examine patriotic and ethnocentric tendencies, assess worldmindedness, and explore the interrelations among these constructs within Generation Z in Slovakia. Methods/Approach: Primary data were collected via a structured questionnaire among 301 Slovak Generation Z respondents. Data analysis included descriptive statistics, Pearson’s correlation with confidence intervals, and network analysis of 50 items across three validated instruments (CETSCALE, pseudopatriotism scale, and the Worldmindedness Scale). Reliability was assessed using McDonald’s ω, Cronbach’s α, and item-rest correlation. Results: The findings reveal low levels of ethnocentrism and patriotism, but relatively high worldmindedness within the cohort. Conclusions: These results suggest a growing openness of Generation Z to global values and foreign products, posing a challenge for domestic producers but creating potential for foreign exporters. As this cohort becomes a key economic force, businesses and policymakers must adapt to their global outlook when designing marketing and economic strategies.

This paper deals with the issue of colours and their perception based on cognitive and affective components of attitudes. The aim of the article is (1) to investigate the popularity of the colours of generation Z in Slovakia; (2) to investigate the direction (positivity or negativity) of emotions that are associated with colours; and (3) to verify possible connections between the degree of popularity and the direction of emotions of colours in the studied cohort. The paper is based on primary empirical research based on a representative sample of the Generation Z cohort. Colours were defined based on hex code and RGB. We process the results using the tools of descriptive statistics, cluster analysis, and correspondence analysis. The results indicate that black is currently the most popular colour. However, understanding the symbolism of colours is key. The results can be implemented not only within psychology but also in other humanities.

This study explores consumer ethnocentrism and country-of-origin (COO) effects among Filipino Generation Z consumers across five product categories: automobiles, clothing, dairy products, electronics, and cosmetics. Using the Consumer Ethnocentric Tendencies Scale (CETSCALE) and recall-based COO assessment, the study finds moderately strong ethnocentric tendencies, particularly for automobiles and clothing, where domestic economic contributions are emphasized. Conversely, COO effects are less significant in electronics and cosmetics, where quality, innovation, and brand reputation dominate. Statistical analyses reveal a significant contingency between high ethnocentrism and preference for local products in cars and clothing, while no such relationship exists in other categories. The findings suggest marketers in the automotive and apparel sectors should emphasize local origin, while other industries should focus on quality and global trends. This research highlights the importance of tailoring marketing strategies to align with Filipino Gen Z's values, offering actionable insights for businesses.