FACTOR INFLUENCING DECISION MAKING OF CUSTOMERS: THE CASE STUDY OF PLENTY FROM RETAIL INDUSTRY IN ALBANIA

Abstract

With an emphasis on the Plenty instance, this paper explores the complex variables influencing customer decision-making processes in Albania's retail industry. Because of the quick changes and continuous growth of the Albanian retail sector, it is critical for corporate growth and strategic planning to understand the major factors impacting customer behavior. This research attempts to analyze a variety of elements that influence customer decisions, from socio-cultural backgrounds and influences to marketing strategies, product quality, brand perception, and service standards. It does this by utilizing a combination of qualitative and quantitative research approaches. The study attempts to elucidate the complex preferences, motives, and behaviors displayed by Albanian consumers within the chosen market sector, with a focus on the retail landscape, by employing data collected from the sales of Plenty, interviews, and observational studies. Through a thorough analysis of these complex variables, the study aims to offer significant insights into the complex web of consumer choice, illuminating the fundamental forces and motivators influencing preferences and buying behaviors in Albania's retail setting. The study's conclusions have important ramifications for better understanding consumer movements and behaviors in the Albanian market. They provide useful information that can guide strategic decision-making and raise customer satisfaction levels. Additionally, by helping retailers better customize their products and services to the changing demands and preferences of Albanian customers, the research's insights may increase the competitiveness of the country's retail network. In the end, this study is an important step toward promoting a better comprehension of consumer dynamics and producing favorable results in the field of retail business in Albania. Keywords are used: consumer behavior, decision, retail, Albania, the abundance, and phenomenological study, factor, marketing, and customer involvement.