| dc.description.abstract |
This article attempts to analyze the shopping behaviors of customers in Tirana,
focusing on their choice of retailers among Spar, Big Market, Conad, and others. The research
explores different aspects of consumer choice like the effect of discounts, promotional
brochures, and reasons for selecting particular stores. It also looks at the income-grocery
spending and the income – household structure relationship in as it relates to shopping
patterns and spending. Additionally, it seeks information on customer willingness to pay for
various types of products including premium priced, regular priced, and bargain priced goods.
The study which was conducted by the use of questionnaire on 162 residents and shoppers in
Tirana has quite useful information on the factors that influence one's decision in grocery
shopping in the region. This study concludes that the predominant type of store from where
people prefer to do their grocery shopping is supermarkets, particularly Big Markets. The
main reasons cited for choosing these stores were the proximity to the outlets and frequent
discounts. Also, a preference was noted for low priced items rather than regular or high-
priced items. Most respondents also noted that they do spend a substantial proportion of their
income. |
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