Synergizing Sustainability and Financial Prosperity: Unraveling the Structure of Business Profit Growth through Consumer-Centric Strategies—The Cases of Kosovo and Albania

Enkeleda Lulaj (), Blerta Dragusha, Eglantina Hysa and Marian Catalin Voica ()
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Enkeleda Lulaj: Faculty of Business, University Haxhi Zeka, 30000 Peja, Kosovo
Blerta Dragusha: Faculty of Economy, University of Shkodra, Jeronim De Rada, Sheshi “Dugajt e Reja”, 4001 Shkoder, Albania
Marian Catalin Voica: Department of Cybernetics, Economic Informatics, Finance and Accounting, Petroleum-Gas University of Ploiesti, 100680 Ploiesti, Romania

IJFS, 2024, vol. 12, issue 2, 1-18

Abstract: This research investigates the synergistic relationship between sustainability and financial prosperity in businesses, specifically focusing on the impact of consumers on profit growth in Kosovo and Albania. The study aims to understand consumers’ perceptions of their purchases, the factors influencing their choice of businesses, and the types of businesses that effectively support consumers in these countries. Data were collected through a survey completed by 200 consumers and 200 businesses. The analysis, utilizing multivariate analysis of variance, descriptive analysis, and reliability analysis with SPSS, reveals that consumers significantly influence the sustainability of business profit growth. Moving forward, it is recommended that businesses prioritize offering reasonable prices, quality products/services, easy access to products/services, clear information about products/services, and convenient locations. The research has profound implications for businesses, consumers, and countries and suggests the need for further exploration of the impact of consumers on profit growth in diverse contexts.

Keywords: financial prosperity; sustainability; profit growth; consumers; Kosovo; Albania (search for similar items in EconPapers)
JEL-codes: F2 F3 F41 F42 G1 G2 G3 (search for similar items in EconPapers)
Date: 2024
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