Factors Influencing Store Selection for Supply with Fast-Moving Consumer Goods

Albana Berisha Qehaja and Justina Shiroka Pula
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Albana Berisha Qehaja: University of Prishtina ‘Hasan Prishtina,’ Kosovo
Justina Shiroka Pula: University of Prishtina ‘Hasan Prishtina,’ Kosovo

Management, 2015, vol. 10, issue 4, 315-333

Abstract: The main purpose of this paper is to contribute to the discussion on factors that influence store selection for supply with fast-moving consumer goods. We have surveyed 90 households in the Republic of Kosovo. We have decided to undertake this research seeing in one hand ‘competitive struggle’ which is being developed among the largest retail chains of fast-moving consumer goods, and, on the other hand, the created ‘situation’ for traditional stores as a result of the expansion of these retailers. This study also aims to highlight factors that consumers consider in order to improve the performance of these businesses. We have proposed that the opening of hypermarkets in Kosovo has affected negatively on traditional stores’ turnover. We have also proposed that the most influential factors in customers in the selection of stores where they will be supplied with fast-moving consumer goods are the rich store offering, good customer service and good staff behaviour. We have also proposed that the factors affecting the selection of hypermarket/store for supplying are closely related to the factors that affect customer dissatisfaction that leads to the change of hypermarket/ store. The results of this empirical study are consistent with the hypothesis set out in the paper.

Keywords: traditional store; hypermarket; FMCG retail chain; situational factors; customer behaviour; purchasing decision; Kosovo (search for similar items in EconPapers)
Date: 2015
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