Regional Formation and Development Studies

The research was made to identify how the retail strategy of a specialized regional chain should be reshaped in order to meet consumer requirements and satisfy their needs, compete against different store formats and maximize business efficiency. The analysis was made to identify alcoholic beverages consumption and buying habits, reasons and choice criteria of stores, perception, image and expectations of a specialized alcohol store. Also several business development ideas were tested, such as change of the assortment and evaluation of new concept of a retail chain. Sampled respondents were from 18 to 60 years old, who have bought alcoholic beverages last three months. Survey revealed that that consumer’s choice criteria of a retailer format differs considering different buying occasions and several dominant ‘must-haves’ were identified for a specialized retail store, such as location, assortment, price level of a best sellers and image of a store.

The purpose of the article is to identify the key factors influencing socially responsible consumption and the reasons why consumers do not choose products of socially responsible companies. The article highlights two dimensions of socially responsible consumption: environmental dimension (avoidance to buy products that have a negative impact on the environment) and public dimension (avoidance to buy product of companies who have a negative impact on the welfare of the public). Consumer decisions when purchasing goods are more selfish than justified in the public interest. This is why socially responsible consumption is motivated when users see the benefits for themselves. Users almost always give priority to products with better functional features.An analysis of the literature proves that corporate social responsibility (CSR) is not the dominant criteria in making purchase decisions of consumers. CSR is less important than the other purchase criteria such as price, quality, reliability, customer service, product warranty period, etc. The main reasons, which restrict socially responsible consumption are misconception of consumers, the perception that they have not much power to solve global problems, as well as lack of income, education and information about socially responsible consumption.

The article is devoted to marketing decision making by different generations. Author have analysed generations, its different formulationsin the world and Latvia. Author described generations of Latvian consumers, analysing statistical data and research results ofadvertising agency DDB Latvia and Gfk. The Development of Generations has significantly influenced the consumption, consumerbehavior, buying process. Very special role in the article is devoted to the generations what will help companies and individuals towork more efficiency in distribution of goods and services in the market. Relevant information about the consumer obtained in atimely manner enables an enterprise to plan their work on the market more successfully.