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  5. Volume 8, Issue 3 (2012)
  6. Building Consumer Oriented Strategy for ...

Regional Formation and Development Studies

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Building Consumer Oriented Strategy for a Specialised Regional Store Chain
Volume 8, Issue 3 (2012), pp. 275–286
Anna Zhigalova  

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https://doi.org/10.15181/rfds.v7i2.2383
Pub. online: 4 August 2022      Type: Article      Open accessOpen Access

Published
4 August 2022

Abstract

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.

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Keywords
consumer behavior retail strategy

JEL CODES
L66 M31 C81

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