NVESTIGATING CONSUMER BEHAVIOUR IN SUPERMARKETS – CASE OF KOSOVA

Abstract

Understanding consumer behaviour is a dynamic field, critically important to the success of companies. It is especially important in the
situation of intense competition, currently characteristic for the Kosova supermarket industry, where companies fight for every individual
customer. The measurement of customer satisfaction provides important information for the companies and serves as a warning signal
about future business developments. The best way for the companies to find out what their customers think about them is to conduct a
customer satisfaction survey. Therefore, in this paper I have researched on the behaviour of the Kosovar consumers in order to identify
and better understand how various factors influence the customer buying behaviour and satisfaction. The objective of the research is to
identify possibilities for the increase in customer satisfaction and retention by different companies (such as supermarkets). The statistical
analysis of the empirical data has helped me to identify and recognize several tendencies in consumer preferences. At the end of the
paper I have presented some recommendations for the supermarkets on how to improve their attractiveness to the customers.