POSITIONING IN THE RETAIL MARKET OF GROCERY AND CONSUMER GOODS (CASE STUDY: ROMANIAN MARKET)
POSITIONING IN THE RETAIL MARKET OF GROCERY AND CONSUMER GOODS (CASE STUDY: ROMANIAN MARKET)

Summary/Abstract: The work is devoted to the development of practically oriented perception maps for positioning of retail networks in the set of attributes: price, recognizability, trust, convenience, quality, which allowed us to reasonably determine positioning by selected segments on the basis of objective marketing information. To do this, on the example of the Romanian market as a developing country, the authors conducted a market study of short-term demand, consumer behavior and motivation in the retail market of groceries and consumer goods by surveying 317 respondents to determine the frequency of store visits, priorities networks, motives, consumer risks and consumer loyalty. Also, authors conducted another market study of perception of retail chains by surveying 117 respondents to determine consumers attitude to existed retail chains. According to the results of the study, recommendations for positioning new networks in this market are provided. The results of the study can be used to develop strategies for positioning of retail chains in the consumer goods market while entering new markets in developing countries.

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