BUILDING CONSUMER ORIENTED STRATEGY FOR A SPECIALISED REGIONAL STORE CHAIN

Anna Zhigalova

Abstract


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

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