An evaluation of the factors affecting the compertive(SIC) attractiveness of hypermarkets in Tirana: The case of Carrefour

Abstract

The present study consists in evaluating the major factors that attracts Albanian customers towards the Carrefour hypermarket in Tirana. The main factors that were analyzed on this research were the quality freshness of the products, price incentive, varieties of brand and assortments and the quality of convenience that Carrefour offers to the customers’ needs. The outcome of the investigation of this paper will contribute to literatures on importance of hypermarkets in developing economies; analyzing reasons for customer preference for hypermarkets compares to supermarkets. The practical application of this paper will become relevant, when it provides understanding motive for buying actions, hence a direction guide for the Carrefour hypermarket in Tirana, for the purpose of identifying the important factor that attract customers for shopping in the hypermarket to shop. Quantitative research method was most relevant for the study base on empirical evidence. Set of questionnaire containing 19 simplified questions in Albania language; that exploits possible reasons for patronage decision of Carrefour customer in Tirana, the capital of Albania. The questions also explore demographic features that may influence behaviors customer of Carrefour in choosing their shopping site. In this study the market is segmented into two; hypermarket and supermarket Findings suggest that price incentive is not necessarily the major factors that influence customers to change their chopping behavior towards hypermarkets. In order for the customers to increase their frequency of visiting a hypermarket, convenience are very important. In addition, customers need to get more information about the differences that exist between hypermarket and supermarkets. Limitation of the study was stated the limited number of the participants. In addition another limitation identified was the educational barrier of respondents and fear of information divulge by Carrefour hypermarket.