GfK: Vicinity, Prices Are Romanians’ Main Store Choice Criteria

05.10.2011 By Ioana Tudor

Most Romanians choose the stores where they spend the largest amount of money considering the stores’ location, whether they are close to or far from their home or workplace, as well as prices, according to a survey conducted by GfK.

Most of those whose main shopping criterion is the distance between stores and their home or workplace are aged between 45 and 55, received higher education or live in capital Bucharest.

About 46% of respondents said prices represent a key criterion in choosing a store. Most of those who consider price decisive in making a choice are women and people on low income.

Over 40% of Romanians shop in hypermarkets, as food and non-food item offers are numerous. The quality of products represents a store choice criterion for only 16% of respondents.

To Romanians aged between 25 and 35 and to those living in Bucharest, products' quality and freshness are of little importance.

About 6% of respondents said the habit of going to a particular store, the manner of store staff and quick purchase opportunity are the criteria which determine their store choice.

The Shopping Monitor survey was conducted in November 2010 and includes 737 respondents aged over 15.

GfK Romania, founded in 1992, is part of the GfK group, one of the world's biggest market research organizations.