Conclusion of consumer shopping habits analyses show clearly that emotions are becoming more important to customers, according to figures from the “Maxima Retail Compass”. Consumers highly values such a criteria as convenient shopping (26.1%), polite service (18%) and a pleasant atmosphere (16.1%).
However, the most important reason why people still choose to shop at certain store are assortment, (44%) and the quality of goods (32.9%). Emotional values are most important for the youngest consumers aged between 18 and 24, and least important for those aged between 55 and 63.
“In order to understand our customers and their needs, it is crucial to get acquainted with their purchasing process. By analysing the results of the survey, we have observed that satisfaction with service quality, store design, interior and price level has grown significantly. This is one of the reasons why “Maxima Latvija” is investing more in renovating existing stores - the stores have become more pleasant for both shoppers and employees. Additionally, we are investing more time and resources into the growth and development of our employees, improving the service culture in stores - in 2018, investment in our employees reached 8 million Euro,” emphasizes Head of Business Analytics at “Maxima Latvija” Zane Kaktiņa.
The “Maxima Retail Compass” is a comprehensive industry overview in which experts from the retail chain “Maxima Latvija” give their opinion on the current situation in the retail industry and its future development trends. The overview is based on “Maxima Latvija” data, in addition to enlisting the best researchers from market and public opinion research company SKDS and using data from the Central Statistical Bureau of Latvia, Eurostat, Euromonitor, OECD and other sources.
The survey was undertaken in collaboration with the market and public opinion research company SKDS in October 2018. 1,005 respondents between the ages of 18 and 74 took part.
Information to the media:
Liene Dupate-Ugule
Head of Communications, SIA "Maxima Latvija"
Tel.: 26425420
e-mail: liene.dupate@maxima.lv
www.maxima.lv