The average amount spent by Serbia’s large purchases of consumer goods has remained approximately the same as last year – 42 euros reports GFK. Cash is paid at 85% of cases, but there is a noticeable growth of the use of checks and bank cards. The first choice for the supply of consumer goods in Serbia are minimarkets (small shops / less than 4 Cash) with a share of 32%. In second place with 30% of supermarkets. Follow traditional stores with 16% of the servers (with a 10% decline from the previous year). Chains “cash & carry” are represented with 9% and hypermarkets, with only 7%. Serbians main reason for choosing a particular store’s proximity to housing / job. However, 50% of consumers pointed out that prices are an important criterion for the selection of stores. As an important element of choice followed by store wide product range, promotional activities and the length of working time. To purchase the mini is an important sales staff friendliness and speed of payment at checkout. Almost 99% of respondents said not to buy “online”. According to the results of consumer research in Serbia can be divided into three main segments. The first and most (35%) segments are predominantly impulsive buyers who never compiled a list of products before purchase and prefer to buy new products. Affect them with television advertisements but do not pay much attention to advertising, point of sale. These groups do not compare prices by types of stores / chains but it is important to them is the width range of products offered and the friendly and helpful staff. They are mainly purchased in supermarkets and mini market, shopping go more often than other segments of customers and generally do not pay attention to promotions and discounts. Mostly these are younger people.
Other Serbian consumers make smaller groups. Among them are those who have preferred types of stores where to buy regardless of price. Give priority to close the shop and friendliness of people and less important width range.
The third important group consists of Serbian consumers who are very price sensitive, are not important to them certain brand, or choose already proven brands. His plan to purchase another home and go to the store product list. Rarely impulsive buying, but pay attention to the promotion. This segment is very close to the so-called “smart buyers”.
Source; GfK
