MARKETING STUDY REGARDING THE CONSUMPTION BEHAVIORTOWARDS KAUFLAND HYPERMARKETS

The main objectives associated to this research study focus on establishing the consumption behavior of young consumers towards the products and associated services sold by Kaufland hypermarkets, in terms of: motivation to choose the products from Kaufland hypermarkets, average time spent doing shopping, average amount spent on shopping, shopping habbits of the customers. The present study is based on primary data gathered from the young clients of Kaufland hypermarkets. The data is analysed using the SPSS Informatics program, based on statistical functions (descriptive statistics, factor analysis, T test). This marketing study was made during the 1st May 2012 – 1st June 2012, using the questionnaire to gather the data, which was filled in, by a sample of 85 persons.