A EVALUATION OF CONSUMER’S PREFERENCES IN THE CLUJ-NAPOCA RETAIL MARKET BASED ON A MULTINOMIAL LOGIT MODEL

A long period of time investors were interested in the Bucharest market, but the need for investment in the rest of the country, coupled with the high potential markets present there, resulted in increasingly more investors interested in Romania, switching to provincial cities. The application presented in this paper involves clients of several types of retail stores present in the commercial area of Cluj-Napoca. The results obtained in the study, through the multinomial logit model, show different aspects of the client’s behaviour from the Romanian retail market.