CUSTOMER LOYALTY - SPECIFIC FEATURES OF RETAIL ACTIVITY IN BUCHAREST

Altough the consumer behavior in the field of consumer goods industryrepresents a relatively common area of interest in nowadays scientific literature, their loyaltyis part of a research area insufficiently studied at the level of Romanian market. Authors aimto investigate throughout a quantitative marketing research issues regarding customer‘sloyalty for a well-known supermarket chain in Bucharest.The findings may have a wide range of applicability, the identified variables and highlightedfeatures could form the basis for substantiation of marketing strategies aimed for customerloyalty.Current customers in the specific urban environment of Bucharest show greatsensitivity to offer, location, daily shopping basket, etc, while there are at the same timeprerequisites for a loyal type behavior.