Real - meets the romanian shopper

MEETS THE

ROMANIAN SHOPPER

- Observation TIMISOARA -

Produced by

MEDNET Marketing Research Center

METHODOLOGY DESCRIPTION

METHODOLOGY DESCRIPTION

The study was made by MEDNET Marketing Research Center between 25 of May - 28 June 2007.

Research purpose: Identifying different typologies of Real's customers inside the store - Timisoara.

The subjects of this survey are clients of Real hypermarket, Timisoara.

Research design:

This type of study was conducted based on the prior quantitative Satisfaction Research that took place in 2007 inside Real Timisoara.

This qualitative investigation was elaborated in numerous stages:

stage 1: Documentation;

stage 2: Meetings with the top managers of Real - Hypermarket Romania in order to identify the most important issues;

stage 3: Analyzing the data obtained in the qualitative Satisfaction Research;

stage 4: establishing different typologies of customers;

stage 5: contacting Real's customers and getting their approval regarding the research

stage 6: filming different typologies of Real's customers while shopping;

stage 7: elaborating an interview guideline for each subject in order to clarify and identify particular shopping behaviors;

stage 8: interviewing the subject.

        After a thorough analysis of the quantitative study, we were able to identify four different profiles of Real's customers:

Pleased of Real / Displeased of others:

        The volume of the scheduled survey sample: included 20 customers from Real Timisoara.

        The volume of the achieved survey sample: contains also 20 persons from Real Timisoara. These subjects were divided according to the percentages that resulted after the quantitative study, as follows:

Pleased of Real / Displeased of others: 6 subjects;

Displeased of Real / Pleased of others: 3 subjects;

Pleased of every store: 6 subjects;

Loyal customer: 5 subjects.

Pleased of Real / Displeased of others:

This subject must be overall more pleased of Real than all the other stores mentioned in the satisfaction study, namely : METRO, SELGROS, BILLA, KAUFLAND, ETTI, PROFI, NOVA TIM (this aspect was established using a scale from 1 to 5, where 1 means very displeased and 5 very pleased)

E.g.:

Real Score > Score (METRO, SELGROS, BILLA, KAUFLAND, ETTI, PROFI, NOVA TIM)

Displeased of Real / Pleased of others :

This subject must be overall more pleased of all the other stores mentioned in the satisfaction study than Real, namely: METRO, SELGROS, BILLA, KAUFLAND, ETTI, PROFI, NOVA TIM than Real (this aspect was established using a scale from 1 to 5, where 1 means very displeased and 5 very pleased)

E.g.:

Nota Real < Nota (METRO, SELGROS, BILLA, KAUFLAND, ETTI, PROFI, NOVA TIM)

Pleased of every store :

This subject are overall equally pleased about Real and other stores mentioned in the satisfaction study, namely: METRO, SELGROS, BILLA, KAUFLAND, ETTI, PROFI, NOVA TIM (this aspect was established using a scale from 1 to 5, where 1 means very displeased and 5 very pleased)

E.g.:

Real Score = Score (METRO, SELGROS, BILLA, KAUFLAND, ETTI, PROFI, NOVA TIM)

Loyal customer :

This subject went for the past two months only to Real hypermarket, therefore didn't visit any of the: METRO, SELGROS, BILLA, KAUFLAND, ETTI, PROFI, NOVA TIM (this aspect was established using a scale from 1 to 5, where 1 means very displeased and 5 very pleased)

E.g.:

Score (METRO, SELGROS, BILLA, KAUFLAND, ETTI, PROFI, NOVA TIM) - not the case

2. SHOPPER PROFILE

2.1. GENERAL CHARACTERISTICS

In Timisoara we encounter well informed consumers, very exigent and caution regarding the quality and variety of products and provided services as well as the professionalism of the staff working inside a hypermarket.

        Attitude towards shopping

Regarding the attitude towards shopping there are three major directions:

        In general, residents from Timisoara love to go shopping because:

it relaxes them,

I'm able to see what's new on the market;

        Shopping is a necessity and therefore it is performed because it's "required";

        Still, there are some who do not enjoy going shopping because:

They don't like crowdedness,

They get bored,

They don't fell comfortable in large and closed spaces.

        The modern shopper

        One is able to see that, in Timisoara, a new type of consumer has developed, namely the modern type. This profile purchases most of its necessary goods from the hypermarket (including bread, fruits and vegetables, in general perishable food products) and goes shopping on a weekly basis or even seldom.

        Also, in Timisoara people are well informed, very carefully to the dynamics of the market, therefore for this particular reason love to wander inside Real hypermarket in order to see what's new on the market.

        Being very exigent consumers, when buying food products from Real hypermarket, they give a great importance to the following aspects: packaging, product's aspect, term of warranty, ingredients, price, fat, taste and last but not least the brand name (producer's brand name).

        It can be noticed the tendency of purchasing fruits and vegetables from the hypermarket. This new shopping behavior is accountable because of:

The existence of a large variety of products;

Product's freshness;

The possibility of buying everything from one place and leaving behind the trouble of passing to various merchants at the open market;

Able to choose by themselves the products desired, this way being reassured of the fact that all the fruits and vegetables they buy are not rotten;

They have certain preferences towards Real's products, such as: Golden apples, bananas, tomatoes etc.

        Partisans of shopping on the run, people here are quite bothered by the fact that they have to wait until the specialized staff weights their fruits and vegetables, therefore, they much rather prefer to weight themselves the goods or see that the store hires more personnel at this department.

Also, the are not particularly fond of the idea of paying for the cooked meal separately, thus having to wait in line twice in the same store.

        Being modern shoppers, they've kind of given up the habit of cooking traditional meals and now they like the idea of buying cooked food from Real, after a thorough look at the offer.

        Some customs are still present

        Despite all the modern forms of retail, some shopping habits are relatively well established. Thus, some of them are still keen on shopping every day (for perishable food products, like: dairy products, bread, salami and sausages). Also, they tend to purchase products in small quantities and for some, the open market still remains the favorite place for buying fruits and vegetables.

        A calculated shopping behavior

        Prospecting the market. As a rule, inhabitants of Timisoara, do a little bit of market research in order to see what's new and compare prices.

        Shopping using a "list". Among residents of Timisoara, there are some people that prefer to go shopping "with a list" because this way they know exactly what to buy and where to buy it from. They do not like to wander around, going from one department to another, but go straight to what is written on the list.

        Establishing a shopping budget. Residents of Timisoara, that benefit from a low income, tend to establish a shopping budget and try to not surpass it.

        Reference to the brand name of the product

        Residents of Timisoara prefer to buy famous brand name products, especially when it comes food products.

        In this context, these have favorite brand names for all kinds of food products, but also for non-food products (body care products, hygiene products etc.).

        Reference to product's price

        Some people in this town and mostly those with low income, regard price as being the main factor in the decision making process. Thus, when having to choose between two products that have the same utility, they prefer choosing the least expensive one, especially if they already tried it.

        Special events organized inside the hypermarket

        There are two tendencies that can be noticed went talking about special events that take place inside the hypermarket:

There are some residents who agree with them (product sampling, promoters that offer all kind of information, free samples) and even consider them useful, because the consumer is able to taste the product and make up its mind about it, find out all sorts of useful information about a certain product from a specialized staff.

Don't agree with the products sampling stands because they get the impression that people stay there in order to "get full" or simply do not like to be disturbed buy promoters - that is why they try to avoid them.

        Reference to special offers

        We are dealing with people that are keen on the market dynamics, that get informed. Thus, all types of consumers have the habit of looking over promotional materials (Real catalogs received at home), especially for informative reasons. They are very keen on promotional offers, prices, what's new on the market.

        As a general rule, residents of this town are great consumers of promotional offers, some of them simply being guided by curiosity and not precisely by the intention of acquiring the good.

        Also, some people are what we call "special offer hunter" that follow, for a longer period of time, the price of specific products in order to buy these while are on sale.

        Timisoara residents desire more special offers at sport articles, clothes, household appliances and electronics.

        Some offers are quite appealing, due to the low price and therefore the temptation of doing some unexpected shopping appears.

        The attractiveness of special offers is appreciated differentially. In this context, the promotional offers in reference to non-food products (specially in reference to clothing articles) are much more tempting than at food products.

        Self-service vs. assisted shopping

        Inhabitants of Timisoara buy food products (cheese, salami and sausages, meat, olives, cooked meals etc.) assisted by a specialized sales person or by self-service. The reasons are various: for instance at department stores where one is assisted by a specialized sales persons they've received information and advices about particular products and they were even able to taste the food. Those that mentioned self-service underlined the fact that some products taste better than those at the counter or they weren't able to find what they were looking for.

        Acquiring products from the cash registers

        Most inhabitants of Timisoara are used to buying products from the cash register. In general, these are small both in volume and value. Among the products bought from the cash registers are: chewing gum, chocolate bars, coconut bars, caramel, cigarettes, refreshments, tissues, condoms.

        Coupon PRO

        Few of our analyzed subjects actually hired of "Cupon Pro" and none of them used it.

HYPERMARKETUL REAL. PERCEPTION ATTRIBUTE

POSITIVE ASPECTS

        The main positive aspects regarding Real hypermarket mentioned by the analyzed subjects referred to:

        Small prices,

        The fact that all products can be encountered under the same roof,

        Free means of transportation,

        Well organized, easy to find products,

        whereabouts,

        large variety of products,

        self-service,

        a lot of cash registers,

        different methods of payment (cash, card and meal tickets),

        kind and well trained personnel,

        large space between the shelves, that offers one great liberty in movement,

        selling cooked meals,

        occidental aspect,

        products layout,

        commercial galleries,

        ways of spending free time (bars, terrace etc.),

        is large,

        is civilized and clean,

        offers free bags for shopping,

        prolonged opening hours.

NEGATIVE ASPECTS

        The negative aspects mentioned by the residents of Timisoara regarding Real hypermarket referred to:

        The crowdedness inside the store,

        The lack of personnel - it is thought that there isn't enough personnel at every department of the store. Also, because of the fact that they had to wait at certain departments, they didn't comeback do their shopping there.

        The same type of products should be placed in the same area,

        The price of the product isn't exactly placed where the product is,

        The manner in which fruits and vegetables are weighted by the specialized personnel, because one has to wait a very long time due to endless lines,

        Few fishing articles,

        Endless lines at the cash registers,

        Store's sections,

        The lack of promptitude in reference to the staff working in Real,

        The special offers department is unusefull because the promotions are also encountered at the end of the shelves of each department,

        The surveillance staff is very rood,

        The pallox between the shelves,

        At the fruits and vegetables department store not all products are fresh and have a great quality and besides that, it smells badly,

        Great disorder at the shelves,

        Unable to read the bar code at all products,

        The lack of cleanliness,

        Not enough dressing booths,

        The idea of always caring coins in order to get a shopping cart is uncomfortable,

        The service isn't that great.

WHAT CAN BE IMPROVED

        When asked about what they would change if they were to be the manager of Real hypermarket for a day, residents of Timisoara mentioned that they would improve:

        Store's sections,

        Store's advertising campaign - the store needs much more promotion in order to draw more clients,

        Attractive prices - more special offers and discounts,

        The opening of all cash registers during the crowded periods,

        In-service education of the staff,

        A special playground for kids,

        The abolition of the doughnut stand from the store because of the bad smell it causes and because of the fact that some customers who eat doughnuts inside the store, sometimes place their hands on different products and fills them with grease - especially clothing articles,

        Having a special place in order to deposit ones bags,

        Fresher fruits and vegetables,

        Better supply,

        Employing more personnel,

        Opening a Pizza restaurant,

        Resting places inside the store,

        Many promotional offers, especially at: electronics, textile products, cleaning products, sweets and dairy products,

        More dressing booths,

        Many sampling activities

        More diversity at the household and clothing department store.

        There are some subjects that really like Real just the way it is and wouldn't change a thing.

3. SHOPPER TYPOLOGIES

3.1. LOYAL CUSTOMERS

3.1.1. GENERAL CHARACTERISTICS

        The modern shopper. One is able to see that, among the loyal customers of Real, a new type of consumer has developed, namely the modern type. This profile purchases most of its necessary goods from the hypermarket (including bread, fruits and vegetables, in general perishable food products) and goes shopping on a weekly basis or even seldom. Also, some residents from Timisoara even though are very conservators regarding the frequency they go shopping (a few times a week), they are pro all modern forms of retail, doing most of their shopping from the hypermarket because "they live very close to Real".

        People are becoming more and more loyal to a particular store. Even though the proximity to the store is one of the most important factors in choosing a store, one can notice an increase of the loyalty degree towards Real.

Thus, there are folks that resort only to Real when buying fruits and vegetables, cheese products, meat (chicken), olives and cookies.

"From the hypermarket. Most of the times I go to Real in order to buy fruits and vegetables, cheese, meat - especially chicken meat. Basically, I purchase fruits and cakes only from Real." (Dorina Lugojanu, 53 years, high income).

Also, they buy olives from Real because "I like the fact that there are big, black and tasty. Other than that, the price is very convenient." (Dorina Lugojanu, 53 years, high income).

        Among residents of Timisoara, there are some 'straight to the target' shoppers that prefer to go shopping "with a list" because this way they know exactly what to buy and where to buy it from. In general, they are very organized folks, that go directly to the department and brands they want without loosing any time because the store is very familiar to them.

"Thus, I don't loose much time shopping, I straight to the department that I want, I place the product in my shopping basket and that's that." (Raluca Cosma, 28 years, high income).

Therefore, they do not like going from one department to another, but they shop according to what is written on the shopping list.

        Some residents of Timisoara like wandering inside Real hypermarket, out of curiosity, to see what's new on the market and not precisely by the intention of acquiring goods.

        Reference to the brand name. Folks from Timisoara are very fond of famous brands especially when talking about food products.

3.1.2. TIME ALLOCATED TO SHOPPING

        The time spend shopping varies between 30 minutes and 2 hours, depending on the nature of the products that are going to be placed in the shopping basket. In this context, if they go shopping for clothes or any other long term belonging the shopping time increases, but if they go to the store in order to purchase food they don't stay there more than an hour, an hour and a half at most.

"1 hour, 2. Depending on what I buy. Usually, I go to real 2-3 times a week, depending on what I decide to buy. If I buy clothing articles, than it takes me a little bit longer than it would take me to buy food products - about an hour or an hour and a half maximum." (Dorina Lugojanu, high income, 53 years).

3.1.3. SHOPPING COMPANY

        In Timisoara, people like going accompanied while shopping.

        There are some who only go shopping only when they have lots and lots of products to purchase.

"Sometimes I go shopping alone, depending on the total volume of the purchase. If it's easy to carry then I prefer to go alone, if not, then I take someone with me." (Dorina Lugojanu, high income, 53 years).

3.1.4. INTEREST FOR PROMOTIONAL OFFERS

        Reference to special offers. In general, residents of Timisoara are great fans of special offers, therefore they pay close attention to Real's catalogues and promotions.

"Usually, I buy natural juice only if it is on promotion. If can't find any on sale than I buy 3+1 for free type of products. " (Raluca Cosma, 28 years, high income).

        Differentiated attitude between the promotions of food and non-food products. Although they like special offers, sometimes they see differently the promotion for food and for non-food products (especially clothing), the last ones being more appealing to them.

"No. No . They make a new offer but tomorrow the product expires, thus I can't see it with good eyes. In conclusion, I don't buy. I never bought something that was on sale because it seems to me that the term of warranty is to short. It seems like the promotion was made on the last 100 yards . I don't get buy food products that are on promotion. For instance, I look at a T-shirt that is on sale, but it's not the same thing." (Dorina Lugojanu, 53 years, high income).

3.1.5. SHOPPINF FOR FOOD PRODUCTS

FRITS AND VEGETABLES

        Buying fruits from the hypermarket. Among the loyal customers of real there is a new tendency that is developing, namely to buy fruits and vegetables from the hypermarket.

        Pro arguments in favor of buying fruits and vegetables from the hypermarket Folks motivate their decision for purchasing fruits and vegetables from the hypermarket with the following arguments:

        As a general rule, fruits and vegetables are being purchased from the supermarket because here they are able to find a large variety of products;

        The products are fresh;

"Because we are able to choose everything we desire due to the fact that these are fresher" (Nicoleta Buzatu, 38 years, high income).

        Able to choose the desired products. In this context, there is a tendency purchase fruits and vegetables by self-service because this way consumers are certain of the fact that the products are not rotten. Thus, residents of Timisoara. avoid procuring these products in a "bag";

        Able to buy everything they need from one place, therefore not being stressed by the idea of passing to various merchants at the open market;

        They sort of like the fruits that Real sells - Golden apple "Because we've gotten used to buying Golden apples from Real. There are our favorite because of the taste." (Nicoleta Buzatu, 38 years, high income).

        A remarkable fact is that there are some folks that don't have specific criteria for buying fruits and vegetables from Real.

"Yes, I buy only from Real and sometimes insignificant quantities from the open market. I don't have specific selection criteria, therefore I but lots of apple, orange and bananas. Not even price interest me, I don't take in consideration anything. The provenience of the product doesn't matter as well." (Camelia Apostol, 38 years, low income).

        Attitude towards fruits and vegetable weighting service. Some loyal customers of Real hypermarket are quite bothered by the fact that they have to wait so much until an employee of Real weights their products and would rather do it themselves.

"Here . sometimes you have to wait a lot of time in order for someone to weight your products . . This thing bothers me a little . otherwise it's ok. For instance, in other places, in order to avoid crowdedness people weight everything themselves . personally, it think is better this way." (Nicoleta Buzatu, 38 years, high income).

MEAT

        Buying meat products. Residents from Timisoara are pro famous brands, especially when talking about food products.

        Thus, these have favorite brands per each type of acquired product, especially for salami and sausages:

        Aldis wrapped wieners;

        Sibiu dried salami made by Salonta;

        Sasesc salami Cristim because it has a great taste and is not that fat

"The brand name is important, I trust them because they sell products with a low content of fat, therefore I trust them" (Nicoleta Buzatu, 38 years, high income).

        Pro arguments in favor of buying meat and meat products from a hypermarket

The main argument that affects the decision making process are "the taste of the meat products" and "the variety of products".

        Meat pasta for 'mici' "Because I like 'micii' and I've bought meat pasta from real and it was ok." (Pop Maria, 47 years, low income).

        Fresh meat "Is good. I've always liked the meat that Real sells, especially the mixture" (Camelia Apostol, 38 years, low income).

        Chicken meat. As a rule, the loyal customers of Real Timisoara are great consumers of chicken meat and prefer to buy it from the hypermarket no matter what.

"Usually, I buy unboned calf and chicken legs . These are my favorites: unboned calf, chicken breast, chicken legs. Sometimes it simply happens that I'm not able to find any and then I wander around inside the store waiting for the store's personnel to bring some more on the display. I'm a great fan of chicken and fish meat, but I never buy an entire chicken, only breast and legs. I have a good opinion about all the meat products that real sells. They have a large variety. I purchase fish, and beef for soup. In conclusion I'm very content about the meat and cheese products encountered in Real" (Dorina Lugojanu, 53 years, high income).

DAIRY PRODUCTS

        Purchasing dairy products. People from Timisoara are tremendous consumers of dairy products, acquiring all sorts of brand names:

        Dairy:

Zuzu because it has a bigger percentage of fat;

Dorna

Danone because it has a low percentage of fat;

"Usually, I drink a milk with a great percentage of fat. I buy Zuzu and sometimes Danone. I buy Zuzu because it also has a great percentage of fat, namely 1,8%. I also buy Danone for my kids, but I don't like it that much because it has a lower percentage of fat (1, 8%)" (Camelia Apostol, 38 years, low income).

        Yogurt:

Danone (Activia, Actimel, Danonino) because these are fruit flavored;

"Usually I buy Activia, Actimel. I've also purchased Danonino for kids. Fruit flavored yogurts are my favorite. I like Danone. I love exotic essences, while my daughter likes peaches (from Activia) (Camelia Apostol, 38 years, low income).

        Sour milk or sana:

Danone

Zuzu

"It depends on what I buy. I'm especially interested in sour milk or sana when buying Danone / Zuzu . " (Raluca Cosma, 28 years, high income).

        Sour cream:

Danone

Milli

" . I don't have a favorite brand. I usually take what I find, but mostly Milli or Danone. Basically, it depends on the product" (Raluca Cosma, 28 years, high income).

        Cheese: In Timisoara people who are loyal to Real are great fans of dairy products made in Ardeal (Napolact cheese), in Cluj, Mures and Bistrita county.

Favorite brand names are:

Napolact

Dalia

OK

"I buy a lot of cheese products. There are about 5-6 sorts that I constantly buy. Napolact for instance, when talking about cheese and pressed cheese. To me buying cheese it's a must. Usually from Napolact but I also buy pressed cheese Dalia. Napolact cheese it's my favorite. IU also buy processed cheese (cheese), from OK. In general, the cheese made in Mures, Cluj Napoca or Bistrita had a good taste . " (Dorina Lugojanu, 53 years, high income).

        Purchasing cheese products: self-service vs. assisted shopping. Inhabitants from Timisoara purchase cheese products assisted by a specialized sales persons or by self-service. They resort to self-service when they cant find the product at the display case.

"From the display case, both cheese and pressed cheese, but I'm not always able to find it. I always prefer the one at the display case, but when I can't find it I buy wrapped cheese." (Dorina Lugojanu, 53 years, high income).

BREAD

        Loyal customers of Real are used to buying "home made bread", therefore they've tried every type.

        They developed many preferences:

        Meatballs;

        Graham bread because " . it's much more healthy, has a great taste and is sweet" (Nicoleta Buzatu, 38 years, high income).

REFRESHMENTS AND ALCOHOLIC DRINKS

Water

        Water is being purchased in large quantities. There is a certain tendency of acquiring water bottled at 2 or 5 litters or at bulk.    

        The existence of favorite brands:

        Tusnad

        Roua

"Usually I purchase an entire bulk, But this time it just so happened that I bought a small quantity because I already had some at home. In general, I buy Tusnad at 2l pet bottle, but whenever I'm not able to find it I buy Roua and other brands." (Camelia Apostol, 38 years, low income).

        Poiana Negri;

"I've noticed that some mineral waters taste like kerosene, or at least Buziasi and Vatra Dornei doesn t, that is why we stick with what we like. We buy in bulk." (Nicoleta Buzatu, 38 years, high income).

        There are some folks that are loyal to a certain bottling company, namely to this companies standards of quality and they buy it. " in bulk".

Juice

        The consumers of juice are pro famous brand names:

        Cappy because it's not gassed and has a good taste.

"It's good and my children love it. Besides, it doesn't have any gas. In reference to the quantity, we usually buy 2 l bottles" (Nicoleta Buzatu, 38 years, high income).

        Prigat "Prigat, I believe from pears, because it was a promotion. Usually, I purchase natural juice only if there is a special offer and if they don't have any promotions I buy those 3+1 products" (Raluca Cosma, 28 years).

        There are some inhabitants of Timisoara that don't drink juices because these are not natural and contain added sugar.

"I'm not a consumer of juices. From Real I purchase mineral water and tea. I don't consume juices because no matter how healthy they say this are, when you look on the package you can see that it contains added sugar. All juices have sugar, and personally I haven't found one without sugar. In conclusion, I don't want to consume sugar therefore I don't buy products that have sugar in its ingredients." (Dorina Lugojanu, 53 years, high income).

Beer

        There are two tendencies in regards to the purchase of beer:

Canned beer - there are some people that are used to buying canned beer because it's a lot easy to carry it home.

"In general, I buy canned beer because if I buy bottled beer and I have to carry it with me and afterwards I have to store it, meaning that I can't simply dispose of the bottles that easily. Pet bottles of beer are ok if I know that I have visitors and they drink beer, otherwise no because the quantity is to big for us to finish it and one thing I know is that an opened bottle of beer looses its flavor." (Raluca Cosma, 28 years, high income).

PET beer - some subjects buy PET beer because it's a lot cheaper .

        Favorite brand names

        Tuborg;

        Skol;

        Goldenbrau;

        Ursus;

        Timisoreana.

        The lack of promotions in reference to beer. Clients of Real are interested in beer promotion but unfortunately they said that at this type of goods there are not many.

"I'm drawn by special offers, but there are not that many at beer. The only offers that I've seen so far were: bonus a rucksack or a CD. There aren't that many price discounts . " (Raluca Cosma, 28 years, high income).

GROCERY

Cooking oil

        Favorite brand - Tip.

Sugar

        For some residents of Timisoara the determinant factor in acquiring sugar is its price, thus they are used to buying the least expensive one. Other than price, another important factor is the manner of presenting the product. Still, being very exigent shoppers they are quite bothered by the fact that the plastic bags are breached and for this reason, they have to spend more time in from to the shelve in order to select the product with an intact wrapping..

"Because lots of them were breached and we wanted to buy many." (Nicoleta Buzatu, 38 years, high income).

        In general, they have particular brands they like to buy, namely:

        Margaritar;

        Cristal;

Flour

        As a rule, most residents of Timisoara are :

        Grania;

        Baneasa.

Pasta

        Pasta are not chosen depending on the brand name but, rather on their quality (easy to cook and don't get stuck to the pot).

" . these are easy to cook and don't get stuck to quickly to the pot. In general, the brand name matters" (Nicoleta Buzatu, 38 years, high income).

Salsa

        Remulade is the most purchased salsa according to loyal customers of Real hypermarket, because "we use it a lot, at every salad, at every sandwich, at every stake etc. It's very good, we like it a lot" (Nicoleta Buzatu, 38 years, high income).

Cereals

        When buying cereals, people keep in mind the brand name of the product. In this context, they prefer the following:

        Nestle with chocolate;

SWEETS

        Among the favorite sweets, subjects mentioned Milka chocolate.

AMINAL FOOD

        As a rule, they tend to purchase pet food in small quantities (especially Frischies) in order to keep its flavor.

"I've bought in larger quantities because the price was convenient, but if I open the can and my cat doesn't eat it all then the rest gets spoilt. So, it's much more ok for me to buy in small quantities." (Raluca Cosma, 28 years, high income).

SHOPPINF FOR NON-FOOD PRODUCTS

HYGIENE AND BODY CARE PRODUCTS

        Toilet paper is selected buy Real's customers based on a few characteristics:

        It has to have three batches

" . definitely with 3 batches, that's the only type I buy" (Dorina Lugojanu, 53 years, high income).

        white because the colored one is subjected to more chemical process

" . I prefer the white one . for health reasons I am buying only white and well wrapped toilet paper. From what I've understood is less exposed to chemical process " (Dorina Lugojanu, 53 years, high income).

        well wrapped because it's much safer

"I like buying toilet paper at bulk with 8, 10 or 12 rolls . I have serious reasons for acting this way. If I buy separate rolls of toilet papers, Good knows how many people place their hands on it . " (Dorina Lugojanu, 53 years, high income).

        different scents "Yes, usually I buy Volare. Its ok if we talk about the price-quality ratio . usually I buy orange Volare because it smells like peaches . if not, the smell is of no importance and I buy the white one" (Raluca Cosma, 28 years, high income).

        Tooth paste. In Timisoara people use Colgate and Aquafresh, especially minted one.

" . sometimes we buy Colgate and sometimes Aquafresh. In return, whenever we buy toothpaste we buy one for ourselves and one for our kids. In general, minted" (Nicoleta Buzatu, 38 years, high income).

        Clothing bleaching agent: I use two different types of bleachers: Vanish for the colored clothes and Ace for white ones. Also, they prefer to buy bleaching agent in smaller quantities because this way it keeps its properties.

"I didn't buy it because it was very big and I wanted a smaller quantity because this way I finish it quickly and it doesn't losses its properties . so this is the reason" (Nicoleta Buzatu, 38 years, high income).

HOUSEHOLD PRODUCTS

        Flashbulb. People prefer Phillips of 60/100W, economic ones. When buying this sort of products, price is an important factor.

"Usually, I choose a famous brand without minding how much it cost. It has to be 60 / 100 W. In general, I buy Phillips and a few times I even bought economic flashbulbs" (Camelia Apostol, 38 years, low income).

BUYING PRODUCTS FROM THE CASH REGISTERS

        Most residents of Timisoara have the habit of purchasing different types of products from the cash registers. In general, these are small products both and as value.

        Among the products bought from the cash registers, they've mentioned:

        chewing gums, especially the one wrapped in small plastic bags "because it has many chewing gum pills and I'm able to open it or close it whenever I fell like it. I like it" (Nicoleta Buzatu, 38 years, high income);

        chocolate bars, with coconut, caramel

PERCEPTION IN REFERENCE TO REAL HYPERMARKET

POSITIVE ASPECTS

        The main positive aspects mentioned by residents of Timisoara in reference to Real are:

        Insuring free means of transportation for its clients

"I liked Real from the beginning when I didn't have a car, because of the free buses (that passed to all areas of Timisoara) and it was ok for everyone" (Camelia Apostol, 38 years, low income).

        Well organized, able to find products easily

"It seems to be a very well organized store, meaning that I'm able to find products easily. They change the location of the products very rarely. " (Raluca Cosma, 28 years, high income).

        Wide variety of products

"I'm able to fin whatever I want for my house. They have a wide variety of products both expensive as well as cheap." (Raluca Cosma, 28 years, high income).

        It's a large store

"It's a very big store, therefore it offers one the possibility of passing between shelves with the shopping cart and taking exactly what is required." (Nicoleta Buzatu, 38 years, high income).

        Whereabouts

"Its location is a plus, because I'm very close to my working place and in my launch break I am able to buy whatever I need for my house" (Raluca Cosma, 28 years, high income).

NEGATIVE ASPECTS

        The main negative aspects mentioned by residents of Timisoara in reference to Real are:

        crowdedness

"The crowdedness during the week-end or during the week at different hours of the day, in general at the end of the day." (Raluca Cosma, 28 years, high income).

        The price is not placed where it should have been

"I wasn't able to see the price tag. On the shelves there was a label that had written on it 2 lei, but it couldn't be true because, in general these are more expensive, therefore I've started looking for the correct price. " (Raluca Cosma, 28 years, high income).

        The manner of weighting fruits and vegetables is very uncomfortable for shoppers because there is not enough staff at this section and the waiting lines seem endless.

"It's a bit inconvenient when you have to wait for your fruits and vegetables to be weighted. Usually, there is a big waiting line and before your turn comes your hands hurt badly because of the weight. It's obviously that they need more staff" (Nicoleta Buzatu, 38 years, high income).

        Poor organization at the cash registers

"A better organization at the cash registers . " (Pop Maria, 47 years, low income).

        Few fishing articles

" . perhaps many fishing articles" (Pop Maria, 47 years, low income).

WHAT CAN BE IMPROVED

        If they were to be the manager of Real hypermarket for a day, the loyal customers mentioned that they would improve the following aspects:

        Store's sections;

        Promoting the store - more commercials in order to promote it better;

        Attractive prices - drawing customers by offering more promotions and discounts.

        The opening of all cash registers during the crowded periods - in order to avoid the endless waiting lines.

"Problems at the cash registers. Few of them are opened and one has to stay to much in line." (Pop Maria, 47 years, low income).

        Staff training programs - Perhaps, they should try to increase the qualification of the staff. I can't complain, but I always say that it's room for much better. For instance, I bought Pfanner because it was a promotion that offered at ones choice a gift: two Pfanner at 1 l and a smaller one, two Pfanner and a grass, two Panner and a little bottle of syrup, each and every one of them having the same price tag at the shelves. After I took it I was a bit bothered by the fact at the cash register I had to pay more than the price I saw at the shelf. After this incident, I went to the public relations desk, not to make a complain but to let somebody know that the price on the shelf must be changed in order to avoid this thing from happening again. Personally, I didn't expect the following answer: 'why didn't you let somebody from that department know, in stead of us'. I don't thing that that's my duty and I believe that that person was very rude to me, meaning that that's not the way to treat a client." (Raluca Cosma, 28 years, high income).

        A special playground for kids - Real hypermarket is short of special playground for kids.

"Perhaps it would be nice to see that they also have a special playground for kids in order to keep them busy while you do your shopping" (Nicoleta Buzatu, 38 years, high income).

        There were some loyal customers that stated the fact that they like Real hypermarket just the way it is and wouldn't change a thing.

"I really don't know what is missing from it. I like it. I simply can't think of anything to improve it." (Camelia Apostol, 38 years, low income).

OPINION REGARDING SHOPPING

        Regarding peoples attitude towards shopping, there are two directions:

        In general, inhabitants of Timisoara love going shopping, although these are sometimes a necessity.

"You have to go shopping for the products that are required in your house. I like going shopping because it gives me a nice felling. I buy a lot of goods in the same day." (Camelia Apostol, 38 years, low income).

        There are some people that don't like spending time shopping

"Yes, meaning that I don't like it, but I don't dislike it either. I don't like wasting time shopping . " (Raluca Cosma, 28 years, high income).

3.2. PLEASED OF REAL / DISPLEASED OF OTHERS

3.2.1. GENERAL CHARACTERISTICS

        Conservators in reference to shopping. Some people still have some shopping habits. Like going to the hypermarket two times a week, acquiring products in small quantities, as well as buying fruits and vegetables from the open market.

        Also, there are some 'straight to the target' shoppers that prefer to go shopping "with a list" and know exactly what to buy.

        Shopping carts for kids. Many of Real's clients have children, therefore they like to use a shopping cart when doing their shopping in this store

"Yes, when we go shopping we use the shopping cart in shape of a car. Do you always bring your kid with you when going shopping? Always." (Lucian Apetrei, 53 years, low income).

        Paying a visit to all department stores. Most residents don't have a well determined route inside Real, depending on the time they have.

"Depending on the time we have. When I have enough time I start my route from the electronic department and end with the department for pet food. I take my time, I look through books etc." (Manuela Campineanu, 41 years, high income).

        Reference to the brand name. Consumers pleased of Real are pro famous band name products, especially when talking about food products.

        Events organized inside the hypermarket. There are two tendencies that can be seen when talking about the special events Real organizes:

        some agree with them (product sampling) and consider them useful, because one is able to test a new product and make up his/her mind about it.

"These are quite welcomed because this way we are able to test something that we haven't bought." (Laura Usuzan, 29 years, low income).

        don't agree with the sampling activities organized inside the store "I don't like the system . sometimes I fell that I'm looking at people who haven't eaten for days . I don't like it" (Manuela Campineanu, 41 years, high income).

        We can notice among resident of Timisoara the tendency of buying certain products with large packaging (large quantities) because "it's much more convenient" and they save money.

3.2.2. TIME SPENT SHOPPING

        In general, this kind of customers spend no more than half an hour shopping .

3.2.3. SHOPPING COMPANY

        Residents from Timisoara usually go shopping accompanied.

        Also, they like to ask one another opinions about buying or not a certain product, but they also make up their mind without somebody else's opinion.

"Everyone gets what they want. We also ask each other advices at particular products" (Lucian Apetrei, 53 years, low income).

3.2.4. INTEREST TOWARDS PROMOTIONAL OFFERS

        Reference to special offers. In general, residents content of Real hypermarket are great fans of promotional offers. In this context, these are used to reading every free catalogue received in their mailbox.

"Yes, because I looked at the catalogue and I decided to come - in general, I go directly to the promotional offer . " (Anca Mirci, 29 years, high income).

        Come to Real in order to buy products that are "on promotion". The look carefully at the promotional offers, in order to buy a certain product that draws their attention (e.g.: "grey pot") in the catalogue.

        Unable to find the products that are on promotion. Some people among those that are great fans of promotions mentioned that they couldn't find each time they wanted the products that were on promotion. Or they did but with a different color " (Marcela Ghenghiu, 48 years, low income).

        Compare Real hypermarket special offers with that of other stores. Due to the fact that they receive free catalogues from other stores as well they like to compare offers, but prefer Real's because according to them these are better.

" . Real's competitors have few special offers therefore I come here because I'm able to buy more products that are on promotion" (Anca Mirci, 29 years, high income).

        Don't like buying "1+1" type of products because "in many cases these are deteriorated, broken" (Marcela Ghenghiu, 48 years, low income).

        Real catalogue is also consulted while shopping. There are many customers very content of Real that give an important attention to the promotional materials and some even come to the store bringing the catalogue with them because "it helps me find the products easier. I can identify them using the picture" (Anca Mirci, 29 years, high income).

        Hunting promotions. Some subjects, follow up the price of different products ("a set of frying pans") in order to buy them when these are cheaper.

"I saw it at a friend of mine and he told me these are fantastic . and now, the promotion was better than last winter" (Anca Degan, 52 years, low income).

        More offers. In general, this type of consumer desire more and more promotional offers, especially at:

        Tomatoes salsa;

        Sports articles,

        Household appliances,

        Clothes.

        Buying products that are "on promotion" depending on the needs. Some people 'hunt' special offers only if they need those products.

"No. If I can find it on promotion and I need it, otherwise no. I wasn't aware that at the end of each shelf there are special offers." (Lucian Apetrei, 53 years, low income).

        Unplanned shopping. For some folks the offers are so appealing due to the low price, that they end up buying a lot of goods that didn't even think of buying.

"Price. We are looking for the products in the catalogue. There were two microwave ovens on promotion and I thought it is a good idea to let my husband know this fact. It was not on our shopping list." (Anca Degan, 52 years, low price).

        There are some that don't appreciate special offers and the reason that draws them to Real is a different one. Still, the attention given to promotional offers is proportional to the time spend shopping " . When I have time, I take a look otherwise no, because I'm in a hurry " (Manuela Campineanu, 41 years, high income).

3.2.5. SHOPPINF FOR FOOD PRODUCTS

        When buying food products, customers pleased of Real pay great attention to:

        The aspect of the product,

        Packaging,

        Term of warranty

" . It's important to look good, to be properly wrapped and not to be out-of-date" (Laura Usuzan, 29 years, low income).

FRUITS AND VEGETABLES

        Buying fruits and vegetables from the hypermarket. There is a notable tendency to buy fruits and vegetables from the hypermarket.

        Arguments in favor of buying fruits and vegetables from the hypermarket. People motivate their decision of purchasing fruits and vegetables invoking the following:

        products are fresh,

"Are fresh and look good. Anyhow, basically these are good" (Anca Degan, 52 years, low income).

        the products "look good",

        they have a preference for the fruits sold at Real - apples, exotic fruits (pineapple),

        they have a preference for the vegetables sold at Real - tomatoes "small ones, on a spindle. Perhaps are more expensive, but those I like" (Manuela Campineanu, 41 years, high income).

        In general, there are certain criteria kept in mind when buying fruits and vegetables from Real. Basically, these have to be well made and not spoilt.

        Attitude towards the weighting service. Some clients are quite bothered by the fact that they have to wait so much time until somebody weights their fruits and vegetables, therefore they rather weight them themselves.

        There are some who don't buy fruits and vegetables from the hypermarket. Their decision is supported by the following arguments:

        Auto consumption from their parents who live at the country side

"I buy, but seldomly because I am used to procuring this type of good from my parents" (Laura Usuzan, 29 years, low income).

        He buys it from proximity stores

"No, because it is to far away. We much rather purchase these from Novatim" (Lucian Apetrei, 53 years, low income).

        Maintaining old habits, namely buying fruits and vegetables from the open market.

        When shopping for fruits and vegetables, this type of Real's customers are very careful to the following aspects: "freshness and value for money"; also, fruits I general, especially oranges, have to be "big and full, juicy" (Anca Mirci, 29 years, high income).

        Preference for certain fruits depending on the season. When talking about buying fruit products, resident from Timisoara prefer both Romanian as well as exotic ones, depending on the season: during summer they prefer Romanian fruits, while in winter they go for exotic fruits.

"I like grapefruits, but if they have nice apples than I don't say no. We also buy kiwi and oranges but mostly during winter. In the summer time we buy Romanian products" (Anca Degan, 52 years, low income).

MEAT

        Buying both fresh and refrigerated meat

" . both fresh as well as refrigerated meat .. refrigerated chicken mostly . otherwise . I don't have any preferences. In general, fresh meat is above other type of meat when I cook the very same day . refrigerated meat is mostly . for storage " (Anca Degan, 52 years, low income).

        Preference for chicken meat. As a rule, residents from this town eat mostly chicken meat and they also like buying it from Real.

"I wanted chicken legs and I didn't find these right away. Usually, I buy fresh meat, in large quantities and I portion it at home." (Marcela Ghenghiu, 48 years, low income).

        Used to purchasing meat at special offers.

        Cans - Bucegi mince pie;

        Staff's lack of professionalism. Some clients are rather disturbed by the fact that the sales persons encountered at the meat department aren't that prompt and thus, they have to wait for them to pay them some attention.

For this particular reason, during a visit at Real, one of the subjects gave up buying porter-house steak because the sales person vas not there.

"I bought some beef meat, because it looked good. I would have liked to buy some pork meat as well but nobody was at the counter so I decided that I couldn't wait any longer" (Manuela Campineanu, 41 years, high income).

FISH

        Frozen fish vs. fresh fish. Residents from this town are used to buying fish from Real because "they are certain of the fact that it is fresh . . We trust them".

In some cases, even though they prefer fresh fish, they buy frozen one.

"Personally I thought of buying fresh fish but my husband preferred fillet, consequently, let him choose. It's very good, especially the frozen one . He likes it and at that moment that's what we bought." (Anca Degan, 52 years, low income).

        Prospect the market. Residents of Timisoara who are content of Real are great consumers of fish and like to have a look once in awhile at this department to see what's new.

DAIRY PRODUCTS

        Focused on quality. Whenever buying dairy products folks from this town are very keen on:

        The quality of the product,

        Taste (rather buy natural yogurt and those with fruits)

        Level of fat (not to fat).

        Freshness warranty. Also, folks consider the products that real sells are fresh and that there is no need to look at the expiration date.

"Quality, taste and once in a while we also look at the level of fat the product has . we are trying to avoid products rich in fat. In general, I check upon the term of validity, but in this type of store I believe it doesn't have time to get old . therefore, we have trust . especially because sometimes I seem to forget my glasses at home" (Anca Degan, 52 years, low income).

        Buying dairy products. Residents from Timisoara that seem very pleased with Real are great consumers of dairy products and are accustomed to buy at all kinds, depending on the brand:

        Milk:

Milli

Dorna "because it has a long term of warranty" (Manuela Campineanu, 41 years, high income).

Zuzu

        Yogurt:

Danone

Danonino;

Danette

Fruttisima.

        Cheese:

Milli (cream cheese);

Delaco

        Margarine:

Delma

Rama "for cookies" (Marcela Ghenghiu, 48 years, low income).

        Methods of buying cheese products: self-service vs. assisted shopping.

Inhabitants of Timisoara are accustomed to buying cheese products assisted by a specialized sales person or by self-service.

        The reasons are various: for instance at and. Those that mentioned self-service underlined the fact that some products taste better than those at the counter or they weren't able to find what they were looking for.

At the department stores where one is assisted by a specialized sales persons they've received information about the products, they were able to taste the food, they were given advices about particular products and therefore, they are very pleased with Real's staff.

"I don't have anything to complain about. I've always received information regarding a certain product, I was allowed to taste the product and I received recommendations regarding certain products. Everything is ok" (Laura Usuzan, 29 years, low income).

From the self-service section, clients pleased of Real consider that they've bought better products than from the counter.

" . I bought feta cheese from the counter but it didn't taste the same" (Manuela Campineanu, 41 years, high income).

BREAD AND OTHER BACKERY PRODUCTS

        Residents from Timisoara are used to purchasing bread from the hypermarket because they are great consumers of "bread made on the bake stone". They like the bread made in Real because "it's fresh, crispy . in conclusion, very good" (Anca Degan, 52 years, low income).

        Folks have all kind of preferences in this matter:

        Sliced bread;

        Whole-wheat bread or graham;

        Bread with seeds having the following characteristics: "quality, freshness, Easy to make a sandwich and easy to wrap" (Manuela Campineanu, 41 years, high income).

        Crackers - Rostar.

REFRESHMENTS AND ALCOHOLIC DRINKS

Water

        Water is being purchased in large quantities. There is a noticeable tendency for purchasing bottled water at 5 liter and in bulk.

        They also have favorite brand names:

        Carpatina Light;

        Dorna;

Juices

        Consumers of juice are pro famous brands:

        Prigat

Beer

        Customers pleased with Real are accustomed to buying canned beer.

        Favorite brands

        Gosser;

        Heineken.

Coffee

        Favorite brands:

        Jacobs;

        Elite;

        Tchibo

        Amigo

        Promotional offers - determinant factor in the decision making process. Even though they mentioned having favorite brand names at coffee, some customers always enjoy looking at promotions.

"I like Tchibo. I don't have another favorite brand, but I like to see what promotions they have." (Lucian Apetrei, 53 years, low income).

        Price - determinant factor in the decision making process. Even though they like to buy a particular brand, for instance Amigo, they easily change their opinion depending on its price, thus buying a cheaper product.

"I didn't buy it for myself, therefore I didn't want to buy an expensive product, so I bought something cheaper." (Laura Usuzan, 29 years, low income).

Tea

        Romanian tea is on top of their preferences.

GROCERY

Cooking oil

        Favorite brands - Unisol.

        In reference to buying cooking oil, there are two tendencies that can be noticed:

        buying "in bulk" - there are some residents who prefer to buy in "bulk" because it last them a longer period of time;

        buying "one-by-one". As a rule, customers pleased of Real prefer to purchase cooking oil in smaller quantities.

Sugar

        For some the determinant factor for acquiring sugar is the manner the product is displayed to the shoppers. Thus, becoming more and more exigent shoppers, they try to make sure the product is wrapped "in paper because if we were to buy in plastic bags, the risk of being ripped" and "don't have any signs of retaining humidity because it gets hard and we cant use it anymore" (Marcela Ghenghiu, 48 years, low income).

        In conclusion, when buying sugar, residents from Timisoara pay a very close attention to the packaging.

"Yes, the wrapping matters. For instance, at Coronita sugar, if the plastic bags are clayed to one another, in the moment you what to separate them, all the sugar spreads to the floor. The only advantage that this type of wrapping offers on is the fact that you can look at its aspect, but in general the one packed in paper is much better qualitative speaking." (Anca Degan, 52 years, low income).

        In general, they like particular brands of sugar:

        Tip

Rice

        Some residents of this town purchase rice only from Real because "we know the product, we like it because it is very pure and we are always able to find it there" (Manuela Campineanu, 41 years, high income).

        The determinant factor in choosing a product is the purity of the rice.

Pasta

        From the pasta that people living in Timisoara appreciate is also spaghetti Barilla, but these are bought seldom because of the price.

Gingerly

        Favorite brand name: Knorr.

Salsa

        When buying all sorts of salsa, residents from Timisoara are used to reading the products' labels in order to make sure that its ingredients contain exactly what they need.

A negative aspect regarding this products has to do with the fact that is sometimes very hard to read the small writing on the labels.

"I wanted to make sure that it had bamboos in its ingredients. Other than that I didn't wished for a hot salsa, therefore I was also making sure that it didn't have hot spices, chilly or pepperoni. I was a bit bothered by the label, because the writing on it was very small and I had to take out my glasses from the purse." (Anca Degan, 52 years, low income).

COOKED MEALS

        Clients pleased of Real are not used to buying cooked food because is to expensive.

"Usually, we don't buy cooked food from them because is to expensive and we are not able to buy for 6 persons." (Marcela Ghenghiu, 48 years, low income).

SWEETS

        From all choices of ice-cream they prefer chocolate.

3.2.6. SHOPPINF FOR NON-FOOD PRODUCTS

HYGIENE AND BODY CARE PRODUCTS

        The toilet paper is chosen depending on the following aspects:

        famous brand - Zewa

        to have three batches

"Personally I prefer the one that has three batches, Zewa" (Manuela Campineanu, 41 years, high income).

        to have a good quality " . From how many batches is it made and its quality" (Marcela Ghenghiu, 48 years, low income).

        Have different flavors - for instance: peach "Because my boy prefers the one that smells like a peach, only I don't exactly like it because this is made out of two batches. " (Manuela Campineanu, 41 years, high income).

        Tooth paste. Residents from Timisoara usually buy Colgate and Aquafresh.

        Deodorant. Folks also have a preference in matters of deodorant and they choose this products depending on its flavor and price.

        Dove,

        Lady Speed Stick,

        Nivea

"To me, it matters both smell and price. Mostly how it smells" (Lucian Apetrei, 53 years, low income).

        Shampoo - Wash&Go because of my prior experience with the product: "we buy it for as long as I can remember" (Marcela Ghenghiu, 48 years, low income).

        Soap. Their favorite brands are: Camey, Nivea and the main criteria for choosing this products are: smell, vitamins, brand etc.

        Intimate hygiene products - Libresse, Bella.

        Clothes detergent. Favorite brand: Bonux,

        Moisturized tissues - Tip favorite brand

HOUSEHOLD PRODUCTS

        House cleaning products.

Favorite brands: Cif, Domestos, Mr. Musculo.

        House products. They like buying products for their home from Real, especially boles, plastic boxes etc. Becoming more and more exigent regarding products, people from Timisoara pay a very close attention to the quality of the goods. For this reason, one of the subjects hesitated when wanting to buy a set of dishes, because "the color wasn't that strong, like the picture on the box and it also had some flaws in reference to the model on the plates" (Marcela Ghenghiu, 48 years, low income). Those were the reasons that determent the customer not to purchase the set.

ELECTRONICS AND HOUSEHOLD APPLIANCES

        Staff's professionalism. When buying electronic and household appliances (for instance a microwave oven) they appreciate the attitude of the specialized staff that is capable of offering all the solicited information.

"Very kind, nice . she even showed me a special mounting support . I didn't have any problems" (Anca Degan, 52 years, low income).

CLOTHES AND OTHER TEXTILE ARTICLES

        Some clients pleased of Real seem to like the clothing lines the hypermarket sells because these have a good quality and an interesting design. They usually buy socks from real because are made out of cotton and have a good price.

" . The products that I bought from Real had a good quality and a nice design. Because these were made of cotton and the price is reasonable, especially at men socks." (Laura Usuzan, 29 years, low income).

        In return, there are some clients that wouldn't buy clothes from Real, because:

o       These don't have a good quality (e.g. socks);

o       Unable to find XXL size and that is why they are not interested in promotional offers at this kind of goods.

        Convenient price-quality ratio. Some customers pleased with Real, even though are not accustomed to purchasing clothing articles from the hypermarket, they keep a close eye on these and whenever they consider that the price-quality ratio is convenient, they buy some.    

        Whenever buying towels, the determinant factor it's its quality. In this context, one of the subjects refused to buy towels from Real because these had a bad quality.

"Those were the king that look nice but don't absorb anything. Their quality was bad." (Marcela Ghenghiu, 48 years, low income).

        Prefer crepe bed linen - crepe linen is among their preferences, therefore people are waiting to see if Real decides to have a special offer on these.

"Personally, I like crepe linen and I've seen that in the next promotional period, there is going to be one on promotion. I have the next catalogue." (Anca Degan, 52 years, low income).

3.2.7. PURCHASING PRODUCTS FROM THE CASH REGISTERS

        Most residents have the habit of buying products from the cash registers. In general, these are of small dimensions and have a low value.

        Among the products bought from the cash registers, they've mentioned:

        Chewing gum,

        Cigarettes,

        Refreshment drinks,

        Chocolate bars

"Small bars of chocolate, cigarettes, cola, water (for the car), chewing gum" (Manuela Campineanu, 41 years, high income).

3.2.8. PERCEPTION OF REAL HYPERMARKET

Positive Aspects

        The main positive aspects identified by the residents of Timisoara in reference to Real are:

        low prices

"First of all, they have low prices, a large variety of products as well as an occidental aura. It brings up a new method of displaying products. " (Anca Mirci, 29 years, high income).

        finding all products in one place

"More types of products under the same roof" (Laura Usuzan, 29 years, low income).

        wide variety of products

"Is very opened, there is a lot of space and has many products . " (wife - Lucian Apetrei, 53 years, low income).

        self-service

        different methods of payment

"The fact that they receive meal tickets, that they are able to pay with their credit card" (Manuela Campineanu, 41 years, high income).

        kind and well trained personnel

"The staff is well trained and has always been kind to me" (Laura Usuzan, 29 years, low income).

        large space between the shelves, offering a large liberty of movement

" . there is a lot of space and one is able to move easily . "(Laura Usuzan, 29 years, low income).

        cooked food

        occidental aura

        manner of displaying the products

        commercial galleries

" . I can buy quality clothes from its commercial gallery" (Manuela Campineanu, 41 years, high income).

        Manners of spending ones free time

" . you have a place to stay, a terrace outside. Metro and Kaufland have no such places." (Marcela Ghenghiu, 48 years, low income).

NEGATIVE ASPECTS

        The main negative aspects identified by the residents of Timisoara in reference to Real are:

        Deficit of personnel - residents from Timisoara consider that at all departments of Real there is a deficit of personnel. Numerous times the were bounded to wait fore someone to show up and serve them or go and do their shopping and at the end to return to the same department, if that product was a must.

"Yes, almost to all departments. I remember one day I wanted to buy a certain type of cigarettes and there was nobody there, therefore I've asked somebody else from Real if there is somebody working there and he told me to look at the display 'the display says is closed, look!' and that it was. As consequence, I left" (Manuela Campineanu, 41 years, high income).

"I would have liked to buy some olives, but at that time there was nobody to serve me and I gave up the idea because I would have waited to long . ." (Anca Degan, 52 years, low income).

"More staff, especially at the meat products and tobacco department." (Manuela Campineanu, 41 years, high income).

        Products from the same category are not put together "chocolate can be encountered in different parts of the store. For instance, you were able to find Milka in three different places. Perhaps there was a promotion, I can't actually say." (Lucian Apetrei, 53 years, low income).

        Crowdedness

        The endless waiting lines at the cash registers

"The crowdedness inside the store and the endless waiting lines from the cash register" (Anca Degan, 52 years, low income).

        Store's sections

"I don't like how the store was divided into sections, because I would have like the products to be displayed gradually, meaning that I dislike the idea of finding clothes right next to the detergents or toys - they can arrange them in another way" (Anca Mirci, 29 years, high income).

        Lack of promptitude from behalf of the personnel

" . I like to served more promptly and fast" (wife - Lucian Apetrei, 53 years, low income).

        The inefficiency of the special offers department

"I believe that is useless to have both a special offers department and the same thing at the end of each shelf" (Anca Mirci, 29 years, high income).

        The security staff is not that polite

"Perhaps the security personnel should behave more nicely. Lots of times these people jumped all over me for carrying a larger bag into the store, instead of asking me nicely that it is not allowed to enter the store with large bags." (Manuela Campineanu, 41 years, low income).

WHAT CAN BE IMPROVED

        If they were to be the manager of Real hypermarket for a day, the pleased customers mentioned that they would improve the following aspects:

        The abolition of the doughnut stand from the store because "the bad smell suffocates you. Besides, people after eating doughnuts place their hands on different clothing articles and even leave the towel paper all around the store, it doesn't matter to them. There is no excuse for that stand being there. It should be placed outside." (Manuela Campineanu, 41 years, high income).

        Establishing a special place for storing large luggage "Perhaps the should have some closets for storing baggage right at the entrance" (Manuela Campineanu, 41 years, high income).

        Fresher fruits and vegetables

        Supplying the store much better

        Opening all the cash registers during the crowded period

" . I would like to see all cash registers functioning and at least one assistant per each department of the store" (Anca Degan, 52 years, low income).

        In-service of the personnel

        Hiring more personnel

"I would make a new playing ground for children and, hire more staff for provision. Also, fruits and vegetables should be fresher. The hired staff must also graduate a in-service program and kindly offer the customers more information than now." ((wife - Lucian Apetrei, 53 years, low income).

        Playing ground for children

"There was a play ground for kids, but not anymore . " (wife - Lucian Apetrei, 53 years, low income).

        Pizza restaurant

        Resting places inside the store

"There should place more resting seats inside the store" (Marcela Ghenghiu, 48 years, low income).

OPINION REGARDING SHOPPING

        Regarding peoples attitude towards shopping, there are two directions:

        In general, inhabitants of Timisoara love going shopping, because:

It relaxes them "It disconnects me. I'm happy for buying things that I like, I look around to see what's new, I observe the progress that the store has made . " (Anca Mirci, 29 years, high income);

Able to see what's new on the market "basically, I like to see what's new and get as many things as possible" (Laura Usuzan, 29 years, low income).

        There are some persons that dislike going shopping due to the fact that:

They don't fell comfortable in large and closed areas "I don't fell that good in large and closed areas" (Manuela Campineanu, 41 years, high income);

Don't like the crowdedness "I don't like it. It's to crowded. I simply don't like it. If I go, I have a lit in my head with the things that I want to buy and thus, I don't loose much time inside it." (wife - Lucian Apetrei, 53 years, low income).

3.3. PLEASED OF EVERY STORE

3.3.1. GENERAL CHARACTERISTICS

        The prudent shopper. Among the shoppers pleased of every store in town, there are some that purchase goods by taking with them a "list", this way knowing exactly what to buy and from where.

"Usually, we make a list with the products that we need" (Nicu Cotuna, 26 years, low income).

As a rule, the list they take with them is not 100% regarded.

"Not 100%, but, in general, I try to stick with it" (Achim Teodora, 53 years, low income).

        Establishing a shopping budget. Residents of Timisoara pleased of all stores and have low incomes are used to the idea of establishing a shopping budget and therefore try to stick with it.

        There are some persons that like wandering around Real hypermarket. Thus, even though they no intention of buying, but to see what's new or get informed.

"No, I was just looking. I like looking at IT&C products, television sets, , radio . " (Achim Teodora, 53 years, low income).

        Reference to the brand name. Subjects are fond of particular brands and not even a special offer cannot make them buy another product that doesn't have the brand they like.

"The conditioner for clothing articles was on promotion, but it was a different brand than the one they I usually buy " (Sebi Medinski, 30 years, high income)"

        Reference to price. When having to choose between two products that have the same purpose, people prefer the least expensive one that they've already tried it.

        Prospecting the market. People are used to prospecting the market prior to purchasing a product. Thus, two among the subjects went to Mogaldeata County in order to see the offer at pampers even though the wife did not get birth yet.

"Yes, we are willing to buy Pampers and I think is very helpful for us to do so . it's a famous brand and we went for it. We haven't used this product, therefore we are at the trying stage." (Andreea Medinski, 30 years, high income).

        Buying for friends as well. Two among our subjects mentioned the fact that sometimes they also do a little bit of shopping for their friends (e.g.: Actimel yoghurt).

        Attitude towards the newly launched products. In general. Folks pleased of all stores are tempted to try new brands "out of curiosity".

"For instance a new yoghurt (Milli) appeared on the market and consequently, I am willing to try it." (Nicoleta Isancu, 47 years, high income).

        Attitude towards the sampling activities organized inside the store. Some dislike the idea of being disturbed by the ladies working at the sampling stands while shopping.

"Usually, I try to avoid them, therefore, I saw them and I made a quick getaway out of the area." (Andreea Medinski, 30 years, high income).

        Qualified staff. Residents of Timisoara, are in general, pleased of Real " . in general, the girls are very kind and prompt" (Nicoleta Isancu, 47 years, high income).

        Advertising - the soul of the modern trade. Some people consider the fact that advertising is able to have a great impact on the consumers decision making process. Also, promotions are a good thing according to them, especially those that offers one free samples.

"Yes, it raises my interest and sometimes it just so happens that once in a while I receive a sample of a particular products . usually something that I've already tried, but , nevertheless, advertising is important" (Nicoleta Isancu, 47 years, high income).

3.3.2. TIME ALLOCATED TO SHOPPING

        Usually, people spend about 40 minutes shopping.

3.3.3. SHOPPING COMPANY

        Folks usually go shopping accompanied by their friends and family.

3.3.4. INTEREST FOR SPECIAL OFFERS

        Reference to special offers. In general, people are great consumers of special offers, consequently taking a close look at catalogues, especially Real's in order to see what products are on promotion. They also by products that are not written on their shopping list and always look at the special offers that they have at both food and non-food products.

"Yes, especially food and household articles. When we see something interesting that is on promotion we buy it even if it isn't on our list. That is how we bought our DVD. It was a great opportunity." (Nicu Cotuna, 26 years, low income).

        Take a look at the special offers even though they have no intention of buying something. Some residents from Timisoara, even though they have no idea of buying something, look at special offers out of pure curiosity. "These were on promotion and that is why we wanted to see what they had to offer. . We didn't want to buy anything, we were just looking." (Calin Vutan, 28 years, high income).

        Different attitudes regarding the promotions at food and non-food products. Although they like promotions, sometimes they look at these differently depending on the product: if it is a food or a non-food product. Promotions at food products are more appealing to them.

        Attraction towards the products that have a prize competition written on their labels. Folks don't have a pro reaction to products that have all sorts of prize contests on their labels. To them, this is not a determinant factor in choosing a product because "I never wined something. We have a look, but it is of no importance what so ever in our decision making process." (Marioara Laza, 51 years, high income).

3.3.5. SHOPPING FOR FOOD PRODUCTS

        Whenever buying food products, residents from Timisoara pay a great attention to the following aspects:

        term of warranty,

        ingredients,

        price,

        brand name,

        consistency (e.g.: the pressed cheese must be a bit hard as consistency).

FRUITS AND VEGETABLES

        Buying fruits from the hypermarket. There is a remarkable tendency of folks for purchasing food and vegetables from the hypermarket.

        Arguments meant to support the acquisition of fruits and vegetables from the hypermarket. These motivate their choice for buying fruits and vegetables from the hypermarket using the following arguments:

        are fresh products

        the self service system. In this context, there is a tendency of buying fruits and vegetables in order to make sure that he/she doesn't buy rotten products. Thus, they try to avoid buying fruits and vegetables "in bags";

        prefer fruits from Real - bananas, Ionatan and Golden apples.

        Quality above all. When buying fruits and vegetables, residents pay a great attention to the quality. As a rule, a good quality means that the fruits should be mature, fresh, not rotten, stricken or squashed.

" . mature bananas, without being squashed. Usually, I look to see if these are fresh all the time" (Andreea Medinski, 30 years, high income).

"Not to be stricken, nor to mature or green, nor to big . so and so. To look good. My favorites are Ionatan and Golden" (Nicu Cotuna, 26 years, low income).

        Some fruits and vegetables don't have such a great quality. For this particular reason, folks here are not accustomed to the idea of buying fruits and vegetables from the hypermarket because these have a poor quality.

"I would like a little bit more quality at meat products. In reference to fruits and vegetables, the problem is that one has no variety where to choose from. The quality is bad anywhere you go. We don't usually buy this sort of product because of the bad quality." (Nicu Cotuna, 26 years, low income).

        Choosing fruits and vegetables. In general, spend enough of their time at the fruits and vegetables department in order to choose fresh ones. Also, they prefer to choose one by one the goods they buy and avoid as much as they possibly can the ones wrapped in bags, because these might be rotten. "If I buy in plastic bags I have to be real careful because these might be rotten." (Marioara Laza, 51 years, low income).

        Prefer fresh vegetables instead of frozen ones. Folks content with all the stores in Timisoara prefer fresh vegetables (e.g.: mushrooms) in stead of preserved ones, because these have "a better quality".

        Attitude towards the fruits and vegetables weighting service. Some participants to our study were a bit bothered by the fact that they had to wait so much time until somebody came to weight their fruits and suggests Real to hire more staff.

Meat

        People buy both fresh and refrigerated meat but there is a certain preference for fresh one. When buying fresh meat, residents from Timisoara pay great attention to the following aspects: "to be well wrapped, fresh, and up to date" (Nicoleta Isancu, 47 years, high income).

        Purchasing "famous brands" at salami and sausages. Consumers from Timisoara are great buyers of famous brands, especially when talking about food products. Thus, having favorite brands at salami and sausages:

        Chicken wieners "C+C" ;

        Salami and sausages "C+C";

        Preference for vacuum salami and sausages. The salami and sausages wracked in vacuum plastic bags are quite a success, because "these were most suitable for making sandwiches and taking them to work" (Nicoleta Isancu, 47 years, high income).

        While buying salami and sausages, folks pay a great attention to: term of warranty and ingredients.

        Self-service vs. assisted shopping. Inhabitants from Timisoara prefer to purchase products by self-service because this way they are able to choose whatever they want and because there is a wide range of products where to choose from.

"Yes, we pick them out ourselves because there is were to choose from." (Calin Vutan, 28 years, high income).

FISH

        Residents from Timisoara are great consumers of fish, especially trout, thus they are constantly making sure to see if "it's fresh and has red bronchia". At Real they are able to find what they want "I look to see if it's fresh. I consider that Real best meets my expectations." (Marioara Laza, 51 years, high income).

        Also, they like to do a little bit of market research, by only visiting the stand in order to "see what's new, without actually buying something because we already had some at home" (Nicoleta Isancu, 47 years, high income).

DAIRY PRODUCTS

        Purchasing dairy products. Folks from Timisoara that are pleased of almost every single store, are great consumers of dairy products, thus they are used to purchasing different kinds depending on the brand name:

        Milk:

Zuzu because "it's the milk with the longest term of warranty" (Sebi Medinski, 30 years, high income).

Milli

Danone because it's good, fresh and its package makes it easy to handle and deposit.    

"Because we bought it before. In general it tastes great, it's fresh and the manner of packaging makes it a lot easy to store it in my freezer. Danone is my favorite brand" (Nicoleta Isancu, 47 years, high income).

        Yoghurt:

Danone with fruits,

Napolact "with an average amount of fat level . that is what we usually buy" (Nicu Cotuna, 26 years, high income).

Activia "for the intestinal transit" (Achim Teodora, 53 years, low income).

Zuzu "because it has a great taste" (Achim Teodora, 53 years, low income).

As a rule, they prefer "natural yoghurts, with less fat, lets say . an average level of fat" (Achim Teodora, 53 years, low income).

        Cheese products:

Almete

Hohland

        Some residents from this town are pleased with this stores and purchase ewe cheese , especially if this is fresh and soft.

"I prefer ewe cheese and each time I buy it I they to make sure this is soft enough by simply touching it. What I chose was to my liking" (Nicoleta Isancu, 47 years, high income).

        Also, the cheese wrapped in vacuum plastic bags is on top of their preferences due to the fact that "It's a lot safer, healthy, without impurities, well processed and packed" (Nicoleta Isancu, 47 years, high income).

        People also have preferences when it comes to processed cheese "with different types of ingredients: onion, pot herbs, sour cream, pickles etc" (Nicoleta Isancu, 47 years, high income).

        Margarine:

Delma

Rama

Wiesana

        In general, they make sure that the margarine is "vegetable, without any traces of milk and is not out of date" (Nicoleta Isancu, 47 years, high income).

        Methods of buying cheese products: self-service vs. assisted shopping.

Inhabitants of Timisoara are accustomed to buying cheese products assisted by a specialized sales person or by self-service.

Those that are used to buying cheese from the counter mentioned being a bit bothered by the fact that they have to wait a lot of time before the salesperson attends them. "Yes, we are used to buying cheese products from the counter. At that time we had to wait because the sales person was attending somebody else. Because we weren't in a hurry, we didn't mind this time. " (Andreea Medinski, 30 years, high income).

BREAD

        Residents from Timisoara are accustomed to buying bread from Real, especially round one, because "it's very good".

        They have all kinds of preferences:

        Hearth made round bread "The round bread from Real is very good and we buy only that kind" (Sebi Medinski, 30 years, high income).

        "home made bread" from Real because " . is wrapped, worm and has a good taste . " unlike the sliced bread that "is not fresh. Through the wrapping you might think otherwise but after you open it and smell it you will notice from the smell that it isn't that fresh" (Marioara Laza, 51 years, low income).

        Graham sliced bread because its tasty and "a lot healthy than a normal white bread".

        Graham roll.

        When buying bakery products, residents from Timisoara are very careful when it comes to the term of warranty, because they like these to be as fresh as possible.

REFRESHMENT DRINKS AND ALCOHOLIC DRINKS

Water

        Water is being purchased in large quantities. A remarkable thing among residence from this town is the fact that they have the tendency to buy bottled water in bulk or in 5, 10 litter containers.

        Favorite brand names

        Calipso -10 litters gallon.

        Dorna

        Perla Harghitei,

        Tusnad

        Poiana Negri "because it's has a lower content of carbon dioxide".

Juices

        Consumers of juices are fans of the following brands:

        Coca-Cola,

        Santal because "it has a lot of vitamins and is also very good for roly-poly persons" (Nicoleta Isancu, 47 years, high income).

        Timbark

        Prigat

"In general, we buy natural juices: Prigat or Timbark peaches" (Calin Vutan, 28 years, high income).

Beer

        Favorite brands

        Skol because "Both taste and price are important to me" (Calin Vutan, 28 years, high income).

        Gosser

        Also, at their last visit to Real, some subjects mentioned not being able to find what they were looking for.

"I was looking for an imported beer and I wasn't able to find it on the shelve at that point. Gosser beer. Usually from Real I buy imported beer" (Sebi Medinski, 30 years, high income).

Coffee

        Cappuccino - Jacobs.

GROCERY

Cooking oil

        Favorite brands - Bunica, Floriol, Costa D'oro.

"We are pleased of Bunica, it's what we usually buy and besides it was a special offer. We sometimes buy Floriol if we don't find Bunica" (Nicu Cotuna, 26 years, high income).

        When choosing cooking oil, folks keep in mind "the quality and promotions at the brands we buy" (Calin Vutan, 28 years, high income).

        Also, these are pro palm and olive cooking oil.

        In some cases, residents from Timisoara buy cooking oil in large bottles because "it was a newly launched brand and it had a convenient price" and look to see if it's also ok to use it for salads or is good to cook just about anything.

Sugar

        When buying sugar, people look to see if the wrapping is intact or not.

"Not necessarily the producer, but I do look at the aspect. The package also has its importance: this mustn't be ripped. Basically, paper wrapping is more elegant, otherwise I have no preferences." (Marioara Laza, 51 years, high income).

        Also, they also keep in mind the brand name, thus mostly buying " Cristal white sugar".

Flour

        As a rule, residents from Timisoara have favorite brands:

        Gruia because "It's much better. The cookies turn up great. (Calin Vutan, 28 years, high income);

        Baneasa because "it has a good quality".

Rice

        Residents pleased of all stores, look very carefully at the aspect of the rice. It has to be big and clean.

"Big and clean. Therefore, quality" (Andreea Medinski, 30 years, high income).

        Also, they have the habit of comparing bags in order to choose the products with the least impurities, with a rice corn that never breaks when boiling in water and it isn't sticky either.

"In general, I look to see if it has traces of impurities. I took something that I bought before and it turned up to be real good because the rice corn didn't break and didn't stick to the pot either" (Nicoleta Isancu, 47 years, high income).

        Favorite brand

        Uncle Ben's.

Salt

        When buying salt, residents from Timisoara pay great attention to the wrapping and ingredients: it wouldn't hurt to have a bit of bay salt which is very healthy.

"First of all I liked the wrapping and afterwards I also saw that it contained also bay salt in a certain percentage and from what I've heard is very good for ones health." (Nicoleta Isancu, 47 years, high income).

Pasta

        Pambar

Ketchup and mustard

        Favorite brand of ketchup

        Tomi sweet.

        Because some people weren't able to find the products they were looking for (Knorr mustard) reoriented to Maggi mustard.

"We were looking for Knorr mustard and because we couldn't find it we bought Maggi." (Sebi Medinski, 30 years, high income).

Cereals

        Each time they buy cereals, folks keep in mind the brand name of the product. In this context, they go for:

        Nestle

SWEETS

        Their favorite sweets are:

        Croissants - 7days.

        Cookies - Merlin and Pepito with cocoa filling .

        Peanuts - Fiesta, Maggi, Felix.

        Ice-cream " . we were looking for an ice-cream that had lots of chocolate, lots of peanuts, fruits etc. In the end we bought a vanilla ice-cream with caramel syrup because is a good combination as well." (Nicoleta Isancu, 47 years, high income).

COOKED FOOD

        They like buying cooked food from Real, after seeing what the store has to offer.

"I bought forcemeat in sweet pepper, because these are tasty and spare me the trouble of cooking" (Nicoleta Isancu, 47 years, high income).

        Residents of Timisoara fell a bit uncomfortable with the idea of paying at a separate cash register the cooked food they bought because this way they have to wait in line twice. "I dislike the fact that I have to wait in line here as well. Why can't I pay also at the exit when I have to pay for all the products that I put in my shopping cart." (Nicoleta Isancu, 47 years, high income).

3.3.6. SHOPPING FOR NON-FOOD PRODUCTS

HYGIENE AND BODY CARE PRODUCTS

        Toilet paper. When buying toilet paper, people pay great attention to the following aspects: price, quality, more likely price-quality ratio.

        Deodorant - Gilette.

        Tooth paste - Colgate.

        Mouth wash - Aquafresh

        Soap. They buy soap on promotions, this being a determinant factor in the decision making process. Also, the advices offered by different promoters are decisive in choosing a brand of soap.

        Shampoo - Pantene, Head&Shoulders, Dove for colored hair.

        Detergents. Even though their favorite brand is Ariel, they also bought Persil because it was cheaper.

"We usually buy Ariel , but at that time we've compared the prices at Persil and Ariel" (Marioara Laza, 51 years, high income).

Therefore, price is a determinant factor in the decision making process.

"Price matters, especially if I know that it is efficient and has good quality" (Marioara Laza, 51 years, high income).

        Clothing conditioner. Folks pleased of all stores don't have a favorite brand when talking about clothes conditioner, the decisive factor in choosing it being its smell.

"I don't have a favorite brand, in other words I like buying clothes conditioner depending on the smell and on its quality, namely is my clothes are fluffy and soft or not." (Nicoleta Isancu, 47 years, high income).

HOUSEHOLD PRODUCTS

        Electronic and household appliances. When buying long term belongings residents from Timisoara have the habit of carefully prospecting the market in order to buy the product that offer the best value for money.

"Basically, I look to see how much it costs if I intend to buy one. I don't have a favorite brand, but I expect to get the best value for my money." (Marioara Laza, 51 years, high income).

        House cleaning products.

        Favorite brands: Cif, Domestos.

        Chicken napkins: Fiore (rolls).

        Deodorant for rooms. At this chapter they have favorite scents "for the car vanilla or fir, meanwhile for the house we buy lavender, fir or anti-tobacco " and prefer electric disposals.

CLOTHING AND TEXTILE ARTICLES

        Swimming suits. The swimming suits sold in Real are mostly appreciated because of the nice combination of colors. Unfortunately, they are unable to find XXL size.

SPORTS ARTICLES

        Some even analyzed the offer at sports articles from Real but they seemed uninterested due to the fact that they purchase this type of goods from specialized stores.

        When buying sport articles, for instance rollerblade, people are keen on: "finding the right size, having silicon rollers . " (Nicu Cotuna, 26 years, high income).

PURCHASING PRODUCTS FROM THE CASH REGISTERS

        Most residents have the habit of buying products from the cash registers. In general, these are of small dimensions and have a low value.

        Among the products bought from the cash registers, they've mentioned:

        Chewing gum

        Condoms "we buy chewing gums or condoms" (Nicu Cotuna, 26 years, low income).

        Chocolate bars.

PERCEPTION OF REAL HYPERMARKET

POSITIVE ASPECTS

        The main positive aspects identified by the residents of Timisoara pleased of all stores, in reference to Real are:

        Products variety

        Quality of the products

        Free bags

        Commercial gallery

"In my opinion there's nothing missing. One is able to drink a coffee, eat something, listen to good music" (Nicoleta Isancu, 47 years).

        Longer opening hours

"It has a large variety of products, they offer free bags, a ok commercial gallery, they work up till late, thus if you need something you simply go and buy it " (Nicu Cotuna, 26 years, low income).

        Large store with all types of goods

" . It's a large store and it saves us a lot of time, because it has everything under the same roof and you don't have to go from store to store in order to buy all you need." (Marioara Laza, 51 years, high income).

        Paying with meal tickets

"It has everything we need and I an even able to pay with meal tickets" (Nicoleta Isancu, 47 years).

        Whereabouts

" . great location. We simply go from our working place straight to Real" (Nicu Cotuna, 26 years, low income).

        Clean and civilized

"It has many products all under the same roof, it's civilized and clean . " (Achim Teodora, 53 years, low income).

NEGATIVE ASPECTS

        The main negative aspects identified by the subjects were:

        The pallets inside the store

        At the fruits and vegetables department not all products are fresh and thus all around it smells badly.

"It could be better, meaning that product could be a bit fresher and have a nicer aspect. I confess that I'm a bit bothered by the bad smell all around, but in matters of displaying the products everything is ok." (Achim Teodora, 53 years, low income).

        Disorder on the shelves

"Is disturbing to see the fact that it's such a disorder on the shelves. For instance I am able to find things that have nothing to do with the area where I was standing and nobody does something about it." (Nicu Cotuna, 26 years, low income).

        Endless lines at the cash registers

"Another disturbing fact it the crowdedness at certain hours." (Nicu Cotuna, 26 years, low income).

        Unable to read all the bare codes to the products

" Sometimes it just so happens that the bare code cannot be scanned and than we have to wait an enormous amount of time before somebody comes with the price." (Nicu Cotuna, 26 years, high income).

        Lack of cleanliness

        Not enough dressing booths

"It wouldn't hurt to be more clean and have more dressing booths" (Calin Vutan, 28 years, high income).

        Shopping carts

"Another problem in my opinion has to do with the shopping carts. I don't have at all times with me a coin, thus it is rather difficult for me and to others as well - I wish this aspect to be taken care of " (Nicu Cotuna, 26 years, low income).

        The service isn't that great

"Improve the service because the waiting time is to long" (Marioara Laza, 51 years, high income).

3.3.8.3 WHAT CAN BE IMPROVED

        If they were to be the manager of Real hypermarket for a day, the pleased customers mentioned that they would improve the following aspects:

        More promotional offers, especially at "favorite departments: electronics, housecleaning, sweets, dairy products" (Achim Teodora, 53 years, low income).

        More dressing booths "More dressing booths and promotions" (Calin Vutan, 28 years, high income).

        More products "more diversity of the products assortments " (Achim Teodora, 53 years, low income).

        More sampling actions "Perhaps it wouldn't hurt to have more promotions or more sampling actions inside the store or even someone to give advices at the cosmetic department for instance" (Nicu Cotuna, 26 years, low income).

        Open more cash registers " . and perhaps more staff working at the cash registers" (Achim Teodora, 53 years, low income).

        Fresh products

        Better prices

        More staff "Perhaps more personnel because the one that already is it might be well tainted but simply isn't enough" (Marioara Laza, 51 years, high income).

        Improving the household appliances and clothing departments "I would improve the household appliances and clothes sections" (Marioara Laza, 51 years, high income).

OPINION REGARDING SHOPPING

        Regarding peoples attitude towards shopping, there are two directions:

        In general, inhabitants of Timisoara love going shopping, because:

It relaxes them.

"It's a nice way to get relaxed. We particularly like to go shopping together" (Nicu Cotuna, 26 years, low income).

Prospecting the market

"In order to see what's new, I like prospecting the market and afterwards get what I want" (Achim Teodora, 53 years, low income).

        Still, there are some who mentioned not enjoying to go shopping because they get bored.

"No, because I get bored and I hate the crowdedness" (Calin Vutan, 28 years, high income).

CUPON PRO

        Few residents actually heard of "Coupon Pro" and neither use it.

"I saw it and I believe it's a good thing" (Nicu Cotuna, 26 years, low income).

        Only one subject believes that her husband actually used it.

"Yes and no. But I know what is all about. Are some coupons that can be found at the entrance and one can use it in order to benefit of different discounts. I believe my husband uses them" (Marioara Laza, 51 years).

DISPLEASED OF REAL

3.4.1. GENERAL CHARACTERISTICS

        Organized shoppers. In general, customers displeased of Real, are well organized shoppers, that go shopping with "a list" of things for them to buy.

As a rule, they also buy things that aren't on the list.

"Yes, if I see something that I like and I can't get it out of my head . Sometimes I surpass my shopping budget for that day with a considerable sum of money. " (Adriana Casap, 26 years, high income).

        Reference to price. Some consumers, when having to choose between two type of products that have the same purpose, go for the least expensive one.

3.4.2. TIME ALLOCATED TO SHOPPING

        Customers displeases of Real spend between 30 and 60 minutes shopping, depending on how much time they have to spare and what they want to buy.

"I go shopping depending on how much time I have to spare, the products that I intend to buy and sometimes if I have more time I like to look around to see what's new. I spend shopping almost half an hour or three quarters max." (Maria Das, 54 years, low income).

3.4.3. SHOPPING COMPANY

        Usually they go alone to Real.

3.4.4. INTEREST TOWARDS PROMOTIONAL OFFERS

        Reference to special offers. In general, this type of persons are great consumers of promotional offers, buying only because these are "on promotions".

        Different attitudes regarding the promotions at food and non-food products. Although they like promotions, sometimes they look at these differently depending on the product: if it is a food or a non-food product. Promotions at food products are more appealing to them.

        Some people don't keep up with the special offers and buy only those products that are on promotions and they need them.

"I also look at promotions, but I'm not very keen on observing and buying this type of goods. I f something rises my interest and suits me, than I buy it. If I don't like it, I don't buy it." (Maria Das, 54 years, low income).

3.4.5. SHOPPINF FOR FOOD PRODUCTS

FRUITS AND VEGETABLES

        Purchasing fruits and vegetables from the hypermarket. These people have the tendency to buy fruits and vegetables from the hypermarket.

MEAT

        Some customers from Real do not consume pork meat, rather buying chicken, fish, fruits and vegetables.

"I've decided not to eat that many meat products, especially pork. I prefer eating fish, chicken or fruits and vegetables." (Maria Das, 54 years, low income).

        Favorite salami and sausages:

        pork salami;

        pork meat Parizer;

        vacuum packed ham.

        Preference for products wrapped in vacuum plastic bags. Vacuum salami and sausages are peoples favorite because "these last longer" (Dalibor Milova, 33 years, low income).

FISH

        Even though they are not used to eating fish products, they prospect the market, going to this specialized department out of pure " curiosity".

        Also, because of financial reasons, they prefer frozen fish instead of fresh one.

"I prefer fresh fish, but the frozen one is more convenient when talking about costs. I like a certain kind of salmon. There is also canned fillet of salmon that is quite good." (Maria Das, 54 years, low income).

DAIRY PRODUCTS

        Purchasing dairy products.

        Milk:

Don't have favorite brands at dairy products, the only factor that they consider it from time to time is the level of fat (ideal level under 1%).

"I look for milk with 1% level of fat and for yoghurt as well. I don't have a favorite brand I'm solely interested in that 1% of fat, no matter the brand" (Maria Das, 54 years, low income).

        Cheese:

Folks displeased of Real prefer cottage cheese.

        Margarine:

Rama because is the least expensive.

        Methods of buying cheese products: assisted shopping vs. self-service. Inhabitants of Timisoara are accustomed to buying cheese products assisted by a specialized sales person or by self-service.

Bread

        Customers usually buy white round home baked bread.

REFRESHMENT DRINKS AND ALCOHOLIC DRINKS

3.4.5.6.1. Water

        Water is being purchased in large quantities. Subjects have the tendency to buy bottled water in bulk or in 5 liters containers.

        Favorite brand:

        Izborul Alb.

3.4.5.6.2. Beer

        Favorite brand names

        Ursus at PET bottles because is less expensive.

        Peroni and Stella at cans because "it's easy to handle" (Adriana Casap, 26 years, high income).

Sweets

        Among their favorite sweets we can mention:

        Ice-cream. When buying ice-cream residents from Timisoara are very careful at the price and weight of the product.

"Price, weight . from my point of view all ice-creams taste the same" (Adriana Casap, 26 years, high income).

3.4.6. SHOPPING FOR NON-FOOD PRODUCTS

Hygiene and body care products

        Toilet paper. Each time they buy toilet paper, residents pay great attention to the packaging and the quality of the product.

"Buying in bulk depending on the quantity" (Dalibor Milovan, 33 years, low income).

        Deodorant - Rexona.

        Tooth paste - Colgate the green one.

        Fixative - Nivea and Wella. The criteria that are kept in mind when buying a fixative are: "to be "strong", persistent, a certain quality and a good solid brand name - Wella, strong, because I know is ok" (Maria Das, 54 years, low income).

        Shampoo - residents from Timisoara displeased of Real, look at the products ingredients before making up their mind (no aluminum).

"As healthy as possible ..I don't want to see any traces of aluminum because this can cause cancer. (Adriana Casap, 26 years, high income).

        Detergents. Favorite brands - Dero Surf. This detergent was bought because it was on promotion ("it came with a CD").

Clothes and textile articles

        There are some that don't have the habit of purchasing clothes and footwear articles from Real, but because they were interested in other products (e.g.: summer shoes), they also went to see other offers.

"I'm not accustomed to buying such product from Real, but I was interested in some shoes for wearing them this summer, therefore I went to see if they have this sort of things. " (Maria Das, 54 years, low income).

PURCHASING PRODUCTS FROM THE CASH REGISTERS

        Most residents have the habit of buying products from the cash registers. In general, these are of small dimensions and have a low value.

        Among the products bought from the cash registers, they've mentioned:

        Chewing gum

        Tissues.

PERCEPTION IN REFERENCE TO REAL HYPERMARKET

Positive aspects

        The main positive aspect of Real hypermarket mentioned by most subjects is that:

        it has many cash registers.

Negative aspects

        The main negative aspect of Real hypermarket is:

        The crowdedness.

OPINION REGARDING SHOPPING

        Folks displeased of Real don't like going shopping, but the need determines them to so "Not necessary. I go because I have to." (Dalibor Milovan, 33 years, low income).