Assessment of impact of format of retail internationalization on consumer attitude

Abstract

The format is one of the essential elements of retail internationalization process. In order to date, customer attitude about retail companies format entering the market and their possible impact upon consumers and standardization degree has not frequently been the object of investigation within the internationalisation of retail trade. Only by opening the subject of trade consumers and customers can find the solution of components of this element. The current paper explores consumer attitudes to retail format, revealed this element components and provide their evaluation methodology. The practical significance of the current research is that it is a survey of consumer attitude to the company entering format the market in another country, which would enable a potential retail entrant to know the expectations of consumers and thus take appropriate decisions. The methodological basis for the present paper is an analysis of reference material on the internationalisation of retail trade examining cases of successes and failures of retail companies, exploring and understanding consumer expectations and the ways to meet such expectations, as well as peculiarities of entering different markets. The authors interviewed Lithuanian consumers (more than 600) about the IKEA shopping centre before its opening in Vilnius and one year after opening. Studies have confirmed that consumers have their attitudes of the IKEA shopping centre, as the format element.