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Purchasing places with the highest awareness and largest consumer base in Riga are retail chain Rimi and the Central Market
According to the survey mapping the competition situation of the retail trade, conducted by TNS/Baltic Data House , the purchasing places with the highest awareness and largest consumer base in Riga are retail chain Rimi and the Central Market.

The inhabitants of Riga buy everyday goods on average 4,7 days a week. On workdays everyday goods are preferably bought near home, at weekends people go somewhat further away to make their purchases.

According to buyer types, more than a half of Riga's inhabitants belong to the group of price sensitive buyers, who choose purchasing places and brands with the cheapest price level. The majority of consumers pre-plan their purchases and do not make impulse purchases in the shop.

The trade landscape of Riga can be characterised by supermarket-type purchasers dominating over those of the other places. In autumn 2001 the share of hyper- and supermarkets as the main purchasing place of everyday goods was 48 %; on the other hand, the share of open markets in Riga was 28 %. People with lower income level and elderly people mainly visit open markets. The main reasons behind this are habit and favourable prices.

Norwegian retail chain Rimi has the highest awareness rate and is the most visited purchasing place in Riga. As compared to the local retail chains Nelda and Mego, in Riga Rimi has the leading position based on the number of outlets, good location and more positive evaluation from purchasers. By the awareness and consumer base the Central Market follows the Rimi chain.

31.01.2002

Ilva Pudule
Phone: +371 67096300
E-mail: ilva.pudule@tns.lv


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