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

Abstract

A long period of time investors were interested in the Bucharest market, butthe need for investment in the rest of the country, coupled with the highpotential markets present there, resulted in increasingly more investorsinterested in Romania, switching to provincial cities. The applicationpresented in this paper involves clients of several types of retail storespresent in the commercial area of Cluj-Napoca. The results obtained in thestudy, through the multinomial logit model, show different aspects of theclient’s behaviour from the Romanian retail market.

Keywords

• discrete choice
• multinomial logit model
• retail market