Consumer Perception and Preference Criteria for Global Brands in Albania: A Multi-Sectoral Analysis

Abstract

This study examines consumer decision-making criteria regarding global brands in Albania using a multi-sectoral framework. Based on a survey of 1,794 respondents across twelve sectors, exploratory factor analysis (EFA) and non-parametric statistical methods identified three key dimensions: preference development and brand loyalty; perceptual factors including country of origin (COO), quality, pricing, and advertising; and the importance of cultural relevance and market adaptation. The findings suggest that functional attributes, such as quality and COO, are crucial criteria for consumers. Beyond these essential factors, several critical differentiators enhance brand credibility, including relational and cultural elements, customer experience, trust, corporate social responsibility (CSR) initiatives, and alignment with cultural values. In Albania, consumer behavior has been observed to vary among different demographic groups and sectors. Notably, young and female consumers tend to place a higher emphasis on experiential value and engagement in CSR initiatives. The significance of price and advertising also varies across different sectors. The research makes a significant contribution to understanding consumer decision-making in transitioning and emerging economies by integrating relational and contextual factors with conventional brand evaluation criteria. For practitioners, the findings underscore the importance of adopting varied brand strategies that harmonize dependable quality with cultural relevance and ethical considerations. For policymakers, the results underscore the importance of enhancing consumer education and establishing clear quality standards to foster sustainable brand ecosystems.