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FACTORS AFFECTING CONSUMER DEMAND AND DEMAND IN THE REPUBLIC OF KOSOVO
Abstract
The main purpose of this study is to describe and analyze the needs and consumer demand of citizens of the Republic of Kosovo in relation to the factors affecting it. Parts of the study were 500 citizens of the Republic of Kosovo, of which 64% (n = 320) were females and 36% (n = 180) were males. The analysis of empirical data is done through the SPSS program, where the measurement of the results is done with the techniques like correlation and Anova. From the findings of this study it has resulted that the income and attributes of the product influence the increase of the need and consumer demand in the Republic of Kosovo. Citizens' incomes were the main factor influencing the growth of their needs and requirements, followed by product attributes as an important factor influencing consumer demand growth. Various variance analysis identified significant statistical differences in consumer demand and demand. The findings of this study can help enterprise structures improve product attributes in order to increase consumer demand, as well as this study helps to understand the level of employment in the Republic of Kosovo and the income of the population in order to improve the economic situation.
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