CUSTOMER PROFILES OF RETAIL FOOD OUTLETS IN THE EMERGING MARKET ECONOMY OF BULGARIA
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The objective of this study was to identify profiles of consumers frequenting three types of food retail outlets- grocery stores, farmer markets, and street stalls- to purchase food in a transition economy in Bulgaria. This study estimated two-stage decision models to distinguish between the two decisions of choosing to shop at a particular outlet and how often to shop. Retail-outlet selection and shopping frequency were affected by different sets of sociodemographic characteristics. In particular, household income was a major factor influencing the selection of farmer markets and street stands, but had no effect on the selection of and shopping frequency at grocery stores.