The underlying factors of the purchase decision process of bottled mineral water have been a less studied area. The typically related attributes of consumer judgement in the case of low involvement can vary widely, ranging from price sensitivity to habits. However, assessing the role of brand reputation and trust from a sensory perception perspective is not a common approach. This paper examines the impact of trust on consumer value judgements for a frequently consumed beverage such as mineral water. Combining trust and sensory attributes with the Expectation–Disconfirmation Theory (EDT) framework provides insights into the weight of taste, trust and reputation in product evaluation. A tasting experiment was carried out using a representative systematic random sampling method. A mixed method was applied; EDT was used to analyze quantitative data and grounded theory methodology was performed in the case of qualitative data. Results indicate complete assimilation for the most preferred brand and negative contrast for less well-known brands. It can be stated that the applied methodology is suitable as a certain kind of trust measurement and also can function particularly well as a reinforcement and complement to other methodologies (e.g., neuromarketing methods). This study suggests that brand names positively influence value judgment. Origin bounded brands compared to imported brands can help companies mitigate trust issues in developing countries as they convey a particular reputation, which helps reinforce trust.

Nowadays, it is quite important that business companies understand brand awareness and consumer profile for their products and services. They can take advantage of this information to properly adapt their marketing strategies to the needs of their targeted markets and segments. This research paper aims at measuring brand awareness and consumer profile for different types of milk in Tirana. Through a set of face to face questionnaires, it is revealed that those in charge of purchases in the household are pretty aware of the vast majority of the milk brands available in Tirana market. They also give high evaluation scores to the most known brands. On the other hand, consumers’ profile for different types of milk (UHT vs. pasteurized or fresh) seems to differ based on some specific socio-economic variables of the household and the person in charge of the purchases. The consumers with the highest income and education level are more aware about food safety importance. Such consumers are leaned more towards purchasing UHT milk.

This paper evaluates willingness to keep and willingness to pay (WTP) of butcher shops in Tirana city for standardized, certificated and packed lamb meat obtained from well-known regions of Albania. Survey results show that butchers have a low degree of knowledge of the issue, and as consequence they are not ready to pay a higher price to their suppliers who offer meat with these characteristics. The estimation results are mainly affected by consumer income, information and tradition.

Albania has considerable potential for growth in the fruit and vegetable market. Its climate-arable conditions are very adequate for the successful growth of a wide range of fruits and vegetables. Albania has an interior market in development and a non structured exporting market. The study is aimed at estimating and identifying export growth opportunities and constraints for fruit and vegetable exporters. The paper investigates the opinions of producers and exporters in south-west Albania. A face-to-face interview survey method was conducted. Database elaboration was made through the SPSS program. An ordinary probit regression was used to evaluate the constraints of fruit and vegetable producers in Albania. We conclude that there are several problems that hamper exportation growth in Albania. Albanian producers are usually not able to penetrate into foreign markets because they are not part of consolidated marketing distribution channels.

This paper addresses the willingness to pay an additional price for the purchase of organic fruits and vegetables by analyzing the factors that influence consumers in their choice. To carry out this research, we studied consumer behaviour in the Gjirokastra region. At first, through questionnaires, primary quantitative and qualitative data were collected. The data were analyzed through SPSS software version 21. The questionnaire feedback was analyzed with descriptive statistics, and inferential statistics combined with comparative interquartile analysis, for which comparative box plots were used. To evaluate the influence of independent variables on the willingness to pay an additional price for the purchase of organic fruits and vegetables, we used the multivariate linear regression model. Multivariate regression is used for the explanation and prediction of the behaviour or levels of a variable or phenomenon, when one or several other variables, which are thought or proven to be related or influence over it, change to a certain extent or direction. At the end of the paper, it was found that socio-demographic factors have a significant impact on the willingness to pay an additional price for organic products.