COVID-19 pandemic well-known worldwide for its serious health consequences is having a profound effect on every sphere of life. Taking into consideration that COVID-19 is harming the labor market and economic activity in general, we also consider that this situation is affecting the personal consumption expenditures in case of Kosovo (Ziberi, Rexha, & Gashi, 2021). The main aim of this paper is to analyze how the customers’ behavior will shift the traditional business to an online one in case of Western Balkan countries with special emphasis on Kosovo, North Macedonia and Albania. The study considered the mixed methods using the questionnaire as a method for primary data collection in a random sample of citizens from countries in the analysis. The questionnaire was distributed online using social media in a sample of 1250 respondents. The paper uses the SPSS software for data analysis and hypotheses testing. The study comes to the conclusion that buying behavior is changing due to the imposed measures by governance due to the COVID-19 pandemic. Thus, the confidence in online shopping has increased significantly which is a good base for further recommendations for small and medium-sized enterprises (SMEs) to start reworking selling strategies and to shift their activity from purely traditional to hybrid one — traditional and online — promoting so better the traditional business. Our findings also are in line with a study by Bytyçi (2020) who stated that the consumers in case of the Republic of Kosovo prefer online shopping for one main reason — time loss reduction.

Visual factors such as exposure, colors, fragrance, music for sale, are a way of communicating between buyers and sellers, which influence consumer decision-making in buying and selling or can also be referred to as a face-to-face deal designed to influence in the decision of a group of persons or a single person to make a purchase. Music as a powerful tool can offer great sales by making consumers feel positive, secure and happy in their purchases. Buyers also consider music to be a personal connection that affects the emotions and mood of the buyer, the genre of music released in the store has an effect on how the shopper views himself in the social environment and in the end it has an effect on the relaxation and mood of the buyer. The combination of genre, tempo, sound and a combination of (recent and old) musical hits enable sales to increase as consumers tend to stay in the market longer until the end of their favorite song, in the meantime during the attitude he puts in his basket unplanned things influenced by the background music, on the other hand the combination of the right colors provides a boost in sales. The purpose of this research is to recognize the influence of different genres of music on the concentration of purchases. By gathering information through research from various literatures, through respondents who frequent shopping malls and follow the various offers the paper comes with some conclusions and recommendations

Nowadays economy is characterized by a freemarket. Business and economic activities in general are exclusively related to the market. There are two main mechanismsas drivenforces in the market such us (i) demand and(ii) supply. Demand is on the market, ie, consumers (individual, family, enterprise). Meanwhile, the offer is formed in the enterprise, for the purpose of meeting any customer requirements. The greatest help for the functioning of supply and demand mechanisms in the market is given by the marketing discipline. Marketing in the quality of economic science is the bridge between the enterprise and the market using its own tool such us sale. Sellingis a way of communication between buyers and sellers, often a face-to-face confrontation designed to influence the decision of a group of people or a single person to make a purchase. The Merchandising-exposure of the products are the activities that improve product commercialization, the purpose of which is to attract customerattention to the product when the customer is located in the place of sale.

Major technological changes, the development of management, and its functions have influenced companies to launch more and more innovative products and services every day, even if these are inventions or improvements in their specific products or services. Innovation is a difficult process, but very valuable and effective for achieving the intended results. Knowing that Kosovo has had a difficult history in the recent past, from this paper we can see that there has been a pretty good technological development and an increase in knowledge by managing quite well the knowledge that has served in the establishment level of service and production, attracting foreign investors, and thus influencing a better economic development thanks to innovations from the above factors. This study examines all types of innovation whether they are product or process and service including their forms which are incremental or marginal innovations and any other form related to innovation and in any form that has influenced or is expected to positively affect the performance of the organization. These conclusions could also be used for the purposes of any business plan analysis for opening a new business or expanding an existing business, comparing search results with current ones and new business expectations. Very little research has been done on the impact of innovation on the growth of firms in Kosovo, but this paper shows concretely this impact by understanding them closely through interviews conducted with firms

This study tends to analyze the impact of microcredit on consumer spending in the case of Kosovo. Evidence from randomized evaluations in low- and middle-income countries shows that giving small loans in the form of microcredit did not lead to transformative impacts on income or long-term consumption on average, but it did help households better manage financial choices (J-PAL, 2018). In order to test the hypotheses in the study, the primary data was used, and the research tool for data collection used was the online questionnaire. The questionnaire was distributed on social media and cover a six-month time period for data collection. The respondents are chosen randomly as the questionnaire was administered online on the social network Facebook to a random sample of 219 participants. The study has used the SPSS for data processing and hypothesis testing. Typical microcredit contracts involve inflexibilities characterized by frequent periodic repayments without the option to restructure the same depending on emerging contingencies (Sett, 2020). The study concludes that interest rates and individual credits by the Kosovo residents, under our terms of analysis do not affect the realization of the monthly consumption expenditures in the case of Kosovo and thus do not have an impact on the consumer behavior towards their spending