Abstract:

This study aims to identify the importance of local specificities for different regions (specific form, relationship to region, etc.), and to ascertain how much these suggestions can be subsequently used within the retail environment and to exploit their potential to increase sales. The study implies that people have a strong regional identity. Playing to this regional sentiment is the right way to go. Respondents are loyal to their region, both in terms of their positive relationship and in terms of the length of time they live in the region. People also take an active interest in events in their region, are involved in local events, and read local papers and the regional press, although they are not willing to be actively engaged in and be a part of local societies or community associations.