Impact of Consumer Preferences on Kosovo’s Foreign Trade

In marketing, consumer behavior is a crucial factor in the placement of products in the market and is often the subject of study and research by large companies to identify the needs of citizens and their behavior as consumers in the buying decision process. Consumer buying behavior refers to the buying behavior of final consumers—individuals and households that buy goods and services for personal consumption (Kotler et al., 1999). A company that truly understands how consumers will respond to different product features, pricing, and advertising appeals has a significant advantage over its competitors. The factors that influence consumer behavior are the key elements that companies analyze and aim to break down in order to "attract" customers. This paper will examine the factors of consumer behavior and their impact on increasing/decreasing imports in trade with several countries with which Kosovo has international trade relations. The phenomenon of ethnocentrism will also be examined, a phenomenon that has emerged in every nation in recent years and is more pronounced in the Republic of Kosovo. Finally, an empirical analysis will be presented, highlighting the relationship between imports and import prices.