Transformations  in
Business & Economics

New Tendencies in the Lithuanian Non-Food Retailing
Raimonda Balnienė, Živilė Vaitkūnienė

ABSTRACT. This paper analyzes new tendencies in the Lithuanian non food retailing. What reasons has predetermined emergence of new type off-price stores on the Lithuanian market. Therefore, it is essential to find out what predetermined their appearance, and to analyze also peculiarities of such stores development in the introduction stage, as well as the retailers’ ability to adopt the know-how of off-price retailers in Lithuania. Coming into the market of such stores is of significant importance to further development of retail sector, consumer behaviour, and also relations between a retailer and a supplier.

The research paper aims at:

1. identifying the main notions related to off-price retailers;
2. presenting the theories and concepts explaining emergence of new retail forms;
3. categorising the types and main characteristics of off-price retailers;
4. analysing the life cycle of off-price retailers applying retail theories.

This paper researches the characteristics of the Lithuanian and Western Europe and the USA off-price retailers business, compares the principles of sales mechanisms, and presents a life cycle.

KEYWORDS: retail, off-price, outlet, life cycle, supply of the goods, Lithuania.

JEL classification: L81, P2.