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Management & Marketing no. 4/2011
Clusters of consumer behavior for food and near-food products in Romania
Nicolae ISTUDOR,
Academy of Economic Studies, Bucharest Corina PELAU, Academy of Economic Studies, Bucharest
Abstract. Abstract: The analysis
of the consumer behavior has
become one of the most important
aspects in the way companies
make their decision and the way
they develop their strategy.
Knowing the motivation and the
behavior of buying of the
consumers can help companies
develop their strategy accordingly
and by this to convince the
consumers to buy more. Besides
this, the behavior of the consumer
is a good reflection of the image
of the society, its values and its
important aspects. So knowing the
motivation of buying doesn’t only
give directions to companies for
their strategy, but also shows the
development of a society.
The facts presented in this article
are based on an experiment about
the behavior of the consumers in
different retail formats in
Romania. More precisely, from
the observed behavior of the
Romanian consumers there were
build six clusters, which present
the way consumers shop and the
product groups which are more
important for them. There are
presented the methodology of the
Ward cluster analysis, the
characteristics and some
demographic data of the clusters.
Keyword: cognitive and
emotional decisions, consumer
behavior, consumer clusters,
consumer typologies.
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Conferences
2012.10.12-13
[ archives ]
Publications
The Classes of Economic Concentration and the 80% Factor , Cezar Mereuță
Foreign Majority Ownership in the Node Companies of the Main Markets in Romania - Compendium , Cezar Mereuță, Ionuț Pandelică, Amalia Pandelică
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