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The Brand Name’S Role In The Purchase Decisions At The Beginning Of The Xxist Century. Empirical Evidences From The North-Eastern Part Of Romania

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  • Laura Diaconu

    (Alexandru Ioan Cuza University of Iasi, Romania)

Abstract

Considering the great impact of consumers’ behavior on the economic activity, in the present paper we intend to identify and analyze the way in which the purchase decisions of the individuals are influenced or not by the products’ brand name, taking the particular case of the Romanian consumers’ behavior. The exploratory research was conducted using two methods. An analysis of the secondary data offered by the specialized literature was followed by a primary data collection through a structured survey, conducted on 335 people form the North-Easternpart of Romania. The results indicate that most of the respondents are mainly influenced, in their purchase decisions, by the quality of the products and price-quality ratio, the brand being situated only on the third or fourth place. However, the majority of the consumers are buying durable branded goods and, in the case of the non-durable products, they opt for both types (branded or with private label).

Suggested Citation

  • Laura Diaconu, 2012. "The Brand Name’S Role In The Purchase Decisions At The Beginning Of The Xxist Century. Empirical Evidences From The North-Eastern Part Of Romania," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 4(3), pages 306-315, September.
    • Handle: RePEc:jes:wpaper:y:2012:v:4:i:3:p:306-315
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    2. Robert L. Steiner, 2004. "The Nature and Benefits of National Brand/Private Label Competition," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(2), pages 105-127, March.
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    More about this item

    Keywords

    brand name; consumers’ loyalty; price; quality Romania;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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