Promoting Research on Consumer Behaviour with Reference to the Influence of Advertising on Food Purchasing

Alignment with the European Union means trying to adapt and facilitate adaptation depending on the resources of our country. For consumers, it is necessary to inform and educate them in accordance with the EU regulations. Foods must meet the quality requirements of consumers. The requirements are constantly changing. In the past 20 years diversifying and fast renewing, creating of the single market, free movement of goods, elimination of trade barriers by developing common European standards, and introduction of certification has resulted in increased consumer confidence on the quality of the products they purchase from advertising. A marketing research was conducted, through a questionnaire, in compliance with the research methodology, with the aim of highlighting consumers' views on the influence of advertising on purchasing foods. The gap reduction between what is intended to be conveyed by advertising and what is necessary, fair, clear, and consistent to be transmitted through advertising, according to EU regulations, leads to competitive advantage afforded by any producer in any country. In any business it is important to measure the feedback of the activity as well, which often is not done. This study sought and measured the feedback on whether consumers are happy of the message regarding food products purchased, transmitted by advertising campaigns carried in the county of Sibiu.