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Marketing meets ethics – with the sample of an Austrian chocolate factory

Author

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  • Adrienn Woerle

    (Faculty of Economics, University of West Hungary, Sopron, Hungary)

Abstract

The aim of this study is to introduce the meaning of quality and to show how customers recognize the quality what companies offer. Quality – and recently ethics, too – are main points during shopping and consumption therefore they should be considered while creating the right marketing mix for a product or service. The aims of the researches in Germany and Austria were, to figure out why customers might become disappointed concerning quality and promises and what consumers think about quality and ethics. The results of these researches - made about furniture in Germany and about organically, handmade chocolate in Austria - are useful for all companies; giving hints how they can improve their performance to reach target customers easier and to meet the customers´ needs the best possible way.

Suggested Citation

  • Adrienn Woerle, 2012. "Marketing meets ethics – with the sample of an Austrian chocolate factory," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(46bis), pages 187-202, December.
    • Handle: RePEc:rej:journl:v:15:y:2012:i:46bis:p:187-202
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    More about this item

    Keywords

    quality; marketing mix; ethics; customer behavior; interactive communication;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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