Quantitative Marketing Research Concerning the Opinion, Attitudes and Behavior of the Employed Population of Mures County on the Strategic Management of the Companies in which they Developed Activity

In the economic and social context of the last decade, the lack of information about the changes made in customer attitudes and behaviours or in the marketing actions of competitors may lead to increased vulnerability and even the failure of a company. That is why a good market knowledge is required from the perspective of consumer segments and the competitive environment, and such information becomes vital in the design and implementation process of effective marketing plans and strategies. Therefore, to reduce the risks associated with decision-making approaches, companies must continually study their environment internally and on external, making it necessary to conduct marketing research. The present research contains a qualitative questionnaire targeted to the opinion, attitudes and behaviour of the employed population of Mures County on the strategic management of the companies in which they developed activity.