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Consumer’s perceptions regarding Dacia cars prices, insights and lessons to be learned

Author

Listed:
  • Cruceru, Gheorghe
  • Micuda, Dan

Abstract

Price is one of the four classical elements of marketing mix and for long-term goods, as is the case of automobiles; price plays an important role in the purchasing decision. Therefore identifying consumer’s perceptions about the price of the cars is a key factor in establishing the marketing policy of any automobile producer. This paper analyzes Romanian customer’s perceptions of Dacia car prices and aims to determine whether the manufacturer succeeded in transmitting the Romanian customers the idea of affordability regarding his products.

Suggested Citation

  • Cruceru, Gheorghe & Micuda, Dan, 2011. "Consumer’s perceptions regarding Dacia cars prices, insights and lessons to be learned," MPRA Paper 30621, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:30621
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    File URL: https://mpra.ub.uni-muenchen.de/30621/2/MPRA_paper_30621.pdf
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    More about this item

    Keywords

    prices; marketing mix; perceptions; financing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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