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The Consumer Confidence Report - A Tool For Developing Marketing Strategies Designed For The Online Environment

Author

Listed:
  • Mircea Fuciu
  • Luigi Dumitrescu

Abstract

The consumers are the backbone of all marketing strategies, decisions andactions, but at the same time, it has become extremely important to gain and keep the consumershappy and close to your company, brand or product. Our paper aims to present an importantmarketing tools that the companies and their management teams can use to develop marketingstrategies designed for the online environment of the 21st Century: the consumer confidencereport. We are presenting the main tools developed for creating such a report: ConsumerConfidence Index (CCI) and The Michigan Consumer Sentiment Index (MCSI), their advantagesand disadvantages. We will present the manner in which we can use the consumer confidencereport to develop new marketing strategies for the next period of time. The paper also underlinesa statistical analysis of the consumer confidence reports for eastern and south-eastern Europeancountries for the 2010 - 2016 timeframe. We point out the main reasons for the differencesbetween the figures and these countries considering their demographical profile.

Suggested Citation

  • Mircea Fuciu & Luigi Dumitrescu, 2017. "The Consumer Confidence Report - A Tool For Developing Marketing Strategies Designed For The Online Environment," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(19), pages 1-3.
  • Handle: RePEc:alu:journl:v:2:y:2017:i:19:p:3
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    More about this item

    Keywords

    consumers; confidence report; index; strategies; marketing;

    JEL classification:

    • G00 - Financial Economics - - General - - - General
    • C10 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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