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Mutations In The Preferences Of Romanian Population For Foreign Brand Products

Author

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  • PAPUC, Mihai

Abstract

The alteration of the Romanian consumer behavior, in an economic and social climate generated by the great convulsions of the transition to a functional market economy, but also by the opening of the national borders and by the intensification of Romanias efforts towards EU and world trade integration, led to a gradual reconsideration of its position towards the trademark. This is considered now an essential instrument for the identification of products, services and organizations and an important mean of quality guarantee for goods and of recognition of a firms prestige and fame. The paper presented below aims to be a brief analysis on the mutations in the Romanian consumers preferences for the commercial products made in EU, but also on the influence of the trademark and of the home country over the purchasing of these goods.

Suggested Citation

  • PAPUC, Mihai, 2011. "Mutations In The Preferences Of Romanian Population For Foreign Brand Products," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(2), pages 22-27, June.
    • Handle: RePEc:hmm:journl:v:1:y:2011:i:2:p:22-27
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    More about this item

    Keywords

    consumer behavior; brand product; trademark; population categories;
    All these keywords.

    JEL classification:

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

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