IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Log in (now much improved!) to save this article

Christmas – From Religious To Laic.The Stimuli That “Sell” Christmas

Listed author(s):
  • Teodora Roman

    ()

    (Alexandru Ioan Cuza University of Iasi, Faculty of Economics and Business Administration)

  • Ioana Amarghioalei

    (Alexandru Ioan Cuza University of Iasi, Faculty of Economics and Business Administration)

  • Adriana Manolica

    (Alexandru Ioan Cuza University of Iasi, Faculty of Economics and Business Administration)

  • Liviu-George Maha

    (Alexandru Ioan Cuza University of Iasi, Faculty of Economics and Business Administration)

Romania has been a country with a strong cultural background since ancient times. The Romanian people, born Christian, cherished holy days as part of its daily life, Christmas included. From a religious viewpoint, Christmas is one of the twelve holy days celebrated by the rulers of Byzantine Churches, being considered the third great holy day after Easter and Pentecost. However, in relation to the field of marketing, Christmas is a popular holy day, hence an occasion to increase sales. At the level of financial advantages provided, this holy day is the most important one, not only for retailers, but also for the other categories of merchandisers. There are various ways to celebrate this feast: parties, family gatherings, going to church and gifts. Christmas is a religious feast, supported by some people and rejected by others for having been turned into an occasion to spend money and party, thus ignoring its sacred character. Based on the aspects above as premises, this paper aims at shaping the buyer’s behaviour during Christmas time. Therefore, our aims are the identification of those in-store stimuli that create the atmospherics desired by customers when they take the decision to shop in a Christmas context. Another aim is to shape the buyer’s behaviour in choosing Christmas gifts, considering two variables: gender and age. Last but not least, we aim at highlighting the period in which in-store Christmas stimuli have been perceived, whether this coincides with the one when first gifts are bought or not, which was the average budget allocated or the moment people became aware they had to do the shopping for this holy day. The methodological approach includes both a qualitative approach, by using the structured interview and a quantitative approach by conducting a survey based on the snowball sampling method. The population investigated is aged between 25 and 65, lives in the urban area, is married and it was compulsory for the respondents to be part of the families that actually shop for Christmas. The conclusions drawn from this research lead to a lay environment of Christmas holidays and are useful to all retailers interested in maintaining a good relationship with their customers, build consumer goodwill and boost sales during Christmas time.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://www.ceswp.uaic.ro/articles/CESWP2014_VI2_ROM.pdf
Download Restriction: no

Article provided by Centre for European Studies, Alexandru Ioan Cuza University in its journal CES Working Papers.

Volume (Year): 6(2) (2014)
Issue (Month): 2 (July)
Pages: 117-134

as
in new window

Handle: RePEc:jes:wpaper:y:2014:v:6:i:2:p:117-134
Contact details of provider: Web page: http://cse.uaic.ro

More information through EDIRC

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

as
in new window


  1. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
Full references (including those not matched with items on IDEAS)

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:jes:wpaper:y:2014:v:6:i:2:p:117-134. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alupului Ciprian)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.