Purchasing Decision Process in the Context of the Economic Crisis in Romania
In the market place, the consumer behavior has always been an attractive area for the purpose of better defining the marketing strategies and alternative options for companies. In addition, the decision-making process has been a starting point for understanding the consumer behavior and identifying the positioning and segmentation variables for the company. In the context of the contemporary international economic crisis, many changes affect the consumers. We assist to new rules in the daily consumer behavior as well as raw tendencies in the purchasing decision process. Therefore, the purpose of this paper is to reveal the features of the Romanian consumer and purchasing decision in the context of the contemporary international economic crisis. The main objectives of the paper are: • To understand the consumer behavior and the factors that influence the purchasing decision for a typical consumer; • To identify the new features of the purchasing decision before and after the international crisis for the Romanian consumer; • To analyze the impact of the consumer decision on the market place.
Volume (Year): X (2010)
Issue (Month): 1 (May)
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