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Marketing strategies used in crisis - study case


  • Nistorescu, Tudor
  • Puiu, Silvia


The economic and financial crisis affected all the economic sectors, spreading all over the world. The retail sector had to adapt to their customers ´preferences and needs, which according to Ang, Leong & Kotler (2000) change in times of financial crisis. The purpose of this paper was to examine how Romanian retailers adapt their marketing strategies to the changing consumer buying behavior during the financial crisis.A qualitative method was chosen for this research, and the empirical data was gathered from two companies in the Romanian retail sector: Real Hypermarket and Carrefour. Primary data was collected through annual information from their websites, annual reports and different articles. Both companies observed some changes in the behavior and preferences of their customers, so they implemented some marketing strategies during the crisis. The research is useful for companies being in a similar situation, in order to see how the crisis can be managed.

Suggested Citation

  • Nistorescu, Tudor & Puiu, Silvia, 2009. "Marketing strategies used in crisis - study case," MPRA Paper 17743, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:17743

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    References listed on IDEAS

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    Cited by:

    1. Vinod Sharma & Jayant Sonwalkar, 2013. "Does Consumer Buying Behavior Change During Economic Crisis?," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 33-48.
    2. Gojinetchi, Sergiu, 2012. "Consumer protection in the shadow of the global financial crisis - a study on the way forward of consumer protection in European Union, Republic of Moldova and P.R. of China -," MPRA Paper 36630, University Library of Munich, Germany.
    3. Sergiu, Gojinetchi, 2012. "在全球金融危机阴影下的消费者权益保护 - 欧盟,摩尔多瓦共和国和中华人民共和国的消费者权益保护的未来之路的研究 -
      [Consumer Protection in the Shadow of the Global Financial Crisis - A study on the way forward of Consumer Protection in European Union, Re
      ," MPRA Paper 36796, University Library of Munich, Germany.

    More about this item


    strategy; retail; Carrefour; Real; hypermarket;

    JEL classification:

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

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