Empirical Considerations Regarding Consumers Perception on an Emerging Market – A Case Study on Retailers in Romania

Journal of Contemporary Social and Economic Processes, 2009, pp.108-114, ISSN 1788-7593

10 Pages Posted: 9 Mar 2013

See all articles by Dan-Cristian Dabija

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing

Monika - Anetta Alt

Babes-Bolyai University

Ioana N. Abrudan

Babes-Bolyai University

Date Written: October 15, 2009

Abstract

Both on their home markets, as well as on the emerging ones – the case of Cluj-Napoca, Romania – European retailers face a new situation, by excellence a challenging one. On the one side, the competitive market has been in a continuous and constant expansion for several years and on the other side consumers become more and more sophisticated and choosy. Based on the accumulated experience they not only change their demands towards retailers, but also their perception of them.

The present paper pursues a clear delineation through an empirical research of the elements or the facets of the marketing mix in a retail context. As it is already known, retailers use a specific mix in order to better position themselves on the market. As we shall prove, consumers are also able to ultimately perceive the factors by means of which retailers try to influence them, respectively to act over them.

Keywords: retailing, perception, retail marketing mix, Romania, empirical study

JEL Classification: M3, M30, M31

Suggested Citation

Dabija, Dan-Cristian and Alt, Monika - Anetta and Abrudan, Ioana N., Empirical Considerations Regarding Consumers Perception on an Emerging Market – A Case Study on Retailers in Romania (October 15, 2009). Journal of Contemporary Social and Economic Processes, 2009, pp.108-114, ISSN 1788-7593, Available at SSRN: https://ssrn.com/abstract=2161777

Dan-Cristian Dabija (Contact Author)

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

Monika - Anetta Alt

Babes-Bolyai University ( email )

58-60 Teodor Maniu street, Cluj-Napoca
67 Iuliu Maniu street, Sighetu Marmatiei
RO-3400 Cluj-Napoca, Cluj 435500
Romania

Ioana N. Abrudan

Babes-Bolyai University ( email )

58-60 Teodor Maniu street, Cluj-Napoca
67 Iuliu Maniu street, Sighetu Marmatiei
RO-3400 Cluj-Napoca, Cluj 435500
Romania

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