The Impact of the Marketing Mix and Sustainability on Shaping Consumer Preferences Towards Non-Food Stores

Dabija Dan-Cristian, Dinu Vasile, Abrudan Ioana Nicoleta, Postelnicu Cătălin, The Impact of the Marketing Mix and Sustainability on Shaping Consumer Preferences towards Non-Food Stores, Transformations in Business & Economics, 13 (3/33), 2014, pp.36-53; ISSN 1648-4460

18 Pages Posted: 19 Mar 2015

See all articles by Dan-Cristian Dabija

Dan-Cristian Dabija

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

Vasile Dinu

ASE Bucharest; Academy of Romanian Scientists

Ioana N. Abrudan

Babes-Bolyai University

Catalin Postelnicu

Babes-Bolyai University

Date Written: November 11, 2014

Abstract

A major challenge for any company, regardless of its field of activity, is related to the considerable improvement of financial indicators that determine its activity, such as: market share, turnover, sales volume and value, number of customers, etc. In generating these quantitative indicators, a major role is also played by qualitative indicators, usually represented by consumers᾿ and clients᾿ reviews. These qualitative indicators include satisfaction with companies᾿ services, trust and sympathy displayed, return to the store and positive recommendations of the store to friends, relatives or other people, together with the perceived fairness of retailers᾿ treatment. They represent important vectors not only in generating behavioral success of these stores, but also in attracting and retaining customers. In shaping a favorable perception, a particular role is played by several levers - prices, assortment, store atmosphere, customer service, etc. These, together with awareness, trust, sympathy, and more recently with sustainability issues (orientation towards environment protection, reducing resource consumption, societal orientation etc.) converge towards a better positioning of the companies among target market segments.

The literature highlights several approaches to the issues at stake, treated individually and in interrelation, but does not entirely succeed in outlining an appropriate research direction regarding the integration of sustainability issues in shaping customer preferences towards non-food retail stores. Fully understanding the situation, the authors conduct an empirical research in non-food retailing in Romania. The research highlights some important issues, from both theoretical and practical point of view, useful in future scientific researches, as well as in defining internationalization strategies of retailers.

Keywords: marketing-mix dimensions, sustainability, non-food retail, empirical research, behavioural success, Romania, retail stores

JEL Classification: L81, M14, M30, M31

Suggested Citation

Dabija, Dan-Cristian and Dinu, Vasile and Abrudan, Ioana N. and Postelnicu, Catalin, The Impact of the Marketing Mix and Sustainability on Shaping Consumer Preferences Towards Non-Food Stores (November 11, 2014). Dabija Dan-Cristian, Dinu Vasile, Abrudan Ioana Nicoleta, Postelnicu Cătălin, The Impact of the Marketing Mix and Sustainability on Shaping Consumer Preferences towards Non-Food Stores, Transformations in Business & Economics, 13 (3/33), 2014, pp.36-53; ISSN 1648-4460 , Available at SSRN: https://ssrn.com/abstract=2580072

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

Vasile Dinu

ASE Bucharest ( email )

Piata Romana, No.6
Bucharest
Romania

Academy of Romanian Scientists ( email )

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

Catalin Postelnicu

Babes-Bolyai University ( email )

Cluj Napoca
Romania

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
157
Abstract Views
818
rank
235,677
PlumX Metrics