Marketing strategies used in crisis - study case

Tudor Nistorescu and Silvia Puiu

MPRA Paper from University Library of Munich, Germany

Abstract: 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.

Keywords: strategy; retail; Carrefour; Real; hypermarket (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2009-10-09
New Economics Papers: this item is included in nep-mkt
References: View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/17743/1/MPRA_paper_17743.pdf original version (application/pdf)
https://mpra.ub.uni-muenchen.de/29204/1/MPRA_paper_29204.pdf revised version (application/pdf)
https://mpra.ub.uni-muenchen.de/37613/1/MPRA_paper_37613.pdf revised version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:17743

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().