CONSUMER BEHAVIOR – REFERENCE ELEMENT FOR MARKET TRENDS OF AUTOMOBILE IN ROMANIA

Nicoleta Isac ()
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Nicoleta Isac: Faculty of Economics and Laws, University of Pitesti, Romania

Scientific Bulletin - Economic Sciences, 2016, vol. 15, issue 2, 46-53

Abstract: The paper aims to form an overview of the current situation of the car market in Romania and based on this to highlight trends and directions towards which this important branch of manufacturing industry seen through the eyes of consumers. The consumer always seeks to compare the performance of the product, with certain standards and they have required to inform themselves and to reflect upon purchasing the product. In order to ensure business success and minimize the risk, entrepreneurs must pay major attention to defining and knowledge of the market or markets they want to act, as well as the segment of consumers that their it proposes to conquer the products and services offered. To a better analyze of the consumer behaviour we implemented a model based on a questionnaire that allows us to detect the main objectives: Identifying the attributes of an ideal car; Establishing the importance of these attributes for current and potential customers; The Dacia brand in comparison to major competing brands; Determining the factors influencing the choice of consumer. The reason I chose the automobile market is the fact that manufacturing (which includes engineering sector, whose part is the construction industry of cars) is the main component industry in Romania, covering about 80% of the volume of activity in which are covered about 1.5 million people.

Keywords: Consumer behaviour; Market study; Automotive market. (search for similar items in EconPapers)
JEL-codes: M21 (search for similar items in EconPapers)
Date: 2016
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