Consumer Behavior Analysis of Bra?ov Residents Regarding the Choice of Furniture Products Produced by Multinational CompaniesAbstract:The furniture market which is under constant diversification is disputed in Romania by four of the largest retailers namely IKEA, Mobexpert, Kika and Elvila. Although IKEA, the world’s largest furniture retailer holds the largest market share in Romania, the expansion strategy of the Austrian retailer Kika triggers the need to conduct market research in order to investigate consumer behavior when choosing furniture, as the results can be used in developing and implementing marketing strategies adopted by the IKEA multinational company

Neac?u Nicoleta Andreea and Bãrbulescu Oana

Ovidius University Annals, Economic Sciences Series, 2013, vol. XIII, issue 2, 449-453

JEL-codes: F2 F5 M1 (search for similar items in EconPapers)
Date: 2013
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