PURCHASING BEHAVIOUR PATTERNS. EVIDENCE FROM LARGE SURFACE STORES IN ROMANIA

Mihai Papuc, Tudor Edu and Costel Negricea ()
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Mihai Papuc: Romanian-American University, Faculty of Management-Marketing

Polish Journal of Management Studies, 2014, vol. 10, issue 2, 151-160

Abstract: The present paper aims to identify coordinates of the buying behaviour prior to the Easter celebration displayed by people shopping from large surface stores in Bucharest, Romania. Through a comprehensive semi-structured, disguised and direct observation performed by people based on an observation guide with 7 topics conducted in three Kaufland stores located in various parts of Bucharest, quantitative and qualitative peculiarities of the buying and consumption behaviour of 413 individuals were uncovered. The findings of this study display the product categories, types and brands chosen by shoppers in large surface stores as well as coordinates of the in-store behaviour, rendering a detailed image of the conclusions prompted by the buying decision-making process with tremendous significance for the retail sector in Romania.

Date: 2014
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