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Numărul 4/2012 (octombrie-decembrie)

1. Buying Motives in the purchase of Cadbury Chocolate among Young Indians
Rezumat:Purpose- The main objective of this study is to analyze the youth purchase intention in the buying of Cadbury’s Dairy Milk , What factors influence youth in choosing Cadbury or regional sweets (MIthais). Simultaneously it tries to identify the discriminating factors between the sweet consumers and the chocolate consumers
Design/methodology/approach- Convenience sampling has been done by circulating the questionnaire via internet in order to process speedy data collection among youth in the age group of 20 to 35.Finally 121 completely filled up responses were considered for further analysis. Ultimately, statistical tools like Factor Analysis, Regression, Discriminant analysis and descriptive analysis are used to analyze the buying motives of the consumers.
Findings- It has been found that product experience, Product Endorsement and product Values are the major motivational factors in the purchase of Cadbury chocolates where as product physical Aspects and influencers are major motivational force for sweets. The future directions and limitations are discussed at the end.
Practical Implications- The results shows that various marketing campaign taken up by the company has immensely helped the company to break the belief that chocolates are meant not only for kids and helps to raise company’s brand awareness.
Autor(i):Debajani SAHOO, Shreya GARG
Publicat în:Revista Română de Marketing 4/2012 [Volume 7, Issue 4] (octombrie-decembrie)
Cod citare:2835
2. Influenţa venitului asupra comportamentului de consum şi a calităţii vieţii / The influence of the income on the consumer behavior and on the quality of life
Rezumat:Analiza comportamentului de consum este importantă pe de o parte pentru strategiile de marketing ale companiilor. Pe de altă parte această analiza comportamentului de consum reflectă modul în care consumatorii îşi îndeplinesc prin consum anumite dorinţe, oferind indicii despre nivelul de trai şi despre calitatea vieţii. În acest articol este analizată influenţa venitului asupra comportamentului de consum. Astfel în urma cercetărilor se poate observa că venitul influenţează comportamentul consumatorilor din România. Persoanele cu venituri ridicate au un comportament prin care se răsfaţă mai mult prin faptul că îşi permit să facă cumpărături pentru perioade mai îndelungate. Deasemenea consumatorii cu venituri mai mari se plimbă prin magazin, alegând produsele care le plac cel mai mult, nefiind nevoiţi să aleagă doar produsele planificate. Astfel rezultatele cercetării confirmă faptul că comportamentul de consum reflectă nivelul de trai al consumatorilor şi nivelul calităţii vieţii.

The analysis of the consumer behavior is, on one hand, important for the marketing strategies of companies and, on the other hand, this analysis of consumer behavior reflects the way in which consumers can fulfill some of their needs, showing in this way their living standards and the quality of their life. In this paper, the influence of the income on the consumer behavior is analyzed. The results of the research show that the income influences the behavior of the Romanian consumer. The persons with higher incomes have a behavior which allows them to spoil themselves, in the way that they can afford to shop for longer periods of time. The consumers with higher incomes can walk through the stores, choosing the products they like and afford to buy not just the planned products. Consequently, the results of the research confirm the fact that the consumer behavior reflects the living standard and the quality of life.
Autor(i):Nicolae Al. POP, Corina PELAU
Publicat în:Revista Română de Marketing 4/2012 [Volume 7, Issue 4] (octombrie-decembrie)
Cod citare:2836
3. Atingerea succesului de marketing prin orientarea strategică a organizaţiei / Achieving marketing success through strategic orientation of the organisation
Rezumat:Competiţia puternică din spaţiul european determină organizaţiile să-şi revizuiască atitudinea faţă de consumatori dar şi faţă de competitorii lor direcţi. Adoptarea unor strategii de marketing fără a lua în calcul aceste două componente fundamentale în definirea orientării strategice constituie o mare greşeală de marketing. Specialiştii în marketing caută permanent să identifice competenţele de bază ale organizaţiei menite să confere acesteia un avantaj competitiv susţinut. Diferenţierea ofertei şi poziţionarea clară a acesteia în mintea consumatorilor constituie cele mai bune căi de câştigare a unei poziţii competitive pe piaţa de referinţă.

Strong competition from Europe causes organizations to reconsider their attitude towards customers but also to their direct competitors. The adoption of marketing strategies without taking into account these two fundamental components in defining the strategic direction of marketing is a big mistake. Marketers constantly striving to identify the core competencies of the organization, aimed at giving it a competitive advantage claimed. Offer clear differentiation and positioning it in the minds of consumers, are the best ways of gaining a competitive position on the relevant market.
Autor(i):Anca Francisca CRUCERU, Violeta RĂDULESCU
Publicat în:Revista Română de Marketing 4/2012 [Volume 7, Issue 4] (octombrie-decembrie)
Cod citare:2837
4. An Empirical Investigation in Demand Side Risk
Rezumat:Firms operate in an increasingly unstable world on one hand and with an increasing complexity in supply chain operations on the other. This contributed to the recent interest in supply chain risk investigation. Till date, there is no study conceptualizing and validating a framework for measuring demand side risk in supply chains. The present study attempts to formulate a framework for managing demand side risk through theoretical underpinnings from RBV, Relational Capital Theory etc. and subsequently validate the findings based on a mailed survey in the Indian context. The study contributes to the allied literature by identifying factors like customer dependence, supplier dependence, sourcing strategies, trust towards supplier, trust towards customers, relationship quality with suppliers, relationship quality with customers and information sharing with suppliers as important predictors of demand side risk.
Autor(i):Santanu MANDAL
Publicat în:Revista Română de Marketing 4/2012 [Volume 7, Issue 4] (octombrie-decembrie)
Cod citare:2838
5. De ce se tem românii: explicaţii ale declinului numărului de căsătorii / What are Romanians afraid off: explanations of the decline in number of marriages
Rezumat:Românii se căsătoresc astăzi de două ori mai puţin decât acum 50 de ani. Articolul prezintă două explicaţii culturale şi una economică/demografică pentru acest fenomen îngrijorător. Explicaţiile unor reputaţi specialişti internaţionali în domeniu sunt susţinute de date statistice convingătoare. Rezultatele corelaţiilor între numărul de căsătorii şi diferiţi indicatori economomici şi demografici confirmă ipotezele formulate de-a lungul articolului.

Romanians married twice as less today than 50 years ago. The paper presents two cultural explanations and one economic/demographic explanation for this alarming phenomenon. Details of renowned international experts in the field are supported by convincing statistics. The results of the correlations between the number of marriages and various demographic and economic indicators confirm the assumptions presented along the article.
Autor(i):Ovidiu ŢIEREAN
Publicat în:Revista Română de Marketing 4/2012 [Volume 7, Issue 4] (octombrie-decembrie)
Cod citare:2839

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