Consumer's behaviour in Cluj-Napota City (Romania) under a public perspective

• Autores: Ioan Lazar, Dan Lazar, Diana Zagan-Zelter
• Localización: Revista internacional de marketing público y no lucrativo = International review on public and non profit marketing, ISSN 1812-0970, Vol. 3, Nº. 2, 2006, págs. 59-78
• Idioma: inglés
• Títulos paralelos:
  • La conducta del consumidor en la ciudad de Cluj-Napota (Rumanía) desde la óptica pública
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• Resumen

  • Whatever study we wish to undertake in current Romania, it is necessary to consider the new framework determined by the privatization processes. The individual him/herself is changing under the influence of the new realities, so a "new" individual in a "new" social-economic framework has to be considered too.

    As a number of these economic and social background problems are affecting a real lot the population of Cluj-Napoca, it was decided to conduct a research on consumer's behaviour in the city. Sections on attitude towards life, attitude towards ads, consumer's preferences, attitude towards people's deeds, and personal data (socio-demographic profile) were included in the questionnaire.

    Obtained results emphasize the existence of a mature consumer's conception compatible with the market economy (under a public perspective), even when some contradictory situations were also stated. Specifically, a reaction against domination was underlined. Moreover, the vast majority of interviewed people, no matter their age group, expressed their wish to be independent. This wish is mainly perceived under an economic perspective, thus translated into allowing the consumer to buy as he/she pleases.