The purpose of the paper is to identify the nature of the influence of a company’s marketing communication of the actual consumer behaviour. To achieve this purpose, the paper is structures in two parts; firstly, the recent literature regarding relationship marketing paradigm is reviewed and the value chain concept is presented. The second part contains a survey-based research which uses book-store customers as target unit. Sales promotion and advertising are used as input variables in identifying the variation in the client’s buying behaviour. Client behaviour was measured through three variables: monetary value spent by the clients within their last purchasing experience, buying frequency of the clients, and their buying intention.
Neuromarketing as research method contrbutes to understanding consumer behavior a step further than traditional marketing research. The aim of the current study is to explore the usability and cognitive understanding of banking services webpages. In this regard, the theoretical part of the article reviews the relevant literature related to neuromarketing as research method and the use of eye-tracker as research technique. Further on, a two-step research design was developed for studying the consumers’ attention and memory during and after viewing two Romanian banking services websites. The results showed that the way information is structured and presented on the webpages influence their usabiliy and cognitive understanding.
The purpose of the present research is estimating the potential traffic for SIA (Sibiu International Airport, SBZ) for the year 2017. Predicting as accurate as possible the passenger traffic for a certain airport is an aspect of major importance for both the airport management and the airline companies. The theoretical quality of the forecasting models for air traffic of passengers is fundamental for obtaining the most accurate predictions. In this regard, a two-step process was used in developing the traffic forecasting model: (1) Identifying the proper regression model for traffic estimation based on the number of aircraft departures, and (2) Forecasting the number of aircraft departures for the current routes operated SIA. The predicted total passenger traffic overestimates the actual total traffic with only 2.4% and the actual total traffic without the transit traffic with only 1.42%.
Estimating accurately demand both at market and company level for specific goods and services can be considered a necessity for every organization. Traditional demand estimation methods may not be relevant for estimating the demand for new destinations to be introduced by a regional airport. The present paper proposes to fill this gap and to develop the demand estimation literature by presenting a novel demand estimation method. Two research objectives are developed in this regard: (1) determining the catchment area of Sibiu International Airport (a regional airport in Romania) for destinations operated by competitor airports and not by Sibiu International Airport and (2) estimating the demand for new destinations based on the identified catchment area.