Behaviorist economic approach has recorded a quantum leap in a relatively short period of time, as studying the relationship between consumer behavior and companies’ strategic decisions based on market competitiveness are no longer an unknown area. However, this issue remains actual in view of the fact that during the decision process of purchase, consumers do not always behave rationally, as they are the only ones who can appreciate if the offer of the company, in terms of range, quality, price and auxiliary services meet their needs or not. In this context, this paper aims to deepen the existing interconnection between the market decisions of the enterprise and consumer behavior, as measure standard for the competitiveness of a firm on a certain market.
The marketing of educational services has become both a priority and a challenge, taking into account the technological changes that have arisen from the aspect of the tools and teaching methods used, as well as from the point of view of the requirements on the market manifested by the bearers of labor demand and supply. In addition, the opening and internationalization of these services has led to an increase in competition in this area, which forces universities to attach greater importance to educational marketing activities. From the point of view of the study of the behavior of the consumer of university educational services, the approach is even more challenging as the offer of educational services presupposes the rendering of an inexpensive, unstable, perishable and extremely variable service in terms of diversity, which requires an extremely complex analysis of the variables that influence the behavior of the “consumer” student, as well as from the point of view of the purchasing decision process, as a result of the action of these factors. In this context, the present paper aims to analyze the necessity of applying specific educational marketing tools, methods and techniques, especially of university marketing, not only from the perspective of the promotional component, which has a leading role in this field, but also starting from to the analysis of the peculiarities of the behavior of the consumer of educational services as a beneficiary.
In the current economic context, characterized by extremely fierce competition directed at winning or retaining various consumer segments, as well as by an unprecedented technological boom, the marketers’ effort towards implementing new ways of communicating and bidding remains the only way to business success. Considered to be the most visible part of the marketing activity, integrated marketing communication tends to capture the attention of both providers and buyers especially, who need information from various sources to inform their purchasing decisions. Thus, the present paper aims to highlight the main tools which the specialists use in integrated marketing communication in their attempt to establish a permanent and efficient contact with both potential consumers and with actual consumers, as well as an analysis of secondary data sources regarding the impact false news broadcast through various media channels have on consumer perceptions.
Although it is no longer a novelty that the Internet has now become “fashionable”, being a means of informing, socializing and trading, which is being increasingly used by the general public, it is now imperative to study the implications of its use both on the consumer, including all the roles that it can take (initiating, financing, influencing, decision making, actual consumption of goods and services) and on the marketer, who is forced to consider the Internet as a marketing tool that can be used as a lever to generate positive reactions from the consumers. Against this background, the orientation of the individuals towards the online environment, defined by specialized literature as “the second life”, comes to justify, on the one hand, the consumers’ need for social interaction, and, on the other hand, the need for comfort and speed in identifying optimal alternatives. This paper aims to address only a facet of the behavior of the digital consumer, proposing a theoretical and instrumental analysis of the purchasing behavior of online goods and services.
Due to the ability to create and use technology, the human being has found various ways to transform the resources of the Earth in all sorts of new materials, equipment and energy sources. At least since the last industrial revolution until now, each generation has added more technology to the received legacy, but at the same time, left the planet in a far more degraded state than the inherited condition.
Within these changes, small and medium enterprises (SME) in their capacity as pillars of the economic development of a nation, have been compelled to change their previous strategies. Implementing an Environmental Management Systems (EMS) can be seen as the only way to connect the activities of the organization to the environmental requirements, in a context in which the orientation of the demand towards environmental markets is becoming increasingly apparent.
Recent terrorist attacks in Brussels, Paris and Istanbul, are shaking a world bewildered of daily fear of violence, while the contemporary consumer has to deal with the “new wars” emerging in the context of the current socio-economic and political context. The issue is especially thorny since, most of the times, the “enemy” the citizens must face is unknown, not only when it comes to terrorist attacks, but also when dealing with the question of the “enemy” in foods purchased for consumption (food security) or the security of personal data when accessing and using the Internet (cyber security). Consequently, this paper attempts to highlight the way in which the safety and security needs of the contemporary consumer have diversified over time, often becoming determinants of social behavior in general, and of the buying and consumption behavior, in particular.
It is well known that the extent to which the supply manages to adapt to the demands and changes in consumer behavior is key to the success of a business or, in the current economic context, to the survival of a business. This paper aims to analyze the manner in which the perception and attitude of the individual towards risk causes major changes in its purchasing behavior and, implicitly, to identify the tools of marketing with a favorable impact on the consumer, in the economic and social context generated by the Covid-19 pandemic. Although the fear and concern generated by the current economic and social crisis are visibly affecting both social behavior in general, and purchasing behavior in particular, finding effective ways to inform and communicate with consumers to facilitate their access to up-to-date and highly accurate information is essential both to meet the growing need for information in conditions of risk and uncertainty, and to guide the purchasing decision towards the best alternative for the consumer.