Consumer Perception of Competitiveness – Theoretical-Instrumental Approach

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.