Analysis on Online Purchase of Clothing in Romania

Open access


Clothing is the second important category of products sold in Romania through the Internet. The number of online buyers is increasing although not up to values registered in other European countries. This raises the question of the reasons for reluctance or poor use of online purchases and of the behaviour of those who still buy clothes online. The article focuses on presenting the results of a study conducted in one of Romania counties in 2016. Data is supplemented with information obtained from secondary sources, namely a national study conducted in 2014. We identified characteristics of Dambovita residents regarding the factors of influence, brakes on purchase and the actual online purchase behaviour.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Stana L. (2016) “Comportamentul e-consumatorului de articole vestimentare” master’s degree memoir Targoviste: Valahia University.

  • Toma A. (2012) Comportamentul consumatorului Targoviste: Cetarea de Scaun.

  • Vranceanu D. M. (2013) Cercetari de marketing in context global Bucarest : ASE.

  • *** “Clothing Shoppers Seek Seamless Online-Offline Experience” (2015) 8.3.2017.

  • *** „Experienta de cumparare in era consumatorilor digitali” (2014) Ernst & Young 14.03.2017.

  • *** „Rezultate definitive ale recensamantului populatiei si locuintelor 2011 (caracteristici demografice ale populatiei” Institutul National de Statistica (INS) 14.03.2017