FCRP - Business Management & Marketing

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Browsing FCRP - Business Management & Marketing by Subject "Consumer behavior"

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    Consumer Behavior Towards Apparel E-Commerce in Romania
    (2018) Devderea, Ciprian; Toader, Florența
    The aim of this paper is to study consumer behavior towards apparel ecommerce in the context of the Romanian market. Besides the local context, the study is concerned with the factors that may influence consumer behavior, and the attitude of Romanian consumers towards online apparel shopping. Therefore, the following objectives were set: to identify the attitude of individuals towards online shopping for apparel in Romania; to find out what are the factors of influence on the consumers' attitude towards buying apparel online, and to identify the advantages and disadvantages perceived by consumers toward buying apparel online. In order to reach these objectives, 14 interviews with young Romanian consumers were conducted. The results of the study revealed two consumer profiles: occasional apparel shopping users and regular apparel shopping users. These two different consumer profiles have different behaviors, but both of them pay attention to the matter of trust and risk, word of mouth, website quality, and customer support, considering them critical factors in choosing online stores over classical brick and mortar stores.
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    Vintage – one fashion, two generations. Purchasing and consumption behavior of baby boomers and Z generations
    (Tritonic Publishing House, 2020) Leovaridis, Cristina; Ionită, Mădălina Claudia; Popescu, Gabriela
    The overall objective of this paper is to identify the purchase and consumption behavior of vintage products of the Baby Boomers and Generation Z generations. Although there is a significant demographic distance between the two generations, they share the same interest – one may call it even passion or hobby – for vintage products. In the case of the Baby Boomers, it is the nostalgia that influences their behavior: they are contemporary with those times, they lived the events, knew the personalities. Generation Z is interested because the old trends have come back, creatively reinterpreted nowadays. The vintage current expresses certain historical trends and periods of the past and gains a growing popularity today. The research is conducted in two directions to obtain the portraits of the Baby Boomers and Generation Z as consumers of vintage products. The first direction explores the opinions of both generations’ members, and the second direction investigates the opinions of the sellers and the owners of vintage products stores about their customers. For this, qualitative research is conducted based on a face-to-face interview, through a semi-structured interview guide. A specific set of questions are addressed to each category of interviewees. The specific objectives of the research highlight the characteristics of purchase and consumption of vintage products for the Baby Boomers and Generation Z (historical periods and favorite trends, the reason for the purchase, the favorite vintage products, etc.). The conclusions link the research results with the main aspects presented in the theoretical framework. The results of the research highlight both the differences as well as the similarities of these two demographic generations in the purchasing and consumption behavior of vintage products. For Baby Boomers, the quality and authenticity of vintage products are essential, being the main reason that influences their purchasing and consumption decisions. In their case, there is a greater feeling of nostalgia for certain periods or trends in the past. Baby Boomers consumers appreciate the value and the value of the products they purchase, especially if they have an emotional charge. Instead, for generation Z, the image is a very important aspect, and vintage products can improve it. They want to differentiate themselves from others, which is a reason that determines the purchase of products belonging to other historical periods.