Viorica Mirela Stefan-Duicu, Adrian Stefan-Duicu
LESIJ NO. XVIII, VOL. 1/2011
THE INFLUENCE OF LENDING ACTIVITY OVER
Viorica Mirela STEFAN-DUICU*
Lending activity involves an embedding of general principles which require the analysis of
risks incorporated in banking operations, both from a consumer and bank perspective. Correlated
with economic environment shifts, the consumer’s definition concentrates a series of individual
and group necessities with a decisive role in a possible lending decision. As socio-economic issue,
the consumer is oriented at lending when his income in order to buy goods or services is not
satisfactory. This paper aims at presenting the consumer hypostasis resulted from lending
activities, identifying its purposes and risks.
Keywords: Lending, environment shifts, lending risks, consumer’s behavior, individual
According to Michael Solomon, Gary Bamossy, Soren Askegaard, Hogg, K. Margaret, “a
consumer is generally thought of as a person who identifies a need or desire, makes a purchase and
then disposes of the product during the consumption process”1.
Richard E. Beck and Susan M. Siegel highlight that “Consumer lending includes all types
of credit extended to consumers, either individually or jointly, primarily for buying goods and
services for their personal use”2.
Sustaining Professor Arjun Chaudhuri, Fairfield University, Connecticut, “Consumer
behavior is the study of how and why people consume products and services. All behavior can
broadly be attributed to three classic influences – the particular characteristics of the individual,
the environment that surrounds the individual (culture, subculture, family, friends) and the
inherited genetics that constitute the biological makeup of the individual ( personality, attitudes,
Loan consumer rights, along with other addendums, are stipulated in GEO no. 50/2010
regarding loan contracts for consumers, published in Official Monitor, Part I no.389 per June 11th
The notion of “creditor” includes all legal entities, branches of credit institution and
non-banking financial institutions that operate in Romania and grant or undertake to grant loans in
its commercial of professional activity.
*Assistant, Faculty of Economic Sciences, “Nicolae Titulescu” University, Bucharest (e-mail:
**Economist, Bucharest (e-mail: firstname.lastname@example.org).
1 Solomon, M. R., Bamossy,G., Askegaard, S. , Hogg, M.K, Consumer behaviour- european perspective, Pearson
Education, 2010, p. 7.
2 Beck, E.R. Jr., Siegel, M. S., Consumer Lending, American Bankers Association, 2001, p. 3.
3 Chaudhuri, Arjun, Emotion and reason in consumer behavior, Elsvier Inc., 2006.