Quantitative marketing research on behavior of the small and medium companies on financial advisory services

• Author: Duguleana, L. - Nicolae, C. M
• Position: Dept. of Management and Economic Informatics, Transilvania University of Brasov - Christian University Dimitrie Cantemir of Brasov
• Pages: 25-30

Bulletin of the Transilvania University of Braşov • Vol. 6 (55) •No. 2 - 2013

Series V: Economic Sciences

QUANTITATIVE MARKETING RESEARCH

ON BEHAVIOR OF THE SMALL AND

MEDIUM COMPANIES ON FINANCIAL

ADVISORY SERVICES

L. DUGULEAN

1 C.M NICOLAE 2

Abstract: This paper presents the r esults of quantitative marketing resea rch

conducted among small and medium enterprises in Braşov Cou nty. The

resear ch identified or ganizational elements of the consumer behavior in the

use of the financial a dvisory services. The objective is to determine whether

there is association between firm size and the number of financia l advice

services outsourced. Results of the study will be based construction of the price

policy for financial advisory firms, tailored to the financial constr aints faced

by small and medium enterprises in Romania.

Key words: financial a dvisory, marketing, quality, service, SME.

.

1. Introduction

The researchers in the financial sector

study acquisition and allocation of the

resources taking into account the associated

risks. If the prior period financial

economists took into account psychological

influences, recently the focus has shifted

from the social sciences to the models

developed by natural sciences. In the

natural sciences sense the universe is

perceived as following the laws of the

natural order. In this vision, financial

decisions are usually modeled based on

assumptions on behaviors of the individuals

and the markets. [1]

Often business decisions are taken

without having enough information to make

smart choices about the future direction of

the company. Therefore, the research is

extremely important to understand market

1 Dept. of Management and Economic Informatics, Transilvania University of Braov.

2 Christian University Dimitrie Cantemir of Braşov.

opportunities, potential sources of income,

needs and desires of the customers and

competitive advantages. [17]

The research focused on business to

business domain, for the selection of the

respondents, the literature recommends the

compliance with certain requirements.

Thus, it is necessary to interview those

respondents who can speak for the

company. Researcher must identify which

is the title / position / role of the individual

within the firm relative to the subject of the

investigation. It will establish the necessary

skills and knowledge for the interview and

if they interviewed decision makers in the

company or just those who use the products

or services studied. Then, it proceed to

identify the respondents in the structure of

the investigated company. [14]