Quantitative marketing research on the use of specialised financial advice by the segment of SMEs

• Author: Nicolae, C. M.
• Position: Christian University Dimitrie Cantemir of Brasov
• Pages: 43-50

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

Series V: Economic Sciences

QUANTITATIVE MARKETING RESEARCH ON

THE USE OF SPECIALISED FINANCIAL

ADVICE BY THE SEGMENT OF SMEs

Carmen Magda NICOLAE

1

Abstract: The article presents the r esults of a survey conducted among small

and medium companies in Braşov County, o n the frequency of using

specialized financia l advisory services. It highlights the typology and content

of financial a dvisory services used by companies in the SME sector in

Romania. The study results will underpin the co nstruction of a marketing mix

for financial advisory firms who intend to adapt their offer of ser vices

accord ing to client profile.

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

1. Introduction

Marketing research provides information

on individual and organizational consumers

about their attitudes, opinions and behavior,

as well as state and evolution of the

marketing environment. [10]

Marketing research is the function that

links the buyer, the consumer and the

general public through the information

provided by marketing expert. Research

findings identify and define opportunities

and problems, generate, clarify and evaluate

marketing actions, monitor marketing

performance and improve the

understanding of marketing as a process.

[17]

There are differences in how to

investigate business markets (B2B) and

how to study the markets that cater to

individual consumers (B2C). The

differences relate to the respondents, the

sample and the contents of the

investigation. Thus, in research of business

markets, respondents are entrepreneurs or

1 Christian University Dimitrie Cantemir of Braşov.

employees involved in the company

operations or in the decision process. They

are studied in terms of profession and not in

terms of opinions or individual capacities.

Samples B2B in European countries tend to

be smaller as specialized people need are

more difficult to find and at the same time

because of the knowledge and skills of

interest held in a small number of

individuals who can provide a significant

amount of relevant information.

Unlike individual consumer who does not

have specialized information, the skills held

by respondents in B2B research enables

investigation of such complex issues related

to technology, markets, services features.

[14]

A quantitative marketing research

conducted among small and medium firms

in Brasov County tried to identify the use of

specialized financial advisory services.

Although financial advisory firms in Brasov

County provides services in an area that

exceeds the boundaries of the county, in