The Behaviour of Romanian Consumers Regarding the Purchase of Products and Services

• Author: Ciongradi I. M. - Grajdieru (Coman) E.
• Position: Transilvania University of Brasov - Transilvania University of Brasov
• Pages: 29-34

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.4

THE BEHAVIOUR OF ROMANIAN CONSUMERS

REGARDING THE PURCHASE OF PRODUCTS

AND SERVICES

I. M. CIONGRADI1 E. GRĂJDIERU (COMAN)2

Abstract: Consumer behaviour is a component of the people’s economic

behaviour, which, in turn, is a form of manifestation of human behaviour in

general. Several selling methods can be distinguished like selling on the

commercial premises, distance selling, direct selling or selling on the

internet. The propose of this paper is to identify the purchasing behaviour of

women and men in the European Union and Romania as regards goods and

services in the online trade and in stores, how they buy, what they buy and

what amounts they spend.

Keywords: behaviour, individual needs, women and men, internet, stores.

1. Introduction

Consumer behaviour is defined as the totality of the acts, attitudes and decisions

regarding the use of revenues for purchases of goods, services and for savings (Myers,

Reynolds, 196 7).

A consumer can be considered any economic subject whose behavio ur is directed to

the satisfaction of the individual needs or of the microgroup to which he/ she belongs

(family, household). The concept of consumer refers not onl y to the field of goods, but it

also extends to the economic subject, mainly to cognitive processes, that is to say the

premises that lead to the awareness of the act of buying (Rafee, 1974).

The notion of consumer can be understood only by looking at it in relation to fellow

men, emphasizing the social nature of this category. The circumstances in which the

buying or consuming process takes place often involve people othe r than the consumer

and they can depend decisively on their behaviour (Wilkie, 1990).

According to the place where the selling operation takes place and the parts are

physically present simultaneously in the same place at the time of selling, we can

distinguish several selling methods (the European Consumer Center Romania, 2000).

• Selling on the commercial premises - It is the most common type of selling when

1 Transilvania University of Brașov, ioana.ciongradi@unitbv.ro

2 Transilvania University of Brașov, ecaterina.grajdieru@unitbv.ro