文章基本信息

标题：The Social Responsibility of Retailers through the Eyes of Students of a Commerce Faculty – a Qualitative Approach
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作者：Tigu, Gabriela ; Tuclea, Claudia-Elena ; Vrânceanu, Diana-Maria 等
期刊名称：The AMFITEATRU ECONOMIC journal
印刷版ISSN：1582-9146
出版年度：2014
卷号：16
期号：35
出版社：Academy of Economic Studies - Bucharest, Romania
摘要：Retailers` social responsibility is treated in the literature in association with such topics as trade justice, ethics, or fairness. The concept can be defined according to various dimensions, involving characteristics such as quality products, price fairness, honesty, and ethical interactions with consumers. This paper aims to evaluate students' attitude towards retailers` social responsibility in implementing the strategic and tactical decisions about product, price, distribution and promotion. It is based on a qualitative research exploring the opinions of the students in business administration about this issue, both as consumers and prospective decision makers in the retail sector. The research was conducted in two focus groups, where the students played the roles of “consumers”, respectively “managers”. It was found out that there were differences in the responses of the two groups. The members of the “consumers” group were emotionally involved and they preferred a demand driven approach that focuses on finding solutions to their needs, while the members of the “managers” group have adopted a more detached attitude and they were concerned with the identification of gain as a consequence of social responsibility actions.
关键词：social responsibility; retail; consumers; fairness; fair trade; marketing mix