文章基本信息

标题：Impact of Economic Crisis on Buying Behaviour and Marketing-Mix Tools
本地全文：下载
作者：Filip Alina ; Voinea Lelia
期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2012
卷号：12
期号：1
语种：English
出版社：Ovidius University Press
摘要：International business environment is changing in the context of economic crisis. Consumers react by adapting their buying behaviour from impulse acquisitions to more prudent and rational purchasing decisions. As consumers are buying necessities and have a tendency to migrate to generics or cheaper brands,in recession many companies opt for an assortment selection strategy,withdrawing from the market those products and services that record a visible decline in demand. Price discounts are frequently adopted by companies in order to offset the negative effects of lower demand. Intermediaries with low performances are usually eliminated. Promotional budgets are decreased and mainly allocated to sales promotion techniques.
关键词：marketing-mix;economic crisis;consumer;buying behaviour;loyalty.