At present, due to the highly competitive environment and a more than ever demanding customer, the marketing approaches considered by the small and medium enterprises (SMEs) must be split into strategic and tactical tools. The first ones must outline the directions, objectives and paths...

Under the impact of economic dynamism, sharpening competition, globalization and computerization, the late twentieth century is characterized by moving from a transactional to a relational marketing in which companies focus on developing relationships with customers, increasing their level of...

The alteration of the Romanian consumer behavior, in an economic and social climate generated by the great convulsions of the transition to a functional market economy, but also by the opening of the national borders and by the intensification of Romanias efforts towards EU and world trade...

Food quality is made up of a set of both intrinsic and extrinsic characteristics, including how these characteristics are guaranteed and communicated to end consumers. As a result, purchase choices are affected not only by elements such as taste and price, but also by the level of food safety,...

Tüketiciler sıklıkla tüm özellik bilgileri bulunmayan ürünler arasında seçim yapmak zorunda kalırlar. Bu gibi durumlarda tüketicilerin eksik özellik değerlerini çıkarımlayarak seçenekler arasında karar verebildikleri bilinmektedir. Tüketicilerin bu çıkarımları yapabilmek...

Bu çalışma, psikoloji ve tüketici davranışları literatürlerinde ilgilenim kavramının anlamı ve ilgilenim ölçeklerinin Türkçe kullanımına ilişkin kapsamlı bir inceleme sunmaktadır. Türkçe çalışmalarda kullanılabilmesi için yaygın olan Tüketici İlgilenimi Profili...

This paper aims to explore factors affecting the decision making of consumers for investing in unfamiliar banking products. Capital protected funds are the subject of this study. The study analyses the consumers’ investment in capital protected funds and its preceding factors among 160 bank...

This paper analyses strategic and operational e-commerce adoption of companies in financial services and textile manufacturing sectors in Turkey at theoretical and empirical levels. Data was collected from 110 firms. Results support the propositions of tested theories (resource-based view and...

Bu çalışmanın amacı, risk türü, kategorik ilgilenim ve risk azaltma yöntemleri arasındaki ilişkiyi derinlemesine ve geniş bir çerçevede incelemektir. İki aşamadan oluşan bu çalışmada elde edilen anket verisi değerlendirildiğinde, kategorik ilgilenimi yüksek tüketicilerin,...

The present study aims to analyze the perception of threat of Genetically Modified Foods (GMFs), consequent emotions and coping responses of Turkish consumers. A survey methodology that enables analysis of consumer fear in a naturalistic setting is embraced, so that the call of Hastings, Stead...