Advertisement

The Dimensions of Romanian Consumers’ Interest in Adopting High-Tech Products

  • Lavinia Dovleac
  • Marius Balasescu
  • Simona Balasescu
  • Carmen Anton
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 211)

Abstract

This paper is based on a quantitative marketing research conducted in Romania in 2010 about the attitude of consumers from Brasov city regarding the acquisition of high technology products for personal consumption. High-tech products industry is in a continuous process of development and the pace of developing new products in this area is very rapid. But it raises the issue of the extent to which these products are accepted by the market. This paper aims to explore using a multivariate method, the main factors that define the current behavior of consumers across the high-tech products.

Keywords

high-tech products consumer behavior marketing research factor analysis 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Hyde, R.: Key Issues in High-Tech Marketing, www.3rdperspective.com/documents/KeyIssuesHighTechMarketing.doc
  2. 2.
    Mohr, J., Sengupta, S., Slater, S.: Marketing of High Technology Products and Innovations, 3rd edn. Prentice Hall, Englewood Cliffs (2010)Google Scholar
  3. 3.
    Sahadev, S., Jayachandran, S.: Managing the distribution channels for high-technology products. European Journal of Marketing 38(1/2), 121–149 (2004)CrossRefGoogle Scholar
  4. 4.
    Zikmund, W.K.: Exploring Marketing Research, 5th edn. The Dryden Press (1994)Google Scholar
  5. 5.
    Field, A.: Discovering Statistics Using SPSS, 2nd edn. SAGE Publications, Thousand Oaks (2005)zbMATHGoogle Scholar
  6. 6.
    Malhotra, N.K.: Marketing Research. An Apllied Orientation, 4th edn. Prentice Hall, Englewood Cliffs (2004)Google Scholar
  7. 7.
    Petcu, N.: Statistica. Teorie si aplicatii in SPSS. Infomarket. Brasov (2003)Google Scholar
  8. 8.
    Constantin, C.: Sisteme Informatice de Marketing. Aplicatii in SPSS. Infomarket, Brasov (2006)Google Scholar
  9. 9.
    Lefter, C.: Cercetarea de marketing. Teorie si aplicatii. Infomarket, Brasov (2004)Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Lavinia Dovleac
    • 1
  • Marius Balasescu
    • 1
  • Simona Balasescu
    • 1
  • Carmen Anton
    • 1
  1. 1.Transilvania University of BrasovBrasovRomania

Personalised recommendations