PROMOTING ORGANIC FOOD PRODUCTS TO THE ROMANIAN CONSUMERS

Abstract

Romanian consumers started buying and consuming more organic food products. Their decision-making process is influenced by a variety of aspects and by their consumer profile. Companies need to adapt their marketing mix strategies based on this information. The current research aimed to identify correlations between the marketing mix elements and buying intention and get some insight into how Romanian organic product consumers are influenced by promotional instruments. A quantitative research was developed, supported by a structured questionnaire. Following a factor analysis of the promotion items, two dimensions emerged that were named by the authors “personalized promotion” and “classic advertising”. The marketing mix elements that were found to have the highest correlation with buying intention are perception of cost-benefit ratio (price) and personalized promotion techniques (promotion). Younger respondents (<24-year-olds) agree significantly more with personalized promotion techniques that people with ages between 24 and 38 years of age. Women also tend to have higher personalized promotion scores than men. No significant difference in the promotion scores was found between respondents in the case of income, education level and number of children in the family.

Keywords

• marketing mix
• promotion
• organic food products
• consumer behaviour