EVALUATING ENTERPRISE AGILITY – AN EXPLORATORY RESEARCH ON CONSUMER BEHAVIOR INDICATORS

Abstract

Starting from a model of the factors which are directly involved in the consumer’s buying behavior – brand image, the perception of purchase risk, the attitude towards the product category and, in this context, the attitude towards the brand, the buying i

Keywords

• Agile enterprise, exploratory research, focus group, brand image, customer preferences, buyer risk, customer attitude, buying intentions, post-purchase satisfaction.