DINAMICA COMPORTAMENTULUI FINANCIAR AL CONSUMATORILOR DE SERVICII BANCARE DIN ROMÂNIA, ÎN CONTEXTUL CRIZEI ECONOMICE
FINANCIAL BEHAVIOR DYNAMIC FROM ROMANIA OF BANK CONSUMER SERVICES, IN THE ECONOMIC CRISIS

Summary/Abstract: Consumer behavior undergoes a continuous change; this is why marketing operators should take into consideration the possible modifications. During the process of purchasing various products and services, consumer behaviour is influenced by several factors. The dynamics of financial behavior of banking services’ consumers within the economic crisis provides an overview of customers’ preferences as concerns contracting loans and saving money in bank deposits in Romania during the 2007-2010 period. Marketing operators must be attentive to changes that occur in consumer preference in order to suitably target their offer to get a bigger market share and to achieve the expected financial results.

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