Practical Considerations on Adapting Marketing Decisions to Nowadays’ Online Young Romanian Consumers
Practical Considerations on Adapting Marketing Decisions to Nowadays’ Online Young Romanian Consumers

Summary/Abstract: Although the number of online Romanian consumers is clearly smaller than the European average, it is on a constant growth and, as a result, companies should acknowledge their distinctive consuming habits and preferences. In this context, our study, which is based on a primary research with 405 university graduates and student respondents from nowadays Cluj-Napoca, Romania, with the main instrument the questionnaire, aims to shape and define a series of variables of a great use in the marketing decision process. Accordingly, our directions are focused towards companies actively involved on the Romanian market, which target the online young consumer, while information regarding Generation Y’s consuming habits is considerably limited. The main issues regarding the Romanian young consumer bring a point on: the role of the Internet and its heavy influence on daily activities, ecommerce, online security etc. These research recommendations emphasize a wide range of important variables which marketers should take into consideration, regardless any of the four Marketing P-s- product, price, promotion or placement

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