Qualitative Research to Establish the Appropriate Mix of the DIY Demand in Romania
Qualitative Research to Establish the Appropriate Mix of the DIY Demand in Romania

Summary/Abstract: The modern concept of marketing starts from the premise that any economic entity has to focus its attention on the management process that identifies, anticipates and satisfies the customer’s requirements in an efficient and profitable way. Any economic entity operating within a market must incorporate the function that recognizes the requirements and aspirations which were not achieved so far, then defines and measures their potential for profitability in order to meet the needs of consumers. In this context, the purpose of the paper is to provide an overview of the issues that appear to be more challenging and frequent within the DIY market in Romania. For this reason, companies are investing heavily in market research to find answers to a number of very important questions such as: Why are some products purchased? When are they purchased? Where are they purchased from? All these questions need to be seriously dealt with and analyzed by the marketing team within any company so as to respond to the difficulties faced by managers in choosing an optimal solution.

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