New trends in distribution on FMCG market : case study Romanian

• Autorzy: Carmen Balan
• Języki publikacji: EN

Abstrakty

EN

The metamorphosis of the fast moving consumer goods market in Romania was accelerated by arrival of noteworthy global players. However , during the 1990s, the continuous shifts in the political and economic environment, the ever-changing regulatory system and low purchasing power placed Romania in the second wave of expansion of many potential investors, after first wave that included Czech Republic, Poland Slovakia, and Hungary. In Central and Eastern Europe (CEE), Romania became an attractive target for global producers and retailers due to several market characteristics: large number of potential customers/consumers (the country being the second in CEE after Poland, in terms of total number of inhabitants), high demand for diverse assortment of consumer goods as well as for retail services and convenience, propensity for consumption after decades of restrictions imposed by centralized economy and after the consumer goods scarcity of the '80s, favorable image of imported products, especially of Western brands.

Słowa kluczowe

EN

Fast Moving Consumer Goods (FMCG); Product distribution; Product brand; Market

PL

Produkty szybko zbywalne; Dystrybucja produktu; Marka produktu; Rynek

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2010
• Tom: Consumer Behavior and Marketing Strategies of Companies in the European Market
• Strony: 229--249

Twórcy

autor

Carmen Balan

• Bucharest Academy of Economic

Bibliografia

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