Abstract
Both on their home markets, as well as on the emerging ones - the case of Cluj-Napoca, Romania - European retailers face a new situation, by excellence a challenging one. On the one side, the competitive market has been in a continuous and constant expansion for several years and on the other side consumers become more and more sophisticated and choosy. Based on the accumulated experience they not only change their demands towards retailers, but also their perception of them. The present paper pursues a clear delineation through an empirical research of the elements or the facets of the marketing mix in a retail context. As it is already known, retailers use a specific mix in order to better position themselves on the market. As we shall prove, consumers are also able to ultimately perceive the factors by means of which retailers try to influence them, respectively to act over them.
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