The Option for the Universe of Consumption and the “Efficient Consumer Response” Philosophy

Doina Popescu,Ion Popa

doi:10.5171/2012.623809

Abstract

The paper presents new methods of distributing non-food products that undeniably better meet customers’ rationale of purchase than traditional distribution areas. Consequently, the universe of consumption is analysed, a concept that continues to be a vital issue both in the United States and Europe. The analysis was performed through a study that aims to highlight the attempts made in the adoption of innovative retail forms in the apparel industry in Romania and future directions in this field. The need to examine the specific distribution of products in the apparel industry and the state of adoption of the new retail forms in Romania is justified by the increasing number of companies that have developed their own brands without having distribution channels appropriate to the new socio-economic conditions. The study reveals the need for knowledge and awareness of the benefits of marketing the products in the new retail forms, as well as the necessity for consumers to be initiated by distributors in the exploration of the new reinvented sale areas, by designing appropriate consumer universes through the implementation of the ECR philosophy.

Highlights

One of the ways through which individuals express their personality and aspirations is consumption, which, together with their value system, attitudes and activities, reflects their lifestyle
The analysis was performed through a study that aims to highlight the attempts made in the adoption of innovative retail forms in the apparel industry in Romania and future directions in this field
The need to examine the specific distribution of products in the apparel industry and the state of adoption of the new retail forms in Romania is justified by the increasing number of companies that have developed their own brands without having distribution channels appropriate to the new socio-economic conditions

Summary

Introduction

One of the ways through which individuals express their personality and aspirations is consumption, which, together with their value system, attitudes and activities, reflects their lifestyle. Culture profoundly influences the way in which individuals perceive themselves, perceive the limits imposed by society and the place they occupy, and even if these perceptions are often internalised, the behaviour and especially the consumption patterns are relevant. The economic, political and social impact upon the consumption climate is growing (substantial decline of purchasing power, increasing burden of the social contributions with a counterproductive effect on the habits of households). In this context, markets have become saturated and more traditional industries are losing their consumers

Objectives

Methods

Conclusion