CONSUMER’S PRESUPPOSITIONS: EMPIRICAL AND EXPERIMENTAL
CONSUMER’S PRESUPPOSITIONS: EMPIRICAL AND EXPERIMENTAL

Summary/Abstract: The present article belongs to the customer satisfaction category merging the empirical part with the experimental one so as to identify methods and lines of action, as well as a system of relations to create a propitious environment for entrepreneurs’ development. Although it contains enough quantity of interpretation for certain aspects in what concerns customer satisfaction, the article gives way to analyze the strengths and weaknesses which can be improved and verified according both to the European Customer Satisfaction Index and to Eviews linear regression model. The study is based on a sample size of 119 consumers from Bucharest and the surrounding area which offers a superior construction with the help of which it wouldn’t have been possible to determine new perspectives, new connections and, nonetheless, interpretations and constructive criticism for the studied model. In order to surprise the essence of the consumer’s experience the present paper focuses, on one hand, in bringing a benefit in improving the quality of products and services and, on the other, on emotionally understanding the consumer by the entrepreneur. In conclusion, an entrepreneurs’ mercantile resistance arises and it affects the consumers’ choices and preferences. Thus, although upon first examination there is an interrelation between the three factors: product, packaging and price and, the main character on the market: the customer, the everyday decisions show that the contradictions have a great relevance on the entrepreneur’s way to success.

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