The importance of price in the positioning of food brands in Romania
The importance of price in the positioning of food brands in Romania

Summary/Abstract: In the food industry, price is an influential and a key factor in product brand positioning. This importance is even greater as the market analyzed is that of Romania. Since it is at the beginning of its relations with foreign markets compared to other countries, whether they are in the European Union or in Northern America, until a few years ago by Romanian consumers used to choose food products only based on the price and generally just buy the cheapest product, without taking into account other selection criteria. Now the market has developed, however, and there were many changes in behavior. This paper is a theoretical analysis on the influence of prices in the food market, the evolution of its importance due to the effects of the recession, the repercussions of changes in price and variation in behavior due to promotions. Preliminary results show that price is the main benefit by which consumers position food in their mind and that price promotions have an impact on positioning

• Details
• Contents