IDENTIFICAREA CONSUMATORILOR-ȚINTĂ AI MATERIALELOR DE FINISARE, ÎN VEDEREA EXTINDERII SEGMENTULUI DE PIAȚĂ AL PRODUCĂTORILOR AUTOHTONI
IDENTIFICATION OF TARGET CONSUMERS OF FINISHING MATERIALS FOR THE EXTENSION OF THE MARKET SEGMENT OF LOCAL PRODUCERS

Summary/Abstract: The actuality of research is highlighted by the globalization of markets and liberalization of world trade, which leads to an impetuous competition between finishing materials producers, both on the national and international levels. Thus, in order to try to help local producers of finishing materialsand to achieve a high competitiveness by concentrating the forces in exact directions, we have set as a goalof the work to identify the target segments of consumers of finishing materials. To achieve the goal, we have set the following objectives: determining the frequency of purchase by localities; evaluation of frequency of purchases on distributed living environments by gender and age; determining the average amount of the purchase for a single purchase of finishing materials; determining the dependence between the amount of purchases and the monthly income level. In this paper, the following scientific methodshave been used, such as: deduction, induction, analytical method, synthesis, comparison, analogue method and questionnaire.We mention that this research is based on real results, interpreted following the application of the questionnaire method on 260 consumers of finishing materials from the Republic of Moldova. This study is mainly conducted for the domesticproducer of finishing materials J.S.C. SUPRATEN, in order to expand the customer segment, but we believe that the results of the research can be used by producers and dealers of finishing materials all over the country.

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