CONSUMER BEHAVIOR TYPOLOGIES IN ROMANIA FOR FOOD AND NEAR-FOOD PRODUCTS

The analysis of the consumer behavior has become one of the most important aspects in the way companies make their decision and the way they develop their strategy. Knowing the motivation and the behavior of buying of the consumers can help companies develop their strategy accordingly and by this to convince the consumers to buy more. Besides this, the behavior of the consumer is a good reflection of the image of the society, its values and its important aspects. So knowing the motivation of buying doesn't only give directions to companies for their strategy, but also shows the development of a society. The facts presented in this article are based on an experiment about the behavior of the consumers in different retail formats in Romania. More precisely, from the observed behavior of the Romanian consumers there were build six clusters, which present the way consumers shop and the product groups which are more important for them. There are presented the methodology of the Ward cluster analysis, the characteristics and some demographic data of the clusters.