cercetare marketing , atitudinea consumatorilor fata de produsele fast food corect

7/26/2019 Cercetare Marketing , Atitudinea Consumatorilor Fata de Produsele Fast Food Corect

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SNSPA, FACULTATEA DE TIIN E POLITICE

CERCETARE DE MARKETING, PRIVIND ATITUDINEA CONSUMATORILOR

FA DE PRODUSELE FAST-FOOD

NEGULE DANIEL GEORGE

SOCIOLOGIE,

ANUL III

201

CUPRINS


2/11

1. Consumu !" #$o!us" %&$o%'m"n(%$"2. C%'(%(" ' s'&u$%n ) *n %&$'+us'n"ss . A'm"n(% '" ($%!' 'on%) s. %'m"n(% '" F%s(-oo! /. O"$(% #$o!us"o$ !" ('#u %s(-oo!uu'. M'n'"$"(%$" %n('(%(') !" m%$"('n& #$''n! %('(u!'n"% onsum%(o$uu' % ) !"

#$o!us"" %s(-oo!.1 D"'n'$"% #$o+"m"' ' so#u "$"()$''.2 O+'"('u "$"()$'' ' '#o("3%. M"(o!% ' #%$(''#%n '

4. Conu3'' - $"3u(%("

5'+'o&$%'"

1. CONSUMUL PRODUSELOR AGROALIMENTARE

Consumu %'m"n(%$" "s(" $"#$"3"n(%( !" (o(%'(%("% %("o$ !"'3'on%" $"%'3%(" 'n!''!u%, o$'

&$u#, ''n! *n "&)(u$) u onsumu !" #$o!us" %&$o%'m"n(%$", m"n'(" #"n($u % s%('s%"

n""s'() '" !" 6$%n), #$"3"n(" o$' ''(o%$", " 'nu!" %(7( #$o"s" !"'3'on%" " #$""!, 7( '

#" "" " !"("$m'n) onsumu %"s(o$ %("&o$'' !" #$o!us". 8n ""% " #$'" (" om#o$(%m"n(u

onsum%(o$'o$ #$o!us"o$ %&$o%'m"n(%$", " s" #$"3'n() u o s"$'" !" #%$('u%$'() ', om#%$%('u %(" %("&o$'' !" +unu$'.

Consumu !" #$o!us" %'m"n(%$" "s(" 'nu"n %( *n($-un mo! s"mn''%(' !"9

- S('u !" '% ), %!') mo!u *n %$" o #"$so%n) ($)'" (" " "s(" '3'+' *n %(''() '"m

'n("$"s"", o#'n''" s%".

2


3/11

- F%(o$' !" n%(u$) "onom'), m%' ":%( "n'(u$'" #" %$" " %u onsum%(o$'', #u("$"% !"

um#)$%$" % #o#u% '"' ' #$" u #$o!us"o$ %&$o%'m"n(%$". - F%(o$' !" n%(u$) so'%), ":#$'m%( #$'n s(%(u(u so'%, %m''", &$u#u$'" !" %#%$("n"n ).- F%(o$' !" n%(u$) u(u$%) " s" $""$) % ($%!' '', o+'"'u$', %o$', $"!'n ", no$m". - F%(o$' !" n%(u$) !"mo&$%') % s":u, 7$s(%, s(%$"% ''), num)$u !" m"m+$'' %' un"o

%m''', m"!'u *n %$" ($)'" (", n% 'on%'(%(", "(n'" "(.

D" o+'"', *n &os#o!)$''" u "n'(u$' mo!"s(", "' s" o$'"n("%3), !" "" m%' mu(" o$',

)($" #$o!us" u &$%! s)3u( !" #$"u$%$", 'm#''( %o%$" %!)u&%() s)3u(), % m%' %#o'

#$"u$%$"% s) s" !"s) o%$" *n #$o#$'% +u)()$'". ; D'%on"su, 200


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$"3u(%(, !" "% ('m#, '&u$"%3) *n %&"n!% #o'(') un"" !'n($" %"s(" #$o+"m", %)(u$' !" 67$('%

%+) % UE % s'&u$%n "' m7n)$'', ; Comm'ss'on o (6" Eu$o#"%n Commun'('"s- Com's'%

omun'() 'o$ Eu$o#"n", 1>>> < ' 'n''n %$"% A&"n '"' Eu$o#"n" #"n($u S'&u$%n % M7n)$''

; Eu$o#"%n Foo! S%"(@ A&"n@ < % $"3u(%(" '3'+'". 8n % !o'"% $7n!, s"&m"n(" %" #u+'uu'

%$& %u !""n'( %!"s"% 'n("$"s%(" ' $'(') %num'(" mo!u$' *n %$" m7n%$"% "s(" #$o!us), %(7( %

n'"u "$m"', 7( ' % n'"u !" #$o"s%$". R"3u(%(u % os( !'su ''" !"s#$" #$o!u '%

"oo&'), +un)s(%$"% %n'm%"o$, #$"um ' u(''3%$"% o$&%n'sm"o$ mo!''%(", *n #$o!u '%

m7n)$''. E'!"n '"$"% on"#("o$ !" %'(%(" ' s'&u$%n ) *n %&$'+us'n"ss "s(" on!us) !" (o '

%(o$'' !" #" #'% ). ; G$un"$(, 200, #.4>


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('# %s(-oo!. As(", #u("m s#un" ) sun("m ""% " m7n)m ' ) n'm' nu s" om#%$) u

m7n%$"% !" % no' !" %%s).

/. OFERTA PRODUSELOR DE TIPUL FAST-FOODULUI

O"$(% #$o!us"o$ %&$'o" "s(" %$'%+'), !"#'n37n! !" %(o$'' 'm%('' s%u s"3on'"$'.

O"$(% !" #$o!us" %s(-oos "s(" !'n " *n " m%' %$'%(), on('nu7n!u-s" ":('n!"$"% *n o% ''

#$"um m%-u$', '%$ m%$"('n&u % n'"u '")$u' $"s(%u$%( ('# %s(-oo! %u % so# #$'n'#%

'm#'%$"% *n omun'(%("% *n %$" s" %) $"s#"('u $"s(%u$%n(, " ons(7n! *n !"so#"$'$"% uno$

no' mo!%'() ' !" !"3o(%$" % 3on"' *n %$" "s(" %m#%s%(.

8n #'% % #$o!us"o$ !" ('# %s(-oo!, % os( $"%( un s"&m"n( !" s%%(" #$"#%$%(" "

"ou"%3), %s" *n #$"%m% s)$+)(o$'o$, #u("m &)s' o%$(" u o$ ons"$" s" s%%(" !" 'n"(", '$",

"( u !"num$'$' %$" m%' !" %$" m%' %($)&)(o%$". P$'n($" "" m%' unosu(" %s(-oo!u$'

$"m%$)m MDon%!s %$" % 'n"s('( / m''o%n" !" "u$o *n !"s6'!"$"% unu' $"s(%u$%n( *n

%$('"$u Fo$"%s%, KFC, s%u %n u !" $"s(%u$%n(" %s(-oo! G$"&o$@s. ; Cumm'ns, MK%@,

200


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8n Rom7n'%, #'% % &o+%) % #$o!us"o$ %s(-oo! *n$"&'s($"%3) %nu% $" ("$' !" -10,

$"s(%u$%n("" !" ('# %s( oo! ''n! *n on('nu) $" ("$", %s"( ), !" ":"m#u M-u % 'n($%( #"

#'% % $om7n"%s) *n 1>>, #$" u$'" ''n! %!%#(%(" % "n'(u$'" ' #os'+''() '" "onom'", '%$

#$o+"m('% onsumuu' !'n " *n " m%' $'!'%( % #$o!us"o$ %s(-oos, % !""n'( o #$"o+"m)

$"%).

So#u "s(" !" % o+ 'n" 'no$m% '' o+'"('", !" % %% %('(u!'n"% #" %$" o %$" onsum%(o$u % )

!" %"s(" #$o!us" !" ('# %s(-oo!.

5.2 Obiectivul cercetrii i ipoteza

Es(" $"#$"3"n(%( !" !"("$m'n%$"% &$%!uu' !" uno% ("$" % 'm#%(uu' n"&%(' %su#$% s)n)() '' %

onsumuu' *n ":"s, 3'n' % %"s(o$ #$o!us", 7( !" !"s sun( $""n(%(" $"s(%u$%n("" %s(-oo!,!%$( ' mo('u #"n($u %$" $"u$& % %"s(" #$o!us".

In($"+)$' !" "$"(%$"9

1. Consumu !" %s(-oo! %$" ""( n"&%(' %su#$% s)n)() ''2. R"s'm( #$o!u)(o$'' s6'm+%$"% o+'"'u$'o$ %'m"n(%$"

I#o("3%9 %s(-oo!u #$o!u" o+"3'(%("= s6'm+%$"% o+'"'u$'o$ !" onsum "s(" $"s'm '() !"

#$o!u)(o$'.

5.3 Metoda i participan i:

O+ 'n"$"% 'no$m% ''o$ s-% $"%'3%( #$'n m"(o!% son!%uu', % o$m) s($u(u$%() !" omun'%$",

6"s('on%$u u(''3%( ''n! %#'%( % ) *n % ) $"s#on!"n 'o$, %7n! #"s(" 1H %n'., 0 $"s#on!"n '.

In("$'u % os( $"%'3%( %(7( #" s($%!) 7( ' *n $"s(%u$%n"("" %s( oo! M Don%! s, *n #"$'o%!%

>-11 'un'", o$", 163', *n 5uu$" ('.

18 25 ani4. CONCLUII I REULTATE

1. A(' onsum%( #$o!us" %s( oo! *n u('m"" un'

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('n"$'' $"u$& % %s(-oo!.

2. D" %(" o$'

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. Cu 'n" m"$&" '

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8n ""% " #$'" (" #"$so%n"" u )$s(% u#$'ns) *n($" 1H-2 %n' s#un ) m"$& *n om#%n'%

o"&'o$ o$' #$'"("n'o$, 7n! '"s !" % '"u s%u %u(%(" , o$' !" % mun), *ns) !o%$ !'n($"

%" ('% s#un % m"$& u %m''%.

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%u ('m# s) &)("%s) %%s).

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20 !'n($" su+'" ' %u $)s#uns ) %"s(" %'m"n(" sun( !)un)(o%$", u (o%(" %"s("% "' *n on('nu%$"

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>. 8n " %("&o$'" !" 7$s() ) *n%!$% '

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$" ("$", *n 'u!% %#(uu' ) #"$so%n"" 'n("'"%(" $"unos %#(u ) %"s("% nu sun(

s)n)(o%s" ' ) !%) "" sun( onsum%(" *n ":"s #o( %!u" #$o+"m" s"$'o%s", o+"3'(%(" .%.

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5o+o D%n, ,, M%n%&"m"n(u %'() '' #$o!us"o$ %&$o%'m"n(%$"B, E!. ASE, 5uu$" (' 2004

C%(o'u I%o+ ' T"o!o$"su N'o%", ,, Com#o$(%m"n(u onsum%(o$uu'B, E!. Eonom'),

5uu$" (', 1>>?

D'%on"su M'6%', ,, M%$"('n& A'm"n(%$B, E!. U$%nus, 5uu$" (', 200

G6"o$&" Ios', ,, An%'3% %'() '' #$o!us"o$B, E!. T$'+un%, 5uu$" (', 2002

S(""n C. J. Cumm'ns, MK%@ S%"@, BMDon%!s R"s(%u$%n( %n! N"'&6+o$6oo!D"#$'%('on 'n So(%n! %n! En&%n!B- Jou$n% o (6" Am"$'%n Co"&" o P$""n('"

M"!''n"B, 200

K%us C. G$un"$(, Foo! u%'(@ %n! s%"(@9 onsum"$ #"$"#('on %n! !"m%n!B, O:o$!

Un'"$s'(@ P$"ss %n! Foun!%('on o$ (6" Eu$o#"%n R"'" o A&$'u(u$% Eonom's, 200

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