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- Title
Investigating Jewellery Buying Behaviour During the Pandemic.
- Authors
Jugănaru, Mariana; Popescu, Daniela; Rusu, Felicia Baltă
- Abstract
The investigation of consumer buying behavior represents an attraction for both academic marketing specialists and practitioners. Deciphering, interpreting, and influencing the complex process of how individuals think and act when they are searching, selecting, and purchasing a product/service or brand are concerns as tempting as they are difficult to achieve, sometimes, from a theoretical and practical point of view. The two-year period of the COVID-19 pandemic has attracted changes in people's social and professional lives, including within the manifestation of purchasing behavior for different groups of products or services. The objective of this article is to identify the changes in the buying behavior of customers for the group of jewellery products, during the pandemic, through analyzing the evolution of the sales volume, by product range, recorded at the level of a store in Constana, which belongs to a wellknown company on the Romanian marketplace.
- Subjects
CONSUMER behavior; JEWELRY; COVID-19 pandemic; PANDEMICS; JEWELRY stores; CONSUMERS; JEWELRY design
- Publication
Ovidius University Annals, Series Economic Sciences, 2023, Vol 23, Issue 1, p668
- ISSN
2393-3127
- Publication type
Article