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Perception And Communication Of Innovation In Retail Trade (Case Study Applied To Bricolage Products)

Author

Listed:
  • Nicolae Al. Pop

    (Academia de Studii Economice,Bucuresti, Marketing)

  • Saniuta Adina

    (Academia de Studii Economice, Bucuresti, Scoala doctorala de marketing)

  • Roman Mihaela

    (Academia de Studii Economice, Bucuresti, Scoala doctorala de marketing)

Abstract

Starting from the specific features of bricolage retail trade (which is part of the ‘Do It Yourselfâ€(tm) -DYI commercial format), this study aims to clarify the concept and structure of innovation in this field, and to present how innovation is perceived and communicated by sellers to customers. The initial literature review is followed by the design of a three-stage research, which consists of a variety of methods, techniques and tools of selective market research. The objectives are to establish the main forms of innovation in DIY trade, the perception and communication of innovation to the customer, and the internal marketing techniques which could deliver higher marketing advantages to the seller. This paper covers only the results of a pilot research conducted via qualitative exploratory research among 13 managers of the bricolage stores in Bucharest. Five hypotheses were tested and confirmed through research. All premises are ready for the scientific construction of research tools for the second and third stages of the study.

Suggested Citation

  • Nicolae Al. Pop & Saniuta Adina & Roman Mihaela, 2012. "Perception And Communication Of Innovation In Retail Trade (Case Study Applied To Bricolage Products)," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1200-1208, July.
    • Handle: RePEc:ora:journl:v:1:y:2012:i:1:p:1200-1208
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    File URL: http://anale.steconomiceuoradea.ro/volume/2012/n1/177.pdf
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    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Nufer, Gerd & Wurmer, Katharina, 2008. "Innovatives Retail Marketing," Reutlingen Working Papers on Marketing & Management 2008-01, Reutlingen University, ESB Business School.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    perception; retail trade of DYI products; qualitative exploratory research; in-depth interview;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

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