<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The aim of the present study is to emphasize the influence of communication upon the customer’s purchasing decision. This objective is translated through determining the change of products in the sales’ structure using communication by omission. The study is focused upon the purchasing selection between two similar products by the subjects included in the study. The difference between the two products lies in the customers’ care for the environment. Thus, one of the two products does not pollute, in the conditions in which the application with care and attention is applied (this being expressed through a price difference compared to the other, polluting, product). The study has two phases in order to compare the sales structure in the situations in which it is used the communication through omission (in the second phase of the study) with the sales structure when the communication through omission is not used. The hypothesis according to which the purchasing process takes place according to the care for the environment and not necessarily according to the direct utility allocated to some apparently similar products has been tested through econometric instruments.</p></abstract>

The aim of the present study is to emphasize the influence of communication upon the customer’s purchasing decision. This objective is translated through determining the change of products in the sales’ structure using communication by omission. The study is focused upon the purchasing selection between two similar products by the subjects included in the study. The difference between the two products lies in the customers’ care for the environment. Thus, one of the two products does not pollute, in the conditions in which the application with care and attention is applied (this being expressed through a price difference compared to the other, polluting, product). The study has two phases in order to compare the sales structure in the situations in which it is used the communication through omission (in the second phase of the study) with the sales structure when the communication through omission is not used. The hypothesis according to which the purchasing process takes place according to the care for the environment and not necessarily according to the direct utility allocated to some apparently similar products has been tested through econometric instruments.

Empirical Study Regarding the Influence of Communication Upon the Purchasing Decision

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This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The aim of the present study is to emphasize the influence of communication upon the customer’s purchasing decision. This objective is translated through...

Empirical Study Regarding the Influence of Communication Upon the Purchasing Decision

Publicado en línea: 20 jul 2017

Páginas: 430 - 437

DOI: https://doi.org/10.1515/kbo-2017-0071

Palabras clave
communication, decision, omission, sales

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Empirical Study Regarding the Influence of Communication Upon the Purchasing Decision

Publicado en línea: 20 jul 2017

Páginas: 430 - 437

DOI: https://doi.org/10.1515/kbo-2017-0071

Palabras clavecommunication, decision, omission, sales

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Palabras clave
communication, decision, omission, sales