PERCEPTION AND COMMUNICATION OF INNOVATION IN RETAIL TRADE (CASE STUDY APPLIED TO BRICOLAGE PRODUCTS)
Starting from the specific features of bricolage retail trade (which is part of the ‘Do It Yourself’ – 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....
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | deu |
| Published: |
University of Oradea
2012-07-01
|
| Series: | Annals of the University of Oradea: Economic Science |
| Subjects: | |
| Online Access: | http://anale.steconomiceuoradea.ro/volume/2012/n1/177.pdf |
| _version_ | 1819231997106585600 |
|---|---|
| author | Pop Nicolae Al. Saniuta Adina Roman Mihaela |
| author_facet | Pop Nicolae Al. Saniuta Adina Roman Mihaela |
| author_sort | Pop Nicolae Al. |
| collection | DOAJ |
| description | Starting from the specific features of bricolage retail trade (which is part of the ‘Do It Yourself’ – 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. |
| first_indexed | 2024-12-23T11:53:51Z |
| format | Article |
| id | doaj.art-82083e8f701e487082cd49d4b4e0d47c |
| institution | Directory Open Access Journal |
| issn | 1222-569X 1582-5450 |
| language | deu |
| last_indexed | 2024-12-23T11:53:51Z |
| publishDate | 2012-07-01 |
| publisher | University of Oradea |
| record_format | Article |
| series | Annals of the University of Oradea: Economic Science |
| spelling | doaj.art-82083e8f701e487082cd49d4b4e0d47c2022-12-21T17:48:08ZdeuUniversity of OradeaAnnals of the University of Oradea: Economic Science1222-569X1582-54502012-07-011112001208PERCEPTION AND COMMUNICATION OF INNOVATION IN RETAIL TRADE (CASE STUDY APPLIED TO BRICOLAGE PRODUCTS)Pop Nicolae Al.Saniuta AdinaRoman MihaelaStarting from the specific features of bricolage retail trade (which is part of the ‘Do It Yourself’ – 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.http://anale.steconomiceuoradea.ro/volume/2012/n1/177.pdfperception, retail trade of DYI products, qualitative exploratory research, in-depth interview |
| spellingShingle | Pop Nicolae Al. Saniuta Adina Roman Mihaela PERCEPTION AND COMMUNICATION OF INNOVATION IN RETAIL TRADE (CASE STUDY APPLIED TO BRICOLAGE PRODUCTS) Annals of the University of Oradea: Economic Science perception, retail trade of DYI products, qualitative exploratory research, in-depth interview |
| title | PERCEPTION AND COMMUNICATION OF INNOVATION IN RETAIL TRADE (CASE STUDY APPLIED TO BRICOLAGE PRODUCTS) |
| title_full | PERCEPTION AND COMMUNICATION OF INNOVATION IN RETAIL TRADE (CASE STUDY APPLIED TO BRICOLAGE PRODUCTS) |
| title_fullStr | PERCEPTION AND COMMUNICATION OF INNOVATION IN RETAIL TRADE (CASE STUDY APPLIED TO BRICOLAGE PRODUCTS) |
| title_full_unstemmed | PERCEPTION AND COMMUNICATION OF INNOVATION IN RETAIL TRADE (CASE STUDY APPLIED TO BRICOLAGE PRODUCTS) |
| title_short | PERCEPTION AND COMMUNICATION OF INNOVATION IN RETAIL TRADE (CASE STUDY APPLIED TO BRICOLAGE PRODUCTS) |
| title_sort | perception and communication of innovation in retail trade case study applied to bricolage products |
| topic | perception, retail trade of DYI products, qualitative exploratory research, in-depth interview |
| url | http://anale.steconomiceuoradea.ro/volume/2012/n1/177.pdf |
| work_keys_str_mv | AT popnicolaeal perceptionandcommunicationofinnovationinretailtradecasestudyappliedtobricolageproducts AT saniutaadina perceptionandcommunicationofinnovationinretailtradecasestudyappliedtobricolageproducts AT romanmihaela perceptionandcommunicationofinnovationinretailtradecasestudyappliedtobricolageproducts |