The impact of innovative commercial technologies on students’ behaviour of an economic university
Author:Laurentiu-Dan Anghel, Diana Maria Vrânceanu, Alina Filip and Claudia Elena Tuclea
JEL:M31, F14.
DOI:
Keywords:Commercial technologies, hypermarket, marketing research, students, image,
buying behaviour, loyalty.
Abstract:
In a dynamic business environment, implementing innovative commercial technologies
facilitates the winning of new competitive advantages in the retail industry, given the
manifested influence on consumer buying behaviour towards commercial units, as well as
the significant contribution to the development of modern shops image. This paper presents
the attitude of students from the Bucharest University of Economic Studies towards the
adoption of innovative retail technologies within hypermarkets in Romania, based on a
selective marketing research, conducted on a sample of 359 students from undergraduate
and master cycles. The main objectives focused on identifying: the image of certain
instruments belonging to the innovative commercial technologies in terms of usefulness in
the process of buying; the intention to use innovative commercial technologies; the
perception of the main advantages and disadvantages of using innovative commercial
technologies in the buying process; the importance of commercial technologies in relation
to other attributes underlying the development of a hypermarket image. Research results
show a relatively low level of awareness among buyers, due to a reduced exposure to
innovative commercial technologies, but a relatively high availability of acceptance in the
purchasing process. Thus, there is a favourable assessment of the utility of commercial
instruments in the buying process and a relatively high intention of use. The paper also
highlights the influence of innovative commercial technologies on store image and loyalty
of buyers.