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Copyright of Romanian Journal of Marketing is the property of Rosetti Educational s.r.l. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The analysis of the consumer behavior has become more and more important for the strategy of any company, because a company can have a long term success only if it adapts permananetly to the needs and preferences of the consumer. Consequently, in order to have success a company should know what the consumers want and what type of behavior they have. In this article there are presented the results of a research about the cognitive and emotional reactions of the consumer for several product groups [ABSTRACT FROM AUTHOR]

Copyright of Romanian Journal of Marketing is the property of Rosetti Educational s.r.l. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)