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In order to study the consumer buying behavior for bakery of Iasi county population (purchasing criteria, favorite brands and types, quantities purchased and consumed) a statistical survey was conducted in 2012 by the survey method with the written questionnaire. The main objectives of the study were represented by: highlighting acquisition criteria and factors influencing consumption of bakery products; revealing the varieties of bread consumed in terms of quality and quantity; identify the main bakery brands acquired; specifying the buying motivations and determinants of bread consumption pattern from the consumer's point of view; determine the conditions of the purchase in grocery stores and buyer satisfaction. The main reason for buying certain bakery was given by the product quality (54.90%) while the products influence on health was the main motivation for 22.22% of the subjects. A particular pattern of consumption for bakery products can be determined mainly by consumption behavior of the family (especially parents) in view of 26.8 % of respondents, household income (29.41%), food needs and/or diet (27.45%). Consumers targeted by the undertaken survey are loyal to a certain brand of bread products (44.4%), most rural people stating that the brand is not one of the main criteria of choice. Information on the label are considered to be very important in the process of purchasing for 31.4% of respondents, quite important for 28.8 %, while 9.8 % said they are unimportant. In the Iasi County, the supermarkets develops their own brands, offering fresh and a wide range of products, generally disposed in a specially designed bakery space and with an attractive visual layout, while maintaining and diversifying local or regional manufacturers brands. The quantities of bread and bakery products bought in Romania by a household decreased during the analyzed period (2007-2012), at nation level registered successive declines, ranging in 2012 at 7.66 kg/month/person, respectively at 91.92 kg/year/person, the highest consumption being in rural areas. [ABSTRACT FROM AUTHOR]

Wine market is a mature market, strongly influenced by favorable or unfavorable developments, determined by dietary patterns and consumers' buying behavior. Market behavior seems to be determined by the slogan "drink less, but drink better". (Chiran A. et al., 2004). Wine market comprises several segments. The most important segment is represented by stabilized wines, which can be divided into several groups: average to mediocre quality wines and top-quality wines with strict specifications and regulations. Wine market, in general, but, in particular, the European market, is characterized by structural surpluses. The wine distribution system shows the same pattern everywhere in the world, being highly fragmented, with a large number of retailers, finding a shift in the distributed quantities through wholesale channels (hotels, restaurants) to retail distribution channels for the domestic consumer (supermarket chains), which allows improving product competitiveness by price and favors modern consumption patterns and purchasing behavior. Another feature of the wine market is the significant share that cooperative societies hold, which uses European markets and, also, the North American ones, as product providers and as an end market for alcoholic products. Table wine consumption continues a traditionalist trend, represented by rural life, while quality wine market developments expresses rupture from the traditionalist tendencies (Liliana Rotaru et al., 2011). In the wine marketing policy, the growing consumers' health concerns play a vital role. With alcohol fighting organizations' movements, a new ideology that aims towards eating healthy foods, which include wines, has been developed. [ABSTRACT FROM AUTHOR]

The marketing activity is, in most cases, the main element that makes the difference between companies that compete in the same markets, regardless of their field. Given the increasingly strong competition, differentiating brands in consumers' minds is achieved mainly through marketing strategies and how they are implemented in the market. Food companies, including those in Romania, do not deviate from this rule and give a growing importance to marketing activities. For these actions to be effective, companies must ensure that the marketing process is correlated with the market requirements and company objectives and possibilities, according to a strict and realistic schedule which is made in advance and with clear deployment stages. In this paper, the authors have proposed to highlight the importance of developing a marketing plan, in which all planned marketing activities the company wants to achieve within a certain period would be listed. The case study was conducted at S.C. KOSAROM S.A. Paşcani, one of the most important producers of meat and meat products in eastern and northeastern Romania. Within the developed marketing plan, the following milestones were considered: the objectives, the target customer segments, the competitive platform and tools for communication with the market and proposals for various campaigns: an integrated campaign for Easter, a sales activation campaign during summer, an educational campaign in the autumn and a winter holidays campaign. [ABSTRACT FROM AUTHOR]

Online promotion of wine products is a new but indispensable approach in all promotional activities initiated by companies and producers of wine, whereas there is a need for a greater focus on this specific market, not separated from the real one, but a new component, increasingly prevalent. The new market, where demand is getting bigger in our country and where consumers are becoming more and more faithful to this type of promotion, is the online environment, which generated, as a response from manufacturers and distributors in almost all food industry areas, online marketing. Promoting in the virtual environment follows the same stages of development as any promoting strategy from other environments of intersection with customers: initial research, market segmentation, setting goals, market positioning, marketing mix, implementation of the promotional campaign itself and the implementation and post implementation control. The key features of wine products online promoting is interactivity and socialization. Internet communication occurs in two directions, unlike traditional marketing, which is unidirectional. The other characteristic of virtual promo-tional methods - socialization characterizes the future of cyberspace. The research purpose is not to separate the new form of promotion of other forms of nonvirtual marketing activities, but to emphasize that online marketing is the component that should not be missing from any promotional cam-paign launched by a company. The research was based on information provided by the S.C. Cotnari S.A. Department of Marketing. In order to determine the characteristics of online communication and modern promoting trends, we analyzed the website and social media accounts of this wine producer, as well as news portals and blogs. Questionnaires were applied on a sample of 133 consumers, to analyze the impact on their use of online marketing. The studied sample consisted of consumers of wine and, most of them, Internet users, from urban or rural areas. Each questionnaire contained 16 questions, with a total of 63 variables, and aimed to compare the behavior of respondents towards online promotion activity of S.C. Cotnari S.A., Iaşi county. [ABSTRACT FROM AUTHOR]