OVERVIEW OF THE INDUSTRIAL MARKET IN ROMANIA. IMPLICATIONS FROM THE ORGANIZATIONAL CONSUMER PERSPECTIVE

Nowadays research in consumer behaviour has become really useful in understanding consumer needs regarding the use of products or services. Despite the tremendous work carried out in the field of consumer behaviour, few studies have concentrated on the organizational consumers as main buyers in the market. In this regard, considering the economic sectors of Romania, the main purpose of the article consists in characterizing the national industrial buyers taking into consideration the organizational consumer approach. Using an empirical study based on the macroeconomic indicators published by the Romanian National Institute of Statistics, we aimed to identify the components of the organizational market in Romania. In this regard, we selected several statistical indicators specific for the agriculture sector which can help us understand the behaviour of the organizations from this area considering the buying perspective. The results obtained demonstrate that although there are many macroeconomic indicators in the agriculture sector (43) few of them (19) provide significant information regarding the industrial buying behaviour among Romanian firms from this area.