The Notoriety of Brands on the Romanian Market among Youth

Abstract

Based on the results of a survey conducted among students from the Faculty of Economic Sciences of Vasile Alecsandri University of Bacau, this paper highlights the brands on the Romanian market that enjoys the highest reputation among young people, for certain categories of products: food products, alcoholic beverages, cigarettes, personal hygiene products, cosmetics, cleaning products, clothing, footwear, electronics and home appliances, and cars. The brand unaided awareness has been studied, each respondent indicating the top three brands that come to mind for each studied product category. The hierarchy of brands in terms of awareness was based by the respondents on two indicators: the number of respondents who identified a particular brand among the top three popular brands and the number of those who indicated a particular brand as the first nomination. The research was conducted on a sample of 100 students selected by group sampling scheme and has an exploratory nature.