标题：Is dacia–logan Car Brand on the First Place of Romanian Youth Preferences? Testing the Influence of Advertising Campaigns with Nonparametric Statistics
摘要：AbstractTV advertising is regarded as one of the most persuasive forms of influencing consumer preferences, encompassing the largest budget amount compared to other forms of promotion. TV advertising used to promote world-known car brands has major strategic management implications for manufacturers, distributors, etc. the rule on this market is the ultimate goal of any of the automotive brands. Romanian car market has many features, the massive purchase of second-hand cars (mostly German brands) to the positive response to the government program - “Rabla” (scrapped car scheme), intended to withdraw the polluting vehicles by providing vouchers to purchase a new car. Based on literature and researches it is proved that young consumers are more receptive to TV advertising. To test whether there are statistically significant differences among young people (depending on faculty attended, year of study, specialization, gender, etc.) regarding the preferences for TV advertisements promoting Dacia Logan car brand compared to other car brands, we used non parametric statistical methods such as the Friedman test, Spearman and Kendall correlations, Mann-Whitney U test, Kolomogorov-Smirnov test, Kruskal-Wallis test, as well as chi – square test.
