期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2013
卷号：13
期号：2
语种：English
出版社：Ovidius University Press
摘要：The furniture market which is under constant diversification is disputed in Romania by four of the largest retailers namely IKEA,Mobexpert,Kika and Elvila. Although IKEA,the world’s largest furniture retailer holds the largest market share in Romania,the expansion strategy of the Austrian retailer Kika triggers the need to conduct market research in order to investigate consumer behavior when choosing furniture,as the results can be used in developing and implementing marketing strategies adopted by the IKEA multinational company.
