Agro-food brands - Survival and success on Romanian market

Abstract

The transition to a market economy, by changing the Romanian political regime, favoured the Romanian food brands, which were the first in the preferences of the domestic consumers, who did not have too many options in the centralized economy. Although they had several advantages, which would have allowed them to easily dominate the market, local brands lost their market share in competing with foreign brands, against the backdrop of the higher quality and lower price of the external producers which entered the local market. The research has highlighted a decline in traditional Romanian brands, amid the emergence of new brands associated with food production and trade. The results of the research are useful for the domestic food producers, who can take advantage of increasing the confidence of the Romanian consumer in the national agro-food brands and production. Copyright © 2018 International Business Information Management Association (IBIMA).