Consumer’s perceptions regarding Dacia cars prices, insights and lessons to be learned

Price is one of the four classical elements of marketing mix and for long-term goods, as is the\ncase of automobiles; price plays an important role in the purchasing decision. Therefore identifying\nconsumer’s perceptions about the price of the cars is a key factor in establishing the marketing policy of any\nautomobile producer. This paper analyzes Romanian customer’s perceptions of Dacia car prices and aims to\ndetermine whether the manufacturer succeeded in transmitting the Romanian customers the idea of\naffordability regarding his products.