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 case of automobiles; price plays an important role in the purchasing decision. Therefore identifying consumer’s perceptions about the price of the cars is a key factor in establishing the marketing policy of any automobile producer. This paper analyzes Romanian customer’s perceptions of Dacia car prices and aims to determine whether the manufacturer succeeded in transmitting the Romanian customers the idea of affordability regarding his products.