EY_Experienta de cumparare_EN_Final

A study on the buying experience of Romanian
consumers aged between 20-35 years
EY Romania Survey
The buying experience in the
age of digital consumers

The buying experience in the age of digital consumers
About the survey
The survey analyzes the perceptions on the whole buying experience of 310 Romanian consumers aged between 20
and 35 years. We decided to on this demographic category because we consider it to be representative regarding
purchasing behavior. The survey includes 5 services and 4 products for analysis. The report also provides a selective
comparison of data from Romania with data in the global EY report "Consumers on board" launched in July 2014.
Analyzed
services
Mobile /Internet services
Bank loans (for consumption,
real estate, etc.)
Insurance (health, house,
car, etc.)
Healthcare
This study is based on a survey conducted between 31 March - 5 May 2014. The report analyzes responses from 310
consumers in Romania to 29 questions in order to determine the characteristics of their buying experience.
Public services
1
2
3
4
5
Analyzed
products
1
2
3
4
Cars
Clothing
Food and beverages
Electronics and household
appliances

The buying experience in the age of digital consumers
Main conclusions
Top 5
conclusions
In Romania, 4 out of 10 customers are already digital consumers, compared to 6 out 10 globally. On the other hand, in
Romania out of 10 digital consumers, 6 inform themselves online only preferring to purchase in store, 3 purchase online
after also informing themselves in the store, and 1 is digital hypertasker, mainly interested in the technical features and
social and ethical attitudes of the company producing the goods/services they intend to purchase.
In Romania, 53% of respondents say they are loyal to the brand of the products analyzed and 42% to the
brand of the services analyzed. On the other hand, 7% say they are not at all loyal to the brands of products
analyzed and 15% are not at all loyal to brands of services analyzed. However, no less than 40% and
respectively 43% of respondents say they would change their suppliers of products and services, 12% and
respectively 16% of them even for a small additional benefit.
Consumers believe that company policies have the greatest importance for bank loans (18%). Technical features
matter most for purchasing cars (24%). Brand/company image has the greatest impact when buying clothing
(27%). Availability matters most for public services (24%) and quality comes with a share of 40% when considering
food and beverages. Insurances, as they are mostly among those mandatory, are under the major impact of low
price (23%) in the perception of respondents to this survey.
The number of Romanians who shop online has reached 1.2 million, representing 7% of the population aged over
18 years. Our results indicate online purchasing as the method preferred by 8% of respondents for the analyzed
products vs. 7% for services. No less than 70% of survey respondents - consumers aged between 20 and 35 years
- prefer to buy products and services, while 77% buy from the store. Percentages for each category of products and
services analyzed are shown on the next page.
Immediate availability proves to be the most important characteristic for which respondents are willing to pay extra (on all
products and services analyzed). Study results show very low percentages in the interest towards "Romanian products',
which still indicates Romanian consumers preferences for imported products. In the category "innovative features"
electronics and household appliances rank number one (23%), followed by mobile phones and cars (each with 20%).
1
2
3
4
5

Digital consumers
The buying experience
in the age of digital consumers

Digital consumers "take" control
Romania vs. globally - all products and services analyzed
Globally, two-thirds of consumers are now digital consumers, meaning that they use the Internet in their purchasing process. In
Romania the percentage is at the moment only 41%, but as Generation Y gets access to higher income levels, this type of
consumer will also "take over" on the local market. Moreover, digital hypertaskers, considered the shoppers of the future are the
most sophisticated and challenging of digital shoppers.
62%
Digital consumers – Globally
► 63% Digital informers – Consumer which informs himself online
► 13% Digital buyers – Consumer which buys online
► 24% Digital hypertaskers – Digital hypertasker consumer
41%
Digital consumers – In Romania
► 62% Digital informers
► 26% Digital buyers
► 12% Digital hypertaskers
Disparity = 21%
Source : EY “Consumers on board” surveys 2012 and 2014
(see definitions on the next page)

Digital consumers in Romania
Romania vs. globally - all products and services analyzed
In Romania, 4 out of 10 customers are already digital consumers, compared to 6 out 10 globally. On the other hand, in Romania
out of 10 digital consumers, 6 inform themselves online only preferring to purchase in store, 3 purchase online after also
informing themselves in the store, and 1 is digital hypertasker, mainly interested in the technical features and social and ethical
attitudes of the company producing the goods / services they intend to purchase.
► 62% Digital informers
► Online: main informing channel
► Store: main shopping channel
► 26% Digital buyers
► Online: main shopping channel
► Store: main informing channel
► 12% Digital hypertaskers
► Mixed use of the online and physical stores for
both getting information and purchasing
 High level of brand loyality
 Lowest time spent online
 Lower affinity for the use of tablets, smartphones
 Not very open to engaging in co-creation
 Heavily influenced by the price and availability of product
 Weak influence of brand and social and ethical attitudes of
the producing company
 Highest degree of accepting credit card payment
 Open for use of tablets, smartphones
 The greater time spent online for gathering information
 Cea mai scăzută rată de loialitate față de brand
 Low sensitivity to price, warranty terms
 Are the most interested in the technical features, but also in
the social and ethical attitudes of the producing company
59%
Traditional
consumers
41%
Digital
consumers

1. Searching and gathering
information

Q1(a): Valori pentru România - toate produsele și serviciile analizate
Traditional methods of advertising (press, TV) continue to receive great attention from consumers aged between 20 and 35
years. On the other radio commercials have a very small percentage compared to traditional methods, of only 5% and
respectively 7%, while social media advertising also has little impact of only 10%, both for the products and services analyzed.
What type of advertising influences you in purchasing the product
or service you want?
Total respondents: 290
Did not answer: 20
Q1(a): Average values for Romania - all products and services analyzed
24%
38%
5% 5%
18%
10%
15%
36%
7%
9%
23%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Magazines and
printed press
advertisements
TV advertisements Radio
advertisements
Movie teathre
advertisements
Showroom and
store displays
Social media
advertisements
Analyzed services Analyzed products

Q1(b): Values for Romania - all products and services analyzed
According to the responses to the survey, TV advertisements rank first with percentages between 26% and 44% to the products
and services analyzed. In second place are in-store advertisements with percentages between 13% and 36%, and in the third
place are printed press advertisements with percentages between 10% and 32%. Advertisements on social networks are only in
the fourth place, with percentages ranging between 5% and 15%, depending on the category of products and services analyzed.
What type of advertising influences you in purchasing the product
or service you want? (multiple answers)
Products and services categories
Movie theatre
advertisements
TV
advertisements
Radio
advertisements
Magazines and
printed press
advertisements
Showroom and
store displays
Social media
advertisements
• Mobile contracts/Internet services 10% 39% 5% 10% 21% 15%
• Bank loans 3% 34% 5% 29% 22% 7%
• Insurance (health, house, car, etc.) 5% 36% 6% 32% 16% 5%
• Healthcare 3% 43% 5% 25% 19% 5%
• Public services 4% 39% 5% 28% 13% 11%
• Cars 11% 26% 8% 13% 36% 6%
• Clothing 11% 27% 11% 18% 20% 13%
• Food and beverages 5% 52% 6% 17% 13% 7%
• Electronics and household appliances 4% 44% 5% 13% 25% 9%
Weighted average value for all categories 8% 39% 7% 22% 23% 10%
Did not respond: 20
(1) (2) (3) (4) (5) (6)Column

To what extent does the price, payment method and delivery of
product or service influence your choice? (multiple answers)
Q2(a): Values globally - all products and services analyzed
In 2012 and 2014 EY conducted in over 30 countries the study "Consumers on board" with the participation of approximately
30,000 customers of all ages each time. According to these studies the modern consumer’s choice of products and services is
majorly influenced by aspects of price, payment method and delivery of all categories of products and services analyzed.
Source: EY “Consumers on board” surveys 2012 and 2014
86%
79%
82%
74%
83%
84%
78%
82%
89%
81%
84%
73%
85%
84%
81%
84%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mobile contracts/Internet services
Bank loans
Insurance (health, house, car, etc.)
Healthcare
Cars
Clothing
Food and beverages
Electronics and household appliances
2012
2014

To what extent does the quality and guarantee of the product or
service, and also the ratings provided by other users affect your
choice? (multiple answers)
Q2(b): Values globally - all products and services analyzed
According to our global study consumers have become more cautious. They carefully asses all aspects related to the quality and
guarantee of the product or service. On the other hand, consumers are no longer forced to interact directly with providers to
access relevant information for the choice of the product or service desired, because they often can figure out what option best
fits their requirements based on online ratings provided by others users.
85%
66%
76%
84%
88%
86%
87%
88%
82%
56%
71%
84%
87%
85%
86%
88%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Bank loans
Healthcare
Cars
Clothing
Food and beverages
2012
2014

It is clear that the online environment is the most used source of information by consumers of 20-35 years in Romania to search
for the product or service they want (27% regarding the services and 32% regarding the products analyzed). Fallowing are
references from acquaintances (friends, family, etc.) and direct interaction with the consultant in store - both with an average of
21%. The main conclusion of the chart is that for both products and services, manufacturers and suppliers must have an
integrated strategy, omnichannel type, focusing on all interaction points with the costumer.
What sources of information do you use to search for the
product/service you want?
Did not respond: 22
12%
27%
23%
21%
11%
6%
16%
32%
19%
21%
7%
5%
0%
5%
10%
15%
20%
25%
30%
35%
Press, TV Online Acquaintances
(friends, family, etc.)
Consultant in store Specialized
advertisments
Others

The online environment is the first among the sources consumers access to search for information about electronics and
household appliances (38%), mobile contracts and Internet (36%), clothing (35%).
Another valuable source of information is the circle of acquaintances (friends, family, etc.); this channel is best to transmit
information about insurance policies (30%), bank loans (25%) and food and beverages (25%).
What sources of information do you use to search for the
product/service you want? (multiple answer)
Press,
TV
Online
Acquaintances
(friends, family,
etc.)
Consultant in
store
Specialized
advertisements
Others
• Bank loans 8% 24% 25% 26% 11% 6%
• Healthcare 11% 18% 23% 26% 13% 9%
• Public services 17% 28% 21% 13% 14% 7%
• Cars 10% 30% 19% 26% 12% 3%
• Clothing 17% 35% 18% 20% 4% 6%
Did not answer: 20
(1) (2) (3) (4) (5) (6)Column

Classify the usefulness of the information available online for
products/services.
Q4: Average values for Romania - all products and services analyzed
The vast majority of respondents consider that the online information is useful or very useful (61% for products and 52% for
services). On the other hand, the information available in the online environment is considered increasingly useless for services
compared to products, moving from column (3) to column (1).
Did not answer: 20
(1) (2) (3) (4) (5)
6%
13%
29%
30%
22%
2%
10%
27%
32%
29%
0%
5%
10%
15%
20%
25%
30%
35%
Useless Of little use Satisfying Usefull Very usefull
Services analyzed Products analyzed

Q4(a): Values for Romania - all products and services analyzed
In terms of the usefulness of the information, the online environment is perceived as very useful in searching for mobile and
Internet services (37%) and information about cars (34%), but rather useless when it comes to information about bank loans
(23%, the highest sum of values from column 1 and 2, at an analyzed category).
Classify the usefulness of the online information for
products/services. (single answer)
Products and services categories Useless Of little use Satisfying Useful Very useful
• Mobile contracts/Internet services 5% 10% 20% 28% 37%
• Bank loans 9% 14% 30% 33% 14%
• Insurance (health, house, car, etc.) 6% 14% 34% 31% 15%
• Healthcare 5% 14% 30% 27% 24%
• Public services 4% 14% 31% 32% 19%
• Cars 1% 9% 24% 32% 34%
• Clothing 3% 10% 27% 31% 29%
• Food and beverages 5% 15% 32% 28% 20%
• Electronics and household appliances 1% 8% 25% 38% 28%
Weighted average value for all categories 6% 13% 29% 31% 27%
Did not answer: 20
(1) (2) (3) (4) (5)Column

2. Brand loyalty

Evaluate your brand loyalty for the following products and services.
(1 – lowest level, 10 – maximum level of loyalty)
Q5: Values globally - all products and services analyzed
Globally, the lowest loyalty is manifested for bank loans, a situation which may be due to weakened confidence in banks, in
general, as a result of the years of financial crisis. In contrast, according to a responses to EY’s global study, mobile and Internet
services have the highest loyalty. As a general trend, brand loyalty increased in 2014 compared to 2012 in all products and
services analyzed.
7.0
6.1
5.2
6.6
6.6
6.3
6.9
6.7
6.8
5.8
4.8
6.3
6.2
5.9
6.6
6.3
- 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0
Bank loans
Healthcare
Cars
Clothing
Food and beverages
2012
2014

Evaluate your brand loyalty.
In Romania, 53% of respondents say they are loyal to the brand of the products analyzed, while 42% are loyal to the brand of the
services analyzed (column 4 plus 5). On the other hand, 7% say they are not loyal at all towards the brands of products and 15% are
not loyal towards the brand of services, the difference between these two percentages is also the largest in the above chart columns.
The most interesting aspect, however, is that given by columns (2) and (3) since no less than 40% and respectively 43% of
respondents say they would change their suppliers of products and services, of which 12% and respectively 16 % even for a small
additional benefit.
Did not respond: 20
(1) (2) (3) (4) (5)
15%
16%
27%
25%
17%
7%
12%
28%
32%
21%
0%
5%
10%
15%
20%
25%
30%
35%
Would change the
product/service anytime
Would change my option
for a competitor for an
extra small benefit
Am loyal, but might
change my option
Am loyal, would change
my option only for a
considerably better offer
Am very loyal, would
never change my option

Evaluate your brand loyalty. (single answer)
The most loyal consumers in Romania are those of mobile and internet services (30% in column 5). In the second place ranks
loyalty towards clothing brands (36% in column 4), and in the third place electronic products and appliances (36% in column 3).
In a less committed to brands area (the highest percentage) are public services (19% in column 2) and bank loans (34% in
column 1).
Did not answer: 20
Would change
supplier
anytime.
Would change
supplier with its
competitor for the
slightest additional
benefit.
I am satisfied with
my supplies but
would change my
option.
I am loyal. I would
change my option
only for a
considerably
better offer.
I am very loyal.
I would never
change my supplier
with its competitor.
• Bank loans 34% 19% 18% 20% 9%
• Healthcare 6% 15% 28% 30% 21%
• Public services 12% 19% 36% 23% 10%
• Cars 10% 14% 24% 29% 23%
• Clothing 7% 8% 27% 36% 22%
(1) (2) (3) (4) (5)Column

If you’re not a brand, you’re a commodity…
► When brand loyalty disappears, many services and products are
differentiated only by price, but price-based competition has few
winners, especially when websites give consumers all the information they need to
make the best decision.
► Therefore, brands need to find a way to regain customer loyalty. Those
that have the best chance to differentiate are those that gives the consumer a positive
experience throughout the whole buying experience.
“If you are not a brand, you are a commodity. Then price is
everything and the low cost is the only way to be a winner.”
- Philip Kotler, Kellogg

3. Purchase decision

How much does brand loyalty influence your buying decision?
Q7: Values for Romania vs. globally - all products and services analyzed
Only 24% of Western Europeans and 25% of Americans say they are convinced by the of the product/ service brand reputation
when making a purchase decision. Globally, 28% of consumers say that the brand is an important factor in the purchasing
decision, compared with 40% in China, 31% in India and 28% in Brazil. In Romania, the brand counts only in a proportion of 17%
in the purchasing decision, indicating a greater sensitivity to market prices for the products and services analyzed.
23%
27%
28%
30%
31%
40%
24%
25%
28%
28%
17%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
South Africa
Eastern Europe
Brazil
Middle East
India
China
Western Europe
US
Australia
Globally
Romania

Which of the following factors influence your buying decision?
(single answer)
Q8: Values for Romania vs. globally - all products and services analyzed
Respondents say they are mostly influenced by the quality and guarantee of product/service (32% in Romania, 27% globally).
Even though in Romania the most important factor is guarantee, whereas globally, respondents are mostly influenced by price
and delivery (29% globally). Unfortunately, the policies of the companies producing goods/services are not yet a decisive factor
in the purchasing decision nor in Romania (6%) or globally (5%).
29%
27%
16%
13%
10%
5%
20%
32%
13%
12%
17%
6%
0% 5% 10% 15% 20% 25% 30% 35%
Price and delivery terms
Quality and guarantee
Technical features
Availability
Brand, Company image
Producing company politics
Romania
Globally

Which of the following factors influence your buying decision?
(multiple answers)
Q9. Values globally - all products and services analyzed
Our global survey showed that among the factors that most influence the purchase decision in the store are: availability (69%),
promotional offers (74%) and terms of delivery (78%). Extremely interesting is the lower prevalence of these factors in the online
environment, where only the delivery terms seem to be as important (78% vs 79%). Note that reviews by others matter far more to the
purchase in store (67%) than in the online purchase (56%).
64%
67%
69%
74%
78%
57%
56%
66%
70%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Store layout and opening hours
Reviwes from others
Availability
Promotional offers
Delivery terms
Online
In store

Which of the following products/services have you purchased
online in the last 12 months? (multiple answers)
Q10: Values globally - all products and services analyzed
39% of electronics and household appliances products and the same percentage of clothing are bought online, which are the
highest recorded values . Cars and bank loans have the lowest rates in online purchasing of 10% and respectively 14% in 2014.
Compared to 2012, the evolution is in general highly favorable for online trade, with an average rise of 5%.
32%
14%
24%
16%
10%
39%
21%
39%
25%
10%
18%
13%
7%
32%
15%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
bank loans
Healthcare
Cars
Clothing
Food and beverages
2012
2014

Which of the following products/services have you purchased in
store in the last 12 months? (multiple answers)
Q11::Values globally - all products and services analyzed
In 3 of 4 categories of products, shopping in traditional stores decreased by 6-8%, while only for two of the four services
examined there has globally been a downward trend. Thus, compared to 2012, in 2014 the services are at about the same level,
whereas products register more poignant differences, the prevailing preference for purchasing online as the main explanation.
44%
19%
25%
72%
31%
79%
82%
57%
44%
18%
27%
77%
30%
85%
89%
65%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
bank loans
Healthcare
Cars
Clothing
Food and beverages
2012
2014

Which of the following characteristics would influence your
decision to buy the product/service?
According to the chart above, respondents in Romania say that price (20%), quality and guarantee of the product/service (31%
and respectively 32%) are key factors in the purchasing decision. Especially for products, also an important factor is the brand
(21%), due to the fact that a strong brand is a promise of value.
Did not respond: 20
20%
31%
16%
12%
11%
10%
20%
32%
9%
21%
15%
3%
0%
5%
10%
15%
20%
25%
30%
35%
Price and delivery
terms
Quality and
guarantee
Availability Brand, Company
imagine
Technical features Producing
company policies

Consumers believe that company policies have the greatest importance for bank loans (18%). Technical features matter most for
purchasing cars (24%). Brand/company image has the greatest impact when buying clothing (27%). Availability matters most for public
services (24%) and quality comes with a share of 40% when considering food and beverages. Insurances, as they are mostly among
those mandatory, are under the major impact of low price (23%) in the perception of respondents to this survey.
Which of the following characteristics would influence your
decision to buy the product/service?
(multiple answers)
Price and delivery
terms
Quality and
guarantee
Disponibility
Brand,
Company
image
Technical
features
Producing
company
policies
• Bank loans 20% 26% 21% 9% 6% 18%
• Healthcare 21% 39% 15% 11% 8% 6%
• Public services 18% 30% 24% 9% 8% 11%
• Cars 18% 26% 8% 20% 24% 4%
• Clothing 22% 33% 8% 27% 7% 3%
Did not respond: 20
(1) (2) (3) (4) (5) (6)Column

When buying online, respondents say they are mostly influenced by the online information about the product/service they want
(50%), but also by promotional offers (49%). In the following rank is product availability (42%), followed by delivery conditions
(40%).
What influences your purchase decision when
buying online? (single answer)
Total respondennts: 290
Did not answer: 20
11%
50%
42%
49%
40%
20%
25%
27% 27%
30%31%
16%
18%
15%
18%18%
7% 8%
6% 7%
20%
2%
5%
3%
5%
0%
10%
20%
30%
40%
50%
60%
Website design Information found Availability Promotional offers Delivery
(1) Very much (2) Much (3) Moderate (4) Little (5) Very little

What factors influence your buying decision when
buying in the store? (single answer)
For Romanians, the key factors contributing to the decision to buy in the store are promotional offers (48%) and availability of
products or services (38%). Purchase and delivery assistance are also relevant factors (26% of respondents said they had a
strong impact on their purchasing decision) but store appearance is not considered a notable factor when deciding to purchase
the products and services analyzed in this study.
Did not answer: 20
when buying
15%
9%
3%
1%
13%
19%
13%
6% 6%
15%
32%
25%
21%
19%
21%22%
27%
32%
26% 25%
12%
26%
38%
48%
26%
0%
10%
20%
30%
40%
50%
60%
Website design Information found Availability Promotional offers Delivery
(1) Very little (2) Little (3) Moderate (4) Strongly (5) Very strongly

4. Buying

Q15: Values for Romania - all products and services analyzed
First ranked with an excellent purchasing experience in respondents answers are purchases of clothing (27%), followed by
electronics and household appliances (23%) and food and cars (each with 20%). Among the most unsatisfying purchase
experiences are bank loans (18%), cars (13%), insurance (12%) and public services (11%).
How would you evaluate your personal experience when buying
with suppliers of products/services analyzed? (single answer)
Categories of products and services Unsatisfying Satisfying Good Very good Excellent
• Bank loans 18% 20% 33% 19% 10%
• Healthcare 5% 19% 34% 24% 18%
• Public services 11% 18% 37% 25% 9%
• Cars 13% 12% 25% 30% 20%
• Clothing 6% 9% 30% 28% 27%
Did not answer: 20
(1) (2) (3) (4) (5)Column

Where do you usually buy products/services? (single answer)
Q16(a): Values for Romania - all products and services analyzed
The number of Romanians who shop online has reached 1.2 million, representing 7% of the population aged over 18 years. Our
results indicate online purchasing as the method preferred by 8% of respondents for the analyzed products vs. 7% for services.
No less than 70% of survey respondents - consumers aged between 20 and 35 years - prefer to buy products and services, while
77% buy from the store. Percentages for each category of products and services analyzed are shown on the next page.
Total respondenți: 289
Nu au răspuns: 21
7%
77%
16%
Preferred ways to purchase the
analyzed services
Online
In store
Both
8%
70%
22%
Preferred ways to purchase the
analyzed products
Online
In store
Both

Only electronics and household appliances products, from those included in our analysis, reach a double digit percentage (16%)
in terms of online shopping, all the others being in the range 4-6%. In the service sector the situation is similar, Internet and
mobile services with a share of 15%, all the other services positioning in the range 4-6%. Option to purchase in both ways (in
store and online) in the third column indicates the "transition zone", that in which the digital hypertasker is acting with increasingly
greater agility.
Where do you usually buy products/services? (single answer)
Categories of products and services Online In store Both
• Mobile contracts/Internet services 15% 68% 17%
• Bank loans 5% 84% 11%
• Insurance (health, house, car, etc.) 6% 78% 16%
• Healthcare 5% 80% 15%
• Public services 4% 73% 23%
• Cars 5% 76% 19%
• Clothing 6% 58% 36%
• Food and beverages 4% 84% 12%
• Electronics and household appliances 16% 62% 22%
Weighted average value for all categories 9% 72% 19%
Did not answer: 20
(1) (2) (3)Column

What payment methods do you prefer?
Q17(a):: Values for Romania - all products and services analyzed
The chart shows that, in Romania, the preferred method of payment is cash payment (on average 62% of responses) and only in
certain cases, for example when dealing with large sums of money, they use credit cards (average value: 28%) or bank transfer
(average value: 6%). Other methods such as paying by phone, Paypal are very little used (average 4%).
Did not answer: 33
73%
50%
57%
67%
74%
47%
67%
68%
56%
24%
35%
30%
23%
21%
29%
28%
25%
36%
1%
8%
9%
6%
3%
20%
2%
4%
5%
2%
7%
4%
4%
2%
4%
3%
3%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Bank loans
Public services
Healthcare
Cars
Clothing
Food and beverages
Other methods
Bank transfer
Credit card
Cash

Which payment method do you prefer?
Q17(b):: Average values for Romania - all products and services analyzed
Both charts show that, in Romania, the preferred method of payment is cash payment (64% for services and 60% for products). There
are other studies, such as the one conducted by Daedalus, which indicates that the most common method of payment for goods
ordered online is cash payment on delivery (71%). The same study shows that 25% of online shoppers are opting for credit card
payment, while only 3% use PayPal. Our study also indicates similar percentages for credit card payments.
Did not answer: 33
64%
27%
5% 4%
0%
10%
20%
30%
40%
50%
60%
70%
Cash Credit card Bank transfer Other
methods
Preferred payment methods for services
60%
28%
8%
4%
0%
10%
20%
30%
40%
50%
60%
70%
Cash Credit card Bank transfer Other methods
Preferred payment methods for products

Which payment method do you prefer? (multiple answers)
Q17(c):: Values for Romania - all products and services analyzed
The highest values are again for cash payment at absolutely all types of products and services included in the analysis. It is
noted an interesting distribution in percentages related to credit card payment, in the top three positions electronics and
household appliances having 36%, bank loans 35% and insurance 30%. The lowest percentages are related to Healthcare (only
23% say they pay with credit card) and public services (only 21% pay by credit card).
Did not answer: 33
Categories of products and services Cash Credit card Bank transfer Other methods
• Mobile contracts/Internet services 73% 24% 1% 2%
• Bank loans 50% 35% 8% 7%
• Insurance (health, house, car, etc.) 57% 30% 9% 3%
• Healthcare 67% 23% 6% 4%
• Public services 74% 21% 3% 2%
• Cars 47% 29% 20% 5%
• Clothing 67% 28% 2% 2%
• Food and beverages 68% 25% 4% 3%
• Electronics and household appliances 56% 36% 5% 3%
Weighted average value for all categories 63% 29% 11% 4%
(1) (2) (3) (4)Column

Payment in cash depending on the country for the analyzed
products and services.
Q17: Values for Romania vs. globally – all products and services analyzed
The preference for cash payment varies by region: globally it is preferred in 39% of cases, but this percentage rises to 51% in
Eastern Europe and to 60% in the Middle East and drops to 26% in Australia and Western Europe and respectively to 24% in the
US.
Sursa: EY “Consumers on board” surveys 2012 and 2014
27%
40%
48%
50%
51%
60%
24%
26%
26%
39%
60%
0% 10% 20% 30% 40% 50% 60% 70%
South Africa
China
Brazil
India
Eastern Europe
Middle East
US
Australia
Western Europe
Globally
Romania

Specify the characteristics for which you are willing to pay extra.
Q19:: Values for Romania vs. globally – all products and services analyzed
Both in Romania and globally, respondents say they are willing to pay extra for immediate availability (26% vs. 23%). Second
rank innovative technical features (15% vs. 12%), followed by premium services (13% vs. 11%) and personalized services (12%
vs. 9%), all other features having a small percentage in comparison.
Sursa: EY “Consumers on board” surveys 2012 and 2014
6%
12%
14%
9%
11%
12%
13%
23%
7%
9%
6%
12%
13%
15%
12%
26%
0% 5% 10% 15% 20% 25% 30%
Local products
Luxury products
Eco products
Personalized products
Premium services
Innovative caracteristics
Short time for delivery
Immediate availability
Romania
Globally

In Romania, the main characteristics for which respondents would be willing to pay more when buying products are immediate
availability (20%), innovative features (16%), personalization and luxury goods (12%). For services, in the first three positions are
immediate availability (31%,) premium services (17%) and innovative features and personalization (13%). Characteristics such
as "eco" or “local" have a percentage of only 4-9%.
Did not answer: 38
31%
12% 13%
17%
13%
4% 5% 5%
20%
12%
16%
10%
12%
9% 9%
12%
0%
5%
10%
15%
20%
25%
30%
35%
Immediate
availability
Short delivery
time
Innovative
features
Premium
services
Personalized
products
Eco products Local products Luxury
products

(multiple answers)
Q20(b): Values for Romania – all products and services analyzed
Immediate availability proves to be the most important characteristic for which respondents are willing to pay extra (on all products and
services analyzed). Study results show very low percentages in the interest towards "Romanian products', which still indicates
Romanian consumers preferences for imported products. In the category "innovative features" electronics and household appliances
rank number one (23%), followed by mobile phones and cars (each with 20%).
Did not answer: 38
Categories of products and services
Immediate
availability
Short time
of delivery
Innovative
features
Premium
services
Personali
zation
Eco
products
Romanian
products
Luxury
products
• Mobile contracts/Internet services 21% 10% 20% 15% 16% 4% 4% 10%
• Bank loans 33% 17% 6% 23% 14% 3% 3% 1%
• Insurance (health, house, car, etc.) 31% 11% 13% 21% 15% 2% 4% 3%
• Healthcare 40% 8% 12% 11% 6% 8% 10% 5%
• Public services 35% 15% 10% 16% 11% 5% 4% 4%
• Cars 18% 12% 20% 10% 15% 5% 2% 18%
• Clothing 22% 13% 9% 8% 20% 6% 5% 17%
• Food and beverages 19% 8% 7% 8% 5% 23% 24% 6%
• Electronics and household appliances 21% 14% 23% 12% 10% 5% 5% 10%
Weighted average value for all categories 28% 12% 17% 15% 14% 12% 13% 12%
(1) (2) (3) (4) (5) (6) (7) (8)Column

5. Post-purchase experience

How would you rate the following aspects related to
the post-purchase experience?
Regarding the post-purchase experience with products, first ranks the assistance received within the warranty period (31%),
followed by customer support (25%) and loyalty programs (17%). Regarding services, first ranks customer assistance (30%),
followed by support during the warranty period (26%) and loyalty programs (17%). Being open to feedback from buyers has only
9% for the services and 12% for the products analyzed in this study.
Did not respond: 38
16%
30%
26%
19%
9%
15%
25%
31%
17%
12%
0%
5%
10%
15%
20%
25%
30%
35%
Technical support Costumer support Warranty support Loyalty programs Open to feedback

How would you rate the following aspects related to
the post-purchase experience? (multiple answers)
Loyalty programs are the most popular in the post-purchase experience in respect to Healthcare (22%), followed by bank loans
and insurance (21% each). Regarding openness to feedback from consumers, although the percentages are small, in the best
positions rank food and beverages (16%), clothing (15%) and healthcare (14%).
Did not respond: 38
Categories of products and services Technical support Costumer support
Warranty period
assistance
Loyalty programs Open to feedback
• Bank loans 13% 31% 23% 21% 12%
• Healthcare 12% 28% 24% 22% 14%
• Public services 14% 34% 23% 17% 12%
• Cars 20% 23% 30% 16% 11%
• Clothing 9% 33% 23% 20% 15%
(1) (2) (3) (4) (5)Column

How would you assess the impact of your feedback
on companies that offer products/services?
If looking at the extreme values of the scale of analysis, it appears that feedback given by respondents has higher percentages of
unsatisfactory impact (21% for services and 14% for products) than excellent impact (12% for services and 16% for products).
Did not answer: 38
21% 21%
28%
18%
12%
14%
21%
26%
23%
16%
0%
5%
10%
15%
20%
25%
30%
Unsatisfying Satisfying Good Very good Excellent

How would you assess the impact of your feedback
on companies that offer products/services? (single answer)
Respondents say the least impact their feedback has when purchasing clothing (10%), followed in equal percentage for food and
beverages, electronics and home appliances and mobile contracts/Internet services (each with 15%).
Did not answer: 38
Categories of products and services Unsatisfying Satisfying Good Very good Excellent
• Bank loans 25% 25% 27% 15% 8%
• Healthcare 18% 16% 29% 21% 16%
• Public services 22% 19% 24% 21% 14%
• Cars 17% 20% 24% 20% 19%
• Clothing 10% 24% 22% 27% 17%
(1) (2) (3) (4) (5)Column

Consumer feedback sent through social media.
(multiple answers)
Q23: Global values - reff. to Facebook, Twitter and LinkedIn
According to the EY’s global study in 2012 and 2014, Consumers on board, consumers find that the feedback send to the selling
companies through social media can not replace direct interaction with their representatives (69%). However, 52% think it is a
good mechanism to discover and validate the information in an objective manner. On the other hand, 54% say they waste more
time using social media ..
69%
60%
54%
52%
65%
70%
57%
49%
51%
60%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Cannot replace direct interraction with
consumer
Is a new method for expressing
complaints
Social media is often a waste of time
It's a good mechanism to discover and
validate the information in an objective
manner
High risk of data insecurity
2012
2014

Demographics

Demographics
Age Gender Residence
99%
1%
20-35 36-60
Income Education
85%
12%
3%
0-500 EUR
500-1000 EUR
1000-2500 EUR
27%
73%
Male Female
55%
45%
Bucharest Other
26%
68%
4%
2%
Highschool
University
Master's degree
Doctor's degree

Project team

Project team
We thank for their contribution to the preparation of this study to our colleagues:
Valentin Răucescu, Marcel Vârlan, Tudor Ungureanu, Radu Morariu,
Robert Frunză and Andreea Amuza.
Constantin Măgdălina
Market Enablement
EY Romania
constantin.magdalina@ro.ey.com
Elena Badea
Head of Market Enablement
EY Romania
elena.badea@ro.ey.com
Gabriela Streza
e-Survey Technical Support
EY Romania
gabriela.streza@ro.ey.com

Thank you!

EY_Experienta de cumparare_EN_Final

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