Abstract:
The consumption behaviour represents one of the main attractions of the marketing study area which sparks a lot of
interest. Within the enterprise marketing mission, the food consumption behaviour is a particular sub-category, given
the significant realignments of production and food consumption. The statistics from the last 10 years indicate a
strongly ascending trend for all product categories. The hypothesis of the current research is that this increase is due
mostly to the simultaneous increase in the number and intensity of promotional campaigns and actions, to which
consumers respond with pro-comsumption favourable reactions. The analysis from this paper is performed for Romania
with data from the period 2010-2020 by means of the following methods: observation, data analysis, processing and
interpretation. The research results confirm the increase in food consumption under the influence of promotional
actions, which does not always favourably support a stable, socio-economically healthy and sustainable market. An
atypical situation, which invalidates the correlation hypothesis of an increased food consumption directly influenced by
promotional actions, is that of fruit and vegetables consumption in Romania, products for which there is no
consumption increase registered, at least compared to other products (meat, sugar products, tobacco, beer etc.), but also
have not been observed significant promotional actions.
