IMPLICATIONS OF CONSUMER BEHAVIOR ON THE BUSINESS ENVIRONMENT DURING THE CRISIS

The business environment records changes from one year to another, due to the rapid changes occurring in the macro and microenvironment. As the economic crisis, the environment in which companies operate is turbulent, that is why the attitude of those involved in business should be mostly a "proactive" one. Thus, to counteract the effects of the crisis, all the companies should respond to one of the most important changes occurred following the recession: individual consumer behavior modification. This paper aims to identify the changes in the consumer behavior in Romania and the environmental and business implications of the economic crisis starting from the analysis based on the "feel-good" factor of the consumer market and the link between it and insolvencies in the last years.