SOFTWARE CONSUMER BEHAVIOUR AND ITS COMPLEXITY

This paper presents the factors that influence the consumer behaviour of individual users of software products and services from Braşov County. An analysis of the end users’ attitudes, opinions and consumers’ behaviour regarding the purchase and use of software applications was made. A survey among the citizens of Braşov municipality was undertaken and the results of this quantitative research indicate a new orientation of the individual consumers towards aspects such as higher interest in software products’ functionalities, online purchase of software applications, or even a high interest in other aspects that concern the stores, the traders’ attitude and the price level of these products and services. Almost 400 persons, residents of Braşov municipality, took part in the research. The survey was conducted through a questionnaire that included questions regarding the use of hardware and software products, the purchase and the factors that influence the users’ decision process, and questions regarding features of software products and stores, as well.