THE INFLUENCE OF SOCIO-DEMOGRAPHIC CHARACTERISTICS ON PERCEPTIONS OF SOCIAL ENTERPRISES IN ROMANIA

Abstract

The purpose of the research is to identify possible correlations between certain socio- demographic characteristics (sex, age, education, occupation, income, residence) and the perception of products and services obtained in social economy entities in Romania. The research objectives were achieved by conducting a sociological survey in the North West, West and North East Regions, among the general public. The research results reveal important aspects of how this public relates to social economy enterprises: identifying the existence of such enterprises in the locality of residence, the interest to purchase products and services offered by social economy entities, the perception of quality and price, the preference for certain products. The limitations of this study are related to the research area (only three administrative regions of Romania), the results emerging from the answers of a limited number of respondents. However, the practical implications are relevant to future entrepreneurs in the social economy, by adapting the marketing strategies to the target audience expectations.