Qualitative Marketing Research for the Consumer Behaviour Specific to the Multilevel Marketing System

Abstract

This study was made in order to identify consumer behaviour specific to the multilevel marketing systems and to analyse the factors that make them buy through this system. The aim of the research was to gather information about the behaviour of Romanian consumers in the market of modern distribution systems, to identify their opinion and their satisfaction with the systems, the purchasing frequency, the allocated budget, but also how important these systems are in their lives and what benefits they bring.