Dumitrescu Luigi

“Lucian Blaga” University of Sibiu

Romania

dumitresculuigi@yahoo.com

Directly estimating the private healthcare services demand in Romania

Cetină Iuliana

The Bucharest University of Economic Studies

Romania

cetina.iuliana@gmail.com

Pentescu Alma

“The Bucharest University of Economic Studies

Romania

alma_pentescu@yahoo.com

Yuriy Bilan

Szczecin University, Poland

yuriy_bilan@yahoo.co.uk

ABSTRACT.  This paper aims two major objectives: (1) to bring forth and stress the impor- tance of the market research’s role in efficient and effective decision making for the pri- vate (for-profit) healthcare providers; (2) to present the importance and methodology of studying the private healthcare services demand. This latter aspect is highlighted by market studies through direct research of the consumer’s perception on these services. Also, this paper aims to answer the question “how can a successful business be built on a more and more competitive market, and a market settled by more regulations than many other markets?” This is an essential question for all the managers who develop or wish to develop activities on the Romanian healthcare market.

Received: June, 2014

1st Revision: September, 2014

Accepted: October, 2014

DOI: 10.14254/2071-8330.2014/7-3/5

JEL Classification: M31

Keywords: marketing view,  market research, demand research,  direct selective marketing research