The concern over rivals' market shares, as well as theincreasingly frequent changes in consumption habits see companiesspend hundreds of thousands of euros every year on market studies,but only big players can afford to commission a new survey everymonth: the biggest 100 clients bring 60-70% of a market estimatedat 35 million euros, say "researchers".
Giant companies in the FMCG (fast moving consumer goods) sector,which allocate budgets of over 300,000 euros for market surveys,have remained loyal clients of research companies.
The most valuable data they buy are related to their rivals'market shares, but in the past year producers have spent more moneyto find out how Romanians consumption habits are shifting.
"Following the general trend of the economy, many companies arein a position to cut their market research budgets, with sizevarying significantly from one industry to the next. The mostaffected sectors are the auto and the financial sectors, while theleast affected is FMCG," says Adina Nica, Head of Research withinmarket research company Synovate Romania.
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