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Vol II, No. 1/2016 Bucharest 2016 International Conference on Marketing and Business Development – Vol II, No. 1/2016 www.mbd.ase.ro Copyright © 2016, Bucharest University of Economic Studies Publishing House All rights reserved. Bucharest University of Economic Studies Publishing House 6 Romana Square, 1st district, Bucharest, Romania Postal Code 010374 Bucharest University of Economic Studies Publishing House ISSN: 2344 - 5130 ISSN-L: 2344 - 5130 2 International Conference on Marketing and Business Development – Vol II, No. 1/2016 www.mbd.ase.ro This volume comprises the full papers accepted by the Scientific Committee of the fourth Edition of the International Conference “Marketing and Business Development” MBD2016, June 30th - July 2nd 2016, Bucharest, Romania. Papers were selected after a peer review double blind type evaluation process. Reviewer team members will not use ideas from or show another person the manuscript or supplementary materials they have been asked to review without the explicit permission of the manuscript's author, obtained through the journal editor. Advice regarding specific, limited aspects of the manuscript may be sought from colleagues with specific expertise, provided the author’s identity and intellectual property remain secure. All reviews will use a double-blind review process. Reviewers and journal editors are expected to provide comments and critiques in a confidential, constructive, prompt, and unbiased manner appropriate for their position of responsibility. Collegiality, respect for the author’s dignity, and the search for ways to improve the quality of the manuscript should characterize the review process. The editor has the final authority for the acceptance or rejection of any article. Authors who publish in International Conference on Marketing and Business Development journal agree to the following terms: 1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. 2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal. 3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work. International Conference on Marketing and Business Development, ISSN: 2344- 5130 will be sent for approval of inclusion in the Conference Proceedings Citation Index - an integrated index within Web of Science (Thomson Reuters). Moreover, the journal will be indexed in the following international databases Index Copernicus, RePEc, EconPapers, IDEAS, Cabell’s Directories, Scribd, Microsoft Academic Search and Google Scholar and respectively on the site of the journal: http://www.mbd.ase.ro/journal in electronic format, with free access to full text. 3 International Conference on Marketing and Business Development – Vol II, No. 1/2016 www.mbd.ase.ro Editor-in-Chief Professor Ionel Dumitru, PhD, Bucharest University of Economic Studies, Romania Associate Editors Associate Professor Alin Valentin Angheluță, PhD, Bucharest University of Economic Studies, Romania Associate Professor Andreea Mihaela Barbu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Ștefan Claudiu Căescu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Mihaela Constantinescu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Mihai Cristian Orzan, PhD, Bucharest University of Economic Studies, Romania Assistant Professor Lucian-Florin Onișor, PhD, Bucharest University of Economic Studies, Romania Assistant Professor Cristian Ionuț Tatu, PhD, Bucharest University of Economic Studies, Romania Scientific Committee Members Professor Carmen Bălan, PhD, Bucharest University of Economic Studies, Romania Professor Gabriel Brătucu, PhD, Transilvania University of Brașov, Romania Professor Luigi Dumitrescu, PhD, Lucian Blaga University of Sibiu, Romania Professor Ionel Dumitru, PhD, Bucharest University of Economic Studies, Romania Professor Gheorghe Epuran, PhD, Transilvania University of Brașov, Romania Professor Edmir Kuazaqui, PhD, ESPM UNIP, Brasil Professor Raul M.S. Laureano, PhD, ISCTE Lisbon, Portugal Professor Rui Manuel Vinhas da Silva, PhD, ISCTE Lisbon, Portugal Professor Daniel Șerbanică, PhD, Bucharest University of Economic Studies, Romania Professor Dilaver Tengilimoğlu, Atilim University, Turkey Professor Normand Turgeon, PhD, HEC Montréal, Canada Professor Călin Petrică Vegheș, PhD, Bucharest University of Economic Studies, Romania Professor Diana Maria Vrânceanu, PhD, Bucharest University of Economic Studies, Romania Professor Răzvan Zaharia, PhD, Bucharest University of Economic Studies, Romania Associate Professor Alin Valentin Angheluță, PhD, Bucharest University of Economic Studies, Romania Associate Professor Andreea Mihaela Barbu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Stefan Caescu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Mihaela Constantinescu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Anca Francisca Cruceru, PhD, Bucharest University of Economic Studies, Romania Associate Professor Sabka Pashova, PhD, University of Economics-Varna, Bulgaria Associate Professor Mihai Roșca, PhD, Bucharest University of Economic Studies, Romania Associate Professor Katarzyna Żyminkowska, PhD, University of Bielsko-Biala and University of Economics in Katowice, Poland Assistant Professor Fayçal Boukamcha, PhD, Institute of Business Administration of Gafsa, Tunisia Assistant Professor Daniela Ioniță, PhD, Bucharest University of Economic Studies, Romania Assistant Professor Camelia Kailani, PhD, Bucharest University of Economic Studies, Romania Assistant Professor Lucian-Florin Onișor, PhD, Bucharest University of Economic Studies, Romania Assistant Professor Mara Ploeșteanu, PhD, Bucharest University of Economic Studies, Romania Assistant Professor Cristian Ionuț Tatu, PhD, Bucharest University of Economic Studies , Romania Assistant Professor Jason Turner, PhD, Abertay University, UK Assistant Tiffany S. Ho, PhD, Yale University, United States of America Federica Bressan, PhD, University of Verona, Italy Maria Johann, PhD, Warsaw School of Economics, Poland Editorial Review Board Professor Ionel Dumitru, PhD, Bucharest University of Economic Studies, Romania Professor Dilaver Tengilimoğlu, Atilim University, Turkey Professor Diana Maria Vrânceanu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Alin Valentin Angheluță, PhD, Bucharest University of Economic Studies, Romania Associate Professor Andreea Mihaela Barbu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Ștefan Claudiu Căescu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Mihaela Constantinescu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Anca Francisca Cruceru, PhD, Bucharest University of Economic Studies, Romania Assistant Professor Fayçal Boukamcha, PhD, Institute of Business Administration of Gafsa, Tunisia Assistant Professor Daniela Ioniță, PhD, Bucharest University of Economic Studies, Romania Assistant Professor Lucian-Florin Onișor, PhD, Bucharest University of Economic Studies, Romania Assistant Professor Mara Gabriela Ploeșteanu, PhD, Bucharest University of Economic Studies, Romania Associate Professor Katarzyna Żyminkowska, PhD, University of Bielsko-Biala and University of Economics in Katowice, Poland Federica Bressan, PhD, University of Verona, Italy Maria Johann, PhD, Warsaw School of Economics, Poland 4 International Conference on Marketing and Business Development – Vol II, No. 1/2016 www.mbd.ase.ro TABLE OF CONTENTS FOOD SHOPPING BEHAVIOUR IN OLDER CONSUMERS´ SEGMENT ............. 9 DAGMAR LESAKOVA PROFILE OF LUXURY MALE & FEMALE CUSTOMERS IN WESTERN INDIA ................................................................................................................................... 16 MILIND FADNAVIS TRADE BUSINESS COMMUNICATION POLICY ................................................ 23 DILYANA YANEVA VYARA KYUROVA INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT IN OPTOMETRIC PRACTICE ..................................................................................... 31 POLIXENIA AURORA PARESCURA EXPLORING THE TRAITS OF MARKETING STRATEGY APPROACHES: THE LATTE ARBOREA CASE STUDY .......................................................................... 43 MORENO FRAU FRANCESCA CABIDDU THE IMPORTANCE OF SIMILARITY AND EXPERTISE OF THE INFORMATION SOURCE IN THE WORD-OF-MOUTH COMMUNICATION PROCESS .................................................................................................................. 61 JOLANTA TKACZYK PLAY TO SAVE THE WORLD – TRIGGERING SOCIAL CHANGE THROUGH GAMES...................................................................................................................... 72 ALEXANDRA IOANA PASCU SIMULATION BUSINESS GAMES IN THE RESEARCH OF MARKETING MANAGERS’ DECISION