Consumers’ reaction and organizational response in crisis context, The

This paper is grounded on the premise that “the species which survived are neither the smartest nor the stronger; are those with great capacity of adaptation to change”. In the economic crisis context, companies are forced to learn the survival lesson and to find their own path through downturn. Even if two crises are not the same, the experience of previous economic crisis show that each crisis has its winners – that companies which grow in stressed times. Also the experience shows that these winners understand and adapt better to the behavior’s change of their customers in downturn context. In our paper we will emphasis the reaction of the consumers in the economic crisis context and how their behavior changed taking into account two factors – risk aversion and risk perception. Key words: economic crisis, consumer’s behavior, organizational respons