Customers’ Behaviour According to Their Reaction on Communication of Vegetarianism in Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F19%3APU132262" target="_blank" >RIV/00216305:26510/19:PU132262 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-I.pdf" target="_blank" >https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-I.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Customers’ Behaviour According to Their Reaction on Communication of Vegetarianism in Czech Republic
Original language description
Lot of people in the whole world prefer kind of healthy life. In last decade they are increase the number because of different health problems such higher sensitiveness of lactose or gluten. These reasons lead to preferring vegetarianism as alimentary way in human being. In connection with marketing communication tools there could be made strong impact on behaviour of customers in the process of decision making process. Main objective of the paper is to find connection between marketing communication tools and suggestions of vegetarianism. Therefore, there was defined hypothesis, that there exist relationship between vegetarianism knowledge and marketing communication utensil. To confirm this hypothesis there was used questionnaire survey as primary research. Whole survey was focused on the topic of nutrition tendencies in group of young people (age from 15 to 30) according to their gender. There were asked 1597 persons to participate in the primary research. From this amount we receive 351 questionnaires, what mean 21,98% returned forms. The data were processed by application of statistical software IBM SPSS Statistics 25.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Marketing Identity 2018: Digital Mirrors - part I.
ISBN
978-80-8105-984-1
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
390-397
Publisher name
University of SS. Cyril and Methodius in Trnava
Place of publication
Smolenice, SK
Event location
Smolenice, SK
Event date
Nov 6, 2018
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000467818300038

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