Influence of communication tools on customer behaviour within a food product after declared consumption date in global

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F21%3APU138420" target="_blank" >RIV/00216305:26510/21:PU138420 - isvavai.cz</a>

Result on the web

<a href="https://www.shs-conferences.org/articles/shsconf/pdf/2021/03/shsconf_glob20_06023.pdf" target="_blank" >https://www.shs-conferences.org/articles/shsconf/pdf/2021/03/shsconf_glob20_06023.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1051/shsconf/20219206023" target="_blank" >10.1051/shsconf/20219206023</a>

Result language

angličtina

Original language name

Influence of communication tools on customer behaviour within a food product after declared consumption date in global

Original language description

Research background: Marketing communication should catch the attention of target customers, who pay attention to advertisements to make an interest in product, service, brand, or company. Marketing communication can impact customers behaviour in food choice due to association with personal identity, which is important interpersonal communication to others. Purpose of the article: Customers purchase a lot of food with no matter the possibility of consumption. Therefore, a lot of foods are wasted or degraded for consumption, because of health risks. It is necessary to influence target customers and change their mind setup and their purchasing behaviour in global retail chains. Methods: As primary research, a questionnaire survey was used. For the survey was asked 1042 persons to participate. From asked persons, we receive 451 questionnaires, which mean 43,28 %. In the amount of returned questionnaires, we had to remove 23 lists as incomplete. The total complete forms were 428 (41,08 % of asked). For the evaluation of gained data, there was applied Pearson’s chi-square test for independence of variables. Findings & Value added: Customers behave according to the presented message in communication tools, which they believe. Therefore, it is possible to use communication tools on the way of recipient behaviour cultivation. The main objective of the paper is to find a connection between marketing communication tools and customer behaviour within food products after the declared consumption date. For evaluation, there were used five variables of customer behaviour with food, and seven chosen marketing communication tools. From 35 possible connections, we found out dependencies for ten relations.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

The 20th International Scientific Conference Globalization and its Socio-Economic Consequences 2020

ISBN

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ISSN

2261-2424

e-ISSN

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Number of pages

7

Pages from-to

1-7

Publisher name

EDP Sciences

Place of publication

Žilina (SK)

Event location

Rajecké Teplice

Event date

Oct 21, 2020

Type of event by nationality

CST - Celostátní akce

UT code for WoS article

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