The influence of communication mixture on seniors' purchase behavior

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F44555601%3A13510%2F15%3A43887286" target="_blank" >RIV/44555601:13510/15:43887286 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

The influence of communication mixture on seniors' purchase behavior

Original language description

The target group of people at the age of 60+ is interesting for all marketers. The offer for seniors should be understandable and mainly authentic. Communication mixture tools can motivate and influence the purchase decision-making process of customer-senior. The goal of this article is finding out the influence of communication mixture on seniors' purchase behaviour over 60 years in Ustecky region in the Czech Republic. The analysis of secondary data, technical literature and studies which deal with given issues, was accomplished to fulfil the goal of this article. The results from the questionnaire will be used as primary data. It examined the influence of communication tools components on seniors' purchase behaviour in specific region. The results of the research point at the fact that first of all the effect of traditional communication mixture components, such as advertisement on TV, receiving leaflets into post boxes and mainly discount products, has the influence on purchase beh

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2015

Confidentiality

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

Name of the periodical

Review of Applied Socio- Economic Research

ISSN

2247-6172

e-ISSN

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Volume of the periodical

10

Issue of the periodical within the volume

2

Country of publishing house

RO - ROMANIA

Number of pages

9

Pages from-to

49-57

UT code for WoS article

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EID of the result in the Scopus database

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