Does buying behaviour affect how persuasive certain marketing communication tools are? Case of Czech single-living consumers.

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F15%3A%230003793" target="_blank" >RIV/47813059:19520/15:#0003793 - 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

Does buying behaviour affect how persuasive certain marketing communication tools are? Case of Czech single-living consumers.

Original language description

The aim of this paper is to describe relations between reported buying behaviour among Czech singles and their admitted influence of specific marketing communication tools on their purchase decision process. This study involved a quantitative research where 702 single living persons with own income participated in self-administrated questionnaire. Data was obtained through two independent online panels. We used Chi-square to process the data and determine which type of 3 buying behaviour significantly affects attitudes towards 8 specific marketing communication tools. We found 12 cases where marketing communication influence differs according to stated behaviour characteristics.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2015

Confidentiality

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

Article name in the collection

Marketing Identity 2015.

ISBN

978-80-8105-780-9

ISSN

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e-ISSN

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Number of pages

15

Pages from-to

92-106

Publisher name

Fakulta masmediálnej komunikácie UCM Trnava

Place of publication

Trnava

Event location

Smolenice

Event date

Nov 10, 2015

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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