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Purchasing Behaviour of Czech Singles and its Consequences on Marketing Communication Effectiveness

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F16%3A00010527" target="_blank" >RIV/47813059:19520/16:00010527 - isvavai.cz</a>

  • Result on the web

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Purchasing Behaviour of Czech Singles and its Consequences on Marketing Communication Effectiveness

  • Original language description

    This paper deals with marketing communication and purchasing behaviour of the specific group of single living consumers. The segment is growing in number in almost every developed region in the world as well as in the Czech Republic. The presented research is focused on the singles who live voluntarily outside the marriage and have own income and therefore a significant level of independency in consumption. The research has a descriptive character and a quantitative approach has been used. For the purpose of data collecting 702 singles filled a self-administrated online questionnaire. The statistics used in the research included frequency, percentage, and chi-square test. The research analysis showed a high influence of competition and sales, print flyers and loyalty programs. Analysing purchasing behaviour of singles who like buying new products and those for whom saving time is crucial when buying admits different effect of certain marketing communication tools. The aim of this article is to describe the behaviour of Czech singles and its consequences on marketing communication effectiveness.

  • Czech name

  • Czech description

Classification

  • Type

    J<sub>ost</sub> - Miscellaneous article in a specialist periodical

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2016

  • Confidentiality

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

Data specific for result type

  • Name of the periodical

    Acta academica karviniensia

  • ISSN

    1212-415X

  • e-ISSN

  • Volume of the periodical

    16

  • Issue of the periodical within the volume

    1

  • Country of publishing house

    CZ - CZECH REPUBLIC

  • Number of pages

    13

  • Pages from-to

    57-69

  • UT code for WoS article

  • EID of the result in the Scopus database