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%2F16%3A00010794" target="_blank" >RIV/47813059:19520/16:00010794 - isvavai.cz</a>

Result on the web

—

DOI - Digital Object Identifier

—

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

Ordinary consumer today can´t avoid the offerings of various companies, otherwise it is not even in the financial institutions. Continual growth of financial institutions and their influence on consumer behaviour is significant. These companies are constantly trying to establish the desired awareness and image in the minds of consumers. It means that when the companies want to attract consumers, they should be focusing on building a strong brand, because brands are the interface between consumers and the company. That is why their marketing communications involves mixing and matching different communication options. So, the aim of this paper is to investigate impact of the communications tools and brands of financial institutions on consumer perceptions and behaviour. For achieving this purpose the primary research method was chosen. The analysis was based on the number of 412 respondents. The consumers were questioned about their behaviour within the topic of financial products consum ption, the link among the choice of financial institution and brand meaning, consumers´ loyalty, the marketing communication tools importance with emphasis on merchandising and sensory marketing. If we take into account the basic criteria when selecting a financial institution and its products, respondents have mentioned a pricing policy, influence of reference groups, physical availability of sales points and image - brand of the financial institution.

Czech name

—

Czech description

—

Type

D - Article in proceedings

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2016

Confidentiality

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

Article name in the collection

Conference Proceedings from International Scientific Conference Marketing Identity 2016

ISBN

978-80-8105-841-7

ISSN

—

e-ISSN

—

Number of pages

15

Pages from-to

38-52

Publisher name

Fakulta masmediálnej komunikácie UCM

Place of publication

Trnava

Event location

Smolenice

Event date

Nov 8, 2016

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

—