Marketing communication: loyalty to grocery stores built on flyers

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F13%3A00204172" target="_blank" >RIV/62156489:43110/13:00204172 - 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

Marketing communication: loyalty to grocery stores built on flyers

Original language description

This paper presents partial results of research based on consumer preferences when shopping for food. It is focused on the area of marketing communication and loyalty to grocery stores build on flyers. The main objective of this paper is to determine which consumers are influenced by flyers and which consumers are shopping for food according the information found in these flyers. The next objectives are to define which parameters are crucial for consumer when choosing his grocery store and to find a differences between consumers in different age or consumers of different gender in terms of influence by flyers. The results are based on questionnaire survey that was conducted within the period from 2011 to 2013 on a sample of 4835 respondents from the Czech Republic, via online questionnaires. For the data collection the questionnaire system ReLa, developed by the Department of Marketing and Trade at Faculty of Business and Economics at Mendel University in Brno, was used. Data was proce

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

S - Specificky vyzkum na vysokych skolach

Publication year

2013

Confidentiality

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

Name of the periodical

Journal of International Scientific Publications: Media and Mass Communication

ISSN

1314-8028

e-ISSN

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Volume of the periodical

2

Issue of the periodical within the volume

2

Country of publishing house

BG - BULGARIA

Number of pages

11

Pages from-to

347-356

UT code for WoS article

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EID of the result in the Scopus database

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