Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market

Popis výsledku v původním jazyce

Nowadays, customers worldwide are not satisfied only by the value of the product for their needs, because they want to get much higher quality, excellent brand and of course story behind the product. According to an adequate story, many companies realize more businesses than ever. This situation is quite specific in the sector of outdoor clothes, where operate various companies, which have small wild nature to use the full potential of outdoor clothes. The knowledge of these companies prepares an environment for suitable business. The purpose of this paper is to find out a specific condition of the choice of an outdoor company according to the marketing communication campaigns, by which these producers promote your own products. For the purpose of the paper and to get target information there was a focus group in mini form. In these mini-focus groups, 49 persons participated in twelve separated groups, where they give own opinions on the given topic and the others evaluated their answers. From these mini focus groups, we got results, which are connected to brand knowledge of the outdoor clothes in global market from both sides of producers and sellers. Each customer in global market chose products of outdoor clothes, which could be added as the brand from Alpine, Scandinavian or countries with extreme nature, and they consider these products as products with higher quality in comparison with brands from other countries.

Název v anglickém jazyce

Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market

Popis výsledku anglicky

Nowadays, customers worldwide are not satisfied only by the value of the product for their needs, because they want to get much higher quality, excellent brand and of course story behind the product. According to an adequate story, many companies realize more businesses than ever. This situation is quite specific in the sector of outdoor clothes, where operate various companies, which have small wild nature to use the full potential of outdoor clothes. The knowledge of these companies prepares an environment for suitable business. The purpose of this paper is to find out a specific condition of the choice of an outdoor company according to the marketing communication campaigns, by which these producers promote your own products. For the purpose of the paper and to get target information there was a focus group in mini form. In these mini-focus groups, 49 persons participated in twelve separated groups, where they give own opinions on the given topic and the others evaluated their answers. From these mini focus groups, we got results, which are connected to brand knowledge of the outdoor clothes in global market from both sides of producers and sellers. Each customer in global market chose products of outdoor clothes, which could be added as the brand from Alpine, Scandinavian or countries with extreme nature, and they consider these products as products with higher quality in comparison with brands from other countries.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

Globalization and Its Socio-Economic Consequences

ISBN

978-80-8154-249-7

ISSN

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e-ISSN

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Počet stran výsledku

8

Strana od-do

738-745

Název nakladatele

ZU – UNIVERSITY OF ZILINA

Místo vydání

Rajecké Teplice, SK

Místo konání akce

Rajecké Teplice

Datum konání akce

10. 10. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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