Influence of in-store marketing and customers' behaviour in outdoor shops

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F20%3APU135722" target="_blank" >RIV/00216305:26510/20:PU135722 - isvavai.cz</a>

Výsledek na webu

<a href="https://fmk.sk/download/MI2019_AJ_final-1.pdf" target="_blank" >https://fmk.sk/download/MI2019_AJ_final-1.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Influence of in-store marketing and customers' behaviour in outdoor shops

Popis výsledku v původním jazyce

The segment of outdoor clothes had become more popular in the last decade worldwide. A lot of producers have accepted the requirements of customers about the specification of the clothes. The outdoor clothes change places, where people wear them. The extreme nature environment has changed into regular wearing in a city environment. Therefore, wearing outdoor clothes are considering as kind of fashion life-style, which is important to communicate. Marketing communication has become one of a crucial part of the present. Companies must focus on these tools, which they consider as the most effective. Nevertheless, they, of course, must use a lot of traditional tools, which are required by Czech customers. The main aim of the paper is to define, which elements of marketing communication are the most used by sellers and producers in the Czech Republic in the field of outdoor clothes; and what kind of customer is in the segment of outdoor clothes in the Czech Republic. The empirical evidence is based on qualitative data, obtained by systematic observation. The observation was applied in stores of fourteen companies and 310 final customers of outdoor clothes. All gained data were put under qualitative evaluation.

Název v anglickém jazyce

Influence of in-store marketing and customers' behaviour in outdoor shops

Popis výsledku anglicky

The segment of outdoor clothes had become more popular in the last decade worldwide. A lot of producers have accepted the requirements of customers about the specification of the clothes. The outdoor clothes change places, where people wear them. The extreme nature environment has changed into regular wearing in a city environment. Therefore, wearing outdoor clothes are considering as kind of fashion life-style, which is important to communicate. Marketing communication has become one of a crucial part of the present. Companies must focus on these tools, which they consider as the most effective. Nevertheless, they, of course, must use a lot of traditional tools, which are required by Czech customers. The main aim of the paper is to define, which elements of marketing communication are the most used by sellers and producers in the Czech Republic in the field of outdoor clothes; and what kind of customer is in the segment of outdoor clothes in the Czech Republic. The empirical evidence is based on qualitative data, obtained by systematic observation. The observation was applied in stores of fourteen companies and 310 final customers of outdoor clothes. All gained data were put under qualitative evaluation.

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

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

MARKETING IDENTITY: Offline Is the New Online

ISBN

978-80-572-0038-3

ISSN

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e-ISSN

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Počet stran výsledku

15

Strana od-do

652-666

Název nakladatele

University of SS. Cyril and Methodius in Trnava

Místo vydání

Trnava, SK

Místo konání akce

Smolenice (SK)

Datum konání akce

5. 11. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000684164400046