Influence of communication tools on customer behaviour within a food product after declared consumption date in global

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F21%3APU138420" target="_blank" >RIV/00216305:26510/21:PU138420 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.shs-conferences.org/articles/shsconf/pdf/2021/03/shsconf_glob20_06023.pdf" target="_blank" >https://www.shs-conferences.org/articles/shsconf/pdf/2021/03/shsconf_glob20_06023.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1051/shsconf/20219206023" target="_blank" >10.1051/shsconf/20219206023</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Influence of communication tools on customer behaviour within a food product after declared consumption date in global

Popis výsledku v původním jazyce

Research background: Marketing communication should catch the attention of target customers, who pay attention to advertisements to make an interest in product, service, brand, or company. Marketing communication can impact customers behaviour in food choice due to association with personal identity, which is important interpersonal communication to others. Purpose of the article: Customers purchase a lot of food with no matter the possibility of consumption. Therefore, a lot of foods are wasted or degraded for consumption, because of health risks. It is necessary to influence target customers and change their mind setup and their purchasing behaviour in global retail chains. Methods: As primary research, a questionnaire survey was used. For the survey was asked 1042 persons to participate. From asked persons, we receive 451 questionnaires, which mean 43,28 %. In the amount of returned questionnaires, we had to remove 23 lists as incomplete. The total complete forms were 428 (41,08 % of asked). For the evaluation of gained data, there was applied Pearson’s chi-square test for independence of variables. Findings & Value added: Customers behave according to the presented message in communication tools, which they believe. Therefore, it is possible to use communication tools on the way of recipient behaviour cultivation. The main objective of the paper is to find a connection between marketing communication tools and customer behaviour within food products after the declared consumption date. For evaluation, there were used five variables of customer behaviour with food, and seven chosen marketing communication tools. From 35 possible connections, we found out dependencies for ten relations.

Název v anglickém jazyce

Influence of communication tools on customer behaviour within a food product after declared consumption date in global

Popis výsledku anglicky

Research background: Marketing communication should catch the attention of target customers, who pay attention to advertisements to make an interest in product, service, brand, or company. Marketing communication can impact customers behaviour in food choice due to association with personal identity, which is important interpersonal communication to others. Purpose of the article: Customers purchase a lot of food with no matter the possibility of consumption. Therefore, a lot of foods are wasted or degraded for consumption, because of health risks. It is necessary to influence target customers and change their mind setup and their purchasing behaviour in global retail chains. Methods: As primary research, a questionnaire survey was used. For the survey was asked 1042 persons to participate. From asked persons, we receive 451 questionnaires, which mean 43,28 %. In the amount of returned questionnaires, we had to remove 23 lists as incomplete. The total complete forms were 428 (41,08 % of asked). For the evaluation of gained data, there was applied Pearson’s chi-square test for independence of variables. Findings & Value added: Customers behave according to the presented message in communication tools, which they believe. Therefore, it is possible to use communication tools on the way of recipient behaviour cultivation. The main objective of the paper is to find a connection between marketing communication tools and customer behaviour within food products after the declared consumption date. For evaluation, there were used five variables of customer behaviour with food, and seven chosen marketing communication tools. From 35 possible connections, we found out dependencies for ten relations.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název statě ve sborníku

The 20th International Scientific Conference Globalization and its Socio-Economic Consequences 2020

ISBN

—

ISSN

2261-2424

e-ISSN

—

Počet stran výsledku

7

Strana od-do

1-7

Název nakladatele

EDP Sciences

Místo vydání

Žilina (SK)

Místo konání akce

Rajecké Teplice

Datum konání akce

21. 10. 2020

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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