The influence of communication mixture on seniors' purchase behavior

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F44555601%3A13510%2F15%3A43887286" target="_blank" >RIV/44555601:13510/15:43887286 - isvavai.cz</a>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

The influence of communication mixture on seniors' purchase behavior

Popis výsledku v původním jazyce

The target group of people at the age of 60+ is interesting for all marketers. The offer for seniors should be understandable and mainly authentic. Communication mixture tools can motivate and influence the purchase decision-making process of customer-senior. The goal of this article is finding out the influence of communication mixture on seniors' purchase behaviour over 60 years in Ustecky region in the Czech Republic. The analysis of secondary data, technical literature and studies which deal with given issues, was accomplished to fulfil the goal of this article. The results from the questionnaire will be used as primary data. It examined the influence of communication tools components on seniors' purchase behaviour in specific region. The results of the research point at the fact that first of all the effect of traditional communication mixture components, such as advertisement on TV, receiving leaflets into post boxes and mainly discount products, has the influence on purchase beh

Název v anglickém jazyce

The influence of communication mixture on seniors' purchase behavior

Popis výsledku anglicky

The target group of people at the age of 60+ is interesting for all marketers. The offer for seniors should be understandable and mainly authentic. Communication mixture tools can motivate and influence the purchase decision-making process of customer-senior. The goal of this article is finding out the influence of communication mixture on seniors' purchase behaviour over 60 years in Ustecky region in the Czech Republic. The analysis of secondary data, technical literature and studies which deal with given issues, was accomplished to fulfil the goal of this article. The results from the questionnaire will be used as primary data. It examined the influence of communication tools components on seniors' purchase behaviour in specific region. The results of the research point at the fact that first of all the effect of traditional communication mixture components, such as advertisement on TV, receiving leaflets into post boxes and mainly discount products, has the influence on purchase beh

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název periodika

Review of Applied Socio- Economic Research

ISSN

2247-6172

e-ISSN

—

Svazek periodika

10

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

RO - Rumunsko

Počet stran výsledku

9

Strana od-do

49-57

Kód UT WoS článku

—

EID výsledku v databázi Scopus

—