Consumer perception of the impact of innovative marketing resulting from implementation of Industry 4.0

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F18%3A00005605" target="_blank" >RIV/46747885:24310/18:00005605 - isvavai.cz</a>

Výsledek na webu

<a href="https://webcentrum.muni.cz/iscobemm2018" target="_blank" >https://webcentrum.muni.cz/iscobemm2018</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Consumer perception of the impact of innovative marketing resulting from implementation of Industry 4.0

Popis výsledku v původním jazyce

Innovative marketing is based on the search for new solutions during product development. In present-day marketing, thanks to the gradual implementation of Industry 4.0, there are many fundamental changes. The theoretical part of this contribution presents innovative marketing tied to Industry 4.0. However, the main benefit is in identification of the impacts of these innovative marketing tools on consumers. A primary research study was conducted, which consisted of qualitative collection of data, to which quantitative collection of data corresponded. The result of the first part of the research was identification of 13 impacts of innovative marketing. These impacts were the subject of quantitative research, where importance was determined using scale questions. The evaluation was carried out with the aid of descriptive statistics, from which it as apparent that nine impacts in all indicators were perceived as very important. The standard deviation and coefficient of variation confirmed that the respondents agreed in evaluation of twelve impacts. This was followed by evaluation with the aid of statistical induction, which was intended to uncover the differences in evaluation of respondents divided according to education, age, gender and home size. A statistically significant difference in responses among respondents of different education levels and age. While it is debatable whether the impacts of these consumers are only a consequence of marketing innovations, or a comprehensive implementation of industry 4.0, it is pushing research and the evaluation of the issue forward.

Název v anglickém jazyce

Consumer perception of the impact of innovative marketing resulting from implementation of Industry 4.0

Popis výsledku anglicky

Innovative marketing is based on the search for new solutions during product development. In present-day marketing, thanks to the gradual implementation of Industry 4.0, there are many fundamental changes. The theoretical part of this contribution presents innovative marketing tied to Industry 4.0. However, the main benefit is in identification of the impacts of these innovative marketing tools on consumers. A primary research study was conducted, which consisted of qualitative collection of data, to which quantitative collection of data corresponded. The result of the first part of the research was identification of 13 impacts of innovative marketing. These impacts were the subject of quantitative research, where importance was determined using scale questions. The evaluation was carried out with the aid of descriptive statistics, from which it as apparent that nine impacts in all indicators were perceived as very important. The standard deviation and coefficient of variation confirmed that the respondents agreed in evaluation of twelve impacts. This was followed by evaluation with the aid of statistical induction, which was intended to uncover the differences in evaluation of respondents divided according to education, age, gender and home size. A statistically significant difference in responses among respondents of different education levels and age. While it is debatable whether the impacts of these consumers are only a consequence of marketing innovations, or a comprehensive implementation of industry 4.0, it is pushing research and the evaluation of the issue forward.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50201 - Economic Theory

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

International Scientific Conference of Business Economics Management and Marketing – ISCOBEMM 2018

ISBN

978-80-210-9164-1

ISSN

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e-ISSN

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Počet stran výsledku

7

Strana od-do

225-231

Název nakladatele

MASARYKOVA UNIV, ZEROTINOVO NAM 617-9, BRNO 601 77, CZECH REPUBLIC

Místo vydání

Česká republika

Místo konání akce

Brno

Datum konání akce

1. 1. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000495441500030