Does buying behaviour affect how persuasive certain marketing communication tools are? Case of Czech single-living consumers.

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

Does buying behaviour affect how persuasive certain marketing communication tools are? Case of Czech single-living consumers.

Popis výsledku v původním jazyce

The aim of this paper is to describe relations between reported buying behaviour among Czech singles and their admitted influence of specific marketing communication tools on their purchase decision process. This study involved a quantitative research where 702 single living persons with own income participated in self-administrated questionnaire. Data was obtained through two independent online panels. We used Chi-square to process the data and determine which type of 3 buying behaviour significantly affects attitudes towards 8 specific marketing communication tools. We found 12 cases where marketing communication influence differs according to stated behaviour characteristics.

Název v anglickém jazyce

Does buying behaviour affect how persuasive certain marketing communication tools are? Case of Czech single-living consumers.

Popis výsledku anglicky

The aim of this paper is to describe relations between reported buying behaviour among Czech singles and their admitted influence of specific marketing communication tools on their purchase decision process. This study involved a quantitative research where 702 single living persons with own income participated in self-administrated questionnaire. Data was obtained through two independent online panels. We used Chi-square to process the data and determine which type of 3 buying behaviour significantly affects attitudes towards 8 specific marketing communication tools. We found 12 cases where marketing communication influence differs according to stated behaviour characteristics.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název statě ve sborníku

Marketing Identity 2015.

ISBN

978-80-8105-780-9

ISSN

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e-ISSN

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Počet stran výsledku

15

Strana od-do

92-106

Název nakladatele

Fakulta masmediálnej komunikácie UCM Trnava

Místo vydání

Trnava

Místo konání akce

Smolenice

Datum konání akce

10. 11. 2015

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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