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

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F16%3A00010794" target="_blank" >RIV/47813059:19520/16:00010794 - isvavai.cz</a>

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

Ordinary consumer today can´t avoid the offerings of various companies, otherwise it is not even in the financial institutions. Continual growth of financial institutions and their influence on consumer behaviour is significant. These companies are constantly trying to establish the desired awareness and image in the minds of consumers. It means that when the companies want to attract consumers, they should be focusing on building a strong brand, because brands are the interface between consumers and the company. That is why their marketing communications involves mixing and matching different communication options. So, the aim of this paper is to investigate impact of the communications tools and brands of financial institutions on consumer perceptions and behaviour. For achieving this purpose the primary research method was chosen. The analysis was based on the number of 412 respondents. The consumers were questioned about their behaviour within the topic of financial products consum ption, the link among the choice of financial institution and brand meaning, consumers´ loyalty, the marketing communication tools importance with emphasis on merchandising and sensory marketing. If we take into account the basic criteria when selecting a financial institution and its products, respondents have mentioned a pricing policy, influence of reference groups, physical availability of sales points and image - brand of the financial institution.

Název v anglickém jazyce

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

Popis výsledku anglicky

Ordinary consumer today can´t avoid the offerings of various companies, otherwise it is not even in the financial institutions. Continual growth of financial institutions and their influence on consumer behaviour is significant. These companies are constantly trying to establish the desired awareness and image in the minds of consumers. It means that when the companies want to attract consumers, they should be focusing on building a strong brand, because brands are the interface between consumers and the company. That is why their marketing communications involves mixing and matching different communication options. So, the aim of this paper is to investigate impact of the communications tools and brands of financial institutions on consumer perceptions and behaviour. For achieving this purpose the primary research method was chosen. The analysis was based on the number of 412 respondents. The consumers were questioned about their behaviour within the topic of financial products consum ption, the link among the choice of financial institution and brand meaning, consumers´ loyalty, the marketing communication tools importance with emphasis on merchandising and sensory marketing. If we take into account the basic criteria when selecting a financial institution and its products, respondents have mentioned a pricing policy, influence of reference groups, physical availability of sales points and image - brand of the financial institution.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název statě ve sborníku

Conference Proceedings from International Scientific Conference Marketing Identity 2016

ISBN

978-80-8105-841-7

ISSN

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e-ISSN

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Počet stran výsledku

15

Strana od-do

38-52

Název nakladatele

Fakulta masmediálnej komunikácie UCM

Místo vydání

Trnava

Místo konání akce

Smolenice

Datum konání akce

8. 11. 2016

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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