DATA MINING AND ITS IMPACT ON MARKETING COMMUNICATION - CASE: HEAT-TREATED BIRCH WOOD

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41320%2F21%3A89675" target="_blank" >RIV/60460709:41320/21:89675 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.woodresearch.sk/cms/data-mining-and-its-impact-on-marketing-communication-case-heat-treated-birch-wood/" target="_blank" >http://www.woodresearch.sk/cms/data-mining-and-its-impact-on-marketing-communication-case-heat-treated-birch-wood/</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.37763/wr.1336-4561/66.3.463476" target="_blank" >10.37763/wr.1336-4561/66.3.463476</a>

Jazyk výsledku

angličtina

Název v původním jazyce

DATA MINING AND ITS IMPACT ON MARKETING COMMUNICATION - CASE: HEAT-TREATED BIRCH WOOD

Popis výsledku v původním jazyce

The article presents the results of a marketing survey in the area of customer preferences in the case of different degrees of heat-treated solid wood and birch veneer. Part of the marketing survey was a questionnaire survey, where the respondents, as potential customers, expressed their preferences for individual samples which, at first glance, differed in colour due to the different degrees of heat treatment. The result of the research is a clear preference for the heat-treated samples compared to the reference sample without heat treatment. A more detailed secondary analysis of the data from the questionnaire survey was performed with regard to the gender, age and education of the respondents. Here, too, it is possible to conclude a clear preference for heat-treated samples for these groups of respondents. The article also analyses the possibilities of the marketing strategy with a focus on marketing communication, especially in relation to wood processors and producers.

Název v anglickém jazyce

DATA MINING AND ITS IMPACT ON MARKETING COMMUNICATION - CASE: HEAT-TREATED BIRCH WOOD

Popis výsledku anglicky

The article presents the results of a marketing survey in the area of customer preferences in the case of different degrees of heat-treated solid wood and birch veneer. Part of the marketing survey was a questionnaire survey, where the respondents, as potential customers, expressed their preferences for individual samples which, at first glance, differed in colour due to the different degrees of heat treatment. The result of the research is a clear preference for the heat-treated samples compared to the reference sample without heat treatment. A more detailed secondary analysis of the data from the questionnaire survey was performed with regard to the gender, age and education of the respondents. Here, too, it is possible to conclude a clear preference for heat-treated samples for these groups of respondents. The article also analyses the possibilities of the marketing strategy with a focus on marketing communication, especially in relation to wood processors and producers.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

20502 - Paper and wood

Projekt

<a href="/cs/project/QK1920272" target="_blank" >QK1920272: Komunikace jako nástroj harmonizace potřeb společnosti a lesnického sektoru</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Wood Research

ISSN

1336-4561

e-ISSN

—

Svazek periodika

66

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

14

Strana od-do

463-476

Kód UT WoS článku

000675830700012

EID výsledku v databázi Scopus

2-s2.0-85111602929